Brand Evolution

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  • June 1917 June 1917
  • Brand Evolution

    1. 1. Corporate branding in the age of Web & beyond www.inboxlive.in
    2. 2. Brands began life as symbols of product quality and consistency Web & beyond www.inboxlive.in
    3. 3. By the 1980s and 1990s, brands began morphing into symbols of consumer identity … Web & beyond www.inboxlive.in
    4. 4. … and more recently into symbols of our social aspirations Web & beyond www.inboxlive.in
    5. 5. In truth, corporations lost control of their brands the moment they became symbols of our dreams, identities and aspirations Since 2000… Has lost 31% of its brand value, or $2.9 billion Has lost 29% of its brand value, or $4.7 billion Has lost 63% of its brand value, or $7.4 billion Has lost 70% of its brand value, or $25.3 billion Web & beyond www.inboxlive.in
    6. 6. So what has changed between us and them? Web & beyond www.inboxlive.in
    7. 7. THE AGE OF CONSUMER A.D.D. Welcome to the age of consumer A.D.D. An age where the abundance of information and choice has made our dedicated attention as fragmented as today’s media marketplace. With so much to choose from, we control how we spend our time with media, and much to a marketer’s dismay, this often doesn’t include watching a 30 second spot. Web & beyond www.inboxlive.in
    8. 8. <ul><li>Today, People are moving away from &quot;users,&quot; &quot;customers,&quot; and &quot;shoppers”. </li></ul><ul><li>They are now deliberately seeking meaningful connection, self-expression, </li></ul><ul><li>and a relevant and receptive community. </li></ul><ul><li>Consumer's don't have a short attention span; they have a short attention </li></ul><ul><li>span for the perfectly crafted, dull, self-centered sales-pitch. </li></ul><ul><li>Drastic changes in buyer attitudes toward traditional media and the </li></ul><ul><li>“ reliability” of content. </li></ul><ul><li>Consumers are demanding content that is contextual, mobile and </li></ul><ul><li>entertaining enough to be shared with friends and coworkers in any one </li></ul><ul><li>of the multiple social networking spaces they create and maintain. </li></ul>Web & beyond www.inboxlive.in
    9. 9. what do your old communication model get you? Visibility? Sure. Engagement? We think NOT. Web & beyond www.inboxlive.in
    10. 10. ENGAGEMENT IS A COMMITMENT Engagement is the level of ‘I do,’ and is defined by the Merriam-Webster Dictionary as an “emotional involvement or commitment.” When consumers engage with a brand, they are investing a part of themselves in the brand. Web & beyond www.inboxlive.in
    11. 11. <ul><li>Web Video -The Medium </li></ul><ul><li>83% of the web user have watched video clips </li></ul><ul><li>Most engaging and compelling medium </li></ul><ul><li>Easiest and most powerful way to get your message across </li></ul><ul><li>Eye and ear candy -video entertains </li></ul><ul><li>Has the largest share of common users </li></ul><ul><li>Unlimited creative possibilities </li></ul><ul><li>Video Clips Improve Search Engine Rankings </li></ul><ul><li>Buyers use video to make purchasing decisions </li></ul><ul><li>Video clips on website can increase sales </li></ul><ul><li>Bandwidth, technology and easy streaming </li></ul><ul><li>It’s informative, entertaining </li></ul><ul><li>Easily accessible at home, work and on the road. </li></ul>Web & beyond www.inboxlive.in
    12. 12. Lower production costs , lowest distribution cost Widest reach of users, searchable Interactive, shared. MONEY IN YOUR POCKET Web & beyond www.inboxlive.in
    13. 13. Unlike the old entertainment model built on the economics of scarcity, the internet offers near endless distribution opportunities. So if you become great at developing and delivering entertaining, engaging short-form content, there’s no end to the relationships that your brand can build. This means that marketing can now become a revenue source rather than just an expenditure for brands. DISTRIBUTION AT YOUR DISPOSAL Web & beyond www.inboxlive.in
    14. 14. As a marketer, to survive… You cannot surround the media You have to be the media Online video needs to be at the center of strategy! Web & beyond www.inboxlive.in
    15. 15. Who we are? Inbox live is an independent Internet TV content producer and distribution agency based in Mumbai, India. We provide Creative assistance, planning, strategy for the execution of multi-platform digital marketing campaigns that run across a range of social media that dawn from social networking sites, video sharing sites and sets at blogs and podcasts, exploiting the widest horizon ever entertained. We bring together best in class partners from diverse creative background to create and distribute high quality original programming across every platform, working in every genre and format, with the ability to reach any demographic, no matter how broad or narrow. Web & beyond www.inboxlive.in
    16. 16. WHAT MAKES INVESTING IN INBOX LIVE UNIQUE? Inbox live works with brands and content creators to pitch new media formats that can extend content to create ancillary revenue options or sponsorship opportunities that can better position ideas for greater revenue opportunities. Web & beyond www.inboxlive.in
    17. 17. Data Credits FACEBOOK: MORE POPULAR THAN PORN Time , October 13, 2007􀀂 http://www.time.com/time/business/article/0,8599,1678586,00.html?xid=newsletter-weekly􀀂 IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008 􀀂 http://www.iab.net/media/file/2008_ugc_platform.pdf BRANDING 2.0 & SOCIAL MEDIA, SAMPAD SWAIN http://managementchords.blogspot.com NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf SOCIAL MEDIA MANIFESTO, BRIAN SOLIS􀀂 http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html http://www.scribd.com/doc/258055/Social-Media-Manifesto-by-Brian-Solis CONSUMER 2.0 FIVE RULES TO ENGAGING A NEW BREED OF CONSUMER BY MR. YOUTH AND REPNATION MEDIA, APRIL 2008 http://www.scribd.com/doc/2898474/Consumer-20 UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008 http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW %203_20080418124523.pdf Web & beyond www.inboxlive.in
    18. 18. Web & beyond 505, Acme Industrial Park, I B Patel Road, Off W E Highway, Goregaon (E), Mumbai-400063 40035 285 / 7 / 64526 468 Vandana Sethi 9820214287 Agrodut Chatterjee 9930752715 Jaydeep 9702086970 [email_address] www.inboxlive.in

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