Brand Programming is a new way of thinking to guide brand management in the digital age. The advertising working models of Dutch brand professor Giep Franzen, published in the late ‘90, inspired the starting point.
Our thinking offers strategic guidelines to steer brand management and describe the importance of relevance as answer to changing media behavior. Based on clear strategic goals, we introduce three new communication models. These models help brand owners with strategic media and means planning- and with measuring its effects.
• Autores: Arthur Coelho da Silva, Camilla de Abreu, Eduardo Ripoll, João Marcelo Chaves, Luiz Henrique Pinho de Sá, Pedro Andrade, Pedro Oliveira, Samuel Bento Torres
• Disciplina: Marketing - UFRJ
• Ano: 2012
Apresentação de Plano de Marketing elaborado para a PepsiCo Brasil. Aplicação de frameworks de gestão, como matriz SWOT e forças de Porter.
SMART C Beverage, Marketing PresentationYsabel Camus
This was an Integrated Marketing Campaign made for a Ready to Drink Beverage called, Smart C+. This presentation was named the best strategy by the marketing director of the brand.
Fall 2012
Management 320: Leading & Managing Teams by Dr. Len McKendrick
Loyola University Chicago
Corporate Social Analysis on Chick-fil-A including 17-year financials, environmental stewardship, corporate social responsibility, and leadership assessment.
The SHIFT framework is a practical tool for finding the best ways to encourage ecologically sustainable consumer behavior, whether the solution is a product, a service or behavior change. It is intendent for marketing practitioners, companies large and small, marketing agencies, and societal marketers. The framework is based on a thorough review of the scientific literature on sustainable consumer behavior.
Presentation by professor Kate White, University of British Columbia, Vancouver.
A quite different, second version of this presentation, given on 21st May 2013 at Squared.
Whole new back end, and a more useful one at that, perhaps. Though it's only a day old as a structural thought as I write this, so will no doubt improve.
Overall, this version of the presentation is less curmogeonly in spirit, at least where it matters.
• Autores: Arthur Coelho da Silva, Camilla de Abreu, Eduardo Ripoll, João Marcelo Chaves, Luiz Henrique Pinho de Sá, Pedro Andrade, Pedro Oliveira, Samuel Bento Torres
• Disciplina: Marketing - UFRJ
• Ano: 2012
Apresentação de Plano de Marketing elaborado para a PepsiCo Brasil. Aplicação de frameworks de gestão, como matriz SWOT e forças de Porter.
SMART C Beverage, Marketing PresentationYsabel Camus
This was an Integrated Marketing Campaign made for a Ready to Drink Beverage called, Smart C+. This presentation was named the best strategy by the marketing director of the brand.
Fall 2012
Management 320: Leading & Managing Teams by Dr. Len McKendrick
Loyola University Chicago
Corporate Social Analysis on Chick-fil-A including 17-year financials, environmental stewardship, corporate social responsibility, and leadership assessment.
The SHIFT framework is a practical tool for finding the best ways to encourage ecologically sustainable consumer behavior, whether the solution is a product, a service or behavior change. It is intendent for marketing practitioners, companies large and small, marketing agencies, and societal marketers. The framework is based on a thorough review of the scientific literature on sustainable consumer behavior.
Presentation by professor Kate White, University of British Columbia, Vancouver.
A quite different, second version of this presentation, given on 21st May 2013 at Squared.
Whole new back end, and a more useful one at that, perhaps. Though it's only a day old as a structural thought as I write this, so will no doubt improve.
Overall, this version of the presentation is less curmogeonly in spirit, at least where it matters.
How to create strategic innovation in large organisations - process and culture perspective.
This is the slide set from my presentation for the Senior Management Forum, GDFSuez.
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Prepared for the Emerging Harbormaster Network, May 2015, this presentation highlights the needs and strengths of the state's ecosystem for next gen learning and a vision and strategy to support personalized learning schools statewide.
Keynote presentation delivered to the second iMedia Brand Summit in Thailand April 2010. Review the evolution of the Media industry and propose a new way to better use Medias
I created this proposal but wasn't engaged so posting my hard work in hopes that it will help people understand SEO as a lot more complicated than acquiring links. It's fascinating to me that 88% of online search dollars are spent on paid search when 85% of the audience ignores it. The state of confusion in the field of SEO/SEM is such that entrepreneurs, VCs and CMOs are hesitant to invest in it, other than for building links and social participation.
Name a company and I can point areas after areas which they have ignored. Google itself doesn't apply SEO to it's own properties (there are internal guides about Google's need to do SEO for its own sites).
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Hope you enjoy the presentation.
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Paid Media can and should be used to target people at every stage of the marketing funnel. This slide deck from The Inbounder in Valencia looks at strategies for each of the stages.
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
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Robin Neifield, CEO, NetPlus Marketing
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Diversifying your social platform strategy has always been important to building brand recognition, but it matters more than ever in our new age of privacy. A future proofed approach requires building a full-funnel social strategy that spans platforms. In this series, our experts discuss not only how to build a cross-channel, full-funnel strategy, but how to incorporate next-level measurement, creative that delights your customers and grabs their attention for a to create a first-rate customer experience with your brand.
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The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
27&28 January 2010: Amsterdam, The Netherlands
Enterprise Social 2.0: Rip or ROI? This senior executive event will bring together decision makers from the Top Fortune companies to discuss innovative strategies on how to maximise business performance through social media engagement. The event will include keynote speeches, best-practice presentations as well as interactive discussion sessions.
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price and product quality), as well as assessing competitive and market conditions
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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