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The One Thing You Must Get Right When Building a Brand

The One Thing You Must Get Right When Building a Brand. Patrick Barwise & Sean Meehan Harvard Business Review ; Dec 2010. THE POINT. “ The companies that will succeed in this environment are exploiting the many opportunities presented by social media while keeping an unwavering

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The One Thing You Must Get Right When Building a Brand

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  1. The One Thing You Must Get Right When Building a Brand Patrick Barwise&Sean Meehan Harvard Business Review; Dec 2010

  2. THE POINT • “The companies that willsucceedin this environment are exploiting the many opportunities presented by social • media while keeping an unwavering • eye on their brand promise, • and they are judiciously revising • the marketing playbook rather • than trying to rewrite it.” P

  3. ENHANCING THE PLAYBOOK Fundamental Qualities The Customer Promise Trust Continual Improvement Innovation Beyond the Familiar B

  4. THE VIRGIN ATLANTIC AIRWAYS MODEL P

  5. THE CUSTOMER PROMISE Learn what people are saying in Call Centers, Websites, and public opinion. Uses Social Media to support the brand values and promises: • Innovation • Fun • Informality • Honesty • Value • Caring attitude P

  6. BUILDING TRUST • Operational Execution • Service delivery • Websites • Up -To- Date • Accurate • “Rapid Response” solutions • Twitter • Facebook B

  7. CONTINUAL IMPROVEMENT Gathering Insights to Improve Travel Blogs Customer Complaints • Tedious & redundant requests for security information • Online-community suggestions Solutions • Opt-in service • Arrange taxi sharing from pax from same flight P

  8. innovation beyond the familiar • Big Trip’s Planning • Facebook Flight Status App (first for airline) • VTRAVELLED(inspirational journeys) • Flight Club • Taxi2 Cab Sharing • Flight tracker (real-time Aircraft positions) • VVA iPhone app • Flight Entertainment systems @“Premium Economy Class” • Benefits • Exchange information • Stories • Advices • Creation of “Trip Pods” • Brand reinforcement • Novel customer insights B

  9. KEEP YOUR EYE ON THE BALL • Don’t throw out your Playbook • Start with Brand Promise; Guide them with Social Media • Use Social Media Primarily for Insight • Real Value is learning about Customers • Strive to go Viral, but Protect the Brand • AUNTHENTICITY & RELEVANCE • WILL IT BLEND? [ YouTube Video] • SONY • Engage, but follow the social rules B

  10. LEVERAGE SOCIAL MEDIA American Express (OPEN Forum) Cisco(MyPlanet) Ford(Fiesta Movement) Examples: • Procter & Gamble • Toyota P

  11. THE CONCLUSION • “The Rise of Social Media makes it more important than ever to get the • branding fundamentals • right” B

  12. BRANDING ByPam Lamantia & Baruch Vergara

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