Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
1/28/2015 :: 1
QUIZ
What do you think it is?
1/28/2015 :: 2
QUIZ
What do you think it is?
Socializing your brand:
campaigns to conversations
Mumbai
23rd November 2010
the new definition of brand building
1/28/2015 :: 4
"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial in...
We talk about
1/28/2015 :: 5
• The new definition of a brand
• Branding – is digital up for it?
• ‘Socialization’ of your ...
Ready?
1/28/2015 :: 6
Let’s start with dispelling few
myths
1/28/2015 :: 7
1/28/2015 :: 8
FIRST
A brand is not a logo
1/28/2015 :: 9
SECOND
A brand is not a logo
A brand is not an identity
1/28/2015 :: 10
FINALLY
A brand is not a logo
A brand is not an identity
A brand is not a product !!
1/28/2015 :: 11
So what EXACTLY is a brand?
1/28/2015 :: 12
So what EXACTLY is a brand?
It’s a person’s gut feeling because brands are
defined by individuals and not ...
1/28/2015 :: 13
So what EXACTLY is a brand?
It’s a person’s gut feeling because brands are
defined by individuals and not ...
1/28/2015 :: 14
So what EXACTLY is a brand?
It’s a person’s gut feeling because brands are
defined by individuals and not ...
1/28/2015 :: 15
Why is branding so HOT?
1) People have too many options and very little time
• Almost 1500+ new brands lau...
1/28/2015 :: 16
2) Most offerings have similar qualities and nature
3) We tend to base our buying choices on trust
Why is ...
1/28/2015 :: 17
Why is branding so HOT?
1/28/2015 :: 18
Why is branding so HOT?
TRUST
1/28/2015 :: 19
Why is branding so HOT?
1) People have too many options and very little time
2) Most offerings have simila...
1/28/2015 :: 20
TTRUST
= RRELIABILITY
+ DDELIGHT
and it only comes from meeting and beating
customer expectations
1/28/2015 :: 21
Cutting the flow: with a PROBLEM
In most companies STRATEGY is separated
by a wide GAP from CREATIVITY
One side of the GAP
are STRATEGIC thinkers
ANALYTICAL
LOGICAL
LINEAR
NUMERICAL
VERBAL
Other side of the GAP
Are CREATIVE t...
1/28/2015 :: 23
Cutting the flow: with a PROBLEM
1/28/2015 :: 24
I am not answering this
It’s the people who answers this for any
charismatic brand!
Any brand can be CHARISMATIC
1/28/2015 :: 25
Remember the “POWER OF FIVE”
Differentiate
Collaborate
Innovate
Validate
Cultivate
1/28/2015 :: 26
Remember the “POWER OF FIVE”
Since the invention of mass media, the only medium
which is capable of doing (trackably) all ...
They say…
1/28/2015 :: 28
What ever happens in VEGAS stays in VEGAS……
TIME says…
1/28/2015 :: 29
What ever happens in VEGAS stays in VEGAS……
What ever happens in VEGAS stays in FB, YT,
Twitter...
Why do we say what we say?
1/28/2015 :: 30
Pretty simple, the space in which
brands used to operate has
changed
and created a new form of
communication ecosystems
1/28/2015 :: 31
Creating new human behaviors
1/28/2015 :: 32
Remember the “POWER OF FIVE”
Since the invention of mass media, the only medium
which is capable of doing (trackably) all ...
1/28/2015 :: 34
If we don’t agree; still…
Jeff Jarvis
www.buzzmachine.com
Problem worth US$ 1600
“DUDE you getting DELL’ed...
and if we agree
1/28/2015 :: 35
1/28/2015 :: 36
Learning from past mistakes, Best Buy
has recently taken the initiative to
launch its innovative Twelpforc...
1/28/2015 :: 37
Advantages & Learning
This idea has enhanced customer service, generated buzz for
the company, and is pos...
Brands are like PEOPLE
1/28/2015 :: 38
1/28/2015 :: 39
Based on time, seasons, occassions
We ride the “FIVE with the THREE”
1/28/2015 :: 40
Content
Users
Tools
And those behaviors are formed
around social objects
1/28/2015 :: 41
“The Social Object, in a
nutshell, is the reason
two ...
1/28/2015 :: 42
Identifying SOCIAL OBJECT
If your BRAND looks like a DOG and swims
like a duck people will distrust you
We identify them better, an example
1/28/2015 :: 43
So for Brands to socialize
They need to identify a scalable social object
1/28/2015 :: 44
Build tools, reach users and c...
1/28/2015 :: 45
Thank you!
Obrigado!
Gracias!
Merci!
Grazie!
Arigatô!
Vielen Dank!
Terima Kasih!
谢谢您!
Nächste SlideShare
Wird geladen in …5
×
Nächste SlideShare
Tech trends 2012
Weiter
Herunterladen, um offline zu lesen und im Vollbildmodus anzuzeigen.

Campaigns 2 conversations

Herunterladen, um offline zu lesen

Ähnliche Bücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen

Ähnliche Hörbücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen

Campaigns 2 conversations

  1. 1. 1/28/2015 :: 1 QUIZ What do you think it is?
  2. 2. 1/28/2015 :: 2 QUIZ What do you think it is?
  3. 3. Socializing your brand: campaigns to conversations Mumbai 23rd November 2010 the new definition of brand building
  4. 4. 1/28/2015 :: 4 "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to Havas Digital. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of Havas Digital. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the express and written consent of Havas Digital.” Havas Digital© & Artemis™. All rights reserved.
  5. 5. We talk about 1/28/2015 :: 5 • The new definition of a brand • Branding – is digital up for it? • ‘Socialization’ of your brand – How to do what?
  6. 6. Ready? 1/28/2015 :: 6
  7. 7. Let’s start with dispelling few myths 1/28/2015 :: 7
  8. 8. 1/28/2015 :: 8 FIRST A brand is not a logo
  9. 9. 1/28/2015 :: 9 SECOND A brand is not a logo A brand is not an identity
  10. 10. 1/28/2015 :: 10 FINALLY A brand is not a logo A brand is not an identity A brand is not a product !!
  11. 11. 1/28/2015 :: 11 So what EXACTLY is a brand?
  12. 12. 1/28/2015 :: 12 So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets.
  13. 13. 1/28/2015 :: 13 So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets. in other words Its not what YOU say it is
  14. 14. 1/28/2015 :: 14 So what EXACTLY is a brand? It’s a person’s gut feeling because brands are defined by individuals and not companies or markets. in other words Its what THEY say it is So key take away #1 – Its about people
  15. 15. 1/28/2015 :: 15 Why is branding so HOT? 1) People have too many options and very little time • Almost 1500+ new brands launched only in India in last 3 years. • 1400+ extensions have come from the older players in the same time. Choices Time More Choice + Less Time = Ignore Messages
  16. 16. 1/28/2015 :: 16 2) Most offerings have similar qualities and nature 3) We tend to base our buying choices on trust Why is branding so HOT?
  17. 17. 1/28/2015 :: 17 Why is branding so HOT?
  18. 18. 1/28/2015 :: 18 Why is branding so HOT? TRUST
  19. 19. 1/28/2015 :: 19 Why is branding so HOT? 1) People have too many options and very little time 2) Most offerings have similar qualities and nature 3) We tend to base our buying choices on trust So key take away #2 – Its about TRUST
  20. 20. 1/28/2015 :: 20 TTRUST = RRELIABILITY + DDELIGHT and it only comes from meeting and beating customer expectations
  21. 21. 1/28/2015 :: 21 Cutting the flow: with a PROBLEM In most companies STRATEGY is separated by a wide GAP from CREATIVITY
  22. 22. One side of the GAP are STRATEGIC thinkers ANALYTICAL LOGICAL LINEAR NUMERICAL VERBAL Other side of the GAP Are CREATIVE thinkers INTUITIVE EMOTIONAL SPATIAL VISUAL PHYSICAL 1/28/2015 :: 22 Cutting the flow: with a PROBLEM
  23. 23. 1/28/2015 :: 23 Cutting the flow: with a PROBLEM
  24. 24. 1/28/2015 :: 24 I am not answering this It’s the people who answers this for any charismatic brand!
  25. 25. Any brand can be CHARISMATIC 1/28/2015 :: 25
  26. 26. Remember the “POWER OF FIVE” Differentiate Collaborate Innovate Validate Cultivate 1/28/2015 :: 26
  27. 27. Remember the “POWER OF FIVE” Since the invention of mass media, the only medium which is capable of doing (trackably) all these is internet and to be specific SOCIAL MEDIA, if we have to keep in mind the acuteness of interaction… 1/28/2015 :: 27 Why we say that?
  28. 28. They say… 1/28/2015 :: 28 What ever happens in VEGAS stays in VEGAS……
  29. 29. TIME says… 1/28/2015 :: 29 What ever happens in VEGAS stays in VEGAS…… What ever happens in VEGAS stays in FB, YT, Twitter, MySpace….
  30. 30. Why do we say what we say? 1/28/2015 :: 30 Pretty simple, the space in which brands used to operate has changed
  31. 31. and created a new form of communication ecosystems 1/28/2015 :: 31
  32. 32. Creating new human behaviors 1/28/2015 :: 32
  33. 33. Remember the “POWER OF FIVE” Since the invention of mass media, the only medium which is capable of doing (trackably) all these is internet and to be specific SOCIAL MEDIA, if we have to keep in mind the acuteness of interaction… 1/28/2015 :: 33 so, its high time we allow our brands to socialize with THEM(with individuals who matters most to our brands) BEFORE THEY GET AVERSE TO US, WE BECOME FRIENDS TO THEM
  34. 34. 1/28/2015 :: 34 If we don’t agree; still… Jeff Jarvis www.buzzmachine.com Problem worth US$ 1600 “DUDE you getting DELL’ed” Michael Dell apologizes! “Dell Hell” begs for “Dell Help”
  35. 35. and if we agree 1/28/2015 :: 35
  36. 36. 1/28/2015 :: 36 Learning from past mistakes, Best Buy has recently taken the initiative to launch its innovative Twelpforce portal, which enables Best Buy employees on Twitter to collectively handle customer complaints and questions. Their responses are aggregated on a single stream at @twelpforce. While delegating customer service duties to untrained employees is a risky move, Best Buy has made sure to clearly outline its Twelpforce policies in a handy (and public) guide called "Tips & Expectations“. and if we agree
  37. 37. 1/28/2015 :: 37 Advantages & Learning This idea has enhanced customer service, generated buzz for the company, and is possibly saving the organization countless hours of traditional call-center troubleshooting. To follow Best Buy's lead, make your customer service procedure transparent and authentic, pool the resources of your employee base, outline clear benchmarks and guidelines, and focus on delivering quality customer care while being open to mistakes along the way. and if we agree
  38. 38. Brands are like PEOPLE 1/28/2015 :: 38
  39. 39. 1/28/2015 :: 39 Based on time, seasons, occassions
  40. 40. We ride the “FIVE with the THREE” 1/28/2015 :: 40 Content Users Tools
  41. 41. And those behaviors are formed around social objects 1/28/2015 :: 41 “The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.” -- Hugh Macleod Social media is formed around social objects and in order for you to succeed you need to first identify a scalable and addressable social object
  42. 42. 1/28/2015 :: 42 Identifying SOCIAL OBJECT If your BRAND looks like a DOG and swims like a duck people will distrust you
  43. 43. We identify them better, an example 1/28/2015 :: 43
  44. 44. So for Brands to socialize They need to identify a scalable social object 1/28/2015 :: 44 Build tools, reach users and create content around it Think radically… And more importantly embrace social media, you can not use social media, you can only participate in it!
  45. 45. 1/28/2015 :: 45 Thank you! Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您!
  • aniruddhn1

    Jan. 28, 2015

Aufrufe

Aufrufe insgesamt

651

Auf Slideshare

0

Aus Einbettungen

0

Anzahl der Einbettungen

3

Befehle

Downloads

8

Geteilt

0

Kommentare

0

Likes

1

×