Creating Lovemarks Through New MediaWout Withagen | Freshheads | 02-2009

Introduction

• Wout Withagen

• MA Interaction Design at HKU-KMT Hilversum

• Projectmanager at Freshheads (web concepts & development agency)

• More than just interested in New Media and web 2.0 technologies

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Contents

• Lovemarks

• The 2.0 revolution

• Cases

• Conclusion

• Statement and discussion

Lovemarks

• Lovemarks were invented in by Kevin Roberts (Saatchi & Saatchi)

• Lovemarks is a marketing technique that is intended to replace the idea

of brands.

• Three key ingredients to create lovemarks: Mystery, Sensuality, Intimacy

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Lovemarks

• Mystery

Great stories: past, present and future; taps into dreams myths and icons;

and inspiration

• Sensuality

Sound, sight, smell, touch, and taste

• Intimacy

Commitment, empathy, and passion

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Lovemarks

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

The 2.0 revolution

• Web 2.0

• Enterprise 2.0

• Government 2.0

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Web 2.0

“The term "Web 2.0" describes the changing trends in the use of

World Wide Web technology and web design that aim to enhance

creativity, communications, secure information sharing, collaboration

and functionality of the web.” [Wikipedia]

Web 2.0 concepts have led to the development and evolution of

web-culture communities and hosted services, such as social-networking

sites, video sharing sites, wikis, blogs, and folksonomies. [Wikipedia]

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Web 2.0

• Collaborate

• Sharing

• Mashups

• User Generated Content

• Crowd Sourcing (Swarm Intelligence)

• Social Media

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Web 2.0

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Web 2.0

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Cases

• Face Your World

• Wij Bouwen een Wijk (We Build a Community)

• De Dichterlijke Vrijheid (Poetic Freedom)

• Tilburg 2009

• D-Toren (D-Tower)

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

De Dichterlijke Vrijheid (Poetic Freedom)

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

“36 appartments in a problem area in Rotterdam were sold for just € 1,- to a group ofpeople who were willing to renovate the appartments. Via internet the buyersexchanged their expierences, ideas and plans.” [www.dedichterlijkevrijheid.nl]

Face Your World

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

“The project Face Your World enables young people to investigate the environment inwhich they live. It gives them instruments so that they can – like a genuine townplanner – change their environment.”

Wij Bouwen een Wijk (We Build a Community)

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

“Is it possible for an Internet community todesign the district of the future? And can itbe realized? The small town Smallingerlandstarted an online community wherecivilians, professors, students and specialistswork together to design a new area.”

Tilburg 2009

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

“A brand inspired by the existingBrand mark of Tilburg. The cityof Tilburg exists 200 years.Civilians are Encouraged to setup their own events Andhappenings, which are supportedby A professional team oforganizers And planners”

D-Toren (D-Tower)

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

“D-tower is an art piece, commissioned by the city ofDoetinchem in the Netherlands, that maps the emotionsof the inhabitants of Doetinchem. D-tower measuresHAPPINESS, LOVE, FEAR and HATE daily usingdifferent questions.”

Conclusion

• Bottom up design and development

• Use new media to reach your audience

• Use the knowledge of the crowd

• Clear message

• Mystery, Sensuality, Intimacy

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Discussion

Got inspired? Let’s discuss what new media can mean for your brand!

Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009