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Jeroen De Bakker

Presentation World-of-Mouth Congres 22-11-2007 by Jeroen de Bakker

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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.

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Jeroen De Bakker

Brand Programming biedt een strategisch denkkader voor het voeren van de merkregie in het digitale tijdperk. Het toenemend belang van relevantie als basis voor effectiviteit vormt daarbij een belangrijk uitgangspunt. Vanuit heldere doelstellingen introduceren we drie verschillende communicatiemodellen. De modellen bieden handvatten bij de inzet van media- en middelen. Daarnaast geven ze sturing aan het opzetten van geschikte effectmeting.

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