Strategy for KPNL

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由Alexander Refsum Jensenius

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