.ME talks about the use of branding, marketing and social media in the domain name industry at the 5th International ccTLD Registry Conference in Budva.
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Evolution of Marketing with the Development of Social Media
1. Evolution of marketing with the
development of social media
5th International conference for ccTLD registries and
registrars of CIS, Central and Eastern Europe
Budva / September 13, 2012
5. About .ME
Operated by doMEn d.o.o – a partnership
between Me-Net, Afilias, and GoDaddy
– Me-Net is a local company
– Afilias provides world class registry services and
broad
access to register domains through registrars
– GoDaddy is world’s largest registrar
6. Our THING
.ME carries meaning in English, Dutch, Italian, Spanish,
Bulgarian, Serbian, Croatian, Portuguese etc.
Brandable, cool and .ME morable –
– Ama.me,
– Call.me,
– VoteFor.Me,
– Visible.me
– Connect.me
– Join.me
– Help.me
– Kiss.me
10. (1) Unique Selling Proposition
"Melts in your mouth, not in your
hand”
M&M’s
"You get fresh, hot pizza delivered
to your door in 30 minutes or less
– or it's free."
Domino's Pizza
14. *5* Me Selling Proposition
USP MSP
The audiences own
the brands - at least,
they feel they do. It's
the ultimate branding
achievement.
- Martin Lindstrom
34. 5th International conference for ccTLD registries and
registrars of CIS, Central and Eastern Europe
Budva / September 13, 2012
Editor's Notes
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http://www.allaboutbranding.com/index.lasso?article=352These three brands developed such potent spirit their core audiences accept them almost as personal brands. They form brand communities as permanent testaments to the brands excellence. Harley-Davidson, Coke, and LEGO no longer belong to their companies but are in the hands of consumers. The audiences own the brands - at least, they feel they do. I call this "MSP", for "Me Selling Proposition". It's the ultimate branding achievement.
W. Stainmann.1950s.Such campaigns made unique propositions to the customer and that this convinced them to switch brands
1960s. Emotional Selling Proposition (ESP) is Coke and Pepsi territory. These brands differentiate themselves from each other according to feelings and values they promote in consumers, rather than to rationally analysed product attributes.* Feel important* Feel valued* Feel part of a unique group or select band of people* Feel whole* Feel remembered* Feel attractive* Feel trendy* Feel hip* Feel safe* Feel accepted
1980s. Organizational Selling Proposition (OSP) can be observed in brands such as Nike, a cult even among its employees. Over the years, Nike has been known for the sports culture it promotes among its staff. The organization is more than a workplace. Nike is a lifestyle for its workers.
1990s. The final stage in brand development is Brand Selling Proposition (BSP). Harry Potter, Pokamon, and Teenage Mutant Ninja Turtles are examples of brands that work from the BSP. The product is irrelevant. As long as the brand name is attached, a product will sell on the name's strength. Four Harry Potter books have been published to date, yet over 3,000 related products have been released!
2000. – when the user takes control of the brand – it’s for the generation who thinks that the world goes around them
Nike ID
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