The ‘why’ of ID&T: the search of who you are, to give something in return, giving meaning. A very good example of Simon Sinek’s why, how what.
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.
A new interesting presentation by Helge Tenno on positioning.
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.
Customer-Based Brand Equity model (CBBE, Keller, 2002, & Kotler/Pfoertsch, 2006). Modified Lovemarks.
Kevin Lane Keller’s well known Customer-Based Brand Equity Model shows the process of building strong brands. Powerful brands create meaningful images in the minds of consumers (Keller, 1993), with brand image and reputation enhancing differentiation and thus potentially having a positive influence on buying behaviour. Branding in consumer markets has been shown to increase a company’s financial performance and long term competitive position.