Under måndagens event – The power of building a strong brand from the start – som arrangerades av Silicon Vikings presenterade Thomas Gad som är grundare och ägare av Brandflight sin syn på varumärkesstrategi och hur det har utvecklats genom åren. Gads företag Brandflight hjälper företag med en varumärkesstrategi som ser bortom förväntan och uppfyllelse – Branding 4.0. Igår skrev jag en kort sammanfattning av eventet men jag tyckte att mycket av det som Thomas Gad tog upp var såpass intressant så att det förtjänade en liten fördjupning.
Varumärkesstrategins fyra faser
Gad menar på att den utveckling som man har sett de senaste 10 åren har gått igenom fyra olika faser för att idag landa i vad han kallar Branding 4.0:
- Branding 1.0 och grunden i varumärkesarbetet handlar om att skapa ett löfte och en förväntan hos konsumenten
- Branding 2.0 där man även inser vikten av att leva upp till förväntningarna
- Branding 3.0 där man försöker skapa en tillhörighet och gemenskap för sina kunder
- Branding 4.0, det senaste steget, där vikten av att tjäna ett högre syfte och skapa mening blir allt viktigare del av varumärkesarbetet.
“Branding is management of perception in people’s minds.”
Varför sker detta nu?
I grunden finns det tre faktorer som har genomdrivit denna förändring i synen på varumärken:
Internet – och tillgången till information överallt
Neurologi – och vetskapen om att alla beslut fattas med känslor.
Socialt nätverkande – och tillgången till riktig data om hur människor relaterar till varandra och olika saker i livet.
Ett exempel på en lyckad kampanj som visar på denna förändring är bilmärket Mini Cooper som vid sin lansering av en ny modell valde att lägga hela marknadsföringsbudgeten till sina lojala kunder. Kunderna fick låna bilar och testa dem i olika situationer och komma med synpunkter. Inga pengar lades på traditionell marknadsföring men ändå lyckades man nå ut och genomföra en lyckad kampanj.
Vad innebär det att skapa ett relationsvarumärke?
Relationsvarumärken är ingenting nytt utan fanns långt innan industrialiseringen och innebär helt enkelt att man har en personlig relation med sina kunder. Många småföretagare har omedvetet närt relationsvarumärken då de främst kommunicerar personligen med sina kunder.
Delade värderingar
Relationsvarumärken handlar om vänskap och delade värderingar. För att lyckas med detta är det bra om man kan lägga till ett överraskningselement för att fånga uppmärksamhet och skapa intresse.
En viktig fördel med att skifta fokus från produkten är att man får mer flexibilitet vad gäller förväntan på vad man som företag kan erbjuda. Detta lyfte Gad fram genom att berätta om Richard Branson som för några år sedan frågade honom vad han tyckte om att Virgins samlade varumärken, dess “Brandscape”, använde namnet Virgin till att lansera produkter och tjänster inom vitt skilda områden.
Vid denna tid fick Branson utstå en hel del anmärkningar om detta men i själva verket var han bara långt före sin tid. Idag ser vi allt fler företag som kämpar med att försöka bryta sig loss från tidigare satta förväntningar på vad varumärket kan och bör leverera.
Brand Mind Space – hur man arbetar fram ett varumärke
The Brand Mind Space
Gad lyfte fram en metod för hur man kan arbeta fram ett starkt varumärke som vi alla fick prova på.
För att illustrera detta så pratar han om varumärkets olika dimensioner – The 4D Brand Mind Space. De fyra dimensionerna som man bör arbeta fram i sin varumärkesstrategi är:
- Den funktionella dimensionen – vad upplever kunder för nytta med produkten eller tjänsten?
- Den sociala dimensionen – vad har man för förutsättningar att skapa en social kontext?
- Den mentala dimensionen – vad har man för förutsättningar att lära individen något nytt?
- Den spirituella dimensionen – vad upplever man som företagets högre syfte i branschen, i samhället, för individen och lokalt såväl som globalt?
Det handlar om användarupplevelse
Resultatet leder till vad som kan kallas BUX – Branding User Experience – och den totala upplevelsen av ditt varumärke. Det är i den totala upplevelsen av varumärket som man skulle kunna förutspå nästa steg i utvecklingen.
Betydelsen av att definiera sitt varumärke utifrån alla fyra dimensioner och därefter forma företagets aktiviteter utifrån varje dimension kan antas få en allt större betydelse för marknadsavdelningarnas arbete. Du kan relativt enkelt påbörja det här arbetet redan idag genom att skriva ner vad ditt företag skulle kunna erbjuda inom varje dimension.
Genom att sätta ord på det man erbjuder så växer lätt guldkorn fram som kan komma att bli bärande idéer för verksamheten. Var inte rädd för att prata med dina kunder för att ta reda på vad de verkligen önskar och vilka problem de möter, och se gärna utanför din egna bransch för att hitta ny inspiration och differentiera dig från dina konkurrenter.
Vad har du för tankar om framtidens varumärkesstrategi?
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그는 Hongzhi 황제에게 말했다 : “아버지, 지금 …”
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Liu Jie는 너무 불안해서 옆에 서서 손을 등 뒤로 한 채 앞뒤로 서성거렸습니다.
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Xie Qian은 “그럼 잠시 걷고 사람들이 쉬도록합시다. “라고 말했습니다.
슬롯 모아 무료
Fang Jifan은 심호흡을하고 천천히 누에 방에 들어갔다.
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효도가 있기 때문에 Hongzhi 황제는 Zhu Houzhao와 Fang Jifan을 용인했습니다.
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Fang Jifan은 “황금 대륙 전체를 공급합니까? “라고 놀라움을 금치 못했습니다.
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