Does your Brand connect?

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Brands are struggling to breathe in the digital space.

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Does your Brand connect?

  1. 1. Does your BRAND CONNECT? Akshat Kumar Digital Evangelist
  2. 2. Let’s start with Dilbert A greater predictor of successful product is to gain a passionate and loyal customer base, no matter how small in numbers they are.
  3. 3. Not that many ideas seem to be great In most categories the brand’s market share is stationary 4 out of 5 categories seen as increasingly homogenous Less than 1 in 10 ads seen as different 4% response rate successful in DM; 0.5% average click-through rate for banners 3 times spent on price cutting as on ‘brand building’ in FMCG
  4. 4. The usual objectives are wrong Awareness doesn’t really matter Attributes and attitudes, adjusted for brand size, don’t change Image doesn’t shift until after behaviour
  5. 5. Most of the brands were born into a TV centric world AXE
  6. 6. AXE But technology has changed consumer culture COLLABORATIVE & OPEN SUPER-CONNECTED 3D
  7. 7. But ultimately it’s the energy that matters The active or moving force of the brand A leading indicator of usage and preference Justifies a higher price Add an incremental 64% to brand value than sales growth alone Y&R Brand Asset Valuator
  8. 8. Infuse energy into the brand And energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’
  9. 9. Have a social mission not just a commercial purpose
  10. 10. Infuse energy into the brand And energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic
  11. 11. Infuse energy into the brand And energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message
  12. 12. Infuse energy into the brand And energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message They’re about lots of stuff, not doing one thing everywhere
  13. 13. Douglas Atkins, The culting of brands
  14. 14. Infuse energy into the brand And energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message They’re about lots of stuff, not doing one thing everywhere They’re about sweating the small stuff, not stopping at the big thing
  15. 15. OUTSIDE THE BUBBLE THINKING What happens online shouldn’t end online. It should go offline
  16. 16. “If we think about the dependency we have on this other technology, called the alphabet, and writing, we are totally dependent, it’s transformed culture. We cannot imagine ourselves without the alphabet and writing. And so in the same way we are not going to imagine ourselves without this other machine being there.” Kevin Kelly, How Technology Works
  17. 17. For brands to remain relevant in this environment, they need to adapt to both emerging technologies and shifting consumer behaviour. Brands will need to create content that engages and reaches consumers across “channels”, provide valuable services over mere advertising and master an increasingly complicated and expansive content distribution model. And, of course they need to rethink the way they create relationships(or conversations) before it’s too late! this

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