branding 2 - ivity brand corp · mind the gap worldwide marketeers say they don’t know, it’s a...

CARLOS COELHO

BRANDING 2.0O FUTURO DAS MARCAS

www.ivity-corp.com IVITY 2007© ALL RIGHTS RESERVED

FIRST IT WAS AN UNBRANDED MARKET

BRANDING 2.0 CARLOS COELHO


THEN BRANDS CAME TO IDENTIFY



AND THEN TO DIFFERENCIATE



WHEN COMPETITION CAMEBRANDS STARTED TO COMUNICATE



BRANDING 1.0CONTROL. EXPLICIT MESSAGES. ON-THE-FACE.BRAND TALKS-CONSUMERS LISTEN



BUT NOW THE GAME IS CHANGING AGAIN



WORLD IS CHANGING- F.U.D.FEAR-UNCERTAINTY-DOUBT



FOODIS CHANGING


HOMARO CANTU


CHINAIS GETTINGLUXURY



MESSAGESARE CHANGINGCHANNELS

1996 YELLOW PAGES/NET2000 RADIO/NAPSTER

2006 TV/YOU TUBE



THE WORLDBECAME A BIG NET



BRANDSARE NO LONGERIN CONTROLOF BRAND MESSAGES



A NEWWORLDDEMOCRACY

CONTENT. TALENT. DISTRIBUTION.



EVEN COUNTRIESARE NO LONGERIN CONTROLOF MESSAGES



A NEW CONSUMER



NOWANYONE CANBE AN EXPERT



IT’S SOCIAL MEDIATIME

FROM END USER TO INFORMATION PROVIDERFROM EXPLICIT TO IMPLICITFROM ONE BIG COMMUNITY TO SEGMENTATIONFROM WEB PAGES TO PEOPLE



SOCIAL NETWORKS

100% PARTICIPATIONNOT ONLY LIKE/DISLIKE FEEDBACKCONTENT AND USERLIKE MINDEDNATURAL STRUCTURED COMMUNITIESCOLATERAL EXPERTISE



PEOPLE KNOWTHEY ARE BEING MARKEDAND LOVE TO HATE BRANDS



MARKETING IS NOW 1.5

MIND THE GAP



MIND THE GAP

THERE IS A GAP BETWEENWHAT BRANDS DO AND SHOULD DO

INTERNET-THE LEADING MEDIA- IS NOTWHERE BRANDS ARE INVESTING (6%)



MIND THE GAP

WORLDWIDE MARKETEERS SAYTHEY DON’T KNOW, IT’S A NEWMEDIA FOR BRANDS

BUT IT’S NO MORE A NEW MEDIAFOR CONSUMERS SPECIALLYYOUNGSTERS



SO WHAT’S BRANDING 2.0?



LISTEN. ENGAGE. SHARE.

BRANDING 2.0IS ABOUT



BRANDING 2.0IS ABOUTMILLION CHANNELS



BRANDING 2.0TV EVERYWHERE

EPISODES. WEBISODES.MOBISODES. BLOGUISODES.MUPISODES. PRINTYSODES.



BRANDING 2.0TUNNEL OF LOVE



UNBORINGBRANDING 2.0



BRANDING 2.0

CONSUMERS PRODUCING,CONTRIBUTING, ADDING,SUGGESTING FORNON-MONETARY REASONS, LEAVINGECONOMISTS(AND WELL-KNOWN BRANDS)IN SHOCK.

IT’S ABOUT A NEW GENERATION



BRANDING 2.0IS NOT ABOUTCONTROL



BRANDING 2.0IS NOT ABOUTMASS MARKET



OR CONSUMERJAM



OR TO CARVE FORA TERRITORY



THE FUTURE IS ABOUTHIGH HEELSBRANDING



INTANGIBLE

TANGIBLE

COMPANY

PEOPLE

CONTROL

ENGAGE

THE FUTURE IS ABOUT‘GLOBAL PHYSICALITY’BRANDING



BRANDING 2.0

IT’S HI-TECHBUT STILL HI-TOUCH



BRANDING 2.0

for more info about Branding [email protected]


branding 2 - ivity brand corp · mind the gap worldwide marketeers say they don’t know, it’s a...

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