brand psychology workshop
TRANSCRIPT
BRAND PSYCHOLOGY
Dr. Pamela Rutledge [email protected] @pamelarutledge Dr. Jerri Lynn Hogg [email protected] @hoggjl
Fielding Graduate University 2015 National Session Chicago
A collaborative research workshop
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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
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www.brandpsychologyresearch.com
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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?
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Brand Influences (or What You Shoot in the Dirt)
§ Identity § Beliefs/mental models § Group affiliation § Social influence § Previous experience § Environmental influences § Instinct § Motivation
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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
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TRIGGERING MEANING ACHIEVEMENT
STABILITY
INDEPENDENCE & FULFILLMENT
BELONGING & ENJOYMENT
Ruler
Outlaw
Hero
Magician
Everyman
Lover
Jester
Caregiver
Creator
Innocent
Sage
Explorer
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Brand Equity
§ What is brand equity? § Goal is to get more § Message coherence
§ Archetype consistent § Message-‐audience links
§ How do you kill it?
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http://on.cc.com/1rQjRPX http://thecolbertreport.cc.com/videos/regxdh/millennial-generation-soup-campaign
BREAK
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Brand Analysis: Apple
BRAND: Apple Archetype Target Goal Message Message
Window
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Types of Brands § Familiar § New § Products § Services § Non-‐profits § Politicians § Organizations § Ideas § Individuals
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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
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Brand Analysis
BRAND
Archetype Target Goal Message Message Window
https://www.youtube.com/watch?v=V8qxlpY68xs&feature=youtu.be
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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
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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 [email protected] @pamelarutledge Dr. Jerri Lynn Hogg [email protected] @hoggjl
Fielding Graduate University 2015 National Session Chicago