branding exercise ready for greece
TRANSCRIPT
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Velkommen
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BRANDING
• BLUE OCEAN/RED OCEAN STRATEGY
• DREAM SOCIETY• CREATIVE MAN Strategy
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BLUE OCEAN / RED OCEAN
• The bolivian coffee with the taste of lemon
• http://equalexchange.coop/history-of-coffee-in-bolivia
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DREAM SOCIETY
• The modern user don’t just want a product – they need a dream, a story which appeals to their emotions too.
• Example: Ecological milk; Fair trade furniture, Cowboy Classics
• Apple• Starbucks Coffee• Add the right dream/story =>• Sell your products much more expensive!
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CREATIVE MAN – INVITE THE PROSUMER INSIDE to co-create the
products
NIKE
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AIDA
• Attention – catch the users ATTENTION• Interest – sustain and stimulate the users interest
and curiosity• Desire – create a desire in the user (e.g. wanting a
product)• Action: Enable the user do something, e.g. buy the
product
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BRANDING EXERCISE• ANALYSE THE AVITAE.ORG WEBSITE• TURN IT INTO PRODUCTs/SERVICEs IN A BLUE
OCEAN • DREAM SOCIETY – ADD a DREAM/STORY to THE
PRODUCT• CREATIVE MAN – INVITE THE PROSUMER INSIDE• PRESENT THE PRODUCT/STORY/CREATIVE
SOLUTION ON A POSTER – ADD TO THE LOCAL AVITAE CORNER OF THE SCHOOL WEBSITE, when you get home.
• OR: Write a short article for the website.