S S
                   R E
                O G
             P R
        IN                                 ®
  R K
 O
W


...
Branding has jumped the shark.
The meme is stale.
Worn out.
Post-peak.
If branding were a show
on Fox, it would be cancell...
A good brand changes the world.

Guy Kawasaki, former Chief Brand Evangelist at Apple
1. THE PSYCHO BRANDS
➜ PSYCHO BRANDING
                    The dominating school in
                    branding today looks at the
           ...
➜ THE SILVER BULLET JOB




This school of thinking believes in the
magic message.
Once delivered into the subject's mind,...
➜ SNIPERS


    There's a whole industry around
    the casting, loading, aiming, and
    firing of silver bullets. It's ca...
➜ CORTEX THE GREAT

New approaches, like the
current "Neuromarketing"
buzz, follow the same
road, driven by advances in
br...
➜ THE LIMBIC CAVEMAN   Neuroscience has
                       refreshed an old
                       myth: That man is j...
"GOOOOORGEOUS
                                       THE MIND CAKE                    ➜
 RACER"
                          ...
2. THE WIRED BRANDS
Most of the buying
                        decisions we make, we
                        don't make as an island.
     We ...
Brands are a part of our social life. They are
            social currency, social signals, social glue, and
            m...
Some of our
                               relationships
                               are actually
                     ...
Some brands have
                               strong impact on
                               how we relate to
         ...
Some people are influential
             experts in certain categories.
             Mac users, Playstation gamers
        ...
In some of our social
groups, we have rituals
and membership badges
that may involve specific
brands.
Parachuters après-jum...
➜ ALL WIRED UP

Because brands need social capital,
there's a new mantra for marketing
these days:
Brands should live in s...
➜ YOU TALKIN AT ME?
The web has changed how people relate to brands
and companies in a fundamental way:

They don't want t...
CAPRICIOUS EYEBALLS    ➜
And yet, many brands
return disappointed
from their first
ventures into social
networking.
Amateur...
➜ NOTHING TO TALK ABOUT?
                                                            Not all brands
                      ...
3. THE BRAND RELATIONSHIP
➜ UNDERSTANDING RELATIONSHIPS
Every human
relationship is defined
by two questions:
➜ UNDERSTANDING RELATIONSHIPS
Every human
relationship is defined
by two questions:




1. How is power
divided between us?...
➜ UNDERSTANDING RELATIONSHIPS
Every human                   In the same way, we have to
relationship is defined         loo...
Towards many brands,
we don't have any
particular emotions. We
look at their pro's and
con's and make a fact-
based decisi...
A lesser known fact is
that brand relations
                                  ®
are not just a matter of
facts and feeling...
4. THE BRAND IN RELATIONSHIP
➜ A BRAND TYPOLOGY




                                     brands
                         brands    I dol
              ...
➜ A BRAND TYPOLOGY




                         brands
                     M aster
AUTHORITY
  ... has Power over its customers
                 (maybe in society at large)
  because it Knows or Can Do
   ...
AUTHORITY
              Deutsche Bank:
              Knows something about making money
              that I don't.
      ...
AUTHORITY
             Microsoft:
             Knows something about working with
             computers that I don't.
   ...
AUTHORITY
                           Swiffer:
                           Knows something about
                           ...
AUTHORITY
      Allianz:
      Knows something about risks that I don't.
      Turning personal tragedy into cold statisti...
AUTHORITY
                                              ROLES:
                 Father, Teacher, Boss, Connaisseur,
      ...
➜ A BRAND TYPOLOGY




               A gentbrands
➜ THE AGENT BRAND
              R AT I O N A L                                EMOT




                                   ...
➜ THE AGENT BRAND
            R AT I O N A L
           Google:
                                                          ...
➜ THE AGENT BRAND
                          R AT I O N A L                                    EMOT




                   ...
➜ THE AGENT BRAND
            R AT I O N A L                                                    EMOT




                 ...
➜ THE AGENT BRAND
                       R AT I O N A L                                             EMOT




             ...
➜ THE AGENT BRAND
           R AT I O N A L                                                          EMOT




            ...
➜ THE AGENT BRAND
           R AT I O N A L                                              EMOT




                        ...
➜ A BRAND TYPOLOGY




                        brands
                     Friend
THE FRIEND BRAND       ➜
N A L                EMOTIONAL
        SUPPORTIVE
                     ... runs on its customers'...
THE FRIEND BRAND                     ➜
N A L                EMOTIONAL                                         Playstation:...
THE FRIEND BRAND   ➜
N A L                EMOTIONAL
        SUPPORTIVE
                                                   ...
THE FRIEND BRAND                           ➜
N A L                EMOTIONAL
        SUPPORTIVE


                         ...
THE FRIEND BRAND   ➜
N A L                  EMOTIONAL
        SUPPORTIVE




                                             ...
THE FRIEND BRAND   ➜
N A L                EMOTIONAL

                     ROLES:
        SUPPORTIVE
                     F...
➜ A BRAND TYPOLOGY




                       brands
                     I dol
AUTHORITY
                    ... taps into Desires that go
                               deeper than our material needs....
Stella Artois:




        AUTHORITY
                           What difference can a price tag make?
                    ...
➜ STELLA ARTOIS. REASSURINGLY EXPENSIVE (2000)




Vandalism or iconoclasm? Prole ignorance or excessive snobbism? All of ...
AUTHORITY
                                                                         Apple:
                                ...
AUTHORITY
                                                                               Louis Vuitton:
                  ...
➜ LOUIS VUITTON BY ANNIE LEIBOVITZ (SINCE 2008)




Keith Richards, Sean Connery, Francis Ford and Sofia Coppola, Michael G...
➜ LOUIS VUITTON CRAFTSMANSHIP AD




                            ... and cut-outs from LV's craftsmanship campaign.
AUTHORITY

                                                                                      Red Bull:
               ...
AUTHORITY
                                                                      Porsche:
                          A sport...
AUTHORITY
                    ROLES:
                    Idol, Movie Star, Vamp, Mother, Hero ...

                    ATT...
5. HOW BRANDS RELATE


                            UL ES
                         D R
                      AN
           ...
AUTHORITY
People have always
trusted master
brands as reference
points in their area
of expertise. But
the new generation
...
AUTHORITY
The strategy, not just
for master brands, is
to share rather than
jealously corrall their
knowledge.
Transparenc...
NEW BRAN D RULES

1. Transpar ency build s
   tr u s t
   (n ot mys ter y)
➜ HOW AGENT BRANDS RELATE

           R A T I O N A L                                      E M O




                     ...
➜ BRAND AS APP

           R A T I O N A L                                      E M O
Consumers hire brands to do a job fo...
NEW BRAN D RULES

1. Transpar    ency build s
   tr u s t
2. Brand    s are Apps
HOW FRIEND BRANDS RELATE                ➜
N A L                EMOTIONAL
        SUPPORTIVE



                     Friend...
CAN YOUR BRAND DANCE?      ➜
N A L                   EMOTIONAL
           SUPPORTIVE
Many brands are petrified in the
name ...
CAN YOUR BRAND DANCE?                          ➜
N A L                   EMOTIONAL
                                       ...
NEW BRAN D RULES

1. Transpar    ency build s
   tr u s t
2. Brand    s are Apps
3. Brand s mus t learn
   to dance
➜


        DOMINANT
                              HOW IDOL BRANDS RELATE




                    Idol brands' fans and lo...
➜


            DOMINANT
                                HOW IDOL BRANDS RELATE
                                          ...
➜


            DOMINANT
                                   HOW IDOL BRANDS RELATE


 Traditional one-way media
 cannot to...
➜


        DOMINANT
                                   TOUCHED BY THE BRAND




                        Brands have to pr...
NEW BRAN D RULES

1. Transpar    ency build s
   tr u s t
2. Brand    s are Apps
3. Brand s mus t learn
   to dance
4.  Br...
6. WHERE YOUR BRAND BELONGS
➜ THE SWEET SPOT ...




                                    AUTHORITY
                   ...IS HERE,...                 ....
➜ BRANDS IN MOTION




                       AUTHORITY
                                        After more and more -
    ...
➜ BRANDS IN MOTION




                               AUTHORITY
With the launch of its IP TV product, Deutsche
Telekom mig...
➜ BRANDS IN MOTION




                               AUTHORITY
Why did McDonald's
change its slogan? I O N A L
          ...
➜ BRANDS IN MOTION




                               AUTHORITY
Coca Cola, on the other
hand, had to acknowledge
that the ...
➜ BRANDS IN MOTION




                       AUTHORITY
      R AT I O N A L                EMOTIONAL




                ...
➜ BRANDS IN MOTION




                                  AUTHORITY
... And when IBM was the
brand that actually did it, A ...
➜ BRANDS IN MOTION




                       AUTHORITY
      R AT I O N A L                EMOTIONAL

                   ...
➜ BRANDS IN MOTION




                          AUTHORITY
      R AT I O N A L                   EMOTIONAL




          ...
➜ FINDING YOUR BRAND'S BEST PLACE
    (IN 4 EASY QUESTIONS)

                                 M   I   F   A
Do customers a...
MY THANKS GO TO THE ARTISTS OR THEIR RIGHTSHOLDERS WHO I HAVE
       BORROWED ART FROM FOR NON-COMMERCIAL USE:
           ...
bit.ly/uwelucas
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THE LINK The Consumer - Brand Relationship

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DRAFT FOR DISCUSSION branding is in a personality crisis. What's to be done? Here are a few suggestions

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THE LINK The Consumer - Brand Relationship

  1. 1. S S R E O G P R IN ® R K O W THE LINK EXPLORATIONS INTO THE CONSUMER - BRAND RELATIONSHIP
  2. 2. Branding has jumped the shark. The meme is stale. Worn out. Post-peak. If branding were a show on Fox, it would be cancelled next week. Doc Searls, co-author of The Cluetrain Manifesto
  3. 3. A good brand changes the world. Guy Kawasaki, former Chief Brand Evangelist at Apple
  4. 4. 1. THE PSYCHO BRANDS
  5. 5. ➜ PSYCHO BRANDING The dominating school in branding today looks at the brand's reflection inside the individual and tries to understand its deeper psychological structure: associations, motivations, attitudes. It's based on the belief that brands must push a hot button in the consumer's mind to be successful.
  6. 6. ➜ THE SILVER BULLET JOB This school of thinking believes in the magic message. Once delivered into the subject's mind, it will trigger unconscious desires and trick a rational censor on the way, if necessary.
  7. 7. ➜ SNIPERS There's a whole industry around the casting, loading, aiming, and firing of silver bullets. It's called advertising. There are planners who design the magic messages, creatives who craft it, researchers who test it, media planners who target it, and media channels that deliver it.
  8. 8. ➜ CORTEX THE GREAT New approaches, like the current "Neuromarketing" buzz, follow the same road, driven by advances in brain scanning technology. They help us better understand the functional topography of the most highly evolved purchase- decision-making organ in the known universe.
  9. 9. ➜ THE LIMBIC CAVEMAN Neuroscience has refreshed an old myth: That man is just a puppet of his inner devils. The scientist Benjamin Libet showed that our hand knows we will move it before we know it ourselves. Our brain's limbic system has been triangulated as our little devil's hide-away.
  10. 10. "GOOOOORGEOUS THE MIND CAKE ➜ RACER" And yet ... In spite of the hard science, the psycho school is notoriously weak in foresight. In reality, some brands just get a much bigger slice of peoples' attention, desires, thoughts, dreams (or curses) than others. "Washing powder's out" We may find ourselves daydreaming about a Porsche. Or swearing about Micosoft's latest idea of how we should work. But nobody daydreams about Persil or Coke. ... and that's OK!
  11. 11. 2. THE WIRED BRANDS
  12. 12. Most of the buying decisions we make, we don't make as an island. We ask a friend. We look at what the Joneses do. We negotiate with the family. We brag in the office. Many brands only have meaning and value in a social context. ➜ HOMO CHATTENSIS
  13. 13. Brands are a part of our social life. They are social currency, social signals, social glue, and meeting points. Social capital is a significant part of a brand's equity. Can we afford the simplicity of one-dimensional brand theories? ➜ SOCIAL CAPITAL
  14. 14. Some of our relationships are actually centered around brands. Both Tupperware and Harley- Davidson bring people together who would never have met otherwise. ➜ BRANDS IN OUR SOCIAL GRAPH
  15. 15. Some brands have strong impact on how we relate to people. Think how Microsoft shapes our office life. ➜ BRANDS IN OUR SOCIAL GRAPH
  16. 16. Some people are influential experts in certain categories. Mac users, Playstation gamers or Sodastreamers all can't resist to evangelize. ➜ BRANDS IN OUR SOCIAL GRAPH
  17. 17. In some of our social groups, we have rituals and membership badges that may involve specific brands. Parachuters après-jump on Red Bull. Girls' night- outs start with a rallying cry for "Bailey's, on ice." ➜ BRANDS IN OUR SOCIAL GRAPH
  18. 18. ➜ ALL WIRED UP Because brands need social capital, there's a new mantra for marketing these days: Brands should live in social networks and attract and nurture communities of "subscribers", "fans" and "followers". ®
  19. 19. ➜ YOU TALKIN AT ME? The web has changed how people relate to brands and companies in a fundamental way: They don't want to be talked at, but listened to! The social life of a brand is not just a nice cream topping on a psychologically sound brand strategy. Customers, consumers and consumerists have lifted their expectations to the standards set by the most conversational brands.
  20. 20. CAPRICIOUS EYEBALLS ➜ And yet, many brands return disappointed from their first ventures into social networking. Amateur video steals the show from your expensive "cheap" viral campaign on YouTube? 1.5m loyal buyers in the panel The uncaring masses, from a painting by the late Sigmar Polke but only 223 friends on Facebook?
  21. 21. ➜ NOTHING TO TALK ABOUT? Not all brands have an appropriate idea of the conversation they should have with their customers. With whom? About what? How much can The uncaring masses, I reveal? from a painting by the late Sigmar Polke What will the SEC say?
  22. 22. 3. THE BRAND RELATIONSHIP
  23. 23. ➜ UNDERSTANDING RELATIONSHIPS Every human relationship is defined by two questions:
  24. 24. ➜ UNDERSTANDING RELATIONSHIPS Every human relationship is defined by two questions: 1. How is power divided between us? 2. Do we love or & Are we equals or does hate the other? Or do one have authority or we interact on neutral a spell over the other? grounds?
  25. 25. ➜ UNDERSTANDING RELATIONSHIPS Every human In the same way, we have to relationship is defined look at brand relationships. by two questions: 1. How is power divided between us? 2. Do we love or & Are we equals or does hate the other? Or do one have authority or we interact on neutral a spell over the other? grounds?
  26. 26. Towards many brands, we don't have any particular emotions. We look at their pro's and con's and make a fact- based decision. If emotions are involved, we usually know exactly what we want - and need facts only to justify our craving. ➜ EMOTIONS IN BRAND RELATIONS
  27. 27. A lesser known fact is that brand relations ® are not just a matter of facts and feelings but a play of powers, too. Some brands have authority over us while other brands have a supportive role in our life. ® POWER IN BRAND RELATIONS ➜
  28. 28. 4. THE BRAND IN RELATIONSHIP
  29. 29. ➜ A BRAND TYPOLOGY brands brands I dol M aster brands brands A gent Friend
  30. 30. ➜ A BRAND TYPOLOGY brands M aster
  31. 31. AUTHORITY ... has Power over its customers (maybe in society at large) because it Knows or Can Do something we can't do by ourselves. We give away some of our Control & Independence and find Peace of Mind in return. R AT I O N A L EMOT ➜ THE MASTER BRAND ...
  32. 32. AUTHORITY Deutsche Bank: Knows something about making money that I don't. Its arrogance, though annoying, is well-earned and actually quite reassuring for its customers. R AT I O N A L EMOT ➜ MASTER BRANDS LIKE ...
  33. 33. AUTHORITY Microsoft: Knows something about working with computers that I don't. I've learned a thing or two myself over the years, however. And most of the places I play and work on the web, Microsoft is nowhere near. R AT I O N A L EMOT ➜ MASTER BRANDS LIKE ...
  34. 34. AUTHORITY Swiffer: Knows something about magnetizing dust so I can collect it effortlessly. Superior performance on old household nuisances is always welcome but awards only short- lived authority. How will Swiffer fare in a supportive role, is the long-term question. R AT I O N A L EMOT ➜ MASTER BRANDS LIKE ...
  35. 35. AUTHORITY Allianz: Knows something about risks that I don't. Turning personal tragedy into cold statistics can actually take the sting R AT I O N A L EMOT out of many of our paranoias. ➜ MASTER BRANDS LIKE ...
  36. 36. AUTHORITY ROLES: Father, Teacher, Boss, Connaisseur, Craftsman ... ATTRIBUTES: informative, serious, confident SOURCE OF AUTHORITY: Knows something the consumer doesn't BENEFIT: Peace of Mind RISKS: Condescending R AT I O N A L EMOT ➜ THE MASTER BRAND
  37. 37. ➜ A BRAND TYPOLOGY A gentbrands
  38. 38. ➜ THE AGENT BRAND R AT I O N A L EMOT SUPPORTIVE ... is our little (or big) Helper who saves us: Time or Labor or Hassle or Attention Span. We accept to pay a Premium for our Convenience and Laziness.
  39. 39. ➜ THE AGENT BRAND R AT I O N A L Google: EMOT Helps me find what I'm looking for. It may be the biggest global brand these days, but its attitude is surprisingly humble. Google seems fully aware that it's there to serve and that only hubris could kill it. SUPPORTIVE
  40. 40. ➜ THE AGENT BRAND R AT I O N A L EMOT SUPPORTIVE Colgate: Permission to forget about toothcare. We could all care more about our dental health. Our smiles have turned into competitive advantages in our race for success. But not everyone is committed to the ultimate degree of shine. In fact the majority - show the market shares - is where Colgate is.
  41. 41. ➜ THE AGENT BRAND R AT I O N A L EMOT SUPPORTIVE Ariel: Gets the stains out, or else. Washes out what can be washed out within the realm of what's technologically possible and humanly sane. Anything more would be over-zealous and housewify. Anything less is sloppy..
  42. 42. ➜ THE AGENT BRAND R AT I O N A L EMOT SUPPORTIVE Intel: It's only the calculator, but a darn good one. It's only speed that makes these stupid pieces of silicon look intelligent - and smart apps for which they do the tedious labor. Semiconductors are the humble servants of the information age. And Intel's are the most servile of them all.
  43. 43. ➜ THE AGENT BRAND R AT I O N A L EMOT SUPPORTIVE Deutsche Telekom: Plumber of bits (and some more). For telcos, the "Dumb Pipe" scenario is no longer a threat but reality. Trying to convince the switch-happy customer that not all plumbers are created equal is as futile as teaching the blind about the different shades of white - they couldn't care less. For the moment, having the iPhone or not makes all the difference between brands.
  44. 44. ➜ THE AGENT BRAND R AT I O N A L EMOT SUPPORTIVE ROLES: Agent, Supplier, Service Rep, Slave ... ATTRIBUTES: hands-on, intense, persuasive SOURCE OF AUTHORITY: Does for the consumer what she doesn't like doing herself BENEFIT: Convenience RISKS: Indifference
  45. 45. ➜ A BRAND TYPOLOGY brands Friend
  46. 46. THE FRIEND BRAND ➜ N A L EMOTIONAL SUPPORTIVE ... runs on its customers' Sympathies as lifeblood because when everything looks Equal and Equally Boring, Charms may well become the most important competitive asset.
  47. 47. THE FRIEND BRAND ➜ N A L EMOTIONAL Playstation: Accelerating pixels for accelerated pleasure. Some people actually get lost in Pixeltopia. For the rest of SUPPORTIVE us it's more like killing time in an engaging way.
  48. 48. THE FRIEND BRAND ➜ N A L EMOTIONAL SUPPORTIVE Dove: Against the tyranny of the super model measure. Body care for the not-so-perfect rest of us feels so much better when it comes from a rebel with a cause.
  49. 49. THE FRIEND BRAND ➜ N A L EMOTIONAL SUPPORTIVE McDonald's: In peace with my little devil. Confessing our - just occasional, sure ;-) - junk food fits has never been more socially acceptable.
  50. 50. THE FRIEND BRAND ➜ N A L EMOTIONAL SUPPORTIVE L'Oréal: Wow, Jennifer has that same problem, too. How good to know, not just that you're not left alone with your pain but that you share it with half of Beverly Hills!
  51. 51. THE FRIEND BRAND ➜ N A L EMOTIONAL ROLES: SUPPORTIVE Friend, Kid, Good Fairy, Buddy ... ATTRIBUTES: helpful, honest, eye-level, understanding SOURCE OF AUTHORITY: Understands the consumer and fulfills his wishes BENEFIT: Feeling valued RISKS: Emotional blackmail
  52. 52. ➜ A BRAND TYPOLOGY brands I dol
  53. 53. AUTHORITY ... taps into Desires that go deeper than our material needs. It plays with our Self-Esteem because it can dispense Prestige and Distinction. Idol brands are our society's Navigation System for Social Status. N A L EMOTIONAL THE IDOL BRAND ➜
  54. 54. Stella Artois: AUTHORITY What difference can a price tag make? Stella was just another import lager, competing with Heineken, Beck's and many others for Britain's social climbers. Until the day it launched its "reassuringly expensive" campaign that encapsulated the essence of social distinction in the 90's: to have or have not. N A L EMOTIONAL THE IDOL BRAND ➜
  55. 55. ➜ STELLA ARTOIS. REASSURINGLY EXPENSIVE (2000) Vandalism or iconoclasm? Prole ignorance or excessive snobbism? All of the above? It's the beholder's pick in lowe lintas' campaign
  56. 56. AUTHORITY Apple: Designing the signs of the times. From mere cult status as manufacturer of 'different' computers Apple has moved even further up the Olympus of brands towards creating the key visuals that illustrate our times for future historians. If you live in the present, you have to have it. If you don't have it, where the hell do you live? N A L EMOTIONAL THE IDOL BRAND ➜
  57. 57. AUTHORITY Louis Vuitton: True luxury is rooted in craftsmanship. In the hysterical race of fashion trends, only a few brands succeed to stay in the lead for more than a few years. LV excells in playing the luxury game with both legs: heritage and glamour. In these ever more mobile times, LV gives the traveling man something solid to hold on to. N A L EMOTIONAL THE IDOL BRAND ➜
  58. 58. ➜ LOUIS VUITTON BY ANNIE LEIBOVITZ (SINCE 2008) Keith Richards, Sean Connery, Francis Ford and Sofia Coppola, Michael Gorbatchev all starring in LV ads by Annie Leibovitz ...
  59. 59. ➜ LOUIS VUITTON CRAFTSMANSHIP AD ... and cut-outs from LV's craftsmanship campaign.
  60. 60. AUTHORITY Red Bull: Gives you wings, honestly. From the magic ingredient 'Taurin' which is supposed to 'give you wings', Red Bull has stretched the matephor to such lengths that it should break. But the company's engagement for quirky sports like cliff-diving, freestyle motocross or breakdancing is honest and therefore appreciated in those niches and beyond. N A L EMOTIONAL THE IDOL BRAND ➜
  61. 61. AUTHORITY Porsche: A sporty drive without the downsides. Ferrari has more passionate genes, Lamborghini more testosterone, and Aston Martin more style. But only Porsche embodies sportiness in such purity and, yes, naiveté that it comes with a minimum of social payload. Even for the socially aware citizen, it's ok to want one. N A L EMOTIONAL THE IDOL BRAND ➜
  62. 62. AUTHORITY ROLES: Idol, Movie Star, Vamp, Mother, Hero ... ATTRIBUTES: independent, aspirational, self-centered SOURCE OF AUTHORITY: Knows and ignites consumer's desires BENEFIT: Excitement, indulgence, distinction RISKS: Hubris N A L EMOTIONAL THE IDOL BRAND ➜
  63. 63. 5. HOW BRANDS RELATE UL ES D R AN BR N EW
  64. 64. AUTHORITY People have always trusted master brands as reference points in their area of expertise. But the new generation of prosumers* expects them to open and share that expertise. * producing and/or professional consumers R AT I O N A L EMOT ➜ HOW MASTER BRANDS RELATE
  65. 65. AUTHORITY The strategy, not just for master brands, is to share rather than jealously corrall their knowledge. Transparency is the new foundation of (brand) trust and feeds and inspires word-of-mouth among customers. R AT I O N A L EMOT ➜ FOOD FOR THE NETWORKS
  66. 66. NEW BRAN D RULES 1. Transpar ency build s tr u s t (n ot mys ter y)
  67. 67. ➜ HOW AGENT BRANDS RELATE R A T I O N A L E M O SUBMISSIVE Agent brands run into walls of indifference most of the time. There seems to be no other way for them than to buy attention space and shoot silver bullets ...
  68. 68. ➜ BRAND AS APP R A T I O N A L E M O Consumers hire brands to do a job for them. Brands have to become radically supportive of SUBMISSIVE what people really want to achieve when using them. Think of your brand as a verb, not a noun. What action does it perform?
  69. 69. NEW BRAN D RULES 1. Transpar ency build s tr u s t 2. Brand s are Apps
  70. 70. HOW FRIEND BRANDS RELATE ➜ N A L EMOTIONAL SUPPORTIVE Friend brands are in the entertainment business. Not just since YouTube but since the beginning of advertising. They invented the soap opera and created the most memorable and entertaining ads of all times.
  71. 71. CAN YOUR BRAND DANCE? ➜ N A L EMOTIONAL SUPPORTIVE Many brands are petrified in the name of consistency; strangled DON'T bloodless by codebooks that leave MOVE MOVE no room for authentic interaction. DON'T
  72. 72. CAN YOUR BRAND DANCE? ➜ N A L EMOTIONAL 2x 2. + 4. ((tap)) SUPPORTIVE 3. Many brands are petrified in the 1. name of consistency; strangled 5. bloodless by codebooks that leave no room for authentic interaction. Brands must learn to dance; to 6. + 7. relate to flirt to surprise -- but always with one foot on the solid ((tap)) ground of a robust proposition. 2x
  73. 73. NEW BRAN D RULES 1. Transpar ency build s tr u s t 2. Brand s are Apps 3. Brand s mus t learn to dance
  74. 74. ➜ DOMINANT HOW IDOL BRANDS RELATE Idol brands' fans and lovers want to be part of a movement. They want to feel recognized and valued. N A L E M O T I O N A L
  75. 75. ➜ DOMINANT HOW IDOL BRANDS RELATE LOOK LO HERE HE OK WATCH RE OK E LO RE ME! LO ER Traditional one-way media HE HERE OK LOOK WA E! H AT E! CH OK E W M M TCH LOOK LO ER cannot touch them and get HERE TCH WA E! H TCH WA E! TCH WA E! HERE M LOOK M LO filtered out. H HE OK M WATC RE ATC H ME! LOOK OK E W E! HERE WATCH M LO ER ME! H WATCH ME! WA ! LO RE HE OK ME AT E! HE OK CH TCH ATCH WATCH RE W M W LOOK LOOK LO ME! HERE ME! HERE N A L E M O T I O N A L
  76. 76. ➜ DOMINANT HOW IDOL BRANDS RELATE Traditional one-way media cannot touch them and get filtered out. Traditional direct marketing is nothing more personal, plus a scandalous waste of ressources. N A L E M O T I O N A L
  77. 77. ➜ DOMINANT TOUCHED BY THE BRAND Brands have to proceed from media thinking to touchpoint scope: N A L E Mwhere and when are people L O T I O N A receptive to my touch; and how do I get and stay in touch with them?
  78. 78. NEW BRAN D RULES 1. Transpar ency build s tr u s t 2. Brand s are Apps 3. Brand s mus t learn to dance 4. Brand s to uch people ... or else
  79. 79. 6. WHERE YOUR BRAND BELONGS
  80. 80. ➜ THE SWEET SPOT ... AUTHORITY ...IS HERE,... ...HERE,... R AT I O N A L EMOTIONAL ...HERE,... AND HERE. SUPPORTIVE No place is better or worse than another per se. But there is a right place for every brand: given its category, its individual brand history and strengths, corporate culture and customer base. Sometimes brands have to move to find the place they belong.
  81. 81. ➜ BRANDS IN MOTION AUTHORITY After more and more - and free - competition occurs in 'the cloud', Microsoft has finally R AT I O N A L E M O T I O N A L off from decided to step the pedestal and stop patronizing its customers. SUPPORTIVE In the launch of Vista, and even more so with Windows 7, the company deliberately keeps a low, supportive profile.
  82. 82. ➜ BRANDS IN MOTION AUTHORITY With the launch of its IP TV product, Deutsche Telekom migrated from the role of a pure enabler in the background to a home entertainment player and adjusted its branding accordingly. R AT I O N A L EMOTIONAL SUPPORTIVE
  83. 83. ➜ BRANDS IN MOTION AUTHORITY Why did McDonald's change its slogan? I O N A L R AT EMOTIONAL Global harmonization, highest common SUPPORTIVE denominator ... sure. But what we can read in the new slogan is also a new brand ambition.
  84. 84. ➜ BRANDS IN MOTION AUTHORITY Coca Cola, on the other hand, had to acknowledge that the days were dawning on liquid expressions of youth culture and turned to R AT I O N A L EMOTIONAL football as a brand vehicle. SUPPORTIVE
  85. 85. ➜ BRANDS IN MOTION AUTHORITY R AT I O N A L EMOTIONAL SUPPORTIVE Remember the days when Apple was all about making computers affordable and usable for regular folks ... ?
  86. 86. ➜ BRANDS IN MOTION AUTHORITY ... And when IBM was the brand that actually did it, A L R AT I O N EMOTIONAL with (Intel x86 powered) "PCs" that soon were on SUPPORTIVE every desktop, business and private? Today, IBM is a pure business services player - and doing better that way than ever.
  87. 87. ➜ BRANDS IN MOTION AUTHORITY R AT I O N A L EMOTIONAL With its controversial SUPPORTIVE 'Reassuringly expensive' campaign, Stella Artois leapfrogged from being just another overpaid import blonde to cult sip.
  88. 88. ➜ BRANDS IN MOTION AUTHORITY R AT I O N A L EMOTIONAL SUPPORTIVE While 90% of LV's advertising (next page) is designed to provide the social reward that its buyers expect from a luxury label, 10% go into grounding its premium in superior craftsmanship.
  89. 89. ➜ FINDING YOUR BRAND'S BEST PLACE (IN 4 EASY QUESTIONS) M I F A Do customers ask for your guidance or advice? Do loyalists become emotional when talking about your brand? Do customers enjoy their day more having you around? Does your brand make life easier for your customers?
  90. 90. MY THANKS GO TO THE ARTISTS OR THEIR RIGHTSHOLDERS WHO I HAVE BORROWED ART FROM FOR NON-COMMERCIAL USE: Banksy, Damien Hirst, Sigmar Polke, Michelangelo
  91. 91. bit.ly/uwelucas
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