This document discusses new approaches to brand building that go "beyond the promise" through six principles: 1) articulating your position in the real world, 2) creating proof for your position, 3) creating engagement, 4) 365 days planning, 5) managing coherence, and 6) influencing and measuring what people do. It advocates focusing on behaviors rather than media, using owned media like websites and social media to their full potential, continuously improving marketing efforts by setting objectives, measuring key performance indicators, and optimizing over time based on data.

1. Friday 17 February 12

2. Friday 17 February 12

3. Friday 17 February 12

4. Friday 17 February 12

5. How to make the most
of your (smaller) budget?
Friday 17 February 12

6. Friday 17 February 12

7. Start behaving as a
21 st century brand#1
Friday 17 February 12

8. BRAND PROMISE
• brand USP
• brand logo
• brand campaign
• brand identity
• brand mgmt
Friday 17 February 12

9. This is not what modern brand building should be:
“Brand building is about
pursuing a cause that adds
value to people’s lives.”
(Jonathan Mildenhall, VP global advertising, Coca Cola)
Friday 17 February 12

10. Zappos decided to re-direct its marketing
budget towards delivering exceptional
customer service with a great company
culture
for example : Zappos
Friday 17 February 12

11. beyond the promise
company
cause
employee recruitment
partnerships
HR policy
new product development
co-creation
value to
people’s lives
cultural change
empowerment
brand fans
service design
personal development
need for another approach to brand building:
BRAND PROMISE
• brand USP
• brand logo
• brand campaign
• brand identity
• brand mgmt
Friday 17 February 12

12. To build brands “beyond the
promise”, we need a new skill
set, built on 6 principles.
Friday 17 February 12

13. “promise”
brand building
define a marketing
positioning
BEYOND THE PROMISE
principle #1
articulate your
position in the
real world.
#1
Friday 17 February 12

14. “promise”
brand building
translate your
positioning to
a promise
BEYOND THE PROMISE
principle #2
create proof for
your position.
#2
Friday 17 February 12

15. “promise”
brand building
send messages
BEYOND THE PROMISE
principle #3
create
engagement.
#3
Friday 17 February 12

16. “promise”
brand building
360° broadcasting
BEYOND THE PROMISE
principle #4
365 days
planning
#4
Friday 17 February 12

17. Friday 17 February 12

18. “promise”
brand building
safeguard
consistency
BEYOND THE PROMISE
principle #5
manage
coherence
#5
Friday 17 February 12

19. Friday 17 February 12

20. “promise”
brand building
influence and
measure what
people THINK
BEYOND THE PROMISE
principle #6
influence and
measure what
people DO
#6
Friday 17 February 12

21. Friday 17 February 12

22. Expa
nd your vision
on owned media#2
Friday 17 February 12

23. EARNED
MEDIA
PAID
MEDIA
OWNED
MEDIA
What you have been told
a 100 times by now (boring)
MEDIA
Friday 17 February 12

24. MEDIA SERVICE
DESIGN
FOCUS ON
BEHAVIOURS
INSTEAD OF
MEDIA
(REAL-TIME)
CONTENT
Yet, owned media is more than
websites, facebook pages..
Friday 17 February 12

25. SERVICE
DESIGN
FOCUS ON
BEHAVIOURS
INSTEAD OF
MEDIA
(REAL-TIME)
CONTENT
MEDIA
Friday 17 February 12

26. Behaviour : taxi drivers
like talking
Media insight : let them become
your ambassadors
Friday 17 February 12

27. MEDIA SERVICE
DESIGN
FOCUS ON
BEHAVIOURS
INSTEAD OF
MEDIA
(REAL-TIME)
CONTENT
Friday 17 February 12

28. BRANDS
(BOUGHT) MEDIA
AUDIENCE
Friday 17 February 12

29. BRANDS = MEDIA
AUDIENCE
Friday 17 February 12

30. Relevant content : Orange (The Feed)
Friday 17 February 12

31. Friday 17 February 12

32. MEDIA SERVICE
DESIGN
FOCUS ON
BEHAVIOURS
INSTEAD OF
MEDIA
(REAL-TIME)
CONTENT
Friday 17 February 12

33. How to report on your own service
Friday 17 February 12

34. How staff is behaving
Friday 17 February 12

35. Measure to optimise,
not to report#3
Friday 17 February 12

36. Continuous improvement
Friday 17 February 12

37. Continuous improvement
Friday 17 February 12

38. Define: objectives
Friday 17 February 12

39. Define: objectives
BRANDING (awareness, preference,…)
Friday 17 February 12

40. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
Friday 17 February 12

41. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
Friday 17 February 12

42. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
Friday 17 February 12

43. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
SALES (e-commerce, store,…)
Friday 17 February 12

44. Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
SALES (e-commerce, store,…)
- can be measured via sale figures
Friday 17 February 12

45. Translate them into goals/KPI’s
Friday 17 February 12

46. Example :
Friday 17 February 12

47. Define starting point, then improve
• Define baseline
• E.g. 10 000/ day
Uplift from baseline
E.g. + 10% traffic in one month
Friday 17 February 12

48. Continuous improvement
Friday 17 February 12

49. Follow-up KPI’s
Calls for action
Friday 17 February 12

50. Continuous improvement
Friday 17 February 12

51. Berlitz : banners - Adwords
• iProspect
• BE
• Budget: €29.890
Ruilcontract De Standaard :
banners op De Standaard Biz
Budget: € 51.143
Website traffic as measure of succes
Friday 17 February 12

52. Cost per visitor
BANNERS
- € 51.143
- 704 Unique visitors * 70% Bounce = 211 Visitors
Cost per visitor: € 242
ADWORDS
- € 29.890
- 52 145 Unique visitors * 36% Bounce = 33 373 Visitors
Cost per visitor: € 0,9
Friday 17 February 12

53. Continuous improvement
Friday 17 February 12

54. Dexia banners mediaplan
• > 30 media
• Approx. € 300 000
banner media
spending
• Multiple different
formats
• Leaderboard
• IMU
• Splashpage
• Editorial
box
• ….
• Planning fixed for 3
months
Friday 17 February 12

55. This case: traffic building to
new website
• After the first week we could already see
a huge difference in performance
€ 6 € 3 114
MSN home 3AD
Skynet IMU
Lilli
€ 20
MSN Lifestyle
IMU
€ 24
Skynet IMU
Jack
€ 29
MSN Lifestyle
IMU
€ 111
Reweb
Splashpage
€ 58
Het Nieuwsblad
ROS
Friday 17 February 12

56. Optimise in terms of :
• Example : max price of € 35 / contact
• Be present in targeted + wide media
• Double the number of contacts or save 50 %
Friday 17 February 12

57. Continuous improvement
Friday 17 February 12

58. Control : back to KPI report
Friday 17 February 12

59. Measure to optimise#3
#2
#1 Behave as a 21
century brand
Expand your view
owned media
Friday 17 February 12

60. Friday 17 February 12