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Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
Bitemark berhgs 110930
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Bitemark berhgs 110930

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  • 1. David Lillewarg Head of Planning Britny STHLM david.lillewarg@britny.se BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 2. BITEMARKSfredag den 30 september 2011
  • 3. TRENDS INSIGHTS CASESfredag den 30 september 2011
  • 4. Några ord om TRENDS TRENDER BERGHS 110930 | BITEMARKS 2010.05.03 EGN | © Copyright Projectorfredag den 30 september 2011
  • 5. Några ord om Trend: a stable, long termed change in TRENDER society regarding economy, demography, values, interests or consumer patterns. source: Nationalencyclopedin BERGHS 110930 | BITEMARKS 2010.05.03 EGN | © Copyright Projectorfredag den 30 september 2011
  • 6. HARD TO RECOGNIZE HARDER TO TRACK Gigatrends Megatrends Macrotrends Microtrends 5 years 10 years 20 years 50 years BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 7. GREAT INSIGHTS COMES FROM ALL OVER THE PLACE CONSUMER CULTURAL FUTURE INSIGHT INSIGHT INSIGHT PRODUCT BRANDING MARKET INSIGHT INSIGHT INSIGHT BEHAVIOR USER OWNER INSIGHT INSIGHT INSIGHT BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 8. CATEGORY & BUSINESS INSIGHTS BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 9. CONSUMER BEHAVIOR & PATTERN RECOGNITION BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 10. ANTHROPOLOGY BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 11. PSYCHOLOGY BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 12. BEHAVIORAL ECONOMY BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 13. PHILOSOPHY BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 14. POP CULTURE BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 15. TRENDS BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 16. PEOPLE BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 17. TECH STUFF BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 18. DAILY OBSERVATIONS AND CURIOSITY BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 19. Värdefulla VERKTYG BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 20. BRAND BUTLERS BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 21. R.A.K BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 22. MAPPINESS BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 23. MAPPINESS BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 24. MAPPINESS BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 25. MAPPINESS BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 26. CONSUMERISM BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 27. Trender CONSUMERISM BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 28. BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 29. BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 30. Problem: Bollens  kindergarten  in  Solna   (suburb  outside  of  Stockholm)   had  this  problem:  before   homegames  of  AIK  (local  soccer   team)  happy  fans  gathered   around  the  yard  at  the   kindergarten.  They  had  beers,   smoked  and  occasionally  peed  in   the  bushes. Needless  to  say,  neither  the  kids   nor  the  personel  enjoyed  very   much  the  following  day. BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 31. Goal: Get  the  fans  of  AIK  to  stop  and   change  their  behavior. BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 32. Insight/Planning: Question:  what  is  the  absolute   worst  thing  for  an  AIK  fan? A  fan  from  Djurgården. BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 33. BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 34. BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 35. One  of  the  planner’s   best  friends: D R A K* BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 36. One  of  the  planner’s   best  friends: D R A K* BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 37. One  of  the  planner’s   best  friends: D R A K* * DIFFERENTIATION RELEVANCE ATTITUDE KNOWLEDGE BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 38. This  is  your  task: USE DRAK-MODEL YOU ONLY DIVIDE INTO CHOOSE REALLY SHORT & CREATE YOUR GOT 5 GROUPS 1 OF 7 BRANDS PRESENTATION STRATEGIC MINUTES RECOMMENDATION BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 39. Remember  me? D R A K* * DIFFERENTIATION RELEVANCE ATTITUDE KNOWLEDGE BERGHS 110930 | BITEMARKSfredag den 30 september 2011
  • 40. This  is  your  brands: APPLE 7-11 SAAB PEPSI H&M Wants  to  reach  new, Wants  to  sell  more Wants  to  reach  a Wants  to  @ind  a Wants  a  more older  target  groups. fast  food. female  audience. new  way  to   environmental challenge  Coke. approach. GREENPEACE SD Need  new  ways Wants  help  to of  fund  raising. become house-­‐trained. BERGHS 110930 | BITEMARKSfredag den 30 september 2011

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