Brand programming (English) :: brand strategy, interactivity & media innovation

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Brand Programming is a new way of thinking to guide brand management in the digital age. The advertising working models of Dutch brand professor Giep Franzen, published in the late ‘90, inspired the …

Brand Programming is a new way of thinking to guide brand management in the digital age. The advertising working models of Dutch brand professor Giep Franzen, published in the late ‘90, inspired the starting point.

Our thinking offers strategic guidelines to steer brand management and describe the importance of relevance as answer to changing media behavior. Based on clear strategic goals, we introduce three new communication models. These models help brand owners with strategic media and means planning- and with measuring its effects.

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  • 1. BRAND STRATEGY INTERACTIVITY MEDIA-INNOVATION Jeroen de Bakker & Mary Hoogerbrugge
  • 2. WHAT IS BRAND PROGRAMMING?
  • 3. DIGITIZATION CHANGES MEDIA BEHAVIOR - FUNDAMENTALLY Increasing media fragmentation due to growing online media consumption Consumer becomes active communications recipient and initiator 24/7 access to information, social relations and purchases; brand behavior becomes less dependent on campaigns Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 3
  • 4. DECREASED EFFECTIVENESS OF PAID MEDIA Increasingly larger budgets required to maintain share of visibility Digital media used to optimize reach digital use to optimize reach effectiveness reach less effective reach time Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 4
  • 5. RELEVANCE BECOMES MORE IMPORTANT Relevance as answer to changing media behavior Starting point: optimize effect instead of reach Paid media + earned and owned media required to achieve goals effectiveness reach growing importance relevance less effective reach time Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 5
  • 6. DEFINITION EARNED EN OWNED MEDIA Earned media - Use of existing and own social infrastructure to expand conversations - Focus on content likeability to stimulate conversations Owned media - Use of own 24/7 access platform; a self developed ecosystem based on existing and/or own social infrastructure - Focus on creating and controlling content within audience’s shared contexts and fields of interest Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 6
  • 7. BRAND PROGRAMMING STARTING POINTS Introduce new grammar - New models and definitions required to gain insights into effects Vision of the optimal relationship between use of paid, earned and owned media - How can they mutually benefit effect optimization? Contribute to development of argumentation - Effectiveness of online branding not yet proven and recognized Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 7
  • 8. BRAND PROGRAMMING MODELS
  • 9. COMMUNICATION MODELS Traditional effectiveness models: - Reveal diverse ways to realize impact and differentiation - Based on an original promise (message) - Developed for paid media The new communications models: - Expand the scope to build brand sympathy & relations tapping into shared contexts and fields of interest - Based on a promise made and experienced - Involving the potential of earned and owned media Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 9
  • 10. Premise: Attention is a prerequisite for brand awareness and message transfer Paid media Attention and brand and message recognition are achieved with reach, frequency and impact Brand attention Online used to optimize reach Creating impact Multimedia: online as an extension of the concept (TV) Cross media: online used for its own Short term qualities rational effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 11
  • 11. EXAMPLES PAID MEDIA Apple ‘Get a Mac’- tv and online campaign (http://www.apple.com/getamac/ads/ & http://www.youtube.com/watch?v=iiJVThpIgJo) Nespresso - tv and online campaign (http://www.youtube.com/watch?v=23j1B4-lroM & http://www.nespresso-whatelse.com/) Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 12
  • 12. Premise: Appealing communications or events lead to positive word-of-mouth and brand sympathy Earned media Stickiness is a prerequisite to surround brand with energy and stimulate conversations Brand sympathy Earned media is the result of the viral power of communications or events Sparking conversations Campaigns with Internet and mobile further expand conversations Short term emotional effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 14
  • 13. EXAMPLES EARNED MEDIA Philips_vs - Twitter campaign (http://www.youtube.com/watch?v=7fVG3tmnm2Y) KitKat - H&M spoof (http://www.youtube.com/watch?v=UhodCxOTuyk) Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 15
  • 14. Premise: Building and strengthening relationships is the ultimate goal Relationships begin with mutual interests Owned media and consumer relevance. Focusing on the context choice and the value offer. Brand Owned media is the result of the development of a 24/7-access platform engagement With Internet and mobile, the brand becomes part of own social environment Building platforms and meets context-specific needs and fields of interest Long term emotional effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 17
  • 15. EXAMPLES OWNED MEDIA EMBED THE WIDGET ON YOUR OWN SITE Amstel Teamlink - brand utility (http://www.teamlink.nl) Nike Plus - brand platform (http://nikerunning.nike.com/nikeos/p/nikeplus/en_EMEA/) Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 18
  • 16. BRAND PROGRAMMING MODELS Paid media Earned media Owned media Brand attention Brand sympathy Brand engagement Creating Sparking Building impact conversations platforms Short term Short term Long term rational effects emotional effects emotional effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 19
  • 17. EFFECTIVENESS
  • 18. ESTABISHING EFFECTIVENESS Awareness model - KPIs: TOMA and message transfer - Tracking research as methodology Likeability model - KPIs: network effect (B->C as well as C->C) and brand sympathy - Net Promoter Score as indicator Relation model - KPIs: engagement and brand relationship - Continuous qualitative brand research Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 21
  • 19. CONCLUSIONS
  • 20. WHY BRAND PROGRAMMING? There is a need for new ways of thinking to guide brand management in the digital age The fundamental shift in media consumption behavior is forcing brand owners to rethink the role of their brand in people’s lives And to make strategic choices about the use of the likeability and relation model alongside the awareness model Brand Programming outlines these new communications models, offers starting points for use of media and means – and for measuring its effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 23
  • 21. INFO@BRANDPROGRAMMING.NL Jeroen de Bakker is a media entrepreneur and co-founder of Lab1111 and BrandWebbing. Mary Hoogerbrugge is an brand-driven strategist and board member of SWOCC, University of Amsterdam. Together as Brand Programming, they work as consultants to brand advertisers in the field of brand strategy, interactivity and media innovation Updates & meer informatie: http://www.brandprogramming.nl & http://twitter.com/brandprogramm 2010 The Netherlands - Jeroen de Bakker & Mary Hoogerbrugge No part of this publication may be reproduced without the written permission of the authors Illustrations by Pieter Frank de Jong (pieterfrank.com) 24