Brand Interaction Model (English version)
-
Upload
esther-leloux -
Category
Marketing
-
view
247 -
download
2
description
Transcript of Brand Interaction Model (English version)
BRAND INTERACTION MODEL
HOW WE HELPED INTERPOLIS TRANSFORM
BRAND INTERACTION MODELFour different ways how brands can interact with their consumers
It all starts with the ‘brand’
Your brand is a value proposition, not an advertising trick
A strong brand gives direction to all the activities the organization wants to employ
BRAND
A brand was until now a carefully
manipulated associative network
*Giep Franzen
BRAND
The brand manager’s main goal was to
claim a strong position in the brain
Building brands in the offline era
Brand management was being in controlRepetitive powerBuying attentionThe brand essence is key asset
BRAND
DialogueMonologue
Proof
Promise
Temporary Continuous
✔
BRAND
Building brands in a digital world
Brand management is real time interaction and flexibility Continuous dialoque, open organisational cultureEverything is digitalEarning attention
BRAND
Brand managers are
no longer in control
BRAND
A brand is build upon constant
interaction with the target group,
which results in impactful
experiences
BRAND
This relationship starts with a
remarkable identity at the core of
a brand.
Our Interpolis case explained by means of this Brand Interaction model
The transformation of Interpolis
LBi developed a brand strategy to help Interpolis stay ahead of its competitionLBi helped to innovate the marketing strategy with digital at its coreLBi came up with a new digital presence as proof of the new brand promise
DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
✔
BRAND
BE LIKABLEHow brands become likeable to earn attention
Metro: Dumb Ways To Die
Branded contentEmotional and/or informativeTouchingSomething you want to sharePlatform independent
The solution of Holland
A co-creation platform; Everybody can share a solution on deoplossingvan.nlWe ask customers what they think is the best solution for a certain riskInterpolis and the government support the best solution (5000 euro’s)Interpolis integrates new product or service ideas in their business This is a continuous platform: next year all Interpolis campaigns will focus on co-creation via ‘The solution of Holland’
Interpolis Branded Content
DialogueMonologue
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
BRAND
Proof✔
BE USEFULHow brands create relevant services and experiences to add value to everyday life.
UBER
UBER: Everyones private driverEnhances ‘taxi-experience’
Not like this…
VS
Not customer centricNot useful, relevantNo social interaction
Functional and relevant, adding value to everyday life by being customer centric, interactive and social
Interpolis: 2200 solutions, 1 winner
The Dutch government supports DOV
Patrick’s solution against burglars wonInterpolis invested 5.000 euro in his ideaThe Dutch government bought 5.000 parts as his first clientA lot of free publicity and sympathy
DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
✔
BRAND
BE LOUDHow brands buy attention.
Interpolis. Glashelder.
TV commercial
DialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
✔
BRAND
BE NEW(S)Ideas worth advertising
Join ‘De Oplossing Van Nederland’
Tag-on with call to actionNext year we will communicate the solution of ‘Patrick’
BRANDDialogueMonologue
Proof
Promise
Temporary Continuous
NEW
Be LoudPushing the brand
Be likableStarting the conversation
Be newSpreading the proof
Be usefulInnovating service
✔
BRAND
A brand is a value propostion
which gives direction to all its
activities.
BRAND
Most important question:
How does the brand add value to
the lives of people?
BRAND
INTERPOLISDUTCH INSURANCE
The transformation of Interpolis
Developing a brand strategy to help Interpolis stay ahead of its competitionInnovating marketing with digital at its coreA new digital presence as proof
A new brand strategy
A new health care proposition
We developed a new health care propositionWhich disrupted the Dutch insurance marketWith customer-centric thinking in its coreAlso a branded content strategy to engage people with the brand
A new digital presence
The solution of Holland
A co-creation platform; continuous dialogueCustomer centric experience: the customer decides what is the best solution for a certain riskInterpolis and the government support the best solutionInterpolis integrates product of service suggestions in their business
Redefining the customer journey