Branding Strategy

CUOA Business School
BUSINESS STRATEGY AND MARKETING MANAGEMENT
Short International Programs in cooperation with IBS - Saõ Paulo (Brazil) – Summer Edition 2016
Course Title: Branding Strategy : Lifestyle Brands
18-19/07/2016
Lecturer Petra Schrott - @petraschrott

#mycuoaCUOA Business School - All right reserved
Marketing Consultant & Professor.
My expertise are in: Marketing Strategy,
Product Marketing and Digital marketing.
Worked for: Consumer goods,
Cosmetics, Apparel & Fashion (fashion
accessories), Small Domestic Appliances,
Travel & Tourism.
In love with Branding and Social Media.
Founder of Marketing Blogger:
AgataMarketing.
I am Petra Schrott
I love to travel, to ski, and to run. I
love Brazilian Music, Sushi, and I am a
Meditattion Student.
My loved brands are:
Mini, Apple and SodaStream!
I am half a creative person and half a
analytical one.

What we will do today
Value Brands Map
Cult Brands
The rules of Cult Brands
Brand Archetypes
Preminisation and SodaStream
Brief on Project Work OYBO

Value Brands Map
A new map of “symbol-intensive brand”
categories (brands that represent certain qualities
or meanings to the consumer rather than just
functional values)
The axis of our map are the “scope” of a brand
i.e. the number of market segments it serves (e.g.
price, gender, age, product categories, context of
use) and the type of benefit it delivers such as
functional (e.g. usefulness, durability); emotional
benefits i.e. the ability to stimulate emotional
responses in consumers.
Within this map, we charted five main categories
that symbol-intensive brands fall into, plus an
outlier category where the possibility of failure by
fad is strongest.
.

• Our first category is “Authority Brands,” brands that
typically fall within a narrow market segment and generally
auto-directed emotional responses, making people feel a
certain way. They are often based on technology patents or
processes or highly distinctive styles, for example Illy;
BlackBerry;. Often this category is the starting point for
brands that become iconic and which gradually extend into
new product segments,
• The second category of symbol-rich brands are “Solution
Brands,” the territory that most well-known brands occupy.
Like authority brands, these often make people feel a certain
way, but unlike them, they cover a wide range of consumer
segments. Often, these brands were formally authority
brands that started as highly respected products in a
defined area, for example Microsoft Honda, and Mattel
Value Brands Map

Our third category is “Icon Brands.“
These brands carry with them powerful universal values or
stories that are instantly recognizable. They prompt hetero-
directed responses, making people perceive they have
“become” something more than their usual status.
Most have transcended fashion. For example Chanel, Bulgari
or Tiffany. They have often travelled from the position of
“authority brand,” gradually extending their reach beyond a very
exclusive audience.
At the height of an Icon Brand’s success, it will share deep
values that go beyond age and geographical boundaries. But
this is also a weakness because in society, values can change.
Usually change is slow and a brand can keep in sync. When it is
deep and fast an Icon brand can fall from grace. This can also
happen if an Icon Brand does not stick to its core values. For
example, Gap suffered when it left its “American classic”
positioning.
Value Brands Map

Finally the last category is “Lifestyle Brands,” those that
truly represent the word by associating themselves
firmly with a particular way of life.
They deliver strong social benefits through which a
consumer will be able to subconsciously answer the
question, “when I buy this brand, the type of people I
relate to are…” they create a sense of belonging or
disrupt the status quo.
Nike aligns people who want to push their limits. Club Med
connects those who wish to communicate; The Body Shop,
those who value nature.
A lifestyle brand will almost always originally connect with
young consumers and represent change.
Brands such as Apple, Virgin and Nike initially grew from
a youthful community before convincing more people that
adopting them would amplify their personal ethosor identity.
Value Brands Map

The fourth category on our map are “Cult Brands,” those
that are orientated toward symbolic excellence.
They are usually specialists tied to a single customer
segment or product category. They often deliver “social”
benefits making people feel part of a group; think bikers,
golfers, musicians.
Harley-Davidson is of course a classic example. A
product that is not necessarily the most advanced, but
encapsulates the spirit of the open road.
Value Brands Map

The 7 Rules of
Cult Brands
Photograph by: Oliver Fluck

Welcome to the World of Cult
Brands

What defines a Cult Brand?

Cult Brands understand that
their brands belong to the
customers, and only the
customer’s voice counts.
Cult Brands embrace their
customers by anticipating their
basic and higher needs.

As a consequence, Cult Brands
achieve a level of customer
loyalty unprecedented in
traditional business.
Cult Brands are perceived as being
the high-value option within their
industry. They are often the
standard that their competitors are
judged against.

What are the benefits of
becoming a Cult Brand?

Cult Brands tend to command
premium prices, which has an
obvious positive impact on
profitability.

Cult Brands attract new
customers at a higher rate
than their competitors,
and they keep those
customers for a longer
period of time.

Customers tend to do
more business with
greater frequency with
Cult Brands, and they
enthusiastically
recommend the brand to
their family and friends.

Cult Brands enjoy extreme
consumer enthusiasm. This
enthusiasm is not tied to a
specific product or product
line, but instead tends to
extend to the entire
organization, including their
iconography and messaging.

How does your business
become a Cult Brand?
the Seven Rules of Cult Brands.
These rules are the fundamental
tenets that all Cult Brands
consciously or instinctively follow
as they do business.

These Seven Rules of Cult Brands
provide a framework for attracting
loyal customers, differentiating your
brand, and growing your business.

Rule #1 Differentiate
Consumers want to be part of a group that’s different.

Rule #2 Be Courageous
Cult Brand inventors show daring and determination.

Rule #3 Promote a Lifestyle
Cult Brands sell experiences.

Rule #4 Listen to your Customers
Cult Brands know the wants and needs of their customers, creating lifelong evangelists.

Rule #5 Support Customer
Communities
Cult Brands know how foster social groups.

Rule #6 Be Open, Inviting and
Inclusive
Cult Brands make you feel like you belong.

Rule #7 Promote Personal
Freedom
Cult Brands are empowering and expansive.

Integrating the Seven Rules of Cult
Brands into your business approach
expands the number of ways you
can connect with your best
customers.

Brand Archetypes

2013
SodaStream & Campari
present
SodaStream Source Aperol Spritz

How you get from mass to lifestyle brand
SodaStream
Premium Product Design
Use a luxury communication code
–Brand ambassador
Associate with Premium Brands
Act and be where Premium
brands are

Premium Product Design

Salone del Mobile Design

Brand Ambassador

Co-Branding

Co-Branding Events French Connection

Window Dressing

CUOA Business School
Petra Schrott @petraschrott
www.agatamarketing.com
Grazie

Branding Strategy

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