HOW BRANDS RELATE                          UL ES                       D R                    AN                  BR      ...
Branding has jumped the shark.The meme is stale.Worn out.Post-peak.If branding were a showon Fox, it would be cancellednex...
A good brand changes the world.Guy Kawasaki, former Chief Brand Evangelist at Apple
THE PSYCHO BRANDS
➜ PSYCHO BRANDING                    The dominating school in                    branding today looks at the              ...
➜ THE SILVER BULLET JOBThis school of thinking believes in themagic message.Once delivered into the subjects mind, itwill ...
➜ SNIPERS    Theres a whole industry around    the casting, loading, aiming, and    firing of silver bullets. Its called   ...
➜ CORTEX THE GREATNew approaches, like thecurrent "Neuromarketing"buzz, follow the sameroad, driven by advances inbrain sc...
➜ THE LIMBIC CAVEMAN   Neuroscience has                       refreshed an old                       myth: That man is jus...
"GOOOOORGEOUS                                       THE MIND CAKE                    ➜ RACER"                          And...
THE WIRED BRANDS
Most of the buying                        decisions we make, we                        dont make as an island.     We ask ...
Brands are a part of our social life. They are            social currency, social signals, social glue, and            mee...
Some of our                               relationships                               are actually                        ...
Some brands have                               strong impact on                               how we relate to            ...
Some people are influential             experts in certain categories.             Mac users, Playstation gamers           ...
In some of our socialgroups, we have ritualsand membership badgesthat may involve specificbrands.Parachuters après-jumpon R...
➜ ALL WIRED UPBecause brands need social capital,theres a new mantra for marketingthese days:Brands should live in socialn...
➜ YOU TALKIN AT ME?The web has changed how people relate to brandsand companies in a fundamental way:They dont want to be ...
CAPRICIOUS EYEBALLS    ➜And yet, many brandsreturn disappointedfrom their firstventures into socialnetworking.Amateur video...
➜ NOTHING TO TALK ABOUT?                                                            Not all brands                        ...
NEW BRAND RULES                         UL ES                      D R                   AN                 BR          N EW
People have alwaystrusted certainbrands as referencepoints in their areaof expertise. Butthe new generationof prosumers*ex...
The strategy, not justfor master brands, isto share rather thanjealously corrall theirknowledge.Transparency is thenew fou...
NEW BRAN D RULES1. Transpar ency build s   tr u s t   (n ot mys ter y)
➜ LOW INVOLVEMENT BRANDSSome brands run into walls of indifference mostof the time. There seems to be no other way forthem...
➜ BRAND AS APPConsumers hire brands to do a job for them.Brands have to become radically supportive ofwhat people really w...
NEW BRAN D RULES1. Transpar    ency build s   tr u s t2. Brand    s are Apps
BRANDS AS FRIENDS     ➜Some brands            are in the entertainmentbusiness. Not just since YouTube but since thebeginn...
CAN YOUR BRAND DANCE?      ➜Many brands are petrified in thename of consistency; strangled              DONTbloodless by co...
CAN YOUR BRAND DANCE?                          ➜                                                 2x                       ...
NEW BRAN D RULES1. Transpar    ency build s   tr u s t2. Brand    s are Apps3. Brand s mus t learn   to dance
BRAND AS MOVEMENT      ➜Some brands fans and lovers want to be partof a movement. They want to feel recognizedand valued.
MEDIA DONT TOUCH                                             ➜                                                            ...
MEDIA DONT TOUCH   ➜Traditional one-way mediacannot touch them and getfiltered out.Traditional direct marketing isnothing m...
TOUCHED BY THE BRAND   ➜Brands have toproceed frommedia thinking totouchpoint scope:where and whenare peoplereceptive to m...
NEW BRAN D RULES1. Transpar    ency build s   tr u s t2. Brand    s are Apps3. Brand s mus t learn   to dance4.  Brand s t...
MY THANKS GO TO THE ARTISTS OR THEIR RIGHTSHOLDERS         WHO I HAVE BORROWED ART FROM:      Banksy, Damien Hirst, Sigmar...
Upcoming SlideShare
Loading in...5
×

New Brand Rules

897

Published on

How brands relate in the age of the networked consumer

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
897
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
31
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

New Brand Rules

  1. 1. HOW BRANDS RELATE UL ES D R AN BR N EW
  2. 2. Branding has jumped the shark.The meme is stale.Worn out.Post-peak.If branding were a showon Fox, it would be cancellednext week.Doc Searls, co-author of The Cluetrain Manifesto
  3. 3. A good brand changes the world.Guy Kawasaki, former Chief Brand Evangelist at Apple
  4. 4. THE PSYCHO BRANDS
  5. 5. ➜ PSYCHO BRANDING The dominating school in branding today looks at the brands reflection inside the individual and tries to understand its deeper psychological structure: associations, motivations, attitudes. Its based on the belief that brands must push a hot button in the consumers mind to be successful.
  6. 6. ➜ THE SILVER BULLET JOBThis school of thinking believes in themagic message.Once delivered into the subjects mind, itwill trigger unconscious desires and trick arational censor on the way, if necessary.
  7. 7. ➜ SNIPERS Theres a whole industry around the casting, loading, aiming, and firing of silver bullets. Its called advertising. There are planners who design the magic messages, creatives who craft it, researchers who test it, media planners who target it, and media channels that deliver it.
  8. 8. ➜ CORTEX THE GREATNew approaches, like thecurrent "Neuromarketing"buzz, follow the sameroad, driven by advances inbrain scanning technology.They help us betterunderstand the functionaltopography of the mosthighly engineered buying-decision-making organ inthe known universe.
  9. 9. ➜ THE LIMBIC CAVEMAN Neuroscience has refreshed an old myth: That man is just a puppet of his inner devils. The scientist Benjamin Libet showed that our hand knows we will move it before we know it ourselves. Our brains limbic system has been triangulated as our little devils hide-away.
  10. 10. "GOOOOORGEOUS THE MIND CAKE ➜ RACER" And yet ... In spite of the hard science, the psycho school is notoriously weak in foresight. In reality, some brands just get a much bigger slice of peoples attention, desires, thoughts, dreams (or curses) than others. "Washing powders out" We may find ourselves daydreaming about a Porsche. Or swearing about Micosofts latest idea of how we should work. But nobody daydreams about Persil or Coke. ... and thats OK!
  11. 11. THE WIRED BRANDS
  12. 12. Most of the buying decisions we make, we dont make as an island. We ask a friend.We look at what theJoneses do.We negotiate with thefamily.We brag in the office. Many brands only have meaning and value in a social context.➜ HOMO CHATTENSIS
  13. 13. Brands are a part of our social life. They are social currency, social signals, social glue, and meeting points. Social capital is a significant part of a brands equity. Can we afford the simplicity of one-dimensional brand theories?➜ SOCIAL CAPITAL
  14. 14. Some of our relationships are actually centered around brands. Both Tupperware and Harley- Davidson bring people together who would never have met otherwise.➜ BRANDS IN OUR SOCIAL GRAPH
  15. 15. Some brands have strong impact on how we relate to people. Think how Microsoft shapes our office life.➜ BRANDS IN OUR SOCIAL GRAPH
  16. 16. Some people are influential experts in certain categories. Mac users, Playstation gamers or Sodastreamers all cant resist to evangelize.➜ BRANDS IN OUR SOCIAL GRAPH
  17. 17. In some of our socialgroups, we have ritualsand membership badgesthat may involve specificbrands.Parachuters après-jumpon Red Bull. Girls night-outs start with a rallyingcry for "Baileys, on ice." ➜ BRANDS IN OUR SOCIAL GRAPH
  18. 18. ➜ ALL WIRED UPBecause brands need social capital,theres a new mantra for marketingthese days:Brands should live in socialnetworks and attract and nurturecommunities of "subscribers", "fans"and "followers". ®
  19. 19. ➜ YOU TALKIN AT ME?The web has changed how people relate to brandsand companies in a fundamental way:They dont want to be talked at, but listened to!The social life of a brand is not just a nice creamtopping on a psychologically sound brand strategy.Customers, consumers and consumerists have liftedtheir expectations to the standards set by themost conversationalbrands.
  20. 20. CAPRICIOUS EYEBALLS ➜And yet, many brandsreturn disappointedfrom their firstventures into socialnetworking.Amateur video stealsthe show from yourexpensive "cheap"viral campaign onYouTube? 1.5m loyalbuyers in the panel The uncaring masses, from a painting by the late Sigmar Polkebut only 223 friendson Facebook?
  21. 21. ➜ NOTHING TO TALK ABOUT? Not all brands have an appropriate idea of the conversation they should have with their customers. With whom? About what? How much can The uncaring masses, I reveal? from a painting by the late Sigmar Polke What will the SEC say?
  22. 22. NEW BRAND RULES UL ES D R AN BR N EW
  23. 23. People have alwaystrusted certainbrands as referencepoints in their areaof expertise. Butthe new generationof prosumers*expects them toopen and sharethat expertise.* producing and/or professional consumers➜ BRANDS AS TRUSTED EXPERTS
  24. 24. The strategy, not justfor master brands, isto share rather thanjealously corrall theirknowledge.Transparency is thenew foundation of(brand) trust andfeeds and inspiresword-of-mouthamong customers. ➜ FOOD FOR THE NETWORKS
  25. 25. NEW BRAN D RULES1. Transpar ency build s tr u s t (n ot mys ter y)
  26. 26. ➜ LOW INVOLVEMENT BRANDSSome brands run into walls of indifference mostof the time. There seems to be no other way forthem than to buy attention space and shootsilver bullets ...
  27. 27. ➜ BRAND AS APPConsumers hire brands to do a job for them.Brands have to become radically supportive ofwhat people really want to achieve when usingthem. Think of your brand as a verb, not a noun.What action does it perform?
  28. 28. NEW BRAN D RULES1. Transpar ency build s tr u s t2. Brand s are Apps
  29. 29. BRANDS AS FRIENDS ➜Some brands are in the entertainmentbusiness. Not just since YouTube but since thebeginning of advertising. They invented the soapopera and created the most memorable andentertaining ads of all times.
  30. 30. CAN YOUR BRAND DANCE? ➜Many brands are petrified in thename of consistency; strangled DONTbloodless by codebooks that leave MOVE MOVEno room for authentic interaction. DONT
  31. 31. CAN YOUR BRAND DANCE? ➜ 2x 2. + 4. ((tap)) 3.Many brands are petrified in the 1.name of consistency; strangled 5.bloodless by codebooks that leaveno room for authentic interaction. Brands must learn to dance; to 6. + 7. relate to flirt to surprise -- but always with one foot on the solid ((tap)) ground of a robust proposition. 2x
  32. 32. NEW BRAN D RULES1. Transpar ency build s tr u s t2. Brand s are Apps3. Brand s mus t learn to dance
  33. 33. BRAND AS MOVEMENT ➜Some brands fans and lovers want to be partof a movement. They want to feel recognizedand valued.
  34. 34. MEDIA DONT TOUCH ➜ LOOK LO HERE HE OK WATCH RE OK E LO RE ME! LO ERTraditional one-way media HE HERE OK LOOK WA E! H AT E! CH OK E W M M TCH LOOK LO ERcannot touch them and get HERE TCH WA E! H TCH WA E! TCH WA E! HERE M LOOK M LOfiltered out. H HE OK M WATC RE ATC H ME! LOOK OK E W E! HERE WATCH M LO ER ME! H WATCH ME! WA ! LO RE HE OK ME AT E! HE OK CH TCH ATCH WATCH RE W M W LOOK LOOK LO ME! HERE ME! HERE
  35. 35. MEDIA DONT TOUCH ➜Traditional one-way mediacannot touch them and getfiltered out.Traditional direct marketing isnothing more personal -- plus ascandalous waste of ressources.
  36. 36. TOUCHED BY THE BRAND ➜Brands have toproceed frommedia thinking totouchpoint scope:where and whenare peoplereceptive to mytouch; and howdo I get and stayin touch withthem?
  37. 37. NEW BRAN D RULES1. Transpar ency build s tr u s t2. Brand s are Apps3. Brand s mus t learn to dance4. Brand s to uch people ... or else
  38. 38. MY THANKS GO TO THE ARTISTS OR THEIR RIGHTSHOLDERS WHO I HAVE BORROWED ART FROM: Banksy, Damien Hirst, Sigmar Polke, Michelangelo bit.ly/uwelucas
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×