Het Lovebrand Model helpt u klanten en medewerkers te vinden en te binden. Het Lovebrand Model creëert ware liefde voor uw merk en vergroot uw reputatie.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Let’s be honest, today It’s getting progressively difficult for brands to stand out and to find and engage customers and employees on a long-term basis.
What people need are brands with an inspiring story that is so remarkable, authentic and lovable that people want to connect themselves to it!
So how do you turn your brand into an inspiring Lovebrand?
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
Amplifying Storytelling with Influencer MarketingCarole Lamarque
Who do I make Influencers spread the story I would like?
With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially,
brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling.
What you will learn:
– You will learn how to sell and significantly increase word of mouth advertising through social and owned media
– We will determine who has influence, provide them with content and start a relationship that they’re going to respect
– That will bring our content into their community
All levels of marketing from junior to expert marketer can benefit from these methodology:
Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.
What's branding? How's to differentiate branding and marketing? Will branding trend change over time? And what's the newest branding trend for now? Hope this slide could help. Contact me at diniprathivii@gmail.com to get the copy.
This presentation was nominated at the Brilliant Presentation Awards 2013. In this slideshow, I brought together key approaches towards insight in advertising creation process. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Anita Caras, Director Sales Insights EMEA OATH.
Ever wonder where brand love comes from? So did Oath. Oath has found out by looking at the many underlying drivers of brand love in our latest global consumer research study. We all know what love feels like, and we know getting your consumers to love your brand is more important today than ever before. But WHY does a consumer love a brand? What does that relationship look like?
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Let’s be honest, today It’s getting progressively difficult for brands to stand out and to find and engage customers and employees on a long-term basis.
What people need are brands with an inspiring story that is so remarkable, authentic and lovable that people want to connect themselves to it!
So how do you turn your brand into an inspiring Lovebrand?
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
Amplifying Storytelling with Influencer MarketingCarole Lamarque
Who do I make Influencers spread the story I would like?
With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially,
brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling.
What you will learn:
– You will learn how to sell and significantly increase word of mouth advertising through social and owned media
– We will determine who has influence, provide them with content and start a relationship that they’re going to respect
– That will bring our content into their community
All levels of marketing from junior to expert marketer can benefit from these methodology:
Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.
What's branding? How's to differentiate branding and marketing? Will branding trend change over time? And what's the newest branding trend for now? Hope this slide could help. Contact me at diniprathivii@gmail.com to get the copy.
This presentation was nominated at the Brilliant Presentation Awards 2013. In this slideshow, I brought together key approaches towards insight in advertising creation process. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Anita Caras, Director Sales Insights EMEA OATH.
Ever wonder where brand love comes from? So did Oath. Oath has found out by looking at the many underlying drivers of brand love in our latest global consumer research study. We all know what love feels like, and we know getting your consumers to love your brand is more important today than ever before. But WHY does a consumer love a brand? What does that relationship look like?
Hoe bouw je een sterke merkidentiteit in het digitale tijdperk?Energize
Op 19 juni gaf Klaas Weima van Energize een presentatie op Nyenrode in de collegereeks Digital Marketing Strategie & Social Media.
In de presentatie aandacht hoe je een sterke merkidentiteit bouwt in het digitale tijdperk.
Het was een energiek en interactief college waarin Klaas in een sneltreinvaart trends en theorie afwisselt met praktijkvoorbeelden op het gebied van merkcommunicatie. In het college komen de volgende onderwerpen aan bod:
- Het verschil tussen een merk en merkidentiteit;
- Welke marketing en digitale trends ertoe doen (en welke niet);
- Waarom aandacht de nieuwe valuta is;
- Het belang van en werken met Attention Triggers®;
- Stappen om tot een onderscheidende merkidentiteit en verdiende aandacht® te komen;
- Twee praktijkcases hoe een hypotheekmerk weer relevant werd en hoe je door middel van een podcast op de agenda komt van CMO's.
Hoe MerkWaardig klinkt jouw organisatie? Wat elke klantcontact-professional e...Andersteboven
Over MerkWaardigheid in dienstverlening, hoe je ánders klinkt dan je concurrent, gebaseerd op de merkwaarden van jouw organisatie.
Bevat inzichten uit recent en niet eerder gepubliceerd onderzoek. Gebaseerd op het eerste Nederlandse academisch onderzoek naar auditieve branding in (telefonisch) klantcontact door Christiaan Rasch.
Een kort-en-bondige, maar levendige hand-out, waarin Ronald de essentie van Personal branding beschrijft voor (mkb-)ondernemers. Uiteraard vanuit de optiek en ervaring van 'hoe word ik een merk?' Sof tot denken en handelen, voor ondernemers die graag met hun hoofd en hun imago boven het maaiveld uitsteken. Immers, dáár gebeurt het!
Think and act like a brand. Dat zeggen we tegen startups, beursgenoteerde ondernemingen en traditionele organisaties. Maar waarom? En hoe doe je dat? Een korte introductie in merkdenken.
DM Institute 25 jaar - Multi-media campagnes: waar gaat dat nu over?Joke Claessen
An inspiring talk for the DM Institute's 25th birthday on how to build multi-channel communication campaigns. What are the right building blocks, the right ingredients, what to beware of...
IKT College 'Maak het verschil' - Thijs Nijhof van buro BAM! buroBAM
Presentatie over 'Maak het verschil' gehouden door Thijs Nijhof tijdens het IKT-College van 21 mei 2015.
Ondernemen vanuit je hart. Why, how, what en Simon Sinek. Het klinkt mooi en ook lijken we allemaal te voelen dat het een verschil kan maken. Maar hoe zorg je ervoor dat ondernemen vanuit je hart ook daadwerkelijk een verschil maakt: in het leven van je klant, je medewerkers en stakeholders. En als je dan het verschil maakt, hoe zorg je dan dat je concurrerend kunt blijven? Dit verschil steeds blijven maken, dit telkens verbeteren en - niet onbelangrijk - dat je dit winstgevend kan doen. Waarde toevoegen voor je klant en vervolgens vanuit hier je businessmodel verder optimaliseren.
In ons college "Maak het verschil" gaan we in op deze onderwerpen. We geven je praktische tools die je helpen direct het verschil te maken met jouw onderneming in het leven van je klant en daarin zelf betekenis te vinden. We zoomen hiervoor in op het bekende Business Model Canvas en doorlopen samen het Waardepropositie Canvas, waaruit de meerwaarde voor je klant aangetoond en verklaard kan worden.
De verbinding tussen het hart en de praktijk!
Victor Neyndorff, interim marketeer en branding specialist. Presentatie over hoe FMCG innovatie technieken, arbeidsmarkt communicatie kunnen verbteren.
32. Omdat beide merken zich focussen op hun
Corporate Story, in plaats van hun producten.
rhaal dat vertelt
Het ve
anisatie i n gelooft
waa r de org
te waar maakt.
en hoe zij haar belof
38. Hoe voelt, ruikt en klinkt jouw
product of dienst?
En ziet het
eruit om
je vingers bi
j af te likke
n?
39. En hoe worden de zintuigen van jullie
medewerkers geprikkeld?
40. Hoe voelt en ruikt het
meubilair in jullie kantoor?
En wat staa
t er met
de lunch op
tafel?
41. Bouw een community om je merk,
en laat fans jouw lovebrand bouwen.
t ook nog steeds
Gaat jouw har
kloppen v an LEGO?
sneller
42. Wil je meer handvatten voor het
creëren van een Lovebrand?
En klanten
vinden en b
inden
voor de lang
e termijn?
43. Ga dan aan de slag
met het Lovebrand Model.
Voor een ste
rke
positionering
en strategie.
44. #
The Lovebrand Model.
Designed by: Date:
Designed for:
Brand Promise. Target Groups. Channels.
Purpose. Core Values.
For whom do we create value? Through which channels do our target groups
What are the should’s and shouldn’ts that What is our single, clear, compelling message want to be reached?
Why do we exist? that states why we are different and worth Who are our most important ambassadors?
govern our company’s underlying decisions? How are we reaching them now?
What do we believe? loving and buying?
What are our three organizational values? Which channels are the most cost-effective?
What is our guiding star on the horizon? Examples:
What are our three customer values? (Potential) Employees How are our channels integrated?
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Examples Customer Values: Unions Channel phases:
Transparant Shareholders 1. Awareness
Save Investors How do we raise brand awareness?
Simple Suppliers 2. Interact
Governmental Organizations How do we interact with our target groups?
Examples Organizational Values: NGO’s 3. Attract
Eager to learn Press & Media How do we attract our target groups to connect with us?
Everyone an entrepreneur 4. Interest
Reliable How do we get interest from our target groups?
5. Inspire
How do we inspire our target groups to take action?
6. Engage
BHAG. Core Competence. How do we engage with our target groups?
7. Reward
How do we reward our target groups?
What is our Big Hairy Audacious Goal? Which competences are the basis for a
sustainable competitive advantage?
What is our 10-30 year lofty goal?
Does this goal challenge us to long term relation- Examples:
ships? Invention
Production
Problem Solving
Internal or External Logistics
Market Knowledge
Customer Service
Motivation
Co-creation
Networking
Sensuality. Intimacy.
Mystery.
with them?
What type of relationship does each target group expect us to maintain
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Who were the founders of our organization? How do we exceed people’s expectations?
Which sense (hearing, sight, touch, smell, taste) needs priority?
What were the purposes, goals and values of our founders? How do we invest in our (potential) ambassadors?
What were important milestones in our history? How do we build trust with our ambassadors?
Which anecdotes about our founder, people and brand should we share? How can people experience our brands?
Which questions do people have about us? How do we turn complaints into compliments?
Which stories do people tell about us?
Types of relationships:
(Dedicated) Personal Assistance
Automated Service
Self-Service
Communities
Co-creation
the
This work is created by Markward van der Mieden and licensed under
view a
Creative Commons Attribution-Share Alike 3.0 Unported License. To
Lovebrandmodel.com
/3.0/.
copy of this license, visit http://creativecommons.org/licenses/by-sa
45. Het Lovebrand Model.
10 bouwstenen die je helpen:
1. Onderscheidend te zijn vanuit jouw identiteit.
2. Een constructieve strategie te ontwikkelen.
3. Een inspirerende boodschap te formuleren.
46. Het Lovebrand Model helpt je klanten
en medewerkers te vinden en binden.
Voor de lang
e termijn!
47. En het succes van jouw
onderneming te vergroten.
Door klanten en m
edewerkers
te veranderen in
ambassadeurs.
49. Start vandaag met inspireren.
Verander je merk in een Lovebrand!
Een merk waar m
ensen zich
mee willen identifi
ceren.
50. Geïnspireerd? Ga naar LGND.nl:
1. Download gratis het Lovebrand Model.
2. Meld je aan voor de Lovebrand Community.
3. Bekijk de videoblogs voor meer inspiratie.
51. Of neem contact met mij op voor
workshops en presentaties.
Twitter: @MvanderMieden
Email: Markward@LGND.nl
Blog: LGND.nl/blog