Brand Activation Strategy - BottomUp InsideOut

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Brand Activation Strategy

Brand Activation Strategy

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  • Very relevant ,Getvertising!! pretty cool concept.
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  • Relevante
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  • love the getvertising concept . . while it leads in beautifully to open up the minds of traditional marketeers . . the logical next step would be getting the different specialists to play relevant roles in a content ecosystem that brands will facilitate / guide / enable . .
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  • Getvertising!
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  • please could u send me the ppt on utkdak@gmail.com
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  • 1. Brand Ac)va)on Strategy*  *Maurice Maas  Amsterdam, 2009  maurice@frenzyme.com
  • 2. Ideas that spread, win  Can you get your idea to spread, or not?  Seth Godin, Malcolm Gladwell, 2000  maurice@frenzyme.com
  • 3. “The world evolves around me”  Growing up in the digital age  maurice@frenzyme.com
  • 4.    > Choice   < Time  Endless choice of the same quality brands  within every single marketplace   maurice@frenzyme.com
  • 5. When too many choices   and too li-le .me,   the obvious thing to do   is to ignore stuff...  maurice@frenzyme.com
  • 6. Unless... it’s remarkable  Stuff worth making a remark about  = conversaQon value  maurice@frenzyme.com
  • 7. TV adverQsing is about   average products for average people  hard to be remarkable,  easy to ignore  maurice@frenzyme.com
  • 8. The internet is a network of   people who seek, snack and share  stuff of mutual interest and benefit  ‘Web 2.0’  maurice@frenzyme.com
  • 9. Focus on people who are listening   and maybe they tell their friends  people who care, seek, listen, share   = ‘tribe’  maurice@frenzyme.com
  • 10. “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
  • 11. Meaningful (inter)acQon  is the key experience  Essence of brand acQvaQon  maurice@frenzyme.com
  • 12. Through meaningful (inter)acQon  people invite brands into their daily lives  Pull, not push  maurice@frenzyme.com
  • 13. Meaningful (inter)acQon   that leads to conversaQon value   and brand advocacy  Ge`ng the idea to spread  maurice@frenzyme.com
  • 14. How to create relevant meaning   as driver for (inter)acQon   and conversaQon?  ‘ConversaQonal Capital’  maurice@frenzyme.com
  • 15. 1.  Care about consumers as human  beings and ciQzens, who probably  don’t care about your brand  maurice@frenzyme.com
  • 16. So...   please explain again  maurice@frenzyme.com
  • 17. 2.  Who are [you]?  What do [you] do?  Why does it maeer?  Do you pracQce what [you] preach?  AuthenQcity  maurice@frenzyme.com
  • 18. SQll...  Your brand is not what you say it is,   it is what people say it is  Or rather: what they feel it is  maurice@frenzyme.com
  • 19. 3.  Connect the brand essence   or brand proposiQon   with latent consumer concern  ‘Connected brands/products’  maurice@frenzyme.com
  • 20. The movement towards brands  addressing social and environmental  concern is gathering momentum.  Consumer concern becomes  consumer demand.  maurice@frenzyme.com
  • 21. 4.   Create getverQsing  maurice@frenzyme.com
  • 22. 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  maurice@frenzyme.com
  • 23. AdverQsing  Theme  Storytelling  Media  Sender  maurice@frenzyme.com
  • 24. GetverQsing  Playground  Experience  Provider  Facilitator  maurice@frenzyme.com
  • 25. Playground   Why would I enter and play or  interact with [you]?  Latent consumer concern   as highly involved common ground  maurice@frenzyme.com
  • 26. Experience  What is in it for me?  Salience and meaning:  worth to share and talk about?   maurice@frenzyme.com
  • 27. Provider  Who is the advocate?  Peer‐to‐peer impact:  shared by someone I respect, trust  maurice@frenzyme.com
  • 28. Facilitator  Powered by [You]  Brand as relevant and memorable  facilitator of the experience  maurice@frenzyme.com
  • 29. 3.   Amplify with adverQsing  maurice@frenzyme.com
  • 30. Integrated  Theme  Playground  Storytelling  Experience  Media  Provider  Sender  Facilitator  maurice@frenzyme.com
  • 31. 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  maurice@frenzyme.com
  • 32. 4.  Frenzy mode  Highly contagious idea  maurice@frenzyme.com
  • 33. “It’s design – not strategy –   that sparks consumer passion”  Marty Neumeier  maurice@frenzyme.com
  • 34. Ideas that spread, win  maurice@frenzyme.com
  • 35. Maurice Maas   maurice@frenzyme.com  +31646443818