Succesvol storytelling begint met één belangrijke vraag: waarom doe je wat je doet en waar geloof je in? Pride PR organiseerde op 23 mei jongstleden een evenement waar werd uitgelegd hoe je tot betere PR- en communicatie en dus betere verhalen komt. Rob Westerik partner bij Pride PR en Patrick de Nekker van Earth Concepts, bekend van Earth Water vertelden hun inspirerende verhaal.

1. Rob Westerik
Partner PridePR en eigenaar van Leef Je Merk
23 mei 2013

2. Hoe word ik een
groot merk?

3. “Een merk is wat mensen
zeggen dat het is!”
Wat is een merk?

4. Merk??

5. Merk?

6. Groot merk?

7. Merk??

8. Merk??

9. De grootste merken in brand value

10. GROTE MERKEN
zijn bekend, relevant, onderscheidend,
geliefd en geloofwaardig

11. Grote merken hebben een
echt verhaal

13. 90% van de consumenten denkt dat
bedrijven oneerlijk communiceren
global issue monitor

14. Geen consument gelooft dat een
merk om hem geeft
behalve als bron van inkomsten
(marketingcharts.com)

15. Be OK - Coke
Geloof jij dit?

16. NEM als ‘klokkenluider’
Geloof jij dit?

17. Wanneer geloof jij
een merk?

18. Als het merk gelooft
wat jij gelooft!?

19. en ergens
voor
staat!

20. …en een verhaal heeft

21. …dat iets in beweging zet

22. Geloof ergens in en vind de mensen
(klanten & werknemers) die geloven wat
jij gelooft / voor staat!

23. INSPIREER!!
Fascineer, en bind je publiek emotioneel aan je

24. Boei en bind door anders te
communiceren
For too long, beauty has been
defined by narrow, stifling
stereotypes. Women have told
us it’s time to change all that.
Dove agrees. We believe real
beautycomes in many shapes,
sizes and ages
Dove kijkt anders naar schoonheid en
communiceert hier anders over.
Bijgaand de dove ‘insight’

25. Start with why!!
WHY …..
HOW,
Betere kwaliteit
(mild, moistering,
zacht) voor een
betaalbare prijs
WHAT,
Range health &
beauty products in
>80 landen,
De what, how en why van dove..

26. The brandkey
& Dove
findings
Discriminator:
Dove’s beauty
philosofyBrand essence:
Natural beauty
Brandvalues:
Keeper of Promises
Beautifully
Uncomplicated.
Spirited.
Caring.
The brand
experience

27. Dove sketches 2013
Dove Real Beauty Sketches is a short film
produced in 2013 as part of the Dove
Campaign for Real Beauty marketing
campaign. The aim of the film is to show
women that they are more beautiful than
they think they are by comparing self-
descriptions to those of strangers.
In the video several women describe
themselves to a forensic sketch artist who
cannot see his subjects. The same women
are then described by strangers whom they
met the previous day. The sketches are
compared, with the stranger's image
invariably being both more flattering and
more accurate. The differences create
strong reactions when shown to the
women.
The film created a sensation upon its
online release in April 2013, quickly going
viral. More than 15 million people
downloaded the video within a week of its
release. Media reaction to the video was
mixed. The Daily Telegraph called it
“Dove’s most thought provoking film yet",
while Forbes said it was "powerful", but
their reviewer felt that "it’s still focusing
too much on appearance."

28. Effect: 53 miljoen views

29. Effect op passion-score

30. “In B2B is alles anders!”

31. Groot merk: ook in B2B!
 Bekend (in de doelgroep)
 Relevant (voor de doelgroep)
 Onderscheidend (t.o.v. alternatieven)
 Geliefd
 Geloofwaardig

32. CWS say no to dirt
 Relevant?
 Onderscheidend!!!
 Geliefd?
 Geloofwaardig?

33. Ook jij hebt tenminste 1
verhaal!

34. Start with why?

35. Laat merken wie je
bent!

36. www.leefjemerk.nl

38. Introduction
Patrick de Nekker
Graduated from the Erasmus University -
1997
10 years of working experience with
companies such as Numico, Hero and
Heineken
2007: Founder EARTH Concepts

40. How to built a
brand.. without
money?
…. and donate min. 50.000 EUR a year

41. If you don’t love
it, it will fail!
* Steve Jobs

42. The
beginning…

46. What makes me happy?
- Sales / Marketing
- Being an entrepreneur
- Doing something what I still want to
do when I am 70 years old
- Doing something meaningful

47. If you had the chance,
would
you change the world?

48. The story of EARTH:
- Canadian Kori Chilibeck
- Climbing the Mount Everest
- Largest companies are earning money
by abusing the poorest people in the
world
- Donate 100% of its net profits

50. The point of no return…

51. The decision...
- I invited Kori to come over
- Quit my job
- Collected all my savings
- Ask money from friends & my parents
- Started EARTH Concepts

52. The EARTH-idea:
Every day 6000 people die, mostly children,
due to a lack of clean water
You can help easily! We don’t ask you to
donate money or work as a volunteer…
We just ask you to buy EARTH Products
EARTH Concepts donates 100% of its net
profit to fund sustainable water projects to
create clean drinking water *
* minimum donation of € 50.000,- per year

53. EARTH Water

54. EARTH Co EARTH Coffee

55. Projects € 435.000,-

56. Projects € 435.000,-

58. Donations

60. You c You can visit the projec

61. A brand is an idea
to buy into…

62. Built around a philosophy
idea
products
brandprojects

63. Built around a philosophy

64. Activation of EARTH:
1. Forget that there is money!*
2. Tell the story about EARTH, be truthful and
transparence*
3. Be true to the EARTH philosophy
4. Focus on design
5. The right (innovative) package for every
Distribution-Channel

65. Activation of EARTH:
6. Top Outlets / Events*
7. Use the right people/network/celebs
8. Convince companies that EARTH helps to tell
their own
CSR story*
9. Free publicity!*
10. Social Media*

66. Forget about money

67. EARTH Ambassadors:

68. Black Eyed Peas

69. Nick & Simon

70. Luis Figo

71. Transparency:
Akvo.org: Really Simple Reporting
Funders want to see and show where the
money goes. Yet, too much great work
done by development teams is locked
away in spreadsheets and thick reports
Akvo makes it easy to put development
projects online

72. Endorsed by UNESCO IHE

73. Board of Advise:
Mr. R. Lubbers
Mr. R. Hooft Graafland; CFO Heineken
Mr. S. de Korte; ex CEO Plus Retail
Mr. D. Slootweg; CEO Deli XL
(Transparant, inspiring and door-opening)

74. The right locations….
Ziggo Dome – Rijks Museum – Oud Sluis – The
Dylan Hotel

75. The right Festivals…

76. EARTH Events
Rock and Run for Water
June 2nd, 2013, Amsterdam

77. Help others to tell their
CSR story…

79. National Team Croatia

80. Free Publicity

81. Social Media

82. International exposure

83. Netherlands
Belgium
France
Portugal
Spain
South Africa
China
Brazil
EARTH Concepts
availability

84. Soft Launch China:

88. Our dream:
Inspiring big multi-nationals to join our
business-model
Donating every year more than 1 million
EUR

89. Our dream:

92. Donation by Jesus Luz
Hotel W, Barcelona
Start drinking EARTH Water and save
lives!
If you had the chance,
would you change the world?

93. Recept voor succes!
1. Enthousiasme & drive
2. Echt en transparant verhaal
3. Jouw verhaal op anderen af
laten stralen
4. Total branding (consistent
uitdragen van je merk)
5. Free publicity en social
media
6. Ondernemen met lef