Any kind of brand communication needs to start from the brand’s perspective, before putting the right consumer front and center.
Strong brands are able to truly connect with their consumer – that’s not news. But creating this connection between a brand and the right community is an art and a science all at the same time.
Brand-centric communications, no matter how cool or creative, might not allow the right community to recognize your brand as ‘one of them’. While conversations that revolve entirely around the consumer may completely miss the point a brand needs to make to prove its relevance.
Realizing that a brand is an identity as much as a community is, is the first step towards creating communications that connect both.
In this noisy world it is not easy to see the forest for the trees and decide on the next move in your brand’s development. That’s why we created the Community Brand Method©️.
COMMUNITY BRAND METHOD©️
A step by step approach to develop a logical strategy that helps you determine what should be next in the evolution of your community brand.
BRAND IDENTITY TEST
Before you can start communicating you need to understand who you are and who is on the receiving end of your communications. Before you start your journey with our Community Brand Communications studio you’ll receive a personal report that will guide your future communications in the most relevant way possible.
MASTER STORY
A master story is the fundament of your communication. It allows you to be consistent over time and helps you to communicate in a cost efficiënt way. We perform the background research and write your masterstory that can be a source of inspiration for years to come.
COMMUNICATION
Brands are constantly communicating via different channels. We support the brands by making sure that all communication across channels is consistent and actually connecting with the right community.
CAMPAIGNING
Sometimes you just need a big push to reach as many members of your community as possible. We don’t come up with campaigns that are pure genius, we come up with campaigns that are intelligently genius.
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CASE
CLIENT Perrigo
PRODUCT Storytelling planning and creation
YEAR 2017 - 2018
For Perrigo’s aromatherapy brand Phytosun, we created annual master stories from which we derived various format-specific versions to be distributed via the brand’s own channels and PR, allowing Phytosun to stay consistently true to their brand identity and always relating to the relevant community.
YOU DO YOU - Nederlands
You Do You biedt een frisse, nieuwe kijk op concurrentiestrategie in de 21ste eeuw. Vanuit recente sociologische ontwikkelingen en inzichten uit de analytische psychologie overtuigen de auteurs tot een andere kijk op branding. Merken riskeren zich immers meer en meer te verliezen in hun focus op de consument, terwijl ze die pas echt kunnen overtuigen wanneer ze trouw blijven aan hun authentieke zelf.
YOU DO YOU - English
A fresh new voice in inspiration for business professionals, You Do You takes competitive strategy into the 21st century. Combining insights from analytical psychology and recent sociological transformations, the writers create a compelling case for a counterintuitive approach: turning your focus inward to become a better brand for your consumer.
COMMUNITY MARKETING
Community marketing gaat terug naar de basis. Traditioneel doen bedrijven hun uiterste best om de consument te overtuigen met een boodschap die ‘harder, better, faster, stronger’ is. Stephanie Duval en Nele Pieters laten zien dat het centraal zetten van de consument en zijn community veel dieper doordringt tot de kern van het verhaal. En dat op alle niveaus binnen het bedrijf.