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The Molecular Brand

by Head of Transformation at GREENKERN (Berlin | Beijing) on Dec 09, 2009

  • 26,725 views

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 Outdated!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 Outdated!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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  • AndresLb Andres Lb, Reparar disco duro at Textbroker España Good 1 year ago
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  • Onemoretree Onemoretree 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. 2 years ago
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  • dianhasan Dian Hasan, Brand Story Teller at Mindcode (www.mindcode.com) Good presentation on branding that makes the right argument on brand building and the role of Social Media today. 2 years ago
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  • polyogi polyogi 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? 3 years ago
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  • polyogi polyogi brand system perspective 3 years ago
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  • rpmann702 Ravi Patel, Digital Marketing Manager at Webenza it is wonderful 3 years ago
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  • slidesbynouve Torsten Henning Hensel, Head of Transformation at GREENKERN (Berlin | Beijing) @TSM CONSULTING: the model works well as a concept and framework for a new understanding of brand. a framework that leaves some definition space to the people, that is to say the customers, buyers, users and multiplicators of the brand – and the interchange and interactions between these two poles (remember: we have to learn to let go and accept that today the customers have gained a lot of influence on our brands). in this sense, it's NOT a matrix in which you can define ALL the variables and set-screws (as we were used in the brand models before). you can only DEFINE the brand ground (as in other models). for the implementation of the common ground or even the user ground you need to accept some blur (which means that you can only OUTLINE playgrounds, common spaces, intersections, desired results etc. to partially steer the people's perception of the brand and the conversations they have about it). hope this answer satisfies you. best, torsten 4 years ago
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  • federico.bel TSM CONSULTING - Trend Strategy & Marketing in Tourism at TSM CONSULTING - Trend Strategy & Marketing in Tourism Very nice presentation, but the real application of this concept is possible? 4 years ago
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  • guest937979 Javier G. de Rivera Simple and impressive 4 years ago
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  • TiagoBarquinha Tiago Barquinha, Executive Partner at MojoBrands Good Presentation 4 years ago
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The Molecular Brand The Molecular Brand Presentation Transcript