Brand Asset Valuator 2011

Brand Battle 2011 - De sterkste merken van Nederland

presentationsjeffreykruk

Neuro secrets of superbrands

The BBC program, Secrets of the Superbrands, looks at why technology megabrands such as Apple, Facebook and Twitter have become so popular and such a big part of many people’s lives.

UK neuroscientists suggest that the brains of Apple devotees are stimulated by Apple imagery in the same way that the brains of religious people are stimulated by religious imagery.

The new Brand Management: Transmedia (branded content) storymaking in combination with 'game dynamics'

After finishing building a social layer, a next layer - the game layar - is unfolding: a pervasive net of behavior-steering game dynamics that will reshape commerce.

By now, we are used to letting Facebook and Twitter capture our social lives on the web; building a 'social layer' on top of the real world. At TEDxBoston, Seth Priebatsch looks at the next layer in progress: the 'game layer', a pervasive net of behavior-steering game dynamics that will reshape the marketing eco system (marketing, communication and commerce).




At TEDxTransmedia, Dan Hon - a senior member of the Wieden + Kennedy London creative department, specialized in games, play and new ways of storytelling - gives more insight into 'game dynamics'.




We are bringing 'game dymanics' into more aspects of our lives, spending countless hours - and real money - exploring virtual worlds for imaginary treasures. Why? Because games are perfectly tuned to dole out rewards that engage the brain and keep us questing for more.









We are entering the Transmedia era (I define transmedia as "a mashup of 'reality'+'social layer'+ 'game dynamics'") in which:

1. The unfolding Marketing Eco System brings us new formats and business models of commerce;
2. Brand Management (control, scripted dialogue, periodic feedback) transforms into Brand Stewardship (open, transmedia conversation, 24/7 feedback);
3. Brand Stewardship is in perpetual beta. Companies that shorten the learning loop c.q. the feedback loop, that iterate faster, will do better.
   
   
   
   
   
   Culture Mapping, managing brands in a social economy

   View more presentations from Tim Stock.
   
   
   David de Boer, Manager Marketing Intelligence Sales, Sanoma

Customer orientation is a choice one makes over the course of a lifetime (part 1)

Customer orientation: of the 462 goals that Amazon has set for itself in 2010, 360 of them will directly effect the customer experience, while the word revenue is only used in 8 occasions.

Amazon founder and CEO Jeff Bezos spoke in may 2010 at Princeton University about the difference between choices and gifts. Cleverness is a gift, kindness is a choice. Gifts are easy -- they're given after all. Choices can be hard.

One's character, he suggested, is reflected not in the gifts one is endowed with at birth but rather by the choices one makes over the course of a lifetime. "It's harder to be kind than clever"

• How will you use your gifts? What choices will you make?
• Will inertia be your guide, or will you follow your passions?
• Will you follow dogma, or will you be original?
• Will you choose a life of ease, or a life of service and adventure?
• Will you wilt under criticism, or will you follow your convictions?
• Will you bluff it out when you're wrong, or will you apologize?
• Will you guard your heart against rejection, or will you act when you fall in love?
• Will you play it safe, or will you be a little bit swashbuckling?
• When it's tough, will you give up, or will you be relentless?
• Will you be a cynic, or will you be a builder?
• Will you be clever at the expense of others, or will you be kind?
  

When you are 80 years old, and in a quiet moment of reflection narrating for only yourself the most personal version of your life story, the telling that will be most compact and meaningful will be the series of choices you have made. In the end, we are our choices. Build yourself a great story. Good luck!

The value of online video versus TV to improve your marketing ROI

Gian Fulgoni posted an article on Comscore with an important lesson for online advertising:

"in a branding world, advertising creative is critical. As Internet advertising seeks to increase its currently meager 6% share of marketers’ spending for branding advertising and to move beyond a reliance on direct response marketing, using the right creative will become critical. This will be compounded by the move to the use of more expensive ad formats such as rich media and video. The cost of being wrong becomes substantial. It will be vital for the Internet to take a page out of television’s playbook and focus more of its research dollars on getting the online ad message right."

It is an interesting article (but - in my opinion - not the complete story), triggering some related questions:

Trend: The end of advertising as we know it

• -> What about the impact of the growing importance of branded content on the value of online video versus TV to improve the marketing ROI ?

Trend: Changing consumer purchase behaviour

• -> What about the impact of the changing consumer purchase behavior on the value of online video versus TV to improve the marketing ROI ?

Trend: 'moment of purchase'-shift from bricks to clicks

• -> What about the impact of growing popularity of multi touch tablets - in combination with the impuls-buying-strength-of-online-video - on the value of online video versus TV to improve the marketing ROI ?

In the unfolding marketing eco system, what will become the value of online video versus TV to improve your marketing ROI? What will be the complete story? Time will tell.

David de Boer, Manager Marketing Intelligence Sales, Sanoma

9 iPad learnings gathered on Sanoma's journey

The year 2010 is the year of Touch & Tablets.... and the year of the unfolding Marketing Eco System. Although the ultimate media-format has not been invented yet, Sanoma gathered some learnings on the 'multitouch'-journey.

But first two beliefs:
1. There are no magazine-apps, but mediabrand-apps;
2. In the end there won't be 1 perfect universal Autoweek-app, but many perfect Autoweek-apps.

In this unfolding Marketing Eco System all content goes digital AND goes mobile. New media-formats will emerge. Everything gets tagged and walled gardens open up. Lot's of (formerly) bundled content breaks free of old trapped business models and will be further atomized online.

Atomized mobile digital content drive micro-payments, which move from niche to mainstream payment models.

Don't build pay walls for your readers around the bundle, but activate people to give permission for a micro-payment for each atom that engages them to see, or read, or play, or listen a bit more of it. Monetize the instant gratification need.

Conclusion: Find out how to activate people to give as many micropayment-permissions as possible from the moment they jump into the real-time river of emerging media-formats; formats 'stuffed' with branded content & affiliate marketing deals.



David de Boer, Manager Marketing Intelligence Sales, Sanoma

Moving beyond the business model of pushing ads; the art of commercial conversations

The effort and attention of marketing has always been focused on one aspect of marketing (pushing ads). We have to get used to leave this one dimensional view behind us, when one begins to realize that pushing ads is not a future proof business model. A more data-driven approach can transform - push-driven - advertising into more relevant - pull driven - sparkling (commercial) conversations.

As your mobile device becomes more and more the remote control for your daily live, you provide Sanoma - with your approval - the necessary data to improve our competence to serve you relevant and useful content, services, answers, solutions or utilities at the right time and the right place.

Do you belief in what we - Sanoma - belief in? Will you allow us to master the art of sparkling (commercial) conversations?

David de Boer, Head of Marketing Intelligence Sales, Sanoma

The powers in the unfolding Marketing Eco System; building the internet Operation System

The internet is becoming an operating system that manages access by mobile devices to cloud subsystems ranging from computation, storage, and communications to location, identity, social graph, search, and payment. There are five main competing contenders: Amazon, Apple, Facebook, Google and Microsoft. Those 'big five' all have credible platforms with strong developer eco systems.

In the unfolding marketing eco system, the key question is

Will a single company put together a single, vertically-integrated platform? Or will we see services from multiple providers horizontally integrated via open standards?

In the short term, we'll see heightened competition, shifting alliances, and a wave of innovation, as companies fight for advantage in delivering next generation applications, and then use those applications to drive adoption of their respective platforms.

How long will it take before the big five (Apple, Google, Microsoft, Amazon and Facebook) will realize that it is in their interest to work together.....and make a start to adopt the horizontal, open strategy? And, last but not least, what will be the unique 'added value role' of the 'other' media companies, on top of the building blocks of the big five?'




David de Boer, Head of Marketing Intelligence Sales, Sanoma


(Source: Tim O'Reilly, State of the internet Operating System, part 1 and part 2)

Building brands while improving marketing ROI

Today's mass marketing model needs to evolve or marketeers will erode their ability to build brands, which is critical to avoid commodization. Today's media measurement systems needs to evolve to facilitate the marketer building brands while improving the marketing ROI.

Improving the marketing ROI starts with understanding how to improve the personal relevance at receptive key touch points with the consumer; at the moments that most influence their decisions.
(Source: Future of Advertising Project, Y. Wind)
Which moments most influence purchase decisions?
Digital technology is fundamentally transforming (1) consumer purchase behaviour and (2) media consumption habits. Gaining superior insights on media consumption behaviour - from a better understanding of the relationship between changing shopping and media usage - is necessary to improve the marketing ROI.

New technologies are changing consumer purchase behavior
Consumers are increasingly adopting new behaviours when it comes to researching and buying products. Traditionally, marketers' view of the purchase process has been based on a "funnel" with five successive stages:

1. awareness
2. familiarity
3. consideration
4. purchase
5. loyalty
   

This model is becoming increasingly outdated, as consumers much more activily reach out to the recommendations of their (online) peers to understand their options. "The real new medium is the voice of the consumer"(Peter ter Kulve, CEO Unilever Benelux).

New technologies are changing media consumption habits
Truly understanding the increasingly complex media consumption behavior of consumers allows marketers to more accurately anticipate on the impact and synergistic effects of media; to reach (or better, touch) their target consumers more effectively and efficiently at receptive moments, via relevant content that serves consumers' interests.



Media & Marketing measurement systems must leave their single media silo approaches and accomodate multi-media measurement. Unduplicated reach across different media will become a necessity, engagement and relevance will need to be researched too....to make the next step in improving the marketing ROI.



David de Boer, Manager Marketing Intelligence Sales, Sanoma