branding beyond advertising
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Building brands beyond media advertising
Akash C.MathapatiAsst Professor – Marketing Area
Kirloskar Institute of Advanced Management [email protected]
Guidelines for building brands without advertising
• Clarify the brand identity, values & position– Foundation of effective brand-building program - fastrack
• Find the sweet spot– Elements that are central to their lives & self-concepts - Nike
• Find a driving idea– Central concept which helps build brand-building program
• Involve the customer– Actively engage the customer
• Surround the customer– Work on reinforcing programs – NikeTown
Akash C.Mathapati
Guidelines for building brands without advertising
• Break out of clutter– Unusual promotion program
• Link the brand building to the brand– Make brand centre-piece of communication -
• Achieve authenticity & substance– Genuine feeling to the brand & makes desired association –
Apple• Stretch the brand building program
– Provide reminder of the program, media exposure
Akash C.Mathapati
Transforming the Media Landscape
Mid 15th century - printing press -1800 - telegraph/telephone -1850 - recorded media - music film -1900 - transmission of sound, film -Late 20th century - the internet
Akash C.Mathapati
Implications • All media converge on one channel• Everyone - the former audience become
potential producers– the greatest expansion of creative capacity in
history • It’s not just that people can now speak
directly back to business– but that they can speak to each other in
public about businesses.
Akash C.Mathapati
Social Media• Social media is an umbrella
medium that defines the various activities that integrate technology, social interaction & the construction of words, pictures & audio
Akash C.Mathapati
What Is Social Media????
A Conversation Based Online
Akash C.Mathapati
Social Media Landscape
Akash C.Mathapati
How it differs from Traditional Media…
Traditional Media Social Media
VSCustomer
Prof media outlets
Static content
Campaign
Monologue/Push
Collaborator
User generated content
Evolving content
Commitment
Dialogue/Pull
Akash C.Mathapati
Akash C.Mathapati
Social Media Landscape
• 93% of Social Media users believe companies should have a Social Media Presence
• 56% feel a Stronger Connection to brands who use social media
Akash C.Mathapati
The way people use Social Media can be broken down into 3 different categories
How People Use Social Media
Akash C.Mathapati
Creating Content Blogs/WikisVideo editing/uploading – YouTube/DailymotionTwitterNew ways to create content popping up regularly
Akash C.Mathapati
Building online personalities through social network profiles i.e. Bebo/FacebookCan chat to friends, piers or brandsCan seek out new contacts through links with current connections Can publish & expose any content they have developed to friends
Make Connections
Akash C.Mathapati
Make Recommendations Have the opportunity to give their views on a product & rate the product i.e. ebay/tripadvisor Can answer peoples requests on reviews of different products Can make comments on peoples Social Network profiles/ content Can amend Wiki’s with new updates Akash C.Mathapati
The Reason To Use Social Media
CreateAwareness
Encourage Trial
Inspire Loyalty
Create Ambassadors
• Develop greater market share• Build Your Brand Reputation • Increase Sales• Promote Brand advocates
• Encourage current advocates to talk about the product• Promote current volunteers/donators into Brand
AdvocatesAkash C.Mathapati
How Does Social Media deliver ???
• It helps develop a relationship with your customers through dialogue – Customers want and expect to receive answers they pose
to the brand – Opportunity to defend your brand to defectors
• Drive Brand Advocacy
Akash C.Mathapati