creative marketing kickoff, jaar 1, winter 2009 19 november 2009 me, you and me over personal...
TRANSCRIPT
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CREATIVE MARKETINGKickoff, jaar 1, Winter 2009
19 november 2009
Me, You and MeOver Personal Branding!
Dimitri HubregtseSaskia Best
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Boeken
• Als jij een merk zou zijn,Ruud Boer
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Merkmodel
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Merkinnerlijk
• Karakter van het merk• Iets wat niet makkelijk is te veranderen• Iemand die altijd serieus is kan niet opeens een losbol
worden• En Balkenende kan niet zomaar Beckham worden
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Merkinnerlijk
• Merkvisie• Merkmissie (hoe realiseer je merkvisie)• Merkwaarden• Merkpersoonlijkheid• Merkbelofte (payoff)• Merk kernconcept
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Merkuiterlijk
• Vormgeving incl zintuigen van een merk• Flexibeler• Het magenta van T-Mobil veranderen leidt tot
merkvervreemding
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Ervaar het merk met je zintuigen
• Het merk ziet eruit als:• Het merk voelt als:• Het merk ruikt als:• Het merk smaak als:• Het merk klinkt als:
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Merkgedrag
• Innerlijk en uiterlijk leiden tot gedrag
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Identiteit en imago
• Wie ben ik ? = huidige identiteit• Hoe wil ik zijn ? = gewenste identiteit• Hoe kom ik over ? = huidig imago• Hoe wil ik overkomen = gewenst imago• Hoe denk ik over mezelf? = zelfbeeld
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Merkwaarden
• Durex verkocht altijd condooms met als kernwaarde zekerheid
• Testresultaten op de verpakking waren het bewijs• Echter onvoldoende onderscheidend• Verschuiving naar genot en fun
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Wanneer succes?
• Echt Hema• Waar sta je voor• Eerlijk en open• Samenwerking• Herkenbare vormgeving
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Oefeningen
• Staan volop in het boekje Als ik een merk zou zijn...
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Jan Peter Balkenende
Zien
Horen
Voelen
Ruiken
Proeven
Taal
Persoon
Toekomstdroom
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Georgina Verbaan
Zien
Horen
Voelen
Ruiken
Proeven
Taal
Persoon
Toekomstdroom
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Personal Branding Cases
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Vragen
Tot 17 december: dan gaan we het hebben over Brand Activation
Same time Same place