Brand Komunikacija - Izazovi i prilike - Ivona Janjic

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Brand Komunikacija - Izazovi i prilike - Ivona Janjic

  1. 1. IZAZOVI I PRILIKEBRAND KOMUNIKACIJAKozara, 24.5.2013.
  2. 2. MARKETING EVOLUTION„MARKETING IS NO LONGER ABOUT THE STUFF THAT YOU MAKE,BUT ABOUT THE STORIES YOU TELL” Seth GodinPRODUCT-DRIVEN COMPANY TO A MARKETING COMPANY DRIVEN BY VALUABLEPRODUCTS.
  3. 3. HOW IS BRAND COMMUNICATION IMMPORTANTFUZZYMKT/PRODUCT DATABRANDVALUESBUSINESS &CUSTOMER DATAAND INSIGHTSRELEVANT VALUE ADDEDCUSTOMER EXPERIENCETRANSFERBrand communication doneproprelyTrustLoyaltyProfit
  4. 4. „People dont knowwhat they want untilyou show it to them.„S. Jobs
  5. 5. HOW PERCEPTION INFLUENCES SALESEXPERIMENT 1Regular down fill$150Regular down fill$150Regular down fill$150Regular down fillAlpine class down fill$150Regular down fill$150Regular down fill$150Regular down fill$150Regular down fillAlpine class down fill$150EXPERIMENT 1Alpine class down 80Regular down 12Alpine class down 78Alpine class down fill is no differentform any other
  6. 6. HOW PERCEPTION INFLUENCES SALESEXPERIMENT 2Regular down fill$150Regular down fill$150Regular down fill$150Regular down fillAlpine class down fill$120/150/180Regular down fill$150Regular down fill$150Regular down fill$150Regular down fillAlpine class down fill$150EXPERIMENT 2Low 5High 60Premium 90Alpine class down fill is no differentform any otherLow 1High 55Premium 15
  7. 7. "There is no reason for any individual tohave a computer in their home."Ken Olson, a computer industry pioneer and co-founder ofDigital Equipment Corp, 1977."Nobody will ever need more than 640kRAM!" -- Bill Gates, 1981
  8. 8. DANASSTVARAMOTEMELJza brend kojiće......ispunjavati potrebekoje još ne postoje...koristiti tehnologijekoje još nisu izumljene...komunicirati načinomkoji još ne poznajemo
  9. 9. POTREBNO DOBRO RAZUMIJEVANJE• Svih važnih elemenata u konzumaciji informacijai tehnologija• Prepoznavanje ključnih ekonomskih,gospodarskih i društvenih događanja/utjecaja/• Poznavanje marketing trendova• Promjena u načinima komunikacije• Potrošača (što žele, u čemu uživaju, štoocjenjuju korisnim, koje probleme imaju, što unjima izaziva emociju)• Ključnih vrijednosti kompanije/brandahttp://www.youtube.com/watch?v=gBdpU9ZtrKw&feature=player_embedded#!
  10. 10. DEFINITION OF A BRAND?
  11. 11. Ted Ligetylack a compelling storyBode Miller"party at an Olympic level"attitude„My actions are not always consistent. Im super-mellow and laidback, but Im always thinking and running 100,000 scenarios throughmy head. Sometimes Im disciplined, but I like to be a total slacker,too. I party hard, but I train hard. People are going to try to figure meout and figure out my motivations, and its going to be a circus.” B.Miller
  12. 12. COMPANY PERCEPTION vs. CUSTOMER PERCEPTIONDO WE HAVE A MATCH?
  13. 13. KEY CHALLENGESProducts canbe copiedPricepressureHardcompetition
  14. 14. CHALLENGESHYPERCONNECTIVITY24/7 AVAILABILITYOVERSTIMULATIONHIGHLYDIGITALISED
  15. 15. range from 3,000 to 20,000 (quoted by the NY Times)To win, you must engage, persuade and convince, not just talk
  16. 16. Kako (p)ostati prepoznatljiv?18
  17. 17. PERCEPCIJA DOŽIVLJAJ OSJEĆAJ19
  18. 18. “Suštinska razlika između emocija i razuma jeta da emocije vode ka akciji, dok razum dovodisamo do zaključaka.”Donald B. CalneProfesor NeurologijeUniverzitet British ColumbiaZašto je to važno?
  19. 19. Symbol of power & empireUntil the 15thCentury onlyKings wore diamonds as asymbol of strength, courage andinvincibility.DIAMONDSNew conceptA symbol of loveDiamonds as essential part ofmarriageIMPACT1932. Global sales fell to $100,000Today global sales $ 50 billionBecame mass luxury brand
  20. 20. LAKO SE IZGUBITI U MORU OBJAVA...RADI ORJENITRANOSTI NA CIJENE SVI OGLAŠIVAČI POSTAJU SLIČNI
  21. 21. GENIJALAC ZADOBRU UŠTEDUJEDAN ODKUPACAENTUZIJASTZA NISKECIJENEKODI - VAŠ PRIJATELJZA PAMETNU KUPNJU
  22. 22. KODIJEVA PRIČA
  23. 23. Worldwide maskote
  24. 24. 28IT IS POSSIBLE TO COPY YOUR PRODUCT, KEY VISUALS BUT NOT YOUR BRAND.BRAND IS UNIQUE!
  25. 25. http://www.youtube.com/watch?feature=player_embedded&v=RhEmq4CiTP0#!find your key differentiatorsimplicityIT IS POSSIBLE TO COPY YOUR PRODUCT, KEY VISUALS BUT NOT YOUR BRAND.BRAND IS UNIQUE!Trigger emotions
  26. 26. USPJEŠNA KOMUNIKACIJARELEVANTNAZAPRIMATELJAJASNA,KRATKA ISAŽETADVOSMJERNABRZAASOCIJACIJANA BRANDIT’S NOT ABOUT WHAT YOU DO IT’S ABOUT HOW CAN YOU SERVE YOUR CUSTOMER!
  27. 27. BRAND STRENGHT IN 1 WORDA brand, if is to be powerful, cannot be about many different thingsmust decide on the one thing that you are mostsafety
  28. 28. 4 Ps invented in 1960, by Jerome McCarthyProduct, place, price, promotion„Marketing is no longer about the stuff that you make, but about thestories you tell”Seth Godin
  29. 29.  Po prvi puta potrošači su bili u prilici kreiratisvoj sladoled Glavni kanal komunikacije - WEBREZULTATI:50.477 kreiranih sladoleda što je u prosjeku 1po minutii!odabranih 10 finalista – njihove kombinacijesladoleda su proizvedene, a finalni sladoledodabrao je žiriDobitnik nagradeDirect Response and Lead Generation –"Ledonardo sladoledna renesansa"
  30. 30. KOMUNIKACIJA U TURIZMUhttp://www.tui.com/tui-reisewelten/http://karismahotels.com/GourmetInclusive/CulinarySeriesRezervacije osobno u poslovnicamamasovni turizamKomunikacija i prodajadestinacije (grad, kulturneznamenitosti, ime hotela)24/7/365: dostupnost! Online & mobilepersonalizirano iskustvoKomunikacija prema tipu korisnika, vrstidoživljaja i interesa
  31. 31. PLAYFULROMANTICECO&NATUREADVENTURE CLASSICGOURMETSun&fun,familyadventures,childrenfriendlyWellness,romance,eveningentertainment...Camping,Glamping,Nationalparks, back-to-natureactivitiesRafting,canoeing,climbing,biking, zip-line, caveing,divingHistory,lifestyle,cultureFine diningKonoba toursGourmetcruise& tours,Wine etc...shift sa destinacije na doživljaj i lifestyle
  32. 32. o We need to address the consumers mind. Its not only important to convince theconsumer to buy a specific product but to teach him about the product.o People look at their own interest first. While making an ad this should be your entrypointo Highlight the unique aspects of your product and serviceso Keep reminding customers at the value that they get when they buy your product orservice continuoslyo Be truthfulo awards for your creativity wont sell your productso „Anybody can play weird, thats easy. Whats hard is to be as simple as Bach”. C.Mingus
  33. 33. JOŠ JE UVIJEK VIŠE PRILIKA ZAUNAPREĐENJE NAŠEG POSLOVANJA,NEGO IZAZOVA S KOJIMA SESUOČAVAMO.Ivona Janjić
  34. 34. HVALA NA PAŽNJIPITANJA?

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