The diminishing effectiveness on traditional media is one of the biggest challenges in our industry. Especially for marketers who still rely on a high return on investment on campaigns using mainly traditional media. Nowadays consumers are active communications recipients and initiators. At the same time technology provides brands new opportunities. But how do you use these developments in your advantage to build even stronger brands and long-term relationships with consumers?

Brand Programming is a new way of thinking to guide brand management in the digital age. The advertising working models of Dutch brand professor Giep Franzen, published in the late ‘90, inspired the starting point. Our thinking offers strategic guidelines to steer brand management and describe the importance of relevance as answer to changing media behavior. Based on clear strategic goals, we introduce three new communication models. These models help brand owners with strategic media and means planning- and with measuring its effects.