JM503 – eMarketing New Media and 'The Brand

FLIP Counterintuitive thinking is changing everything – from branding and strategy to technology and talent Fl!P by Peter Sheahan

Cheap Fast, good, cheap – pick 2 has become fast, good cheap pick 3.

FGC + Responsible Dont be evil Body Shop Lonely planet

Brands – Do you know them? While a brand may be familiar, it is easily corrupted. Brands 2.0

The total ownership experience iPod Harley Davidson What other brands can you think of?

Brands get tired too Computer games Look around your brain

Respect, engage and inspire If the population of Brazil is on MySpace, then advertising on it is like sending Brazil a postcard Helen Walters on September 28, Business Week Helen Walters on September 28, Business Week Customer acquisition - PR - Mark EckoMark Ecko

Consumer Media Habits DVD TiVo – DVD like access Pay per view RSS – to PC, Mobile etc Streaming video People are spending more time online, and less time Radio, TV, Newspapers, Magazines

Consumer controlled media Started with personal web pages now much more - Photo sharing Videos User content – e.g. wikipedia Chat rooms Social search (e.g. digg - technology news) Yahoo – just launched blog search

Brand equity and brand image Strength of a brand measured by brand equity: The set of associations and behaviours on the part of a brands customers, channel members, and parent corporation that permits the brand to earn greater volume or greater margins than it could without the brand name and that gives the brand a strong, sustainable, and differentiated advantage over competitors. Marketing Science Institute

Brand Awareness Brand awareness has two levels Brand recognition and – Brand recall (includes information about the product) Brand Image Brand awareness not enough for high involvement products. Need strong brand image and/or incentives

Creating a strong brand Online Interactive brand building Customer acquisition –What are some acquisition examples?

Conversation age Much harder to control image today How much control should be relinquished to consumers? Some move to open source marketing –Examples – customised M&Ms, Nike, Camel cigarettes

Reminder – Monday tutorial Bring one example from your scrap book to share with your tute group.