Building Brands in a Digitized World

Building Brands in a digitized world
Pushkar Sane
www.pushkarsane.com | www.pushkar.co
t: @PushkarSane
e: me@pushkarsane.com
Images in this presentation are courtesy to stock.xchng: www.sxc.hu & other open source resources

Why am I here?
www.pushkarsane.com | @PushkarSane | me@pushkarsane.com | www.pushkar.co
Frustration
Curiosity
Hope

Next 40 minutes
Digitization of life
Implications for brands & marketing
Your questions my answers

Digitization of Life

I, Me & Myself

Compulsive connectivity

Language of Convenience

Parallel Conversations

Life is an Open Book

Gone in 60 Seconds

From Content Consumers to Content Creators

Strangers are called Friends

Circle of InfluenceCircle of Casual Concern

Increasing Trust in ‘Unknown’

The Acceptance of Beta

Disclosing foot prints

Constant Migration

Closer look at current Marketing & Branding Approach

Consumer is a Target to beHunted

Focus on Rearview Mirror

Brands need to create Noise

Interrupting people & breaking privacy is a MUST

Excessive focus on Tried & Tested

Current marketing model
100%
Reach
10%
Intent
1%
Buy

Current Brand Building Approach
We’ll show you same ad as we showed other 100 million people
We’ll also repeat it at least 20 times because you need it
Our job is to acquire your lead, sales… and deliver it to our CRM department
When you call us…
For Service Press 1
For Complaints Press 2
For Accessories Press 3

If you’re a consumerit feels like being in a jail

What should Brands & Marketers do?

Consider Inverse Funnel
100%
Engage
10%
Excite
1%
Empower

Earned Media
(UGC, Tweets, Blogs, Mentions)
Rented Media
(Advertising, Search, Sponsorships)
Changing outlook towards Media
Owned Media
(Website, Blog, FB Page, TW Page)

Listen

You’re no longer marketing in a country

Allow consumers toReshape Brands

RespectPower of Crowd

Be Genuine

Stop PretendingAccept Consumers as Brand Managers

Learn the Technique

Think of brand as a Host
Brand invites people for a Party
Welcomes people, make introductions, keep the party going
Allow the guests to talk and enjoy

Power of One

Don’t panic with every negative reference

Thank You
www.pushkarsane.com | www.pushkar.co
me@pushkarsane.com
Twitter: @PushkarSane

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Building Brands in a Digitized World

by Pushkar Sane on May 18, 2011

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Building Brands in a Digitized World — Presentation Transcript