1. Real-time brand management. What marketers need. And how to do it.

2. Obligatory pompous, self-aggrandizing slide. Pinstorm is a digital brand management firm. We operate around the clock, around the world.

3. What hath God wrought?

5. A product is made of raw materials + + =

6. A brand is made of perceptions + + = + + =

7. A brand is made of perceptions + + = + + =

8. People buy brands, not products + + = + + =

9. You may put a lot into your product + + = =

10. But if you don’t manage the brand in real-time, it all goes to waste = = = #FAIL + + +

11. Traditional brand management methods won’t work here. Bad news Google Alert or forwarded by well-wisher Mktr CEO CorpCom / Mktg Email / SMS Mainline Agency #Frenzy Creative Media Social Div #Not My Problem #We’ll buy Fb ads #Let’s do a Twitter page Badnews #Hashtags CorpCom pressured Badnews goes away Urgent meetings happen Status Quo #Relief #Bullet_Dodged #Till The Next One

13. Before we get to the right way, change your thinking. Marketing isn’t a place for leisurely research and 3-year product life-cycles. It’s where your brand is always in beta .

14. If your brand is always in beta, always being tested, guided: then your function is more that of: An air traffic controller

15. The new life of the real-time brand manager. Ten aspects.

16. The new real-time brand manager 1. Listens harder

18. The new real-time brand manager 2. Separates decoys & the real thing

20. The new real-time brand manager 3. Integrates the company behind her

22. The new real-time brand manager 4. First thinks customer service, then outbound marketing

24. The new real-time brand manager 5. Is never afraid to intervene

26. The new real-time brand manager 6. Finds great tech & people to help

28. The new real-time brand manager 7. Makes it all work as one

30. The new real-time brand manager 8. Understands it takes money, scale

32. The new real-time brand manager 9. Understands the strategy change

34. The new real-time brand manager 10. Understands there’s no sleep

36. Welcome to this new world! @ mahesh murthy from @ pinstorm