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nobody knows how it works but... !
intro + !in brand we trust !
L E S S O N # 1s t r a t e g i c p l a n n i n g
h e l e n e d u v o u x _ m a u g u e t 0 1 5
nobody knows how it works but… strategic planning_vision & methodology >introduction_in brand we trust? >strategic what? >question_explore_a real case >insights>brand purpose>objectives>organising idea >creative brief >cool story bro & comms fashionisms>storyplanning>ccl
brand is the « name, term, design, symbol, or any other
feature that identifies one seller's good or service as
distinct from those of other sellers.
the legal term for brand is trademark." !
A M E R I C A N M A R K E T I N G A S S O C I A T I O N , D I C T I O N A R Y O F M A R K E T I N G T E R M S
22
exactly like when we used to stamp !
the cattlet o s a y t h a t t h i s o n e i s m i n e , t h i s o n e i s d i f f e r e n t
f r o m t h i s o n e !
1 6 t h c e n t u r y !
23
we brand with our own name
t o s a y t h a t t h i s p r o d u c t i s m i n e , i ’ v e m a d e i t , i ’ m t h e fi r s t !
!
1 8 t h c e n t u r y !
snoop dog, shakira & j. lo today, same story…
t h e y s a y i t ’ s m y s o n g , i ’ m t h e o n e w h o s i n g s i t !
28
the brand needed advertising to elevate it above the deluge
of anonymous and generic mass-produced goods that were flooding the market, and advertising needed the
brand when it could no longer rely on the uniqueness of the product to form the body of the
message . R I C H A R D C O R D I N E R _ B R A N D S T O R Y
differentiation based on the brand itself became a necessity. in an age of intense competition and
uniformity, brand and advertising were destined
to be together. !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y
30
1 9 0 0 ’s !
« trademark advertising »‘ d r a w i n g a s t r a i g h t l i n e b e t w e e n t h e m a n u f a c t u r e r a n d
t h e c o n s u m e r ’ !!
34
edward bernays (…) also knew that you can’t change people’s
behavior by adressing their reason or conscience for
something they don’t « need »,but by capturing their attention
to hijack their desire – what freud calls their «libidinal energy » - towards goods .
B E R N A R D S T I E G L E R
37���
« it’s not the object or the service that
supports the desire, it’s the brand»
J A C Q U E S L A C A N
38
advertising was born to inform the consumer about
these new inventions and to convince him that l ife would be better if he
bought them. !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y
39
consumers are developing
relationships with their brands in a social/
psychological/anthropological sense.
1 9 4 0 s !h t t p : / / e n . w i k i p e d i a . o r g / w i k i / B r a n d
40
the search for the true meaning of brands - or the "brand
essence ," as it is often called - gradually took the agencies
away from individual products and their attributes and
towards a psychological/anthropological examination of
what brands mean for the culture and for people's l ives.
this was seen to be of crucial importance, since corporat ions may manufacture products, but
what consumers buy are brands. !
N A O M I K L E I N _ N O L O G O
the brand can stand for an idea that would
matter to people much more than the product
ever could. !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y
the brand came to represent who the
consumer was and, more importantly, who
he wanted to be !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y
47
we choose our brands as we choose our friends,
and we select these friends based largely on how they
make us feel about ourselves !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y
49
S A M S U N G _ V S A P P L E H I P S T E R Sh t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = t N x D d 3 l 0 l E U
50
brands makes people nothing else than teensbeing t ransparent wi th in the group, s tand out f rom the rest of the wor ld !
the peak of success came in the later part of the 20th century,
as the brand became the biggest asset of a
corporation !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y
53���
brand equi ty is a phrase used in the market ing industry, that describes the value of having a wel l -known
brand name, based on the idea that the owner of a wel l -known brand name
can generate more money f rom products wi th that brand name than
f rom products wi th a less wel l known name , as consumers bel ieve that a product with a wel l -known name is better than products with less wel l
known names. another word for "brand equity" is "brand value" (…)
H T T P : / / E N . W I K I P E D I A . O R G / W I K I / B R A N D _ E Q U I T Y
60���
successful corporations must primarily produce brands, as opposed to
products !
N A O M I K L E I N _ N O L O G O
61���
« then came the brand equity mania
of the eighties, the defining moment of which arrived in 1988
when philip morris purchased kraft for $12.6 bil l ion — six times what the company was worth on
paper. the price dif ference, apparently, was the cost of the
word "kraft . " »
N A O M I K L E I N _ N O L O G O
62���
« (the company who) produces the most
powerful images, as opposed to
products, wins the race »
N A O M I K L E I N _ N O L O G O
the fe t ish s t ra tegy seemed to be work ing fine: in the s ix years pr ior to 1993 , n ike
had gone f rom a $750 mi l l ion company to a $4 b i l l ion one and phi l kn ight 's
beaver ton , oregon, company emerged f rom the recess ion wi th profits 900 percent h igher than when i t began.
N A O M I K L E I N _ N O L O G Oh t t p : / / w w w . n y t i m e s . c o m / b o o k s / fi r s t / k / k l e i n - l o g o . h t m l
rory suther land_l i fe lessons f rom an ad man_ted
h t t p : / / w w w . t e d . c o m / t a l k s /r o r y _ s u t h e r l a n d _ l i f e _ l e s s o n s _ f r o m _ a n _ a d _ m a n . h t m l
PAULA SCHER_UNQUALIFIED_TED h t t p : / / w w w . t e d . c o m / t a l k s / p a u l a _ s c h e r _ g e t s _ s e r i o u s
78���
« branding, in its truest and most advanced
incarnations, is about corporate
transcendence » !
N A O M I K L E I N _ N O L O G O
81���
« why are we wi l l ing to pay an extravagant pr ice – when we could
find a 20-t ime less expensive equivalent– for a pair of heels which sole has been painted in red or for a
l i t t le black jacket branded with a double c ? »
83���
« the taxation on the label represents a perfect
example of social alchemy, a transsubstantiational
operation which radically modifies the product’s social quality, without changing it’s physical
nature »P I E R R E B O U R D I E U + Y V E T T E D E L S A U T _ A R T I C L E D E 1 9 7 5
" L E C O U T U R I E R E T S A G R I F F E : C O N T R I B U T I O N À U N E T H É O R I E D E L A M A G I E " .
84���
« there is "transsubstantiation", which
literally means transposing the qualit ies of a first substance into a second (and, let’s take a wild guess, in a third, aka "myself"
who’s wearing that item and who’s feeling a little endowed by it’s extraordinary power) »
H T T P : / / W W W . L E M O N D E . F R / S T Y L E / A R T I C L E / 2 0 1 2 / 1 2 / 0 4 /L A - B A R B E - N E - F A I T - P A S - L E - P H I L O S O P H E - L A - G R I F F E - D U -
C O U T U R I E R - S I _ 1 7 9 9 2 7 3 _ 1 5 7 5 5 6 3 . H T M L
92���
"we don't sell a product, we sell a style of l ife. i think we
have created a movement… the diesel
concept is everything. it's the way to live, it's the way to wear, it's the way to do
something. »
R E N Z O R O S S O _ D I E S E L J E A N S _ P A P E R M A G A Z I N E
D I E S E L _ L I T T L E R O C K Sh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = g l d X U I M z w 9 A
D I E S E L I S L A N Dh t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = t U U V P 5 f h I d w