Vous êtes sur la page 1sur 77

Brand Marketing 2.

New

for Brand Marketing

Mantras

The word brand has become overused, sterile and unimaginative.


- Michael Eisner, Ex CEO Walt Disney

Brands have become Blands


Growing Parity. Declining Loyalty. Squeezed Margins.

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 Nordstrm & Jonas Riddlerstrte Funky Business

Attention Economy

Intrusion

Attraction Economy

Invitation

Brand Marketing Redefined

Everything that makes your brand rich, famous and loved.

Media anything. Idea everything.

Return on Ideas

Proposition
Stronger. Faster. Cheaper. Better.

Storytelling
Engage. Entertain. Involve. Inspire.

Were for Dogs.


Everything we do is for the love of dogs. For us, dogs aren't just our job, they're our life. From dogs in our offices to dog-friendly meeting rooms, we're passionate about paws. Our dedication goes into every product we make we've even been known to taste our food! From the time and care we give our dogs at the Pedigree Centre at Waltham, to the nutrition we put into our products we never stop trying to improve. We understand that happy, energetic and sometimes mischievous dogs need a balanced diet, so we make sure all our products keep tails wagging.

Which are some other brands that tell great stories?

POD
Point-of-Difference

POV
Point-of-View

Brands are going beyond just promoting themselves, to promoting a larger world view by taking a stand

Fighting an Enemy- a commonly held belief/convention/behavior in society Taking a Stand against the enemywith a strong point-of-view about their world

ENEMY- Big is beautiful

STAND- Small is beautiful

ENEMY- Bikes are about speed and power

STAND- Bikes are about freedom and adventure

ENEMY- People have to be computer literate

STAND- Computers have to be people literate

ENEMY
A commonly held belief, convention, behavior in society

STAND
The brands stance against the enemy

MANTRA
The brands defining point-of-view

BRAND JOURNEY

Known for things I care about


Brand Ideal-POV

Known for good things


Brand Promise-POD

Known
Brand Salience

Unknown

ENEMY
Only supermodels and stars can be beautiful

STAND
Every woman can be beautiful

MANTRA
Real beauty for real people

Known for things I care about


Brand Ideal-POV

Real beauty for real people

Known for good things


Brand Promise-POD

moisturizer than doesnt dry your skin like soap

Known
Brand Salience

Beauty Soap

Unknown

ENEMY
Apathy towards social issues

STAND
Its time to wake up and do something

MANTRA
Jaago Re

Known for things I care about


Brand Ideal-POV

Jaago Re

Known for good things


Brand Promise-POD

The cup that revitalizes

Known
Brand Salience

Refreshing Tea

Unknown

ENEMY
Fear of getting clothes dirty

STAND
Dont let dirt be a spoilsport

MANTRA
Daag Acche Hain

Known for things I care about


Brand Ideal-POV

Daag Acche Hain

Known for good things


Brand Promise-POD

Bright, stain-free clothes

Known
Brand Salience

Powerful Cleaning

Unknown

What is the POD and POV in this case?

Spell out the Enemy, Stand and Mantra

Information

Experience

Its no more about

Ads Its more about Acts

Virgin Airline is about

Making Flying Fun

Socializing with the Brand

Retail/OOH

Can you think of some powerful brand acts?

Repetition

Surprise

Which brands keep surprising you?

One-way
Command/Control

Interactive
Collaborate/Co-create

Brand

Propositions are out


Conversations are in

Brand

Consumers
are becoming

Prosumers

Adidas: The Philippines


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.

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 TVCs with them

Pepsi My Can: China


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: China
In 2006, Pepsi ran a competition for consumers to create a complete Pepsi Commercial, called Show me your idea. Consumers were invited to script a 200-word commercial with Popstar Jay Chow as main character. During the competition period, 28,000 scripts were received and 5 million online participation/votes were recorded.

Deep Love cell phone novel: Japan

Avid readers write cell phone novels and upload them Readers send feedback to the writer, who creates paragraphs according to the readers preference Written by a young online writer, Yoshi, Deep Love is a story of a teenage prostitute in Tokyo. It became so popular that it was published as an actual book, then spun off into a television series, and a movie.

Think of some good brand co-creation examples?

Transaction

Relationship

Has there been any wow experience that youve had with a brand going out of its way?

AND
the new marketing mantras

Mass Marketing

One-to-Many

Custom Marketing

One-to-One

Marketing 2.0

One-With Transferring brand ownership to the consumer

WHATS IN Storytelling POV Experience Surprise Interactive Relationships

WHATS OUT Proposition POD Information Repetition One-way Transactions

Bland

Brand

Centres d'intérêt liés