Rob WesterikPartner PridePR en eigenaar van Leef Je Merk23 mei 2013
Hoe word ik een groot merk?
“Een merk is wat mensen zeggen dat het is!”
Wat is een merk?
Merk??
Merk?
Groot merk?
Merk??
Merk??
De grootste merken in brand value
GROTE MERKENzijn bekend, relevant, onderscheidend,
geliefd en geloofwaardig
Grote merken hebben een echt verhaal
90% van de consumenten denkt dat bedrijven oneerlijk communicerenglobal issue monitor
Geen consument gelooft dat een merk om hem geeftbehalve als bron van inkomsten
(marketingcharts.com)
Be OK - Coke
Geloof jij dit?
NEM als ‘klokkenluider’
Geloof jij dit?
Wanneer geloof jij een merk?
Als het merk gelooft wat jij gelooft!?
en ergens voor
staat!
…en een verhaal heeft
…dat iets in beweging zet
Geloof ergens in en vind de mensen (klanten & werknemers) die geloven wat jij gelooft / voor staat!
INSPIREER!!Fascineer, en bind je publiek emotioneel aan je
Boei en bind door anders te communiceren
For too long, beauty has been defined by narrow, stifling
stereotypes. Women have told us it’s time to change all that. Dove agrees. We believe real beautycomes in many shapes,
sizes and ages
Dove kijkt anders naar schoonheid en communiceert hier anders over.Bijgaand de dove ‘insight’
Start with why!!WHY …..
HOW,Betere kwaliteit (mild, moistering, zacht) voor een betaalbare prijs
WHAT,Range health & beauty products in >80 landen,
De what, how en why van dove..
The brandkey & Dove findings
Discriminator:Dove’s beauty
philosofyBrand essence:Natural beauty
Brandvalues:Keeper of Promises
Beautifully Uncomplicated.
Spirited.Caring.
The brand experience
Dove sketches 2013Dove Real Beauty Sketches is a short film produced in 2013 as part of the Dove Campaign for Real Beauty marketing campaign. The aim of the film is to show women that they are more beautiful than they think they are by comparing self-descriptions to those of strangers.In the video several women describe themselves to a forensic sketch artist who cannot see his subjects. The same women are then described by strangers whom they met the previous day. The sketches are compared, with the stranger's image invariably being both more flattering and more accurate. The differences create strong reactions when shown to the women.The film created a sensation upon its online release in April 2013, quickly going viral. More than 15 million people downloaded the video within a week of its release. Media reaction to the video was mixed. The Daily Telegraph called it “Dove’s most thought provoking film yet", while Forbes said it was "powerful", but their reviewer felt that "it’s still focusing too much on appearance."
Effect: 53 miljoen views
Effect op passion-score
“In B2B is alles anders!”
Echt nie!
Groot merk: ook in B2B!
Bekend (in de doelgroep)
Relevant (voor de doelgroep)
Onderscheidend (t.o.v. alternatieven)
Geliefd
Geloofwaardig
CWS say no to dirt
Relevant?
Onderscheidend!!!
Geliefd?
Geloofwaardig?
Ook jij hebt tenminste 1 verhaal!
Start with why?
Laat merken wie je bent!
www.leefjemerk.nl
Introduction
Patrick de Nekker
Graduated from the Erasmus University - 1997
10 years of working experience with companies such as Numico, Hero and Heineken
2007: Founder EARTH Concepts
How to built a brand.. without money?…. and donate min. 50.000 EUR a year
If you don’t love it, it will fail!* Steve Jobs
The beginning…
What makes me happy?- Sales / Marketing
- Being an entrepreneur
- Doing something what I still want to do when I am 70 years old
- Doing something meaningful
If you had the chance, would
you change the world?
The story of EARTH:
- Canadian Kori Chilibeck
- Climbing the Mount Everest
- Largest companies are earning money by abusing the poorest people in the world
- Donate 100% of its net profits
The point of no return…
The decision...
- I invited Kori to come over- Quit my job- Collected all my savings- Ask money from friends & my
parents- Started EARTH Concepts
The EARTH-idea:
Every day 6000 people die, mostly children, due to a lack of clean water
You can help easily! We don’t ask you to donate money or work as a volunteer…
We just ask you to buy EARTH Products
EARTH Concepts donates 100% of its net profit to fund sustainable water projects to create clean drinking water *
* minimum donation of € 50.000,- per year
EARTH Water
EARTH Co EARTH Coffee
Projects € 435.000,-
Projects € 435.000,-
Donations
You c You can visit the projects:
A brand is an idea to buy into…
Built around a philosophy
idea
products
brandprojects
Built around a philosophy
Activation of EARTH:
1. Forget that there is money!*
2. Tell the story about EARTH, be truthful and transparence*
3. Be true to the EARTH philosophy
4. Focus on design
5. The right (innovative) package for every Distribution-Channel
Activation of EARTH:
6. Top Outlets / Events*
7. Use the right people/network/celebs
8. Convince companies that EARTH helps to tell their own
CSR story*
9. Free publicity!*
10. Social Media*
Forget about money
EARTH Ambassadors:
Black Eyed Peas
Nick & Simon
Luis Figo
Transparency:
Akvo.org: Really Simple Reporting
Funders want to see and show where the money goes. Yet, too much great work done by development teams is locked away in spreadsheets and thick reports
Akvo makes it easy to put development projects online
Endorsed by UNESCO IHE
Board of Advise:
Mr. R. Lubbers
Mr. R. Hooft Graafland; CFO Heineken
Mr. S. de Korte; ex CEO Plus Retail
Mr. D. Slootweg; CEO Deli XL
(Transparant, inspiring and door-opening)
The right locations…. Ziggo Dome – Rijks Museum – Oud Sluis – The Dylan Hotel
The right Festivals…
EARTH EventsRock and Run for Water
June 2nd, 2013, Amsterdam
Help others to tell their CSR story…
National Team Croatia
Free Publicity
Social Media
International exposure
NetherlandsBelgiumFrance
PortugalSpain
South Africa China
Brazil
EARTH Concepts availability
Soft Launch China:
Our dream:
Inspiring big multi-nationals to join our business-model
Donating every year more than 1 million EUR
Our dream:
Donation by Jesus LuzHotel W, Barcelona
Start drinking EARTH Water and save lives!
If you had the chance, would you change the world?
Recept voor succes!1. Enthousiasme & drive2. Echt en transparant
verhaal3. Jouw verhaal op anderen
af laten stralen4. Total branding (consistent
uitdragen van je merk)5. Free publicity en social
media6. Ondernemen met lef
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