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Masterclass TU Delft 2013

Emotive branding

BR-ND Emotive Transformers

on 9 September 2015

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Transcript of Masterclass TU Delft 2013

BR-ND | Emotive Transformers

Kim Cramer PhD @kimcramer
Alexander Koene @alexanderkoene

Scientific paper:


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"We are astronauts of spaceship earth"
~ Wubbo Ockels, Scientist Astronaut

1880 - Identification of Ownership
1900 - Differentiation of Features & Benefits
1960 - Differentiation of Needs & Wants
2000 - Guiding Principle
2009 - Corp. Social Responsibility
Technology Drives Branding
2010 - Emotive
Emotive Branding?

Connecting people meaningfully with the purpose to make them happy and inspired for positive action.
Full transcript