Combining the forces of branding and Marketing 3.0 principles. It has been used in the Indian Context. It is imperative for brands to embrace the Kotler Marketing 3.0 principles in the digital age!

1. Branding – A Study Presentation
Madhuvanthi Ananth
madhu@slamdunkstrategies.com
(c) Slamdunk Strategies - Bangalore India

2. BRAND MANAGEMENT IN
MARKETING 3.0 ERA
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3. 1930s Kellogg’s Ad 1980s Kellogg’s Ad –
Product Centric Customer Centric
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4. Kellogg’s - Today Social Responsibility –
“Share Your Breakfast”
Initiative
Customers play an
active role questioning
Processes, ingredients
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5. Marketing 3.0 – Changing Times
Marketing 1.0 Marketing 2.0 Marketing 3.0
(Product Centric) (Consumer (Value driven)
Oriented)
Objective Sell Product Satisfy and Retain Make the world a
Customer better place
Enabling Forces Industrial IT New wave
Revolution Technology
Key Marketing Product Differentiation Values
Concept Development
How companies Mass buyers with Smarter consumer Whole human with
see the market physical needs with mind and mind, heart and
heart spirit
Value Propositions Functional Functional & Functional
Emotional emotional &
Spiritual
Interaction with One to many One to One Many to Many
customers collaboration
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6. Who owns the brand?
Companies are forced to retract business decisions based on customer feedback!
Marketing 1.0/2.0 ages indicators were decline in sales, market share, passive feedback
through retailers
Problem is compounded in Social(c) Slamdunk Strategies - Bangalore India – Power of Network is 2^n)
Networking age (Reed’s Law

7. Future Marketing Concepts
The Disciplines of Marketing Today’s Concept Future Marketing Concept
Product Management The 4 Ps Co-Creation
Customer Management STP Communitization
Brand Management Brand building Character Building
• Build a platform, network, feedback
Cocreation • Example iphone/Android – Application building
“Communitization” • Strong brand Affiliation
• Cult Brands
• Create Authentic Unique DNA core of their Brand
Character Building Differentiation
• Not just “sound” authentic but be true to it in every aspect
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8. Power of Co-Creation
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9. Communitization
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10. Character Building
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11. Celebrate the Human Spirit -3i Model
Credible and fulfilling the
promise of positioning
and differentiation. The Trust
Clear Identity may
be not a good one DNA
Unique enough
to be heard in Beyond functionalities
a cluttered marketplace Emotional connect
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12. Cheating the Spirit
• Corporate Philanthropy and Cause Marketing
– Possible to maintain commitment during difficult
times?
– Inconsistency is punished. Brand falls into the
trap of being inauthentic
– Timberland continued its Community Volunteer
Service program despite losses in 1994
• Embed the Social/Environmental
Responsibility in the corporate Vision, Mission
and Values (c) Slamdunk Strategies - Bangalore India

13. Values Based Matrix Model
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14. 3 Characteristics of a good Brand
Mission
Business as unusual Story that moves people Customer Empowerment
• Changing the way People • Brand Story has a • Google’s Project 10^100
do things Character, Plot and a • Conversations in a
• Google, Metaphor community
walkman/ipod/iphone
Creating Spreading Consumer
Empowerment
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15. References
• Marketing 3.0 – Philip Kotler et al
• The New Strategic Brand Management – JN
Kapferer
• Building Brand Identity – Lynn B Upshaw
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