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When Familiarity breeds Success? The Case of Chanel No5

How brands become mentally available? Understanding the value and limits of memory structures in advertising.

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UNDERSTANDING THE VALUE
A N D L I M I TS O F M E M O RY
STRUCTURES IN ADVERTISING.
WHEN
FAMILIARITY
BREEDS
SUCCESS?
Marketing is in a state of Flux
Brands are no longer static. They are dynamic. Brands are
informed by multiple voices, and they exist in multiple
mediums and through multiple manifestations (i.e. products,
services and experiences). The media that a brand inhabits is
no longer fixed or linear, it is iterative, with no beginning, no
end, and little permanency. Adherence to a formulaic approach
and endless repetition of centralized, fixed rules can make a
brand seem unresponsive, mechanized, inhuman, and out of
step with its audience.
2
BUT WITHOUT
REPETITION, HOW
DOES A BRAND
CREATE MEMORY
STRUCTURES?
…AND WITHOUT
CONSISTENCY, HOW
DOES A BRAND
MAINTAIN VALUE?
To maintain a brand’s value in the future, one must begin
by understanding basics of cognitive neuroscience.
How people create memory structures and perceive
relationships. This reveals greater understanding of how
people put relevant bits of information into the right
context in order to make decisions.
5
The Mental
Workspace
6

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When Familiarity breeds Success? The Case of Chanel No5

  • 1. UNDERSTANDING THE VALUE A N D L I M I TS O F M E M O RY STRUCTURES IN ADVERTISING. WHEN FAMILIARITY BREEDS SUCCESS?
  • 2. Marketing is in a state of Flux Brands are no longer static. They are dynamic. Brands are informed by multiple voices, and they exist in multiple mediums and through multiple manifestations (i.e. products, services and experiences). The media that a brand inhabits is no longer fixed or linear, it is iterative, with no beginning, no end, and little permanency. Adherence to a formulaic approach and endless repetition of centralized, fixed rules can make a brand seem unresponsive, mechanized, inhuman, and out of step with its audience. 2
  • 3. BUT WITHOUT REPETITION, HOW DOES A BRAND CREATE MEMORY STRUCTURES?
  • 4. …AND WITHOUT CONSISTENCY, HOW DOES A BRAND MAINTAIN VALUE?
  • 5. To maintain a brand’s value in the future, one must begin by understanding basics of cognitive neuroscience. How people create memory structures and perceive relationships. This reveals greater understanding of how people put relevant bits of information into the right context in order to make decisions. 5
  • 7. Using stimuli to form Mental Representations Simultaneously the mind in order to decode stimuli / information and form representations uses 3 modules: • Some knowledge about it physically (e.g. it’s shape, it’s name etc.) • The motor actions associated with it (e.g. do you eat it, sit on it, smell it etc.) • The evaluative feelings or emotional responses it usually evokes (e.g. is it pleasant, uplifting, irritating? Do I like it? Do I want it?). 7Source: ESOMAR 2006, Cognitive Neuroscience - Marketing & Research by G. Page & J. Raymond | The Mental Workspace KNOWLEDGE WHAT IT IS PHYSICALLY? ACTION W HATYOU DO W ITH IT? EMOTION HOW ITMAKES YOU FEEL?
  • 8. BRANDS ARE 
 MENTAL SHORTCUTS IN TODAY’S PARADOX OF CHOICE
  • 9. P A R I S N° 5 (AN EXAMPLE)
  • 10. 10
  • 11. CHANEL NO5 ADVERTISING EFFORTS IN THE 
 21ST CENTURY
  • 12. 2004
  • 13. 13
  • 14. 2004 Nicole Kidman “No 5 is the benchmark of the market, and this new campaign will be the strongest to date in terms of making all women dream about No 5.” ! Marianne Etchebarne, 
 Marketing Director of Chanel 14 "I have no real experience [of making an ad] but what I can make you is a trailer for a movie that has never actually been made, that is not about No 5 but in which No 5 is the touchstone.” ! Baz Luhrmann, 
 Director
  • 15. 2009
  • 16. 16
  • 17. 2009 Audrey Tatou Uses too much conventional "romantic" imagery along the way. (It screams for an overhead shot of the train going through a tunnel.) ! ADWEEK 17 “It’s not about lowering aspiration appeal over the long term but making slight adjustments in the short term to be less flamboyant in 2009” ! Graham Hales, 
 INTERBRAND
  • 18. Decoding the Stimuli Stimuli / Input Brand name, Logo, bottle, No5, Insignia, Celebrity’s name etc. Perfume, Impart a pleasant smell to… Nostalgia, Escapism, Romance, Allure, Pleasure Modular Representation KNOWLEDGE ACTION EMOTION 18 Process The Mental Workspace
  • 19. = Fragile Elegant Romantic A Clear Mental Representation 19
  • 20. 2012
  • 21. HOW YOU CAN 
 GAIN A GREATER SHARE OF 
 THE FUTURE?
  • 22. HOW YOU 
 KEEP YOUNG A BRAND THAT IS 
 90 YEARS OLD?
  • 23. HOW YOU CAN INTRODUCE IT TO A YOUNGER GENERATION?
  • 24. HOW YOU INVITE PEOPLE TO RE- APPRAISE IT?
  • 25. 25
  • 26. 2012 Brad Pitt “Brad Pitt's Chanel No 5 ad: the smell of disaster” ! The Guardian 26 “What actually happens? Not much. The Brad Chanel No 5 television ad is the essence of nonsense. The eau de drivel. The scent of the utterly absurd.” ! The Daily Mail “It has damaged Brad's own reputation and that of the iconic perfume itself” ! The Campaign
  • 27. Decoding the Stimuli Only a Pack-shot & the Celebrity’s name No clear motor action Romance???? Modular Representation KNOWLEDGE ACTION EMOTION 27 Process The Mental Workspace Stimuli / Input
  • 28. = No Clear Mental Representation 28 ?
  • 31. 2014
  • 33. 2014 Gisele Bundchen The film is an update on the classic Chanel woman: "A modern woman who knows what she wants and is free to make her own decisions." The film features Gisele as the 21st Century female, who is struggling to find space for everything in her life, but essentially chooses love to conquer all. ! Baz Lurhman, 
 Director 33 “The ad tells the story of a woman who struggles to find space for everything – herself, family, career, and love. The message is clear: the modern woman has it all. Chanel N5: Epitome of the modern woman” ! Marie Claire
  • 34. Decoding the Stimuli Brand name, Logo, bottle, No5, Insignia, Celebrity’s name etc. Perfume, Impart a 
 pleasant smell to… Contemporariness, Inspiring, Romance, Allure, Pleasure Modular Representation KNOWLEDGE ACTION EMOTION 34 Process The Mental Workspace Stimuli / Input
  • 35. = Stylish Dynamic Confident A Renewed Mental Representation 35
  • 37. An Important Difference… 37 con·ven·tion a way in which something 
 is usually done, especially within a particular area 
 or activity. con·text the circumstances that form the setting for an idea, and in terms of which it can be fully understood and assessed./=
  • 38. The repetition of conventions hinders the registration of evaluative emotions and therefore it reduces the impact of stimuli. Most conventions are based on a misunderstanding of the importance of the 3 processing modules (i.e. knowledge, action, emotion). ! On the contrary a context allows people to understand, evaluate and act upon stimuli. 38
  • 39. • Consumers need to know what the brand is, what it does, and how they feel about it. Strength in all 3 areas is important in building strong brands. • A recent study of data from over 8500 interviews covering 42 brands showed that the brands with the most, and crucially the most balanced associations across the 3 areas were stronger on both measures of brand equity, Bonding (i.e. brand strength) and Voltage (i.e. brands’ like hood of growth) Context Builders: No 1 — Balanced Brand Representations 39 Knowledge Action Emotion
  • 40. Context Builders: No 2 — Clarity of Brand Associations • The most successful brands do not attempt to be all things to all people - they have distinct strengths and so their representations are clear and easily assembled by the mental workspace. • The key characteristic of the most successful brands (i.e. Olympic) score very high in “Clarity - distinctiveness of brand image. • Chanel No5’s distinctive image was always one of the “Feminine Eternal”. 40
  • 41. Context Builders: No 3 — Integral Branding • It is certainly true that ads that try to cram too many messages in seem to be less effective at communicating any of them. • The Link pre-test database proves that when more than two messages are attempted, playback of all the messages begins to drop. • Again clarity of message seems to be an important trait in effective marketing. 41
  • 42. Context Builders: No 4 — Integrated Branding • The brand needs to be integrated fully into, and relevant to the creative idea for the advertising to be effective. • Strong branding occurs when the brand is well integrated into the “involving” elements of an ad. In contrast how early the brand is shown in an ad or how continuously the brand is shown do not show any relationship with branding. 42
  • 43. 43 Context Builders: A great idea, flawlessly executed will always be the most important context builder! No