post danmark adresseløs konference 2013 - human brands
DESCRIPTION
Key note speech i forbindelse med Post Danmarks store marketing event - Adresseløs konference 2013. En introduktion til Human Brands - autentisk markedsføring - med relevante cases samt trends fra rundt omkring i verden. Eksempler fra bl.a. IKEA, Coca Cola, Dansk Supermarked m.fl. Slutteligt en kort introduktion til Jonathan Løws værktøj indenfor autentisk markedsføring - Human Score-Card.TRANSCRIPT
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HUMANBRANDSJonathan Løw, Listen Louder
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Behov for at blive hørt
Behov for at føle sig forstået
Behov for at finde mening
Behov for at kunne være sig selv
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Fornuft og fakta
Overbevise modtagerne
Meningsfyldthed
Lydhørhed
Tillid
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We no longer want to be spammed with information about a product or service.
We want to feel a connection to it.
Being human is the only way to win.
Seth Godin
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The future of marketing relies heavily on the marketers’ ability to sense
human anxieties and desires.
Philip Kotler
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Meningsfyldthed
Lydhørhed
Human Brands
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MENNESKELIGHED
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LYT TIL DIN SIDEMANDKommunikerer jeres brand også de mere menneskelige sider? Det være sig: Viser når I har taget fejl? Fortæller hvorfor I er til som brand? Osv.
Hvis ikke – hvorfor?
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PERSONLIGHED
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MENINGSFYLDTHED
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LYT TIL DIN SIDEMAND
Har jeres brand lavet kampag-ner, der har personlighed … og/eller gør jeres produkter i stand til at give kunderne meningsfulde oplevelser sammen som i tilfældet med Coca Cola?
Hvis ikke – hvordan kunne I så arbejde med det område?
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LYDHØRHED
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FRA KAMPAGNER TIL SAMTALER
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• App der giver nyt liv
• Interaktive oplevelser
• Test produkterne idit eget hjem
• Sharing, review osv.
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OPSUMMERINGTag 4 keywords med jer hjem
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Meningsfyldthed
Lydhørhed
Human Brands
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HUMAN SCORECARD
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