The branding core - conversational branding
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Second part of Pentia's event about conversational branding (in Danish)
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The branding core - conversational branding
- 1. The image part with relationshi p ID rId29 was not . Branding er dødt Længe leve kernefortællingen
- 2. The image part with relationshi p ID rId29 was not . WHY HOW WHAT People don’t buy what you do, they buy why you do it. - Simon Sinek
- 3. The image part with relationshi p ID rId29 was not . FINITE INFINITE TENNIS DÅSESKJUL LUDO POLITIK KRIG FORRETNING
- 4. The image part with relationshi p ID rId29 was not . Forretning er et infinite spil “Vi skal være nummer 1” “Vi skal slå vores konkurrenter” Markedsandel, overskudsgrad, flest medarbejdere? Og over hvor lang tid? De næste 5 år, i år, denne måned? Udsagn Kriterier?!
- 5. The image part with relationshi p ID rId29 was not . Hvad skete der lige i sidste uge
- 6. The image part with relationshi p ID rId29 was not . 1. Vær den førende 2. Ej alt legetøjet 3. Hvis du ikke kan, så sagsøg 4. Tag dit legetøj og sælg hjemmefra 5. Gå bankerot
- 7. The image part with relationshi p ID rId29 was not . Amazon aims to be the earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online. We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.
- 8. The image part with relationshi p ID rId29 was not . Stop fokus på kampagner, fortæl Jeres kernehistorie i stedet
- 9. The image part with relationshi p ID rId29 was not .
- 10. The image part with relationshi p ID rId29 was not . Mangler uden kernehistorien Fragmenteret kommunikation Larm Udfordrede Arbejdsprocesser
- 11. The image part with relationshi p ID rId29 was not . Kernehistorien skal drive forretningens “why” på den lange bane
- 12. The image part with relationshi p ID rId29 was not . Forretningsstrategi, målsætninger, Prioriteringer mv. Tema TemaTemaTema Budskaber Budskaber Budskaber Budskaber Kampagner/content Kampagner/content Kampagner/content Kampagner/content Kernehistorien: Operationaliserer forretningsstrategien igennem kommunikationen Emner Emner Emner Emner Målgruppe Målgruppe Målgruppe Målgruppe
- 13. The image part with relationshi p ID rId29 was not . Q4Q3Q2Q1 Tema 4 Tema 3 Tema 2 Tema 1 Strategisk kernefortælling
- 14. The image part with relationshi p ID rId29 was not . IKEA benytter dette “To create a better everyday life for the many people” ProdukterKampagner In-store
- 15. The image part with relationshi p ID rId29 was not . Forbind kernehistorien med det nødvendige grundlag
- 16. The image part with relationshi p ID rId29 was not . Målgruppe Segmenter Individer Single customer view CRM & Data konsolidering Kernehistorie Involvér Engagér Styr på data er et must for at kunne lykkes, ellers vil den individuelle relevans ikke være mulig at kommunikere eller bygge videre på.
- 17. The image part with relationshi p ID rId29 was not . Udvikling af målepunkter INTERESSER & VANER FORBRUGS MØNSTRE LOCATION & DEVICE BRAND AFFINITIES SOCIAL ADFÆRD DEMOGRAFI & LIVSSTIL
- 18. The image part with relationshi p ID rId29 was not . GDPR gør at virksomheder skal ændre deres tilgang til data Hvem herinde er klar?
- 19. The image part with relationshi p ID rId29 was not . REACTION PREDICTION
- 20. The image part with relationshi p ID rId29 was not . Planlagt Reaktivt Ikke Planlagt Proaktivt Predictive Analytics Events Brand/ Kunde Interaktion Nyheder/ Kriser Analytics Kampagner Trends Forretningsudvikling Klassisk setup
- 21. The image part with relationshi p ID rId29 was not . Planlagt Reaktivt Ikke Planlagt Proaktivt Predictive Analytics Events Brand/ Kunde Interaktion Nyheder/ Kriser Analytics Kampagner Trends Forretningsudvikling Moderne setup
- 22. The image part with relationshi p ID rId29 was not . Machine Learning til prediction Data skal drive kundecentriciteten: • Hvilke medarbejdere får vi behov for? • Hvorfor forlader kunder banken? • Hvilke kanaler rammer dem bedst? = 4-6 gange så effekiv markedsføring (Højere hitrate) https://www.version2.dk/artikel/danske-bank- machine-learning-skakalgoritmer-vi-skal-ikke-ringe- kunder-foretraekker-mail Source: https://www.version2.dk/artikel/danske-bank-machine-learning-skakalgoritmer-vi-skal-ikke-ringe-kunder-foretraekker-mail
- 23. The image part with relationshi p ID rId29 was not . Jeres økosystem skal understøtte kernehistorien
- 24. The image part with relationshi p ID rId29 was not . Avend Jeres Økosystem Touchpoints Kernefortælling Forretningen Plan & eksekvering
- 25. The image part with relationshi p ID rId29 was not . Make people around the world feel like they can belong anywhere. Using your community as creative touchpoints
- 26. The image part with relationshi p ID rId29 was not . Make people around the world feel like they can belong anywhere. Source: https://www.youtube.com/watch?v=AfXx4CifcOo
- 27. The image part with relationshi p ID rId29 was not . Tænk og ager som en infinite spiller Kernehistorien skal drive forretningens “why” Forbind kernehistorien med data Arbejd hen imod planlagt proaktivitet Udnyt Jeres økosystem til 2-vejs eksekvering TAKE AWAYS