Pleon presentation Crete

Slide1: 

Kríti, September 15, 2006 Brand:Relations Berlin To be or not to be Regional marketing as a crucial success factor

Overview: 

Overview Why am I here today? What do I want to share with you? Where do we go from here?

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Ankara Arhus Belgrade Bratislava Copenhagen Dublin Helsinki Istanbul Lisbon Ljubljana Madrid Oslo Sofia Stockholm Pleon Europe Associates Amsterdam Berlin Bonn Brussel – Bruxelles Bucureşti Budapest Dresden Düsseldorf Frankfurt Genève Genova Graz Hamburg Kiev Klagenfurt Leipzig Linz London Milano Moskwa München Paris Praha Roma Salzburg Stuttgart Tiel Warszawa Wien Zagreb Zürich Pleon – a truly European Consultancy

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NORTH-AMERICA Canada United States (6) SOUTH-AMERICA Argentina Brazil Chile Colombia Mexico Panama Peru AFRICA South Africa AUSTRALIA Australia New Zealand 30 offices in 24 countries outside Europe ASIA China Hong Kong India Indonesia Japan Korea Malaysia Nepal Philippines Singapore Sri Lanka Taiwan Thailand A European firm in a worldwide organisation

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communicative thinking political thinking economic thinking Pleon’s thinking

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No orientation!

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European Commission 20.0000 Civil Servants European Parliament 732 MEP, 5.000 Civil Servants and right hands Council 25 Member States 5.000 Civil Servants & 25 Permanent Representations Lobbyists 20.000 Permanent (like American Chamber of Commerce or endless, daily caravans Don’t fall down on European issues.

Slide8: 

Orientation!

Applications: 

Applications

Overview: 

Overview Why am I here today? What do I want to share with you? Where do we go from here?

To be or not to be: 

To be or not to be Do the target groups know your region exists?

Our goal: highlighting your region on the European map – as a strong regional brand: 

Our goal: highlighting your region on the European map – as a strong regional brand Cheese Netherlands Etc. A regional brand takes shape in the target groups’ perception. ? Your region

Our travel guide: the five Brand:Essentials: 

Our travel guide: the five Brand:Essentials Target group-oriented: a star needs fans, a regional brand needs its target groups. Strategic: when times are changing, be sure to make the change. Authentic: where others put on airs, stand out by being yourself. Down-to-earth: if others beat around the bush, be the perfect gardener. Consistent: others may make much ado about nothing; stick to your brand’s essentials.

If a star needs fans, a brand needs its target groups: 

If a star needs fans, a brand needs its target groups Do whatever you want – but you do it in a way your target groups understand. Target group-oriented Brand:Essentials 1

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Characteristics: Over 40 years of age Willingness to pay high prices Scepticism about short-lived trends Characteristics: Over 40 years of age Low willingness to pay high prices Scepticism about innovations Characteristics: Under age of 40 Willingness to pay high prices Scepticism against main stream / bulk offers Characteristics: Under age of 40 Low willingness to pay high prices Scepticism against individualism As of: 12/2005, Sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000 Harmony environment Entertainment environment Level environment Self-realisation environment Characterisation of the different environments Characteristics of the target groups, sample selection

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What counts: Avant-garde Individuality Subtlety Creativity What counts: Quality Expertise Authenticity Exclusiveness What counts: Order Continuity Security Family What counts: Action Emotionalisation Group Fun As of: 12/2005. Sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000 Harmony environment Entertainment environment Level environment Self-realisation environment The environments‘ brand aesthetics Characteristics of the target groups, sample selection Quality concepts traditional progressive Basic cultural orientation High Culture Pop Culture

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As of 11/2006; sources: “Erlebnisgesellschaft” 2000, Sinus-Modell / Sociovision 2004, “Markenästhetik” 2000 High-level environment Example: forms of tourism A selection Harmony environment Entertainment environment Self-realization environment

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As of 2/2005; sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000 Level environment What is important to the target groups? Aesthetic preferences of target groups – Sample Selection Avant-garde Experiment Intellectual Tradition Status Seriousness Thirst for experience Scene identity Intensity Idyll Pragmatism Integration Harmony environment Entertainment environment Self-realisation environment

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Level environment What is important to the target groups? Visualised aesthetic preferences – Sample Selection Harmony environment As of 2/2005; sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000 Entertainment environment Self-realisation environment

An example: Finland‘s brandingProducts, famous people and self-presentation*: 

An example: Finland‘s branding Products, famous people and self-presentation* Product brands Personal brands Self-presentation tourism * German business-to-consumer target groups, sample selection of Finnish brands, famous people and tourism offer, positioning in the Brand:Face according to brand aesthetics and user structure; as of: 10/2005

Which core values does Finland stand for? Aspects communicated in German and Spanish media: 

Which core values does Finland stand for? Aspects communicated in German and Spanish media

Which core values does Finland stand for? Aspects communicated in German media: 

Which core values does Finland stand for? Aspects communicated in German media Media analysis (2/2003 to 5/2005): Bild, Bild am Sonntag, Frankfurter Allgemeine Zeitung, Frannkfurter Allgemeine Sonntagszeitung, Bild der Frau, Brigitte, Bunte, Der Spiegel, Funkuhr, Freundin, Frau im Spiegel, Gala, Geo, Hörzu, P.M., Woman, Super Illu Research in encyclopaedias: Allgemeine Encyklopädie der Wissenschaft und Künste (1846), Brockhaus Enzyklopädie (1968 und 1997), Neues Länderlexikon (1986), Duden – Das Neue Lexikon (1996), Encyclopedia Universalis (2002), WIKIPEDIA Internetlexikon (2005) Please note: The German terms are not translated into English as their meaning might be different in another language than German.

Which core values does Finland stand for? Aspects communicated in Spanish media : 

Which core values does Finland stand for? Aspects communicated in Spanish media Media analysis (7/2004 to 7/2005): Cinco Dias, El Comercio, El Pais, El Mundo, Expansión, Gaceta de los Negocios, La Vanguardia, Periódico de Catalunya Please note: The German terms are not translated into English as their meaning might be different in another language than German.

When times are changing, be sure to make the change: 

When times are changing, be sure to make the change Strategic and sustainable moves can build a strong regional brand. Strategic Target group-oriented Brand:Essentials 2

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Level environment Harmony environment Self-realisation environment Strategic brand profiling of Mecklenburg-Vorpommern 2003/2006: Results of Brand:Face Quick-Check; 2010: Target

A new, authentic and target group-specific profile for Mecklenburg-Vorpommern: 

A new, authentic and target group-specific profile for Mecklenburg-Vorpommern Dachmarke Mecklenburg-Vorpommern Markenwerte: norddeutsch, maritim und Frei-Räume T O U R I S M U S G E S U N D H E I T E R N Ä H R U N G K U L T U R B I L D U N G E I N W O H N E R Until 2003 From 2004

Where others put on airs, stand out by being yourself : 

Where others put on airs, stand out by being yourself Your region’s brand profile must comprise authentic topics and products. Authentic Strategic Target group-oriented Brand:Essentials 3

An authentic topic: Ostseesteinlachs (Baltic whitefish): 

An authentic topic: Ostseesteinlachs (Baltic whitefish)

Presenting the productmedia tour, May 14, 2006: 

Presenting the product media tour, May 14, 2006 Coverage in national newspapers and radio programs:

If others beat around the bush, be the perfect gardener: 

If others beat around the bush, be the perfect gardener Authentic Strategic Target group-oriented Down-to-earth Everything you do is for the benefit of your brand. Brand:Essentials 4

Systematically building a piece of cultural history: Albrecht von Wallenstein: 

Systematically building a piece of cultural history: Albrecht von Wallenstein Student competition Symposium Business magazine Dynastic route

Others may make much ado about nothing; stick to your brand’s essentials: 

Others may make much ado about nothing; stick to your brand’s essentials Authentic Strategic Target group-oriented Down-to-earth Consistent Brand:Essentials You want recognition from your friends – your regional brand wants recognition from its target groups. 5

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Style emotional, schnell, plakativ, einfache Struktur, dramatisch, überhöhend Stylistic devices kurz und knapp, umgangssprachliches Vokabular, Modewörter, direkte Ansprache, Verkürzung und Vereinfachung, Wiederholungen, Superlative Contents Personal Story, Meinungen, Sensationen Style empathisch, pragmatisch, eindeutig, bewertend, exakt Stylistic devices direkte Ansprache, Vergleiche mit der Norm/Normalität, genaue und eindeutige Beschreibungen Contents Informationen, Fallbeispiele, Normen, klare positive/negative Wertungen, Ratschläge Style informativ, auf den Adressaten bezogen, bildhaft, modern, inspirierend Stylistic devices Wortspiele, kurze, knappe Sätze, Assoziationen, sprachliche Innovationen, Ironie Contents Fakten, Hintergründe, Übergreifende Zusammenhänge, Trends, Highlights, Lebenswelten, Glossen Style informativ, sachlich, anspruchsvoll, korrekt, distanziert Stylistic devices Rhetorik, hoch- und fachsprachliches Vokabular, Zitate und Quellenangaben Contents Fakten, Hintergründe, Reflexion, Rahmenbedingungen, Gegenüberstellungen von Auffassungen, Ableitungen, Kommentare Preferences for the text sequence Sample selection Level environment Harmony environment Entertainment environment Self-realisation environment As of 10/2005; sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000 Please note: The German terms are not translated into English, because their meaning might be different in another language than German.

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Level environment Harmony environment Entertainment environment Self-realisation environment Preferences for the image sequence Sample selection Style perfekt, ausgewogen, durchkomponiert, ohne Zufälle, bedeutsam, anspruchsvoll, zeitlos Themes Repräsentation, Dokumentation der Kennerschaft, Kulisse, Inszenierungen, Einzigartiges Style Reduktion auf das Wesentliche, kunstvoll, inspirierend, nicht schön, sondern interessant, entzieht sich der klaren Bewertung, nah dran Themes Details, das Besondere, Charakteristika, Betonung von Unwichtigem, Blick hinter die Kulisse, unerwartete Blickwinkel Style emotional, bunt, alltäglich, provozierend, dynamisch, verspielt, modisch, unmittelbar und direkt Themes Sensationen, die eigene Lebenswelt, Statussymbole, Provokation, ungewöhnliche Blickwinkel Style emotional, unauffällig, alltäglich, mit vielen Details, natürlich – wenig inszeniert, menschlicher Maßstab, realistisch, eindeutig Themes heile Welt, Klischees, Idealisierung der eigenen Lebenswelt, Dokumentation, gewohnter Blickwinkel As of 10/2005; sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000 Please note: The German terms are not translated into English, because their meaning might be different in another language than German.

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Level environment Harmony environment Self-realisation environment Expectations in the layout Sample selection Style absichtliche Brüche, minimalistisch, sparsame Verwendung von Gestaltungselementen, Innovationen in Schrift und Satz Structure gezielter Einsatz von Freiräumen, großflächig, Strukturierung als Gestaltungsmittel Style vielfarbig, überschaubar, konventionell, bewährte Schrift- und Satzmuster, Verdichtung und Hervorhebung der wichtigsten Informationen Structure kleinteilig, keine Freiräume, starke Strukturierung zur Leserbindung Style bunt, spielerisch, plakativ, Vielfalt an Gestaltungselementen, Verdichtung und Hervorhebung der wichtigsten Informationen, Aufbrechen der bewährten Schrift- und Satzmuster, Adaption von Innovationen Structure kleinteilig, keine Freiräume, starke Strukturierung zur Leserbindung Style hochwertig, dezent, angemessen, ohne Brüche, bewährte Schrift- und Satzmuster, Layout als Mittel zum Zweck, nicht vordergründig zur Gestaltung Structure klare Gliederung, gezielter Einsatz von Freiräumen As of 10/2005; sources: "Erlebnisgesellschaft" 2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000 Please note: The German terms are not translated into English, because their meaning might be different in another language than German.

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The target groups‘ preferences: layout, text and image sequence Preferences for the text sequence Image sequence Layout Sources: "Erlebnisgesellschaft“2000, Sinus-Modell / Sociovision 2004, "Markenästhetik" 2000

A strong and consistent brand presentation: the new corporate design: 

A strong and consistent brand presentation: the new corporate design Sample publications of federal state, tourism board, and agricultural marketing organisation

Overview: 

Overview Why am I here today? What do I want to share with you? Where do we go from here?

To be or not to be:stick to the Brand:Essentials: 

To be or not to be: stick to the Brand:Essentials You can do what you want – but you have to do it the way your target groups understand. Strategic and sustainable decisions are important for a strong regional brand. Your region’s brand profile must consist of authentic topics and authentic products. Everything you do, do it consequently for your brand’s benefit. You want to be recognized by your friends – your regional brand needs a consistent appearance, too. Authentic Strategic Target group-oriented Down-to-earth Consistent Brand:Essentials

To be or not to be:stick to the Brand:Essentials: 

Familiarity Profile Strong regional brand Target groups (in various international markets) Strategic and sustainable decisions Authentic topics and products Systematic branding Consistent brand appearance To be or not to be: stick to the Brand:Essentials

Brand:Relations is offering solutions: 

Strong regional brand Brand:Essential Solution Target groups Brand:Face Strategic and sustainable decisions Brand:Strategy Authentic topics and products Brand:Heritage, Brand:Topics Systematic branding Brand:Management, Brand:Book Consistent brand appearance Brand:Design, Brand:Communications Brand:Relations is offering solutions

And where is your region positioned as a brand?: 

And where is your region positioned as a brand? * PLEON Kohtes Klewes Hausvogteiplatz 2, D-10117 Berlin Tel: +49 (0) 30. 72 61 39 - 833 Fax: +49 (0) 30. 72 61 39 - 890 www.pleon.com Our position: 52° 30’ 47.85” north – 13° 23’ 45.65” east* PLEON Public Affairs Av. des Arts / Kunstlaan 44, B-1040 Brussels Fax: +32 (0)2. 2 13 40 - 49, www.pleon.com Thank you for your attention

Feel free to contact us: 

Feel free to contact us Frederick Waltz Tel.: +49 (0) 30. 72 61 39 - 825 frederick.waltz@pleon.com Frank G. Kurzhals Tel.: +49 (0) 30. 72 61 39 - 833 frank.kurzhals@pleon.com Dr. Hermann Drummer Tel.: +32 (0)2. 2 13 40 - 44 hermann.drummer@pleon.com

Slide45: 

This documentation is intended for presentation purposes only. The copyright is owned by Pleon. The ideas and concepts referred to in this proposal are confidential and belong to Pleon. None of these ideas or concepts may be used or adapted without our prior written consent. © Pleon Kohtes Klewes 2006