Embed Size (px)
DESCRIPTION
Brand Programming is a new way of thinking to guide brand management in the digital age. The advertising working models of Dutch brand professor Giep Franzen, published in the late ‘90, inspired the starting point. Our thinking offers strategic guidelines to steer brand management and describe the importance of relevance as answer to changing media behavior. Based on clear strategic goals, we introduce three new communication models. These models help brand owners with strategic media and means planning- and with measuring its effects.
Citation preview
BRAND STRATEGY INTERACTIVITY MEDIA-INNOVATION
Jeroen de Bakker & Mary Hoogerbrugge
WHAT IS BRAND PROGRAMMING?
DIGITIZATION CHANGES MEDIA BEHAVIOR - FUNDAMENTALLY
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
Increasing media fragmentation due to growing onlinemedia consumption
Consumer becomes active communications recipient andinitiator
24/7 access to information, social relations and purchases; brand behavior becomes less dependent on campaigns
3
DECREASED EFFECTIVENESS OF PAID MEDIA
Increasingly larger budgets required to maintain share of visibility
Digital media used to optimize reach
4
reac
h
time
effe
ctiv
enes
s
digital use to optimize reach
less effective reach
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
RELEVANCE BECOMES MORE IMPORTANT
Relevance as answer to changing media behavior
Starting point: optimize effect instead of reach
Paid media + earned and owned media required to achieve goals
5
less effective reach growing importance relevance
reac
h
time
effe
ctiv
enes
s
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
DEFINITION EARNED EN OWNED MEDIA
Earned media- Use of existing and own social infrastructure to expand conversations- Focus on content likeability to stimulate conversations
Owned media- Use of own 24/7 access platform; a self developed ecosystem based on existing and/or own social infrastructure- Focus on creating and controlling content within audience’s shared contexts and fields of interest
6Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
BRAND PROGRAMMING STARTING POINTS
Introduce new grammar- New models and definitions required to gain insights into effects
Vision of the optimal relationship between use of paid, earned and owned media
- How can they mutually benefit effect optimization?
Contribute to development of argumentation- Effectiveness of online branding not yet proven and recognized
7Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
BRAND PROGRAMMING MODELS
COMMUNICATION MODELS
Traditional effectiveness models:- Reveal diverse ways to realize impact and differentiation- Based on an original promise (message) - Developed for paid media
The new communications models:- Expand the scope to build brand sympathy & relations tapping into shared contexts and fields of interest- Based on a promise made and experienced- Involving the potential of earned and owned media
9Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
Premise: Attention is a prerequisitefor brand awareness and messagetransfer
Attention and brand and message recognition are achieved with reach,frequency and impact
Online used to optimize reach
Multimedia: online as an extension ofthe concept (TV)
Cross media: online used for its ownqualities
Paid media
Brand attention
Creating impact
Short term
rational effects
11Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
EXAMPLES PAID MEDIA
Nespresso - tv and online campaign(http://www.youtube.com/watch?v=23j1B4-lroM & http://www.nespresso-whatelse.com/)
12
Apple ‘Get a Mac’- tv and online campaign (http://www.apple.com/getamac/ads/ & http://www.youtube.com/watch?v=iiJVThpIgJo)
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
Premise: Appealing communications orevents lead to positive word-of-mouthand brand sympathy
Stickiness is a prerequisite to surroundbrand with energy and stimulateconversations
Earned media is the result of the viralpower of communications or events
Campaigns with Internet and mobilefurther expand conversations
Earned media
Brand sympathy
Sparking conversations
Short term emotional effects
14Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
KitKat - H&M spoof (http://www.youtube.com/watch?v=UhodCxOTuyk)
EXAMPLES EARNED MEDIA
15
Philips_vs - Twitter campaign (http://www.youtube.com/watch?v=7fVG3tmnm2Y)
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
Premise: Building and strengtheningrelationships is the ultimate goal
Relationships begin with mutual interestsand consumer relevance. Focusing on thecontext choice and the value offer.
Owned media is the result of thedevelopment of a 24/7-access platform
With Internet and mobile, the brand becomes part of own social environment and meets context-specific needs and fields of interest
Owned media
Brand
engagement
Building platforms
Long term
emotional effects
17Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
EXAMPLES OWNED MEDIA
Amstel Teamlink - brand utility (http://www.teamlink.nl)
18
Nike Plus - brand platform(http://nikerunning.nike.com/nikeos/p/nikeplus/en_EMEA/)
EMBED THE WIDGET ON YOUR OWN SITE
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
BRAND PROGRAMMING MODELS
Owned media
Brand engagement
Building platforms
Long term emotional effects
Earned media
Brand sympathy
Sparking conversations
Short term emotional effects
Paid media
Brand attention
Creating impact
Short term rational effects
19Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
EFFECTIVENESS
ESTABISHING EFFECTIVENESS
Awareness model- KPIs: TOMA and message transfer- Tracking research as methodology
Likeability model- KPIs: network effect (B->C as well as C->C) and brand sympathy- Net Promoter Score as indicator
Relation model- KPIs: engagement and brand relationship- Continuous qualitative brand research
21Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
CONCLUSIONS
There is a need for new ways of thinking to guide brandmanagement in the digital age
The fundamental shift in media consumption behavior is forcing brand owners to rethink the role of their brand inpeople’s lives
And to make strategic choices about the use of the likeabilityand relation model alongside the awareness model
Brand Programming outlines these new communicationsmodels, offers starting points for use of media and means –and for measuring its effects
WHY BRAND PROGRAMMING?
23Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge
Illustrations by Pieter Frank de Jong (pieterfrank.com) 24
Jeroen de Bakker is a media entrepreneur and co-founder of Lab1111 and BrandWebbing. Mary Hoogerbrugge is an brand-driven strategist and board member of SWOCC, University of Amsterdam. Together as Brand Programming, they work as consultants to brand advertisers in the field of brand strategy, interactivity and media innovation
Updates & meer informatie: http://www.brandprogramming.nl & http://twitter.com/brandprogramm
2010 The Netherlands - Jeroen de Bakker & Mary Hoogerbrugge
No part of this publication may be reproduced without the written permission of the authors
