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  • Posted by: Marieke Stoffels on Friday, April 19 2013 11:16 AM | Comments (0)
    Best Dutch Media Brands

    For the fourth consecutive year, Interbrand Amsterdam, together with Tijdschrift voor Marketing, has mapped the dynamics of the world of Dutch media brands. We conducted an online quantitative, representative study with 1,000 respondents and evaluated more than 70 media brands.

    In addition to producing the ranking of the 25 strongest Dutch media brands, we also extracted key insights outlined here:

    Crossing the borders continues

    Best Dutch Media Brands 2013In last year's results we learned that the borders of media of media channels have become more and more blurred. We continue to see media convergence happening. 

    Traditional channels like newspapers, magazines, radio and television are growing toward each other. This leads to big changes in media consumption. It's not a surprise then that the internet plays a big role in this.

    Two of the strongest brands on this year's list, NU.nl and Uitzendinggemist.nl, demonstrate this. Both are digital brands delivering content that once exclusively belonged to traditional media models. NU.nl is a digital news site providing content once solely the domain of newspapers and magazines. Uitzendinggemist.nl, a media portal, can be seen as an online television platform for missed broadcasts.

    Freedom is key

    Brand Strength FactorsWe found many Dutch media brands have room to grow in terms of the Brand Strength Factors Relevance and Differentiation. Brand Strength Factors are the indicators with which we measure brand value. In total there are ten factors. 

    Six of these — Authenticity, Relevance, Differentiation, Consistency, Presence and Understanding — are externally focused. These factors measure to what extent a brand's impact on its target audience's behavior is maximized.

    These external factors are used in determining the brand values of brands we work with at Interbrand, in our annual global reports and here in our evaluations for Best Dutch Media Brands 2013. The other four of the ten Brand Strength Factors are internal — Clarity, Commitment, Protection and Responsiveness — and measure to what extent the organization can deliver on its promises.

    Overall in the case of the 70+ brands we evaluated for our Best Dutch Media Brands 2013 report, we found the scores on Relevance and Differentiation were the lowest of all the external Brand Strength Factors. Consumers perceive that the evaluated media brands can do better in tailoring their offerings to meet their needs. Consumers are not seeing enough distinction between brands.

    Uitzendinggemist.nl is a great exception to this. It's one of few brands to offer clearly unique content: true freedom of choice. There's no other brand in the category that delivers the same content. The user experience, or way that the consumer can interact with content — wherever, whenever — provides freedom.

    Consumers want to be in control and choose for themselves what and when they consume and through which channel. Ideally, they also have control over the content itself. Think, for example, about preparing your own playlist on Spotify and YouTube or selecting your favorite news categories based on personal interest. Brands that put consumers at their core and respond to freedom of choice with unique content will win on Relevance and Differentiation.

    Clearly focus on consumers

    The current landscape of Dutch media brands is asking for differentiating, relevant brands with a clear focus on consumers. Consumers are more and more in the lead in a world of media convergence. They decide what, when and how they consume media. Brands need to act on this and bring products and services that address that need to the marketplace.

    It becomes more important to be consistently present with relevant content over a broad palette of media types with a focus on digital. Brands that do this best will be brands that can attract demanding consumers who will be loyal to their brand.

    Best Dutch Media Brands 2013

    Number in () is ranking from 2012. A "-" indicates the brand was not ranked in the top 25 in the 2012 report.

    1. NU.nl (2)
    2. Uitzending Gemist (14)
    3. Nederland 1 (1)
    4. RTL 4 (5)
    5. Donald Duck (6)
    6. TVGids.nl (-)
    7. BNR Nieuwsradio (24)
    8. Nederland 3 (13)
    9. Sky Radio (17)
    10. Radio 2 (19)
    11. Radio 1 (10)
    12. NOS (3)
    13. Algemeen Dagblad (8)
    14. Quest (-)
    15. 3FM (9)
    16. Nederland 2 (11)
    17. De Telegraaf (4)
    18. RTL XL (-)
    19. Volkskrant (12)
    20. Radio 538 (16)
    21. Libelle (7)
    22. VPRO (-)
    23. Metro (-)
    24. Q-music (20)
    25. NRC Handelsblad (21)

    Marieke Stoffels is Strategy Director, Interbrand Amsterdam.

    This blog post is an extract of the full article we wrote for Tijdschrift voor Marketing. The full PDF (in Dutch) can be downloaded at www.inderbrand.nl.

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  • Posted by: Amy Edel-Vaughn on Tuesday, August 7 2012 05:19 PM | Comments (0)

    The Post-Digital World 

    Digital media professionals often hear, “Show me the ROI.” While many businesses continue to debate how best to quantify links between digital media and sales, and analyze if it’s time to embrace digital strategy, technology has already fundamentally changed life for consumers. Digital has shaped how people interact with brands, as well as their expectations, catapulting us into a post-digital age.

    When news broke of Jez Frampton’s new white paper —Branding in the Post-Digital World — and featured piece for Fast Company — 5 Ways to Build Brands in the Post-Digital World — on life for brands in a post-digital age, we heard questions from followers in our own social media communities about what it means to be post-digital and if this truly changes the landscape for brands. In these pieces Interbrand’s Global CEO undertook an extensive review of our research and lessons learned from direct experience with brands, aiming to answer these questions.

    As consumers use digital media to provide their feedback, interact with one another to rally around or critique brands, and build influential online voices, it is clear that businesses must rethink the relationship between brands and consumers. Before the digital age, businesses could create products and strategies internally and then introduce them to the public. In the post-digital age, consumers expect to be part of molding businesses, collaborating organically with them to shape the future of brands.

    It is time for brands to shift their thinking about business models from “business to consumer” to “business and consumer.” Indeed at Interbrand we have developed the language “B&C” and “B&B” to describe this significant shift to a shared-space way of thinking where brands work with consumers, engaging them and working to build understanding.

    Consumer conversations are now powerfully shaping brand image and it is no longer enough to merely listen. As Frampton notes, “It’s time to tear up the traditional ‘funnel’ model of consumer purchasing. Consumers now go through a dynamic, non-linear decision-making process.” Online fellow-consumer reviews of products now hold more sway in purchasing decisions than ever before.

    Jez FramptonIn discussing Frampton’s work we also heard some surprise that some brands haven’t embraced digital or developed strategies to maximize its potential to position themselves as leaders in the post-digital world. In fact, Interbrand’s Marketplace Survey, key research in developing these pieces, found in its survey of more than 800 companies that 16% report their company is “digitally inactive” and more than one third of respondents feel that inadequate resources have been dedicated to their company’s digital experience and presence. As many as 25% say their company does not actively solicit consumer feedback on post-purchase experiences.

    So what can brands do? Digital can and should be seen as central to building brands and their management strategies. Customer experiences can be enhanced, loyalty strengthened and methods to better serve markets developed through holistic approaches to digital that truly impact how brand owners operate. High-level creative consulting and leadership can help businesses recognize the best ideas from within the noise, position brands as future drivers of success and make that genuine leap of thought from the dawn of digital to the reality of the post-digital world.

     

    Amy Edel-Vaughn is Interbrand's Community Manager.

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  • Posted by: Kevin Perlmutter on Wednesday, June 23 2010 04:23 PM | Comments (0)

    Have you noticed that the way we live, work and play is changing, thanks to wireless technology?  If not, I’ll repeat the words stated by telecom advertiser, channeling through Tom Selleck, about 20 years ago – “You Will.”

    In the last few months alone, I came across dozens of articles about the impact of wireless technology, not just on consumer behavior, but on business and industries. Here are just a few: “Digital Revolution Shakes Foundations of Book Retailing” (Wall Street Journal) and “In Price Wars E-Readers Go Below $200” (New York Times). Both of the above emphasize how changes in customer behavior are shaking up all aspects of the publishing industry. 

    Then there’s “Can airlines make money off the iPad?” (US Today) which suggests that wireless can positively impact a business through the customer experience. Meanwhile, “Mercedes to Give iPads to Dealers” points to changes that wireless can have on workforce behavior and sales practices.
     
    As these examples demonstrate, wireless technology is positively impacting consumer behavior and opening doors to new opportunities for businesses in a myriad of ways. That’s why brand owners and sales people need to take note immediately and understand how wireless will impact their own business practices.
     
    But this is just a quick look at the wireless explosion. You can read more about the topic in the article “More than Just Talk: Driving demand with Wireless,” which examines the impact that wireless will have across many business sectors, as well as the significant opportunities that it will create for businesses that seize the opportunity to improve their customers' experiences.

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