Brand Programming is a new way of thinking to guide brand management in the digital age. The advertising working models of Dutch brand professor Giep Franzen, published in the late ‘90, inspired the starting point. Our thinking offers strategic guidelines to steer brand management and describe the importance of relevance as answer to changing media behavior. Based on clear strategic goals, we introduce three new communication models. These models help brand owners with strategic media and means planning- and with measuring its effects.

1. BRAND STRATEGY INTERACTIVITY MEDIA-INNOVATION
Jeroen de Bakker & Mary Hoogerbrugge

2. WHAT IS BRAND PROGRAMMING?

3. DIGITIZATION CHANGES MEDIA BEHAVIOR - FUNDAMENTALLY
Increasing media fragmentation due to growing online
media consumption
Consumer becomes active communications recipient and
initiator
24/7 access to information, social relations and purchases;
brand behavior becomes less dependent on campaigns
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 3

4. DECREASED EFFECTIVENESS OF PAID MEDIA
Increasingly larger budgets required to maintain share
of visibility
Digital media used to optimize reach
digital use to
optimize reach
effectiveness
reach
less effective reach
time
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 4

5. RELEVANCE BECOMES MORE IMPORTANT
Relevance as answer to changing media behavior
Starting point: optimize effect instead of reach
Paid media + earned and owned media required to
achieve goals
effectiveness
reach
growing importance relevance
less effective reach
time
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 5

6. DEFINITION EARNED EN OWNED MEDIA
Earned media
- Use of existing and own social infrastructure to expand
conversations
- Focus on content likeability to stimulate conversations
Owned media
- Use of own 24/7 access platform; a self developed
ecosystem based on existing and/or own social
infrastructure
- Focus on creating and controlling content within
audience’s shared contexts and fields of interest
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7. BRAND PROGRAMMING STARTING POINTS
Introduce new grammar
- New models and definitions required to gain insights
into effects
Vision of the optimal relationship between use of paid,
earned and owned media
- How can they mutually benefit effect optimization?
Contribute to development of argumentation
- Effectiveness of online branding not yet proven and
recognized
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 7

8. BRAND PROGRAMMING MODELS

9. COMMUNICATION MODELS
Traditional effectiveness models:
- Reveal diverse ways to realize impact and differentiation
- Based on an original promise (message)
- Developed for paid media
The new communications models:
- Expand the scope to build brand sympathy & relations
tapping into shared contexts and fields of interest
- Based on a promise made and experienced
- Involving the potential of earned and owned media
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 9

11. Premise: Attention is a prerequisite
for brand awareness and message
transfer
Paid media Attention and brand and message
recognition are achieved with reach,
frequency and impact
Brand attention
Online used to optimize reach
Creating impact Multimedia: online as an extension of
the concept (TV)
Cross media: online used for its own
Short term qualities
rational effects
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 11

12. EXAMPLES PAID MEDIA
Apple ‘Get a Mac’- tv and online campaign
(http://www.apple.com/getamac/ads/ & http://www.youtube.com/watch?v=iiJVThpIgJo)
Nespresso - tv and online campaign
(http://www.youtube.com/watch?v=23j1B4-lroM & http://www.nespresso-whatelse.com/)
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 12

14. Premise: Appealing communications or
events lead to positive word-of-mouth
and brand sympathy
Earned media Stickiness is a prerequisite to surround
brand with energy and stimulate
conversations
Brand sympathy
Earned media is the result of the viral
power of communications or events
Sparking
conversations Campaigns with Internet and mobile
further expand conversations
Short term
emotional effects
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 14

15. EXAMPLES EARNED MEDIA
Philips_vs - Twitter campaign
(http://www.youtube.com/watch?v=7fVG3tmnm2Y)
KitKat - H&M spoof
(http://www.youtube.com/watch?v=UhodCxOTuyk)
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 15

17. Premise: Building and strengthening
relationships is the ultimate goal
Relationships begin with mutual interests
Owned media and consumer relevance. Focusing on the
context choice and the value offer.
Brand Owned media is the result of the
development of a 24/7-access platform
engagement
With Internet and mobile, the brand
becomes part of own social environment
Building platforms and meets context-specific needs and
fields of interest
Long term
emotional effects
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 17

18. EXAMPLES OWNED MEDIA
EMBED THE WIDGET
ON YOUR OWN SITE
Amstel Teamlink - brand utility
(http://www.teamlink.nl)
Nike Plus - brand platform
(http://nikerunning.nike.com/nikeos/p/nikeplus/en_EMEA/)
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 18

19. BRAND PROGRAMMING MODELS
Paid media Earned media Owned media
Brand attention Brand sympathy Brand engagement
Creating Sparking Building
impact conversations platforms
Short term Short term Long term
rational effects emotional effects emotional effects
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20. EFFECTIVENESS

21. ESTABISHING EFFECTIVENESS
Awareness model
- KPIs: TOMA and message transfer
- Tracking research as methodology
Likeability model
- KPIs: network effect (B->C as well as C->C) and
brand sympathy
- Net Promoter Score as indicator
Relation model
- KPIs: engagement and brand relationship
- Continuous qualitative brand research
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 21

22. CONCLUSIONS

23. WHY BRAND PROGRAMMING?
There is a need for new ways of thinking to guide brand
management in the digital age
The fundamental shift in media consumption behavior is
forcing brand owners to rethink the role of their brand in
people’s lives
And to make strategic choices about the use of the likeability
and relation model alongside the awareness model
Brand Programming outlines these new communications
models, offers starting points for use of media and means –
and for measuring its effects
Brand Programming - Jeroen de Bakker & Mary Hoogerbrugge 23

24. INFO@BRANDPROGRAMMING.NL
Jeroen de Bakker is a media entrepreneur and co-founder of Lab1111 and BrandWebbing. Mary Hoogerbrugge is an
brand-driven strategist and board member of SWOCC, University of Amsterdam. Together as Brand Programming,
they work as consultants to brand advertisers in the field of brand strategy, interactivity and media innovation
Updates & meer informatie: http://www.brandprogramming.nl & http://twitter.com/brandprogramm
2010 The Netherlands - Jeroen de Bakker & Mary Hoogerbrugge
No part of this publication may be reproduced without the written permission of the authors
Illustrations by Pieter Frank de Jong (pieterfrank.com) 24