0
Of blogs, brands and
the WIIFM question

@bhatnaturally
*



It is different now.

* Source: Maggi, It’s Different TVC
"The modern 'copy man' has to say
things in a way that they have not
been said before - because that is the
only kind of t...
"The modern 'copy man' has to say
things in a way that they have not
been said before - because that is the
only kind of t...
"Nobody reads ads. People
read what interests them.
Sometimes it's an ad." 



~ Howard Gossage
No, there is no room for your
brand of dishwashing liquid
(now with 30% more lime) in
your target audience’s mind.

Image
Hint:

Replace ‘brand of dishwashing
liquid with your name and the
same rules apply.
So should brands have blogs?
!

Deeply thought, considered
answer: it depends.
Hang on, that’s actually
the wrong question.
How can we
help you be more
awesome?*
How can we
help you be more
awesome?*
Product

How can we
help you be more
awesome?*
Product

How can we
help you be more
awesome?*
Product

How can we
help you be more
awesome?*
Product

How can we
help you be more
awesome?*

Marketing &
Communication
Product

How can we
help you be more
awesome?*

Marketing &
Communication
Product

How can we
help you be more
awesome?*

Marketing &
Communication

Social Media
Product

How can we
help you be more
awesome?*

Marketing &
Communication

Social Media
Product

How can we
help you be more
awesome?*

Blog

Marketing &
Communication

Social Media
Product

How can we
help you be more
awesome?*

Blog

Marketing &
Communication

Social Media

*originally asked by Tom Fi...
How do I decide if my
category or brand needs
a blog?
Considered purchase, high
involvement category
Considered purchase, high
involvement category

And/Or
Considered purchase, high
involvement category

And/Or

Scope for enriching
experiences after product
category (or brand)
...
Considered purchase, high
involvement category

And/Or

Scope for enriching
experiences after product
category (or brand)
...
Considered purchase, high
involvement category

And/Or

Scope for enriching
experiences after product
category (or brand)
...
Considered purchase, high
involvement category

And/Or

Scope for enriching
experiences after product
category (or brand)
...
Considered purchase, high
involvement category

Knowledge & Education

And/Or

Scope for enriching
experiences after produ...
Considered purchase, high
involvement category

Knowledge & Education
Technology

And/Or

Scope for enriching
experiences ...
Considered purchase, high
involvement category

Knowledge & Education
Technology

Services

And/Or

Scope for enriching
ex...
Considered purchase, high
involvement category

Knowledge & Education
Technology

Services

Luxury
And/Or

Scope for enric...
Considered purchase, high
involvement category

Knowledge & Education
Technology
Luxury

Services
Travel

And/Or

Scope fo...
Considered purchase, high
involvement category

Knowledge & Education
Technology

Services

Luxury
And/Or

Scope for enric...
What’s the brand objective,
dude?
Depending on brand, market stature, marketing plans
anything from

•

establish or furth...
“What do I blog about? I am
already engaging them on
Facebook with stories”.
Each medium has an
advantage. Find it, use it.
What’s a blog good at?
1. Cater to narrow, niche,
involved audience

2. Thought leadership
stance
3. Long form content tha...
Once you pop, you can’t stop.

Image Source
Do you want to be eerie or welcoming?
Image Source

Think before you leap.
Going to
where the
crowd is vs.
building your
own nest
Hard work guaranteed.

Source
Experts say, it is not about what
the brand says, nowadays.
!

It is about what the brand does.
Same rules apply for the
personal brand.
CAREER

Social

Friends & peers

Several actions & sources create
the personal brand.
Blog is uniquely placed to showcase
an individual’s or brand’s personality
in an in-depth, multi-faceted manner.
Source: krishashok.me
In this age of noattention, aren’t blogs
dead?
If it is interesting, there
will be an audience.
Bud Light #UpForWhatever: 3:43
seconds; views - 14.62 mn
Chrysler with Bob Dylan: 2:00;
views - 5.56 mn
So if marketing is about nudging
consumer behaviour along the
consumer’s path to purchase…
WIIFM?
WIIFM?

Blog
WIIFM?

Blog
WIIFM?

Blog
To the
consumer:
Helps you be more
awesome
WIIFM?

Blog
To the
consumer:
Helps you be more
awesome
WIIFM?

Blog
To the
consumer:
Helps you be more
awesome

To the brand:
reputation x
credibility x
perception
Thank You.

@bhatnaturally
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
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Of blogs, brands and the WIIFM question

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Revisiting the basics of blogs for brands.

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Transcript of "Of blogs, brands and the WIIFM question"

  1. 1. Of blogs, brands and the WIIFM question @bhatnaturally
  2. 2. * 
 It is different now. * Source: Maggi, It’s Different TVC
  3. 3. "The modern 'copy man' has to say things in a way that they have not been said before - because that is the only kind of talk that will nowadays attract attention."
  4. 4. "The modern 'copy man' has to say things in a way that they have not been said before - because that is the only kind of talk that will nowadays attract attention." ~Observations in Printers Ink, 1908
  5. 5. "Nobody reads ads. People read what interests them. Sometimes it's an ad." 
 
 ~ Howard Gossage
  6. 6. No, there is no room for your brand of dishwashing liquid (now with 30% more lime) in your target audience’s mind. Image
  7. 7. Hint: Replace ‘brand of dishwashing liquid with your name and the same rules apply.
  8. 8. So should brands have blogs? ! Deeply thought, considered answer: it depends.
  9. 9. Hang on, that’s actually the wrong question.
  10. 10. How can we help you be more awesome?*
  11. 11. How can we help you be more awesome?*
  12. 12. Product How can we help you be more awesome?*
  13. 13. Product How can we help you be more awesome?*
  14. 14. Product How can we help you be more awesome?*
  15. 15. Product How can we help you be more awesome?* Marketing & Communication
  16. 16. Product How can we help you be more awesome?* Marketing & Communication
  17. 17. Product How can we help you be more awesome?* Marketing & Communication Social Media
  18. 18. Product How can we help you be more awesome?* Marketing & Communication Social Media
  19. 19. Product How can we help you be more awesome?* Blog Marketing & Communication Social Media
  20. 20. Product How can we help you be more awesome?* Blog Marketing & Communication Social Media *originally asked by Tom Fishburne
  21. 21. How do I decide if my category or brand needs a blog?
  22. 22. Considered purchase, high involvement category
  23. 23. Considered purchase, high involvement category And/Or
  24. 24. Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
  25. 25. Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
  26. 26. Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
  27. 27. Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
  28. 28. Considered purchase, high involvement category Knowledge & Education And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
  29. 29. Considered purchase, high involvement category Knowledge & Education Technology And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
  30. 30. Considered purchase, high involvement category Knowledge & Education Technology Services And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
  31. 31. Considered purchase, high involvement category Knowledge & Education Technology Services Luxury And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
  32. 32. Considered purchase, high involvement category Knowledge & Education Technology Luxury Services Travel And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
  33. 33. Considered purchase, high involvement category Knowledge & Education Technology Services Luxury And/Or Scope for enriching experiences after product category (or brand) consumption Travel Social Media Scope for story telling
  34. 34. What’s the brand objective, dude? Depending on brand, market stature, marketing plans anything from • establish or further thought leadership • be seen as a go-to brand for the right information in the category • a platform for surprising, enriching discoveries
  35. 35. “What do I blog about? I am already engaging them on Facebook with stories”.
  36. 36. Each medium has an advantage. Find it, use it.
  37. 37. What’s a blog good at? 1. Cater to narrow, niche, involved audience 2. Thought leadership stance 3. Long form content that can suit the brand objective: useful, entertaining 4. Meaningful discussion
  38. 38. Once you pop, you can’t stop. Image Source
  39. 39. Do you want to be eerie or welcoming?
  40. 40. Image Source Think before you leap.
  41. 41. Going to where the crowd is vs. building your own nest
  42. 42. Hard work guaranteed. Source
  43. 43. Experts say, it is not about what the brand says, nowadays. ! It is about what the brand does.
  44. 44. Same rules apply for the personal brand.
  45. 45. CAREER Social Friends & peers Several actions & sources create the personal brand.
  46. 46. Blog is uniquely placed to showcase an individual’s or brand’s personality in an in-depth, multi-faceted manner.
  47. 47. Source: krishashok.me
  48. 48. In this age of noattention, aren’t blogs dead?
  49. 49. If it is interesting, there will be an audience.
  50. 50. Bud Light #UpForWhatever: 3:43 seconds; views - 14.62 mn Chrysler with Bob Dylan: 2:00; views - 5.56 mn
  51. 51. So if marketing is about nudging consumer behaviour along the consumer’s path to purchase…
  52. 52. WIIFM?
  53. 53. WIIFM? Blog
  54. 54. WIIFM? Blog
  55. 55. WIIFM? Blog To the consumer: Helps you be more awesome
  56. 56. WIIFM? Blog To the consumer: Helps you be more awesome
  57. 57. WIIFM? Blog To the consumer: Helps you be more awesome To the brand: reputation x credibility x perception
  58. 58. Thank You. @bhatnaturally
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