branding 2.0 anand narasimha
TRANSCRIPT
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BRANDING 2.0
ANAND NARASIMHAProfessor-Marketing & Strategy
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New Mantras for Brand Marketing
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“The word brand has become overused, sterile and unimaginative.”- Michael Eisner, Ex CEO Walt Disney
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Brands have become Blands Growing Parity. Declining Loyalty. Squeezed Margins.
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“The ‘surplus society’ has a surplus of similar
companies, employing similar people, with similar educational backgrounds,
coming up with similar ideas, producing similar
products, with similar prices and similar quality.”
Kjell Nordström & Jonas RiddlerstråteFunky Business
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Attention EconomyIntrusion
Attraction EconomyInvitation
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Marketing Redefined
‘Everything thatmakes your brand rich, famous and loved.’
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Media anything.Idea everything.
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R O IReturn on Ideas
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Proposition
Stronger. Faster.Cheaper. Better.
StorytellingEngage. Entertain.
Involve. Inspire.
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Which are some other brands that tell great stories?
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PODPoint-of-Difference
POVPoint-of-View
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Brands are going beyond just promoting themselves, to promoting a larger world view
by taking a stand
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• Fighting an Enemy- a commonly held belief/convention/behavior in society
• Taking a Stand against the enemy- with a strong point-of-view about their world
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ENEMY- Big is beautiful
STAND- Small is beautiful
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ENEMY- Bikes are about speed and power
STAND- Bikes are about freedom and adventure
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ENEMY- People have to be computer literate
STAND- Computers have to be people literate
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ENEMY STAND MANTRAA commonly held
belief, convention, behavior in
society
The brand’s stance against
the enemy
The brand’s defining point-of-view
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Unknown
Known for things I care aboutBrand Ideal-POV
Known for good thingsBrand Promise-POD
KnownBrand Salience
BRAND JOURNEY
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ENEMY STAND MANTRAStereotyped
beauty- tall, slim, fair and young
Every woman can be beautiful-
of any shape, size, color or age
Real beauty for real
people
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Unknown
Known for things I care aboutBrand Ideal-POV
Known for good thingsBrand Promise-POD
KnownBrand Salience Beauty Soap
¼ moisturizer than doesn’t dry your skin like soap
‘Real beauty for real people’
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ENEMY STAND MANTRAApathy towards
social issuesIt’s time to wake
up and do something
Jaago Re
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Unknown
Known for things I care aboutBrand Ideal-POV
Known for good thingsBrand Promise-POD
KnownBrand Salience Refreshing Tea
The cup that revitalizes
‘Jaago Re’
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ENEMY STAND MANTRAFear of getting clothes dirty
Don’t let dirt be a spoilsport
Daag Acche Hain
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Unknown
Known for things I care aboutBrand Ideal-POV
Known for good thingsBrand Promise-POD
KnownBrand Salience Powerful Cleaning
Bright, stain-free clothes
‘Daag Acche Hain’
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What is the POD and POV in this case?
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Spell out the Enemy, Stand and Mantra
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Information Experience
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Its no more about AdsIts more about Acts
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Virgin Airline is about “Making Flying Fun”“Making Flying Fun”
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Socializing with the Brand
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Retail/OOH
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Can you think of some powerful brand acts?
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SurpriseRepetition
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Which brands keep surprising you?
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One-wayCommand/Control
InteractiveCollaborate/Co-create
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Brand Propositions are out
Brand Conversations are in
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Brand Talks: people listen
Brand Does: people talk
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Consumersare becoming
Prosumers.
Co-creation!
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The Head Shot Clinic is a an effort by a Fashion and Lifestyle photographer, Niccolo Cosme, that gathered the young innovators and trend-setters in a single shoot. The result of the shoot were head shots that were used by each participant as their profile pictures in Multiply and Friendster. It started as a way for the young photographer to market his services.
But now, Adidas has already begun talking with Niccolo to produce another Head Shot Clinic where Addidas apparel will be used by the participants. This way, Addidas attaches itself to the trend-setters and culture mavens. In fact, the Adidas jacket shown here in a sample shot has already become a bestseller.
Adidas: The Philippines
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Pepsi: China
• 2 Chinese guys made their own Pepsi ad.
• Their videos have been viewed more than 6,744,513 times
• Now Pepsi has made TVC’s with them
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• Pepsi's new can displays the winners of an online photo contest, in which people submitted pictures of themselves rooting for Team China at the Olympics, and then voted to determine who would win a spot on the cans.
• The contest drew 2.46 million submissions and 140 million votes, which was larger than any global campaign of this sort ever run by the company.
Source: *Wall Street Journal
Pepsi “My Can”: China
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60
POEM
Brand Salience Brand Experience Brand Conversation
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61
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Think of some good brand co-creation examples?
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Transaction Relationship
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Has there been any ‘wow’ experience that you’ve had with a brand’ going out of its
way?
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i AND ethe new mindset
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Mass Marketing
One-to-Many
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Custom Marketing
One-to-One
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Marketing 2.0
One-With
Transferring brand ownership to the consumer
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WHAT’S OUT…• Proposition• POD• Information• Repetition• One-way• Transactions
WHAT’S IN…• Storytelling • POV• Experience• Surprise• Interactive• Relationships
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Bland Brand