S OCIAL M EDIA AND B RANDING Matti Helelä, Senior Lecturer Suvi Kalela, Senior Lecturer Tuula...

SOCIAL MEDIA AND BRANDING

Matti Helelä, Senior LecturerSuvi Kalela, Senior Lecturer

Tuula Kauhanen, Senior LecturerHAAGA-HELIA University of Applied

Sciences

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YOUR OWN TOP OF MIND BRANDS

Please list five brands coming first to your mind.

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WHAT DO YOUR BRANDS STAND FOR?

Use one word to describe. For example

Volvo = safety Fairy = efficiency

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STRONG BRANDS CAN LIVE FOREVER

… even if the physical product takes a new form

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ANYTHING CAN BE MANAGED AS A BRAND

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VIRTUAL BRANDS

Habbo (Hotel)

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CAN THESE BE BRANDS?

Copyright Tuula Kauhanen May 2009

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Boullabaisse

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Interbrand 2010.http://www.interbrand.com/best_global_brands.aspx

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BRAND VALUE CALCULATION (INTERBRAND)

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MEJORES MARCAS ESPAÑOLAS 2009 (INTERBRAND)

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CARACTERÍSTICASDE LAS MEJORES MARCAS ESPAÑOLAS

Internacionalización Innovación Adaptación a los nuevos patrones de consumo Haciendo una propuesta relevanta para el

consumidor Etc.

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FINNISH PEOPLE LOVE THESE BRANDS

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THE WORLD’S STRONGEST BRANDS SHARE 10 ATTRIBUTES

1. The brand excels at delivering the benefits the consumers truly desire.

2. The brand stays relevant.3. The pricing strategy is based on consumer

perceptions of value.4. The brand is properly positioned.5. The brand is consistent.6. The brand portfolio and hierarchy make sense.

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…CONTINUED

7. The brand makes use of and coordinates a full repertoire of marketing activities to build equity.

8. The brand managers understand what the brand means to consumers.

9. The brand is given proper, sustained support.10. The company monitors sources of brand

equity.

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VESPA(©2009 Matti Helelä)

My Vespa es un vehiculo fabulosoYo estoy orgullosoMi Vespa es fantásticaCasi mágica

My Vespa is gorgeousIts beauty is enormousIt's shiny and redWith more beauty than can be said

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WHAT IS A BRAND?

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SOME BRAND DEFINITIONS

Products are made in the factory, but brands are built in the mind.

Brand is not just a product but a relationship with the customer.

A brand is a promise. A brand is the sum of all intangible and tangible

elements. The intangible elements connect products with people.

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BRAND DEFINITION BY AMA

Brand = name, term, sign, symbol, or design or a combination of them, intended to identify the goods or services of one seller o group of sellers and to differentiate them from those of competitors.

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GREAT BRANDS TOUCH US

Brands are about hearts and minds, feelings and emotions.

They make us feel better, different, happier, bigger, smaller, more comfortable, warmer, more confident.

Great brands stand for something that people believe in and that matters to them.

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BRAND IDENTITY AND BRAND IMAGE

Brand models Aaker (Brand identity) Gad (Four dimensions) Knapp (Brand mindset) Kunde (Brand religion) Kapferer Ind (Internal branding) Keller

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BRAND CO-CREATION (© 2009 Matti Helelä)

Think about co-creating the brand With stakeholders hand in hand Redefining the organization's mission Based on a new realistic vision

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SOCIAL MEDIA REVOLUTION

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MARKETING BEYOND CONTROL

Fans, freaks, fakes and we others – marketing beyond control

Alf Rehn

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CHATTER

“There is no manager more powerful than consumption, nor, as a result, any factor more powerful – albeit indirect – in production than the chatter of individuals in their idle hours.”

Gabriel Tarde (1843–1904)

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SOCIAL MEDIA

Process where individual and groups build mutual meanings through content, communities and web technologies.

(Wikipedia)

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TARDE AND WORD OF MOUTH

Small is big

(Alf Rehn)

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OK GO

Embedding allowed (against the principles of EMI)

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SHOULD THE COMPANIES BE INVOLVED?

Fear of not being involved, when you should be Fear of being involved with nonsense, if you are

there

(Alf Rehn)

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WHAT IS SOCIAL MEDIA GOOD FOR?

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SOCIAL MEDIA BRAND

“Social media can strengthen the brand if it is strong in the first place.”

(Titus Arce 2010)

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WORD OF MOUTH

Average person: 114 discussions daily Opinion leaders: 155 discussions

15% of discussions include commercial topics 60% of all adults regularly share their opinions

about products and services with friends and family

(Mikko Siukosaari / Drum Communications Inc.)

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WOM VS VOM MARKETING

Word of Mouth = Customers or potential customers discussing (about the brand) face to face, over the phone or on the Internet

WOM marketing = systematic influence on WOM


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NATURAL OR BOUGHT WOM

Natural WOM

Bought WOM Based on compensation


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NOT SO DIFFICULT

Do more than you promise Start by promising less

Be honest Don’t insist, don’t explain, and, above all, don’t lie (even a

bit)

Be bold Do something unusual, even once a year


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DO THIS

Ask for help People will help you for free

Ask for opinions People will explain for free

Participate in the discussion Reply when asked Participate when they talk Clarify where, who and what


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IMPORTANT

In the past: Technology (steam engine / social media) Cultural change

Now: Cultural change Technology

Example: Artek is interested in people’s stories

(Alf Rehn)

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EVERYONE HAS A WORD

Every consumer is a critic (“This is how I was treated”)

The company can no longer control its marketing communications

Involve people Stories Atmosphere of caring

(Alf Rehn)

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REVIEW SOCIETY

What do people write about your company and brand?

What does the community say about your company and brand?

(Alf Rehn)

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MEANINGFUL WORD OF MOUTH

They (the public) define us, we don’t define them

(Alf Rehn)

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MACHO MARKETING

Technology rules Macho garbage The logic is “The biggest is the best”

winning, positioning, market share, penetration

(Alf Rehn)

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FEMINIZATION OF STRATEGY Caring (as opposed to controlling) Understanding the customers’ wishes and desires Aiming at partnership Allowing Softer strategy Example:

EMI wanted to control the content OK Go had a softer, caring approach

(Alf Rehn)

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FROM MANAGEMENT TO FANAGEMENT

Make it easy to be a fan People want to be fans Give the fans the tools to be a fan

The fan becomes meaningful to your brand

(Alf Rehn)

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LADY GAGA

Involve the fans in the creation of promotional material

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BAKED IN

Involving the fans in product/brand development

(Alf Rehn)

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TRANSPARENCY

No censorship Creates trust The fans may respond and defend the company/brand: the fans are a resource

(Alf Rehn)

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LIVE WITH THE FANS

Engage Equip Exit

(Alf Rehn)

Visit Finland as the Challenger Brand of Travel Marketing

Jaakko LehtonenDirector General, Finnish Tourist Board

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CoolCreative Contrasting Credible

Technologically,

academically and culturally

attractive; architecture and

design; with a touch of

creative madness

Nice, happening,

trendy, and refreshingly crisp .Seasons, east/west,

cold/warm, midnight

sun/winter darkness,

sauna/ice swimming .

Efficient

infrastructure,

services, safety and

security, and

technology.

THE FOUR CS

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SAMPLES OF PROMOTIONAL CAMPAIGNS

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FINLAND59

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ENGAGE

Weston Hotel beds Other hotel fish bowls / aquariums Small things matter

(Alf Rehn)

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EQUIP

Give your fans the tools to create their stories

(Alf Rehn)

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EXIT

Step out of the control Be brave

Leave the communication where it happens anywayDon’t be afraid of what the fans are saying

(Alf Rehn)

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LOVING THE FREAKS

Fan book in Facebook? Creating a page for anti fans?

The chance to hate the company Who hates and who defends the company?

Should the fans create the fan book? Involve the freaks

(Alf Rehn)

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MULTICHANNEL WORD OF MOUTH

Cultural change Many channels Fans’ channel Anti fans’ channel The channel is a medium of its own, with its own

genuine culture

(Alf Rehn)

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CHIEF CULTURAL OFFICER

Marketing manager Chief Cultural Officer

(Alf Rehn)

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IMPORTANT

The time of control is over Create a new world Involve (Lady GaGa) Feminize your strategy

These are the keys to success.

Enable the communication Make it possible to be a fan

(Alf Rehn)

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SELF-SEGMENTATION

Customers segment themselves into communities, based on Common characteristics Passions Interests Needs

Listen direct insights, product development guidance, shortcomings

Participate in brand and other conversations

(Nick Wreden)

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PROSUMER

Consumer Prosumer

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FROM HOMO SAPIENS TO HOMO CONNECTUS

(Teemu Arina)

77(Teemu Arina)

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FUTURE LEARNING

In interaction Knowledge is not power Sharing the knowledge is power

(Teemu Arina)

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COLLABORATIVE CO-CREATION

(Teemu Arina)

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INTERACTIVE VALUE CREATION

Complex value creation is not possible without interaction(Esko Kilpi)

Products are discussions.

(Teemu Arina)

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SOCIAL MEDIA (©2010 Matti Helelä)

I have an ideaOf the social mediaIt’s collaborationFor interactive value creation

Sharing knowledge is powerInstead of holding the towerInvolve your fansTo build your brand

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REDES SOCIALES (©2010 Matti Helelä)

En las redes socialesLas interacciones virtualesSon colaboraciónPara crear valor

Información no es poderEl compartirla lo esActiva a los fans a construirLa marca para subir

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HOW TO EDUCATE FUTURE TEACHERS?

CO-CREATE THE BRAND WITH YOUR FANS(© 2009 Matti Helelä)

Target audience activationIs the main considerationInspire the fans to live the brandCreating it with you hand in hand The brand is created in the customer’s mindBusiness is the right kindWhen you live the brand in everyday lifeAnd the brand is truthful in the customer’s eyes

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BRAND IDENTITY

Brand as a product Brand as an organisation Brand as a person Brand as a symbol

Source: David A. Aaker

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BRAND IDENTITY

Value proposition Functional benefits Emotional benefits Self-expressive benefits

Credibility Relationship

Source: David A. Aaker

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FUNCTIONAL BENEFITS (WHAT IS THE BRAND?) VW: German engineering BMV: The ultimate driving machine Abbey National Bank: A special kind of security Xerox: The digital document company 3M: Innovation Banana Republic: Casual Luxury Compac: Better answers Lexus: Without compromise

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EMOTIONAL AND SELF-EXPRESSIVE BENEFITS (WHAT DOES THE BRAND DO?) American Express: Do more Pepsi: The Pepsi generation HP: Expanding possibilities Apple: The power to be your best or Think different Sony: Digital dream kids Schlumberger: The passion of excellence Nike. Excelling or Just do it Microsoft: Hep people realize their potential

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EMOTIONAL AND SELF-EXPRESSIVE BENEFITS

Emotional The brand makes the person feel something during the

purchase or use

Self-expressive The brand provides a vehicle by which a person can

proclaim a particular self image

www.virgin.com

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Virgin

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VIRGIN BRAND IDENTITY Brand essence: Iconoclasm Core identity

Service quality(best-of-category quality delivered with humor and flair)

Innovation(first with truly innovative, value-added features and

services) Fun and entertainment Value for money

(in all its offerings, not just the high-priced option)

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VIRGIN BRAND IDENTITY

Extended Identity Underdog

(fighting the established bureaucracy) Personality(flaunts the rules, sense of humor, even outrageous,

underdog willing to attack the establishment, competent, always does good job, high standards)

Virgin symbols(Branson and his perceived lifestyle, Virgin blimp, Virgin

script logo)

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VIRGIN BRAND IDENTITY Value proposition

Functional benefits(A value offering with quality, plus innovative extras delivered with flair and humor)

Emotional benefits (Pride in linking to the underdog with an attitude)

Self-expressive benefits(Willingness to go against the establishment, to be a bit outrageous)

Relationship: Customers are fun companions!

Thomas Gad: 4-D Branding

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BRAND MIND SPACE (BY THOMAS GAD) The functional dimension concerns the

perception of benefit of the product or service associated with the brand.

The social dimension concerns the ability to create identification with a group.

Thespiritual dimension is the perception of global or local responsibility.

The mentaldimension is the ability to support the individual mentally.

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BRAND POSITIONING – THREE CORNERSTONES

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THREE APPEARANCES OF THE BRAND

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ALL THE TOUCH POINTS

The brand should speak the same languageand keep the brand promise.

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BRAND COMMUNICATION

Planned communication Advertising, sales promotion, PR, personal selling,

direct marketing, social media Product communication Service communication

Unplanned communication

Remember the five senses!

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VISUAL IDENTITY

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VISUAL IDENTITY

www.finnair.fi

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BRAND STRATEGY

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THE MOST POWERFUL IMPACT IS MADE BY PEOPLE

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SOURCES

Brands Aaker, David 1996. Building Strong Brands. New York: Free Press. Aaker, David and Joachimsthaler, Erich 2000. Brand Leadership. New York:

The Free Press. Andrew, David 1998. Brand Revitalisation and Extension. In Hart, Susannah,

and Murphy, John (eds.) 1998. Brands, the New Wealth Creators. Houndmills: MacMillan Press Ltd.

Gad, Thomas 2001. 4-D Branding. Cracking the corporate code of the network economy. London: Financial Times. Prentice Hall.

Ind, Nicholas 2004. Living the brand. Kogan Page. Kapferer, Jean-Noël 2004. The new brand management. Kogan Page. Knapp, Duane E. 2000. The Brand Mindset. New York: McGraw-Hill. Kotler, Philip and Pfoertsch, Waldemar 2006. B2B Brand Management.

Springer Berlin Heidelberg.

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Kotler, Philip and Pfoertsch, Waldemar 2006. B2B Brand Management. Springer Berlin Heidelberg.

Kotler, Philip and Pfoertsch, Waldemar 2007. Being known or being one of many: the need for brand management for business-to-business companies. Journal of Business & Industrial marketing 22/6.

Kunde, Jesper 2002. Unique now…or never. Prentice Hall.

Interbrand 2010. www.brandchannel.com. Interbrand 2010. www.interbrand.com.

Helelä, Matti 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences. Kalela, Suvi 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences. Kauhanen, Tuula 2009. Senior Lecturer. Haaga-Helia University of Applied

Sciences.

SOURCES

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SOURCES

Social Media Arina, Teemu 2010. tarina.blogging.fi. Helelä ,Matti 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences. Kalela, Suvi 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences. Kauhanen, Tuula 2009. Senior Lecturer. Haaga-Helia University of Applied

Sciences. MarketingSherpa 2010. Social Media Marketing Benchmark Survey, Nov. 2009. Rehn, Alf 2010. www.alfrehn.com. Siukosaari, Mikko 2010 / Drum Communications Inc. Wreden, Nick 2009. The Promise of “Self-segmentation”. http://www.strategy-

business.com/article/00004?gko=1d7b1.

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THANK YOU

Gracias Danke Kiitos

S OCIAL M EDIA AND B RANDING Matti Helelä, Senior Lecturer Suvi Kalela, Senior Lecturer Tuula...

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