EBB_brand strategy
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I TThis document outlines a strategic recommendation for Einstein Bros Bagels to define their brand narrative and position themselves for long-term growth. It analyzes conventions in their category that can help or hinder them, and identifies opportunities to shift away from conventions like one-dimensional advertising, focusing only on rational attributes, and discounting. The recommendation is to tell a brand story, imbue meaning beyond just food, create a branded experience, and sharpen their messaging. It also identifies opportunities in their key audience segments of "Food Enthusiasts" and those who are "On-the-go", by deepening their emotional connection and capturing more of the emotional and social space around food. The document proposes leveraging their heritage in a
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Irina Tone Miami Ad School Portfolio 2009
I graduated from Miami Ad School's Boot Camp for Account Planners in 2009 and this is my planning book and a sample of how I think about brands, consumers and culture.
Emotional marketing
This document discusses emotional branding and how companies can differentiate themselves in complex markets by appealing to customers' emotions rather than just product features. It defines branding as giving a unique identity to create emotional associations with prospective customers. Companies can attach emotions like love, security or gender appeal to their brands through brand ambassadors, packaging, advertising slogans and more. This emotional branding allows companies to stand out when products are otherwise similar and stay competitive in the market. Successful examples mentioned include brands that appeal to sentiment like family or pets, as well as slogans used by brands in India to connect with customers emotionally.
Emotional branding
The document outlines 10 commandments of emotional branding:
1. Focus on building relationships with people rather than just marketing to consumers.
2. Sell experiences rather than just products to fulfill emotional desires.
3. Build trust through honesty and sincere efforts to support customers and communities.
4. Create brand preference through emotional connection rather than just focusing on quality.
How Brands Are Using Social Media To Target Youth
This document discusses how brands are using social media to target youth. It provides insights into how youth engage with social media and each other. It analyzes case studies of brand campaigns on platforms like Instagram, Twitter, Facebook and YouTube. The key insights discussed are that brands need to be personal and authentic to connect with youth, that youth are always connected as "social customers", that visual content is important for storytelling, sharing experiences through videos and memes is popular, and generating shared experiences through crowd-sourced content. The document advocates that brands understand youth behaviors and values in order to effectively engage them through innovative social media campaigns.
Consumer Insight : Data vs. Intuition
This document discusses the differences between marketing insights and communication insights. Marketing insights, which define problems, can be precisely determined through research studies. However, communication insights, which provide solutions, are not always easily captured by research and rely more on observation and intuition. While research is important, advertising still requires intuition from strategists to develop creative solutions. Some examples are provided of famous ad campaigns where the communication insights were more intuitive than research-based.
Brands and social media. Or puppy love and unicorn punching
Brands in social media are being disingenuous. We might have the best intentions but we're not carrying them through to execution. Instead, we're alienating our consumers and making them wish we'd go away. So, let's stop the nonsense and do social media the right way - even if the right way means not doing it at all.
National Fancy Food Show presentation
This is my presentation for the National Fancy Food Show in San Francisco on January 18th, 2010. My seminar is titled "Marketing Food Brands with Emotional Firepower: How to Build Brand Preference and Sales. Visit my blog at www.wheatleytimmons.com/blog
Emotion and advertising[1]
The document discusses how emotions play a crucial role in how humans understand the world and learn new things. It provides examples of how aesthetically pleasing objects appear more effective due to the emotional connection formed with users. Advertisements aim to trigger emotions like fear, excitement and belonging to appeal to audiences. A neuroscience study found that people preferred drinks labeled as Coke over Pepsi, even when the drinks were identical, because the Coke brand triggered stronger emotional responses in the brain. Effective products are often those that people feel an emotional bond with.
Recommended
Irina Tone Miami Ad School Portfolio 2009
I graduated from Miami Ad School's Boot Camp for Account Planners in 2009 and this is my planning book and a sample of how I think about brands, consumers and culture.
Emotional marketing
This document discusses emotional branding and how companies can differentiate themselves in complex markets by appealing to customers' emotions rather than just product features. It defines branding as giving a unique identity to create emotional associations with prospective customers. Companies can attach emotions like love, security or gender appeal to their brands through brand ambassadors, packaging, advertising slogans and more. This emotional branding allows companies to stand out when products are otherwise similar and stay competitive in the market. Successful examples mentioned include brands that appeal to sentiment like family or pets, as well as slogans used by brands in India to connect with customers emotionally.
Emotional branding
The document outlines 10 commandments of emotional branding:
1. Focus on building relationships with people rather than just marketing to consumers.
2. Sell experiences rather than just products to fulfill emotional desires.
3. Build trust through honesty and sincere efforts to support customers and communities.
4. Create brand preference through emotional connection rather than just focusing on quality.
How Brands Are Using Social Media To Target Youth
This document discusses how brands are using social media to target youth. It provides insights into how youth engage with social media and each other. It analyzes case studies of brand campaigns on platforms like Instagram, Twitter, Facebook and YouTube. The key insights discussed are that brands need to be personal and authentic to connect with youth, that youth are always connected as "social customers", that visual content is important for storytelling, sharing experiences through videos and memes is popular, and generating shared experiences through crowd-sourced content. The document advocates that brands understand youth behaviors and values in order to effectively engage them through innovative social media campaigns.
Consumer Insight : Data vs. Intuition
This document discusses the differences between marketing insights and communication insights. Marketing insights, which define problems, can be precisely determined through research studies. However, communication insights, which provide solutions, are not always easily captured by research and rely more on observation and intuition. While research is important, advertising still requires intuition from strategists to develop creative solutions. Some examples are provided of famous ad campaigns where the communication insights were more intuitive than research-based.
Brands and social media. Or puppy love and unicorn punching
Brands in social media are being disingenuous. We might have the best intentions but we're not carrying them through to execution. Instead, we're alienating our consumers and making them wish we'd go away. So, let's stop the nonsense and do social media the right way - even if the right way means not doing it at all.
National Fancy Food Show presentation
This is my presentation for the National Fancy Food Show in San Francisco on January 18th, 2010. My seminar is titled "Marketing Food Brands with Emotional Firepower: How to Build Brand Preference and Sales. Visit my blog at www.wheatleytimmons.com/blog
Emotion and advertising[1]
The document discusses how emotions play a crucial role in how humans understand the world and learn new things. It provides examples of how aesthetically pleasing objects appear more effective due to the emotional connection formed with users. Advertisements aim to trigger emotions like fear, excitement and belonging to appeal to audiences. A neuroscience study found that people preferred drinks labeled as Coke over Pepsi, even when the drinks were identical, because the Coke brand triggered stronger emotional responses in the brain. Effective products are often those that people feel an emotional bond with.
ORC2013 emotional branding (slideshare)
This document discusses the importance of emotional branding. It argues that humanizing a brand by connecting it to human traits can build loyalty among customers. Three key lessons for emotional branding are outlined: 1) Understand the audience context to create an emotional bond, 2) Provide relevant content that explores the emotional experience, and 3) Demonstrate care for customers to strengthen emotional connections and deliver on promises. Building emotional loyalty among customers can increase sales, media attention, and brand value over time.
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This document discusses the emotional power of brands and defines what constitutes a genuinely emotionally significant brand. It argues that while brands can offer psychological and social benefits, they are not equivalent to human relationships. Consumers are only loyal to brands that consistently provide a unique benefit, whether tangible or intangible. To be successful, brands must shape consumer expectations of benefit, not just elicit emotions through creative expression. True emotional branding is about creating brands that consumers perceive as psychologically or socially useful.
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What’s The big ideaL?
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Emotional Branding by Barbara Onianwah
Emotional branding is the relationship between
a brand and its consumers around a consumers‘
key interest or passion.
Emotional Branding
Emotional branding is a marketing technique that appeals to consumers' emotions to build strong brand connections. It involves identifying consumers' core emotional needs, encouraging them to bond with brands emotionally, and creating consistent brand messaging focused on these emotional needs. Successful emotional branding progresses consumers through stages from initial interest to loyalty, creating brand rituals and advocates. Color psychology also influences emotional branding, as different colors elicit different emotions. Examples of companies that effectively use emotional branding include Nike, Fair & Lovely, and insurance companies.
Emotional branding
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Thums up- consumer behaviour
The document discusses the cognitive components, cultural influences, and target market for the soft drink Thums Up. It analyzes the brand's perceptions, beliefs, social influences, needs and motives that shape attitudes towards the drink. The key aspects that define Thums Up's brand identity are described as iconic, celebratory, brave, and exciting.
How brands grow quick reference guide
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Emotional branding
1. The document discusses emotional branding and how brands can develop emotional connections with customers. It defines emotions and discusses the importance of emotions in marketing.
2. Several techniques for emotional branding are discussed, including celebrity branding and touch lines (slogans). Celebrity branding involves using celebrities to promote products.
3. Touch lines are short, repeated phrases that become associated with a brand. Developing an emotional connection keeps customers loyal to the brand for a longer period of time.
Is there a link between the emotional and sensory profiles of products? - Sen...
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2) Ads aim to persuade audiences through innuendo, sexuality, and playing on insecurities.
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Young Marketers Elite 8 - Assignment 1 - Team 4
This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications.
For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. Finally, it proposes campaign ideas that resonate with consumers and link back to the brand essence.
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How Brands Grow in a Digital Age
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From Kotler to Byron Sharp, many have tried to deliver their message of how to grow strong brands. In this piece, we explore several of the most popular approaches to brand growth (or 'brand religions') to understand what they mean, and also how they can be applied today and into the future.
(Re)defining Fast Food Brands Through Human Fundamentals
Did you know that we prefer fast food restaurants because they act as kindergartens, realms of happiness, epitomes of efficiency, and substitutes of home? Did you know that we consume fast food because it promises stability, immediate reward and infinite gratification, freedom from parental control and the intimidating presence of waiters, subversion of local cuisines, table manners and cultural traditions? Did you know that we prefer fast food because it acts as form of democratisation, the ultimate body food and delectable pleasure? This pioneering research cracks the code of buying behaviour related to fast food and puts forward a framework for shaping brand strategy and for growing revenue.
How to build a brand
Having a product is great but do you have a brand that captures consumer imagination and is built for the long-run?
In the startup world, especially, the focus on short-term growth often means that investment in longer-term elements, ie brand, fall by the wayside. Whether a startup or trillion dollar business, you should never stop investing in your brand.
A brand is so much more than a logo or a colour scheme and your values have to mean more than some post-its stuck on a wall. It's everything you do, say, think and create. It's how you hire, retain staff, build culture, provide solutions to problems and acquire customers.
With increasing competition and greater consumer demand for brands to stand for something, to neglect investing in your brand because it seems too hard, time-intensive, costly or simply, unimportant, is a mistake.
Here are some simple steps to help you think about and build greater structure into the brands you're building and the stories you're telling along with examples of brands who nail purpose and some who miss the mark.
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ORC2013 emotional branding (slideshare)
This document discusses the importance of emotional branding. It argues that humanizing a brand by connecting it to human traits can build loyalty among customers. Three key lessons for emotional branding are outlined: 1) Understand the audience context to create an emotional bond, 2) Provide relevant content that explores the emotional experience, and 3) Demonstrate care for customers to strengthen emotional connections and deliver on promises. Building emotional loyalty among customers can increase sales, media attention, and brand value over time.
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Emotional branding
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MCCP Re-Mastering Marketing Strategy
This document discusses strategies for brands to achieve growth by rethinking their approach to marketing. It recommends focusing on consumers and their emotions, being distinctive through innovative storytelling, rethinking target segments like baby boomers who have money to spend, and remastering the traditional 4Ps of marketing by focusing on solutions, accessibility, value as defined by consumers, and relevance. Specific tactics discussed include using innovation to reframe competitors, putting the right emotion into strategies to drive behavior, telling honest and transparent stories with relatable characters, and reorienting brand portfolios towards segments' real needs rather than stereotypes.
What’s The big ideaL?
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Emotional Branding by Barbara Onianwah
Emotional branding is the relationship between
a brand and its consumers around a consumers‘
key interest or passion.
Emotional Branding
Emotional branding is a marketing technique that appeals to consumers' emotions to build strong brand connections. It involves identifying consumers' core emotional needs, encouraging them to bond with brands emotionally, and creating consistent brand messaging focused on these emotional needs. Successful emotional branding progresses consumers through stages from initial interest to loyalty, creating brand rituals and advocates. Color psychology also influences emotional branding, as different colors elicit different emotions. Examples of companies that effectively use emotional branding include Nike, Fair & Lovely, and insurance companies.
Emotional branding
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Thums up- consumer behaviour
The document discusses the cognitive components, cultural influences, and target market for the soft drink Thums Up. It analyzes the brand's perceptions, beliefs, social influences, needs and motives that shape attitudes towards the drink. The key aspects that define Thums Up's brand identity are described as iconic, celebratory, brave, and exciting.
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The hidden powers of persuasion
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Emotional branding
1. The document discusses emotional branding and how brands can develop emotional connections with customers. It defines emotions and discusses the importance of emotions in marketing.
2. Several techniques for emotional branding are discussed, including celebrity branding and touch lines (slogans). Celebrity branding involves using celebrities to promote products.
3. Touch lines are short, repeated phrases that become associated with a brand. Developing an emotional connection keeps customers loyal to the brand for a longer period of time.
Is there a link between the emotional and sensory profiles of products? - Sen...
This document summarizes a presentation given at Insight Valley Asia 2013 in Bangkok, Thailand. The presentation discusses the link between the emotional and sensory profiles of products and how maximizing emotional connections can provide companies a competitive advantage. Case studies are presented demonstrating how changes to the sensory properties of food products like rice crackers and ice cream can influence consumer emotions and drive consumer preference and purchase intent. The presentation argues that emotional considerations should be an important part of product design and optimization.
Can't buy my love rev
This document contains summaries and analyses of various advertisements. It discusses how advertisers use creative media and psychological techniques to promote products and create brand personalities. Some key points made include:
1) Advertisers tell compelling stories about products and target audiences often accept these narratives.
2) Ads aim to persuade audiences through innuendo, sexuality, and playing on insecurities.
3) Advertising can encourage unnatural passions for products and brand relationships, which can be dangerous for addictive substances.
Emotion marketing
The document discusses the concepts of emotion marketing and the emotional elements (E's) of equity, experience, and energy. It explains that equity involves the trust and emotional connection customers feel towards a brand. Experience deals with all customer interactions with a brand, while energy refers to convenience and reducing the effort required to engage with a brand. The document advocates aligning all customer touchpoints with a brand's identity to build strong brand equity and positive experiences that will drive loyalty.
Young Marketers Elite 8 - Assignment 1 - Team 4
This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications.
For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. Finally, it proposes campaign ideas that resonate with consumers and link back to the brand essence.
The goal is to craft insights, ideas, and executions at different brand levels through a deep understanding of consumers to build each brand in the long term.
How Brands Grow in a Digital Age
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Behavioural Economics: What Customers are Not Telling You for Design U Commun...
Slides from my presentation to Design U Community and Lazada on 18 September 2020. The presentation focuses on learnings from behavioural economics and how they can be applied by designers and researchers, including implicit visual approaches, behavioural approaches, and semiotics, with examples from Covid-19, psychology of beauty, customer experience, advertising testing and the meaning of hygiene.
Brand Religions
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Is there a link between the emotional and sensory profiles of products? - Sen...
Is there a link between the emotional and sensory profiles of products? - Sen...
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In the startup world, especially, the focus on short-term growth often means that investment in longer-term elements, ie brand, fall by the wayside. Whether a startup or trillion dollar business, you should never stop investing in your brand.
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This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
Kind-Bar-Campaign
Premier Advertising has created an advertising campaign for KIND bars to increase sales by 8% by the end of the year. Their big idea is "Be our KIND" which aims to appeal to their target market's sense of belonging by portraying personas of hardworking real women like moms, athletes, and students aged 18-49. Most of their $14 million budget will go towards television advertising starting in January to capitalize on health resolutions. Primary research found their target prefers taste over price/nutrition and secondary research showed the top 3 bars and KIND's social media popularity but lack of advertising. The objectives are to increase awareness, create a positive brand image, and have 75% understanding and 60% conviction from their target audience
Making purpose pay: inspiring sustainable living by Unilever
We encourage our brand managers and marketers to take a stance and make a positive difference to society. Purpose defines a brand in people's minds and is best delivered through action. It's only through action that consumers will see purpose as more than marketing.
IAT Webinar 09 - Can Brands Survive Without A Purpose?
Research has found that people who create a sense of purpose and meaning in their lives, and seek to experience their “true self”, experience fewer symptoms of depression and anxiety. Can the same be said for brands?
We’re living in an era of total uncertainty. An era where Gens X, Y and Z are tackling questions and dilemmas they have not faced before. And so it is with brands. Disruption rains from all quarters. Marketers are being asked tough questions around “where is it all heading?” whilst comms directors are tasked with “how do we control the story?”
Daniel Cohen, SVP EMEA Brand and Digital and Giles Peddy, SVP EMEA Operations & UK Managing Director and at LEWIS hosted this webinar. Daniel has been helping brands such as British Airways, Hilton Hotels, Avis, McDonalds and Pernod Ricard Winemakers navigate the choppy waters of uncertainty for over two decades. He will talk about where the need for purpose has come from, the difference it can make to the bottom line as well as profile brands that use creativity to bridge purpose to their audiences in highly compelling ways.
Other topics will include:
Is Purpose the same as Brand Vision and Mission?
What’s the generational view?
How does a brand get purpose?
Is having purpose enough?
(Re)defining Confectionery Brands Through Human Fundamentals
Did you know that sweets act as emotional compensators, reality enhancers, disruptive agents, love substitutes, erotic experiences, luxurious indulgencies, social connectors, mockers of seriousness, temporary escapes and energy boosters? Understand the deep motives underpinning our buying behaviour in relation to sweets and build confectionery brands and narratives that engage people at a profoundly human level.
State of The Whole Brand 2022 by Barkley
Certain brands dominate the market. They always have. Three years, 13,000 consumer interviews and 150 brands later, we know both why and how those brands — what we call whole brands — out–profit, outperform and out-impact the competition.
So what’s a whole brand, you ask? Great question. In The State of the Whole Brand 2022 we define whole brands by four characteristics. Read about them in our annual report. Have questions? Email Michael Levine at mlevine@barkleyus.com.
Storyforge: Alignment Through Purpose
There is a fundamental disconnect between the way we build and operate our businesses and what our customers, employees, and stakeholders truly care about.
As a result, most businesses spend money on advertising and marketing that doesn’t resonate and messages and initiatives that will never connect with customers and employees.
Customers and employees have more choice than ever before and are very clear about what is important to them.
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EBB_brand strategy
- 2. Einstein Brothers Bagels Strategic recommendation 2
- 3. The brief Define Einstein Bros Bagels brand narrative that will leverage our brand equities and position us for long-term growth
- 4. We are playing in a category dominated by powerful conventions 4
- 5. So powerful, that used properly, can act as propeller, but when overused, can be a gravity pull 5
- 6. Which conventions will we have to overturn? 6
- 8. Beauty shots are one-dimensional and don’t ladder up to a brand message 8
- 9. The shift Tell a brand story to stand out 9
- 11. Rational attributes only emphasize the feeding moment 11
- 12. The shift Imbue meaning and relevance above and beyond the feeding moment 12
- 14. Discounting goes against a premium perception 14
- 15. There are other ways to deliver the value construct without discounting 15
- 16. The shift Branded experience will create value and differentiation 16
- 18. Lowest common denominator messaging to reach everyone 18
- 19. The shift Prioritize your audiences and sharpen your message 19
- 21. CSR initiatives humanize the companies behind the brands and create advocacy 21
- 22. The shift Neighborhood-focused efforts, relevant to the brand and the audience, not “me too CSR” 22
- 23. Which conventions will act as propellers? 23
- 26. Opportunity Speak “fresh” in a unique way 26
- 28. Iconic products have cravability factor and give people a compelling reason to choose a brand 28
- 29. Opportunity Make bagel and schmear our cravable food and a raison d’etre of our brand 29
- 30. Category opportunity Elevate the feeding moment to a branded experience 30
- 31. What is the audience opportunity that will accelerate the brand’s growth? 31
- 32. At this moment, you focus on two key segments to drive your business 32
- 35. There is a fresh way to look at these audiences, that is more actionable 35
- 36. Their relationship with food is multi-dimensional 36 Depth of the connection to food#1 Breadth of the connection with food #2
- 37. Depth of the connection to food #1 37
- 40. The opportunity 55%* of Food Enthusiasts consider breakfast the most important meal of the day, more important than lunch and dinner Propensity Momentum “Ethnic flavors and global influences are beginning to make their way to the breakfast table” Top 10 Trends in 2012, Food Channel of restaurant users 18-34 say they rarely have time to eat breakfast at home during the week, but say stopping by a restaurant in the morning is too time consuming. Mintel, 2012 43% On-the-go is king 40 *Source: Experian Simmons, Fall 2011
- 41. Breadth of the connection with food #2 41
- 44. How do we capture a greater share of the emotional and social space? 44
- 45. Deepen the emotional connection via a branded experience 45
- 46. What equities can we leverage to activate this opportunity? 46
- 50. A latent, but powerful brand equity We have vibrant heritage with a twist 50
- 51. A suppressed Yiddish-ness that does not stand for much 51
- 53. What is the universal cultural significance of Yiddish-ness, today? 53
- 56. What does it all mean for our brand future? Brand belief 56
- 75. Where do we start? 75
- 77. 1. We will redefine value: no longer based on price or derived from discounts 2. We will stop being all things to all people 3. Our people/our way is more than the collection or the sum of our products 4. We will connect more emotionally – and not just feature food shots and feeding moment messages 5. We will not lead with our weakness in advertising (e.g. bagel sandwiches) 77
- 78. Thank you 78