True Brand Culture
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Presentatie 'Brand Culture' door true.agency / Evert-Jan De Kort
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True Brand Culture
- 3. WWW
- 14. Communicatie is meer dan ooit meer dan reclame
- 15. Say sorry
- 19. Red Bull Brand & Consumer
- 20. (Brand) Culture is people People is relationships Relationships are dialogues
- 23. true.philosophy bedrijfspresentatie 23
- 24. THE LISTENER THE ANALYST THE CREATIVE THE MARKETEER Echt samenwerking model
- 25. Business als mens en met mensen?
Editor's Notes
- Sound of modem
- http://www.youtube.com/watch?v=GSRG0TqxLWc&feature=related
- Sound of modem
- ConnectiesDelenMijn twee nichtjes op de ipad die mode bekijken
- Mensen en consumenten, Merkenkijkennaarelkaar, naar de competitie, maar kijkenzeooknaar de mensenwaartussenzeleven? Is dateigenlijkookwelnodig.?
- Bernbach discovered that if you took a good product and peppered the magazines, the newspapers, and the three television networks with unprecedented ads telling a story in a smart, sassy, and bluntly-honest voice (“Lemon,” “Think Small,” etc.), you would sell product. His insight was that people would be wooed by ads which spoke to them in ways they always wanted tobe spoken to—intelligently. He believed people would conclude that Volkswagen as a company was likeable. He was right. And many Volkswagens were sold.Bernbach’s genius was the realization that people didn’t just want product features shouted at them. They wanted the product story told in a compelling and satisfying way.
- People distrusted what advertising said to them. Het wasnietmeergeloofwaardigMost ads were lame, boring, and unbelievable.The second Creative Revolution turned advertisinginto a series of engaging and entertaining events that didn’t overtly speak about the product or service, but instead gave consumers an experience they loved. This experience was what separated one competing brand from another.Quote Jaffe“if an img says more than 1000 words, how much more does an experience?”
- Now, whether the play being shown had anything todo with the company who owned the theatre was sometimes beside the point. In the worst cases itwas like bad vaudeville desperately trying to find an act people liked.creating an external brand image that delivered a monologue to its consumers, counting on memorability, awareness, and affection to drive sales.
- Belief, passion, commitment, identification. People want to belong to something bigger than themselves. People want to stand for something that matters. People want to champion good over evil. People want to do the right thing. Ook ref naar digital congrestijdeinsites, over prof economie
- Belief, passion, commitment, identification. People want to belong to something bigger than themselves. People want to stand for something that matters. People want to champion good over evil. People want to do the right thing.
- hen Ford Motor Company was spending billions of dollars to promote "Quality as Job #1," we recommended that they would be better served by putting those billions into building better quality cars. Ford made that change, and today is a far better company with a brighter future. Moreover, their advertising will be more effective.Understanding one's brand in relation to its business and culture is critical for allocating budgets properly. More importantly, it should be a way of life for the management of any corporation. http://www.talentzoo.com/news/How-BP-s-Beyond-Petroleum-Branding-Strategy-Became-an-Epic-Failure/7587.html
- Product & Executievs. Brand StrategyInsitesmbt JimHet merkbiedtkwaliteitHet merk is geloofwaardig in wat het zegtBPcatastrofezie quote, Quote over Ford in datartikelCoke Case Mentos – not in strategy?Johson & Johnson credoMokafina
- Red Bull
- ONE brand/ one product – many stories
- CCE Center, Wilrijk
- Sound of modem