Branding essentials: Understanding, building and developing powerful brands

Antonio Monerris Tormo Socio – fundador / Partner Brain

Today Session

I .- Theoretical concepts : what means to be a brand?

> Break

II.- Development essentials : The building process of branding

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 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 ...

o Buying is to decide, deciding is to risk.... It is an experience conflict between desire and fear to frustration

o The purchase is "unsafe" in an objective or subjective sense

The brand is primarily and essentially a transactional reassurance

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 the buying 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”

Do we know how to talk with the feelings of the consumer?

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?

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

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”

Emotions

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

Brands creates sense of belonging

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.

109

We live in a new world in which John Lennon and IKEA (almost) say the same: Power to the People.

110

Making Consumer an essential part of the being and living brands is the only way to counteract an environment "unpowered".

111

The power of brands is in complete and continuous intimacy with consumers

112

How will these brands be based on "Understanding & empathy for people"?

113

open structures constantly changing

They will be flowing, transiting, processing and constant updating.

Brands will be an open source.

114

To hear and understand is not enough. It is imperative to turn that into active listener.

115

Openness, sharing, peering…

The new corporate paradigm

Review & Summarize Essentials

Essential Concepts

Brand is not just a name or trademark

o Brand is a meaningful system of values and associations that is strongly identified or attached to signals and representatives

o Brand is a prejudice: spontaneous associations that simplify our judgments

o Brand is a human profiling of objects and organizations

o Brand is a promise

All audiences create branding perceptions through mental associations . A branding process intends to well manage such associations

Relevance of the “branding approach

Branding consistency amongst product lines and technological

platforms is a major competitive advantage. Extend such

consistency means growth, value and competitiveness

Branding extension is a business practice, not only a

marketing and communications discipline.

There is not a clear corporate branding business approach, if

it not based on a suggestive business vision with a consistent

branding focus

Develop a Consistent brand perception

Setting “brand basics” or “brand cornerstones”

Corporate Communication strategy should always address the perceptual values associated with the brand basics

A Perceptual Goal

Brand Basics : Brand Essence

Could you define a value associated with

your corporation?

Is it a socially and individually relevant and

widely valuable?

Defining a brand essence builds “perceptive consistency” and synergy of communications

Integrate and associate products, services, lines of business

and sub-brands

A BRAND STANDS FOR VALUES,

IDEAS AND VISIONS

Brand Essence

A substantive and long term commitment associated

with highly relevant values (socially and individually)

Brand essence is linked to business growth drivers

Brand essence is more than an idealistic statement

Without family and fun their no McDonalds

Without individuality and creativity there is no Apple business

Without American heritage and youth there is no Levis business

Without health there is not Danone uniqueness

Without a borderless world there is no CNN

Brand essence is an abstracted and conceptual definition base on :

o Corporate facts

o Corporate ambitions

o Corporate threats

o Corporate environment

Always should address critical issues for business performance

At the end, should be a moving message , able to built consensus

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

137

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 is also a light-weight 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”