Branding beyond advertising


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Branding beyond advertising

  1. 1. Building brands beyond media advertising Akash C.Mathapati Asst Professor – Marketing Area Kirloskar Institute of Advanced Management Studies
  2. 2. Guidelines for building brands without advertising • Clarify the brand identity, values & position – Foundation of effective brand-building program - fastrack • Find the sweet spot – Elements that are central to their lives & self-concepts - Nike • Find a driving idea – Central concept which helps build brand-building program • Involve the customer – Actively engage the customer • Surround the customer – Work on reinforcing programs – NikeTown Akash C.Mathapati
  3. 3. Guidelines for building brands without advertising • Break out of clutter – Unusual promotion program • Link the brand building to the brand – Make brand centre-piece of communication - • Achieve authenticity & substance – Genuine feeling to the brand & makes desired association – Apple • Stretch the brand building program – Provide reminder of the program, media exposure Akash C.Mathapati
  4. 4. Transforming the Media Landscape Mid 15th century - printing press -1800 - telegraph/telephone -1850 - recorded media - music film -1900 - transmission of sound, film -Late 20th century - the internet Akash C.Mathapati
  5. 5. Implications • All media converge on one channel • Everyone - the former audience become potential producers – the greatest expansion of creative capacity in history • It’s not just that people can now speak directly back to business – but that they can speak to each other in public about businesses. Akash C.Mathapati
  6. 6. Social Media • Social media is an umbrella medium that defines the various activities that integrate technology, social interaction & the construction of words, pictures & audio Akash C.Mathapati
  7. 7. What Is Social Media???? A Conversation Based Online Akash C.Mathapati
  8. 8. Social Media Landscape Akash C.Mathapati
  9. 9. How it differs from Traditional Media… Traditional Media Social Media Customer Collaborator Prof media outlets User generated content Static content VS Evolving content Campaign Commitment Monologue/Push Dialogue/Pull Akash C.Mathapati
  10. 10. Akash C.Mathapati
  11. 11. Social Media Landscape • 93% of Social Media users believe companies should have a Social Media Presence • 56% feel a Stronger Connection to brands who use social media Akash C.Mathapati
  12. 12. How People Use Social Media The way people use Social Media can be broken down into 3 different categories Akash C.Mathapati
  13. 13. Creating Content Blogs/Wikis Video editing/uploading – YouTube/Dailymotion Twitter New ways to create content popping up regularly Akash C.Mathapati
  14. 14. Make Connections Building online personalities through social network profiles i.e. Bebo/Facebook Can chat to friends, piers or brands Can seek out new contacts through links with current connections Can publish & expose any content they have developed to friends Akash C.Mathapati
  15. 15. Make Recommendations Have the opportunity to give their views on a product & rate the product i.e. ebay/tripadvisor Can answer peoples requests on reviews of different products Can make comments on peoples Social Network profiles/ content Can amend Wiki’s with new updates Akash C.Mathapati
  16. 16. The Reason To Use Social Media Create Awareness Encourage Trial Inspire Loyalty Create Ambassadors • Develop greater market share • Build Your Brand Reputation • Increase Sales • Promote Brand advocates •Encourage current advocates to talk about the product •Promote current volunteers/donators into Brand Advocates Akash C.Mathapati
  17. 17. How Does Social Media deliver ??? • It helps develop a relationship with your customers through dialogue – Customers want and expect to receive answers they pose to the brand – Opportunity to defend your brand to defectors • Drive Brand Advocacy Akash C.Mathapati