Brand Interaction Model (English version)

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Four different ways how brands can interact with their consumers. Based on my integrated experience I have developed a brand interaction model that we use in our daily work to guide our clients.

Four different ways how brands can interact with their consumers. Based on my integrated experience I have developed a brand interaction model that we use in our daily work to guide our clients.

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  • 1. BRAND INTERACTION MODEL HOW WE HELPED INTERPOLIS TRANSFORM
  • 2. BRAND INTERACTION MODEL Four different ways how brands can interact with their consumers
  • 3. It all starts with the ‘brand’ Your brand is a value proposition, not an advertising trick A strong brand gives direction to all the activities the organization wants to employ
  • 4. BRAND A brand was until now a carefully manipulated associative network *Giep Franzen
  • 5. BRAND The brand manager’s main goal was to claim a strong position in the brain
  • 6. Building brands in the offline era Brand management was being in control Repetitive power Buying attention The brand essence is key asset
  • 7. BRAND
  • 8. DialogueMonologue Proof Promise Temporary Continuous ✔ BRAND
  • 9. Building brands in a digital world Brand management is real time interaction and flexibility Continuous dialoque, open organisational culture Everything is digital Earning attention
  • 10. BRAND Brand managers are no longer in control
  • 11. BRAND A brand is build upon constant interaction with the target group, which results in impactful experiences
  • 12. BRAND This relationship starts with a remarkable identity at the core of a brand.
  • 13. Our Interpolis case explained by means of this Brand Interaction model
  • 14. The transformation of Interpolis LBi developed a brand strategy to help Interpolis stay ahead of its competition LBi helped to innovate the marketing strategy with digital at its core LBi came up with a new digital presence as proof of the new brand promise
  • 15. DialogueMonologue Proof Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service ✔ BRAND
  • 16. BE LIKABLE How brands become likeable to earn attention
  • 17. Metro: Dumb Ways To Die Branded content Emotional and/or informative Touching Something you want to share Platform independent
  • 18. The solution of Holland A co-creation platform; Everybody can share a solution on deoplossingvan.nl We ask customers what they think is the best solution for a certain risk Interpolis and the government support the best solution (5000 euro’s) Interpolis integrates new product or service ideas in their business This is a continuous platform: next year all Interpolis campaigns will focus on co-creation via ‘The solution of Holland’
  • 19. Interpolis Branded Content
  • 20. DialogueMonologue Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service BRAND Proof ✔
  • 21. BE USEFUL How brands create relevant services and experiences to add value to everyday life.
  • 22. UBER UBER: Everyones private driver Enhances ‘taxi-experience’
  • 23. Not like this… VS Not customer centric Not useful, relevant No social interaction Functional and relevant, adding value to everyday life by being customer centric, interactive and social
  • 24. Interpolis: 2200 solutions, 1 winner
  • 25. The Dutch government supports DOV Patrick’s solution against burglars won Interpolis invested 5.000 euro in his idea The Dutch government bought 5.000 parts as his first client A lot of free publicity and sympathy
  • 26. DialogueMonologue Proof Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service ✔ BRAND
  • 27. BE LOUD How brands buy attention.
  • 28. Interpolis. Glashelder. TV commercial
  • 29. DialogueMonologue Proof Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service ✔ BRAND
  • 30. BE NEW(S) Ideas worth advertising
  • 31. Join ‘De Oplossing Van Nederland’ Tag-on with call to action Next year we will communicate the solution of ‘Patrick’
  • 32. BRAND DialogueMonologue Proof Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service ✔
  • 33. BRAND A brand is a value propostion which gives direction to all its activities.
  • 34. BRAND Most important question: How does the brand add value to the lives of people?
  • 35. BRAND
  • 36. INTERPOLIS DUTCH INSURANCE
  • 37. The transformation of Interpolis Developing a brand strategy to help Interpolis stay ahead of its competition Innovating marketing with digital at its core A new digital presence as proof
  • 38. A new brand strategy
  • 39. A new health care proposition We developed a new health care proposition Which disrupted the Dutch insurance market With customer-centric thinking in its core Also a branded content strategy to engage people with the brand
  • 40. A new digital presence
  • 41. The solution of Holland A co-creation platform; continuous dialogue Customer centric experience: the customer decides what is the best solution for a certain risk Interpolis and the government support the best solution Interpolis integrates product of service suggestions in their business
  • 42. Redefining the customer journey