Aglamesis Bro's Brand Building Tool Kit
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Aglamesis Bro's Brand Building Tool Kit

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The goal of this project is to evaluate Aglamesis Bro’s brand equity pyramid, develop a brand equity statement and increase brand resonance we were able to prepare the following Brand Builder’s ...

The goal of this project is to evaluate Aglamesis Bro’s brand equity pyramid, develop a brand equity statement and increase brand resonance we were able to prepare the following Brand Builder’s Took Kit.

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Aglamesis Bro's Brand Building Tool Kit Aglamesis Bro's Brand Building Tool Kit Presentation Transcript

  • A Brand Builders Tool Kit |1
  • History The story begins during the late 1800’s in charming gathering place with exquisite the countryside outside of Sparta, Greece. ambiance. Nine years later, the brothers Thomas Aglamesis left his home at age added an ice cream plant with modern sixteen to seek opportunity in America. refrigerated cooling machinery. During the A few years later, his brother Nicholas depression, they sold The Metropolitan joined him. location in Norwood and their business In 1908 they opened their first ice cream parlor, The Metropolitan, where they churned their ice cream flavors by hand ii | became known as it is today, Aglamesis Bro’s. A honeymoon in the 1960’s brought the love of New Orleans into the decor. in metal cylinders, using rock salt as a Over the years, they have gained a national freezing agent. Soon after, the brothers reputation for outstanding quality. added candy making to their culinary The parlor in Oakley remains virtually manufacturing talents. In 1913, they unchanged and is considered to be one opened a second location in Oakley. Built of (if not) the last original ice cream with Portuguese marble and embellished parlor from a bygone era. Today, the third with exotic Tiffany lamps, tile floors, generation of the Aglamesis family proudly sculptured ceilings and an authentic run this century-old establishment. 1 player piano, the store was considered a 1 Aglamesis Bro’s (2013). History [Web]. Retrieved from: http://www.aglamesis.com/pages/content/history.html | iii
  • Contents History  Executive Summary  | 7 Laddering Interviews  | 9 Customer Based Brand Equity Pyramid  iv i | | iii |  13 Brand Equity Statement  |  25 Synthesized Executional Converter  |  28 The Authenticity Audit  |  30 |v
  • Executive Summary The goal of this project is to evaluate Aglamesis Bro’s brand equity pyramid, develop a brand equity statement and increase brand resonance among customers. After primary and secondary research, paired with the guidance of the MS and MBA programs in the Lindner College of Business at the University of Cincinnati, we were able to prepare the following Brand Builder’s Took Kit. This Brand Builder’s Tool Kit consists of 4 main parts: a Brand 6| Equity Pyramid, a Brand Equity Statement, a Synthesized Executional Converter, and an Authenticity Audit. To complete each of these pieces, we conducted primary research with Aglamesis Bro’s’ management team, several staff, and completed 7 “laddering” interviews with brand champions. Secondary research included web and various print sources. We found that the Aglamesis Bro’s brand is full of authenticity and has a strong local brand presence. 6 |7
  • Laddering Interviews In order to understand the customer’s perception of Aglamesis Bro’s we conducted 7 laddering interviews with customers at the Aglamesis Bro’s’ parlor in Oakley. The interviewees ranged from long time customers 50+ years to newer customers who learned about the location only a few years ago, all of whom considered themselves brand champions. We asked these questions: 8| • How did you find out about Aglamesis Bro’s? • What is you favorite flavor of ice cream? Why? • What is your favorite candy or confection? Why? • What is the Aglamesis Bro’s experience for you? Why? • Where do you typically buy it/how do you normally consume it? Why? • Do you think it is worth the price? Why? |9
  • “Aglamesis is an institution.” “You can taste the difference. You’d never throw away a bite of Aglamesis chocolate, even What We Learned from the Brand Champions Secondary Research Aglamesis Bro’s reaches people through many different channels: “I love Aglamesis Brothers ice cream, it “I grew up walking to this Aglamesis on has been a family favorite for as long as I hot summer days and nights for an ice can remember. A locally-made ice cream cream cone, or if I was lucky, a chocolate parlor within walking distance is quite a milk shake with whipped cream and those treat. The shop is adorable, with marble little flower shaped butter cookies (that counters and old-fashioned tables. The they no longer have :(!!!). I have NEVER chocolates are amazing, I recommend had a better chocolate shake, I cannot • received the candies as a gift. if it wasn’t the flavor that you were hoping for. You simply put it back in the box and save • of chocolate in Cincinnati. If you hand me that Aglamesis box, 10 | I know that am eating the best confection in Cincinnati that Customers learned about Aglamesis Bro’s on TV shows like Modern Marvels & The History Channel and intentionally it for later.” “Aglamesis is the gold standard Many customers first discovered Aglamesis Bro’s when they travelled to the Oakley store. • Word of mouth through friends & family them for the holidays, especially around figure out what it is about theirs, what People come for/commit to Aglamesis Bro’s because of: Easter when they have their cream eggs. that special flavor is, but there is just • The quality & hand craftsmanship of the candies and Their chocolate ice cream is perhaps the nothing like it. Their Easter candy is ice-cream. best chocolate ice cream I have ever tried, beautiful and yummy and for old-timey cheap compared to it. I look at • Local & unique, nostalgic experience. rich and dark, and can only be improved ambiance it cannot be beat.” other brands and wonder “who • Atmosphere encourages families to slow down and enjoy with their marshmallow topping. Their (Marla, 9/2/11) their surroundings. | 11 ices are also fantastic, the champagne you can get. Anything else looks would buy that!?”. “It’s a place of ‘very special • Generational tradition of visiting the store . occasions’. It was like going to flavor is my favorite. The service is also • Its a part of Cincinnati’s history and many people bring out very nice, always full of enthusiastic high of town family and friends to the parlor. school and college students.” The Maisonette for Chocolate. Even walking in and getting a scoop of ice cream felt more special than any place else.” (Caitlin, 1/23/12) “Aglamesis Brothers always has some sort of homemade candy along with their fabulous ice cream which make great gifts.” (Monica, 11/30/11) 1 “Aglamesis Bro’s,” Yelp. Retrieved from: http:// www.yelp.com/biz/ aglamesis-brotherscincinnati
  • Brand Essence Customer Based Brand Equity Pyramid Building a strong brand is critical to the longer term success of Emotional Benefit an organization. Although there are many strategies to build a strong brand, there are four fundamental steps that each strategy should align with: Consumer Benefit 1. Establish depth and breadth of brand awareness 2. Create brand meaning through unique associations 3. Establish favorable experiences 12 | Functional Benefit 4. Forge relationships characterized by loyalty To understand where Aglamesis Bro’s is positioned along this continuum, this project uses Keller’s Customer-Based Brand Equity pyramid model 1 . The following sections analyze the Product Attributes pyramid, which is the basis for the subsequent strategy analysis. 1 Keller, Kevin Lane. Building Customer-based Brand Equity: A Blueprint for Creating Strong Brands. Cambridge, MA: Marketing Science Institute, 2001. Print. | 13
  • Product Attributes The primary characteristics of Aglamesis Bro’s revolve around the use all natural ingredients, hand made, and an experiential, old-style parlor setting. Point-of-Difference 14 | Experience, Selection, Soda Fountain All Natural, French Style Ice Cream Hand Made On Location Hand Dipped Chocolate Covered Candy Made From Scratch Seasonal Ice Cream And Candy Flavors - Hand Selected Fruit + Nuts Old Fashioned Style Ice Cream Parlor - Original Silver Bowls And Dishes Imported Marble From Portugal - Tiffany Lamps - Sculptured Ceilings Hand Packed Pints - Sold In Grocery Stores And Online Family Oriented – Family Business - Locally Owned Gift Cards - Merchandise Point of Parity Price, Taste, Quality Candy Competitors Esther Price, Godiva, Russell Stover Ice Cream Competitors Greater’s, UDF Neighborhood Meeting Places Greater’s, Panera, Starbucks | 15
  • Functional Benefits The brand uses only natural, high quality ingredients. Customers are aware of that strategy and are willing to pay a price premium. The brand’s hand-made manufacturing processes consistently produce a high quality. There is a clearly articulated and implemented style and history that stems from the family’s love of New Orleans and their 16 | Greek roots. Sincerity, excitement, and competence are all part of the presentation. 17 | Family Environment - Special Occasion Destination One Stop Shop for Ice Cream and Chocolates Consistent and High Quality Product Unique Gifts and Holiday Items All Natural, French Style Ice Cream Hand Made On Location Hand Dipped Chocolate Covered Candy Made From Scratch Seasonal Ice Cream And Candy Flavors - Hand Selected Fruit + Nuts Old Fashioned Style Ice Cream Parlor - Original Silver Bowls And Dishes Imported Marble From Portugal - Tiffany Lamps - Sculptured Ceilings Hand Packed Pints - Sold In Grocery Stores And Online Family Oriented – Family Business - Locally Owned Gift Cards - Merchandise | 17
  • A Fun Place To Go and Have Great Ice Cream and Candy that is Made the Old Fashioned Way Using All Natural Ingredients 18 | Family Environment - Special Occasion Destination One Stop Shop for Ice Cream and Chocolates Consistent and High Quality Product Unique Gifts and Holiday Items Customer Benefits Customers know that Aglamesis Bro’s great taste comes from the use of all natural ingredients and time tested recipes. All Natural, French Style Ice Cream Hand Made On Location Hand Dipped Chocolate Covered Candy Made From Scratch Seasonal Ice Cream And Candy Flavors - Hand Selected Fruit + Nuts Old Fashioned Style Ice Cream Parlor - Original Silver Bowls And Dishes Imported Marble From Portugal - Tiffany Lamps - Sculptured Ceilings Hand Packed Pints - Sold In Grocery Stores And Online Family Oriented – Family Business - Locally Owned Gift Cards - Merchandise Customers look forward to a historical ice cream experience at a community landmark. Its a place they go to have fun, to share with their family and friends, and to celebrate life’s moments. | 19
  • Emotional Benefits Customers who purchase the products understand Aglamesis A Trusted Place to Go to Celebrate the Special Moments of Our Lives Bro’s commitment to quality ingredients and taste as well as Aglamesis Bro’s sincere commitment to their customers and the community. As a result, customers consider Aglamesis Bro’s to be likable, trustworthy experts. Customers perceive Aglamesis Bro’s as unique and better than other brands. This is critical to building intense and active 20 | relationships and supports an expansion of Aglamesis Bro’s awareness driven by profile associations. The customer’s emotional responses are oriented toward fun, excitement and social-approval that comes from recurring positive quality and life’s moments experiences. A Fun Place To Go and Have Great Ice Cream and Candy that is Made the Old Fashioned Way Using All Natural Ingredients Family Environment - Special Occasion Destination One Stop Shop for Pyramid -and Chocolates Brand Equity Ice Cream Level 4 Consistent and High Quality Product Unique Gifts and Holiday Items All Natural, French Style Ice Cream Hand Made On Location Hand Dipped Chocolate Covered Candy Made From Scratch Seasonal Ice Cream And Candy Flavors - Hand Selected Fruit + Nuts Old Fashioned Style Ice Cream Parlor - Original Silver Bowls And Dishes Imported Marble From Portugal - Tiffany Lamps - Sculptured Ceilings Hand Packed Pints - Sold In Grocery Stores And Online Family Oriented – Family Business - Locally Owned Gift Cards - Merchandise | 21
  • As good as it always was A Trusted Place to Go to Celebrate the Special Moments of Our Lives A Fun Place To Go and Have Great Ice Cream and Candy that is Made the Old Fashioned Way Using All Natural Ingredients 22 | Family Environment - Special Occasion Destination One Stop Shop for Ice Cream and Chocolates Consistent and High Quality Product Unique Gifts and Holiday Items Brand Essence Customers perceive Aglamesis Bro’s as a “Step-Back-in-Time” generational ice cream experience and know that the ice cream All Natural, French Style Ice Cream Hand Made On Location Hand Dipped Chocolate Covered Candy Made From Scratch Seasonal Ice Cream And Candy Flavors - Hand Selected Fruit + Nuts Old Fashioned Style Ice Cream Parlor - Original Silver Bowls And Dishes Imported Marble From Portugal - Tiffany Lamps - Sculptured Ceilings Hand Packed Pints - Sold In Grocery Stores And Online Family Oriented – Family Business - Locally Owned Gift Cards - Merchandise and candies are as good today as they were when Thomas and Nicholas started the business. | 23
  • Brand Equity Statement Brand Equity Aglamesis Bro’s is an institution: its a family run business that understands that people need trusted places to go to enjoy life’s daily triumphs. It’s a place where families can grow up, people can celebrate special occasions, and where they come home after they’ve been gone. 24 | Brand Equity Statement Aglamesis Bro’s is about the art of making great ice cream and candy in the heart of the neighborhood. It’s about caring for your customers, doing the right thing and going above and beyond. It’s about staying true to a hard work ethic that was spawned in the struggle of immigrating to America and the backbone of survival in the great depression. It’s about honoring their Greek heritage and the passion for New Orleans that was sparked during a honeymoon 60 years ago. | 25
  • Current Belief Desired Belief Value Proposition Reasons to Believe There is no real “quality difference” in Aglamesis Bro’s offers a quality old - Aglamesis Bro’s allows me to “step-back-in-time” and is a place to ice cream and I mainly buy it at the fashioned ice cream and I can taste the celebrate the special moments of my life. Aglamesis Bro’s offers store to eat at home. All candy is made difference. When I go to the parlor me the opportunity to purchase and share unique quality candies. and tastes the same. I can enjoy a unique experience with friends and family. I am able to show the people that I give gifts to that I love Brand Hierarchy them by giving them unique and quality The Aglamesis Bro’s is a Branded House. Which means they chocolates made the sincere way. are the core brand. They work to build brand awareness and resonance through the brick and mortar stores that sell ice cream 26 | Current Do Desired Do I buy ice cream and candy at the I go to Aglamesis Bro’s to celebrate life grocery store for consumption in my with my loved ones and for my gift home. If I go to the parlor to get it, it giving needs. is counter service only. and candies as well as pints of ice-cream available for purchase at local grocery stores. Core Brand Promise As good as it always was. Brand Character Authentic, Boutique, Sincere, Fun. | 27
  • Synthesized Executional Converter For Its Prime Prospects That Prime Prospects can believe in because People who appreciate and want to experience good chocolate and 1. Generational, word-of-mouth testimonials and media attention ice cream and gift givers. Who Have These Characteristics 1. Enjoy nostalgic experiences that connect them to the past. and validation. 2. Everything is original, from the location, the marble tables & counter tops, Tiffany lamps to the original sincere way of making chocolate, sodas and ice cream. 2. Have a desire to share a part of Historic Cincinnati. 28 | 3. Crave quality taste. 4. Want to support local businesses. The Brand Provides These Benefits 1. Historic building and traditional product that offers a unique “step back in time” experience. 2. Consistent high quality products made with time-tested recipes. 3. Highly informed, customer oriented staff. The Benefit(s) that give this brand the “right to win” in the marketplace are: 1. One of the last original ice cream parlors in the nation. 2. “Customer First” culture and service. 3. Connecting people & community though a unique generational experience that is a “step back in time”. | 29
  • The Authenticity Audit 30 | This section assesses and rates the authenticity associated with Aglamesis Bro’s referencing the book Building Brand Awareness: 7 Habits Of Iconic Brands 1 . The strategies that individual brands leverage to achieve authenticity will vary and the extent of each dimension’s implementation will vary. We have evaluated each of the 7 Habits on an ice cream cone scale of 1-5. 1 Beverland, Michael. Building Brand Authenticity: 7 Habits of Iconic Brands. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan, 2009. Print. | 31
  • Storytelling 32 | Most days, you can find “Mr. A” in the store sharing stories and connecting with customers and friends. All of the employees also know the story of the two brothers and the history of the company. These stories are shared within the Aglamesis family and within the community. Customers have their own stories associated with Aglamesis Bro’s that they love to share. The Oakley store is part of the thread of people’s lives, becoming integral with life’s events: birthday parties, first dates, engagements, weddings, and even funerals. | 33
  • Appearing as Artisinal Amateurs 34 | Aglamesis Bro’s has been making ice cream and candy by hand for over 100 years. Their commitment to the “sincere” experience - chocolates and ice cream that are hand made following the original craft methods from 1908, using the same machinery and created in the same location – contributes to the artisinal amateur perception. While they may strive to create an appearance that they may not have any formal training or sophisticated facilities, they truly are experts. | 35
  • Sticking to Your Roots Aglamesis Bro’s stays true to the neighborhoods in which they operate. The “customer-first” mentality is a core Aglamesis Bro’s value and the staff go out of their way to make sure their customers receive the outstanding service and quality that they expect. Recipes and ingredients, classic flavors and seasonal items are consistent with the original vision. In our interview, Dianne Lytle talked about the frozen yogurt craze and how customers were 36 | asking them for this type of product. After research and extensive consideration, they decided to stick to ice cream because they aren’t experts in yogurt. They still manufacture culinary delights in the kitchen above the parlor, which used to be Mr. A’s home. And, they still use original silver and glass serving pieces and provide table service even though it would be much more efficient to use dishwasher safe glasses and over the counter ordering. Expansion, franchises and new distribution channels are limited and partnership opportunities are selectively considered. | 37
  • Love the Doing 38 | Aglamesis Bro’s loves the craft of ice cream and candy making and it shows in the quality of their products. Mr. A is involved in the production activities and is a face seen daily at the Oakley store. Their commitment to making ice cream and candies the “sincere” way speaks to the espoused love of craft and their quest for product excellence. | 39
  • Market Immersion Market Immersion suggest brands should ensure they are relevant by gaining inspiration from their surroundings. Aglamesis Bro’s does this by employing their customers – mainly high school to college students. Most love both ice cream and confectionary items. The management staff stays up to date on the trends of ice cream flavors and candy by visiting trade shows and reading trade magazines. Mr. A. trusts his gut to bring back historical flavors, even in the face 40 | of skepticism. For example, tried and trusted recipes, like Pineapple Pecan ice cream, have made a come back and its one of their best seasonal summer sellers. They intentionally keep their flavor variations small so that they can try different flavors with smaller risk. Aglamesis Bro’s also seeds their fan base by taking suggestions on seasonal flavors or specialized candies from customers. | 41
  • Be At One With The Community Aglamesis Bro’s plays up their connections to local communities by philanthropically supporting their local neighborhoods and community entities. This generally includes churches, schools, and animal shelters in the Oakley and Montgomery areas. While they are still a popular place for community to gather today, we learned that in the 1940’s Aglamesis Bro’s would stay open until midnight every night because their shop was the place to gather and 42 | socialize. This built links to their community. Aglamesis Bro’s is also a popular destination spot for people to take visiting family members, it is the site of many engagements, first dates and we were told last year, even a wedding. Dianne Lytle indicated these types of community interactions really have become the fabric of the culture at Aglamesis Bro’s. Many of the customers who were interviewed shared that they have posted a positive review on their Facebook page, but none of them are “friends” of the Aglamesis Bro’s page. | 43
  • Indoctrinate Staff Into the Brand Cult Aglamesis Bro’s excel in this area. Mr. A and the management team take a deep interest in the development of their associates. They treat their employees like family and like to see them grow. Mr. A remembers his associates and will ask them about school “One of the best parts of working here is to see someone that used to worked at the shop bring in their family and say, “hey I used to work here and now I am a doctor”. -Amy and life. He leads by example, by getting behind the counter and serving ice cream and chocolates. He is very customer oriented and so are his managers. Since Mr. A is in the store most everyday, 44 | most of the staff has a story about a positive encounter with him. These stories help to intertwine the staff into the store’s history. Aglamesis Bro’s is on the ball about managing employee performance. All workers have an orientation when they join the company, which consists of a tour of the ice cream and chocolate factories and an in depth look at their history. Training revolves around the ideas of hard work and customer service so new employees start out by learning table service and washing dishes. | 45
  • Our Thoughts & Suggestions Salience: Depth and Breadth of Customer Awareness Even though Aglamesis has a 100 year history in Cincinnati, there are still a significant number of people in the metropolitan area that have never heard of the brand or tried the brand. Idea: Focus on expanding awareness to align with where life’s moments are found, increasing radio advertisement. Resonance: Engage with Community - Use Social Channels 46 | “ Tour the Plant” YouTube video Today, Aglamesis Bro’s does not offer tours because the candy and ice cream making space is too small. Idea: Create a video tour which they could host on their site, post on YouTube and other and social media pages to enable their customers to “experience the production”. Engage With Your Social Community: Market Immersion and Be at one with the Community In our interviews, many people do post about Aglamesis Bro’s on Facebook, but few liked the official page or even knew it existed. Idea: Use the parlor and the web site as an opportunity to promote the Facebook page (currently 1,785 likes) and Yelp reviews. Idea: Establish a program to donate $1 to a local community charity for every check-in at Aglamesis Bro’s or new like on Facebook. Idea: Highlight staff and customer stories on their page. For example: publicize engagements, weddings, celebrations and daily events on the Facebook page. Engage staff to create the posts. Idea: Encourage photo shoots to “seed the fan base”. Idea: Involve customers by having a “vote for the new seasonal flavor” campaign on Facebook page. | 47
  • Style and Design: Design the Experience Today, there are many moments of truth” - the important points in the customer experience - that Aglamesis Bro’s could improve to enhance the old parlor feel and increase the consistency between locations, while still maintaining artisinal amateur authenticity. Moments of truth revolve around: • First Impressions Front Door + Curb Appeal - fresh paint says it all • The Next Step: Inside: Where Do I Look? What do I do? • Chocolate Display Cases - use beautiful period dishes to display candies and streamline items to highlight what’s important. • Take Home Candy Displays - use period items to display candies and polish the presentation. 48 | • Serving Dishes + Organization - store non-period items out of sight and remove the clutter so the silver and glass is what gets the attention. • Wall + Table Menus + Traffic Flow + Interior Decor - create a consistent visual to guide customers through the experience. • On The Way Out - The Cross Sell - make it easy to see and pick up the impulse buy on the way out the door. Kids like candy in low places. | 49
  • Thank you The team wishes to thank Dianne Lytle, Amy Sandmann and the Oakley fountain counter staff for sharing their insights and their enthusiastic support of this project. Their passion, energy and love for Aglamesis Bro’s is the cornerstone of what makes a visit so special 100 years after the first scoop of ice cream was served. Nicole Breitenstein, Dianne Hardin, 50 | Alissa Simons, Karen Wellman | 51