1. Text
Branding on mobile
Digital
Communication
Products
April 19, 2011 Jeroen de Bakker - @jeroedeb
DATE AUTHOR
A presentation about pre- and post-digital brand
building, owned media, relationships and brand effects

2. Text
Television gave advertisers an
entrance into people’s homes
Introduction
Branding on mobile “There is something about mobile” - Slideshare
SOURCEMOBILE CONVENTION AMSTERDAM 2011

3. Text
Television gave advertisers an
entrance into people’s homes
Mobile gives entrance into
people’s lives
Introduction
Branding on mobile “There is something about mobile” - Slideshare
SOURCEMOBILE CONVENTION AMSTERDAM 2011

4. Text
Pre-digital
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
Brand building
Post-digital
Participation
Value creation
Doing things for people
Tangible value
Behavior
Branding on mobile “The brief in de post-digital age” - Gareth Kay
SOURCEMOBILE CONVENTION AMSTERDAM 2011

5. TextOwned media
Content you create or control to
engage with consumers
Building and strengthening
relationships is the ultimate goal
Branding on mobile
MOBILE CONVENTION AMSTERDAM 2011

6. TextOwned media
Relationships begin with mutual
interests and consumer relevance
Focusing on the context choice
and the value offer
Branding on mobile “Brand Programming” - Slideshare
SOURCEMOBILE CONVENTION AMSTERDAM 2011

7. TextAmstel Teamlink - demo video
Branding on mobile http://youtu.be/G4MNHKtqXBk
SOURCEMOBILE CONVENTION AMSTERDAM 2011

8. TextAmstel Teamlink
The brand becomes part of own
social environment and meets
context-specific needs and fields
of interest
Branding on mobile “Brand Programming” - Slideshare
SOURCEMOBILE CONVENTION AMSTERDAM 2011

9. TextMobile app
Branding on mobile
MOBILE CONVENTION AMSTERDAM 2011

10. TextMobile app
Produced by M2Mobi
Additional fun(ctionalities)
20.000 users
Winner Sport App Awards 2011
Branding on mobile
MOBILE CONVENTION AMSTERDAM 2011

11. TextBrand effects
New drivers for engagement and
brand relationships
Usefulness
User experience
Involvement
Branding on mobile “Metrixlab rapportage Teamlink” - August 2010
SOURCEMOBILE CONVENTION AMSTERDAM 2011

12. Thank you for your
attention
All rights reserved © 2011
LAB1111
Digital
Communication
Products
Jeroen de Bakker - @jeroedeb
AUTHOR