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Branding in the Age of
Group 5
Sec B
Arpit (PGP31192) | Ravi Khatri (PGP31223) | Ravi Prakash Gupta (PGP31224) | Ritika (P...
“Advertising is DEAD!”
• “The traditional marketing model is broken”
- Jin Stengal, P&G
• According to World Advertising R...
The New Media Environment
• Dissatisfied & Disillusioned audiences
• Worldwide cost of TV add up. Viewership down
• “Old” ...
Why the Web is Transformational
“Humans- and human behavior- are predominately social”
1. The web reflects the way we want...
Rise of the Crowd Culture
Enhanced Connectivity & Collaboration
Direct & Substantial Impact
Turbocharged
Art Worlds
Amplified
Subcultures
1
2
CROWD CULTURE: 2 FLAVORS
Intensive, seamless interaction across geograph...
Beyond Brand Content
THE CHALLENGE:
Guarded Consumers
THE SOLUTION
Authentic & Relevant Messages
that organically garner l...
Influencers Are
Specialists
Influencers Are
Engaged in a
Community
Influencers Wear
Many Hats
Influence Marketing vs Celeb...
1.8 million
15 million
164,000
Marshawn Lynch of the
NFL’s Seattle Seahawks and
Skittles
#mycalvins
1.6million
Red Bull, p...
#CordFail
campaign
3.3 million
3.2 million
PewDiePie
42 million
Partnered with Polaris
Eye Bank Association of India
Heider’s Balance Theory
Consumer
Product/Service
Celebrity
Endorser
Five Principles
1. Map the cultural orthodoxy
2. Locate the cultural opportunity
3. Target the crowdculture
4. Diffuse the...
Example - Chipotle
1. Orthodoxy
Scientific discoveries
+ big industries + FDA
= Tasty, healthy food
Disruption
Fast Food N...
Building icons with cultural branding
Orthodoxy social class=modern corporate titan
Cultural
opportunity
Crowdculture
Disr...
HOW WHISPER TARGETTED
THE CROWD CULTURE
Crowd Culture Flashpoint:
Change, break free of useless taboos
Mapping and locatin...
ARIEL: SHARE THE LOADIdentifyingCulturalOrthodoxy and Locating Opportunities
Crowd Culture Flashpoint:
Gender
Equality
Designed as a call to action, aimed at men in particular
Succeeded in building o...
STAR SPORTS:
CAPTURING THE ‘MAUKA’
Crowd Culture Flashpoint:
Indo-Pak Rivalry
Innovative, Out-of-the-Box, Emotional Appeal
1
millionVIEWSwithin 12
hours
Crea...
Make Content
Scalable and
Repurpose It
Focus on
Micro-
communities
and Their
Interests
Utilize
Multiple Posts
and
Evergree...
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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Branding in the age of social media - prepared under the guidance of Prof. Sameer Mathur in Brand Management course, IIM Lucknow

Published in: Marketing
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Branding in the age of social media

  1. 1. Branding in the Age of Group 5 Sec B Arpit (PGP31192) | Ravi Khatri (PGP31223) | Ravi Prakash Gupta (PGP31224) | Ritika (PGP31226)
  2. 2. “Advertising is DEAD!” • “The traditional marketing model is broken” - Jin Stengal, P&G • According to World Advertising Research Center 69% of Americans would pay for money for products to avoid, stop or block advertising and marketing messages. • “Twenty years ago, three commercials would reach 80% of the total audience, but today it would take 150 commercials to reach the same audience.”
  3. 3. The New Media Environment • Dissatisfied & Disillusioned audiences • Worldwide cost of TV add up. Viewership down • “Old” rules of marketing..? No.. new rules • Profound changes (internet, mags, IM, radios, iPods, Mobile phones.
  4. 4. Why the Web is Transformational “Humans- and human behavior- are predominately social” 1. The web reflects the way we want to interact with each other 2. Its about conversations, story-telling, exploration, curiosity 3. Its dramatic and long-term shift 4. Marketing must adapt Would you rather read an ad? Or a story?
  5. 5. Rise of the Crowd Culture Enhanced Connectivity & Collaboration Direct & Substantial Impact
  6. 6. Turbocharged Art Worlds Amplified Subcultures 1 2 CROWD CULTURE: 2 FLAVORS Intensive, seamless interaction across geographies Innovative, popular entertainment just a click away Numerous nimble cultural entrepreneurs
  7. 7. Beyond Brand Content THE CHALLENGE: Guarded Consumers THE SOLUTION Authentic & Relevant Messages that organically garner likes and shares Successful Brand Content : The Mantra On social media, what works for Shakira backfires for Crest and Clorox. 1. Keep it fresh – create enough, regular content to keep the reader coming back 2. Love your reader – find out what they want and give it to them 3. Ask the audience – engage the reader in conversation 4. Measure and improve – find out what works, cull what doesn’t
  8. 8. Influencers Are Specialists Influencers Are Engaged in a Community Influencers Wear Many Hats Influence Marketing vs Celebrity Endorsement Successful Celebrity Endorsement on Social Media The Birth of Influence Marketing
  9. 9. 1.8 million 15 million 164,000 Marshawn Lynch of the NFL’s Seattle Seahawks and Skittles #mycalvins 1.6million Red Bull, partnered with Baumgartner on his record-breaking skydive. 52 million #BestDayEver campaign. 1.5 million Shaun McBride (Shonduras) Took over Taco’s snap chat $800 million and $1 billion to Samsung
  10. 10. #CordFail campaign 3.3 million 3.2 million PewDiePie 42 million Partnered with Polaris Eye Bank Association of India
  11. 11. Heider’s Balance Theory Consumer Product/Service Celebrity Endorser
  12. 12. Five Principles 1. Map the cultural orthodoxy 2. Locate the cultural opportunity 3. Target the crowdculture 4. Diffuse the new ideology 5. Innovate continually, using cultural flashpoints Cultural Branding Social Disruption
  13. 13. Example - Chipotle 1. Orthodoxy Scientific discoveries + big industries + FDA = Tasty, healthy food Disruption Fast Food Nation Super Size ME The omnivore’s dilemma 2. Opportunity Industrial food anxiety became a national social trauma 3. Target the crowdculture Organic farmers, sustainable ranchers, environmental activists, farm to table restaurants 4. Diffuse the ideology Grand Prix winning fun films – Back to the start and The scarecrow, taking on traditional food production system 5. Innovate continually Cultural Flashpoints – contentious issues related to the ideology Sugary drinks, Industrial vegetable oils
  14. 14. Building icons with cultural branding Orthodoxy social class=modern corporate titan Cultural opportunity Crowdculture Disruption Cold war, Nuclear threat Diffusing the ideology Cultural flashpoints Public drawn to the new image of masculinity, soldiers who won the war for them, popularized by War films Projecting once stigmatized location-Tennessee, as the authentic pocket of the frontier Frontier masculinity amplified by pop culture Revival of rugged masculinity
  15. 15. HOW WHISPER TARGETTED THE CROWD CULTURE Crowd Culture Flashpoint: Change, break free of useless taboos Mapping and locating cultural orthodoxy to break through the clutter, to put forward new ideologies
  16. 16. ARIEL: SHARE THE LOADIdentifyingCulturalOrthodoxy and Locating Opportunities
  17. 17. Crowd Culture Flashpoint: Gender Equality Designed as a call to action, aimed at men in particular Succeeded in building on an existing conversation in society raising its relationship and connect with its consumers Following the TVC, Twitter, Blogs, Facebook, Youtube took the nation by storm
  18. 18. STAR SPORTS: CAPTURING THE ‘MAUKA’
  19. 19. Crowd Culture Flashpoint: Indo-Pak Rivalry Innovative, Out-of-the-Box, Emotional Appeal 1 millionVIEWSwithin 12 hours Created a crowd culture of its own Term became an indispensable part of Cricket talks
  20. 20. Make Content Scalable and Repurpose It Focus on Micro- communities and Their Interests Utilize Multiple Posts and Evergreen Content Encourage conversations and ideas with your social media campaign Take chances and go for the unexpected Make it fun, make it quirky, and turn it into a story Be creative, sometimes unplanned events garner the most buzz

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