1. 1/28/2015 :: 1
QUIZ
What do you think it is?

2. 1/28/2015 :: 2
QUIZ
What do you think it is?

3. Socializing your brand:
campaigns to conversations
Mumbai
23rd November 2010
the new definition of brand building

4. 1/28/2015 :: 4
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Havas Digital© & Artemis™. All rights reserved.

5. We talk about
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• The new definition of a brand
• Branding – is digital up for it?
• ‘Socialization’ of your brand – How to do what?

6. Ready?
1/28/2015 :: 6

7. Let’s start with dispelling few
myths
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8. 1/28/2015 :: 8
FIRST
A brand is not a logo

9. 1/28/2015 :: 9
SECOND
A brand is not a logo
A brand is not an identity

10. 1/28/2015 :: 10
FINALLY
A brand is not a logo
A brand is not an identity
A brand is not a product !!

11. 1/28/2015 :: 11
So what EXACTLY is a brand?

12. 1/28/2015 :: 12
So what EXACTLY is a brand?
It’s a person’s gut feeling because brands are
defined by individuals and not companies or
markets.

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So what EXACTLY is a brand?
It’s a person’s gut feeling because brands are
defined by individuals and not companies or
markets.
in other words
Its not what YOU say it is

14. 1/28/2015 :: 14
So what EXACTLY is a brand?
It’s a person’s gut feeling because brands are
defined by individuals and not companies or
markets.
in other words
Its what THEY say it is
So key take away #1 – Its about people

15. 1/28/2015 :: 15
Why is branding so HOT?
1) People have too many options and very little time
• Almost 1500+ new brands launched only in India in last 3 years.
• 1400+ extensions have come from the older players in the same time.
Choices
Time
More Choice + Less Time = Ignore Messages

16. 1/28/2015 :: 16
2) Most offerings have similar qualities and nature
3) We tend to base our buying choices on trust
Why is branding so HOT?

17. 1/28/2015 :: 17
Why is branding so HOT?

18. 1/28/2015 :: 18
Why is branding so HOT?
TRUST

19. 1/28/2015 :: 19
Why is branding so HOT?
1) People have too many options and very little time
2) Most offerings have similar qualities and nature
3) We tend to base our buying choices on trust
So key take away #2 – Its about TRUST

20. 1/28/2015 :: 20
TTRUST
= RRELIABILITY
+ DDELIGHT
and it only comes from meeting and beating
customer expectations

21. 1/28/2015 :: 21
Cutting the flow: with a PROBLEM
In most companies STRATEGY is separated
by a wide GAP from CREATIVITY

22. One side of the GAP
are STRATEGIC thinkers
ANALYTICAL
LOGICAL
LINEAR
NUMERICAL
VERBAL
Other side of the GAP
Are CREATIVE thinkers
INTUITIVE
EMOTIONAL
SPATIAL
VISUAL
PHYSICAL
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Cutting the flow: with a PROBLEM

23. 1/28/2015 :: 23
Cutting the flow: with a PROBLEM

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I am not answering this
It’s the people who answers this for any
charismatic brand!

25. Any brand can be CHARISMATIC
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26. Remember the “POWER OF FIVE”
Differentiate
Collaborate
Innovate
Validate
Cultivate
1/28/2015 :: 26

27. Remember the “POWER OF FIVE”
Since the invention of mass media, the only medium
which is capable of doing (trackably) all these is internet
and to be specific SOCIAL MEDIA, if we have to keep in
mind the acuteness of interaction…
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Why we say that?

28. They say…
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What ever happens in VEGAS stays in VEGAS……

29. TIME says…
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What ever happens in VEGAS stays in VEGAS……
What ever happens in VEGAS stays in FB, YT,
Twitter, MySpace….

30. Why do we say what we say?
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Pretty simple, the space in which
brands used to operate has
changed

31. and created a new form of
communication ecosystems
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32. Creating new human behaviors
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33. Remember the “POWER OF FIVE”
Since the invention of mass media, the only medium
which is capable of doing (trackably) all these is internet
and to be specific SOCIAL MEDIA, if we have to keep in
mind the acuteness of interaction…
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so, its high time we allow
our brands to socialize with THEM(with individuals who matters most to our brands)
BEFORE THEY GET AVERSE TO US, WE BECOME FRIENDS TO THEM

34. 1/28/2015 :: 34
If we don’t agree; still…
Jeff Jarvis
www.buzzmachine.com
Problem worth US$ 1600
“DUDE you getting DELL’ed”
Michael Dell apologizes!
“Dell Hell” begs for “Dell Help”

35. and if we agree
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36. 1/28/2015 :: 36
Learning from past mistakes, Best Buy
has recently taken the initiative to
launch its innovative Twelpforce
portal, which enables Best Buy
employees on Twitter to collectively
handle customer complaints and
questions. Their responses are
aggregated on a single stream at
@twelpforce.
While delegating customer service duties to untrained employees is a risky move, Best Buy has made sure to clearly
outline its Twelpforce policies in a handy (and public) guide called "Tips & Expectations“.
and if we agree

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Advantages & Learning
This idea has enhanced customer service, generated buzz for
the company, and is possibly saving the organization countless
hours of traditional call-center troubleshooting.
To follow Best Buy's lead, make your customer service
procedure transparent and authentic, pool the resources of your
employee base, outline clear benchmarks and guidelines, and
focus on delivering quality customer care while being open to
mistakes along the way.
and if we agree

38. Brands are like PEOPLE
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39. 1/28/2015 :: 39
Based on time, seasons, occassions

40. We ride the “FIVE with the THREE”
1/28/2015 :: 40
Content
Users
Tools

41. And those behaviors are formed
around social objects
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“The Social Object, in a
nutshell, is the reason
two people are talking
to each other, as
opposed to talking to
somebody else.” --
Hugh Macleod
Social media is formed
around social objects
and in order for you to
succeed you need to
first identify a scalable
and addressable social
object

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Identifying SOCIAL OBJECT
If your BRAND looks like a DOG and swims
like a duck people will distrust you

43. We identify them better, an example
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44. So for Brands to socialize
They need to identify a scalable social object
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Build tools, reach users and create content around it
Think radically…
And more importantly embrace social media, you can
not use social media, you can
only participate in it!

45. 1/28/2015 :: 45
Thank you!
Obrigado!
Gracias!
Merci!
Grazie!
Arigatô!
Vielen Dank!
Terima Kasih!
谢谢您!