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JM503 – eMarketing New Media and 'The Brand

JM503 – eMarketing New Media and 'The Brand. Counterintuitive thinking is changing everything – from branding and strategy to technology and talent Fl!P by Peter Sheahan. FLIP. Fast, good, cheap – pick 2 has become fast, good cheap pick 3. Cheap. Don’t be evil Body Shop Lonely planet.

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JM503 – eMarketing New Media and 'The Brand

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  1. JM503 – eMarketing New Media and 'The Brand

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

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

  4. Don’t be evil Body Shop Lonely planet FGC + Responsible

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

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

  7. Computer games Look around your brain Brands get tired too

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

  9. 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 Media Habits

  10. 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 Consumer controlled media

  11. 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 equity and brand image

  12. 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 Brand Awareness

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

  14. 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 Conversation age

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

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