Everything you know about branding

1,416 views

Published on

Brands are the feelings you have about products and services, the myth that everyone talks about. But the process of branding has changed, the old tools don't work like they did. The difference is that people are connected.
Maybe we should stop thinking of branding as an industrialised process but as an organic process...

Published in: Business
  • Be the first to comment

  • Be the first to like this

Everything you know about branding

  1. 1. Walter Pike PiKE | New Marketing The Digital Academy pike.co.za digitalacademy.co.za walterpike.com Brands in an always on, always connected world Monday 25 October 2010
  2. 2. Why almost everything you think you know about BRANDING is wrong. in an always on always connected world Monday 25 October 2010
  3. 3. I was an orange farmer •Ad man •Marketer •Academic @walterpike Monday 25 October 2010
  4. 4. Wow - This has moved to the front line Monday 25 October 2010
  5. 5. Monday 25 October 2010
  6. 6. • Reminder of what branding is. • To create a series of associations in the minds of consumers - that leads to preference. Associations in the minds of customers that lead to preference. What is Branding? Monday 25 October 2010
  7. 7. Consumer Based Brand Equity Monday 25 October 2010
  8. 8. It’s what you feel Monday 25 October 2010
  9. 9. He is the Brand Monday 25 October 2010
  10. 10. Mass Marketing - Average stuff for average people The industrial model - Scale Monday 25 October 2010
  11. 11. Buy eyeballs . . .and interrupt Photo by Bill on Capitol Hill Monday 25 October 2010
  12. 12. Getting Noticed The Communication Problem Relevance Originality Impact Monday 25 October 2010
  13. 13. Share of Voice = Share of mind = Share of Market Monday 25 October 2010
  14. 14. We bought eyeballs - as many as we could. Monday 25 October 2010
  15. 15. Management and Marketing are man made inventions. Monday 25 October 2010
  16. 16. SORRY... THIS MODEL IS BROKEN. None of the assumptions on which its based work anymore! Monday 25 October 2010
  17. 17. The Internet Happened and if you think its a channel ... Monday 25 October 2010
  18. 18. People wont be segmented: They organise themeselves into groups - communities. and decide where and how they will interact with brands. Monday 25 October 2010
  19. 19. They trust thier friends and people like them. They don't trust advertising and PR Monday 25 October 2010
  20. 20. Concept of geography has changed. Monday 25 October 2010
  21. 21. The really interesting thing is that people talk to each other Monday 25 October 2010
  22. 22. Clay Shirky Monday 25 October 2010
  23. 23. Photo by DRB62 on Flickr Media is no longer a source of information. It’s a place of coordination. Monday 25 October 2010
  24. 24. Power Monday 25 October 2010
  25. 25. •The tools don’t work •They arent listening •You can’t even build associations. Monday 25 October 2010
  26. 26. • So what do we do? So what do we do now? Monday 25 October 2010
  27. 27. The Branding Prize is at the pinnacle Relationships Monday 25 October 2010
  28. 28. Control is an illusion Monday 25 October 2010
  29. 29. Monday 25 October 2010
  30. 30. Monday 25 October 2010
  31. 31. Think like a farmer Monday 25 October 2010
  32. 32. Brand Husbandry Monday 25 October 2010
  33. 33. Listen Monday 25 October 2010
  34. 34. Understand Monday 25 October 2010
  35. 35. • Build a brand experience. • Every touchpoint Build an experience Monday 25 October 2010
  36. 36. Build a Fan Club seanmcgrath on Flickr Monday 25 October 2010
  37. 37. who plays what role Monday 25 October 2010
  38. 38. Activate Monday 25 October 2010
  39. 39. You can’t force but you can guide - by building a culture Brand husbandry Monday 25 October 2010
  40. 40. Forget media concepts of volume. OTS are irrelevant. Only quality and connections are important. Monday 25 October 2010
  41. 41. precisely delivered advertising Monday 25 October 2010
  42. 42. So we dont need this stuff •No need to interrupt Monday 25 October 2010
  43. 43. Thank you Cell C for providing such a great case study Monday 25 October 2010
  44. 44. Monday 25 October 2010
  45. 45. • A campaign that says - trust us • What better idea than to mislead people. Monday 25 October 2010
  46. 46. www.brandseye.com Total Coverage - Themes Volume: 37 Avg Credibility: 5.5 Volume: 131 Avg Credibility: 4.2 Volume: 54 Avg Credibility: 3.2 Volume: 52 Avg Credibility: 3.2 Volume: 59 Avg Credibility: 2.6 Monday 25 October 2010
  47. 47. www.brandseye.com Twitter - Visuals Monday 25 October 2010
  48. 48. www.brandseye.com Visuals Monday 25 October 2010
  49. 49. Monday 25 October 2010
  50. 50. Monday 25 October 2010
  51. 51. PiKE www.pike.co.za Making sense of brands in an always on always connected world. Monday 25 October 2010

×