What Is Brand Heart

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  • אם כך , בואו נחזור שוב ונסכם את מרכיבי המותג.
  • כדי להגיע למקום בו אנשים באמת מתעניינים עד כדי כך בעסק של מישהו, צריך מותג חזק.
    היום ובעתיד.
    כלומר : עסקים צריכים סיפור מעניין!
    כשיש לעסק סיפור מעניין, יש לו מותג גדול.
    כך גם אצלנו.
    יש לנו מותג מצליח עם עקרונות ברורים , חזקים ורלוונטיים בדיוק כמו לפני 6 שנים.
    באחריותנו לשמור עליו.
    להאמין בו.
    לפתח אותו.
    זה העסק שלנו.
  • בלב כול מותג מצליח עומד one simple idea , או “פילוסופיה” - לאותו "רעיון אחד" יש שמות רבים : הסיפור, ההבטחה, הפילוסופיה, ה dna .....אך כולם מכוונים לאותו עינין.
    פילוסופיה, תפיסת עולם שמתחברת ל”צורך” עמוק, הרבה יותר ממה שמעורר מוצר כלשהוא.
    Apple – מאתגרים את הצרכן “לחשוב אחרת” . נכון שהם מייצרים מחשבים אך תפיסת העולם שלהם שמה את האדם במרכז ולא את המכונה. לא אדם שהוא עבד לטכנולוגיה, למכונה אלא האדם בורא השינוי.
    סוני מזמינה את הצרכן “ go create “ ! ( לא מדברת על עצמה "סוני , החברה המתקדמת עם המוצרים המשוכללים ביותר"...)
    האגן דאז – מפתים את הצרכן לתענוג. העונג הטהור...
    volvo – מבטיחים שקט נפשי
  • בלב כול מותג מצליח עומד one simple idea , או “פילוסופיה” - לאותו "רעיון אחד" יש שמות רבים : הסיפור, ההבטחה, הפילוסופיה, ה dna .....אך כולם מכוונים לאותו עינין.
    פילוסופיה, תפיסת עולם שמתחברת ל”צורך” עמוק, הרבה יותר ממה שמעורר מוצר כלשהוא.
    Apple – מאתגרים את הצרכן “לחשוב אחרת” . נכון שהם מייצרים מחשבים אך תפיסת העולם שלהם שמה את האדם במרכז ולא את המכונה. לא אדם שהוא עבד לטכנולוגיה, למכונה אלא האדם בורא השינוי.
    סוני מזמינה את הצרכן “ go create “ ! ( לא מדברת על עצמה "סוני , החברה המתקדמת עם המוצרים המשוכללים ביותר"...)
    האגן דאז – מפתים את הצרכן לתענוג. העונג הטהור...
    volvo – מבטיחים שקט נפשי
  • בלב כול מותג מצליח עומד one simple idea , או “פילוסופיה” - לאותו "רעיון אחד" יש שמות רבים : הסיפור, ההבטחה, הפילוסופיה, ה dna .....אך כולם מכוונים לאותו עינין.
    פילוסופיה, תפיסת עולם שמתחברת ל”צורך” עמוק, הרבה יותר ממה שמעורר מוצר כלשהוא.
    Apple – מאתגרים את הצרכן “לחשוב אחרת” . נכון שהם מייצרים מחשבים אך תפיסת העולם שלהם שמה את האדם במרכז ולא את המכונה. לא אדם שהוא עבד לטכנולוגיה, למכונה אלא האדם בורא השינוי.
    סוני מזמינה את הצרכן “ go create “ ! ( לא מדברת על עצמה "סוני , החברה המתקדמת עם המוצרים המשוכללים ביותר"...)
    האגן דאז – מפתים את הצרכן לתענוג. העונג הטהור...
    volvo – מבטיחים שקט נפשי
  • אלמנטים בבסיס כל החברות השונות של המותג.
    בכל תחום אליו מגיע המותג, מטרתו לזעזע את המקובל, לאתגר אותו, להציע אלטרנטיבה, לחשוף אותו במערומיו...
  • אלמנטים בבסיס כל החברות השונות של המותג.
    בכל תחום אליו מגיע המותג, מטרתו לזעזע את המקובל, לאתגר אותו, להציע אלטרנטיבה, לחשוף אותו במערומיו...
  • Though we make toys, we are not just a toy company. Though we are famous for our product, we are defined by our philosophy. Our name comes from the combination of the Danish "leg godt", which means to "play well." It is both our name and our nature. We believe that play is the essential ingredient in a child's growth and development. It grows the human spirit. It encourages imagination, conceptual thinking and creation.
    Creativity for the LEGO Group is about self-expression and the empowerment of the individual in an open-ended way.Imagination is about endless ideas, curiosity, discovery and exploration to bring ideas to life.Learning is about playful learning, learning through play, challenging play, hands-on minds-on play, play that encourages accomplishment and challenges the status quo.Fun is about active fun, social, childlike, adventurous fun and the thrill of creation.
    Quality for the LEGO Group is about product quality, ethical values and a consistency in all of our actions that engenders an ongoing feeling of trust.
    Our mission is to nurture the child in each of us, and this means that we actively encourage self-expression through creation, thus enabling children of all ages to bring endless ideas to life.The LEGO® experience is playing, learning, interacting, exploring, expressing, discovering, creating and imagining - all with a heavy dose of fun.We will do this as the world leader in providing quality products and experiences that stimulate creativity, imagination, fun and learning.
  • To build a LEGO tower that reaches the moon would take 40.5 billions LEGO bricks.
  • אלמנטים בבסיס כל החברות השונות של המותג.
    בכל תחום אליו מגיע המותג, מטרתו לזעזע את המקובל, לאתגר אותו, להציע אלטרנטיבה, לחשוף אותו במערומיו...
  • brand promise: Vibrant living Core values:CarefreeLust for lifeParty spiritDynamic personality SpontaneityPlayful cheekyopen mindedoptimistic  Slogan: there is a bacardi spirit in every one 
  •  mass class
    מובילת המגמה העולמית
    read: quality consumer goods and services at ever decreasing prices) has created powerful icons of new-style mass consumption: think Nokia, H&M, Zara, ING, DELL Computers, Gap, Virgin, Microsoft, Nike, EasyJet, or L'Oreal.
  • בשוודת: אנשים ממציאים/ גאונים
    תחרות לעיצוב רהיטים למוצרי התקשורת החשמליים בבית : טלווזייה, מערכת וכו
    הוגשו 5000 הצעות מהקהל הרחב
    15 יבחרו ,יקבלו פרס כספי והדגם ייוצר עם קרדיט
  • The process:
    Develop your brand.
    (2) Package your brand
    Communicate your brand
  • The process:
    Develop your brand.
    (2) Package your brand
    Communicate your brand
  • The process:
    Develop your brand.
    (2) Package your brand
    Communicate your brand
  • The process:
    Develop your brand.
    (2) Package your brand
    Communicate your brand
  • What Is Brand Heart

    1. 1. 8November 2007 BRAND HEART
    2. 2. Confucius Wherever you go, go with all your heart.”
    3. 3. “so do (great) brands…
    4. 4. tea bag without hot water… “a brand with no heart is like… )tasteless(
    5. 5. bread without the butter… “a brand with no heart is like… )boring(
    6. 6. life without friends… “a brand with no heart is like… )meaningless(
    7. 7. great brands have one thing in common…
    8. 8. they all have a heart. A heart that leads their way A heart that makes them comes to life A heart that gives them bit A heart that people can be attracted to
    9. 9. we aspire to become a great international coffee brand.
    10. 10. so, we need a heart transplant.
    11. 11. open your heart and follow me through this presentation
    12. 12. TODAY’S AGENDA. 1. What’s a brand heart? 2. The road to a brand heart. 3. Next steps.
    13. 13. WHAT’S A BRAND HEART ? 1
    14. 14. WHAT IS A BRAND? A promise to be delivered
    15. 15. The Strauss methodology to build and define the brand foundations. WHAT IS THE BRAND HEART ?
    16. 16. The methodology was developed in the Strauss “Change Teams” and was adapted warmly by:
    17. 17. The 3 elements WHAT’S IN THE BRAND HEART ?
    18. 18. ideas ideals people brand promise brand values brand character
    19. 19. BRAND PROMISE GIVES THE BRAND A REASON OF BEING BASED ON CUSTOMER NEEDS
    20. 20. WHY  why am I here?  what do I stand for?  what is my promise to the world ? THE BRAND PROMISE
    21. 21. ONE At the heart of every successful brand is a ONE GREAT IDEA or philosophy. It has many names: brand story, brand philosophy, brand elements, brand essence, DNA, but they all refer to the same thing: A perspective that bonds with a deep “need”, much greater than any product rouses. BRAND PROMISE
    22. 22. THE PROMISE DEFINES THE REASON FOR THE BRAND’S EXISTENCE What does the brand provide? What’s in it for the consumer?
    23. 23.  The promise must be relevant  The promise must be available  The promise must be inspiring
    24. 24. Think different Go create Dedicated to pleasur Peace of mind Design democratization
    25. 25. Think different Dedicated to pleasure Peace of mind Make people happy Refresh the world to organize the world’s information and make it universally accessible Sign of personal success
    26. 26. BRAND VALUES THE WAY WE WILL DELIVER THE PROMISE TO OUR CUSTOMERS INTERNALLY & EXTERNALLY.
    27. 27. WHAT  What does the brand believe in?  What are the principles of the brand?  What does the brand do to make the promise come true?  The way the brand will “do business”.  If the Company makes sure to live and breathe life into the values, they will become tangible to the consumer as well. THE BRAND VALUES
    28. 28. Think different Go create Peace of mind Learning & curiosity Diversity Low cost & High quality Value for money Good quality Brilliant customer service Innovative Competitively challenging BRAND VALUES
    29. 29. BRAND CHARACTER THE WAY WE WILL EXPRESS OUR BRAND
    30. 30. HOW  How will the brand express the promise & values?  What is the brand special spirit ?  If the brand were a person, what would his nature or character be?  How would he communicate the message? THE BRAND CHARACTER
    31. 31. some examples
    32. 32. Brand Values value for money good quality brilliant customer service innovative competitively challenging Brand Promise consumer champion Brand personality rebellious playful cheeky
    33. 33. Brand values creativity. Imagination learning fun quality Brand promise Nurture the child in each of us Brand personality playful, naïve, childlike
    34. 34. 40.5 billions By the way… how many LEGO blocks it takes to build a tower that would reach the moon ?
    35. 35. Brand values carefree lust for life party spirit dynamic Brand promise offer vibrant living Brand personality spontaneous, playful, open minded and optimistic
    36. 36. Brand values learning & curiosity diversity low cost & high quality Brand promise Democratization of design for all. Brand personality Swedish Good sense of humour, economic.
    37. 37. Brand values: Personal Simple Honest Global Future proof Brand promise: creating a better future Brand personality: Optimistic, Dynamic & Refreshing
    38. 38. some Strauss examples
    39. 39. Brand values: Pleasure Courage Personal Quality experience Brand promise: Inspires you to stop, have a break… and enjoy a special moment. Brand personality: Self confidence Easy going Warm & Witty
    40. 40. NEW PACKAGES
    41. 41. •tv-spote.wmv •tv-spote2.mpeg
    42. 42. 40%INCREASE IN SALES
    43. 43. Brand values: Empowerment Well being Dynamic Brand promise: An enhancement to your body & mind, helping you to get more out of your day. Brand personality: Smart & Playful ENERGY
    44. 44. PROMISE VALUES CHARACTER what makes brands diff rent from one another? eThe brand heart is …
    45. 45. ‫מותגים‬ ‫בין‬ ‫מבדל‬ ‫מה‬? It is important to remember that it is not each individual element that is important, but it is the connection between them that creates the brand’s uniqueness (exactly the same as people) Values Character Promise
    46. 46. Next step… BRING THE BRAND TO LIFE MAKE THE HEART BEAT
    47. 47. LIVE THE BRAND DELIVER THE PROMISE ACT BY THE VALUES EXPRESS THE PERSONALITY
    48. 48. During an average lifetime, your heart will beat over 2.5 billion times. Seriously, that is one hard working muscle!
    49. 49. A FEW WORDS ABOUT… THE PROCESS 2
    50. 50. THE ROAD TO A BRAND HEART
    51. 51. 3. Discovery Strategy Shape 2. 1.
    52. 52. Discovery
    53. 53. Diagnostic Product )company( Competition Consumer *Data will be taken from the brand health check
    54. 54. CUSTOM ERS NEEDS / INSIGHTS
    55. 55. ANALYSIS OF:
    56. 56. ? Uncovering the brand by identifying:  Ambition and Purpose  Unique strengths and differentiation  What consumers think about the brand ( perceptions )  Values and Passions  The competitive Landscape  Consumer Trends & Needs  The target audience Diagnostics Discovery
    57. 57. Strategy
    58. 58. OUR BRAND MODEL: brand pyramid model 5aspects of making a brand special
    59. 59. Model for articulating the Brand Heart Consumer insights Attributes Functional benefits Emotional rewards Values Personality Reason to believe… Brand promise Brand character
    60. 60. CONSUMER INSIGHT Consumer insights Attributes Functional benefits Emotional rewards Values Personality An existing opinion, deeply internalized, is present in the consciousness of most consumers. This opinion can lead to a response. Brand status its position in the market The market and the competition Review of world and local trends. An existing opinion, deeply internalized, is present in the consciousness of most consumers. This opinion can lead to a response. Brand status its position in the market The market and the competition Review of world and local trends.
    61. 61. Consumer insights Attributes Attributes = a long list of product and service descriptive. Product attributes, attributes relating to form, source, raw materials, economic attributes etc Attributes = a long list of product and service descriptive. Product attributes, attributes relating to form, source, raw materials, economic attributes etc PRODUCT ATTRIBUTES Functional Benefits Emotional rewards Values Personality
    62. 62. FUNCTIONAL BENEFITS Consumer insights Attributes Functional benefits Emotional rewards Values Personality What are the functional benefits we deliver to the consumer? What does the brand give the consumer? The most relevant and differentiating functional benefits that create an advantage….
    63. 63. Consumer insights Attributes Functional benefits Emotional rewards Values Personality EMOTIONAL REWARDS What does the consumer feel? What’s in it for him ? The feeling generated when buying or using the brand.
    64. 64. Based on the functional benefits and emotional rewards, perceptual maps are built
    65. 65. CI Strategy WORK WITH CI PILLARS. Work with Strauss brand pillars and make sure that all brand hearts support one or more out of the 4 pillars. Healthy more exciting Fun special treat Answering consumer needs Share the World with you Bring people Together Real differentiation Innovative solution Competitive Advantage
    66. 66. ID Strategy Now we can start… Articulation of the brand: PROMISE, VALUES and CHARACTER BRAND HEART ARTICULATION.
    67. 67. Shape
    68. 68. shape Developing the strategy for making the brand visible to those who need to know about it, based on the approval of the previous stage. LIST OF RELEVANT IDEAS AIMING TO BRING THE BRAND TO LIFE. IDENTIFYING THE IDEAL COMBINATION OF COMMUNICATIONS IDEAS & TOOLS TO ACHIEVE THE GOALS BRING THE BRAND TO LIFE.
    69. 69. NEXT STEP 4. Design & Implementation
    70. 70. A collaborative work by selected professionals from the varied areas of brand’s alignment. ( Branding, Advertising, PR, Design, Internet agencies etc. ) Design & Implementation
    71. 71. THE WAY FORWARD 3
    72. 72. NEXT STEP
    73. 73. THE GOAL: develop a REGIONAL BRAND HEART
    74. 74. THE WAY: A process led by IRIT SPIESMAN & MARK COLINSE together with marketing managers Working with Strauss branding agency: An agency that helped Strauss design the brand heart process and developed brand hearts to other brands in the group such as…
    75. 75. DIAGNOSTICS ANALYSIS OF THE: MARKET REVIEW & SWOT DATA, EXCITING MARKET DATA, MARKET RESEARCH, INTERVIEW WITH MARKETING/SALES MANAGERS BRAND WORKSHOP BRAND HEART ARTICULATION IDEAS TO BRING THE BRAND TO LIFE 3 VENDORS ARMAD | ARCAL | DOROT MARKET VISIT LOCAL / INTERNATIONAL THE PROCESS: 2 DAY MARKET VISIT. (EACH MARKET): 1 DAY - INTERVIEWS 1 DAY - MARKET PLACE/POS VISIT 1-2 DAY WORKSHOP ALL COUNTRIES TOGETHER INTERNAL WORK BY BRANDON + IRIT SHEPIZMAN INTERNAL WORK BY BRANDON + IRIT SHEPIZMAN BRAND HEART CONCEPT BRAND HEART OPTIONIONS TO DISCUSS . ADJUSTMENTS & FINAL APPROVAL. DISCOVERY DISCOVERY STRATEGY STRATEGY SHAPE Brand Health Check
    76. 76. DIAGNOSTICS BRAND WORKSHOP BRAND HEART ARTICULATION IDEAS TO BRING THE BRAND TO LIFE 3 VENDORS ARMAD | ARCAL | DOROT MARKET VISIT LOCAL / INTERNATIONAL THE TIMING: BRAND HEART DISCUSSION + FINAL APPROVAL DISCOVERY DISCOVERY STRATEGY STRATEGY SHAPE 6-8WEEKS 6-8WEEKS TOTAL: 12-14 WEEKS Brand Health Check
    77. 77. QUESTIONS ?

    ×