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Branding In
The Age Of
Social Media
Group 10:
Brandwagon Barons
Amritansh Bharech
Nirali Raichura
Shraddha Panna
Soumyakan...
Digital Strategy: not just Brand Content
Take the Leap with
SOCIAL MEDIA…
…Forge relationships directly with customers
Producing content on social media hoping
to build audience around their brand
Companies sunk
millions of dollars
What
Went
Wrong
???
Brands
SUCCEED
when…
…they break
into culture
Transformed how
Culture Works
Digital crowds have
become powerful
cultural innovators:
CROWDCULTURE
CROWDCULTURE produces
Creative Entertainment…
…harder for companies to compete
CROWDCULTURE
deflated conventional
branding models
CROWDCULTURE comes in two flavors
Amplified Subcultures:
Incubate new ideologies
and practices
Turbocharged
Artworlds:
Bre...
On Social Media go for…
Incite, Involve, Indulge
McDonald is one of the biggest
spenders on Social media
PewDiePie has more than 46 million
subscribers & 15 billion views
Coca Cola Journey is
the Branded Content
strategy
Coca Cola Journey live since 3 years..
…barely registers views
YouTube c...
Red Bull - Most praised
branded content success
story: extreme and
alternative sports content
$2 billion marketing budget
...
Production budget under
$100,000
YouTube Rank #81
Brain child of 5 college jocks
Brand
Sponsors
are
Disintermediated
Cultural Branding
To turn what was once a serendipity into a
rigorous discipline
ICONIC BRANDS
Not
Better
Mousetraps…
…But
CULTURAL
INNOVATORS
1. Map the cultural orthodoxy
2. Locate the cultural
opportunity
3.Targetthe
crowdculture
Chipotle highlighted the concern of American mass
regarding food quality
...converted an elite concern into a national soc...
4. Diffuse
the new
ideology
Chipotle promoted the preindustrial goods ideology..
5. Innovate
continually, using
cultural flash points
Chipotle failed at innovating continuously
…..mimicked prior films rather than innovating new flashpoints
Stop Chasing Trends
Instead…
Target
CROWDCULTURES
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
Branding In The Age Of Social Media
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Branding In The Age Of Social Media

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IIM Lucknow_Brand Management_Group10_Brandwagon Barons

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Branding In The Age Of Social Media

  1. 1. Branding In The Age Of Social Media Group 10: Brandwagon Barons Amritansh Bharech Nirali Raichura Shraddha Panna Soumyakant Das
  2. 2. Digital Strategy: not just Brand Content Take the Leap with SOCIAL MEDIA… …Forge relationships directly with customers
  3. 3. Producing content on social media hoping to build audience around their brand Companies sunk millions of dollars
  4. 4. What Went Wrong ???
  5. 5. Brands SUCCEED when… …they break into culture
  6. 6. Transformed how Culture Works
  7. 7. Digital crowds have become powerful cultural innovators: CROWDCULTURE
  8. 8. CROWDCULTURE produces Creative Entertainment… …harder for companies to compete
  9. 9. CROWDCULTURE deflated conventional branding models
  10. 10. CROWDCULTURE comes in two flavors Amplified Subcultures: Incubate new ideologies and practices Turbocharged Artworlds: Break new ground in entertainment
  11. 11. On Social Media go for… Incite, Involve, Indulge
  12. 12. McDonald is one of the biggest spenders on Social media PewDiePie has more than 46 million subscribers & 15 billion views
  13. 13. Coca Cola Journey is the Branded Content strategy Coca Cola Journey live since 3 years.. …barely registers views YouTube channel ranked #2749, 676,000 subscribers
  14. 14. Red Bull - Most praised branded content success story: extreme and alternative sports content $2 billion marketing budget YouTube channel rank #184,4.9 million subscribers
  15. 15. Production budget under $100,000 YouTube Rank #81 Brain child of 5 college jocks
  16. 16. Brand Sponsors are Disintermediated
  17. 17. Cultural Branding To turn what was once a serendipity into a rigorous discipline
  18. 18. ICONIC BRANDS Not Better Mousetraps… …But CULTURAL INNOVATORS
  19. 19. 1. Map the cultural orthodoxy
  20. 20. 2. Locate the cultural opportunity
  21. 21. 3.Targetthe crowdculture
  22. 22. Chipotle highlighted the concern of American mass regarding food quality ...converted an elite concern into a national social trauma
  23. 23. 4. Diffuse the new ideology
  24. 24. Chipotle promoted the preindustrial goods ideology..
  25. 25. 5. Innovate continually, using cultural flash points
  26. 26. Chipotle failed at innovating continuously …..mimicked prior films rather than innovating new flashpoints
  27. 27. Stop Chasing Trends
  28. 28. Instead… Target CROWDCULTURES

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