Hello and a very warm welcome!Why Branding Best Practices?
Why did we all get out of bed thismorning?
I believe, it’s because –we all love brandswe all love building brands,we’d all love to do it better!
There’s a lot of love here So, let’s feel & sharethe ‘brand love’
Central to successful brands isthe emotional connection / ‘the love’ people havewith the brand.(the electro chemical party...
The most successful brandsprovide us answers to why weshould buy them, before we’veeven thought about it.
These are the brands you grabif the house is on fire.
Sadly, most brands in Vietnam fail because theyfail to create this emotional relationshipwith their customers.
Traditionally, Vietnamesebusinesses have limitedthemselves to buildingbusinesses (not brands).
The focus has been on short-term gain aroundproducts that offer functional attributes andfeatures at ‘better’ prices.
Meanwhile, living standards of local people haveincreased along with expectations of what life(and their brands!) should o...
People nowshout out :
At red, we believe THE mostimportant ingredient for apowerful brand is it’s ‘impact’on customer’s emotions.
Emotional connection is THE ingredient thatmakes your brand unique, in a way thatconnects with the emotions of your custom...
A brand without emotional differentiation / connection,is destined to compete on what customers already expect– (the funct...
Ultimately this is a ‘race to thebottom’ – there’s no lasting value –we compete on lower price
So, why is emotionalconnection / differentiation inbrands so important toVietnamese customers now?
Because, just like you and me, customers are emotional,customers have a personality.
We all now need more than justfood and shelter, we all spend agreat deal of our lives in anemotional crucible.
We search for new ways to educate, give meaning,expression and satisfaction to our ever-changingneeds and desires for…
…the answer to ‘why?’ …For acceptance, love andhappiness. (Look up ‘Maslow’s Hierarchy of Needs’).
So how do brands tap intothis?
Strong brands, just like strong people,have strong personalities too.
People, consciously orsub-consciously, are highlyadept at understanding otherpeople around them.
The brands we choose to eat, drink, wear, play, live and engagewith actually help us to define us to ourselves, to our fri...
The same way we choose friends andloved ones, we choose brands with strong personalities to express ourselves emotionally.
We all essentially choose brandsto express ‘our personalities’.
So, what is brand emotionalconnection?Let’s take a closer look at someexamples in Vietnam… Why dowe choose them?
Apple – we love to think we’re cool & different(I’m presenting this on an Apple Mac,)
Honda – we love thepleasure of freedom(remember how good it felt tobreak free of your parent’sneighborhood?)
Nike – we love inspiration and empowerment
Heineken – we love the refreshmentit brings to our friendships
Louis Vuitton – we love the self-esteem and confidence
NOKIA – we love how it brings us together…
NOKIA – …or makes us look rich & cool
All these qualities are theemotional intangibles that weall ‘feeeeeel’ at the finalmoment of purchase.
It’s these loving feeeeelingsthat really drive our decision-making process to buy.
All of the strongest brands thathave ‘these feelings’ areunique and almost impossibleto copy.
Think of your brand as a real person that your customers canidentify with and are drawn towards.
Give your brand attributes beyond the physical, a voice, a soul, areason for being - a unique and identifiable personality...
It’s no longer just about ‘what’or ‘how’ your brand does what itdoes
It’s about creating abrand personality with‘emotional connection’,
Communicating why your brandexists and why anyone shouldcare, buy it & love it!
So now!...It’s time to feel & shareyour ‘brand love’
ICE <> BREAKERWhich brands doyou love & why?What can we learnfrom these brandsto help our ownbrand building?
Thank you, and I look forward to feeling the ‘brand love’
Written by, Chris ElkinManaging Director, red brand buildersA UK Chartered Marketer and based in S.E. Asia for11 years, Ch...
red’s complimentary ‘Branding Best Practices’ Conference presentations now available
red’s complimentary ‘Branding Best Practices’ Conference presentations now available
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red’s complimentary ‘Branding Best Practices’ Conference presentations now available

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Last week the red team had the honour and pleasure of Chairing a Pacific Conference to share ‘Branding Best Practices’. Our presentations highlighted that central to successful brands is the emotional connection or ‘love’ people have with the brand.

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red’s complimentary ‘Branding Best Practices’ Conference presentations now available

  1. 1. Hello and a very warm welcome!Why Branding Best Practices?
  2. 2. Why did we all get out of bed thismorning?
  3. 3. I believe, it’s because –we all love brandswe all love building brands,we’d all love to do it better!
  4. 4. There’s a lot of love here So, let’s feel & sharethe ‘brand love’
  5. 5. Central to successful brands isthe emotional connection / ‘the love’ people havewith the brand.(the electro chemical party trick that happens in instantly)
  6. 6. The most successful brandsprovide us answers to why weshould buy them, before we’veeven thought about it.
  7. 7. These are the brands you grabif the house is on fire.
  8. 8. Sadly, most brands in Vietnam fail because theyfail to create this emotional relationshipwith their customers.
  9. 9. Traditionally, Vietnamesebusinesses have limitedthemselves to buildingbusinesses (not brands).
  10. 10. The focus has been on short-term gain aroundproducts that offer functional attributes andfeatures at ‘better’ prices.
  11. 11. Meanwhile, living standards of local people haveincreased along with expectations of what life(and their brands!) should offer them.
  12. 12. People nowshout out :
  13. 13. At red, we believe THE mostimportant ingredient for apowerful brand is it’s ‘impact’on customer’s emotions.
  14. 14. Emotional connection is THE ingredient thatmakes your brand unique, in a way thatconnects with the emotions of your customers.
  15. 15. A brand without emotional differentiation / connection,is destined to compete on what customers already expect– (the functional nuts and bolts of the product)
  16. 16. Ultimately this is a ‘race to thebottom’ – there’s no lasting value –we compete on lower price
  17. 17. So, why is emotionalconnection / differentiation inbrands so important toVietnamese customers now?
  18. 18. Because, just like you and me, customers are emotional,customers have a personality.
  19. 19. We all now need more than justfood and shelter, we all spend agreat deal of our lives in anemotional crucible.
  20. 20. We search for new ways to educate, give meaning,expression and satisfaction to our ever-changingneeds and desires for…
  21. 21. …the answer to ‘why?’ …For acceptance, love andhappiness. (Look up ‘Maslow’s Hierarchy of Needs’).
  22. 22. So how do brands tap intothis?
  23. 23. Strong brands, just like strong people,have strong personalities too.
  24. 24. People, consciously orsub-consciously, are highlyadept at understanding otherpeople around them.
  25. 25. The brands we choose to eat, drink, wear, play, live and engagewith actually help us to define us to ourselves, to our friends,colleagues and loved ones.
  26. 26. The same way we choose friends andloved ones, we choose brands with strong personalities to express ourselves emotionally.
  27. 27. We all essentially choose brandsto express ‘our personalities’.
  28. 28. So, what is brand emotionalconnection?Let’s take a closer look at someexamples in Vietnam… Why dowe choose them?
  29. 29. Apple – we love to think we’re cool & different(I’m presenting this on an Apple Mac,)
  30. 30. Honda – we love thepleasure of freedom(remember how good it felt tobreak free of your parent’sneighborhood?)
  31. 31. Nike – we love inspiration and empowerment
  32. 32. Heineken – we love the refreshmentit brings to our friendships
  33. 33. Louis Vuitton – we love the self-esteem and confidence
  34. 34. NOKIA – we love how it brings us together…
  35. 35. NOKIA – …or makes us look rich & cool
  36. 36. All these qualities are theemotional intangibles that weall ‘feeeeeel’ at the finalmoment of purchase.
  37. 37. It’s these loving feeeeelingsthat really drive our decision-making process to buy.
  38. 38. All of the strongest brands thathave ‘these feelings’ areunique and almost impossibleto copy.
  39. 39. Think of your brand as a real person that your customers canidentify with and are drawn towards.
  40. 40. Give your brand attributes beyond the physical, a voice, a soul, areason for being - a unique and identifiable personality withemotional connection that your customers can grow to love 
  41. 41. It’s no longer just about ‘what’or ‘how’ your brand does what itdoes
  42. 42. It’s about creating abrand personality with‘emotional connection’,
  43. 43. Communicating why your brandexists and why anyone shouldcare, buy it & love it!
  44. 44. So now!...It’s time to feel & shareyour ‘brand love’
  45. 45. ICE <> BREAKERWhich brands doyou love & why?What can we learnfrom these brandsto help our ownbrand building?
  46. 46. Thank you, and I look forward to feeling the ‘brand love’
  47. 47. Written by, Chris ElkinManaging Director, red brand buildersA UK Chartered Marketer and based in S.E. Asia for11 years, Chris has helped to build many famousbrands throughout the U.K., U.S. and S.E Asia.Based initially in London and New York, and thenSingapore from 2000 to 2005, Chris has held anumber of big agency regional roles, with in-marketexperience ranging from Japan and Hong Kong toSingapore, Malaysia and Indonesia across brandsincluding Tiger Beer, Levi Strauss, Citibank, CreditSuisse, Malaysia Airlines, Volkswagen and L’Oreal.Chris came to Vietnam in 2005 managing the largestFMCG account in Vietnam. Since meeting MarcGough in 2007, as Managing Director of red, hisactive clients include a broad range of clientele inthe Real Estate, Retail, FMCG, Education, FinancialServices and Healthcare categories, includingpartnerships with Unilever, VinaCapital, VinaMilk,Dulux, Royal Bank of Scotland, Liberty Insurance,Apollo English and British University Vietnam.Connect with Chris athttp://vn.linkedin.com/in/chriselkin

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