Brand Connect
The document discusses the concept of branding, emphasizing that a brand is a personification of a product with emotional connections akin to friendship. It explores the functions of brands in fulfilling human needs outlined in Maslow's hierarchy and introduces Jungian archetypes as crucial elements in brand identity. The text highlights the importance of understanding a brand's character to create meaningful consumer relationships.
Marketingā¦
More Related Content
Brand Connect
- 1. SAM Husaini ManagingDirector Impact BBDO Abu Dhabi 28th November 2014 The Brand Connect
- 2. What is allthis fuss about?
- 3. A brand isa coherent set of Ideas in your consumerās mind
- 4. A Brand isa Product with a Personality
- 5. āA Brand isa Metaphysical story that connects with something very deep - a fundamental human appreciation of mythologyā¦ Companies that manifest this sensibility invoke something very powerfulā Former Marketing Head of Nike & Starbucks
- 6. Brands = BigMoney Interbrand 2014 Report 5
- 9. The Top 100Brands Valued at 1600 Billion USD
- 10. What does a Brand really Do ?
- 11. The Functions ofa Brand X Identification Practicality Guarantee Optimisation Badge Continuity Ethical
- 12. The Functions ofa Brand X Risk Mitigation Stability Protection Growth Financial Value
- 13. The Evolution ofBranding Identity Value Experience You
- 14. Brands are becomingmore like People ā A brand is a personification of a product, service or even an entire company. ā Like a person, it has a name, personality, character and reputation. ā Like a person you can respect, like and even love a brand. You can think of it as a deep personal friend or merely an acquaintance. ā You can view it as dependable or undependable, principled or opportunistic, caring or capacious. ā Like you like to be around some people and not others, there are brands that you warm up to and others that you do not. ā People have character ā¦. And so do brands.
- 15. People are EmotionalBeingsā¦ Not Rational āReason is not as āpureā as most of us think it is or wish it to be; Emotion and feelings aren't intruders into the bastion of reason. We feel before we think. In-fact we feel in order to think.ā - Descartesā Error, Antonio Damasi āEmotion, Intuition, Long-term memories and unconscious motivations make up as much as 80% of our decision making processes. That leaves just 20% Kevin Roberts, Saatchi & Saatchi
- 16. So How Dowe Connect ?
- 17. Brands help Full-fillTheir Customersā Human Needs
- 18. Maslowās Hierarchy ofHuman Needs Transcendence Self - Actualisation Aesthetic Needs Cognitive Needs Esteem Needs Belongingness & Love Needs Safety Needs Biological & Physiological Needs Likelihood of Fulfilment
- 19. The Human needsstem from instincts and act with the same motivational force
- 20. Instincts operate atthe deepest biological level They are natural dispositions towards patterns of behaviour
- 21. Psychiatrist Carl Jungāsconcept of Archetypes explains consumersā love for their favourite brands at the level of the psyche
- 22. Archetypes Meaning AnArchetype is a universally understood symbol, term or pattern of behaviour, a prototype upon which others are copied, patterned, or emulated. Archetypes are often used in myths and storytelling across different cultures.
- 23. Archetypes are universalmental images. They set the patterns of behaviour for our interaction with the world
- 24. In 1893, nearly400 different versions of the Cinderella story were identified from around the world - Marian Rolfe Cox
- 25. Stories and charactersresonate so powerfully and repeat so frequently They are Archetypical manifestations of our common needs
- 26. Twelve Classic Archetypes Jester Caregiver Ruler Creator Innocent Sage Hero Explorer Regular Person Outlaw Magician Lover
- 27. Four Psychological Functions Belonging Order Jester Caregiver Ruler Creator Innocent Sage Hero Explorer Regular Person Outlaw Magician Lover Change Knowledge
- 28. Archetypes are āthe forms which instincts assume - Carl Jung
- 29. Two sides ofthe same coin Human Needs Archetypes
- 30. Two sides ofthe same coin Human Needs Archetypes Esteem Warrior
- 31. Universal Human Desire& How each Archetype meets the Desire Safety Understanding Yearn for Paradise Freedom Leave a mark on the world Liberation Power Mastery Innovation Connect with Others Intimacy Control Belonging Enjoyment Provide Structure Service to the world Innocent Sage Explorer Outlaw Magician Lover Hero Jester Caregiver Everyman Ruler Creator
- 32. Yearn for Paradise Leave a mark on the world Provide Structure to the world Connect with Others Safety Understanding Freedom Liberation Power Intimacy Mastery Control Service Belonging Enjoyment Innovation Innocent Sage Explorer Outlaw Magician Lover Hero Jester Caregiver Everyman Ruler Creator Cultural Archetypes
- 33. Yearn for Paradise Leave a mark on the world Provide Structure to the world Connect with Others Safety Understanding Freedom Liberation Power Intimacy Mastery Control Service Belonging Enjoyment Innovation Innocent Sage Explorer Outlaw Magician Lover Hero Jester Caregiver Everyman Ruler Creator Brand Archetypes
- 34. The Benefits ofArchetypes ā Acts as a filter for brand behaviour. ā Creates a true north for the brand. ā Defines as own-able tone. ā Opens the brand up creatively. ā Creates emotional associations for the consumer. ā Helps reinforce internal values and external vision.
- 35. Who is yourBrand ?
- 36.
- 37. The Innocent TheMotto Free to be you and me Core Desire to experience paradise Goal to be happy Fear doing something wrong / bad that will provoke punishment Strategy do things right Gift faith and optimism Trap Boring for all their naive innocence
- 38.
- 39. The Explorer TheMotto Donāt fence me in Core Desire the freedom find out who you are by exploring the world Goal to experience a better, more authentic, more fulfillingg life Fear getting trapped, confronting, inner emptiness, nonbeing Strategy journey, seek out and experience new things, escape from entrapment and boredom Gift autonomy, ambition, ability to be true to oneās own soul Trap aimless wandering, becoming a misfit
- 40.
- 41. The Sage TheMotto The truth will set you free Core Desire the discovery of truth Goal to use intelligence and analysis to understand the world Fear being duped, misled, ignorance Strategy seek out information and knowledge; become self reflective and understand the thinking process Gift wisdom and intelligence Trap can study issues forever and never act
- 42.
- 43. The Hero TheMotto Where thereās a will, thereās a way Core Desire prove oneās worth through courageous and difficult action Goal exert mastery in a way that improves the world Fear weakness, vulnerability, wimping out Strategy become as strong, competent, powerful as you are capable of being Gift competence and courage Trap arrogance, developing the need for there to always be an enemy
- 44.
- 45. The Outlaw TheMotto Rules are made to be broken Core Desire revenge or revolution Goal to destroy what is not working (for the outlaw or the society) Fear being powerless, trivialised, inconsequential Strategy disrupt, destroy or shock Gift outrageousness, radical freedom Trap to go over to the dark side, criminally
- 46.
- 47. The Magician TheMotto I make things happen Core Desire knowledge of the fundamental laws of how the world or the universe works Goal make dreams come true Fear unanticipated negative consequences Strategy develop vision and live it Gift finding win - win outcomes Trap becoming manipulative
- 48.
- 49. The Regular Guy The Motto All men and women are created equal Core Desire connection with others Goal to belong, fit in Fear standing out, seeming to put on airs, and being exiled or rejected as a result Strategy develop ordinary solid virtues, the common touch, blend in Gift realism, empathy, lack of pretence Trap give up self to blend in, in exchange for only a superficial connection
- 50.
- 51. The Lover TheMotto I only have eyes for you Core Desire attain intimacy and experience sensual pleasure Goal being in a relationship with the people, the work, the experience, the surroundings they love Fear being alone, a wallflower, unwanted, unloved Strategy become more and more attractive physically, emotionally, and in every other way Gift passion, gratitude, appreciation, commitment Trap doing anything and everything to attract and please others, losing identity
- 52.
- 53. The Jester TheMotto If I canāt dance, I don't want to be part of your revolution Core Desire to live in the moment with full enjoyment Goal to have a great time and lighten up the world Fear boredom or being boring Strategy play, make jokes, be funny Gift joy Trap frittering away oneās life
- 54.
- 55. The Caregiver TheMotto Love your neighbour as yourself Core Desire protect people fro harm Goal to help others Fear selfishness, ingratitude Strategy do things for others Gift compassion , generosity Trap martyrdom of self, entrapment of others
- 56.
- 57. The Creator TheMotto If you can imagine it. It can be done Core Desire create something of enduring value Goal give form to vision Fear having mediocre vision or execution Strategy develop artistic control and skill Gift creativity and imagination Trap prefectionism, miscorrelation
- 58.
- 59. The Ruler TheMotto Power isn't everything. It is the only thing Core Desire control Goal create a prosperous, successful family, company, or community Fear chaos, being overthrown Strategy exert leadership Gift responsibility leadership Trap being bossy, authoritarian
- 60. So does your story Connect?
- 61.