New Rules of Marketing and Branding: t.brands vs d.brands

NEW RULES OF MARKETING AND BRANDING

d.brands versus t.brands

TRENDSCOMMUNICATION

2015

#2 digital brandschanging traditional

S E M I O S E A R C H . LT

brands

before starting, let’s agree on how we are going to call things

Let's use some names. I am going to refer to digital ecosystem brands as d.brands and to traditional brands that serve (or originally served) their products through non-digital environment as t.brands

So that’s simple – it’s a matter between T. BRANDS and D. BRANDS

GIVING NAMES

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THE SITUATION (1)

BRAND VALUE: in brand value and attachment research digital ecosystem brands are scoring the highest.

That is the present situation in the brand world and we can make a safe assumption that the digital ecosystem brands are having an increasing influence on how BRANDS are generally perceived.

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CONSUMER NEEDS: the importance of organizational attributes (i. e. saving time, making life easier) is ever increasing - people expect brands to simplify their everyday lives and tasks.

This is something that digital brands carry out very well, but the expectations are growing with traditional brands as well.

THE SITUATION (2)

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THE DIALECTIC

this presentation is about tension points between the two branding paradigms and the new trends in branding that might

emerge due to the clash between the d.brand and t.brand approaches

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1. BRAND VISION VSMARKET MISSION

How do you (the brand, product or company) justify your existence:

1. BRAND VISION VSMARKET MISSION

How do you (the brand, product or company) justify your existence:

is about market-wars: exploiting gaps and fighting the market share battles

T.BRAND THING:

1. BRAND VISION VSMARKET MISSION

How do you (the brand, product or company) justify your existence:

is about market-wars: exploiting gaps and fighting the market share battles

T.BRAND THING:

have a definitive purpose or a goal in mind that is entirely about solving consumer problems

D.BRAND THING:

traditional approach is what happens on the inside, stays on the inside and we just pick the things we share (best if we do it annually)

PLANNINGOPENESS

2. ORGANIZATIONAL TRANSPARENCY

T.B

RA

ND

TH

ING

:

traditional approach is what happens on the inside, stays on the inside and we just pick the things we share (best if we do it annually)

PLANNINGOPENESS

2. ORGANIZATIONAL TRANSPARENCY

EMBRACINGOPENESS

we share everything that is relevant and interests stakeholders and we do it both internally and externally – in this we get rid of further honesty issues

T.B

RA

ND

TH

ING

:

D.B

RA

ND

TH

ING

:

3. COMMUNICATION TONEhow do we talk to our consumers

3. COMMUNICATION TONEhow do we talk to our consumers

you're a cohorts, we try to understand what you like and influence you with fireworks and emotional cues

T.BRAND THING:

3. COMMUNICATION TONEhow do we talk to our consumers

you're a cohorts, we try to understand what you like and influence you with fireworks and emotional cues

T.BRAND THING: D.BRAND THING:

you're a user with a name in a specific situation and context with specific needs. When we are working on something new, we keep you in a loop, because you never know - you might have some great insights or ideas.

3. COMMUNICATION TONESANITY CHECK EXAMPLE

When was the last time a t.brand retailer send you an email saying:

Hi, ....(your name)

we understood that checking in our shops could be better, so we are experimenting with some features. We are not sure if it is going to work out, so we need your help. The nexttime you check out to please... and tell us if you find it useful

(name surname)

4. RESEARCH VS CONVERSATIONhow we draw information and insight from our consumers

4. RESEARCH VS CONVERSATION

Research entails A) long cycles (define, gather data, analyze, understand, take action) and B) overthinking or overanalyzing certain aspects that get out of touch with consumer/user reality.

T.BRAND THING:

4. RESEARCH VS CONVERSATION

Research entails A) long cycles (define, gather data, analyze, understand, take action) and B) overthinking or overanalyzing certain aspects that get out of touch with consumer/user reality.

T.BRAND THING:

D.BRAND THING:

Conversation means continuity and simplicity. You have a product/service/experience. Keep in constant contact with consumer groups, gather feedback and iterate. That's the modern brand mantra.

5. BRANDINGTRANSPARENCY

i. e. transparent design - design that gets out of your way when you‘re doing things and performing tasks

5. BRANDINGTRANSPARENCY

a design/branding that draws attention and wants to be noticed

T.BRAND THING:

5. BRANDINGTRANSPARENCY

a design/branding that draws attention and wants to be noticed

T.BRAND THING:

D.BRAND THING:

a design/branding that is easier to use and understand and the one that you forget once you get used to it

6. DEFINITION OF BRANDINGAS IN WHAT MAKES THE BRAND

6. DEFINITION OF BRANDING

the brand is how it looks like - the branding makes the brand

T.BRAND THING:

6. DEFINITION OF BRANDING

the brand is how it looks like - the branding makes the brand

T.BRAND THING:

D. BRAND THING:

the brand is how I use it - the product makes the brand

7. PRODUCTAPPROACH

when you only do something once you have the final version - and it's sink or swim from there

T.BRAND THING:

7. PRODUCTAPPROACH

when you only do something once you have the final version - and it's sink or swim from there

T.BRAND THING:

it's when you are on a constant development cycle and you don't pretend that you have the final product

D.BRAND THING:

TRENDS?to put it all simply, digital brands are already much more powerful than traditional brands. And pretty soon they are going to be imposing new branding and marketing rules and standards for the rest of the market

SEMIOSEARCH.LTAndr ius Gr igor jevas