The document outlines the CoCha model for digital branding. The model involves 1) developing creative concepts, 2) creating relevant content, 3) distributing content through appropriate channels, 4) considering the context of the target consumer, and 5) leveraging existing communities and crowds to spread content through word-of-mouth. The goal is to transform marketing from push messaging to pull interactions by meeting consumers with dynamic, functional content in contexts they find valuable.

1. BrandNewGame Digital Interactive Branding

2. BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content) C. The CoCha-Model – building relations through Communities 1. Concept 2. Content 3. Channels 4. Context 5. Communities

3. BrandNewGame A. Branding Objectives 1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships

4. BrandNewGame A. Branding Objectives– Be Real Be Real:1. Know who your are (core values & brand personality) 2. Know your strengths (core competences) 3. Accept your weaknesses (nobody is perfect) 4. Focus

5. BrandNewGame A. Branding Objectives – Behave Righteously Behave Righteously: 1. Build a credible reputation by behaving consistently2. Under-promise and over-deliver 3. Don’t bullshit your clients & consumers

6. BrandNewGame A. Branding Objectives–RemainRemarkable Remain Remarkable: 1. Differentiate from Competition 2. By doing one thing really well (focus) 3. Based on your Identity & Core Competences 4. Continuously innovate and evolve to stay leader

7. BrandNewGame A. Branding Objectives – RemainRemarkable 1. Differentiate from Competition

8. BrandNewGame A. Branding Objectives – RemainRemarkable 2. By doing one thing really well (focus) Product – Apple (product leadership) Price – Easyjet (operational excellence) Place – Coke (channel satisfaction) People – Zappos (customer service) Promotion – Redbull (entertainment economy)

9. BrandNewGame A. Branding Objectives – RemainRemarkable 3. Based on your Identity & Core Competences- Brand essence - Brand story - Visual style - Proposition

10. BrandNewGame A. Branding Objectives – RemainRemarkable 4. Continuously innovate and evolve to stay leader Using the BIT-model

11. BrandNewGame A. Branding Objectives – RemainRemarkable 1. Differentiate from Competition 2. By doing one thing really well (focus) 3. Based on your Identity & Core Competences 4. Continuously innovate and evolve to stay leader

12. BrandNewGame A. Branding Objectives– Remain Relevant Be part of your community Add value to Consumer experience based on insights Use stakeholders (People): Consumers (complaints) Staff (tips) Opinion leaders & press (trends) Clients (retail / wholesale - needs) Suppliers (technological innovations) Government (opportunities in law & regulations) Innovation is not a department!

13. BrandNewGame A. Branding Objectives– Reward Relationships Brands can become friends (in a continuous timeline):1. Introduce yourself (build awareness of your brand identity) 2. Tell Consumers what you do (share the brand positioning) 3. Show Consumers how you do that (build your reputation) 4. Give Consumers a functional or emotional benefit (your proposition) 5. Ask feedback on products & services (listen and start a dialogue) 6. Improve your proposition (product innovation: BIT-model) 7. Give communities updates on improved proposition (stay top of mind) 8. Let them talk about it (word of mouth)

14. BrandNewGame A. Branding Objectives 1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships

15. BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content)C. The CoCha Model – building relations through Communities 1. Concept 2. Content 3. Channels 4. Context 5. Communities

16. BrandNewGame B. Internet as the connector of all data The internet as we know it will become the Connector of all available digital data (Content), like a spider in the middle of a World Wide Web…

17. BrandNewGame B. Internet as the connector of all data Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is…

18. BrandNewGame B. Internet as the connector of all data Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context

19. BrandNewGame B. Internet as the connector of all data Things we do in life

20. BrandNewGame B. Internet as the connector of all data Things we do in life

21. BrandNewGame B. Internet as the connector of all data Old fashioned way of dividing digital (internet) Content

22. BrandNewGame B. Internet as the connector of all data The time has Come to restructure how we look at the internet. If http://www. is the Connector of all digital data who and how is it connecting?

23. BrandNewGame B. Internet as the connector of all data We are all Connected through ‘Content’…

24. BrandNewGame B. Internet as the connector of all data New fashioned way of seeing things

25. BrandNewGame B. Internet as the connector of all data Online activity of Consumers

26. BrandNewGame B. Internet as the connector of all data Interactivity of Consumers Creators : < 1% Influencers : < 9% Consumers : > 90% < 1% < 9% > 90%

27. BrandNewGame B. Internet as the connector of all data Interactivity of Consumers Innovators : < 1% Early adopters : < 9% Majority : > 90% Nothing changed… < 1% < 9% > 90%

28. BrandNewGame B. Internet as the connector of all data Relationships grow by: Fulfilling needs being fun(ctional) Frequency (continuous creative content)Forwarding by Friends (W.O.M.) < 1% < 9% > 90%

29. BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content) C. The CoCha Model – building relations through Communities1. Concept 2. Content 3. Channels 4. Context 5. Communities

30. BrandNewGame C. The CoCha - Model

31. BrandNewGame C. The CoCha - Model There is a desired transformation from push (shout) to pull (interact) 70% of Consumers do not see TV advertising 70% of Consumers do not click on banners 70% of Consumers are not interested in your product

32. BrandNewGame C. The CoCha - Model There is a desired transformation from push (shout) to pull (interact) 70% of Consumers are open for a Dynamic Dialogue with brands 70% of Consumers appreciate fun(ctional) software (games & apps) 70% of Consumers appreciate Brands to participate in Social Media

33. BrandNewGame C. The CoCha - Model Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth

34. BrandNewGame C. The CoCha - Model The Collection of topics of this model should be Considered as a Construct and are all interrelated

35. BrandNewGame C. The CoCha - Model 1/5. Concept

36. BrandNewGame C. The CoCha – Model: Concept A good Concept to reach your Objective is based on: - Brand essence - Brand story - Visual style (Design) - Proposition And fits the Consumer interest, uses their language and meets at the right place & time (determining the Context) Concept

37. BrandNewGame C. The CoCha - Model 2/5. Content

38. BrandNewGame C. The CoCha – Model: Content - Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional) Content

39. BrandNewGame C. The CoCha – Model: Content Text Images Audio Moving images Software Content

40. BrandNewGame C. The CoCha – Model: Content Text Images Audio Moving images Software Content

41. BrandNewGame C. The CoCha – Model: Content Text Images Audio Moving images Software Content

42. BrandNewGame C. The CoCha – Model 3/5. Channels

43. BrandNewGame C. The CoCha – Model: Channels [Static] [Dynamic] Channels

44. BrandNewGame C. The CoCha – Model: Channels Monologue [Static] Dialogue [Dynamic] Turn-based Realtime Channels

45. BrandNewGame C. The CoCha – Model: Channels Monologue Television Radio NewspaperMagazines Direct Mail Billboards Spectaculars Websites Banners SMS Dialogue Turn-based E-mail SMS Web: Weblogs Social Media Realtime Chat Telephone Stores Events Games Branded Utilities Channels

46. BrandNewGame C. The CoCha – Model: Channels Monologue Books, Comics, Cabaret, Music, Theater Play, Sports (powered by…) Websites Banners SMS Dialogue Turn-based E-mail SMS Web: Weblogs Social Media Realtime Chat Telephone Stores Events Games Branded Utilities Channels

47. BrandNewGame C. The CoCha – Model: Channels Channels Text Images Audio Moving images Software

48. BrandNewGame C. The CoCha – Model 4/5. Context

49. BrandNewGame C. The CoCha – Model: Context Context: where is the Consumer and what is he doing when you bother him or her: Watching movie Listening to music Reading Playing games Using computer Context * Dining & going out Shopping Sports & Walking Socializing Travelling Working Hobbies * Based on the US Harris Poll and SPOT research

50. BrandNewGame C. The CoCha – Model: Context Watching movie Listening to music Reading Playing games Using computer Context Dining & going out Shopping Sports & Walking Socializing Travelling Working Hobbies

51. BrandNewGame C. The CoCha – Model: Context Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is…

52. BrandNewGame C. The CoCha – Model: Context Context: is also a ‘state of mind’ Happy Valentine's Day Birthday Anniversary Fathers/mothers day Context Sad Funeral Break-up Lost job

53. BrandNewGame C. The CoCha – Model: Context Context: is also a ‘state of mind’ … or special interest (body, mind, soul) Male Cars Sports Health … Context Female Beauty Cooking Health …

54. BrandNewGame C. The CoCha – Model: Context Context: special interest for Male, Female or Bimale (both) Context Bimale Fitness Health Cooking Gardening Gaming …

55. BrandNewGame C. The CoCha – Model 5/5. Consumer

56. BrandNewGame C. The CoCha – Model: Consumer We are all part of different Crowds and Communities based on our Roles Clients Suppliers Colleagues Friends Communities Family Friends of friends Fraternity Neighbors

57. BrandNewGame C. The CoCha – Model: Consumer Using existing Connections increases Credibility: Word of Mouth still rules Clients Suppliers Colleagues Friends Communities Family Friends of friends Fraternity Neighbors

58. BrandNewGame C. The CoCha – Model: Consumer Existing Relationships are tight, firm and long lasting Clients Suppliers Colleagues Friends Communities Family Friends of friends Fraternity Neighbors

59. BrandNewGame C. The CoCha – Model: Consumer My social Digital Communities …

60. BrandNewGame C. The CoCha – Model: Consumer Consumer groups can be defined by: - Profile (demographics) - Needs & Motivations - Insights - Communities Clients Suppliers Colleagues Friends Communities Family Friends of friends Fraternity Neighbors

61. BrandNewGame C. The CoCha - Model Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth

62. BrandNewGame Digital Interactive Branding Send feedback to barthufen@BrandNewGame.nl Subject: CoCha-model

63. BrandNewGame Digital Interactive Branding