Brands Re:charge, Re:invent, Re:engage in today's times


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Presentation by XIMB, Gaurav Kayal and Abhinav Mathur at the 17th Business School Affaire, 2009

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Brands Re:charge, Re:invent, Re:engage in today's times

  1. 1. 17th Business School Affaire<br />By:<br />Abhinav Mathur<br />Gaurav Kayal<br />XIMB<br />Presentation Contest<br />
  2. 2. BRANDS<br />Re: Charge; Re: Invent; Re: Engage in Today’s Times<br />
  3. 3. BRANDS<br />Re: Charge; Re: Invent; Re: Engage in Today’s Times<br />
  4. 4. Contents<br />Evolution of Branding<br />1<br />Why Traditional Branding Will Fail<br />2<br />Technological Trends<br />3<br />Social Media<br />4<br />5<br />Consumer Brand Dialogue<br />6<br />Internal Branding<br />7<br />Branding 2.0<br />8<br />Brand Tracking<br />9<br />Branding in Recession<br />10<br />Business-to-Brand Grid<br />Key Message<br />11<br />Brands Re: Charge; Re: Invent; Re: Engage in Today’s Times<br />
  5. 5. Evolution of Branding<br />The earliest Branding Efforts Happened in India: 4000 years Ago<br />
  6. 6. Why Traditional Branding Will Fail<br />The recent market and consumer dynamics <br /><ul><li>Customer empowerment
  7. 7. Power shift
  8. 8. Hyper connected world
  9. 9. Social media</li></ul>Earlier<br />Now<br />Information Search is becoming THE Deciding Factor in consumer decision making<br />
  10. 10. Technological Trends<br />Sharing Dialogue Expression Feedback Engagement Profiling Technology Entertainment Exchange Utility CustomerEmpowerment <br />Collaboration Information Friends<br />Innovation Image<br />The next wave of technological development has to be CUSTOMER CENTRIC<br />
  11. 11. Social Media<br />When everyone is becoming “friends” online..<br />Why not brands?<br />Brands interacting with customers through Social Media <br />
  12. 12. Assortment of Possibilities!!!<br />CONNECT<br />SEARCH<br />EXPRESS<br />This is today’s Web World<br />SHARE<br />DISCUSS<br />COLLABORATE<br />And the Future lies here!!!<br />TALK<br />Share. Connect. Search. Express. Discuss. Update. Communicate. Broadcast. Collaborate<br />UPDATE<br />BROADCAST<br />
  13. 13. New ways to engage customers<br />Social Media always involves an exchange<br />
  14. 14. Consumer Brand Dialogue: Feedback at digital speed<br />Understand customers to attract, engage and learn from them<br />
  15. 15. Internal Branding: Unifying purpose, Establishing Culture<br />Winning the employees first<br />
  16. 16. Branding 2.0: Continuous Innovation<br />Loyalty in the coming times <br />
  17. 17. Tracking Your Marketing Expenses…<br />65% of all marketing spend in 2007 had no effect on consumers<br />Estimated wastage rates varied from 45% in B2B marketers to 65% in B2C<br />Of the 55% of marketers that even track the results of their spending at all, 80% do so manually<br />Source: The Fournaise Marketing Group&apos;s 2007 Global Marketing Effectiveness Report.<br />Bring in the much needed accountability<br />
  18. 18. Recession: Make Your Buck Count<br />Recession provides the right opportunity to be creative <br />
  19. 19. Business-2-Brand Grid: Tailoring Brands <br />Business Build<br /><ul><li>Cut or kill the dwarves, the small brands which share resources
  20. 20. Power Brands by HUL
  21. 21. Identify the Champ, focus the investment</li></ul>HIGH<br />LOW<br />LOW<br />HIGH<br />Brand Build<br />Mapping brands to business objectives<br />
  22. 22. Media Mix<br />TV as a Branding Tool is Shrinking, still not Dead<br />UK online ad spend to overtake TV by end of 2009 <br />(Source: <br />Report by PricewaterhouseCoopers, <br />Internet Advertising Bureau and <br />World Advertising Research Center)<br />Branding is not just about selling, it’s more about story telling<br />
  23. 23. Key Message<br />Remember: Google does not advertise!<br />
  24. 24. Contact Details <br />