Februari

How Brands(like Optimel)Grow

‘17

So much about loyalty

Growthis in thelong tail

r

Waste is not waste

Be distinct, not different

arr I love my

mum most

How come?

Make it easy to buy

Conceptual model

DISRUPTIVE SPONSORING

Distinctive Brand Assets

Category Entry Points

The wholetruth?

Nothingbut thetruth?

Extra dimensie

Impuls Optimel

0

10

20

30

40

50

60

70

80

90

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 MAT16

Miljoenen

2006-2007

Sonja Bakker hype

1999-2002

Drink, Yoghurt & Quarck

2014

Launch Optimel LL

2009-current

Launch Eurosparen

2003

Launch Vla

2013

Launch Optimel Greek

Meer overeenkomstendan verschillen

Distinctive Brand Assets

Blanco

Avoid solo use Use or lose

Ignore or test Investment potential

Niet heel uniek

DISRUPTIVE SPONSORING

Category Entry Points

‘Luck’ in the middle

Nieuw ‘positioneren’

DISRUPTIVE SPONSORING

Macro

Meta

Strategisch

Tactisch

Operationeel

Impact op niveau

Februari

How Brands(like Optimel)Grow

‘17