brand interaction model (english version)

BRAND INTERACTION MODEL

HOW WE HELPED INTERPOLIS TRANSFORM

BRAND INTERACTION MODELFour different ways how brands can interact with their consumers

It all starts with the ‘brand’

Your brand is a value proposition, not an advertising trick

A strong brand gives direction to all the activities the organization wants to employ

BRAND

A brand was until now a carefully

manipulated associative network

*Giep Franzen

BRAND

The brand manager’s main goal was to

claim a strong position in the brain

Building brands in the offline era

Brand management was being in controlRepetitive powerBuying attentionThe brand essence is key asset

BRAND

DialogueMonologue

Proof

Promise

Temporary Continuous

✔

BRAND

Building brands in a digital world

Brand management is real time interaction and flexibility Continuous dialoque, open organisational cultureEverything is digitalEarning attention

BRAND

Brand managers are

no longer in control

BRAND

A brand is build upon constant

interaction with the target group,

which results in impactful

experiences

BRAND

This relationship starts with a

remarkable identity at the core of

a brand.

Our Interpolis case explained by means of this Brand Interaction model

The transformation of Interpolis

LBi developed a brand strategy to help Interpolis stay ahead of its competitionLBi helped to innovate the marketing strategy with digital at its coreLBi came up with a new digital presence as proof of the new brand promise

DialogueMonologue

Proof

Promise

Temporary Continuous

NEW

Be LoudPushing the brand

Be likableStarting the conversation

Be newSpreading the proof

Be usefulInnovating service

✔

BRAND

BE LIKABLEHow brands become likeable to earn attention

Metro: Dumb Ways To Die

Branded contentEmotional and/or informativeTouchingSomething you want to sharePlatform independent

The solution of Holland

A co-creation platform; Everybody can share a solution on deoplossingvan.nlWe ask customers what they think is the best solution for a certain riskInterpolis and the government support the best solution (5000 euro’s)Interpolis integrates new product or service ideas in their business This is a continuous platform: next year all Interpolis campaigns will focus on co-creation via ‘The solution of Holland’

Interpolis Branded Content

DialogueMonologue

Promise

Temporary Continuous

NEW

Be LoudPushing the brand

Be likableStarting the conversation

Be newSpreading the proof

Be usefulInnovating service

BRAND

Proof✔

BE USEFULHow brands create relevant services and experiences to add value to everyday life.

UBER

UBER: Everyones private driverEnhances ‘taxi-experience’

Not like this…

VS

Not customer centricNot useful, relevantNo social interaction

Functional and relevant, adding value to everyday life by being customer centric, interactive and social

Interpolis: 2200 solutions, 1 winner

The Dutch government supports DOV

Patrick’s solution against burglars wonInterpolis invested 5.000 euro in his ideaThe Dutch government bought 5.000 parts as his first clientA lot of free publicity and sympathy

DialogueMonologue

Proof

Promise

Temporary Continuous

NEW

Be LoudPushing the brand

Be likableStarting the conversation

Be newSpreading the proof

Be usefulInnovating service

✔

BRAND

BE LOUDHow brands buy attention.

Interpolis. Glashelder.

TV commercial

DialogueMonologue

Proof

Promise

Temporary Continuous

NEW

Be LoudPushing the brand

Be likableStarting the conversation

Be newSpreading the proof

Be usefulInnovating service

✔

BRAND

BE NEW(S)Ideas worth advertising

Join ‘De Oplossing Van Nederland’

Tag-on with call to actionNext year we will communicate the solution of ‘Patrick’

BRANDDialogueMonologue

Proof

Promise

Temporary Continuous

NEW

Be LoudPushing the brand

Be likableStarting the conversation

Be newSpreading the proof

Be usefulInnovating service

✔

BRAND

A brand is a value propostion

which gives direction to all its

activities.

BRAND

Most important question:

How does the brand add value to

the lives of people?

BRAND

INTERPOLISDUTCH INSURANCE

The transformation of Interpolis

Developing a brand strategy to help Interpolis stay ahead of its competitionInnovating marketing with digital at its coreA new digital presence as proof

A new brand strategy

A new health care proposition

We developed a new health care propositionWhich disrupted the Dutch insurance marketWith customer-centric thinking in its coreAlso a branded content strategy to engage people with the brand

A new digital presence

The solution of Holland

A co-creation platform; continuous dialogueCustomer centric experience: the customer decides what is the best solution for a certain riskInterpolis and the government support the best solutionInterpolis integrates product of service suggestions in their business

Redefining the customer journey