Brief history of branding!

50’s – USP
(Unique Selling Proposition)
The physical product, rather than the brand, was the core differential.
These days, a USP can hardly be claimed by any product.
Nothing's really unique anymore.

60’s – ESP
(Emotional Selling Proposition)
Similar brands perceived as different because of an emotional attachment
Consumers tend to drink the label.

80’s – OSP
(Organization Selling Proposition)
The corporation behind the brand becomes the brand

90’s – BSP
(Brand Selling Proposition)
The brand is stronger than the physical dimension of the product.

2000 – MSP
(Me Selling Propositions)
Consumers taking ownership of the brands
Personalized Labels Custom Fit Blue Jeans Custom Shoes

The Future – HBP
(Holistic Buying Proposition)
Smell
Taste Touch
Sound Sight

Branding is about forming an emotional attachment between brand and consumer

Holistic Brand
A complete multi-sensory brand is greater than the sum of the parts.
vision sound smell taste touch
2 + 2 + 2 + 2 + 2

Holistic Brand
= 20

Holistic Brand

We are not in the coffee business serving people,
but in the people business serving coffee.
Howard Schultz,
pioneer and Chairman of Starbucks

Starbucks' sensory uniqueness is far less
associated with the smell and taste of coffee
than with the interior design of its cafés and
its green and white logo.

Visual
Unique logo on building, cups, and bags
Visual Auditory
Uniform and customer approach
Visual Auditory Touch
Interior aesthetics (sofa, colors, wall paper, music)
Smell Taste
Distinct aroma of freshly ground coffee

A Brand is a Belief System*
* Patrick Hanlon, Primal Branding