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BASE BRAND SESSION by Brandhome
The document outlines an agenda for a base brand session hosted by Brandhome. The agenda includes introductions of the founders, a discussion of boring and bad news centered around 10 insights on branding trends, and a section on grip and great news about the basics of branding and storytelling. It will conclude with work sessions, group presentations, and a prize.
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BASE BRAND SESSION by Brandhome
- 1. BASE BRAND SESSION ByBrandhome
- 2. TODAY’S AGENDA A. WHOIS TALKING? B. BORING AND BAD NEWS C. GRIP AND GREAT NEWS D. WORK SESSION E. GROUP PRESENTATIONS F. THE PRIZE
- 3. ERIK SAELENS FOUNDER &EXECUTIVE STRATEGIC DIRECTOR BRANDHOME 41 YEARS LIVES IN ANTWERP, BELGIUM MARRIED, 2 DAUGHTERS
- 7. JEF PELKMANS STRATEGIC MANAGERBRANDHOME 27 YEARS LIVES IN ANTWERP, BELGIUM
- 11. BORING & BADNEWS
- 12. DOWNLOAD YOUR FREECOPY ON WWW.BRANDHOME.COM/BOOKS
- 13. 10 INSIGHTS EXPERIENCE +RESEARCH + POV
- 14. 1. SUDDENLY WECAN DO WITHOUT BRANDS
- 15. 1. SUDDENLY WECAN DO WITHOUT BRANDS 1. Consumers don’t worship brands anymore: they examine them and judge for themselves. 2. Consumers no longer trust brands blindly just because they’re advertised. 3. Reasonable value for money has become a value in itself, branded or not. 4. Consumers only choose brands that are meaningful to them. 5. Therefore brands need to be sincere about what they represent.
- 16. 2. BIG ISTHE NEW BAD
- 17. 2. BIG ISTHE NEW BAD 1. Loss of speed: customers nowadays demand to be served instantly. 2. Rigid structures: customers choose quick and nimble companies above bigger structures. 3. Distant contact: customers don’t want to be treated like a number, they want tailored solutions. 4. Digital disruption: customers like innovation and new ideas, using new technologies to serve them better will always be valuable. 5. Innovation and change: customers like companies that set the bar and create new standards in out-dated sectors.
- 19. 3. DATA ALWAYSWINS
- 20. 3. DATA ALWAYSWINS 1. Our planet has become a bunch of data: every day 2,5 quintillion bytes of data are created. 2. Big data is changing our lives in a big way. Huge chunks of information are at hand, waiting to be used correctly. 3. The use of data analysis creates a major shift in marketing and sales strategy, marketeers and techies need to work together to find contextual data. 4. Contextual data is the golden nugget in the ocean of big data: finding out what drives customers and when. 5. Customers filter anything that isn’t relevant to them, contextual data allows companies to create relevant messages at relevant moments.
- 22. 4. EUROPE, THEDINOSAUR ZONE
- 23. 4. EUROPE, THEDINOSAUR ZONE 1. Overregulation restrains rapid economic growth. 2. Killing innovation: research in Europe is an uphill battle. 3. Lack of funding: Europe hasn’t succeeded in creating the right atmosphere for a growing digital economy. 4. Bureaucracy: months of paperwork are crippling Europe as potentially great economic force. 5. Europe doesn’t like risk: we like security and hold strong to the way we did things in the past. It’s in our DNA to resist game changing business models. Take the opposition to Uber for example...
- 25. 5. IMAGE MEANSNOTHING
- 26. 5. IMAGE MEANSNOTHING 1. During the 80s and the 90s, image was King. People bought anything if it had the right image. 2. Nowadays consumers see through the shiny images, pick up the product, examine it, shake it and question it on the Internet. 3. Bad customer experiences from products that don’t deliver what they promise are shared globally. Bad publicity is also publicity is an out-dated concept. 4. With the use of technology, the power is back to the consumers. The Internet of things has become the Internet of the consumers. 5. Brands shouldn’t take the risk of doing things even remotely shady. Be transparent in all your dealings.
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- 30. 6. EMERGING MARKETS 1.The West needs years to develop and deploy new technology. 2. Consumers in emerging markets are often first time consumers. They don’t have the same level of experience with brands. 3. Therefore, people put more trust in word of mouth marketing. Endorsements are valued more than advertising. 4. Smaller sets of considered brands. 5. They spend more time making decisions in-store. Not trusting brand names leads to more research about products.
- 31. 7. NEW DEMANDSON THE DEMAND ECONOMY
- 32. 7. NEW DEMANDSON THE DEMAND ECONOMY 1. We have arrived in the world of on-demand. 2. On-demand is a mindset. 3. Apps are the most significant bridge to the on-demand consumer. 4. The on-demand mindset suits freelancers more than permanent employees. APPloyees (!) 5. Tech brands evolved into channels for certain services. Their stretch is wider than other traditional brands or companies.
- 34. 8. IF IT’SNOT MOBILE, IT’S NOT MARKETING
- 35. 8. IF IT’SNOT MOBILE, IT’S NOT MARKETING 1. Mobile frenzy: consumers can actively dodge brand’s attempts to reach them. 2. Adapt and do it now: mobile marketing has become fact of life, but needs to be ingrained into brand’s thinking faster. 3. Up close and personal: brand-to-person conversation. Consumers love personal attention. 4. Understand people: apps can show that brands understand people and support their life. 5. Mobile understanding: mobile means micro-thinking instead of macro-talking. Show them you’re serious.
- 36. 9. GO FORBRANDSHIP OR BECOME A VERY LONELY BRAND
- 37. 9. GO FORBRANDSHIP… OR BECOME A VERY LONELY BRAND 1. Community gold: ‘belonging’ is a fundamental human need. Brands need to treat communities as equals not as just consumer groups. 2. Engage and bond: community marketing gives brands highly effective consumer reach and feedback through interaction. 3. Consumers expect more than a one-sided relationship. 4. Facilitate the conversation to create the relationship (both online and offline). 5. Work on brandship: try to work up a feel for your brand that goes a lot further than brand presence.
- 39. 10. START OVER(OR ROLL OVER)
- 40. 10. START OVER(OR ROLL OVER) 1. It’s a volatile world: recuperation goes very slow. 2. “Swift and smart” not “slowly but surely”: launching something new is easier than reviving something old. Start-ups take advantage of new technological possibilities. 3. Start over: reach out for funding. Tech companies are the new high potentials. 4. Mature brands: it is the consumer choosing the brand, not the other way around. 5. The competing brand: find the conversations that can provide a competitive edge. Find how others communicate and then do it better!
- 41. GRIP & GREATNEWS
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- 44. A SMALL ELEMENTCAN SAY A LOT ABOUT A PERSON
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- 47. OLIVIA NEWTON JOHN &JOHN TRAVOLTA
- 48.
- 49. BUT THE SAMECAN BE SAID FOR BRANDS
- 52.
- 54. WHAT IS AB®AND?
- 55.
- 57. RED & SPORTSCAR
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- 71. A BRAND CANBE ANYTHING
- 72. MUCH MORE THANA NAME MUCH MORE THAN A LOGO MUCH MORE THAN AN ADVERT BUT A BRAND IS MUCH MORE
- 73. WHY INVEST INA BRAND?
- 75. A BRAND CREATESAN EMOTIONAL BOND SURPASSING PRODUCT EXPERIENCE
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- 77. A BRAND IS ABELIEF SYSTEM
- 78. A BRAND ISA BELIEF SYSTEM WHERE YOUR STAKEHOLDERS REWARD YOU WITH LOYALTY & SPREAD THE WORD TO OTHERS
- 79. STORIES HAVE EXISTED LONGBEFORE RECORDED HISTORY
- 80. AND THE TELLINGOF STORIES HAVE CHANGED FORMS DRASTICALLY THROUGHOUT THE YEARS
- 81. BUT THE ELEMENTSOF A STORY NEVER CHANGED
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- 86.
- 87. MESSAGE PLAYERS CONFLICTHERO PLOT STORY BUILDING BLOCKS
- 88.
- 89. WHAT DO STORIESAND BRANDS HAVE IN COMMON?
- 90. THEY ARE BOTH BELIEFSYSTEMS
- 91.
- 92. STORIES IN YOURBRAINS
- 93. A BRAND ISA COLLECTION OF STORIES - STORIES YOU’VE HEARD - STORIES YOU’VE EXPERIENCED YOURSELF - STORIES YOU’VE READ ABOUT - STORIES YOU’VE SEEN ON THE INTERNET - …
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- 96. MAKE SENSE OFTHE WORLD UNDERSTAND LIFE'S EXPERIENCES DEAL WITH DILEMMAS OVERCOME HARDSHIPS STORIES HELP PEOPLE TO
- 97. THEY ARE BELIEFSYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE…
- 98. …AND THAT ISEXACTLY WHAT BRANDS DO TOO
- 99. CONSUMERS HAVE TOOMANY CHOICES, AND TOO LITTLE TIME DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS
- 100. STEPS FOR BUILDINGA STORY
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- 103. story mining storyline story story story story mining lining tellingselling buying living
- 104. story liningstoryline story story story story mining lining tellingselling buying living story story story story story story story story story story story story story story
- 105. story telling story story mining telling sellingbuying living concept story story story story lining
- 106. story selling mining selling buyingliving concept lining telling
- 107. story buying mining buying living concept liningtelling selling
- 108. story living mining living R lining tellingselling buying RR
- 109. - GOOD STORIES -NEED TO BE TRIPLE-A - AUTHENTIC - ACCOUNTABLE - ACTIVATING
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- 114. 3ACTIVATINGWHAT YOU HEAR,YOU FORGET WHAT YOU SEE, YOU REMEMBER WHAT YOU EXPERIENCE, YOU BUY
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- 117. A GOOD EXPERIENCE? ABAD EXPERIENCE? HOW MANY TIMES DOES SOMEONE TELL OTHERS ABOUT
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- 119. A GOOD EXPERIENCE 3TIMES
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- 121. A BAD EXPERIENCE 9TIMES
- 122. THESE ARE FACTORS FROMRESEARCH BEFORE SOCIAL MEDIA EFFECTS
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- 125. A STORY THATIS TRIPLE-A HAS THE POWER TO SPREAD
- 126. THE SAME COUNTSFOR A BRAND
- 127. BUT NOT INA GOOD WAY!
- 128. FROM STORYTELLING TOSTORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS
- 129. FROM STORYTELLING TOSTORYSELLING TODAY’S TOPICS TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS THE BASICS OF STORYTELLING
- 130. BECAUSE STORIES HAVEAN EFFECT ON OUR BRAIN & BEHAVIOUR STORYTELLING LEADS TO STORYSELLING
- 131.
- 132. THE EFFECT OFSTORYTELLING ON YOUR BRAND BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75% SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS
- 133. STORYTELLING IN THENOW ERA: DIGITAL & SOCIAL
- 134. STORYTELLING HAS EVOLVEDOVER YEARS THE CHANNELS THROUGH WHICH STORIES ARE TOLD HAVE MULTIPLIED & DIGITALISED
- 135. SOCIAL MEDIA ANDSTORYTELLING A MATCH MADE IN HEAVEN?
- 136. SOCIAL MEDIA STORYTELLING ABOUTCOMMUNICATION ABOUT BUILDING RELATIONSHIPS
- 137. SOCIAL MEDIA: THECONTEMPORARY BONFIRE
- 138. 1. SHAREABILITY 2. USETHE ELEMENTS 3. BE CONCISE 4. THE CUSTOMER = THE HERO 5. MEDIA MIX 5 TIPS FOR STORYTELLING ON SOCIAL MEDIA
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- 141. 5 GROUPS GROUP 1(team Erik): Isabelle, Yasmina, Annaëlle, Thomas GROUP 2 (team Jef): Cédric, Laurence, Carolina, Maï GROUP 3 (team Jens): Sarah, Katrien, Monia, Kris GROUP 4 (team Michel): Amélie, Marlène, Serge, Magali GROUP 5 (team Olivier): Esteban, Véronique T., Rik, Vincent M., Nelle
- 142. GROUP 1: BRANDEXTENSION IMAGINE YOU HAVE TO CREATE A BRAND EXTENSION FOR BASE THAT FITS WITHIN OUR BRAND AND ITS IDENTITY: - WHAT WOULD YOU DEVELOP? - WHY? Isabelle Yasmina Annaëlle Thomas
- 143. GROUP 2: LOSINGTHE BASE BRAND IMAGINE YOU LOSE THE ‘BASE BRAND’, BUT YOU KEEP OPERATING IN THE TELCO SECTOR. - MAKE A 10-TOPIC PLAN TO ENSURE YOU DON’T LOSE YOUR CUSTOMERS Cédric Laurence Carolina Maï
- 144. GROUP 3: NEWLAW IMAGINE A NEW LAW IS VOTED: TELCO SERVICES SHOULD BE FREE FOR EVERYONE. - WHAT WILL BASE DO? - EXPLAIN YOUR THINKING. Sarah Katrien Monia Kris
- 145. GROUP 4: BRANDUCT IMAGINEYOU NEED TO CREATE A BRANDUCT FOR BASE: YOU CAN BASE ME, AS IN YOU CAN GOOGLE THAT (BIC, SPA, …) - WHAT WILL YOUR BRANDUCT BE? - HOW WOULD YOU DO THIS? Amélie Marlène Serge Magali
- 146. GROUP 5: BUDGETCUT IMAGINE YOU NO LONGER HAVE BUDGETS FOR PAID MEDIA YOU CAN ONLY USE OWNED, EARNED, SHARED MEDIA - HOW DO YOU ENSURE A TOMA > ASPIRED MARKET SHARE? - WHICH STRATEGIES DO YOU FOLLOW? Véronique T. Rik Vincent M. NelleEsteban
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- 148. VOTE FOR YOURFAVOURITE
- 149.