B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

David LillewargHead of Planning

Britny STHLMdavid.lillewarg@britny.se

fredag den 30 september 2011

BITEMARKSfredag den 30 september 2011

TRENDSINSIGHTSCASES

fredag den 30 september 2011

2010.05.03 EGN | © Copyright Projector

TRENDERNågra ord om

TRENDS

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

2010.05.03 EGN | © Copyright Projector

TRENDERNågra ord om

Trend: a stable, long termed change in society regarding economy, demography, values, interests or consumer patterns.

source: Nationalencyclopedin

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

HARD TO RECOGNIZEHARDER TO TRACK

Gigatrends

Megatrends

Macrotrends

Microtrends

5 years 10 years 20 years 50 years

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

GREAT INSIGHTS COMES FROM ALL OVER THE PLACE

CONSUMER INSIGHT

CULTURALINSIGHT

FUTUREINSIGHT

PRODUCTINSIGHT

BRANDINGINSIGHT

MARKETINSIGHT

BEHAVIORINSIGHT

USERINSIGHT

OWNERINSIGHT

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

CATEGORY & BUSINESS INSIGHTS

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

CONSUMER BEHAVIOR & PATTERN RECOGNITION

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

ANTHROPOLOGY

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

PSYCHOLOGY

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

BEHAVIORAL ECONOMY

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

PHILOSOPHY

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

POP CULTURE

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

TRENDS

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

PEOPLE

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

TECH STUFF

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

DAILY OBSERVATIONS AND CURIOSITY

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

VERKTYGVärdefulla

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

BRANDBUTLERS

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

R.A.K

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

MAPPINESS

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

MAPPINESS

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

MAPPINESS

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

MAPPINESS

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

CONSUMERISM

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

CONSUMERISMTrender

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

Problem:

Bollens  kindergarten  in  Solna  (suburb  outside  of  Stockholm)  had  this  problem:  before  homegames  of  AIK  (local  soccer  team)  happy  fans  gathered  around  the  yard  at  the  kindergarten.  They  had  beers,  smoked  and  occasionally  peed  in  the  bushes.

Needless  to  say,  neither  the  kids  nor  the  personel  enjoyed  very  much  the  following  day.

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

Goal:

Get  the  fans  of  AIK  to  stop  and  change  their  behavior.

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

Insight/Planning:

Question:  what  is  the  absolute  worst  thing  for  an  AIK  fan?

A  fan  from  Djurgården.

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

One  of  the  planner’s  best  friends: D R A K *

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

One  of  the  planner’s  best  friends: D R A K *

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

One  of  the  planner’s  best  friends: D R A K

DIFFERENTIATIONRELEVANCEATTITUDEKNOWLEDGE

*

*

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

This  is  your  task:

YOU ONLYGOT 5

MINUTES

REALLY SHORT PRESENTATION

DIVIDE INTOGROUPS

USE DRAK-MODEL& CREATE YOUR

STRATEGIC RECOMMENDATION

CHOOSE 1 OF 7 BRANDS

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

Remember  me?D R A K

DIFFERENTIATIONRELEVANCEATTITUDEKNOWLEDGE

*

*

fredag den 30 september 2011

B E R G H S 1 1 0 9 3 0 | B I T E M A R K S

This  is  your  brands:

PEPSI H&MAPPLE SAAB7-11

Wants  to  reach  new,older  target  groups.

Wants  to  sell  morefast  food.

Wants  to  reach  afemale  audience.

Wants  to  @ind  anew  way  to  

challenge  Coke.

Wants  a  moreenvironmentalapproach.

GREENPEACE

Need  new  waysof  fund  raising.

SD

Wants  help  tobecome

house-­‐trained.

fredag den 30 september 2011