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Of blogs, brands and
the WIIFM question

@bhatnaturally
*



It is different now.

* Source: Maggi, It’s Different TVC
Of blogs, brands and the WIIFM question
"The modern 'copy man' has to say
things in a way that they have not
been said before - because that is the
only kind of talk that will nowadays
attract attention."
"The modern 'copy man' has to say
things in a way that they have not
been said before - because that is the
only kind of talk that will nowadays
attract attention."

~Observations in Printers Ink, 1908
Of blogs, brands and the WIIFM question
"Nobody reads ads. People
read what interests them.
Sometimes it's an ad." 



~ Howard Gossage
No, there is no room for your
brand of dishwashing liquid
(now with 30% more lime) in
your target audience’s mind.

Image
Hint:

Replace ‘brand of dishwashing
liquid with your name and the
same rules apply.
So should brands have blogs?
!

Deeply thought, considered
answer: it depends.
Hang on, that’s actually
the wrong question.
Of blogs, brands and the WIIFM question
How can we
help you be more
awesome?*
How can we
help you be more
awesome?*
Product

How can we
help you be more
awesome?*
Product

How can we
help you be more
awesome?*
Product

How can we
help you be more
awesome?*
Product

How can we
help you be more
awesome?*

Marketing &
Communication
Product

How can we
help you be more
awesome?*

Marketing &
Communication
Product

How can we
help you be more
awesome?*

Marketing &
Communication

Social Media
Product

How can we
help you be more
awesome?*

Marketing &
Communication

Social Media
Product

How can we
help you be more
awesome?*

Blog

Marketing &
Communication

Social Media
Product

How can we
help you be more
awesome?*

Blog

Marketing &
Communication

Social Media

*originally asked by Tom Fishburne
How do I decide if my
category or brand needs
a blog?
Of blogs, brands and the WIIFM question
Considered purchase, high
involvement category
Considered purchase, high
involvement category

And/Or
Considered purchase, high
involvement category

And/Or

Scope for enriching
experiences after product
category (or brand)
consumption
Considered purchase, high
involvement category

And/Or

Scope for enriching
experiences after product
category (or brand)
consumption
Considered purchase, high
involvement category

And/Or

Scope for enriching
experiences after product
category (or brand)
consumption
Considered purchase, high
involvement category

And/Or

Scope for enriching
experiences after product
category (or brand)
consumption

Scope for story telling
Considered purchase, high
involvement category

Knowledge & Education

And/Or

Scope for enriching
experiences after product
category (or brand)
consumption

Scope for story telling
Considered purchase, high
involvement category

Knowledge & Education
Technology

And/Or

Scope for enriching
experiences after product
category (or brand)
consumption

Scope for story telling
Considered purchase, high
involvement category

Knowledge & Education
Technology

Services

And/Or

Scope for enriching
experiences after product
category (or brand)
consumption

Scope for story telling
Considered purchase, high
involvement category

Knowledge & Education
Technology

Services

Luxury
And/Or

Scope for enriching
experiences after product
category (or brand)
consumption

Scope for story telling
Considered purchase, high
involvement category

Knowledge & Education
Technology
Luxury

Services
Travel

And/Or

Scope for enriching
experiences after product
category (or brand)
consumption

Scope for story telling
Considered purchase, high
involvement category

Knowledge & Education
Technology

Services

Luxury
And/Or

Scope for enriching
experiences after product
category (or brand)
consumption

Travel

Social Media

Scope for story telling
What’s the brand objective,
dude?
Depending on brand, market stature, marketing plans
anything from

•

establish or further thought leadership

•

be seen as a go-to brand for the right information in
the category

•

a platform for surprising, enriching discoveries
“What do I blog about? I am
already engaging them on
Facebook with stories”.
Each medium has an
advantage. Find it, use it.
What’s a blog good at?
1. Cater to narrow, niche,
involved audience

2. Thought leadership
stance
3. Long form content that can
suit the brand objective: useful,
entertaining
4. Meaningful discussion
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Of blogs, brands and the WIIFM question
Once you pop, you can’t stop.

Image Source
Do you want to be eerie or welcoming?
Image Source

Think before you leap.
Going to
where the
crowd is vs.
building your
own nest
Hard work guaranteed.

Source
Experts say, it is not about what
the brand says, nowadays.
!

It is about what the brand does.
Same rules apply for the
personal brand.
CAREER

Social

Friends & peers

Several actions & sources create
the personal brand.
Blog is uniquely placed to showcase
an individual’s or brand’s personality
in an in-depth, multi-faceted manner.
Source: krishashok.me
In this age of noattention, aren’t blogs
dead?
If it is interesting, there
will be an audience.
Bud Light #UpForWhatever: 3:43
seconds; views - 14.62 mn
Chrysler with Bob Dylan: 2:00;
views - 5.56 mn
So if marketing is about nudging
consumer behaviour along the
consumer’s path to purchase…
Of blogs, brands and the WIIFM question
WIIFM?
WIIFM?

Blog
WIIFM?

Blog
WIIFM?

Blog
To the
consumer:
Helps you be more
awesome
WIIFM?

Blog
To the
consumer:
Helps you be more
awesome
WIIFM?

Blog
To the
consumer:
Helps you be more
awesome

To the brand:
reputation x
credibility x
perception
Thank You.

@bhatnaturally

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