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Brand Essence - Brand Pioneers 7 november 2013

Brand Essence - Brand Pioneers 7 november 2013



Most important criteria for brand essence. Presentation was given on November 7th 2013 during the Brand Pioneers session in Rotterdam.

Most important criteria for brand essence. Presentation was given on November 7th 2013 during the Brand Pioneers session in Rotterdam.



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    Brand Essence - Brand Pioneers 7 november 2013 Brand Essence - Brand Pioneers 7 november 2013 Presentation Transcript

    • Brand Pioneers 7 november 2013! De Vertrekhal Rotterdam
    • PROGRAM ! 13.55 - 14.00 Opening 14.00 - 14.25 Peter-Paul Laumans - Panelteam - Criteria for Brand Essence 14.25 - 14.55 Fabian van Schie - United Biscuits - Getting to the essence of the Sultana brand 14.55 - 15.25 Koen Rakers - Salesforce - How to become a customer company 15.25 - 15.45 Break 15.45 - 16.15 Eva Zahrawi - Vodafone - Where does the Vodafone brand stand for? 16.15 - 16.45 Claudia Peters - Ecco - How Ecco makes the emotional connection 16.45 - 16.50 Closing statement 16.35 - 18.00 Drinks ! ! ! ! ! ! ! #BRPI13
    • Brands ! live in ! your head How you think & feel about a brand is the brand.
    • Your brand is your! user experience Thoughts & ! Feelings
    • Feelings are ! intangible
    • Experience, Thoughts & Feelings
    • ”Gives me the feeling that I matter, that I am a frontrunner! and I know what I am talking about”! ”a slice of brown bread with Calve peanut butter is a real treat” ”Ecco shoes immediately feel comfortable and give me a feeling of freedom. This feeling remains even when they have been worn for a while”
    • Every day ! people make ! hundreds of! decisions ! based on how! they feel!
    • Definition/ A brand is a product, service, cause or organization with perceived intangible attributes
    • Perception of intangibles is in the eye of the beholder. Depending on the brand, some see them; some don’t
    • When you don’t perceive an intangible it’s a commodity to you
    • vs Brands compete on their intangible attributes Commodities compete on price or convenience
    • Automotive Consumer Electronics Food Personal Care Fashion Mobile Providers Finance Panelteam N=500 week 44 2013
    • How do brands get in your head? Exposure | Experience
    • Brand Essence Every strong brand stand for something - Brand DNA
    • Brand Essence Amazon’s Jeff Bezos: “Your brand is what people say about you when you’re not in the room.”
    • 9 the criteria for ! brand essence
    • 1.Unique! 2.Intangible! 3.Single minded! 4.Experimental! 5.Meaningful! 6.Consistently delivered! 7.Authentic! 8.Sustainable! 9.Scalable
    • 1. Unique The essence of a brand is how it is different from competitors in the same category
    • 1. Unique For example:! If Apple products are friendly and approachable, then it is claiming that its competitors are not.
    • 2. Intangible One is no more independent on a Harley-Davidson than another brand, but somehow one feels like it.
    • 3. Single-minded Find one or two words that define the brand. Deliver a unique experience, and document what it is you want to evoke.! ! More than two words indicates that the brand has no focus.
    • 3. Single-minded Lowest Price Everywhere Adventurous
    • 4. Experimental The essence captures what the audience feels during an experience with the brand.! ” Driving a Volvo makes me feel that my family is safe”
    • 5. Meaningful Something personal that people aspire to embrace and be a part of; something that speaks to them. There is no point in identifying an essence that is irrelevant to the audience. Research it!
    • 5. Meaningful
    • 5. Meaningful
    • 6. Consistently delivered If the proposed essence is not consistently experienced then it isn’t the essence.
    • 6. Consistently delivered
    • 7. Authentic The essence must be credible or the brand will be rejected. To find out what the audience believes about your brand, ask them.
    • 8. Sustainable A brand’s essence is baked in. It doesn’t change. EVER!
    • 9. Scalable A strong understanding of how emotion is transferable across brand extensions ”all Apple products are easy to use, without manuals”
    • Brand Essence Bertucci Field Watches
    • Branding Defining, promising and delivering a unique brand experience consistently. ! Branding distinguishes the brand from its competitors and builds preferences.
    • Branding The ultimate goal of branding is loyalty and brand love.
    • Consumer Lifecycle Brand Research
    • By measuring the most important stages of the buying and orientation proces of consumers you ... Get more grip on your consumers Keep track of your brand essence Make better strategic decisions Increase profitability
    • CONSUMER LIFECYCLE RESEARCH! The new standard for running a successful brand!