Marketing 2.0 Standalone

7/31/2019 Marketing 2.0 Standalone

1/77

Brand

Marketing 2.0


2/77

New

Mantrasfor Brand Marketing


3/77

The word brand

has become

overused, sterileand unimaginative.

- Michael Eisner, Ex CEO

Walt Disney


4/77


5/77

The surplus society has asurplus of similar

companies, employingsimilar people, with similareducational backgrounds,

coming up with similar

ideas, producing similarproducts, with similar

prices and similarquality.

Kjell Nordstrm & Jonas RiddlerstrteFunky Business


6/77


7/77


8/77

Brand Marketing Redefined

Everything thatmakes your brand

rich, famous and loved.


9/77

Media anything.

Idea everything.


10/77

Return on Ideas


11/77

Stronger. Faster.Cheaper. Better.

Engage. Entertain.Involve. Inspire.


12/77


13/77


14/77


15/77


16/77

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 meetingrooms, 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 thePedigree 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 sureall our products keep tails wagging.


17/77


18/77

Which are some other brands that tell great stories?


19/77

Point-of-Difference Point-of-View


20/77

Brands are going beyond just

promoting themselves,to promoting a larger world view

by taking a stand


21/77

Fighting an Enemy- a commonly heldbelief/convention/behavior in society

Taking a Stand against the enemy-with a strong point-of-view about theirworld


22/77


23/77

ENEMY- Bikes are about speed and power

STAND- Bikes are aboutfreedom and adventure


24/77

ENEMY- People have to be computer literate

STAND- Computers have to bepeople literate


25/77

ENEMY STAND MANTRAA commonly held

belief,convention,behavior in

society

The brands

stance againstthe enemy

The brands

definingpoint-of-view


26/77

Unknown

Known for things I care aboutBrand Ideal-POV

Known for good things

Brand Promise-POD

KnownBrand Salience

BRAND JOURNEY


27/77

ENEMY STAND MANTRAOnly

supermodels

and starscan be beautiful

Every womancan be beautiful

Real beautyfor real people


28/77


29/77


30/77

Unknown



Brand Promise-POD

KnownBrand Salience Beauty Soap

moisturizer than doesntdry your skin like soap

Real beautyfor real people


31/77

ENEMY STAND MANTRAApathy towards

social issuesIts time to wake

up and dosomething

Jaago Re


32/77


33/77

Unknown



Brand Promise-POD

KnownBrand Salience Refreshing Tea

The cup that revitalizes

Jaago Re


34/77

ENEMY STAND MANTRAFear of gettingclothes dirty

Dont let dirt be a

spoilsportDaag Acche Hain


35/77


36/77

Unknown



Brand Promise-POD

KnownBrand Salience Powerful Cleaning

Bright, stain-free clothes

Daag Acche Hain


37/77

What is the POD and POV in this case?


38/77

Spell out the Enemy, Stand and Mantra


39/77


40/77

Its no more about AdsIts more about Acts


41/77

Virgin Airline is about Making Flying Fun


42/77


43/77


44/77


45/77


46/77


47/77

Socializing with the Brand

Retail/OOH


48/77

Retail/OOH


49/77

Can you think of some powerful brand acts?


50/77


51/77


52/77


53/77


54/77


55/77

Which brands keep surprising you?


56/77

Command/Control Collaborate/Co-create


57/77


58/77

Brand Propositions are outBrand Conversations are in


59/77

Consumersare becoming

Prosumers

Adidas: The Philippines


60/77

The Head Shot Clinic is a an effort by aFashion and Lifestyle photographer, NiccoloCosme, that gathered the young innovators

and trend-setters in a single shoot. Theresult of the shoot were head shots thatwere used by each participant as theirprofile pictures in Multiply and Friendster. Itstarted as a way for the young photographerto market his services.

But now, Adidas has alreadybegun talking with Niccoloto produce another HeadShot Clinic where Addidasapparel will be used by theparticipants. This way,

Addidas attaches itself to thetrend-setters and culturemavens. In fact, the Adidasjacket shown here in a sampleshot has already become abestseller.

Adidas: The Philippines

Pepsi: China


61/77

Pepsi: China

2 Chinese guys made their own Pepsi ad.

Their videos have been viewed morethan 6,744,513 times

Now Pepsi has made TVCs with them

Pepsi My Can: China


62/77

Pepsi's new can displays the winners of

an online photo contest, in which peoplesubmitted pictures of themselves rootingfor Team China at the Olympics, and thenvoted to determine who would win a spoton the cans.

The contest drew 2.46 million

submissions and 140 million votes,which was larger than any globalcampaign of this sort ever run by thecompany.

Source: *Wall Street Journal

Pepsi My Can: China

P i Chi


63/77

Pepsi: China

In 2006, Pepsi ran a competitionfor consumers to create acomplete Pepsi Commercial,called Show me your idea.

Consumers were invited to scripta 200-word commercial with Pop-star Jay Chow as main character.

During the competition period,28,000 scripts were received and5 million online participation/voteswere recorded.

Deep Love cell phone novel: Japan


64/77

Deep Love cell phone novel: Japan

Avid readers write cell phone novels and upload them

Readers send feedback to the writer, who creates paragraphsaccording to the readers preference

Written by a young online writer, Yoshi, Deep Love is a story ofa teenage prostitute in Tokyo. It became so popular that it was publishedas an actual book, then spun off into a television series, and amovie.


65/77

Think of some good brand co-creation examples?


66/77


67/77


68/77


69/77

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


70/77

ANDthe new marketing mantras


71/77


72/77


73/77

Mass Marketing

One-to-Many

Custom Marketing


74/77

Custom Marketing

One-to-One


75/77

Marketing 2.0

One-With

Transferring brand ownership to the consumer


76/77

WHATS OUT Proposition

POD

Information Repetition

One-way

Transactions

WHATS IN Storytelling

POV

Experience Surprise

Interactive

Relationships


77/77

Documents

Marketing 2.0 Standalone