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Branding in a Troubled Economy
presented to:
Texas Public Relations Association


February 28, 2009
“The most negative brand in America.”
                         + Representative George Miller
                           (D) California
Guilt by association




       “ Part of the problem is that the law, which comes up
         for reauthorization every five years, became closely
         associated with President George W. Bush, and as his
         popularity slid, the law, and its name, came under
         attack and ridicule.”
Rebrand!
Candidates

+ Mental Asset Recovery Program (MARP)
+ Resourcing Educational and Development Outcomes (REDO)
+ All American Children Are Above Average (AACAAA)
+ Not Even We Think This Will Work Act
+ Act to Help Children Read Gooder
the morals of the story

+ branding can’t cure everything
+ branding has become part of our social currency
+ branding is not as simple as it looks
Disposable?



              Single Use Camera
Disposable?



              SUC
Disposable?



              One-Time Use Camera
What is a brand?
1. Marketing                             2. Advertising




 3. Public Relations                      4. Branding




Source: The Brand Gap by Marty Neumeier
a brief history of branding
from a mark to a meaning
(and billions)




$4.1
billion
(in cash)
More than one way to build brand equity




                              equity



                perceived quality
    price                              functionality   associations
“There is a new strain in marketing theory that holds that even the
 lowliest natural resources can develop brand identities”
                                                            + Naomi Klein
                                                              No Logo
Southwest Recruiting Ad
The brand platform
Putting the platform to work


Simplify                Amplify

                                                                               Experience
                                                                               Web
                                                                               Communications
                                                             Identity system   Culture
                                                             Interactive       Transactions
                                                             Print             Environment
                                         Identity elements                     Products
                                                             Advertising
                                         Logo(s)                               Point-of-purchase
                                                             Product
                        Strategies       Imagery             Vehicles
                        Naming
                                         Color               Retail
                        Brand
                                         Typography          Signage
                        architecture
              BRAND                      Graphic motif       Uniforms
             PLATFORM   Messaging        Format              Environments
                        Simplification   Sound               Identity
                        Technology
                                                             management
                                                             +Amplifire™
                                                             +Namequest™
Deconstructing the Apple brand




                   cause               tools for the creative mind
                reason for action




                promise                technology that is artful, elegant
                                       and radically easy to use
               declaration of intent
The compelling truth



an advanced technology company
that produces artful, elegant,
radically easy to use products
Brand as storyteller

+ Brands are becoming more than differentiating marks and
  corporate missions. Some tell stories that are deeply
  connected to the ego and personal community.
narrative identity stored In
                                                          consumer subconscious




                                                                  beats




               story beat exposed to consumers    consumer matches beat to the
                                                 narrative stored in identity centers
                                                     of the subconscious brain




                                                                             Narrative priming

+ The source narrative already exists in the consumer’s head
+ Brand touchpoints prime the brain to recall the story
+ Through repeated experiences, the brand is linked to the narrative in long
  term memory and validates the world view
Brand as narrative device



                                narrative


    theme         characters                  plot      aesthetics




    cause        stakeholders               products   touchpoints

                                                       + visual system
                                                       + voice

   promise
CASE STUDY




Putting brands to work
CASE STUDY
Branding in a down economy

+ Should we spend at all?

+ Should we shift our brand
 spending plans?
+ Which brand investments will
 generate the most ROI?
FALSE PERCEPTION




“a rich man’s game”
Game for the industrious




+ In the last recession, most companies that invested in their brands
 outperformed peers when economic growth returned.
America, the optimistic
THE RIGHT METAPHOR



the brand is a blast furnace
the nervous consumer


+ US Consumer confidence
   indexed at 25
+ Many consumers link self
   concept to objects and
   brands
+ TMT research reveals that in
   times of adversity, favored
   brands provide comfort
+ Your brand asset may be
   more comforting to the
   consumer than a discount


Source: The Safety of Objects: Materialism,
Existential Insecurity, and Brand Connection,
Journal of Consumer Research, 2009
Brands and identity formation



              a brief history of identity formation in the u.s.a.

               early americans                                                modern era
               identity linked to old-                                        identity linked to consumption
               world customs and                                              and feedback from
               generational norms                                             environment and “others”




                         tradition                            inner                       other
                                         transcendentalists
                                         identity linked to lessons learned
                                         in childhood and readings from
                                         the “inner compass”
Psychological underpinnings
A shift from brand to discount
might discount your future

“Making attribute information salient to consumers may switch the locus of equity
 from brands to attributes. Any equity that the attribute draws from the brand
 reduces brand equity.”



    Consumer brand perceptions are “sticky” and tend to be influenced by
    the most recent brand exposure, which frames the next.


     Locus of Equity



                                                A Discount
           The Brand                             Attribute
Beware the misguided
brand investment
“It’s just a faster-looking steed”
                          + George Saridakis
                            Design Manager,
                            2010 Mustang
Before   After




Source: brandnew.com
“ We wanted to give the Mustang pony a more
  realistic feel. We lifted the head to make the
  pony more proud, tipped the neck into the
  wind to give it a feeling of greater speed and
  better balance.”

                                      + Douglas Gaffika
                                        Chief Designer,
                                        2010 Mustang
Source: brandnew.com
Three guidelines for branding in bad times

+ Simplify your architecture
+ Tap brain power
+ Align your messaging
Simplify your architecture
Brand architecture models


  Branded House     House of Brands              Hybrid
                     Associated products   Situational/Combination
    Master brand
Our house


                  Pros:
 Branded House      Offers clear, logical paths to new brands and extensions
                    Value of master brand preserved and transfered easily
   Master brand
                  Cons:
                    Dependent upon the health of the master brand
                    Sometimes makes it harder to micro-segment
One house, many brands


                         Pros:
 House of Brands           Insulates and “protects” individual brands
                           Communicates breadth
  Associated products
                           Allows for competing brands within the same category
                         Cons:
                           Expensive to promote and maintain
Something in-between
                                                                                Hybrid




                            Pros:
        Hybrid                Flexible–provides option to use master brand, or not
                              Allows for segmentation through endorsement
  Situational/Combination
                            Cons:
                              Difficult to manage
                              Rife with “slippery slopes”
When in doubt,
default to the branded house
CASE STUDY




“MOTOization” created complexity for Motorola

                           Extending to business platforms
Proliferation of names




                            And consumer products
CASE STUDY




Motorola’s new brand architecture

Masterbrand



Welcome to the brand
                                   HELLO MOTO

Experience of the brand
                                   MOTOME

Strategic sub-brands
                                   MOTO + 1 to 4 easy-to-pronounce
                                   characters or short word

Products, services, technologies
Trademark names
                                   Motorola + Suggestive name

Descriptive names
                                   Motorola + Generic name or Alphanumerics
CASE STUDY




Architecture decision tree

Create a version   Extend an existing   Create a descriptive name                   Create a trademark name              Create a strategic
                   name                                                                                                  sub-brand

Innovation         Unique value         The Motorola         Naming                 Game              Powerful           Substantial
                   proposition          brand                resources              changing          marketing          revenue
Is this a new      Is the offer so      Is Motorola +        Is there time,         Is this a game    Will there be      Will the offer
product, and       unique that it       descriptor           budget and             changing offer,   significant        generate
not a              cannot live under    insufficient?        resources to create,   upon which the    marketing          significant
                                                             manage, market and     success of        support over the   revenue?
modification of    the umbrella of
an existing        an existing name?                         extend a trademark     Motorola          long-term?
product?                                                     name?                  depends?
Brand architecture drivers

                                     + Does your portfolio reflect and reinforce your brand and business strategy?
Alignment                            + Is there a clear relationship between your brands?
The optimization of individual
brands with the corporate strategy   + Do your brands invite the customer relationships you want?
                                     + Are your branding practices cost-efficient?



                                     + How well do customers understand what you sell?
Loyalty                              + How loyal are customers to your brands?
How the marketplace feels about
the current brands and how they      + What are the risks and rewards of change?
are likely to react to change
                                     + Can you learn from competitors or peers?



                                     + Are you getting your money’s worth from current brand investments?
Financial                            + Can you afford to move to an ideal scenario?
How much change will cost and
what return should be expected       + What return should you expect from different models?




                                     + Will brand change create unacceptable cultural disharmony?
Obstacles                            + Do legal or regulatory obstacles stand in the way of change?
The human and operational
barriers to change                   + Are your current operations and technology able to accommodate brand integration?
don’t be afraid to simplify
from the middle
Prototype theory




superordinate   animals   furniture   Apple



basic level        bird    chair      iPhone



subordinate     sparrow   Stickley     3G
tap brain power
frosh   frish   frish   frosh



frish   frosh   frish   frosh




 frosh
frish   frish   frosh   frish



frosh   frosh   frosh   frish



frish   frosh   frosh   frish
“...back vowels such as the [u] sound in dull or ugh are very often
 found in words expressing disgust or dislike (e.g., blunder, bung,
 bungle, clumsy, muck), and words beginning with sl also tend to
 have a negative connotation (slouch, slut, slime, sloven). Words
 beginning with fl often express movement (flutter, flap, flicker).
 Across languages and cultures, similarities have also been noted.”



                                         + Phonetic Symbolism and Brand
                                           Name Preference
                                           Journal of Consumer Research, 2007
0100011001100011111100101101110011010001
+ Apples are delicious      1001011010000001001101001100111110000001
                            1000011010011111010100001101110000110101
                            0011011000100100100111100101001100100010
+ Apples are good for you   0010001000100000010110101101101101000001
                            0011010101101100110100110011110010111111
                            0010000101000100101010000100010010000001
+ Apples are natural        0011011111110100101010010010110000001000
                            0101111001100010001000001001101001011000
                            1000000111001100110110111011011111000100
                            1101001110001100010011101011111010111010
                            0010110011111101101110101010111011001010
                            1001001000000010110011011000011111101011
                            1101011101010001001101000011100011010011
                            0101100110100111001000011001110001110000
                            0100011001010001110111110101000011101110
                            0101101101001001100001111110111011000011
                            1111110000010010010100011101100000011001
                            0001110111001000100111110100100011101010
                            1000011111010101111100001000101101000110
                            0100101101100111111110100100110110110010
                            1111001110100000100011000001110010010101
                            0011100111110001101101100101100110000110
                            0110111010101000111100100011000100011000
                            0000110100111111100011111100011011000101
The Power of Experience

+ Engaging
  “The engaging aspects of product experience can lead to illusions     + “Learning from experience is
  of control ... improved consumer memory when information                more seductive than learning
  learned through experience was organized around a goal.”                from education.”
                                                                                           Stephen J. Hoch
+ Non-Partisan
  “Consumers are skeptical of advertising claims, especially those
  that can only be verified through experience ... product experience
  is credible because it is basic, with no obvious staging by a self-
  interested outside party.”

+ Pseudodiagnostic
  “Experience is selective, and since it does not come along with a
  control group, interpretation is required ... people learn brand
  associations that later block the learning of new attribute
  associations.”

+ Endogenous (affected by changes in tastes)
  “Beggen (1992) found that people evaluated a brand more
  favorably merely because they owned it ... Consumers engage in
  creative, motivated reasoning when faced with justifying a choice.”
align your messaging
Connecting messages to brand




                                  Characteristics of Good
                       Messages   Brand Messages
                                  + Reasonably consistent
              Voice
                                    over time
                                  + Connected to a distinctive
    Promise
                                    manner, tone and style
                                  + Sometimes subtextual
                                  + Tailored to audiences
                                    while retaining a familiar
                                    character
+ Voice attributes
+ Messages
+ Narrative architecture

 Content in voice




         siegel+gale | REAGAN MESSAGING FRAMEWORK | 26 August, 2008
CASE STUDY




Framework deconstructed

                                The voice attributes derive from the brand platform.
                                They guide the tone and manner of verbal
             Voice attributes   communications.

                                Clever | Determined | Dignified | Optimistic

                                                                                         Tonal characteristics of Reagan
                                                                                         Library verbal identity signature


                                The messages are high level assertions to be communicated at targeted
                                audience segments. These messages rest at the corporate / brand level,
                                and are intended to remain in tact for several consecutive years.
                Messages
                                Visit one of Southern California’s “must see” destinations.
                                                                                         Illustrative message targeted at
                                                                                         tourists




                                The narrative architecture provides a few storytelling constructs
                                that can be used to compose and edit copy so that it naturally
               Narrative        connects with the Reagan Library voice attributes and conveys a
              architecture      sense of the brand promise.
                                Anecdotal Bookends Like the oratorial style of Reagan himself, this construct
                                delivers a message within the context of a personal anecdote about real life
                                experience. It often works well when used with lighter, more optimistic subjects.

                                                                                         Architectural construct for framing a a
                                                                                         message with voice attributes
CASE STUDY




Reagan Library copy illustration

                                                                      Voice influence – the language choices
                                                                      conjure a determined, optimistic and
                                                                      dignified tone – implies “you can act and
                                                                      change anything”
                                                          After
   Before
                                                          He stood at the podium on the terrace of the West Front of the U.S.
                                                          Capitol, a break with tradition that provided a sweeping view of the
   Artifacts from President Reagan’s childhood
                                                          great mall which now teemed with thousands of spectators. It was
   and professional career provide physical
                                                          unusually warm that January afternoon, as a nation gathered in to
   evidence of his extraordinary life. Step through
                                                          listen to the vision of its 40th president.
   a model of the Dixon Arch in Illinois to
   experience Reagan’s youth, while his Eureka
                                                          “We must act today in order to preserve tomorrow,” he told them.
   College letter sweater recalls his student years.
                                                          “And let there be no misunderstanding–we are going to begin to act,
   A recreated studio booth highlights his early
                                                          beginning today.”
   radio broadcasting career, which led to an
   acting contract with Warner Bros. Film clips.
                                                          In a leadership career that spanned more than five decades, Ronald
   Original costumes and movie posters trace his
                                                          Reagan inspired Americans to act and achieve more than they
   days in the movies, the Screen Actors Guild,
                                                          imagined. His legacy thrives at The Reagan Library, one of Southern
   and on television, as host of GE Theater and
                                                          California’s most beautiful destinations where an ongoing stream of
   Death Valley Days. Glimpse into Ronald and
                                                          interactive events and exhibits rediscovers Reagan’s values, actions
   Nancy Reagan’s devoted marriage, a love story
                                                          and spirit of determination. Experience the studio days that shaped
   straight out of a Hollywood script. Learn about
                                                          his future role as the “great communicator.” Glimpse at fragments of
   Reagan’s growing involvement in politics.
                                                          the Berlin Wall, torn down from his bold leadership against the cold
   Witness his presidency, from reviving the
                                                          war. Step aboard Air Force One to learn how Reagan changed the
   economy, reducing the size of the federal
                                                          face of global diplomacy.
   government, and ending the threat of nuclear
   war. See a piece of the Berlin Wall, immerse
                                                          But The Library is more than a record of the past. It celebrates and
   yourself in Camp David and Rancho del Cielo.
                                                                                                                                     Use of
                                                          continues the mission of one of America’s most vibrant visionaries,
   And, in 2005, walk through the Air Force One                                                                                      anecdotal
                                                          echoing the hopeful sentiment he shared that January day on the
   that President Reagan used throughout his                                                                                         bookends to
                                                          threshold of his presidency, when he recalled the words of a soldier
   eight years in office.                                                                                                            frame the
                                                          on the western front:                                                      message of the
                                                                                                                                     copy
                                                          “I will work, I will save, I will sacrifice, I will endure, I will fight
                                                          cheerfully and do my utmost, as if the issue of the whole struggled
                                                          depended upon me alone.”



                                                       Embedded message – visit a “must see” destination
CASE STUDY



Extending messaging




Empower
Organizations need to have the
structures and tools in place to
                                                                                      Inform
empower employees to deliver
brand-centered results, so that
                                                                      Employees know what the
the promises being made by the
                                                                    brand promise is and why it
brand are kept by every                                             is right for the organization.
employee.




                                   Inspire
                                   Employees must be inspired to believe in the brand and
                                   the role they have to play to support it. Inspiration
                                   results from creating compelling and emotional
                                   dramatizations of the brand.
Three guidelines for branding in bad times

+ Simplify your architecture
+ Tap brain power
+ Align your messaging
a word from your sponsor
global
strategic
branding
firm
Siegel+Gale applies
the art and science of
simplicity to create
branding programs that
help organizations excel.
serving clients around the world from strategic locations




           London
          New York
         Los Angeles
            Dubai
Global network through partnership with Fleishman-Hillard
What we do


Research              Visual Identity Design
Brand Strategy        Environmental Branding
Brand Architecture    Digital Strategy + Design
Naming                Experience Simplification
Content Development   Brand Alignment




                                          78
over 40 years of experience…
Gratuitous plug...



                     + Explores how the best brands tell
                      their stories through unconventional
                      media
                     + Describes a unique cycle that
                      transforms ordinary brands into
                      cultural phenomena
                     + Explains how brands play a role in
                      identity development and cultural
                      norms
Branding In a Troubled Economy
Branding In a Troubled Economy

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Branding In a Troubled Economy

  • 1. Branding in a Troubled Economy presented to: Texas Public Relations Association February 28, 2009
  • 2. “The most negative brand in America.” + Representative George Miller (D) California
  • 3.
  • 4. Guilt by association “ Part of the problem is that the law, which comes up for reauthorization every five years, became closely associated with President George W. Bush, and as his popularity slid, the law, and its name, came under attack and ridicule.”
  • 6. Candidates + Mental Asset Recovery Program (MARP) + Resourcing Educational and Development Outcomes (REDO) + All American Children Are Above Average (AACAAA) + Not Even We Think This Will Work Act + Act to Help Children Read Gooder
  • 7. the morals of the story + branding can’t cure everything + branding has become part of our social currency + branding is not as simple as it looks
  • 8. Disposable? Single Use Camera
  • 10. Disposable? One-Time Use Camera
  • 11. What is a brand?
  • 12. 1. Marketing 2. Advertising 3. Public Relations 4. Branding Source: The Brand Gap by Marty Neumeier
  • 13. a brief history of branding
  • 14.
  • 15. from a mark to a meaning (and billions) $4.1 billion (in cash)
  • 16. More than one way to build brand equity equity perceived quality price functionality associations
  • 17. “There is a new strain in marketing theory that holds that even the lowliest natural resources can develop brand identities” + Naomi Klein No Logo
  • 20. Putting the platform to work Simplify Amplify Experience Web Communications Identity system Culture Interactive Transactions Print Environment Identity elements Products Advertising Logo(s) Point-of-purchase Product Strategies Imagery Vehicles Naming Color Retail Brand Typography Signage architecture BRAND Graphic motif Uniforms PLATFORM Messaging Format Environments Simplification Sound Identity Technology management +Amplifire™ +Namequest™
  • 21.
  • 22. Deconstructing the Apple brand cause tools for the creative mind reason for action promise technology that is artful, elegant and radically easy to use declaration of intent
  • 23. The compelling truth an advanced technology company that produces artful, elegant, radically easy to use products
  • 24. Brand as storyteller + Brands are becoming more than differentiating marks and corporate missions. Some tell stories that are deeply connected to the ego and personal community.
  • 25. narrative identity stored In consumer subconscious beats story beat exposed to consumers consumer matches beat to the narrative stored in identity centers of the subconscious brain Narrative priming + The source narrative already exists in the consumer’s head + Brand touchpoints prime the brain to recall the story + Through repeated experiences, the brand is linked to the narrative in long term memory and validates the world view
  • 26. Brand as narrative device narrative theme characters plot aesthetics cause stakeholders products touchpoints + visual system + voice promise
  • 29. Branding in a down economy + Should we spend at all? + Should we shift our brand spending plans? + Which brand investments will generate the most ROI?
  • 30. FALSE PERCEPTION “a rich man’s game”
  • 31. Game for the industrious + In the last recession, most companies that invested in their brands outperformed peers when economic growth returned.
  • 33. THE RIGHT METAPHOR the brand is a blast furnace
  • 34. the nervous consumer + US Consumer confidence indexed at 25 + Many consumers link self concept to objects and brands + TMT research reveals that in times of adversity, favored brands provide comfort + Your brand asset may be more comforting to the consumer than a discount Source: The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection, Journal of Consumer Research, 2009
  • 35. Brands and identity formation a brief history of identity formation in the u.s.a. early americans modern era identity linked to old- identity linked to consumption world customs and and feedback from generational norms environment and “others” tradition inner other transcendentalists identity linked to lessons learned in childhood and readings from the “inner compass”
  • 36.
  • 38.
  • 39. A shift from brand to discount might discount your future “Making attribute information salient to consumers may switch the locus of equity from brands to attributes. Any equity that the attribute draws from the brand reduces brand equity.” Consumer brand perceptions are “sticky” and tend to be influenced by the most recent brand exposure, which frames the next. Locus of Equity A Discount The Brand Attribute
  • 40.
  • 42. “It’s just a faster-looking steed” + George Saridakis Design Manager, 2010 Mustang
  • 43. Before After Source: brandnew.com
  • 44. “ We wanted to give the Mustang pony a more realistic feel. We lifted the head to make the pony more proud, tipped the neck into the wind to give it a feeling of greater speed and better balance.” + Douglas Gaffika Chief Designer, 2010 Mustang
  • 46. Three guidelines for branding in bad times + Simplify your architecture + Tap brain power + Align your messaging
  • 48. Brand architecture models Branded House House of Brands Hybrid Associated products Situational/Combination Master brand
  • 49. Our house Pros: Branded House  Offers clear, logical paths to new brands and extensions  Value of master brand preserved and transfered easily Master brand Cons:  Dependent upon the health of the master brand  Sometimes makes it harder to micro-segment
  • 50. One house, many brands Pros: House of Brands  Insulates and “protects” individual brands  Communicates breadth Associated products  Allows for competing brands within the same category Cons:  Expensive to promote and maintain
  • 51. Something in-between Hybrid Pros: Hybrid  Flexible–provides option to use master brand, or not  Allows for segmentation through endorsement Situational/Combination Cons:  Difficult to manage  Rife with “slippery slopes”
  • 52. When in doubt, default to the branded house
  • 53. CASE STUDY “MOTOization” created complexity for Motorola Extending to business platforms Proliferation of names And consumer products
  • 54. CASE STUDY Motorola’s new brand architecture Masterbrand Welcome to the brand HELLO MOTO Experience of the brand MOTOME Strategic sub-brands MOTO + 1 to 4 easy-to-pronounce characters or short word Products, services, technologies Trademark names Motorola + Suggestive name Descriptive names Motorola + Generic name or Alphanumerics
  • 55. CASE STUDY Architecture decision tree Create a version Extend an existing Create a descriptive name Create a trademark name Create a strategic name sub-brand Innovation Unique value The Motorola Naming Game Powerful Substantial proposition brand resources changing marketing revenue Is this a new Is the offer so Is Motorola + Is there time, Is this a game Will there be Will the offer product, and unique that it descriptor budget and changing offer, significant generate not a cannot live under insufficient? resources to create, upon which the marketing significant manage, market and success of support over the revenue? modification of the umbrella of an existing an existing name? extend a trademark Motorola long-term? product? name? depends?
  • 56. Brand architecture drivers + Does your portfolio reflect and reinforce your brand and business strategy? Alignment + Is there a clear relationship between your brands? The optimization of individual brands with the corporate strategy + Do your brands invite the customer relationships you want? + Are your branding practices cost-efficient? + How well do customers understand what you sell? Loyalty + How loyal are customers to your brands? How the marketplace feels about the current brands and how they + What are the risks and rewards of change? are likely to react to change + Can you learn from competitors or peers? + Are you getting your money’s worth from current brand investments? Financial + Can you afford to move to an ideal scenario? How much change will cost and what return should be expected + What return should you expect from different models? + Will brand change create unacceptable cultural disharmony? Obstacles + Do legal or regulatory obstacles stand in the way of change? The human and operational barriers to change + Are your current operations and technology able to accommodate brand integration?
  • 57. don’t be afraid to simplify from the middle
  • 58. Prototype theory superordinate animals furniture Apple basic level bird chair iPhone subordinate sparrow Stickley 3G
  • 60. frosh frish frish frosh frish frosh frish frosh frosh frish frish frosh frish frosh frosh frosh frish frish frosh frosh frish
  • 61.
  • 62. “...back vowels such as the [u] sound in dull or ugh are very often found in words expressing disgust or dislike (e.g., blunder, bung, bungle, clumsy, muck), and words beginning with sl also tend to have a negative connotation (slouch, slut, slime, sloven). Words beginning with fl often express movement (flutter, flap, flicker). Across languages and cultures, similarities have also been noted.” + Phonetic Symbolism and Brand Name Preference Journal of Consumer Research, 2007
  • 63.
  • 64. 0100011001100011111100101101110011010001 + Apples are delicious 1001011010000001001101001100111110000001 1000011010011111010100001101110000110101 0011011000100100100111100101001100100010 + Apples are good for you 0010001000100000010110101101101101000001 0011010101101100110100110011110010111111 0010000101000100101010000100010010000001 + Apples are natural 0011011111110100101010010010110000001000 0101111001100010001000001001101001011000 1000000111001100110110111011011111000100 1101001110001100010011101011111010111010 0010110011111101101110101010111011001010 1001001000000010110011011000011111101011 1101011101010001001101000011100011010011 0101100110100111001000011001110001110000 0100011001010001110111110101000011101110 0101101101001001100001111110111011000011 1111110000010010010100011101100000011001 0001110111001000100111110100100011101010 1000011111010101111100001000101101000110 0100101101100111111110100100110110110010 1111001110100000100011000001110010010101 0011100111110001101101100101100110000110 0110111010101000111100100011000100011000 0000110100111111100011111100011011000101
  • 65. The Power of Experience + Engaging “The engaging aspects of product experience can lead to illusions + “Learning from experience is of control ... improved consumer memory when information more seductive than learning learned through experience was organized around a goal.” from education.” Stephen J. Hoch + Non-Partisan “Consumers are skeptical of advertising claims, especially those that can only be verified through experience ... product experience is credible because it is basic, with no obvious staging by a self- interested outside party.” + Pseudodiagnostic “Experience is selective, and since it does not come along with a control group, interpretation is required ... people learn brand associations that later block the learning of new attribute associations.” + Endogenous (affected by changes in tastes) “Beggen (1992) found that people evaluated a brand more favorably merely because they owned it ... Consumers engage in creative, motivated reasoning when faced with justifying a choice.”
  • 67. Connecting messages to brand Characteristics of Good Messages Brand Messages + Reasonably consistent Voice over time + Connected to a distinctive Promise manner, tone and style + Sometimes subtextual + Tailored to audiences while retaining a familiar character
  • 68. + Voice attributes + Messages + Narrative architecture Content in voice siegel+gale | REAGAN MESSAGING FRAMEWORK | 26 August, 2008
  • 69. CASE STUDY Framework deconstructed The voice attributes derive from the brand platform. They guide the tone and manner of verbal Voice attributes communications. Clever | Determined | Dignified | Optimistic Tonal characteristics of Reagan Library verbal identity signature The messages are high level assertions to be communicated at targeted audience segments. These messages rest at the corporate / brand level, and are intended to remain in tact for several consecutive years. Messages Visit one of Southern California’s “must see” destinations. Illustrative message targeted at tourists The narrative architecture provides a few storytelling constructs that can be used to compose and edit copy so that it naturally Narrative connects with the Reagan Library voice attributes and conveys a architecture sense of the brand promise. Anecdotal Bookends Like the oratorial style of Reagan himself, this construct delivers a message within the context of a personal anecdote about real life experience. It often works well when used with lighter, more optimistic subjects. Architectural construct for framing a a message with voice attributes
  • 70. CASE STUDY Reagan Library copy illustration Voice influence – the language choices conjure a determined, optimistic and dignified tone – implies “you can act and change anything” After Before He stood at the podium on the terrace of the West Front of the U.S. Capitol, a break with tradition that provided a sweeping view of the Artifacts from President Reagan’s childhood great mall which now teemed with thousands of spectators. It was and professional career provide physical unusually warm that January afternoon, as a nation gathered in to evidence of his extraordinary life. Step through listen to the vision of its 40th president. a model of the Dixon Arch in Illinois to experience Reagan’s youth, while his Eureka “We must act today in order to preserve tomorrow,” he told them. College letter sweater recalls his student years. “And let there be no misunderstanding–we are going to begin to act, A recreated studio booth highlights his early beginning today.” radio broadcasting career, which led to an acting contract with Warner Bros. Film clips. In a leadership career that spanned more than five decades, Ronald Original costumes and movie posters trace his Reagan inspired Americans to act and achieve more than they days in the movies, the Screen Actors Guild, imagined. His legacy thrives at The Reagan Library, one of Southern and on television, as host of GE Theater and California’s most beautiful destinations where an ongoing stream of Death Valley Days. Glimpse into Ronald and interactive events and exhibits rediscovers Reagan’s values, actions Nancy Reagan’s devoted marriage, a love story and spirit of determination. Experience the studio days that shaped straight out of a Hollywood script. Learn about his future role as the “great communicator.” Glimpse at fragments of Reagan’s growing involvement in politics. the Berlin Wall, torn down from his bold leadership against the cold Witness his presidency, from reviving the war. Step aboard Air Force One to learn how Reagan changed the economy, reducing the size of the federal face of global diplomacy. government, and ending the threat of nuclear war. See a piece of the Berlin Wall, immerse But The Library is more than a record of the past. It celebrates and yourself in Camp David and Rancho del Cielo. Use of continues the mission of one of America’s most vibrant visionaries, And, in 2005, walk through the Air Force One anecdotal echoing the hopeful sentiment he shared that January day on the that President Reagan used throughout his bookends to threshold of his presidency, when he recalled the words of a soldier eight years in office. frame the on the western front: message of the copy “I will work, I will save, I will sacrifice, I will endure, I will fight cheerfully and do my utmost, as if the issue of the whole struggled depended upon me alone.” Embedded message – visit a “must see” destination
  • 71. CASE STUDY Extending messaging Empower Organizations need to have the structures and tools in place to Inform empower employees to deliver brand-centered results, so that Employees know what the the promises being made by the brand promise is and why it brand are kept by every is right for the organization. employee. Inspire Employees must be inspired to believe in the brand and the role they have to play to support it. Inspiration results from creating compelling and emotional dramatizations of the brand.
  • 72. Three guidelines for branding in bad times + Simplify your architecture + Tap brain power + Align your messaging
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  • 75. Siegel+Gale applies the art and science of simplicity to create branding programs that help organizations excel.
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  • 78. What we do Research Visual Identity Design Brand Strategy Environmental Branding Brand Architecture Digital Strategy + Design Naming Experience Simplification Content Development Brand Alignment 78
  • 79. over 40 years of experience…
  • 80. Gratuitous plug... + Explores how the best brands tell their stories through unconventional media + Describes a unique cycle that transforms ordinary brands into cultural phenomena + Explains how brands play a role in identity development and cultural norms