New Brand Rules

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How brands relate in the age of the networked consumer

Transcript of New Brand Rules


2. Branding has jumped the shark.The meme is stale.Worn out.Post-peak.If branding were a showon Fox, it would be cancellednext week.Doc Searls, co-author of The Cluetrain Manifesto 3. A good brand changes the world.Guy Kawasaki, former Chief Brand Evangelist at Apple 4. THE PSYCHO BRANDS 5. PSYCHO BRANDINGThe dominating school inbranding today looks at thebrands reection inside theindividual and tries tounderstand its deeperpsychological structure:associations, motivations,attitudes.Its based on the belief thatbrands must push a hot buttonin the consumers mind to besuccessful. 6. THE SILVER BULLET JOBThis school of thinking believes in themagic message.Once delivered into the subjects mind, itwill trigger unconscious desires and trick arational censor on the way, if necessary. 7. SNIPERSTheres a whole industry aroundthe casting, loading, aiming, andring of silver bullets. Its calledadvertising.There are planners who design themagic messages, creatives whocraft it, researchers who test it,media planners who target it, andmedia channels that deliver it. 8. CORTEX THE GREATNew approaches, like thecurrent "Neuromarketing"buzz, follow the sameroad, driven by advances inbrain scanning technology.They help us betterunderstand the functionaltopography of the mosthighly engineered buying-decision-making organ inthe known universe. 9. THE LIMBIC CAVEMAN Neuroscience has refreshed an old myth: That man is just a puppet of his inner devils. The scientist Benjamin Libet showed that our hand knows we will move it before we know it ourselves. Our brains limbic system has been triangulated as our little devils hide-away. 10. "GOOOOORGEOUS THE MIND CAKE RACER"And yet ...In spite of the hard science, thepsycho school is notoriously weak inforesight.In reality, some brands just get a much biggerslice of peoples attention, desires, thoughts,dreams (or curses) than others. "Washing powders out" We may nd ourselves daydreamingabout a Porsche. Or swearing aboutMicosofts latest idea of how weshould work. But nobodydaydreams about Persil or Coke. ... and thats OK! 11. THE WIRED BRANDS 12. Most of the buyingdecisions we make, wedont make as an island. We ask a friend.We look at what theJoneses do.We negotiate with thefamily.We brag in the ofce. Many brands only have meaning and value in a social context. HOMO CHATTENSIS 13. Brands are a part of our social life. They aresocial currency, social signals, social glue, andmeeting points. Social capital is a signicant partof a brands equity. Can we afford the simplicityof one-dimensional brand theories? SOCIAL CAPITAL 14. Some of our relationships are actually centered around brands. Both Tupperware and Harley- Davidson bring people together who would never have met otherwise. BRANDS IN OUR SOCIAL GRAPH 15. Some brands have strong impact on how we relate to people. Think how Microsoft shapes our ofce life. BRANDS IN OUR SOCIAL GRAPH 16. Some people are inuential experts in certain categories. Mac users, Playstation gamers or Sodastreamers all cant resist to evangelize. BRANDS IN OUR SOCIAL GRAPH 17. In some of our socialgroups, we have ritualsand membership badgesthat may involve specicbrands.Parachuters aprs-jumpon Red Bull. Girls night-outs start with a rallyingcry for "Baileys, on ice." BRANDS IN OUR SOCIAL GRAPH 18. ALL WIRED UPBecause brands need social capital,theres a new mantra for marketingthese days:Brands should live in socialnetworks and attract and nurturecommunities of "subscribers", "fans"and "followers". 19. YOU TALKIN AT ME?The web has changed how people relate to brandsand companies in a fundamental way:They dont want to be talked at, but listened to!The social life of a brand is not just a nice creamtopping on a psychologically sound brand strategy.Customers, consumers and consumerists have liftedtheir expectations to the standards set by themost conversationalbrands. 20. CAPRICIOUS EYEBALLSAnd yet, many brandsreturn disappointedfrom their rstventures into socialnetworking.Amateur video stealsthe show from yourexpensive "cheap"viral campaign onYouTube? 1.5m loyalbuyers in the panel The uncaring masses, from a painting by the late Sigmar Polkebut only 223 friendson Facebook? 21. NOTHING TO TALK ABOUT?Not all brandshave anappropriateidea of theconversationthey shouldhave with theircustomers.With whom?About what?How much canThe uncaring masses,I reveal? from a painting by the late Sigmar PolkeWhat will theSEC say? 22. NEW BRAND RULES UL ESD R AN BRN EW 23. People have alwaystrusted certainbrands as referencepoints in their areaof expertise. Butthe new generationof prosumers*expects them toopen and sharethat expertise.* producing and/or professional consumers BRANDS AS TRUSTED EXPERTS 24. The strategy, not justfor master brands, isto share rather thanjealously corrall theirknowledge.Transparency is thenew foundation of(brand) trust andfeeds and inspiresword-of-mouthamong customers. FOOD FOR THE NETWORKS 25. NEW BRAN D RULES1. Transpar ency build s tr u s t (n ot mys ter y) 26. LOW INVOLVEMENT BRANDSSome brands run into walls of indifference mostof the time. There seems to be no other way forthem than to buy attention space and shootsilver bullets ... 27. BRAND AS APPConsumers hire brands to do a job for them.Brands have to become radically supportive ofwhat people really want to achieve when usingthem. Think of your brand as a verb, not a noun.What action does it perform? 28. NEW BRAN D RULES1. Transparency build s tr u s t2. Brands are Apps 29. BRANDS AS FRIENDS Some brandsare in the entertainmentbusiness. Not just since YouTube but since thebeginning of advertising. They invented the soapopera and created the most memorable andentertaining ads of all times. 30. CAN YOUR BRAND DANCE?Many brands are petried in thename of consistency; strangledDONTbloodless by codebooks that leave MOVEMOVEno room for authentic interaction.DONT 31. CAN YOUR BRAND DANCE? 2x 2. + 4. ((tap)) 3.Many brands are petried in of consistency; strangled 5.bloodless by codebooks that leaveno room for authentic interaction. Brands must learn to dance; to6. + 7. relate to irt to surprise -- but always with one foot on the solid ((tap)) ground of a robust proposition.2x 32. NEW BRAN D RULES1. Transparency build s tr u s t2. Brands are Apps3. Brand s mus t learn to dance 33. BRAND AS MOVEMENTSome brands fans and lovers want to be partof a movement. They want to feel recognizedand valued. 34. MEDIA DONT TOUCH LOOKLO HERE HE OKWATCHRE OK ELO RE ME! LO ERTraditional one-way mediaHE HEREOKLOOKWA E!HAT E!CHOK E W MMTCHLOOKLO ERcannot touch them and get HERETCHWA E!HTCH WA E!TCHWA E! HERE MLOOKMLOltered out.H HE OK M WATC REATCHME!LOOKOK E W E!HERE WATCHMLO ERME! H WATCHME!WA ! LO RE HE OKME AT E! HE OK CHTCH ATCH WATCH REW MWLOOK LOOKLOME!HEREME!HERE 35. MEDIA DONT TOUCH Traditional one-way mediacannot touch them and getltered out.Traditional direct marketing isnothing more personal -- plus ascandalous waste of ressources. 36. TOUCHED BY THE BRAND Brands have toproceed frommedia thinking totouchpoint scope:where and whenare peoplereceptive to mytouch; and howdo I get and stayin touch withthem? 37. NEW BRAN D RULES1. Transparency build s tr u s t2. Brands are Apps3. Brand s mus t learn to dance4.Brand s to uch people ... or else 38. MY THANKS GO TO THE ARTISTS OR THEIR RIGHTSHOLDERS WHO I HAVE BORROWED ART FROM:Banksy, Damien Hirst, Sigmar Polke, Michelangelo