The Magic of Marketing Juju The Changing Role of Brands

Brand “ A name, terms, sign, symbol, or design, or a combination of them intended to identify the good and services of one seller or group of sellers and to differentiate them form those of competition.” AMA A brand offers a complex blend of functional, symbolic and emotional values and benefits…

“ A name, terms, sign, symbol, or design, or a combination of them intended to identify the good and services of one seller or group of sellers and to differentiate them form those of competition.” AMA

A brand offers a complex blend of functional, symbolic and emotional values and benefits…

Roles of Brands Brand as Product/Company Identity Brand as Trustmark Brand as Relationship Builder Brand as Experience Provider Brand as Lovemark Brand as a Character in a Story

Brand as Product/Company Identity

Brand as Trustmark

Brand as Relationship Builder

Brand as Experience Provider

Brand as Lovemark

Brand as a Character in a Story

1. The Brand as a Product/Company Identity Intangible asset Main objective of brand message is to ensure that it is top-of-mind and considered the only option (not merely the better option) when it is time to make the purchasing decision. Unique selling proposition (USP) which is associated with functional, emotional and self-expressive benefits.

Intangible asset

Main objective of brand message is to ensure that it is top-of-mind and considered the only option (not merely the better option) when it is time to make the purchasing decision.

Unique selling proposition (USP) which is associated with functional, emotional and self-expressive benefits.

2. Increasing Brand Relevance: From Product Identity to Trustmark Words that provide psychological benefits such as comfort, convenience, simplicity, timeliness… Strong continuous feedback loop that reinforces a level of trust. Provides necessary reassurance to alleviate choice fatigue.

Words that provide psychological benefits such as comfort, convenience, simplicity, timeliness…

Strong continuous feedback loop that reinforces a level of trust.

Provides necessary reassurance to alleviate choice fatigue.

3. Brand as Relationship Builder Relationship with brand as an object (via the product) or with the company Based on three components: liking, yearning and decision/commitment. Eight possible customer-brand relationships: Nonliking, liking, infatuation, functionalism, inhibited desire, utilitarianism, succumbed desire, and loyalty.

Relationship with brand as an object (via the product) or with the company

Based on three components: liking, yearning and decision/commitment.

Eight possible customer-brand relationships:

Nonliking, liking, infatuation, functionalism, inhibited desire, utilitarianism, succumbed desire, and loyalty.

4. Improved Customer Interactions: From Identity to Experience Brand is viewed as an experience provider and a source of interaction within a customer community.

Brand is viewed as an experience provider and a source of interaction within a customer community.

4. Improved Customer Interactions: From Identity to Experience Strategic experiential marketing (SEM) framework Sense: create sensory experiences Feel: appeal to customers’ inner feelings Think: appeal to the intellect to engage Act: aim to introduce bodily experiences Relate: integrate to relate to “ideal self”

Strategic experiential marketing (SEM) framework

Sense: create sensory experiences

Feel: appeal to customers’ inner feelings

Think: appeal to the intellect to engage

Act: aim to introduce bodily experiences

Relate: integrate to relate to “ideal self”

5. Loyalty Beyond Reason: From Trustmark to Lovemark “ A lovemark is a brand that has created loyalty beyond reason; it is infused with mystery, sensuality and intimacy and that you recognize immediately as having some kind of iconic place in your heart.” (Kevin Roberts)

“ A lovemark is a brand that has created loyalty beyond reason; it is infused with mystery, sensuality and intimacy and that you recognize immediately as having some kind of iconic place in your heart.” (Kevin Roberts)

6. Brand as a Character in a Story A product needs something beyond the brand – an added value, an idea, mythic images – a “story” that is real and enticing about the origin, history or potential use of the item. An authentic story can provide powerful emotional connections that maintain and reinforce brand identity and personality by imbuing the corporate brand with human characteristics, values, word, and actions.

A product needs something beyond the brand – an added value, an idea, mythic images – a “story” that is real and enticing about the origin, history or potential use of the item.

An authentic story can provide powerful emotional connections that maintain and reinforce brand identity and personality by imbuing the corporate brand with human characteristics, values, word, and actions.

From Brand as Source of Value to Value Co-Creation and Value Exchange The Company and its Network The Customer The Customer Community

The Company and its Network

The Customer

The Customer Community

Brand in the eyes of its Beholder Threefold interest in brands: Make the humdrum of everyday existence more meaningful Long for memorable experiences that captivate them in sensory, affective and creative ways Connect them with others in different spheres of their lives

Threefold interest in brands:

Make the humdrum of everyday existence more meaningful

Long for memorable experiences that captivate them in sensory, affective and creative ways

Connect them with others in different spheres of their lives

Lived Space of Individuals’ Interactions with Brands Representational Transformational Community Ideological

Representational

Transformational

Community

Ideological

Representational Space (Symbolic Domain) Brand as personal signifier and social text – a “symbol of who I am” with a meaning that is easily understood by others. Individuals celebrate being him-or herself.

Brand as personal signifier and social text – a “symbol of who I am” with a meaning that is easily understood by others.

Individuals celebrate being him-or herself.

Ideological Space (Cognitive Domain) Brand as a powerful conveyor of ideas.

Brand as a powerful conveyor of ideas.

Transformational Space (Experiential Domain) People engage in experiential encounters that have a life-transforming effect on their personal and social wellness. Brand facilitates achievement of aspirations in the quest for self-actualization.

People engage in experiential encounters that have a life-transforming effect on their personal and social wellness.

Brand facilitates achievement of aspirations in the quest for self-actualization.

Reciprocal Space (Affective Domain) The reciprocal space is set up through interactions, connections and encounters within a social niche of like-minded others through voluntary associations or communal relationships where perspectives are negotiated and translated. A brand can be part of a social network if it resonates with its members’ preferences and shared values.

The reciprocal space is set up through interactions, connections and encounters within a social niche of like-minded others through voluntary associations or communal relationships where perspectives are negotiated and translated.

A brand can be part of a social network if it resonates with its members’ preferences and shared values.

The Magic of Marketing Juju Juju is derived from a brand that has a radiant sense, motivational qualities and a deeply mythic allure that touches the human spirit. Desire to make meaning out of something is universal Must be part of people’s lived space Requires imagination, inspiration, intuition and inspiring ideas to connect their heart to their minds.

Juju is derived from a brand that has a radiant sense, motivational qualities and a deeply mythic allure that touches the human spirit.

Desire to make meaning out of something is universal

Must be part of people’s lived space

Requires imagination, inspiration, intuition and inspiring ideas to connect their heart to their minds.