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TORSTEN HENNING HENSEL
                                             PARTNER // CREATIVE CONSULTANT
                       ...
BRANDS BECOME
FRAGMENTED


THE MEDIA WORLD OF TODAY IS ENTIRELY UNLIKE THE
MEDIA WORLD OF YESTERDAY. TODAY’S MEDIA WORLD
I...
BRANDS BECOME
CONTEXTUAL




THE INITIATIVE COMES FROM THE COMPANY, BUT THE
EXCITING PART COMES FROM CUSTOMERS, WHO CAN RU...
BRANDS BECOME
LIVELY & DYNAMIC



THE DAYS OF THE STATIC BRAND ARE INCREASINGLY
NUMBERED, AS THEY BECOME A MEANS AND NOT A...
BRANDS BECOME
SUPPORTIVE


THE BRANDS OF THE FUTURE WILL BE VEHICLES
AND NOT JUST DESTINATIONS. ANY COMPANY CAN SPEND
MONE...
BRANDS OF THE FUTURE WILL CONSIST OF A VISUAL
IDENTITY THAT ACCOUNTS FOR BRANDED CONTENT
DISTRIBUTED BY A MESSY, FRAGMENTE...
TASTES LIKE FUTURE?
ONE BRAND, MANY FACES
AOL EMBRACES FRAGMENTATION, BUILDING A BRAND
LIKE ITS CONTENT: FLUID, FLEXIBLE A...
TASTES LIKE FUTURE?
ONE BRAND, MANY FACES
GOOGLE CLAIMS RELEVANCE AND TOPICALITY WITH
THE PLAYFUL DESIGNS OF THEIR BRAND.
INDIVIDUAL CUSTOMIZATION, PLAYFUL FRAGMENTATION
AND FLUID IDENTITIES – THE FUTURE OF BRANDS?
NO, JUST THE SURFACE OF THE N...
BIGHUGELABS.COM/ONBLACK.PHP?ID=3668135448




 BRANDS CANNOT BE REDUCED TO THEIR APPEARENCE.
 IN THE AGE OF CONVERSATION T...
THE NEW BRANDS NEED AN IDENTITY THAT ALLOWS THEM
TO CONNECT AND INTERACT WITH INDIVIDUAL PEOPLE AND
GROUPS THAT SHARE THE ...
WWW.FLICKR.
                 COM/PHOTOS/
                   IMHARA




BRANDS NEED MANY
FACE(T)S TO CONNECT
WITH THEIR AUD...
THE NEW REALITY OF BRANDS IS THAT THEIR

IDENTITIES MUST ACCOUNT
FOR INDIVIDUAL NEEDS AND
PREFERENCES.
THUS, THE CHALLENGE...
WE CALL THEM MOLECULAR BRANDS.
CONSTANT CORE




        FLEXIBLE COATING
WHY A FLEXIBLE COATING?
BECAUSE THE BRAND‘S AUDIENCE BECOMES
A CONSTITUENT PART OF THE BRAND!


                          ...
HOW DOES IT WORK?
THE AUDIENCE ITSELF CHANGES – THE FORMER
TARGETS BECOME ACTIVE USERS: PRODUSERS


                      ...
IN COLLABORATIVE COMMUNITIES THE CREATION OF
SHARED CONTENT TAKES PLACE IN A NETWORKED,
PARTICIPATORY ENVIRONMENT WHICH BR...
HOW TO CONNECT WITH THEM?
BY OFFERING INDIVIDUAL DOCKING OPTIONS =
INDIVIDUAL SOCKETS FOR INDIVIDUAL PLUGS.

             ...
SOUNDS LIKE 1:1 MARKETING?
NOPE. BECAUSE THE SOCKETS* NO LONGER COME
FROM THE COMPANY (CRM) BUT FROM THE USERS.
(THAT‘S WH...
HTTP://PETS.WEBSHOTS.COM/PHOTO/2952341190102516631XINRMS




AS A RESULT, BRANDS BECOME PERSONAL PLUG-INS.
IN THE FUTURE, ...
NOWADAYS NO TWO PEOPLE SEE THE SAME INTERNET.
WE INCREASINGLY DISCOVER ONLINE CONTENT NOT JUST
BY ALGORITHMS BUT VIA THE “...
THIS LEADS TO BILLIONS OF PERSPECTIVES:
NO TWO PEOPLE SEE A BRAND IN THE SAME WAY.

IT ALSO MEANS:
NO TWO PEOPLE WILL CONN...
THE ONLY THING COMPANIES CAN DO
IS OFFERING INDIVIDUAL DOCKING OPTIONS =
INDIVIDUAL SOCKETS FOR INDIVIDUAL PLUGS.

       ...
WE CALL THESE DOCKING OPTIONS: CONNECTORS.
CONNECTORS ARE VARIOUS TYPES OF MEMES* AND CAN
RANGE FROM IDEAS AND IDEALS VIA ...
OUR CONCEPT:
  CORE
           *
+ AUDIENCE
+ CONNECTORS **

= BRAND



  * DEFINED AS USERS AND PRODUSERS ** DEFINED AS S...
THE MOLECULAR BRAND COSMOS




                         BRAND GROUND



             CORE        COMMON GROUND




       ...
THE MOLECULAR BRAND COSMOS
       USER-ORIENTED       BRAND-ORIENTED       USER-ORIENTED




                             ...
THE MOLECULAR BRAND COSMOS

    STYLE MATCH
                          VALUE MATCH




                  CORE




 BENEFIT ...
IN EVER NEW STRUCTURES AND INDIVIDUAL
PERSPECTIVES ON THE BRAND.
WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3307134392




 THANK YOU!
 Want to know more? Get in contact:
 torsten.hensel@nouve-in...
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Molecular Brand 2

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Publié le

Some complementary thoughts and helpful amendments to our molecular brand model.

Publié dans : Business, Technologie
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Molecular Brand 2

  1. TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ INTERPLAY WWW.NOUVE.EU WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY WWW.FACEBOOK.COM/NOUVE.INTERPLAY NOUVENEXT.TUMBLR.COM NOUVENET.MIXXT.ORG THE MOLECULAR BRAND 2 A BRAND MODEL FOR THE AGE OF CONVERSATION BERLIN // JANUARY 2010 FURTHER INSIGHTS & SPECIFICATIONS WWW.FLICKR.COM/PHOTOS/PSYCHOMANTIUM/2920156622
  2. BRANDS BECOME FRAGMENTED THE MEDIA WORLD OF TODAY IS ENTIRELY UNLIKE THE MEDIA WORLD OF YESTERDAY. TODAY’S MEDIA WORLD IS NOT BROADCAST, IT IS DISCOVERED IN FRAGMENTED, MESSY, NON-LINEAR, NICHE CONVERSATIONS. HOW A BRAND BEHAVES MATTERS MUCH MORE THAN OLD- FASHIONED PRE-CONCEPTIONS OF IDENTITY. WOLFFOLINS.COM
  3. BRANDS BECOME CONTEXTUAL THE INITIATIVE COMES FROM THE COMPANY, BUT THE EXCITING PART COMES FROM CUSTOMERS, WHO CAN RUN WITH THE BRAND AND EXTEND IT IN THEIR OWN CONTEXT. HTTP://TENAYAGROUP.COM/EPISODE1.HTM
  4. BRANDS BECOME LIVELY & DYNAMIC THE DAYS OF THE STATIC BRAND ARE INCREASINGLY NUMBERED, AS THEY BECOME A MEANS AND NOT AN END. IN THE FUTURE BRANDS WILL LIVE AND, IF THEY ARE ANY GOOD, WE WILL WANT TO LIVE OUR LIVES THROUGH THEM. WWW.IMEDIACONNECTION.COM/CONTENT/21783.ASP
  5. BRANDS BECOME SUPPORTIVE THE BRANDS OF THE FUTURE WILL BE VEHICLES AND NOT JUST DESTINATIONS. ANY COMPANY CAN SPEND MONEY BUYING FUNKY MEDIA, SPONSORING AN EVENT OR PLASTERING LOGOS ON ENTERTAINMENT CONTENT, BUT THERE’S A GULF OF DIFFERENCE BETWEEN THAT AND ACTUALLY HELPING PEOPLE BROADEN THEIR HORIZONS. WWW.IMEDIACONNECTION.COM/CONTENT/21783.ASP
  6. BRANDS OF THE FUTURE WILL CONSIST OF A VISUAL IDENTITY THAT ACCOUNTS FOR BRANDED CONTENT DISTRIBUTED BY A MESSY, FRAGMENTED, USER- CENTRIC WORLD. THESE IDENTITIES WILL LIVE AS DIGITAL ASSETS DESIGNED TO CREATE DISTINCTIVE BRAND INTERACTIONS. GEORGE CRICHLOW HTTP://2.BP.BLOGSPOT.COM
  7. TASTES LIKE FUTURE? ONE BRAND, MANY FACES AOL EMBRACES FRAGMENTATION, BUILDING A BRAND LIKE ITS CONTENT: FLUID, FLEXIBLE AND CHANGEABLE.
  8. TASTES LIKE FUTURE? ONE BRAND, MANY FACES GOOGLE CLAIMS RELEVANCE AND TOPICALITY WITH THE PLAYFUL DESIGNS OF THEIR BRAND.
  9. INDIVIDUAL CUSTOMIZATION, PLAYFUL FRAGMENTATION AND FLUID IDENTITIES – THE FUTURE OF BRANDS? NO, JUST THE SURFACE OF THE NEW BRANDING.
  10. BIGHUGELABS.COM/ONBLACK.PHP?ID=3668135448 BRANDS CANNOT BE REDUCED TO THEIR APPEARENCE. IN THE AGE OF CONVERSATION THEY NEED TO BECOME PLATFORMS FOR SHARED NEEDS
  11. THE NEW BRANDS NEED AN IDENTITY THAT ALLOWS THEM TO CONNECT AND INTERACT WITH INDIVIDUAL PEOPLE AND GROUPS THAT SHARE THE SAME INTERESTS AND NEEDS. LIKE HUMAN BEINGS, THEY NEED TO ADAPT TO DIFFERENT SITUATIONS BY ACTING DIFFERENTLY AND SHOWING THE DIFFERENT FACE(T)S OF THEIR COMPLEX PERSONALITY.
  12. WWW.FLICKR. COM/PHOTOS/ IMHARA BRANDS NEED MANY FACE(T)S TO CONNECT WITH THEIR AUDIENCES.
  13. THE NEW REALITY OF BRANDS IS THAT THEIR IDENTITIES MUST ACCOUNT FOR INDIVIDUAL NEEDS AND PREFERENCES. THUS, THE CHALLENGE IS TO CREATE IDENTITIES THAT ARE BOTH FLEXIBLE YET CONSTANT.
  14. WE CALL THEM MOLECULAR BRANDS.
  15. CONSTANT CORE FLEXIBLE COATING
  16. WHY A FLEXIBLE COATING? BECAUSE THE BRAND‘S AUDIENCE BECOMES A CONSTITUENT PART OF THE BRAND! WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3174831170
  17. HOW DOES IT WORK? THE AUDIENCE ITSELF CHANGES – THE FORMER TARGETS BECOME ACTIVE USERS: PRODUSERS WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3118260469
  18. IN COLLABORATIVE COMMUNITIES THE CREATION OF SHARED CONTENT TAKES PLACE IN A NETWORKED, PARTICIPATORY ENVIRONMENT WHICH BREAKS DOWN THE BOUNDARIES BETWEEN PRODUCERS AND CONSUMERS AND INSTEAD ENABLES ALL PARTICIPANTS TO BE USERS AS WELL AS PRODUCERS OF INFORMATION AND KNOWLEDGE – FREQUENTLY IN THE HYBRID ROLE OF A PRODUSER WHERE USAGE IS NECESSARILY ALSO PRODUCTIVE. HTTP://PRODUSAGE.ORG/PRODUSAGE
  19. HOW TO CONNECT WITH THEM? BY OFFERING INDIVIDUAL DOCKING OPTIONS = INDIVIDUAL SOCKETS FOR INDIVIDUAL PLUGS. HTTP://WIKITRAVEL.ORG/UPLOAD/EN/THUMB/8/85/PLUGS.PNG/400PX-PLUGS.PNG
  20. SOUNDS LIKE 1:1 MARKETING? NOPE. BECAUSE THE SOCKETS* NO LONGER COME FROM THE COMPANY (CRM) BUT FROM THE USERS. (THAT‘S WHY THE USERS MUST BECOME A PART OF THE BRAND – AS PROLONGED BRAND SOCKETS.) * NOTE: IN MARKETING 1.0 THE COMPANIES THREW PLUGS AROUND TO FIND FITTING SOCKETS. THROUGH MARKETING 2.0, THIS ROLE HAS CHANGED. TODAY, THE USERS ARE THE PLUGS THAT ACTIVELY SEARCH FOR FITTING SOCKETS... WWW.FLICKR.COM/PHOTOS/JORIEL/3064399706
  21. HTTP://PETS.WEBSHOTS.COM/PHOTO/2952341190102516631XINRMS AS A RESULT, BRANDS BECOME PERSONAL PLUG-INS. IN THE FUTURE, THE QUESTION WILL NOT BE "WHAT IS THE BRAND?" BUT "WHO CONNECTS TO THE BRAND?"
  22. NOWADAYS NO TWO PEOPLE SEE THE SAME INTERNET. WE INCREASINGLY DISCOVER ONLINE CONTENT NOT JUST BY ALGORITHMS BUT VIA THE “LENS OF FRIENDS.” MICROSOFT RESEARCHER DANAH BOYD WWW.FLICKR.COM/PHOTOS/19428171@N00/3355477682
  23. THIS LEADS TO BILLIONS OF PERSPECTIVES: NO TWO PEOPLE SEE A BRAND IN THE SAME WAY. IT ALSO MEANS: NO TWO PEOPLE WILL CONNECT TO THE BRAND IN THE SAME WAY, FOR THE SAME REASONS, THROUGH THE SAME STORY OR VIA THE SAME CHANNELS...
  24. THE ONLY THING COMPANIES CAN DO IS OFFERING INDIVIDUAL DOCKING OPTIONS = INDIVIDUAL SOCKETS FOR INDIVIDUAL PLUGS. HTTP://WIKITRAVEL.ORG/UPLOAD/EN/THUMB/8/85/PLUGS.PNG/400PX-PLUGS.PNG
  25. WE CALL THESE DOCKING OPTIONS: CONNECTORS. CONNECTORS ARE VARIOUS TYPES OF MEMES* AND CAN RANGE FROM IDEAS AND IDEALS VIA SHARED VALUES, ROOTS, INTERESTS, BELIEFS, FASHIONS AND LIFESTYLES TO (SUB)CULTURAL CODES AND SIGNALS LIKE CLOTHING, GADGETS, TOOLS, COLOURS, JARGON AND SO ON. * A MEME IS A POSTULATED UNIT OF CULTURAL IDEAS, SYMBOLS OR PRACTICES, WHICH CAN BE TRANSMITTED FROM ONE MIND TO ANOTHER THROUGH SPEECH, GESTURES, RITUALS OR OTHER IMITABLE PHENOMENA. SUPPORTERS OF THE CONCEPT REGARD MEMES AS CULTURAL ANALOGUES TO GENES, IN THAT THEY SELF-REPLICATE AND RESPOND TO SELECTIVE PRESSURES. MEMES SPREAD THROUGH THE BEHAVIORS THAT THEY GENERATE IN THEIR HOSTS. MEMES THAT PROPAGATE LESS PROLIFICALLY MAY BECOME EXTINCT, WHILE OTHERS MAY SURVIVE, SPREAD, AND MUTATE.
  26. OUR CONCEPT: CORE * + AUDIENCE + CONNECTORS ** = BRAND * DEFINED AS USERS AND PRODUSERS ** DEFINED AS SELF-REPLICATIVE MEMES
  27. THE MOLECULAR BRAND COSMOS BRAND GROUND CORE COMMON GROUND USER GROUND
  28. THE MOLECULAR BRAND COSMOS USER-ORIENTED BRAND-ORIENTED USER-ORIENTED BRAND GROUND CONNECTORS LEVEL 1: BRAND MEMES CORE COMMON GROUND CONNECTORS LEVEL 2: CULTURAL MEMES USER GROUND CONNECTORS LEVEL 3: INDIVIDUAL MEMES USER-ORIENTED BRAND-ORIENTED USER-ORIENTED
  29. THE MOLECULAR BRAND COSMOS STYLE MATCH VALUE MATCH CORE BENEFIT MATCH BOUNDARY MATCH
  30. IN EVER NEW STRUCTURES AND INDIVIDUAL PERSPECTIVES ON THE BRAND.
  31. WWW.FLICKR.COM/PHOTOS/STEPHANGEYER/3307134392 THANK YOU! Want to know more? Get in contact: torsten.hensel@nouve-interplay.com Copyright © nouvé All cognitions, documents and methods presented by nouvé in the foregoing concept will remain the agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs, timetables, plannings, fotos, moving pictures and sound materials as well as other stored media associated with this concept is restricted to the realisation in conjunction with nouvé. All realisation and utilsation is only allowed on the basis of a contract and its fulfilling with the originators / rights owners. Rights of use will only be granted on the basis of this contract that will also regulate their extent regarding time, space, content, intention and manner of use. All realisation and utilisation (in whole or parts) deviant from this regulations as well as a propagation to third parties are a violation of copyright with all its legal consequences.

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