040927mg_indlæg_brandcommunity2_cbs

8/7/2019 040927mg_indlg_brandcommunity2_cbs

1/39

Communication strategies for buildingbrand communities

CBS, September 27. 2004

040927_commstrat_brandcommfor_unities_martin_gjerlff


2/39

Purpose of the next 45 minutes

To present:

Key drivers and bestpractice - cases for

brand communities

Intended take away:

A strategic frameworkfor creating a vital

brand community


3/39

A strategic framework for creating a strong community

Fight

Role models

ExchangeManifestations

Progression

Brand

Sources of inspiration:Own creation based on experience and inspiration from antropology,Red Spider Movement model and frameworks from other specializedbrand consultanties


4/39

First and foremost: The core strategy must be in place!

Wheredo we

want to go?

Wheredo we

want to go?Whatshould

we say towhom

Whatshouldwe say to

whom

This is howwe make it

come alive!

This is howwe make it

come alive!

Positioning- Vision- Mission- Values

Content- Objectives- Target group

- Motivating reward

Form- Personality- Apertures

- Media channels


5/39

Fight

Role models


Progression


6/39

Fight

Go up against an outside belief

Create the concept of an enemy

Be exclusive either youre in or out


7/39

Example: Napster a community brands can learn a lot from

One of the strongest Internetcommunities ever

More than a music delivery channel

not just clever software

Wasnotorious for its fight: Music loversagainst the fat record company cats


8/39

Example: Bud Light unite guys in the fight to get out

One of the strongest Internetcommunities ever

Fictional, yet based on a universal

truth: men struggle to spend more timehanging out with friends and have abeer.

The Bud Light Institute is dedicated toproviding solutions in this fight

1 spot


9/39

Case: SEGA construct a fight to create a sense of

community

United a critical target group in anovercommunicated market

Focus was more than just the game

it was an invitation to join a fight

Innovative multichannel strategy

1 spot


10/39

Fight

Role models


Progression


11/39

Rolemodels

Role models as catalysts and backbone

Pioneers, martyrs, heroes, evangelists

Embody ideology, inspire and control


12/39

Case: SEGA exploit the myth that salvation issuesoften are discovered by individuals or small groups

Revolutionsdont comefrom groups,but fromindividuals


13/39

Empowering individuals is a serious community matter

Only the enlightened sovereignand worthy general who is able touse the most intelligent people asagents is certain to achieve great

things

Sun TzuAncient chinese war strategist


14/39

So reward those working for the community


15/39

Fight

Role models


Progression


16/39


17/39

Example: TheSamba.com forum for VW fanatics


18/39

Example: Lego users love to contribute to the community


19/39

Example: Build-a-bear

My Bear is specialI Brought it To LifeI Chose it,I stuffed itNow I Am Taking it Home.

Best Friends Are ForeverSo I Promise Right NowTo Make My Bear My # 1 Pal!

THE BEAR PROMISE


20/39

Example: Audi


21/39

Shared fight

Role models


Progression


22/39

Manifestations

Create talk value and bepropagandistic

Make spectacular use of media

Rituals, traditions, symbols,emblems marches, gatherings,gospels, icons etc.


23/39

A win-win situation - both brands and communities need fame

For instance, of the million of people who know aboutBritney Spears, only a fraction will ever buy one of her

records or a ticket to one of her concerts. Yet herbrand value is incalcuable when all of the other people

who know who she is and have opinions about her areconsidered. It transforms the relationship that her fanshave with her into more than just a preference. It

becomes a statement of who they are.

James Bullmore

James Bullmore is the Australian Idol TV-

programs answer to Denmarks Thomas

Blackman


24/39

If you stand for

something, you willalways find some peopleforyou and some peopleagainstyou. If you standfor nothing, you will findnobody against you, and

nobody for you.

Bill Bernbach

Be spectacular


25/39

Example: BC Milk Foundation give them somethingnew to think and talk about

Consciusness of a community Us

Restricted membership defined by

ownership

Founded on admiration of a givenproduct type/brand

High involvement and willingness toshare of experiences

Some characteristics of BCs: Characteristics for milk brands:

Its all of us and none of us

Everybody has or had it

Nobody really values milkunless they run out of it

Nobody thinks that muchabout it and nothing is new

Source: Roy Langer


26/39

Challenge: Low interest and lowtalk value

Objective: Breakthrough theClutter, get noticed and talkedabout.

Solution: Create a new way to talkabout milk and interact with thebrands

Example: BC Milk Foundation give them somethingnew to think and talk about

1 Spot


27/39


28/39


29/39

Example: Bud Light artefacts, incidents and events


30/39

Example: Build-a-bear provides rituals, a languageand facilitates gatherings

BEAR IN MIND: ALWAYS BEKIND BE THE BEARER OF

GOOD NEWS TAKE TIME

TO TASTE THE HONEY REMEMBER YOUR VERYFIRST TEDDY BEAR YORHEART ASK NOT WHATYOUR BEAR CAN DO FOR

YOU, BUT WHAT YOU CANDO FOR YOUR BEAR etc. etc.

Bearisms


31/39


32/39

Shared fight

Role models


Progression


33/39

Progression

Be forward looking, constantly striving

Victories andsetbacks as spur to nextattack

Never rest on the laurels - review theenemy


34/39

Example: The Sims

Did realize that if there is littleprogression, there is little motivation

Mirrors "Lifecycle-elements as we know them

Features six stages from baby to toddler,child, teenager, adult and finally "geezer"


35/39

Wrap up

Fight

Role models


Progression

Brand

-What do we fight for? And against?(How can we exploit target groupsgrumbles, frustrations, wishes etc.)

Sources of inspiration:

Own creation based on experience and inspiration from antropology,Red Spider Movement model and frameworks from other specializedbrand consultanties

- Who can we use / recruit to act asrolemodels and catalysts: Figureheads,

representatives; personalities whoembodies the brand etc. How can wereward them and make them heroes?

- What can we give and what can we help theBC members give back? How can we let theminteract, have a voice and be heard?

- How and where will we talk to membersand non-believers? What is our language;manifestations, rituals symbols etc.

- How can we provide asense of momentum? And

how do we fuel the sense ofdissatisfaction, that drivesthe members willingness tounite and fight?


36/39

So does this apply to any company? Can all brands create acommunity?

A companys strategy has to begrounded in how their particular

customers see and experiencethings () People will recognizeshallow, hollow and self-serving

methods and, in that environment,communities wont last long.

Efforts need to be sincere and

based on their specific customersneed and wants.

Jim McAlexanderAssociate professor of Mkt.,Oregon State University

Be aware of the actualstrenght in the points ofconnection between thebrand and the customers!

Ask: Can we provide or

create anything with talkvalue and thus realpotential for synergy?

Planning hierarchy Overall business


37/39

Planning hierarchy

Mission What do we contribute with that justifies our

existence?

Brand platform Which attractive and ambitious yet

realistic position do we wish to obtain?

Objectives What objectives do we want to meet? Why

do we want to create a community? (recruitnew users, loyalty, credibility etc.)

Target group

Who could and should we adress in order to

meet our objectives? And what rewardshould we promise to motivate them?

What should characterize and drive ourcommunity whats the story?

How do we communicate, where and when?

(specific media etc)

How do we measure and learn from the results

of our efforts? What milestones have we met?

BC strategy

Overall business& branding

strategy

Values What should always characterise our

behaviour?

Measurement

Tactics & execution

Feed

back


38/39

?


39/39

Thank you for yourattention!

Documents

040927mg_indlæg_brandcommunity2_cbs