It’s all brand new… Re-branding “branding” Doncaster Business School

The Brand What on earth is it? Doncaster Business School

What on earth is it?

Doncaster Business School

Doncaster Business School

Doncaster Business School

Doncaster Business School

Doncaster Business School

Doncaster Business School

The brand “ More than just a name” “ Build a brand that resonates” “ The idea of the brand is starting to wear thin” “ We now live in a world of brands” “ A name, term, sign, symbol or design” “ Live the brand” “ Develop brand touchpoints” “ The concept of brand is now freely applied to pop bands, pets, movie stars and countries” Doncaster Business School

“ More than just a name”

“ Build a brand that resonates”

“ The idea of the brand is starting to wear thin”

“ We now live in a world of brands”

“ A name, term, sign, symbol or design”

“ Live the brand”

“ Develop brand touchpoints”

“ The concept of brand is now freely applied to pop bands, pets, movie stars and countries”

The brand "The biggest misconception in branding strategies is the belief that branding is about market share, when it is really about 'mind and emotions share’,” Marc Gobe Doncaster Business School

"The biggest misconception in branding strategies is the belief that branding is about market share, when it is really about 'mind and emotions share’,”

Marc Gobe

The brand So, a new emotionally driven paradigm has evolved for branding Two key influential texts “ Emotional Branding”, Marc Gobe “ Lovemarks”, Kevin Roberts Doncaster Business School

So, a new emotionally driven paradigm has evolved for branding

Two key influential texts

“ Emotional Branding”, Marc Gobe

“ Lovemarks”, Kevin Roberts

The brand Functional , ‘known’ brands still have relevance; a place in the brave new world … but the more emotionally intelligent , engaging brands have more differentiation, more attachment, more loyalty Doncaster Business School

Functional , ‘known’ brands still have relevance; a place in the brave new world

… but the more emotionally intelligent , engaging brands have more differentiation, more attachment, more loyalty

Doncaster Business School

Doncaster Business School

Doncaster Business School

Doncaster Business School

The new brand Competes for attention… keeps that attention… through connection, or engagement Differentiates from competition Is built through an understanding of the customer Forges a deep and lasting connection Doncaster Business School

Competes for attention…

keeps that attention…

through connection, or engagement

Differentiates from competition

Is built through an understanding of the customer

Forges a deep and lasting connection

The new brand Focuses on emotional needs of people rather than the physical needs of the customer… Doncaster Business School

Focuses on emotional needs of people rather than the physical needs of the customer…

The new brand The good, service or idea is no longer enough in today’s market… … these are all now mere commodities Organisation’s need to engage with people, form relationships and develop “win-win” situations… … both parties benefiting Doncaster Business School

The good, service or idea is no longer enough in today’s market…

… these are all now mere commodities

Organisation’s need to engage with people, form relationships and develop “win-win” situations…

… both parties benefiting

The new brand The increasing shortage of time, stress of modern-living and near bewildering array of choice and options support the need for powerful, emotional engagement Organisations begin to realise that loyalty can’t be bought by money… … but it can be bought by love! Doncaster Business School

The increasing shortage of time, stress of modern-living and near bewildering array of choice and options support the need for powerful, emotional engagement

Organisations begin to realise that loyalty can’t be bought by money…

… but it can be bought by love!

The love / respect axis Designed by Kevin Roberts and Bob Seelert from Saatchi & Saatchi It works as a perceptual map… … a projective tool best filled in by customers through discussion, debate, argument, sulking and agreement Doncaster Business School

Designed by Kevin Roberts and Bob Seelert from Saatchi & Saatchi

It works as a perceptual map…

… a projective tool best filled in by customers through discussion, debate, argument, sulking and agreement

The love / respect axis Doncaster Business School high respect low respect high love low love lovemarks brands commodities fads

Falling in love How will you encourage customers to love your brand? How will you earn respect? Lovemarks are owned by the people who love them… Who do you love ? Doncaster Business School

How will you encourage customers to love your brand?

How will you earn respect?

Lovemarks are owned by the people who love them…

Who do you love ?

The love / respect axis Doncaster Business School high respect low respect high love low love lovemarks brands commodities fads

Falling in love How do you make the most functional products emotional? Doncaster Business School

How do you make the most functional products emotional?

Finding love Who are your most passionate customers? Find them and listen… Why do they love what you offer? Doncaster Business School

Who are your most passionate customers?

Find them and listen…

Why do they love what you offer?

Finding love Start telling stories Stop talking about benefits, features, advantages, performance, USP’s, UBP’s… Instead, show your brand as part of an experience, an adventure, a myth, a dream Doncaster Business School

Start telling stories

Stop talking about benefits, features, advantages, performance, USP’s, UBP’s…

Instead, show your brand as part of an experience, an adventure, a myth, a dream

Finding Love Computers now offer "lifestyle entertainment“ Food is no longer about cooking or chores but about “home and lifestyle design” with exciting "sensory experiences” Universities functioning as “modular knowledge banks” enhanced by a “learning experience” Doncaster Business School

Computers now offer "lifestyle entertainment“

Food is no longer about cooking or chores but about “home and lifestyle design” with exciting "sensory experiences”

Universities functioning as “modular knowledge banks” enhanced by a “learning experience”

Got love..? Like.No.Other Don’t Stop Me Now Ban Boredom This is Living Doncaster Business School

Like.No.Other

Don’t Stop Me Now

Ban Boredom

This is Living

Commandments of emotional branding adapted from Marc Gobe From consumers to people Consumers buy, people live In communication circles, the consumer is often approached as the "enemy" whom we must attack Create desire in consumers based on a relationship of mutual respect After all, the consumer is your best source of information Doncaster Business School

From consumers to people

Consumers buy, people live

In communication circles, the consumer is often approached as the "enemy" whom we must attack

Create desire in consumers based on a relationship of mutual respect

After all, the consumer is your best source of information

From product to experience Products fulfill needs, experiences fulfill desires Buying just for need is driven by price and convenience Can you remain in the consumer's emotional memory through a connection made on a level far beyond mere need Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From product to experience

Products fulfill needs, experiences fulfill desires

Buying just for need is driven by price and convenience

Can you remain in the consumer's emotional memory through a connection made on a level far beyond mere need

From honesty to trust Honesty is expected Trust is engaging and intimate It needs to be earned Trust is something else altogether… … it's what you would expect from a friend, and it requires a real effort Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From honesty to trust

Honesty is expected

Trust is engaging and intimate

It needs to be earned

Trust is something else altogether…

… it's what you would expect from a friend, and it requires a real effort

From quality to preference Quality for the right price is a given today Preference creates the sale Quality is a necessary offering if you want to stay in business But preference toward a brand is the real connection to success Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From quality to preference

Quality for the right price is a given today

Preference creates the sale

Quality is a necessary offering if you want to stay in business

But preference toward a brand is the real connection to success

From notoriety to aspiration Being known does not mean that you are also loved! Awareness alone does not bring success Can you connect to people's aspirations..? Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From notoriety to aspiration

Being known does not mean that you are also loved!

Awareness alone does not bring success

Can you connect to people's aspirations..?

From identity to personality Identity is recognition Personality is about character and charisma! Brand personalities are special… … they evoke an emotional response Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From identity to personality

Identity is recognition

Personality is about character and charisma!

Brand personalities are special…

… they evoke an emotional response

From function to feel Many marketers design for maximum function or visibility and not for the real experience of the consumer Absolute Vodka, the Apple iMac, and Gillette razors are brands that are focused on presenting fresh shapes and sensory experiences consumers appreciate. Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From function to feel

Many marketers design for maximum function or visibility and not for the real experience of the consumer

Absolute Vodka, the Apple iMac, and Gillette razors are brands that are focused on presenting fresh shapes and sensory experiences consumers appreciate.

From ubiquity to presence Ubiquity is seen Emotional presence is felt There is hardly an urban space of size that has not been used to promote a brand Is there an inventive way of standing out and making a connection? Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From ubiquity to presence

Ubiquity is seen

Emotional presence is felt

There is hardly an urban space of size that has not been used to promote a brand

Is there an inventive way of standing out and making a connection?

From communication to dialogue Communication is telling Dialogue is sharing Media, such as digital, PR, brand presence and promotions can stretch further to really speak to consumers Real dialogue implies two-way communications A conversation with the consumer Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From communication to dialogue

Communication is telling

Dialogue is sharing

Media, such as digital, PR, brand presence and promotions can stretch further to really speak to consumers Real dialogue implies two-way communications

A conversation with the consumer

From service to relationship Service is selling Relationship is acknowledgment Service involves a basic level of efficiency in a commercial exchange But relationship means that the brand representatives really seek to understand and appreciate who their customers are It is what you feel when you walk into a certain environment and find that the music, the decor, and the salespeople all speak the same language… … the customer's! It is becoming expected; a new norm. Doncaster Business School Commandments of emotional branding adapted from Marc Gobe

From service to relationship

Service is selling

Relationship is acknowledgment

Service involves a basic level of efficiency in a commercial exchange

But relationship means that the brand representatives really seek to understand and appreciate who their customers are

It is what you feel when you walk into a certain environment and find that the music, the decor, and the salespeople all speak the same language…

… the customer's!

It is becoming expected; a new norm.

From brand to lovemark Information Recognised by consumers Generic Presents a narrative The promise of quality Symbolic Defined Statements Defined attributes Values Professional Relationship Loved by people Personal Creates a story Touch of sensuality Iconic Infused Story Wrapped in mystery Spirit Passionate Doncaster Business School

Information

Recognised by consumers

Generic

Presents a narrative

The promise of quality

Symbolic

Defined

Statements

Defined attributes

Values

Professional

Relationship

Loved by people

Personal

Creates a story

Touch of sensuality

Iconic

Infused

Story

Wrapped in mystery

Spirit

Passionate

Building your lovemark… MYSTERY Tell stories Stories connect, interest, touch… Use your past, present and future Acknowledge the past and use it to shape your future Tap into dreams Information is boring! Nurture your myths and icons Make them memorable Build on inspiration What would inspire your customers… Doncaster Business School

Tell stories

Stories connect, interest, touch…

Use your past, present and future

Acknowledge the past and use it to shape your future

Tap into dreams

Information is boring!

Nurture your myths and icons

Make them memorable

Build on inspiration

What would inspire your customers…

Building your lovemark… SENSUALITY Synchronisation of… Sight Hearing Smell Touch Taste Doncaster Business School

Synchronisation of…

Sight

Hearing

Smell

Touch

Taste

Building your lovemark… INTIMACY Empathise Commitment Passion Pet names? Doncaster Business School

Empathise

Commitment

Passion

Pet names?

From brand to lovemark Doncaster Business School BE PASSIONATE INVOLVE CUSTOMERS CELEBRATE LOYALTY FIND, TELL AND RETELL STORIES ACCEPT RESPONSIBILITY

The future “ The reason I don't buy it is simple: Lovemarks is just a sweetened, cutey-pie metaphor to justify his company's and industry's behaviour. But the basic behaviour, the basic business model remains fundamentally unchanged ” Doncaster Business School

“ The reason I don't buy it is simple: Lovemarks is just a sweetened, cutey-pie metaphor to justify his company's and industry's behaviour. But the basic behaviour, the basic business model remains fundamentally unchanged ”

The future Marketing refocuses further, markets become smart, and fast, faster than companies… The Cluetrain Manifesto “ We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp… deal with it ” Doncaster Business School

Marketing refocuses further, markets become smart, and fast, faster than companies…

The Cluetrain Manifesto

“ We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp… deal with it ”

The future “ Unlike the lovemarks approach, if brands are real and use real people in the communication of the brand, real people will engage with them and they will be authentic.” CIM, ‘This is Your Life’, Shape the Agenda Paper Doncaster Business School

“ Unlike the lovemarks approach, if brands are real and use real people in the communication of the brand, real people will engage with them and they will be authentic.”

CIM, ‘This is Your Life’, Shape the Agenda Paper

The future Production is dead… … long live consumption Doncaster Business School

Production is dead…

… long live consumption

The future Your customers are in control of the market… … and the market is now in control of you. Doncaster Business School

Your customers are in control of the market…

… and the market is now in control of you.

Sources Cowley, D. (editor), Understanding Brands , 1996, Kogan Page: London De Pelsmacker, P., Geuens, M., Van den Bergh, J., Marketing Communications: A European Perspective , 2007, Prentice Hall: Harlow Dibb, S., Simkin, L., Pride, W., Ferrell, O., Marketing: Concepts and Strategies , 2007, Houghton Miffin: Boston Gobe, M., Emotional Branding , 2001, Allworth Press: New York Roberts, K., Lovemarks , 2005, Powerhouse Books: New York Wilson, A., Zeithaml, V., Bitner, M., Gremler, D., Services Marketing , 2008, McGraw Hill: London Doncaster Business School

Cowley, D. (editor), Understanding Brands , 1996, Kogan Page: London

De Pelsmacker, P., Geuens, M., Van den Bergh, J., Marketing Communications: A European Perspective , 2007, Prentice Hall: Harlow

Dibb, S., Simkin, L., Pride, W., Ferrell, O., Marketing: Concepts and Strategies , 2007, Houghton Miffin: Boston

Gobe, M., Emotional Branding , 2001, Allworth Press: New York

Roberts, K., Lovemarks , 2005, Powerhouse Books: New York

Wilson, A., Zeithaml, V., Bitner, M., Gremler, D., Services Marketing , 2008, McGraw Hill: London

Sources Branding is dead, long live the nonsense of branding. By: Murray, Ian. Marketing Week (01419285), 5/12/2005, Vol. 28 Issue 19, p98 Brands: More Than a Name. By: Lozito, William. Restaurant Hospitality, Sep2004, Vol. 88 Issue 9, p56-60 Emotional branding isn't hokey, it's essential. By: Portnoy, J. Elias. Advertising Age, 4/12/2004, Vol. 75 Issue 15, p24-24 Emotional Branding: How Successful Brands Gain the Irrational Edge. By: Marken, G.A.. Public Relations Quarterly, Summer2003, Vol. 48 Issue 2, p12-12 'Emotive branding is the future'. By: Adkins, Helen. Caterer & Hotelkeeper, 6/1/2006, Vol. 196 Issue 4427, p8-8, 1p; Generate brand passion. By: Hopewell, Nikki. Marketing News, 5/15/2005, Vol. 39 Issue 9, p10-10, Lovemarks. By: Roberts, Kevin. Sales & Service Excellence, Dec2004, Vol. 4 Issue 12, p8 Making the Emotional Connection. Brandweek, 01/29/2001, Vol. 42 Issue 5, p23 Doncaster Business School

Branding is dead, long live the nonsense of branding. By: Murray, Ian. Marketing Week (01419285), 5/12/2005, Vol. 28 Issue 19, p98

Brands: More Than a Name. By: Lozito, William. Restaurant Hospitality, Sep2004, Vol. 88 Issue 9, p56-60

Emotional branding isn't hokey, it's essential. By: Portnoy, J. Elias. Advertising Age, 4/12/2004, Vol. 75 Issue 15, p24-24

Emotional Branding: How Successful Brands Gain the Irrational Edge. By: Marken, G.A.. Public Relations Quarterly, Summer2003, Vol. 48 Issue 2, p12-12

'Emotive branding is the future'. By: Adkins, Helen. Caterer & Hotelkeeper, 6/1/2006, Vol. 196 Issue 4427, p8-8, 1p;

Generate brand passion. By: Hopewell, Nikki. Marketing News, 5/15/2005, Vol. 39 Issue 9, p10-10,

Lovemarks. By: Roberts, Kevin. Sales & Service Excellence, Dec2004, Vol. 4 Issue 12, p8

Making the Emotional Connection. Brandweek, 01/29/2001, Vol. 42 Issue 5, p23