In the Netherlands we have now involved ourselves with ‘online’ for some 15 years. It has been the biggest development in the media landscape since the invention of television. What started with hobbyists creating HTML pages, has become a versatile industry. Segments that arose over time – such as search, gaming and mobile internet – are now markets in themselves. And just when the developments in our industry seem to crystallize, new businesses appear specializing in segments such as yield management, augmented reality or social hub-influence. 
“The Coolest Job in the World”
20 January 2012
“Making sense”
8 December 2011
Thanks to my Philips Wake-up Light I wake up energized every morning, despite this gloomy winter weather. The enthusiastic stories I was hearing led me to buy this Philips product. And apparently, this is no coincidence. Philips evaluates new products by their promotional value and uses a communication strategy based on the principle of likeability. The stimulation of word of mouth using online media is central to this strategy. With an appealing product and striking communication, Philips encourages people to talk about the brand. This creates positive energy around the brand and choices are affected.
“The Perfect Marriage”
22 September 2011
I am frequently amazed that discussions regarding the use of digital media aren’t conducted at brand strategic level. As a strong supporter of the brand, I think wonderful opportunities are being missed here. It is typical of current practice that the Internet is still seen as one of the media in the mix and is often used as an extension of the TV commercial.
Brand Programming by HEMA
21 July 2011
Recently one of Holland’s biggest retailers presented their marcom strategy at the digital marketing event ‘Digital willen we allemaal 2011′. Saskia Bax of HEMA used two Brand Programming-models to show how different strategies, objectives and measurements are used for paid and earned media campaigns. The presentation can be found here (PDF – in Dutch). Brand Programming presentations can be found here.
“The Long Haul”
18 July 2011
Good communication can have large effects. We all know that. Every year, proven successful campaigns are awarded Effies. These campaigns have shown to have gloriously achieved the stated objectives. The focus lying mainly on the realized positive effects on sales and realized sale results. In most cases this effect became apparent within a year.
Utilities & building strong brands
1 July 2011
Sander van Meurs’ thesis about the role of brand utilities on building strong and sustainable brands.
From February till June Sander 
van Meurs followed an internship at Lab1111 and wrote a thesis about the role of brand utilities on building strong and sustainable brands. Because we believe in long-term relationships between brands and consumers, we thought it could be an interesting thesis for Sander and us as well. He wrote his thesis with great dedication and we would like to share the summary with you fellows. It’s partially based on the Brandprogramming communication models, supplemented with theory and insights from interviews with experts and brand owners like Philips, Heineken, Vodafone, and UPC.
As a strategic instrument brand utilities can contribute to improve the consumers brand preference, brand perception, loyalty and conversion. Thanks to an owned media platform the reach of the brand utility grows organic and can be boosted by paid and earned media. A higher use frequency of the brand utility showed in research substantial positive effects on all mentioned brand effects. Want to know more?
Download the summery of the thesis here and share your reactions.
“Attention must be earned”
23 June 2011
There are three ways to market products and services. We have almost everything, buy little we really need, and bad products and services are as good as gone. So marketing expert Seth Godin named ‘experience’ as first strategy. You’re in Disney land and buy a t-shirt. Not because you need it, but because when you put on the t-shirt back home, it brings you back.
“Strong Brands in the Future”
22 June 2011
Last year Facebook was announced to be the most visited U.S. website, reviewed over a weeklong period. Google had been in this No. 1 position since 2007. This shows that Americans no longer spend most of their time online conducting searches, visiting portals or watching sex videos, but are now networking and socializing online.
“The Value of Enthusiasm”
19 May 2011
Coca-Cola was my first brand love. Back in the day, my room coloured red with all the Coca-Cola collectibles I had gathered. For brands it is nice to have fans. Fans will repeatedly buy their favourite products without marketers having to make too much of an effort. In general, however, the same message is fired at them as at the average consumer.
Jeroen de Bakker is a media entrepreneur and co-founder of Lab 1111 and BrandWebbing. He is an adviser and publisher in the field of brands, media & technology. Jeroen lectures at Brand Management, the Academy for Management, University Groningen and at the European Institute for Brand Management about digital branding and media-innovation.
Mary Hoogerbrugge is a brand-driven strategist and co-founder of 'De Positioneerders'. She is board member of SWOCC and lectures at Brand Management, the Academy for Management, University Groningen about branding, brand research and integrating on- and offline communications. She was executive strategy director at FHV BBDO.
