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Branding on mobile

DigitalCommunicationProducts

April 19, 2011 Jeroen de Bakker - @jeroedebDATE AUTHOR

A presentation about pre- and post-digital brand building, owned media, relationships and brand effects

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Television gave advertisers an entrance into people’s homes

Introduction

Branding on mobile “There is something about mobile” - SlideshareSOURCEMOBILE CONVENTION AMSTERDAM 2011

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Television gave advertisers an entrance into people’s homes

Mobile gives entrance into people’s lives

Introduction

Branding on mobile “There is something about mobile” - SlideshareSOURCEMOBILE CONVENTION AMSTERDAM 2011

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Pre-digital

Interruption

Image manipulation

Saying things at people

Intangible value

Perception

Brand building

Post-digital

Participation

Value creation

Doing things for people

Tangible value

Behavior

Branding on mobile “The brief in de post-digital age” - Gareth KaySOURCEMOBILE CONVENTION AMSTERDAM 2011

TextOwned media

Content you create or control to engage with consumers

Building and strengtheningrelationships is the ultimate goal

Branding on mobileMOBILE CONVENTION AMSTERDAM 2011

TextOwned media

Relationships begin with mutual interests and consumer relevance

Focusing on the context choice and the value offer

Branding on mobile “Brand Programming” - SlideshareSOURCEMOBILE CONVENTION AMSTERDAM 2011

TextAmstel Teamlink - demo video

Branding on mobile http://youtu.be/G4MNHKtqXBkSOURCEMOBILE CONVENTION AMSTERDAM 2011

TextAmstel Teamlink

The brand becomes part of own social environment and meets context-specific needs and fields of interest

Branding on mobile “Brand Programming” - SlideshareSOURCEMOBILE CONVENTION AMSTERDAM 2011

TextMobile app

Branding on mobileMOBILE CONVENTION AMSTERDAM 2011

TextMobile app

Produced by M2MobiAdditional fun(ctionalities)20.000 users Winner Sport App Awards 2011

Branding on mobileMOBILE CONVENTION AMSTERDAM 2011

TextBrand effects

New drivers for engagement and brand relationships UsefulnessUser experienceInvolvement

Branding on mobile “Metrixlab rapportage Teamlink” - August 2010 SOURCEMOBILE CONVENTION AMSTERDAM 2011

Thank you for your attentionAll rights reserved © 2011LAB1111

DigitalCommunicationProducts

Jeroen de Bakker - @jeroedebAUTHOR