HBR article: The one thing you must get right when building a BRAND

1. The one thing you
must get right when
building a BRAND
Module 4

3. Most
companies
have cottoned
on to social
media as tools
for
engagement
and
collaboration

4. The companies are exploiting the
many opportunities presented by
social media while keeping
an unwavering eye on the
brand promise.

5. Ford - Fiesta Movement
American Express -
OPEN Forum
Procter & Gamble -
Beinggirl.com

6. Social media can boost
awareness of brand, trial,
and ultimately sales,
especially when a campaign
goes viral.

7. But most importantly social media
provides rich, unmediated customer
insights, faster than ever before.

8. Enhance the
Marketing
playbook rather
than rewriting it

9. great brands share four fundamental
qualities:
Communicate
clear
customer
Promise
Build Trust Continual
Improvement
Innovation
Beyond the
Familiar

10. THE VIRGIN
ATLANTIC AIRWAYS
MODEL

11. Communicate Clear Customer Promise.
VAA uses social media to check that the brand
promise is both understood and relevant
They learn what people are saying in call
centres, websites, and public opinion.
Keep all its social media activities true to and
in support of the brand values

12. Build Trust
Service delivery
Websites - up to date and accurate
“Rapid response” solutions Via Twitter
Facebook

13. Continual Improvement
Customer Complaints
Travel Blogs . The most-read section of Virgin
Atlantic’s Facebook page includes travel tips
from crew members
VAA Arranged taxi sharing for passengers
of same flight

14. Innovation Beyond the Familiar
Flight tracker (real-time Aircraft positions) and
VVA iPhone app
Facebook Flight Status App (first for any
airline)
Flight Club Flight Entertainment
systems @ “Premium Economy Class”

15. Many companies
in India have
realised the
importance of
social media
in Brand
establishment
Module 3

16. We see flipkart
promotions everywhere.
They actively participate
in social media
marketing and have
successfully engaged a
major chunk of loyal
Indian customers.

17. It created a quiz for
football fans during
world cup 2014. Only
Indians could participate
in this contest and were
required to follow coffee
café day on twitter and
use #CCDfootballquiz.

18. Tata Nano launched a
social media campaign,
geared towards the
youth. It consisted of
youth centric pictures and
slogans. The campaign
was a hit as it
successfully reached to
its target audience and
the objectives of the
campaign were fulfilled.

19. They engaged in a lot of
social media activities
during the time when the
‘Mahabharata’ series was
launched. The author of the
series, mr. Devdutt Paitnaik
was engaged in a twitter
chat with the followers of
the channel. Also, there
was a social media game
based on the series.

20. OnePlus’ marketing
strategy was so effective
that they managed to
grab the word’s attention,
as traffic to the product’s
website comes from all
corners of the globe.

21. Marketing teams of corporate brands are
constantly at war with each other

22. Even Political Organisations and
Leaders have noticed the influence of
social media on people and have started
using it as an asset

23. Narendra Modi’s twitter
account is among most
followed accounts on twitter.
He has successfully used social
media in each and every
campaign he initiated.
For example:
#SwachhBharatAbhiyan
#SelfieWithDaughter
#YogaDay
#AcheDin
Narendra Modi
Prime Minister of India

24. Smt. Sushma
Swaraj
(Minister of External Affairs of
India)
She is widely popular
for her very active
twitter account and
frequently addresses
the grievance's of
people on social
media

25. Some
theoretical
concepts
inspired from
“Kotler”
Module 2

26. Customer relationship
management
Social Media promotes
Customer empowerment thus
fulfilling purpose of CRM. It
helps to make the brand
relevant to customers.
Approach to managing a company's Interactions
with current and future customers.

27. Marketing Intelligence
System
It systematically gathers and processes critical
Business Information for marketing decisions.
Social Media is a great source for MIS.
Customer reviews
and expert opinions
on public blogs

28. Market segmentation
It involves Dividing a broad target market into
subsets of consumers and then designing and
implementing strategies to target them.
Social Media marketing
campaigns are generally
designed for particular
segments

29. Brand Equity
The commercial value that derives from consumer
Perception of the brand name of a particular
product rather than from the product itself.
SM provides a simpler path
to establish brand equity of
some brand. Brands
considerate to customers
feedback on social media
are liked by consumers

30. Customer Database
Social media is a
gold mine of
information. It
helps in deciding
offers for different
customers. and thus
deepen customer
loyalty.

31. Post purchase Actions
Online reviews play an
important role in Post
purchase Actions
of a customer, making the
customer feel delighted
or disappointed from the
purchase!!
Post-Purchase Behaviour is the stage of the Buyer Decision
Process when a consumer will take additional action,
based purely on their satisfaction or dissatisfaction.

32. tips to create Outstanding
presentation
Module 1

33. Plan Analog

34. Be Simple

35. Use Emotions

36. Have A Killer Opening
Slide

37. Use high quality and
relevant images

38. Incorporate interesting
fonts

39. Be Creative
Do old things
in New way

40. Use Story telling to
make your stories stick

41. Give An Awesome Delivery

42. thank you

43. Disclaimer
Created by Kartik Singla, Thapar University,
during an internship by Prof. Sameer Mathur,
IIM Lucknow.
www.IIMInternship.com