Creating Lovemarks Through New Media
       Wout Withagen | Freshheads | 02-2009
Introduction

• Wout Withagen
• MA Interaction Design at HKU-KMT Hilversum
• Projectmanager at Freshheads (web concepts & ...
Contents

• Lovemarks
• The 2.0 revolution
• Cases
• Conclusion
• Statement and discussion
Lovemarks

• Lovemarks were invented in by Kevin Roberts (Saatchi & Saatchi)
• Lovemarks is a marketing technique that is ...
Lovemarks

• Mystery
  Great stories: past, present and future; taps into dreams myths and icons;
  and inspiration
• Sens...
Lovemarks




Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
The 2.0 revolution

• Web 2.0
• Enterprise 2.0
• Government 2.0




Creating Lovemarks Through New Media | Wout Withagen |...
Web 2.0

“The term quot;Web 2.0quot; describes the changing trends in the use of
World Wide Web technology and web design ...
Web 2.0

• Collaborate
• Sharing
• Mashups
• User Generated Content
• Crowd Sourcing (Swarm Intelligence)
• Social Media

...
Web 2.0




Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
Web 2.0




Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
Cases

• Face Your World
• Wij Bouwen een Wijk (We Build a Community)
• De Dichterlijke Vrijheid (Poetic Freedom)
• Tilbur...
De Dichterlijke Vrijheid (Poetic Freedom)




“36 appartments in a problem area in Rotterdam were sold for just € 1,- to a...
Face Your World




“The project Face Your World enables young people to investigate the environment in
which they live. I...
Wij Bouwen een Wijk (We Build a Community)

                                                         “Is it possible for a...
Tilburg 2009


                                                                           “A brand inspired by the existin...
D-Toren (D-Tower)

                                           “D-tower is an art piece, commissioned by the city of
      ...
Conclusion

• Bottom up design and development
• Use new media to reach your audience
• Use the knowledge of the crowd
• C...
Discussion

Got inspired? Let’s discuss what new media can mean for your brand!




Creating Lovemarks Through New Media |...
Upcoming SlideShare
Loading in...5
×

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | Collabor8

1,431

Published on

Creating Lovemarks Through New Media is a presentation about using new media to enforce your brand. The focus in this presentation is on area and real estate development.

Published in: Technology
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,431
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
73
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | Collabor8

  1. 1. Creating Lovemarks Through New Media Wout Withagen | Freshheads | 02-2009
  2. 2. Introduction • Wout Withagen • MA Interaction Design at HKU-KMT Hilversum • Projectmanager at Freshheads (web concepts & development agency) • More than just interested in New Media and web 2.0 technologies Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  3. 3. Contents • Lovemarks • The 2.0 revolution • Cases • Conclusion • Statement and discussion
  4. 4. Lovemarks • Lovemarks were invented in by Kevin Roberts (Saatchi & Saatchi) • Lovemarks is a marketing technique that is intended to replace the idea of brands. • Three key ingredients to create lovemarks: Mystery, Sensuality, Intimacy Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  5. 5. Lovemarks • Mystery Great stories: past, present and future; taps into dreams myths and icons; and inspiration • Sensuality Sound, sight, smell, touch, and taste • Intimacy Commitment, empathy, and passion Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  6. 6. Lovemarks Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  7. 7. The 2.0 revolution • Web 2.0 • Enterprise 2.0 • Government 2.0 Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  8. 8. Web 2.0 “The term quot;Web 2.0quot; describes the changing trends in the use of World Wide Web technology and web design that aim to enhance creativity, communications, secure information sharing, collaboration and functionality of the web.” [Wikipedia] Web 2.0 concepts have led to the development and evolution of web-culture communities and hosted services, such as social-networking sites, video sharing sites, wikis, blogs, and folksonomies. [Wikipedia] Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  9. 9. Web 2.0 • Collaborate • Sharing • Mashups • User Generated Content • Crowd Sourcing (Swarm Intelligence) • Social Media Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  10. 10. Web 2.0 Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  11. 11. Web 2.0 Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  12. 12. Cases • Face Your World • Wij Bouwen een Wijk (We Build a Community) • De Dichterlijke Vrijheid (Poetic Freedom) • Tilburg 2009 • D-Toren (D-Tower) Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  13. 13. De Dichterlijke Vrijheid (Poetic Freedom) “36 appartments in a problem area in Rotterdam were sold for just € 1,- to a group of people who were willing to renovate the appartments. Via internet the buyers exchanged their expierences, ideas and plans.” [www.dedichterlijkevrijheid.nl] Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  14. 14. Face Your World “The project Face Your World enables young people to investigate the environment in which they live. It gives them instruments so that they can – like a genuine town planner – change their environment.” Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  15. 15. Wij Bouwen een Wijk (We Build a Community) “Is it possible for an Internet community to design the district of the future? And can it be realized? The small town Smallingerland started an online community where civilians, professors, students and specialists work together to design a new area.” Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  16. 16. Tilburg 2009 “A brand inspired by the existing Brand mark of Tilburg. The city of Tilburg exists 200 years. Civilians are Encouraged to set up their own events And happenings, which are supported by A professional team of organizers And planners” Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  17. 17. D-Toren (D-Tower) “D-tower is an art piece, commissioned by the city of Doetinchem in the Netherlands, that maps the emotions of the inhabitants of Doetinchem. D-tower measures HAPPINESS, LOVE, FEAR and HATE daily using different questions.” Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  18. 18. Conclusion • Bottom up design and development • Use new media to reach your audience • Use the knowledge of the crowd • Clear message • Mystery, Sensuality, Intimacy Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  19. 19. Discussion Got inspired? Let’s discuss what new media can mean for your brand! Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×