Multi-sensuales Marketing als Chance für die ... - Multisense
Multi-sensuales Marketing als Chance für die ... - Multisense
Multi-sensuales Marketing als Chance für die ... - Multisense
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M2<br />
Der Fit zwischen Sender Brand Profile und Receiver Mindset<br />
Sender / Receiver principle of brands as theoretical background<br />
MARKETING & MANAGEMENT<br />
© Institut > Prof. Dr. Klaus-Peter Wiedmann<br />
The "sender" profile of a brand must comply with the mindset of the "receiver"<br />
– or the consumer will simply filter out the communication<br />
Each<br />
consumer<br />
receives an<br />
average of<br />
2,200<br />
advertising<br />
messages<br />
each day<br />
Sender: Brand profile Receiver: Mindset<br />
“Value propositions” “Consumer needs”<br />
Stimulation<br />
Solution<br />
Solidarity<br />
Price<br />
multisense SPECIAL – <strong>Multi</strong><strong>sensuales</strong> Branding<br />
0 2 4 6 8 10 Filter<br />
98%<br />
"Waste"<br />
2%<br />
–<br />
Solidarity<br />
Total Cost<br />
"Price"<br />
E<br />
R<br />
Stimulation<br />
Fair<br />
Thrill&Fun<br />
Passion<br />
Vitality<br />
Natural<br />
Carefree<br />
Classic<br />
New&Cool<br />
Tranquil<br />
Purism<br />
Clanning<br />
Price<br />
24/7<br />
Service<br />
Awareness Quality<br />
Smart<br />
Shopping<br />
Proven<br />
Comfort<br />
Customized<br />
Solution<br />
Consumers become aware of a<br />
brand if the brand profile fits their<br />
mindset – 98% is filtered out<br />
+<br />
Page 16
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