How to Create a Brand Mythology for L'Oréal's Kérastase Salon Product

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A concise marketing strategy deck on how to create a brand mythology for a luxury haircare brand. A mythology (or ethos or story) is key to establishing desire in people who will become your loyal customers.

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How to Create a Brand Mythology for L'Oréal's Kérastase Salon Product

  1. 1. Kérastase Paris For Discussion: How to Create its Brand “Ethos” Dexter King September 20, 2013
  2. 2. AGENDA How do we create a brand story for Kérastase? Creating Brand Mythology & Ethos Establishing Cultural Relevance Brand Target Example Additional Considerations 2
  3. 3. “A people’s ethos is the tone, character and quality of their life, its moral and aesthetic style and mood; it is the underlying attitude toward themselves and their world that life reflects.” 3 Source: C. Gertz, The Interpretation of Culture, 1973
  4. 4. Creating the Brand Story How do we Create a Brand Story for Kérastase Paris? CREATE BRAND MYTHOLOGY ESTABLISH CULTURAL RELEVANCE THE AUTHENTIC, AND UNIQUE BRAND STORY THAT HAS THE POWER TO EXCITE PEOPLE AND MAKE THEM CURIOUS THE CONVERSATION VALUE GENERATED BY INVENTIVE ACTIVITIES AND EXPERIENCES. “THE REASON TO TALK” INNOVATORS WHO “THINK DIFFERENT” A NEW CLASS OF INFLUENCERS, INDEPENDENT THINKERS AND DOERS THAT ARE NOT AFRAID TO STAND OUT, EMBRACE AUTHENTICITY WHILE LEAVING CLASSLESS LUXURY FOR DEAD
  5. 5. “In consumer culture people no longer consume for merely functional satisfaction, but consumption becomes meaning-based, and brands are often used as symbolic resources for the construction and maintenance of identity”* 5 Source: R. Elliot & K. Wattanasuwan, International Journal of Advertising, 1998
  6. 6. Creating the Brand Mythology and Ethos Strategic Pyramid: The “What” of Brand Strategy PURPOSE VISION Coca-Cola: JFK Space Program: To refresh the world PURPOSE THE REASON Google: Put a man on the moon by the end of the 1960s YOU EXIST BEYOND To organize the world’s information and make it universally accessible. Kérastase Paris: To bring the culture and principles of skincare to the world of haircare. MAKING MONEY (NEVER CHANGES) MISSION A MASTER PLAN FOR CREATING VALUE (5-20 YEARS) VISION A SHARED PICTURE OF MISSION SUCCESS (5-20 YEARS) GOALS SHORT-TERM OBJECTIVES THAT SUPPORT YOUR MISSION AND VISION (1-5 YEARS) THE STRATEGIC PYRAMID LIQ U ID AG E N CY 6 Source: The Liquid Agency, 2012 Mount Gay Rum: Become a Top 5 rum brand in the USA by 2018 Kérastase Paris: To become the innovation engine for L’Oréal by 2020.
  7. 7. Creating the Brand Mythology and Ethos Kérastase Paris: What Makes It “The Only?” ex - HARLEY DAVIDSON WHAT: The only motorcycle manufacturer HOW: that makes big, loud motorcycles WHO: for macho guys WHERE: mostly in the USA WHY: who want to join a gang of cowboys WHEN: in an era of decreasing personal freedom Kérastase Paris is the ONLY _____ that _____. 7 Source: “Zag” by Marty Neumeier, 2007
  8. 8. Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from oneway communication—from marketers to consumers—toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-ofmouth 8 Source: McKinsey & Co Marketing Insights, June 2009
  9. 9. Establishing Cultural Relevance Kérastase Paris’ Digital Strategy: Consumer Generated Ecosystem Create a brand-equity-building Internet ecosystem utilizing social media, blogs and mobile to connect with target consumers. Enable brand connection by requesting and posting consumer or influencer-generated content while Kérastase pushes content to consumers where they live, work and play. Images Source: Tommy Ton’s Tumblr Blog + Zimbio.com
  10. 10. Establishing Cultural Relevance Brand Platform: Is it just Fashion? What about partnering with innovative women who “think different” + “give back” across all genres of culture and society? Marissa Mayer Tory Burch Leila Janah Liya Kebede
  11. 11. “The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past... brands must be better from the inside out. They must embrace a cultural shift.” 11 Source: The Liquid Agency, Brand Culture White Paper, 2012
  12. 12. Brand Target Example Consumer Target: The Rebels of the Elite Innovators who “Think Different” - A new class of influencers, independent thinkers and doers that are not afraid to stand out and embrace authenticity while leaving classless luxury for dead. Images Source: Tommy Ton’s Tumblr Blog
  13. 13. You've got to eat while you dream. You've got to deliver on short-range commitments, while you develop a long-range strategy and vision and implement it. …success [is] …doing both. 13 Source: Jack Welch
  14. 14. Additional Considerations Consumer interviews reveal opportunity in the short term for consumer connection and growth “ I love Kérastase. I think its products are amazing, but I stopped using it because the size of the package was too small based on how much it cost. I would prefer to pay more for a larger package that would last much longer.” Former Kérastase consumer from Blu Salon, Edgewater NJ “ I know Kérastase is a very high quality product, but it has no personality to me.” Customer of a high end salon in Northern NJ “ I was going to use Kérastase but when I read the label I saw that it was made by L’Oréal. Then I became concerned that I was just getting a mass brand in fancy packaging.” Customer of a high end salon in New York City “ It’s hard to trust your stylist enough to give them free reign to create whatever they feel is best. Looking at me and my friends, I’ve noticed that we only make big changes to our hair when something in our lives has changed. Marriage... baby... age...” Customer of a high end salon in Northern NJ 14 Source: Interviews with customers of high end salons
  15. 15. Additional Considerations Kérastase Paris’ Marketing Growth Drivers Training Material Interactive Advertising Packaging Retail Theater PR Brand Experience Strategic Alliances Influencer Sampling CRM
  16. 16. Additional Considerations Additional Information Needed Strategy and Execution must be informed by the realities and circumstances the brand faces • Historical volume and distribution levels with growth rates • Brand performance vs. the competition • Future projections and goals for the brand • Kérastase’s consumer decision journey*... how well do we understand it? Source: McKinsey & Co Marketing Insights; June 2009
  17. 17. Thank You 17

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