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What is Brand Experience and how to use it

Date post: 16-Jan-2015
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Making people experience the brand is the best way to win hearts.
57
CARE ESTE TREABA CU BRAND EXPERIENCE? si de ce ar trebui sa ne pese si noua
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Page 1: What is Brand Experience and how to use it

CARE ESTE TREABA CU

BRAND EXPERIENCE?

si de ce ar trebui sa ne pese si noua

Page 2: What is Brand Experience and how to use it

anton gherca / anton gherca /anton gherca /anton gherca /anton gherca /

ex jurnalistex copywriterex client serviceex brand managerstrategic planner

Page 3: What is Brand Experience and how to use it

sa vorbim despre

brand experience

Page 4: What is Brand Experience and how to use it

DE CE EXISTA PUBLICITATE?

Page 5: What is Brand Experience and how to use it

PRODUCATORII AU NEVOIE SA-SI ANUNTE CUMPARATORII

DESPRE MARFA PE CARE O AU DE VANZARE

Page 6: What is Brand Experience and how to use it

Cirese coapte avem, poftiti la cirese dulci si carnoase!Cirese avem! Poftiti la cirese!

Page 7: What is Brand Experience and how to use it

problema e ca in aceeasi piata mai exista cativa comercianti care anunta exact acelasi lucru… cum faci sa castigi cumparatorul de

partea ta?

Fiind simpatic, inteligent, interesant.

Cirese de post avem, poftiti la cirese de post

Page 8: What is Brand Experience and how to use it

PUBLICITATEAcum a ajuns ce este azi ?

Page 9: What is Brand Experience and how to use it

EVOLUAND, IN PAS CU OAMENII

Page 10: What is Brand Experience and how to use it
Page 11: What is Brand Experience and how to use it

1930sau adus in publicitate:

MESAJUL UNIC

THE PAUSE THAT REFRESHESMesajul prin care un producator din Atalanta

a devenit Coca-Cola

Client: Coca ColaAgency: D'Arcy Co, USA

Page 12: What is Brand Experience and how to use it

1940sau adus in publicitate:

MEMORABILITATEA

A DIOMAND IS FOREVER,Cel mai memorabil slogan al secolului 20,

conform AdAge

Client: DeBeersAgency: N.W. Ayer & Son., USA

Page 13: What is Brand Experience and how to use it

1950sau adus in publicitate:

INSIGHT-UL

DOES SHE OR DOESN’T SHEInsightul care a reusit sa aduca 800% crestere categoriei

vopesa de par, de la 1:15 ajungand-se la 1:2 femei utilizatoare

Client: ClariolAgency: Foote, Cone & Belding

Page 14: What is Brand Experience and how to use it

1960sau adus in publicitate

ONESTITATEA

THINK SMALLCampania care a facut dintr-o masina urata, masina cea mai

simpatizata si mai bine vanduta a tuturor timpurilor

Client: VolkswagenAgency: Doyle Dane Bernbach

Page 15: What is Brand Experience and how to use it

1970sau adus in publicitate:

MAGIE

MARLBORO MANPoate cea mai puternica imagine a unui brand, Marlboro

Man este un icon recunoscut din SUA pana in Pakistan.

Client: Philip MorrisAgency: Leo Burnett, USA

Page 16: What is Brand Experience and how to use it

TRIVIA FACT

Initiatorul campaniei Marlboro Man, Draper Daniels, a fost inspiratia pt Don Draper

Page 17: What is Brand Experience and how to use it

1980sau adus in publicitate:

DISRUPTION

AN ABSOLUT WORLDCea mai longeviva campanie din istoria advertisingului.

Ruleaza incontinuu de aproape 30 de ani

Client: AbsolutAgency: TBWAChiatDay

Page 18: What is Brand Experience and how to use it

1990s

au apartinut luiBACKSTREET BOYS

Page 19: What is Brand Experience and how to use it

GLUMEAM

Page 20: What is Brand Experience and how to use it

1990sau adus in publicitate :

MILITANTISMUL

JUST DO ITCampania care a dus Nike de la o companie de $877 milion la

$9.2 miliarde in doar 10 ani, intre 1988 si 1998Client: Nike

Agency: Wieden & Kennedy

Page 21: What is Brand Experience and how to use it

APOI…S-A PRODUS

INIMAGINABILUL

Page 22: What is Brand Experience and how to use it

2000sau adus in publicitate :

CONTENT

THE HIREDe ce sa trimitem reclame prin intermediul televiziunilor, cand

am putea sa convingem consumatorii sa le caute pe internet.

Client: BMWAgency: Fallon

Page 23: What is Brand Experience and how to use it

2010sau adus in publicitate:

INTERACTIVITATE

SUBSERVIENT CHICKENPrima campanie cu o mentalitate cu adevarat de secol 21,

in care nu mai vorbim de audienta pasiva

Client: Burger KingAgency: The Barbarian Group

Crispin Porter + Bogusky

Page 24: What is Brand Experience and how to use it

CE S-A SCHIMBAT?

Page 25: What is Brand Experience and how to use it

Brand Managers+

Agentie de creatie

Mesaj+

Executie creativa

Mass MediaTV + Radio + Print + Websites

Vazut+

Auzit

Inteles/Sedus+

Cumparat

modelul clasic de functionare a advertisingul:

DEPENDENT DE CANALELE MEDIA

Page 26: What is Brand Experience and how to use it

ADS

ADS

ADS

modelul clasic de functionare a advertisingul:

DEPENDENT DE CONTINUTUL MEDIA

Page 27: What is Brand Experience and how to use it
Page 28: What is Brand Experience and how to use it
Page 29: What is Brand Experience and how to use it

DEMOCRATIZAREA MEDIA

ASTAZI ORICINE POATE AVEA PROPRIUL CANAL MEDIA SI POATE

PRODUCE PROPRIUL CONTENT

INCLUSIV BRANDURILE.SAU CONSUMATORII.

Page 30: What is Brand Experience and how to use it

BALANTA PUTERII S-A SCHIMBAT

AVEM UN NOU CANAL MASS-MEDIA:

OMUL OBISNUIT

Page 31: What is Brand Experience and how to use it
Page 32: What is Brand Experience and how to use it

PUBLICITATEA A TRECUT

DE LA AUTISM … LA DIALOG

DE LA MONOLOG … LA CONVERSATIE

Page 33: What is Brand Experience and how to use it

CE URMEAZA INADVERTISING ?

Page 34: What is Brand Experience and how to use it

VIITORUL ADVERTISINGULUI NU ESTE SA SPUNEM LUCRURI OAMENILOR

Page 35: What is Brand Experience and how to use it

VIITORUL ADVERTISINGULUI ESTE SA FACEM LUCRURI CU SI PENTRU OAMENI

Page 36: What is Brand Experience and how to use it

VIITORUL ADVERTISINGULUI

VA FI DOING VS. TELLINGGENEROZITATEA BRANDURILORCOLABORAREA SI CO-CREAREAEXPERIMENTALDE AJUTORJUCAUSPERSONAL SI CUSTOMIZATCINSTITPARTICIPATIVRESPONSABILVIRALINTERACTIVMILITANTSOCIAL

Page 37: What is Brand Experience and how to use it

CE NU S-A SCHIMBAT IN ADVERTISING?

Avem in continuare nevoie de dramatizari de impact a unei povesti.

Page 38: What is Brand Experience and how to use it

• Brand name• Features

• Capabilities• Packaging

• Design/Styling• Quality/Durability

• ATL communication• BTL communication• Social media presence• Services• Installation• Finance• Delivery• Warranty• Customer care

CELE 3 NIVELE ALE UNUI PRODUS

Core benefit or

service

Actual product or

service

Augmented Product

Page 39: What is Brand Experience and how to use it

1

2

3

4

5

6

7

event marketing

branded experiences

in store activations

customer relationship management

community management

sponsorships

BRANDEXPERIENCE

In orice relatie, iubirea siincrederea nu pot fi

cumparate.

Ele pot fi doar castigate.

social media content generation

Page 40: What is Brand Experience and how to use it

AWARENESS CONSIDERATION TRIAL LOYALTYREPURCHASE

BRAND EXPERIENCE

Au puterea de a intari relatiilebrandurilor cu oamenii care

conteaza cel mai mult pentru.

Page 41: What is Brand Experience and how to use it

BRAND EXPERIENCE

ONLINEVS.

OFFLINE

Page 42: What is Brand Experience and how to use it

ESTE O RELATIE DE IUBIRE,

NU DE LUPTA

Page 43: What is Brand Experience and how to use it

BRAND EXPERIENCE IN OFFLINE

Nu este despre sampling, ci despre experiente de impact care pot

genera WOM in social media.

Page 44: What is Brand Experience and how to use it

BRAND EXPERIENCE IN OFFLINE

Implicarea oamenilor intr-o poveste interactiva, care sa atinga cat mai

multe din cele 5 simturi, pentru a crea oimpresie fizica si emotionala

Page 45: What is Brand Experience and how to use it

OFFLINE - UNDE ?

InStore Piete publice Evenimente Tranzit Leisure Horeca

Page 52: What is Brand Experience and how to use it

Surpriza

Trebuie sa ia oamenii

prin surprindere

Unicitate

Trebuie sa fie o

experienta unica, pe

care nu o poti avea in

alta parte

Input minim

Trebuie sa presupuna

un efort minim din

partea

consumatorului

Scurt

Nu poate sa necesetie

prea mult din timpul

oamenilor

Documentat

Trebuie sa fie

imortalizat si usor de

share-uit

Amuzant

Daca inu este

amuzant, nu este de

folos

formula unei experiente de brand in offline

+ + + + +

Page 53: What is Brand Experience and how to use it

BUGETE

Experienta de brand nu este ieftina.

Dar poate sa fie oriunde intre 5.000 EUR si 500.000 EUR, in functie de nenumarati factori.

Page 54: What is Brand Experience and how to use it

Este ca la un prim date –cu cat cheltuiesti mai mult, cu atat faci o

impresie mai puternica.

Page 55: What is Brand Experience and how to use it
Page 56: What is Brand Experience and how to use it

PENTRU EAGER BEAVERS, AVEM SI CATEVA CARTI EXTRAORDINARE DISPONIBILE


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