Harvard business review article-The one thing you must get right when building a brand by Patrick Barwise and Seán Meehan

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

2. Social media in India is still growing and every
brand has their own definition about it

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

4. Enhance the playbook rather than
rewriting it

5. Fundamental qualities of good brands

6. Virgin airlines
– 483,246 Fans
– 471,790 Followers
– 1.4 Million
– 29,488 Followers
– 14,667 Subscribers.

7. Offer and communicate a clear,
relevant customer promise
1.

8. Learn what people are saying in call centres,
websites, and public opinion.

9. Build trust by delivering on that promise
2.

10. • Service delivery
• Websites - up to date and accurate
• “Rapid response” solutions Twitter Facebook

11. Drive the market by continually improving
the promise
Travel blogs
3.

12. Customer complaints
• Tedious and redundant requests for security
information
Solutions
• Opt-in service
• Arrange taxi sharing
Travel blogs

13. They seek further advantage by
innovating beyond the familiar
4.

14.  Facebook flight status app
 Flight entertainment
systems

15. Vtravelled
site dedicated for inspirational journeys

16. Application in Indian markets

17. -178,893 Followers
-2,197,277 Fans
-90,908 Followers
Flipkart has a really good presence on social networks.

18. Flipkart does a great job on handling their customer queries,
complaints and provides them with solutions as well

19. Spice jet
Spicejet holi dance video went viral on youtube

21. • Myntra offered such amazing perks that it led to the
domino effect which drew in more and more participants.
Peak hits during the
2 day campaign

22. Trident hotels
• This campaign was conducted in Mumbai’s Hotel Trident at
BKC; the life span of this campaign was two days beginning
from 29th March 2014 – 30th March 2014.

23. Points to remember

24. Don't throw out your playbook
Start with the brand promise ; guide them
with social media
1.

25. Use social media primarily for insight
 Real value is learning about customers not
sales
2.

26. Strive to go viral but protect the brand
 Authentic & relevant
3.

27. Engage
 Your content should engage response from
people.
4.

28. Dont fake reviews4.

29. Know your social platforms4.

30. Don’t become a robot4.

31. Template
responses

33. • The rise in social media makes it more
important than ever to get the branding
fundamentals right