Mike de Block
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I was asked by a marketeer from #Ahold Europe, to present some ideas how an #app could be of added value for one of their brands. The slideshare above is however a brief summary, as several slides has been left out due to confidentiality.
In the end, my message was that a brand has to blend into the daily life’s of their customers, if they want to be of any meaning. Brands who want to be of value should therefore embrace “pulled” actions. As pull is an unsolicited action by a consumer, whereas a “push” is a solicitation by a seller/producer. A branded app should thus earn the attention by being a community hub that facilitates a value-adding experience. In the end, the value of your brand is being determined by the degree of meaning you have for your customers. To conclude, its all about perception, so facilitating events that influence this process could align the consumers perception with your desired brand identity.
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