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The Communized

Brand

in.linkedin.com/in/rimjhimray/

(t) @GlobeSlother

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Your brand has been communized

Do you own your brands? Is the locus of control with you? Do you decide its identity

influence its perception? – In a social, hyper connected, democratic world- the

answer is NO

Brands are debated, discussed, distorted, reshaped, recreated in the universe

outside the Brand HQ

Brand perceptions are shaped not by million dollar commercials or PR but by peer

networks across the world

Disintermediation of the PR, your brands and its high priests have to participate in

the conversation

Empowerment of the small, local seller. Brand risk

Peer to peer sharing. The rent and share economy is threatening your brand

The community holds the invisible equity, they will demand their ‘returns’?

You have to be there

Not here

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And what does that mean?

Redrawing the value network

- Peer to peer value chains

Democratization of the Brand Identity

- Joining in the conversation

- Shared Stories. Shared Values

The invisible equity holders

- Co-Investment

- Co-creation

- Shared Commitment

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Redrawing the value network

The value network has to be redrawn to include peer to peer synergies occurring

outside the organization

Creation and dissemination of value in the customer to customer networks. How

can you contribute to or share the value?

The length of the network from the supplier to customer is shrinking. Brand Risk

Value shared or even created outside your networks. How can you tap into the

super value?Supplier Cooperatives

Buyer Cooperatives/ Peer to peer selling/rent/ exchange

Direct selling. E-choupals. Virtual bazaars.

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Integrating the super value

Facilitate supplier communities and cooperatives. Integrate small suppliers.

Eliminate agents. Enhanced bargaining power of suppliers offset by reduced

integration costs

Facilitate buyer communities. Can peer to peer selling or sharing happen through

your portal? Gives you access to new brand owners.

Rethink your business model. Can you rent out additional capacity for example. Eg

an auto maker can also rent cars. You can rent out spare business spaces.

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Democratization of the Brand Identity

Brand identity and associations determined by social conversations

Peer to peer influence. Reduced influence of paid advertising

Amplification of the voice of the customer – Bad news spread fast

Social Influence. Online influencers sway public opinion about your brand – Can

you regain control?

You are often tertiary to the conversation – How can you participate?

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Join in the conversation

• Tune the frequency. Eavesdrop. Listen. Join in. Reach out.

• Incorporate the feedback. Adapt the brand.

• Humanize the brand. Empower your employees to participate

in the conversations

• Spot the super advocates from your customer community.

Amplify

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Shared Stories. Shared Values

Listen to the brand communities. The stories and the emotions they associate.

Co-opt the story

Brand Jack Daniel built around local myths and legends

Listen to the brand communities. The stories they narrate. The values they

associate with. Co-opt the story. Build your brand story and values together

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The invisible equity owners

Community as a shareholder in your brand equity. How do you reward them,

show them value? Will you assure them ‘returns’? Will you organize Annual

community meetings? Will you co-invest and share value?

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Co-Creation

Threadless – the crowd sourced T shirt brand

Beyond crowd sourcing. Co-design. Share profits.

Higher commitment.

Greater Resonance

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Co-Investment

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Shared Commitment

Listen to the brand communities. The stories and the emotions they associate.

Co-opt the story

Brand Jack Daniel built around local myths and legends

Listen to the brand communities. The stories and the emotions they associate.

Co-opt the story

Build partnerships. Trust Shared vows

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Rimjhim Ray

in.linkedin.com/in/rimjhimray/

(t) @GlobeSlother