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Jeff Olsen B/O/W/G

Jeff Olsen B/O/W/G. Brand Emotion June 14, 2006. What does this Brand mean to you?. What does this Brand mean to you?. Ring Tone. What does this Brand mean to you?. Think Different. iPod. iPod. Branding – B/O/W/G Brand Map. Brand Logic. Facts, features and benefits. Company Owns.

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Jeff Olsen B/O/W/G

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  1. Jeff OlsenB/O/W/G Brand Emotion June 14, 2006

  2. What does this Brand mean to you?

  3. What does this Brand mean to you?

  4. Ring Tone

  5. What does this Brand mean to you?

  6. Think Different

  7. iPod

  8. iPod

  9. Branding – B/O/W/G Brand Map Brand Logic Facts, features and benefits. Company Owns Brand Emotion How customers feel about you. Customer Owns Brand Personality Traits and characteristics you portray. Company & Agency Owns

  10. iPod

  11. Ring Tone

  12. Connecting Emotionally • In order to connect on an emotional level, one must understand who they are speaking to and how that person thinks.

  13. Generational Marketing • The G.I. Generation • The Silents • The Baby Boomers • Generation X • The Millennials

  14. The G.I. Generation • Born 1906 - 1926 (82 - 102) • Won the War • Built the nation • Few are left

  15. The Silents • Born 1927 - 1945 (63 - 81) • Thoughtful, polite, patriotic • Conformists • News readers • Feel they’ve earned the right to treat themselves in retirement • Brand loyal

  16. The Boomers • Born 1946 - 1963 (45 - 62) • Wealthy and getting wealthier • Free spenders • Instant gratification • Work oriented • Want to stay young at all costs • Not brand loyal

  17. Generation X • Born 1964 - 1981 (28 - 44) • The “Me” generation • Uncertain and don’t trust • Duel income or divorced parents • Attitude • Fiercely independent • Survivors (Friends) • Know quality • Technology savey

  18. The Millennials • Born 1982 - present (birth - 27) • The “We” Generation (Sept. 11) • Unlike Gen X they trust and have a positive view of older people • Community service • See themselves as special • Loyal to brands that support good causes • Steeped in technology, but in a much different way than Gen X

  19. Q & A

  20. Here’s to the crazy ones…YOU!

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