My take on the 'New Mantras for Brand Marketing'

1. BRANDING
2.0
ANAND NARASIMHA
Professor-Marketing & Strategy

2. New Mantras
for Brand Marketing

3. “The word brand
has become
overused, sterile
and unimaginative.”
- Michael Eisner, Ex CEO
Walt Disney

4. Brands have become Blands
Growing Parity. Declining Loyalty. Squeezed Margins.

5. “The ‘surplus society’ has a
surplus of similar
companies, employing
similar people, with similar
educational backgrounds,
coming up with similar
ideas, producing similar
products, with similar
prices and similar quality.”
Kjell Nordström & Jonas Riddlerstråte
Funky Business

6. Attention Economy
Intrusion
Attraction Economy
Invitation

7. Marketing Redefined
‘Everything that
makes your brand
rich, famous and loved.’

8. Media anything.
Idea everything.

9. R O IReturn on Ideas

10. Propositi
on
Stronger. Faster.
Cheaper. Better.
Propositi
on
Stronger. Faster.
Cheaper. Better.
Storytelling
Engage. Entertain.
Involve. Inspire.
Storytelling
Engage. Entertain.
Involve. Inspire.

14. Which are some other brands that tell great stories?

15. POD
Point-of-Difference
POD
Point-of-Difference
POV
Point-of-View
POV
Point-of-View

16. Brands are going beyond just promoting themselves,
to promoting a larger world view
by taking a stand

17. • Fighting an Enemy- a commonly held
belief/convention/behavior in society
• Taking a Stand against the enemy-
with a strong point-of-view about
their world

18. ENEMY- Big is beautiful
STAND- Small is beautiful

19. ENEMY- Bikes are about speed and power
STAND- Bikes are about freedom and
adventure

20. ENEMY- People have to be computer literate
STAND- Computers have to be people literate

21. ENEMY STAND MANTRA
A commonly held
belief,
convention,
behavior in
society
The brand’s
stance against
the enemy
The brand’s
defining
point-of-view

22. Unknown
Known for things I care about
Brand Ideal-POV
Known for good things
Brand Promise-POD
Known
Brand Salience
BRAND JOURNEY

23. ENEMY STAND MANTRA
Stereotyped
beauty- tall, slim,
fair and young
Every woman
can be beautiful-
of any shape,
size, color or age
Real beauty
for real
people

26. Unknown
Known for things I care about
Brand Ideal-POV
Known for good things
Brand Promise-POD
Known
Brand Salience
Beauty Soap
¼ moisturizer than doesn’t
dry your skin like soap
‘Real beauty
for real people’

27. ENEMY STAND MANTRA
Apathy towards
social issues
It’s time to wake
up and do
something
Jaago Re

29. Unknown
Known for things I care about
Brand Ideal-POV
Known for good things
Brand Promise-POD
Known
Brand Salience
Refreshing Tea
The cup that revitalizes
‘Jaago Re’

30. ENEMY STAND MANTRA
Fear of getting
clothes dirty
Don’t let dirt be a
spoilsport
Daag Acche Hain

32. Unknown
Known for things I care about
Brand Ideal-POV
Known for good things
Brand Promise-POD
Known
Brand Salience
Powerful Cleaning
Bright, stain-free clothes
‘Daag Acche Hain’

33. What is the POD and POV in this case?

34. Spell out the Enemy, Stand and Mantra

35. InformationInformation ExperienceExperience

36. Its no more about Ads
Its more about Acts

37. Virgin Airline is about “Making Flying Fun”“Making Flying Fun”

43. Socializing with the Brand

44. Retail/OOH

45. Can you think of some powerful brand acts?

46. SurpriseSurpriseRepetitionRepetition

51. Which brands keep surprising you?

52. One-way
Command/Control
One-way
Command/Control
Interactive
Collaborate/Co-create
Interactive
Collaborate/Co-create

54. Brand Propositions are out
Brand Conversations are in

55. Brand Talks: people listen
Brand Does: people talk

56. Consumers
are becoming
Prosumers.
Co-creation!

57. The Head Shot Clinic is a an effort by a
Fashion and Lifestyle photographer,
Niccolo Cosme, that gathered the young
innovators and trend-setters in a single
shoot. The result of the shoot were head
shots that were used by each participant as
their profile pictures in Multiply and
Friendster. It started as a way for the young
photographer to market his services.
But now, Adidas has already
begun talking with Niccolo
to produce another Head
Shot Clinic where Addidas
apparel will be used by the
participants. This way,
Addidas attaches itself to the
trend-setters and culture
mavens. In fact, the Adidas
jacket shown here in a sample
shot has already become a
bestseller.
Adidas: The Philippines

58. Pepsi: China
• 2 Chinese guys made their own Pepsi ad.
• Their videos have been viewed more
than 6,744,513 times
• Now Pepsi has made TVC’s with them

59. • Pepsi's new can displays the winners of
an online photo contest, in which people
submitted pictures of themselves rooting
for Team China at the Olympics, and then
voted to determine who would win a spot
on the cans.
• The contest drew 2.46 million
submissions and 140 million votes,
which was larger than any global
campaign of this sort ever run by the
company.
Source: *Wall Street Journal
Pepsi “My Can”: China

60. 60
POEM
Brand Salience Brand Experience Brand Conversation

61. 61

62. Think of some good brand co-creation
examples?

63. TransactionTransaction RelationshipRelationship

66. Has there been any ‘wow’ experience
that you’ve had with a brand’ going out of its way?

67. i AND ethe new mindset

70. Mass Marketing
One-to-Many

71. Custom Marketing
One-to-One

72. Marketing 2.0
One-With
Transferring brand ownership to the consumer

73. WHAT’S OUT…
• Proposition
• POD
• Information
• Repetition
• One-way
• Transactions
WHAT’S IN…
• Storytelling
• POV
• Experience
• Surprise
• Interactive
• Relationships

74. BlandBland BrandBrand