The one thing you must get right when building a brand
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The One Thing You Must Get Right When Building a Brand PowerPoint PPT Presentation


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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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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 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


ENHANCINGTHE PLAYBOOK

Fundamental

Qualities

The Customer Promise

Trust

Continual Improvement

Innovation Beyond the Familiar

B


THE VIRGIN ATLANTIC AIRWAYS MODEL

P


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


BUILDING TRUST

  • Operational Execution

  • Service delivery

  • Websites

    • Up -To- Date

    • Accurate

  • “Rapid Response” solutions

    • Twitter

    • Facebook

B


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


    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


    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


    LEVERAGE SOCIAL MEDIA

    American Express (OPEN Forum)

    Cisco(MyPlanet)

    Ford(Fiesta Movement)

    Examples:

    • Procter & Gamble

    • Toyota

    P


    THE CONCLUSION

    • “The Rise of Social Media makes it more important than ever to get the

    • branding fundamentals

    • right”

    B


    BRANDING

    ByPam Lamantia & Baruch Vergara


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