Enviar búsqueda
Cargar
The Brand Concept Platform - An introduction
•
11 recomendaciones
•
9,145 vistas
John Morawski Market Intelligence consultant
Seguir
Empresariales
Tecnología
Denunciar
Compartir
Denunciar
Compartir
1 de 16
Recomendados
The BRAND concept
The BRAND concept
Phuong Hoa Nguyen
Marketing Execution workshop
Marketing Execution workshop
Beloved Brands Inc.
60 PPTS-ADVANCED SELLING SKILLS-BY INDRANIL BHADURI
60 PPTS-ADVANCED SELLING SKILLS-BY INDRANIL BHADURI
Indranil Bhaduri
Sales Call
Sales Call
Shahzaib Khan
Brand Positioning Workshop
Brand Positioning Workshop
Beloved Brands Inc.
Developing A Winning Brand Strategy
Developing A Winning Brand Strategy
Laura Moffat, PhD
Brand Planning process
Brand Planning process
Beloved Brands Inc.
Consumer Centricity
Consumer Centricity
Beloved Brands Inc.
Recomendados
The BRAND concept
The BRAND concept
Phuong Hoa Nguyen
Marketing Execution workshop
Marketing Execution workshop
Beloved Brands Inc.
60 PPTS-ADVANCED SELLING SKILLS-BY INDRANIL BHADURI
60 PPTS-ADVANCED SELLING SKILLS-BY INDRANIL BHADURI
Indranil Bhaduri
Sales Call
Sales Call
Shahzaib Khan
Brand Positioning Workshop
Brand Positioning Workshop
Beloved Brands Inc.
Developing A Winning Brand Strategy
Developing A Winning Brand Strategy
Laura Moffat, PhD
Brand Planning process
Brand Planning process
Beloved Brands Inc.
Consumer Centricity
Consumer Centricity
Beloved Brands Inc.
Marketing automation
Marketing automation
EHSAL
Modern Selling + Modern Learning = Sales Growth
Modern Selling + Modern Learning = Sales Growth
Mike Kunkle
Seo basicsfrom-digital marketing paathshala
Seo basicsfrom-digital marketing paathshala
Simplilearn
Beloved Brands: Who are we?
Beloved Brands: Who are we?
Beloved Brands Inc.
Brand Management
Brand Management
Yodhia Antariksa
B2B Marketing Workshop
B2B Marketing Workshop
Beloved Brands Inc.
Brand Revitalization
Brand Revitalization
Tehreenilyas
The Return on Love (ROL) for Brands
The Return on Love (ROL) for Brands
Beloved Brands Inc.
Digital Marketing Strategy
Digital Marketing Strategy
whittem3
How to Run a Brand Workshop
How to Run a Brand Workshop
Arthur Colker
Brand Personality
Brand Personality
King Julian
Email Marketing 101: Strategy
Email Marketing 101: Strategy
SendGrid
Digital Marketing Plan Template
Digital Marketing Plan Template
Truong Bang - Mr.
Key Strategies for Business Growth
Key Strategies for Business Growth
Thomas Snyder
Digital Marketing
Digital Marketing
Avi Chand Marketing
Brand positioning
Brand positioning
Manisha Mohapatra
Brand Management
Brand Management
Dr. Chandan Chavadi
Brand
Brand
MARKETING 2019
B2b digital marketing strategies
B2b digital marketing strategies
Daniel Heerkens
Executive Coaching Program for Marketing Leaders
Executive Coaching Program for Marketing Leaders
Beloved Brands Inc.
7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategy
priya.presentation
Strategic Brand Management
Strategic Brand Management
Asia Pacific Marketing Institute
Más contenido relacionado
La actualidad más candente
Marketing automation
Marketing automation
EHSAL
Modern Selling + Modern Learning = Sales Growth
Modern Selling + Modern Learning = Sales Growth
Mike Kunkle
Seo basicsfrom-digital marketing paathshala
Seo basicsfrom-digital marketing paathshala
Simplilearn
Beloved Brands: Who are we?
Beloved Brands: Who are we?
Beloved Brands Inc.
Brand Management
Brand Management
Yodhia Antariksa
B2B Marketing Workshop
B2B Marketing Workshop
Beloved Brands Inc.
Brand Revitalization
Brand Revitalization
Tehreenilyas
The Return on Love (ROL) for Brands
The Return on Love (ROL) for Brands
Beloved Brands Inc.
Digital Marketing Strategy
Digital Marketing Strategy
whittem3
How to Run a Brand Workshop
How to Run a Brand Workshop
Arthur Colker
Brand Personality
Brand Personality
King Julian
Email Marketing 101: Strategy
Email Marketing 101: Strategy
SendGrid
Digital Marketing Plan Template
Digital Marketing Plan Template
Truong Bang - Mr.
Key Strategies for Business Growth
Key Strategies for Business Growth
Thomas Snyder
Digital Marketing
Digital Marketing
Avi Chand Marketing
Brand positioning
Brand positioning
Manisha Mohapatra
Brand Management
Brand Management
Dr. Chandan Chavadi
Brand
Brand
MARKETING 2019
B2b digital marketing strategies
B2b digital marketing strategies
Daniel Heerkens
Executive Coaching Program for Marketing Leaders
Executive Coaching Program for Marketing Leaders
Beloved Brands Inc.
La actualidad más candente
(20)
Marketing automation
Marketing automation
Modern Selling + Modern Learning = Sales Growth
Modern Selling + Modern Learning = Sales Growth
Seo basicsfrom-digital marketing paathshala
Seo basicsfrom-digital marketing paathshala
Beloved Brands: Who are we?
Beloved Brands: Who are we?
Brand Management
Brand Management
B2B Marketing Workshop
B2B Marketing Workshop
Brand Revitalization
Brand Revitalization
The Return on Love (ROL) for Brands
The Return on Love (ROL) for Brands
Digital Marketing Strategy
Digital Marketing Strategy
How to Run a Brand Workshop
How to Run a Brand Workshop
Brand Personality
Brand Personality
Email Marketing 101: Strategy
Email Marketing 101: Strategy
Digital Marketing Plan Template
Digital Marketing Plan Template
Key Strategies for Business Growth
Key Strategies for Business Growth
Digital Marketing
Digital Marketing
Brand positioning
Brand positioning
Brand Management
Brand Management
Brand
Brand
B2b digital marketing strategies
B2b digital marketing strategies
Executive Coaching Program for Marketing Leaders
Executive Coaching Program for Marketing Leaders
Destacado
7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategy
priya.presentation
Strategic Brand Management
Strategic Brand Management
Asia Pacific Marketing Institute
Chapter 1 What is Public Relations?
Chapter 1 What is Public Relations?
Barbara Nixon
Public relation
Public relation
Vikram Ram
Show Me the Money: PR Metrics that Impress the C-Suite
Show Me the Money: PR Metrics that Impress the C-Suite
Sandra Fathi
Content Marketing Strategy: How to Engage & Attract Customers
Content Marketing Strategy: How to Engage & Attract Customers
Sandra Fathi
Why Branding is Important
Why Branding is Important
University Technology Malaysia
How to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement Strategy
Sandra Fathi
Classification of brands examples
Classification of brands examples
Lena Argosino
Branding and its importance to consumers and organizations
Branding and its importance to consumers and organizations
Apurupa Devi Valluru
The Role of Public Relations in an Organization
The Role of Public Relations in an Organization
Sundance Marketing
Public relations
Public relations
Saxbee Consultants
The concept of Branding
The concept of Branding
nabeel.sm
Types of brand
Types of brand
Chao Onlamai
Public relations introduction
Public relations introduction
phaneendra u
Brands & Brand Management
Brands & Brand Management
YIGIT ACIKAY
Brand management ppt
Brand management ppt
Babasab Patil
Creating a beloved brand
Creating a beloved brand
Beloved Brands Inc.
Brand Management Training Program
Brand Management Training Program
Beloved Brands Inc.
Public Relations
Public Relations
Prathamesh Parab
Destacado
(20)
7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategy
Strategic Brand Management
Strategic Brand Management
Chapter 1 What is Public Relations?
Chapter 1 What is Public Relations?
Public relation
Public relation
Show Me the Money: PR Metrics that Impress the C-Suite
Show Me the Money: PR Metrics that Impress the C-Suite
Content Marketing Strategy: How to Engage & Attract Customers
Content Marketing Strategy: How to Engage & Attract Customers
Why Branding is Important
Why Branding is Important
How to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement Strategy
Classification of brands examples
Classification of brands examples
Branding and its importance to consumers and organizations
Branding and its importance to consumers and organizations
The Role of Public Relations in an Organization
The Role of Public Relations in an Organization
Public relations
Public relations
The concept of Branding
The concept of Branding
Types of brand
Types of brand
Public relations introduction
Public relations introduction
Brands & Brand Management
Brands & Brand Management
Brand management ppt
Brand management ppt
Creating a beloved brand
Creating a beloved brand
Brand Management Training Program
Brand Management Training Program
Public Relations
Public Relations
Similar a The Brand Concept Platform - An introduction
Ccsddmbysantoshday1,2,3
Ccsddmbysantoshday1,2,3
Anne Starr
Ccsdbyhday1santodms
Ccsdbyhday1santodms
Anne Starr
Ccsddm5days
Ccsddm5days
Anne Starr
Branding and identity an overview lecture
Branding and identity an overview lecture
The Design Channel, LLC
Brand Management Module 3 notes
Brand Management Module 3 notes
Bella Meraki
Branding Martin 6
Branding Martin 6
martinschyns
The Integrated Planning System - Presentation for FUNNEL B2B Marketing event,...
The Integrated Planning System - Presentation for FUNNEL B2B Marketing event,...
Rowan Hetherington
MKT 547: Chapter 1 and 2
MKT 547: Chapter 1 and 2
Naz Zuren
Slides scripts(1)
Slides scripts(1)
Mohd Firdaus
Advertising a drive for promoting brands and sales as well
Advertising a drive for promoting brands and sales as well
Hs Prince
Marketing - A House Divided
Marketing - A House Divided
Marcus Tewksbury
Brand Equity
Brand Equity
Ahsan Uddin
Building a brand
Building a brand
Incrementa consulting
Marketing Revised
Marketing Revised
StefanoGalli
Branding (1)
Branding (1)
IDEE JSC
Brand strategy
Brand strategy
Andy Chou
Initiative Public Relations Branding
Initiative Public Relations Branding
Initiative_Beijing
Brand architecture
Brand architecture
zender1
Marketing Communication Process
Marketing Communication Process
Asia Pacific Marketing Institute
Customer based brand equity model
Customer based brand equity model
Soroush Mosavati
Similar a The Brand Concept Platform - An introduction
(20)
Ccsddmbysantoshday1,2,3
Ccsddmbysantoshday1,2,3
Ccsdbyhday1santodms
Ccsdbyhday1santodms
Ccsddm5days
Ccsddm5days
Branding and identity an overview lecture
Branding and identity an overview lecture
Brand Management Module 3 notes
Brand Management Module 3 notes
Branding Martin 6
Branding Martin 6
The Integrated Planning System - Presentation for FUNNEL B2B Marketing event,...
The Integrated Planning System - Presentation for FUNNEL B2B Marketing event,...
MKT 547: Chapter 1 and 2
MKT 547: Chapter 1 and 2
Slides scripts(1)
Slides scripts(1)
Advertising a drive for promoting brands and sales as well
Advertising a drive for promoting brands and sales as well
Marketing - A House Divided
Marketing - A House Divided
Brand Equity
Brand Equity
Building a brand
Building a brand
Marketing Revised
Marketing Revised
Branding (1)
Branding (1)
Brand strategy
Brand strategy
Initiative Public Relations Branding
Initiative Public Relations Branding
Brand architecture
Brand architecture
Marketing Communication Process
Marketing Communication Process
Customer based brand equity model
Customer based brand equity model
Último
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
dollysharma2066
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael Hawkins
Michael W. Hawkins
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
Abortion pills in Kuwait Cytotec pills in Kuwait
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
priyanshujha201
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023
Neil Kimberley
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
Matteo Carbone
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
dollysharma2066
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and pains
P&CO
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
Call Girls In Delhi Whatsup 9873940964 Enjoy Unlimited Pleasure
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...
Roland Driesen
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
anilsa9823
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
discovermytutordmt
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
rwgiffor
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
Andy Lambert
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Delhi Call girls
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
NZSG
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Dipal Arora
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Ethan lee
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
rajveerescorts2022
Último
(20)
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael Hawkins
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and pains
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
The Brand Concept Platform - An introduction
1.
MORAWSKI Brand coaching &
Marketing research management Introduction to The Brand Concept PlatformSM
2.
Contents •
My definition of a brand • About branding • Beliefs • The Brand Concept PlatformSM • Methodology • Client’s brand list © 1999 John Morawski Brand coaching & Marketing research management
3.
1. My definition
of a brand A brand is a dynamic mental construct made by the brand stakeholders and linked to one or more products/services, or to a company or a person. It is the mix of all that the individual brand stakeholder is knowing, thinking and feeling as a result of his/her perceptions and experiences. Dynamic: changes over time Made by brand stakeholders: it’s not only what you say it is (forget about you “owning” your brand), but what each single person of distinct traditional stakeholders (suppliers, distributors, customers/consumers, prospects, investors, analysts and press, public/locals, employees, potential hires and contractors, …) and new stakeholders (opted-in customers, community captains, platform partners and eService entrepreneurs) thinks and feels what it is (source: Firebrands, Michael Moon, 2000) Knowing, thinking, feeling: in peoples minds and hearts, rational and emotional Perceptions and experiences: tangible, intangible and psychological factors, objective and subjective © 1999 John Morawski Brand coaching & Marketing research management
4.
2. About branding
Branding is all about creating a positive differentiation that in consequence leads to a dominant (market) position or at least profitable market shares Brand marketers must deliver tangibles and/or not tangibles that differentiate a brand amongst others This differentiation not only needs to be perceived, but also valued Mastering of disciplines in brand building: • Research: search for the facts, don’t (only) rely on intuition • Collaborate: like building a house branding is a collaborative project • Differentiate: search for your real brand added value • Focus: our brains act as filter to protect us from too much information • Validate: test what they know, think and feel in order to validate your brand • Interact: it’s a dynamic relation with the brand stakeholders • Cultivate: bring the audience into the creative process • Innovate: a brand is a living thing in a changing context © 1999 John Morawski Brand coaching & Marketing research management
5.
3. Beliefs
The consumer/customer should be at the center of our business Building strong and enduring relationships between the brand and the consumer/customer is imperative Therefore we must develop … an unique and differentiating brand clearly define our brand in peoples mind and heart © 1999 John Morawski Brand coaching & Marketing research management
6.
4. The Brand
Concept PlatformSM Background One key dimension (or even the most important) of marketing is the managing of the relation between the brand and the brand stakeholders. While considering a relation, several aspects are of some relevance. These aspects also can be found in a relation between real people. In order to start a relation there should be at least two persons (persons who should be searched for, found, defined, known each other in their behavior, attitudes, perceptions, thinking, emotions, motivations, needs, …) A relation is thinking and feeling, finally based on trust A relation is a dynamic interaction, one has to build and make growing it continuously A relation, should it always be a equal win-win The process of building a Brand Concept PlatformSM can be a real re-sourcing on thinking about and acting on your brand as a starting point of the relation Let’s now explore a way to construct the personality of the brand (indeed, a good relation starts by knowing yourself in order to and developing yourself as a person). © 1999 John Morawski Brand coaching & Marketing research management
7.
4. The Brand
Concept Platform (cont.) The purpose … is to build a cognitive structure of a mental representation by defining the most appealing combination of claims and overall imagery for a brand The Brand Concept PlatformSM consists 3 elements: 1. The Brand Concept Frame: the schematic design of the brand 2. The Brand Concept Visualization: can complete the concept while illustrating the Concept Frame 3. The Brand Concept Statement: the essence of the Concept Frame translated into consumer language. © 1999 John Morawski Brand coaching & Marketing research management
8.
4. The Brand
Concept Platform (cont.) The Brand Concept Frame … is the schematic design of the brand with all the argumentation towards the consumer/customer taking into account the complexity of human behavior driven by both rational and emotional elements © 1999 John Morawski Brand coaching & Marketing research management
9.
4. The Brand
Concept Platform (cont.) The Brand Concept Frame PROMISE PRODUCT/SERVICE REASON TO BELIEVE COMPOSITION TONE CONSUMER BRAND ADDED OF BENEFIT REASON WHY VALUE VOICE Instrumental Functional Rational What’s in it How can your Why should I What’s for me? product/service believe you? your style? provide this? Emotional Affective Expressive © 1999 John Morawski Brand coaching & Marketing research management
10.
4. The Brand
Concept Platform (cont.) The Brand Concept Visualization … can complete the Brand Concept Frame, especially while illustrating tone of voice elements because a picture tells more than 1000 words a picture can give several different associations (interpersonal and intercultural) and is not stable over time so it may never be used isolated from the two other elements of the Brand Concept PlatformSM © 1999 John Morawski Brand coaching & Marketing research management
11.
4. The Brand
Concept Platform (cont.) The Brand Concept Statement … is the essence of the Concept Frame translated into consumer/customer language while creating the Concept Statement most attention must be paid in checking semantics, trying alternatives to create an effective, homogeneous argumentation with no intrinsic contradictions in it, and well understood by consumers/customers the concept statement should not be too wordy (about 100 words and no more than 5 sentences) and give the basic elements adding too much information rarely helps and will probably undermine the proposition © 1999 John Morawski Brand coaching & Marketing research management
12.
4. The Brand
Concept Platform (cont.) Further remarks The input for the Brand Concept PlatformSM should be based on real consumer/customer research findings The reactions and feedback during the building process of the Brand Concept PlatformSM give more insight in the different needs addressed The Brand Concept PlatformSM (Frame, Statement, Visualization) is the base (“the golden standard”) for further development of the brand It can be used in briefing documents (advertising, packaging, NPD) and as a touchstone for market research activities It’s also a platform for common vision for al parties concerned in developing, introducing en managing a brand and/or products/services toward success Someone should have full and long term responsibility while building, adapting, conserving and stimulating use of the Brand Concept PlatformSM © 1999 John Morawski Brand coaching & Marketing research management
13.
5. Methodology
Example of methodological roadmap Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Preparation of First Workshop Intermediair Second Workshop Finalisation Workshops stage Objectives - Bekomen van - Verzamelen en - Verdere uitdieping - Consolidatie Brand - Consolidatie van het achtergrondinformatie expliciteren van de en optimalisatie Concept Frame over de klant (huidige bouwstenen voor het Brand Concept - Ontwikkelen Brand Brand Concept objectieven en status) Brand Concept Frame Concept Visualisation Platform en de markt (structuur, Frame - Voorbereiding en - Definitie van het dynamiek) - Ontwikkeling van organisatie tweede brand DNA (soul of the - Voorbereiding en het Brand Concept workshop brand) organisatie eerste Frame (liefst ook van - Opstellen Brand workshop de voornaamste Concept Statement concurrenten) Activities - Opvragen informatie - Inleidende - Feedback opvragen - Confrontatie met het - Feedback opvragen bij klant: Market uiteenzetting van en verzamelen van en verzamelen van Review, rapporten probleemstelling, deelnemers eerste geoptimaliseerde deelnemers tweede consumenten objectieven en workshop. Brand Concept Frame workshop. onderzoek, … methode - Verder structureren en finaal akkoord - Verder structureren - Desk research - Modereren eerste en optimaliseren van - Collage maken met en optimaliseren van - Zo nodig primair workshop het Brand Concept het verzamelde het Brand Concept marktonderzoek Frame visuele materiaal Platform - Ontwikkelen agenda, - Verzamelen visueel - Brainstorming en structuur en inhoud materiaal voor de redactie Brand van eerste workshop Brand Concept Concept Statement Visualisation © 1999 John Morawski Brand coaching & Marketing research management
14.
6. Client’s brand
list The Brand Concept PlatformSM was introduced for … Douwe Egberts Belgium (Douwe Egberts, Jacqmotte, Chat Noir, Pickwick) Senseo Duyvis Netherlands Electrabel (Superkabel) Campbell Foods Belgium (Devos Lemmens, Imperial, Royco Minute Soup, Campbell’s Soup) Coca-Cola Belgium (Coke, Coke Light, Sprite, Fanta, Nalu, Minute Maid, Chaudfontaine) Human Interface Group Connections (travel agency) Pajottenland (regional brand) © 1999 John Morawski Brand coaching & Marketing research management
15.
“It is tempting,
if the only tool you have is a hammer, to treat everything as if it were a nail” (“The psychology of science: a reconnaissance.”, Henry Regnery, Chicago, 1966.) © 1999 John Morawski Brand coaching & Marketing research management
16.
John Morawski Brand coaching
& Marketing research management Rogery 55 6671 Bovigny Belgium GSM +32 (0)477 62 18 75 E-mail: john.morawski@skynet.be Blog of John Morawski © 1999 John Morawski Brand coaching & Marketing research management