Brief History of Branding

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

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Brief History of Branding

by paulsjr on Apr 22, 2007

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