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Online Branding Mantra

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A short take on branding into the online world. Beginning from the conventional brand concept to what we see in the online world today. Have used many case studies, which according to me were the best i found :P

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Online Branding Mantra

  1. 1. Who the Hell am I ?
  2. 2. 03 Meet Me Bibin Parukoor Brand Ninja & Design Wiz Thomas • Co-Founder at Avocado Duku • Engineer turned Social Media Geek • Crazy Designer • Entrepreneur • Adventure Enthusiast • Tech Cruncher • Gadget Lover • Hardcore IEEE'ian
  3. 3. Online “Branding”
  4. 4. Brands are Everywhere
  5. 5. Brand is NOT • A logo • Corporate Identity • Advertising • Marketing
  6. 6. Brand IS • Confidence • Passion • Belonging • Marketing • Action • Security • A set of unique values
  7. 7. Brands are BIG business
  8. 8. Many things can be branded • Products • Services • People • Places • Religions
  9. 9. Brands can take you places
  10. 10. Brands • Guarantee QUALTIY • Evoke DESIRE • Help us BELONG
  11. 11. But now Brands work in a different way
  12. 12. Brands are • finding info (Google !) • sharing films (YouTube !) • selling stuff (eBay !) • making friends (facebook !) • adding to knowledge (Wikipedia !) IN WAYS WE NEVER COULD BEFORE !
  13. 13. Brands say ‘USE ME’
  14. 14. Brands are now YOURS
  15. 15. YOU make them
  16. 16. YOU un make them
  17. 17. Brands Create Magic
  18. 18. Brands fuel our IMAGINATION
  19. 19. Evoke Desire
  20. 20. Arouse Passion
  21. 21. Make us Aspire for more
  22. 22. This is what Brands do !
  23. 23. Most powerful tool of Brands ADVERTISING
  24. 24. Advertising • TV • Radio • Press • Billboards • Online Media • ALL HAVE CREATED SYMBOLS !
  25. 25. Changing World !
  26. 26. 3 International Case Studies • Sandwich Experiment Walkers Chips, Sandwich, UK • Power with Billboards NedBank, South Africa • Democratic Car making Volkswagen Peoples Car Project, China
  27. 27. Brands REACH OUT to the common man
  28. 28. The Online Branding MANTRA
  29. 29. Online Branding A key marketing challenge in today’s multichannel, multi-device world is the integration of digital marketing opportunities into the traditional marketing mix.
  30. 30. Online Branding Leveraging the capabilities of the Internet’s network connectivity and interactivity to drive revenue is of paramount importance to today's marketer.
  31. 31. Crisis ? “Used to be, TV was the answer. The only problem was it stopped working sometime around 1987.” President GM North America “Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are.” Gary Loveman, CEO, Harrah’s
  32. 32. Tactics • Immersion Immersed in a brand's influence • Advergaming •Turing ‘brick’ brands digital
  33. 33. Drive the Brand.. …websites need to be more than a communication channel to customers. they must be a proposition in their own right. …websites must be an extension of the products and services that a brand provides to its customers.
  34. 34. Drive the Brand …marketers must understand that as soon as content becomes digital, customers expect more from it. …you have to allow for co-creation and create “Prosumers”.
  35. 35. Drive the Brand.. The edge boundaries between content, advertising, and application have gone.
  36. 36. Brand building on facebook
  37. 37. The Whole Picture Advertising faces new challenges Attention, niche demand, value of social communication A new medium changes relationships From customer to guest From teller of stories to resource for stories
  38. 38. The Whole Picture Brand Value: Brand means authentic thought leadership (not one-way interruptions) Brand value depends on the amount (and maybe quality) of social communication
  39. 39. Sensational Content creates the online value
  40. 40. Best 3 Campaigns of last year • Dove – Beatty sketches • Red bull - Felix’s Jump from Space • Volvo – Jon Vaun Damn’s Epic Split
  41. 41. Brand’s • Engage • Involve • Entertain • Excite Let the BRANDS change your life !
  42. 42. Love your BRANDS !
  43. 43. Thank You

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