Brand Ac)va)on Strategy*
*Maurice Maas
Amsterdam, 2009
maurice@frenzyme.com

Ideas that spread, win
Can you get your idea to spread, or not?
Seth Godin, Malcolm Gladwell, 2000
maurice@frenzyme.com

“The world evolves around me”
Growing up in the digital age
maurice@frenzyme.com

> Choice
< Time
Endless choice of the same quality brands
within every single marketplace
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When too many choices
and too li-le .me,
the obvious thing to do
is to ignore stuff...
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Unless... it’s remarkable
Stuff worth making a remark about
= conversaQon value
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TV adverQsing is about
average products for average people
hard to be remarkable,
easy to ignore
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The internet is a network of
people who seek, snack and share
stuff of mutual interest and benefit
‘Web 2.0’
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Focus on people who are listening
and maybe they tell their friends
people who care, seek, listen, share
= ‘tribe’
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“Nearly all successful web based concepts
are about communicaQon among people.
Lemz opQmizes this core insight in all
acQvaQon concepts and posiQons brands
not as dominators but social facilitators.”
Dutch SpinAwards jury
‘InteracQve Agency of 2007’
maurice@frenzyme.com

Meaningful (inter)acQon
is the key experience
Essence of brand acQvaQon
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Through meaningful (inter)acQon
people invite brands into their daily lives
Pull, not push
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Meaningful (inter)acQon
that leads to conversaQon value
and brand advocacy
Ge`ng the idea to spread
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How to create relevant meaning
as driver for (inter)acQon
and conversaQon?
‘ConversaQonal Capital’
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1.
Care about consumers as human
beings and ciQzens, who probably
don’t care about your brand
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So...
please explain again
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2.
Who are [you]?
What do [you] do?
Why does it maeer?
Do you pracQce what [you] preach?
AuthenQcity
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SQll...
Your brand is not what you say it is,
it is what people say it is
Or rather: what they feel it is
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3.
Connect the brand essence
or brand proposiQon
with latent consumer concern
‘Connected brands/products’
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The movement towards brands
addressing social and environmental
concern is gathering momentum.
Consumer concern becomes
consumer demand.
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4.
Create getverQsing
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AdverQsing GetverQsing
Push Pull
Invite
Interrupt
Internal pacing
External pacing
Lean forward
Lean backward
AcQve
Passive
2way
Oneway
Boeom‐up
Top‐down
Consumer centric
Brand centric
TV Internet
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AdverQsing
Theme
Storytelling
Media
Sender
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GetverQsing
Playground
Experience
Provider
Facilitator
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Playground
Why would I enter and play or
interact with [you]?
Latent consumer concern
as highly involved common ground
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Experience
What is in it for me?
Salience and meaning:
worth to share and talk about?
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Provider
Who is the advocate?
Peer‐to‐peer impact:
shared by someone I respect, trust
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Facilitator
Powered by [You]
Brand as relevant and memorable
facilitator of the experience
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3.
Amplify with adverQsing
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Integrated
Theme
Playground
Storytelling
Experience
Media
Provider
Sender
Facilitator
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Theme Theme Theme
Playground Playground Playground
Storytelling Storytelling Storytelling
Experience Experience Experience
Media Media Media
Provider Provider Provider
Sender Sender Sender
Facilitator Facilitator Facilitator
1 2 3
Planorm
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4.
Frenzy mode
Highly contagious idea
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“It’s design – not strategy –
that sparks consumer passion”
Marty Neumeier
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Ideas that spread, win
maurice@frenzyme.com

Maurice Maas
maurice@frenzyme.com
+31646443818