Brand Activation Strategy - BottomUp InsideOut
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The document outlines Maurice Maas's brand activation strategy, which focuses on meaningful interaction between brands and consumers to create conversation value and brand advocacy. It emphasizes facilitating experiences for consumers centered around their latent concerns through getverstising (pull marketing) rather than interruptive advertising. The goal is to spread ideas virally by making brands relevant and memorable through these experiences.
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Brand Activation Strategy - BottomUp InsideOut
- 1. Brand Ac)va)on Strategy* *Maurice Maas Amsterdam, 2009 maurice@frenzyme.com
- 2. Ideas that spread, win Can you get your idea to spread, or not? Seth Godin, Malcolm Gladwell, 2000 maurice@frenzyme.com
- 3. “The world evolves around me” Growing up in the digital age maurice@frenzyme.com
- 4. > Choice < Time Endless choice of the same quality brands within every single marketplace maurice@frenzyme.com
- 5. When too many choices and too li-le .me, the obvious thing to do is to ignore stuff... maurice@frenzyme.com
- 6. Unless... it’s remarkable Stuff worth making a remark about = conversaQon value maurice@frenzyme.com
- 7. TV adverQsing is about average products for average people hard to be remarkable, easy to ignore maurice@frenzyme.com
- 8. The internet is a network of people who seek, snack and share stuff of mutual interest and benefit ‘Web 2.0’ maurice@frenzyme.com
- 9. Focus on people who are listening and maybe they tell their friends people who care, seek, listen, share = ‘tribe’ maurice@frenzyme.com
- 10. “Nearly all successful web based concepts are about communicaQon among people. Lemz opQmizes this core insight in all acQvaQon concepts and posiQons brands not as dominators but social facilitators.” Dutch SpinAwards jury ‘InteracQve Agency of 2007’ maurice@frenzyme.com
- 11. Meaningful (inter)acQon is the key experience Essence of brand acQvaQon maurice@frenzyme.com
- 12. Through meaningful (inter)acQon people invite brands into their daily lives Pull, not push maurice@frenzyme.com
- 13. Meaningful (inter)acQon that leads to conversaQon value and brand advocacy Ge`ng the idea to spread maurice@frenzyme.com
- 14. How to create relevant meaning as driver for (inter)acQon and conversaQon? ‘ConversaQonal Capital’ maurice@frenzyme.com
- 15. 1. Care about consumers as human beings and ciQzens, who probably don’t care about your brand maurice@frenzyme.com
- 16. So... please explain again maurice@frenzyme.com
- 17. 2. Who are [you]? What do [you] do? Why does it maeer? Do you pracQce what [you] preach? AuthenQcity maurice@frenzyme.com
- 18. SQll... Your brand is not what you say it is, it is what people say it is Or rather: what they feel it is maurice@frenzyme.com
- 19. 3. Connect the brand essence or brand proposiQon with latent consumer concern ‘Connected brands/products’ maurice@frenzyme.com
- 20. The movement towards brands addressing social and environmental concern is gathering momentum. Consumer concern becomes consumer demand. maurice@frenzyme.com
- 21. 4. Create getverQsing maurice@frenzyme.com
- 22. AdverQsing GetverQsing Push Pull Invite Interrupt Internal pacing External pacing Lean forward Lean backward AcQve Passive 2way Oneway Boeom‐up Top‐down Consumer centric Brand centric TV Internet maurice@frenzyme.com
- 23. AdverQsing Theme Storytelling Media Sender maurice@frenzyme.com
- 24. GetverQsing Playground Experience Provider Facilitator maurice@frenzyme.com
- 25. Playground Why would I enter and play or interact with [you]? Latent consumer concern as highly involved common ground maurice@frenzyme.com
- 26. Experience What is in it for me? Salience and meaning: worth to share and talk about? maurice@frenzyme.com
- 27. Provider Who is the advocate? Peer‐to‐peer impact: shared by someone I respect, trust maurice@frenzyme.com
- 28. Facilitator Powered by [You] Brand as relevant and memorable facilitator of the experience maurice@frenzyme.com
- 29. 3. Amplify with adverQsing maurice@frenzyme.com
- 30. Integrated Theme Playground Storytelling Experience Media Provider Sender Facilitator maurice@frenzyme.com
- 31. Theme Theme Theme Playground Playground Playground Storytelling Storytelling Storytelling Experience Experience Experience Media Media Media Provider Provider Provider Sender Sender Sender Facilitator Facilitator Facilitator 1 2 3 Planorm maurice@frenzyme.com
- 32. 4. Frenzy mode Highly contagious idea maurice@frenzyme.com
- 33. “It’s design – not strategy – that sparks consumer passion” Marty Neumeier maurice@frenzyme.com
- 34. Ideas that spread, win maurice@frenzyme.com
- 35. Maurice Maas maurice@frenzyme.com +31646443818