brand new game digital interactive branding
DESCRIPTION
This presentation helps organisations and brands to develop a Digital Interactive Branding strategy. It deals with three topics: 1 - Objectives (Be Remarkable, Be Relevant & Build Relationships) 2 - Internet is NOT a medium 3 - The CoCha model from concept to consumerTRANSCRIPT
BrandNewGameDigital Interactive Branding
BrandNewGameMenu
A. Branding Objectives
B. Internet as the Connector of all data (Content)
C. The CoCha-Model – building relations through Communities
1. Concept 2. Content 3. Channels 4. Context 5. Communities
BrandNewGameA. Branding Objectives
1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships
BrandNewGameA. Branding Objectives – Be Real
Be Real:
1. Know who your are (core values & brand personality) 2. Know your strengths (core competences) 3. Accept your weaknesses (nobody is perfect) 4. Focus
BrandNewGameA. Branding Objectives – Behave Righteously
Behave Righteously:
1. Build a credible reputation by behaving consistently2. Under-promise and over-deliver 3. Don’t bullshit your clients & consumers
BrandNewGameA. Branding Objectives – Remain Remarkable
Remain Remarkable:
1. Differentiate from Competition
2. By doing one thing really well (focus)
3. Based on your Identity & Core Competences
4. Continuously innovate and evolve to stay leader
BrandNewGameA. Branding Objectives – Remain Remarkable
1. Differentiate from Competition
BrandNewGameA. Branding Objectives – Remain Remarkable
2. By doing one thing really well (focus)
Product – Apple (product leadership)
Price – Easyjet (operational excellence)
Place – Coke (channel satisfaction)
People – Zappos (customer service)
Promotion – Redbull (entertainment economy)
BrandNewGameA. Branding Objectives – Remain Remarkable
3. Based on your Identity & Core Competences
- Brand essence - Brand story - Visual style - Proposition
BrandNewGameA. Branding Objectives – Remain Remarkable
4. Continuously innovate and evolve to stay leader
Using the BIT-model
BrandNewGameA. Branding Objectives – Remain Remarkable
1. Differentiate from Competition
2. By doing one thing really well (focus)
3. Based on your Identity & Core Competences
4. Continuously innovate and evolve to stay leader
BrandNewGameA. Branding Objectives – Remain Relevant
Be part of your community Add value to Consumer experience based on insights
Use stakeholders (People):
Consumers (complaints) Staff (tips) Opinion leaders & press (trends) Clients (retail / wholesale - needs) Suppliers (technological innovations) Government (opportunities in law & regulations)
Innovation is not a department!
BrandNewGameA. Branding Objectives – Reward Relationships
Brands can become friends (in a continuous timeline):
1. Introduce yourself (build awareness of your brand identity) 2. Tell Consumers what you do (share the brand positioning) 3. Show Consumers how you do that (build your reputation) 4. Give Consumers a functional or emotional benefit (your proposition) 5. Ask feedback on products & services (listen and start a dialogue) 6. Improve your proposition (product innovation: BIT-model) 7. Give communities updates on improved proposition (stay top of mind) 8. Let them talk about it (word of mouth)
BrandNewGameA. Branding Objectives
1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships
BrandNewGameMenu
A. Branding Objectives
B. Internet as the Connector of all data (Content)
C. The CoCha Model – building relations through Communities
1. Concept 2. Content 3. Channels 4. Context 5. Communities
BrandNewGameB. Internet as the connector of all data
The internet as we know it will become the Connector of all available digital data (Content), like a spider in the middle of a World Wide Web…
BrandNewGameB. Internet as the connector of all data
Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is…
BrandNewGameB. Internet as the connector of all data
Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context
BrandNewGameB. Internet as the connector of all data
Things we do in life
BrandNewGameB. Internet as the connector of all data
Things we do in life
BrandNewGameB. Internet as the connector of all data
Old fashioned way of dividing digital (internet) Content
BrandNewGameB. Internet as the connector of all data
The time has Come to restructure how we look at the internet.
If http://www. is the Connector of all digital data
who and how is it connecting?
BrandNewGameB. Internet as the connector of all data
We are all Connected through ‘Content’…
BrandNewGameB. Internet as the connector of all data
New fashioned way of seeing things
BrandNewGameB. Internet as the connector of all data
Online activity of Consumers
BrandNewGameB. Internet as the connector of all data
Interactivity of Consumers
Creators : < 1% Influencers : < 9% Consumers : > 90%
< 1%
< 9%
> 90%
BrandNewGameB. Internet as the connector of all data
Interactivity of Consumers
Innovators : < 1% Early adopters : < 9% Majority : > 90%
Nothing changed…
< 1%
< 9%
> 90%
BrandNewGameB. Internet as the connector of all data
< 1%
< 9%
> 90%
Relationships grow by:
Fulfilling needs being fun(ctional)
Frequency (continuous creative content)
Forwarding by Friends (W.O.M.)
BrandNewGameMenu
A. Branding Objectives
B. Internet as the Connector of all data (Content)
C. The CoCha Model – building relations through Communities
1. Concept 2. Content 3. Channels 4. Context 5. Communities
BrandNewGameC. The CoCha - Model
BrandNewGameC. The CoCha - Model
There is a desired transformation from push (shout) to pull (interact)
70% of Consumers do not see TV advertising
70% of Consumers do not click on banners
70% of Consumers are not interested in your product
BrandNewGameC. The CoCha - Model
There is a desired transformation from push (shout) to pull (interact)
70% of Consumers are open for a Dynamic Dialogue with brands
70% of Consumers appreciate fun(ctional) software (games & apps)
70% of Consumers appreciate Brands to participate in Social Media
BrandNewGameC. The CoCha - Model
Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth
BrandNewGameC. The CoCha - Model
The Collection of topics of this model should be Considered as a Construct and are all interrelated
BrandNewGameC. The CoCha - Model
1/5. Concept
BrandNewGameC. The CoCha – Model: Concept
A good Concept to reach your Objective is based on:
- Brand essence - Brand story - Visual style (Design) - Proposition
And fits the Consumer interest, uses their language and meets at the right place & time (determining the Context)
Concept
BrandNewGameC. The CoCha - Model
2/5. Content
BrandNewGameC. The CoCha – Model: Content
- Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional)
Content
BrandNewGameC. The CoCha – Model: Content
Content
Text
Images
Audio
Moving images
Software
BrandNewGameC. The CoCha – Model: Content
Content
Text
Images
Audio
Moving images
Software
BrandNewGameC. The CoCha – Model: Content
Content
Text
Images
Audio
Moving images
Software
BrandNewGameC. The CoCha – Model
3/5. Channels
BrandNewGameC. The CoCha – Model: Channels
[Static]
[Dynamic]
Channels
BrandNewGameC. The CoCha – Model: Channels
Monologue [Static]
Dialogue [Dynamic]
Turn-based
Realtime
Channels
BrandNewGameC. The CoCha – Model: Channels
Channels
Monologue
Television Radio Newspaper Magazines Direct Mail Billboards Spectaculars
Websites Banners SMS
Dialogue
Turn-based E-mail SMS Web: Weblogs Social Media
Realtime Chat Telephone Stores Events Games Branded Utilities
BrandNewGameC. The CoCha – Model: Channels
Channels
Monologue
Books, Comics, Cabaret, Music, Theater Play, Sports (powered by…)
Websites Banners SMS
Dialogue
Turn-based E-mail SMS Web: Weblogs Social Media
Realtime Chat Telephone Stores Events Games Branded Utilities
BrandNewGameC. The CoCha – Model: Channels
Text
Images
Audio
Moving images
Software
Channels
BrandNewGameC. The CoCha – Model
4/5. Context
BrandNewGameC. The CoCha – Model: Context
Watching movie Listening to music
Reading Playing games
Using computer Context *
Dining & going out Shopping
Sports & Walking Socializing Travelling Working Hobbies
Context: where is the Consumer and what is he doing when you bother him or her:
* Based on the US Harris Poll and SPOT research
BrandNewGameC. The CoCha – Model: Context
Watching movie Listening to music
Reading Playing games
Using computer Context
Dining & going out Shopping
Sports & Walking Socializing Travelling Working Hobbies
BrandNewGameC. The CoCha – Model: Context
Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is…
BrandNewGameC. The CoCha – Model: Context
Happy Valentine's Day
Birthday Anniversary
Fathers/mothers day
Context
SadFuneral
Break-up Lost job
Context: is also a ‘state of mind’
BrandNewGameC. The CoCha – Model: Context
Male Cars
Sports Health
…
ContextFemaleBeauty Cooking Health
…
Context: is also a ‘state of mind’ … or special interest (body, mind, soul)
BrandNewGameC. The CoCha – Model: Context
ContextBimale Fitness Health
Cooking Gardening
Gaming …
Context: special interest for Male, Female or Bimale (both)
BrandNewGameC. The CoCha – Model
5/5. Consumer
BrandNewGameC. The CoCha – Model: Consumer
We are all part of different Crowds and Communities based on our Roles
Clients Suppliers
ColleaguesFriends
CommunitiesFamily
Friends of friends Fraternity Neighbors
BrandNewGameC. The CoCha – Model: Consumer
Clients Suppliers
ColleaguesFriends
CommunitiesFamily
Friends of friends Fraternity Neighbors
Using existing Connections increases Credibility: Word of Mouth still rules
BrandNewGameC. The CoCha – Model: Consumer
Existing Relationships are tight, firm and long lasting
Clients Suppliers
ColleaguesFriends
CommunitiesFamily
Friends of friends Fraternity Neighbors
BrandNewGameC. The CoCha – Model: Consumer
My social Digital Communities …
BrandNewGameC. The CoCha – Model: Consumer
Consumer groups can be defined by:
- Profile (demographics) - Needs & Motivations - Insights - Communities
Clients Suppliers
ColleaguesFriends
CommunitiesFamily
Friends of friends Fraternity Neighbors
BrandNewGameC. The CoCha - Model
Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth
BrandNewGameDigital Interactive Branding