Book dating 2015 – timetable added

February 17, 2015

All LIVErtising student have selected a book in line with marketing communication and have also produced media based on their reading. This only becomes meaningful when you can share the insights you won in this way with other interested people.

A first platform that enables sharing this experience is the Bookdating Listly page with your media.

Here is more information about a second opportunity to share: Bookdating is an ideas exchange during two lectures when everyone will get an opportunity to lead an exchange of ideas around their book. Taking turns, you’ll each be responsible for such an “ideas table” during half an hour, together with your book partner, with six tables working at the same time. All the other students who are not animating a table can choose the table that suits their interest best. At the end of the lecture each of you will have led one exchange table and attended the others. For organisational reasons, you are only required to attend the lecture when you are delivering your own ideas table.

Leading an ideas table for half an hour means being prepared to keep your audience (the students who have chosen to attend your exchange) active around your reading, for half an hour: 

bookdating

bookdating

  • discussing,
  • illustrating,
  • asking questions,
  • reacting,
  • agreeing,
  • disagreeing,
  • answering a poll,
  • playing a game,
  • suggesting ideas,
  • brainstorming,
  • criticizing,
  • inventing examples and counterexamples… .

This means much more than just summarizing your book; it means making your book relevant, or abstracts from it, or some of the author’s ideas, or a campaign that illustrates it… or whatever you feel useful to make your audience actively interested. In a word, it means keeping your audience ***engaged*** – book dating, in short!

The dates are March 11 and March 25. The detailed timetable is here – it is still possible to switch two pairs after letting me know:

 

 

 

To prepare this, I’ll ask you  to visit the Bookdating page and engage with your fellow students’ media: comment, like, share, depending on your interests. I hope this answers the questions you had about this. If not… comment! Let me add I am eager to start book dating with you!

 

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5 Comments. Leave new

Dear Mr Ranschaert,

I was just wondering about the reading files you mentioned during the last course. Are they part of the content we have to study for the exam or are the just as background information for the lessons?

Best regards,
Audrey Dahmen

Reply

Please forgive the late reply, Audrey, your comment was filtered out ;-(

Yes indeed, the reading file is part of your study, actually providing deeper understanding of some of the aspects of the course.

Does that answer your question?

Reply
Matthews Sixtine
April 1, 2013 12:16

Hello mr. Ranschaert, do we have something to prepare for The 15th of April?

Reply

I’ll be in touch soon, Sixtine: PPT to download and blog post to work on to prepare the lecture on the first Monday! Enjoy the Easter sun we’re having!

Reply
Coline Muermans
March 13, 2013 17:44

English – Master 1 – Advertising Major :
BRAND SENSE, the sensory secrets behind the stuff we buy.

Lindstroom, M. and Kotler, P. Brand Sense. Sensory secret behind the stuff we buy. 2nd ed. London : Kogan Page Limited, 2010.

1. Blurb
This book is the result of a global marketing research. It provides evidence and examples on the fact that sensory experience of brands plays a key role in creating brand loyalty. The creation of an emotional connection with the consumer allows brand to survive clutter. Therefore, the phenomenon of “love brand” is associated with religious factor: faith, belief and belonging. In a way, each sense operates particuliars functions in human behavior and mostly conducts to more emotional reaction. If the biggest companies have already integrated a sensory approach in their marketing strategy, they should focus even more on developing each possible sensory touch points.

2. Purpose of the book.
On the one hand, Martin Lindstrom tries to open the eyes of consumers on the sensory techniques used in marketing. But on the other hand, the author seems to warn more marketers and brands than consumers. He wants to awake them on the need of innovation in marketing strategy. By communicating ideas, information and solution in order to cut through the mass of commercial clutter, his intention is to help marketers to bring new life to brands.

3. Gist of the contents
Start Making Sense
Why do some brands become lovebrands? Where is the magic? Here is the answer! In a few words, a brand has to lead to a multisensory experience that appeals to our emotions. It’s what Lindstrom calls “sensory branding”. Those brands are associated with ten religious characteristics that are really powerful. This is the concept of “brand religion”.
Maybe I’m Doing It Right
One of the main issues of advertising currently is the advertising clutter. According to Lindstrom, the solution to break out the present-day advertising impasse is to inject as many senses as possible in advertising messages. Indeed, most advertisements are only based on what you see and what you hear, and rarely on what you smell, touch, and taste. The future of advertising is meant to be how to take care of these neglected senses.

A Smash Hit
The Smash your brand philosophy says that when you smash your brand, each component of the brand has to be identifiable as belonging to that particular brand, and no one else. Each piece has to work independently of the others but at the same time, they have to be coherent in the expression of the brand values. Every part of a brand is smashable: picture, shape, name, language, icon, sound, navigation, behavior, tradition and rituals, etc. And I guess the list is non exhaustive!
And Then There Were Five.
Although people filter more and more audiovisual messages as a result of an overwhelming, sounds and sight are still the most exploited sense in marketing communication. Until recently, they have been perceived as being the most powerful of our five senses and the three others are obviously more difficult to create. On the surface the sound of a brand adds to the perception of a product quality and function, while shapes, color and size intend to differentiate the product. But deep down, smell, touch and taste affect our emotions in a less obvious and more latent way because they are primitive senses.
Being Alive
Compared to nonbranded stimuli, branded stimuli, besides creating impulsive shopping, also connects emotions to the brand. Consequently, all the sensory touch points should support each other and the brand DNA. On balance, the more positive interactions between the five senses, the stronger the connection made between the brand and the consumer.
Moving Mountains
Nowadays, Religions fill the need of people’s stability in a world of constant change. They offer solid promise and security. As religions, brands could also suggest a blueprint of how to live. By following the “Ten Rules” (inspired from Religious characteristics), brands can acquire strong relationships and loyalty.
The future
Traditional marketing will continue to exist alongside nontraditional methods such as sensory branding. Some companies will lead the way in innovation (the sensory pioneers), while the others will be inspired by them (the sensory adopter) or will trail them (the sensory followers).

4. Strong points of the book:
The book is clear and well structured. It is easy to read and there’s a summary at the end of each chapter, helping us to summarize what we have just read and learned. The content is filled with concrete examples related to well-known brands, a series of specific and detailed studies, and with mild personal anecdotes. Naturally,these illustrations make the reading even more pleasant. Moreover, its vulgarization makes it accessible and is likely to please everyone for the simple reason that we are all, without exception, consumers.

5. Relevance for our professional future.
In the short term, this book allowed us to understand the crucial need of evolution and innovation in the sector we would like to work in, and in the long term, it may be a useful reference and guide. More than warning us, it suggests concrete solutions for clutter and overwhelming. It also motivates us for big changes. We are aware that our generation will be an important actor in bridging the gap between conservative agencies’ methods and the impressive number of new possibilities that technology and research bring us as sensory branding.

6. Personal considerations
Surprisingly, Linstroom doesn’t denounce advertising practices like in his others books (Brandwashed or Buy.ology). Martin Lindstrom seems to be a realistic man, who has his feet firmly on the ground. He mentions several times that “he never said it would be easy”. He doesn’t just give a theoretical magic recipe, but also offers practical examples and explains concretely the keys of his theory.
Nevertheless, he does not deal with the ethical point of view of sensory branding. Although he tells us about the stimulation of the consumer’s senses – such as spreading the scent of fresh grass in a do-it-yourself store to increase the sales – he does not tackle the manipulative aspect of those methods. When is the sensory branding considered as subliminal advertising?

7. Relevant Information
USP is a well-know notion that has evolved through the years. It changed into ESP (E for Emotional), to BSP (B for Brand) and recently it became MSP (M for Me) with consumers taking ownership of their brands. But the current dominant trend is the Holistic Selling Proposition. “Each holistic brand has its own identity, one that is expressed in its every message, shape, symbol, ritual, and tradition – just as sports teams and religion do today.” A true HSP brand cannot be logo-centric because its power is embedded in every (sensory) aspect of the brand, leveraging every possible channel to communicate its philosophy.
8. Keywords
– Multi-sensory branding
– “Brand religion”
– community building

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