everything you know about branding

Download Everything you know about branding

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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...

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  • 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 farmerAd manMarketerAcademic

    @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

  • Its 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. Its a place of coordination.

    Monday 25 October 2010

  • Power

    Monday 25 October 2010

  • The tools dont workThey arent listeningYou cant 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 cant 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 stuffNo 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