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Brands Should Champion Engaging Difference June 2013
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Brands Should Champion Engaging Difference June 2013

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Brands that champion engaging difference form the conventinos and competitors in their sector perform better; in brand metrics, sales, customer loyalty, share price and the price they are able to …

Brands that champion engaging difference form the conventinos and competitors in their sector perform better; in brand metrics, sales, customer loyalty, share price and the price they are able to command.

Published in: Business, Technology

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  • 1. Brands Should Champion Engaging Difference A Bit Like George Clooney 1
  • 2. Brands that perform well illuminate the way; acting like a beacon Beacon brands don’t aim for parity, they aim for distinction. Beacon brands offer aspiration and leadership; they champion engaging difference 2
  • 3. A beacon brand differentiates itself through behaviour - Even if the category is commoditised 3
  • 4. Brands that behave differently also build and sustain their brand metrics more easilyExample brands Championing Engaging Difference These are all beacon brands, operating in otherwise poorly differentiated sectors. Success allows them to charge a premium, as well as enjoy sales volume success. 4
  • 5. Waitrose: Qualities worth paying a little more for An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea Waitrose also use a confident brand vocabulary that inspires clarity of understanding and difference: Ethical, locally sourced, sustainable, provenance, essential. Net Promoter Scores March 2011 Source Kaizo 5
  • 6. Example: Dove Champion: Real Beauty An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea 6
  • 7. Example: O2 O2’s overt mobile network claim (we’re better connected) isn’t the central campaign story. Their campaigns champions behaviours that differentiate the brand in other ways that better connect and improve their customers’ lives. O2 also invest in consistent and growing brand cues; they are design literate and use a clear and distinct tone of voice. An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea 7
  • 8. Example: Doritos Mariachi An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea Champion: Bringing the party to the party 8
  • 9. Even commoditised brands may differentiate themselves with the power of an engaging brand and a big idea, building market leadership An Inherently engaging, distinctive and celebratory brand – using advertising that owns an idea Champion: Live young Example: Evian 9
  • 10. How do beacon brands champion and celebrate difference within the UK car market? Building a distinctive and engaging brand that people love 10
  • 11. Example: Land Rover An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea 11
  • 12. Example: Mini An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea 12
  • 13. Example: Peugeot An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea 13
  • 14. Brands are like celebrities, people love the ones famous for offering something special and relevantly different Meet Andrew Lincoln He’s an actor. A bit like George Clooney. But d o you love him as much as George? Meet Tricia Goddard She’s a talk show host. A bit like Oprah Winfrey But do you love her as much as Oprah? What you love commands more attention and a higher price (the benefit to relevant difference) – such as their belief, personality and performance 14
  • 15. Brands people love vs. brands that settle for offering near parity Brands that champion and celebrate difference create brands that people love Brands that offer near parity in rewards, benefits or performance are indistinct and more frequently suffer decline Brands that people love are valued more; in sales, share price and brand metrics 15
  • 16. Recommendations: Build a distinctive brand that champions and celebrates difference • Defy sector conventions • Own a recognisable big idea • Never settles for offering product parity • Make products and brand comparisons inherently unfair on the competition • Help people to love what you champion and join in the celebration through purchase and ownership 16
  • 17. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Blog: http://www.brandtao.co.uk 17 BrandTao The way of brands