With the emergence of the social, super collaborative world, the nature of your brands is undergoing a transformation too. You no longer unilaterally shape your brand, your brand is now co-owned and communized.

1. 1
The Communized
Brand
in.linkedin.com/in/rimjhimray/
(t) @GlobeSlother

2. 2
Your brand has been communized
 Do you own your brands? Is the locus of control with you? Do you decide its identity
influence its perception? – In a social, hyper connected, democratic world- the
answer is NO
 Brands are debated, discussed, distorted, reshaped, recreated in the universe
outside the Brand HQ
 Brand perceptions are shaped not by million dollar commercials or PR but by peer
networks across the world
 Disintermediation of the PR, your brands and its high priests have to participate in
the conversation
 Empowerment of the small, local seller.
 One direct line connects the producer and the consumer. The risk is yours
 The community holds the invisible equity, they will demand their ‘returns’?
You have to be there
Not here

3. 3
And what does that mean?
 Redrawing the value network
 Peer to peer value chains
 Co-author the brand
 Shared stories
 Shared Commitment
 Brand conversations – determines the brand identity
 The invisible equity holders

4. 4
Redrawing the value network
 The value network has to be redrawn to include peer to peer synergies occuring
outside the organization
 Creation and dissemination of value in the customer to customer networks. How
can you contribute to or share the value?
 The length of the network from the supplier to customer is shrinking. Brand Risk
 Value shared or even created outside your networks. How can you tap into the
super value?
Supplier
Cooperatives
Buyer Cooperatives/
Peer to peer
selling/rent/
exchange
Direct selling. E-
choupals. Virtual
bazaars.

5. 5
Integrating the super value
 Facilitate supplier communities and cooperatives. Integrate small suppliers.
Eliminate agents. Enhanced bargaining power of suppliers offset by reduced
integration costs
 Facilitate buyer communities. Can peer to peer selling or sharing happen through
your portal? Gives you access to new brand owners.
 Rethink your business model. Can you rent out additional capacity for example. Eg
an auto maker can also rent cars. You can rent out spare business spaces.

6. 6
Co-Creation
Threadless – the crowd sourced T shirt brand
Beyond crowd sourcing. Co-design. Share profits.

7. 7
Shared Stories. Shared Values
 Listen to the brand communities. The stories and the emotions they associate.
Co-opt the story
Brand Jack Daniel built around local myths and legends
Listen to the brand communities. The stories they narrate. The values they
associate with. Co-opt the story. Build your brand story and values together

8. 8
Shared Commitment
 Listen to the brand communities. The stories and the emotions they associate.
Co-opt the story
Brand Jack Daniel built around local myths and legends
Listen to the brand communities. The stories and the emotions they associate.
Co-opt the story
Build partnerships. Trust Shared vows

9. 9
Brand Conversations
• Tune the frequency. Eavesdrop. Listen. Join in. Reach out.
• Incorporate the feedback. Adapt the brand. Or repurpose.
• Humanize the brand. Empower your employees to participate
in the conversations
• Spot the super advocates from your customer community.
Amplify

10. 10
The invisible equity owners
Community as a shareholder in your brand equity. How do you reward them,
show them value? Will you assure them ‘returns’? Will you organize Annual
community meetings?

11. 11
Rimjhim Ray
in.linkedin.com/in/rimjhimray/
(t) @GlobeSlother