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Souveräne Markenführung leicht wie ein Spiel

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Souveräne Markenführung ist so leicht wie ein Spiel. Sie tun es bereits. Durch Fokusveränderung um 90 Grad sehen Sie mehr und gewinnen an Einfluss.

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Souveräne Markenführung leicht wie ein Spiel

  1. 1. Klaas Kramer Souveräne Markenführung Ein Konzept zur Markenführung für das Zeitalter von Social Media Souveräne Markenführung • stärkt Menschen die für Marken arbeiten • macht unternehmerisch-kreativ • macht Spaß • und…
  2. 2. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Souveräne Markenführung …ist so leicht wie ein Spiel
  3. 3. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Souveräne Markenführung …machen Sie bereits – nur größtenteils unbewusst
  4. 4. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Souveräne Markenführung …ist eine Fokusveränderung
  5. 5. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG …um 90 Grad
  6. 6. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Mehr im Blick und mehr Optionen
  7. 7. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG …und das Mehr an Einfluss spüren
  8. 8. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Weil alles, was bislang in der Markenführung als nicht kontrollierbar galt, von nun an in den Bereich Ihres indirekten Einflusses gelangt.
  9. 9. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Wo erleben Menschen Marken Point of Sale Empfehlungen, Redaktionelles Websites, Foren, Blogs Mediawerbung, Sponsoring, Direktmarketing, Events, Messen- und Ausstellungen, Product Placement Quelle: Accelerom, 2009
  10. 10. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Einfluss auf Markenerlebnisse Point of Sale Empfehlungen, Redaktionelles Websites, Foren, Blogs Mediawerbung, Sponsoring, Direktmarketing, Events, Messen- und Ausstellungen, Product Placement Markenkommunikation, die vom Unternehmen initiiert wird = Direkter Einfluss Quelle: Accelerom, 2009
  11. 11. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Ziel von Markenführung Markenwert steigern = Umsatz + Gewinn ++ Wege dorthin: Konzentration auf Berücksichtigung Bereich mit aller Marken- direktem Einfluss kommunikationen = bewusste Ausübung von direktem und indirektem Einfluss
  12. 12. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Indirekter Einfluss?
  13. 13. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Wie soll das gehen?
  14. 14. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Intervention.
  15. 15. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Intervention. …was heißt das?
  16. 16. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Ein Fahrrad können Sie direkt steuern, weil Lenker und Rad starr miteinander verbunden sind.
  17. 17. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Surfer navigieren das Board durch Gewichtsverlagerung. Körper und Board, sowie Board und Wasser sind lose miteinander gekoppelt. Indirekte Steuerung: Intervention.
  18. 18. Internal Social Leadership Media PR Brand Brand Reframing Hacking
  19. 19. …ist in aller Munde. Was ist der Unterschied - zum Online-Marketing - zur Massenmedien PR? Internal Social Leadership Media PR Brand Brand Reframing Hacking
  20. 20. Unternehmen Marketing Marke Geld Nutzen Verwender
  21. 21. Nutzen Marketing Massenmedien PR
  22. 22. Sinn- Social Media PR angebote Marke Geld Anziehungskraft
  23. 23. Vom Sender…
  24. 24. …zum gefragten Teilnehmer Sinn- Social Media PR angebote Marke Geld Anziehungskraft
  25. 25. Internal Social Leadership Media PR Brand Brand Reframing Hacking …tun Sie bereits. Was immer Menschen mit Ihrer Marke machen – seien Sie ein Funken raffinierter!
  26. 26. Marke und Märkte kennenlernen kommunizieren Bekanntheit traditionell Image Kau﬇ereitschaft ?
  27. 27. Marke und Märkte kennenlernen kommunizieren Markenpiraten traditionell Kritische Berichterstattung Unpassende Agenturentwürfe Negative Bewertungen Spoofs ?
  28. 28. Marke und Märkte kennenlernen kommunizieren Brand Hacking
  29. 29. Marke und Märkte kennenlernen kommunizieren Brand Hacking Camouflage User Generated Advertising Brand Academy Brand Hacking Workshop Vorstellungswelten der Menschen auf die Spur kommen Marke spielerisch erforschen und kommunizieren
  30. 30. Von Identitätskontrolle… Markenpiraten Kritische Berichterstattung Unpassende Agenturentwürfe Negative Bewertungen Spoofs ?
  31. 31. …zur Neugierde auf Abweichungen Camouflage User Generated Advertising Brand Academy Brand Hacking Workshop Vorstellungswelten der Menschen auf die Spur kommen Marke spielerisch erforschen und kommunizieren
  32. 32. Internal Social Leadership Media PR Brand Brand Reframing Hacking …nimmt die Kontexte Ihrer Marke ins Visier. Gestalten Sie sie bewusst .
  33. 33. Marke stärken, weiterentwickeln, wiederbeleben
  34. 34. Marke stärken, weiterentwickeln, wiederbeleben Kulturelle Kontexte Brand Reframing der Marke spielerisch begreifen und weiterentwickeln n tio Ir rita Verführung
  35. 35. Vom Kern…
  36. 36. …Kulturelle Kontexte zum Kontext der Marke spielerisch begreifen und weiterentwickeln n tio Ir rita Verführung
  37. 37. Selbstbewusstsein für das Marketing. Marke ist Quelle wirtschaftlichen Erfolgs. Internal Social Leadership Media PR Brand Brand Reframing Hacking
  38. 38. Harte Fakten Zahlen Controlling BWL-Planung Selbstbehauptung Vollzugsdefizit im Unternehmen mit Sprache der Controller
  39. 39. Unternehmerische Handlungsmuster Intervention Selbstbehauptung + Marke + im Unternehmen mit Markenkommunikation im Markt Internal Leadership
  40. 40. Vom Planer… Harte Fakten Zahlen Controlling BWL-Planung Vollzugsdefizit
  41. 41. …zum Macher Unternehmerische Handlungsmuster Intervention + Marke + Markenkommunikation im Markt
  42. 42. KLAAS KRAMER STAND: AUGUST 2010 SOUVERÄNE MARKENFÜHRUNG Wer neugierig ist, fragt nach: Klaas Kramer Souveräne Markenführung Telefon: 030 9168 8436 http://www.souveränemarkenführung.de http://www.facebook.com/markenfuehrung Follow me: @klaaskramer

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