MERKCOMMUNICATIE &
CREATIEVE CAMPAGNES
- STRATEGIE -
SAMENVATTING
2024 – 2025
1
,2
,INHOUDSOPGAVE
1. BRANDING EN REBRANDING ..............................................................................................................................3
a) Het belang van een merk .....................................................................................................................3
b) MerkidenPteit en merkverhaal ............................................................................................................6
c) Merkopbouw en acPvaPe ....................................................................................................................7
d) Brand awareness meten.....................................................................................................................10
e) Waarom rebranden? ..........................................................................................................................11
2. REBRANDING, STRATEGISCH DOSSIER EN SAMENWERKEN .............................................................................13
a) Do’s en don’ts van een rebranding ....................................................................................................13
b) Het strategisch dossier – focus op inhoud en research.....................................................................14
c) Researchmodellen ..............................................................................................................................15
d) Samenwerkingsmodellen ...................................................................................................................17
3. INSIGHTS EN DOELGROEPANALYSE !!!!............................................................................................................29
a) Context-analyse ..................................................................................................................................30
b) DoelgroepsegmentaPe !! ...................................................................................................................34
c) Insights !! ............................................................................................................................................41
4. BRANDBOOK/ MENTALE EN VISUELE MERKIDENTIT. .......................................................................................45
a) MerkidenPteit, merkimago en merkpersoonlijkheid ........................................................................45
b) Kernwaarde vs merkwaarde (Overlap is niet erg, maar moet kloppen!) ..........................................46
c) MerkessenPe ......................................................................................................................................47
d) Merkbelohe vs pay-off .......................................................................................................................47
e) Brand archetypes ...............................................................................................................................48
f) Visie en missie ....................................................................................................................................49
g) Ideeën creëren ...................................................................................................................................50
h) Brand movies vs campaign movie ......................................................................................................51
i) Consumer insight ...............................................................................................................................51
j) Target audience ..................................................................................................................................51
k) Mission ...............................................................................................................................................51
l) Values .................................................................................................................................................51
m) Brand personality / Tone of voice .................................................................................................52
n) Colors, logo, fonts ...............................................................................................................................52
o) Packaging ............................................................................................................................................52
p) … .........................................................................................................................................................52
q) BRANDBOOK - voorbeeld ....................................................................................................................52
5. CREATIEVE BRIEF, COMMUNITY CANVAS EN STORYTELLING ...........................................................................53
a) The creaPve brief ...............................................................................................................................54
102
, b) Insights (Zie pg 41) .............................................................................................................................55
c) Community canvas !!!! ......................................................................................................................55
d) Storytelling .........................................................................................................................................61
6. BRAND KEY MODEL EN LADDERING (Zie bijlage!) .........................................................................................67
a) Brand key model.................................................................................................................................67
b) Brand shared model ...........................................................................................................................67
c) Value proposiPon canvas ...................................................................................................................68
d) Golden circle.......................................................................................................................................68
e) Winning field ......................................................................................................................................69
f) Laddering ............................................................................................................................................69
7. OPBOUW VAN EEN CREATIEVE CAMPAGNE .....................................................................................................71
a) Brand equity .......................................................................................................................................71
b) CommunicaPemodel van Lasswell .....................................................................................................71
c) Brainstormtechniek ‘How might we …’ ..............................................................................................72
d) Drie lessen voor marketeers ..............................................................................................................73
e) Brand Guides ......................................................................................................................................73
f) Pitchen ................................................................................................................................................74
8. MERKCOMMUNICATIE IN DE CUSTOMER JOURNEY ........................................................................................75
a) Brand communicaPon ........................................................................................................................75
b) Brand communicaPon in de customer journey .................................................................................75
c) Van brand idenPty naar brand experience ........................................................................................76
d) MerkcommunicaPe in het aankoopproces ........................................................................................77
e) MerkcommunicaPe in het employee journey (lezen) .......................................................................79
f) Integrated markePng communicaPons ..............................................................................................80
g) Brand performance ............................................................................................................................81
9. CRISISCOMMUNICATIE......................................................................................................................................83
a) IntroducPe van crisiscommunicaPe ...................................................................................................83
b) Wat is een crisis? ................................................................................................................................84
c) Omgaan met sociale media................................................................................................................86
d) Omgaan met ‘tradiPonele’ media ......................................................................................................86
e) Case study: Tom Waes........................................................................................................................87
10. ACCOUNT EN PROJECT MANAGEMENT ...........................................................................................................89
a) Account manager vs. Project manager ..............................................................................................89
b) Het aansturen van collega’s of partners ............................................................................................90
c) De superpowers van een AM en PM .................................................................................................91
d) PM: Scope, budget en Pming .............................................................................................................99
103
, 1. BRANDING EN REBRANDING
a) Het belang van een merk
Hoe meer merkcommunica-e, hoe hoger brand awareness (merkbekendheid).
= eerste merk waar je opkomt
= een product kunnen noemen in een categorie
= de mate dat je merk herkend wordt
Vanuit brand awareness ontstaat vertrouwen.
Opbouwen van een klantenrela-e is belangrijk: reten-on, loyalty, community, …
De kans dat je iets opnieuw gaat verkopen aan een bestaande klant is 60-70 procent. Terwijl de kans
dat een nieuwe klant iets zal kopen is minder dan 20 procent. Brand awareness is dus heel belangrijk
zodat je op lange termijn minder effort gaat moeten doen om uw klant aan u te laten binden.
De consument betaald meer voor de merknaam. Bv: iets van Nike.
Brand Equity (merkwaarde)
= De waarde die je wilt betalen voor een merk (zonder dat je er iets voor terug krijgt)
= Dit meet de meerwaarde van een merk voor klanten, het extra geld dat iemand bereid is te
betalen voor een goed merk.
3
CREATIEVE CAMPAGNES
- STRATEGIE -
SAMENVATTING
2024 – 2025
1
,2
,INHOUDSOPGAVE
1. BRANDING EN REBRANDING ..............................................................................................................................3
a) Het belang van een merk .....................................................................................................................3
b) MerkidenPteit en merkverhaal ............................................................................................................6
c) Merkopbouw en acPvaPe ....................................................................................................................7
d) Brand awareness meten.....................................................................................................................10
e) Waarom rebranden? ..........................................................................................................................11
2. REBRANDING, STRATEGISCH DOSSIER EN SAMENWERKEN .............................................................................13
a) Do’s en don’ts van een rebranding ....................................................................................................13
b) Het strategisch dossier – focus op inhoud en research.....................................................................14
c) Researchmodellen ..............................................................................................................................15
d) Samenwerkingsmodellen ...................................................................................................................17
3. INSIGHTS EN DOELGROEPANALYSE !!!!............................................................................................................29
a) Context-analyse ..................................................................................................................................30
b) DoelgroepsegmentaPe !! ...................................................................................................................34
c) Insights !! ............................................................................................................................................41
4. BRANDBOOK/ MENTALE EN VISUELE MERKIDENTIT. .......................................................................................45
a) MerkidenPteit, merkimago en merkpersoonlijkheid ........................................................................45
b) Kernwaarde vs merkwaarde (Overlap is niet erg, maar moet kloppen!) ..........................................46
c) MerkessenPe ......................................................................................................................................47
d) Merkbelohe vs pay-off .......................................................................................................................47
e) Brand archetypes ...............................................................................................................................48
f) Visie en missie ....................................................................................................................................49
g) Ideeën creëren ...................................................................................................................................50
h) Brand movies vs campaign movie ......................................................................................................51
i) Consumer insight ...............................................................................................................................51
j) Target audience ..................................................................................................................................51
k) Mission ...............................................................................................................................................51
l) Values .................................................................................................................................................51
m) Brand personality / Tone of voice .................................................................................................52
n) Colors, logo, fonts ...............................................................................................................................52
o) Packaging ............................................................................................................................................52
p) … .........................................................................................................................................................52
q) BRANDBOOK - voorbeeld ....................................................................................................................52
5. CREATIEVE BRIEF, COMMUNITY CANVAS EN STORYTELLING ...........................................................................53
a) The creaPve brief ...............................................................................................................................54
102
, b) Insights (Zie pg 41) .............................................................................................................................55
c) Community canvas !!!! ......................................................................................................................55
d) Storytelling .........................................................................................................................................61
6. BRAND KEY MODEL EN LADDERING (Zie bijlage!) .........................................................................................67
a) Brand key model.................................................................................................................................67
b) Brand shared model ...........................................................................................................................67
c) Value proposiPon canvas ...................................................................................................................68
d) Golden circle.......................................................................................................................................68
e) Winning field ......................................................................................................................................69
f) Laddering ............................................................................................................................................69
7. OPBOUW VAN EEN CREATIEVE CAMPAGNE .....................................................................................................71
a) Brand equity .......................................................................................................................................71
b) CommunicaPemodel van Lasswell .....................................................................................................71
c) Brainstormtechniek ‘How might we …’ ..............................................................................................72
d) Drie lessen voor marketeers ..............................................................................................................73
e) Brand Guides ......................................................................................................................................73
f) Pitchen ................................................................................................................................................74
8. MERKCOMMUNICATIE IN DE CUSTOMER JOURNEY ........................................................................................75
a) Brand communicaPon ........................................................................................................................75
b) Brand communicaPon in de customer journey .................................................................................75
c) Van brand idenPty naar brand experience ........................................................................................76
d) MerkcommunicaPe in het aankoopproces ........................................................................................77
e) MerkcommunicaPe in het employee journey (lezen) .......................................................................79
f) Integrated markePng communicaPons ..............................................................................................80
g) Brand performance ............................................................................................................................81
9. CRISISCOMMUNICATIE......................................................................................................................................83
a) IntroducPe van crisiscommunicaPe ...................................................................................................83
b) Wat is een crisis? ................................................................................................................................84
c) Omgaan met sociale media................................................................................................................86
d) Omgaan met ‘tradiPonele’ media ......................................................................................................86
e) Case study: Tom Waes........................................................................................................................87
10. ACCOUNT EN PROJECT MANAGEMENT ...........................................................................................................89
a) Account manager vs. Project manager ..............................................................................................89
b) Het aansturen van collega’s of partners ............................................................................................90
c) De superpowers van een AM en PM .................................................................................................91
d) PM: Scope, budget en Pming .............................................................................................................99
103
, 1. BRANDING EN REBRANDING
a) Het belang van een merk
Hoe meer merkcommunica-e, hoe hoger brand awareness (merkbekendheid).
= eerste merk waar je opkomt
= een product kunnen noemen in een categorie
= de mate dat je merk herkend wordt
Vanuit brand awareness ontstaat vertrouwen.
Opbouwen van een klantenrela-e is belangrijk: reten-on, loyalty, community, …
De kans dat je iets opnieuw gaat verkopen aan een bestaande klant is 60-70 procent. Terwijl de kans
dat een nieuwe klant iets zal kopen is minder dan 20 procent. Brand awareness is dus heel belangrijk
zodat je op lange termijn minder effort gaat moeten doen om uw klant aan u te laten binden.
De consument betaald meer voor de merknaam. Bv: iets van Nike.
Brand Equity (merkwaarde)
= De waarde die je wilt betalen voor een merk (zonder dat je er iets voor terug krijgt)
= Dit meet de meerwaarde van een merk voor klanten, het extra geld dat iemand bereid is te
betalen voor een goed merk.
3
