Do media and FMCG brands really differ? Nataša Arapović, EPH Andraž Zorko, Valicon VALICON © 2007  |  www.valicon. net 24....
It is not the destiny of paper we should be worrying about <ul><li>Paperless office is as possible as paperless bathrom. <...
The rise of print media brands - Combining different platforms under the same brand Free print version (yesterday news) On...
The (r)evolution of print media consumer Reader Pasive User Participant G enerating C ontent Journalist Publisher Producer...
From a Product to the Brand
The logic beneath LIFE READER BRAND
Human needs or  what do we need to be happy ? FUN FREEDOM POWER LOVE
Territory claim for Newspaper X FUN FREEDOM POWER LOVE
The strongest brand <ul><li>Brand is strong if it has strong unique position in creators mind. </li></ul><ul><li>Brand is ...
You got to know WHO you are, not only WHAT you are: The case of newspaper X <ul><li>STEP 1 </li></ul><ul><li>Qualitative i...
Comparing the perception of the brand among four relevant groups
Identifying the elements of brand perception with the highest deviations
Imagine... Newspaper A  (red)  –  Best choice for b uilding   perception. Newspaper B  (blue)  – Best match in the target ...
Implications for readership research AIR period “ Recent Reading issues” Section Readership Specific Issue Readership PEX ...
Inclusion of brand studies in readership research is inevitable <ul><li>Print as such might not survive – But print BRANDS...
BRAND IS YOUR WEAPON.  USE IT!
[email_address] [email_address] Thank you! VALICON  Zagreb Petra Grgeca 9 10000 Zagreb T: +385   1   633   15   00 F: +385...
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Zorko Arapovic Do media and FMCG brands really differ?

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Zorko Arapovic Do media and FMCG brands really differ?

  1. 1. Do media and FMCG brands really differ? Nataša Arapović, EPH Andraž Zorko, Valicon VALICON © 2007 | www.valicon. net 24.10. 2007
  2. 2. It is not the destiny of paper we should be worrying about <ul><li>Paperless office is as possible as paperless bathrom. </li></ul>
  3. 3. The rise of print media brands - Combining different platforms under the same brand Free print version (yesterday news) On-line version (today news) Video- stream news via SMS UGC via SMS / WWW
  4. 4. The (r)evolution of print media consumer Reader Pasive User Participant G enerating C ontent Journalist Publisher Producer Advertiser
  5. 5. From a Product to the Brand
  6. 6. The logic beneath LIFE READER BRAND
  7. 7. Human needs or what do we need to be happy ? FUN FREEDOM POWER LOVE
  8. 8. Territory claim for Newspaper X FUN FREEDOM POWER LOVE
  9. 9. The strongest brand <ul><li>Brand is strong if it has strong unique position in creators mind. </li></ul><ul><li>Brand is strong if it has clear message. </li></ul><ul><li>Brand is strong if it is relevant and ownable. </li></ul><ul><li>Brand is strong if it conquers a unique place in consumer (reader) mind. </li></ul>
  10. 10. You got to know WHO you are, not only WHAT you are: The case of newspaper X <ul><li>STEP 1 </li></ul><ul><li>Qualitative insight - </li></ul><ul><li>Focus Groups with </li></ul><ul><li>Internal groups </li></ul><ul><li>Readers </li></ul><ul><li>Non-readers </li></ul>Brand Identity Prism Quantification
  11. 11. Comparing the perception of the brand among four relevant groups
  12. 12. Identifying the elements of brand perception with the highest deviations
  13. 13. Imagine... Newspaper A (red) – Best choice for b uilding perception. Newspaper B (blue) – Best match in the target group.
  14. 14. Implications for readership research AIR period “ Recent Reading issues” Section Readership Specific Issue Readership PEX Engagement Editorial environment Print ad effectiveness Reader’s involvement RBS The quest for the new Holy Currency Brand Centric Planning
  15. 15. Inclusion of brand studies in readership research is inevitable <ul><li>Print as such might not survive – But print BRANDS will! </li></ul><ul><li>Developing the brand strength </li></ul><ul><ul><li>building the loyalty among readers </li></ul></ul><ul><ul><li>preserving the reach </li></ul></ul><ul><li>Using the brand strength </li></ul><ul><ul><li>introducing the Brand Centric Planning </li></ul></ul><ul><ul><li>building the image among advertisers </li></ul></ul><ul><ul><li>preserving or even rising the interest for print media </li></ul></ul>
  16. 16. BRAND IS YOUR WEAPON. USE IT!
  17. 17. [email_address] [email_address] Thank you! VALICON Zagreb Petra Grgeca 9 10000 Zagreb T: +385 1 633 15 00 F: +385 1 631 40 33 [email_address] VALICON Sarajevo Pruš ć akova 2 71000 Sarajevo T: +387 33 688 975 F: +387 33 668 975 [email_address] VALICON Ljubljana Kopitarjeva 2 1000 Ljubljana T: +386 1 420 49 00 F: +386 1 420 49 60 info@valicon.net

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