BRANDING_Food for Thought By Bruno Botton RIQ Seminar, Istambul Jun. 2004


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BRANDING_Food for Thought By Bruno Botton RIQ Seminar, Istambul Jun. 2004

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BRANDING_Food for Thought By Bruno Botton RIQ Seminar, Istambul Jun. 2004

  1. 1. BrandingFood forBruno BottonRIQ SeminarIstambulJune 8th 2004
  2. 2. What about … ‘Affinity Spotlight’ Brand Blueprint Brand Archetypes 2
  3. 3. Affinity SpotlightV1 – May 2004
  4. 4. The purpose To develop a serie of learning documents for main affinity dimensions : the ‘Affinity spotlight’ To provide examples on how to leverage/activate the dimensions on the market place… let us look at Heritage 4
  5. 5. What Is Heritage? Heritage Trust Innovation Authority Identification Affinity Approval Component of a brand’s Authority The roots of the brand, its permanence, its ability to build expertise over time 5
  6. 6. Heritage: Classic Brands 6
  7. 7. How To Gain Heritage Origin Place Myth Achievement HeritageTradition CraftLifespan 7
  8. 8. Heritage : an origin References to a brand’s date of creation In advertising, brand identity… even in the Brand Name! One of the easiest ways to emphasise heritage The average age of the world’s top 30 spirits brands … is over 100 years ! 8
  9. 9. Heritage : a place Zoggs is a goggles brand  Emphasising geographical created in 1992 origin can create heritage It can’t create heritage through through authenticity its age, so it calls on a  Food and drink brands do this perceived heritage of often Australian swimming  It can also be a route to heritage for newer brands ‘Born in Australia, the home of swimming, and with our roots still embedded here. ZOGGS is now ‘swimming all around the world’ 9
  10. 10. Heritage : an achievement « Built on the earth, sacred on the moon » In 1969 Omega was the first watch on the moon The brand is still leveraging this exceptional and unique event to promote its authority 10
  11. 11. Heritage : a craft The Lustucru French pasta brand was the first to use eggs in its recipe Pioneering techniques can emphasise heritage while keeping innovation in mind too  Hermès was founded in 1837 as a harness-maker’ firm  It uses its roots in craftsmanship to create heritage 11
  12. 12. Heritage : a lifespan « Already there when the first dollar was printed » This brand is 375 years old. Brands accumulate heritage just by existing – though newer brands can’t afford to just sit and wait! 12
  13. 13. Heritage: a tradition The permanence of the brand – 3 generations of men using the same perfume A brand can be seen as the ‘signature’ of a group, part of its heritage 13
  14. 14. Heritage : a myth Heritage can emerge from myths or stories the brand tells about itself. A ‘founder’s myth’ in the case of Japanese Nikka whisky. Ball watches associate themselves with stories of American pioneers 14
  15. 15. Applying HeritageVintage products TAG Heuer’ s 1964 Carrera watch – launched in 2004. Anniversaries  Sanofi’s « 30 year adventure »  Timex : 150 years experienceNew Brands For Old! The new VW Beetle or the new Mini – classic heritage brands updated with the latest tech 15
  16. 16. Heritage Case Study: Quezac How do you use Heritage if you are new to the market? Late 80s French bottled water launch from Nestle Nestle chose to leverage an ‘invented’ heritage Used myth – « the great legend of Quezac », an ancient water source All characters in the commercial spoke an old dialect and an ‘old’ font was used on the ads. Conveyed a health benefit emotionally 16
  17. 17. The Pitfalls of Heritage Heritage: can mean old, stale, boring! Heritage without perceived momentum could spell decline Possible solution – combine Heritage and Innovation For instance Kronenbourg 1664 combines 360 years of tradition with a very modern communication style The result is an ‘updated permanence’ 17
  18. 18. I need you ! To provide more examples  Other types of heritage  ‘Invented heritage’, etc ….  In a B2B context As well as for the next Affinity ‘spotlights’  Innovation … not product related  Trust  etc 18
  19. 19. The Brand Blueprint
  20. 20. What is it? A very simple summary chart to be included as standard deliverable in most branding projects (qual or quant) Which would involve our different branding components :  Emotional benefits  Functional benefits  Universal needs  Personality  Key differentiators 20
  21. 21. BRAND BLUEPRINTName:Parent name (if any):Category :Country :Among : Universal Needs: Personality: A - - D B C Emotional benefits: Key Differentiator: - - E H F Functional benefits: Brand Spirit: G - -
  22. 22. BRAND BLUEPRINTName: SingTelParent name (if any):Category : Mobile Phone Service Universal Needs: Personality: A - Tradition - For successful peopl D B - Brand I’m proud of - Leadership - Security - Friendly & approacha - Respect C - Challenges existing n Emotional benefits: Key Differentiator: - Heritage -Heritage, - Trust Leadership E - Prestige - Nostalgia - Prestige -High quality - Endorsement H F Functional benefits: Brand Spirit: G - High call quality -Prestigious - Good outdoor coverage aspirational brand, - Good indoor coverage somebody to look - Extensive list of international partners for roaming respected upto, well
  23. 23. I need you ! Get your feedbacks And promote the use of Brand Blueprint as much as you can! 23
  24. 24. MakingBrand ArchetypesMake a difference
  25. 25. Insight ‘Connecting’ with consumers is one of the major marketing challenges Our branding framework helps us understand how to influence consumer perceptions and preference by taping into emotional benefits … in a more structured way The developments on universal needs enrich our branding story by adding further opportunities for brand positioningQuestion Can we go one step further? 25
  26. 26. … and encapsulate different aspects of the brand’s world:  The universal needs brands are trying to address  Their emotional and functional benefits  Their personality … bring brand to life, develop compelling stories and capture the richness of brand meaning 26
  27. 27. We are in the business of story telling … and archetypes might help« Stories is all we are. We are defined by the stories we tell … and that are told about us; and brands are part of that story » Jon Howard-Spink 27
  28. 28. 12 master archetypes by Carol Pearson & Margaret Mark * Ruler Creator Caregiver Innocent LoverJester SageEveryman Explorer Outlaw Champion Magician * In ‘the Hero and the Outlaw’ 28
  29. 29. The Archetype compass by Kent Wertime* Loyalist Hero (Certainty) (Trust) Powerbroker (Domination/control) Wise old man (Continuity/heritage) Siren (Seduction/destruction)Ultimate Strength Creator(Testing/proving) (Invention) Change Master Mother of goodness (Change/newness) (Care/nurturing) Anti-Hero Little Trickster (Danger) Enigma (Humor/spontaneity) (Uncertainty) * in Building brands and believers 29
  30. 30. Let’s look at how archetypes work with our brand components Loyalist Hero (Certainty) (Trust) Powerbroker (Domination/control) Wise old man (Continuity/heritage) Siren (Seduction/destruction)Ultimate Strength Creator(Testing/proving) (Invention) Change Master Mother of goodness (Change/newness) (Care/nurturing) Anti-Hero Little Trickster (Danger) Enigma (Humor/spontaneity) (Uncertainty) 30
  31. 31. The Ultimate Strength Strength, performance and endurance Ability to face challenges and prove Affinity  Authority : Heritage, Trust Performance / key product features :  Durability, enduring quality  Resistance to torture tests Universal Needs  Leadership (Power)  Control (Power)  Respect (Order) Personality  Ruggedness  Hardworking, secure 31
  32. 32. The Hero Fortitude, courage and victory The champion in all of us – the need to strive and succeed The hero becomes the hero through overcoming obstacles  Affinity  Trust, Innovation  Bonding  Endorsement  Universal Needs  Individuality (Expression)  Leadership (Power)  Personality  Daring  Independent  intelligent 32
  33. 33. The Creator Creative inspiration and the potency of the imagination The need to fashion and create things in our lives – inspired by the divine, seeking perfection  Affinity  Innovation  Universal Needs  Freedom (Expression)  Individuality (Expression)  Attractiveness (Connection)  Fun ? (Hedonism)  Personality  Imaginative, unique  Daring, exciting  intelligent 33
  34. 34. The Wise Old Man Wisdom through experience, advice and heritage The mentor in all of us – the need to nurture and tutor all of us The role of endorsers in advertising Intertwined relationship with the young hero  Affinity  Heritage  Trust  Caring  Endorsement  Universal Needs  Knowledge (Power)  Harmony (Balance)  Respect (Order)  Tradition (Order)  Personality  competence  Intelligent, confident 34
  35. 35. The Mother of Goodness Purity, nourishment and motherly warmth The purity in all of us – the need to hold certain things sacred Symbols : white color, water, fruits and young maiden figure  Affinity  Trust  Caring  Nostalgia  Universal Needs  Well-being (Balance)  Love (Connection)  Security (Order)  Personality  Nurturing, supporting  Mild  Genuine, wholesome 35
  36. 36. Archetypes: main benefits in a branding context’Archetypes constitutes a common psychic substrate of a suprapersonal nature which is present in everyone of us’ Carl Jung Archetypes are ideal building blocks for enabling human connections They are flexible, yet enduring; universal, yet personal The universality of archetypes is what allows for universally appealing messages that can cross cultures The motivating aspect of archetypes plays a key role in creating persuasion in commercial messages Their timeless nature provide enduring foundation on which to create lasting images 36
  37. 37. A road map Brand ArchetypeWhich are the brand Which is the archetypecomponents which which would bestrelate to my intended represent myarchetype? different brand components? Brand components: -Affinity -Peformance -Needs -Personality 37
  38. 38. Question time ! Any interest in this? Should we use an existing framework?  Which one? Should we develop our own framework?  How? 38
  39. 39. BrandingFood for Thank you !Bruno BottonRIQ SeminarIstambulJune 8th 2004