PLANNING BRAND IDENTITY

1
PLANNING BRAND IDENTITY

• New approaches to an old problem

2
Who Am I?

• Brand Therapist
• Brand steering
• Dialogical, iterative and participatory process
• Not data-based, but rather data-informed
• Narrative marketing because brands are verbs

3
My Message Today

• Traditional (i.e. 40 old) approaches to brand
  building and brand management might not be up to
  the task of delivering the same value as they
  once did
• We should be aware of alternative frameworks of
  planning and steering our brands which are more
  fit for todays ever dynamically changing
  marketing landscape

4
Battered Brands

• In a human life-time starting from now
• probably more than 2/3 of the worlds top brands
  will be gone
• Brands suffer from the ER marketing
  practices, corporate cynicism, private labels and
  the under-the-radar consumer

5
Winning Brands

• Brands that thrive have something in common
• Pioneering spirit
• Simplicity
• Clarity
• Participation of stakeholders
• Great leadership
• Great value

6
Vestiges of Old Marketing

• Features Benefits
• Quantitative data analysis rules
• Doing the same thing all over again expecting
  different results
• Stealing off market share instead of finding new
  markets
• 30 TV commercial

7
Hallmarks of New Marketing

• Prosumer
• Brand narrative
• Disruption
• Lovemark

8
Prosumer

• Consumers are turned to prosumers (proactive
  consumers) by
• Over-choice
• The Internet
• The way to study prosumers is not through a
  two-way mirror but through rich participatory
  ethnographies

9
Brand Narrative

• In the post-scarcity society few of us seek to
  accommodate basic physiological needs by means of
  consumption
• Consumption is as much a tool of constructing
  individual and social meaning as religion, career
  paths, and other means of fulfilling the life
  strategy

10
Brand Narrative (contd.)

• The new approach maintains that for a brand to be
  competitive (in long term) it needs to be a part
  of a relevant story which involves the consumer
  on a much deeper level.
• Brand thus becomes not only the vehicle for
  transfer of functional and emotional benefits but
  rather an agent in provisioning of meaning
  (consumer benefits being part of that meaning).

11
Brand Narrative (contd.)

• A way of looking at brands with the aid of
  ancient narratives or hero-types which all
  cultures have shared through ages
• These narratives (stories) help us in orientation
  in our world (as, in fact, they have been helpful
  in doing so to many generations before us),
  provide meaning and direction and are the core of
  our dreams.
• Understanding and leveraging a brands
  archetypal potential helps considerably in
  transforming a trade-mark into a Lovemark.

12
(No Transcript)
13
Disrupt the Marketplace

• Create your own market space by understanding and
  then disrupting the conventional rules of the
  marketplace

14
Creating a Lovemark
15
Six truths about (and for) Love

• Human beings need Love. Without it they die
• Love means more than liking a lot
• Love is about responding, about delicate,
  intuitive sensing
• It is about who and what we love. (Love is
  directional)
• Love takes time
• Love cannot be commanded or demanded

16
Two dimensions of any LOVEMARK
17
Elements of a LOVEMARK
18
Respect

• Performance (How well does a brand perform
  against its brand promise?)
• Commitment (To what extent is the respondent
  committed to the brand?)
• Social responsibility (To what extent does the
  respondent believe the brand will never be
  associated with anything which would embarrass
  him/her or the society?)
• Value (Is the perceived value of the brand worth
  its price?)

No respect, no love
19
How to build respect a checklist

• Perform, perform, perform / Pursue innovation /
  Commit to toal commitment / Make it easy / Dont
  hide / Jealously guard your reputation / Get in
  the lead and stay there / Tell the truth /
  Nurture integrity / Accept responsibility / Never
  pull back on service / Deliver great design /
  Dont underestimate value / Deserve trust /
  Never, ever fail the reliability test

20
Love


21
(No Transcript)
22
The Business Logic Behind a L.
4th degree of strategic knowledge (Loyalty
beyond reason LOVEMARKS)
3rd degree of strategic knowledge(I know the
brand for sth. good for me)
Market share
2nd degree of strategic knowledge(I know the
brand for sth. good)
1st degree of strategic knowledge (I know the
brand for sth.)
Awareness (I know the brand exists)
Strategic knowledge
23
Thank you for your attention