The communized brand

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With the emergence of the social, super collaborative world, the nature of your brands is undergoing a transformation too. You no longer unilaterally shape your brand, your brand is now co-owned and …

With the emergence of the social, super collaborative world, the nature of your brands is undergoing a transformation too. You no longer unilaterally shape your brand, your brand is now co-owned and communized.

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  • 1. 1 The Communized Brand in.linkedin.com/in/rimjhimray/ (t) @GlobeSlother
  • 2. 2 Your brand has been communized  Do you own your brands? Is the locus of control with you? Do you decide its identity influence its perception? – In a social, hyper connected, democratic world- the answer is NO  Brands are debated, discussed, distorted, reshaped, recreated in the universe outside the Brand HQ  Brand perceptions are shaped not by million dollar commercials or PR but by peer networks across the world  Disintermediation of the PR, your brands and its high priests have to participate in the conversation  Empowerment of the small, local seller.  One direct line connects the producer and the consumer. The risk is yours  The community holds the invisible equity, they will demand their ‘returns’? You have to be there Not here
  • 3. 3 And what does that mean?  Redrawing the value network  Peer to peer value chains  Co-author the brand  Shared stories  Shared Commitment  Brand conversations – determines the brand identity  The invisible equity holders
  • 4. 4 Redrawing the value network  The value network has to be redrawn to include peer to peer synergies occuring outside the organization  Creation and dissemination of value in the customer to customer networks. How can you contribute to or share the value?  The length of the network from the supplier to customer is shrinking. Brand Risk  Value shared or even created outside your networks. How can you tap into the super value? Supplier Cooperatives Buyer Cooperatives/ Peer to peer selling/rent/ exchange Direct selling. E- choupals. Virtual bazaars.
  • 5. 5 Integrating the super value  Facilitate supplier communities and cooperatives. Integrate small suppliers. Eliminate agents. Enhanced bargaining power of suppliers offset by reduced integration costs  Facilitate buyer communities. Can peer to peer selling or sharing happen through your portal? Gives you access to new brand owners.  Rethink your business model. Can you rent out additional capacity for example. Eg an auto maker can also rent cars. You can rent out spare business spaces.
  • 6. 6 Co-Creation Threadless – the crowd sourced T shirt brand Beyond crowd sourcing. Co-design. Share profits.
  • 7. 7 Shared Stories. Shared Values  Listen to the brand communities. The stories and the emotions they associate. Co-opt the story Brand Jack Daniel built around local myths and legends Listen to the brand communities. The stories they narrate. The values they associate with. Co-opt the story. Build your brand story and values together
  • 8. 8 Shared Commitment  Listen to the brand communities. The stories and the emotions they associate. Co-opt the story Brand Jack Daniel built around local myths and legends Listen to the brand communities. The stories and the emotions they associate. Co-opt the story Build partnerships. Trust Shared vows
  • 9. 9 Brand Conversations • Tune the frequency. Eavesdrop. Listen. Join in. Reach out. • Incorporate the feedback. Adapt the brand. Or repurpose. • Humanize the brand. Empower your employees to participate in the conversations • Spot the super advocates from your customer community. Amplify
  • 10. 10 The invisible equity owners Community as a shareholder in your brand equity. How do you reward them, show them value? Will you assure them ‘returns’? Will you organize Annual community meetings?
  • 11. 11 Rimjhim Ray in.linkedin.com/in/rimjhimray/ (t) @GlobeSlother