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NEW RULES OF
MARKETING AND
BRANDING
d.brands versus t.brands
TRENDS
COMMUNICATION
2015
#2 digital brands
changing traditional
S E M I O S E A R C H . L T
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
…
…
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.
…
…
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)
…
…
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
…
1. BRAND VISION VS
MARKET MISSION
How do you (the
brand, product or
company) justify
your existence:
1. BRAND VISION VS
MARKET 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 VS
MARKET 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)
PLANNING
OPENESS
2. ORGANIZATIONAL
TRANSPARENCY
T.BRANDTHING:
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)
PLANNING
OPENESS
2. ORGANIZATIONAL
TRANSPARENCY
EMBRACING
OPENESS
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.BRANDTHING:
D.BRANDTHING:
3. COMMUNICATION TONE
how do we talk to our consumers
3. COMMUNICATION TONE
how 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 TONE
how 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 TONE
SANITY 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 next
time you check out to please... and tell us if you find it useful
(name surname)
4. RESEARCH VS
CONVERSATION
how 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
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. BRANDING
TRANSPARENCY
i. e. transparent design - design that
gets out of your way when you‘re
doing things and performing tasks
5. BRANDING
TRANSPARENCY
a design/branding that draws attention and
wants to be noticed
T.BRAND THING:
5. BRANDING
TRANSPARENCY
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
BRANDING
AS 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. PRODUCT
APPROACH
when you only do something once you have the
final version - and it's sink or swim from there
T.BRAND THING:
7. PRODUCT
APPROACH
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.LT
A n d r i u s G r i g o r j e v a s

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

  • 1. NEW RULES OF MARKETING AND BRANDING d.brands versus t.brands
  • 2. TRENDS COMMUNICATION 2015 #2 digital brands changing traditional S E M I O S E A R C H . L T brands
  • 3. before starting, let’s agree on how we are going to call things
  • 4. 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 … …
  • 5. 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. … …
  • 6. 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) … …
  • 7. 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 …
  • 8. 1. BRAND VISION VS MARKET MISSION How do you (the brand, product or company) justify your existence:
  • 9. 1. BRAND VISION VS MARKET 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:
  • 10. 1. BRAND VISION VS MARKET 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:
  • 11. 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) PLANNING OPENESS 2. ORGANIZATIONAL TRANSPARENCY T.BRANDTHING:
  • 12. 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) PLANNING OPENESS 2. ORGANIZATIONAL TRANSPARENCY EMBRACING OPENESS 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.BRANDTHING: D.BRANDTHING:
  • 13. 3. COMMUNICATION TONE how do we talk to our consumers
  • 14. 3. COMMUNICATION TONE how 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:
  • 15. 3. COMMUNICATION TONE how 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.
  • 16. 3. COMMUNICATION TONE SANITY 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 next time you check out to please... and tell us if you find it useful (name surname)
  • 17. 4. RESEARCH VS CONVERSATION how we draw information and insight from our consumers
  • 18. 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:
  • 19. 4. RESEARCH VS CONVERSATION 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.
  • 20. 5. BRANDING TRANSPARENCY i. e. transparent design - design that gets out of your way when you‘re doing things and performing tasks
  • 21. 5. BRANDING TRANSPARENCY a design/branding that draws attention and wants to be noticed T.BRAND THING:
  • 22. 5. BRANDING TRANSPARENCY 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
  • 23. 6. DEFINITION OF BRANDING AS IN WHAT MAKES THE BRAND
  • 24. 6. DEFINITION OF BRANDING the brand is how it looks like - the branding makes the brand T.BRAND THING:
  • 25. 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
  • 26. 7. PRODUCT APPROACH when you only do something once you have the final version - and it's sink or swim from there T.BRAND THING:
  • 27. 7. PRODUCT APPROACH 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:
  • 28. 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
  • 29. SEMIOSEARCH.LT A n d r i u s G r i g o r j e v a s