Online brand building 1/3

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Online brand building 1/3
Course given during International Week 2011at Katowice University Poland

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  • http://www.google.com/support/blogger/bin/answer.py?hl=en&answer=41440
  • http://theblakeproject.typepad.com/.a/6a00d83451b74a69e20133ecb63eca970b-pi
  • http://www.ksbr.co.uk/articlesandpapers1.htm
  • Kapferer the new strategic brand management
  • http://www.google.nl/imgres?imgurl=http://www.bmwtalk.org/wp-content/uploads/2010/03/BMW_logo.png&imgrefurl=http://www.bmwtalk.org/&usg=__cXbO4NJdHrMxmtN-2qM_QXB59Po=&h=564&w=564&sz=110&hl=nl&start=7&sig2=Ks0PiWadWlK4vQUUTS_h1g&um=1&itbs=1&tbnid=uHs1r-MqelIVrM:&tbnh=134&tbnw=134&prev=/images%3Fq%3Dbmw%2Bpicture%26um%3D1%26hl%3Dnl%26safe%3Doff%26rlz%3D1W1IRFA_en%26tbs%3Disch:1&ei=VRHtS_S2FsWgOKOoiO0H
  • http://steveranddesign.com/swissair_moodboard.shtml
  • Note: Words that will NOT work as adjectives or describing words that I get ALL the time! (Grr! We hate these words!): Clean Simple Functional Note: Words that I am using as my adjectives/describing words: Sincere Warm Nostalgic
  • Online brand building 1/3

    1. 1. Building Brands Online Sander Janssens Msc Online Branding International Week Katowice 2011
    2. 2. <ul><li>Course outline: </li></ul>Building Brands Online Sander Janssens Msc 18 years work experience international marketing in companies and international marketing consultant. Specialisation : strategic marketing, marketing communication, b-b marketing, services marketing
    3. 3. The Netherlands
    4. 4. <ul><li>27% surface below sea level </li></ul><ul><li>60% of population </li></ul><ul><li>living below sea level </li></ul>
    5. 5. Zwolle
    6. 6. School of business and economics <ul><li>8 different Business Studies </li></ul><ul><li>Approx 3,000 students </li></ul><ul><li>1,000 first year students </li></ul>
    7. 7. School of business and economics <ul><li>Commercial economics </li></ul><ul><li>Communication </li></ul><ul><li>International Business and languages </li></ul><ul><li>Logistics and economics </li></ul><ul><li>Small business and retail management </li></ul><ul><li>Accountancy </li></ul><ul><li>Financial services management </li></ul><ul><li>Business economics </li></ul>
    8. 8. Sander Janssens Msc Online Branding International Week Katowice 2011 Day Course planning General Exercises 1 Introduction, Customer insight, basic brand knowledge A1 Intro, team, brand/product, blog A2 Brand analysis, buying behaviour A3 Postioning, Brand system A4 Persona, moodboard 2 Brand key, Old Spice campaign case, On line Tools, B1 Brand key B2 Old spice campaign analysis B3 Online tools vs communication goals B4 Online tools vs product classification B5 Examples online brand campaigns 3 Grande finale C1 Goals / metrics C2 Planning a campaign C3 Present complete online brand campaign Individual assigment English marketing article + comment
    9. 9. Day 1 Customer insight <ul><li>Introduction </li></ul><ul><li>Dutch approach teaching </li></ul><ul><li>Project </li></ul><ul><li>Group blog </li></ul><ul><li>Grading </li></ul><ul><li>Cultural difference (Holland – Poland) </li></ul><ul><li>Form project teams </li></ul><ul><li>Choose product </li></ul><ul><li>Exercises </li></ul>
    10. 10. Course structure Lecturer initiates Project work in class Students work in groups Students present In front of other teams Feedback and + evaluation Concluding summary of theory Lecturer explains theory <ul><li>Theoretical part </li></ul><ul><ul><li>Thematic lecture & discussion </li></ul></ul><ul><ul><li>Brief assesment of course expectations </li></ul></ul><ul><li>Practical part (case work) </li></ul><ul><ul><li>Assignment (a new product introduction) </li></ul></ul><ul><ul><li>Teamwork (3 to 5 pers.) </li></ul></ul><ul><ul><li>Team presentation </li></ul></ul>Summary theory What have we learned Check expectation vs. realisation
    11. 11. Cultural model of lecturer and students
    12. 12. Dutch Crown prince Willem Alexander and his Argentine born wife princess Maxima riding a bicycle
    13. 13. Manager's role varies across cultures Source : André Laurent 17 18 23 27 38 44 46 53 66 73 78 “ It is important for a manager to have at hand precise answers to most of the questions that his subordinates may raise about their work “ 10 20 30 40 50 60 10 70 80 % Percentage in agreement Great Britain Sweden Netherlands USA Denmark Switzerland Belgium Germany France Italy Indonesia Japan
    14. 14. Three screen approach Sander Janssens Msc Online Branding International Week Katowice 2011 Repeat Buy / loyal Buy Like / Consideration Awareness Fan / advocate Promotion Of the Product Purchase decision
    15. 15. Group assignment A1 <ul><li>Firm presentation (Project team name + skills/misson) </li></ul><ul><li>Choose brand / product and market situation (PLC, purchase decision category, product category, motivation ) </li></ul><ul><li>Agree on code of conduct </li></ul><ul><li>Set up your blog </li></ul><ul><li>Exchange name, email, telephone number </li></ul><ul><li>Present your product + group + blog </li></ul>Sander Janssens Msc Online Branding International Week Katowice 2011
    16. 16. Firm presentation <ul><li>You are a well known marketing consultancy firm. Make a powerpoint presentation in which you will present your team, skills, and expertise area’s as a real consultancy bureau would do. </li></ul>
    17. 17. Choose a consumer brand/product <ul><li>Take into consideration </li></ul><ul><li>Buying situation </li></ul><ul><li>Product life cycle </li></ul><ul><li>New product category </li></ul><ul><li>Motivation for choosing this product / Do you like the product ? </li></ul>
    18. 18. Low Feel – Sensate and pleasurable products Low Think – Practical and functional products Low Involvement High Feel – Products that reflect on you High Think – Considered purchases High Involvement Feel Think SATISFACTION HABITUAL INFORMATIVE AFFECTIVE
    19. 19. Stages of the Product Life Cycle
    20. 20. Categories of New Products New To The World 10% New Product Lines 20% Product Line Additions 26% Improvements/Revisions 26% Repositioned Products 7% Lower-Priced Products 11% Six Categories of New Products
    21. 21. Code of conduct <ul><li>Write down your code of conduct of your group. The group rules to which you all agree </li></ul><ul><li>Exchange names, telephone numbers + email adres </li></ul><ul><li>Upload to group blog </li></ul>
    22. 22. Group blog <ul><li>Each group has to set up a simple blog. </li></ul><ul><li>Group </li></ul><ul><li>A) Post all Group exercises on your group blog </li></ul><ul><li>Individual Each group member has to post : </li></ul><ul><li>A ) A relevant English article or video with from a marketing blog about one of the following topics: </li></ul><ul><li>Marketing and internet </li></ul><ul><li>Branding </li></ul><ul><li>B ) A comment on his post what his reasons for posting the article/video are. Why is this article interesting. </li></ul>
    23. 23. Group blog <ul><li>Format group blog names </li></ul><ul><li>Use the name </li></ul><ul><li>intweek katowice group 1 “name of the product” </li></ul><ul><li>intweek katowice group 2 “name of the product” </li></ul><ul><li>Blogger is free to use. </li></ul><ul><li>You can start a blog very easily, with a minimum of setup. </li></ul><ul><li>Youtube video on “How to blog on blogger.” </li></ul><ul><li>http://www.youtube.com/watch?v=bU4gXHkejMo&feature=player_embedded </li></ul>
    24. 28. Grading Blog + group exercises 80% Individual assignment 20%
    25. 29. Students will have to be able to <ul><li>Sketch a consistent business concept </li></ul><ul><li>Dealing with complexity </li></ul><ul><li>Avoiding ambiguity </li></ul><ul><li>Taking into account uncertainty </li></ul><ul><li>Justification of actions </li></ul>Ir Sander Janssens Marketing course Nordhausen course week 2008
    26. 30. Individual assignment <ul><li>Find a relevant English marketing related article from one of the blogs top http://adage.com/power150/ or http://www.networkedblogs.com/network/poland </li></ul><ul><li>Comment in English on your article with marketing knowledge . </li></ul><ul><ul><li>Why is this article important ? </li></ul></ul><ul><ul><li>What have you learned from this article? </li></ul></ul><ul><ul><li>How can you use it in your assignment ? </li></ul></ul><ul><ul><li>Other aspects </li></ul></ul>Sander Janssens Msc Online Branding International Week Katowice 2011
    27. 31. http://adage.com/power150/ http://www.nickburcher.com/2009/07/adage-power-150-european-top-100-blog.html
    28. 32. Sander Janssens Msc Online Branding International Week Katowice 2011
    29. 33. Group assignment A1 <ul><li>Project team name + mission </li></ul><ul><li>Choose brand / product and market situation (PLC, purchase decision category, product category, motivation ) </li></ul><ul><li>Agree on code of conduct </li></ul><ul><li>Set up your blog </li></ul><ul><li>Exchange name, email, telephone number </li></ul><ul><li>Present your product + group + blog </li></ul>Sander Janssens Msc Online Branding International Week Katowice 2011
    30. 34. Sander Janssens Msc Online Branding International Week Katowice 2011
    31. 35. Model Identity What identity is the brand ? Product / service / brand Segment 1 Competitor 3 Segment 3 Segment 4 Segment 5 Competitor 1 Competitor 2 Segment 2 ( online ) Marketing – communication tools Target No target Research decision process buying behaviour Proposition (promise to the consumer ) Image How is the brand percieved ? Communication goals “ Market” Budget
    32. 36. <ul><li>Who is target group for your brand, </li></ul><ul><li>Estimate size of your target group </li></ul><ul><li>Why would somebody buy your product ? </li></ul><ul><li>How is the decision process ? </li></ul><ul><li>Which products are competitors </li></ul><ul><li>Listen: What are people saying about your product ? Opinions (twitter, forum, blog, facebook) </li></ul><ul><li>Present the outcome with powerpoint </li></ul>Group assignment A2 Analysis brand Sander Janssens Msc Online Branding International Week Katowice 2011
    33. 37. Sander Janssens Msc Online Branding International Week Katowice 2011 <ul><li>Target group </li></ul><ul><li>Current e-readers </li></ul><ul><li>Netbook users </li></ul><ul><li>Students </li></ul><ul><li>Older generation </li></ul><ul><li>Frequent traveler </li></ul><ul><li>Iphone owners </li></ul><ul><li>Gadget lovers </li></ul>Target group ? http://ultraorange.net/2010/04/23/apples-real-target-group-for-the-ipad-99-year-old-ladies-with-bad-eyesight/
    34. 38. Mc donalds Sander Janssens Msc Online Branding International Week Katowice 2011 <ul><li>Target group Fast Food </li></ul><ul><li>20-30 yr single working men/women </li></ul><ul><li>Low income Family suburb </li></ul><ul><li>young business men working late (No time to cook) </li></ul>Target group ?
    35. 39. Problem recognition Information search Evaluation of alternatives Purchase decision Post purchase behaviour
    36. 40. Listen: What are people saying about your product ? Opinions (twitter, forum, blog) Sander Janssens Msc Online Branding International Week Katowice 2011
    37. 41. Sander Janssens Msc Online Branding International Week Katowice 2011 http://www.facebook.com/Starbucks http://mashable.com/2009/06/16/killer-facebook-fan-pages/
    38. 42. <ul><li>What is the positioning of your product relative to competitors </li></ul><ul><li>Develop a brand system </li></ul><ul><li>Present the outcome with powerpoint </li></ul>Group assignment A3 Positioning/brand system Sander Janssens Msc Online Branding International Week Katowice 2011
    39. 43.
    40. 44. Positioning <ul><li>Efforts to influence consumer (emotional) perception of a brand or product relative to the perception of competing brands or products. </li></ul><ul><li>Its objective is to occupy a clear, unique, and advantageous 'position' in the consumer's mind such as 'the best driving car,' 'the most economical car,' or 'the safest car.‘ </li></ul><ul><li>So people will become attached to your brand. </li></ul>Sander Janssens Msc Online Branding International Week Katowice 2011
    41. 45. Sander Janssens Msc Online Branding International Week Katowice 2011 Consumer insight needs wants Competition Weaknesses/ vulnerabilities Brand / product strength Brand positioning idea
    42. 46. What apple tastes better ? <ul><li>Red </li></ul><ul><li>Green </li></ul><ul><li>Orange </li></ul>Sander Janssens Msc Online Branding International Week Katowice 2011 Why ?
    43. 47. Sander Janssens Msc Online Branding International Week Katowice 2011 Positioning example
    44. 48. Positioning brand within category Points of difference Points of parity <ul><li>Functional differences </li></ul><ul><li>(Taste, color, foam etc) </li></ul><ul><li>Emotional differences </li></ul><ul><li>(feelings attached to brand) </li></ul>Buy!!
    45. 49. Visual distinction Sander Janssens Msc Online Branding International Week Katowice 2011
    46. 50. Sander Janssens Msc Online Branding International Week Katowice 2011
    47. 51. Positioning brand within category Points of difference Points of parity <ul><li>Functional differences </li></ul><ul><li>(Taste, color, foam etc) </li></ul><ul><li>Emotional differences </li></ul><ul><li>(feelings attached to brand) </li></ul>Buy!!
    48. 52. Sander Janssens Msc Online Branding International Week Katowice 2011
    49. 53. Positioning matrix example Typical Question: What are the key market opportunities which will drive our innovation strategy? Introverted Pleasure & Functional Satisfaction Yourself to Empower or Distinguish Fitting in to Enjoy or Relax Extroverted Pleasure Kicks and Variety Enjoyable health Status & Prestige Accessible pleasure Beer
    50. 54. Sander Janssens Msc Online Branding International Week Katowice 2011
    51. 55. Not Progressive Progressive Positioning example HOW THE BIG 4 LUXURY BRAND EXPERIENCES MAP OUT Active Driving (Car & Drive are central) Passive Driving Other priorities like lifestyle or badge value <ul><li>- Luxury </li></ul><ul><li>Quality </li></ul><ul><li>Refinement </li></ul><ul><li>Prestige </li></ul><ul><li>Designer </li></ul><ul><li>Innovation </li></ul><ul><li>Sports performance </li></ul><ul><li>Sexy, not serious </li></ul><ul><li>Luxury </li></ul><ul><li>Value </li></ul><ul><li>Experience </li></ul><ul><li>Refinement </li></ul><ul><li>- Machinery, Performance </li></ul><ul><li>‘ Us’ not you </li></ul><ul><li>- Aggressive </li></ul>
    52. 56. Acid test positioning <ul><li>Relevant? Does this positioning offer significant, 'top-of-the-pyramid' benefits to a BIG enough target audience? Is it new / compelling enough to help drive rapid market penetration and recruitment? Can you get sufficient SCALE from it? </li></ul><ul><li>Believable? Are there one or two tangible things you can point to in your communication which will be 'eloquent' for the brand and help cement belief? </li></ul><ul><li>Ahead of trend? Have you spotted a big, long term trend in consumer attitudes / needs? If you launch with this positioning will you be well-placed to gain as the trend develops into a mass-wave? Are you thinking 'bravely' enough about the future as opposed to the present? </li></ul><ul><li>Defensible? How can you ringfence your brand against imitators if the positioning proves to be a winner? Will being 'first mover' be sufficient - or should you be looking to build-in some other defensive strokes? </li></ul><ul><li>Deliverable? Can your company really come through and deliver the promise in reality? How long will it take to make any innovations or improvements needed? </li></ul>Sander Janssens Msc Online Branding International Week Katowice 2011
    53. 57. The brand triangle Brand name and symbols Semiotic invariants Product or service experience Brand concept (value proposition Tangible and intangible)
    54. 58. Brand name and symbols Semiotic invariants Product or service experience Brand concept (value proposition Tangible and intangible) BMW the ultimate driving experience The brand triangle
    55. 59. Brand name and symbols Semiotic invariants
    56. 60. BMW the ultimate driving experience
    57. 61. BMW the ultimate driving experience <ul><li>For over three decades, BMW built its brand to be synonymous with performance and the driving experience. The brand character and tone (serious, focused, and engaged) remained unwavering for the most part, while drivers enjoyed innovative, high-performance-yet-accessible vehicles that connect them with the road, rather than isolating them from it. </li></ul>Brand concept (value proposition Tangible and intangible)
    58. 62. The brand triangle must be in balance
    59. 63.
    60. 64. Sander Janssens Msc Online Branding International Week Katowice 2011
    61. 65. <ul><li>What is the positioning of your product relative to competitors </li></ul><ul><li>Develop a brand system </li></ul><ul><li>Present the outcome with powerpoint </li></ul>Group assignment A3 Positioning/brand system Sander Janssens Msc Online Branding International Week Katowice 2011
    62. 66. <ul><li>Develop a persona the typical customer who would buy your product, </li></ul><ul><li>Develop a Moodboard of the brand </li></ul><ul><li>Present the outcome with powerpoint </li></ul>Group assignment A3 persona-moodboard Sander Janssens Msc Online Branding International Week Katowice 2011
    63. 67. Persona aspects Sander Janssens Msc Online Branding International Week Katowice 2011 <ul><li>Education social background, age, etc </li></ul><ul><li>Family life ? </li></ul><ul><li>Work situation </li></ul><ul><li>What are his values </li></ul><ul><li>What is important to him </li></ul><ul><li>Why would he buy an Ipad </li></ul><ul><li>Knowledge, attitude towards Ipad, laptops, mobile phones, </li></ul><ul><li>How does he decide ? </li></ul><ul><li>Media behaviour (Online, TV watching) </li></ul>
    64. 68. Robert the service manager Persona Ipad buyer <ul><li>High school, started work at 18. 35 years old </li></ul><ul><li>Married two children, </li></ul><ul><li>Service manager travels a lot to customers, sends 40 emails/day </li></ul><ul><li>His family is important to him, likes to go out with friends </li></ul><ul><li>Work hard and efficient , earn good money, </li></ul><ul><li>Buys an Ipad because it saves time and he can show to customers solutions </li></ul><ul><li>Knows what he needs to know, positive towards Ipad, laptops, mobile phones as long as they support him doing his job , </li></ul><ul><li>If the boss approves he will buy an ipad </li></ul><ul><li>Reads popular morning newspaper, no time to watch tv, uses internet to read short news stories </li></ul>
    65. 69. Tim Student Persona Ipad buyer Sander Janssens Msc Online Branding International Week Katowice 2011 <ul><li>University 4th year, 20 years old, </li></ul><ul><li>Lives in student home, weekends visits to parents </li></ul><ul><li>Scholarship, Student jobs to earn extra money, </li></ul><ul><li>Being student is important to him, the freedom, wants to be a manager, have fun while you are student, be cool </li></ul><ul><li>Buys an ipad because it is cool, and can use it for study and while travelling to parents </li></ul><ul><li>Likes gadgets, would like to have latest mobile but is too expensive reads blogs abou gadgets and mobile phones, </li></ul><ul><li>Ipad is on his wishlist, if price goes down he will buy one, decision made by himself butinfluenced by his friends </li></ul><ul><li>No newspaper, reads online websites, watches TV and internet, has a twitter account </li></ul>
    66. 70. Elements of a brand moodboard <ul><li>• Photos that convey a destination’s spirit or energy, and reflect visual content likely to appear in marketing communications. </li></ul><ul><li>• Text that helps express mood and personality: usually limited to 3 to 6 carefully chosen words that define a feeling, a way of behaving, or a characteristic attitude of the destination. </li></ul><ul><li>• Graphic elements , including iconography, color palettes and typography, that foreshadow the brand image and formal brand identity program. </li></ul>Sander Janssens Msc Online Branding International Week Katowice 2011
    67. 71. Moodboard <ul><li>Mood boards are very helpful in defining, explaining and building out a new brand position: for getting buy-in and approval of positioning initiatives; to help communicate the brand to frontline staff; and as decision-support tools. </li></ul><ul><li>Mood boards offer a visual measuring stick that can be help up against creative executions to decide whether communications are on-brand or off-brand. Does a new ad or brochure capture the look and feel of the mood board? Does it support the position and promise of value? </li></ul>Sander Janssens Msc Online Branding International Week Katowice 2011
    68. 72. Moodboard tourist destinaton Howe caverns in upstate New York Sander Janssens Msc Online Branding International Week Katowice 2011
    69. 73. Moodboard translation to website Sander Janssens Msc Online Branding International Week Katowice 2011
    70. 74. Mood board emotional feeling attached to Swiss air This mood board's purpose is to represent the feeling associated with the swiss air brand. The key moods derived from this board are classy, clean, comfortable, elegant, professional, and ecologically friendly
    71. 75. What/How do I want the target audience to feel when they see this project?&quot; Sincere Warm Nostalgic
    72. 76. <ul><li>Develop a persona the typical customer who would buy your product, </li></ul><ul><li>Develop a Moodboard of the brand </li></ul><ul><li>Present the outcome with powerpoint </li></ul>Group assignment A3 persona-moodboard Sander Janssens Msc Online Branding International Week Katowice 2011
    73. 77. Model Identity What identity is the brand ? Product / service / brand Segment 1 Competitor 3 Segment 3 Segment 4 Segment 5 Competitor 1 Competitor 2 Segment 2 ( Online ) Marketing – communication tools Target No target Research decision process buying behaviour Proposition (promise to the consumer ) Image How is the brand percieved ? Communication goals “ Market” Budget
    74. 78. Sander Janssens Msc Online Branding International Week Katowice 2011

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