Conversation start from within

Strategy Talk

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.

JWT: 100 Things to Watch in 2013

Strategy Talk

Mindful Living, Mobile Optimized Goes Mainstream & MOOC Stars.

12 Archetypes by Jung

Strategy Talk

The term “archetypes”, as it is used in marketing today, has its origins in Carl Gustav Jung’s theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions.   There are 12 archetypes which symbolizes a basic human need, aspiration or motivation. In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits.

Transmedia storytelling

Strategy Talk

Media neutral model
A single idea or thought is spread across the different touchpoints. This is believed to be more effective as the same idea is represented in various media, which reinforces the impact on the consumer. This is illustrated in the media neutral planning model. The main question here is ‘what is the right media mix?’.

www.paulabuit.nl

Transmedia narrative – a story that unfolds across different platforms. Question here is ‘how do we create fans who talk and share their experiences with their friends and social networks’? The model underneath illustrates that thought. Although the consumer experiences the brand narrative in a non-linear way, as a planner you still need to know (in a linear way) what to communicate when and how. That is the challenge.

www.paulabuit.nl

A useful guide to brand utility

Strategy Talk

Informative presentation on this topic with inspiring examples.

 

Brand equity model

Strategy Talk

Brand Equity model (Brandt and Johnson, 1997)
“Brand equity is the unique set of real and/or perceived distinctions attached to a brand by customers…. Brand equity lives only in the hearts and minds of customers.”