Everything you know about branding
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Brands are the feelings you have about products and services, the myth that everyone talks about. But the process of branding has changed, the old tools don't work like they did. The difference is that people are connected. Maybe we should stop thinking of branding as an industrialised process but as an organic process...
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Everything you know about branding
- 1. Walter Pike PiKE | New Marketing The Digital Academy pike.co.za digitalacademy.co.za walterpike.com Brands in an always on, always connected world Monday 25 October 2010
- 2. Why almost everything you think you know about BRANDING is wrong. in an always on always connected world Monday 25 October 2010
- 3. I was an orange farmer •Ad man •Marketer •Academic @walterpike Monday 25 October 2010
- 4. Wow - This has moved to the front line Monday 25 October 2010
- 5. Monday 25 October 2010
- 6. • Reminder of what branding is. • To create a series of associations in the minds of consumers - that leads to preference. Associations in the minds of customers that lead to preference. What is Branding? Monday 25 October 2010
- 7. Consumer Based Brand Equity Monday 25 October 2010
- 8. It’s what you feel Monday 25 October 2010
- 9. He is the Brand Monday 25 October 2010
- 10. Mass Marketing - Average stuff for average people The industrial model - Scale Monday 25 October 2010
- 11. Buy eyeballs . . .and interrupt Photo by Bill on Capitol Hill Monday 25 October 2010
- 13. Share of Voice = Share of mind = Share of Market Monday 25 October 2010
- 14. We bought eyeballs - as many as we could. Monday 25 October 2010
- 15. Management and Marketing are man made inventions. Monday 25 October 2010
- 16. SORRY... THIS MODEL IS BROKEN. None of the assumptions on which its based work anymore! Monday 25 October 2010
- 17. The Internet Happened and if you think its a channel ... Monday 25 October 2010
- 18. People wont be segmented: They organise themeselves into groups - communities. and decide where and how they will interact with brands. Monday 25 October 2010
- 19. They trust thier friends and people like them. They don't trust advertising and PR Monday 25 October 2010
- 20. Concept of geography has changed. Monday 25 October 2010
- 21. The really interesting thing is that people talk to each other Monday 25 October 2010
- 22. Clay Shirky Monday 25 October 2010
- 23. Photo by DRB62 on Flickr Media is no longer a source of information. It’s a place of coordination. Monday 25 October 2010
- 24. Power Monday 25 October 2010
- 25. •The tools don’t work •They arent listening •You can’t even build associations. Monday 25 October 2010
- 26. • So what do we do? So what do we do now? Monday 25 October 2010
- 27. The Branding Prize is at the pinnacle Relationships Monday 25 October 2010
- 28. Control is an illusion Monday 25 October 2010
- 29. Monday 25 October 2010
- 30. Monday 25 October 2010
- 31. Think like a farmer Monday 25 October 2010
- 32. Brand Husbandry Monday 25 October 2010
- 33. Listen Monday 25 October 2010
- 34. Understand Monday 25 October 2010
- 35. • Build a brand experience. • Every touchpoint Build an experience Monday 25 October 2010
- 36. Build a Fan Club seanmcgrath on Flickr Monday 25 October 2010
- 37. who plays what role Monday 25 October 2010
- 38. Activate Monday 25 October 2010
- 39. You can’t force but you can guide - by building a culture Brand husbandry Monday 25 October 2010
- 40. Forget media concepts of volume. OTS are irrelevant. Only quality and connections are important. Monday 25 October 2010
- 41. precisely delivered advertising Monday 25 October 2010
- 42. So we dont need this stuff •No need to interrupt Monday 25 October 2010
- 43. Thank you Cell C for providing such a great case study Monday 25 October 2010
- 44. Monday 25 October 2010
- 45. • A campaign that says - trust us • What better idea than to mislead people. Monday 25 October 2010
- 46. www.brandseye.com Total Coverage - Themes Volume: 37 Avg Credibility: 5.5 Volume: 131 Avg Credibility: 4.2 Volume: 54 Avg Credibility: 3.2 Volume: 52 Avg Credibility: 3.2 Volume: 59 Avg Credibility: 2.6 Monday 25 October 2010
- 47. www.brandseye.com Twitter - Visuals Monday 25 October 2010
- 49. Monday 25 October 2010
- 50. Monday 25 October 2010
- 51. PiKE www.pike.co.za Making sense of brands in an always on always connected world. Monday 25 October 2010