Brands are icons ... in a heartbeat

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Behavioural Scripts People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’. Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions . People can’t help it but to attribute meaning to everything, even to things they don’t know the meaning of

People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’.

Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions .

We are all... homo sapiens

Common points?

A clear image!

A rich image! Consequent Responsible Trustworthy Reliable Stable Creative Sensitive Innovative Inspired Musical Agressive Impatient Active Brutal Strong Seductive Sexy Attractive Dangerous Irresistable

Behavioural Scripts People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’. Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions . WHY?

People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’.

Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions .

Today... ’ 80s: 250 brand exposures/day ’ 90s: 600 brand exposures/day that’s what you had for breakfast! (3000 brand exposures a day)

In a world where people are inundated with innovations , communication, products and brands, the ‘boom’ has resulted in a situation where there is more choice but less choosing People don’t have the need nor the energy to spend a lot of time to choose before purchasing! (especially for fast moving consumer goods) The paradox of over supply!

In a world where people are inundated with innovations , communication, products and brands, the ‘boom’ has resulted in a situation where there is more choice but less choosing

People don’t have the need nor the energy to spend a lot of time to choose before purchasing! (especially for fast moving consumer goods)

The Homo Sapiens software tool (the brain) tends to... ...make fast decisions ...reduce his/her brands to a few core attributes ...use pre-set models or ‘icons’ to achieve this The consequence of oversupply!

The Homo Sapiens software tool (the brain) tends to...

...make fast decisions

...reduce his/her brands to a few core attributes

...use pre-set models or ‘icons’ to achieve this

The natural reason of fast iconisation The cultural reason of fast iconisation

We constantly look for ways to structure the chaos that surrounds us This makes us feel secure and ‘on top of things’ This gives us the impression that we make good choices This is what saves our breakfast from being chaotic Fast, reduced, iconic images!

We constantly look for ways to structure the chaos that surrounds us

This makes us feel secure and ‘on top of things’

This gives us the impression that we make good choices

This is what saves our breakfast from being chaotic

The ‘artist’ The ‘warrior’ The ‘doctor’ The ‘babe’ A fast, reduced, iconic image! 1 2 3

The smart-ass The crazy The nerd The dumb-ass The neurotic The rich girl

We do this from the moment we are born Cross generational

We all do this and we all use similar icons Cross cultural

It’s in our genes and in our culture It’s an undeniable force of nature

see!

A fast, reduced, iconic image! 1 2 3

The establishment The storyteller Being an icon doesn’t close the deal, you need to be a relevant icon at the right time!

Behavioural Scripts People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’. Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions . What about brands?

People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’.

Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions .

Behavioural Scripts People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’. Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions . People also reduce their brands, like the people they don’t know on the bus, to icons

People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’.

Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions .

Step1 PERSONIFY

The wise The aristocrat The bandit Based on what they do or what they look like, animals are ‘personified’, hence made iconic The noble ANTROPOMORPHISM!

(oversupply) ANTROPOMORPHISM!

Humans see humans everywhere. Personification is the start of a relationship

Step2 HISTORY

CONSUMER

LEADER CREATOR CONSUMER fast, reduced, iconic images! 1 2 3

List all of the uses for a brick that you could imagine beyond building a wall. People who were exposed to the Apple logo generated significantly more unusual uses for the brick compared with those who were primed with the IBM logo, the researchers said. In addition, the unusual uses the Apple-primed participants generated were rated as more creative by independent judges. Source: Duke University’s Fuqua School of Business and the University of Waterloo, Canada. (sample n=341 university students) Just how fast?

There is a difference between what people see and what they want to see. There is a difference between what brands are and what they want to be.

Liars are fakers Your external icon must be equal to your internal truth!

The lover The inn ocent The ruler The hero The rebel The wise The explorer The warrior The schoolgirl The creator The regular guy The model The gangster The salvator The queen The pin-up

Behavioural Scripts People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’. Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions . A fast, reduced, iconic image! (the regular guy, the boy-next-door) A slow, complex, nuanced image! It is not who you really are, it is how you are percieved 2d brands

People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’.

Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions .

Behavioural Scripts People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’. Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions . People don’t always agree, but eitherway ‘big’ brands have a fast, reduced, iconic image! the caretaker the warrior European critics

People are heavily influenced by routine and so-called ‘behavioural scripts’ when it comes to the action of ‘ordering a drink’.

Behavioral scripts are a sequence of expected behaviors for a given situation. People continually follow scripts which are acquired through habit, practice and simple routine . People have the tendency to order the same drinks on the same occasions .

4 ICONIC BRAND TYPES King Leader Teacher Caretaker Champion … Warrior Destroyer Judge Knight … Joker Searcher Rebel Pioneer Craftsman Artist … Wizzard Guru Lover Friend … And which icons?

4 ICONIC examples Warrior Destroyer Judge Knight … Joker Searcher Rebel Pioneer Craftsman Artist … Wizzard Guru Lover Friend … And which icons? King Leader Teacher Caretaker Champion …

4 ICONIC VALUE CLUSTERS Consequent Responsible Both feet on the ground Reliable Stable Creative Dynamic Innovative Energetic Lively Romantic Enthusiastic Emotional Sentimental Agressive Impatient Active Brutal

4 ICONIC MISSIONS Omnipresent Distribution is key Following challengers Management driven Exclusive Innovation is key Constantly challenge the leader R&D driven Seductive Story/lifestyle is key Emotional Marketing driven Promotional Price is key Cost-cutting in a mature market Sales driven

Discovering your own icon? Are you a leader, a challenger, a storyteller or a pirat? Which iconic celebrity could endorse you? Which iconic brand are you comparable to? If your brand would play a part in a movie, which part would it be? Which are the top 3 consumer associations with your brand? When and how did you enter the market? Which iconic brands are there in your market? Which iconic stories do you appeal to? How iconic is our core user? Which icons do our users like? How consequently are we an icon? ... You miss the answers on one of these questions? Contact us  [email_address] +497 53 60 22 Or on facebook/LinkedIn (Hakim Zemni)

Are you a leader, a challenger, a storyteller or a pirat?

Which iconic celebrity could endorse you?

Which iconic brand are you comparable to?

If your brand would play a part in a movie, which part would it be?

Which are the top 3 consumer associations with your brand?

When and how did you enter the market?

Which iconic brands are there in your market?

Which iconic stories do you appeal to?

How iconic is our core user?

Which icons do our users like?

How consequently are we an icon?

...

You miss the answers on one of these questions?

Contact us 

[email_address]

+497 53 60 22

Or on facebook/LinkedIn (Hakim Zemni)

Thank you for your kind applause Always at your service [email_address] Tel. +32 9 269.15.26 Mobile +32 497 53.60.22 http://www.insites.eu