4. • Your basic life decisions ?
• Did you first fall in love or did you first made a study of
the antecedents of the “candidates”?
5. In marketing we call this:
Product-centric versus people-centric
6. From a product-centric vision towards a people-centric vision
Source of
Focus & Starting point
Orientation distinction
Unique Satisfaction
People-Centric Engagement
proposition CONNECT people
Unique sales PULL people
Brand-Centric Personality
proposition
Features & Benefits Unique product
Product-Centric offer
PUSH YOUR VISION
11. Emotional branding – Marc Gobé
• Yesterday • Today
– Factual seen, obvious – Hidden, not obvious
– Created – Authentic, real
– Consumers – People
– Target – Individual
– 1 objective truth – Complexity of subjective ideas
– Objective, fixed and truths
– Consumption is a – Subjective, hazy
normative, receptive act – Consumption is an engaged
– Consumer is a passive decision
receiver. – The consumer is an active co-
– Consistent, stable creator of relevant meaning.
– Respect for the brand – Variable, changing
– Respect for the individual
IMPOSED VALUES UNIQUE EXPERIENCE
12.
13.
14.
15. The Value of storytelling
Storytelling helps
to sharpen skills of imagination and visualization.
(based on collins and cooper)
16. The Value of storytelling
• Storytelling introduces brands and words in context, helping
customers…
– To develop an appreciation of the range, beauty, and rhythm
of the brands and services involved
– To understand unfamiliar concepts
– To increase their own vocabulary
17. The Value of storytelling
• Storytelling allows users to share product experiences and
feelings:
– To interact with co-users on a personal level
– To refine their product usage and enhance their user-
experience
– To co-create their own stories
18. The Value of storytelling
• Storytelling helps people improve their listening skills
– Sparking an interest
– Helping them understand meaning, draw inferences, and interpret
the information
– Helping them to see product info as a reflection of human
experiences
– Encouraging them to look at various info to find a story they want
to share or to find stories that have been meaningful to them
19. The Value of storytelling
• Storytelling facilitates problem solving
– Stories with riddles or problems to solve
can enhance critical and creative users skills
– Sharing stories of their (users) culture helps people
understand their own and others' current problems
(based on collins and cooper)
22. EXAMPLE:
HOW REORIENT VRT
FROM A BRANDS ORIENTED COMPANY
TO A SERVICE ORIENTED COMPANY
23. 1995
• VRT has problems as a stand alone brand
• Every mistake = TOTAL FAILURE OF THE COMPANY
Building up brand portfolio
= rediscovery of
STRENGHTS
24. 2012
• NEW COMPETITION
• BRAND PORTFOLIO IS NOT LONGER THE ANSWER
• QUALITY BRANDS COPIED BY OTHERS
• THEREFORE:
CHANGE TO CLIENT CENTERED SERVICE LOGIC
26. VRT AND ITS AUDIENCE AS CO-CREATORS OF VALUE
ECONOMIC(AUDIOMETRIC)
VRT BRANDS = CURRENCY
TOOLS
CONTINUOUS
PERSONAL INSPIRATION
AUDIENCES AS CURRENCY
ACTIVE VRT
PARTICIPANTS EXPERIENCE
EXPERIENCE
VALUE
FLANDERS AS
CONTRACTOR SOCIAL
AND BENEFICIOR CURRENCY
27.
28.
29.
30. Structure
• Subjective stories
– Touch us
– Easily find a place in our emotional register
• Metaphors
• Archetypes
– Help us make the story useful
