Markenaufstellung

1. WELCOME
to
our Webinar about
BrandSculpture
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2. How Human are
Relationships to Brands?
Dialego
BrandSculpture
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3. About Us
We are
Thoroughbred Market Researchers
driven to open up unusual perspectives
with playful questionnaires for our respondents and
intuitive-visual reports for our clients
Founded in 1999 by our Chief Experimentation Officer
(CEO) Andera Gadeib
100 % Online Research
Headquarters in Aachen, Offices in Hamburg, London,
Paris, New York
Close collaboration with Universities, i.e.
Prof. Dr. Frank Piller MIT & RWTH Aachen
Global support of 85 brands in 2010
More than 500,000 interviews per year
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4. About Us
Engaging & Listening
Engaging
Marketing and
creative Consumer
departments in
close interaction
with consumers
Listen!
With a focus on
Innovation
Dialego Customer
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5. Some Experiences
In the last months and years we
have…
…controlled heating systems with Vaillant and Saunier Duval in Spain …developed
dental hygiene products for Dr. Best …designed Japanese coffee cans for Coca-
Cola … tested colourful chocolate varieties for Ritter Sport …folded big tissues for
pets with SCA … shaped Dove‘s real beauty worldwide … combined sweets in Italy
for Ferrero …discovered new food for thought for women with Verlagsgruppe
Milchstraße …visited US American bathrooms for BASF …thought over new beer
for packs with Carlsberg …discovered a shower paradise for duschdas …counted
frozen peas for iglo ...cleaned dogs for Swirl …put new varieties of cream cheese
on one‘s bread for Philadelphia …created new delicious chocolate apparel for Lindt
…thought about the next generation of shower gel with Henkel …explored coffee
worlds for Tchibo …cooked soup with Knorr …tested „e-frogs“ for the Power
supplier STAWAG …designed car seats with Faurecia …watched Spanish women
cleaning for Vileda …looked in pots for Fissler …painted computer mouses for
Microsoft …put tomato ketchup on shelf for Heinz and vacuum-cleaned for Bosch-
Siemens-Hausgeräte in Sweden.
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6. BrandSculpture
BrandSculpture
Once upon a time: Family Sculpting
Understanding emotional
relationships is essential
in family constellations.
We discovered: brands &
their users act as a family.
Relationships and
emotions play the most
important role.
With the new technique:
distances become visible
and tell the story about
brands & their users.
23.11.2011 6

7. BrandSculpture
From Family to BrandSculpture
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8. BrandSculpture
BrandSculpture Measures
Creating new scores to evaluate closeness & distance
Distance Scores Position Scores Figure Score
 The circumference of the
 Distance of the brand to  Are visualized
whole sculpture
the consumer and to all differentiatingly in
other rival brands  a) centre / outside
 b) upper and lower half
 of the board
23.11.2011 8

9. Sculptures
are
Manifold
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10. BrandSculpture: Example
This young woman is nearly
sitting on bebe - Cosmetics (DE)

11. BrandSculpture: Example
This woman loves nature and phar-
macy cosmetics - Cosmetics (DE)

12. BrandSculpture: Example
And this man is not very committed to
body care – Cosmetics (DE)

13. BrandSculpture: Example
Aha! Men and technique obviously
create more closeness – Telco (DE)

14. From the Individual
To Target Groups -
From a Single Sculpture
to Group Scores

15. BrandSculpture: Results
Average sculptures men vs women –
Cosmetics (DE)
Women Men

16. BrandSculpture: Results
Notable differences within younger
target groups – Cosmetics (DE)
Women 14-29 years Men 14-29 years
Men Line
Extension Mainstream
Mainstream +
Men Line Extensions
Natural & pharmacy
cosmetics Natural & pharmacy
cosmetics

17. Does Closeness
Influence
Purchase Intention?

18. BrandSculpture: Results
Big distance = low purchase activity
for the Cosmetic brand (DE)
Distance and purchase
activity
Within persons who placed
the brand very far from the
ME, 17,4% of the test did
purchase the brand
60
40
20 17,4
far
Marke
0
Kauf

19. BrandSculpture: Results
Closeness drives purchase
behaviour! Cosmetics (DE)
Distance and purchase activity
60 57,5
Brand 40
close
20
0
Kauf

20. How close
Are Media Brands
To my Target?

21. BrandSculpture: Results
Densely packed:
Media Brands and the consumer (DE)

22. BrandSculpture: Results
Interesting: Print brands move closer
to ME in higher educated target groups
No graduation/ elementary school College or higher education

23. A View into the Depths!

24. BrandSculpture: Results
Google is very close to the consumer
Media Case (DE)
Distance between consumer and brand [in Pixel]
TV Print
Pro7 227
stern 249
ARD 225
Spiegel 245
ZDF 227
222 Zeit 271
RTL
Newer Web-brands Mail-provider
223
Web.de
Google 117
Yahoo! 255
YouTube 180
Facebook 226 T-Online 243
I/2011, Gesamt: 2267 Fälle

25. BrandSculpture: Results
Young people are close to Facebook &YouTube
but far from ZDF & T-Online
Distance between brand * and consumer (in pixel)
TV Print
215 227 stern 247 249
Pro7
ARD 225 225
Spiegel 237 245
ZDF 243 227
Zeit 270 271
RTL 218 222
Newer Web brands Mail provider
Web.de 218 223
Google 96 117
130 180 Yahoo! 257 255
YouTube
Facebook 160 226 T-Online 251 243
90 140 190 240
I/2011, 14-29 years: 723 cases

26. BrandSculpture: Results
In lower social levels YouTube and Facebook
are significantly closer
Distance between consumer* and brand (in pixel]
TV Print
Pro7 228 227 stern 274 249
ARD 248 225
Spiegel 271 245
ZDF 245 227
Zeit 278 271
RTL 222 222
Neuere Web-Marken Mail-Anbieter
Web.de 200 223
Google 128 117
167 180 Yahoo! 259 255
YouTube
Facebook 209 226 T-Online 264 243
90 140 190 240
I/2011, lower social level: 449 cases

27. BrandSculpture: Results
In upper social levels Stern, Spiegel & Zeit
move closer to the test persons, Facebook drifts apart
Distance between consumer* and brands [in pixel]
TV Print
Pro7 226 227
stern 217 249
ARD 203 225
Spiegel 234 245
ZDF 206 227
RTL 233 222
Zeit 248 271
Newer Web brands Mail provider
Google 116 117
Web.de 212 223
YouTube 203 180
Yahoo! 250 255
Facebook 260 226
T-Online 221 243
90 140 190 240 290
I/2011, Upper social level : 288 cases

28. What is
the Relevant Set
of your Consumer?

29. BrandSculpture: Results
Google, Nivea and Sparkasse stand
very close to the consumer (DE)
Google
Dove
bebe Nivea
Sparkasse
Facebook Apple
Nokia
Spiegel Guhl
ARD RTL
Eubos
Yahoo Stern Dove Men+
Care
Deutsche Comdirect
Xing Bank Wer-kennt-
wen
AOL Go feminin
Goldmann
Sachs
Totalt Ø distances in pixel; Deutsche Bank: 258 Pixel, Nokia: 198 Pixel; Apple: 218 Pixel; Hair care Dove: 176 Pixel, Guhl: 234 Pixel; Stern: 248 Pixel; Spiegel: 240 Pixel; AOL: 298 Pixel, bebe: 207 Pixel, Sparkasse: 176 Pixel; Dove Men+Care: 232 Pixel; Google: 117 Pixel; Comdirect: 248
Pixel; Nivea: 132 Pixel; Eubos: 258 Pixel; Facebook: 226 Pixel; Wer-kennt-wen: 245 Pixel; Go feminin: 276 Pixel; Yahoo: 255 Pixel; Xing: 281 Pixel; Goldmann Sachs: 308 Pixel; RTL: 222 Pixel; ARD: 225 Pixel

30. BrandSculpture: Results
Google, Nivea and Sparkasse
stand very close to the consumer
Google
Dove
bebe Nivea
Sparkasse
Facebook Apple
Nokia
Spiegel Guhl
ARD RTL
Eubos
Yahoo Stern Dove Men+
Care
Deutsche Comdirect
Xing Bank Wer-kennt-
wen
AOL Go feminin
Goldmann
Sachs
Total Ø distances in pixel; Deutsche Bank: 258 Pixel, Nokia: 198 Pixel; Apple: 218 Pixel; Haarpflege Dove: 176 Pixel, Guhl: 234 Pixel; Stern: 248 Pixel; Spiegel: 240 Pixel; AOL: 298 Pixel, bebe: 207 Pixel, Sparkasse: 176 Pixel; Dove Men+Care: 232 Pixel; Google: 117 Pixel; Comdirect:
248 Pixel; Nivea: 132 Pixel; Eubos: 258 Pixel; Facebook: 226 Pixel; Wer-kennt-wen: 245 Pixel; Go feminin: 276 Pixel; Yahoo: 255 Pixel; Xing: 281 Pixel; Goldmann Sachs: 308 Pixel; RTL: 222 Pixel; ARD: 225 Pixel

31. BrandSculpture: Results
Apple user place their brand
closer than every other brand
Apple
Google
Dove Nivea
Facebook
Sparkasse
Apple
Nokia Spiegel ARD
Stern
Yahoo Guhl
RTL
bebe
Xing
Go feminin
Comdirect
Deutsche
Bank Dove Men+
AOL Care
Wer-kennt-
Eubos wen
Goldmann
Sachs
Apple user Ø distances in Pixeln; Deutsche Bank: 231 Pixel, Nokia: 197 Pixel; Apple: 64 Pixel; Haarpflege Dove: 162 Pixel, Guhl: 228 Pixel; Stern: 226 Pixel; Spiegel: 218 Pixel; AOL: 293 Pixel; bebe: 231 Pixel; Sparkasse: 161 Pixel; Dove Men+Care: 239 Pixel; Google: 93 Pixel;
Comdirect: 245 Pixel; Nivea: 133 Pixel; Eubos: 293 Pixel; Facebook: 176 Pixel; Wer-kennt-wen: 256 Pixel; Go feminin: 268 Pixel; Yahoo: 256 Pixel; Xing: 234 Pixel; Goldmann Sachs: 328 Pixel; RTL: 227 Pixel; ARD: 203 Pixel

32. BrandSculpture: Results
Average Distance – Ready to Eat
Brands (UK) – Men vs. Women
Weight Watchers however addresses women to a greater degree - therefore it is
positioned twice as close.
Men Women
(n=111) (n=120)
• 11.10.2011 | Dialego BrandSculpture | Unilever 32

33. Does Advertisement
Change
Brand Relation?

34. BrandSculpture: Results
Yes! Crossmedia-contacts create
closenesses – Financial Services (DE)
Me
Finance
brand
with PZ-Online-/TV-mix contacts 15+
Finanz
marke
with PZ-contcts 4+
Finanz
marke
with online-contacts 4+
Finanz
marke
Mean value brands
Finanz
marke with TV-contacts 8+
Finanz
marke ZERO campaign contacts

35. Keep distance
to competitors!
But how?

36. BrandSculpture: Results
ZERO campaign contacts –
Cosmetics (DE)
The hair care brand and competitor are placed very close to
each other
Brand Competitor
163 Pixel
*Base: Women I/2011

37. BrandSculpture: Results
With some campaign contacts
Distance to competitor enlarges
Brand Competitor
189 Pixel
*Basis: Frauen I/2011

38. What Gives
your Brand
an Uplift?

39. Since Renaissance the upper part
stands for „idealiziation“

40. BrandSculpture: Results
Top of the Sculpture – Ready to
Eat Products (UK)
Me 84 84% of all respondents placed "Me"
69
Heinz Baket Beans
in the upper area of the sculpture.
Heinz Farmers Market 56
Heinz Big Soups 56 In addition, several products of
Batchelors Cup a Soup 55 Heinz were frequently arranged in
Maggi So Juicy 51 the upper part.
Fray Bentos Pudding 51
Maggi 2 - Minute Noodles 50
Campbells Condensed Soups 50
Knorr Quick Soup 49
Knorr Packed Full of Veg 49
Bray Bentos Pies 48
Campbells Pasta & Sauce 48
Batchelors Pasta N Sauce 48
0 20 40 60 80 100
n=232, positioning in the upper area of the sculpture; percentages; diagram shows only
products that are positioned in the upper area by at least 48%

41. BrandSculpture: Results
Top of the Sculpture –
Knorr Packed Full of Veg
This product is most relevant to older women
Women (n=121)
Total (n=232) 50+ Years (n=99) 50 + year old women (n=51)
49% 55% 69%

42. BrandSculpture: Results
What drives closeness?
Knorr
High perceived quality and a
regular use also lead to a nearby
positioning.
“I have used their products and have built a trust in
the brand. I think they represent good quality.”
“Knorr is a good quality brand and i am happy to
use their products.”
“Knorr make good products.”
“I use their products a lot.”
“I use knorr products regularly.”
• 11.10.2011 | Dialego BrandSculpture | Unilever 42

43. BrandSculpture: Results
What creates distance
Smash
Less appealing brands (or those,
which are financially not
achievable) get a more distant
position in the sculpture.
“See it as cheap and unnecessary - prefer to make
proper mash with real potato.”
“It is a product I would never purchase.”
“I don't even know why this brand exists.”
“I hate the taste of smash.”
“Never use it, don t want to try it.”
• 11.10.2011 | Dialego BrandSculpture | Unilever 43

44. BrandSculpture: Results
Closeness with Financial Services
(DE)
Positioning in the upper area of the sculpture (II/11) in %
Ich 80,2
Sparkasse 53,9
Volksbanken Raiffeisenbanken 45,2
Postbank 41,7
ING-DiBa 41,1
Deutsche Bank 35,3
Sparda Bank 34,7
Commerzbank 33,8
comdirect 31,3
Hypo Vereinsbank 29,2
Targobank 27,2
0 20 40 60 80 100
*Basis: Total II/2011

45. BrandSculpture: Results
Media Impact on Financial
Services ZERO campaign contact:
Only 13,6 % of persons without any campaign contact place this
finance brand in the upper part of the sculpture
13,6 %
*Basis: Total, II/2011

46. BrandSculpture: Results
Please contact!
Nearly 1/3 of persons having campaign contact place this finance
brand in the upper part of the sculpture
32,0%
*Basis: Total, II/2011

47. BrandSculpture: Results
Upwards with power!
With 15+PZ-/TV-/Online-Mix-contacts
40% of the test persons place the brand
in the upper part of the sculpture
41,0%
*Basis: Total, II/2011

48. BrandSculpture
Summary
BrandSculpture is great experience, non-verbal, intuitive
and holistic
BrandSculpture shows and quantifies complex brand
relations, purchase potentials and substitution effects
The ideal position of a brand is close to the consumer but far
away from all competitors
BrandSculpture uncovers: Advertisement develops closeness
to the consumer and keeps competitors at bay

49. What s Coming Next
Outlook
Need for more good karma! Break Patterns &
establish new ways of understanding your
markets. Play, close to the consumer.
Mapping Emotions – Going far beyond
sentiment
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50. Let s discuss
Stay curious!
Andera Gadeib
Chief Experimentation Officer
& Owner
Tel +49 241 97828 100
andera.gadeib@dialego.com
Learn more about us on
www.dialego.com
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