Looking for a USP? Want to create a stronger brand? In search of a mission and vision? Think out of the box. Start with your customers. Look for their (real) needs behind their (so called) needs. When I make a communication analysis, I always look for the BASE STRATEGIES. For me it's like a radar. When developing a branding strategy, it inspires to achieve results on a higher level.

1. DO NOT only ASK
HOW GOOD ARE MY GOODS?

2. BUT also ASK YOURSELVE
WHY REALLY DRIVES MY CLIENT
to choose for me

3. Consumer Base Strategies

4. USPs

5. 1. Unique Product Offer
 Product centric
approach
 Unique product
offer
■ …there are no
unique products
anymore
 Push product into
market,
 starting from
factory

6. 2. Unique Selling Proposition
Brand centric
 Unique selling proposition
■ But: also creating a new unique brand is difficult
Pull people,
 starting from brand

7. 3. Unique Satisfaction Prop
 People centric
 Can be major source of
differention (=USP)
 Connect people,
 Being relevant to them
 Communication =
bridge
 Brand experience
 Individual needs

8. Unique Satisfaction
Proposition

9. People Centric Branding
Can be a major People centric - Connect
source of
differentiation
A real USP
Brand centric - Pull
Unique Satisfaction
Proposition
Product centric - Push

10. 4 Fundamental Questions
People Centric Branding
 Conscious reasons driving brand choice?
 Subconscious reasons driving brand choice?
 What is fundamantal desire a brand satisfies?
 What is motivation to choose competitors?

11. Base Strategies

12. People are like
icebergs

13. Understanding The Human Mind

14. Understanding The Human Mind
Culture Visible Expression
attitudes and emotions
you can observe
Strategy
Universal Subconscious Need
Source: Madeleine Janssens, Synovate Censydiam Institute

15. Understanding The Human Mind
 Every individual uses
Culture different strategies in Expression
order to live and survive
 Over time people have
developed strategies to Strategy
assure the fulfilment of
their basic needs
 Every human being has the
Universal same basic needs like food Need
and shelter

16. What are those basic needs?
 Food Expression
 Shelter
 But also: the need to belong
and yet feel unique
 Psychological need Strategy
 Universal (for people of all
nations)
Need

17. Strategies
 Perceptions of people are Expression
coloured by ‘mental
programmes’ which people in a
specific culture have learned
from a young age and have
experienced as being successful. Strategy
These mental programmes (also
called motivations or strategies)
are ways by which the individual
satisfies basic psychological
needs Need

18. Expression
 The most variable and Expression
culture specific level, is the
expressive level
 Here we focus on
understanding the meaning Strategy
(significance) people give to
certain products, and how
they colour a need state.
Need

19. Base Consumer Strategies
Based on:
 the need to belong and
 yet feel unique
social social
affirmation integration
Feel unique Belong

20. Base Consumer Strategies
live the emotion
social social
affirmation integration
control emotion
Source: Madeleine Janssens, Synovate Censydiam Institute

21. Base Consumer Strategies
live the emotion
Pleasure
Vitality Conviviality
social social
affirmation
Power Belonging integration
Recognition Security
Control
control emotion
Source: Madeleine Janssens, Synovate Censydiam Institute

22. Base Consumer Strategies
Pleasure

23. Base Strategies: Pleasure
Pleasure  Get drunk and let go
Vitality Conviviality  Sex (not: make love)
Power Belonging
 Buy something you don’t
need
Recognition Security
 Facebook: some people
Control use it just for fun, just
for the games
Enjoy myself and feel
This brand helps just
cheerful. Party, me
to…the party. Desire,
for
lust, joy, total
release…

24. Base Consumer Strategies
Vitality

25. Base Strategies: Vitality
Pleasure  Organisations and people
Vitality Conviviality want to grow. People
want to move up, want
Power Belonging to exceed boundaries.
Recognition Security
Career wise, but also in
Control
private context
 Canvas (VRT), National
Stimulate, energise me, Geographic: learn more,
explore my limits, exploring
plunge, sports, Red  VT4 (SBS Belgium): kicks,
Bull, Jeep… exceeding limits
 Hunting

26. Base Consumer Strategies
Power

27. Base Strategies: Power
Pleasure  Every now and then
Vitality Conviviality people feel the need to
stand forward.
Power Belonging Sometimes they show
Recognition Security
their power in order to
Control
get respect.
 Diamonds, power
Gain status and dressing
respect. Show off, hear  Expensive brands
applause, powerful,  Being the first to leave at
very respected traffic lights
Hummer…

28. Base Consumer Strategies
Recognition

29. Base Strategies: Recognition
Pleasure
 Sometimes people
Vitality Conviviality need to make clear
Power Belonging they’re unique
Recognition Security
 Make-up, distinct or
Control
arty piece of clothe
 Drive a car with a
Put me forward & feel flashy colour
unique, special, superio
 Designer drink
r, iPhone, Beetle…

30. Base Consumer Strategies
Control

31. Base Strategies: Control
Pleasure  That first cup of coffee
Vitality Conviviality in the morning
 Avoid discussions
Power Belonging
 Taking all your food with
Recognition Security you on holiday
Control  Facebook
 Some FB users feel they can
To feel in perfectly control their online
reputation
control, foresee
 Some people refuse to use FB
dangers, coffee to feel because they feel if they
balanced, Zazoo upload information, they
don’t having it under control
condoms… anymore

32. Base Consumer Strategies
Security

33. Base Strategies: Security
Pleasure  Sometimes we have the
Vitality Conviviality need to feel safe. The
feeling to be sheltered. A
Power Belonging condition that allows
Recognition Security
playing the inner child in
Control
us.
 Facebook
Feel sheltered, feel  Some FB users feel they’re
safe enough to let my in a safe environment
 Some people refuse to use
inner child play, Volvo… FB because they don’t
trust it, they don’t feel
safe

34. Base Consumer Strategies
Belonging

35. Base Strategies: Belonging
Pleasure
 Cocooning
Vitality Conviviality
 Pampering yourself
Power Belonging  Dinner at home
Recognition Security  Staying on a job
Control forever
Trustful heaven among  Facebook: having the
people who like me, feeling to belong to a
comfort, being group
accepted, family…

36. Base Consumer Strategies
Conviviality

37. Base Strategies: Conviviality
Pleasure  Being with others (friends,
family...)
Vitality Conviviality
 Opening Christmas presents
Power Belonging  Cake on Sunday afternoon (on
condition it’s with others!)
Recognition Security  Facebook: one of the main
Control drivers why people go on FB:
sharing joy with friends
Be optimistic & open  Eén (VRT): Connect people
minded towards others,
share joy, chat, party
together…

38. Your Clients
DO NOT ASK
what your client can do for you
BUT ASK
why your client really chooses for you

39. SWOT Analysis
Pleasure
Vitality Conviviality
Power Belonging
Recognition Security
Today Control
Opportunities

40. SWOT Analysis
Employees
Customers
Investors
Journalists
Why do your other stakeholders
really choose your brand? Fin. Analysts

41. People Centric Proposition
USP
 Base strategy
 Client, employee…
Mission, vision
Deliver more added value
 To all stakeholders

42. People Centric Proposition
Think: Consumer Base Strategies

43. Thank you!
@drapman