Why do we need Brands? Consumers are overexposed to brand messages, which lead to a lack of trust or interest in them. So why do we need brands at all? Remember that brands were not always about promotion and advertising. Brands stand for quality and origin. How is the product made? Where is it from? Who makes it? But brands also play a big role in creating value. In this presentation, I try to explain how that can be done and why we still need brands.

1. WHY DO WE
NEED
BRANDS?

2. CONSUMERS ARE OVEREXPOSED TO
BRAND MESSAGES WHICH LEAD TO A
LACK OF TRUST OR INTEREST IN THEM
Image: They live | John Carpenter | 1988

3. WHY DO WE NEED BRANDS THEN?

4. “All the Cokes ae the same and all the
Cokes ae god. Liz Taylo knos it, the
President knos it, the bum knos it,
and yo kno it.”
Andy Warhol
GUARANTEE OF QUALITY
Ken Heyman | (American, born 1930) | Andy Warhol and Bottle, 1964 | Gelatin silver print | Collection of The Coca-Cola Company

5. https://en.wikipedia.org/wiki/Appellation
PROOF OF ORIGIN
Historically, the world's frst exclusive
(protected) vineyard zone was introduced
in Chianti, Italy in 1716

6. BRANDS CREATE VALUE
“What we're trying to do is remove the barrier of
having to learn to use a computer.”
Steve Jobs

7. WHAT IS VALUE?
Emotional Value Tangible Value
Emotional Value + Tangible Value = Overall Value
Customer Desire + Customer Need = Customer Expectations
Overall Value ≥ Customer Expectations :-)
Overall Value ≤ Customer Expectations :-(
http://coolmaterial.com/ http://www.huffingtonpost.com/

8. Image: https://www.futurerising.com/
ABOUT EMOTIONAL VALUE
(…) “what we create in
advertising, which is
intangible value -- you might
call it perceived value, you
might call it badge value,
subjective value, intangible
value of some kind” (…)
Rory Sutherland “Lessons from an Ad Man”
Video After
This Slide

9. “How can we build the products people want?”
Creating Tangible Value
Value Proposition Canvas | Alexander Osterwalder | http://businessmodelalchemist.com/

10. ● Trusted quality and origin
● Puts people's needs first
● Serves the greater good
● Innovates and inspires
WHAT MAKES A GOOD BRAND?
Image: http://www.patagonia.com/blog/2014/06/major-environmental-victory-in-chile/

11. We need more good brands
Thomas Delaitre
Ronin Brand Strategist
@Tom_Del
Www.linkedin.com/in/thomasdelaitre