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Agile Branding

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Geschwindigkeit ist die Grammatik der digitalen Welt. Müssen angesichts dessen nicht auch Methoden, Prozesse und Theorien überdacht werden, wie Marken bislang aufgebaut und geführt wurden?

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Agile Branding

  1. 1. AGILEBRAND ING EIN NEUER MARKENFÜHRUNGSANSATZ IM DIGITALEN ZEITALTER.Sandra Nina Eisele I Hochschule RheinMain I Media & Design Management I Masterthesis
  2. 2. AG 01 THESE 05 PROZESSEVOLUTIONEN 02 DIGITAL CHANGE 06 BUILD-TEST-LEARN 03 HERAUSFORDERUNG 07 CASE STUDYDA 04 AGILE BRANDING 08 FAZIT & AUSBLICK
  3. 3. Sandra Nina Eisele I Agile Branding 01THESE 3
  4. 4. THESE: Die Digitalisierung hat das Markenökosystem schnellebig und unvorhersehbar gemacht. Diese Entwicklung erfordert ein neues, ebensoagiles Markenverständnis sowie entsprechende Markenführungsprozesse.
  5. 5. 01 Sandra Nina Eisele I Agile BrandingTHESEAnnahmen ANNAHME 1: Markenebene Das digitale Zeitalter reklamiert ein zunehmend dynamisches Markenverständnis, das durch Innovationsstreben, Flexibilität und Dialog geprägt ist. ANNAHME 2: Markenführungsebene Das neue Begriffsverständnis auf Markenebene erfordert eine Restrukturierung der Markenführungsprozesse auf Real-Time- Basis. ANNAHME 3: Arbeitsprozessebene Kreativprozesse müssen offen und flexibel gestaltet werden. Unternehmen und Agenturen müssen bislang traditionelle Arbeitsprozesse in ihrer Zusammenarbeit anpassen.
  6. 6. Sandra Nina Eisele I Agile Branding 02DIGITAL CHANGE 6
  7. 7. Sandra Nina Eisele I Agile BrandingTECHNOLOGIE & MÄRKTE
  8. 8. Sandra Nina Eisele I Agile BrandingSELBSTBEWUSSTE KONSUMENTEN
  9. 9. MEDIEN-FRAGMENTIERUNG &AUFMERKSAMKEIT
  10. 10. NETZWERK-ORIENTIERUNG
  11. 11. Sandra Nina Eisele I Agile Branding PUSHXXXX VS. PULL
  12. 12. GESCHWINDIGKEIT
  13. 13. „EVERYTHING CHANGED.EVERYTHING KEEPS ON CHANGING. IT DOESN`T SHOW ANY SIGNS OF SLOWING DOWN.“ (MADE BY MANY)
  14. 14. 03HERAUSFORDERUNG
  15. 15. „WE HAVE SEEN MORE CHANGE IN THE LAST TEN YEARS THAN IN THE PREVIOUS 90.“ (SHEEPBOUWER)
  16. 16. UMFRAGE UNTER 100 MARKETING LEADERS: 64% 96% 75% Probleme bei der Implementierung sehen ihr Unternehmen nicht bestätigen eine notwendige und Umsetzung digitaler Strategien gewappnet für die digitalen Restrukturierung innerhalb und Projekte. Herausforderungen. der nächsten 2 Jahre.* Forrester Research 2010: CMO Mandate or Perish.
  17. 17. WANDELVERÄNDERUNGDYNAMIK
  18. 18. DIE ANTWORT?! MARKEN- VISION MARKEN- KONSTRUKT MARKEN-DNA Anpassungen Datenerhebung BIG User UMSETZUNG UND IM- BIG NEWSTRATEGY Research PLEMENTIERUNG STRATEGY
  19. 19. DAS SCHNELLEBIGE UND KOMPLEXE MARKENÖKOSYSTEMERFORDERT EIN NEUES MIND-SET.
  20. 20. EIN AGILES MIND-SET.
  21. 21. 04AGILE BRANDING
  22. 22. 04 Sandra Nina Eisele I Agile Branding AGILE BRANDING Entstehung und Idee. Inspiration: Software-Entwicklung. Paradigmenwechsel: Anpassung der Tools an ein durch Wandel geprägtes Entwicklungsumfeld. Wandel als treibender Motor: Nicht auf Veränderungen reagieren, sondern sich mit dem Wandel weiterentwickeln
  23. 23. 04 Sandra Nina Eisele I Agile Branding AGILE BRANDING Definition. Agile Branding beschreibt ein flexibles Vorgehen, das es ermöglicht, Markenführung an sich schnell verändernden Märkten, technologischen Entwicklungen und Bedürfnissen der Konsumenten auszurichten.. Iteratives Vorgehen, kontinuierliches Feedback und kurze Planungszyklen erlauben dabei eine schnelle Reaktion und Anpassung an die Umwelt.
  24. 24. 04 Sandra Nina Eisele I Agile Branding AGILE BRANDING Das agile Markenverständnis KLASSISCHE PRODUKT- WAHL DES KAUF MARKEN- STORE VERGLEICH BESTEN KOMMUNIKATION PRODUKTS LOYALITÄT VS. ONLINE DOWNLOAD PRODUKT- APP VERGLEICH YOUTUBE CHANNEL SCHAUEN VIDEO AUF IPHONE FACBOOK LIKE SCHAUEN KAUF PRINT BEWERTUNG AD LESEN BANNER AD GOOGLE SUCHE BLOG ON- LESEN LINEQuelle: Sapient Nitro
  25. 25. 04 Sandra Nina Eisele I Agile Branding AGILE BRANDING Das agile Markenverständnis POSITIO- NING POSITIO- NING ZIEL- . Marke: Dynamische, entwicklungsfähige Rahmung GRUPPE . Grant: „Cluster of cultural ideas“ CORE . Kontext- und zielgruppensensitive Markengeschichten ZIEL- GRUPPE BELIEF . Konstante Präsenz der Marke hinter wechselnden Ideen ZIEL- GRUPPE > Dynamik, Flexibilität & Innovationsfähigkeit ZIEL- GRUPPE POSITIO- NINGQuelle: http://de.slideshare.net/zeusjones/production-as-strategy
  26. 26. 04 Sandra Nina Eisele I Agile Branding AGILE BRANDING Die 4 agilen Axiome1. Kollaboration und Konversation anstatt Hierarchie2. Testings und schnelle Releases anstatt long-term Launches und Konventionen3. Flexible Budgetierung und Planung anstatt langfristiger Pläne4. Dynamisch auf Veränderungen reagieren anstatt einem fixen Plan zu folgen
  27. 27. Sandra Nina Eisele I Agile BrandingKOLLABORATION UNDKONVERSATION ANSTATT HIERARCHIE
  28. 28. Sandra Nina Eisele I Agile Branding TESTING UNDSCHNELLE RELEASESANSTATT LONG-TERM LAUNCHES UND KONVENTIONEN
  29. 29. Sandra Nina Eisele I Agile Branding FLEXIBLEBUDGETIERUNGUND PLANUNG ANSTATTLANGFRISTIGER PLÄNE
  30. 30. Sandra Nina Eisele I Agile Branding DYNAMISCH AUFVERÄNDERUNGEN REAGIEREN ANSTATT EINEM FIXEN PLAN ZU FOLGEN
  31. 31. Sandra Nina Eisele I Agile Branding 05PROZESSEVOLUTION
  32. 32. 05 Sandra Nina Eisele I Agile Branding PROZESSEVOLUTION Lineares Prozessmodell Anpassungen Datenerhebung BIG User UMSETZUNG UND IM- BIG NEW STRATEGY Research PLEMENTIERUNG STRATEGYQuelle: http://davaidavai.com/2009/11/05/adaption-marketing-how-not-to-go-the-dodo-way/
  33. 33. 05 Sandra Nina Eisele I Agile Branding PROZESSEVOLUTION Agile Branding: Iteratives Prozessmodell KURS BEIBEHALTEN : http://theleanstartup.com/principles UMSETZUNG, Anpassungen IMPLEMENTIERUNG KURS- UND WECHSEL DATENERHEBUNG Insights Strategie Insights StrategieStrategie Anpassungen UMSETZUNG, IMPLEMENTIERUNG UND DATENERHEBUNGQuelle: http://davaidavai.com/2009/11/05/adaption-marketing-how-not-to-go-the-dodo-way/
  34. 34. Sandra Nina Eisele I Agile Branding 06BUILD-TEST-LEARN
  35. 35. 06 Sandra Nina Eisele I Agile Branding BUILD-TEST-LEARN The Lean Startup. Eric Ries „The Lean Startup“. Management-Theorie für Startups VISION REALITÄT. Markenführung sollte heute im Sinne eines Startups handeln. Größte Herausforderung: Market-Fit MARKET-FIT
  36. 36. 06 Sandra Nina Eisele I Agile Branding BUILD-TEST-LEARN Der Build-Test-Learn CycleQuelle: http://theleanstartup.com/principles
  37. 37. 06 Sandra Nina Eisele I Agile BrandingBUILD-TEST-LEARNIterationsebenen MARKENSTRATEGIEEBENE KAMPAGNENEBENE PROJEKTEBENE
  38. 38. Sandra Nina Eisele I Agile Branding 07CASE STUDY
  39. 39. 07 Sandra Nina Eisele I Agile Branding CASE STUDY Giff Gaff by Albion London. Giff Gaff: Startup Tochter von Telefonica. Ziel: Bekanntmachung des Produkts. Herausforderung: Abbau von Barrieren im Hinblick auf SIM-Only-Netzwerke. Zielgruppe: Milieu der modernen und expeditiven Performer All diejenigen, die sich gegen die restriktiven Praktiken großer Mobilfunkunternehmen auflehnen möchten.
  40. 40. 07 Sandra Nina Eisele I Agile BrandingCASE STUDYGiff Gaff by Albion London “LIGHT FIRES” “FOKUS” “UMSETZUNG” Viele kleine Funktionierende Responsivste Ideen testen. Ideen weiter- entwickeln. Idee realisieren. ENTSCHEIDUNG: Realisierung oder Kurskorrektur FACEBOOK WEITERE ONLINE- ROLL-OUT TEST & LEARN ITERATIONEN PAID MEDIA Quelle: http://www.albionlondon.com/blog/orville-and-agile-advertising/
  41. 41. 2. “TEST FAVORIT” 1. “LIGHT FIRES” Feedback getriebenes, erneutes Testen und Verbessern. Viele kleine Ideen wurden auf Facebook und in Foren geseedet und getestet. 3. “REALISIERUNG” Umsetzung der Kernidee.Quelle: http://www.albionlondon.com/blog/orville-and-agile-advertising/
  42. 42. 5. “VIRAL” 4. “ROLL OUT” Community als Multiplikator nutzen Kampagnen Roll Out im Web (paid media) 6. “DIFFUSION” Community und klassische MedienQuelle: http://www.albionlondon.com/blog/orville-and-agile-advertising/
  43. 43. Sandra Nina Eisele I Agile Branding 08FAZIT UND AUSBLICK
  44. 44. Sandra Nina Eisele I Agile Branding DIE FRAGE IST NICHT OB MAN SCHNELLERUND FLEXIBLER AGIEREN MUSS, SONDERN WIE.
  45. 45. VIELEN DANK
  46. 46. © SANDRA NINA EISELE - SANDRA.EISELE@GMX.NET

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