Let’s start with dispelling few myths 11/23/10 :: 7
FIRST A brand is not a logo 11/23/10 :: 8
SECOND A brand is not a logo A brand is not an identity 11/23/10 :: 9
FINALLY A brand is not a logo A brand is not an identity A brand is not a product !! 11/23/10 :: 10
So what EXACTLY is a brand? 11/23/10 :: 11
So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets. 11/23/10 :: 12
So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets. in other words Its not what YOU say it is 11/23/10 :: 13
So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets. in other words Its what THEY say it is So key take away #1 – Its about people 11/23/10 :: 14
Why is branding so HOT? 1) People have too many options and very little time Choices
Almost 1500+ new brands launched only in India in last 3 years.
1400+ extensions have come from the older players in the same time.
Time More Choice + Less Time = Ignore Messages 11/23/10 :: 15
11/23/10 :: 16 Why is branding so HOT? 2) Most offerings have similar qualities and nature 3) We tend to base our buying choices on trust
Why is branding so HOT? 11/23/10 :: 17
Why is branding so HOT? TRUST 11/23/10 :: 18
Why is branding so HOT? 1) People have too many options and very little time 2) Most offerings have similar qualities and nature 3) We tend to base our buying choices on trust So key take away #2 – Its about TRUST 11/23/10 :: 19
R D T = + RELIABILITY DELIGHT TRUST and it only comes from meeting and beating customer expectations 11/23/10 :: 20
11/23/10 :: 21 Cutting the flow: with a PROBLEM In most companies STRATEGY is separated by a wide GAP from CREATIVITY
One side of the GAP are STRATEGIC thinkers ANALYTICAL LOGICAL LINEAR NUMERICAL VERBAL Other side of the GAP Are CREATIVE thinkers INTUITIVE EMOTIONAL SPATIAL VISUAL PHYSICAL 11/23/10 :: 22 Cutting the flow: with a PROBLEM
11/23/10 :: 23 Cutting the flow: with a PROBLEM
11/23/10 :: 24 I am not answering this It’s the people who answers this for any charismatic brand!
Any brand can be CHARISMATIC 11/23/10 :: 25
Remember the “POWER OF FIVE” Differentiate Collaborate Innovate Validate Cultivate 11/23/10 :: 26
Remember the “POWER OF FIVE” Since the invention of mass media, the only medium which is capable of doing (trackably) all these is internet and to be specific SOCIAL MEDIA, if we have to keep in mind the acuteness of interaction… 11/23/10 :: 27 Why we say that?
They say… 11/23/10 :: 28 What ever happens in VEGAS stays in VEGAS……
TIME says… 11/23/10 :: 29 What ever happens in VEGAS stays in VEGAS…… What ever happens in VEGAS stays in FB, YT, Twitter, MySpace….
Why do we say what we say? 11/23/10 :: 30 Pretty simple, the space in which brands used to operate has changed
and created a new form of communication ecosystems 11/23/10 :: 31
Creating new human behaviors 11/23/10 :: 32
Remember the “POWER OF FIVE” Since the invention of mass media, the only medium which is capable of doing (trackably) all these is internet and to be specific SOCIAL MEDIA, if we have to keep in mind the acuteness of interaction… 11/23/10 :: 33 so, its high time we allow our brands to socialize with THEM (with individuals who matters most to our brands) BEFORE THEY GET AVERSE TO US, WE BECOME FRIENDS TO THEM
11/23/10 :: 34 If we don’t agree; still… “DUDE you getting DELL’ed” Michael Dell apologizes! Jeff Jarvis “Dell Hell” begs for “Dell Help” www.buzzmachine.com Problem worth US$ 1600
and if we agree 11/23/10 :: 35
11/23/10 :: 36 and if we agree Learning from past mistakes, Best Buy has recently taken the initiative to launch its innovative Twelpforce portal, which enables Best Buy employees on Twitter to collectively handle customer complaints and questions. Their responses are aggregated on a single stream at @twelpforce. While delegating customer service duties to untrained employees is a risky move, Best Buy has made sure to clearly outline its Twelpforce policies in a handy (and public) guide called "Tips & Expectations“.
11/23/10 :: 37 and if we agree Advantages & Learning This idea has enhanced customer service, generated buzz for the company, and is possibly saving the organization countless hours of traditional call-center troubleshooting. To follow Best Buy's lead, make your customer service procedure transparent and authentic, pool the resources of your employee base, outline clear benchmarks and guidelines, and focus on delivering quality customer care while being open to mistakes along the way.
Brands are like PEOPLE 11/23/10 :: 38
11/23/10 :: 39 Based on time, seasons, occassions
We ride the “FIVE with theTHREE” 11/23/10 :: 40
And those behaviors are formed around social objects 11/23/10 :: 41 “The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.” -- Hugh Macleod Social media is formed around social objects and in order for you to succeed you need to first identify a scalable and addressable social object
11/23/10 :: 42 Identifying SOCIAL OBJECT If your BRAND looks like a DOG and swims like a duck people will distrust you
We identify them better, an example 11/23/10 :: 43
So for Brands to socialize They need to identify a scalable social object 11/23/10 :: 44
Build tools, reach users and create content around it
And more importantly embrace social media, you can not use social media, you can only participate in it!