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BRAND STRATEGY   INTERACTIVITY   MEDIA-INNOVATION




                                 Jeroen de Bakker & Mary Hoogerbrugge
WHAT IS BRAND PROGRAMMING?
DIGITIZATION CHANGES MEDIA BEHAVIOR - FUNDAMENTALLY


     Increasing media fragmentation due to growing online
     media consumption

     Consumer becomes active communications recipient and
     initiator

     24/7 access to information, social relations and purchases;
     brand behavior becomes less dependent on campaigns




                                         Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   3
DECREASED EFFECTIVENESS OF PAID MEDIA


          Increasingly larger budgets required to maintain share
          of visibility

          Digital media used to optimize reach



                                            digital use to
                                            optimize reach




                                                                                                         effectiveness
 reach




         less effective reach




                                     time




                                                    Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge             4
RELEVANCE BECOMES MORE IMPORTANT


         Relevance as answer to changing media behavior

         Starting point: optimize effect instead of reach

         Paid media + earned and owned media required to
         achieve goals




                                                                                                 effectiveness
reach




                                                growing importance relevance
        less effective reach




                                     time




                                             Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge            5
DEFINITION EARNED EN OWNED MEDIA


    Earned media
      - Use of existing and own social infrastructure to expand
        conversations
      - Focus on content likeability to stimulate conversations

    Owned media
     - Use of own 24/7 access platform; a self developed
       ecosystem based on existing and/or own social
       infrastructure
     - Focus on creating and controlling content within
       audience’s shared contexts and fields of interest




                                       Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   6
BRAND PROGRAMMING STARTING POINTS


    Introduce new grammar
       - New models and definitions required to gain insights
         into effects

    Vision of the optimal relationship between use of paid,
    earned and owned media
       - How can they mutually benefit effect optimization?

    Contribute to development of argumentation
      - Effectiveness of online branding not yet proven and
        recognized




                                       Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   7
BRAND PROGRAMMING MODELS
COMMUNICATION MODELS


    Traditional effectiveness models:
       - Reveal diverse ways to realize impact and differentiation
       - Based on an original promise (message)
       - Developed for paid media

    The new communications models:
       - Expand the scope to build brand sympathy & relations
         tapping into shared contexts and fields of interest
       - Based on a promise made and experienced
       - Involving the potential of earned and owned media




                                        Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   9
Premise: Attention is a prerequisite
                   for brand awareness and message
                   transfer
  Paid media       Attention and brand and message
                   recognition are achieved with reach,
                   frequency and impact
Brand attention
                   Online used to optimize reach

Creating impact    Multimedia: online as an extension of
                   the concept (TV)

                   Cross media: online used for its own
  Short term       qualities
rational effects




                                  Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   11
EXAMPLES PAID MEDIA




                                          Apple ‘Get a Mac’- tv and online campaign
                      (http://www.apple.com/getamac/ads/ & http://www.youtube.com/watch?v=iiJVThpIgJo)




                                                    Nespresso - tv and online campaign
                      (http://www.youtube.com/watch?v=23j1B4-lroM & http://www.nespresso-whatelse.com/)




                                                Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   12
Premise: Appealing communications or
                    events lead to positive word-of-mouth
                    and brand sympathy
 Earned media       Stickiness is a prerequisite to surround
                    brand with energy and stimulate
                    conversations
Brand sympathy
                    Earned media is the result of the viral
                    power of communications or events
    Sparking
 conversations      Campaigns with Internet and mobile
                    further expand conversations

   Short term
emotional effects



                                   Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   14
EXAMPLES EARNED MEDIA




                                            Philips_vs - Twitter campaign
                                     (http://www.youtube.com/watch?v=7fVG3tmnm2Y)




                                                       KitKat - H&M spoof
                                     (http://www.youtube.com/watch?v=UhodCxOTuyk)




                        Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   15
Premise: Building and strengthening
                     relationships is the ultimate goal

                     Relationships begin with mutual interests
  Owned media        and consumer relevance. Focusing on the
                     context choice and the value offer.
      Brand          Owned media is the result of the
                     development of a 24/7-access platform
  engagement
                     With Internet and mobile, the brand
                     becomes part of own social environment
Building platforms   and meets context-specific needs and
                     fields of interest

   Long term
emotional effects


                                    Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   17
EXAMPLES OWNED MEDIA




                                EMBED THE WIDGET
                                ON YOUR OWN SITE


                                 Amstel Teamlink - brand utility
                                                        (http://www.teamlink.nl)




                                       Nike Plus - brand platform
                       (http://nikerunning.nike.com/nikeos/p/nikeplus/en_EMEA/)




                       Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge    18
BRAND PROGRAMMING MODELS




   Paid media        Earned media                          Owned media

Brand attention     Brand sympathy                   Brand engagement

    Creating           Sparking                                  Building
     impact          conversations                              platforms

   Short term         Short term                         Long term
 rational effects   emotional effects                  emotional effects



                                        Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   19
EFFECTIVENESS
ESTABISHING EFFECTIVENESS


     Awareness model
       - KPIs: TOMA and message transfer
       - Tracking research as methodology

     Likeability model
        - KPIs: network effect (B->C as well as C->C) and
          brand sympathy
        - Net Promoter Score as indicator

     Relation model
        - KPIs: engagement and brand relationship
        - Continuous qualitative brand research




                                         Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   21
CONCLUSIONS
WHY BRAND PROGRAMMING?


    There is a need for new ways of thinking to guide brand
    management in the digital age

    The fundamental shift in media consumption behavior is
    forcing brand owners to rethink the role of their brand in
    people’s lives

    And to make strategic choices about the use of the likeability
    and relation model alongside the awareness model

    Brand Programming outlines these new communications
    models, offers starting points for use of media and means –
    and for measuring its effects




                                        Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge   23
INFO@BRANDPROGRAMMING.NL
Jeroen de Bakker is a media entrepreneur and co-founder of Lab1111 and BrandWebbing. Mary Hoogerbrugge is an
brand-driven strategist and board member of SWOCC, University of Amsterdam. Together as Brand Programming,
they work as consultants to brand advertisers in the field of brand strategy, interactivity and media innovation

Updates & meer informatie: http://www.brandprogramming.nl & http://twitter.com/brandprogramm

  2010 The Netherlands - Jeroen de Bakker & Mary Hoogerbrugge
No part of this publication may be reproduced without the written permission of the authors




                                                                             Illustrations by Pieter Frank de Jong (pieterfrank.com)   24

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Brand programming (English) :: brand strategy, interactivity & media innovation

  • 1. BRAND STRATEGY INTERACTIVITY MEDIA-INNOVATION Jeroen de Bakker & Mary Hoogerbrugge
  • 2. WHAT IS BRAND PROGRAMMING?
  • 3. DIGITIZATION CHANGES MEDIA BEHAVIOR - FUNDAMENTALLY Increasing media fragmentation due to growing online media consumption Consumer becomes active communications recipient and initiator 24/7 access to information, social relations and purchases; brand behavior becomes less dependent on campaigns Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 3
  • 4. DECREASED EFFECTIVENESS OF PAID MEDIA Increasingly larger budgets required to maintain share of visibility Digital media used to optimize reach digital use to optimize reach effectiveness reach less effective reach time Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 4
  • 5. RELEVANCE BECOMES MORE IMPORTANT Relevance as answer to changing media behavior Starting point: optimize effect instead of reach Paid media + earned and owned media required to achieve goals effectiveness reach growing importance relevance less effective reach time Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 5
  • 6. DEFINITION EARNED EN OWNED MEDIA Earned media - Use of existing and own social infrastructure to expand conversations - Focus on content likeability to stimulate conversations Owned media - Use of own 24/7 access platform; a self developed ecosystem based on existing and/or own social infrastructure - Focus on creating and controlling content within audience’s shared contexts and fields of interest Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 6
  • 7. BRAND PROGRAMMING STARTING POINTS Introduce new grammar - New models and definitions required to gain insights into effects Vision of the optimal relationship between use of paid, earned and owned media - How can they mutually benefit effect optimization? Contribute to development of argumentation - Effectiveness of online branding not yet proven and recognized Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 7
  • 9. COMMUNICATION MODELS Traditional effectiveness models: - Reveal diverse ways to realize impact and differentiation - Based on an original promise (message) - Developed for paid media The new communications models: - Expand the scope to build brand sympathy & relations tapping into shared contexts and fields of interest - Based on a promise made and experienced - Involving the potential of earned and owned media Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 9
  • 10.
  • 11. Premise: Attention is a prerequisite for brand awareness and message transfer Paid media Attention and brand and message recognition are achieved with reach, frequency and impact Brand attention Online used to optimize reach Creating impact Multimedia: online as an extension of the concept (TV) Cross media: online used for its own Short term qualities rational effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 11
  • 12. EXAMPLES PAID MEDIA Apple ‘Get a Mac’- tv and online campaign (http://www.apple.com/getamac/ads/ & http://www.youtube.com/watch?v=iiJVThpIgJo) Nespresso - tv and online campaign (http://www.youtube.com/watch?v=23j1B4-lroM & http://www.nespresso-whatelse.com/) Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 12
  • 13.
  • 14. Premise: Appealing communications or events lead to positive word-of-mouth and brand sympathy Earned media Stickiness is a prerequisite to surround brand with energy and stimulate conversations Brand sympathy Earned media is the result of the viral power of communications or events Sparking conversations Campaigns with Internet and mobile further expand conversations Short term emotional effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 14
  • 15. EXAMPLES EARNED MEDIA Philips_vs - Twitter campaign (http://www.youtube.com/watch?v=7fVG3tmnm2Y) KitKat - H&M spoof (http://www.youtube.com/watch?v=UhodCxOTuyk) Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 15
  • 16.
  • 17. Premise: Building and strengthening relationships is the ultimate goal Relationships begin with mutual interests Owned media and consumer relevance. Focusing on the context choice and the value offer. Brand Owned media is the result of the development of a 24/7-access platform engagement With Internet and mobile, the brand becomes part of own social environment Building platforms and meets context-specific needs and fields of interest Long term emotional effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 17
  • 18. EXAMPLES OWNED MEDIA EMBED THE WIDGET ON YOUR OWN SITE Amstel Teamlink - brand utility (http://www.teamlink.nl) Nike Plus - brand platform (http://nikerunning.nike.com/nikeos/p/nikeplus/en_EMEA/) Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 18
  • 19. BRAND PROGRAMMING MODELS Paid media Earned media Owned media Brand attention Brand sympathy Brand engagement Creating Sparking Building impact conversations platforms Short term Short term Long term rational effects emotional effects emotional effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 19
  • 21. ESTABISHING EFFECTIVENESS Awareness model - KPIs: TOMA and message transfer - Tracking research as methodology Likeability model - KPIs: network effect (B->C as well as C->C) and brand sympathy - Net Promoter Score as indicator Relation model - KPIs: engagement and brand relationship - Continuous qualitative brand research Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 21
  • 23. WHY BRAND PROGRAMMING? There is a need for new ways of thinking to guide brand management in the digital age The fundamental shift in media consumption behavior is forcing brand owners to rethink the role of their brand in people’s lives And to make strategic choices about the use of the likeability and relation model alongside the awareness model Brand Programming outlines these new communications models, offers starting points for use of media and means – and for measuring its effects Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 23
  • 24. INFO@BRANDPROGRAMMING.NL Jeroen de Bakker is a media entrepreneur and co-founder of Lab1111 and BrandWebbing. Mary Hoogerbrugge is an brand-driven strategist and board member of SWOCC, University of Amsterdam. Together as Brand Programming, they work as consultants to brand advertisers in the field of brand strategy, interactivity and media innovation Updates & meer informatie: http://www.brandprogramming.nl & http://twitter.com/brandprogramm 2010 The Netherlands - Jeroen de Bakker & Mary Hoogerbrugge No part of this publication may be reproduced without the written permission of the authors Illustrations by Pieter Frank de Jong (pieterfrank.com) 24