Brand Interaction Model (English version)
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The document describes Interpolis' transformation to a more digital and interactive brand through LBi's Brand Interaction Model. This model involves 4 ways for brands to interact: be likable through shared content, be loud to gain attention, be new by spreading proof of the brand promise, and be useful by creating relevant experiences. LBi helped Interpolis innovate its marketing strategy with digital at its core, launch a new digital presence showcasing its brand promise, and develop a co-creation platform where customers generate solutions integrated into Interpolis' business. The transformation has helped Interpolis stay ahead of competitors with a more customer-centric approach.
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Brand Interaction Model (English version)
- 1. BRAND INTERACTION MODEL HOW WE HELPED INTERPOLIS TRANSFORM
- 2. BRAND INTERACTION MODEL Four different ways how brands can interact with their consumers
- 3. It all starts with the ‘brand’ Your brand is a value proposition, not an advertising trick A strong brand gives direction to all the activities the organization wants to employ
- 4. BRAND A brand was until now a carefully manipulated associative network *Giep Franzen
- 5. BRAND The brand manager’s main goal was to claim a strong position in the brain
- 6. Building brands in the offline era Brand management was being in control Repetitive power Buying attention The brand essence is key asset
- 7. BRAND
- 9. Building brands in a digital world Brand management is real time interaction and flexibility Continuous dialoque, open organisational culture Everything is digital Earning attention
- 10. BRAND Brand managers are no longer in control
- 11. BRAND A brand is build upon constant interaction with the target group, which results in impactful experiences
- 12. BRAND This relationship starts with a remarkable identity at the core of a brand.
- 13. Our Interpolis case explained by means of this Brand Interaction model
- 14. The transformation of Interpolis LBi developed a brand strategy to help Interpolis stay ahead of its competition LBi helped to innovate the marketing strategy with digital at its core LBi came up with a new digital presence as proof of the new brand promise
- 15. DialogueMonologue Proof Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service ✔ BRAND
- 16. BE LIKABLE How brands become likeable to earn attention
- 17. Metro: Dumb Ways To Die Branded content Emotional and/or informative Touching Something you want to share Platform independent
- 19. The solution of Holland A co-creation platform; Everybody can share a solution on deoplossingvan.nl We ask customers what they think is the best solution for a certain risk Interpolis and the government support the best solution (5000 euro’s) Interpolis integrates new product or service ideas in their business This is a continuous platform: next year all Interpolis campaigns will focus on co-creation via ‘The solution of Holland’
- 21. DialogueMonologue Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service BRAND Proof ✔
- 22. BE USEFUL How brands create relevant services and experiences to add value to everyday life.
- 23. UBER UBER: Everyones private driver Enhances ‘taxi-experience’
- 24. Not like this… VS Not customer centric Not useful, relevant No social interaction Functional and relevant, adding value to everyday life by being customer centric, interactive and social
- 25. Interpolis: 2200 solutions, 1 winner
- 26. The Dutch government supports DOV Patrick’s solution against burglars won Interpolis invested 5.000 euro in his idea The Dutch government bought 5.000 parts as his first client A lot of free publicity and sympathy
- 27. DialogueMonologue Proof Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service ✔ BRAND
- 28. BE LOUD How brands buy attention.
- 30. DialogueMonologue Proof Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service ✔ BRAND
- 31. BE NEW(S) Ideas worth advertising
- 32. Join ‘De Oplossing Van Nederland’ Tag-on with call to action Next year we will communicate the solution of ‘Patrick’
- 33. BRAND DialogueMonologue Proof Promise Temporary Continuous NEW Be Loud Pushing the brand Be likable Starting the conversation Be new Spreading the proof Be useful Innovating service ✔
- 34. BRAND A brand is a value propostion which gives direction to all its activities.
- 35. BRAND Most important question: How does the brand add value to the lives of people?
- 36. BRAND
- 38. The transformation of Interpolis Developing a brand strategy to help Interpolis stay ahead of its competition Innovating marketing with digital at its core A new digital presence as proof
- 39. A new brand strategy
- 40. A new health care proposition We developed a new health care proposition Which disrupted the Dutch insurance market With customer-centric thinking in its core Also a branded content strategy to engage people with the brand
- 42. A new digital presence
- 43. The solution of Holland A co-creation platform; continuous dialogue Customer centric experience: the customer decides what is the best solution for a certain risk Interpolis and the government support the best solution Interpolis integrates product of service suggestions in their business
- 45. Redefining the customer journey