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TBB Business B - Summary of all Lectures

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A summary of all business B lectures.

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  • 20 maart 2018
  • 24
  • 2016/2017
  • Samenvatting
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TBB Business B – Summary of all Lectures
Lecture 1 – Brands and Branding
The Development and Position of Brands in our Society
Advertisements from 50/60 years ago
- Lots of text
- Man is not equal to woman  woman had to serve the man
- Beauty really important  still important nowadays
- Mostly focused on women
- Ideal family  says something about society

Nowadays, the brand is communicated everywhere  much more channels
- Word of mouth
- Impressions in a retail store
- Advertising
- Guerrilla activities
- Social media

Explicitness: sex still sells

Power + Influence circle – shows whether
companies, government, religion, civilians
have power and/or influence in society.

Western Europe in the 50s
- Companies were challengers, since
norms and values were easy to
interpret. Marketing was ‘child’s play’,
because it was easy to target the consumer.
- Brands were getting more and more important: certainty, guarantee about quality
and availability, channel of communication

1965 compared to the 2000s
- In 65 it was much easier to target a large amount of the market with a small amount
of commercials: customers recalled commercials.
- 76% consumers don’t believe that companies tell the truth in ads, but 70% trust
other customers.
- Consumers trust reviews more when they see both good and bad scores.

Cognitive dissonance –you rationalise your decision as a good one

The Marketing Paradox – marketing is about figuring at what people (believe they) need and
want, and then creating the product to suit that need/desire and then selling it.  This results
in 90% failure with new products, because there are more factors in the game.


Why does 90% of new products fail?

, - Consumers are aware of marketing matters  we are getting smarter and smarter
- Marketers are aware that consumers are aware  however, consumers are aware of
this as well

What changed over time?
- Before 1950: the product was a competitive weapon  with efficient distribution, you
could be leading the market
- 1950-80: knowledge of the market was a competitive weapon  marketing was just
seen as a way to gain a competitive advantage
- 1980-95: organisation was a competitive weapon  best value for money

Western Europe in 2000
- A shift in the power + influence circle
- The brand is now much more
influential and powerful than the
government  no borders to produce
and sell, worldwide, brands are leading
- Post-modern society – ideologies and
religions promised things in the future,
but never get a result so we lost trust
in ideals: we are now looking for other
things to believe in.
- People connect with a brand to
determine identity, brands position
themselves on a brand image.

How did the brand become so influential?
- The classical definers of our identity (belief, social class, education, political
background are losing discriminative ability.
- Classical definers  Individualisation  Tribing
- Around 50s: you would be part of a group your whole life, but with tribing, you can
connect with several groups that have different norms and value systems  family,
friends, sports club, etc.

THE OLD CONSUMER – Traditionals
- Acceptance, local, group values, entertainment, mass media
- Need-directed, outer-directed: social orientation,
- IMAGE: Buying because of the image of a brand

THE NEW CONSUMER – Pluralists
- Aspiration, international, private values, mental development, experience
- Self-secure, inner-directed: personal orientation
- IDENTITY: More focused on the quality of the product, material, etc.

Tip It’s your job to have ideas that will stimulate the interests of consumers  don’t be
consumer led: Be IDEA LED but CONSUMER (society) AWARE.
The Dilemma

, - Dominated by the desire to be unique, but also having a profound need to be part of
something bigger than yourself
- ‘Schizophrenia of the Western human’ – trying to find out who you are, shape your
own identity by mirroring yourself onto models, but because you do so, you can no
longer discover who you are  ‘fragmented person’
- Paradox of Choice – unlimited choices produce genuine suffering, because you suffer
from the things you can’t choose anymore.

1995 – Now
- Emotional involvement as a competitive weapon: getting the consumer into the
company, on an emotional level, not rational
- Involve customer with the company behind the product
- Industrial revolution  Information revolution  Emotional revolution = rational side of
our life is compensated with creativity, gut feeling, etc.

Experience marketing model – Pine and Gillmore
What is Experience Marketing ?
- A system designed to satisfy material needs
is transformed into an economy that
anticipates psychological needs
- Experiences are the source of value creation
- Form of marketing with the objective to
create brand experience
- Purpose: allowing consumers to experience
the brand on an emotional level AND
establishing a relationship
- Goes through all your senses: vision, audio,
aroma, tactile, taste

Experience Marketing vs. Theatre – Storytelling, client = guest, personnel = actor, product =
performance, problem = story, marketer = director.

Evolution of brands
1. Phase of Trust
2. Phase of Status
3. Phase of Identification
4. Phase of Play
5. Phase of Self-actualisation  Creation

The Future of Brands
- Positioning on identity: what you see is what you get, brand has to question itself, its
purpose, outside in/inside out  from that answer you start communicating
- Proactively trying to solve problems/help instead of screwing the customer over
- Consumers will expect/demand that brands mirror society and act genuinely, openly


The Future of Brands – Define a Massive Transformative Purpose

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