Strategy
Intelligent vs Imaginative Marketing
Imaginative
Intelligent
Every model has a division of rational / emotional / comparative
BDO, build-a-brand-model
Values of a marketleader Vitality / Prestation / Harmony / Continuity
Every company has a place on the four axes
Good Vision is a paradox of two things that are hard to combine
eg Mechanics & Style
Define the DNA with Vision / Value / Voice
History of Brands
a product without brand is a commodity
development is driven by creation of more brands over time
End Phase: Open branding: brands have always been invented behind a desk. Now people want to participate
total branding: total synchronization of story and company eg BMW
societal branding: ethical values
experience branding: starbucks
symbolic branding: emotional dimension eg marlboro
Product benefit branding
1870's Identification branding: brand gives unique aspect to branding (USP = unique selling property)
commodity problem: transparancy of internet makes that on the market of commodities only prices matter
This is valid only business to customer so not raw oil from producer to shell
Raw materials: Coffee beans, very cheap
Goods: Grinded coffee, more expensive
Services: coffee in a bar, more expensive
Solutions: Nespresso machine
Awesome experiences: starbucks
Dreams come true: yet unknown
Experience Ladder: with the example of coffee
Companies have to had things to the commodity
Core Promiss of the company
3.How? Where / logistics
2. Who? Customers / Value chain
Value chain is producer - intermediair - customer
with good marketing you can avoid having an intermediair
1. What? Product / Service what do you make or do?Tone of voice / proposition / Brand DNA
Subtopic
Creation Spiral
6. Plan strategy
5. Research very important
4. Express
3.Believe would you invest in it?
2. Imagine vivid description BHAG
1.Wish vision mission
Research
observations / ask a social network questions / make prototypes
pitch the idea / visit customers of competitive products / non customers
Now: Ask people / look at sales from similar products
Old: asking customers to fill out forms
weakness: client can only say what he already knows
