Brand conflict model
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Transcript of Brand conflict model
August 30 2016
LEMON SCENTED TEATHE STORYTELLING AGENCy
The Storytelling Expeditions
Seminar
30 aug
Ruben van Zwieten
Today
Gijsbregt Vijn Ingmar Lange
John Weich Drinks
“People don’t read ad’s. They read what interests them, and sometimes that’s an ad”
“People don’t read ad’s. They read what interests them, and sometimes that’s an ad” Howard Gossage 1960
The brief1) Become perceived market leader in solar energy2) Inject ‘eel good’ image around the brand3) Bring back energy in the brand
Storytelling blueprint
Company
Brand
Campaign
Channelcreativity
The story drives the business
Merken waar we voor werken
Who was involved?
Ron Schneider Friso Westenberg Rob Revet Renee Kissauw Stephan van Slooten Mary Hoogerbrugge
Pieter van Wijk Itai Gross Rene Jaspers Anke Penninx Madelon van der Tol
Thomas van Schaik
Bart van den Nieuwenhof
Quotes
“Het conflict gaat over onafhankelijkheidversus afhankelijkheid Ron Schneider Ron Schneider
“Verhaal stuurt onze transitie van commodity naar service brand”Friso Westenberg
“Verhaal is draaischijf van organisatie.”
Rob Revet
“Verhaal integreertsegmenten.”
Renee Kissauw Rob Revet
“Verhaal geeft emotie in de customer journey.”
Stephan van Slooten
“Het verhaal ontstaat van binnen én van buiten.”
Mary Hoogerbrugge
“Ons verhaal is geworteld bij iedereen in de organisatie.”
Pieter van Wijk
Wat maakt een goed verhaal
Universele storytelling structuur
Storytelling Structure
Held Doel Middelen Tegenstander Conflict
Matrix
Matrix
Held Middelen Tegenstander ConflictDoel
Why:Why
Cortisol
Why
Oxytocin
Brand Conflict Model©
Brand conflict model
Brand conflict model
Held = Merk
Brand conflict model
Held = MerkDoel = purpose/ ambitie
Brand conflict model
Held = MerkDoel = purposeMiddelen = producten/ services/ kennis
Brand conflict model
Held = MerkDoel = purpose/ ambitieMiddelen = producten/ services/ kennis/ human capitalTegenstander = bestaande perceptie/ concurrent/ interne obstakels
Brand conflict model
Held = MerkDoel = purpose/ ambitieMiddelen = producten/ services/ kennis/ human capitalTegenstander = bestaande perceptie/ concurrent/ interne obstakelsConflict = centrale thematiek in het merk/ bedrijf
Breaking up silos
Challenge the status quo
Challenge the status quo
v
v
Twee soortenverhalen Identity
Story
Campaign
stories(Touch)
Campaign
stories(Tell)
Campaign
stories(Sell)
Campaign
stories(Influencer)
No conflict,no story