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Published by
01.15#33
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Dear friends!
Its arrived. And come in a hurry. 2014 has just
whizzed past us and it is difficult to imagine that
this indeed is the last issue of the year. Well, as
has been the case with every Brand Knew edition,
there is lots to read in this issue. How about some
lessons in re branding from Monica Lewinsky? Or
Scott Goodsons insightful and compelling version
of the threats that are hampering global brand
building? As marketing gets more bottom up, we
examine the need for more left brain thinking. No
veil or cloak here, brand is the experience and
experience is the brand,as vividly articulated by
Vikram Chadha in his inaugural column for the
magazine. We also evaluate some of the Social
Trends that will gain currency in 2015. This issue
also looks at a toss up between Television & the
Internet as the best place to build brands. Lots
more to look forward to as we thank you for your
continued patronage, sign off for the year and
prepare to welcome another year of opportunities,
challenges and brand stories. Peace & Goodluck!
Best always
09
13
15
19
21
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25
Suresh Dinakaran
@sureshdinakaran
linkd.in/1dsjYaW
bit.ly/1h95tgO
suresh@groupisd.com
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29
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For Advertising Enquiries: info@groupisd.com or call + 971 4 386 7728
All Copyright of the content in this issue rests fully & comprehensively with the
respective contributors and/or media platforms at all times, as the case may be.
www.brandknewmag.com | www.groupisd.com
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41
CONTENTS
brandknewmag.com
08
A Shift in Thinking
In the B2B world, a great side effect of these combined forces
has been marketings shifting role in business as a strategic
player with a more respected seat at the executive table.
Unlike sales and engineering, marketing has historically
struggled for this spot.
Perhaps for the first time ever, a dollar invested in marketing
can deliver a higher return than a dollar invested in sales.
Thats not to say its a zero-sum game, but the discussion
about how the dollar gets split is more relevant (and
important) than ever. That has made the C-suite sit up and
pay attention, and it has required marketing to become a
lot more accountable. Along with the ability to measure and
show results comes the ability to influence go-to-market
strategy. Theres never been a more exciting time to be in the
marketing business.
Personally, I am excited to be a part of this shift. Not because
I value creativity less, but because I value the balance of leftand right-brained thinking more. We are living through this
here at NetProspex as we growand we are working with
many other B2B marketing organizations as customers who
are leading the charge.
From that set of influences, I see (at least) a few key forces
driving the evolution of marketing and its role in the business:
Mass adoption of marketing technology. Marketing
technology spend is on the rise, and it doesnt appear
to be stopping anytime soon. Weve seen the stats to
back it up: Laura McLellan of Gartner predicts that by
2017, CMOs will spend more on IT than CIOs. And we
have had some great conversations that reinforce those
facts. For most companies, the conversation is not about
whether they need to adopt new marketing technology
but when and what tools and platforms to use. But like
any IT investment, marketing is being tasked with showing
ROI for these investments. How is this technology helping
When you plan, make sure you have the right calendar.
More than 2/3 of marketers agree that using a marketing
calendar is important, but most are unsatisfied with their
current tools, reports Marketo.
Popular tools include online calendar tracking software,
Outlook, Google calendar, desktop calendar program,
spreadsheets, and whiteboard calendar.
To learn more about calendar must-haves and planning for
the future, check out the infographic:
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Brands hurdle through the sky and around the world with
unprecedented speed. At least the brand and its values, its
vision and point of view can be spread quickly like wildfire
across oceans and geography.
The ancient brands of the past, built over decades, and
centuries have a different attitude. Quick? They quip. Not
possible. Weve been the brand of choice for the most famous
people in the history of the human race. It takes time and
huge investments and gazillions of dollars.
No, not true say the young upstarts aiming for global
relevance and adoration and an ever increasing slice of the
global middle classs daily spend.
After 30 years building some of the worlds most iconic
brands, I see positives from both sides of this debate.
In early part of this century, I was the creative lead behind
Heinekens push to establish one global brand, one global
advertising campaign across all territories. An achievement
that never had happened prior to this before. It took
incredible patience, relationships and a great idea and
finally we managed to achieve this objective past politics and
challenges. One brand, one name. It was the reason I moved
from StrawberryFrog Amsterdam to start StrawberryFrog
11 years ago. Since then I had the pleasure to lead the
global brand advertising for Emirates Airline and wrote the
movement motto Hello Tomorrow, oversaw LGs new global
brand idea Its all possible, the global digital and social
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In the 80s and early 90s it was the product economy which
ruled the roost. From mid 90s to till about 2010 the products
differentiators started becoming the same and services
gained prominence. Over the last 3 to 5 years services are
also becoming the same. Both products and services have
become passe, and there is a new economy which puts the
journey of the customer at the centre of everything. I call it
the experience economy. Here I will share some examples of
new companies and old companies of what they are doing
in this experience economy and then we will lay some key
principles and attributes which are required in building the
brand and the experience. In the experience economy, brand
is the experience and experience is the brand.
The first example I want to share is of a company which built
its entire brand and service based on experience. Besides
the disruptive business model it is the experience that the
customers of Netflix rave about. Building a great brand,
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Are
marketers
as tech-savvy
as we think?
Nicole McNab
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Do you need to be
a certain type of
person to work in
marketing?
Geoff Trickey
Peter Gasca
The shamed and infamous White House intern is stepping out of the shadows
and attempting to rebrand herself. Her brave move provides lessons for all
entrepreneurs.
Twitter has a new account as of last week, and it is one you
should watch.
Monica Lewinsky.
For Lewinsky, the scandal turned into one of the first true
Internet defaming campaigns after being picked up and
shared globally online by the Drudge Report--all of this before
Google existed. The relentless humiliation and shaming
turned her into an instant and infamous public figure, and
eventually forced Lewinsky to retreat into what shadows she
could find.
In case you were born late in this century or were living under
a rock in the 1990s, Monica Lewinsky is the former White
House intern during the Bill Clinton presidency whose affair
with the sitting president from 1995 to 1997 eventually led
to Clintons impeachment. For those of us who remember, it
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How brands
can join the
wearable
revolution
John Newbold
insights in real-time.
Shifting marketing dollars from television to online advertising can pay off.
When it comes to brand building, advertisers typically put their
faith and marketing dollars in the power of television
over other forms of media, even though the internet is now
the fastest growing medium by a long shot. What has been
lacking is a solid understanding of exactly how digital ads
stack up against television ads, either as substitute for them
or a complement to them.
New research from Stanford Graduate School of Business
Professor Wesley R. Hartmann finds that online advertising
performs just as well as television advertising when evaluated
on brands trusted metrics. Hartmann teamed up with
Drexel University Professor Michaela Draganska and Gena
Stanglein, advertising research manager at Google.
In their paper, published in the Journal of Marketing Research
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38
were
statistically
AND HAVE A
indistinguishable between
PRECONCEIVED
online and television. It
shows that internet ads
NOTION THAT
can be just as effective
TELEVISION IS
as television ads, says
BETTER, YOU NEED
Hartmann. The results run
contrary to the prevailing
TO RETHINK THAT.
belief in the industry.
Based on those metrics
WESLEY R. HARTMANN
advertisers do not have a
reason now to favor television over internet advertising. If you
are evaluating brand advertising and have a preconceived
notion that television is better, you need to rethink that, he
said. The metrics the industry uses and trusts dont suggest
television is any better. This should guide advertisers to
budget more of their money toward online ads.
Hartmann hopes to further this research and learn how
television and internet advertising can complement each
other. Television ads tell a story to get peoples attention,
and at the end of the story, they see the brand. Thats why for
some really great ads like ones we see during the Super
Bowl game we often cant remember what brand it was,
he says. But internet ads can reconnect the brand to the
message, and that might be why seeing an online ad after
a television commercial is more beneficial than having it the
other way around.
Wesley R. Hartmann is an associate professor of marketing at
Stanford Universitys Graduate School of Business. Internet
Versus Television Advertising: A Brand-Building Comparison
was published in the October 2014 issue of the Journal of
Marketing Research.
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Book,
&
Line
Sinker
By Emanuel Rosen
By Peter Coughter
Occasionally, a great idea will sell itself. The
other 99% of the time, you have to find a way to
persuade others that it is, in fact, a great idea.
Most executives spend the vast majority of their
time creating their work, and almost no time
on the presentation. Through an engaging and
humorous narrative, Peter Coughter presents the
tools he designed to help advertising...
brandknewmag.com
42
By Jeffrey Gitomer
Salespeople hate to read. Thats why Little
Red Book of Selling is short, sweet, and to the
point. Its packed with answers that people are
searching for in order to help them make sales for
the momentand the rest of their lives.
Re-Imagine! Business
Excellence in a Disruptive Age
By Tom Peters
More than just a how-to book for the 21st
Century, Re-imagine! is a call to arms -- a
passionate wake-up call for the business world,
educators, and society as a whole. Focusing
on how the business climate has changed, this
inspirational book outlines how the new world
of business works, explores radical ways of
overcoming outdated, traditional company
values, and embraces an aggressive strategy that
empowers talent and brand-driven organizations
where everyone has a voice.
By Avinash Kaushik
Adeptly address todays business challenges
with this powerful new book from web analytics
thought leader Avinash Kaushik. Web Analytics 2.0
presents a new framework that will permanently
change how you think about analytics. It provides
specific recommendations for creating an
actionable strategy, applying analytical techniques
correctly, solving challenges such as...
By Randall Rothenberg
Rothenberg chronicles the brief, turbulent
marriage between a recession-plagued auto
company and an aggressively hip ad agency
(whose creative director despised cars), capturing
both the ad worlds tantalizing gossip and the
broader significance of its creations. Simply the
best book about advertising I have ever read.-Neil Postman (Technopoly).