Professional Documents
Culture Documents
Communication Strategies For Building Brand Communities: CBS, September 27. 2004
Communication Strategies For Building Brand Communities: CBS, September 27. 2004
Communication Strategies For Building Brand Communities: CBS, September 27. 2004
brand communities
040927_commstrat_brandcommfor_unities_martin_gjerløff
Purpose of the next 45 minutes
Fight
Manifestations Exchange
Sources of inspiration:
Own creation based on experience and inspiration from antropology,
Red Spider Movement model and frameworks from other specialized
brand consultanties
First and foremost: The core strategy must be in place!
Where
Where dodo we
we What
What should
should This
This is
is how
how
want
want to
to go?
go? we
we say
say to
to we
we make
make itit
whom
whom come
come alive!
alive!
Manifestations Exchange
Fight
1 spot
Case: SEGA – construct a fight to create a sense of
community
1 spot
Fight
Manifestations Exchange
Rolemodels
…Revolutions
don’t come
from groups,
but from
individuals
Empowering individuals is a serious community matter
Sun Tzu
Ancient chinese war strategist
So reward those working for the community
Fight
Manifestations Exchange
Exchange
My Bear is special
I Brought it To Life
I Chose it,
I stuffed it
Now I Am Taking it Home.
Best Friends Are Forever
So I Promise Right Now
To Make My Bear My # 1 Pal!
Example: Audi
Shared fight
Manifestations Exchange
Manifestations
James Bullmore
Bill Bernbach
Example: BC Milk Foundation – give them something
new to think and talk about
1 Spot
Example: Bud Light – providing communication ”tools”
2 spots
Example: Bud Light – artefacts, incidents and events
Example: Build-a-bear – provides rituals, ”a language”
and facilitates gatherings
Bearisms™
Manifestations Exchange
Progression
Manifestations Exchange
- How and where will we talk to members - What can we give and what can we help the
and non-believers? What is our ’language’; BC members give back? How can we let them
manifestations, rituals symbols etc. interact, have a voice and be heard?
Sources of inspiration:
Own creation based on experience and inspiration from antropology,
Red Spider Movement model and frameworks from other specialized
brand consultanties
…So does this apply to any company? Can all brands create a
community?
Jim McAlexander
Associate professor of Mkt.,
Oregon State University
Planning hierarchy Overall business
& branding
• Which attractive and ambitious – yet strategy
Brand platform realistic – position do we wish to obtain?