E-Branding Presentation Prof Holstein

8/3/2019 E-Branding Presentation Prof Holstein

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> Branding and Internet Marketing

> William K. Holstein

> GSBA-Zurich


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> Branding and Internet Marketing


Thoughts and biasedThoughts and biased

opinions from anopinions from an

observer of the passingobserver of the passing

scene in advertisingscene in advertising


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> 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



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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


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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/


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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.


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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.


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Known Source

>But in the U.S., when you say"chocolate," I immediately think

HersheyHersheyss

>But my wife might

think GodivaGodiva


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Bottom Line of a Brand

Its more expensive,

but itits worth its worth it


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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


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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,


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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


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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.


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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


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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


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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


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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


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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.


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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


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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


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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


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Let us turn now to

specific methodsspecific methods

among the diversifiedapproaches available


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ee--Mail AdvertisingMail Advertising


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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/


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The e-Mail Bomb

Like fax-pushadvertising, spamspam

advertising is outadvertising is outof controlof control and likelynot a viablealternative formost companies


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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


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Cell Phone and PDACell Phone and PDA

AdvertisingAdvertising


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Cell Phone/PDA Advertising

Interaction Between Customer and BrandInteraction Between Customer and Brand

http://www.movomobile.com/

D li i R l C


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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


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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


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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!


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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!


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BlogsBlogs

> The Value of Blogs


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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


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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


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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


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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


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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.

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Web SitesWeb Sites

> Web Sites


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Web Sites

Lets talk about my wife of 48 years

> Life was Simple but now ???


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g

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> And the Web Site introduces still more alternatives!


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> Flavor 2


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>We are getting coupons in the mail


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but none of these are in our local supermarket!but none of these are in our local supermarket!

> Web Sites The Big Problem


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Who is the audience?Who is the audience?> Boomers?

> Seniors?

> Males?> Females?

> Swiss French?

> Swiss German?

> Who is the Audience?


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What is the message?What is the message?> Brand?

> Benefits?

> Features?> Help?

> Information?



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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


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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


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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 $



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ee--Shopping CartsShopping Carts

52% of online shoppingcarts are abandoned!

eMarketer.com

Other surveyssay up to 79%E-Serviceby Ron Zemke

> Can you imagine


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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


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57www.eMarketer.com

>


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> Next Screen


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*****************************

Sorry, but were out ofstock on this model.

*****************************CLICK

> You know where he went next


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> Emphasize Web site usability over design


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> Primary Strengths Each Medium has a role


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62GartnerG2 Survey, August 2003, www.eMarketer.com

Radio, TV, Newspapers

> Market Segmentation


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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


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64RosettaMarketing.com

Kurt E. Holstein

Chief Operating Officer

[Truth in Advertising Disclosure][Truth in Advertising Disclosure]

RosettaRosetta

Segmentation DemoSegmentation Demo

> Final Thoughts


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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


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> 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


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>> 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


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> Final Thoughts


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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


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> Thank You! And good luck with your brands!


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E-Branding Presentation Prof Holstein

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