Rob WesterikPartner PridePR en eigenaar van Leef Je Merk23 mei 2013

Hoe word ik een groot merk?

“Een merk is wat mensen zeggen dat het is!”

Wat is een merk?

Merk??

Merk?

Groot merk?

Merk??

Merk??

De grootste merken in brand value

GROTE MERKENzijn bekend, relevant, onderscheidend,

geliefd en geloofwaardig

Grote merken hebben een echt verhaal

90% van de consumenten denkt dat bedrijven oneerlijk communicerenglobal issue monitor

Geen consument gelooft dat een merk om hem geeftbehalve als bron van inkomsten

(marketingcharts.com)

Be OK - Coke

Geloof jij dit?

NEM als ‘klokkenluider’

Geloof jij dit?

Wanneer geloof jij een merk?

Als het merk gelooft wat jij gelooft!?

en ergens voor

staat!

…en een verhaal heeft

…dat iets in beweging zet

Geloof ergens in en vind de mensen (klanten & werknemers) die geloven wat jij gelooft / voor staat!

INSPIREER!!Fascineer, en bind je publiek emotioneel aan je

Boei en bind door anders te communiceren

For too long, beauty has been defined by narrow, stifling

stereotypes. Women have told us it’s time to change all that. Dove agrees. We believe real beautycomes in many shapes,

sizes and ages

Dove kijkt anders naar schoonheid en communiceert hier anders over.Bijgaand de dove ‘insight’

Start with why!!WHY …..

HOW,Betere kwaliteit (mild, moistering, zacht) voor een betaalbare prijs

WHAT,Range health & beauty products in >80 landen,

De what, how en why van dove..

The brandkey & Dove findings

Discriminator:Dove’s beauty

philosofyBrand essence:Natural beauty

Brandvalues:Keeper of Promises

Beautifully Uncomplicated.

Spirited.Caring.

The brand experience

Dove sketches 2013Dove Real Beauty Sketches is a short film produced in 2013 as part of the Dove Campaign for Real Beauty marketing campaign. The aim of the film is to show women that they are more beautiful than they think they are by comparing self-descriptions to those of strangers.In the video several women describe themselves to a forensic sketch artist who cannot see his subjects. The same women are then described by strangers whom they met the previous day. The sketches are compared, with the stranger's image invariably being both more flattering and more accurate. The differences create strong reactions when shown to the women.The film created a sensation upon its online release in April 2013, quickly going viral. More than 15 million people downloaded the video within a week of its release. Media reaction to the video was mixed. The Daily Telegraph called it “Dove’s most thought provoking film yet", while Forbes said it was "powerful", but their reviewer felt that "it’s still focusing too much on appearance."

Effect: 53 miljoen views

Effect op passion-score

“In B2B is alles anders!”

Echt nie!

Groot merk: ook in B2B!

Bekend (in de doelgroep)

Relevant (voor de doelgroep)

Onderscheidend (t.o.v. alternatieven)

Geliefd

Geloofwaardig

CWS say no to dirt

Relevant?

Onderscheidend!!!

Geliefd?

Geloofwaardig?

Ook jij hebt tenminste 1 verhaal!

Start with why?

Laat merken wie je bent!

www.leefjemerk.nl

Introduction

Patrick de Nekker

Graduated from the Erasmus University - 1997

10 years of working experience with companies such as Numico, Hero and Heineken

2007: Founder EARTH Concepts

How to built a brand.. without money?…. and donate min. 50.000 EUR a year

If you don’t love it, it will fail!* Steve Jobs

The beginning…

What makes me happy?- Sales / Marketing

- Being an entrepreneur

- Doing something what I still want to do when I am 70 years old

- Doing something meaningful

If you had the chance, would

you change the world?

The story of EARTH:

- Canadian Kori Chilibeck

- Climbing the Mount Everest

- Largest companies are earning money by abusing the poorest people in the world

- Donate 100% of its net profits

The point of no return…

The decision...

- I invited Kori to come over- Quit my job- Collected all my savings- Ask money from friends & my

parents- Started EARTH Concepts

The EARTH-idea:

Every day 6000 people die, mostly children, due to a lack of clean water

You can help easily! We don’t ask you to donate money or work as a volunteer…

We just ask you to buy EARTH Products

EARTH Concepts donates 100% of its net profit to fund sustainable water projects to create clean drinking water *

* minimum donation of € 50.000,- per year

EARTH Water

EARTH Co EARTH Coffee

Projects € 435.000,-

Projects € 435.000,-

Donations

You c You can visit the projects:

A brand is an idea to buy into…

Built around a philosophy

idea

products

brandprojects

Built around a philosophy

Activation of EARTH:

1. Forget that there is money!*

2. Tell the story about EARTH, be truthful and transparence*

3. Be true to the EARTH philosophy

4. Focus on design

5. The right (innovative) package for every Distribution-Channel

Activation of EARTH:

6. Top Outlets / Events*

7. Use the right people/network/celebs

8. Convince companies that EARTH helps to tell their own

CSR story*

9. Free publicity!*

10. Social Media*

Forget about money

EARTH Ambassadors:

Black Eyed Peas

Nick & Simon

Luis Figo

Transparency:

Akvo.org: Really Simple Reporting

Funders want to see and show where the money goes. Yet, too much great work done by development teams is locked away in spreadsheets and thick reports

Akvo makes it easy to put development projects online

Endorsed by UNESCO IHE

Board of Advise:

Mr. R. Lubbers

Mr. R. Hooft Graafland; CFO Heineken

Mr. S. de Korte; ex CEO Plus Retail

Mr. D. Slootweg; CEO Deli XL

(Transparant, inspiring and door-opening)

The right locations…. Ziggo Dome – Rijks Museum – Oud Sluis – The Dylan Hotel

The right Festivals…

EARTH EventsRock and Run for Water

June 2nd, 2013, Amsterdam

Help others to tell their CSR story…

National Team Croatia

Free Publicity

Social Media

International exposure

NetherlandsBelgiumFrance

PortugalSpain

South Africa China

Brazil

EARTH Concepts availability

Soft Launch China:

Our dream:

Inspiring big multi-nationals to join our business-model

Donating every year more than 1 million EUR

Our dream:

Donation by Jesus LuzHotel W, Barcelona

Start drinking EARTH Water and save lives!

If you had the chance, would you change the world?

Recept voor succes!1. Enthousiasme & drive2. Echt en transparant

verhaal3. Jouw verhaal op anderen

af laten stralen4. Total branding (consistent

uitdragen van je merk)5. Free publicity en social

media6. Ondernemen met lef