branding beyond advertising

Building brands beyond media advertising

Akash C.MathapatiAsst Professor – Marketing Area

Kirloskar Institute of Advanced Management Studiesakashcm@gmail.com

Guidelines for building brands without advertising

• Clarify the brand identity, values & position– Foundation of effective brand-building program - fastrack

• Find the sweet spot– Elements that are central to their lives & self-concepts - Nike

• Find a driving idea– Central concept which helps build brand-building program

• Involve the customer– Actively engage the customer

• Surround the customer– Work on reinforcing programs – NikeTown

Akash C.Mathapati

Guidelines for building brands without advertising

• Break out of clutter– Unusual promotion program

• Link the brand building to the brand– Make brand centre-piece of communication -

• Achieve authenticity & substance– Genuine feeling to the brand & makes desired association –

Apple• Stretch the brand building program

– Provide reminder of the program, media exposure

Akash C.Mathapati

Transforming the Media Landscape

Mid 15th century - printing press -1800 - telegraph/telephone -1850 - recorded media - music film -1900 - transmission of sound, film -Late 20th century - the internet

Akash C.Mathapati

Implications • All media converge on one channel• Everyone - the former audience become

potential producers– the greatest expansion of creative capacity in

history • It’s not just that people can now speak

directly back to business– but that they can speak to each other in

public about businesses.

Akash C.Mathapati

Social Media• Social media is an umbrella

medium that defines the various activities that integrate technology, social interaction & the construction of words, pictures & audio

Akash C.Mathapati

What Is Social Media????

A Conversation Based Online

Akash C.Mathapati

Social Media Landscape

Akash C.Mathapati

How it differs from Traditional Media…

Traditional Media Social Media

VSCustomer

Prof media outlets

Static content

Campaign

Monologue/Push

Collaborator

User generated content

Evolving content

Commitment

Dialogue/Pull

Akash C.Mathapati

Akash C.Mathapati

Social Media Landscape

• 93% of Social Media users believe companies should have a Social Media Presence

• 56% feel a Stronger Connection to brands who use social media

Akash C.Mathapati

The way people use Social Media can be broken down into 3 different categories

How People Use Social Media

Akash C.Mathapati

Creating Content Blogs/WikisVideo editing/uploading – YouTube/DailymotionTwitterNew ways to create content popping up regularly

Akash C.Mathapati

Building online personalities through social network profiles i.e. Bebo/FacebookCan chat to friends, piers or brandsCan seek out new contacts through links with current connections Can publish & expose any content they have developed to friends

Make Connections

Akash C.Mathapati

Make Recommendations Have the opportunity to give their views on a product & rate the product i.e. ebay/tripadvisor Can answer peoples requests on reviews of different products Can make comments on peoples Social Network profiles/ content Can amend Wiki’s with new updates Akash C.Mathapati

The Reason To Use Social Media

CreateAwareness

Encourage Trial

Inspire Loyalty

Create Ambassadors

• Develop greater market share• Build Your Brand Reputation • Increase Sales• Promote Brand advocates

• Encourage current advocates to talk about the product• Promote current volunteers/donators into Brand

AdvocatesAkash C.Mathapati

How Does Social Media deliver ???

• It helps develop a relationship with your customers through dialogue – Customers want and expect to receive answers they pose

to the brand – Opportunity to defend your brand to defectors

• Drive Brand Advocacy

Akash C.Mathapati