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Brand conflict model

Use the power of storytelling to boost your brands engagement

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Brand conflict model

  1. 1. August 30 2016 LEMON SCENTED TEA THE STORYTELLING AGENCy The Storytelling Expeditions Seminar
  2. 2. 30 aug
  3. 3. Ruben van Zwieten Today Gijsbregt Vijn Ingmar Lange John Weich Drinks
  4. 4. “People don’t read ad’s. They read what interests them, and sometimes that’s an ad”
  5. 5. “People don’t read ad’s. They read what interests them, and sometimes that’s an ad” Howard Gossage 1960
  6. 6. The brief 1) Become perceived market leader in solar energy 2) Inject ‘eel good’ image around the brand 3) Bring back energy in the brand
  7. 7. Storytelling blueprint
  8. 8. Company Brand Campaign Channel creativity The story drives the business
  9. 9. Merken waar we voor werken
  10. 10. Who was involved? Ron Schneider Friso Westenberg Rob Revet Renee Kissauw Stephan van Slooten Mary Hoogerbrugge Pieter van Wijk Itai Gross Rene Jaspers Anke Penninx Madelon van der Tol Thomas van Schaik Bart van den Nieuwenhof
  11. 11. Quotes
  12. 12. “Het conflict gaat over onafhankelijkheid versus afhankelijkheid Ron Schneider Ron Schneider
  13. 13. “Verhaal stuurt onze transitie van commodity naar service brand” Friso Westenberg
  14. 14. “Verhaal is draaischijf van organisatie.” Rob Revet
  15. 15. “Verhaal integreert segmenten.” Renee Kissauw Rob Revet
  16. 16. “Verhaal geeft emotie in de customer journey.” Stephan van Slooten
  17. 17. “Het verhaal ontstaat van binnen én van buiten.” Mary Hoogerbrugge
  18. 18. “Ons verhaal is geworteld bij iedereen in de organisatie.” Pieter van Wijk
  19. 19. Wat maakt een goed verhaal
  20. 20. Universele storytelling structuur
  21. 21. Storytelling Structure Held Doel Middelen Tegenstander Conflict
  22. 22. Matrix
  23. 23. Matrix Held Middelen Tegenstander ConflictDoel
  24. 24. Why: Why Cortisol
  25. 25. Why Oxytocin
  26. 26. Brand Conflict Model©
  27. 27. Brand conflict model
  28. 28. Brand conflict model Held = Merk
  29. 29. Brand conflict model Held = Merk Doel = purpose/ ambitie
  30. 30. Brand conflict model Held = Merk Doel = purpose Middelen = producten/ services/ kennis
  31. 31. Brand conflict model Held = Merk Doel = purpose/ ambitie Middelen = producten/ services/ kennis/ human capital Tegenstander = bestaande perceptie/ concurrent/ interne obstakels
  32. 32. Brand conflict model Held = Merk Doel = purpose/ ambitie Middelen = producten/ services/ kennis/ human capital Tegenstander = bestaande perceptie/ concurrent/ interne obstakels Conflict = centrale thematiek in het merk/ bedrijf
  33. 33. Breaking up silos
  34. 34. Challenge the status quo
  35. 35. Challenge the status quo
  36. 36. v
  37. 37. v
  38. 38. Twee soorten verhalen Identity Story Campaig n stories (Touch) Campaig n stories (Tell) Campaig n stories (Sell) Campaig n stories (Influencer)
  39. 39. No conflict, no story

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