SlideShare a Scribd company logo
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
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                                                                                              Success

A 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
Brand
brand frameworks
                                                                                                                     Success

A 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
Brand
brand frameworks
                                                                                                                     Success

A 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
Brand
brand frameworks
                                                                                                                     Success

A 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
Brand
brand frameworks
                                                             Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         4D Branding, Thomas Gadd, 2001
©JamesBarber
Brand
brand frameworks
                                                                              Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                             FUNCTIONAL
                      Perceived benefit of
                       product or service.




                                                          4D Branding, Thomas Gadd, 2001
©JamesBarber
Brand
brand frameworks
                                                                                             Success

A 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
Brand
brand frameworks
                                                                                                                  Success

A 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
Brand
brand frameworks
                                                                                                                       Success

A 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
Brand
brand frameworks
                                                                                                                       Success

A 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
Brand
brand frameworks
                                                          Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         Success story?




©JamesBarber
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 that
values, 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
Brand
brand frameworks
                                                                                    Success

A 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
Brand
brand frameworks
                                                                                    Success

A 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
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                                                                                           Success

A 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 didn't have to
                                         INTIMACY                       question their marketing or
        leadership
        honesty                          commitment                     product development
        responsibility                   empathy
                                         passion                        ability. Jon Salisbury, Toy News, 2004



©JamesBarber
Brand
brand frameworks
                                                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                   BRAND
                                  IDENTITY
                                   TRAPS


                                             Brand Identity Trap, David Aaker, 2004




©JamesBarber
Brand
brand frameworks
                                                                                               Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                             Brand Image
                                                Trap



                                   BRAND
                                  IDENTITY
                                   TRAPS


                                                           Brand Identity Trap, David Aaker, 2004




©JamesBarber
Brand
brand frameworks
                                                                                               Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                      External               Brand Image
                  Perspective Trap              Trap



                                   BRAND
                                  IDENTITY
                                   TRAPS


                                                           Brand Identity Trap, David Aaker, 2004




©JamesBarber
Brand
brand frameworks
                                                                                               Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                      External               Brand Image
                  Perspective Trap              Trap



                                   BRAND
                                  IDENTITY
                                   TRAPS

                   Brand Position
                       Trap
                                                           Brand Identity Trap, David Aaker, 2004




©JamesBarber
Brand
brand frameworks
                                                                                                 Success

A 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
Brand
brand frameworks
                                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                   BRAND
                                  IDENTITY
                                   TRAPS
                                             Product Attribute
                                               Fixation Trap




©JamesBarber
Brand
brand frameworks
                                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                   BRAND
                                  IDENTITY
                                   TRAPS
                                             Product Attribute
                                               Fixation Trap




©JamesBarber
Brand
brand frameworks
                                                                                        Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                                 Reduce a brands ability to
                                                                 respond to changing market.




                                   BRAND
                                  IDENTITY
                                   TRAPS
                                             Product Attribute
                                               Fixation Trap




©JamesBarber
Brand
brand frameworks
                                                                                        Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                                 Reduce a brands ability to
                                                                 respond to changing market.




                                   BRAND
                                  IDENTITY
                                   TRAPS
                                             Product Attribute
                                               Fixation Trap




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




   KGOY:
   Kids
   Getting
   Older
   Younger

©JamesBarber
Brand
brand frameworks
                                                                    Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         Love of the LEGO brand irrelevant?




   KGOY:
   Kids
   Getting
   Older
   Younger

©JamesBarber
Brand
brand frameworks
                                                                    Success

A 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
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




"SO.... WHAT DOES THIS TELL US?"



©JamesBarber
Brand
brand frameworks
                                                                               Success

A SPECULATIVE COMPARISON OF B2C BRANDS




"SO.... WHAT DOES THIS TELL US?"
                                    Emotional framework = 20% to 200% higher
                                         prices + greater sales volume = ?




©JamesBarber
Brand
brand frameworks
                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         Brand
                                         Value




©JamesBarber
Brand
brand frameworks
                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         Brand
                                         Value




                  shifts in market trends?




©JamesBarber
Brand
brand frameworks
                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         Brand
                                         Value




                  shifts in market trends?
             realign brand identity?




©JamesBarber
Brand
brand frameworks
                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         Brand
                                         Value




                    shifts in market trends?
     BRAND
    IDENTITY   realign brand identity?
     TRAPS
                 promote the brand internally?



©JamesBarber
Brand
brand frameworks
                                                                                                                Success

A 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
Brand
brand frameworks
                                                Success

A SPECULATIVE COMPARISON OF B2C BRANDS




      2001                               2011




©JamesBarber
Brand
brand frameworks
                                                Success

A SPECULATIVE COMPARISON OF B2C BRANDS




      2001                               2011




©JamesBarber
Brand
brand frameworks
                                                Success

A SPECULATIVE COMPARISON OF B2C BRANDS




      2001                               2011




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                              Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         overlap in
                                          market
                                         segments

©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         emotional frameworks?




©JamesBarber
Brand
brand frameworks
                                                                  Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         emotional frameworks?
                                                                 ASYL:
                                                                 Adults
                                                                 Staying
                                                                 Younger
                                                                 Longer




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                  KGOY
                                  ASYL

©JamesBarber
Brand
brand frameworks
                                                                        Success

A 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
Brand
brand frameworks
                                                                                                                   Success

A 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
Brand
brand frameworks
                                                                                                 Success

A 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
Brand
brand frameworks
                                                                                                 Success

A 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
Brand
brand frameworks
                                                                                                     Success

A 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?
Brand
brand frameworks
                                                                                              Success

A SPECULATIVE COMPARISON OF B2C BRANDS




          THE FOUR PILLARS                                        BRAND STRENGTH   BRAND STATURE

               Energised         Relevance   Esteem   Knowledge         +                +
               Differentiation




©JamesBarber
Brand
brand frameworks
                                                                                              Success

A SPECULATIVE COMPARISON OF B2C BRANDS




          THE FOUR PILLARS                                        BRAND STRENGTH   BRAND STATURE

               Energised         Relevance   Esteem   Knowledge         +                +
               Differentiation




©JamesBarber
Brand
brand frameworks
                                                                                              Success

A SPECULATIVE COMPARISON OF B2C BRANDS




          THE FOUR PILLARS                                        BRAND STRENGTH   BRAND STATURE

               Energised         Relevance   Esteem   Knowledge         +                +
               Differentiation




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                                  Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         Loss of freedom?




©JamesBarber
Brand
brand frameworks
                                                  Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         Loss of freedom?




                                         Corporate brand
                                           vulnerable?




©JamesBarber
Brand
brand frameworks
                                                                  Success

A 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
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




    " why FIX IT ? "
     IF IT AINT BROKE,




©JamesBarber
Brand
brand frameworks
                                                                                                                Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                       PICTURE OF SENDER


                                           Physique                        Personality
               EXTERNALISATION




                                                                                              INTERNALISATION
                                 Relationship                                       Culture




                                                                           Self-image


                                                      PICTURE OF RECIPIENT

©JamesBarber
Brand
brand frameworks
                                                                                                                Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                       PICTURE OF SENDER


                                           Physique                        Personality
               EXTERNALISATION




                                                                                              INTERNALISATION
                                 Relationship                                       Culture




                                                                           Self-image


                                                      PICTURE OF RECIPIENT

©JamesBarber
Brand
brand frameworks
                                                                                                                Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                       PICTURE OF SENDER


                                           Physique                        Personality
               EXTERNALISATION




                                                                                              INTERNALISATION
                                 Relationship                                       Culture




                                                                           Self-image


                                                      PICTURE OF RECIPIENT

©JamesBarber
Brand
brand frameworks
                                                                                                                Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                       PICTURE OF SENDER


                                           Physique                        Personality
               EXTERNALISATION




                                                                                              INTERNALISATION
                                 Relationship                                       Culture




                                                                           Self-image


                                                      PICTURE OF RECIPIENT

©JamesBarber
Brand
brand frameworks
                                                                                                                 Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                       PICTURE OF SENDER


                                           Physique                        Personality
               EXTERNALISATION




                                                                                               INTERNALISATION
                                 Relationship                                       Culture   ?!


                                                                           Self-image   ?!
                                                      PICTURE OF RECIPIENT

©JamesBarber
Brand
brand frameworks
                                                                                                                     Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                           PICTURE OF SENDER


                                             Physique                          Personality
               EXTERNALISATION




                                                                                                   INTERNALISATION
                                 Relationship                                           Culture   ?!


                                                                               Self-image   ?!
                                                          PICTURE OF RECIPIENT

©JamesBarber                     Understand Brand image
Brand
brand frameworks
                                                                                                                          Success

A 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
Brand
brand frameworks
                                                                                                                               Success

A 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
Brand
brand frameworks
                                                                                                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                      PICTURE OF SENDER


                                           Physique   ?!                  Personality   ?!




                                                                                                       INTERNALISATION
               EXTERNALISATION




                                 Relationship   ?!                                 Culture         ?!


                                                      ?!                  Self-image   ?!
                                                      PICTURE OF RECIPIENT

                                                                                            Kapferer’s Brand Model
©JamesBarber
Brand
           brand frameworks
                                                                                                                                                       Success

            A SPECULATIVE COMPARISON OF B2C BRANDS




                                       PICTURE OF SENDER                                                              PICTURE OF SENDER


                            Physique                       Personality                                    Physique                        Personality




                                                                              INTERNALISATION
                                                                              EXTERNALISATION




                                                                                                                                                                     INTERNALISATION
EXTERNALISATION




                  Relationship                                      Culture                     Relationship                                         Culture




                                                                                                                                          Self-image
                                                           Self-image

                                                                                                                     PICTURE OF RECIPIENT
                                       PICTURE OF RECIPIENT


                                                                                                                                            Kapferer’s Brand Model



            ©JamesBarber
Brand
           brand frameworks
                                                                                                                                                       Success

            A SPECULATIVE COMPARISON OF B2C BRANDS




                                       PICTURE OF SENDER                                                              PICTURE OF SENDER


                            Physique                       Personality                                    Physique                        Personality




                                                                              INTERNALISATION
                                                                              EXTERNALISATION




                                                                                                                                                                     INTERNALISATION
EXTERNALISATION




                  Relationship                                      Culture                     Relationship                                         Culture




                                                                                                                                          Self-image
                                                           Self-image

                                                                                                                     PICTURE OF RECIPIENT
                                       PICTURE OF RECIPIENT


                                                                                                                                            Kapferer’s Brand Model



            ©JamesBarber
Brand
           brand frameworks
                                                                                                                                                       Success

            A SPECULATIVE COMPARISON OF B2C BRANDS




                                       PICTURE OF SENDER                                                              PICTURE OF SENDER


                            Physique                       Personality                                    Physique                        Personality




                                                                              INTERNALISATION
                                                                              EXTERNALISATION




                                                                                                                                                                     INTERNALISATION
EXTERNALISATION




                  Relationship                                      Culture                     Relationship                                         Culture




                                                                                                                                          Self-image
                                                           Self-image

                                                                                                                     PICTURE OF RECIPIENT
                                       PICTURE OF RECIPIENT


                                                                                                                                            Kapferer’s Brand Model



            ©JamesBarber
Brand
           brand frameworks
                                                                                                                                                         Success

            A SPECULATIVE COMPARISON OF B2C BRANDS




                                       PICTURE OF SENDER                                                                PICTURE OF SENDER


                            Physique                       Personality                                      Physique                        Personality




                                                                                INTERNALISATION
                                                                                EXTERNALISATION




                                                                                                                                                                       INTERNALISATION
EXTERNALISATION




                  Relationship                                      Culture                       Relationship                                         Culture




                                                                                                                                            Self-image
                                                           Self-image

                                                                                                                       PICTURE OF RECIPIENT
                                       PICTURE OF RECIPIENT


                                                                                                                                              Kapferer’s Brand Model



            ©JamesBarber                               Culture = Europe / USA
Brand
           brand frameworks
                                                                                                                                                         Success

            A SPECULATIVE COMPARISON OF B2C BRANDS




                                       PICTURE OF SENDER                                                                PICTURE OF SENDER


                            Physique                       Personality                                      Physique                        Personality




                                                                                INTERNALISATION
                                                                                EXTERNALISATION




                                                                                                                                                                       INTERNALISATION
EXTERNALISATION




                  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
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




inconclusion
©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




inconclusion
©JamesBarber
Brand
 brand frameworks
                                          Success

 A SPECULATIVE COMPARISON OF B2C BRANDS




inconclusion
Can ‘Love’ be Quantified?
 ©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                         Success

A SPECULATIVE COMPARISON OF B2C BRANDS




©JamesBarber
Brand
brand frameworks
                                                                        Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                         ...focus on key component...




©JamesBarber
Brand
brand frameworks
                                                                                  Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                   ...focus on key component...


                                         ...address certain types of brands...




©JamesBarber
Brand
brand frameworks
                                                                                  Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                   ...focus on key component...


                                         ...address certain types of brands...


                                               ...built from research generated
                                               ideas...




©JamesBarber
Brand
brand frameworks
                                                                                    Success

A SPECULATIVE COMPARISON OF B2C BRANDS




                                                   ...focus on key component...


                                         ...address certain types of brands...


                                               ...built from research generated
                                               ideas...


                                               ...business anecdotal positions...




©JamesBarber
Brand
brand frameworks
                                                                                    Success

A 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
Brand
brand frameworks
                                                                                    Success

A 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
Brand
brand frameworks
                                                                                    Success

A 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
Brand
brand frameworks
                                                           Success

A 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
Brand
brand frameworks
                                                                                                  Success

A 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
Brand
brand frameworks
                                                                                                  Success

A 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

More Related Content

What's hot

Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
Liquid Agency
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
VCU Brandcenter
 
What challenger brands are, how they work and how to become one. Illustrated ...
What challenger brands are, how they work and how to become one. Illustrated ...What challenger brands are, how they work and how to become one. Illustrated ...
What challenger brands are, how they work and how to become one. Illustrated ...
Drthomasbrand Limited
 
The Evidence Is In: Brand Architecture Matters
The Evidence Is In: Brand Architecture MattersThe Evidence Is In: Brand Architecture Matters
The Evidence Is In: Brand Architecture Matters
Adrienne Albright
 
Brand Managment: Nike; Building A Global Brand Case Analysis
Brand Managment: Nike; Building A Global Brand Case AnalysisBrand Managment: Nike; Building A Global Brand Case Analysis
Brand Managment: Nike; Building A Global Brand Case Analysis
Ahmed Coucha, MBA, MSc
 
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...
Startupbootcamp
 
Brand Masterclass Week Four
Brand Masterclass Week FourBrand Masterclass Week Four
Brand Masterclass Week Four
Idris Mootee
 
General Electric / BrandBook
General Electric / BrandBookGeneral Electric / BrandBook
General Electric / BrandBook
Beto Lima Branding
 
What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM)
Joseph Chimkupete
 
Brand Strategy
Brand StrategyBrand Strategy
Brand Strategy
Dean Harris
 
Basics Of Brand Strategy
Basics Of Brand StrategyBasics Of Brand Strategy
Basics Of Brand Strategy
Sakshi Singh
 
Branding
BrandingBranding
Branding
Sims Creative
 
How to define your brand positioning
How to define your brand positioningHow to define your brand positioning
How to define your brand positioning
Beloved Brands Inc.
 
Brand architecture
Brand architectureBrand architecture
Brand architecture
sue woodward
 
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...
Cult Collective
 
Insight mining
Insight miningInsight mining
Insight mining
rammohan shetty
 
How to develop Insights
How to develop InsightsHow to develop Insights
How to develop Insights
TC Miles
 
The Brand Gap
The Brand GapThe Brand Gap
The Brand Gap
Sj -
 
Zag brand strategy
Zag   brand strategyZag   brand strategy
Zag brand strategy
johnecooper
 
Brand
BrandBrand

What's hot (20)

Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 
What challenger brands are, how they work and how to become one. Illustrated ...
What challenger brands are, how they work and how to become one. Illustrated ...What challenger brands are, how they work and how to become one. Illustrated ...
What challenger brands are, how they work and how to become one. Illustrated ...
 
The Evidence Is In: Brand Architecture Matters
The Evidence Is In: Brand Architecture MattersThe Evidence Is In: Brand Architecture Matters
The Evidence Is In: Brand Architecture Matters
 
Brand Managment: Nike; Building A Global Brand Case Analysis
Brand Managment: Nike; Building A Global Brand Case AnalysisBrand Managment: Nike; Building A Global Brand Case Analysis
Brand Managment: Nike; Building A Global Brand Case Analysis
 
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...
 
Brand Masterclass Week Four
Brand Masterclass Week FourBrand Masterclass Week Four
Brand Masterclass Week Four
 
General Electric / BrandBook
General Electric / BrandBookGeneral Electric / BrandBook
General Electric / BrandBook
 
What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM)
 
Brand Strategy
Brand StrategyBrand Strategy
Brand Strategy
 
Basics Of Brand Strategy
Basics Of Brand StrategyBasics Of Brand Strategy
Basics Of Brand Strategy
 
Branding
BrandingBranding
Branding
 
How to define your brand positioning
How to define your brand positioningHow to define your brand positioning
How to define your brand positioning
 
Brand architecture
Brand architectureBrand architecture
Brand architecture
 
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...
 
Insight mining
Insight miningInsight mining
Insight mining
 
How to develop Insights
How to develop InsightsHow to develop Insights
How to develop Insights
 
The Brand Gap
The Brand GapThe Brand Gap
The Brand Gap
 
Zag brand strategy
Zag   brand strategyZag   brand strategy
Zag brand strategy
 
Brand
BrandBrand
Brand
 

Recently uploaded

一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
taqyea
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
CLIVE MINCHIN
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
my Pandit
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
Lacey Max
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
jeffkluth1
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
MJ Global
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
dazzjoker
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
ecamare2
 
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
hartfordclub1
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
Adnet Communications
 
2022 Vintage Roman Numerals Men Rings
2022 Vintage Roman  Numerals  Men  Rings2022 Vintage Roman  Numerals  Men  Rings
2022 Vintage Roman Numerals Men Rings
aragme
 
Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Stone Art Hub
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
46adnanshahzad
 
Top mailing list providers in the USA.pptx
Top mailing list providers in the USA.pptxTop mailing list providers in the USA.pptx
Top mailing list providers in the USA.pptx
JeremyPeirce1
 
3 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 20243 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 2024
SEOSMMEARTH
 
Call8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessingCall8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessing
➑➌➋➑➒➎➑➑➊➍
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
CA Dr. Prithvi Ranjan Parhi
 
Profiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdfProfiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdf
TTop Threads
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
Top Forex Brokers Review
 
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
Stephen Cashman
 

Recently uploaded (20)

一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
 
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
 
2022 Vintage Roman Numerals Men Rings
2022 Vintage Roman  Numerals  Men  Rings2022 Vintage Roman  Numerals  Men  Rings
2022 Vintage Roman Numerals Men Rings
 
Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Best Competitive Marble Pricing in Dubai - ☎ 9928909666
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
 
Top mailing list providers in the USA.pptx
Top mailing list providers in the USA.pptxTop mailing list providers in the USA.pptx
Top mailing list providers in the USA.pptx
 
3 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 20243 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 2024
 
Call8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessingCall8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessing
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
 
Profiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdfProfiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdf
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
 
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
 

Brand Frameworks

  • 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 3. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 4. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 4D Branding, Thomas Gadd, 2001 ©JamesBarber
  • 9. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
  • 10. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Success story? ©JamesBarber
  • 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 that values, 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 19. Brand brand frameworks Success A 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 didn't have to INTIMACY question their marketing or leadership honesty commitment product development responsibility empathy passion ability. Jon Salisbury, Toy News, 2004 ©JamesBarber
  • 20. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
  • 21. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Image Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
  • 22. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
  • 23. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
  • 26. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
  • 27. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
  • 28. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
  • 29. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS KGOY: Kids Getting Older Younger ©JamesBarber
  • 30. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: Kids Getting Older Younger ©JamesBarber
  • 31. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS "SO.... WHAT DOES THIS TELL US?" ©JamesBarber
  • 33. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS "SO.... WHAT DOES THIS TELL US?" Emotional framework = 20% to 200% higher prices + greater sales volume = ? ©JamesBarber
  • 34. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value ©JamesBarber
  • 35. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? ©JamesBarber
  • 36. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? realign brand identity? ©JamesBarber
  • 37. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? BRAND IDENTITY realign brand identity? TRAPS promote the brand internally? ©JamesBarber
  • 38. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
  • 40. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
  • 41. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
  • 42. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 43. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS overlap in market segments ©JamesBarber
  • 44. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 45. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ©JamesBarber
  • 46. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ASYL: Adults Staying Younger Longer ©JamesBarber
  • 47. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 48. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS KGOY ASYL ©JamesBarber
  • 49. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
  • 55. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
  • 56. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
  • 57. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 58. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? ©JamesBarber
  • 59. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? Corporate brand vulnerable? ©JamesBarber
  • 60. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 62. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 63. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS " why FIX IT ? " IF IT AINT BROKE, ©JamesBarber
  • 64. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
  • 65. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
  • 66. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
  • 67. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
  • 68. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber
  • 69. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image
  • 70. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  • 74. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  • 75. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  • 76. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA
  • 77. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION 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. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion ©JamesBarber
  • 79. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion ©JamesBarber
  • 80. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion Can ‘Love’ be Quantified? ©JamesBarber
  • 81. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 82. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 83. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 84. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 85. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 86. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 87. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ©JamesBarber
  • 88. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ©JamesBarber
  • 89. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ©JamesBarber
  • 90. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ©JamesBarber
  • 91. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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. Brand brand frameworks Success A 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