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Everything you know about branding
The document discusses the evolving landscape of branding in an 'always on, always connected' world, emphasizing the shift from traditional mass marketing to community-driven interactions. It highlights that consumer trust has shifted from advertising to personal connections and stresses the importance of brand relationship-building and experience. The author argues that conventional marketing approaches are outdated and suggests a need for brands to listen, understand, and engage authentically with their audiences.
Everything you know about branding
- 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. Why almost everythingyou think you know about BRANDING is wrong. in an always on always connected world Monday 25 October 2010
- 3. I was anorange farmer •Ad man •Marketer •Academic @walterpike Monday 25 October 2010
- 4. Wow - Thishas moved to the front line Monday 25 October 2010
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- 6. • Reminder ofwhat 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. Consumer Based Brand Equity Monday25 October 2010
- 8. It’s what youfeel Monday 25 October 2010
- 9. He is theBrand Monday 25 October 2010
- 10. Mass Marketing -Average stuff for average people The industrial model - Scale Monday 25 October 2010
- 11. Buy eyeballs .. .and interrupt Photo by Bill on Capitol Hill Monday 25 October 2010
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- 13. Share of Voice= Share of mind = Share of Market Monday 25 October 2010
- 14. We bought eyeballs- as many as we could. Monday 25 October 2010
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- 16. SORRY... THIS MODEL ISBROKEN. None of the assumptions on which its based work anymore! Monday 25 October 2010
- 17. The Internet Happened and ifyou think its a channel ... Monday 25 October 2010
- 18. People wont besegmented: They organise themeselves into groups - communities. and decide where and how they will interact with brands. Monday 25 October 2010
- 19. They trust thier friendsand people like them. They don't trust advertising and PR Monday 25 October 2010
- 20. Concept of geography haschanged. Monday 25 October 2010
- 21. The really interestingthing is that people talk to each other Monday 25 October 2010
- 22. Clay Shirky Monday 25October 2010
- 23. Photo by DRB62on Flickr Media is no longer a source of information. It’s a place of coordination. Monday 25 October 2010
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- 25. •The tools don’twork •They arent listening •You can’t even build associations. Monday 25 October 2010
- 26. • So whatdo we do? So what do we do now? Monday 25 October 2010
- 27. The Branding Prize isat the pinnacle Relationships Monday 25 October 2010
- 28. Control is anillusion Monday 25 October 2010
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- 31. Think like afarmer Monday 25 October 2010
- 32. Brand Husbandry Monday 25October 2010
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- 35. • Build abrand experience. • Every touchpoint Build an experience Monday 25 October 2010
- 36. Build a FanClub seanmcgrath on Flickr Monday 25 October 2010
- 37. who plays whatrole Monday 25 October 2010
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- 39. You can’t forcebut you can guide - by building a culture Brand husbandry Monday 25 October 2010
- 40. Forget media conceptsof volume. OTS are irrelevant. Only quality and connections are important. Monday 25 October 2010
- 41. precisely delivered advertising Monday25 October 2010
- 42. So we dontneed this stuff •No need to interrupt Monday 25 October 2010
- 43. Thank you CellC for providing such a great case study Monday 25 October 2010
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- 45. • A campaignthat says - trust us • What better idea than to mislead people. Monday 25 October 2010
- 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. www.brandseye.com Twitter - Visuals Monday25 October 2010
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- 51. PiKE www.pike.co.za Making sense ofbrands in an always on always connected world. Monday 25 October 2010