Session 5, future branding, brand activation 2011

S ession 5 future branding: brand activation

1 week ago ,[object Object],[object Object],[object Object],[object Object],[object Object]

Case: Click here for company presentation

Case: Bjorn Borg ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

course outline (first 7 weeks) Week Subject Chapter Keller 1: Introduction in branding, brand management and global course overview 1.1 till 1.4 2: Branding music, events and entertainment 1.5 till 1.6 3: Creating brand value 2 4: Brand positioning & brand elements 3 & 4 5: Future branding: brand activation 5 & 6 6: Co-branding 7 7: Brand psychology: Neuromarketing gastcollege

reference: chapter 5 & 6 strategisch merken management (Kevin Lane Keller)

the evolution of branding ,[object Object],[object Object],[object Object],[object Object],[object Object]

advertisement overload leads to new ways of advertising & branding

the evolution of branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

examples ,[object Object],[object Object],[object Object],[object Object]

New economy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Changing consumer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

To personalize marketing ,[object Object],[object Object],[object Object]

One to one / permission ,[object Object],[object Object]

experience economy: brand activation

an experience ‘ ...een belevenis is een gebeurtenis waarbij een persoon actief en emotioneel betrokken is en die waarde en betekenis heeft voor het individu...’ (source: Van experience naar challenge economy, Van Lier, Heijblom & Waijers)

“ ... when a consumer buys an experience, he pays to spend time enjoying series of memorable events that a company stages – as a theatrical play – to engage him in a personal way...” The Experience Economy (Pine & Gilmore, 1999)

goods, services and experiences goods services experiences organisation 1 services goods experiences organisation 2 experiences goods service organisation 3

Maslow ’ s Hierarchy of Needs PHYSIOLOGICAL OR SURVIVAL NEEDS SAFETY NEEDS LOVE, AFFECTION, AND BELONGINGNESS NEEDS ESTEEM NEEDS SELF- ACTUALIZATION

“… belevenismarketing prijst een product aan niet alleen door de eigenschappen en voordelen van een product naar voren te brengen, maar ook door het aan unieke en interessante ervaringen te koppelen...”

Which examples do you have from your every day life?

an example Commodity: grower Goods: manufacturer Service: coffee corner Experience: premium coffee shop Ultimate: Café Florian, Venice 2 cts per cup 5-25 cts per cup 50 cts - € 1 per cup € 1 - € 4 per cup € 5 - € 10 per cup

progression of economic value commoditization commodities services goods experiences commoditization commoditization customization customization customization

translation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Berliner Philharmoniker Orkest

experience economy (de belevenis economie) ,[object Object],[object Object],[object Object]

Artikel “ Bios voor oudjes in dirndljurkjes ” ,[object Object],[object Object],[object Object]

an example Commodity: Goods: Service: Experience: Ultimate: per movie per movie per movie per movie per movie Film,camera,acteurs,actie DVD, Blu-ray,TV, popcorn Bioscoop, videotheek, on demand, drive in, Popcorngeur, 3D, stoelen, Pandadroom, ladies night, infotainment complex,

brand activation 1. Traditional media 2. New media

Or? brand activation ,[object Object],[object Object],2. (Brand) owned media 3. (Brand) earned Media

Media type Definition Examples The role Benefits Challenges (Brand) paid media Brand pays to use channels ,[object Object],[object Object],[object Object],Active role in enlarging brand knowledge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Brand) owned media Channels a brand controls ,[object Object],[object Object],[object Object],[object Object],Build for longer-term relationship with existing potential customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Brand) earned media When customers become the channel ,[object Object],[object Object],[object Object],Listen and respond. Interact. Create. Come alive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

so what has changed? ,[object Object],[object Object],[object Object],[object Object]

examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

...a focus on quality of communication, not on quantity or reach more focus on impact...

Session 5, future branding, brand activation 2011

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