Great presentation on framework about 8 ways social media can be used as a 24/7 marketing tool. With many examples and nice thoughts. Underneath you will see the mentioned model.
The Brand House model consists of three elements:
the brand dream (the ambition of the brand), the brand promise (the emotional promise of the brand towards the target group) and the brand values (representing the character of the brand).
I found on the internet the Brand House of the Dutch Tourist Office (VVV). Promise: “You feel enriched by the ‘local color’. When you come into contact with the tourist office, at the office, on the website or at one of the many ways in which the tourist is present, you experience the value. You’ve received something extra that is rooted in the pride of the city or region and knowledge of the locality.
Dream: “Everyone enjoys his free time in the Netherlands. Netherlands is beautiful and has a lot to offer. The tourist office is very aware that the Netherlands, is more special than many people think. Within the Netherlands there is something for everyone to enjoy. Whoever you are and what your needs are. But you must know how to find. The Tourist Office is there to make that dream a reality for all Dutch and all others.
How to capture the essence of a brand?
The Brand Key model can be a useful aid. A brand is not what you (the advertiser) say it is, it is what the consumers say it is. But, a clear brand identity will help you to get the right values across to your target group. It revolves around a key benefit, the essence, that helps your product or service stand apart from competition and which is relevant and important to the customer.
Apple = Innovation
Disney = Family Fun Entertainment
It will guide all further communication activities as this is the heart of your brand. The way you talk to your customers with what kind of messages etc.
“Flip the Funnel: How to use existing customers to gain new ones,” there is a sweet spot when the Flipped Funnel meets the Traditional Funnel.
By creating an “AND” as opposed to an “OR” approach to customer experience, social media, social CRM and word-of-mouth, businesses and brands have a unique opportunity to build and grow both their customer and revenue base over time, without necessarily needing to increase their marketing budgets in the process. Find out more at www.flipthefunnelnow.com
A framework showing how to connect a brand with its target audience through the communication and support of a shared thought (a compelling and relevant idea). The shared thought is the cause for mutual celebration, relating to an idea close to the hearts of the audience and demonstrated through the actions of the brand.