Brand 27 aprile
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Engineering a brand means designing a trust based relationship with selected customers
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Brand 27 aprile
- 1. Brand Trustwortihness (how a brand can be a liar) Enrico Viceconte, Stoà enrico.viceconte@gmail.com
- 2. Key message Engineering a brand means designing a trust based relationship with selected customers
- 3. The «commercial» origin of branding
- 4. The «heraldic» origin of branding COELO DUCE
- 6. The «authorial» origin of branding
- 7. Marca di Antonio Bulifon, Napoli 1675 The «editorial» origin of branding
- 8. The «country of origin» effect of branding
- 9. The «manufacturing» origin of branding
- 11. A product 0,01 $
- 12. A product + a brand 350 $
- 13. A product + a brand + … …priceless
- 14. Looking in the “brandscape” for people to trust… To trust that they are capable…
- 15. To trust that they love you
- 16. Looking for people to trust in the brandscape
- 20. Marca di Giacomo Raillard, Napoli 1689Marca di Antonio Bulifon, Napoli 1675
- 27. PRODUCT NEED Let's talk about economy! (and marketing) ?
- 28. Three ways to satisfy a need
- 30. YOUNGER ELDER hedonists health-conscious 60% 40%% MAP OF MARKET SEGMENTATION (AGE - LIFESTYLE) HOW CONSUMERS ARE OR FEEL TO BE IN THE MARKET
- 31. NOT EXPENSIVE EXPENSIVE Tasty Beneficial to health PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE? IN THE MIND
- 32. YOUNGER ELDER hedonists health-conscious NOT EXPENSIVE EXPENSIVE Tasty Beneficial to health 60% 40%% HOW CONSUMERS ARE OR FEEL TO BE PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE? MAP OF MARKET SEGMENTATION (AGE - LIFESTYLE)
- 34. Do you trust Plinius?
- 35. 5 $do you know the product and the price of this brand? The product is water
- 36. 32 $ New Zealand 40 $ Tennessee 50 $ Essex which water source do you trust most?
- 37. Do you trust Federicus II? .. and Nero?
- 38. NOT POWERFUL POWERFUL BAD GOOD PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
- 39. CRAZY WISE BAD GOOD PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
- 40. Brand Equity Equity: Valuable Capabilities in generating • Awareness • Preference • Relationship • Loyalty Through perception & meaning • Relevance • Value perception • Image and identity • Unique positioning • Promise of experience • Reliability • Resonant values
- 43. LEFT RIGHT PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
- 44. Individuals can be brands LEFT RIGHT DRESS AS A SIGN OF BRAND IDENTITUY audience
- 45. Individuals can be brands LEFT RIGHT audience
- 47. YES WE “CAN” Individuals can be brands Recognizability
- 48. Individuals can be brands Recognizability
- 49. Products like body extensions Recognizability
- 50. BRAND = YOU VALUE IN YOURSELF Do you trust yourself?
- 51. Which brand is it? Recognizability
- 52. Recognizability
- 53. Recognizability
- 54. Recognizability
- 55. Which brand is it? Recognizability
- 56. Which brand is it? Recognizability
- 57. I drive my Mini Cooper And I'm feeling super-dooper Yo they tell I'm a trooper And you know I'm satisfied Madonna American Life Products like body extensions Recognizability
- 59. Real or fictional? blood, toil, tears, and sweat A fifth of British teenagers believe Sir Winston Churchill was a fictional character, while many think Sherlock Holmes, King Arthur and Eleanor Rigby were real. Daily Telegraph, 4 feb 2008 Recognizability
- 60. Real or fictional? What do I wear in bed? CHANEL N°5, of course! Recognizability
- 61. Individuals can be products and brands
- 71. Geener & greener… Real or fictional? Real or fictional? Evergreen brand
- 73. Narrative fallacy Real or fictional?
- 74. Do you trust him?
- 75. Do you trust him?
- 76. Trust is the basis of any contract
- 78. Let's talk about business management!
- 79. THE CUSTOMER NEED IS TO WRITE ON PAPER Consider a specific customer need…
- 80. COST STRATEGY DIFFERENTIATION STRATEGY FOCUSED PRODUCT MIX STRATEGY WIDE PRODUCT MIX STRATEGY EXTENSION Porter’s Generic Strategies THE CUSTOMER NEED IS TO WRITE ON PAPER
- 81. Brands in vertical integration
- 82. Brands in vertical integration
- 83. Brands in vertical integration
- 93. A manufacturer that owns the factory, the logistics and the product brand A product brand owner that does not own the factory and the logistics A store brand owner that does not own the factory nor the product brand A great brand owner «owns» the trust of the customer ICE CREAM FACTORY
- 95. Key message Engineering a brand means designing a trust based relationship with selected customers But very often a brand lies
- 96. Homework: design your personal brand Design your «trust based relationship» with selected customers • based on your strategy • with a clear key message • using a coherent systems of signs (iconic and sonic) • being relevant and unique in the brandscape YOU you are allowed to be … a liar
- 99. Thank You! Enrico Viceconte, Stoà enrico.viceconte@gmail.com