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QUIZ

What do you think it is?

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QUIZ

What do you think it is?

Socializing your brand:

campaigns to conversations

Mumbai23rd November 2010

the new definition of brand building

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"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.

We talk about

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• The new definition of a brand• Branding – is digital up for it?• ‘Socialization’ of your brand – How to do what?

Ready?

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Let’s start with dispelling few myths

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FIRST

A brand is not a logo

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SECOND

A brand is not a logoA brand is not an identity

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FINALLY

A brand is not a logoA brand is not an identityA brand is not a product !!

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So what EXACTLY is a brand?

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So what EXACTLY is a brand?

It’s a person’s gut feeling because brands are defined by individuals and not companies ormarkets.

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So what EXACTLY is a brand?

It’s a person’s gut feeling because brands are defined by individuals and not companies ormarkets.

in other words

Its not what YOU say it is

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So what EXACTLY is a brand?

It’s a person’s gut feeling because brands are defined by individuals and not companies ormarkets.

in other words

Its what THEY say it is

So key take away #1 – Its about people

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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

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2) Most offerings have similar qualities and nature

3) We tend to base our buying choices on trust

Why is branding so HOT?

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Why is branding so HOT?

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Why is branding so HOT?

TRUST

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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

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TTRUST

= RRELIABILITY

+ DDELIGHT

and it only comes from meeting and beatingcustomer expectations

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Cutting the flow: with a PROBLEM

In most companies STRATEGY is separatedby a wide GAP from CREATIVITY

One side of the GAPare STRATEGIC thinkers

ANALYTICAL

LOGICAL

LINEAR

NUMERICAL

VERBAL

Other side of the GAPAre CREATIVE thinkers

INTUITIVE

EMOTIONAL

SPATIAL

VISUAL

PHYSICAL

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Cutting the flow: with a PROBLEM

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Cutting the flow: with a PROBLEM

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I am not answering this

It’s the people who answers this for any charismatic brand!

Any brand can be CHARISMATIC

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Remember the “POWER OF FIVE”

DifferentiateCollaborateInnovateValidateCultivate

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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…

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Why we say that?

They say…

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What ever happens in VEGAS stays in VEGAS……

TIME says…

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What ever happens in VEGAS stays in VEGAS……

What ever happens in VEGAS stays in FB, YT, Twitter, MySpace….

Why do we say what we say?

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Pretty simple, the space in which brands used to operate has changed

and created a new form of communication ecosystems

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Creating new human behaviors

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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…

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so, its high time we allowour brands to socialize with THEM

(with individuals who matters most to our brands)

BEFORE THEY GET AVERSE TO US, WE BECOME FRIENDS TO THEM

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If we don’t agree; still…

Jeff Jarviswww.buzzmachine.com

Problem worth US$ 1600

“DUDE you getting DELL’ed”

Michael Dell apologizes!

“Dell Hell” begs for “Dell Help”

and if we agree

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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

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Advantages & LearningThis 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

Brands are like PEOPLE

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Based on time, seasons, occassions

We ride the “FIVE with the THREE”

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And those behaviors are formed around social objects

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“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

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Identifying SOCIAL OBJECT

If your BRAND looks like a DOG and swimslike a duck people will distrust you

We identify them better, an example

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So for Brands to socialize

They need to identify a scalable social object

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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!

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Thank you!Obrigado!Gracias!Merci!Grazie!Arigatô!Vielen Dank!Terima Kasih!谢谢您 !