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Building Brands Online
Sander Janssens Msc Online Branding International Week Katowice 2011
Course outline:
Sander Janssens Msc18 years work experience international marketing in companies and international marketing consultant. Specialisation : strategic marketing, marketing communication, b-b marketing, services marketing
Building Brands Online
The Netherlands
27% surface below sea level
60% of population
living below sea level
Zwolle
• 8 different Business Studies • Approx 3,000 students• 1,000 first year students
School of business and economics
School of business and economics
• Commercial economics• Communication• International Business and languages • Logistics and economics • Small business and retail management • Accountancy• Financial services management • Business economics
Sander Janssens Msc Online Branding International Week Katowice 2011
Day Course planning General Exercises
1 Introduction, Customer insight, basic brand knowledge
A1 Intro, team, brand/product, blogA2 Brand analysis, buying behaviour A3 Postioning, Brand system A4 Persona, moodboard
2 Brand key, Old Spice campaign case, On line Tools,
B1 Brand key B2 Old spice campaign analysisB3 Online tools vs communication goalsB4 Online tools vs product classificationB5 Examples online brand campaigns
3 Grande finale C1 Goals / metricsC2 Planning a campaign C3 Present complete online brand campaign
Individual assigment English marketing article + comment
Day 1 Customer insight • Introduction• Dutch approach teaching • Project • Group blog • Grading • Cultural difference (Holland – Poland)• Form project teams • Choose product • Exercises
Course structure
Lecturer initiates Project work in class
Students work in groups
Students present In front of other teams
Feedback and+ evaluation
Concluding summary of theory
Lecturer explains theory Theoretical partThematic lecture & discussionBrief assesment of course expectations
Practical part (case work)Assignment (a new product introduction)Teamwork (3 to 5 pers.)Team presentation
Summary theoryWhat have we learnedCheck expectation vs. realisation
Cultural model of lecturer and students
Dutch Crown prince Willem Alexander and his Argentine born wife princess Maxima riding a bicycle
Manager's role varies across culturesSource : André Laurent
20 30 40 50 6010 70 80 % Percentage in agreement
Great Britain
SwedenNetherlandsUSADenmark
SwitzerlandBelgiumGermanyFranceItalyIndonesiaJapan
1718
2327
384446
5366
7378
“It is important for a manager to have at hand precise answers to most of the questions that his subordinates may raise about their work “
10
Three screen approach
Sander Janssens Msc Online Branding International Week
Katowice 2011
Repeat Buy/ loyal
Buy
Like / Consideration
Awareness
Fan / advocate
Promotion Of the
Product
Purchase decision
Group assignment A1• Firm presentation (Project team name + skills/misson)
• Choose brand/product and market situation (PLC, purchase decision category, product category, motivation )
• Agree on code of conduct
• Set up your blog
• Exchange name, email, telephone number
• Present your product + group + blog
Sander Janssens Msc Online Branding International Week Katowice 2011
Firm presentation
You are a well known marketing consultancy firm. Make a powerpoint presentation in which you will present your team, skills, and expertise area’s as a real consultancy bureau would do.
Choose a consumer brand/product
Take into consideration
• Buying situation
• Product life cycle
• New product category
• Motivation for choosing this product / Do you like the product ?
Low Feel – Sensate and pleasurable products
Low Think –Practical and functional products
LowInvolvement
High Feel –
Products that reflect on you
High Think – Considered purchasesHigh
Involvement
FeelThink
SATISFACTIONHABITUAL
INFORMATIVEAFFECTIVE
Stages of the Product Life Cycle
Categories of New Products
SixCategories
ofNew
Products
SixCategories
ofNew
Products
New To The World 10%
New Product Lines 20%
Product Line Additions 26%
Improvements/Revisions 26%
Repositioned Products 7%
Lower-Priced Products 11%
Code of conduct
• Write down your code of conduct of your group. The group rules to which you all agree
• Exchange names, telephone numbers + email adres
• Upload to group blog
Group blog Each group has to set up a simple blog.
Group
A) Post all Group exercises on your group blog
Individual Each group member has to post:
A) A relevant English article or video with from a marketing blog about one of the following topics:•Marketing and internet •Branding
B) A comment on his post what his reasons for posting the article/video are. Why is this article interesting.
Group blog
Format group blog names
Use the name
intweek katowice group 1 “name of the product”
intweek katowice group 2 “name of the product”
Blogger is free to use.
You can start a blog very easily, with a minimum of setup.
Youtube video on “How to blog on blogger.”
http://www.youtube.com/watch?v=bU4gXHkejMo&feature=player_embedded
Grading
Blog + group exercises 80%
Individual assignment 20%
Ir Sander Janssens Marketing course Nordhausen course week 2008
Students will have to be able to
• Sketch a consistent business concept
• Dealing with complexity
• Avoiding ambiguity
• Taking into account uncertainty
• Justification of actions
Individual assignment• Find a relevant English marketing related
article from one of the blogs top http://adage.com/power150/ or http://www.networkedblogs.com/network/poland
• Comment in English on your article with marketing knowledge . – Why is this article important ?– What have you learned from this article?– How can you use it in your assignment ?– Other aspects
Sander Janssens Msc Online Branding International Week Katowice 2011
http://adage.com/power150/
http://www.nickburcher.com/2009/07/adage-power-150-european-top-100-blog.html
Sander Janssens Msc Online Branding International Week Katowice 2011
Group assignment A1
• Project team name + mission • Choose brand/product and market
situation (PLC, purchase decision category, product category, motivation )
• Agree on code of conduct
• Set up your blog
• Exchange name, email, telephone number
• Present your product + group + blog
Sander Janssens Msc Online Branding International Week Katowice 2011
Sander Janssens Msc Online Branding International Week Katowice 2011
IdentityWhat identity is the brand ?
Model
Product / service /
brand
Segment 1
Competitor 3
Segment 3
Segment 4
Segment 5
Competitor 1
Competitor 2
Segment 2
(online) Marketing – communication tools
Target
No target
Research decision process buying behaviour
Proposition(promise to the consumer )
Image How is the brand percieved ?
Communicationgoals
“Market”
Budget
• Who is target group for your brand,• Estimate size of your target group• Why would somebody buy your product ?• How is the decision process ?• Which products are competitors • Listen: What are people saying about your
product ? Opinions (twitter, forum, blog, facebook)
• Present the outcome with powerpoint
Sander Janssens Msc Online Branding International Week Katowice 2011
Group assignment A2 Analysis brand
Sander Janssens Msc Online Branding International Week Katowice 2011
Target group •Current e-readers •Netbook users•Students •Older generation •Frequent traveler •Iphone owners •Gadget lovers
Target group ?
http://ultraorange.net/2010/04/23/apples-real-target-group-for-the-ipad-99-year-old-ladies-with-bad-eyesight/
Mc donalds
Sander Janssens Msc Online Branding International Week Katowice 2011
Target group Fast Food •20-30 yr single working men/women•Low income Family suburb• young business men working late (No time to cook)
Target group ?
39
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase behaviour
Listen: What are people saying about your product ? Opinions (twitter, forum, blog)
Sander Janssens Msc Online Branding International Week Katowice 2011
Sander Janssens Msc Online Branding International Week Katowice 2011 http://www.facebook.com/Starbucks
http://mashable.com/2009/06/16/killer-facebook-fan-pages/
• What is the positioning of your product relative to competitors
• Develop a brand system
• Present the outcome with powerpoint
Sander Janssens Msc Online Branding International Week Katowice 2011
Group assignment A3 Positioning/brand system
43
Positioning Efforts to influence consumer (emotional) perception of a brand or product relative to the perception of competing brands or products.
Its objective is to occupy a clear, unique, and advantageous 'position' in the consumer's mind such as 'the best driving car,' 'the most economical car,' or 'the safest car.‘
So people will become attached to your brand.
Sander Janssens Msc Online Branding International Week Katowice 2011
Sander Janssens Msc Online Branding International Week Katowice 2011
Consumer insight needs wants
CompetitionWeaknesses/ vulnerabilities
Brand / product strength Brand
positioning idea
What apple tastes better ?
• Red
• Green
• Orange
Sander Janssens Msc Online Branding International Week Katowice 2011
Why ?
Sander Janssens Msc Online Branding International Week Katowice 2011
Positioning example
Positioning brand within category
Points of difference
Points of parity
•Functional differences (Taste, color, foam etc)
•Emotional differences (feelings attached to brand)
Buy!!
Visual distinction
Sander Janssens Msc Online Branding International Week Katowice 2011
Sander Janssens Msc Online Branding International Week Katowice 2011
Positioning brand within category
Points of difference
Points of parity
•Functional differences (Taste, color, foam etc)
•Emotional differences (feelings attached to brand)
Buy!!
Sander Janssens Msc Online Branding International Week Katowice 2011
Positioning matrix exampleTypical Question: What are the key market opportunities which will drive our
innovation strategy?Typical Question: What are the key market opportunities which will drive our
innovation strategy?
Introverted Pleasure & Functional Satisfaction
Yourself to Empower or Distinguish
Fitting into Enjoy or Relax
Extroverted Pleasure
Kicks and
Variety
Enjoyable
health
Status &Prestige
Accessible
pleasure
Beer
Sander Janssens Msc Online Branding International Week Katowice 2011
55
Not Progressive Progressive
Positioning example HOW THE BIG 4 LUXURY BRAND EXPERIENCES MAP OUT
Active Driving(Car & Drive are central)
Passive DrivingOther priorities like lifestyle or badge value
- Luxury- Quality
- Refinement- Prestige
- Designer- Innovation- Sports performance- Sexy, not serious
- Luxury- Value- Experience- Refinement
- Machinery, Performance- ‘Us’ not you
- Aggressive
Acid test positioning• Relevant? Does this positioning offer significant, 'top-of-the-pyramid'
benefits to a BIG enough target audience? Is it new / compelling enough to help drive rapid market penetration and recruitment? Can you get sufficient SCALE from it?
• Believable? Are there one or two tangible things you can point to in your communication which will be 'eloquent' for the brand and help cement belief?
• Ahead of trend? Have you spotted a big, long term trend in consumer attitudes / needs? If you launch with this positioning will you be well-placed to gain as the trend develops into a mass-wave? Are you thinking 'bravely' enough about the future as opposed to the present?
• Defensible? How can you ringfence your brand against imitators if the positioning proves to be a winner? Will being 'first mover' be sufficient - or should you be looking to build-in some other defensive strokes?
• Deliverable? Can your company really come through and deliver the promise in reality? How long will it take to make any innovations or improvements needed?
Sander Janssens Msc Online Branding International Week Katowice 2011
The brand
triangle
57
Brand name and symbols Semiotic invariants
Product or service experience
Brand concept (value propositionTangible and intangible)
58
Brand name and symbols Semiotic invariants
Product or service experience
Brand concept (value propositionTangible and intangible)
BMW the ultimate driving experience
The brand
triangle
59
Brand name and symbols Semiotic invariants
60
BMW the ultimate driving experience
BMW the ultimate driving experience For over three decades, BMW built its brand to be synonymous with performance and the driving experience. The brand character and tone (serious, focused, and engaged) remained unwavering for the most part, while drivers enjoyed innovative, high-performance-yet-accessible vehicles that connect them with the road, rather than isolating them from it.
61
Brand concept (value propositionTangible and intangible)
62The brand triangle must be in balance
63
Sander Janssens Msc Online Branding International Week Katowice 2011
• What is the positioning of your product relative to competitors
• Develop a brand system
• Present the outcome with powerpoint
Sander Janssens Msc Online Branding International Week Katowice 2011
Group assignment A3 Positioning/brand system
• Develop a persona the typical customer who would buy your product,
• Develop a Moodboard of the brand
• Present the outcome with powerpoint
Sander Janssens Msc Online Branding International Week Katowice 2011
Group assignment A3 persona-moodboard
Persona aspects
Sander Janssens Msc Online Branding International Week Katowice 2011
• Education social background, age, etc • Family life ?• Work situation • What are his values • What is important to him • Why would he buy an Ipad • Knowledge, attitude towards Ipad, laptops,
mobile phones, • How does he decide ?• Media behaviour (Online, TV watching)
Robert the service manager Persona Ipad buyer
• High school, started work at 18. 35 years old• Married two children, • Service manager travels a lot to customers,
sends 40 emails/day• His family is important to him, likes to go out
with friends • Work hard and efficient , earn good money, • Buys an Ipad because it saves time and he
can show to customers solutions • Knows what he needs to know, positive
towards Ipad, laptops, mobile phones as long as they support him doing his job ,
• If the boss approves he will buy an ipad• Reads popular morning newspaper, no time to
watch tv, uses internet to read short news stories
Tim Student Persona Ipad buyer
Sander Janssens Msc Online Branding International Week Katowice 2011
• University 4th year, 20 years old, • Lives in student home, weekends visits to
parents• Scholarship, Student jobs to earn extra
money, • Being student is important to him, the
freedom, wants to be a manager, have fun while you are student, be cool
• Buys an ipad because it is cool, and can use it for study and while travelling to parents
• Likes gadgets, would like to have latest mobile but is too expensive reads blogs abou gadgets and mobile phones,
• Ipad is on his wishlist, if price goes down he will buy one, decision made by himself butinfluenced by his friends
• No newspaper, reads online websites, watches TV and internet, has a twitter account
Elements of a brand moodboard
• Photos that convey a destination’s spirit or energy, and reflect visual content likely to appear in marketing communications.
• Text that helps express mood and personality: usually limited to 3 to 6 carefully chosen words that define a feeling, a way of behaving, or a characteristic attitude of the destination.
• Graphic elements, including iconography, color palettes and typography, that foreshadow the brand image and formal brand identity program.
Sander Janssens Msc Online Branding International Week Katowice 2011
Moodboard Mood boards are very helpful in defining, explaining and building out a new brand position: for getting buy-in and approval of positioning initiatives; to help communicate the brand to frontline staff; and as decision-support tools.
Mood boards offer a visual measuring stick that can be help up against creative executions to decide whether communications are on-brand or off-brand. Does a new ad or brochure capture the look and feel of the mood board? Does it support the position and promise of value?
Sander Janssens Msc Online Branding International Week Katowice 2011
Moodboard tourist destinatonHowe caverns in upstate New York
Sander Janssens Msc Online Branding International Week Katowice 2011
Moodboard translation to website
Sander Janssens Msc Online Branding International Week Katowice 2011
Mood board emotional
feeling attached to Swiss air
74
This mood board's purpose is to represent the feeling associated with the swiss air brand. The key moods derived from this board are classy, clean, comfortable, elegant, professional, and ecologically friendly
75
What/How do I want the target audience to feel when they see this project?"
SincereWarmNostalgic
• Develop a persona the typical customer who would buy your product,
• Develop a Moodboard of the brand
• Present the outcome with powerpoint
Sander Janssens Msc Online Branding International Week Katowice 2011
Group assignment A3 persona-moodboard
IdentityWhat identity is the brand ?
Model
Product / service /
brand
Segment 1
Competitor 3
Segment 3
Segment 4
Segment 5
Competitor 1
Competitor 2
Segment 2
(Online) Marketing – communication tools
Target
No target
Research decision process buying behaviour
Proposition(promise to the consumer )
Image How is the brand percieved ?
Communicationgoals
“Market”
Budget
Sander Janssens Msc Online Branding International Week Katowice 2011