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Branding inmarketing3 madhu

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Combining the forces of branding and Marketing 3.0 principles. It has been used in the Indian Context. …

Combining the forces of branding and Marketing 3.0 principles. It has been used in the Indian Context.
It is imperative for brands to embrace the Kotler Marketing 3.0 principles in the digital age!

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  • 1. Branding – A Study Presentation Madhuvanthi Ananth madhu@slamdunkstrategies.com (c) Slamdunk Strategies - Bangalore India
  • 2. BRAND MANAGEMENT INMARKETING 3.0 ERA (c) Slamdunk Strategies - Bangalore India
  • 3. 1930s Kellogg’s Ad 1980s Kellogg’s Ad –Product Centric Customer Centric (c) Slamdunk Strategies - Bangalore India
  • 4. Kellogg’s - Today Social Responsibility – “Share Your Breakfast” Initiative Customers play an active role questioning Processes, ingredients (c) Slamdunk Strategies - Bangalore India
  • 5. Marketing 3.0 – Changing Times Marketing 1.0 Marketing 2.0 Marketing 3.0 (Product Centric) (Consumer (Value driven) Oriented)Objective Sell Product Satisfy and Retain Make the world a Customer better placeEnabling Forces Industrial IT New wave Revolution TechnologyKey Marketing Product Differentiation ValuesConcept DevelopmentHow companies Mass buyers with Smarter consumer Whole human withsee the market physical needs with mind and mind, heart and heart spiritValue Propositions Functional Functional & Functional Emotional emotional & SpiritualInteraction with One to many One to One Many to Manycustomers collaboration (c) Slamdunk Strategies - Bangalore India
  • 6. Who owns the brand?Companies are forced to retract business decisions based on customer feedback!Marketing 1.0/2.0 ages indicators were decline in sales, market share, passive feedbackthrough retailersProblem is compounded in Social(c) Slamdunk Strategies - Bangalore India – Power of Network is 2^n) Networking age (Reed’s Law
  • 7. Future Marketing ConceptsThe Disciplines of Marketing Today’s Concept Future Marketing ConceptProduct Management The 4 Ps Co-CreationCustomer Management STP CommunitizationBrand Management Brand building Character Building • Build a platform, network, feedback Cocreation • Example iphone/Android – Application building “Communitization” • Strong brand Affiliation • Cult Brands • Create Authentic Unique DNA core of their Brand Character Building Differentiation • Not just “sound” authentic but be true to it in every aspect (c) Slamdunk Strategies - Bangalore India
  • 8. Power of Co-Creation (c) Slamdunk Strategies - Bangalore India
  • 9. Communitization(c) Slamdunk Strategies - Bangalore India
  • 10. Character Building (c) Slamdunk Strategies - Bangalore India
  • 11. Celebrate the Human Spirit -3i Model Credible and fulfilling the promise of positioning and differentiation. The Trust Clear Identity may be not a good one DNAUnique enoughto be heard in Beyond functionalitiesa cluttered marketplace Emotional connect (c) Slamdunk Strategies - Bangalore India
  • 12. Cheating the Spirit• Corporate Philanthropy and Cause Marketing – Possible to maintain commitment during difficult times? – Inconsistency is punished. Brand falls into the trap of being inauthentic – Timberland continued its Community Volunteer Service program despite losses in 1994• Embed the Social/Environmental Responsibility in the corporate Vision, Mission and Values (c) Slamdunk Strategies - Bangalore India
  • 13. Values Based Matrix Model (c) Slamdunk Strategies - Bangalore India
  • 14. 3 Characteristics of a good Brand Mission Business as unusual Story that moves people Customer Empowerment• Changing the way People • Brand Story has a • Google’s Project 10^100 do things Character, Plot and a • Conversations in a• Google, Metaphor community walkman/ipod/iphone Creating Spreading Consumer Empowerment (c) Slamdunk Strategies - Bangalore India
  • 15. References• Marketing 3.0 – Philip Kotler et al• The New Strategic Brand Management – JN Kapferer• Building Brand Identity – Lynn B Upshaw (c) Slamdunk Strategies - Bangalore India