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BrandNewGame Digital Interactive Branding
BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content) C. The CoCha-Model – building relations through Communities 1. Concept 2. Content 3. Channels 4. Context 5. Communities
BrandNewGame A. Branding Objectives 1. Be Real (authentic)  2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships
BrandNewGame A. Branding Objectives– Be Real Be Real:1. Know who your are (core values & brand personality) 2. Know your strengths (core competences) 3. Accept your weaknesses (nobody is perfect) 4. Focus
BrandNewGame A. Branding Objectives – Behave Righteously  Behave Righteously: 1. Build a credible reputation by behaving consistently2. Under-promise and over-deliver  3. Don’t bullshit your clients & consumers
BrandNewGame A. Branding Objectives–RemainRemarkable Remain Remarkable: 1. Differentiate from Competition 2. By doing one thing really well (focus) 3. Based on your Identity & Core Competences 4. Continuously innovate and evolve to stay leader
BrandNewGame A. Branding Objectives – RemainRemarkable 1. Differentiate from Competition
BrandNewGame A. Branding Objectives – RemainRemarkable 2. By doing one thing really well (focus) Product – Apple (product leadership) Price – Easyjet (operational excellence) Place – Coke (channel satisfaction) People –  Zappos (customer service) Promotion – Redbull (entertainment economy)
BrandNewGame A. Branding Objectives – RemainRemarkable 3. Based on your Identity & Core Competences- Brand essence - Brand story - Visual style - Proposition
BrandNewGame A. Branding Objectives – RemainRemarkable 4. Continuously innovate and evolve to stay leader Using the BIT-model
BrandNewGame A. Branding Objectives – RemainRemarkable 1. Differentiate from Competition 2. By doing one thing really well (focus) 3. Based on your Identity & Core Competences 4. Continuously innovate and evolve to stay leader
BrandNewGame A. Branding Objectives– Remain Relevant Be part of your community Add value to Consumer experience based on insights Use stakeholders (People): Consumers (complaints) Staff (tips) Opinion leaders & press (trends) Clients (retail / wholesale - needs) Suppliers (technological innovations) Government (opportunities in law & regulations)  Innovation is not a department!
BrandNewGame A. Branding Objectives– Reward Relationships Brands can become friends (in a continuous timeline):1. Introduce yourself (build awareness of your brand identity) 2. Tell Consumers what you do (share the brand positioning) 3. Show Consumers how you do that (build your reputation) 4. Give Consumers a functional or emotional benefit (your proposition) 5. Ask feedback on products & services (listen and start a dialogue) 6. Improve your proposition (product innovation: BIT-model) 7. Give communities updates on improved proposition (stay top of mind) 8. Let them talk about it (word of mouth)
BrandNewGame A. Branding Objectives 1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships
BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content)C. The CoCha Model – building relations through Communities 1. Concept 2. Content 3. Channels 4. Context 5. Communities
BrandNewGame B. Internet as the connector of all data  The internet as we know it will become the Connector of all available digital data (Content), like a spider in the middle of a World Wide Web…
BrandNewGame B. Internet as the connector of all data  Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is…
BrandNewGame B. Internet as the connector of all data  Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context
BrandNewGame B. Internet as the connector of all data  Things we do in life
BrandNewGame B. Internet as the connector of all data  Things we do in life
BrandNewGame B. Internet as the connector of all data  Old fashioned way of dividing digital (internet) Content
BrandNewGame B. Internet as the connector of all data  The time has Come to restructure how we look at the internet. If http://www. is the Connector of all digital data who and how is it connecting?
BrandNewGame B. Internet as the connector of all data  We are all Connected through ‘Content’…
BrandNewGame B. Internet as the connector of all data  New fashioned way of seeing things
BrandNewGame B. Internet as the connector of all data  Online activity of Consumers
BrandNewGame B. Internet as the connector of all data  Interactivity of Consumers Creators	: < 1% Influencers	: < 9% Consumers	: > 90%  < 1% < 9% > 90%
BrandNewGame B. Internet as the connector of all data  Interactivity of Consumers Innovators  	: < 1% Early adopters	: < 9% Majority 	: > 90% Nothing changed…  < 1% < 9% > 90%
BrandNewGame B. Internet as the connector of all data  Relationships grow by: Fulfilling needs being fun(ctional) Frequency (continuous creative content)Forwarding by Friends (W.O.M.)  < 1% < 9% > 90%
BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content) C. The CoCha Model – building relations through Communities1. Concept 2. Content 3. Channels 4. Context 5. Communities
BrandNewGame C. The CoCha - Model
BrandNewGame C. The CoCha - Model There is a desired transformation from push (shout) to pull (interact) 70% of Consumers do not see TV advertising 70% of Consumers do not click on banners 70% of Consumers are not interested in your product
BrandNewGame C. The CoCha - Model There is a desired transformation from push (shout) to pull (interact) 70% of Consumers are open for a Dynamic Dialogue with brands 70% of Consumers appreciate fun(ctional) software (games & apps) 70% of Consumers appreciate Brands to participate in Social Media
BrandNewGame C. The CoCha - Model Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth
BrandNewGame C. The CoCha - Model The Collection of topics of this model should be Considered as a Construct and are all interrelated
BrandNewGame C. The CoCha - Model 1/5. Concept
BrandNewGame C. The CoCha – Model: Concept  A good Concept to reach your Objective is based on: - Brand essence - Brand story - Visual style (Design) - Proposition And fits the Consumer interest, uses their language and meets at the right place & time (determining the Context)  Concept
BrandNewGame C. The CoCha - Model 2/5. Content
BrandNewGame C. The CoCha – Model: Content  - Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional)  Content
BrandNewGame C. The CoCha – Model: Content  Text  Images Audio  Moving images Software Content
BrandNewGame C. The CoCha – Model: Content  Text  Images Audio  Moving images Software Content
BrandNewGame C. The CoCha – Model: Content  Text  Images Audio  Moving images Software Content
BrandNewGame C. The CoCha – Model 3/5. Channels
BrandNewGame C. The CoCha – Model: Channels [Static]   [Dynamic]  Channels
BrandNewGame C. The CoCha – Model: Channels Monologue [Static]   Dialogue [Dynamic]  Turn-based  Realtime Channels
BrandNewGame C. The CoCha – Model: Channels Monologue Television Radio NewspaperMagazines Direct Mail Billboards Spectaculars Websites Banners SMS  Dialogue Turn-based  E-mail SMS Web: Weblogs Social Media  Realtime Chat Telephone Stores Events Games Branded Utilities  Channels
BrandNewGame C. The CoCha – Model: Channels Monologue Books, Comics, Cabaret, Music, Theater Play, Sports (powered by…) Websites Banners SMS  Dialogue Turn-based  E-mail SMS Web: Weblogs Social Media  Realtime Chat Telephone Stores Events Games Branded Utilities  Channels
BrandNewGame C. The CoCha – Model: Channels Channels Text  Images Audio  Moving images Software
BrandNewGame C. The CoCha – Model 4/5. Context
BrandNewGame C. The CoCha – Model: Context  Context: where is the Consumer and what is he doing when you bother him or her: Watching movie  Listening to music  Reading  Playing games  Using computer  Context * Dining & going out   Shopping  Sports & Walking  Socializing  Travelling  Working  Hobbies * Based on the US Harris Poll and SPOT research
BrandNewGame C. The CoCha – Model: Context  Watching movie  Listening to music  Reading  Playing games  Using computer  Context Dining & going out   Shopping  Sports & Walking  Socializing  Travelling  Working  Hobbies
BrandNewGame C. The CoCha – Model: Context  Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is…
BrandNewGame C. The CoCha – Model: Context  Context: is also a ‘state of mind’  Happy  Valentine's Day  Birthday  Anniversary  Fathers/mothers day  Context Sad Funeral  Break-up  Lost job
BrandNewGame C. The CoCha – Model: Context  Context: is also a ‘state of mind’ … or special interest (body, mind, soul)  Male  Cars  Sports  Health … Context Female Beauty  Cooking  Health …
BrandNewGame C. The CoCha – Model: Context  Context: special interest for Male, Female or Bimale (both)   Context Bimale Fitness  Health Cooking  Gardening  Gaming  …
BrandNewGame C. The CoCha – Model 5/5. Consumer
BrandNewGame C. The CoCha – Model: Consumer We are all part of different Crowds and Communities based on our Roles  Clients  Suppliers Colleagues Friends  Communities Family  Friends of friends  Fraternity  Neighbors
BrandNewGame C. The CoCha – Model: Consumer Using existing Connections increases Credibility: Word of Mouth still rules  Clients  Suppliers Colleagues Friends  Communities Family  Friends of friends  Fraternity  Neighbors
BrandNewGame C. The CoCha – Model: Consumer Existing Relationships are tight, firm and long lasting  Clients  Suppliers Colleagues Friends  Communities Family  Friends of friends  Fraternity  Neighbors
BrandNewGame C. The CoCha – Model: Consumer My social Digital Communities …
BrandNewGame C. The CoCha – Model: Consumer Consumer groups can be defined by:  - Profile (demographics)  - Needs & Motivations  - Insights  - Communities  Clients  Suppliers Colleagues Friends  Communities Family  Friends of friends  Fraternity  Neighbors
BrandNewGame C. The CoCha - Model Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth
BrandNewGame Digital Interactive Branding Send feedback to barthufen@BrandNewGame.nl Subject: CoCha-model
BrandNewGame Digital Interactive Branding

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Brand New Game Digital Interactive Branding

  • 2. BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content) C. The CoCha-Model – building relations through Communities 1. Concept 2. Content 3. Channels 4. Context 5. Communities
  • 3. BrandNewGame A. Branding Objectives 1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships
  • 4. BrandNewGame A. Branding Objectives– Be Real Be Real:1. Know who your are (core values & brand personality) 2. Know your strengths (core competences) 3. Accept your weaknesses (nobody is perfect) 4. Focus
  • 5. BrandNewGame A. Branding Objectives – Behave Righteously Behave Righteously: 1. Build a credible reputation by behaving consistently2. Under-promise and over-deliver 3. Don’t bullshit your clients & consumers
  • 6. BrandNewGame A. Branding Objectives–RemainRemarkable Remain Remarkable: 1. Differentiate from Competition 2. By doing one thing really well (focus) 3. Based on your Identity & Core Competences 4. Continuously innovate and evolve to stay leader
  • 7. BrandNewGame A. Branding Objectives – RemainRemarkable 1. Differentiate from Competition
  • 8. BrandNewGame A. Branding Objectives – RemainRemarkable 2. By doing one thing really well (focus) Product – Apple (product leadership) Price – Easyjet (operational excellence) Place – Coke (channel satisfaction) People – Zappos (customer service) Promotion – Redbull (entertainment economy)
  • 9. BrandNewGame A. Branding Objectives – RemainRemarkable 3. Based on your Identity & Core Competences- Brand essence - Brand story - Visual style - Proposition
  • 10. BrandNewGame A. Branding Objectives – RemainRemarkable 4. Continuously innovate and evolve to stay leader Using the BIT-model
  • 11. BrandNewGame A. Branding Objectives – RemainRemarkable 1. Differentiate from Competition 2. By doing one thing really well (focus) 3. Based on your Identity & Core Competences 4. Continuously innovate and evolve to stay leader
  • 12. BrandNewGame A. Branding Objectives– Remain Relevant Be part of your community Add value to Consumer experience based on insights Use stakeholders (People): Consumers (complaints) Staff (tips) Opinion leaders & press (trends) Clients (retail / wholesale - needs) Suppliers (technological innovations) Government (opportunities in law & regulations) Innovation is not a department!
  • 13. BrandNewGame A. Branding Objectives– Reward Relationships Brands can become friends (in a continuous timeline):1. Introduce yourself (build awareness of your brand identity) 2. Tell Consumers what you do (share the brand positioning) 3. Show Consumers how you do that (build your reputation) 4. Give Consumers a functional or emotional benefit (your proposition) 5. Ask feedback on products & services (listen and start a dialogue) 6. Improve your proposition (product innovation: BIT-model) 7. Give communities updates on improved proposition (stay top of mind) 8. Let them talk about it (word of mouth)
  • 14. BrandNewGame A. Branding Objectives 1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships
  • 15. BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content)C. The CoCha Model – building relations through Communities 1. Concept 2. Content 3. Channels 4. Context 5. Communities
  • 16. BrandNewGame B. Internet as the connector of all data The internet as we know it will become the Connector of all available digital data (Content), like a spider in the middle of a World Wide Web…
  • 17. BrandNewGame B. Internet as the connector of all data Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is…
  • 18. BrandNewGame B. Internet as the connector of all data Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context
  • 19. BrandNewGame B. Internet as the connector of all data Things we do in life
  • 20. BrandNewGame B. Internet as the connector of all data Things we do in life
  • 21. BrandNewGame B. Internet as the connector of all data Old fashioned way of dividing digital (internet) Content
  • 22. BrandNewGame B. Internet as the connector of all data The time has Come to restructure how we look at the internet. If http://www. is the Connector of all digital data who and how is it connecting?
  • 23. BrandNewGame B. Internet as the connector of all data We are all Connected through ‘Content’…
  • 24. BrandNewGame B. Internet as the connector of all data New fashioned way of seeing things
  • 25. BrandNewGame B. Internet as the connector of all data Online activity of Consumers
  • 26. BrandNewGame B. Internet as the connector of all data Interactivity of Consumers Creators : < 1% Influencers : < 9% Consumers : > 90% < 1% < 9% > 90%
  • 27. BrandNewGame B. Internet as the connector of all data Interactivity of Consumers Innovators : < 1% Early adopters : < 9% Majority : > 90% Nothing changed… < 1% < 9% > 90%
  • 28. BrandNewGame B. Internet as the connector of all data Relationships grow by: Fulfilling needs being fun(ctional) Frequency (continuous creative content)Forwarding by Friends (W.O.M.) < 1% < 9% > 90%
  • 29. BrandNewGame Menu A. Branding Objectives B. Internet as the Connector of all data (Content) C. The CoCha Model – building relations through Communities1. Concept 2. Content 3. Channels 4. Context 5. Communities
  • 30. BrandNewGame C. The CoCha - Model
  • 31. BrandNewGame C. The CoCha - Model There is a desired transformation from push (shout) to pull (interact) 70% of Consumers do not see TV advertising 70% of Consumers do not click on banners 70% of Consumers are not interested in your product
  • 32. BrandNewGame C. The CoCha - Model There is a desired transformation from push (shout) to pull (interact) 70% of Consumers are open for a Dynamic Dialogue with brands 70% of Consumers appreciate fun(ctional) software (games & apps) 70% of Consumers appreciate Brands to participate in Social Media
  • 33. BrandNewGame C. The CoCha - Model Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth
  • 34. BrandNewGame C. The CoCha - Model The Collection of topics of this model should be Considered as a Construct and are all interrelated
  • 35. BrandNewGame C. The CoCha - Model 1/5. Concept
  • 36. BrandNewGame C. The CoCha – Model: Concept A good Concept to reach your Objective is based on: - Brand essence - Brand story - Visual style (Design) - Proposition And fits the Consumer interest, uses their language and meets at the right place & time (determining the Context) Concept
  • 37. BrandNewGame C. The CoCha - Model 2/5. Content
  • 38. BrandNewGame C. The CoCha – Model: Content - Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional) Content
  • 39. BrandNewGame C. The CoCha – Model: Content Text Images Audio Moving images Software Content
  • 40. BrandNewGame C. The CoCha – Model: Content Text Images Audio Moving images Software Content
  • 41. BrandNewGame C. The CoCha – Model: Content Text Images Audio Moving images Software Content
  • 42. BrandNewGame C. The CoCha – Model 3/5. Channels
  • 43. BrandNewGame C. The CoCha – Model: Channels [Static] [Dynamic] Channels
  • 44. BrandNewGame C. The CoCha – Model: Channels Monologue [Static] Dialogue [Dynamic] Turn-based Realtime Channels
  • 45. BrandNewGame C. The CoCha – Model: Channels Monologue Television Radio NewspaperMagazines Direct Mail Billboards Spectaculars Websites Banners SMS Dialogue Turn-based E-mail SMS Web: Weblogs Social Media Realtime Chat Telephone Stores Events Games Branded Utilities Channels
  • 46. BrandNewGame C. The CoCha – Model: Channels Monologue Books, Comics, Cabaret, Music, Theater Play, Sports (powered by…) Websites Banners SMS Dialogue Turn-based E-mail SMS Web: Weblogs Social Media Realtime Chat Telephone Stores Events Games Branded Utilities Channels
  • 47. BrandNewGame C. The CoCha – Model: Channels Channels Text Images Audio Moving images Software
  • 48. BrandNewGame C. The CoCha – Model 4/5. Context
  • 49. BrandNewGame C. The CoCha – Model: Context Context: where is the Consumer and what is he doing when you bother him or her: Watching movie Listening to music Reading Playing games Using computer Context * Dining & going out Shopping Sports & Walking Socializing Travelling Working Hobbies * Based on the US Harris Poll and SPOT research
  • 50. BrandNewGame C. The CoCha – Model: Context Watching movie Listening to music Reading Playing games Using computer Context Dining & going out Shopping Sports & Walking Socializing Travelling Working Hobbies
  • 51. BrandNewGame C. The CoCha – Model: Context Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is…
  • 52. BrandNewGame C. The CoCha – Model: Context Context: is also a ‘state of mind’ Happy Valentine's Day Birthday Anniversary Fathers/mothers day Context Sad Funeral Break-up Lost job
  • 53. BrandNewGame C. The CoCha – Model: Context Context: is also a ‘state of mind’ … or special interest (body, mind, soul) Male Cars Sports Health … Context Female Beauty Cooking Health …
  • 54. BrandNewGame C. The CoCha – Model: Context Context: special interest for Male, Female or Bimale (both) Context Bimale Fitness Health Cooking Gardening Gaming …
  • 55. BrandNewGame C. The CoCha – Model 5/5. Consumer
  • 56. BrandNewGame C. The CoCha – Model: Consumer We are all part of different Crowds and Communities based on our Roles Clients Suppliers Colleagues Friends Communities Family Friends of friends Fraternity Neighbors
  • 57. BrandNewGame C. The CoCha – Model: Consumer Using existing Connections increases Credibility: Word of Mouth still rules Clients Suppliers Colleagues Friends Communities Family Friends of friends Fraternity Neighbors
  • 58. BrandNewGame C. The CoCha – Model: Consumer Existing Relationships are tight, firm and long lasting Clients Suppliers Colleagues Friends Communities Family Friends of friends Fraternity Neighbors
  • 59. BrandNewGame C. The CoCha – Model: Consumer My social Digital Communities …
  • 60. BrandNewGame C. The CoCha – Model: Consumer Consumer groups can be defined by: - Profile (demographics) - Needs & Motivations - Insights - Communities Clients Suppliers Colleagues Friends Communities Family Friends of friends Fraternity Neighbors
  • 61. BrandNewGame C. The CoCha - Model Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth
  • 62. BrandNewGame Digital Interactive Branding Send feedback to barthufen@BrandNewGame.nl Subject: CoCha-model