The Molecular Brand
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The Molecular Brand

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Static brand models for highly dynamic brand environments? Outdated! We have developed a brand model for the age of conversations.

Static brand models for highly dynamic brand environments? Outdated! We have developed a brand model for the age of conversations.

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  • Good
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  • In a nutshell (OK, at least what I take from this), 'design your communication to sound like what your target audience (consumer) wants to hear, and have multiple messages for multiple audiences'. Don't know if that's a novel concept (not disagreeing with what it asserts), but the packaging is new. Might want to fix slide 23 and flip that stock image around before too many clients see it.
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  • Good presentation on branding that makes the right argument on brand building and the role of Social Media today.
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  • Thanks for sharing your concepts and models. Everything points into the right direction. What would convince me entirely is an overview or case studies which would depict or explain the methods how this models can be translated from the meta level (the level on which a system describes itself, see also meta information/data) to a level that is perceptible by the senses, which is what makes brands and experiences relevant to users or consumers on an emotional and cognitive level. What would be the methods or mechansims to uncover the relevant attributes and how can they experienced in an authentic and credible way by consumers?
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  • brand system perspective
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  • 1. TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ INTERPLAY WWW.NOUVE.EU WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY WWW.FACEBOOK.COM/NOUVE.INTERPLAY NOUVENEXT.TUMBLR.COM NOUVENET.MIXXT.ORG THE MOLECULAR BRAND A BRAND MODEL FOR THE AGE OF CONVERSATION BERLIN // DECEMBER 2009 WWW.FLICKR.COM/PHOTOS/PSYCHOMANTIUM/2920156622
  • 2. WELCOME TO THE AGE OF CONVERSATION! SOCIAL MEDIA HAS GIVEN PEOPLE A VOICE – TO TALK ABOUT THEIR PASSIONS AND EVERYTHING THAT INTERESTS AND DRIVES THEM. IT‘S A VOICE TO BE HEARD NOT ONLY BY OTHER PEOPLE BUT BY MARKETERS AS WELL. BECAUSE IT‘S A STRONG VOICE. A VOICE THAT CAN EVEN AFFECT THE FATE OF THEIR BRANDS... HTTP://FARM2.STATIC.FLICKR.COM/1189/3164963887_4CA73A3F36_O.JPG
  • 3. IN WEB 2.0, IT‘S MORE AND MORE THE PEOPLE, THE CONSUMERS, THE BRAND'S FRIENDS AND FANS, WHO PILOT THE BRAND'S SUCCESS BY THE EXPERIENCES THEY SHARE AND THE STORIES THEY TELL ABOUT IT. HTTP://WWW.FLICKR.COM/PHOTOS/URBANWINDOW/3292441098
  • 4. TODAY, BRANDS ARE LESS ABOUT CORPORATE VOICE AND MORE ABOUT CUSTOMERS MAKING BRAND MUSIC WITH THEIR OWN VOICES. BRANDS ARE REMIX, RECHARGE, RENEW. WWW.DIEMAGAZIN.CH/BILDER/MIXTAPE.GIF TENAYAGROUP.COM/BRANDBARRIER.HTM
  • 5. IN THIS RELATIVELY NEW COMMUNICATION ECOSYSTEM BRANDS GET MORE AND MORE IN A DILEMMA WWW.FLICKR.COM/PHOTOS/SIS/2635898654
  • 6. WWW.FLICKR.COM/PHOTOS/EARTHWATCHER/2299142823 ON THE ONE HAND BRANDS NEED CONSISTENCY BECAUSE THEY HAVE TO GIVE ORIENTATION
  • 7. ON THE OTHER HAND, THEY NEED CONSTANT RENEWAL AND EXCHANGE TO FURTHER GROW WWW.FLICKR.COM/PHOTOS/26594226@N04/3564343130
  • 8. THE PROBLEM: DYNAMIC BRAND ENVIRONMENT BRAND MODEL STATIC BRAND IDENTITY VS. PERPETUAL BETA WWW.FLICKR.COM/PHOTOS/SIONFULLANA/3901732211
  • 9. BUT: BRAND IDENTITY MEANS THAT BRANDS HAVE AN IDENTITY, NOT THAT THEY NEED TO BE IDENTICAL ALL THE TIME, TO EVERY CUSTOMER, EVERY DAY. IDENTITY = IDENTICAL WWW.FLICKR.COM/PHOTOS/PAULHOLLINGWORTH/121289687
  • 10. WWW.FLICKR. COM/PHOTOS/ IMHARA BRANDS NEED MANY FACE(T)S TO CONNECT WITH THEIR AUDIENCES.
  • 11. YOU COULD THINK BRANDS LIKE A CLOSET THAT CONTAINS A DRESS FOR EACH OCCASION, BUT WHO WEARS IT IS ALWAYS THE SAME. WWW.FLICKR.COM/PHOTOS/MEL829/2601963977
  • 12. THIS REQUIRES A NEW BRAND MODEL.
  • 13. WWW.FLICKR.COM/PHOTOS/DAVIDERWIN/557833404 ONE THAT OPENS THE BRAND TO ITS DIFFERENT STAKEHOLDERS.
  • 14. ONE THAT ALLOWS SPACE FOR CO-CREATION AND PERSONAL INTERPRETATION. WWW.FLICKR.COM/PHOTOS/DESIGNTOFORGET/1248803437
  • 15. WWW.FLICKR.COM/PHOTOS/DESIGNTOFORGET/1074218908 ONE THAT INTEGRATES THE CONTEXT OF THE BRAND, ITS COMMUNICATION AND MEDIA ENVIRONMENT, THE TRENDS AND PREFERENCES OF THE CONSUMERS THAT IT ADDRESSES.
  • 16. A BRAND MODEL THAT PUTS THE BRAND‘S PROGRESSION AND TRANSFORMATION IN THE CENTER OF THE CONCEPT. HTTP://WWW.FLICKR.COM/PHOTOS/DESIGNTOFORGET/2206316262
  • 17. A STATIC BRAND MODEL IS NOT ABLE TO FULFILL ALL THESE (CONTINUOUSLY ADVANCING) DEMANDS. THEREFORE, THE BRAND MODEL FOR THE AGE OF CONVERSATION NEEDS TO BE FLEXIBLE AND ABLE TO ADAPT THE VARIOUS CONTEXTS AND LEVELS THAT BRANDS ARE FACING IN THEIR EVERYDAY LIFE.
  • 18. THE MOLECULAR BRAND WWW.FLICKR.COM/PHOTOS/FATBOYKE/2617432325
  • 19. Oscillation is the repetitive variation, typically in time, of some measure about a central value (often a point of equilibrium) or between two or more different states. Familiar examples include a swinging pendulum and AC power. The term vibration is sometimes used more narrowly to mean a mechanical oscillation but sometimes is used to be synonymous with "oscillation." Oscillations occur not only in physical systems but also in MOLECULAR biological systems and in human society. BRANDS ARE OSCILLATING AROUND THEIR CORE WWW.CLEARSPACESTUDIO.COM/IMAGES/OSCILLATION.JPG
  • 20. MOLECULAR BRANDS ARE OSCILLATING BETWEEN THE SELF AND THE OTHER THE ORDERING POWER OF COMPLEX SYSTEMS REFERS LESS TO A STATIC IDENTITY, THAN IT STRUCTURES A PROCESSUAL CHANGE THAT HAS ITS OWN LOGIC OF DEVELOPMENT. THE PRODUCTIVITY OF THIS STRUCTURE OF ORDER IS THUS BASED IN THE REGULATION OF PROCESSES OF AN INTERIORIZATION OF THE OUTSIDE AND OF AN EXTERIORIZATION OF THE INSIDE. THE RELATIONSHIP BETWEEN INTERIOR AND EXTERIOR IS CHARACTERIZED BY AN INTERPLAY OF THE APPROPRIATION OF THE FOREIGN AND OF STRUCTURAL SELF-CHANGE. THE IDENTITY OF SUCH AN ORDER CAN THUS BE UNDERSTOOD AS A SELF-REGULATING GROWTH PROCESS DRIVEN FORWARD BY A CONSTANT "OSCILLATION" BETWEEN POSITIONS OF SELFNESS AND FOREIGNNESS, OF "ASSIMILATION AND ACCOMMODATION". ORTFRIED SCHAEFFTER
  • 21. WWW.FLICKR.COM/PHOTOS/ST-STEV/88271993 MOLECULAR BRANDS USE MULTIPLE CONNECTORS TO ATTRACT PEOPLE BRANDS THAT REALLY WANT TO CONNECT WITH CUSTOMERS ON A DEEP AND MEANINGFUL LEVEL WILL HAVE TO IDENTIFY COMMON GROUND AND AREAS OF SIMILARITY AND SYNERGY WITH THESE CUSTOMERS. THIS HAS TO BE GENUINE AND BASED ON THE REAL VALUES AND VISION OF THE BRAND. EFFORTS TO ATTRACT MORE PEOPLE AND MORE CUSTOMERS ARE BETTER ACCEPTED WHEN ALIGNED WITH THE BRAND SPIRIT AND DONE IN HARMONY WITH ITS CORE IDENTITY AND MAIN OFFERING. COMMON GROUNDS WILL BE THE SOIL WHERE POSITIVE RELATIONSHIPS BETWEEN BRANDS AND CONSUMERS WILL GROW AND PROSPER. JEAN-CLAUDE SAADE
  • 22. SEVEN CONNECTORS SHARED VALUES PEACE, EQUALITY, LIBERTY… WWW.FLICKR.COM/PHOTOS /HAMED/3636927440 VALUES ARE ONE OF THE STRONGEST BONDING FACTORS FOR PEOPLE IN GENERAL AND BETWEEN PEOPLE AND BRANDS. PEOPLE WHO SHARE AND CHERISH THE SAME VALUES TEND TO COME TOGETHER AND STAY UNITED IN THE NAME OF THESE VALUES. WWW.BRANDCHANNEL.COM/PAPERS_REVIEW.ASP?SP_ID=1290
  • 23. SEVEN CONNECTORS SHARED ROOTS RELIGION, ETHNICITY, LANGUAGE, CULTURE, WWW.FLICK R.COM/PHO TOS/ORIAN OMADA/260 CITIZENSHIP, EDUCATION, PROFESSION, GEOGRAPHY… 8735394 THE SECRET ABOUT "SHARED ROOTS" IS THEIR ABILITY TO BYPASS THE LENGTHY PROCESS OF BUILDING FAMILIARITY. PEOPLE CONNECT MORE NATURALLY WITH BRANDS THAT SHARE THE SAME CULTURE, GEOGRAPHY, RELIGION OR BACKGROUND. THEY WILL NATURALLY FEEL ATTRACTED AND SUBSEQUENTLY DISCOVER THAT THEY HAVE MANY THINGS IN COMMON, EVEN BEFORE STARTING THE RELATIONSHIP. WWW.BRANDCHANNEL.COM/PAPERS_REVIEW.ASP?SP_ID=1290
  • 24. SEVEN CONNECTORS SHARED FIGHTS POLITICS, ENVIRONMENT, WILDLIFE… WWW.FLICKR.COM /PHOTOS/DIGITALT OOL/2989480060 SHARED FIGHTS AND CAUSES RALLY PEOPLE AND CONNECT THEM WITH ORGANIZATIONS, BRANDS AND BUSINESSES THAT SUPPORT THESE SAME FIGHT AND CAUSE. PEOPLE WHO ARE FIGHTING FOR THE PRESERVATION OF A BALANCED AND SUSTAINABLE ENVIRONMENT OR THE PRESERVATION OF WILDLIFE AND ENDANGERED SPECIES WILL CONNECT WITH BRANDS WHO ARE SHARING THIS SAME FIGHT LIKE GREENPEACE AND THE WWE. THEY WILL ALSO CONNECT WITH AND SUPPORT BUSINESSES AND BRANDS THAT ARE TAKING GENUINE AND TANGIBLE MEASURES TO PRESERVE THE ENVIRONMENT OR TO REDUCE CO2 EMISSIONS. WWW.BRANDCHANNEL.COM/PAPERS_REVIEW.ASP?SP_ID=1290
  • 25. SEVEN CONNECTORS SHARED INTERESTS & BENEFITS WEALTH, POWER, INFORMATION, NOTORIETY… WWW.FLICKR.COM/PHOTOS /NINA_PETITE/1041803291 SPECIAL INTERESTS AND BENEFITS CAN LEAD PEOPLE TO FORM GROUPS OR INTERNET-BASED COMMUNITIES FOR SHARING IDEAS, KNOWLEDGE AND EXPERIENCES IN CERTAIN FIELDS. THESE GROUPS OFFER OPPORTUNITIES TO INTERACT WITH PEERS FOR SHARING, NETWORKING, AND LOBBYING. BRANDS WHO SHARE THE SAME INTERESTS OR WHO CAN HELP IN REALIZING THE INTERESTS AND BENEFITS OF THESE GROUPS CAN ESTABLISH A SOLID AND CONTINUOUS CONNECTION WITH THEM. WWW.BRANDCHANNEL.COM/PAPERS_REVIEW.ASP?SP_ID=1290
  • 26. SEVEN CONNECTORS SHARED LIFESTYLE FASHION, HOUSING, RESTAURANTS, VACATIONS… WWW.FLICKR.COM/PHOTOS/MANG ANITE/1950620292 SIMILAR LIFESTYLE PATTERNS CREATE NATURAL SYNERGIES BETWEEN PEOPLE AND BETWEEN PEOPLE AND BRANDS. ARMANI, HARLEY-DAVIDSON, STARBUCKS, NIKE, BOSS, ADIDAS, AND MANY OTHER LIFESTYLE BRANDS HAVE EARNED THE STATUS OF A "LIFESTYLE SYMBOL", WHICH GOES FAR BEYOND THE FUNCTIONALITY AND THE DELIVERY OF THE PRODUCT OR SERVICE THEY ARE SELLING. PEOPLE HAVE ALWAYS USED THEIR RELATIONSHIP WITH ICONIC BRANDS TO PROJECT CERTAIN LIFESTYLE MESSAGES TO THE OUTSIDE WORLD. WWW.BRANDCHANNEL.COM/PAPERS_REVIEW.ASP?SP_ID=1290
  • 27. SEVEN CONNECTORS SHARED HOBBIES SPORTS, ARTS, GAMING, COLLECTING, TRAVELING… WWW.FLICKR.COM /PHOTOS/553695 84@N00/33737634 1 SHARED HOBBIES OF DIFFERENT NATURES CAN ALSO BRING PEOPLE CLOSER AND CONNECT THEM TO BRANDS THAT SHOW INTEREST IN THESE HOBBIES. BRANDS LIKE QUIKSILVER AND BILLABONG HAVE BEEN INVENTED FROM WITHIN THE HOBBY OF WAVE SURFING. THE ESSENCE OF THESE BRANDS IS STILL ANCHORED IN THE SURFING CULTURE AND THEIR KEY REASON-TO- BE IS SERVING THE SURFING COMMUNITY. REGARDLESS IF THESE BRANDS HAVE BECOME OVEREXTENDED NOWADAYS, ACTUAL AND ASPIRING SURFERS WILL CONTINUE TO CONNECT STRONGLY WITH THEM FUELED BY THE APPEAL OF SURFING AS A WAY OF LIFE. WWW.BRANDCHANNEL.COM/PAPERS_REVIEW.ASP?SP_ID=1290
  • 28. SEVEN CONNECTORS SHARED PREFERENCES WWW.FLICKR.C OM/PHOTOS/27 FOOD, DRINKS, CARS, MUSIC, CLOTHING… 286104@N07/3 293284545 PEOPLE WHO SHARE THE SAME PREFERENCES WILL NATURALLY MANIFEST ELEMENTS OF SYNERGY AND SYMPATHY. THOSE WHO LIKE ITALIAN FOOD, SWISS CHOCOLATE, OR A NEW MINI WOULD FIND A COMMON GROUND FOR BONDING AND DIALOGUE. SHARED PREFERENCES CAN ALSO FAVOR THE FORMATION OF CERTAIN CONSUMER GROUPS WHO CAN FAVOR CERTAIN BRANDS OR MODELS AND PROMOTE THEM DIRECTLY OR INDIRECTLY. WWW.BRANDCHANNEL.COM/PAPERS_REVIEW.ASP?SP_ID=1290
  • 29. HOW COULD SUCH A BRAND MODEL LOOK LIKE?
  • 30. MOLECULAR BRANDS ARE BASED ON A CONSTANT CORE WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 31. AROUND THEIR CORE, THEY HAVE A VARIABLE COATING WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 32. TO CONNECT WITH THEIR FANS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 33. AND WITH THEIR CRITICS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 34. WITH THE MEDIA. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 35. AND WITH THE MEDIA 2.0. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 36. WITH THE EARLY ADOPTERS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 37. AND WITH THE LAGGARDS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 38. WITH THE CUSTOMERS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 39. AND WITH THE STAFF. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 40. THIS MEANS: WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 41. THIS MEANS: CORE WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 42. THIS MEANS: CORE + AUDIENCE WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 43. THIS MEANS: CORE + AUDIENCE + CONNECTORS WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 44. THIS MEANS: CORE + AUDIENCE + CONNECTORS = BRAND WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 45. ... IN EVER CHANGING CONSTELLATIONS, PRODUCING INFINITE FRACTAL BRAND MOLECULES... WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900
  • 46. THANK YOU! Want to know more? Get in contact: torsten.hensel@nouve-interplay.com Copyright © nouvé All cognitions, documents and methods presented by nouvé in the foregoing concept will remain the agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs, timetables, plannings, fotos, moving pictures and sound materials as well as other stored media associated with this concept is restricted to the realisation in conjunction with nouvé. All realisation and utilsation is only allowed on the basis of a contract and its fulfilling with the originators / rights owners. Rights of use will only be granted on the basis of this contract that will also regulate their extent regarding time, space, content, intention and manner of use. All realisation and utilisation (in whole or parts) deviant from this regulations as well as a propagation to third parties are a violation of copyright with all its legal consequences. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900