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TORSTEN HENNING HENSEL
                                             PARTNER // CREATIVE CONSULTANT
                                                            NOUVÉ INTERPLAY

                                                        WWW.NOUVE.EU
                                              WWW.NOUVE-INTERPLAY.COM
                                       WWW.TWITTER.COM/NOUVE_INTERPLAY
                                      WWW.FACEBOOK.COM/NOUVE.INTERPLAY
                                                 NOUVENEXT.TUMBLR.COM
                                                     NOUVENET.MIXXT.ORG




  THE MOLECULAR BRAND 2
A BRAND MODEL FOR THE AGE OF CONVERSATION
                                                BERLIN // JANUARY 2010
        FURTHER INSIGHTS & SPECIFICATIONS
                                       WWW.FLICKR.COM/PHOTOS/PSYCHOMANTIUM/2920156622
BRANDS BECOME
FRAGMENTED


THE MEDIA WORLD OF TODAY IS ENTIRELY UNLIKE THE
MEDIA WORLD OF YESTERDAY. TODAY’S MEDIA WORLD
IS NOT BROADCAST, IT IS DISCOVERED IN FRAGMENTED,
MESSY, NON-LINEAR, NICHE CONVERSATIONS. HOW A
BRAND BEHAVES MATTERS MUCH MORE THAN OLD-
FASHIONED PRE-CONCEPTIONS OF IDENTITY.
WOLFFOLINS.COM
BRANDS BECOME
CONTEXTUAL




THE INITIATIVE COMES FROM THE COMPANY, BUT THE
EXCITING PART COMES FROM CUSTOMERS, WHO CAN RUN
WITH THE BRAND AND EXTEND IT IN THEIR OWN CONTEXT.
HTTP://TENAYAGROUP.COM/EPISODE1.HTM
BRANDS BECOME
LIVELY & DYNAMIC



THE DAYS OF THE STATIC BRAND ARE INCREASINGLY
NUMBERED, AS THEY BECOME A MEANS AND NOT AN END.
IN THE FUTURE BRANDS WILL LIVE AND, IF THEY ARE ANY
GOOD, WE WILL WANT TO LIVE OUR LIVES THROUGH THEM.
WWW.IMEDIACONNECTION.COM/CONTENT/21783.ASP
BRANDS BECOME
SUPPORTIVE


THE BRANDS OF THE FUTURE WILL BE VEHICLES
AND NOT JUST DESTINATIONS. ANY COMPANY CAN SPEND
MONEY BUYING FUNKY MEDIA, SPONSORING AN EVENT OR
PLASTERING LOGOS ON ENTERTAINMENT CONTENT, BUT
THERE’S A GULF OF DIFFERENCE BETWEEN THAT AND
ACTUALLY HELPING PEOPLE BROADEN THEIR HORIZONS.
WWW.IMEDIACONNECTION.COM/CONTENT/21783.ASP
BRANDS OF THE FUTURE WILL CONSIST OF A VISUAL
IDENTITY THAT ACCOUNTS FOR BRANDED CONTENT
DISTRIBUTED BY A MESSY, FRAGMENTED, USER-
CENTRIC WORLD. THESE IDENTITIES WILL LIVE AS
DIGITAL ASSETS DESIGNED TO CREATE DISTINCTIVE
BRAND INTERACTIONS.
GEORGE CRICHLOW




HTTP://2.BP.BLOGSPOT.COM
TASTES LIKE FUTURE?
ONE BRAND, MANY FACES
AOL EMBRACES FRAGMENTATION, BUILDING A BRAND
LIKE ITS CONTENT: FLUID, FLEXIBLE AND CHANGEABLE.
TASTES LIKE FUTURE?
ONE BRAND, MANY FACES
GOOGLE CLAIMS RELEVANCE AND TOPICALITY WITH
THE PLAYFUL DESIGNS OF THEIR BRAND.
INDIVIDUAL CUSTOMIZATION, PLAYFUL FRAGMENTATION
AND FLUID IDENTITIES – THE FUTURE OF BRANDS?
NO, JUST THE SURFACE OF THE NEW BRANDING.
BIGHUGELABS.COM/ONBLACK.PHP?ID=3668135448




 BRANDS CANNOT BE REDUCED TO THEIR APPEARENCE.
 IN THE AGE OF CONVERSATION THEY NEED TO BECOME
 PLATFORMS FOR SHARED NEEDS
THE NEW BRANDS NEED AN IDENTITY THAT ALLOWS THEM
TO CONNECT AND INTERACT WITH INDIVIDUAL PEOPLE AND
GROUPS THAT SHARE THE SAME INTERESTS AND NEEDS.
LIKE HUMAN BEINGS, THEY NEED TO ADAPT TO DIFFERENT
SITUATIONS BY ACTING DIFFERENTLY AND SHOWING THE
DIFFERENT FACE(T)S OF THEIR COMPLEX PERSONALITY.
WWW.FLICKR.
                 COM/PHOTOS/
                   IMHARA




BRANDS NEED MANY
FACE(T)S TO CONNECT
WITH THEIR AUDIENCES.
THE NEW REALITY OF BRANDS IS THAT THEIR

IDENTITIES MUST ACCOUNT
FOR INDIVIDUAL NEEDS AND
PREFERENCES.
THUS, THE CHALLENGE IS TO CREATE IDENTITIES THAT
ARE BOTH FLEXIBLE YET CONSTANT.
WE CALL THEM MOLECULAR BRANDS.
CONSTANT CORE




        FLEXIBLE COATING
WHY A FLEXIBLE COATING?
BECAUSE THE BRAND‘S AUDIENCE BECOMES
A CONSTITUENT PART OF THE BRAND!


                                WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3174831170
HOW DOES IT WORK?
THE AUDIENCE ITSELF CHANGES – THE FORMER
TARGETS BECOME ACTIVE USERS: PRODUSERS


                                 WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3118260469
IN COLLABORATIVE COMMUNITIES THE CREATION OF
SHARED CONTENT TAKES PLACE IN A NETWORKED,
PARTICIPATORY ENVIRONMENT WHICH BREAKS DOWN THE
BOUNDARIES BETWEEN PRODUCERS AND CONSUMERS AND
INSTEAD ENABLES ALL PARTICIPANTS TO BE USERS AS
WELL AS PRODUCERS OF INFORMATION AND KNOWLEDGE –
FREQUENTLY IN THE HYBRID ROLE OF A PRODUSER WHERE
USAGE IS NECESSARILY ALSO PRODUCTIVE.
HTTP://PRODUSAGE.ORG/PRODUSAGE
HOW TO CONNECT WITH THEM?
BY OFFERING INDIVIDUAL DOCKING OPTIONS =
INDIVIDUAL SOCKETS FOR INDIVIDUAL PLUGS.

                               HTTP://WIKITRAVEL.ORG/UPLOAD/EN/THUMB/8/85/PLUGS.PNG/400PX-PLUGS.PNG
SOUNDS LIKE 1:1 MARKETING?
NOPE. BECAUSE THE SOCKETS* NO LONGER COME
FROM THE COMPANY (CRM) BUT FROM THE USERS.
(THAT‘S WHY THE USERS MUST BECOME A PART OF
THE BRAND – AS PROLONGED BRAND SOCKETS.)

* NOTE: IN MARKETING 1.0 THE COMPANIES THREW PLUGS AROUND TO FIND FITTING SOCKETS.
THROUGH MARKETING 2.0, THIS ROLE HAS CHANGED. TODAY, THE USERS ARE THE PLUGS THAT
ACTIVELY SEARCH FOR FITTING SOCKETS...
                                                                         WWW.FLICKR.COM/PHOTOS/JORIEL/3064399706
HTTP://PETS.WEBSHOTS.COM/PHOTO/2952341190102516631XINRMS




AS A RESULT, BRANDS BECOME PERSONAL PLUG-INS.
IN THE FUTURE, THE QUESTION WILL NOT BE "WHAT IS
THE BRAND?" BUT "WHO CONNECTS TO THE BRAND?"
NOWADAYS NO TWO PEOPLE SEE THE SAME INTERNET.
WE INCREASINGLY DISCOVER ONLINE CONTENT NOT JUST
BY ALGORITHMS BUT VIA THE “LENS OF FRIENDS.”
MICROSOFT RESEARCHER DANAH BOYD




    WWW.FLICKR.COM/PHOTOS/19428171@N00/3355477682
THIS LEADS TO BILLIONS OF PERSPECTIVES:
NO TWO PEOPLE SEE A BRAND IN THE SAME WAY.

IT ALSO MEANS:
NO TWO PEOPLE WILL CONNECT TO THE BRAND IN THE
SAME WAY, FOR THE SAME REASONS, THROUGH THE SAME
STORY OR VIA THE SAME CHANNELS...
THE ONLY THING COMPANIES CAN DO
IS OFFERING INDIVIDUAL DOCKING OPTIONS =
INDIVIDUAL SOCKETS FOR INDIVIDUAL PLUGS.

                               HTTP://WIKITRAVEL.ORG/UPLOAD/EN/THUMB/8/85/PLUGS.PNG/400PX-PLUGS.PNG
WE CALL THESE DOCKING OPTIONS: CONNECTORS.
CONNECTORS ARE VARIOUS TYPES OF MEMES* AND CAN
RANGE FROM IDEAS AND IDEALS VIA SHARED VALUES,
ROOTS, INTERESTS, BELIEFS, FASHIONS AND LIFESTYLES
TO (SUB)CULTURAL CODES AND SIGNALS LIKE CLOTHING,
GADGETS, TOOLS, COLOURS, JARGON AND SO ON.


* A MEME IS A POSTULATED UNIT OF CULTURAL IDEAS, SYMBOLS OR PRACTICES, WHICH CAN BE
TRANSMITTED FROM ONE MIND TO ANOTHER THROUGH SPEECH, GESTURES, RITUALS OR OTHER
IMITABLE PHENOMENA. SUPPORTERS OF THE CONCEPT REGARD MEMES AS CULTURAL ANALOGUES TO
GENES, IN THAT THEY SELF-REPLICATE AND RESPOND TO SELECTIVE PRESSURES. MEMES SPREAD
THROUGH THE BEHAVIORS THAT THEY GENERATE IN THEIR HOSTS. MEMES THAT PROPAGATE LESS
PROLIFICALLY MAY BECOME EXTINCT, WHILE OTHERS MAY SURVIVE, SPREAD, AND MUTATE.
OUR CONCEPT:
  CORE
           *
+ AUDIENCE
+ CONNECTORS **

= BRAND



  * DEFINED AS USERS AND PRODUSERS ** DEFINED AS SELF-REPLICATIVE MEMES
THE MOLECULAR BRAND COSMOS




                         BRAND GROUND



             CORE        COMMON GROUND




                         USER GROUND
THE MOLECULAR BRAND COSMOS
       USER-ORIENTED       BRAND-ORIENTED       USER-ORIENTED




                                                            BRAND GROUND
                                                            CONNECTORS LEVEL 1:
                                                            BRAND MEMES




                          CORE                              COMMON GROUND
                                                            CONNECTORS LEVEL 2:
                                                            CULTURAL MEMES




                                                            USER GROUND
                                                            CONNECTORS LEVEL 3:
                                                            INDIVIDUAL MEMES


  USER-ORIENTED        BRAND-ORIENTED       USER-ORIENTED
THE MOLECULAR BRAND COSMOS

    STYLE MATCH
                          VALUE MATCH




                  CORE




 BENEFIT MATCH
                         BOUNDARY MATCH
IN EVER NEW STRUCTURES AND INDIVIDUAL
PERSPECTIVES ON THE BRAND.
WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3307134392




 THANK YOU!
 Want to know more? Get in contact:
 torsten.hensel@nouve-interplay.com
 Copyright © nouvé

 All cognitions, documents and methods presented by nouvé in the foregoing concept will remain
 the agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs,
 timetables, plannings, fotos, moving pictures and sound materials as well as other stored media
 associated with this concept is restricted to the realisation in conjunction with nouvé.

 All realisation and utilsation is only allowed on the basis of a contract and its fulfilling with the
 originators / rights owners. Rights of use will only be granted on the basis of this contract that will
 also regulate their extent regarding time, space, content, intention and manner of use. All
 realisation and utilisation (in whole or parts) deviant from this regulations as well as a propagation
 to third parties are a violation of copyright with all its legal consequences.

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Molecular Brand 2

  • 1. TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ INTERPLAY WWW.NOUVE.EU WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY WWW.FACEBOOK.COM/NOUVE.INTERPLAY NOUVENEXT.TUMBLR.COM NOUVENET.MIXXT.ORG THE MOLECULAR BRAND 2 A BRAND MODEL FOR THE AGE OF CONVERSATION BERLIN // JANUARY 2010 FURTHER INSIGHTS & SPECIFICATIONS WWW.FLICKR.COM/PHOTOS/PSYCHOMANTIUM/2920156622
  • 2. BRANDS BECOME FRAGMENTED THE MEDIA WORLD OF TODAY IS ENTIRELY UNLIKE THE MEDIA WORLD OF YESTERDAY. TODAY’S MEDIA WORLD IS NOT BROADCAST, IT IS DISCOVERED IN FRAGMENTED, MESSY, NON-LINEAR, NICHE CONVERSATIONS. HOW A BRAND BEHAVES MATTERS MUCH MORE THAN OLD- FASHIONED PRE-CONCEPTIONS OF IDENTITY. WOLFFOLINS.COM
  • 3. BRANDS BECOME CONTEXTUAL THE INITIATIVE COMES FROM THE COMPANY, BUT THE EXCITING PART COMES FROM CUSTOMERS, WHO CAN RUN WITH THE BRAND AND EXTEND IT IN THEIR OWN CONTEXT. HTTP://TENAYAGROUP.COM/EPISODE1.HTM
  • 4. BRANDS BECOME LIVELY & DYNAMIC THE DAYS OF THE STATIC BRAND ARE INCREASINGLY NUMBERED, AS THEY BECOME A MEANS AND NOT AN END. IN THE FUTURE BRANDS WILL LIVE AND, IF THEY ARE ANY GOOD, WE WILL WANT TO LIVE OUR LIVES THROUGH THEM. WWW.IMEDIACONNECTION.COM/CONTENT/21783.ASP
  • 5. BRANDS BECOME SUPPORTIVE THE BRANDS OF THE FUTURE WILL BE VEHICLES AND NOT JUST DESTINATIONS. ANY COMPANY CAN SPEND MONEY BUYING FUNKY MEDIA, SPONSORING AN EVENT OR PLASTERING LOGOS ON ENTERTAINMENT CONTENT, BUT THERE’S A GULF OF DIFFERENCE BETWEEN THAT AND ACTUALLY HELPING PEOPLE BROADEN THEIR HORIZONS. WWW.IMEDIACONNECTION.COM/CONTENT/21783.ASP
  • 6. BRANDS OF THE FUTURE WILL CONSIST OF A VISUAL IDENTITY THAT ACCOUNTS FOR BRANDED CONTENT DISTRIBUTED BY A MESSY, FRAGMENTED, USER- CENTRIC WORLD. THESE IDENTITIES WILL LIVE AS DIGITAL ASSETS DESIGNED TO CREATE DISTINCTIVE BRAND INTERACTIONS. GEORGE CRICHLOW HTTP://2.BP.BLOGSPOT.COM
  • 7. TASTES LIKE FUTURE? ONE BRAND, MANY FACES AOL EMBRACES FRAGMENTATION, BUILDING A BRAND LIKE ITS CONTENT: FLUID, FLEXIBLE AND CHANGEABLE.
  • 8. TASTES LIKE FUTURE? ONE BRAND, MANY FACES GOOGLE CLAIMS RELEVANCE AND TOPICALITY WITH THE PLAYFUL DESIGNS OF THEIR BRAND.
  • 9. INDIVIDUAL CUSTOMIZATION, PLAYFUL FRAGMENTATION AND FLUID IDENTITIES – THE FUTURE OF BRANDS? NO, JUST THE SURFACE OF THE NEW BRANDING.
  • 10. BIGHUGELABS.COM/ONBLACK.PHP?ID=3668135448 BRANDS CANNOT BE REDUCED TO THEIR APPEARENCE. IN THE AGE OF CONVERSATION THEY NEED TO BECOME PLATFORMS FOR SHARED NEEDS
  • 11. THE NEW BRANDS NEED AN IDENTITY THAT ALLOWS THEM TO CONNECT AND INTERACT WITH INDIVIDUAL PEOPLE AND GROUPS THAT SHARE THE SAME INTERESTS AND NEEDS. LIKE HUMAN BEINGS, THEY NEED TO ADAPT TO DIFFERENT SITUATIONS BY ACTING DIFFERENTLY AND SHOWING THE DIFFERENT FACE(T)S OF THEIR COMPLEX PERSONALITY.
  • 12. WWW.FLICKR. COM/PHOTOS/ IMHARA BRANDS NEED MANY FACE(T)S TO CONNECT WITH THEIR AUDIENCES.
  • 13. THE NEW REALITY OF BRANDS IS THAT THEIR IDENTITIES MUST ACCOUNT FOR INDIVIDUAL NEEDS AND PREFERENCES. THUS, THE CHALLENGE IS TO CREATE IDENTITIES THAT ARE BOTH FLEXIBLE YET CONSTANT.
  • 14. WE CALL THEM MOLECULAR BRANDS.
  • 15. CONSTANT CORE FLEXIBLE COATING
  • 16. WHY A FLEXIBLE COATING? BECAUSE THE BRAND‘S AUDIENCE BECOMES A CONSTITUENT PART OF THE BRAND! WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3174831170
  • 17. HOW DOES IT WORK? THE AUDIENCE ITSELF CHANGES – THE FORMER TARGETS BECOME ACTIVE USERS: PRODUSERS WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3118260469
  • 18. IN COLLABORATIVE COMMUNITIES THE CREATION OF SHARED CONTENT TAKES PLACE IN A NETWORKED, PARTICIPATORY ENVIRONMENT WHICH BREAKS DOWN THE BOUNDARIES BETWEEN PRODUCERS AND CONSUMERS AND INSTEAD ENABLES ALL PARTICIPANTS TO BE USERS AS WELL AS PRODUCERS OF INFORMATION AND KNOWLEDGE – FREQUENTLY IN THE HYBRID ROLE OF A PRODUSER WHERE USAGE IS NECESSARILY ALSO PRODUCTIVE. HTTP://PRODUSAGE.ORG/PRODUSAGE
  • 19. HOW TO CONNECT WITH THEM? BY OFFERING INDIVIDUAL DOCKING OPTIONS = INDIVIDUAL SOCKETS FOR INDIVIDUAL PLUGS. HTTP://WIKITRAVEL.ORG/UPLOAD/EN/THUMB/8/85/PLUGS.PNG/400PX-PLUGS.PNG
  • 20. SOUNDS LIKE 1:1 MARKETING? NOPE. BECAUSE THE SOCKETS* NO LONGER COME FROM THE COMPANY (CRM) BUT FROM THE USERS. (THAT‘S WHY THE USERS MUST BECOME A PART OF THE BRAND – AS PROLONGED BRAND SOCKETS.) * NOTE: IN MARKETING 1.0 THE COMPANIES THREW PLUGS AROUND TO FIND FITTING SOCKETS. THROUGH MARKETING 2.0, THIS ROLE HAS CHANGED. TODAY, THE USERS ARE THE PLUGS THAT ACTIVELY SEARCH FOR FITTING SOCKETS... WWW.FLICKR.COM/PHOTOS/JORIEL/3064399706
  • 21. HTTP://PETS.WEBSHOTS.COM/PHOTO/2952341190102516631XINRMS AS A RESULT, BRANDS BECOME PERSONAL PLUG-INS. IN THE FUTURE, THE QUESTION WILL NOT BE "WHAT IS THE BRAND?" BUT "WHO CONNECTS TO THE BRAND?"
  • 22. NOWADAYS NO TWO PEOPLE SEE THE SAME INTERNET. WE INCREASINGLY DISCOVER ONLINE CONTENT NOT JUST BY ALGORITHMS BUT VIA THE “LENS OF FRIENDS.” MICROSOFT RESEARCHER DANAH BOYD WWW.FLICKR.COM/PHOTOS/19428171@N00/3355477682
  • 23. THIS LEADS TO BILLIONS OF PERSPECTIVES: NO TWO PEOPLE SEE A BRAND IN THE SAME WAY. IT ALSO MEANS: NO TWO PEOPLE WILL CONNECT TO THE BRAND IN THE SAME WAY, FOR THE SAME REASONS, THROUGH THE SAME STORY OR VIA THE SAME CHANNELS...
  • 24. THE ONLY THING COMPANIES CAN DO IS OFFERING INDIVIDUAL DOCKING OPTIONS = INDIVIDUAL SOCKETS FOR INDIVIDUAL PLUGS. HTTP://WIKITRAVEL.ORG/UPLOAD/EN/THUMB/8/85/PLUGS.PNG/400PX-PLUGS.PNG
  • 25. WE CALL THESE DOCKING OPTIONS: CONNECTORS. CONNECTORS ARE VARIOUS TYPES OF MEMES* AND CAN RANGE FROM IDEAS AND IDEALS VIA SHARED VALUES, ROOTS, INTERESTS, BELIEFS, FASHIONS AND LIFESTYLES TO (SUB)CULTURAL CODES AND SIGNALS LIKE CLOTHING, GADGETS, TOOLS, COLOURS, JARGON AND SO ON. * A MEME IS A POSTULATED UNIT OF CULTURAL IDEAS, SYMBOLS OR PRACTICES, WHICH CAN BE TRANSMITTED FROM ONE MIND TO ANOTHER THROUGH SPEECH, GESTURES, RITUALS OR OTHER IMITABLE PHENOMENA. SUPPORTERS OF THE CONCEPT REGARD MEMES AS CULTURAL ANALOGUES TO GENES, IN THAT THEY SELF-REPLICATE AND RESPOND TO SELECTIVE PRESSURES. MEMES SPREAD THROUGH THE BEHAVIORS THAT THEY GENERATE IN THEIR HOSTS. MEMES THAT PROPAGATE LESS PROLIFICALLY MAY BECOME EXTINCT, WHILE OTHERS MAY SURVIVE, SPREAD, AND MUTATE.
  • 26. OUR CONCEPT: CORE * + AUDIENCE + CONNECTORS ** = BRAND * DEFINED AS USERS AND PRODUSERS ** DEFINED AS SELF-REPLICATIVE MEMES
  • 27. THE MOLECULAR BRAND COSMOS BRAND GROUND CORE COMMON GROUND USER GROUND
  • 28. THE MOLECULAR BRAND COSMOS USER-ORIENTED BRAND-ORIENTED USER-ORIENTED BRAND GROUND CONNECTORS LEVEL 1: BRAND MEMES CORE COMMON GROUND CONNECTORS LEVEL 2: CULTURAL MEMES USER GROUND CONNECTORS LEVEL 3: INDIVIDUAL MEMES USER-ORIENTED BRAND-ORIENTED USER-ORIENTED
  • 29. THE MOLECULAR BRAND COSMOS STYLE MATCH VALUE MATCH CORE BENEFIT MATCH BOUNDARY MATCH
  • 30. IN EVER NEW STRUCTURES AND INDIVIDUAL PERSPECTIVES ON THE BRAND.
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