JAN RIJKENBERG CONCEPTING PDF

Create your audience. Building a belief system around your brand is vital to its success. True product innovation and development based on identity-strengthening conceptual ideas usually receive a warm welcome from consumers. Mere cosmetic product innovation does not. Concept brands build added value propositions and add products that translate added value into consumer experience. When a company looks at its production capacities What can we make for a reasonable ROI?

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Create your audience. Building a belief system around your brand is vital to its success. True product innovation and development based on identity-strengthening conceptual ideas usually receive a warm welcome from consumers. Mere cosmetic product innovation does not. Concept brands build added value propositions and add products that translate added value into consumer experience. When a company looks at its production capacities What can we make for a reasonable ROI?

Concepting brands watch society closely to make abstractions and provide answers to newly arisen consumer needs.

This anticipation should be communicated through the brand. Conceptual ideas and brands are usually born from a feeling. Analytics alone will not sprout conceptual ideas. Fertilizer for conceptual ideas: interest in human nature: draw from life, for life curiosity: clear vision means questioning everything two-way communicative strength: keep channels open unlimited creation: give your team the freedom it needs After the conceptual phase, start research as soon as possible.

List the first concept ideas and run them by consumers; use this consumer input as a catalyst to improve the ideas. Communication should be the main focus when entering the market with a concept brand. There is no need to integrate communication channels. A true personality is born with a concept brand; therefore it is only logical that communication strategy remains constant from channel to channel.

Internal communication cannot and should not differ from consumer communication. Everyone involved should live and breathe the brand. The brand has to keep learning from interactions with its stakeholders to evolve in the right direction. Once a pioneer, always a pioneer. Markets are still laid out in terms of product. This is irrelevant to concept brands, because the terms are based on product categories.

Competition should also be defined this way. Communication-driven concept brands have their own management discipline. Intuitive brands have intuitive managers, communicative brands have communicative managers … Product managers turn into brand managers, brand managers turn into concept managers. Get the book here!

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JAN RIJKENBERG CONCEPTING PDF

It is one of the most important new theories in branding and communications of recent times and is brought to life in this inspiring and practical book, written by the innovator and leading proponent of Concepting. A must-read for all those involved in marketing management, brand research and innovation, new product development, advertising and marketing communications. Not only to new start-ups but to established companies with established brands. This book explains how to develop concepts, something we at Diesel firmly believe in. Twenty or thirty years ago, these could provide enormous competitive advantage; today, this is less and less the case when companies are using the very same marketing and research techniques. These so-called concept brands have been the inspiration for new, recently developed concept brands like Innocent, Bertoli, Rituals and many more.

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Dit is een international creative consultancy in Amersterdam. Huidige klanten zijn Davidoff, Bacardi, Wrangler en radio Het bedrijf is gevestigd in Amsterdam. Zijn partner is Joost Perik. Zij willen concepten ontwikkelen in de heilige overtuiging dat elk merk een eigen mentaliteit dient te hebben, die in alles wat maar communicatie heet moet worden uitgedragen. In het bedrijf werken mensen met een sterke persoonlijkheid en die ergens voor staan. Jan en zijn partner willen dat mensen die sterke kanten tot bloei kunnen laten komen.

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Alle productspecificaties Jan Rijkenberg Jan Rijkenberg is sinds werkzaam in de marketing- en reclamewereld. Hij is medeoprichter van het internationaal opererende concept- en reclamebureau BSUR be as you are in Amsterdam, dat voor ondernemingen merken en merkcampagnes ontwikkelt en hen helpt bij het succesvol vergroten van hun volggroepen. Tevens doceert hij bij postacademische opleidingen aan de Universiteit Groningen en de TU Delft, en is hij een veelgevraagd spreker op conferenties in binnen- en buitenland. Daarnaast schrijft hij regelmatig over innovatie in marketing en communicatie in nationale en internationale publicaties. Een tijdperk waarin nieuwe merken die zijn ontwikkeld vanuit een gedachtegoed, een idee, een stevige plaats zulten verwerven naast merken die voortkwamen uit traditionele productontwikkelings- en innovatieprocessen. Merken als Nike, Benetton, Swatch en Virgin gingen u al voor. Hoe krijgt u het door uw bestaande organisatie heen?

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