Branding essentials: Understanding, building and developing powerful brands (ISCTE presentation at EAE Barcelona)

Branding essentials: Understanding,
building and developing powerful
brands
Antonio Monerris Tormo
Socio – fundador / Partner Brain

Today Session
I .- Theoretical concepts : what means to be a brand?
> Break
II.- Development essentials : The building process of
branding

Everyone talks about branding but
it does not always mean the same
thing ...

‘An identifying mark
burned on
livestock…. With a
branding iron’
The Oxford English Dictionary
Etymology

Milestones of contemporary culture

The brand is more than a name
The brand is more than to be
identified with a sector or category
The brand is more than a vague
assessment of quality, tradition and
trust

The brand is more than just a
name with more or less
awareness or just a fortunate
logo ...

A brand is …
It is a meaningful and structured perception in
the consumer's mind, capable of triggering
spontaneous associations of ideas that
influence the consumer transaction process
with a product or service

Memories that support opinions
that influence decisions
The brand interferes with
consumer value judgments...

A brand is a credible assurance
and sets us apart from all the
"noise" around us

The primitive function of the brand
To reduce the uncertainty ...
o Buying is to decide, deciding is to risk.... It is an
experience conflict between desire and fear to
frustration
o The purchase is "unsafe" in an objective or
subjective sense
The brand is primarily and essentially a transactional
reassurance

If a brand is not able to evoke a specific
idea or value and fails to suggest more
than platitudes is an "underdeveloped"
Brand

A brand is a relevant & transcendent
value
Danone Mission:
o Group DANONE helps people around the world
grow, live better and get more out of life through
tastier, more varied and healthier food products -
every day.

The brand should evoke what
psychological and emotional means to
me the buying transaction
... It is not the name of the offer, it is
the memorable evocation of what it
means to me.

Why doing branding?
A strong brand:
o Provides memorability
o Helps selling products
o Allows a "price gap"
o protects you from the competition
o Improves the efficiency of marketing and communication
o It is an intangible value and profitable asset

Brand functional business Task
To facilitate economic or persuasive
transactions in a relational security
environment, optimizing receiver
satisfaction and increasing the value
of the active agent in the transaction

The brand is the will to become
and to mean something in the
consumer's mind
The brand should always be a
proposition

What are the implications of doing "branding"?
Branding involves a "long-term plan" to build and
maintain a distinctive, positive and a competitive
reputation both internally and externally.
It Only could be achieved through a harmonized
and a conscious strategic approach.

... Like people, brands reach their
fullness when they are self-defined
and have unique references

The needs pyramid
Physiological needs
Safety
News. Socials
Self Esteem
(Ego needs)
Self-fulfillment
Hygienic Factors
Social factors
MASLOW HERZBERG

The pyramid of differentiation
Trustworthy
Healthy
Good Value
Tradition
High Quality
Cares about costumers
Trendy
Carefree
Friendly
PrestigiousOriginalStylish
Different Distinctive
A Leader
High Performance
ProgressiveDynamic Innovative
SUBSTANCE
EMOTION
ENERGY
VIEW
WISDOM
Unique
Reliable

Fundamentals of “critical brand performances”
Brand Entity
Brand Channels Brand Outputs

Strategic Arquitectural
Model cornerstones
Brand intelligence:
o Defining brand entity & self
o Management of perceptual dimensions
Brand Outputs
o Outputs transactions through which the brand achieves its
deliverable as brand and meets expectations
Brand Channels:
o The path that connects the brand to establish dialogue and
links

… Becoming Arquitectural cornerstones
Brand Entity
Brand Channels Brand Outpus
Attractiveness and
emotional bondings
Belonging & engagement
Satisfaction, consistency
Tangible & transactional
Delivery
“Stickiness”
Cognitive presence &
Decision making conditioning
Transactional performance

Brand
FOUNDATIONS
Brand
DELIVERY
Brand
SELF

Brand
FOUNDATIONS
SUBSTANCE
The elements of the
tangible reality of
the brand and
contextual issues
that may influence
their performance.

Brand
DELIVERY
THE FACTS
The promise that the
brand makes the
consumer.
The power to
generate business
for the company
through a different
proposal that is
relevant in the
consumer's mind.

Brand
SELF
THE MEANING
The deepest value of the
brand (symbolic and
metaphorical) with ability
to connect with the mind
and life of the consumer.

BRAND
FOUNDATIONS
BRAND
DELIVERY
BRANDSELF
Brand
Facts
Psychologic
al Insights
Competitive
Set
Brand
Ownables
Functional
Delivery
Emotional
Delivery
Reason Why
Core
Values
Brand
Essence
Brand
Personality
Critical
Point of difference

1. ATTRIBUTES, CHARACTERISTICS AND KEYWORDS
Brand Essence Building
2. FUNCTIONAL BENEFITS
5. Ownables
3. EMOTIONAL BENEFITS
4. PROJECTIVE FACTORS
6. Personality
8. Core Values
7. Key brand
Benefit

The culmination of the development
efforts of the brand, it is related to the
customer experience
knowledgeknowledge
EsteemEsteem Reputation, respect and
consideration for the consumer: it
relates to the fulfillment of the
promise perceived by the consumer
relevancerelevance
How appropriate is the brand for
consumers. It relates to the use and
integrates the 5 P of the marketing
mix, it is directly related to the sale
differentiationdifferentiation The reason for the brand. The base
consumer choice
Brand stature
Brand vitality
How do we build brands?

D R E K
D R E K
D R E K
High
Low
HighLow
Declining
Leadership
D R E K
New
Niche
BRAND DIMENSION
(Esteem and Familiarity)
BRANDVITALITY
(DistinctionandRelevance)
Challenger
Mistaken
Process of growth and brand crisis

Vertical Structure
+ abstract
Brand self
+ material
Brand Output
intensive
Benefit
segment
applicable

Brand Extension
.
Brand
Umbrellisation
Brand Endorsement
Sub-brand has the control.Core brand
Has the control.
Sub-brand has the
control.
BRAND

MARS (Energy)
Brand Extension
BONNE MAMAN
(Nostalgia)
NIVEA
(Care)

KINDER (Healthy indulgence)
Brand Umbrellisation
GILLETTE (High Technology)

Brand Endorsement
CRUNCH (Crunch) NESQUIK (Fun)
« Caring »

Health
Kids/ Teens
Health
Healthy
Deserts
Basic
Health
Active
Health
Growth
Guardian angel
Best yogurt in
the world
Don’t Stop
Champions
Healthy
Snack
It recharges
you
Danone bodies
You will work
better
It renews you
It protects your
defenses
Energy to eat up
llife
Restoration of
traditions
It provides
you more
Smoothness
Low acidity
Selected fruit
Enjoy taking care
of yourself
With the Master’s
secret

Corporate &
Umbrella
brand
Refrigerated
Pescafresca-Pizzanova
Frozen Meals
ingredient Dish
Brand
+
descriptor
Concept&Value
Appreciatory and identifying concepts Sub-brands

"People like to feel ...
whatever it is”
Virginia Wolf

... any rational decision to
be operational involves
emotions or "concerns".
No decision can be fully
objective and emotional or
sentimental involvement

any proposal for the leading brands
(cognitive & persuasive) should be linked
to a relevant field of emotional impact
helping to establish a lasting connection
with consumers

Propietary emotion
Appropriate emotion/ significant / agent of purpose
Argumentative Structures
Deliveries – benefits – Structures or concepts
Cognitive Foundations
Attributes – meaning links– “evidences”

Do we know how to talk
with the feelings of the
consumer?

Do we manage fear
and the sense of
vulnerability?

Do we know how to
manage the joy and
extraversion, the
feeling of
achievement and
progress about
themselves or others?

direct involvement
with experiences of
onself or others
vulnerability

The radiant health - self-image is
important in connection with the need
for self-esteem, acceptance and
achievement

Intestinal transit connects with feelings
of bodily discomfort, stress, anger and
discomfort associated with constipation

growth and parental satisfaction
connected with emotions that lead
to protection, care and
expectations of achievement

Brand Belief Power
The views of successful brands connect with
fundamental human emotions and truths

We need an inclusive and inspiring brand idea

Virgin
Believes that the interests of ordinary people are
abused by big, faceless, monopolistic corporations
Stands up for the little guy …and has a bit of fun in
doing so

Colgate
Believes that people can face
the world with more
confidence if they know they
have a healthy mouth
Uses the power of scientific
knowledge to keep your mouth
in perfect health

Apple
Apple believes the power of individuality should
triumph
So its entire culture is designed to challenge the
traditional way

Mercedes
Mercedes believes that precision is the key to
control in life
It sets the quality standard for German engineering
in the cars it builds

BMW
BMW believes life should be lived with heightened
emotions
So it strives to create the ultimate driving pleasure

Sony
Sony believes that we are all dreamers who like to
let our imagination play
It designs products to ensure the ‘play’ button
delivers entertainment that is always a few steps
ahead of your imagination

Body Shop
Believes that cosmetics industry has become a
parody of the selfish Superficiality of the well-to-do
So it embraces a down to earth, societally conscious
approach to be more inclusive

... It is time to move
into action

"In the factory we manufacture
products, in the stores we sell
hope“
Charles Revson , fundador de Revlon

Behind Starbucks there is a powerful theory
Third place theory
o Working ... Home .. and Starbucks
o A romantic -evocative touch
o affordable Luxury
o An urban oasis
o Casual social interaction
A fully reinvention of coffee experience
A total experience of 360 º, capable of enriching people
("personal growth")
An ideology by itself, which imposes itself as a reference point

The centrality of the
consumer is the key today
…and it means "visualize" a
more demanding consumer,
impulsive and obsessed with
getting more value for
money

How can we renovate or
reinvent our relationship?

Key areas
sensation
Sentiment
thought
action
relationship

provocative power of the
surfaces
“The substance of style”

It's about creating "feeling"
Suggestion that evokes a feeling, an emotion
Through product design and space
With Settings that evoke a feeling ... A Mood ... An
emotion…

New ideas that illuminate a new vision
"You have thought ..."
"We believe that ..."
“You should be able to …”

Suggest an active change ...
It invites us to live a change
it proposes physical changes that change our view
it proposes new behaviors or lifestyles
it calls to action.

| VINIZIUS/ YOUNG & RUBICAM
Adidas, impossible is nothing

Decathlon : try it, do it

Gillette : Change your idea of shaving

It suggests new relationship alternatives
It allows or changes the way you relate to others
It involves connecting with other people
It provides a sense of belonging
It Creates user communities

Brands creates sense of belonging

Cirque de Soleil

•“Customer centrics”
•Own brand to the limit
•Service
•There is only one
manager... The
Consumer
•Devoted ... Trained...

Challenges and opportunities
for the future
Inside-Out branding & consumer
empowerment

"Today the brands are the people"
The emerging role of social media and consumer
involvement in configuring and managing brands.

The unique power is the
preference.
Based on ties and relations that allow us to anticipate
desires and preferences.
109

We live in a new world in which John
Lennon and IKEA (almost) say the
same: Power to the People.
110

Making Consumer an essential part
of the being and living brands is the
only way to counteract an
environment "unpowered".
111

The power of brands is in
complete and continuous intimacy
with consumers
112

How will these brands be
based on "Understanding &
empathy for people"?
113

open structures constantly changing
They will be flowing, transiting,
processing and constant updating.
Brands will be an open source.
114

To hear and understand is not enough. It is imperative to
turn that into active listener.
115

Openness, sharing, peering…
The new corporate
paradigm

Essential Concepts
Brand is not just a name or trademark
o Brand is a meaningful system of values and associations
that is strongly identified or attached to signals and
representatives
o Brand is a prejudice: spontaneous associations that
simplify our judgments
o Brand is a human profiling of objects and organizations
o Brand is a promise
All audiences create branding perceptions through
mental associations . A branding process intends to
well manage such associations

Relevance of the “branding approach
Branding consistency amongst product lines and technological
platforms is a major competitive advantage. Extend such
consistency means growth, value and competitiveness
Branding extension is a business practice, not only a
marketing and communications discipline.
There is not a clear corporate branding business approach, if
it not based on a suggestive business vision with a consistent
branding focus

Develop a Consistent brand perception
Setting “brand basics” or “brand cornerstones”
Corporate Communication strategy should always address
the perceptual values associated with the brand basics
A Perceptual Goal

Brand Basics : Brand Essence
Could you define a value associated with
your corporation?
Is it a socially and individually relevant and
widely valuable?

Defining a brand essence builds “perceptive
consistency” and synergy of communications
Integrate and associate products, services, lines of business
and sub-brands
A BRAND STANDS FOR VALUES,
IDEAS AND VISIONS

Brand Essence
A substantive and long term commitment associated
with highly relevant values (socially and individually)
Brand essence is linked to business growth drivers
Brand essence is more than an idealistic statement

Without family and fun
their no McDonalds

Without individuality and creativity there is
no Apple business

Without American heritage and youth
there is no Levis business

Without health
there is not Danone uniqueness

Without a borderless world
there is no CNN

Brand essence is an abstracted and conceptual
definition base on :
o Corporate facts
o Corporate ambitions
o Corporate threats
o Corporate environment
Always should address critical issues for business
performance
At the end, should be a moving message , able to
built consensus

propositions for a
renewed framework of
branding
Being authentic, being unique,
being shared:

The brand is the will of being and meaning something
in the consumer's mind.
Brands should always be a proposition, related to
a meaningful insight

If a brand is not able to invoke a specific idea or value and
it fails to suggest more than fuzzy things, it becomes an
"underdeveloped" brand.
Meaningless awareness is a waste of money.

Branding of a city should involve a "long-term plan" to build
and maintain a distinctive, positive and competitive
perceptions, both internally and externally.

The mastery of branding is knowing to laddering
from matter into meaning

…We should believe in the power of
brand beliefs:
because the views and beliefs of successful brands
connect with fundamental human emotions and
truths.

People actively shape brands today.
Participation and social networks are essential
in shaping and managing brands.

Knowledge and empathy for people is the only thing that
cannot be copied, manufactured
or become a commodity
137

brands might become demobrands:
spaces constantly meeting and dialoguing with public.
Demobrands that can be defined as "meanings in common", in which
the owner of the brand and its target co-manage the shared meanings.

The branding is also a light-weight form of power and influence.
It is a kind of "soft power“, because it allows to seduce wills without
coercion;
a very important form of power in a multilateral and fragmented world

“The love you get is equal to the love you give”

Branding essentials: Understanding, building and developing powerful brands (ISCTE presentation at EAE Barcelona)

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Branding essentials: Understanding, building and developing powerful brands (ISCTE presentation at EAE Barcelona)