From branding to open branding
Posted: Sun Dec 22, 2024 7:12 am
An open approach
So it is clear that the game is changing: branding is becoming open branding . Through an open approach you can discover and bring to life your social meaning. This can be considered a fourth value proposition next to operational excellence , product leadership and customer intimacy and is a driver for growth.
Click for a larger version
The diagram shows the development from branding to open branding in concrete terms. In practice, you do not abandon branding completely: see open branding as an extra layer on top. It is about finding the right balance, that is how you build a strong brand for a better world. Tip: the book describes in detail how you can approach this process step by step via an open branding roadmap .
Nearly half of Dutch consumers have more confidence in brands that demonstrate that they conduct business in a socially responsible manner.
Giving shape to the social significance
Every beginning is difficult, especially with a relatively large task such as shaping your social significance. To simplify this, Brüggenwirth describes ten sustainable innovation patterns, for inspiration. The patterns offer space for both incremental and disruptive innovation ideas and you undoubtedly have examples of brands in mind for most of them. The most important question is of course: which approach suits your brand best?
10
show resultsTo search:
Upstream: production and supply chain The product itself Downstream: customer/consumer
Making business processes more sustainable Making (technical) product properties more sustainable Rewarding sustainable behavior
Making the chain more sustainable Eliminate negative traits Compensate for unsustainable behavior
Increasing transparency in the chain Product for the socially disadvantaged Preventing unsustainable behavior
Buy one, give one
1 to 4 of 4 resultsPreviousNext
Last but not least: inspiring tips!
Your story has to be right, you have to have something intrinsic to it. Profiling yourself with sustainability is only credible if the company really finds it incredibly important. It has to be supported by the top. ( Erik van Engelen , former Eneco)
Go back to your essence. If you start doing things from the why and implement that everywhere, then your company will be fine. ( Bob Stehmann , ASR)
Dare to focus. Dare to make choices, for canada mobile number list example when determining your target group, your message or your media strategy. ( Roel Welsing , former Triodos)
Don't be too modest in your marketing about parts of your business process that are really right and that you can be proud of. ( Frans Spekking , former Interface)
Go do things! That takes courage and conviction. Roll up your sleeves and get started. ( Marius Smit , Plastic Whale)
Gold for the experienced marketer
The book 'Strong brands, better world' is not a book to read in the bath or quietly before going to sleep. You read this book if you really want to get started with strengthening your brand. It is extensive and in-depth and I would not recommend it to beginners in marketing. But: this book is worth gold for the experienced marketer who wants to increase value and has the courage to start improving the world. I sincerely hope that many of them dare to take on this beautiful challenge.
So it is clear that the game is changing: branding is becoming open branding . Through an open approach you can discover and bring to life your social meaning. This can be considered a fourth value proposition next to operational excellence , product leadership and customer intimacy and is a driver for growth.
Click for a larger version
The diagram shows the development from branding to open branding in concrete terms. In practice, you do not abandon branding completely: see open branding as an extra layer on top. It is about finding the right balance, that is how you build a strong brand for a better world. Tip: the book describes in detail how you can approach this process step by step via an open branding roadmap .
Nearly half of Dutch consumers have more confidence in brands that demonstrate that they conduct business in a socially responsible manner.
Giving shape to the social significance
Every beginning is difficult, especially with a relatively large task such as shaping your social significance. To simplify this, Brüggenwirth describes ten sustainable innovation patterns, for inspiration. The patterns offer space for both incremental and disruptive innovation ideas and you undoubtedly have examples of brands in mind for most of them. The most important question is of course: which approach suits your brand best?
10
show resultsTo search:
Upstream: production and supply chain The product itself Downstream: customer/consumer
Making business processes more sustainable Making (technical) product properties more sustainable Rewarding sustainable behavior
Making the chain more sustainable Eliminate negative traits Compensate for unsustainable behavior
Increasing transparency in the chain Product for the socially disadvantaged Preventing unsustainable behavior
Buy one, give one
1 to 4 of 4 resultsPreviousNext
Last but not least: inspiring tips!
Your story has to be right, you have to have something intrinsic to it. Profiling yourself with sustainability is only credible if the company really finds it incredibly important. It has to be supported by the top. ( Erik van Engelen , former Eneco)
Go back to your essence. If you start doing things from the why and implement that everywhere, then your company will be fine. ( Bob Stehmann , ASR)
Dare to focus. Dare to make choices, for canada mobile number list example when determining your target group, your message or your media strategy. ( Roel Welsing , former Triodos)
Don't be too modest in your marketing about parts of your business process that are really right and that you can be proud of. ( Frans Spekking , former Interface)
Go do things! That takes courage and conviction. Roll up your sleeves and get started. ( Marius Smit , Plastic Whale)
Gold for the experienced marketer
The book 'Strong brands, better world' is not a book to read in the bath or quietly before going to sleep. You read this book if you really want to get started with strengthening your brand. It is extensive and in-depth and I would not recommend it to beginners in marketing. But: this book is worth gold for the experienced marketer who wants to increase value and has the courage to start improving the world. I sincerely hope that many of them dare to take on this beautiful challenge.