On Wednesday evening 3 December we had a group gathering at Marta's home. Unfortunately Marloes could not attend, for she was sincerely ill. The objective of the meeting was to enhance the overall 'group feeling', and to come up with a list of conclusions for writing the general conclusion.
I gave each group member the task to come up with at least 10 conclusion/recommendation points. The idea behind setting a target was to get everyone motivated to find as much points as possible. To really find 10 was not the most important part. For myself I came up with a list of 7 points. However, I could not detect any lists from the other group members. This was a little disappointing but in the end we had a good time together and also did some talking about the project, which I think helped for the overall understanding and insight.
The deadline of our final report is set at the coming Monday, 8 December. To make it in time hard work is required. The plan of action for the weekend is as follows:
Marta: Writing of the conclusion and revise your sub assignment (add more statistics/numbers/legal information) and put together the EC-file.
Desislava: Write chapter 2 together with Marloes (important point: "The Heineken Example"), revise your sub assignment if necessary (introduction of numbers/statistics) with help of Joseph's comments and put together the Bibliography.
Marloes: Write chapter 2 togehter with Desislava, revise your other sub assignment with help of Joseph's comments and make a good introduction (use the Project Summary for this).
Miriam: Make a SWOT-analysis and confrontation matrix, revise my sub assignment with help of Joseph's comments.
-Miriam-
zaterdag 6 december 2008
dinsdag 2 december 2008
How to come up with conclusions
Here is an example for what kind of points you could come up with:
"Brand owners need to re-think how best to maximize the marketing potential offered by a virtual environment that relies on user-generated content"....
Then apply the question: 'So what?' to this statement.
And you start and think for yourself: "Well, the marketing potential offered by a virtual environment is HUGE, because there are 9876575 users from ALL over the world, etc etc. Bla bla and while brands represent lifestyles, interests, attitudes they are just as applicable -or even more- in virtual worlds as in the real world for building brand awareness, and supporting the identity etc. etc blabla"
So, in short:
Write down such a conclusion point, ask yourself the question 'So What?' and try to explain and work the point out to an insightful and surprising idea!
Mr. Savirimuthu's example:
"Brand owners need to re-think how best to maximize the marketing potential offered by a virtual environment that relies on user-generated content"....
Why?
Information society - businesses now have a digital presence
So?
Evidence - of large number of people online
Yes, so?
Online profiling suggest that users are engaged, attention span is fleeting and they all share one thing in common - they engage in user-generated content.
Evidence.
What does this evidence suggest?
Marketing strategy to reflect this trend/population.
Evidence of such a strategy?
Of course - KZero provides a number of case studies.
What are they?
Answer.
I see
What are the implications for TM LAW
Well - TM law has a role. But it has limits.
Why?
Answer.
I see so:"Brand owners need to re-think how best to maximize the marketing potential offered by a virtual environment thatrelies on user-generated content"..
Way forward?
Hybrid strategy (clue: read Kzero and articles I sent).
-Miriam-
"Brand owners need to re-think how best to maximize the marketing potential offered by a virtual environment that relies on user-generated content"....
Then apply the question: 'So what?' to this statement.
And you start and think for yourself: "Well, the marketing potential offered by a virtual environment is HUGE, because there are 9876575 users from ALL over the world, etc etc. Bla bla and while brands represent lifestyles, interests, attitudes they are just as applicable -or even more- in virtual worlds as in the real world for building brand awareness, and supporting the identity etc. etc blabla"
So, in short:
Write down such a conclusion point, ask yourself the question 'So What?' and try to explain and work the point out to an insightful and surprising idea!
Mr. Savirimuthu's example:
"Brand owners need to re-think how best to maximize the marketing potential offered by a virtual environment that relies on user-generated content"....
Why?
Information society - businesses now have a digital presence
So?
Evidence - of large number of people online
Yes, so?
Online profiling suggest that users are engaged, attention span is fleeting and they all share one thing in common - they engage in user-generated content.
Evidence.
What does this evidence suggest?
Marketing strategy to reflect this trend/population.
Evidence of such a strategy?
Of course - KZero provides a number of case studies.
What are they?
Answer.
I see
What are the implications for TM LAW
Well - TM law has a role. But it has limits.
Why?
Answer.
I see so:"Brand owners need to re-think how best to maximize the marketing potential offered by a virtual environment thatrelies on user-generated content"..
Way forward?
Hybrid strategy (clue: read Kzero and articles I sent).
-Miriam-
Tuesday, 2 December 2008
-Thursday 27 November we have had a group meeting about the conclusion we have to produce for the Research Question (How should owners of well-known brands seek to preserve value in brand identity in virtual worlds?).
In the meeting the following points were discussed:
-How does one write a good conclusion? Miriam brought information and tips on how to write a good conclusion and emphasised the facts that the conclusion is going to be the most important part of the research report and also the presentation. It is the "Grand Finale" of the project, so to speak.
-We discussed some important aspects of our conclusion, for example that we should demonstrate our own understanding and insight that we have gained on the matter, that we must not present any new facts, but that we should draw new conclusions from the facts given earlier, in order to make the report coherent and clearly refer to the subchapters of the report.
-We have planned a group concluding session on Wednesday evening, 3 December, at Marta's place. In this session we will present to each other our own conclusions/recommendations/solutions, and test their relevance and whether they will be adequate for integrating in the final report conclusion.
-We divided the following tasks:
Introduction - Marloes
Sub conclusions - All
Typing of the conclusion text - Marta (with any of our help if necessary)
Typing of the extra chapter "International aspects and harmonization" - Miriam
-Miriam-
In the meeting the following points were discussed:
-How does one write a good conclusion? Miriam brought information and tips on how to write a good conclusion and emphasised the facts that the conclusion is going to be the most important part of the research report and also the presentation. It is the "Grand Finale" of the project, so to speak.
-We discussed some important aspects of our conclusion, for example that we should demonstrate our own understanding and insight that we have gained on the matter, that we must not present any new facts, but that we should draw new conclusions from the facts given earlier, in order to make the report coherent and clearly refer to the subchapters of the report.
-We have planned a group concluding session on Wednesday evening, 3 December, at Marta's place. In this session we will present to each other our own conclusions/recommendations/solutions, and test their relevance and whether they will be adequate for integrating in the final report conclusion.
-We divided the following tasks:
Introduction - Marloes
Sub conclusions - All
Typing of the conclusion text - Marta (with any of our help if necessary)
Typing of the extra chapter "International aspects and harmonization" - Miriam
-Miriam-
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