Skins as a Form of Branding Opportunity

jumbles as a do of blemishing probabilityEXECUTIVE SUMMARYThis study eviscerates an attempt to s ignore the business of come ups and the discordant sorts it clear be admit a part of close Media to offer much commemorate opportunities to advertisers. This involves heterogeneous forms of skins, its four-fold applications, and the guidances in which it domiciliate provide leaf bladeing opportunities.Skins argon the second generation proceedss that backside be applied to both out-of-door chevy bear witness up of the closet and atomic number 18 printed and mathematical functiond for own(prenominal)izing or discoloration devices or climb ups. The fantasy of skinning was introduced in the US 5 years ago. Since then the harvest-time has ground its authority in Europe and South East Asia. The business of skins is at a very nascent stage in India. The scope of this dissertation is to discerp the subroutine of skins, where each surface is brought to sur face quite liter tot tout ensembleyy, as a mass medium to quest and engage consumers. With skins, no space is left unremarkable and dull as long as in that respect is an chance to fashion it and brand it.The research undertaken for this purpose was exploratory in nature. It was broadly exe jivee in 2 Phases. The first phase was the stage of substitute(prenominal) info analysis wherein extensive review of existing companies and practices in the world of skins was conducted. This is to substructurevas various business models around skins. The first phase excessively include Primary Research by interviewing consumers through a qualitative, depth interviews. This facilitated a grasp on what the consumers say or so brands and their innovations in branding. It is to begin with to keep how different mediums affect them, and what affects them the close. Phase 2 of the Research Design gnarled in-depth qualitative interviews of 5 Brand Managers and 5 Industry Professionals ( mix of Media Advertising sell Industry Veterans). The Phase 1 Primary Research sequels volition be employ to provide better insight into the interaction with B2B respondents.These interviews were assist of processful in getting insights to substantiate the secondary research and the consumer surveys. Once the data had been collected, it was analyse to facilitate opportunities and adjudge publicizations. The factors that companies would take into consideration were Licensing of brands, Personalization through Brand Designs and various Manufacturing processes that enable production of high-pitched-quality skins. Also, unexampled technological innovations that backside aid skins to be developed as more functional and engaging for the clients were necessary. Based on the findings, certain models were identified and conclusions were drawn.With the media industry growing, bleak forms of media atomic number 18 sought-after(a) after regularly. This study enables one such potential form of close Media to make its way into the advertizing plan of Brand Managers. Although a lot of transnational companies piss do their contributions to the medium of skins, its time India opened up to this phenomenon. inletThe indigence to be different, which stems from the need to be noniced leads to nine-fold win overs in the surroundings. roughly of these changes argon fads, the differents de landmarkine the future. Seen from a brand managers perspective, slightly of these prefatory human pronenesss can lead to a plethora of opportunities for them. One of these opportunities is discussed below. It deals with the domain of modified esthetics.As more and more portable gadgets and different forms of electronic and technological means argon consumed by us every moment, their general utility company continues to expand. But just carrying the latest gadget which looks analogous everyone elses version of that latest gadget is non enough anymore. So why non individualize it. Better still why non use the investment as a branding opportunity. Not save gadgets, there atomic number 18 unlimited surfaces available today that are waiting to be utilised. Advertisers have the opportunity to brand all surfaces through skins. These surfaces can be identified asWall skins walls, cupboards, mirrors, drawers, doors, etcFleet skins cars, machine politicians, biked, aircrafts, trams, buses, trains, and so onDevices skins laptops, mobiles, music sufferers, all appliances, and so forthteraThe theme of making electronics or any other product more personal is that the real world can likewise start acting more like the online world. Similar to how one can change their online profile anytime they want, so can they have their most loved brands or their favourite images on their think or car These products kn profess as skins, not lone most(prenominal) make your common device look stylised, but also comfort it. These skins that can be past ed on any exterior surface are soon becoming extremely popular within a very short period of time. They are a dream come true in the customization arena.This application has created waves worldwide and is now revolutionising the way terrestrial products are being imparted to the world. isolated from this key use, there is the Branding Opportunity that skins bring along. dapple personalisation is troubled becoming popular, it is not the key publish here. What the scope of this dissertation is to analyse this innovation as a current format for Brand Managers. It will not provided open up bare-ass branding prospects, but also be included in the warm and upcoming category of ambient Media.ambient Media is the name disposed(p) to a bleak breed of out-of-home products and serve determined by some as Non-Traditional or Alternative Media. close media advertising is a way of overcoming traditional method of advertising to get the attention of the consumers. Ambient media in a l arger scale define the media environment and the communication of nurture in ubiquitous and pervasive environments. The reasons why Ambient Media has grown areDecline in the power of traditional mediaGreater demand for vizor-of-sale communicationAbility to offer precise audience targetingGeneral versatility epoch some see it is a fiendish way of getting an ad message into every nook and corner of our lives and on to anything that moved, merely it was the field that was growing outrageously through the 90s. It was argued that ambient alone never made any brand famous, and marketers would soon get tired of this faddish and odd medium. However, such judgements were not possible as ad revenues were unstable and unwavering changing.Also, as media pro careerration made it harder to get attention, advertisers look for other ship canal to purpose their brands before tidy sum. This can be via all sorts of locations and methods and often close to the point of sale. This is where skins can come in and enable brand managers to make their brands be seen. As it is put over everyday use products, the opportunities will be numerous.In todays day, when one travels, it can be seen that all around, commuters take shape and play away on laptops, PDAs, iPods, mobiles, blackberries, sometimes all at once. Mobiles and pervasive media have truly reshaped the practices of travel. This provides tremendous potential for a business like Skins to bring out the market. Apart from public spaces to use ambient medium, individuals personal surfaces can also be use as a fresh medium of branding. Laptops, iPods, Mobiles, etc. all are new opportunities in the ambient media world which can be used for branding through skins. While it is true that Media images change the way we see and begin a city, why not make it aesthetic and meaningful.Until now, out-of-home activities that engage the consumer like hot air balloons with slogans, digital out-of-home, and brio size mascots for brands , etc. are considered the norm for Ambient Media. However, formats go out of fashion very soon, and newer ways to brand and feed consumers are sought by marketers.In earlier times, brand positioning and promotions through grass media did the trick for marketers. Customers flocked to buy the brand that was advertised and thats how many successful brands were created. However, change magnitude media clutter and reducing customer attention spans have resulted in decrease effectiveness of traditional practices. Therefore modern brand managers have started employ techniques like Brand Inclusiveness and Brand Engagement to oppress customer hearts.Brand Inclusiveness The brand can beseem a part of the customers lives through a planned presence. For example a mobile phone or a laptop is personal belonging of a customer that is highly pregnant in todays world. What better way of brand inclusiveness than to Brand these gadgets itself. Skins as a medium can be used by companies to as a branding opportunity by sending the loyal customers a skin each for these gadgets. These skins can be customised as per the customers gadget model and can then be used as both a branding and well as a style statement. The loyal group of customers would be proud to sport their favourite brands skins on their phones or laptops. This is a high level of brand inclusiveness for companies, where they can manage to convince their loyal customers themselves to become their brand champions, and whence, brand managers.Brand Presence Customers live busy lives and the brand needs to touch their lives in relevant ways. This requires the brand to be present at places frequented by customers. This can be done through a number of waysSkinning cabs in urban cities with the branding of various products of serve that are targeted to the cab-using population of the societySkinning Public Buses with the branding of various products and services that are targeted to the us-using population of the socie tySkinning tables at coffee shops with brands that compliment a coffee or such an environmentSkinning conveyor belts at airportsSkinning Elevators at public spaces like Corporate Offices, Government Buildings, Residential Societies, etc.Skinning PCO booths, etc.Brand Engagement Brands have realised the importance of the interactive go up t engage customers. This can be done through various co-creation ideas. So season, interaction can exist individually, a mix of skins ( ocular) and interaction can do wonders for a lot of brands. While skinning the vehicles or other such ambient forms can be a standalone practice, brand fighting would take this idea further. For example- If the cabs are clamber by a realization Card brand, then the cab driver can offer pamphlets of the passengers. If the cab is skinned by a Chips brand, then free trials can be offered in the cab to the passengers (in caseful of a new product). Also, the passengers of a skinned cab can send an SMS to fool furth er information about the brand, to receive a catalogue, free trial, etc. A lot of ways to engage the customer are possible after the initial visual of the brand through Skins.Concern for Customers Customers want their favourite brand to show concern for them. In this regard, there is a special kind of Skin called Gripper. A gripper has two parts. The small skin sticks to the back of the mobile phone, patch the big skin sticks on any surface which has an angle. Mobile echo brands or Telecom providers can use this product with a tender message. The gripper helps hold the phone to the surface on the bigger skin. This will help highlight the use of mobile phones while driving, as the driver can stick the phone on the angled surface which provides holding the phone while driving. The phone often slips from the cars dashboard, which now will be held in place by the gripper and enable the driver to take some calls on loud converseer.Also, Wall Skins can be used at key public places by b rands in order to give out social service messages to the public at large. These wall skins can come in all sizes and will create large scale awareness if put at strategic places. hence, the inclusive brand image focuses on touching customer lives in a relevant manner. The brand needs to engage customers and the use of interactive media comes handy for this initiative. accordingly a brand can conquer the hearts of consumers by showing concern and being available at all times, all places.The scope of this dissertation is to analyse the use of skins, where every surface is brought to surface quite literally, as a medium to interest and engage consumers. With skins, no space is left mundane and dull as long as there is an opportunity to style it and brand it.As we see that Media is evolving from Digital to Pervasive to Interactive, every brand needs to speak to the consumer at different touch points, so as to keep the consumer engaged, yet not be disliked. One example of skins in the form of cable car wraps that is seen in the recent times in India is the branding on Cabs and other vehicles. For example Meru cabs run campaigns of different brands for different periods of time. Here the Brand coalescency between Meru and the advertising brand leads to recognition in the marketplace. Clever messages can be put up for different target markets, giving brand managers an innovative medium to engage the consumer. It generated street level advertising.What are skins?Skins are the 2nd generation products that can be applied to any out-of-door surface and are printed and used for personalising or branding devices or surfaces. The concept of skinning was introduced in the US 5 years ago. Since then the product has found its way in Europe and South East Asia. Following are the elementary features of skinsCurrently, the Skins are made up of vinyl that is digitally printed and wager printing it is cut either as per general dimensions or cut as per the device. However, th is manufacturing process can change a per engineering science used or requirementsSkins are available for mobiles, laptops, portable music players, gaming devices, cars, and any other external surfaceSkins are available in general sizes and custom made, where the skins are per-cut based on the deviceHowever, the concept of skins is fast changing as per various different manufacturing processes used. There are new hard cover skins also introduced in the marketA compounding of fixed designs and the option of personalised designs is made availableThe complete product seethe will beSkins made up of VinylSkins made up of different textures such as Leather, micklevas, Jute, etc.Skins made up of GelGrippers used to hold a certain product unploughed on a surface at an angleWall skins stiff Cover skinsElectro-statically charged skins much and more technological innovations are tip to different types of skins being launched. However, all of these can be used as an Ambient Medium by comp anies for Branding.The major manufacturers of vinyl skins are 3M, Avery, Kodak, Mactech. However, there are other numerous vinyl manufacturers present in the market.More and more technological innovations are leading to different types of skins being launched. However, all of these can be used as an Ambient Medium by companies for Branding.Cell phones, laptops, MP3 players, iPods, Blackberries all these personal electronic devices have changed the way we go about our everyday lives dramatically. Millions of people around the globe have embraced these changes and are sure of staying at the receiving end of cutting edge technology. Because technology inspires passion, people who are passionate about their gadgets are more often than not passionate about other areas of their lives such as music, sports, movies, art, fashion, etc.Skins result from this passion. People get a chance to express themselves and personalise their electronics which helps them polish their favourite interests . School children can skin their laptops to display their school colours or logo, cell phones can be skinned with their favourite design, melody Players can be skinned with their favourite artist, etc. The opportunities are tremendous.A large variety of skins are available for a wide range of electronic devices and new technology. They can be either individually intentional or branded. Branded skins are a new way of companies to reach out to the customers. Brands such as Disney, NFL, Star Wars, Superman, etc. can be bought through licenses and sold to interested customers through multiple sales nodes.Some obliges have been reviewed to understand the Ambient Media market, gauge trends in the same, and determine need gaps for a product like skins. India will overtake China neighboring year to become the fastest growing advertising nation, Jones, S. (2009) publications REVIEWSkin Care The Sensual Surfaces of ObjectsAesthetic modification of product form is common practice in indus trial design. Designers are deft to create beautiful products, which not only provide an aesthetic experience to users, but also lead to enhanced pro upheavalability, Boradkar, P. (2004). In fact, the desire to increase sales in a market that was flooded with as well as many goods is what led to the practice of industrial design.This practice of alteration of the basic form of a product is often referred to at the stigma of styling by industrialists and designers. However, according to this article, these changes undertaken by the designers are limited to the external surface of the object. The term used here for external surfaces or shells of objects is skins. These skins can have multiple meanings that are created by the designer, user, critic, etc.Virginia Postrel, in her book The Substance of direction, has argued that aesthetics has become a significant and an omnipresent component of everyday life in the US. She has gone on to say that it is clearly visible that we are inc reasingly becoming fond of beautiful surfaces in case of objects, environments, interiors, and our own bodies. There are multiple proofs to this theory of dependence on aesthetics the popular profession of image-making, the makeover shows on television, innovations for the perfect product, the perfect look, etc. Style has seeped into our lives. This according to her is skin care.Human SkinIt provides sensation and protection from the external environment. It is constantly in a process of change and regenerates itself on a regular basis.Object SkinThe five major categories that signify the immemorial functions of object skins are Protective Skins, Informational Skins, Sensorial Skins, Technological/Intelligent Skins, and mythological/Fetishist Skins.My topic of study here is the Sensorial Skin which includes Visual Skins. These skins reprimand admiration, fear, curiosity, contempt, etc. Social meanings of these graphics and designs can be traced back to the context, object, user, etc.Hence, the article concludes that the process of styling or creating new skins is often practised in design consultancies and corporations, where the products only change appearance without any added utility or other value. Creative operations are performed on the skin to stimulate desire, but these are often justified as attempts to satisfy a wider range of user needs. This is said to be the role of commodity aesthetics to the sexing-up of the object.As skins is the prime area of study, this article gave insights on the concept of a skin. Now, we move on to the next few articles on what is happening in the Media World and where it is headed, to understand the broader aspect of the use of skins.The Future is AmbientAmbient experience deals with the embedment of media in the natural environment on people, Lugmayr, A. (2006). Embedding media into peoples environment indicates the need for the creation of a new form of media.The article explains ambient media to create a mix of r eal-world objects in the natural environment of the consumer and also digital objects which are of any arbitrary form. The key feature of ambient is distribution rather than storage. There are 5 principles of ambient media mentioned ambiance media object is a service oriented asset spaceIntelligence smart technology for content aggregationDistribution distributed across a wide area of networksSelf-organisation aggregated either automatically or collaborativelyPervasiveness accessible anytime, anyhow. AnywhereThe conclusion here is that Ambient media is the future of multimedia which allows natural interaction and easy access to content anytime, anywhere, and anyhow.How Ambient MediaAmbient Marketing is now making its way into the brand managers mind and fast becoming the new selling communication discipline. Companies are looking at more and more ways to connect with the consumers, not only in private spaces, but also out-of-home. The article says that this sort of marketing can be called anything, but the challenge lies in taking it to the street level.Greg Aithurton, Nintendos marketing manager says ambient exists in non-traditional media formats without direct interaction, whereas experiential goes a measurement further and actually interacts with the consumer engaging them directly.Just slapping your logo on a pavement and hoping people will think you are cool wont do very much. But if you can touch individual in a clever and relevant way, it can be really effective.The article says that ambient is not only about advertising in an unannounced environment, but the environment has to be relevant to what you are doing, and the unexpected has to function well with the brand.Another issue mentioned is that such marketing is good only for a couple of months, then it becomes pass and the consumers become aware of it, hence it blends into the mix.The end note here is that ambient, experiential, or any of these sorts of marketing is not about measureme nt. Its more about who you target. Its not necessarily in a position to need to be measured.Brands are accepting of ambients limitations, along with its alone(p) capabilities. The key selling point is that an ambient campaign can throw in the towel what many other mediums cannot a closer touch point to consumers.Ambient Media How the World is ChangingOver the years, the competitive environment has multiplied and technology is on fast rise. However, only the media arena has changed, while communication mean remains the same. We are in a world of outstanding media possibilities, where non-traditional marketing has kicked in, and brands do not fail to surprise/shock us with their respectable forms of presenting the message.From using light-reactive inks, lenticular prints, 3D holographic images to Bluetooth and infrared technology, and PR stunts, ambient media has not failed to make itself noticed. Whether this is a Gimmick or a dodging is discussed widely amongst media owners, as they get more and more clients and agencies that not only want gimmicks to work in their favour, but are also despairing to produce substantial campaigns that create long-term appeal.An analysis of approximately 4500 case studies from 1997 to 2007 including ambient media show, that very few brands had a strategic approach while majority of cases are one-offs and some look like festive scams.Whether these new formats are called ambient media, non-traditional media, branded utility, or experiential media, the effort should be part of a strategy that is based on a right hand idea. However, this ambient media should be part of the future communications strategy in order to make sure that these challenging efforts adapt to current trends and in turn to peoples lifestyles. Otherwise, any violation from the trend will lead to the advertisers wipe up nightmare ignoranceReaching the right ConsumerOver the past decade, ambient advertising has become ubiquitous. Brands are seen jumping at the chance to experiment with novel media as fresh ways of promoting their messages to specific groups in appropriate environment. As wrap around ads on Taxis and posters inside changing rooms are delivering on marketers goals, the common principle is that brands have less money to work with, so it is vital that money works harder.The article mentions three big routes to success for an ambient mediumTiming is vital. This means reaching someone just before they are about to do something elseThe mindset of the consumer when they receive the message. This means that brand message placement is crucialLastly, it is important to married person the environment with the brand messageBrands that advertise on niche media should be able to surprise, excite, and engage. Hence, advertisers should be wary of reaching the saturation point and so losing effectiveness.Centre of AttentionThis is a time when TV audiences are fragmenting and new technologies are being launched, which enables us t o avoid traditional advertisements, there is Ambient that can deliver captive audiences. Just when the consumers are poised to make a purchase, ambient cites its flexibility and capacity to be highly targeted, and delivers. Apart from that, there is little evidence to show that ambient media irritates consumers.According to this article, some of the most successful examples of ambient activity are seen in trains, stations, whole tone and escalator advertising, train wraps, tickets, etc. In supermarkets, there is trolley and handbasket advertising, floor ads, etc., all of which can influence shoppers at point of purchase. While todays ambient sector includes products such as mirror stickers, ATM receipts, carrier bags, etc., there is also an opportunity to market brands on tabletops at restaurants, bars, etc.The strength of the medium is that it converts a static message into an interactive one. Hence the need to develop newer formats every year, as marketers want the novelty for t heir brand, and not be the second or third to use an idea.KNOWLEDGE bedcoverThe literature reviewed here analyses in detail the different ways, in which Media is evolving, the developing of Ambient Media and varied practices. There are studies on the growth of Ambient Media in different countries, its acceptance by Brand Managers, and the successes of certain brands. However, what is not mentioned is how to make this ambient medium more consumer friendly by way of interactivity. My area of study being skins, the gap I wish to direct in with the help of this dissertation is how would a product like skins fit in the Ambient domain, and what are the possible ways of making this product more functional and more interactive for the consumer as well as the brand.RESEARCH PROBLEMTo understand how Skins as an Ambient Media can be made more interactive and functional for brands and customersRESEARCH OBJECTIVESTo study how removed skins will be considered as a branding tool by brand manage rsTo find ways to convert skins into an engaging and interactive medium for advertisersTo analyse the trends of Ambient Media and if skins as a format can be included within its ambitRESEARCH DESIGNMy study is primarily for the B2B customers. The customer base is divided into* Brand Managers who will use skins as a branding tool* Agencieso Media Agencies They will sell skins as a new Ambient Media formato Advertising Agencies They will buy skins as a new Ambient Media format for their clientsTo do the above study, the following methodology is chosenPhase 11. Secondary ResearchThe research will be primarily focused on investigating the various business models around skins. This will give me a better understanding of the followinga. Different applications of Skinsb. Different manufacturing processc. several(a) features of the product2. Primary ResearchIt will be qualitative in nature, using depth interviews.This is to get a grasp on what the consumers think about brands and their i nnovations in branding. It is primarily to check how different mediums affect them, and what affects them the most.10 men and women in the age group of 16-3010 men and women in the age group of 30-60Phase 21. Primary ResearchThis involves in-depth qualitative interviews. The Phase 1 Primary Research results will be used to provide better insight into the interaction with B2B respondents.5 Brand Managers5 Industry Professionals (Mix of Media Advertising Retail Industry veterans)Discussion Guide for Consumers design To understand what consumers perceive of branding and how different medium affects themLifestyle and poseWhere do you live?What do you do?What is your typical day like?What personal gadgets do you own?BrandsWhich are your 3 favourite brands?why do you like them?Do you buy them yourself?Would you endorse these brands to others?CommunicationDo you like seeing advertisements?Do you pay attention to a new form of advertising?What medium affects your purchase of a brand the most?Do too much media and too much branding disturb you?SkinsHave you heard of Skins?What are the different kinds of skins that you know of?Would you notice branding through Skins, like, car skins, walls skins, laptop skins, etc?Would you purchase a skin yourself?Would you use a skin branded by your favourite brand? info ANALYSIS/RESULTSPhase 1 (a) Secondary ResearchCurrent supranational Practices in the domain of SkinsAMBER MEDIA GMBH1This is a Germany based agency that specialises in innovative ambient concepts. It was founded in 2002, and has since then established itself in the out-of-home segment. chromatic Stix enables the advertising slogan to be placed directly in the want target groups immediate environment. It provides a surprise effect without disturbing the target. It offers a wide range of innovative possibilities and reaches whoever one wishes to reach with their advertising slogan. It ensures that the brand stands out from the crowd by trying out an innovative a nd an crotchety approach.Its product Amber STIXAmber STIX are adhesive skins that have an excess strong electrostatic charge. These Stix adhere due to their static charge alone. Hence they are different from the conventional adhesive skins. They dont have to be press to the surface. They can remain in place for more than 6 months and can be recharged when needed.AMBERMEDIA_amberSTIX_4 amber 3Aldo Branding in front of the lineage Blood Diamond outdoor brandingSome of the features are sting to most surfacesNo residue leftBubble freeCan be repositionedRemoved and attached several timesCan be recharged with Amber STIX chargerCan be perforated100% reclaimableSKINIT2Skinit, Inc. provides a large product line of branded vinyl skins for personal electronic devices. It is based out of San Diego, California. Skinit branded products can be offered by OEMs, international retailers, distributors, Internet portals, online shopping sites, etc. It is made with premium 3M material. Skinit is th e global leader in business-to-consumer and business-to-business personalisation technology platforms and on-demand manufacturing for corporate clients. Skinit has hundreds of designs, famous brand label in sports, entertainment, art,