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TORSTEN HENNING HENSEL
                                        PARTNER // NOUVÉ
                                          WWW.NOUVE.DE




                 BRANDING 2.0
WAS NGOS VON UNTERNEHMEN LERNEN KÖNNEN
                                     BERLIN // APRIL 2010


                             FLICKR.COM/PHOTOS/39588385@N05/3657975883
WAS NGOS VON UNTER-
NEHMEN LERNEN KÖNNEN?
WAS NGOS VON UNTER-
NEHMEN LERNEN KÖNNEN?
ZUNÄCHST EINMAL HABEN
UNTERNEHMEN VIELES VON
NGOS GELERNT.
NGOS WAREN EIGENTLICH
SCHON IMMER DAS, WAS
UNTERNEHMEN DERZEIT ZU
ERSCHAFFEN VERSUCHEN:
NGOS WAREN EIGENTLICH
SCHON IMMER DAS, WAS
UNTERNEHMEN DERZEIT ZU
ERSCHAFFEN VERSUCHEN:
SOCIAL BRANDS.
UM SOCIAL BRANDS ZU
WERDEN, BEDIENEN SICH
UNTERNEHMEN ZUNEHMEND
DER TECHNIKEN VON NGOS.
#1 ADAPTION SOZIALER
THEMEN (CAUSE RELATED
MARKETING CAMPAIGNS,
CSR PROJEKTE...)
Socialbar April 2010
#2 MOBILISIERUNG DER
MASSEN MIT DEM ZIEL DER
AKTIVEN MITGESTALTUNG.
U. A. DURCH "INVOLVEMENT"
UND "ENGAGEMENT"...
#3 KONSUMENTEN WERDEN
ZU UNTERSTÜTZERN: ZU
FREUNDEN DER SACHE, ZU
BOTSCHAFTERN, HELFERN...
#4 ES GEHT NEUERDINGS
UM DIALOGE, DEBATTEN, UM
AUSEINANDERSETZUNG...
KONSUMENTEN WERDEN
ZU GESPRÄCHSPARTNERN.
#5 „CAMPAIGNING“ >>
GUERILLA, AMBUSH, VIRAL
MARKETING, AKTIONEN...
FAZIT:
UNTERNEHMEN FISCHEN IN
DEN HOHEITSGEWÄSSERN
DER NGOS...
DAS BRINGT EINIGE
POSITIVE ASPEKTE MIT



              +
SICH:
> UNTERNEHMEN SIND
FINANZSTARKE PARTNER
> HÖHERE REICHWEITE DER
AKTIONEN/KAMPAGNEN
> GEMEINNÜTZIGE THEMEN
WERDEN DAHER STÄRKER
WAHRGENOMMEN
ES HAT ABER AUCH VIELE
NEGATIVE KONSEQUENZEN
FÜR NGOS:
> ALLEINSTELLUNGSFELDER WERDEN KLEINER >
ALLE WERDEN SOCIAL BRANDS...
> GEFAHR, DASS DAS THEMA "HILFE" INFLATIONÄR
WIRD, JEDENFALLS ABER AN CREDIBILITÄT EINBÜSST
> GEFAHR, DASS MARKEN AUFGRUND GRÖSSERER
BUDGETS DEN VERBLEIBENDEN REST AUFMERK-
SAMKEIT FÜR NGOS AUCH NOCH WEGFUTTERN...
> HÖHERE KOSTEN BEIM CAMPAIGNING, WEIL DIE
ERWARTUNGSHALTUNG DER UNTERSTÜTZER AN DIE
QUALITÄT DER INSZENIERUNG STEIGT
> CSR KANN POLITISCHES HANDELN NICHT
ERSETZEN, VERHINDERT ES OFT SOGAR!
ES IST ALSO AN DER ZEIT,
ZURÜCKZUSCHLAGEN!
ES IST ALSO AN DER ZEIT,
ZURÜCKZUSCHLAGEN!
MIT EINER WAFFE, DIE DIE
UNTERNEHMEN ÜBER DIE
JAHRE VERFEINERT HABEN.
ES IST ALSO AN DER ZEIT,
ZURÜCKZUSCHLAGEN!
MIT EINER WAFFE, DIE DIE
UNTERNEHMEN ÜBER DIE
JAHRE VERFEINERT HABEN.
BRANDING.
„MANY MEMBERS OF THE PUBLIC AND NOT-FOR-PROFIT
SECTORS ARE HESITANT TO RECOGNIZE THAT THEY FACE STIFF
COMPETITION AND THEY FAIL TO SEE THE NEED TO PUT AN
EMPHASIS ON BRANDING AND POSITIONING.
HOWEVER, THIS VIEW IS SLOWLY CHANGING AS MORE LEADERS
IN THESE SECTORS ARE RECOGNIZING THAT THEY ARE IN A
COMPETITIVE MARKET WITH LIMITED FUNDING.
THIS REALIZATION HIGHLIGHTS THE FACT THAT STRATEGIC
IDENTITY AND BRANDING CAN SIGNIFICANTLY HELP
ORGANIZATIONS ACHIEVE INCREASED PROGRAM AWARENESS,
UTILIZATION AND SATISFACTION, IMPROVED FUNDING AND
DONATIONS, AND ULTIMATELY IMPROVED SOCIAL WELFARE.“


                              CENTRE OF EXCELLENCE FOR PUBLIC SECTOR MARKETING:
                  GUIDE TO BRANDING IN THE PUBLIC AND NOT-FOR-PROFIT SECTORS, 2009
WAS IST BRANDING?
BIS VOR KURZEM VERSTAND MAN UNTER
BRANDING, EINE EMOTIONALE BEZIEHUNG
AUFZUBAUEN, DIE DIE VERBRAUCHER MIT
EINER MARKE VERBINDEN.
WAS IST BRANDING?
NOCH ETWAS FRÜHER WURDE BRANDING
GLEICHGESETZT MIT DEM ERSCHEINUNGSBILD,
ALSO DER VISUELLEN IDENTITÄT DER MARKE.
WAS IST BRANDING?
EIN MODERNES VERSTÄNDNIS VON BRANDING IST
ES, EINE MARKE ALS PLATTFORM FÜR GEMEINSAME
WERTSCHÖPFUNG ZU BETRACHTEN.
MARKE = CO-CREATION
SPACE ZU EINEM THEMA.
„MORE AND MORE, CUSTOMERS ARE INVITED
NOT JUST TO BUY THINGS BUT TO DO THINGS
(COMMONLY).
CONSUMERS ARE BECOMING ACTIVE, EVEN
ACTIVISTS, AND BRANDS THEIR PLATFORM.“




                         HTTP://WOLFFOLINS.COM/BRANDNEXT/
DIE NUTZER WERDEN DABEI
ZU EINEM INTEGRALEN
BESTANDTEIL DER MARKE.
DIE NUTZER WERDEN DABEI
ZU EINEM INTEGRALEN
BESTANDTEIL DER MARKE.

      NUTZER



 MARKENPLATTFORM
                    WERTSCHÖPFUNG (SPASS)
                   ENTSTEHT NUR GEMEINSAM
BEZOGEN AUF NGOS:
ERST DURCH DAS MITMACHEN DER EINZELNEN
UNTERSTÜTZER ENTSTEHT DIE EIGENTLICHE
LEISTUNG UND SCHLAGKRAFT DER NGOS ;-)




>> FOKUS AUF UNTERSTÜTZER LEGEN!
>> NIEDRIGSCHWELLIGE ZUGÄNGE SCHAFFEN!
>> MITMACHEN MUSS COOL/SEXY SEIN!
>> TEIL DES REPUTATION MANAGEMENTS!
100.000 DOWNLOADS FÜR HARIBO CHARITY-APP
BONN, 11. FEBRUAR 2010. DIE HARIBO GMBH & CO. KG
UNTERSTÜTZT DIE CHARITY-ORGANISATION „BILD HILFT E.V. - EIN
HERZ FÜR KINDER". DIE KAMPAGNE NUTZT NEBEN KLASSISCHEN
KANÄLEN ERSTMALS AUCH MOBILE MARKETING, DARUNTER AUCH
EINE IPHONE APP. DIESE WURDE BISLANG SEIT MITTE DEZEMBER
MEHR ALS 100.000 MAL IM APPLE APP STORE HERUNTERGELADEN.
BIS ENDE MÄRZ SOLLEN IM RAHMEN DER CHARITY-AKTION 1 MIO.
EURO GESPENDET WERDEN.
NGOS ALS SOCIAL APPS...?
NGOS ALS SERVICE BRANDS!
WENN MARKEN ZU PLATTFORMEN FÜR GEMEINSAME
WERTSCHÖPFUNG AVANCIEREN, DANN WIRD ALLES,
WAS SIE IHREN NUTZERN ANBIETEN (TO SERVE =
DIENEN), ZU EINEM TEIL IHRES SERVICEANGEBOTS.


MARKEN WERDEN ZU „ENABLERN“!
NGOS ERMÖGLICHEN ES MENSCHEN:


ZU HELFEN
NGOS ERMÖGLICHEN ES MENSCHEN:


TEIL EINER
GEMEINSCHAFT
ZU SEIN
NGOS ERMÖGLICHEN ES MENSCHEN:


ZUSTÄNDE ZU
VERBESSERN
NGOS ERMÖGLICHEN ES MENSCHEN:


FÜR MEHR
GERECHTIGKEIT
IN DER WELT
EINZUTRETEN
NGOS ERMÖGLICHEN ES MENSCHEN:


PERSÖNLICHE
ERFAHRUNGEN
ZU VERARBEITEN
NGOS ERMÖGLICHEN ES MENSCHEN:


SICH ALS GUTER
MENSCH ZU
PROFILIEREN
NGOS ERMÖGLICHEN ES MENSCHEN:


ALL DAS IST
COOL&SEXY!!!
NGOS ERMÖGLICHEN ES MENSCHEN:


ALL DAS IST
COOL&SEXY!!!
UND VOR ALLEM KEIN GRUND, IN DER
DEFENSIVE ZU VERHARREN UND ALS
BITTSTELLER AUFZUTRETEN!
INNOVATIVE ORGANISATIONEN
SOLLTEN SICH ALSO ALS MARKEN
VERSTEHEN UND WAS SIE TUN                       Onliness stateme
                                                               n
                                                The essence of your
                                                                      positio




ALS SERVICE!
                      OUR
                                   offering




                      IS TH E ONLY
                        category




                      THAT            benefit                         .
SOURCE: NEUTRON LLC
„PEOPLE DON’T LOVE BRANDS, THEY LOVE
WHAT BRANDS ALLOW THEM TO DO.
THUS, CREATING A BRAND, AND DESIGNING
THE SERVICE BEHIND IT, ARE BECOMING
INSEPARABLE.“




                         HTTP://WOLFFOLINS.COM/BRANDNEXT/
WIE DAS AUSSEHEN
KÖNNTE, ZEIGT DAS
FOLGENDE BEISPIEL:
Socialbar April 2010
Socialbar April 2010
Socialbar April 2010
Socialbar April 2010
Socialbar April 2010
Socialbar April 2010
Socialbar April 2010
LEARNINGS:
> KLARES (ROOF) BRANDING
> EINFACHE ZUGÄNGE SCHAFFEN
> OPTIONEN FÜR CO-CREATIONS
> IDENTIFIKATIONSTOOLS NUTZEN
> DIV. STAKEHOLDER BEDIENEN
> LOSLASSEN! MACHEN LASSEN!
> SPASSFAKTOR EINBAUEN!
DIE SOCIAL BRANDS
VON GESTERN WERDEN SO
ZU DEN SERVICE BRANDS
VON MORGEN.
DANKE!
      TUMBLR.NOUVE
  SLIDESHARE.NO     .DE
                UVE.DE
    FACEBOOK.NOUV
     TWITTER.NOUVEE.DE
                   .DE
Copyright © nouvé 2010

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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Socialbar April 2010

  • 1. TORSTEN HENNING HENSEL PARTNER // NOUVÉ WWW.NOUVE.DE BRANDING 2.0 WAS NGOS VON UNTERNEHMEN LERNEN KÖNNEN BERLIN // APRIL 2010 FLICKR.COM/PHOTOS/39588385@N05/3657975883
  • 2. WAS NGOS VON UNTER- NEHMEN LERNEN KÖNNEN?
  • 3. WAS NGOS VON UNTER- NEHMEN LERNEN KÖNNEN? ZUNÄCHST EINMAL HABEN UNTERNEHMEN VIELES VON NGOS GELERNT.
  • 4. NGOS WAREN EIGENTLICH SCHON IMMER DAS, WAS UNTERNEHMEN DERZEIT ZU ERSCHAFFEN VERSUCHEN:
  • 5. NGOS WAREN EIGENTLICH SCHON IMMER DAS, WAS UNTERNEHMEN DERZEIT ZU ERSCHAFFEN VERSUCHEN: SOCIAL BRANDS.
  • 6. UM SOCIAL BRANDS ZU WERDEN, BEDIENEN SICH UNTERNEHMEN ZUNEHMEND DER TECHNIKEN VON NGOS.
  • 7. #1 ADAPTION SOZIALER THEMEN (CAUSE RELATED MARKETING CAMPAIGNS, CSR PROJEKTE...)
  • 9. #2 MOBILISIERUNG DER MASSEN MIT DEM ZIEL DER AKTIVEN MITGESTALTUNG. U. A. DURCH "INVOLVEMENT" UND "ENGAGEMENT"...
  • 10. #3 KONSUMENTEN WERDEN ZU UNTERSTÜTZERN: ZU FREUNDEN DER SACHE, ZU BOTSCHAFTERN, HELFERN...
  • 11. #4 ES GEHT NEUERDINGS UM DIALOGE, DEBATTEN, UM AUSEINANDERSETZUNG... KONSUMENTEN WERDEN ZU GESPRÄCHSPARTNERN.
  • 12. #5 „CAMPAIGNING“ >> GUERILLA, AMBUSH, VIRAL MARKETING, AKTIONEN...
  • 13. FAZIT: UNTERNEHMEN FISCHEN IN DEN HOHEITSGEWÄSSERN DER NGOS...
  • 14. DAS BRINGT EINIGE POSITIVE ASPEKTE MIT + SICH:
  • 15. > UNTERNEHMEN SIND FINANZSTARKE PARTNER > HÖHERE REICHWEITE DER AKTIONEN/KAMPAGNEN > GEMEINNÜTZIGE THEMEN WERDEN DAHER STÄRKER WAHRGENOMMEN
  • 16. ES HAT ABER AUCH VIELE NEGATIVE KONSEQUENZEN FÜR NGOS:
  • 17. > ALLEINSTELLUNGSFELDER WERDEN KLEINER > ALLE WERDEN SOCIAL BRANDS... > GEFAHR, DASS DAS THEMA "HILFE" INFLATIONÄR WIRD, JEDENFALLS ABER AN CREDIBILITÄT EINBÜSST > GEFAHR, DASS MARKEN AUFGRUND GRÖSSERER BUDGETS DEN VERBLEIBENDEN REST AUFMERK- SAMKEIT FÜR NGOS AUCH NOCH WEGFUTTERN... > HÖHERE KOSTEN BEIM CAMPAIGNING, WEIL DIE ERWARTUNGSHALTUNG DER UNTERSTÜTZER AN DIE QUALITÄT DER INSZENIERUNG STEIGT > CSR KANN POLITISCHES HANDELN NICHT ERSETZEN, VERHINDERT ES OFT SOGAR!
  • 18. ES IST ALSO AN DER ZEIT, ZURÜCKZUSCHLAGEN!
  • 19. ES IST ALSO AN DER ZEIT, ZURÜCKZUSCHLAGEN! MIT EINER WAFFE, DIE DIE UNTERNEHMEN ÜBER DIE JAHRE VERFEINERT HABEN.
  • 20. ES IST ALSO AN DER ZEIT, ZURÜCKZUSCHLAGEN! MIT EINER WAFFE, DIE DIE UNTERNEHMEN ÜBER DIE JAHRE VERFEINERT HABEN. BRANDING.
  • 21. „MANY MEMBERS OF THE PUBLIC AND NOT-FOR-PROFIT SECTORS ARE HESITANT TO RECOGNIZE THAT THEY FACE STIFF COMPETITION AND THEY FAIL TO SEE THE NEED TO PUT AN EMPHASIS ON BRANDING AND POSITIONING. HOWEVER, THIS VIEW IS SLOWLY CHANGING AS MORE LEADERS IN THESE SECTORS ARE RECOGNIZING THAT THEY ARE IN A COMPETITIVE MARKET WITH LIMITED FUNDING. THIS REALIZATION HIGHLIGHTS THE FACT THAT STRATEGIC IDENTITY AND BRANDING CAN SIGNIFICANTLY HELP ORGANIZATIONS ACHIEVE INCREASED PROGRAM AWARENESS, UTILIZATION AND SATISFACTION, IMPROVED FUNDING AND DONATIONS, AND ULTIMATELY IMPROVED SOCIAL WELFARE.“ CENTRE OF EXCELLENCE FOR PUBLIC SECTOR MARKETING: GUIDE TO BRANDING IN THE PUBLIC AND NOT-FOR-PROFIT SECTORS, 2009
  • 22. WAS IST BRANDING? BIS VOR KURZEM VERSTAND MAN UNTER BRANDING, EINE EMOTIONALE BEZIEHUNG AUFZUBAUEN, DIE DIE VERBRAUCHER MIT EINER MARKE VERBINDEN.
  • 23. WAS IST BRANDING? NOCH ETWAS FRÜHER WURDE BRANDING GLEICHGESETZT MIT DEM ERSCHEINUNGSBILD, ALSO DER VISUELLEN IDENTITÄT DER MARKE.
  • 24. WAS IST BRANDING? EIN MODERNES VERSTÄNDNIS VON BRANDING IST ES, EINE MARKE ALS PLATTFORM FÜR GEMEINSAME WERTSCHÖPFUNG ZU BETRACHTEN.
  • 25. MARKE = CO-CREATION SPACE ZU EINEM THEMA.
  • 26. „MORE AND MORE, CUSTOMERS ARE INVITED NOT JUST TO BUY THINGS BUT TO DO THINGS (COMMONLY). CONSUMERS ARE BECOMING ACTIVE, EVEN ACTIVISTS, AND BRANDS THEIR PLATFORM.“ HTTP://WOLFFOLINS.COM/BRANDNEXT/
  • 27. DIE NUTZER WERDEN DABEI ZU EINEM INTEGRALEN BESTANDTEIL DER MARKE.
  • 28. DIE NUTZER WERDEN DABEI ZU EINEM INTEGRALEN BESTANDTEIL DER MARKE. NUTZER MARKENPLATTFORM WERTSCHÖPFUNG (SPASS) ENTSTEHT NUR GEMEINSAM
  • 29. BEZOGEN AUF NGOS: ERST DURCH DAS MITMACHEN DER EINZELNEN UNTERSTÜTZER ENTSTEHT DIE EIGENTLICHE LEISTUNG UND SCHLAGKRAFT DER NGOS ;-) >> FOKUS AUF UNTERSTÜTZER LEGEN! >> NIEDRIGSCHWELLIGE ZUGÄNGE SCHAFFEN! >> MITMACHEN MUSS COOL/SEXY SEIN! >> TEIL DES REPUTATION MANAGEMENTS!
  • 30. 100.000 DOWNLOADS FÜR HARIBO CHARITY-APP BONN, 11. FEBRUAR 2010. DIE HARIBO GMBH & CO. KG UNTERSTÜTZT DIE CHARITY-ORGANISATION „BILD HILFT E.V. - EIN HERZ FÜR KINDER". DIE KAMPAGNE NUTZT NEBEN KLASSISCHEN KANÄLEN ERSTMALS AUCH MOBILE MARKETING, DARUNTER AUCH EINE IPHONE APP. DIESE WURDE BISLANG SEIT MITTE DEZEMBER MEHR ALS 100.000 MAL IM APPLE APP STORE HERUNTERGELADEN. BIS ENDE MÄRZ SOLLEN IM RAHMEN DER CHARITY-AKTION 1 MIO. EURO GESPENDET WERDEN.
  • 31. NGOS ALS SOCIAL APPS...?
  • 32. NGOS ALS SERVICE BRANDS! WENN MARKEN ZU PLATTFORMEN FÜR GEMEINSAME WERTSCHÖPFUNG AVANCIEREN, DANN WIRD ALLES, WAS SIE IHREN NUTZERN ANBIETEN (TO SERVE = DIENEN), ZU EINEM TEIL IHRES SERVICEANGEBOTS. MARKEN WERDEN ZU „ENABLERN“!
  • 33. NGOS ERMÖGLICHEN ES MENSCHEN: ZU HELFEN
  • 34. NGOS ERMÖGLICHEN ES MENSCHEN: TEIL EINER GEMEINSCHAFT ZU SEIN
  • 35. NGOS ERMÖGLICHEN ES MENSCHEN: ZUSTÄNDE ZU VERBESSERN
  • 36. NGOS ERMÖGLICHEN ES MENSCHEN: FÜR MEHR GERECHTIGKEIT IN DER WELT EINZUTRETEN
  • 37. NGOS ERMÖGLICHEN ES MENSCHEN: PERSÖNLICHE ERFAHRUNGEN ZU VERARBEITEN
  • 38. NGOS ERMÖGLICHEN ES MENSCHEN: SICH ALS GUTER MENSCH ZU PROFILIEREN
  • 39. NGOS ERMÖGLICHEN ES MENSCHEN: ALL DAS IST COOL&SEXY!!!
  • 40. NGOS ERMÖGLICHEN ES MENSCHEN: ALL DAS IST COOL&SEXY!!! UND VOR ALLEM KEIN GRUND, IN DER DEFENSIVE ZU VERHARREN UND ALS BITTSTELLER AUFZUTRETEN!
  • 41. INNOVATIVE ORGANISATIONEN SOLLTEN SICH ALSO ALS MARKEN VERSTEHEN UND WAS SIE TUN Onliness stateme n The essence of your positio ALS SERVICE! OUR offering IS TH E ONLY category THAT benefit . SOURCE: NEUTRON LLC
  • 42. „PEOPLE DON’T LOVE BRANDS, THEY LOVE WHAT BRANDS ALLOW THEM TO DO. THUS, CREATING A BRAND, AND DESIGNING THE SERVICE BEHIND IT, ARE BECOMING INSEPARABLE.“ HTTP://WOLFFOLINS.COM/BRANDNEXT/
  • 43. WIE DAS AUSSEHEN KÖNNTE, ZEIGT DAS FOLGENDE BEISPIEL:
  • 51. LEARNINGS: > KLARES (ROOF) BRANDING > EINFACHE ZUGÄNGE SCHAFFEN > OPTIONEN FÜR CO-CREATIONS > IDENTIFIKATIONSTOOLS NUTZEN > DIV. STAKEHOLDER BEDIENEN > LOSLASSEN! MACHEN LASSEN! > SPASSFAKTOR EINBAUEN!
  • 52. DIE SOCIAL BRANDS VON GESTERN WERDEN SO ZU DEN SERVICE BRANDS VON MORGEN.
  • 53. DANKE! TUMBLR.NOUVE SLIDESHARE.NO .DE UVE.DE FACEBOOK.NOUV TWITTER.NOUVEE.DE .DE Copyright © nouvé 2010 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.