Walter Pike
PiKE | New Marketing
The Digital Academy
pike.co.za digitalacademy.co.za walterpike.com
Brands in an always on...
Why almost everything you think you
know about BRANDING is wrong.
in an always on always
connected world
Monday 25 October...
I was an orange farmer
•Ad man
•Marketer
•Academic
@walterpike
Monday 25 October 2010
Wow - This has moved to
the front line
Monday 25 October 2010
Monday 25 October 2010
• Reminder of what branding is.
• To create a series of associations in the
minds of consumers - that leads to
preference....
Consumer Based
Brand Equity
Monday 25 October 2010
It’s what you feel
Monday 25 October 2010
He is the Brand
Monday 25 October 2010
Mass Marketing - Average stuff for
average people
The industrial model - Scale
Monday 25 October 2010
Buy eyeballs . . .and
interrupt
Photo by Bill on Capitol Hill
Monday 25 October 2010
Getting Noticed
The
Communication
Problem
Relevance
Originality
Impact
Monday 25 October 2010
Share of Voice =
Share of mind =
Share of Market
Monday 25 October 2010
We bought eyeballs - as many as we could.
Monday 25 October 2010
Management
and
Marketing
are man
made
inventions.
Monday 25 October 2010
SORRY...
THIS MODEL IS BROKEN.
None of the assumptions on which its based
work anymore!
Monday 25 October 2010
The Internet
Happened
and if you think its a channel ...
Monday 25 October 2010
People wont be segmented:
They organise themeselves into
groups - communities.
and decide where and how they
will interact...
They trust thier
friends and
people like them.
They don't trust
advertising and PR
Monday 25 October 2010
Concept of geography
has changed.
Monday 25 October 2010
The really interesting thing is
that people talk to each other
Monday 25 October 2010
Clay Shirky
Monday 25 October 2010
Photo by DRB62 on Flickr
Media is no longer a source of
information.
It’s a place of coordination.
Monday 25 October 2010
Power
Monday 25 October 2010
•The tools don’t work
•They arent listening
•You can’t even build
associations.
Monday 25 October 2010
• So what do we do?
So what do we do now?
Monday 25 October 2010
The Branding
Prize is at
the pinnacle
Relationships
Monday 25 October 2010
Control is an illusion
Monday 25 October 2010
Monday 25 October 2010
Monday 25 October 2010
Think like a farmer
Monday 25 October 2010
Brand Husbandry
Monday 25 October 2010
Listen
Monday 25 October 2010
Understand
Monday 25 October 2010
• Build a brand experience.
• Every touchpoint
Build an experience
Monday 25 October 2010
Build a Fan Club
seanmcgrath on Flickr
Monday 25 October 2010
who plays what role
Monday 25 October 2010
Activate
Monday 25 October 2010
You can’t force but you can
guide - by building a culture
Brand husbandry
Monday 25 October 2010
Forget media concepts of volume.
OTS are irrelevant.
Only quality and connections are important.
Monday 25 October 2010
precisely delivered advertising
Monday 25 October 2010
So we dont need this stuff
•No need to interrupt
Monday 25 October 2010
Thank you Cell C for providing
such a great case study
Monday 25 October 2010
Monday 25 October 2010
• A campaign that says - trust
us
• What better idea than to
mislead people.
Monday 25 October 2010
www.brandseye.com
Total Coverage - Themes
Volume: 37
Avg Credibility: 5.5 Volume: 131
Avg Credibility: 4.2
Volume: 54
Avg ...
www.brandseye.com
Twitter - Visuals
Monday 25 October 2010
www.brandseye.com
Visuals
Monday 25 October 2010
Monday 25 October 2010
Monday 25 October 2010
PiKE
www.pike.co.za
Making sense of brands in
an always on always
connected world.
Monday 25 October 2010
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Everything you know about branding

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Brands are the feelings you have about products and services, the myth that everyone talks about. But the process of branding has changed, the old tools don't work like they did. The difference is that people are connected.
Maybe we should stop thinking of branding as an industrialised process but as an organic process...

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Everything you know about branding

  1. 1. Walter Pike PiKE | New Marketing The Digital Academy pike.co.za digitalacademy.co.za walterpike.com Brands in an always on, always connected world Monday 25 October 2010
  2. 2. Why almost everything you think you know about BRANDING is wrong. in an always on always connected world Monday 25 October 2010
  3. 3. I was an orange farmer •Ad man •Marketer •Academic @walterpike Monday 25 October 2010
  4. 4. Wow - This has moved to the front line Monday 25 October 2010
  5. 5. Monday 25 October 2010
  6. 6. • Reminder of what branding is. • To create a series of associations in the minds of consumers - that leads to preference. Associations in the minds of customers that lead to preference. What is Branding? Monday 25 October 2010
  7. 7. Consumer Based Brand Equity Monday 25 October 2010
  8. 8. It’s what you feel Monday 25 October 2010
  9. 9. He is the Brand Monday 25 October 2010
  10. 10. Mass Marketing - Average stuff for average people The industrial model - Scale Monday 25 October 2010
  11. 11. Buy eyeballs . . .and interrupt Photo by Bill on Capitol Hill Monday 25 October 2010
  12. 12. Getting Noticed The Communication Problem Relevance Originality Impact Monday 25 October 2010
  13. 13. Share of Voice = Share of mind = Share of Market Monday 25 October 2010
  14. 14. We bought eyeballs - as many as we could. Monday 25 October 2010
  15. 15. Management and Marketing are man made inventions. Monday 25 October 2010
  16. 16. SORRY... THIS MODEL IS BROKEN. None of the assumptions on which its based work anymore! Monday 25 October 2010
  17. 17. The Internet Happened and if you think its a channel ... Monday 25 October 2010
  18. 18. People wont be segmented: They organise themeselves into groups - communities. and decide where and how they will interact with brands. Monday 25 October 2010
  19. 19. They trust thier friends and people like them. They don't trust advertising and PR Monday 25 October 2010
  20. 20. Concept of geography has changed. Monday 25 October 2010
  21. 21. The really interesting thing is that people talk to each other Monday 25 October 2010
  22. 22. Clay Shirky Monday 25 October 2010
  23. 23. Photo by DRB62 on Flickr Media is no longer a source of information. It’s a place of coordination. Monday 25 October 2010
  24. 24. Power Monday 25 October 2010
  25. 25. •The tools don’t work •They arent listening •You can’t even build associations. Monday 25 October 2010
  26. 26. • So what do we do? So what do we do now? Monday 25 October 2010
  27. 27. The Branding Prize is at the pinnacle Relationships Monday 25 October 2010
  28. 28. Control is an illusion Monday 25 October 2010
  29. 29. Monday 25 October 2010
  30. 30. Monday 25 October 2010
  31. 31. Think like a farmer Monday 25 October 2010
  32. 32. Brand Husbandry Monday 25 October 2010
  33. 33. Listen Monday 25 October 2010
  34. 34. Understand Monday 25 October 2010
  35. 35. • Build a brand experience. • Every touchpoint Build an experience Monday 25 October 2010
  36. 36. Build a Fan Club seanmcgrath on Flickr Monday 25 October 2010
  37. 37. who plays what role Monday 25 October 2010
  38. 38. Activate Monday 25 October 2010
  39. 39. You can’t force but you can guide - by building a culture Brand husbandry Monday 25 October 2010
  40. 40. Forget media concepts of volume. OTS are irrelevant. Only quality and connections are important. Monday 25 October 2010
  41. 41. precisely delivered advertising Monday 25 October 2010
  42. 42. So we dont need this stuff •No need to interrupt Monday 25 October 2010
  43. 43. Thank you Cell C for providing such a great case study Monday 25 October 2010
  44. 44. Monday 25 October 2010
  45. 45. • A campaign that says - trust us • What better idea than to mislead people. Monday 25 October 2010
  46. 46. www.brandseye.com Total Coverage - Themes Volume: 37 Avg Credibility: 5.5 Volume: 131 Avg Credibility: 4.2 Volume: 54 Avg Credibility: 3.2 Volume: 52 Avg Credibility: 3.2 Volume: 59 Avg Credibility: 2.6 Monday 25 October 2010
  47. 47. www.brandseye.com Twitter - Visuals Monday 25 October 2010
  48. 48. www.brandseye.com Visuals Monday 25 October 2010
  49. 49. Monday 25 October 2010
  50. 50. Monday 25 October 2010
  51. 51. PiKE www.pike.co.za Making sense of brands in an always on always connected world. Monday 25 October 2010
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