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A Sociocognitive Market System

Product Markets are defined as socially constructed knowledge structures (i.e., product conceptual systems) that are shared amond producers and consumers. Product markets evolve from producer-consumer interaction feedback effects. Starting as unstable, incomplete, and disjointed conceptual systems held by market actors, product markets become coherent as a result of consumers and producers making sens of each other's behaviors. The sensemaking process is revealed in the stories that consumers and producers tell each other in the media.

Reputation Systems, Peer Review, Blogging.

Source:
Sociocognitive dynamics in a product market Jose Antonio Rosa; Joseph F Porac; Jelena Runser-Spanjol; Michael S Saxon
Journal of Marketing; 1999; 63, ABI/INFORM Global pg. 64

Quotes

"He who stops advertising because he thinks he can save money
might just as well get rid of his watch to save time."
-- Henry Ford

We are living in a media world. TV, film, radio, internet, newspapers and magazines are determinating our life:
"What is not public, does not exist."

According to Philip Kotler, "Image is the set of beliefs, ideas and impressions that a person holds of an object"
Unfortunately, the average person sees "Image" as the opposite of reality - as an imitation of something.

Marketing: satisfy customer needs (emotional + rational) and have them pay for it (keeping an eye on competition)
"We are not offering Cosmetics, we are offering Beauty"

AIDA formula: developed to explain the consumer reaction to marketing activities:

Attention > Get the prospect's attention
Interest > State the multiple benefits
Desire > Make the offer irrestistible
Action > Ask people to buy by creating a sense of urgency

Buying cycle: Target the customer, not the single transaction

Core Product (features and functions)
Added Value Services
Experience throgh branding (lifestyle; the product reflects your personality)

E-MARKETING OPPORTUNITIES

"For us the future in brand communication is based on the mobile phone - it is the tv set of the future"
-- Marketing Director of Coca Cola

New opportunities:

Marketing within gaming related content / sites
e.g. pogo.com, msn etc... imagine when in the Sims you'll buy a Gucci dress and Nike shoues.
Marketing with games:
e.g. "America's Army" >1mn players since July 2002
Games can deliver market/user data:
Toyota joy ride - 600k users in 2 months. Average of 20 min gameplay. Many insights in customer behavior.
Games can reach a broad global audience and can be delivered / promoted "viral"
Nokia games - 1 Million users in 25 countries
j2me games can be sent to your friends (viral marketing)

IN-GAME BRAND MESSAGING: PRODUCT PLACEMENT EVOLUTION

October 2004: Today more than 70% of men between the ages of 18 and 34 have become gamers who spend as much time playing video games than they do watching television. The average gamer is a surprising 28 years old. In 2003, Advertisers spent $12 billion on TV spots targeting young men, but only $10 million on in-game ads.

The marketing budget for ads in video games at DaimlerChrysler AG's Chrysler Group was zero four years ago. Now it represents more than 10 percent of the division's overall marketing budget, planting Chryslers, Jeeps and Dodge cars in more than a dozen video games while spending on television and print ads has dropped. In its first experiment, the automaker invested six figures a few years ago so players of Tony Hawk's Pro Skater 2 game would have to do rail stunts over a Jeep to get points, or go through game levels decorated with Jeep billboards.
On October 18, Massive Incorporated (http://www.massiveincorporated.com) launched the world's first video game advertising network, enabling publishers and advertisers to finally capitalize on the largest cultural and economic entertainment force in the world. The Massive Advertising Network (SM) uses patent-pending technology to dynamically serve advertising across a network of premier video game titles and delivers measured results on consumer interaction with this brand messaging. Billboards in a subway scene could feature a new movie trailer one day and the hottest new energy drink the next. Promotions could be tailored to geography, so that players in New York and California might see different versions of a car ad.
Ed Zobrist, vice president of global marketing at Vivendi, points out that in-game advertising it's really only going to work in games where it makes sense, since real world brands just do not have a place in a fantasy game! Vivendi Universal Games plans to introduce four games using Massive's advertising service and Ubisoft plans to use Massive's technology in the next sequel of the popular Tom Clancy Splinter Cell series.

EMERGING TRENDS, FASHION AND THE INTERNET CULTURE

Style-Vision
Life Attitudes, ideas, imagination
POMPEI A.D.
Spamshirt.com
Energy Drinks Brands
Holomatrix Wrist Bands

THE 100 BEST GLOBAL BRANDS BY DOLLAR VALUE

July 2004: BusinessWeek has teamed up with Interbrand to publish a ranking of the 100 best global brands by dollar value. Cutting-edge technology companies are four of the top five biggest gainers in brand value, while long-established brands such as Coca-Cola, Microsoft, Disney and Ford actually lost brand value.

Apple (No. 43) is the biggest mover with a 24% gain in brand value. Other big gainers include Yahoo!, No. 61 (up 17%); Amazon, No. 66 (up 22%); Samsung, No. 21 (up 16%); and HSBC, No. 33 (up 15%). Mercedes was edged out of the top ten by Toyota which is on track to overtake Ford in worldwide sales. Audi is a new entrant at No. 81.

Interbrand Press Release

Interbrand 2004: Brand Values Expressed in $millions

1. Coca-Cola	67,394
2. Microsoft	61,372
3. IBM	53,791
4. GE	44,111
5. Intel	33,499
6. Disney	27,113
7. Mc. Donalds	25,001
8. Nokia	24,041
9. Toyota	22,673
10. Marlboro	22,128
11. Mercedes	21,331
12. Hewlett-Packard	20,978

Interbrand 2002: Brand Values Expressed in $billions

1. Coca-Cola	69.6
2. Microsoft	64.1
3. IBM	51.2
4. GE	41.3
5. Intel	30.9
6. Nokia	30.0
7. Disney	29.3
8. Mc. Donalds	26.4
9. Marlboro	24.2
10. Mercedes	21.0
11. Ford	20.4
12. Toyota	19.4

Advertainment

eAD
e-Advertising, e-Board.

Serious Ad Money for BLOG

Feb 2005: Sony Consumer Electronics e-Solutions Group is the exclusive sponsor for the launch of LifeHacker, a blog about the software of personal gadgetry by Gawker Media. The deal, which also includes placements on Gizmodo, Gawker's earlier gadget title, will cost Sony in the range of $25,000 a month, according to a source close to the deal. The sponsorship runs for about three months.

BRAND RECOGNITION

Source: Interbrand 2003, brandchannel.com
Google voted "brand of the year" according to 1315 professionals and students from over 72 countries. Brands are stronger image-carriers for employees, investors and customers.

Google
Apple
Coca-Cola
Starbucks
Ikea

BRANDING

Agenda Inc./a>
Pop culture and brand strategy >> Live Feed

Thread
Thread Presentation: Understanding Brand Experience
Fuel Industries > The Idea Company
Brand Acceleration > break-through ideas
megapublic brand consulting
Corporate Branding :: To build a strong brand, a sensitive brand strategy
brandchannel
By Interbrand
Interbrand Corporation
MetaDesign
Landor
Strategic Brand Consulting and Design
Aquent
Aquent Marketing and Creative Services
GYRO
brand energy
Brands2Life
Technology PR

BRAND ARCHITECTURE

Studio Aisslinger
Werner Aisslinger

BEYOND ADVERTISING

TBWA
TBWA = Disruption
Y&R
Beyond Advertising
SmarTone
Very Nice TV commercial, Hong Kong - February 2004
SHARP Aquos
Very Nice TV commercial, Switzerland & Italy - September 2004
Land Rover

MARKETING

Maxx Marketing

STREET MEDIA CAMPAIGNS

ViZoo
Create perfect illusions with ViZoo products:
> Free Format: a free-floating hologram which looks absolutely true to life.
> Video Logo: attract attention while you tell your product or brand story - right inside your own logo!
PIXMAN
PIXMAN is a unique wearable mobile digital medium that can dynamically reach your customers and audience wherever they may be. By using costumed characters ergonomically equipped with video screens or small, ultra-light digital projectors, PIXMAN entertains and informs the passersby in public places.