branding essentials: understanding, building and developing powerful brands
Post on 17-Oct-2014
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Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about brandingTRANSCRIPT
Branding essentials: Understanding, building and developing powerful brands
Antonio Monerris Tormo Socio – fundador / Partner Brain
Everyone talks about branding but it does not always mean the same thing ...
What is a brand?
BRANDING 2000 Ac
‘An identifying mark burned on livestock…. With a branding iron’
The Oxford English Dictionary
Etymology
Milestones of contemporary culture
Meta - brands
The brand is more than a name
The brand is more than to be identified with a sector or category
The brand is more than a vague assessment of quality, tradition and trust
The brand is more than a corporate denomination, a "trademark", more than just a name with more or less awareness or just a fortunate logo ...
A brand is …
It is a meaningful and structured perception in the consumer's mind, capable of triggering spontaneous associations of ideas that influence the consumer transaction process with a product or service
Memories that support opinions that influence decisions
The brand interferes with consumer value judgments...
A brand is a credible assurance and sets us apart from all the "noise" around us
The primitive function of the brand
To reduce the uncertainty ...
Buying is to decide, deciding is to risk.... It is an experience conflict between desire and fear to frustration
The purchase is "unsafe" in an objective or subjective sense
The brand is primarily and essentially a transactional reassurance
New dimensions of branding
A Commercial Brand = A name, phrase, sign, symbol, or logo OR a combination of these which identifies products or services and differentiates them from the competition
Place Brand = A brand for a specified territory that utilizes branding strategy to add measurable, economic, social and cultural value to cities, regions and countries
(American Marketing Assoc., 2005)
If a brand is not able to evoke a specific idea or value and fails to suggest more than platitudes is an "underdeveloped" Brand
A brand is a relevant & transcendent value
Danone Mission:
o Group DANONE helps people around the world grow, live better and get more out of life through tastier, more varied and healthier food products -every day.
The brand should evoke what psychological and emotional means to me in the physical transaction ... It is not the name of the offer, it is the memorable evocation of what it means to me.
Why doing branding?
A strong brand: o Provides memorability
o Helps selling products
o Allows a "price gap"
o protects you from the competition
o Improves the efficiency of marketing and communication
o It is an intangible value and profitable asset
Brand functional business Task
To facilitate economic or persuasive transactions in a relational security environment, optimizing receiver satisfaction and increasing the value of the active agent in the transaction
The brand is the will to become and to mean something in the consumer's mind
The brand should always be a proposition
What are the implications of doing "branding"?
Branding involves a "long-term plan" to build and maintain a distinctive, positive and a competitive reputation both internally and externally.
It Only could be achieved through a harmonized and a conscious strategic approach.
... Like people, brands reach their fullness when they are self-defined and have unique references
The needs pyramid
Physiological needs
Safety
News. Socials
Self Esteem (Ego needs)
Self-fulfillment
Hygienic Factors
Social factors
MASLOW HERZBERG
The pyramid of differentiation
Trustworthy
Healthy
Good Value
Tradition
High Quality
Cares about costumers
Trendy Carefree
Friendly
Prestigious Original Stylish
Different Distinctive
A Leader
High Performance
Progressive Dynamic Innovative
SUBSTANCE
EMOTION
ENERGY
VIEW
WISDOM
Unique
Reliable
Branding Tool Box :
Fundamentals of “critical brand performances”
Brand Entity
Brand Channels Brand Outputs
Strategic Arquitectural Model cornerstones
Brand intelligence: o Defining brand entity & self
o Management of perceptual dimensions
Brand Outputs o Outputs transactions through which the brand achieves its
deliverable as brand and meets expectations
Brand Channels: o The path that connects the brand to establish dialogue and
links
… Becoming Arquitectural cornerstones
Brand Entity
Brand Channels Brand Outpus
Attractiveness and
emotional bondings
Belonging & engagement
Satisfaction, consistency
Tangible & transactional
Delivery
“Stickiness”
Cognitive presence &
Decision making conditioning
Transactional performance
Brand development models
Brand FOUNDATIONS
Brand DELIVERY
Brand SELF
Brand FOUNDATIONS
SUBSTANCE The elements of the tangible reality of the brand and contextual issues that may influence their performance.
Brand DELIVERY
THE FACTS The promise that the brand makes the consumer. The power to generate business for the company through a different proposal that is relevant in the consumer's mind.
Brand SELF
THE MEANING The deepest value of the brand (symbolic and metaphorical) with ability to connect with the mind and life of the consumer.
BR
AN
D
FO
UN
DA
TIO
NS
BR
AN
D
DELIV
ER
Y
BR
AN
D S
ELF
Brand Facts
Psychological Insights
Competitive Set
Brand Ownables
Functional Delivery
Emotional Delivery
Reason Why
Core Values
Brand Essence
Brand Personality
Critical Point of difference
1. ATTRIBUTES, CHARACTERISTICS AND KEYWORDS
Brand Essence Building
2. FUNCTIONAL BENEFITS
5. Ownables
3. EMOTIONAL BENEFITS
4. PROJECTIVE FACTORS
6. Personality
8. Core Values
7. Key brand Benefit
The culmination of the development efforts of the brand, it is related to the customer experience
knowledge knowledge
Esteem Esteem Reputation, respect and consideration for the consumer: it relates to the fulfillment of the promise perceived by the consumer
relevance relevance How appropriate is the brand for consumers. It relates to the use and integrates the 5 P of the marketing mix, it is directly related to the sale
differentiation differentiation The reason for the brand. The base consumer choice
Brand stature
Brand vitality
How do we build brands?
D R E K
D R E K
D R E K
High
Low
High Low
Declining
Leadership
D R E K New
Niche
BRAND DIMENSION
(Esteem and Familiarity)
BR
AN
D V
ITA
LIT
Y
(Dis
tin
ctio
n a
nd
Rel
evan
ce)
Challenger
Mistaken
Process of growth and brand crisis
Brand Portfolio Management
Vertical Structure
+ abstract
Brand self
+ material
Brand Output intensive
Benefit segment
applicable
Brand Extension
.
Brand Umbrellisation
Brand Endorsement
Sub-brand has the control. Core brand Has the control.
Sub-brand has the control.
BRAND
MARS (Energy)
Brand Extension
BONNE MAMAN
(Nostalgia)
NIVEA
(Care)
KINDER (Healthy indulgence)
Brand Umbrellisation
GILLETTE (High Technology)
Brand Endorsement
CRUNCH (Crunch)
NESQUIK (Fun)
« Caring »
Health
Kids/ Teens
Health
Healthy
Deserts
Basic
Health
Active
Health
Growth
Guardian angel Best yogurt in
the world
Don’t Stop
Champions
Healthy
Snack
It recharges
you
Danone bodies
You will work
better
It renews you
It protects your
defenses
Energy to eat up
llife
Restoration of
traditions
It provides
you more
Smoothness
Low acidity
Selected fruit
Enjoy taking care
of yourself
With the Master’s
secret
Corporate &
Umbrella
brand
Refrigerated
Pescafresca-Pizzanova
Frozen Meals
ingredient Dish
Brand
+
descriptor
Concept
& V
alu
e
Appreciatory and identifying concepts Sub-brands
EMOTALK
"People like to feel ... whatever it is”
Virginia Wolf
... any rational decision to be operational involves emotions or "concerns". No decision can be fully objective and emotional or sentimental involvement
any proposal for the leading brands (cognitive & persuasive) should be linked to a relevant field of emotional impact helping to establish a lasting connection with consumers
Propietary emotion Appropriate emotion/ significant / agent of purpose
Argumentative Structures Deliveries – benefits – Structures or concepts
Cognitive Foundations Attributes – meaning links– “evidences”
direct involvement with experiences of onself or others vulnerability
The radiant health - self-image is important in connection with the need for self-esteem, acceptance and achievement
Intestinal transit connects with feelings of bodily discomfort, stress, anger and discomfort associated with constipation
growth and parental satisfaction connected with emotions that lead to protection, care and expectations of achievement
Do we manage fear and the sense of vulnerability?
Do we know how to manage the joy and extraversion, the feeling of achievement and progress about themselves or others?
Do we know how to talk with the feelings of the consumer?
Brand Belief Power
The views of successful brands connect with fundamental human emotions and truths
We need an inclusive and inspiring brand idea
Virgin
Believes that the interests of ordinary people are abused by big, faceless, monopolistic corporations
Stands up for the little guy …and has a bit of fun in doing so
Colgate
Believes that people can face the world with more confidence if they know they have a healthy mouth
Uses the power of scientific knowledge to keep your mouth in perfect health
Apple
Apple believes the power of individuality should triumph
So its entire culture is designed to challenge the traditional way
Mercedes
Mercedes believes that precision is the key to control in life
It sets the quality standard for German engineering in the cars it builds
BMW
BMW believes life should be lived with heightened emotions
So it strives to create the ultimate driving pleasure
Sony
Sony believes that we are all dreamers who like to let our imagination play
It designs products to ensure the ‘play’ button delivers entertainment that is always a few steps ahead of your imagination
Body Shop
Believes that cosmetics industry has become a parody of the selfish Superficiality of the well-to-do
So it embraces a down to earth, societally conscious approach to be more inclusive
... It is time to move into action
"In the factory we manufacture products, in the stores we sell hope“
Charles Revson , fundador de Revlon
Behind Starbucks there is a powerful theory
Third place theory o Working ... Home .. and Starbucks
o A romantic -evocative touch
o affordable Luxury
o An urban oasis
o Casual social interaction
A fully reinvention of coffee experience
A total experience of 360 º, capable of enriching people ("personal growth")
An ideology by itself, which imposes itself as a reference point
The centrality of the consumer is the key today …and it means "visualize" a more demanding consumer, impulsive and obsessed with getting more value for money
How can we renovate or reinvent our relationship?
Key areas
sensation
Sentiment
thought
action
relationship
Sensation
provocative power of the surfaces
“The substance of style”
Sentiment
It's about creating "feeling"
Suggestion that evokes a feeling, an emotion
Through product design and space
With Settings that evoke a feeling ... A Mood ... An emotion…
Ampelmannchen Nostalgia
Soup feeling
Thought
New ideas that illuminate a new vision
"You have thought ..."
"We believe that ..."
“You should be able to …”
| VINIZIUS/ YOUNG & RUBICAM
Action
Suggest an active change ...
It invites us to live a change
it proposes physical changes that change our view
it proposes new behaviors or lifestyles
it calls to action.
| VINIZIUS/ YOUNG & RUBICAM
Adidas, impossible is nothing
| VINIZIUS/ YOUNG & RUBICAM
Decathlon : try it, do it
| VINIZIUS/ YOUNG & RUBICAM
Gillette : Change your idea of shaving
Relationship
It suggests new relationship alternatives
It allows or changes the way you relate to others
It involves connecting with other people
It provides a sense of belonging
It Creates user communities
Palm Tugsten... Blackberry
Harley Davidson
| VINIZIUS/ YOUNG & RUBICAM
Cirque de Soleil
| VINIZIUS/ YOUNG & RUBICAM
Dove ... “Real beauty”
| VINIZIUS/ YOUNG & RUBICAM
Apple challenges IBM ... 1984
| VINIZIUS/ YOUNG & RUBICAM
•“Customer centrics”
•Own brand to the limit
•Service
•There is only one
manager... The
Consumer
•Devoted ... Trained...
Totally client focussed
| VINIZIUS/ YOUNG & RUBICAM
| VINIZIUS/ YOUNG & RUBICAM
| VINIZIUS/ YOUNG & RUBICAM
Challenges and opportunities for the future
Inside-Out branding & consumer empowerment
"Today the brands are the people"
The emerging role of social media and consumer involvement in configuring and managing brands.
The unique power is the preference.
Based on ties and relations that allow us to anticipate desires and preferences.
108
We live in a new world in which John Lennon and Mercadona (almost) say the same: Power to the People.
109
Making Consumer an essential part of the being and living brands is the only way to counteract an environment "unpowered".
110
The power of brands is in complete and continuous intimacy with consumers
111
How will these brands be based on "Understanding & empathy for people"?
112
open structures constantly changing
They will be flowing, transiting, processing and constant updating.
Brands will be an open source.
113
To hear and understand is not enough. It is imperative to turn that into active listener.
114
Openness, sharing, peering…
The new corporate paradigm
eleven propositions for a renewed framework of branding Being authentic, being unique, being shared:
The brand is the will of being and meaning something in the consumer's mind.
Brands should always be a proposition, related to a meaningful insight
If a brand is not able to invoke a specific idea or value and it fails to suggest more than fuzzy things, it becomes an "underdeveloped" brand. Meaningless awareness is a waste of money.
Branding of a city should involve a "long-term plan" to build and maintain a distinctive, positive and competitive perceptions, both internally and externally.
The mastery of branding is knowing to laddering from matter into meaning
…We should believe in the power of brand beliefs: because the views and beliefs of successful brands connect with fundamental human emotions and truths.
People actively shape brands today. Participation and social networks are essential in shaping and managing brands.
Knowledge and empathy for people is the only thing that cannot be copied, manufactured or become a commodity
123
brands might become demobrands:
spaces constantly meeting and dialoguing with public. Demobrands that can be defined as "meanings in common", in which the owner of the brand and its target co-manage the shared meanings.
The branding of a city is also a lightweight form of power and influence. It is a kind of "soft power“, because it allows to seduce wills without coercion; a very important form of power in a multilateral and fragmented world
“The love you get is equal to the love you give”