morgenbriefing - digital brand-aktivering
Post on 22-Jan-2017
1.775 Views
Preview:
TRANSCRIPT
Choose among many Layouts Right-click on slide and select Layout
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background , 3. Select Fill and choose your colour
4. Click OK
Insert client logo 1. Select placeholder 2. Choose Insert from top menu 3. Choose Picture from file 4. Select client logo 5. Click OK
To view drawing guides 1. Right click on slide and select ’Grid and Guides...’
2. Check ’Display drawing guides on screen’
3. Select OK
Digital brandaktivering Fra passive kampagner til engagerede forbrugere Kristoffer Okkels, Lead Digital Business Developer Charlotte Arndal, Digital Content Producer
© Creuna
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images and you can repeat the agenda throughout
the presentation and highlight the coming section
Insert image in background 1. Click on lower Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
© Creuna
Dagens program
1. Hvad er brandaktivering?
2. Vejen til digital brandaktivering
3. Inspirerende eksempler
4. Råd og anbefalinger
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
The ultimate purpose of business is to create customers.
Peter Drucker, 1954
“
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
“…brands are less needed when consumers can assess product quality using better sources of information such as reviews from other users, expert opinion, or information from people they know on social media.”
© Creuna
Itamar Simonsen and Emanual Rosen
https://hbr.org/2014/02/the-brand-is-dead-long-live-the-brand/
Choose among many Layouts Right-click on slide and select Layout
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
The ultimate purpose of business is to create customers.
Peter Drucker, 1954
“
engage
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu More than 30% of the market capitalization of S&P 500 companies was derived from the intangible assets of the brand.
Branding er big business
© Creuna https://www.forrester.com/Create+A+CustomerCentric+Brand+Experience/fulltext/-/E-RES79602
“
“ Forrester Research
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Hvad er brandaktivering?
© Creuna
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images 1. Click on Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
Click Increase Indent button to get predefined ‘quote-name’ font
Brandaktivering handler om at skabe oplevelser og services, der opfylder et behov hos forbrugerne og opfordrer til aktiv involvering.
© Creuna
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Brandet Hvad er vores DNA og hvilken position ønsker vi at opnå?
Forbrugerne
Hvilke uopfyldte behov og ambitioner
har vores kunder?
autentisk og relevant aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the Increase/Decrease Indent
buttons found in the Top-PowerPoint menu
© Creuna
Sponsorater Events In-store promotions
Oplevelser
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Co-branding Content marketing Brand ambassadors Influencer marketing
Nye teknologier Mobile apps
……
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Brandaktiveringens potentialer
© Creuna
cementerer brandets position +skærer igennem larmen
+skaber relevans og mening +engagerer forbrugeren
+grundstenen til en længere relation
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Vejen til digital brandaktivering
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Definér hvad det er for en position, I gerne vil opnå eller cementere ved at aktivere brandet.
Brand Position
Aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Lær kunderne, konkurrenterne og markedet at kende med surveys, interviews, social listening, search-analyser og desk research.
Indsigter
Aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Identificér jeres kunders urealiserede behov. Dér, hvor I har potentiale til at skabe reel værdi og gøre en forskel.
Behov
Aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Koncept Dramatisér brandets vision ved at synliggøre hvor og hvordan I skaber værdi for forbrugerne.
Aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Eksekvering Giv konceptet vinger med en stærk kreativ eksekvering, der tager højde for både kontekst og timing.
Aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Promovering Rå viralitet var et fænomen fra 00’erne, så investér for at opnå et passende reach. Uanset hvilke kanaler du aktiverer kampagnen på.
Aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
SHOW ME THE MONEY!
Choose among many Layouts Right-click on slide and select Layout
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your
colour 4. Click OK
Inspirerende eksempler
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
CASE:
E-ON
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Hvordan aktiverer man sit brand, hvis produktet er af notorisk lav interesse hos kunderne?
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Konceptets natur synliggør gevinsterne for alle parter - ren win-win-win.
Koncept & Eksekvering
Skal der skabes adfærdsændringer ift. energiforbrug skal det leges ind.
Indsigter
Intelligent rekruttering af 10.000 kunder sikrede en succesfuld spredning af budskabet.
Promovering
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Hvordan demonstrerer man brandets værdi i et (fysisk) crowded space, hvor forbrugerne ikke prøver ens produkt?
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Choose among many Layouts Right-click on slide and select Layout
© Creuna
https://www.youtube.com/watch?v=co4V5kbfKBs
Indsæt video
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Produktkøb er betinget af test før køb, mens kvinders lyst til at teste produktet er faldende.
Indsigter & Behov
Produktets værdi synliggøres ved brug af ny teknologi, der aktiverer brandet på andre touchpoints end de konventionelle
Koncept
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
CASE:
VOLVO
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Hvordan skaber man forbrugerengagement ved at dramatisere sin position som branchens nye og frække dreng?
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Dramatiserer positionen som ’challenger’ i branchen med en flabet tilgang til selve mediet.
Koncept & Eksekvering
Volvos kunder er generøse og mindre selvoptagede end andre bilkøbere.
Indsigter
Stærk social tilstedeværelse forstærkede konceptet før, under og efter.
Promovering
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Hvordan kan man som fødevarebrand differentiere sig på et mættet marked og skille sig ud fra tusindvis af andre opskrifts-sites?
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
© Creuna
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Lader brandet træde i baggrunden ved at få influencers til at levere relevant og autentisk content.
Koncept & Eksekvering
Trods en hård konkurrence er der fortsat en stigende interesse for opskrifter blandt forbrugerne.
Indsigter
© Creuna
Målgruppen kræver inspiration i øjenhøjde – ikke nedsættende eller instruerende brand-snak.
Behov
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Hvordan aktiverer man sit brand, hvis man er en offentlig institution med en vigtig rolle men et begrænset kendskab?
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
d
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Udnytter ny teknologi, der sætter forbrugeren i centrum og aktiverer den passive tv-seer.
Koncept & Eksekvering
Nordmænd er patriotiske naturelskere.
Indsigter
Partnerskab med traditionelle medier for at øge eksponeringen.
Promovering
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Hvordan aktiverer man et produkt, der som udgangspunkt er non-brand, og ikke lever digitalt?
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Gør op med det traditionelle post-it format og vender irritationsformatet til noget værdifuldt.
Koncept
Stigende irritation over display reklamer – og ikke mindst retargeting reklamer.
Indsigter
Produktets værdi synliggøres elegant (og lidt uetisk) vha. ny teknologi.
Eksekvering
© Creuna
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Råd og anbefalinger
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
© Creuna
Brandet Hvad er vores DNA og hvilken position ønsker vi at opnå?
Forbrugerne
Hvilke uopfyldte behov og ambitioner
har vores kunder?
autentisk og relevant aktivering af brandet
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Aktivér brandet, så det matcher jeres position og modenhed
Udnyt muligheden for at skabe relevans flere steder i kunderejsen
Vær realistisk – ikke mindst i forhold til budget og timing
Business casen er ofte god: tid brugt på brandet = rå værdi
Barren for digital brandaktivering er højere end ved ‘analog’ …
…men det er potentialet i den grad også!
Takeaways
© Creuna
2
3
4
5
1
6
Choose among many Layouts Right-click on slide and select Layout
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
tak!
© Creuna
creuna.dk info@creuna.com
company/creuna slideshare.net/creuna
CreunaDanmark
creuna_dk
Kristoffer Okkels, Lead Digital Business Developer Charlotte Arndal, Digital Content Producer
top related