Brands Out of Control

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Insrirational presentation for the Medinge Group Annual Russian Panel that took place on September 1st, 2011 in Lisbon.

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Brands Out of Control

  1. 1. Medinge GroupAnnual Russian PanelDmitry Petrov & Sergei E.MitrofánovLisbon; September 1st, 2011 1
  2. 2. About «Russian Panel»• 45-50 minutes for discussion• We plan to write an article for Medinge Journal based on discussion• ...it’s not about Russia it’s about branding 2
  3. 3. Brands Out of ControlMedinge Group Annual Russian Panel;Lisbon; September 1st, 2011 3
  4. 4. DIGITAL LOYALTY• Today a distance between Love and Hate is just one touch! 4
  5. 5. 5
  6. 6. Alert on glass in Baby Food... 6
  7. 7. 7
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  9. 9. 9
  10. 10. INTERNET RULES• Without your support your post/tweet/news will live only 20 minutes 10
  11. 11. REMEMBER!• The Internet will never forget 11
  12. 12. Some people think they know how to buildbrands. And even more – they think theyare skilled to control them. 12
  13. 13. OUT OF CONTROL• Companies (marketers or advertisers) do not own information they post or into the Net• NO authorities/experts - «ask Google»• «Unlimited» word-of-mouth• Response VS Silence 13
  14. 14. Are there any evidencesthat personal attitudestowards particular brands,shared in social networksseriously influence identityand reputations of thesebrands? 14
  15. 15. What is a core differencein a way traditional and«new» media impact onbrands identity? 15
  16. 16. How should brandsrespond on challengesrosed by «ZuckerbergEra»? 16
  17. 17. If we don’t use social media,it will exploit us... 17

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