TNS Irresistible Brands

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Le marche irresistibili esercitano un potere magnetico sui consumatori / clienti, diventando una prima scelta istintiva, quasi inevitabile. Competere con loro è molto difficile.

Qual'è il loro segreto? Cos'hanno di particolare? Hanno saputo rendersi insostituibili, grazie ad una perfetta soddisfazione dei needstate in particolari contesti di scelta. Sono i brand che hanno compreso i bisogni del loro target meglio dei propri competitors e che hanno, con coraggio e disciplina, saputo veicolare la propria selling proposition in maniera attenta e coerente su ogni touchpoint.

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TNS Irresistible Brands

  1. 1. Irresistible brands Considerazioni sull'attrattività del brand e su come costruire brand irresistibili © TNS Webinar TNS: Irresistible Brands – 13 Marzo 2014 Grazia Grassi - Account Director Brand & communication Practice Lead
  2. 2. © TNS
  3. 3. Truly irresistible global brands © TNS 3 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  4. 4. © TNS
  5. 5. Irresistible brands align with layers of needs Emotive needs at the core drive consumer choice Consumer needs © TNS 5 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  6. 6. © TNS
  7. 7. © TNS
  8. 8. Irresistibility increases brand usage Relationship between brand irresistibility and usage Brandusage 200 300 400 Brand IQ Brand usage index 100 347 90 273 80 214 70 170 60 133 50 104 Irresistible advantage Potentially irresistible © TNS 8 Potential irresistibility Irresistible advantage 0 Brandusage 50 60 80 1000 100 Brand IQ 70 90 40 82 30 65 20 51 10 40 0 31 Source: NeedScope database of 1,000+ brands from 2011 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  9. 9. IQ: measuring brand irresistibility Distribution of brands’ maximum IQ 10 15 20 59 All brands Frequency% © TNS 9 0 5 5 15 25 35 45 55 65 75 85 95 Brand IQ Frequency% Source: NeedScope database of 1,000+ brands from 2011 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  10. 10. © TNS
  11. 11. Hygiene factors for irresistible brands Hygiene © TNS 11 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  12. 12. Bringing the magnetism to irresistible brands Magnetism © TNS 12 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  13. 13. Apps for brand cohesion Cohesion © TNS 13 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  14. 14. © TNS
  15. 15. Know-how: credentials and expertise Gives a brand right to play in the category. Different categories demand different know-how. Long-term investment Expert endorsement Break-through technology © TNS 15 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  16. 16. © TNS
  17. 17. Never standing still. Continual evolution and innovation – developing and refreshing. Responding to change and driving change. Momentum: brand vitality © TNS 17 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  18. 18. How does your brand rate on the hygiene apps? Credentials and expertise Recognisable difference Emotive linkage Hygiene © TNS 18 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  19. 19. The magnetism apps Credentials and expertise Recognisable difference Emotive linkage Magnetism © TNS 19 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  20. 20. © TNS
  21. 21. Differentiation: recognisable difference Relevant to consumer needs. Permeates every level of the brand. Differentiation takes courage. © TNS 21 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  22. 22. nyD a m ic sA ly raC e fr e e Leading Brands don’t compete directly, but focus apart N°1 Spain N°1 Mexico N°1 USAN°2 Spain N°1 France N°2 France © TNS ive moC p e t e n t aC r i n g rF 22 N°1 China N°2 China N°2 Mexico N°2 USA Webinar TNS: Irresistible Brands – 13 Marzo 2014
  23. 23. © TNS Webinar TNS: Irresistible Brands – 13 Marzo 2014
  24. 24. Emotion: brand meaning and purpose Operate beyond the tangible. Tap universal emotions using archetypes. Makes consumer choice easy. © TNS 24 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  25. 25. © TNS
  26. 26. Symbolism: language of emotion Communicates with the intuitive brain. Language of symbols and associations. Pervades every element of the brand. © TNS 26 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  27. 27. nyD a mic sA ly raC e fr e e Symbolism: language of emotion © TNS ive moC p e t e n t aC r i n g rF 27 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  28. 28. How does your brand rate on the magnetism apps? Credentials and expertise Recognisable difference Emotive linkage Magnetism © TNS 28 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  29. 29. The cohesion apps? Credentials and expertise Recognisable difference Emotive linkage Cohesion © TNS 29 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  30. 30. © TNS
  31. 31. Nexus: emotive linkage Interconnects every layer of the brand. Holds the brand together. Kind, gentle © TNS 31 Kind, gentle Easy going Uncomplicated For everyone For sensitive skin Mild, gentle Webinar TNS: Irresistible Brands – 13 Marzo 2014
  32. 32. © TNS
  33. 33. Ensures look, message and emotion are in accord. Touchpoints have consistent look, feel and image and evoke the same emotion. Maximises marketing spend. Alignment: consistency across touchpoints © TNS 33 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  34. 34. © TNS
  35. 35. Unity: cohesive brand architecture Whatever the structure, brand family must be united. Provides a platform for sound innovation. Requires discipline and management. Weak UnityStrong Unity a m i c nyD e f r e e raC © TNS 35 ertivessA p e t e n t moC r i n g aC ndlyeirF Masterbrand Variant 1 Share 80% Variant 2 Share 12% Variant 3 Share 5% Variant 4 Share 3% Webinar TNS: Irresistible Brands – 13 Marzo 2014
  36. 36. How does your brand rate on the Cohesion apps? Credentials and expertise Recognisable difference Emotive linkage Cohesion © TNS 36 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  37. 37. Apps provide a framework to build irresistible brands Credentials and expertise Recognisable difference Emotive linkage © TNS 37 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  38. 38. Irresistible brands don’t happen by accident Disciplined approach Powerful understanding of needs Competitive brand understanding Route to maximise opportunities Ongoing management © TNS 38 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  39. 39. © TNS 39 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  40. 40. Grazie © TNS 40 Grazie Grazia Grassi Account Director Brand & Communication Practice Lead mariagrazia.grassi@tnsglobal.com Webinar TNS: Irresistible Brands – 13 Marzo 2014

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