Branding 2.0: Creating Strong Brands  Through Interaction Kara Scharwath Managerial Marketing Presidio Graduate School Mar...
 
Brand Message
<ul><ul><li>Exxon Valdez: $1.8 million for apology ads </li></ul></ul>
CUSTOMER COMPANY
June 5, 2005 : Blog Posts from Jeff Jarvis “… read the comments to  see what their real public relations look like .” “ De...
June 21, 2005 : Conference in Osaka, Japan
July 13, 2005 : “Flaming Notebook” Post from Dell RESPONSE: “ Glad to see you join the conversations… .”  POST: “… there i...
THE REAL DEAL
Interaction  IS  Brand is a verb
#1  Listen
#2 Relinquish Control
#2  Be Authentic #3  Be Authentic
 
#4 Make them part of your brand
#5 Let them make it theirs
#6 Leverage Their Input
#7 Think of creative opportunities for interaction
Branding 2.0: Listen. Be Authentic. Create Experiences. It’s all about INTER- ACTION.
Thank You. Kara Scharwath Presidio Graduate School
References 154 Blue Chrome Rain Social Media Icons. (n.d.).  Flickr . Retrieved March 12, 2011, from http://www.flickr.com...
Upcoming SlideShare
Loading in …5
×

Branding 2.0: Creating Strong Brands Through Interaction

599 views

Published on

Presentation about how the social media phenomenon has changed the concept of branding. In this new era, strong branding is all about interaction.

Published in: Education
  • Be the first to comment

Branding 2.0: Creating Strong Brands Through Interaction

  1. 1. Branding 2.0: Creating Strong Brands Through Interaction Kara Scharwath Managerial Marketing Presidio Graduate School March 19, 2011
  2. 3. Brand Message
  3. 4. <ul><ul><li>Exxon Valdez: $1.8 million for apology ads </li></ul></ul>
  4. 5. CUSTOMER COMPANY
  5. 6. June 5, 2005 : Blog Posts from Jeff Jarvis “… read the comments to see what their real public relations look like .” “ Dell lies. Dell Sucks. Is anybody at Dell listening? What do you have to say, Dell?”
  6. 7. June 21, 2005 : Conference in Osaka, Japan
  7. 8. July 13, 2005 : “Flaming Notebook” Post from Dell RESPONSE: “ Glad to see you join the conversations… .” POST: “… there is no update on the now infamous ‘flaming notebook’.. .”
  8. 9. THE REAL DEAL
  9. 10. Interaction IS Brand is a verb
  10. 11. #1 Listen
  11. 12. #2 Relinquish Control
  12. 13. #2 Be Authentic #3 Be Authentic
  13. 15. #4 Make them part of your brand
  14. 16. #5 Let them make it theirs
  15. 17. #6 Leverage Their Input
  16. 18. #7 Think of creative opportunities for interaction
  17. 19. Branding 2.0: Listen. Be Authentic. Create Experiences. It’s all about INTER- ACTION.
  18. 20. Thank You. Kara Scharwath Presidio Graduate School
  19. 21. References 154 Blue Chrome Rain Social Media Icons. (n.d.). Flickr . Retrieved March 12, 2011, from http://www.flickr.com/photos/webtreatsetc/4091128553/sizes/o/in/photostream/ Bass, A. (n.d.). Branding 2.0. BrandChannel . Retrieved March 9, 2011, from http://www.brandchannel.com/papers_review.asp?sp_id=1318 Doritos® and Pepsi MAX® Present: CRASH THE SUPER BOWL. (n.d.). Retrieved March 14, 2011, from http://www.crashthesuperbowl.com/ Dowler, M. (2011, March 13). Twitter / Melissa Dowler: Interaction IS brand. Goog ... Retrieved March 14, 2011, from http://twitter.com/melissadowler/statuses/47051807293308928 Interactive ad: IKEA: e-Folder set. (2011, March 7). Best Ad on TV . Retrieved March 10, 2011, from http://www.bestadsontv.com/ad/34931/IKEA-e-Folder-set Joyce, M. (2011, March 13). Twitter / Michael Joyce: Connected Brands Futures p ... Retrieved March 14, 2011, from http://twitter.com/MPJoyceII/status/47051932879159296 Korngold, A. (2011, February 3). Crowdsourcing: Yesterday's Corporate Philanthropy Is Today's Branding and Community-Building. Fast Company . Retrieved from http://www.fastcompany.com/1723858/crowdsourcing-yesterdayrsquos-corporate-philanthropy-is-todayrsquos-branding-and-community-b Le Poole, W. (2010, September 16). Branding In Social Media. ViralBlog . Retrieved March 5, 2011, from http://www.viralblog.com/online-marketing/branding-in-social-media/ Li, C., & Bernoff, J. (2008). Groundswell . Boston, Massachusetts: Harvard Business Press. Monberg, J. (2011, February 25). Authenticity Is King Because Branding Bores Everyone. Fast Company . Retrieved March 6, 2011, from http://www.fastcodesign.com/1663269/authenticity-is-king-because-branding-bores-everyone NIKEiD. (n.d.). Retrieved March 14, 2011, from http://nikeid.nike.com/nikeid/index.jsp Shapiro, J. (2010, March 10). Corporate Branding Goes Rogue. Ad Age . Retrieved March 5, 2011, from http://adage.com/article/digitalnext/corporate-branding-rogue/142734/ Smith, R. (2007, Spring). Public Relations, Case Studies, Exxon Valdez. Buffalo State College . Retrieved March 11, 2011, from http://faculty.buffalostate.edu/smithrd/PR/Exxon.htm

×