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BrandNewGame - Brands become Friends

A theory of the new and improved 'knowledge, attitude & behavior' model. Which tools can you use to build up a relationship with consumers?!

1 of 14
BrandNewGame - Relationships

     Brands will become friends
Making consumers your friends
    The BNG brand-relationship model© is based on

                        Knowledge

                          Attitude

                         Behavior




   But is far more sophisticated and has more nuances, as
                 relationships have in real life.
Making consumers your friends
       The BNG brand-relationship model© is based on

                           Knowledge

                             Attitude

                            Behavior




 Relations that consumers will have with brands are comparable to
                  relations they have with friends.
Making consumers your friends
      What do we know about relationships?

                  They take time

                They are important

         They require mutual involvement

             Friends change over time

               You change over time

          Not everyone can be your friend
Making consumers your friends
             How many friends do you have?

          How many acquaintances do you have?

          How many family members do you have?

  How many colleagues and business relations do you have?
Making consumers your friends


        Acquaintances

                            How much
                             do I care?
       Business Relations   How much
          & Collegues
                             do I know
                               about
        Family & Other         them?
           Friends          How much
                             do I invest
                            in terms of
                            time, mon
                            ey, sacrific
        Partner & Close
            Friends              e?

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BrandNewGame - Brands become Friends

  • 1. BrandNewGame - Relationships Brands will become friends
  • 2. Making consumers your friends The BNG brand-relationship model© is based on Knowledge Attitude Behavior But is far more sophisticated and has more nuances, as relationships have in real life.
  • 3. Making consumers your friends The BNG brand-relationship model© is based on Knowledge Attitude Behavior Relations that consumers will have with brands are comparable to relations they have with friends.
  • 4. Making consumers your friends What do we know about relationships? They take time They are important They require mutual involvement Friends change over time You change over time Not everyone can be your friend
  • 5. Making consumers your friends How many friends do you have? How many acquaintances do you have? How many family members do you have? How many colleagues and business relations do you have?
  • 6. Making consumers your friends Acquaintances How much do I care? Business Relations How much & Collegues do I know about Family & Other them? Friends How much do I invest in terms of time, mon ey, sacrific Partner & Close Friends e?
  • 7. Making consumers your friends How do relationships develop? It takes time & patience It takes the right sacrifice and investment It’s important to be thoughtful (birthday, special happenings) Knowing what one values in life Being there in times of trouble
  • 8. Making consumers your friends Introduce yourself “Hi – I am your brand” People start recognizing you “Hey! Aren’t you your brand?” Start seducing “I really like you, can we meet more often?“ Feeling comfortable & start dating “It’s great you appreciate what I am doing for you and I thank you for being loyal to me!” Get involved & commit yourself “Why don’t we do what you like best. Are you ready to commit in holy matrimony?” You will be recommended “Your brand is the greatest brand I have ever met and I am glad it’s mine!”
  • 9. Making consumers your friends (introduction) “Hi – I am *your brand+” (recognition) “Hey aren’t you *your brand+?” (building relationship) “I really like you, can we meet more often?“ (feeling comfortable) “It’s great you appreciate what I am doing for you and I thank you for being loyal to me!” (getting involved & commitment) “I know you well and know what you like. Are you ready to commit in holy matrimony?” (recommendation) “*your brand+ is the greatest brand I have ever met! And I am glad it’s mine!”
  • 10. Making consumers your friends (introduction) Create Brand Awareness “Hi – I am *your brand+” (recognition) Brand Recognition “Hey aren’t you *your brand+?” Build positive (building relationship) attitude “I really like you, can we meet more often?“ Build up a (feeling comfortable) Relationship “It’s great you appreciate what I am doing for you and I thank you for being loyal to me!” Invoke Interdependence (getting involved & commitment) “I know you well and know what you like. Are Consumers share you ready to commit in holy matrimony?” Brand activity (recommendation) Ambassadors promote your “*your brand+ is the greatest brand I have ever brand met! And I am glad it’s mine!”
  • 11. Making consumers your friends Create Brand Awareness Sending (introduction) Brand Recognition Feedback (recognition) Build positive attitude Dialogue (building relationship) TIME Build up a Relationship Relationships (positive attitude) Invoke Interdependence Interaction / Virality (involvement) Consumers share Brand activity Brand Involvement (recommendation) Ambassadors promote your brand
  • 12. Making consumers your friends Create Brand Awareness Sending One way communication Brand classic advertising Recognition Feedback Build positive One way communication – complaints attitude TIME Dialogue & Build up a Problem solving, custom-made programs BUDGET Relationship Relationships Invoke Interdependence Regularly redefining content together Interaction / Virality Consumers share Brand activity Brand turns to frand – socially shared content Ambassadors Brand Involvement promote your brand Brand ambassadors & Co-creation
  • 13. Making consumers your friends Create Brand Awareness Sending (Ads, R-TV, DM, …) Brand Recognition Feedback (Phone, Mail, email, Web, …) Build positive attitude Dialogue (Phone, events, in-store, Web, …) TIME & Build up a BUDGET Relationship Relationships (Phone, Web, email, Game, …) Invoke Interdependence Interaction (Web, email, Game, web-related content, rich Consumers share media, …) Brand activity Brand Involvement Ambassadors promote your (Web, social networks, blogs, virtual brand experiences, )
  • 14. For more information Please contact: Bart Hufen at barthufen@brandnewgame.nl