The Molecular Brand

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

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

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

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

IN THIS RELATIVELY NEW COMMUNICATION ECOSYSTEM BRANDS GET MORE AND MORE IN A DILEMMA WWW.FLICKR.COM/PHOTOS/SIS/2635898654

WWW.FLICKR.COM/PHOTOS/EARTHWATCHER/2299142823 ON THE ONE HAND BRANDS NEED CONSISTENCY BECAUSE THEY HAVE TO GIVE ORIENTATION

ON THE OTHER HAND, THEY NEED CONSTANT RENEWAL AND EXCHANGE TO FURTHER GROW WWW.FLICKR.COM/PHOTOS/26594226@N04/3564343130

THE PROBLEM: DYNAMIC BRAND ENVIRONMENT BRAND MODEL STATIC BRAND IDENTITY VS. PERPETUAL BETA WWW.FLICKR.COM/PHOTOS/SIONFULLANA/3901732211

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

WWW.FLICKR. COM/PHOTOS/ IMHARA BRANDS NEED MANY FACE(T)S TO CONNECT WITH THEIR AUDIENCES.

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

THIS REQUIRES A NEW BRAND MODEL.

WWW.FLICKR.COM/PHOTOS/DAVIDERWIN/557833404 ONE THAT OPENS THE BRAND TO ITS DIFFERENT STAKEHOLDERS.

ONE THAT ALLOWS SPACE FOR CO-CREATION AND PERSONAL INTERPRETATION. WWW.FLICKR.COM/PHOTOS/DESIGNTOFORGET/1248803437

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.

A BRAND MODEL THAT PUTS THE BRAND‘S PROGRESSION AND TRANSFORMATION IN THE CENTER OF THE CONCEPT. HTTP://WWW.FLICKR.COM/PHOTOS/DESIGNTOFORGET/2206316262

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.

THE MOLECULAR BRAND WWW.FLICKR.COM/PHOTOS/FATBOYKE/2617432325

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

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

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

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

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

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

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

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

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

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

HOW COULD SUCH A BRAND MODEL LOOK LIKE?

MOLECULAR BRANDS ARE BASED ON A CONSTANT CORE WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

AROUND THEIR CORE, THEY HAVE A VARIABLE COATING WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

TO CONNECT WITH THEIR FANS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

AND WITH THEIR CRITICS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

WITH THE MEDIA. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

AND WITH THE MEDIA 2.0. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

WITH THE EARLY ADOPTERS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

AND WITH THE LAGGARDS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

WITH THE CUSTOMERS. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

AND WITH THE STAFF. WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

THIS MEANS: WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

THIS MEANS: CORE WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

THIS MEANS: CORE + AUDIENCE WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

THIS MEANS: CORE + AUDIENCE + CONNECTORS WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

THIS MEANS: CORE + AUDIENCE + CONNECTORS = BRAND WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

... IN EVER CHANGING CONSTELLATIONS, PRODUCING INFINITE FRACTAL BRAND MOLECULES... WWW.FLICKR.COM/PHOTOS/MAARTJEVL/3191928900

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

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The Molecular Brand

by Torsten Henning Hensel

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