Brand Tags & The Advantage of Small Products

BRAND TAGS

HI, I’M NOAH

BRAND TAGS

“ "THE WAY I LOOK AT IT, A BRAND ONLY EXISTS IN THE CONSUMERS MIND. THAT OTHER PRODUCT ISNT A BRAND YET BECAUSE CONSUMERS DONT REALLY KNOW ABOUT IT. ITS STILL A PRODUCT." Source: “Who’s the Boss?” Martin Bihl, AdWeek

IF YOU ASK PEOPLE WHATTHEY THINK OF A BRAND

AND WEIGHT THE RESULTS

YOU’D GET A PRETTYACCURATE VIEW OFBRAND PERCEPTIONS

1.5 HOURS LATER

PRETTY IS THE ENEMY OF PROTOTYPES

IS IT WORKING?

TAKE MORE SCREENSHOTS

LAUNCH DAY

PERSONAL RESPONSES

LACK OF DESIGN

UTILITYA measure of the relative satisfaction fromconsumption of goods.

SATISFACTIONUTILITY

SATISFACTIONFulfillment of ones expectations or needs.

EXPECTATIONSSATISFACTIONUTILITY

IMPRESSED SATISFIED DISAPPOINTEDEXPECTATIONS EXPERIENCE

IMPRESSED SATISFIED DISAPPOINTED ADVOCACYEXPECTATIONS EXPERIENCE

THE DAILY

EXPECTATIONS CHANGE EXPERIENCES

“ “WHAT WE DOCUMENT IS THAT PRICE IS NOT JUST ABOUT INFERENCES OF QUALITY, BUT IT CAN ACTUALLY AFFECT REAL QUALITY ... SO, IN ESSENCE, [PRICE] IS CHANGING PEOPLE’S EXPERIENCES WITH A PRODUCT AND, THEREFORE, THE OUTCOMES FROM CONSUMING THIS PRODUCT.” Source: “Does a Wine’s Pricetag Affect its Taste?”

EXPECTATIONS CHANGE EXPERIENCES

PRODUCT MARKETINGPRODUCT = MARKETING

MARKET = PRODUCT

“ "TRIBAL IDENTIFIED MCAFEES BRAND CHALLENGE AS DIFFERENTIATING IT FROM COMPETITORS NORTON AND SYMANTEC. TO PROVE THAT THE BRANDS TEND TO BLEND TOGETHER FOR MANY CONSUMERS, TRIBAL TURNED TO BRANDTAGS.NET, A WEB SITE THAT PRODUCES TAG CLOUDS OF THE WORDS USERS ASSOCIATE WITH BRANDS. THE CLOUDS FOR MCAFEE AND ITS RIVALS WERE SIMILAR." Source: “McAfee Taps Tribal as Lead Agency”

THE SALE

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Brand Tags & The Advantage of Small Products

by nbrier on Apr 28, 2011

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Brand Tags & The Advantage of Small Products — Presentation Transcript