This document discusses new approaches to brand building that go "beyond the promise" through six principles: 1) articulating your position in the real world, 2) creating proof for your position, 3) creating engagement, 4) 365 days planning, 5) managing coherence, and 6) influencing and measuring what people do. It advocates focusing on behaviors rather than media, using owned media like websites and social media to their full potential, continuously improving marketing efforts by setting objectives, measuring key performance indicators, and optimizing over time based on data.
9. This is not what modern brand building should be:
“Brand building is about
pursuing a cause that adds
value to people’s lives.”
(Jonathan Mildenhall, VP global advertising, Coca Cola)
Friday 17 February 12
10. Zappos decided to re-direct its marketing
budget towards delivering exceptional
customer service with a great company
culture
for example : Zappos
Friday 17 February 12
11. beyond the promise
company
cause
employee recruitment
partnerships
HR policy
new product development
co-creation
value to
people’s lives
cultural change
empowerment
brand fans
service design
personal development
need for another approach to brand building:
BRAND PROMISE
• brand USP
• brand logo
• brand campaign
• brand identity
• brand mgmt
Friday 17 February 12
12. To build brands “beyond the
promise”, we need a new skill
set, built on 6 principles.
Friday 17 February 12
13. “promise”
brand building
define a marketing
positioning
BEYOND THE PROMISE
principle #1
articulate your
position in the
real world.
#1
Friday 17 February 12
41. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
Friday 17 February 12
42. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
Friday 17 February 12
43. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
SALES (e-commerce, store,…)
Friday 17 February 12
44. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
SALES (e-commerce, store,…)
- can be measured via sale figures
Friday 17 February 12
51. Berlitz : banners - Adwords
• iProspect
• BE
• Budget: €29.890
Ruilcontract De Standaard :
banners op De Standaard Biz
Budget: € 51.143
Website traffic as measure of succes
Friday 17 February 12
55. This case: traffic building to
new website
• After the first week we could already see
a huge difference in performance
€ 6 € 3 114
MSN home 3AD
Skynet IMU
Lilli
€ 20
MSN Lifestyle
IMU
€ 24
Skynet IMU
Jack
€ 29
MSN Lifestyle
IMU
€ 111
Reweb
Splashpage
€ 58
Het Nieuwsblad
ROS
Friday 17 February 12
56. Optimise in terms of :
• Example : max price of € 35 / contact
• Be present in targeted + wide media
• Double the number of contacts or save 50 %
Friday 17 February 12