2013 하반기 해외 성공사례를 정리했습니다.
This file is made for sharing 2013 second half of the year marketing trend with anyone who are interested. Thank you :)
INSIGHT _ 기존에 소극적 참여만해도 혜택을 주었던 프로모션이 주였다면, 2013 하반기 소비자는 '즐거운 불편'을 기꺼이 감수하며 더 적극적으로 새로운 도전에 열광하고 있습니다. 모험에 도전하고 다양한 결합을 발견, 그리고 기대치 못한 경험을 통해 소비자들에게 무료한 일상에서의 새로운 즐거움을 선물하고 있습니다.
https://www.facebook.com/fmcommunications
13/03/23 KAIST CS 학부를 졸업한 이후 어떠한 선택들을 하게 될 지에 대해, 한번쯤 진지하게 생각해봤으면 해서 마련해 보았던 자리인 '아주 소소한 진로 설명회'의 전체 슬라이드입니다.
<추가질문은_여기로>
장윤석 : yunseok.jang@kaist.ac.kr
배휘동 : spilist@gmail.com
김준기 : me@daybreaker.info
김동우 : kimdwkimdw@gmail.com
이참솔 : kryssiark@gmail.com
이익제 : ikje@gamehi.net
김종범 : beom.kim@lge.com
<각각의_슬라이드_주소>
배휘동 - 연구실에서 살기 시작한다는 것
http://www.slideshare.net/yunseok/in-130323-kaist-cs
김준기 - 박사과정 이야기
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683023
김동우 - 학부 이후의 진로, 스타트업 개발자 이야기
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683069
이참솔 - 스타트업 이야기
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683194
이익제 - 벤처와 게임회사 생활의 비교
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683262
김종범 - 평범한 선배의 평범한 이야기
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683281
2013 하반기 해외 성공사례를 정리했습니다.
This file is made for sharing 2013 second half of the year marketing trend with anyone who are interested. Thank you :)
INSIGHT _ 기존에 소극적 참여만해도 혜택을 주었던 프로모션이 주였다면, 2013 하반기 소비자는 '즐거운 불편'을 기꺼이 감수하며 더 적극적으로 새로운 도전에 열광하고 있습니다. 모험에 도전하고 다양한 결합을 발견, 그리고 기대치 못한 경험을 통해 소비자들에게 무료한 일상에서의 새로운 즐거움을 선물하고 있습니다.
https://www.facebook.com/fmcommunications
13/03/23 KAIST CS 학부를 졸업한 이후 어떠한 선택들을 하게 될 지에 대해, 한번쯤 진지하게 생각해봤으면 해서 마련해 보았던 자리인 '아주 소소한 진로 설명회'의 전체 슬라이드입니다.
<추가질문은_여기로>
장윤석 : yunseok.jang@kaist.ac.kr
배휘동 : spilist@gmail.com
김준기 : me@daybreaker.info
김동우 : kimdwkimdw@gmail.com
이참솔 : kryssiark@gmail.com
이익제 : ikje@gamehi.net
김종범 : beom.kim@lge.com
<각각의_슬라이드_주소>
배휘동 - 연구실에서 살기 시작한다는 것
http://www.slideshare.net/yunseok/in-130323-kaist-cs
김준기 - 박사과정 이야기
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683023
김동우 - 학부 이후의 진로, 스타트업 개발자 이야기
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683069
이참솔 - 스타트업 이야기
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683194
이익제 - 벤처와 게임회사 생활의 비교
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683262
김종범 - 평범한 선배의 평범한 이야기
http://www.slideshare.net/yunseok/in-130323-kaist-cs-17683281
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2. Overall Process
1. Problem recognition
-‘RAISON’ 브랜드 History
-20대 담배 시장 현황
-‘RAISON’ 브랜드 분석
2. Consumer analysis
-20대 대학생 외면 분석
-20대 대학생 내면 분석
3. Communication Proposal
-확장 아이덴티티 확립
-커뮤니케이션 컨셉 및 전략방안
4. IMC Strategy
-플래그쉽 스토어 전략제안
-스마트 폰 전략제안
4. ‘RAISON’ 브랜드 History
‘RAISON’ 브랜드 성장 과정
2002 2003 2005 2006 2007 2009 2010
브랜드도입기 브랜드확장기 경쟁력강화기
source : ‘KT&G’ 홈페이지자료재조합
‘KT&G’의 이러핚 노력과 투자에 의해
‘RAISON’은 20대에게 하나의 차별화된 브랜드로 자리잡았다.
5. 20대 담배 시장 현황
20대 국외산 브랜드 구입률의 변화 20대 ‘RAISON’ 구입률의 변화 09년 20대 담배 브랜드 이용률
경쟁사 MS 국산브랜드 MS 20대 초반 20대 후반
브랜드 현 이용 브랜드
(N=99 단위 : %)
12.4 11.8
50.8 52.6 Dunhill 21.2
62.8
75 8
6.9
6.2 Marlboro 12.1
3.4 MILD
49.2 47.4 12.1
37.2 SEVEN
25
RAISON 10.1
07.02 07.09 08.06 09.06 08.03 08.06 09.03
source : 논문_담배패키지디자인리뉴얼젂략이브랜드재활성화에미치는영향에관핚연구(2010)
& 마크로밀코리아_상품굮별 소비트렌드현황및향후예측보고서(2009)
왜!
‘RAISON’의 어떤 부분이 문제일까?
6. ‘RAISON’ 브랜드 제품분석
국외산 담배 브랜드 Blind Test
74%
의
식
대학생 맛
무
의
INSIGHT
대학생 61% 구분불가
식
source : 인사이트마케팅_오마츠타카히로, 우사미키요시, 하다히로유키(2008)
& 대학내일_대학생라이프스타일보고서브랜드연상단어(2009)
품질에서 차이가 없다면 무의식 중에서 소비자가 인지하는
브랜드 이미지에서 문제점을 찾을 필요가 있다.
7. ‘RAISON’ 브랜드 이미지분석
20대 선호하는 담배 브랜드 아이덴티티 & 브랜드 이미지
브랜드 브랜드 아이덴티티 브랜드 이미지
모던하면서도 고급스러운,
Dunhill
고급스러운 세렦된
Marlboro 정열적인남성 마초, 레드
MILD SEVEN 부드러움 부드러움, 깔끔핚
자싞만의 고양이,
RAISON
이유있는삶 부드러움
source : 인사이트마케팅_오마츠타카히로, 우사미키요시, 하다히로유키(2008)
& 대학내일_대학생라이프스타일보고서브랜드연상단어(2009)
뛰어난 품질력과 차별화된 브랜드 아이덴티티를 지니고 있음에도 불구하고,
‘RAISON’은 20대 대학생에게 사랑 받지 못하였다.
8. ‘RAISON’의 명확핚 브랜드 아이덴티티 인식을 통핚 러브마크
Brand Identity system ‘Lovemark position’ chart
RESPECT
확장 Identity
BRANDS LOVEMARK
핵심 브랜드 이미지
Identity
LOVE
COMMODITIES FADS
source : 브랜드경영_데이비드아커(2008)
& 러브마크_케빈로버츠(2005)
그래서,이제 20대 대학생이 원하는 것을 찾기 위해
먼저 그들의 내외면적 특성을 분석 해야 핚다.
10. 20대 대학생 외면 분석 1
시대의 전파자 1924 ‘W세대(Why not?, World player, Within, Wired)’
source : 제일기획_젂국소비자조사(2008) &
KOBACO_소비자행태조사보고서(2008)
1924세대는 일보다 여가를 중시하고,
일상에서 일탈을 즐기며 주요정보를 적극적으로 발싞하는 입소문 메싞져!
11. 20대 대학생 외면 분석 2
자신을 사랑하는 2529 ‘I세대(In itself, Invest, Intimacy)’
source : 제일기획_젂국소비자조사(2008) &
KOBACO_소비자행태조사보고서(2008)
2529세대는 자기관리에 적극적이고
다양핚 취미 생활을 즐길 뿐만 아니라 야외 활동을 선호!
12. 20대 대학생 외면 분석 3
20대 라이프스타일 Psychographics 분석 세대별Psychographics의특성요인을젂각기호를통해구붂( C A T )
1924 W세대 2529 I세대
입소문과정보에의해영향을많이받음(T) 자싞의스타일에맞춰행동하려는성향이강함(T)
일보다는여가를중시함(C) 시대적조류에도잘적응(T)
주요정보를적극적으로발싞하는입소문메싞저(T) 외모와건강을중요하게생각,경쟁력으로인식(A)
일상에서의일탈을즐김(C) 즐겁게사는것과주변사람들과의관계중시(C)
매사에적극적이며체험을중시함(C) 자기능력을키우는데관심이많음(A)
여러모임을통해자싞의관심사를공유(T) 자기관리에적극적(A)
자싞이하고싶은일은꼭해야함(C) 자싞이외의사회와주변에대핚관심은낮은편(C)
외모와미용, 건강에싞경을많이씀(A) 문화를받아들이는데적극적(T)
스스로개척하는삶을살고싶어함(C) 다양핚취미생활을즐기며야외활동을선호(C)
인터넷이생활에있어서필수적인요소(T) 뉴미디어를새로운인갂관계의축으로활용(T)
source : 제일기획ACR(2009)
이러핚 1924세대와 2529세대의 Psychographics 분석을
바탕으로 각 세대의 공통된 특성요인을 재 분류해 보았다.
13. 20대 대학생 외면 분석 3
1929세대의 Psychographics 특징 별 재 분류
일보다는여가를중시함 입소문과정보에의해영향을많이받음
일상에서의일탈을즐김 주요정보를적극적으로 발싞하는입소문메싞저
CC AA TT
매사에적극적이며체험을중시함 외모와미용, 건강에싞경을많이씀 여러모임을통해자싞의관심사를공유
자싞이하고싶은일은꼭해야함 외모와건강을중요하게 생각,경쟁력으로 인식 인터넷이생활에있어서필수적인요소
스스로개척하는삶을살고싶어함 자기능력을키우는데관심이많음 자싞의스타일에맞춰행동하려는성향이강함
reativity
즐겁게사는것과주변사람들과의 관계중시 자기관리에적극적
ffection ransmission
시대적조류에도잘적응
자싞이외의사회와주변에대핚관심은낮은편 문화를받아들이는데적극적
다양핚취미생활을즐기며야외활동을선호 뉴미디어를새로운인갂관계의 축으로활용
source : 제일기획ACR(2009)
20대의 외면적인 특성이 이처럼 분류 되었다면
그들의 내면은 어떨까?
14. 20대 대학생 내면 분석 1
유행에 민감핚 억눌린 모범생
source : 글로벌디자인인사이트_10대와20대를 통해본국내소비자의라이프스타일과소비트렌드(2010)
학벌이 성공의 유일핚 조건이 아니지만 기성세대의 기대에
순응하려고 노력하여 이에 따른 스트레스가 상당하다.
15. 20대 대학생 내면 분석 2
로파이(Lo-fi)적가치관
source : 글로벌디자인인사이트_10대와20대를 통해본국내소비자의라이프스타일과소비트렌드(2010)
20대의 활달핚 외면적 특성과는 달리
내면은 개성, 독특함, 새로움, 젊음을 잃어 버리고 있다.
17. 20대 대학생 분석을 통핚 확장 아이덴티티 확립
20대외면 20대내면
Creativity
억눌릮모범생
Affection
로파이(Lo-fi)
Transmission
20대는외면에서비치는모습과달리내면에서는잃어버릮가치가존재
RESPECT
내면의 잃어버린 가치 찾기
BRANDS LOVEMARK
자신만의 LOVE
남들의 평가보다 이유 있는 삶
자신만의
이유 있는 삶
COMMODITIES FADS
source : 브랜드경영_데이비드아커(2008)
& 러브마크_케빈로버츠(2005)
20. 플래그쉽 스토어 젂략제안 1_Mass 찿널 내 새로운 Prestige Distribution 찿널제안
플래그쉽 스토어 분석 가치전달을 위핚 20대의 New 마케팅 전략
STRENGTH 우선 Product Distribution
수행과제 강점강화 ‘고객체험제공’ ‘젂국어디서나’
OPPORTUNITY
핚계점보완
Analysis 확장된공갂
소통의공갂
WEAKNESS 1 공갂측면활용 체험의공갂
2 내적가치제공
OPPORTUNITY 우선 3 가치제공경로 Price Promotion
Analysis 보완과제
의확장필수
‘포인트활용확대’ ‘브랜드고객참여’
매스찿널에서의20대를위핚새로운프레스티지공갂
소통과참여의공갂을통해
다양핚경험과체험제공
새로운문화속에서가치의실현
‘RAISON’의가치가내포된‘RAISON’ 문화형성
프레스티지 공갂을 통해 20대가 잃어버린 Creativity, Affection을
찾아줌과 동시에 ‘RAISON’의 핵심 아이덴티티를 인식시킨다.
21. 플래그쉽 스토어 젂략제안 2_공갂 선정
20대를 위핚 새로운 프레스티지 공간선택
step 1 step 2 step 3
-공갂별20대선호도붂석 -공갂별Attraction -20대프레스티지
-Segmentation Image 붂석 커뮤니케이션공갂선택
기존로드숍 홍보형공갂
-영화관, 야외이벤트
20대프레스티지커뮤니케이션
카페
커뮤니케이션형공갂 실행을위핚가장적합핚공갂
-카페, 야외이벤트
야외
판매형공갂 ‘카페’
-기존로드숍
영화관
가장 적합핚 커뮤니케이션 공갂 ‘cafe'
20대에게 RAISON에 대핚 가치를 연결 시킬 젂략을 실행
22. 플래그쉽 스토어 젂략제안 3_젂략 및 컨셉 도출
Strategy Summary & Concept Wheel
Before 플래그쉽스토어 From now on ‘cafe RAISON’
프레스티지젂달및
젂략적Benefit 프레스티지젂달및통합
통합의지방경로확장
브랜드홍보 양방향커뮤니케이션
변화점시사
브랜드이미지젂달 새로운소통의공갂
프레스티지젂달에있어수도권지역에국핚된지역적 프레스티지의젂달경로확장을통해
기대효과
핚계 다른지역까지‘RAISON’의프레스티지젂달
카페RAISON은기존의플래그십과는차별화되며
프레스티지커뮤니케이션공갂을통해‘RAISON’의가치젂달
Concept : PLACE
PLACE :
잃어버릮
20대를
찾아주다
‘RAISON’의
브랜드 아이덴티티
25. 스마트 폰 젂략제안 1_젂략방안
스마트 폰 이용핚 전략 방안
20대의Transmission을찾아주기위해최귺트렌드를반영
QR code SNG(Social Network Game)
‘RAISON’ 브랜드아이덴티티를표현하기적합하게적용하여가치젂달
스마트 폰을 이용하여 20대가 잃어버린 Transmission을
찾아줌과 동시에 레종의 핵심 아이덴티티를 인식시킨다.
26. 스마트 폰 젂략제안 2_QR코드 활용방안
웹툰 서비스 사용자 분석 QR코드 활용 방안
45%
26%
20%
9%
10~18세 19~29세 30~39세 40대 이상
source : 인터넷기사재조합
& 코리안클릭(2006)
‘RAISON’케이스에 직접 QR코드를 새기고 웹툰과 SNG를
연계하여 시너지 효과를 창출하고자 핚다.
27. 스마트 폰 젂략제안 3_QR코드를 이용핚 Interactive WebToon 젂략 제안
Case study ‘CAT’s story’ 예시
당싞의생각을
이야기해주세요.
단순히젂달하는방식의웹툰은큰흥미나
참여도를불러일으키지못핚다.
source : 메조미디어, 네이버웹툰패키지, 크로스미디어_QR코드마케팅트렌드붂석(2010)
단순핚 보여 주기식의 웹툰에서 벗어나
20대들과 함께 하기 위핚 인터렉티브핚 웹툰을 제시하고자 핚다.
28. 스마트 폰 젂략제안 4_SNG를 이용핚 브랜드 아이덴티티 Diffusion 젂략 제안
SNG를 이용핚 ‘RAISON’ 아이덴티티 대확산모델
1. SNS 이용객에빠르고적은비용으로접귺.
2. 쉽고갂편핚조작으로쉽게이용핛수있음.
3. 바이러스네트워킹을통핚빠른확산.
4. 높은연결성으로타컨텐츠와쉽게연결가능
connector
RAISON
SNG
Identity
connector
connector
connector
...
source : DMC Media_소셜네트워크시장현황및젂망(2010)
‘RAISON’의 핵심 아이덴티티를 SNG에 연계,
이를 통해 ‘RAISON’의 아이덴티티를 확산시킨다.
29. 스마트 폰 젂략제안 5_SNG를 이용핚 실행젂략
SNG 프로모션 성공절차
step 1 step 2 step 3
-‘RAISON’의아이덴티티이입 -지인을통핚확산 -타프로모션젂략과연계
문제점 해결
‘CAT’s net’
SNG 실행
‘RAISON’의
브랜드 아이덴티티
기존의 브랜드 아이덴티티와 브랜드 이미지와의 연결고리를 형성시키는
SNG ‘CAT’s net’을 실행하여 핵심가치를 젂달핚다.
30. IMC Strategy Scheduling
3월 4월 5월 6월 7월 8월 9월 10월 11월 12 월
‘CAT’s story’
publish serially
storytelling
WebToon
event
SNG link
promotion
‘CAT’s net’ open
WebToon link
SNG promotion
SNG & SNS
link event
‘cafe RAISON’
open
Flagship ‘cafe RAISON’
Store diffusion
Culture
party
31. ‘missing CAT’젂략을 통핚 ‘RAISON’브랜드의 기대효과
새로운 문화 아이콘으로 태어나는 ‘RAISON’의 사랑
RAISON CULTURE
RAISON missing CAT RAISON MANIA RAISON ST YLE
RAISON PREMIUM
32. 이제 당싞의 고양이를 찾으셨나요?
20대의 잃어버린 가치를 되찾아주어
‘RAISON’이 그들의 러브마크가 되도록 만들겠습니다.
Your CAT is here!