This document discusses strategies for branding and marketing products, including blue ocean/red ocean strategy, dream society, and creative man strategy. It suggests analyzing the Avitae.org website to develop new products or services using a blue ocean approach, adding a dream or story to appeal to emotions, and inviting customer participation in co-creation. Students are asked to present their product/story/solution on a poster to share on the school website.

1. Velkommen

2. BRANDING
• BLUE OCEAN/RED OCEAN
STRATEGY
• DREAM SOCIETY
• CREATIVE MAN Strategy

3. BLUE OCEAN / RED OCEAN
• The bolivian coffee with the taste of lemon
• http://equalexchange.coop/history-of-coffee-in-bolivia

4. DREAM SOCIETY
• The modern user don’t just want a product –
they need a dream, a story which appeals to
their emotions too.
• Example: Ecological milk; Fair trade furniture,
Cowboy Classics
• Apple
• Starbucks Coffee
• Add the right dream/story =>
• Sell your products much more expensive!

5. CREATIVE MAN – INVITE THE
PROSUMER INSIDE to co-create the
products
NIKE

6. AIDA
• Attention – catch the users ATTENTION
• Interest – sustain and stimulate the users interest
and curiosity
• Desire – create a desire in the user (e.g. wanting a
product)
• Action: Enable the user do something, e.g. buy the
product

7. BRANDING EXERCISE
• ANALYSE THE AVITAE.ORG WEBSITE
• TURN IT INTO PRODUCTs/SERVICEs IN A BLUE
OCEAN
• DREAM SOCIETY – ADD a DREAM/STORY to THE
PRODUCT
• CREATIVE MAN – INVITE THE PROSUMER INSIDE
• PRESENT THE PRODUCT/STORY/CREATIVE
SOLUTION ON A POSTER – ADD TO THE LOCAL
AVITAE CORNER OF THE SCHOOL WEBSITE,
when you get home.
• OR: Write a short article for the website.