IIM Lucknow_Brand Management_Group10_Brandwagon Barons

1. Branding In
The Age Of
Social Media
Group 10:
Brandwagon Barons
Amritansh Bharech
Nirali Raichura
Shraddha Panna
Soumyakant Das

4. Digital Strategy: not just Brand Content
Take the Leap with
SOCIAL MEDIA…
…Forge relationships directly with customers

5. Producing content on social media hoping
to build audience around their brand
Companies sunk
millions of dollars

6. What
Went
Wrong
???

7. Brands
SUCCEED
when…
…they break
into culture

8. Transformed how
Culture Works

9. Digital crowds have
become powerful
cultural innovators:
CROWDCULTURE

10. CROWDCULTURE produces
Creative Entertainment…
…harder for companies to compete

11. CROWDCULTURE
deflated conventional
branding models

12. CROWDCULTURE comes in two flavors
Amplified Subcultures:
Incubate new ideologies
and practices
Turbocharged
Artworlds:
Break new ground in
entertainment

13. On Social Media go for…
Incite, Involve, Indulge

14. McDonald is one of the biggest
spenders on Social media
PewDiePie has more than 46 million
subscribers & 15 billion views

15. 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

16. 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

17. Production budget under
$100,000
YouTube Rank #81
Brain child of 5 college jocks

18. Brand
Sponsors
are
Disintermediated

19. Cultural Branding
To turn what was once a serendipity into a
rigorous discipline

21. ICONIC BRANDS
Not
Better
Mousetraps…
…But
CULTURAL
INNOVATORS

22. 1. Map the cultural orthodoxy

23. 2. Locate the cultural
opportunity

24. 3.Targetthe
crowdculture

25. Chipotle highlighted the concern of American mass
regarding food quality
...converted an elite concern into a national social trauma

26. 4. Diffuse
the new
ideology

27. Chipotle promoted the preindustrial goods ideology..

28. 5. Innovate
continually, using
cultural flash points

29. Chipotle failed at innovating continuously
…..mimicked prior films rather than innovating new flashpoints

30. Stop Chasing Trends

31. Instead…
Target
CROWDCULTURES