This document discusses how engagement has become the new branding. It outlines three key changes: 1) consumer expectations have changed and consumers want brands to know them personally, 2) brands now approach marketing as collaborators who co-create with users rather than just curators, and 3) technology facilitates new ways for brands to engage consumers through social platforms. The document uses several brand examples to illustrate how brands are leveraging technology and a focus on engagement to build relationships with consumers and turn them into brand activists.

1. How Engagement has become the New
Branding
A Presentation by
ISHAN GHOSH
Executive Vice President
THE BRAND FACTORY®
INVENTING DESIRE

2. „The Old Spice Guy‟

5. Did it work?
110 million views of the video

6. Did it work?
• Today, Sales up by 107%
• Sales increased
steadily – up 55%
over 3 months since
the event in April
2010

7. What was the magic behind this?
ENGAGEMENT!
Technology

8. “Brands don‟t make viral videos, Users make videos viral”
- Dan Greenberg, Sharethrough

9. It all starts here….
Brand Loyalist Brand Activist

10. Consequence of Technology
1. Change in Consumer Expectations
2. Change in how Brands approach Marketing
3. Change in the way we Engage consumers
facilitated by Technology

11. Change in Consumer Expectations
“Customers expect companies to know who they are and
their preferences regardless of how and when they
interact. Their tolerance for fragmented interactions will
continue to drop as their expectations rise.”
- Lisa Goodmaster, Partner Peppers & Rogers Group

12. Change in Consumer Expectations
Define Refine
Recognise who I Peer endorsement
am. Demographics/
Psychographics I want to drive the
Brand
Brand must be an
extension of my
I will influence
lifestyle
Brand‟s image
The Brand
influences my image

13. Change in Consumer Expectations
How does he see himself in the context of his Social network?
Do we understand how his „Tribe‟ behave and respond to stimuli?

14. Change in how Brands approach Marketing:
Curator Collaborator
Create Co-create
Positioning brand‟s DNA
with user
Preserve
singular brand Facilitate user to
promise interact with the
brand on their
Be consistent in terms
the offering
Sharing
Delivery

15. Change in how Brands approach Marketing:
Mass Personalisation
Mass personalisation, one-to-one
Mass Personalisation, one-to-one, to the mass

16. Change in how Brands approach Marketing:
How can we Intrude into his tribe?
See what I can do! Track Noise This is how I feel
What d’you think? about it!
Join the Conversation
Hey, these Stimulate ongoing dialogue/ action
are guys I’d
like to hang CHECK THIS OUT!
out with

17. Change in how Brands approach Marketing:
“We‟re building toward a web where
default is social, every application and
product will be designed ground up to
use real identity.”

18. How a condo won friends and influenced people

19. The New Rules of Engagement

20. The New Rules of Engagement

21. The New Rules of Engagement

22. The New Rules of Engagement
• 3,200 names
• 120,000 votes
• 150,000 website hits
3,200 Virtual Brokers!

23. The New Rules of Engagement

24. The New Rules of Engagement

25. The New Rules of Engagement

26. Be There
- COKE CHEERS
- Share a Coke and tell your friends. Coke Cheers is a simple, fun
application that let's you make a toast with a Coke and post it up to
Facebook or Twitter. Your online post even shows who you share a
Coke with and let's you pick from multiple messages such as
- first encounters /- new adventure /- love /- a job well done /- happy
hour
- reconnecting /- loving life /- sunny days /- a big night/- happiness!
- taking a break /- forgetting our worries /- a perfect match
- our favorite spot /- old friends /- new friends /- family
- celebration /- birthday /- today /- Happy Holiday!

27. Be There

28. Engaging the Consumer as a Collaborator
1. Join the conversation.
2. Open opportunity for a dialogue.
3. Be transparent: They don't expect brands to be perfect, but they expect
honesty.
4. Provide tools and knowledge and then turn them loose to customize and
make them their own.
5. Be relevant and current. Fill a need, answer questions, value her opinion, and
then let them see action taken. And don't forget to make the experience, fun.
6. Get to the point. They're busy, so be authentic, clear, and genuine.
7. Make decision making comfortable and information is key to comfort.
8. Be both pragmatic and emotional. Brands need to cover both sides of the
conversation.
9. Tell stories. Engagement is about communicating -- telling a story -- which is
extremely different than selling.

29. How Fisher-Price befriended Moms

30. • #1 thing Moms do online –
share pics of their kids
• Personalisation: Label and
organize the way they want
• Automatic chronology
• Control who they want to see
the pics
• Targets 36 mil moms who
are online

31. May the Best, Buy

32. May the Best, Buy

33. Telus wins hearts and business

34. Campaign for Breast Cancer

35. Campaign for Breast Cancer

36. Calvin Klein goes intimate

37. Going Intimate

38. Going Intimate

40. Leveraging technology to facilitate Engagement?

41. Leveraging technology to facilitate Engagement?
Platforms like Facebook, Twitter, Digg, MySpace, YouTube help
marketers,
• „Meet‟ their audience – observe them at work and play
• „Share‟ the brand with their audience &
• Allow their audience to “guide” the brand direction

42. Leveraging technology to facilitate Engagement?
• Speed of Response
• Ability to receive and provide feedback
• Ability to share
• On demand

43. Who is this New Consumer?
Key to Engagement
Solve a problem + Make it Fun
= Create Brand Activists

44. Questions?