NIMA presentatie
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The presentation that Gijsbregt Vijn gave during NIMA marketing day about creating brands with the power of story.
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NIMA presentatie
- 1. Creating brands with the power of story Lemon Scented Tea & The Brand Hero Approach
- 2. No battle, no story No story, no engagement
- 4. Most brands are not crafted for consumer engagement
- 5. Gijsbregt Vijn Managing Director Lemon Scented Tea nl.linkedin.com/in/gijsbregtvijn twitter.com/gijsbregtvijn slideshare.net/gijsbregtvijn Who am I?
- 6. Click here
- 8. How to make brands consistently exciting
- 10. Find your brand battle What kind of hero are you
- 11. 90% of our actions are unconscious
- 12. We are run by our reptile brain
- 13. Hero Means Adversary ConflictGoal Universal storytelling structure
- 15. Click here
- 17. Hero Ruler Rebel Find your brand battle What kind of hero are you?
- 18. Carl Jung
- 20. 12 Archetypes for brands Hero Caregiver RulerRebel
- 21. Colors Fonts People Moods Brands Campaigns The Sage
- 22. Every archetype has its own battle
- 23. Goal HeroAchievement Caregiver Equality and empathy RulerOrderRebelFreedom
- 25. Cross insights in the BCM y y g How and with what does the brand defeat the adversary? Why
- 26. The Nuon case
- 28. Brand Conflict Model Nuon Hero Nuon, the most responsive energy company. Adversary Treating people as a number, instead of a person. Goal Provide energy for everyone, in a way that suits them best. Means The ability to truly listen to what customers need and the ability to transform it into tangible solutions.
- 30. The big idea: Luisteren geeft energie:
- 31. Click here
- 32. Brand world
- 33. Brand world
- 34. Brand world
- 37. Nuon - waarderen social Nuon | Social campaign
- 38. NPS +24 Merkvoorkeur + 4% Significante churn verbetering
- 41. Brand Conflict Model Veloretti Hero Rebel, the most free-spirited bicycle brand in the world. Adversary Beat your challenges. Goal Inspire the world to ‘ride’ with a sense of freedom. Means Amsterdam mentality Great quality product Cool design.
- 45. Ode to Amsterdam, bike capital of the world
- 46. Rebellious team
- 47. Click here
- 48. Veloretti | Social campaigning
- 49. Veloretti | Social campaigning
- 50. Sales went up by 40% during and 2 months after the campaign
- 51. Lemon Scented Tea | Creating brands with the power of story The Twente case
- 52. Twente | Quircky look on life
- 53. Brand Conflict Model Twente Hero Rebel. The most quirky region in The Netherlands. Adversary Self-imposed busy lifestyle. Goal To help people enjoy the (simple) things in life Means Knowing how to prioritize precious time to spend. Assets: Beautiful sceneries. Exciting biking area’s. Fun shopping streets. Interesting art.
- 55. Twente – tijd van ondernemers Click here
- 56. Twente – social
- 57. Increase of 7% in overnight stays in one year
- 58. Lemon Scented Tea | Creating brands with the power of story The Vrij van bezet case (Free from occupied)
- 59. Veloretti | MentalityK-Swiss | First leather tennis shoe on the tennis court
- 60. Brand Conflict Model Vrij van bezet Hero Neighbor. The most considerate Kingsday initiative Adversary Ignorance Goal Involving people in the act of remembering WW2 Means Our hands-on mentality. Assets: Creativity. Knowledge how to start a movement.
- 63. Free from occupied film Click here
- 64. To take home • Find your brand battle (goal, & adversary) • Determine what kind of hero you are
- 65. To take home • Create the brand story for the long run • Bring the story to life in the total experience of the brand • And….
- 67. Masterclass in september Storytelling in depth Brand platforms, communication concepts Content formats & workshops Sign up with Deborah: d.schussel@nima.nl