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chiligum strategies - strategic planning spot-on!



To explore, elaborate and excel digital planning. To encourage people to do the same!

To explore, elaborate and excel digital planning. To encourage people to do the same!



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    chiligum strategies - strategic planning spot-on! chiligum strategies - strategic planning spot-on! Presentation Transcript

    • BenjaminTeeuwsen 05 / 2014 CHILIGUM STRATEGIES
    • scharf und frisch: strategic planning spot-on!
    • 1. background – what‘s chiligum all about? 2. inspiration – any point of view? 3. analysis – dig deeper, walk the talk. 4. strategy – think twice, make a difference! 5. action – get started!
    • 1.CHILIGUM
    • Foto: Hello! I'm Benjamin – creative strategist from Germany.
    • Background Benjamin Teeuwsen (creative strategist and digital marketing consultant) branding, advertising, customer experience, digital marketing (web, display, search, content, social, sales) creative network: deseng.de – coworking people from Düsseldorf and Krefeld, Germany worked with afri-cola, Postbank AG, Coffee Circle, Cosmopol Shop, Tequila Dealer interests: sports, webradio, travelling, blogging and premium tequila
    • to inspire, advance and drive digital strategies!
    • Foto: Any point of view?
    • Foto: Inspiring people, books, media and culture: pinterest.com/chiligum
    • 3.ANALYSIS
    • Foto: Big picture!
    • Now what?!
    • Foto: „Starke Marken begegnen dem Wandel auf zwei Arten. Sie entwickeln sich immer weiter, stets am Puls der Zeit. Und bleiben sich doch selbst treu.“ (Interbrand) photo: adifansnet
    • Brand Development Salience Performance Imagery Judgements Feelings Resonance 4. Relationsships What about you and me? 3. Response What about you? 2. Meaning What are you? 1. Identity Who are you? Intense, active loyalty Positive, accessible reactions Points of parity and difference Deep, broad brand awareness Brand Development Branding Objective Keller K L (2008) ‚Building, Measuring, and Managing Brand Equity‘ 3rd ed, Pearson Prentice Hall, New Jersey
    • Advertising Effectiveness attention learning emotions acceptance category need brand awareness brand preference brand action intention purchase facilitation not in the market need arousal search and evaluation purchase usage Ad or Promotion Processing Customer Decision Stages Brand Communication Effects Rossiter J R, Bellman (2005) ‚Marketing Communications – Theory And Applications‘ Pearson Education Australia, Frenchs Forrest, p 24
    • dig deeper
    • and walk the talk
    • 4.STRATEGY
    • Foto: Michael Porter: What is Strategy? youtube.com/watch?v=ibrxIP0H84M Foto: Alessandra Fratu
    • think twice
    • How does your brand, customer experience, ecommerce, advertising, search, social media and content make a difference?
    • data vs. meaning
    • „Nicht alles was zählt, kann gezählt werden, und nicht alles was gezählt werden kann, zählt!“ (Albert Einstein)
    • Foto: Excellent brands and ads: pinterest.com/chiligum/brands-advertising youtube.com/playlist?list=PLD4133FE3B023DDA6
    • Foto: „If brands are soul, great ads will get the funk!“ (chiligum) photo: Mark Sebastian
    • 5.ACTION
    • Foto: “There are three kind of companies, those that make things happen, those that watch things happen – and those that wonder what happened.” (anonymous) photo: Helga Weber
    • Foto: “The secret of getting ahead is getting started.” (Mark Twain)
    • Many thx! Now, inspired? Ok, let‘s talk!
    • Foto: Benjamin Teeuwsen benjamin@chiligum.com +49 177 140 70 40
    • Profile blog: chiligum.com slides: slideshare.net/StrategyAndMarketing pinterest: pinterest.com/chiligum linkedin: linkedin.com/in/benjaminteeuwsen twitter: twitter.com/chiligum
    • Publications corporate and business strategy development www.chiligum.com/blog/strategy/corporate- and-business-strategy-development brands and ads, that make a difference www.chiligum.com/blog/strategy/brands-and- ads-that-make-a-difference market orientation – concept and evaluation www.chiligum.com/blog/strategy/market- orientation-concept-and-evaluation
    • Live Talks Pecha Kucha Night, Köln (2013): KAIXO.FM - Wie ein Vulkanausbruch in Island ein baskisches Radio ausspuckt pechakucha.de/cologne/player WDR Lokalzeit (2013): Bericht von der ersten Coworking Night in der GarageBilk, Düsseldorf youtube.com/watch?v=P-nhBuhN3z4
    • To explore, elaborate and excel digital planning. To encourage people to do the same! www.chiligum.com