Use consumer language to describe brand benefits, test distinctly different positioning ideas rather than subtle variations, include a control statement for perspective on performance, get diagnostic feedback on what is and isn't working to strengthen positioning, and agree on success criteria with your team before testing positioning statements.
Brand purpose answer_the_question_lets_act_positivelyThe Purpose Group
This document discusses the importance of brand purpose for building strong, sustainable brands. It argues that the most successful brands like Coke, Starbucks, Nike and Apple have grown because they do more than provide products - they help build customers' lives and act as "inner friends." These brands have defined their purposes beyond just their products to explain "why they are meaningful." The document asserts that brand purpose is also relevant for brands in Vietnam, as consumers are increasingly interested in brands that reflect their values and support meaningful causes. It concludes that marketers have a responsibility to influence consumers positively through purpose-driven branding that encourages healthy behaviors and ignites a good purpose.
The document discusses moving from brand positioning to purpose-led branding. It presents a 6-step branding conceptual model moving from brand purpose to differentiation. Brand purpose provides clarity and inspires consumers. Examples are given of brands with powerful missions like refreshing the world and organizing the world's information. Purpose-driven branding means fully envisioning how to build the future. Brands must find their true purpose to connect with consumers in today's changing environment.
This document discusses the growing importance of purpose for organizations. It argues that having a clear purpose provides alignment, connects an organization more meaningfully to key audiences, and provides an essential foundation for planning. Purpose can no longer just be about outputs or profits, but must focus on creating positive human outcomes. Customers and society increasingly expect organizations to have a meaningful purpose that improves lives and makes a positive impact. The document examines the types of purposes organizations can have and the implications of becoming a purpose-led company, including the need to demonstrate authenticity, simplicity, visibility and using purpose as an anchor for all communications and decisions.
The document discusses how brands are shifting from brand positioning to brand purpose. It provides examples of brands like Patagonia, Coca-Cola, and Nike that have articulated a social or environmental purpose beyond just selling products. The document argues that by connecting with consumers' values through a clearly defined purpose, brands can build stronger relationships and drive growth.
The document describes a proposed brand called "GoodPeople" that aims to promote forgiveness for mistakes. It suggests the brand could be used to share personal confessions online and receive forgiveness. The message is that we all make mistakes but are ultimately good people, and the brand represents being honest about errors but not afraid to be forgiven.
Use consumer language to describe brand benefits, test distinctly different positioning ideas rather than subtle variations, include a control statement for perspective on performance, get diagnostic feedback on what is and isn't working to strengthen positioning, and agree on success criteria with your team before testing positioning statements.
Brand purpose answer_the_question_lets_act_positivelyThe Purpose Group
This document discusses the importance of brand purpose for building strong, sustainable brands. It argues that the most successful brands like Coke, Starbucks, Nike and Apple have grown because they do more than provide products - they help build customers' lives and act as "inner friends." These brands have defined their purposes beyond just their products to explain "why they are meaningful." The document asserts that brand purpose is also relevant for brands in Vietnam, as consumers are increasingly interested in brands that reflect their values and support meaningful causes. It concludes that marketers have a responsibility to influence consumers positively through purpose-driven branding that encourages healthy behaviors and ignites a good purpose.
The document discusses moving from brand positioning to purpose-led branding. It presents a 6-step branding conceptual model moving from brand purpose to differentiation. Brand purpose provides clarity and inspires consumers. Examples are given of brands with powerful missions like refreshing the world and organizing the world's information. Purpose-driven branding means fully envisioning how to build the future. Brands must find their true purpose to connect with consumers in today's changing environment.
This document discusses the growing importance of purpose for organizations. It argues that having a clear purpose provides alignment, connects an organization more meaningfully to key audiences, and provides an essential foundation for planning. Purpose can no longer just be about outputs or profits, but must focus on creating positive human outcomes. Customers and society increasingly expect organizations to have a meaningful purpose that improves lives and makes a positive impact. The document examines the types of purposes organizations can have and the implications of becoming a purpose-led company, including the need to demonstrate authenticity, simplicity, visibility and using purpose as an anchor for all communications and decisions.
The document discusses how brands are shifting from brand positioning to brand purpose. It provides examples of brands like Patagonia, Coca-Cola, and Nike that have articulated a social or environmental purpose beyond just selling products. The document argues that by connecting with consumers' values through a clearly defined purpose, brands can build stronger relationships and drive growth.
The document describes a proposed brand called "GoodPeople" that aims to promote forgiveness for mistakes. It suggests the brand could be used to share personal confessions online and receive forgiveness. The message is that we all make mistakes but are ultimately good people, and the brand represents being honest about errors but not afraid to be forgiven.
2. Converse born
* Opgericht in 1908 door Marquis M.Converse
* 1917 introductie van de Converse All-Star Chuck Taylor
schoen. (sinds 1921 werd de schoen ook onder deze naam verkocht).
* In jaren 70’ kwam de inzinking toen concurrenten als Nike
en Adidas populairder werden.
* Lange tijd was Converse de officiele maker van de
Nationale Basketball Association. (faillissement 22 januari 2001).
* Productie alleen in Aziatische landen nog
* 9 juli 2003 overgenomen door Nike.
3. The SHop
“Iedereen koopt onze schoenen, merken wel dat de
BRITAIN :
echte Converse liefhebber blijft terug komen en de populair-
dere “trendy” mensen over zijn gestapt op Vans”
“Converse is een merk dat blijft bestaan mede van-
Perry Sport:
wege dat het zo makkelijk matcht met andere kleren”.
“De Chuck Taylor” classics blijven we bestellen, ook
Foot Locker:
deze wordt regelmatig “ververst”, nu hebben we een model
dat ligt tussen de lage en hoge”.
4. Doelgroep
* CONVERSE Chuck TAYLOR
* Jongeren van 16 t/m 25 jaar
* festival-music minded
* Core groep: Leeft voor de muziek en gezelligheid
te vinden op festivals als lowlands
maar ook de kleinere underground scene
zoals op Rock Herk, Dour en Haldern Pop.
* Hechtten veel waarde aan de Chuck Taylor schoen
oorspronkelijk voortgekomen uit de “grunge”
nirvana periode.
Hoe doorleefder hoe beter
In voor een feestje / avontuur
Gezellig / sociaal / betrokken / eigenwijs /
6. Jaap moet dus
* Tevreden blijven met Converse
* Music minded associatie met converse blijven zien
* Festivals blijven bezoeken
* Kritisch blijven
* Vaker Converse kopen natuurlijk
* Het classic imago blijven herkennen
11. Deze beleving dus...
* Meegeven aan de doelgroep
* gaat zorgen voor een hechtere community
* gaat zorgen voor erkenning
* gaat samenhorigheid veroorzaken
* gaat meer sfeer veroorzaken
* een imago boost geven
14. CONVERSE CHUCK TAYLOR BRANDMERK
* Converse Chuck Taylor
schoenen brandmerken
= “Ik ben op geweest”
15. CONVERSE CHUCK TAYLOR BRANDMERK
* Converse Chuck Taylor
schoenen brandmerken
= “Ik ben op Lowlands 2011 geweest”
Geeft de connectie van de
doelgroep weer, brand
per festival is verschillend
in jaargangen.
16.
17.
18.
19. Converse factorys op festivals
* Factorys waar de schoenen “gebrandmerkt”
kunnen worden.
* Per festival een andere vorm die staat voor het
festival(verschillend per jaar)
Idee: net als festivalbandje die ook jaar verschilt.
20. platform
* Diverse “grotere” festivals waar Converse
zijn factory plaatst.
* Ieder festival heeft zijn “eigen brandmerk”
* Elk jaar weer een nieuw brandmerk in orginele vormen. 1 vorm
per festivals (Pimpen dus niet = geen herkenning zoals Converse
nu al doet)
* Kerngedachten nog steeds in ere nemen:
“Mijn Converse Chuck Taylor schoen =
bewijs Lowlands 2011
* Foto’s worden gepost op platform, komen samen per pagina
om de foto’s te checken en speculeren over het nieuwe ontwerp.
* Naast het Brandmerken ook handige festivalinformatie, ver-
halen, muziektips enz. --> Dit in het Convers jasje wat ze nu al
doen met MIXTAPE
21. Wat heeft converse eraan?
* Versterkt het merk imago onder grote doelgroep.
* Langere termijn doorvoeren.
* Herkenning.
* Positie als “festivalschoen” innemen.
* Meer producten aanbieden zoals de festival backpak.
* In de gaten houden wat er zich speelt in de community omdat
zij hier samenkomen, kan Converse snel ingrijpen of inspelen op
nieuwe oplossingen --> Festival backpak.
22. Print
* Eerste paar weken: ‘The Factory Is Closed”
* Zodra kaartverkoop start van de festivals waar
Converse als sponsor aanwezig is een nieuwe print.
27. Conclusie
* Festivalervaring delen door het “brandmerk”
* Herkenning onderling
* Laagdrempelig
* Gezelligheid-fun factor
* Stoer
* Comotie door het unieke model per festival
* Over langere termijn herhaalbaar
* Samenhorigheid op platform
* Nieuwe handige producten aanbieden zoals
speciale “Converse” Bagpack, ideaal voor festival.