Brand New Game Digital Interactive Branding

BrandNewGame
Digital Interactive Branding

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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

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

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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

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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

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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

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A. Branding Objectives – RemainRemarkable
1. Differentiate from Competition

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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)

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3. Based on your Identity & Core Competences- Brand essence - Brand story - Visual style - Proposition

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4. Continuously innovate and evolve to stay leader Using the BIT-model

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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

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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!

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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)

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

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

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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…

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Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is…

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Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context

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Things we do in life

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Old fashioned way of dividing digital (internet) Content

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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?

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We are all Connected through ‘Content’…

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New fashioned way of seeing things

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Online activity of Consumers

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Interactivity of Consumers Creators : < 1% Influencers : < 9% Consumers : > 90%
< 1%
< 9%
> 90%

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Interactivity of Consumers Innovators : < 1% Early adopters : < 9% Majority : > 90% Nothing changed…
< 1%
< 9%
> 90%

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Relationships grow by: Fulfilling needs being fun(ctional) Frequency (continuous creative content)Forwarding by Friends (W.O.M.)
< 1%
< 9%
> 90%

BrandNewGame
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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

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C. The CoCha - Model

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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

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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

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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

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The Collection of topics of this model should be Considered as a Construct and are all interrelated

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1/5. Concept

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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

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2/5. Content

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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

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

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C. The CoCha – Model
3/5. Channels

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

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Monologue [Static]
Dialogue [Dynamic]
Turn-based
Realtime
Channels

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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

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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

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Channels
Text
Images
Audio
Moving images
Software

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4/5. Context

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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

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Watching movie
Listening to music
Reading
Playing games
Using computer
Context
Dining & going out
Shopping
Sports & Walking
Socializing
Travelling
Working
Hobbies

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Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is…

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Context: is also a ‘state of mind’
Happy
Valentine's Day
Birthday
Anniversary
Fathers/mothers day
Context
Sad
Funeral
Break-up
Lost job

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Context: is also a ‘state of mind’ … or special interest (body, mind, soul)
Male
Cars
Sports
Health
…
Context
Female
Beauty
Cooking
Health
…

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Context: special interest for Male, Female or Bimale (both)
Context
Bimale
Fitness
Health
Cooking
Gardening
Gaming
…

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5/5. Consumer

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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

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Using existing Connections increases Credibility: Word of Mouth still rules
Clients
Suppliers
Colleagues
Friends
Communities
Family
Friends of friends
Fraternity
Neighbors

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Existing Relationships are tight, firm and long lasting
Clients
Suppliers
Colleagues
Friends
Communities
Family
Friends of friends
Fraternity
Neighbors

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My social Digital Communities …

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Consumer groups can be defined by:
- Profile (demographics)
- Needs & Motivations
- Insights
- Communities
Clients
Suppliers
Colleagues
Friends
Communities
Family
Friends of friends
Fraternity
Neighbors

BrandNewGame
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

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Send feedback to barthufen@BrandNewGame.nl
Subject: CoCha-model

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Brand New Game Digital Interactive Branding

by Bart Hufen [BrandNewGame] on Feb 07, 2010

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Brand New Game Digital Interactive Branding — Presentation Transcript