e-branding presentation prof holstein
TRANSCRIPT
-
8/3/2019 E-Branding Presentation Prof Holstein
1/71
>
1
> Branding and Internet Marketing
> William K. Holstein
> GSBA-Zurich
-
8/3/2019 E-Branding Presentation Prof Holstein
2/71
>
2
> Branding and Internet Marketing
> William K. Holstein
Thoughts and biasedThoughts and biased
opinions from anopinions from an
observer of the passingobserver of the passing
scene in advertisingscene in advertising
-
8/3/2019 E-Branding Presentation Prof Holstein
3/71
> Brands and Branding
> The difference that e Makes> Brand Impact> PR and Branding> e-Mail> Cell Phones> Blogs> Web Sites
> Segmentation> Segmentation Demo> Lessons to be Learned
> William K. Holstein
-
8/3/2019 E-Branding Presentation Prof Holstein
4/71
>
4
Definition of Brand
> The sum of the characteristicscharacteristics of a productor service as perceivedperceived by the user ...
> The user perceives relevant unique addedperceives relevant unique addedvaluesvalues which match their needs mostclosely ...
> Success results from being able to sustainsustainthese added values in the face ofcompetition.
http://www.sensacom.com
-
8/3/2019 E-Branding Presentation Prof Holstein
5/71
>
5
Definition of Brand
A product from a known sourceknown source
Brand valueBrand value reflects how a product's name,or company name, is perceived by:
>> TheThe target audiencetarget audience for a product,or
> The marketplace in general
http://www.learnthat.com/
-
8/3/2019 E-Branding Presentation Prof Holstein
6/71
>
6
Target Audience
>Important to understand the meaningmeaning andthe valuevalue of the brand for each targeteach targetaudienceaudience in order to develop aneffective marketing mix.
>The value of the brand for a webweb--basedbasedcompany may havecompany may have heightenedheightenedimportanceimportance due to the intangible natureof the web.
-
8/3/2019 E-Branding Presentation Prof Holstein
7/71
>
7
Known Source
>You want to become the default referencedefault referencein a consumer's mind.
>You want to become synonymous withsynonymous withyour niche.your niche.
>When someone says "chocolate", manyEuropeans immediately think NestlNestlbecause, in a sense, they "own" the
brand.
-
8/3/2019 E-Branding Presentation Prof Holstein
8/71
>
8
Known Source
>But in the U.S., when you say"chocolate," I immediately think
HersheyHersheyss
>But my wife might
think GodivaGodiva
-
8/3/2019 E-Branding Presentation Prof Holstein
9/71
>
9
Bottom Line of a Brand
Its more expensive,
but itits worth its worth it
-
8/3/2019 E-Branding Presentation Prof Holstein
10/71
>
10
What is e-Branding?
ee--brandingbranding is the creation anddevelopment of communications strategiesspecifically for brands to have meaningfor brands to have meaning
and context on the web.and context on the web.
Traditional, terrestrialterrestrial
brand positioningbrand positioningstrategy doesnstrategy doesnt alwayst always
work on the web.work on the web.
http://ebranders.com/
The US shopfront of Apple's iTunes
-
8/3/2019 E-Branding Presentation Prof Holstein
11/71
>
11
Brand Summary
> Remove the hype, and branding isjust commoncommon--sense strategysense strategy, re-branded.
> To successfully build a brand is to
communicate your key valuecommunicate your key valueproposition to theproposition to the key customerkey customer
segmentsegment, and do soin an integratedintegrated andconsistentconsistent way
INSEAD marketing professor Amitava Chattopadhyay,
-
8/3/2019 E-Branding Presentation Prof Holstein
12/71
>
12
Brand Impact
> One day I realized that every person Ibought from on a regular basis... was apersonperson to me, not a company
> I don't shop at WAL*MART> in my mind that's where the funny ladyfunny lady
with the pigtailswith the pigtails works
> I don't buy music> I get the latest BeyonceBeyonce CD.
> Even with brands likeAmazon.com> I want the next Toni Morrison novelToni Morrison novel, not just
some book by anyone.
http://www.mynameiskate.ca
-
8/3/2019 E-Branding Presentation Prof Holstein
13/71
>
13
Brand Association
You must create an associationassociationbetween yourself and the person you
want to influence, the results theywant to have.
Your brand needs a face,a face,a representative,a representative,
a personality.a personality.
-
8/3/2019 E-Branding Presentation Prof Holstein
14/71
>
14
PR and The Art of Branding
Focus on PRFocus on PR, not advertising
Many companies waste millions ofdollars trying to establish brands withadvertising
http://blog.guykawasaki.com/2006/01/the_art_of_bran.html
-
8/3/2019 E-Branding Presentation Prof Holstein
15/71
>
15
PR and The Art of Branding
Brands are built on what people areBrands are built on what people are
saying about yousaying about you, not what you're
saying about yourself. People say goodthings about you when
> you have a great productand
> you get people to spreadthe word about it
-
8/3/2019 E-Branding Presentation Prof Holstein
16/71
>
16
Commodity Hell
http://www.digbusiness.com/blog/archives/forget_your_competitors.html
Get past the endless obsessionendless obsession
with what competitors are doing
The end result is a group of
companies that are all offeringthe same thing as they "me too""me too"each other into commodity helleach other into commodity hell
-
8/3/2019 E-Branding Presentation Prof Holstein
17/71
>
17
PR and Branding
You have to let your
customers coco--createcreate youryourbrandbrand through the stories theytell one another
Advertising has a harder timedoing that than PR
-
8/3/2019 E-Branding Presentation Prof Holstein
18/71
>
18
Branding is what you do
Branding isBranding is not what you say but
what you do.what you do.To brand, in a corporate sense, isno more a verb than "to
gorgeous."
A brand is a result,A brand is a result,
not a tactic.not a tactic.
-
8/3/2019 E-Branding Presentation Prof Holstein
19/71
>
19
Branding Disorder
One cannot go about branding an
organization or a product or aservice; the organization, product, orservice is what creates the brand
In a brilliant twist, the experts havebottled an end and sold it as abottled an end and sold it as a
means.means.
Article in Fast Company Magazine
-
8/3/2019 E-Branding Presentation Prof Holstein
20/71
>
20
Brands and Human Nature
Establishing a brand plays into severalfacets of human naturehuman nature
For example, when we are presented with achoice between the known and thechoice between the known and the
unknownunknown, we'll naturally tend towards theknown
And if there are several known entities, wefurther sort by the one we trust mosttrust most
-
8/3/2019 E-Branding Presentation Prof Holstein
21/71
>
21
The lesson of
As we learn more about branding and its
tie to growing a known product, the answerto whether we should brand is simple
If we want to create a niche and dominatecreate a niche and dominate
it,it, online or off, we need to shape thatshape thatniche,niche, to define it,define it, andto use several differentuse several different
approachesapproaches
-
8/3/2019 E-Branding Presentation Prof Holstein
22/71
>
22
Let us turn now to
specific methodsspecific methods
among the diversifiedapproaches available
-
8/3/2019 E-Branding Presentation Prof Holstein
23/71
>
23
ee--Mail AdvertisingMail Advertising
-
8/3/2019 E-Branding Presentation Prof Holstein
24/71
>
24
Using e-Mail
>> 84 billion84 billion e-mails are sent daily
> US business users send and receive, on
average, 171 e171 e--mails a daymails a day, and thatvolume is expected to double by 2010
>> Is Europe far behind?Is Europe far behind?
http://www.radicati.com/
-
8/3/2019 E-Branding Presentation Prof Holstein
25/71
>
25
The e-Mail Bomb
Like fax-pushadvertising, spamspam
advertising is outadvertising is outof controlof control and likelynot a viablealternative formost companies
-
8/3/2019 E-Branding Presentation Prof Holstein
26/71
>
26
There are ways around Spam
OptOpt--in Email Advertisingin Email Advertising
Features:
>Targeted Opt-in E-mail Lists>Over 3000 Categories
>Over 30 Million E-mail addresses
>Demographics targeting, including: age, sex, job title,salary
>Geo-targeting
>Domain Targeting (i.e .com, .net, .edu, .org. .uk, .de)>Prices starting as low as 7 cents per email
http://www.submitexpress.com/opt-in-emails.html
-
8/3/2019 E-Branding Presentation Prof Holstein
27/71
>
27
Cell Phone and PDACell Phone and PDA
AdvertisingAdvertising
-
8/3/2019 E-Branding Presentation Prof Holstein
28/71
>
28
Cell Phone/PDA Advertising
Interaction Between Customer and BrandInteraction Between Customer and Brand
http://www.movomobile.com/
D li i R l C
-
8/3/2019 E-Branding Presentation Prof Holstein
29/71
>
29
Delivering Relevant Content
RelevantRelevant:having a bearing
on or connectionwith the subjectat issue
wordnet.princeton.edu/perl/webwn
http://proximitymedia.com/home.htm
P i it Ad ti i
-
8/3/2019 E-Branding Presentation Prof Holstein
30/71
>
30
Proximity Advertising
Your cell phone delivers the adfor a nearbyrestaurant .
and then
delivers thedirections to getyou there
Now that is relevant!Now that is relevant!
P i i Ad i i
-
8/3/2019 E-Branding Presentation Prof Holstein
31/71
>
31
Proximity Advertising
Your cell phone asks if you want amessage from anearby theater .
and thenshows you a clipof what isplaying
Now THAT is RELEVANT!Now THAT is RELEVANT!
-
8/3/2019 E-Branding Presentation Prof Holstein
32/71
>
32
Earlier we said we sort by the one we trust mostwe sort by the one we trust most
Now we are beginning to seeimplementations of these ideas that work
and with new technologyit will get even better!
-
8/3/2019 E-Branding Presentation Prof Holstein
33/71
>
33
BlogsBlogs
> The Value of Blogs
-
8/3/2019 E-Branding Presentation Prof Holstein
34/71
>
34
The Value of Blogs
Without, say, the imprimatur of The NeueZurcher Zeitung, a blogger has only his orher reputation to recommend the work
BUTBUT, in this age where the hype ofbusiness blogging is reached a plateau,
people are starting to realize that bloggingpeople are starting to realize that blogginghas real, permanent benefits.has real, permanent benefits.
> Blogging 2 Questions
-
8/3/2019 E-Branding Presentation Prof Holstein
35/71
>
35
Blogging 2 Questions
>> Does my planned blogging vision suit myDoes my planned blogging vision suit my
company?company?
>> Is my currentIs my current
blog strategy bothblog strategy both
costcost--effective andeffective andbrandbrand--effective?effective?
> The Art of Branding on a Blog
-
8/3/2019 E-Branding Presentation Prof Holstein
36/71
>
36
The Art of Branding on a Blog
Your blog has got to match or enhancematch or enhanceyour brandyour brand, in appearance, message, utilityand reach.
A blog thatbrings yourbrand downis worse than
no blog at all.
http://blog.leveragedpromotion.com/ [March 2006]
> The Art of Branding on a Blog
-
8/3/2019 E-Branding Presentation Prof Holstein
37/71
>
37
The Art of Branding on a Blog
My assumptionsassumptions are that you don't havedon't haveinfinite resourcesinfinite resources and that you do have ado have agreat productgreat product
If you do have infinite resources and don'thave a great
product, there'sstill hope, but youdon't need to read
this entry anyfurther.
http://blog.guykawasaki.com/2006/01/the_art_of_bran.html
> Blog Recommendations
-
8/3/2019 E-Branding Presentation Prof Holstein
38/71
>
38
Blog Recommendations
http://blog.leveragedpromotion.com/ [December 2005]
ToTo extend and solidifyextend and solidify your brandonline, have blogs that are themedthemed
Extend the reach of your brandExtend the reach of your brand byoffering your blog's RSS feeds for
syndication (repurposing) on strategicweb properties.
Open more communication channelsOpen more communication channels
for your brand.
>
-
8/3/2019 E-Branding Presentation Prof Holstein
39/71
>
39
Web SitesWeb Sites
> Web Sites
-
8/3/2019 E-Branding Presentation Prof Holstein
40/71
>
40
Web Sites
Lets talk about my wife of 48 years
> Life was Simple but now ???
-
8/3/2019 E-Branding Presentation Prof Holstein
41/71
>
41
p
> Page 2
-
8/3/2019 E-Branding Presentation Prof Holstein
42/71
>
42
g
> Page 3
-
8/3/2019 E-Branding Presentation Prof Holstein
43/71
>
43
g
> Page 4
-
8/3/2019 E-Branding Presentation Prof Holstein
44/71
>
44
g
> Page 5
-
8/3/2019 E-Branding Presentation Prof Holstein
45/71
45
> And the Web Site introduces still more alternatives!
-
8/3/2019 E-Branding Presentation Prof Holstein
46/71
46
> Flavor 2
-
8/3/2019 E-Branding Presentation Prof Holstein
47/71
47
>We are getting coupons in the mail
-
8/3/2019 E-Branding Presentation Prof Holstein
48/71
48
but none of these are in our local supermarket!but none of these are in our local supermarket!
> Web Sites The Big Problem
-
8/3/2019 E-Branding Presentation Prof Holstein
49/71
49
Who is the audience?Who is the audience?> Boomers?
> Seniors?
> Males?> Females?
> Swiss French?
> Swiss German?
> Who is the Audience?
-
8/3/2019 E-Branding Presentation Prof Holstein
50/71
50
> Web Sites The Big Problem
-
8/3/2019 E-Branding Presentation Prof Holstein
51/71
51
What is the message?What is the message?> Brand?
> Benefits?
> Features?> Help?
> Information?
> Web Sites The Big Problem
-
8/3/2019 E-Branding Presentation Prof Holstein
52/71
52
Why are we doing this?Why are we doing this?> To promote the brand?
> To build credibility?
> To inform?> To convince?
> To persuade?
> To influence?
> Web Sites The Big Opportunity
-
8/3/2019 E-Branding Presentation Prof Holstein
53/71
53
95% of Canadians to buyonline this holiday season
At IIMA conference in Vancouver, results of an
eMarketer survey point to significant sales
taking place online this holiday season.
> Web Sites The Big Opportunity
-
8/3/2019 E-Branding Presentation Prof Holstein
54/71
54
46%
54%56%57% 53%65%64%
70%75%74%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Q1,
2001
Q2,
2001
Q3,
2001
Q4,
2001
Q1,
2002
Q2,
2002
Q3,
2002
Q4,
2002
Q1,
2003
Q2,
2003
At Least 75%At Least 75% of US businesses are now buyinggoods and services online
Institute for Supply Management, Forrester Research, 2003
Accounts foronly 12% of $
> Web Sites The Big Problem
-
8/3/2019 E-Branding Presentation Prof Holstein
55/71
55
ee--Shopping CartsShopping Carts
52% of online shoppingcarts are abandoned!
eMarketer.com
Other surveyssay up to 79%E-Serviceby Ron Zemke
> Can you imagine
-
8/3/2019 E-Branding Presentation Prof Holstein
56/71
56
if up to 75% of shopping carts were abandonedin a supermarket
without the customer buying anything ???
Advertising Executives mustAdvertising Executives must
deal with this !!!deal with this !!!
> A True Story
-
8/3/2019 E-Branding Presentation Prof Holstein
57/71
57www.eMarketer.com
>
-
8/3/2019 E-Branding Presentation Prof Holstein
58/71
58
> Next Screen
-
8/3/2019 E-Branding Presentation Prof Holstein
59/71
59
*****************************
Sorry, but were out ofstock on this model.
*****************************CLICK
> You know where he went next
-
8/3/2019 E-Branding Presentation Prof Holstein
60/71
60
> Emphasize Web site usability over design
-
8/3/2019 E-Branding Presentation Prof Holstein
61/71
61
> Primary Strengths Each Medium has a role
-
8/3/2019 E-Branding Presentation Prof Holstein
62/71
62GartnerG2 Survey, August 2003, www.eMarketer.com
Radio, TV, Newspapers
> Market Segmentation
-
8/3/2019 E-Branding Presentation Prof Holstein
63/71
63
The purpose for segmenting a market is toallow your marketing/sales program to
focus on the subset of prospects that arefocus on the subset of prospects that are
"most likely" to purchase your offering"most likely" to purchase your offering
> A short market segmentation demo
-
8/3/2019 E-Branding Presentation Prof Holstein
64/71
64RosettaMarketing.com
Kurt E. Holstein
Chief Operating Officer
[Truth in Advertising Disclosure][Truth in Advertising Disclosure]
RosettaRosetta
Segmentation DemoSegmentation Demo
> Final Thoughts
-
8/3/2019 E-Branding Presentation Prof Holstein
65/71
65
Old Truths are still the reality you needa great product or service, and you needto communicate well to gain recognition,mind-share, trust and brand-loyalty
Adapted from http://swcouncil.org/download/GregsSecrets.ppt
> Final Thoughts
-
8/3/2019 E-Branding Presentation Prof Holstein
66/71
66
> But everything else is changing
> You must surround the customer with asurround the customer with aconsistent brand experienceconsistent brand experience
> You cant just say who you are
> You have to live it, be it, prove it
> It is about the dialoguedialogue
> Remember Definitions
-
8/3/2019 E-Branding Presentation Prof Holstein
67/71
67
>> CharacteristicsCharacteristics must be
perceivedperceived as relevant, uniquerelevant, unique
added valuesadded values
>> MeaningMeaning and ValueValue are defined
by each target audienceeach target audience
> Think about everything, use the MOST EFFECTIVEMOST EFFECTIVE
-
8/3/2019 E-Branding Presentation Prof Holstein
68/71
68
> Final Thoughts
-
8/3/2019 E-Branding Presentation Prof Holstein
69/71
69
When thinking about brandstrategy, think across allall
the segmentsthe segments, across allall
of the communicationsof the communicationstouch pointstouch points and acrossthe entire relationshipentire relationship
cyclecycle
Awareness
Consideration
DecisionPurchase
Support
Loyalty
The Relationship Cycle
-
8/3/2019 E-Branding Presentation Prof Holstein
70/71
> Thank You! And good luck with your brands!
-
8/3/2019 E-Branding Presentation Prof Holstein
71/71
71