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Samenvatting Strategie Merkcommunicatie & Creatieve Campagnes
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Samenvatting van de lessen strategie en theorie uit het boek (Brand Design, Ruud Boer)
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STRATEGIEMERKCOMMUNICATIE
INHOUDSOPGAVE
1. Gastles: ISP-model (Fons Van Dyck) ........................................................................................................................................ 4
Wat is een merk? ............................................................................................................................................................................ 4
‘Iceberg’-concept ........................................................................................................................................................................ 4
Een merk als een relatie .............................................................................................................................................................. 4
ISP-model: 4 key drivers of customer value .................................................................................................................................... 4
2. Wat is een merk? Waarom is een merk nodig? ....................................................................................................................... 6
Inleiding .......................................................................................................................................................................................... 6
Wat is een merk? ............................................................................................................................................................................ 6
Context van branding ...................................................................................................................................................................... 7
Kenmerken van een merk ............................................................................................................................................................... 7
3. De doelgroep helemaal doorlicht ........................................................................................................................................... 8
Contextanalyse................................................................................................................................................................................ 8
Positionering ............................................................................................................................................................................... 8
Doelgroep ..................................................................................................................................................................................... 12
Insights ...................................................................................................................................................................................... 12
Onderzoek ................................................................................................................................................................................. 13
4. Gastles: KRC Genk (Frank Cuypers) ....................................................................................................................................... 14
KRC Genk? ..................................................................................................................................................................................... 14
5. Community canvas ............................................................................................................................................................... 15
Communities ................................................................................................................................................................................. 15
Community canvas ........................................................................................................................................................................ 15
Active belief .............................................................................................................................................................................. 15
Conversations and people ........................................................................................................................................................ 16
Manifestation ............................................................................................................................................................................ 17
5. Merkpositionering ................................................................................................................................................................ 19
No customer, no brand ................................................................................................................................................................. 19
Persona ..................................................................................................................................................................................... 19
Merkpositionering ........................................................................................................................................................................ 19
Golden circle ............................................................................................................................................................................. 19
Merkmodellen........................................................................................................................................................................... 19
Laddering .................................................................................................................................................................................. 20
Brand Key Model ....................................................................................................................................................................... 21
Purposeful brand ...................................................................................................................................................................... 22
Merkarchetypes ........................................................................................................................................................................ 23
Pagina 1 van 50
,6. Gastles: Movements & Morris matrix ................................................................................................................................... 25
Movement model ......................................................................................................................................................................... 25
What is a movement? ............................................................................................................................................................... 25
What defines a movement? ...................................................................................................................................................... 25
How to start a movement? ....................................................................................................................................................... 25
Elements of a movement .......................................................................................................................................................... 26
Morris matrix ................................................................................................................................................................................ 26
Why? Objective ......................................................................................................................................................................... 26
Human drivers........................................................................................................................................................................... 26
Morris matrix model ................................................................................................................................................................. 27
Voorbeelden ............................................................................................................................................................................. 27
7. Brand design ......................................................................................................................................................................... 28
Mentale merkidentiteit ................................................................................................................................................................. 28
Merkidentiteit vs. merkimago .................................................................................................................................................. 28
Merkwaarden vs. kernwaarden ................................................................................................................................................ 28
Merkpersoonlijkheid ................................................................................................................................................................. 29
Merkessentie ............................................................................................................................................................................ 29
Merkbelofte .............................................................................................................................................................................. 29
Visuele merkidentiteit ................................................................................................................................................................... 29
Brand guide ................................................................................................................................................................................... 30
8. Brainstormtechnieken en storytelling ................................................................................................................................... 31
Insights .......................................................................................................................................................................................... 31
Wat zijn insights? ...................................................................................................................................................................... 31
Insights vinden .......................................................................................................................................................................... 31
Creative brief ................................................................................................................................................................................ 31
Creative deck ................................................................................................................................................................................ 32
Creatieve technieken .................................................................................................................................................................... 32
The content model .................................................................................................................................................................... 32
Lateral thinking ......................................................................................................................................................................... 33
Be the story ............................................................................................................................................................................... 34
The creative process (James Webb Young)............................................................................................................................... 34
Overige brainstormtechnieken ................................................................................................................................................. 34
Storytelling .................................................................................................................................................................................... 35
Ones upon a time…: Facts tell, stories sell ................................................................................................................................ 35
Story structures: The build-up of a story .................................................................................................................................. 35
Did they live happily ever after?: What does a great story have? ............................................................................................ 36
Story characters: Who’s in the story? ....................................................................................................................................... 37
Story setting: The magic forest ................................................................................................................................................. 37
Telling the story: How do you tell the story? ............................................................................................................................ 38
Pagina 2 van 50
,9. Brand activation ................................................................................................................................................................... 39
Brand activation ............................................................................................................................................................................ 39
Brand experience ...................................................................................................................................................................... 39
Service design ........................................................................................................................................................................... 40
Customer Journey ......................................................................................................................................................................... 40
Customer Brand Journey model ............................................................................................................................................... 40
Idea generation ............................................................................................................................................................................. 41
Lasswell communicatiemodel ....................................................................................................................................................... 41
Gastles: (her)lancering van een merk (Klaartje Galle) .................................................................................................................. 42
Case: Fluvius .............................................................................................................................................................................. 42
Deck of Brilliance: idea generation ........................................................................................................................................... 43
10. Gastles: Influencermarketing (Lynse Coomans) .................................................................................................................. 44
Introductie Sound of C .................................................................................................................................................................. 44
Influencers .................................................................................................................................................................................... 44
Perceptie over influencers in België ......................................................................................................................................... 44
Samenwerkingen met influencers ............................................................................................................................................ 45
11. Pitchen ............................................................................................................................................................................... 48
Voorbereiding ............................................................................................................................................................................... 48
Structuur ....................................................................................................................................................................................... 48
Aandacht ................................................................................................................................................................................... 48
Probleem ................................................................................................................................................................................... 49
Oplossing................................................................................................................................................................................... 49
Voordeel.................................................................................................................................................................................... 49
Einde ......................................................................................................................................................................................... 49
Tips ................................................................................................................................................................................................ 50
Script oefening .............................................................................................................................................................................. 50
Pagina 3 van 50
, 1. GASTLES: ISP-MODEL (FONS VAN DYCK)
WAT IS EEN MERK?
‘ICEBERG’-CONCEPT
EEN MERK ALS EEN RELATIE
Een merk is een relatie die wordt gekenmerkt door een voortdurende interactie tussen producent en consument.
Maar de centrale vraag is: “Hoe kan een merk overleven en succesvol zijn in deze turbulente tijden?” → Het draait allemaal
rond klantwaarde (customer value).
ISP-MODEL: 4 KEY DRIVERS OF CUSTOMER VALUE
Integrated Selling Propositions (ISP):
THINK FEEL
What do your customers want to know? What if your brand was a real person with emotions?
→ Reassure → Connect
Welke emotionele zaken kan ik koppelen aan mijn brand?
Pagina 4 van 50
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