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Heart Brands


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Why we love brands?
Why we desire them?
- mini-research about personal brand experiences

Published in: Business, Technology
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Heart Brands

  1. 1. <ul><li>BRANDS IN MY HEART </li></ul><ul><li>Why we love brands? </li></ul><ul><li>Lowe Lisbon, 20 January 2009 </li></ul>
  2. 2. <ul><li>Why we love brands? </li></ul><ul><li>Why we desire that brands? </li></ul><ul><li>As Dan Wieden said, brands are not just a </li></ul><ul><li>nouns, they are verbs ! </li></ul><ul><li>They “feed”, they help, they make feel good, they make dream… </li></ul>
  3. 3. <ul><li>Our account planners asked to Lowe team for good experiences with brands: </li></ul><ul><li>- products, icons, services, ads, claims, stores, websites, things that make sense for consumers and improve their life in some way. </li></ul>
  4. 5. Icons products Ach Brito Soaps (portuguese brand). Now it´s kitsche and fashion. I love show one to my friends! Nivea hand cream – first and forever hand cream. The old and good cream of my mother.
  5. 6. Icons products Coca- Cola. It´s refreshing and i´ll never forget the bottle. Laranjina C.
  6. 7. Fiat Cinquentiento Icons products – represents the past. A “good past”… Mini-Cooper Volkswagen (Beetle) Citroen
  7. 8. Icons products
  8. 9. Sport with style - I want my Adidas pants by Stella McCartney now!!!!!!
  9. 10. The Commes des Garçons collection for H&M has finally hit Portugal stores and sold out in one morning.
  10. 11. Celebrate 30 Years Of Diesel With €30 jeans!!! Diesel has created a special “Dirty Thirty” pair of jeans. The limited-edition jeans was available on October 10th for one day only at select Diesel stores. Diesel fans bought all pairs in a few hours.
  11. 12. My first Levi’s In the teenage years, I’m guessing everyone wants there pair of levis jeans. Its cool, having the red tab. Influenced by advertising you're faced exactly the rebel look that you internally want to ignite in people around you. I had to have some levis, so I went to work in the summer just to buy myself 2 pairs of levis. During that time I’ve flirted them till exhaustion.
  12. 13. Puma This is one curious brand in my life. I’ve always looked at Puma at the third or fourth player in sport’s good. But when i entered a puma shop for the first time, i loved it. The kind of retro look mingled with modern sophisticated appearance. When I saw the tags, that was awesome. So original! The brand immediately made sense. I had to buy some t-shirts in order to have the tags. I still have them.
  13. 14. Gilette Mach 3 When i saw the commercial for a razorblade which was powered with a battery that made slight movements easing the shaving. I said, i must try it. I really did. When I had to buy new blades, I didn’t bother, I switched to Gillette Mach 3 then upgraded to fusion. No fuss. Amazing shaving, can’t feel the blade. My brand…
  14. 15. Bombocas Personally, no matter the brand I’ll eat them! Speaking exclusively of the product. One great product. If I see them in the supermarket I’ll buy them, no matter what. Soft delicate and delicious. Keep’em coming.
  15. 16. Creative My first mp3. for me creative as always been there as a stable brand of soundcards. Therefore when i saw the mp3 player i wanted one immediately. They where quite appealing…white with blue color screen. I loved having it.
  16. 17. Marlboro Here is a brand which made me walk miles. Maybe for the addiction, but i could’ve always bought another brand, like camel or lucky strike. No Marlboro. I always spoke of cigarettes with Marlboro in the back of my mind. Reading about it i also think its cool what they did regarding the lowering of price in Spain for instance in response to the raise of taxes. Its all the mystic that attracts me.
  17. 18. <ul><li>My personal Brand- Coca-Cola </li></ul><ul><li>It’s the brand of my life- I have posters, paintings, tins, boxes, pens, etc </li></ul><ul><li>I love having the mini-fridge which is a radio. This gadget was won trough Coca-Cola promotions. Coca-Cola “made me” collect 200 points!!! </li></ul><ul><li>I have the coca-cola can collection since 1988! </li></ul><ul><li>If the family travels somewhere they always bring me a souvenir: a coca-cola can. </li></ul><ul><li>When I went to New York, I had to go to the Coca-Cola store in the 5th avenue. Of course I was in paradise. Everything I could imagine was in that store. </li></ul><ul><li>This passion comes since I was little because: </li></ul><ul><ul><li>Coca-Cola is red! </li></ul></ul><ul><ul><li>I’ve always loved the Coca-Cola Jingle “always coca-cola” </li></ul></ul><ul><ul><li>The tv ads were always different, lots of color, music, dance and fun </li></ul></ul><ul><ul><li>For a couple of years what I had for breakfast was one toast and a fresh Coca-Cola </li></ul></ul>
  18. 19. I love the rice Uncle Ben’s, not because of the flavour, but for being a constant in my cuisine...I have a soft spot for the brand!!!
  19. 20. My love brand as always been Benetton...until the day i found about some animal testing and things like that. But i still like the brand very much.
  20. 21. I love Camper! For me represents confort associated to fashion.
  21. 22. Mini, the car i drive!!  I usually say I'm the proudest girl in the streets of Lisbon, but I'm sure that that's a feeling all owners of a Mini have. When it was offered to me, they didn’t offer a car to get from point A to point B. They gave me travels full of style, history, design, pride and pleasure. I Love Mini!!!!
  22. 23. Nestum com mel (Nestum honey): My breakfast for years!!! Smelled warm and sweet and especially it smelled to the childhood routine.
  23. 24. I didn’t love home chocolate mousse, Alsa was just the right amount!...and it tasted like birthday party!!!
  24. 25. Scottex – There is no Lidl or Mini-Preço (hard discount retailer) that make me leave the little Labrador.
  25. 26. Sony and Walkman. In my teenage years i loved the possibility of going out and taking my music with me everywhere. Having a walkman also looked very cool.
  26. 27. Services
  27. 28. When leaving my mother’s house, about six years ago, i received the mail there. Then when Millenium (bank) proposed that receiving the mail by e-mail i thought it was fantastic. Its was one less thing i had to pick up.
  28. 29. When i saw a machine where i could program the time in function of the amount of clothe i had, it was a revolution. Instead of being programmed by he machine i programmed the machine.
  29. 30. Stores
  30. 31. When I went to Paris the first time, I wanted so much go to Colette that I was lost in the city to find the store. I want all of this stuff!!! Colette Paris
  31. 32. Starbucks (I’ve already knew it but when it came to Portugal i had to go immediately.).
  32. 33. Miss Sixty London (Carnaby Street) - The shopping bag was so cute that it could be a normal everyday bag. It made me buy something just to have that bag . In Barcelona i saw one in green and had to do the same again!
  33. 34. Hotels that i never forget… <ul><li> </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul><ul><li>Design </li></ul>13 floors of pure design in Madrid… it was one of the best experiences of my life.
  34. 35. If it wasn’t for IKEA´s low prices, my house would be empty!!!!
  35. 37. ADS… http:// /watch?v=QBN5eHAFDtg – Tou sim, é pra mim!?! 7 years ago there was a advertisement where you could listen to the swallow of the orange juice. At that moment i had to drink that orange juice, in quite a way that one day it made me leave home to buy it.
  36. 38. There was this advertisement &quot;PORQUE É QUE DIZES ISSO??“ (Why do you say that?) from Sumol. Then on I started to scream to everybody, family, friends, boyfriends, when I didn’t want to argue.
  37. 39. “ Get on board&quot; of Playstation sang by a child touched me. http:// =NLU0EPLn_Gk
  38. 40. The commercial of Vodafone where Schumacher traded places with someone and sat at the secretary always made me laugh.
  39. 41. I think the advertisement of Sofia Botella for Nike woman its genial.
  40. 42. The campaign of dove- real beauty made me believe that a brand could be good willing towards people. Until today.
  41. 43. HBO <ul><li>http:// /watch?v=W61AeLOyiIg </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><ul><li>This ad make me want this channel!!! I always want to know all about stories. </li></ul></ul>
  42. 44. I can see clearly now… <ul><li>http:// /watch?v=mZisr3rfpME </li></ul>It sounds like coffee!!
  43. 45. The Ecoponto Campaign (Recycling entity) really struck me when arrived in Portugal. Those sweet children, full of charm and super spontaneous saying: “its not for me, its for him!&quot; didn't left me indifferent to the environmental cause. Its was much easier to learn that the yellow Ecoponto is for plastic, the blue for carton and paper and the green for glass. It was very effective making me think that it was my job to leave a better world for those children. For someone that has a tendency to think in what they could do to make this a better world, I believe that this campaign was a great incentive. At least for it was! Until today I get angry if I see a friend putting carton in the plastic Ecoponto.  <ul><li>http:// / watch?v=WWakXXwjiXk </li></ul>
  44. 46. The smartest ad in my life!
  45. 47. Forever Claims One Cornetto for me, one Cornetto for you Red bull. Give you wings.
  46. 48. Forever Claims VAQUEIRO TORNA TUDO APETITOSO (Vaqueiro, Turns Everything Tastier) OMO LAVA MAIS BRANCO (Omo Cleans Whiter) SE ALGUÉM LHE OFERECER FLORES ISSO É IMPULSE (If Somebody Offers You Flowers Its Impulse)
  47. 49. Websites
  48. 50. Itunes (it´s not a site but it´s a application that I never forget). IT´S MINEEEE!!!!
  49. 51. I recommend to all of my friends the website lifecooler to choose restaurants in Portugal. The reviews are very good. Never a choice disappointed me. And now they have a voucher book for discounts in good restaurants – very good to offer.
  50. 52. The first social community for pets!!! … And i love pets!
  51. 53. If i need a hotel, first i research I know that they are sincere and specially is no booking fee!!!!!!!
  52. 54. When i want to listen “new” music and new things too!!!
  53. 55. Amazon: Helped me open up a bookstore at my home and discover the potentialities of the Internet!
  54. 56. The biggest Christmas tree of Europe (2004 – Lisbon) by Millennium BCP - bank Events we loved!
  55. 57. <ul><li>Thank you . </li></ul>Account Planning Lowe Lisboa