Brand conflict model
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August 30 2016
LEMON SCENTED TEATHE STORYTELLING AGENCy
The Storytelling Expeditions
Seminar
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30 aug
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Ruben van Zwieten
Today
Gijsbregt Vijn Ingmar Lange
John Weich Drinks
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“People don’t read ad’s. They read what interests them, and sometimes that’s an ad”
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“People don’t read ad’s. They read what interests them, and sometimes that’s an ad” Howard Gossage 1960
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The brief1) Become perceived market leader in solar energy2) Inject ‘eel good’ image around the brand3) Bring back energy in the brand
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Storytelling blueprint
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Company
Brand
Campaign
Channelcreativity
The story drives the business
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Merken waar we voor werken
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Who was involved?
Ron Schneider Friso Westenberg Rob Revet Renee Kissauw Stephan van Slooten Mary Hoogerbrugge
Pieter van Wijk Itai Gross Rene Jaspers Anke Penninx Madelon van der Tol
Thomas van Schaik
Bart van den Nieuwenhof
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Quotes
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“Het conflict gaat over onafhankelijkheidversus afhankelijkheid Ron Schneider Ron Schneider
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“Verhaal stuurt onze transitie van commodity naar service brand”Friso Westenberg
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“Verhaal is draaischijf van organisatie.”
Rob Revet
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“Verhaal integreertsegmenten.”
Renee Kissauw Rob Revet
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“Verhaal geeft emotie in de customer journey.”
Stephan van Slooten
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“Het verhaal ontstaat van binnen én van buiten.”
Mary Hoogerbrugge
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“Ons verhaal is geworteld bij iedereen in de organisatie.”
Pieter van Wijk
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Wat maakt een goed verhaal
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Universele storytelling structuur
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Storytelling Structure
Held Doel Middelen Tegenstander Conflict
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Matrix
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Matrix
Held Middelen Tegenstander ConflictDoel
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Why:Why
Cortisol
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Why
Oxytocin
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Brand Conflict Model©
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Brand conflict model
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Brand conflict model
Held = Merk
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Brand conflict model
Held = MerkDoel = purpose/ ambitie
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Brand conflict model
Held = MerkDoel = purposeMiddelen = producten/ services/ kennis
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Brand conflict model
Held = MerkDoel = purpose/ ambitieMiddelen = producten/ services/ kennis/ human capitalTegenstander = bestaande perceptie/ concurrent/ interne obstakels
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Brand conflict model
Held = MerkDoel = purpose/ ambitieMiddelen = producten/ services/ kennis/ human capitalTegenstander = bestaande perceptie/ concurrent/ interne obstakelsConflict = centrale thematiek in het merk/ bedrijf
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Breaking up silos
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Challenge the status quo
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Challenge the status quo
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v
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v
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Twee soortenverhalen Identity
Story
Campaign
stories(Touch)
Campaign
stories(Tell)
Campaign
stories(Sell)
Campaign
stories(Influencer)
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No conflict,no story