Bpost mediadag 29 januari 2012 handout

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Bpost mediadag 29 januari 2012 handout

  1. 1. LOYALTY STARTS WITH GREAT STORIES JAN CALLEBAUT 29 January 2013
  2. 2. Basic purpose: Establish relationshipsCommunicationmanager = relationship builder
  3. 3. Decisions are driven by psycho-logicsNot by objective logic
  4. 4. • Your basic life decisions ?• Did you first fall in love or did you first made a study of the antecedents of the “candidates”?
  5. 5. In marketing we call this:Product-centric versus people-centric
  6. 6. From a product-centric vision towards a people-centric vision Source of Focus & Starting point Orientation distinction Unique Satisfaction People-Centric Engagement proposition CONNECT people Unique sales PULL people Brand-Centric Personality proposition Features & Benefits Unique product Product-Centric offer PUSH YOUR VISION
  7. 7. UNIQUE PRODUCT OFFERPUSH
  8. 8. UNIQUE SALES PROPOSITIONPULL
  9. 9. UNIQUE SATISFACTION PROPOSITIONCONNECT
  10. 10. What has changed? 10
  11. 11. Emotional branding – Marc Gobé• Yesterday • Today – Factual seen, obvious – Hidden, not obvious – Created – Authentic, real – Consumers – People – Target – Individual – 1 objective truth – Complexity of subjective ideas – Objective, fixed and truths – Consumption is a – Subjective, hazy normative, receptive act – Consumption is an engaged – Consumer is a passive decision receiver. – The consumer is an active co- – Consistent, stable creator of relevant meaning. – Respect for the brand – Variable, changing – Respect for the individual IMPOSED VALUES UNIQUE EXPERIENCE
  12. 12. The Value of storytelling Storytelling helpsto sharpen skills of imagination and visualization. (based on collins and cooper)
  13. 13. The Value of storytelling• Storytelling introduces brands and words in context, helping customers… – To develop an appreciation of the range, beauty, and rhythm of the brands and services involved – To understand unfamiliar concepts – To increase their own vocabulary
  14. 14. The Value of storytelling• Storytelling allows users to share product experiences and feelings: – To interact with co-users on a personal level – To refine their product usage and enhance their user- experience – To co-create their own stories
  15. 15. The Value of storytelling• Storytelling helps people improve their listening skills – Sparking an interest – Helping them understand meaning, draw inferences, and interpret the information – Helping them to see product info as a reflection of human experiences – Encouraging them to look at various info to find a story they want to share or to find stories that have been meaningful to them
  16. 16. The Value of storytelling• Storytelling facilitates problem solving – Stories with riddles or problems to solve can enhance critical and creative users skills – Sharing stories of their (users) culture helps people understand their own and others current problems (based on collins and cooper)
  17. 17. A HANDBAG IS NOT JUST A HANDBAG FREITAG
  18. 18. EXAMPLE: HOW REORIENT VRTFROM A BRANDS ORIENTED COMPANY TO A SERVICE ORIENTED COMPANY
  19. 19. 1995• VRT has problems as a stand alone brand• Every mistake = TOTAL FAILURE OF THE COMPANY Building up brand portfolio = rediscovery of STRENGHTS
  20. 20. 2012• NEW COMPETITION• BRAND PORTFOLIO IS NOT LONGER THE ANSWER• QUALITY BRANDS COPIED BY OTHERS• THEREFORE: CHANGE TO CLIENT CENTERED SERVICE LOGIC
  21. 21. Understand, Support,Experience, Connectivity
  22. 22. VRT AND ITS AUDIENCE AS CO-CREATORS OF VALUE ECONOMIC(AUDIOMETRIC) VRT BRANDS = CURRENCY TOOLS CONTINUOUS PERSONAL INSPIRATION AUDIENCES AS CURRENCY ACTIVE VRT PARTICIPANTS EXPERIENCE EXPERIENCE VALUE FLANDERS AS CONTRACTOR SOCIAL AND BENEFICIOR CURRENCY
  23. 23. Structure• Subjective stories – Touch us – Easily find a place in our emotional register • Metaphors • Archetypes – Help us make the story useful
  24. 24. Rock Werchter
  25. 25. It takes a thousand voices to tell asingle story.“Native American saying
  26. 26. Thank you ! Jan Callebautjan@callebautandco.comwww.callebautandco.com www.why5research.com

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