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¨Marketing is not a war of products,it’s a war of perceptions.¨Al Ries / Jack Trout
5 symptoms of malaise of consumer led brands1. Similarity of brands (Convergence towards mean)2. Inconsistent brand image ...
Similarity of brands (Convergence towards mean)
Similarity of brands (Convergence towards mean)
Lack of innovation
Beyond petroleumThe brand change has cost $7m and BPplans to spend a further $100m a yeardeveloping it. Sir John said BP w...
THE XC90 D5 is the Schwarzenegger of the Volvo family.Like its main competitors, the BMW X5 3.0d and the Mercedes-BenzML27...
Inconsistent brand image and offer (Luxury or safety or family ?)
HollowQuestion markBlindIrrelevant
Rebranding British Airways 1997-1999Focus on global cosmopolitan traveler but loosing connection with identity of the bran...
Thatcher privatised the company in 1987 under Chairman Sir John King. Ten years later shefamously condemned the ethnic tai...
McDonalds Healthier New Happy Meals: Still UnhealthyHollow brand
HollowQuestion markBlindIrrelevant
What is special here ?
By 1976 Kodak accounted for 90% of film and 85% of camera sales inAmerica. Until the 1990s it was regularly rated one of t...
HollowQuestion markBlindIrrelevant
Question mark brand (Is Bennetton capable of achieving unhate ?)
Question mark brand (Is Bennetton capable of achieving a worldwithout hunger?)
HollowQuestion markBlindIrrelevant
Blind brand (Does the brand still understand what consumers want,like ?)
http://www.tech-thoughts.net/2012/07/global-smartphone-market-share-trends.html
CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementc...
shopConsumersegment TurkeyshopConsumersegment xRange ofproductsRange ofproductsPersona PersonaproductxPassionBrand X
Example Persona aspects Ipad• Education social background, age, etc• Family life ?• Work situation• What are his values• W...
Robert the service manager• High school, started work at 18. 35 years old• Married two children,• Service manager travels ...
Tim Student• University 3rd year, 20 years old,• Lives in student home, weekends visits to parents• Scholarship, Student j...
• Develop a persona– Consumer for product segment X• The persona does not have to be perfect. Sketch roughly anoutline.• M...
PersonaMake a “ story” where you use the following aspects in relationBuying your productName• Education social background...
Building long term emotional associationsDescribe your passion brand• IdeologyThe forever values simply stated, strongly f...
Foote, Cone & Belding Grid© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin1The Thinker3The DoerThinking FeelingLowInv...
2a dokuz eylul university izmir int week 2013 passion brand
2a dokuz eylul university izmir int week 2013 passion brand
2a dokuz eylul university izmir int week 2013 passion brand
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2a dokuz eylul university izmir int week 2013 passion brand

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passion brand introduction

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2a dokuz eylul university izmir int week 2013 passion brand

  1. 1. ¨Marketing is not a war of products,it’s a war of perceptions.¨Al Ries / Jack Trout
  2. 2. 5 symptoms of malaise of consumer led brands1. Similarity of brands (Convergence towards mean)2. Inconsistent brand image and offer3. Lack of real innovation and surprise4. Gulf between brand offer and capability(believable brand extensions)5. Hollow brand (BA)
  3. 3. Similarity of brands (Convergence towards mean)
  4. 4. Similarity of brands (Convergence towards mean)
  5. 5. Lack of innovation
  6. 6. Beyond petroleumThe brand change has cost $7m and BPplans to spend a further $100m a yeardeveloping it. Sir John said BP would infuture stand for "beyond petroleum" ratherthan British Petroleum. Its 28,000 petrolstations around the world will bemodernised over four years, but 3,000 jobswill be lost as overlapping BP and Amocosites are shut down.But the relaunch was met with cynicism bygreen campaigners. Rob Gueterbock, a climateenergy specialist at Greenpeace, said thecompanys move was a triumph of style oversubstance."They spent more on the logo this year thanthey did on renewable energy last year. Giventhey spend $8bn a year on oil exploration, BPstands less for beyond petroleum and more forburning the planet," he said.Inconsistent brand image and offer
  7. 7. THE XC90 D5 is the Schwarzenegger of the Volvo family.Like its main competitors, the BMW X5 3.0d and the Mercedes-BenzML270 CDI, Volvo�s fancy diesel drinker is not really designed for off-road excursions, even though it is a permanent four-wheel drive vehicle.($192, 000 for a 2.5 cc model)Inconsistent brand image and offer (Luxury or safety or family ?)
  8. 8. Inconsistent brand image and offer (Luxury or safety or family ?)
  9. 9. HollowQuestion markBlindIrrelevant
  10. 10. Rebranding British Airways 1997-1999Focus on global cosmopolitan traveler but loosing connection with identity of the brandBritish Airways, ditched the Union Flag for an "ethnic" tail-fin design in a £60m revamp in 1997.Hollow brand
  11. 11. Thatcher privatised the company in 1987 under Chairman Sir John King. Ten years later shefamously condemned the ethnic tail fin art with the outburst: We fly the British flag, not theseawful things.Hollow brand (British Airways)
  12. 12. McDonalds Healthier New Happy Meals: Still UnhealthyHollow brand
  13. 13. HollowQuestion markBlindIrrelevant
  14. 14. What is special here ?
  15. 15. By 1976 Kodak accounted for 90% of film and 85% of camera sales inAmerica. Until the 1990s it was regularly rated one of the world’s five mostvaluable brands.Irrelevant brand (World moves on and brand does not notice)
  16. 16. HollowQuestion markBlindIrrelevant
  17. 17. Question mark brand (Is Bennetton capable of achieving unhate ?)
  18. 18. Question mark brand (Is Bennetton capable of achieving a worldwithout hunger?)
  19. 19. HollowQuestion markBlindIrrelevant
  20. 20. Blind brand (Does the brand still understand what consumers want,like ?)
  21. 21. http://www.tech-thoughts.net/2012/07/global-smartphone-market-share-trends.html
  22. 22. CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementconcept
  23. 23. shopConsumersegment TurkeyshopConsumersegment xRange ofproductsRange ofproductsPersona PersonaproductxPassionBrand X
  24. 24. Example Persona aspects Ipad• Education social background, age, etc• Family life ?• Work situation• What are his values• What is important to him• Why would he buy an Ipad• Knowledge, attitude towards Ipad, laptops, mobilephones,• How does he decide ?• Media behaviour (Online, TV watching)
  25. 25. Robert the service manager• High school, started work at 18. 35 years old• Married two children,• Service manager travels a lot to customers, sends 40 emails/day• His family is important to him, likes to go out with friends• Work hard and efficient , earn good money,• Buys an Ipad because it saves time and he can show tocustomers solutions• Knows what he needs to know, positive towards Ipad, laptops,mobile phones as long as they support him doing his job ,• If the boss approves he will buy an ipad• Reads popular morning newspaper, no time to watch tv, usesinternet to read short news storiesExample personafrom the I pad target segment technical service professional
  26. 26. Tim Student• University 3rd year, 20 years old,• Lives in student home, weekends visits to parents• Scholarship, Student jobs to earn extra money,• Being student is important to him, the freedom, wants to bea manager, have fun while you are student, be cool• Buys an ipad because it is cool, and can use it for study andwhile travelling to parents• Likes gadgets, would like to have latest mobile but is tooexpensive reads blogs abou gadgets and mobile phones,• Ipad is on his wishlist, if price goes down he will buy one,decision made by himself but influenced by his friends• No newspaper, reads online websites, watches TV andinternet, has a twitter accountExample personafrom the I pad target segment Students
  27. 27. • Develop a persona– Consumer for product segment X• The persona does not have to be perfect. Sketch roughly anoutline.• Make sure the persona is in line with the cultural values of yourcountry• Try to back up your statements about the persona as much aspossible by data .
  28. 28. PersonaMake a “ story” where you use the following aspects in relationBuying your productName• Education social background, age, etc• Family life• Work situation• What are hisher values• What role does your product play in hisher life ?• Knowledge, attitude towards your product• What is herhis perception of the different shops ?• What are buying motives for your product ?• How does (s)he decide ?• Media behaviour (Online, TV watching)Picture+name
  29. 29. Building long term emotional associationsDescribe your passion brand• IdeologyThe forever values simply stated, strongly felt• Capability(simple description of extraordinary core)• Consumer(Who do your customers want to be, consumerinsight )• EnvironmentDemographic, competitive, cultural, insightrelevant to your brand
  30. 30. Foote, Cone & Belding Grid© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin1The Thinker3The DoerThinking FeelingLowInvolvement2The Feeler4The ReactorHighInvolvementINFORMATIVE AFFECTIVEHABIT FORMATION SELF- SATISFACTIONDifferent categories --> different communication

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