brand interaction model (english version)
DESCRIPTION
Four different ways how brands can interact with their consumers. Based on my integrated experience I have developed a brand interaction model that we use in our daily work to guide our clients.TRANSCRIPT
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BRAND INTERACTION MODEL
HOW WE HELPED INTERPOLIS TRANSFORM
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BRAND INTERACTION MODELFour different ways how brands can interact with their consumers
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It all starts with the ‘brand’
Your brand is a value proposition, not an advertising trick
A strong brand gives direction to all the activities the organization wants to employ
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BRAND
A brand was until now a carefully
manipulated associative network
*Giep Franzen
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BRAND
The brand manager’s main goal was to
claim a strong position in the brain
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Building brands in the offline era
Brand management was being in controlRepetitive powerBuying attentionThe brand essence is key asset
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BRAND
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DialogueMonologue
Proof
Promise
Temporary Continuous
✔
BRAND
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Building brands in a digital world
Brand management is real time interaction and flexibility Continuous dialoque, open organisational cultureEverything is digitalEarning attention
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BRAND
Brand managers are
no longer in control
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BRAND
A brand is build upon constant
interaction with the target group,
which results in impactful
experiences
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BRAND
This relationship starts with a
remarkable identity at the core of
a brand.
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Our Interpolis case explained by means of this Brand Interaction model
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The transformation of Interpolis
LBi developed a brand strategy to help Interpolis stay ahead of its competitionLBi helped to innovate the marketing strategy with digital at its coreLBi came up with a new digital presence as proof of the new brand promise
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DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
✔
BRAND
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BE LIKABLEHow brands become likeable to earn attention
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Metro: Dumb Ways To Die
Branded contentEmotional and/or informativeTouchingSomething you want to sharePlatform independent
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The solution of Holland
A co-creation platform; Everybody can share a solution on deoplossingvan.nlWe ask customers what they think is the best solution for a certain riskInterpolis and the government support the best solution (5000 euro’s)Interpolis integrates new product or service ideas in their business This is a continuous platform: next year all Interpolis campaigns will focus on co-creation via ‘The solution of Holland’
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Interpolis Branded Content
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DialogueMonologue
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
BRAND
Proof✔
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BE USEFULHow brands create relevant services and experiences to add value to everyday life.
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UBER
UBER: Everyones private driverEnhances ‘taxi-experience’
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Not like this…
VS
Not customer centricNot useful, relevantNo social interaction
Functional and relevant, adding value to everyday life by being customer centric, interactive and social
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Interpolis: 2200 solutions, 1 winner
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The Dutch government supports DOV
Patrick’s solution against burglars wonInterpolis invested 5.000 euro in his ideaThe Dutch government bought 5.000 parts as his first clientA lot of free publicity and sympathy
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DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
✔
BRAND
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BE LOUDHow brands buy attention.
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Interpolis. Glashelder.
TV commercial
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DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
✔
BRAND
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BE NEW(S)Ideas worth advertising
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Join ‘De Oplossing Van Nederland’
Tag-on with call to actionNext year we will communicate the solution of ‘Patrick’
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BRANDDialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
✔
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BRAND
A brand is a value propostion
which gives direction to all its
activities.
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BRAND
Most important question:
How does the brand add value to
the lives of people?
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BRAND
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INTERPOLISDUTCH INSURANCE
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The transformation of Interpolis
Developing a brand strategy to help Interpolis stay ahead of its competitionInnovating marketing with digital at its coreA new digital presence as proof
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A new brand strategy
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A new health care proposition
We developed a new health care propositionWhich disrupted the Dutch insurance marketWith customer-centric thinking in its coreAlso a branded content strategy to engage people with the brand
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A new digital presence
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The solution of Holland
A co-creation platform; continuous dialogueCustomer centric experience: the customer decides what is the best solution for a certain riskInterpolis and the government support the best solutionInterpolis integrates product of service suggestions in their business
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Redefining the customer journey