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BrandNewGame<br />Digital Interactive Branding<br />
BrandNewGame<br />Menu<br />A. Branding Objectives B. Internet as the Connector of all data (Content) C. The CoCha-Model –...
BrandNewGame<br />A. Branding Objectives<br />1. Be Real (authentic)  2. Behave Righteously 3. Remain Remarkable 4. Remain...
BrandNewGame<br />A. Branding Objectives– Be Real<br />Be Real:1. Know who your are (core values & brand personality) 2. K...
BrandNewGame<br />A. Branding Objectives – Behave Righteously <br />Behave Righteously: 1. Build a credible reputation by ...
BrandNewGame<br />A. Branding Objectives–RemainRemarkable<br />Remain Remarkable: 1. Differentiate from Competition 2. By ...
BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />1. Differentiate from Competition <br />
BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />2. By doing one thing really well (focus) Product – Apple...
BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />3. Based on your Identity & Core Competences- Brand essen...
BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />4. Continuously innovate and evolve to stay leader Using ...
BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />1. Differentiate from Competition 2. By doing one thing r...
BrandNewGame<br />A. Branding Objectives– Remain Relevant<br />Be part of your community Add value to Consumer experience ...
BrandNewGame<br />A. Branding Objectives– Reward Relationships<br />Brands can become friends (in a continuous timeline):1...
BrandNewGame<br />A. Branding Objectives<br />1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain ...
BrandNewGame<br />Menu<br />A. Branding Objectives B. Internet as the Connector of all data (Content)C. The CoCha Model – ...
BrandNewGame<br />B. Internet as the connector of all data <br />The internet as we know it will become the Connector of a...
BrandNewGame<br />B. Internet as the connector of all data <br />Platforms, Operating Systems and Devices are the interfac...
BrandNewGame<br />B. Internet as the connector of all data <br />Platforms, Operating Systems and Devices are the interfac...
BrandNewGame<br />B. Internet as the connector of all data <br />Things we do in life<br />
BrandNewGame<br />B. Internet as the connector of all data <br />Things we do in life<br />
BrandNewGame<br />B. Internet as the connector of all data <br />Old fashioned way of dividing digital (internet) Content<...
BrandNewGame<br />B. Internet as the connector of all data <br />The time has Come to restructure how we look at the inter...
BrandNewGame<br />B. Internet as the connector of all data <br />We are all Connected through ‘Content’…<br />
BrandNewGame<br />B. Internet as the connector of all data <br />New fashioned way of seeing things<br />
BrandNewGame<br />B. Internet as the connector of all data <br />Online activity of Consumers<br />
BrandNewGame<br />B. Internet as the connector of all data <br />Interactivity of Consumers Creators	: < 1% Influencers	: ...
BrandNewGame<br />B. Internet as the connector of all data <br />Interactivity of Consumers Innovators  	: < 1% Early adop...
BrandNewGame<br />B. Internet as the connector of all data <br />Relationships grow by: Fulfilling needs being fun(ctional...
BrandNewGame<br />Menu<br />A. Branding Objectives B. Internet as the Connector of all data (Content) C. The CoCha Model –...
BrandNewGame<br />C. The CoCha - Model<br />
BrandNewGame<br />C. The CoCha - Model<br />There is a desired transformation from push (shout) to pull (interact) 70% of ...
BrandNewGame<br />C. The CoCha - Model<br />There is a desired transformation from push (shout) to pull (interact) 70% of ...
BrandNewGame<br />C. The CoCha - Model<br />Create Content from Creative Concepts, using the right Channels to reach your ...
BrandNewGame<br />C. The CoCha - Model<br />The Collection of topics of this model should be Considered as a Construct and...
BrandNewGame<br />C. The CoCha - Model<br />1/5. Concept<br />
BrandNewGame<br />C. The CoCha – Model: Concept <br />A good Concept to reach your Objective is based on: - Brand essence ...
BrandNewGame<br />C. The CoCha - Model<br />2/5. Content<br />
BrandNewGame<br />C. The CoCha – Model: Content <br />- Text (written) - Images (photo’s, illustrations, drawings, art)- A...
BrandNewGame<br />C. The CoCha – Model: Content <br />Text <br />Images<br />Audio <br />Moving images<br />Software<br />...
BrandNewGame<br />C. The CoCha – Model: Content <br />Text <br />Images<br />Audio <br />Moving images<br />Software<br />...
BrandNewGame<br />C. The CoCha – Model: Content <br />Text <br />Images<br />Audio <br />Moving images<br />Software<br />...
BrandNewGame<br />C. The CoCha – Model<br />3/5. Channels<br />
BrandNewGame<br />C. The CoCha – Model: Channels<br />[Static]  <br />[Dynamic] <br />Channels<br />
BrandNewGame<br />C. The CoCha – Model: Channels<br />Monologue [Static]  <br />Dialogue [Dynamic] <br />Turn-based <br />...
BrandNewGame<br />C. The CoCha – Model: Channels<br />Monologue<br />Television Radio NewspaperMagazines Direct Mail Billb...
BrandNewGame<br />C. The CoCha – Model: Channels<br />Monologue<br />Books, Comics, Cabaret, Music, Theater Play, Sports (...
BrandNewGame<br />C. The CoCha – Model: Channels<br />Channels<br />Text <br />Images<br />Audio <br />Moving images<br />...
BrandNewGame<br />C. The CoCha – Model<br />4/5. Context<br />
BrandNewGame<br />C. The CoCha – Model: Context <br />Context: where is the Consumer and what is he doing when you bother ...
BrandNewGame<br />C. The CoCha – Model: Context <br />Watching movie <br />Listening to music <br />Reading <br />Playing ...
BrandNewGame<br />C. The CoCha – Model: Context <br />Platforms, Operating Systems and Devices will be interfaces that det...
BrandNewGame<br />C. The CoCha – Model: Context <br />Context: is also a ‘state of mind’ <br />Happy <br />Valentine's Day...
BrandNewGame<br />C. The CoCha – Model: Context <br />Context: is also a ‘state of mind’ … or special interest (body, mind...
BrandNewGame<br />C. The CoCha – Model: Context <br />Context: special interest for Male, Female or Bimale (both)  <br />C...
BrandNewGame<br />C. The CoCha – Model<br />5/5. Consumer<br />
BrandNewGame<br />C. The CoCha – Model: Consumer<br />We are all part of different Crowds and Communities based on our Rol...
BrandNewGame<br />C. The CoCha – Model: Consumer<br />Using existing Connections increases Credibility: Word of Mouth stil...
BrandNewGame<br />C. The CoCha – Model: Consumer<br />Existing Relationships are tight, firm and long lasting <br />Client...
BrandNewGame<br />C. The CoCha – Model: Consumer<br />My social Digital Communities … <br />
BrandNewGame<br />C. The CoCha – Model: Consumer<br />Consumer groups can be defined by: <br />- Profile (demographics) <b...
BrandNewGame<br />C. The CoCha - Model<br />Create Content from Creative Concepts, using the right Channels to reach your ...
BrandNewGame<br />Digital Interactive Branding<br />Send feedback to barthufen@BrandNewGame.nl<br />Subject: CoCha-model <...
BrandNewGame<br />Digital Interactive Branding<br />
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Brand New Game Digital Interactive Branding

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This presentation helps organisations and brands to develop a Digital Interactive Branding strategy. It deals with three topics:

1 - Objectives (Be Remarkable, Be Relevant & Build Relationships)
2 - Internet is NOT a medium
3 - The CoCha model from concept to consumer

Published in: Business, Technology

Brand New Game Digital Interactive Branding

  1. 1. BrandNewGame<br />Digital Interactive Branding<br />
  2. 2. BrandNewGame<br />Menu<br />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<br />
  3. 3. BrandNewGame<br />A. Branding Objectives<br />1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships <br />
  4. 4. BrandNewGame<br />A. Branding Objectives– Be Real<br />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 <br />
  5. 5. BrandNewGame<br />A. Branding Objectives – Behave Righteously <br />Behave Righteously: 1. Build a credible reputation by behaving consistently2. Under-promise and over-deliver 3. Don’t bullshit your clients & consumers <br />
  6. 6. BrandNewGame<br />A. Branding Objectives–RemainRemarkable<br />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 <br />
  7. 7. BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />1. Differentiate from Competition <br />
  8. 8. BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />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) <br />
  9. 9. BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />3. Based on your Identity & Core Competences- Brand essence - Brand story - Visual style - Proposition <br />
  10. 10. BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />4. Continuously innovate and evolve to stay leader Using the BIT-model <br />
  11. 11. BrandNewGame<br />A. Branding Objectives – RemainRemarkable<br />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 <br />
  12. 12. BrandNewGame<br />A. Branding Objectives– Remain Relevant<br />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! <br />
  13. 13. BrandNewGame<br />A. Branding Objectives– Reward Relationships<br />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) <br />
  14. 14. BrandNewGame<br />A. Branding Objectives<br />1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships<br />
  15. 15. BrandNewGame<br />Menu<br />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 <br />
  16. 16. BrandNewGame<br />B. Internet as the connector of all data <br />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… <br />
  17. 17. BrandNewGame<br />B. Internet as the connector of all data <br />Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… <br />
  18. 18. BrandNewGame<br />B. Internet as the connector of all data <br />Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context<br />
  19. 19. BrandNewGame<br />B. Internet as the connector of all data <br />Things we do in life<br />
  20. 20. BrandNewGame<br />B. Internet as the connector of all data <br />Things we do in life<br />
  21. 21. BrandNewGame<br />B. Internet as the connector of all data <br />Old fashioned way of dividing digital (internet) Content<br />
  22. 22. BrandNewGame<br />B. Internet as the connector of all data <br />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? <br />
  23. 23. BrandNewGame<br />B. Internet as the connector of all data <br />We are all Connected through ‘Content’…<br />
  24. 24. BrandNewGame<br />B. Internet as the connector of all data <br />New fashioned way of seeing things<br />
  25. 25. BrandNewGame<br />B. Internet as the connector of all data <br />Online activity of Consumers<br />
  26. 26. BrandNewGame<br />B. Internet as the connector of all data <br />Interactivity of Consumers Creators : < 1% Influencers : < 9% Consumers : > 90% <br />< 1%<br />< 9%<br />> 90%<br />
  27. 27. BrandNewGame<br />B. Internet as the connector of all data <br />Interactivity of Consumers Innovators : < 1% Early adopters : < 9% Majority : > 90% Nothing changed… <br />< 1%<br />< 9%<br />> 90%<br />
  28. 28. BrandNewGame<br />B. Internet as the connector of all data <br />Relationships grow by: Fulfilling needs being fun(ctional) Frequency (continuous creative content)Forwarding by Friends (W.O.M.) <br />< 1%<br />< 9%<br />> 90%<br />
  29. 29. BrandNewGame<br />Menu<br />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 <br />
  30. 30. BrandNewGame<br />C. The CoCha - Model<br />
  31. 31. BrandNewGame<br />C. The CoCha - Model<br />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 <br />
  32. 32. BrandNewGame<br />C. The CoCha - Model<br />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 <br />
  33. 33. BrandNewGame<br />C. The CoCha - Model<br />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 <br />
  34. 34. BrandNewGame<br />C. The CoCha - Model<br />The Collection of topics of this model should be Considered as a Construct and are all interrelated <br />
  35. 35. BrandNewGame<br />C. The CoCha - Model<br />1/5. Concept<br />
  36. 36. BrandNewGame<br />C. The CoCha – Model: Concept <br />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) <br />Concept <br />
  37. 37. BrandNewGame<br />C. The CoCha - Model<br />2/5. Content<br />
  38. 38. BrandNewGame<br />C. The CoCha – Model: Content <br />- Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional) <br />Content <br />
  39. 39. BrandNewGame<br />C. The CoCha – Model: Content <br />Text <br />Images<br />Audio <br />Moving images<br />Software<br />Content <br />
  40. 40. BrandNewGame<br />C. The CoCha – Model: Content <br />Text <br />Images<br />Audio <br />Moving images<br />Software<br />Content <br />
  41. 41. BrandNewGame<br />C. The CoCha – Model: Content <br />Text <br />Images<br />Audio <br />Moving images<br />Software<br />Content <br />
  42. 42. BrandNewGame<br />C. The CoCha – Model<br />3/5. Channels<br />
  43. 43. BrandNewGame<br />C. The CoCha – Model: Channels<br />[Static] <br />[Dynamic] <br />Channels<br />
  44. 44. BrandNewGame<br />C. The CoCha – Model: Channels<br />Monologue [Static] <br />Dialogue [Dynamic] <br />Turn-based <br />Realtime<br />Channels<br />
  45. 45. BrandNewGame<br />C. The CoCha – Model: Channels<br />Monologue<br />Television Radio NewspaperMagazines Direct Mail Billboards Spectaculars<br />Websites Banners SMS <br />Dialogue<br />Turn-based <br />E-mail SMS Web: Weblogs Social Media <br />Realtime<br />Chat Telephone Stores Events Games Branded Utilities <br />Channels<br />
  46. 46. BrandNewGame<br />C. The CoCha – Model: Channels<br />Monologue<br />Books, Comics, Cabaret, Music, Theater Play, Sports (powered by…)<br />Websites Banners SMS <br />Dialogue<br />Turn-based <br />E-mail SMS Web: Weblogs Social Media <br />Realtime<br />Chat Telephone Stores Events Games Branded Utilities <br />Channels<br />
  47. 47. BrandNewGame<br />C. The CoCha – Model: Channels<br />Channels<br />Text <br />Images<br />Audio <br />Moving images<br />Software<br />
  48. 48. BrandNewGame<br />C. The CoCha – Model<br />4/5. Context<br />
  49. 49. BrandNewGame<br />C. The CoCha – Model: Context <br />Context: where is the Consumer and what is he doing when you bother him or her:<br />Watching movie <br />Listening to music <br />Reading <br />Playing games <br />Using computer <br />Context *<br />Dining & going out <br />Shopping <br />Sports & Walking <br />Socializing <br />Travelling <br />Working <br />Hobbies<br />* Based on the US Harris Poll and SPOT research <br />
  50. 50. BrandNewGame<br />C. The CoCha – Model: Context <br />Watching movie <br />Listening to music <br />Reading <br />Playing games <br />Using computer <br />Context<br />Dining & going out <br />Shopping <br />Sports & Walking <br />Socializing <br />Travelling <br />Working <br />Hobbies<br />
  51. 51. BrandNewGame<br />C. The CoCha – Model: Context <br />Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is… <br />
  52. 52. BrandNewGame<br />C. The CoCha – Model: Context <br />Context: is also a ‘state of mind’ <br />Happy <br />Valentine's Day <br />Birthday <br />Anniversary <br />Fathers/mothers day <br />Context<br />Sad<br />Funeral <br />Break-up <br />Lost job <br />
  53. 53. BrandNewGame<br />C. The CoCha – Model: Context <br />Context: is also a ‘state of mind’ … or special interest (body, mind, soul) <br />Male <br />Cars <br />Sports <br />Health<br />…<br />Context<br />Female<br />Beauty <br />Cooking <br />Health<br />…<br />
  54. 54. BrandNewGame<br />C. The CoCha – Model: Context <br />Context: special interest for Male, Female or Bimale (both) <br />Context<br />Bimale<br />Fitness <br />Health<br />Cooking <br />Gardening <br />Gaming <br />… <br />
  55. 55. BrandNewGame<br />C. The CoCha – Model<br />5/5. Consumer<br />
  56. 56. BrandNewGame<br />C. The CoCha – Model: Consumer<br />We are all part of different Crowds and Communities based on our Roles <br />Clients <br />Suppliers<br />Colleagues<br />Friends <br />Communities<br />Family <br />Friends of friends <br />Fraternity <br />Neighbors <br />
  57. 57. BrandNewGame<br />C. The CoCha – Model: Consumer<br />Using existing Connections increases Credibility: Word of Mouth still rules <br />Clients <br />Suppliers<br />Colleagues<br />Friends <br />Communities<br />Family <br />Friends of friends <br />Fraternity <br />Neighbors <br />
  58. 58. BrandNewGame<br />C. The CoCha – Model: Consumer<br />Existing Relationships are tight, firm and long lasting <br />Clients <br />Suppliers<br />Colleagues<br />Friends <br />Communities<br />Family <br />Friends of friends <br />Fraternity <br />Neighbors <br />
  59. 59. BrandNewGame<br />C. The CoCha – Model: Consumer<br />My social Digital Communities … <br />
  60. 60. BrandNewGame<br />C. The CoCha – Model: Consumer<br />Consumer groups can be defined by: <br />- Profile (demographics) <br />- Needs & Motivations <br />- Insights <br />- Communities <br />Clients <br />Suppliers<br />Colleagues<br />Friends <br />Communities<br />Family <br />Friends of friends <br />Fraternity <br />Neighbors <br />
  61. 61. BrandNewGame<br />C. The CoCha - Model<br />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 <br />
  62. 62. BrandNewGame<br />Digital Interactive Branding<br />Send feedback to barthufen@BrandNewGame.nl<br />Subject: CoCha-model <br />
  63. 63. BrandNewGame<br />Digital Interactive Branding<br />

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