Brand Frameworks

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Research, particularly academic, into Branding, Design, and Business, often seeks to identify common issues of practice within identified subject areas and create frameworks or models, which will help practitioners within business organisations to operate more effectively.

In building case studies through a speculative comparison of two B2C brands; Lego and Unilever, such brand models are applied here to examine why each company has found it necessary to adopt changes to their strategy to incur different relationships with their customers.

Published in: Business

Brand Frameworks

  1. 1. Brand Success brand frameworks A SPECULATIVE COMPARISON OF B2C BRANDS "Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.“©JamesBarber
  2. 2. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  3. 3. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  4. 4. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion Kevin Robers, The Lovemarks Effect©JamesBarber
  5. 5. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect©JamesBarber
  6. 6. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect©JamesBarber
  7. 7. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect©JamesBarber
  8. 8. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS 4D Branding, Thomas Gadd, 2001©JamesBarber
  9. 9. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. 4D Branding, Thomas Gadd, 2001©JamesBarber
  10. 10. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL 4D Branding, Thomas Gadd, 2001©JamesBarber
  11. 11. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SPIRITUAL Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001©JamesBarber
  12. 12. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SOCIAL SPIRITUAL The ability to create a social context for a group. Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001©JamesBarber
  13. 13. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SOCIAL Brand must deliver on all 4 dimensions. SPIRITUAL The ability to create a social context for a group. Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001©JamesBarber
  14. 14. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Success story?©JamesBarber
  15. 15. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Success story? ‘Whenever you encounter Virgin, it’s cheaper, better quality and a much nicer atmosphere’ FUNCTIONALDIMENSION SOCIALDIMENSION MENTALDIMENSION‘I like Virgin, they’re like a great friend. We share ‘Virgin makes me feel good. When I’m on thatvalues, attitudes towards life and like to have fun’ plane it feels mentally relaxing’ SPIRITUALDIMENSION ‘I appreciate Virgin’s commitment to challenge big and oblivious corporations’ ©JamesBarber
  16. 16. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion©JamesBarber
  17. 17. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion©JamesBarber
  18. 18. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  19. 19. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS “ WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams Announced $200US million myths & icons identity value inspiration loss - its biggest ever - with sales TRUST SENSUALITY falling by more than a quarter. reliability sound ease sight openness taste security touch They were so successful for so REPUTATION scent long, they didnt have to INTIMACY question their marketing or leadership honesty commitment product development responsibility empathy passion ability. Jon Salisbury, Toy News, 2004©JamesBarber
  20. 20. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004©JamesBarber
  21. 21. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Brand Image Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004©JamesBarber
  22. 22. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004©JamesBarber
  23. 23. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Position Trap Brand Identity Trap, David Aaker, 2004©JamesBarber
  24. 24. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Position Product Attribute Trap Fixation Trap Brand Identity Trap, David Aaker, 2004©JamesBarber
  25. 25. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap©JamesBarber
  26. 26. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap©JamesBarber
  27. 27. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap©JamesBarber
  28. 28. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap©JamesBarber
  29. 29. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS KGOY: Kids Getting Older Younger©JamesBarber
  30. 30. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: Kids Getting Older Younger©JamesBarber
  31. 31. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: My father made Kids Getting another brand an Older offer they couldn’t Younger refuse.©JamesBarber
  32. 32. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS"SO.... WHAT DOES THIS TELL US?"©JamesBarber
  33. 33. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS"SO.... WHAT DOES THIS TELL US?" Emotional framework = 20% to 200% higher prices + greater sales volume = ?©JamesBarber
  34. 34. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Brand Value©JamesBarber
  35. 35. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends?©JamesBarber
  36. 36. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? realign brand identity?©JamesBarber
  37. 37. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? BRAND IDENTITY realign brand identity? TRAPS promote the brand internally?©JamesBarber
  38. 38. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Brand Asset Valuator (Y&R) Knowledge an intimate understanding of the brand Brand Stature Esteem howRelevance the well regarded brand is Brand Brand Value Value Relevance how approproate the brand is to you Brand Vitality Diffrentiation shifts in market trends? the brand’s point of BRAND difference IDENTITY realign brand identity? TRAPS promote the brand internally? THE FOUR PILLARS Energised Relevance Esteem Knowledge Differentiation©JamesBarber
  39. 39. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011©JamesBarber
  40. 40. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011©JamesBarber
  41. 41. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011©JamesBarber
  42. 42. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  43. 43. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS overlap in market segments©JamesBarber
  44. 44. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  45. 45. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks?©JamesBarber
  46. 46. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ASYL: Adults Staying Younger Longer©JamesBarber
  47. 47. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  48. 48. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS KGOY ASYL©JamesBarber
  49. 49. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion©JamesBarber
  50. 50. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion THE FOUR PILLARS Energised Relevance Esteem Knowledge Differentiation©JamesBarber
  51. 51. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS “Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003©JamesBarber
  52. 52. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS house of brands? “Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003©JamesBarber
  53. 53. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS house of brands? “Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003©JamesBarber branded house?
  54. 54. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation©JamesBarber
  55. 55. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation©JamesBarber
  56. 56. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation©JamesBarber
  57. 57. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  58. 58. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom?©JamesBarber
  59. 59. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? Corporate brand vulnerable?©JamesBarber
  60. 60. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS ”.....the Dasani scandal has left Coke nursing a £25 million loss from cancelled production contracts http://www.guardian.co.uk©JamesBarber
  61. 61. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  62. 62. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  63. 63. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS " why FIX IT ? " IF IT AINT BROKE,©JamesBarber
  64. 64. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT©JamesBarber
  65. 65. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT©JamesBarber
  66. 66. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT©JamesBarber
  67. 67. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT©JamesBarber
  68. 68. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT©JamesBarber
  69. 69. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT©JamesBarber Understand Brand image
  70. 70. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT©JamesBarber Understand Brand image Recognise weak areas
  71. 71. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT©JamesBarber Understand Brand image Recognise weak areas Help differentiate
  72. 72. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique ?! Personality ?! INTERNALISATION EXTERNALISATION Relationship ?! Culture ?! ?! Self-image ?! PICTURE OF RECIPIENT Kapferer’s Brand Model©JamesBarber
  73. 73. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATIONEXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  74. 74. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATIONEXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  75. 75. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATIONEXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  76. 76. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATIONEXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA
  77. 77. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATIONEXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA Self attitude vs. Everyone
  78. 78. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDSinconclusion©JamesBarber
  79. 79. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDSinconclusion©JamesBarber
  80. 80. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDSinconclusionCan ‘Love’ be Quantified? ©JamesBarber
  81. 81. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  82. 82. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  83. 83. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  84. 84. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  85. 85. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  86. 86. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS©JamesBarber
  87. 87. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component...©JamesBarber
  88. 88. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands...©JamesBarber
  89. 89. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas...©JamesBarber
  90. 90. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions...©JamesBarber
  91. 91. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems...©JamesBarber
  92. 92. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ...selection and combination...©JamesBarber
  93. 93. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ...selection and combination...©JamesBarber
  94. 94. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS “ “ Brand frameworks are simply tools: they are necessary for decentralised decision making...they must also stimulate creative ideas: they are a spring- board for brand activation.©JamesBarber
  95. 95. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS THANKYOU QUESTIONS ARE MOST WELCOME “ Branding is, not concerned with sales, money, turnover or profits. Branding is only ever about people, purpose and reputation. The principle of this approach is that if all elements are considered, the issue of sales and profits will inevitably follow. - Me, 2012©JamesBarber
  96. 96. Brandbrand frameworks SuccessA SPECULATIVE COMPARISON OF B2C BRANDS THANKYOU QUESTIONS ARE MOST WELCOME “ Do you agree..? Branding is, not concerned with sales, money, turnover or profits. Branding is only ever about people, purpose and reputation. The principle of this approach is that if all elements are considered, the issue of sales and profits will inevitably follow. - Me, 2012©JamesBarber

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