brand psychology workshop

BRAND PSYCHOLOGY

Dr. Pamela Rutledge prutledge@fielding.edu @pamelarutledge Dr. Jerri Lynn Hogg jhogg@fielding.edu @hoggjl

Fielding Graduate University 2015 National Session Chicago

 A  collaborative  research  workshop  

2 |

Agenda •  9:30am  –  10:30am  •  Introduction  &  purpose  •  What  is  a  brand?  •  Exercise  1  •  What  is  branding?  •  Brand  equity  

•  10:30am-­‐10:45am  -­‐  Break  •  10:45am-­‐12:00pm  

•  Types  of  brands  •  Brand  analysis    

•  12:00pm-­‐1:30pm  –  Lunch  •  1:30pm-­‐2:30pm    

•  Brand  analysis  reports  •  2:30pm  –  2:45pm  –  Break  •  2:45pm-­‐3:30pm    

•  Brand  research:  Spire  •  3:30pm  Retreat  to  bar          

3 |

www.brandpsychologyresearch.com

4 |

What is a Brand? §  Traditional  definition:  §  Includes  things  like  a  name,  a  term,  symbol,  or  design  

§ Something  that  differentiates.    

THE SOURCE OF ALL BRANDS

EXERCISE

WHAT DID YOU SEE?

9 |

Brand Influences (or What You Shoot in the Dirt)

§  Identity  §  Beliefs/mental  models  §  Group  affiliation  §  Social  influence  §  Previous  experience  §  Environmental  influences  §  Instinct  §  Motivation  

10 |

Go Back to Nike Brand  images:  §  Images  tell  stories  §  Implicit  Narratives  

§   Who  is  the  hero?  §   What  is  the  story  about?    § Elements  to  look  for:  

§  Identity §  Ability to achieve §  Self representation §  Motivation §  Meaning §  Aesthetics §  Instinct §  Emotion §  Affiliation

§  Archetype  coherence  

11 |

TRIGGERING MEANING ACHIEVEMENT

STABILITY

INDEPENDENCE & FULFILLMENT

BELONGING & ENJOYMENT

Ruler

Outlaw

Hero

Magician

Everyman

Lover

Jester

Caregiver

Creator

Innocent

Sage

Explorer

12 |

Brand Equity

§  What  is  brand  equity?  §  Goal  is  to  get  more  §  Message  coherence  

§ Archetype  consistent  § Message-­‐audience  links  

§  How  do  you  kill  it?  

13 |

http://on.cc.com/1rQjRPX http://thecolbertreport.cc.com/videos/regxdh/millennial-generation-soup-campaign

BREAK

15 |

Brand Analysis: Apple

BRAND: Apple Archetype Target Goal Message Message

Window

16 |

Types of Brands §  Familiar  §  New  §  Products  §  Services  §  Non-­‐profits  §  Politicians  §  Organizations  §  Ideas  §  Individuals  

17 |

Exercise: Brand Analysis

§  Draw  brand  type  from  “hat”  §  Use  template  for  planning  §  Write  up  short  report  for  blog  summarizing  

template  §  Deliver  5  minute  report  to  class  for  

discussion  

18 |

Brand Analysis

BRAND

Archetype Target Goal Message Message Window

https://www.youtube.com/watch?v=V8qxlpY68xs&feature=youtu.be

21 |

Brand Analysis Reports

§  5  minute  limit  

REPORTS

What  can  we  learn  from  different  brand  types?  

BRAND RESEARCH

24 | https://www.youtube.com/watch?v=DY4OW8O7mNc

25 |

Brand Research Plan

§  Review  the  problem  statement  §  Define  the  research  objectives  §  Review  relevant  research  §  Select  the  research  design  §  Design  the  research  instrument  §  Collect  the  data  §  Analyze  the  data  §  Implications  of  the  results  

THANK YOU!

Dr. Pamela Rutledge prutledge@fielding.edu @pamelarutledge Dr. Jerri Lynn Hogg jhogg@fielding.edu @hoggjl

Fielding Graduate University 2015 National Session Chicago