BRAND INTERACTION MODEL
HOW WE HELPED INTERPOLIS TRANSFORM
BRAND
INTERACTION
MODEL
Four different ways how
brands can interact with
their consumers
It all starts with the ‘brand’
Your brand is a value proposition, not an
advertising trick
A strong brand gives direction ...
BRAND
A brand was until now a carefully
manipulated associative network
*Giep Franzen
BRAND
The brand manager’s main goal was to
claim a strong position in the brain
Building brands in the offline era
Brand management was being in control
Repetitive power
Buying attention
The brand essen...
BRAND
DialogueMonologue
Proof
Promise
Temporary Continuous
✔
BRAND
Building brands in a digital world
Brand management is real time interaction
and flexibility
Continuous dialoque, open org...
BRAND
Brand managers are
no longer in control
BRAND
A brand is build upon constant
interaction with the target group, which
results in impactful experiences
BRAND
This relationship starts with a
remarkable identity at the core of a
brand.
Our Interpolis case explained by means of
this Brand Interaction model
The transformation of Interpolis
LBi developed a brand strategy to help
Interpolis stay ahead of its competition
LBi helpe...
DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be Loud
Pushing the brand
Be likable
Starting the conversation
Be...
BE LIKABLE
How brands become
likeable to earn attention
Metro: Dumb Ways To Die
Branded content
Emotional and/or informative
Touching
Something you want to share
Platform indepen...
The solution of Holland
A co-creation platform; Everybody can share a solution on
deoplossingvan.nl
We ask customers what ...
Interpolis Branded Content
DialogueMonologue
Promise
Temporary Continuous
NEW
Be Loud
Pushing the brand
Be likable
Starting the conversation
Be new
S...
BE USEFUL
How brands create relevant
services and experiences to
add value to everyday life.
UBER
UBER: Everyones private driver
Enhances ‘taxi-experience’
Not like this…
VS
Not customer centric
Not useful, relevant
No social interaction
Functional and relevant, adding
value to...
Interpolis: 2200 solutions, 1 winner
The Dutch government supports DOV
Patrick’s solution against burglars
won
Interpolis invested 5.000 euro in his
idea
The D...
DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be Loud
Pushing the brand
Be likable
Starting the conversation
Be...
BE LOUD
How brands buy attention.
Interpolis. Glashelder.
TV commercial
DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be Loud
Pushing the brand
Be likable
Starting the conversation
Be...
BE NEW(S)
Ideas worth advertising
Join ‘De Oplossing Van Nederland’
Tag-on with call to action
Next year we will communicate
the solution of ‘Patrick’
BRAND
DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be Loud
Pushing the brand
Be likable
Starting the conversat...
BRAND
A brand is a value propostion which
gives direction to all its activities.
BRAND
Most important question:
How does the brand add value to the
lives of people?
BRAND
INTERPOLIS
DUTCH INSURANCE
The transformation of Interpolis
Developing a brand strategy to help Interpolis
stay ahead of its competition
Innovating m...
A new brand strategy
A new health care proposition
We developed a new health care proposition
Which disrupted the Dutch insurance market
With c...
A new digital presence
The solution of Holland
A co-creation platform; continuous dialogue
Customer centric experience: the customer
decides what...
Redefining the customer journey
Brand Interaction Model (English version)
Brand Interaction Model (English version)
Brand Interaction Model (English version)
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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.

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Brand Interaction Model (English version)

  1. 1. BRAND INTERACTION MODEL HOW WE HELPED INTERPOLIS TRANSFORM
  2. 2. BRAND INTERACTION MODEL Four different ways how brands can interact with their consumers
  3. 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. 4. BRAND A brand was until now a carefully manipulated associative network *Giep Franzen
  5. 5. BRAND The brand manager’s main goal was to claim a strong position in the brain
  6. 6. Building brands in the offline era Brand management was being in control Repetitive power Buying attention The brand essence is key asset
  7. 7. BRAND
  8. 8. DialogueMonologue Proof Promise Temporary Continuous ✔ BRAND
  9. 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. 10. BRAND Brand managers are no longer in control
  11. 11. BRAND A brand is build upon constant interaction with the target group, which results in impactful experiences
  12. 12. BRAND This relationship starts with a remarkable identity at the core of a brand.
  13. 13. Our Interpolis case explained by means of this Brand Interaction model
  14. 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. 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. 16. BE LIKABLE How brands become likeable to earn attention
  17. 17. Metro: Dumb Ways To Die Branded content Emotional and/or informative Touching Something you want to share Platform independent
  18. 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. 19. Interpolis Branded Content
  20. 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. 21. BE USEFUL How brands create relevant services and experiences to add value to everyday life.
  22. 22. UBER UBER: Everyones private driver Enhances ‘taxi-experience’
  23. 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. 24. Interpolis: 2200 solutions, 1 winner
  25. 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. 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. 27. BE LOUD How brands buy attention.
  28. 28. Interpolis. Glashelder. TV commercial
  29. 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. 30. BE NEW(S) Ideas worth advertising
  31. 31. Join ‘De Oplossing Van Nederland’ Tag-on with call to action Next year we will communicate the solution of ‘Patrick’
  32. 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. 33. BRAND A brand is a value propostion which gives direction to all its activities.
  34. 34. BRAND Most important question: How does the brand add value to the lives of people?
  35. 35. BRAND
  36. 36. INTERPOLIS DUTCH INSURANCE
  37. 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. 38. A new brand strategy
  39. 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. 40. A new digital presence
  41. 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. 42. Redefining the customer journey
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