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?’.

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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.

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Customer Brand Based Equity Model

Strategy Talk

Customer based brand equity model

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.

Brand Asset Valuator

Strategy Talk

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.

Brand Ignition

Strategy Talk

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.

Brand Ignition