Brand New Game Digital Interactive Branding

BrandNewGameDigital Interactive Branding

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A. Branding Objectives

B. Internet as the Connector of all data (Content)

C. The CoCha-Model – building relations through Communities

1. Concept 2. Content 3. Channels 4. Context 5. Communities

BrandNewGameA. Branding Objectives

1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships

BrandNewGameA. Branding Objectives – Be Real

Be Real:

1. Know who your are (core values & brand personality) 2. Know your strengths (core competences) 3. Accept your weaknesses (nobody is perfect) 4. Focus

BrandNewGameA. Branding Objectives – Behave Righteously

Behave Righteously:

1. Build a credible reputation by behaving consistently2. Under-promise and over-deliver 3. Don’t bullshit your clients & consumers

BrandNewGameA. Branding Objectives – Remain Remarkable

Remain Remarkable:

1. Differentiate from Competition

2. By doing one thing really well (focus)

3. Based on your Identity & Core Competences

4. Continuously innovate and evolve to stay leader





Product – Apple (product leadership)

Price – Easyjet (operational excellence)

Place – Coke (channel satisfaction)

People – Zappos (customer service)

Promotion – Redbull (entertainment economy)



- Brand essence - Brand story - Visual style - Proposition



Using the BIT-model






BrandNewGameA. Branding Objectives – Remain Relevant

Be part of your community Add value to Consumer experience based on insights

Use stakeholders (People):

Consumers (complaints) Staff (tips) Opinion leaders & press (trends) Clients (retail / wholesale - needs) Suppliers (technological innovations) Government (opportunities in law & regulations)

Innovation is not a department!

BrandNewGameA. Branding Objectives – Reward Relationships

Brands can become friends (in a continuous timeline):

1. Introduce yourself (build awareness of your brand identity) 2. Tell Consumers what you do (share the brand positioning) 3. Show Consumers how you do that (build your reputation) 4. Give Consumers a functional or emotional benefit (your proposition) 5. Ask feedback on products & services (listen and start a dialogue) 6. Improve your proposition (product innovation: BIT-model) 7. Give communities updates on improved proposition (stay top of mind) 8. Let them talk about it (word of mouth)

BrandNewGameA. Branding Objectives

1. Be Real (authentic) 2. Behave Righteously 3. Remain Remarkable 4. Remain Relevant 5. Reward Relationships

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C. The CoCha Model – building relations through Communities


BrandNewGameB. Internet as the connector of all data

The internet as we know it will become the Connector of all available digital data (Content), like a spider in the middle of a World Wide Web…


Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is…


Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context


Things we do in life


Things we do in life


Old fashioned way of dividing digital (internet) Content


The time has Come to restructure how we look at the internet.

If http://www. is the Connector of all digital data

who and how is it connecting?


We are all Connected through ‘Content’…


New fashioned way of seeing things


Online activity of Consumers


Interactivity of Consumers

Creators : < 1% Influencers : < 9% Consumers : > 90%

< 1%

< 9%

> 90%


Interactivity of Consumers

Innovators : < 1% Early adopters : < 9% Majority : > 90%

Nothing changed…

< 1%

< 9%

> 90%


< 1%

< 9%

> 90%

Relationships grow by:

Fulfilling needs being fun(ctional)

Frequency (continuous creative content)

Forwarding by Friends (W.O.M.)

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C. The CoCha Model – building relations through Communities


BrandNewGameC. The CoCha - Model


There is a desired transformation from push (shout) to pull (interact)

70% of Consumers do not see TV advertising

70% of Consumers do not click on banners

70% of Consumers are not interested in your product


There is a desired transformation from push (shout) to pull (interact)

70% of Consumers are open for a Dynamic Dialogue with brands

70% of Consumers appreciate fun(ctional) software (games & apps)

70% of Consumers appreciate Brands to participate in Social Media


Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth


The Collection of topics of this model should be Considered as a Construct and are all interrelated


1/5. Concept

BrandNewGameC. The CoCha – Model: Concept

A good Concept to reach your Objective is based on:

- Brand essence - Brand story - Visual style (Design) - Proposition

And fits the Consumer interest, uses their language and meets at the right place & time (determining the Context)

Concept


2/5. Content

BrandNewGameC. The CoCha – Model: Content

- Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional)

Content


Content

Text

Images

Audio

Moving images

Software


Content

Text

Images

Audio

Moving images

Software


Content

Text

Images

Audio

Moving images

Software

BrandNewGameC. The CoCha – Model

3/5. Channels

BrandNewGameC. The CoCha – Model: Channels

[Static]

[Dynamic]

Channels


Monologue [Static]

Dialogue [Dynamic]

Turn-based

Realtime

Channels


Channels

Monologue

Television Radio Newspaper Magazines Direct Mail Billboards Spectaculars

Websites Banners SMS

Dialogue

Turn-based E-mail SMS Web: Weblogs Social Media

Realtime Chat Telephone Stores Events Games Branded Utilities


Channels

Monologue

Books, Comics, Cabaret, Music, Theater Play, Sports (powered by…)

Websites Banners SMS

Dialogue

Turn-based E-mail SMS Web: Weblogs Social Media

Realtime Chat Telephone Stores Events Games Branded Utilities


Text

Images

Audio

Moving images

Software

Channels


4/5. Context

BrandNewGameC. The CoCha – Model: Context

Watching movie Listening to music

Reading Playing games

Using computer Context *

Dining & going out Shopping

Sports & Walking Socializing Travelling Working Hobbies

Context: where is the Consumer and what is he doing when you bother him or her:

* Based on the US Harris Poll and SPOT research


Watching movie Listening to music

Reading Playing games

Using computer Context

Dining & going out Shopping

Sports & Walking Socializing Travelling Working Hobbies


Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is…


Happy Valentine's Day

Birthday Anniversary

Fathers/mothers day

Context

SadFuneral

Break-up Lost job

Context: is also a ‘state of mind’


Male Cars

Sports Health

…

ContextFemaleBeauty Cooking Health

…

Context: is also a ‘state of mind’ … or special interest (body, mind, soul)


ContextBimale Fitness Health

Cooking Gardening

Gaming …

Context: special interest for Male, Female or Bimale (both)


5/5. Consumer

BrandNewGameC. The CoCha – Model: Consumer

We are all part of different Crowds and Communities based on our Roles

Clients Suppliers

ColleaguesFriends

CommunitiesFamily

Friends of friends Fraternity Neighbors


Clients Suppliers

ColleaguesFriends

CommunitiesFamily


Using existing Connections increases Credibility: Word of Mouth still rules


Existing Relationships are tight, firm and long lasting

Clients Suppliers

ColleaguesFriends

CommunitiesFamily



My social Digital Communities …


Consumer groups can be defined by:

- Profile (demographics) - Needs & Motivations - Insights - Communities

Clients Suppliers

ColleaguesFriends

CommunitiesFamily



Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment and let their contacts (existing Crowds) spread it through word of mouth


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Subject: CoCha-model

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Brand New Game Digital Interactive Branding