Mais conteúdo relacionado Brand Frameworks1. Brand
Success
brand frameworks
A SPECULATIVE COMPARISON OF B2C BRANDS
"Any damn fool can put on a deal, but it takes
genius, faith and perseverance to create a brand.“
©JamesBarber
4. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PERFORMANCE MYSTERY
innovation great stories
quality past,present & future BRANDS LOVEMARKS
service taps into dreams Low Love High Love
identity myths & icons
value inspiration High Respect High Respect
TRUST SENSUALITY
reliability sound LOVE
ease sight
openness taste
security touch
scent Products FADS
REPUTATION Low Love High Love
RESPECT
INTIMACY Low Respect Low Respect
leadership
honesty commitment
responsibility empathy
passion
Kevin Robers, The Lovemarks Effect
©JamesBarber
5. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PERFORMANCE MYSTERY
innovation great stories
quality past,present & future BRANDS LOVEMARKS
service taps into dreams Low Love High Love
identity myths & icons
value inspiration High Respect High Respect
TRUST SENSUALITY
reliability sound LOVE
ease sight
openness taste
security touch
scent Products FADS
REPUTATION Low Love High Love
RESPECT
INTIMACY Low Respect Low Respect
leadership
honesty commitment
responsibility empathy
passion
...creating affection...
Kevin Robers, The Lovemarks Effect
©JamesBarber
6. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PERFORMANCE MYSTERY
innovation great stories
quality past,present & future BRANDS LOVEMARKS
service taps into dreams Low Love High Love
identity myths & icons
value inspiration High Respect High Respect
TRUST SENSUALITY
reliability sound LOVE
ease sight
openness taste
security touch
scent Products FADS
REPUTATION Low Love High Love
RESPECT
INTIMACY Low Respect Low Respect
leadership
honesty commitment
responsibility empathy
passion
...creating affection...
Kevin Robers, The Lovemarks Effect
©JamesBarber
7. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PERFORMANCE MYSTERY
innovation great stories
quality past,present & future BRANDS LOVEMARKS
service taps into dreams Low Love High Love
identity myths & icons
value inspiration High Respect High Respect
TRUST SENSUALITY
reliability sound LOVE
ease sight
openness taste
security touch
scent Products FADS
REPUTATION Low Love High Love
RESPECT
INTIMACY Low Respect Low Respect
leadership
honesty commitment
responsibility empathy
passion
...creating affection...
Kevin Robers, The Lovemarks Effect
©JamesBarber
8. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
4D Branding, Thomas Gadd, 2001
©JamesBarber
9. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
FUNCTIONAL
Perceived benefit of
product or service.
4D Branding, Thomas Gadd, 2001
©JamesBarber
10. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
FUNCTIONAL
Perceived benefit of
product or service.
The ability to create insight or
guidance for the individual.
MENTAL
4D Branding, Thomas Gadd, 2001
©JamesBarber
11. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
FUNCTIONAL
Perceived benefit of
product or service.
The ability to create insight or
guidance for the individual.
MENTAL
SPIRITUAL Perception of
responsibility in
your industry,
society, locally, or
globally.
4D Branding, Thomas Gadd, 2001
©JamesBarber
12. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
FUNCTIONAL
Perceived benefit of
product or service.
The ability to create insight or
guidance for the individual.
MENTAL
SOCIAL
SPIRITUAL
The ability to create a
social context for a
group. Perception of
responsibility in
your industry,
society, locally, or
globally.
4D Branding, Thomas Gadd, 2001
©JamesBarber
13. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
FUNCTIONAL
Perceived benefit of
product or service.
The ability to create insight or
guidance for the individual.
MENTAL
SOCIAL
Brand must
deliver on all 4
dimensions.
SPIRITUAL
The ability to create a
social context for a
group. Perception of
responsibility in
your industry,
society, locally, or
globally.
4D Branding, Thomas Gadd, 2001
©JamesBarber
15. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Success story?
‘Whenever you encounter Virgin, it’s cheaper,
better quality and a much nicer atmosphere’
FUNCTIONALDIMENSION
SOCIALDIMENSION MENTALDIMENSION
‘I like Virgin, they’re like a great friend. We share ‘Virgin makes me feel good. When I’m on that
values, attitudes towards life and like to have fun’ plane it feels mentally relaxing’
SPIRITUALDIMENSION
‘I appreciate Virgin’s commitment to challenge
big and oblivious corporations’
©JamesBarber
16. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
WARM
WARM
PERFORMANCE MYSTERY
COLD
COLD
HOT
HOT
innovation great stories
quality past,present & future
service taps into dreams
identity myths & icons
value inspiration
TRUST SENSUALITY
reliability sound
ease sight
openness taste
security touch
scent
REPUTATION
INTIMACY
leadership
honesty commitment
responsibility empathy
passion
©JamesBarber
17. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
WARM
WARM
PERFORMANCE MYSTERY
COLD
COLD
HOT
HOT
innovation great stories
quality past,present & future
service taps into dreams
identity myths & icons
value inspiration
TRUST SENSUALITY
reliability sound
ease sight
openness taste
security touch
scent
REPUTATION
INTIMACY
leadership
honesty commitment
responsibility empathy
passion
©JamesBarber
19. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
“
WARM
WARM
PERFORMANCE MYSTERY
COLD
COLD
HOT
HOT
innovation great stories
quality past,present & future
service taps into dreams Announced $200US million
myths & icons
identity
value inspiration loss - its biggest ever - with sales
TRUST SENSUALITY
falling by more than a quarter.
reliability sound
ease sight
openness taste
security touch They were so successful for so
REPUTATION
scent
long, they didn't have to
INTIMACY question their marketing or
leadership
honesty commitment product development
responsibility empathy
passion ability. Jon Salisbury, Toy News, 2004
©JamesBarber
20. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
BRAND
IDENTITY
TRAPS
Brand Identity Trap, David Aaker, 2004
©JamesBarber
21. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Brand Image
Trap
BRAND
IDENTITY
TRAPS
Brand Identity Trap, David Aaker, 2004
©JamesBarber
22. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
External Brand Image
Perspective Trap Trap
BRAND
IDENTITY
TRAPS
Brand Identity Trap, David Aaker, 2004
©JamesBarber
23. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
External Brand Image
Perspective Trap Trap
BRAND
IDENTITY
TRAPS
Brand Position
Trap
Brand Identity Trap, David Aaker, 2004
©JamesBarber
24. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
External Brand Image
Perspective Trap Trap
BRAND
IDENTITY
TRAPS
Brand Position Product Attribute
Trap Fixation Trap
Brand Identity Trap, David Aaker, 2004
©JamesBarber
25. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
BRAND
IDENTITY
TRAPS
Product Attribute
Fixation Trap
©JamesBarber
26. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
BRAND
IDENTITY
TRAPS
Product Attribute
Fixation Trap
©JamesBarber
27. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Reduce a brands ability to
respond to changing market.
BRAND
IDENTITY
TRAPS
Product Attribute
Fixation Trap
©JamesBarber
28. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Reduce a brands ability to
respond to changing market.
BRAND
IDENTITY
TRAPS
Product Attribute
Fixation Trap
©JamesBarber
29. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
KGOY:
Kids
Getting
Older
Younger
©JamesBarber
30. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Love of the LEGO brand irrelevant?
KGOY:
Kids
Getting
Older
Younger
©JamesBarber
31. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Love of the LEGO brand irrelevant?
KGOY: My father made
Kids
Getting another brand an
Older offer they couldn’t
Younger refuse.
©JamesBarber
32. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
"SO.... WHAT DOES THIS TELL US?"
©JamesBarber
33. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
"SO.... WHAT DOES THIS TELL US?"
Emotional framework = 20% to 200% higher
prices + greater sales volume = ?
©JamesBarber
35. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Brand
Value
shifts in market trends?
©JamesBarber
36. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Brand
Value
shifts in market trends?
realign brand identity?
©JamesBarber
37. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Brand
Value
shifts in market trends?
BRAND
IDENTITY realign brand identity?
TRAPS
promote the brand internally?
©JamesBarber
38. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Brand Asset Valuator (Y&R)
Knowledge
an intimate understanding
of the brand
Brand
Stature
Esteem
howRelevance the
well regarded
brand is
Brand
Brand
Value
Value
Relevance
how approproate the
brand is to you
Brand
Vitality
Diffrentiation
shifts in market trends? the brand’s point of
BRAND difference
IDENTITY realign brand identity?
TRAPS
promote the brand internally? THE FOUR PILLARS
Energised Relevance Esteem Knowledge
Differentiation
©JamesBarber
43. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
overlap in
market
segments
©JamesBarber
46. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
emotional frameworks?
ASYL:
Adults
Staying
Younger
Longer
©JamesBarber
49. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
WARM
WARM
PERFORMANCE MYSTERY
COLD
COLD
HOT
HOT
innovation great stories
quality past,present & future
service taps into dreams
identity myths & icons
value inspiration
TRUST SENSUALITY
reliability sound
ease sight
openness taste
security touch
scent
REPUTATION
INTIMACY
leadership
honesty commitment
responsibility empathy
passion
©JamesBarber
50. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
WARM
WARM
PERFORMANCE MYSTERY
COLD
COLD
HOT
HOT
innovation great stories
quality past,present & future
service taps into dreams
identity myths & icons
value inspiration
TRUST SENSUALITY
reliability sound
ease sight
openness taste
security touch
scent
REPUTATION
INTIMACY
leadership
honesty commitment
responsibility empathy
passion
THE FOUR PILLARS
Energised Relevance Esteem Knowledge
Differentiation
©JamesBarber
51. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
“Unilever’s world outlook, organisation and commercial
relationships are all based on distinctive and separate
brands, and have been for more than a century.” Wally Olins, 2003
©JamesBarber
52. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
house of brands?
“Unilever’s world outlook, organisation and commercial
relationships are all based on distinctive and separate
brands, and have been for more than a century.” Wally Olins, 2003
©JamesBarber
53. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
house of brands?
“Unilever’s world outlook, organisation and commercial
relationships are all based on distinctive and separate
brands, and have been for more than a century.” Wally Olins, 2003
©JamesBarber branded house?
54. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
THE FOUR PILLARS BRAND STRENGTH BRAND STATURE
Energised Relevance Esteem Knowledge + +
Differentiation
©JamesBarber
55. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
THE FOUR PILLARS BRAND STRENGTH BRAND STATURE
Energised Relevance Esteem Knowledge + +
Differentiation
©JamesBarber
56. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
THE FOUR PILLARS BRAND STRENGTH BRAND STATURE
Energised Relevance Esteem Knowledge + +
Differentiation
©JamesBarber
59. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
Loss of freedom?
Corporate brand
vulnerable?
©JamesBarber
60. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
”.....the Dasani scandal has left Coke nursing
a £25 million loss from cancelled production contracts
http://www.guardian.co.uk
©JamesBarber
63. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
" why FIX IT ? "
IF IT AINT BROKE,
©JamesBarber
64. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique Personality
EXTERNALISATION
INTERNALISATION
Relationship Culture
Self-image
PICTURE OF RECIPIENT
©JamesBarber
65. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique Personality
EXTERNALISATION
INTERNALISATION
Relationship Culture
Self-image
PICTURE OF RECIPIENT
©JamesBarber
66. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique Personality
EXTERNALISATION
INTERNALISATION
Relationship Culture
Self-image
PICTURE OF RECIPIENT
©JamesBarber
67. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique Personality
EXTERNALISATION
INTERNALISATION
Relationship Culture
Self-image
PICTURE OF RECIPIENT
©JamesBarber
68. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique Personality
EXTERNALISATION
INTERNALISATION
Relationship Culture ?!
Self-image ?!
PICTURE OF RECIPIENT
©JamesBarber
69. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique Personality
EXTERNALISATION
INTERNALISATION
Relationship Culture ?!
Self-image ?!
PICTURE OF RECIPIENT
©JamesBarber Understand Brand image
70. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique Personality
EXTERNALISATION
INTERNALISATION
Relationship Culture ?!
Self-image ?!
PICTURE OF RECIPIENT
©JamesBarber Understand Brand image Recognise weak areas
71. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique Personality
EXTERNALISATION
INTERNALISATION
Relationship Culture ?!
Self-image ?!
PICTURE OF RECIPIENT
©JamesBarber Understand Brand image Recognise weak areas Help differentiate
72. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER
Physique ?! Personality ?!
INTERNALISATION
EXTERNALISATION
Relationship ?! Culture ?!
?! Self-image ?!
PICTURE OF RECIPIENT
Kapferer’s Brand Model
©JamesBarber
73. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER PICTURE OF SENDER
Physique Personality Physique Personality
INTERNALISATION
EXTERNALISATION
INTERNALISATION
EXTERNALISATION
Relationship Culture Relationship Culture
Self-image
Self-image
PICTURE OF RECIPIENT
PICTURE OF RECIPIENT
Kapferer’s Brand Model
©JamesBarber
74. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER PICTURE OF SENDER
Physique Personality Physique Personality
INTERNALISATION
EXTERNALISATION
INTERNALISATION
EXTERNALISATION
Relationship Culture Relationship Culture
Self-image
Self-image
PICTURE OF RECIPIENT
PICTURE OF RECIPIENT
Kapferer’s Brand Model
©JamesBarber
75. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER PICTURE OF SENDER
Physique Personality Physique Personality
INTERNALISATION
EXTERNALISATION
INTERNALISATION
EXTERNALISATION
Relationship Culture Relationship Culture
Self-image
Self-image
PICTURE OF RECIPIENT
PICTURE OF RECIPIENT
Kapferer’s Brand Model
©JamesBarber
76. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER PICTURE OF SENDER
Physique Personality Physique Personality
INTERNALISATION
EXTERNALISATION
INTERNALISATION
EXTERNALISATION
Relationship Culture Relationship Culture
Self-image
Self-image
PICTURE OF RECIPIENT
PICTURE OF RECIPIENT
Kapferer’s Brand Model
©JamesBarber Culture = Europe / USA
77. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
PICTURE OF SENDER PICTURE OF SENDER
Physique Personality Physique Personality
INTERNALISATION
EXTERNALISATION
INTERNALISATION
EXTERNALISATION
Relationship Culture Relationship Culture
Self-image
Self-image
PICTURE OF RECIPIENT
PICTURE OF RECIPIENT
Kapferer’s Brand Model
©JamesBarber Culture = Europe / USA Self attitude vs. Everyone
80. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
inconclusion
Can ‘Love’ be Quantified?
©JamesBarber
87. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
...focus on key component...
©JamesBarber
88. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
...focus on key component...
...address certain types of brands...
©JamesBarber
89. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
...focus on key component...
...address certain types of brands...
...built from research generated
ideas...
©JamesBarber
90. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
...focus on key component...
...address certain types of brands...
...built from research generated
ideas...
...business anecdotal positions...
©JamesBarber
91. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
...focus on key component...
...address certain types of brands...
...built from research generated
ideas...
...business anecdotal positions...
...linked to existing systems...
©JamesBarber
92. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
...focus on key component...
...address certain types of brands...
...built from research generated
ideas...
...business anecdotal positions...
...linked to existing systems...
...selection and combination...
©JamesBarber
93. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
...focus on key component...
...address certain types of brands...
...built from research generated
ideas...
...business anecdotal positions...
...linked to existing systems...
...selection and combination...
©JamesBarber
94. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
“
“
Brand frameworks are simply tools: they are
necessary for decentralised decision making...they
must also stimulate creative ideas: they are
a spring- board for brand activation.
©JamesBarber
95. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
THANKYOU
QUESTIONS ARE MOST WELCOME
“
Branding is, not concerned with sales, money, turnover or
profits. Branding is only ever about people, purpose and
reputation. The principle of this approach is that if all
elements are considered, the issue of sales and profits will
inevitably follow. - Me, 2012
©JamesBarber
96. Brand
brand frameworks
Success
A SPECULATIVE COMPARISON OF B2C BRANDS
THANKYOU
QUESTIONS ARE MOST WELCOME
“
Do you agree..?
Branding is, not concerned with sales, money, turnover or
profits. Branding is only ever about people, purpose and
reputation. The principle of this approach is that if all
elements are considered, the issue of sales and profits will
inevitably follow. - Me, 2012
©JamesBarber