everything you know about branding
DESCRIPTION
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...TRANSCRIPT
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
Why almost everything you think you know about BRANDING is wrong.
in an always on always connected world
Monday 25 October 2010
I was an orange farmer•Ad man•Marketer•Academic
@walterpike
Monday 25 October 2010
Wow - This has moved to the front line
Monday 25 October 2010
Monday 25 October 2010
• 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
Consumer Based Brand Equity
Monday 25 October 2010
It’s what you feel
Monday 25 October 2010
He is the Brand
Monday 25 October 2010
Mass Marketing - Average stuff for average people
The industrial model - Scale
Monday 25 October 2010
Buy eyeballs . . .and interrupt
Photo by Bill on Capitol Hill
Monday 25 October 2010
Getting Noticed
The Communication Problem
RelevanceOriginalityImpact
Monday 25 October 2010
Share of Voice = Share of mind = Share of Market
Monday 25 October 2010
We bought eyeballs - as many as we could.
Monday 25 October 2010
Management and Marketing are man made inventions.
Monday 25 October 2010
SORRY...
THIS MODEL IS BROKEN.
None of the assumptions on which its based work anymore!
Monday 25 October 2010
The Internet Happened
and if you think its a channel ...
Monday 25 October 2010
People wont be segmented:
They organise themeselves into groups - communities.
and decide where and how they will interact with brands.
Monday 25 October 2010
They trust thier friends and people like them.
They don't trust advertising and PR
Monday 25 October 2010
Concept of geography has changed.
Monday 25 October 2010
The really interesting thing is that people talk to each other
Monday 25 October 2010
Clay Shirky
Monday 25 October 2010
Photo by DRB62 on Flickr
Media is no longer a source of information. It’s a place of coordination.
Monday 25 October 2010
Power
Monday 25 October 2010
•The tools don’t work•They arent listening•You can’t even build associations.
Monday 25 October 2010
• So what do we do?
So what do we do now?
Monday 25 October 2010
The Branding Prize is at the pinnacle Relationships
Monday 25 October 2010
Control is an illusion
Monday 25 October 2010
Monday 25 October 2010
Monday 25 October 2010
Think like a farmer
Monday 25 October 2010
Brand Husbandry
Monday 25 October 2010
Listen
Monday 25 October 2010
Understand
Monday 25 October 2010
• Build a brand experience.
• Every touchpoint
Build an experience
Monday 25 October 2010
Build a Fan Club
seanmcgrath on Flickr
Monday 25 October 2010
who plays what role
Monday 25 October 2010
Activate
Monday 25 October 2010
You can’t force but you can guide - by building a culture
Brand husbandry
Monday 25 October 2010
Forget media concepts of volume.OTS are irrelevant.Only quality and connections are important.
Monday 25 October 2010
precisely delivered advertising
Monday 25 October 2010
So we dont need this stuff•No need to interrupt
Monday 25 October 2010
Thank you Cell C for providing such a great case study
Monday 25 October 2010
Monday 25 October 2010
• A campaign that says - trust us
• What better idea than to mislead people.
Monday 25 October 2010
www.brandseye.com
Total Coverage - Themes
Volume: 37Avg Credibility: 5.5 Volume: 131
Avg Credibility: 4.2Volume: 54
Avg Credibility: 3.2
Volume: 52Avg Credibility: 3.2
Volume: 59Avg Credibility: 2.6
Monday 25 October 2010
www.brandseye.com
Twitter - Visuals
Monday 25 October 2010
www.brandseye.com
Visuals
Monday 25 October 2010
Monday 25 October 2010
Monday 25 October 2010
PiKE www.pike.co.za
Making sense of brands in an always on always connected world.
Monday 25 October 2010