Marketingcommunicatie
College 07.10 (Wim Lagae)
HBR - Cultural Branding
Crowdculture = Digital crowds have become powerful cultural innovators, producing
creative entertainment.
Cultural branding = brands collaborate with crowdcultures and champion their ideologies
in the marketplace.
Initially, branded content: companies borrowed approaches from popular entertainment
to make their brands famous, using short-form storytelling in advertising.
Social media binds together communities that once were geographically isolated, greatly
increasing the pace and intensity of collaboration. These new crowdcultures come in:
(1) Amplified subculture: social media has expanded and democratized a flourishing
crowdculture around almost any topic
(2) Art worlds: writers, musicians, filmmakers, designers, cartoonists, … gather in
inspired collaborative competition; crowdculture increased the number of
participants and the speed and quality of their interactions
Cultural branding:
(1) Map the cultural orthodoxy
(2) Locate the cultural opportunity
(3) Target the crowdculture
(4) Diffuse the new ideology
(5) Innovate continuously, using cultural flashpoints
(6) Competing for crowdculture
CASE (1) How one brand uses celebrities to break through (Under Armour, Nike)
CASE (2) How cultural branding builds icons
2 dominant branding models fail:
(1) mindshare branding = a brand is a set of psychological associations
(2) purpose branding = a brand focuses on its core values
Pursue a cultural branding approach!
, MarCom – DPMWL - H1
H1 Geïntegreerde communicatie
Klassieke P’s Vier C’s: klantgerichte benadering Vier C’s: conversatiemarketing
• Plaats o Communicatie o Customer experience
• Promotie o Cost to the consumer o Conversaties
• Prijszetting o Customer needs and wants o Content
• Productkwaliteit o Convenience o Collaboratie
• Personeel
• Processen
Impact AI op convenience: https://www.youtube.com/watch?v=atsfJfbyOXM
, MKC – DPM - H2
H2 Merkenbeleid
Drie merkcategorieën:
□ Fabrieksmerken/nationale merken/A-merken
□ Huismerken/private label/winkelmerk/dealermerk
o Strategie retailers
o Strategie merkfabrikanten
□ Generieke merken (“merkloos”; na het aflopen van een patent is de weg vrij voor
generieke merken)
Household name/eponiem
Een eponiem (van het Grieks: epi "bij" en onoma "naam") is de naam van een persoon, echt
of fictief, die wordt gebruikt om een bepaald object of een bepaalde activiteit aan te duiden.
In het huidige taalgebruik wordt "eponiem" vaak in de omgekeerde richting gebruikt, voor
een woord dat is afgeleid van een eigennaam. In deze betekenis is zeppelin als aanduiding
van een luchtschip dus een eponiem. In de oorspronkelijke betekenis van het woord is het
evenwel de naam van de persoon, graaf Ferdinand von Zeppelin, die het eponiem is.
Detailhandel verwerven meer macht via huismerken:
- imagowinst
- hogere winstmarges
- minder afhankelijk van fabrikantenmerken
Europese retailers hanteren tegenwoordig een submerkenstrategie (sub branding) van
huismerken:
- Regulier huismerken/private label
- Budgetmerk met agressieve prijszetting
- Kwalitatief hoogwaardig A-merk
Thematische huismerken: bv. Bio-Carrefour
Hard/smart discounters: huismerken als voornaamste pijler marketingstrategie,
ondersteund door bekend aantal bekende fabrieksmerken
Huismerken en economisch conjunctuur:
- Tijdens economisch slechtere tijden stijgt het aandeel van huismerken in een land, en
dealt weer als het goed gaat met de economie
- Nieuwe onderzoeksinzichten: ook wanneer de economie zich herstelt, zouden
consumenten het huismerk blijven kopen
, B2B Marketing
B2B Marketing Strategy & Impact Digital on B2B buying behavior
The business markets consist normally with less, but larger buyers than consumer markets.
Business demand is derived demand: business demand ultimately derives from the demand
for consumer goods. Business markets’ demand is more inelastic and is less affected by short-
term price changes, while demand also fluctuates more quickly.
The business buying process has eight stages:
o Problem recognition: someone in the company recognises a problem or need that
can be met by acquiring a good or a service.
o General need description is the stage in the business buying process in which a
buyer describes the general characteristics and quantity of a needed item.
o Product specification is the stage in the business buying process in which the
buying organisation decides on and specifies the best technical product characteristics
for a needed item.
o Supplier search is the stage in which the buyer tries to find the best vendors.
o Proposal solicitation is the stage in which the buyer invites qualified suppliers to
submit proposals.
o Supplier selection is the stage in which the buyer reviews proposals and select a
supplier or suppliers.
o Order-routine specification is the stage in which the buyer writes the final order
with the chosen supplier(s), listing the technical specifications, quantity needed,
expected time of delivery, return policies and warranties.
o Performance review is the stage in which the buyer assesses the performance of
the supplier and decided to continue, modify or drop the arrangement.
Customer relationship management (CRM) is the overall process of building and
maintaining profitable customer relationships by delivering superior customer value and
satisfaction.
Customer delight can be achieved by delivering more than promised which is important
while balancing all benefits and all the costs of the offer.
Customer relationships exist at multiple levels:
o They can be basic relationships or full partnerships and everything in between. In
current times, companies are choosing their customers more selectively. New
technologies have paved the way for two-way customer relationships, where
consumers have more power and control.
o The marketing world is also embracing customer-managed relationships:
marketing relationships in which customers, empowered by today’s new digital
technologies, interact with companies and with each other to shape their relationships
with brands.
o A growing part of this dialogue is consumer-generated marketing: brand
exchanges created by consumers themselves, by which consumers are playing an
increasing role in shaping their own brand experiences and those of other consumers.
Customer lifetime value is the value of the entire stream of purchases that the customer
would make over a lifetime of patronage.
College 07.10 (Wim Lagae)
HBR - Cultural Branding
Crowdculture = Digital crowds have become powerful cultural innovators, producing
creative entertainment.
Cultural branding = brands collaborate with crowdcultures and champion their ideologies
in the marketplace.
Initially, branded content: companies borrowed approaches from popular entertainment
to make their brands famous, using short-form storytelling in advertising.
Social media binds together communities that once were geographically isolated, greatly
increasing the pace and intensity of collaboration. These new crowdcultures come in:
(1) Amplified subculture: social media has expanded and democratized a flourishing
crowdculture around almost any topic
(2) Art worlds: writers, musicians, filmmakers, designers, cartoonists, … gather in
inspired collaborative competition; crowdculture increased the number of
participants and the speed and quality of their interactions
Cultural branding:
(1) Map the cultural orthodoxy
(2) Locate the cultural opportunity
(3) Target the crowdculture
(4) Diffuse the new ideology
(5) Innovate continuously, using cultural flashpoints
(6) Competing for crowdculture
CASE (1) How one brand uses celebrities to break through (Under Armour, Nike)
CASE (2) How cultural branding builds icons
2 dominant branding models fail:
(1) mindshare branding = a brand is a set of psychological associations
(2) purpose branding = a brand focuses on its core values
Pursue a cultural branding approach!
, MarCom – DPMWL - H1
H1 Geïntegreerde communicatie
Klassieke P’s Vier C’s: klantgerichte benadering Vier C’s: conversatiemarketing
• Plaats o Communicatie o Customer experience
• Promotie o Cost to the consumer o Conversaties
• Prijszetting o Customer needs and wants o Content
• Productkwaliteit o Convenience o Collaboratie
• Personeel
• Processen
Impact AI op convenience: https://www.youtube.com/watch?v=atsfJfbyOXM
, MKC – DPM - H2
H2 Merkenbeleid
Drie merkcategorieën:
□ Fabrieksmerken/nationale merken/A-merken
□ Huismerken/private label/winkelmerk/dealermerk
o Strategie retailers
o Strategie merkfabrikanten
□ Generieke merken (“merkloos”; na het aflopen van een patent is de weg vrij voor
generieke merken)
Household name/eponiem
Een eponiem (van het Grieks: epi "bij" en onoma "naam") is de naam van een persoon, echt
of fictief, die wordt gebruikt om een bepaald object of een bepaalde activiteit aan te duiden.
In het huidige taalgebruik wordt "eponiem" vaak in de omgekeerde richting gebruikt, voor
een woord dat is afgeleid van een eigennaam. In deze betekenis is zeppelin als aanduiding
van een luchtschip dus een eponiem. In de oorspronkelijke betekenis van het woord is het
evenwel de naam van de persoon, graaf Ferdinand von Zeppelin, die het eponiem is.
Detailhandel verwerven meer macht via huismerken:
- imagowinst
- hogere winstmarges
- minder afhankelijk van fabrikantenmerken
Europese retailers hanteren tegenwoordig een submerkenstrategie (sub branding) van
huismerken:
- Regulier huismerken/private label
- Budgetmerk met agressieve prijszetting
- Kwalitatief hoogwaardig A-merk
Thematische huismerken: bv. Bio-Carrefour
Hard/smart discounters: huismerken als voornaamste pijler marketingstrategie,
ondersteund door bekend aantal bekende fabrieksmerken
Huismerken en economisch conjunctuur:
- Tijdens economisch slechtere tijden stijgt het aandeel van huismerken in een land, en
dealt weer als het goed gaat met de economie
- Nieuwe onderzoeksinzichten: ook wanneer de economie zich herstelt, zouden
consumenten het huismerk blijven kopen
, B2B Marketing
B2B Marketing Strategy & Impact Digital on B2B buying behavior
The business markets consist normally with less, but larger buyers than consumer markets.
Business demand is derived demand: business demand ultimately derives from the demand
for consumer goods. Business markets’ demand is more inelastic and is less affected by short-
term price changes, while demand also fluctuates more quickly.
The business buying process has eight stages:
o Problem recognition: someone in the company recognises a problem or need that
can be met by acquiring a good or a service.
o General need description is the stage in the business buying process in which a
buyer describes the general characteristics and quantity of a needed item.
o Product specification is the stage in the business buying process in which the
buying organisation decides on and specifies the best technical product characteristics
for a needed item.
o Supplier search is the stage in which the buyer tries to find the best vendors.
o Proposal solicitation is the stage in which the buyer invites qualified suppliers to
submit proposals.
o Supplier selection is the stage in which the buyer reviews proposals and select a
supplier or suppliers.
o Order-routine specification is the stage in which the buyer writes the final order
with the chosen supplier(s), listing the technical specifications, quantity needed,
expected time of delivery, return policies and warranties.
o Performance review is the stage in which the buyer assesses the performance of
the supplier and decided to continue, modify or drop the arrangement.
Customer relationship management (CRM) is the overall process of building and
maintaining profitable customer relationships by delivering superior customer value and
satisfaction.
Customer delight can be achieved by delivering more than promised which is important
while balancing all benefits and all the costs of the offer.
Customer relationships exist at multiple levels:
o They can be basic relationships or full partnerships and everything in between. In
current times, companies are choosing their customers more selectively. New
technologies have paved the way for two-way customer relationships, where
consumers have more power and control.
o The marketing world is also embracing customer-managed relationships:
marketing relationships in which customers, empowered by today’s new digital
technologies, interact with companies and with each other to shape their relationships
with brands.
o A growing part of this dialogue is consumer-generated marketing: brand
exchanges created by consumers themselves, by which consumers are playing an
increasing role in shaping their own brand experiences and those of other consumers.
Customer lifetime value is the value of the entire stream of purchases that the customer
would make over a lifetime of patronage.
