Rory Sutherland talks about using psychological solutions to reframe problems at TEDxAthens.
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists.
This is a presentation from the online course ‘Crash Course to Digital Strategy’ that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol. See on slideshare for more interesting presentations on Strategy and Ideas.
A great presentation “the conversation starts from within’ about remarkable communication. And that it has to be built into or around the product. It’s increasingly difficult to compensate average, undifferentiated products through remarkable communication. A new generation of brands built around remarkable new services. In different fields Tom Himpe gives inspiring examples.
How do you ignite your ambassadors and the makers of things?
Author Helge Tennø, currently working as Digital Director at Dinamo AS in Oslo, Norway, is an inspiring personality. And he creates insightful presentations. In his work he helps companies and organizations discover WHY they are valuable in consumers lives, and HOW they can create deliberate value on the everyday arenas where they connect with them
More presentations can be found on his personal blog: 180360720
Impressive. Buy a girl her life back. A new level of experiential and interactive approach to communication. Brands make people almost the main heroes of their campaigns. Consumers have become active way before even making a purchase. And this is where the social media can play its huge role in this new way of communication.
- Be useful. The real value of a planner is problem solving and coming up with simple solutions. Cleverness is simply a means to an end.
- Bring out the best in other people. Act as a catalyst for others by providing the conditions for informed creative thought.
- Be a linchpin, not only between people but also between brands and the audience they connect with.
- Have a deep understanding of human motivations and instincts.
- Have an experience of real life. Get out of the office to experience the real world and understand the people you want to experience.
- Create a working timetable both within and outside the office to best generate ideas and insights.
- Whether analogue or digital, the main task of any planner is understanding basic human communication.
Brand Asset Valuator
The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors:
Differentiation Differentiation is the ability for a brand to stand apart from its competitors. A brand should be as unique as possible. Brand health is built and maintained by offering a set of differentiating promises to consumers and delivering those promises to leverage value.
Relevance Relevance is the actual and perceived importance of the brand to a large consumer market segment. This gauges the personal appropriateness of a brand to consumers and is strongly tied to household penetration (the percentage of households that purchase the brand).
Esteem Esteem is the perceived quality and consumer perceptions about the growing or declining popularity of a brand. Does the brand keep its promises? The consumer’s response to a marketer’s brandbuilding activity is driven by his perception of two factors: quality and popularity, both of which vary by country and culture.
Knowledge Knowledge is the extent of the consumer’s awareness of the brand and understanding of its identity. The awareness levels about the brand and what it stands for shows the intimacy that consumers share with the brand. True knowledge of the brand comes through brand-building.
Differentiation and Relevance taken together say a lot about its growth potential (“Brand Vitality”), while Esteem and Knowledge determine the current power of a brand (“Brand Stature”).
A Survey based on the Brand Asset Valuator is conducted annually containing data about 20.000 brands, based on the opinion of over 230.000 respondents in 44 countries. The model is about building, measuring and managing brand equity.