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

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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.

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.

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  • 1. Creating Lovemarks Through New Media Wout Withagen | Freshheads | 02-2009
  • 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. Contents • Lovemarks • The 2.0 revolution • Cases • Conclusion • Statement and discussion
  • 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. 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. Lovemarks Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  • 7. The 2.0 revolution • Web 2.0 • Enterprise 2.0 • Government 2.0 Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  • 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. 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. Web 2.0 Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  • 11. Web 2.0 Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009
  • 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. 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. 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. 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. 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. 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. 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. Discussion Got inspired? Let’s discuss what new media can mean for your brand! Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009