Building a Brand as Consumers Take Control

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    Notes on slide 1

    Consumers taking controlCutting out advertisingListening to each other rather than your ads

    Get people to rally around brand relationships

    If you can Cut traditional media out of your lifeAccess product reviewsEasily find the lowest price online Get lots of other people’s opinions Can you control your brand?Inspire conversation? Or are companies at the mercy of a democratic market?

     Marketing agency which specializes in brand strategy; Worked with clients like Morgan Stanley, L’Oreal, Mercedes, and Brita.

     Differentiates itself from all the other carbonated sugar water.Takes you to the Coke Side of Life: sensorial, stimulating experience

     Cognitive dissonanceWord of mouth recommendationsInjects humor into the brand

     If you’re already making it more fun than all the other toys while it’s still in the box, you have a leg up on the competition.

    Someone buying a high-end convertible sports car isn’t doing it for purely utilitarian reasonsShows it’s something you play with and enjoyArt: reflects something about you. Just like when people see you driving in the car.

     If you stay at Hyatt, you’ll be able to have fun wherever you go. Service from concierge is like service from the rest of the employees.FYI: they don’t know if you’re staying in a Hyatt or not—but does it really matter?

    Ice cream and pastries. More dissonance: if I have to check multiple times, it must be goodWord of mouth send to a friend.Gained over 200,000 fans the week of July 19—and you don’t have to be a fan to get promotionMore receptive to other messages later if you’ve already opted in

     Everybody hates airlines.Not just meeting, but exceeding levels of customer service.Airplane problems are unavoidable. Fixing them is not.

    There’s no formula for going viralA big campaign won’t cover up a poor product anymoreWhatever you do, it probably won’t workWhat you can guarantee is small, quality interactions. If you ensure people have quality, happy interactions at every touchpoint, that’s the future of branding and how you’ll keep loyal customers.

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    Building a Brand as Consumers Take Control - Presentation Transcript

    1. Building a Brand
      as consumers take control
      Paul Koch
      July 31, 2009
      Viget Labs
    2. the good old days
    3. the good old days
      clear unique selling propositions
    4. the good old days
      clear unique selling propositions
      fewer companies
    5. the good old days
      clear unique selling propositions
      fewer companies
      easy brand choices
    6. marketing
      heavy message control
    7. marketing
      heavy message control
      prime time TV spots are king
    8. marketing
      3 TV spots:
      80% coverage of the U.S.
      1965
    9. today
    10. today
    11. consumers are rejecting
    12. consumers are rejecting
    13. consumers are rejecting
    14. consumers are rejecting
    15. “Traditional TV advertising will be 1/3 as effective in 2010 as it was in 1990.”
      -McKinsey
    16. new opportunities
      80% coverage; average of 4.6 hours / month
    17. The marketing opportunity doesn’t come from here
    18. It comes from here
    19. a question
      if the consumer controls the messages, can a company still control its brand direction and inspire users?
    20. “Price and functionality are now taken for granted (or, in other words, not sufficiently differentiating). It is now the intangible, irrational, and subjective attributes of the brand offering that are the new factors of success . . . Empowered brands are the ones managing to deliver hedonist and emotional attributes throughout the brand experience.”
      -Vladimir Djurovic, CEO, Labbrand China
    21. “People spend money when and where they feel good.” -Walt Disney
    22. good companies
      inspire affinity toward the product
    23. good companies
      inspire affinity toward the product
      inspire affinity for the company
    24. good companies
      inspire affinity toward the product
      inspire affinity for the company
      by letting the consumer approach you, rather than the other way around.
    25. affinity
      doesn’t have to be earth-shattering
    26. affinity
      doesn’t have to be earth-shattering
      any good feeling a product creates
    27. examples:
      product affinity
    28. http://www.youtube.com/v/-AoLlUmgCLM
    29. affinity
      shows that Coke is whimsical and fun.
    30. affinity
      creates cognitive dissonance: “If I work for it, I must like it.”
    31. http://www.youtube.com/v/8UxWkZtUKaI
    32. affinity
      excites about the finished product.
    33. http://www.youtube.com/v/bwKlnT_nrIc&feature=response_watch
    34. affinity
      appeals to user’s sense of youth, play, and personalization.
    35. examples:
      company affinity
    36. affinity
      reflects Hyatt’s level of service—when you stay there, you’ll make the most of your destination.
    37. affinity
      limited quantity highlights desirability—and creates more dissonance.
    38. affinity
      shows that if Virgin breaks guitars, you won’t have to make a YouTube video to get it fixed.
    39. “Micro-interactions are the everyday exchanges that we have with a product, brand and service. Each one, in and of itself, seems insignificant. But combined they define how we feel about a product, brand or service at a gut emotional level.”
      -David Armano, AdAge
    40. thanks

    + Viget LabsViget Labs, 3 months ago

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