Brand Pioneers 7 november 2013!
De Vertrekhal Rotterdam
13.55 - 14.00
14.00 - 14.25
Peter-Paul Laumans - Panelteam - Criteria for Brand Essence
14.25 - 14.55
Fabian van Schie - United Biscuits - Getting to the essence of the Sultana brand
14.55 - 15.25
Koen Rakers - Salesforce - How to become a customer company
15.25 - 15.45
15.45 - 16.15
Eva Zahrawi - Vodafone - Where does the Vodafone brand stand for?
16.15 - 16.45
Claudia Peters - Ecco - How Ecco makes the emotional connection
16.45 - 16.50
16.35 - 18.00
SOURCE FOR EUROPEAN
INTERNATIONAL ONLINE RESEARCH!
BRAND RESEARCH SPECIALIST!
1.3 MILLIONS EUROPEAN CONSUMERS!
live in !
How you think &
feel about a brand
is the brand.
Your brand is your!
Thoughts & !
”Gives me the feeling that I matter, that I am a frontrunner!
and I know what I am talking about”!
”a slice of brown bread with Calve peanut butter is a real
”Ecco shoes immediately feel comfortable and give me
a feeling of freedom. This feeling remains even when
they have been worn for a while”
Every day !
people make !
based on how!
A brand is a product, service, cause
or organization with perceived
intangibles is in
the eye of the
some see them;
When you don’t perceive an
intangible it’s a commodity to you
Brands compete on their
on price or convenience
Panelteam N=500 week 44 2013
How do brands get in your head?
Exposure | Experience
Every strong brand stand for
something - Brand DNA
Amazon’s Jeff Bezos: “Your brand is what people say
about you when you’re not in the room.”
The essence captures
what the audience feels
during an experience with
” Driving a Volvo makes me feel that my
family is safe”
Something personal that people aspire
to embrace and be a part of; something
that speaks to them.
There is no point in identifying an
essence that is irrelevant to the
audience. Research it!
By measuring the most
important stages of the
buying and orientation
proces of consumers you ...
Get more grip on your consumers
Keep track of your brand
Make better strategic decisions
CONSUMER LIFECYCLE RESEARCH!
The new standard for running a successful brand!