Cem samenvatting
Amy Franken
,INHOUDSOPGAVE
Customer Experience Management............................................................................................... 5
Belangrijke theorieën en inzichten .................................................................................................... 5
Trends in de netwerksamenleving..................................................................................................... 6
Positionering ................................................................................................................................... 6
Customer Experience Management (CEM) ................................................................................... 6
Week 1. 8 Wat is een sterk merk? .................................................................................................. 8
Modellen voor merkwaardering en positionering ............................................................................... 8
1. MDC-model (Riezebos & Van der Grinten).................................................................................. 8
2. CBBE-model (Customer-Based Brand Equity van Keller) ............................................................ 9
Merkevolutie en Meerwaarde ........................................................................................................... 9
Modellen voor merkpersoonlijkheid.................................................................................................10
1. Brand Personality Model (Jennifer Aaker, 1997) ........................................................................ 10
2. Merk als Mens ........................................................................................................................ 10
3. Archetypen (Carl Jung, 1959) ................................................................................................... 11
Strategische toepassing van merkpersoonlijkheid ............................................................................12
Week 1.9 Waarde Propositie Canvas (WPC) .................................................................................. 13
De Fit: ............................................................................................................................................14
Doelgroepanalyse ..........................................................................................................................14
Het Business Model Canvas ............................................................................................................15
Mogelijke fouten bij het gebruik van WPC .........................................................................................15
Methoden voor Doelgroeponderzoek ...............................................................................................15
Week 1.10 Concurrentie en Doelgroepanalyse .............................................................................. 16
Concurrentieanalyse vs. Concurrentenanalyse ................................................................................16
Points of Parity (POP) & Points of Difference (POD) ...........................................................................16
Fanpiramide (Wil Michels, 2020) .....................................................................................................16
Hulpmiddelen bij analyse: ..............................................................................................................17
Positionering en Profilering .............................................................................................................17
Pine & Gilmore Experience Model....................................................................................................18
2
,Week 2.1 Positioneren ................................................................................................................. 19
14 Positioneringsgrondslagen (Riezebos en van der Grinten, 2022) ...................................................19
Positioneringsstatement .................................................................................................................20
Tools voor Inzicht en Strategie .........................................................................................................20
Voorbeelden van Positionering ................................................................................................... 20
Positionering Vertalen naar Creatief Concept...................................................................................21
Positioneren en Merkconceptontwikkeling .......................................................................................21
Positionering naar Concept .............................................................................................................21
Inzichten als Basis ...................................................................................................................... 21
Visuele Merkidentiteit .....................................................................................................................22
Brandstory .....................................................................................................................................22
Van Positionering naar Creatief Concept .........................................................................................22
Week 2.3 Profilering en Merkcommunicatie .................................................................................. 23
Doelen Stellen................................................................................................................................23
Message House ..............................................................................................................................23
Customer Journey ..........................................................................................................................24
Community en Co-creatie ...............................................................................................................24
Brandbook .....................................................................................................................................25
Brandbook ................................................................................................................................ 25
Inhoud van een Brandbook .............................................................................................................25
Verschil met Verantwoordingsdocument .........................................................................................26
Week 2.4 Brand Activation en Contentstrategie ............................................................................ 27
Contentstrategie ............................................................................................................................27
Psychologische Modellen voor Gedragsverandering .........................................................................28
Content Evaluatie ...........................................................................................................................28
Praktische Toepassingen ................................................................................................................28
Brand Activation en Brand Story Video .............................................................................................29
Brand Story Video ..................................................................................................................... 29
Tools voor Videoproductie ......................................................................................................... 29
3
, Contentstrategie en Customer Journey ............................................................................................30
Week 2.5 Implementatie, Draagvlak, Accountability en Ethiek ...................................................... 31
Draagvlak Creëren ..........................................................................................................................31
Accountability ................................................................................................................................32
Ethiek ............................................................................................................................................32
Cialdini’s Beïnvloedingsprincipes ....................................................................................................33
Week 2.6 Adviesgesprek: Doel en Opbouw ................................................................................... 34
Overtuigingskracht: Argumenteren en Drogredenen ................................................................... 34
Overtuigen: Ethos, Pathos, Logos ............................................................................................... 35
Omgaan met Weerstand ............................................................................................................. 35
Veelvoorkomende Valkuilen ....................................................................................................... 35
4
Amy Franken
,INHOUDSOPGAVE
Customer Experience Management............................................................................................... 5
Belangrijke theorieën en inzichten .................................................................................................... 5
Trends in de netwerksamenleving..................................................................................................... 6
Positionering ................................................................................................................................... 6
Customer Experience Management (CEM) ................................................................................... 6
Week 1. 8 Wat is een sterk merk? .................................................................................................. 8
Modellen voor merkwaardering en positionering ............................................................................... 8
1. MDC-model (Riezebos & Van der Grinten).................................................................................. 8
2. CBBE-model (Customer-Based Brand Equity van Keller) ............................................................ 9
Merkevolutie en Meerwaarde ........................................................................................................... 9
Modellen voor merkpersoonlijkheid.................................................................................................10
1. Brand Personality Model (Jennifer Aaker, 1997) ........................................................................ 10
2. Merk als Mens ........................................................................................................................ 10
3. Archetypen (Carl Jung, 1959) ................................................................................................... 11
Strategische toepassing van merkpersoonlijkheid ............................................................................12
Week 1.9 Waarde Propositie Canvas (WPC) .................................................................................. 13
De Fit: ............................................................................................................................................14
Doelgroepanalyse ..........................................................................................................................14
Het Business Model Canvas ............................................................................................................15
Mogelijke fouten bij het gebruik van WPC .........................................................................................15
Methoden voor Doelgroeponderzoek ...............................................................................................15
Week 1.10 Concurrentie en Doelgroepanalyse .............................................................................. 16
Concurrentieanalyse vs. Concurrentenanalyse ................................................................................16
Points of Parity (POP) & Points of Difference (POD) ...........................................................................16
Fanpiramide (Wil Michels, 2020) .....................................................................................................16
Hulpmiddelen bij analyse: ..............................................................................................................17
Positionering en Profilering .............................................................................................................17
Pine & Gilmore Experience Model....................................................................................................18
2
,Week 2.1 Positioneren ................................................................................................................. 19
14 Positioneringsgrondslagen (Riezebos en van der Grinten, 2022) ...................................................19
Positioneringsstatement .................................................................................................................20
Tools voor Inzicht en Strategie .........................................................................................................20
Voorbeelden van Positionering ................................................................................................... 20
Positionering Vertalen naar Creatief Concept...................................................................................21
Positioneren en Merkconceptontwikkeling .......................................................................................21
Positionering naar Concept .............................................................................................................21
Inzichten als Basis ...................................................................................................................... 21
Visuele Merkidentiteit .....................................................................................................................22
Brandstory .....................................................................................................................................22
Van Positionering naar Creatief Concept .........................................................................................22
Week 2.3 Profilering en Merkcommunicatie .................................................................................. 23
Doelen Stellen................................................................................................................................23
Message House ..............................................................................................................................23
Customer Journey ..........................................................................................................................24
Community en Co-creatie ...............................................................................................................24
Brandbook .....................................................................................................................................25
Brandbook ................................................................................................................................ 25
Inhoud van een Brandbook .............................................................................................................25
Verschil met Verantwoordingsdocument .........................................................................................26
Week 2.4 Brand Activation en Contentstrategie ............................................................................ 27
Contentstrategie ............................................................................................................................27
Psychologische Modellen voor Gedragsverandering .........................................................................28
Content Evaluatie ...........................................................................................................................28
Praktische Toepassingen ................................................................................................................28
Brand Activation en Brand Story Video .............................................................................................29
Brand Story Video ..................................................................................................................... 29
Tools voor Videoproductie ......................................................................................................... 29
3
, Contentstrategie en Customer Journey ............................................................................................30
Week 2.5 Implementatie, Draagvlak, Accountability en Ethiek ...................................................... 31
Draagvlak Creëren ..........................................................................................................................31
Accountability ................................................................................................................................32
Ethiek ............................................................................................................................................32
Cialdini’s Beïnvloedingsprincipes ....................................................................................................33
Week 2.6 Adviesgesprek: Doel en Opbouw ................................................................................... 34
Overtuigingskracht: Argumenteren en Drogredenen ................................................................... 34
Overtuigen: Ethos, Pathos, Logos ............................................................................................... 35
Omgaan met Weerstand ............................................................................................................. 35
Veelvoorkomende Valkuilen ....................................................................................................... 35
4
