Velkommen

BRANDING

• BLUE OCEAN/RED OCEAN STRATEGY

• DREAM SOCIETY• CREATIVE MAN Strategy

BLUE OCEAN / RED OCEAN

• The bolivian coffee with the taste of lemon

• http://equalexchange.coop/history-of-coffee-in-bolivia

DREAM SOCIETY

• The modern user don’t just want a product – they need a dream, a story which appeals to their emotions too.

• Example: Ecological milk; Fair trade furniture, Cowboy Classics

• Apple• Starbucks Coffee• Add the right dream/story =>• Sell your products much more expensive!

CREATIVE MAN – INVITE THE PROSUMER INSIDE to co-create the

products

NIKE

AIDA

• Attention – catch the users ATTENTION• Interest – sustain and stimulate the users interest

and curiosity• Desire – create a desire in the user (e.g. wanting a

product)• Action: Enable the user do something, e.g. buy the

product

BRANDING EXERCISE• ANALYSE THE AVITAE.ORG WEBSITE• TURN IT INTO PRODUCTs/SERVICEs IN A BLUE

OCEAN • DREAM SOCIETY – ADD a DREAM/STORY to THE

PRODUCT• CREATIVE MAN – INVITE THE PROSUMER INSIDE• PRESENT THE PRODUCT/STORY/CREATIVE

SOLUTION ON A POSTER – ADD TO THE LOCAL AVITAE CORNER OF THE SCHOOL WEBSITE, when you get home.

• OR: Write a short article for the website.