Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Brand Pioneers 7 november 2013!
De Vertrekhal Rotterdam
PROGRAM
!

13.55 - 14.00

Opening

14.00 - 14.25

Peter-Paul Laumans - Panelteam - Criteria for Brand Essence

14.25 - 14....
SOURCE FOR EUROPEAN
MARKET INFORMATION!

INTERNATIONAL ONLINE RESEARCH!
BRAND RESEARCH SPECIALIST!
1.3 MILLIONS EUROPEAN C...
Brands !
live in !
your head

How you think &
feel about a brand
is the brand.
Your brand is your!
user experience

Thoughts & !
Feelings
Feelings are !
intangible
Experience, Thoughts
& Feelings
”Gives me the feeling that I matter, that I am a frontrunner!
and I know what I am talking about”!

”a slice of brown brea...
Every day !
people make !
hundreds of!
decisions !
based on how!
they feel!
Definition/
A brand is a product, service, cause
or organization with perceived
intangible attributes
Perception of
intangibles is in
the eye of the
beholder.
Depending on
the brand,
some see them;
some don’t
When you don’t perceive an
intangible it’s a commodity to you
vs

Brands compete on their
intangible attributes
Commodities compete
on price or convenience
Automotive
Consumer Electronics
Food
Personal Care
Fashion
Mobile Providers
Finance
Panelteam N=500 week 44 2013
How do brands get in your head?

Exposure | Experience
Brand Essence

Every strong brand stand for
something - Brand DNA
Brand Essence
Amazon’s Jeff Bezos: “Your brand is what people say
about you when you’re not in the room.”
9

the

criteria for !
brand essence
1.Unique!
2.Intangible!
3.Single minded!
4.Experimental!
5.Meaningful!
6.Consistently delivered!
7.Authentic!
8.Sustainabl...
1. Unique

The essence of a brand is how it is
different from competitors in the
same category
1. Unique
For example:!
If Apple products
are friendly and
approachable, then
it is claiming that its
competitors are not.
2. Intangible
One is no more
independent on a
Harley-Davidson
than another brand,
but somehow one
feels like it.
3. Single-minded

Find one or two words that define the brand.
Deliver a unique experience, and document
what it is you wan...
3. Single-minded
Lowest Price
Everywhere

Adventurous
4. Experimental
The essence captures
what the audience feels
during an experience with
the brand.!

” Driving a Volvo make...
5. Meaningful
Something personal that people aspire
to embrace and be a part of; something
that speaks to them.

There is ...
5. Meaningful
5. Meaningful
6. Consistently delivered
If the proposed essence is not
consistently experienced then it
isn’t the essence.
6. Consistently delivered
7. Authentic
The essence must be credible
or the brand will be rejected. To
find out what the audience
believes about your ...
8. Sustainable

A brand’s essence is baked in.
It doesn’t change. EVER!
9. Scalable
A strong understanding of how
emotion is transferable across
brand extensions
”all Apple products are easy to ...
Brand Essence
Bertucci Field Watches
Branding
Defining, promising and delivering a unique
brand experience consistently. !
Branding distinguishes the brand from...
Branding
The ultimate goal
of branding is
loyalty and brand
love.
Consumer Lifecycle Brand Research
BRAND LOVE INDEX!
By measuring the most
important stages of the
buying and orientation
proces of consumers you ...

Get more grip on your co...
CONSUMER LIFECYCLE RESEARCH!

The new standard for running a successful brand!
Brand Essence - Brand Pioneers 7 november 2013
Brand Essence - Brand Pioneers 7 november 2013
Brand Essence - Brand Pioneers 7 november 2013
Prochain SlideShare
Chargement dans…5
×

Brand Essence - Brand Pioneers 7 november 2013

3 257 vues

Publié le

Most important criteria for brand essence. Presentation was given on November 7th 2013 during the Brand Pioneers session in Rotterdam.

Publié dans : Marketing, Business, Technologie
  • Soyez le premier à commenter

Brand Essence - Brand Pioneers 7 november 2013

  1. 1. Brand Pioneers 7 november 2013! De Vertrekhal Rotterdam
  2. 2. PROGRAM ! 13.55 - 14.00 Opening 14.00 - 14.25 Peter-Paul Laumans - Panelteam - Criteria for Brand Essence 14.25 - 14.55 Fabian van Schie - United Biscuits - Getting to the essence of the Sultana brand 14.55 - 15.25 Koen Rakers - Salesforce - How to become a customer company 15.25 - 15.45 Break 15.45 - 16.15 Eva Zahrawi - Vodafone - Where does the Vodafone brand stand for? 16.15 - 16.45 Claudia Peters - Ecco - How Ecco makes the emotional connection 16.45 - 16.50 Closing statement 16.35 - 18.00 Drinks ! ! ! ! ! ! ! #BRPI13
  3. 3. SOURCE FOR EUROPEAN MARKET INFORMATION! INTERNATIONAL ONLINE RESEARCH! BRAND RESEARCH SPECIALIST! 1.3 MILLIONS EUROPEAN CONSUMERS! 13 COUNTRIES! LOCAL EXPERTS!
  4. 4. Brands ! live in ! your head How you think & feel about a brand is the brand.
  5. 5. Your brand is your! user experience Thoughts & ! Feelings
  6. 6. Feelings are ! intangible
  7. 7. Experience, Thoughts & Feelings
  8. 8. ”Gives me the feeling that I matter, that I am a frontrunner! and I know what I am talking about”! ”a slice of brown bread with Calve peanut butter is a real treat” ”Ecco shoes immediately feel comfortable and give me a feeling of freedom. This feeling remains even when they have been worn for a while”
  9. 9. Every day ! people make ! hundreds of! decisions ! based on how! they feel!
  10. 10. Definition/ A brand is a product, service, cause or organization with perceived intangible attributes
  11. 11. Perception of intangibles is in the eye of the beholder. Depending on the brand, some see them; some don’t
  12. 12. When you don’t perceive an intangible it’s a commodity to you
  13. 13. vs Brands compete on their intangible attributes Commodities compete on price or convenience
  14. 14. Automotive Consumer Electronics Food Personal Care Fashion Mobile Providers Finance Panelteam N=500 week 44 2013
  15. 15. How do brands get in your head? Exposure | Experience
  16. 16. Brand Essence Every strong brand stand for something - Brand DNA
  17. 17. Brand Essence Amazon’s Jeff Bezos: “Your brand is what people say about you when you’re not in the room.”
  18. 18. 9 the criteria for ! brand essence
  19. 19. 1.Unique! 2.Intangible! 3.Single minded! 4.Experimental! 5.Meaningful! 6.Consistently delivered! 7.Authentic! 8.Sustainable! 9.Scalable
  20. 20. 1. Unique The essence of a brand is how it is different from competitors in the same category
  21. 21. 1. Unique For example:! If Apple products are friendly and approachable, then it is claiming that its competitors are not.
  22. 22. 2. Intangible One is no more independent on a Harley-Davidson than another brand, but somehow one feels like it.
  23. 23. 3. Single-minded Find one or two words that define the brand. Deliver a unique experience, and document what it is you want to evoke.! ! More than two words indicates that the brand has no focus.
  24. 24. 3. Single-minded Lowest Price Everywhere Adventurous
  25. 25. 4. Experimental The essence captures what the audience feels during an experience with the brand.! ” Driving a Volvo makes me feel that my family is safe”
  26. 26. 5. Meaningful Something personal that people aspire to embrace and be a part of; something that speaks to them. There is no point in identifying an essence that is irrelevant to the audience. Research it!
  27. 27. 5. Meaningful
  28. 28. 5. Meaningful
  29. 29. 6. Consistently delivered If the proposed essence is not consistently experienced then it isn’t the essence.
  30. 30. 6. Consistently delivered
  31. 31. 7. Authentic The essence must be credible or the brand will be rejected. To find out what the audience believes about your brand, ask them.
  32. 32. 8. Sustainable A brand’s essence is baked in. It doesn’t change. EVER!
  33. 33. 9. Scalable A strong understanding of how emotion is transferable across brand extensions ”all Apple products are easy to use, without manuals”
  34. 34. Brand Essence Bertucci Field Watches
  35. 35. Branding Defining, promising and delivering a unique brand experience consistently. ! Branding distinguishes the brand from its competitors and builds preferences.
  36. 36. Branding The ultimate goal of branding is loyalty and brand love.
  37. 37. Consumer Lifecycle Brand Research
  38. 38. BRAND LOVE INDEX!
  39. 39. By measuring the most important stages of the buying and orientation proces of consumers you ... Get more grip on your consumers Keep track of your brand essence Make better strategic decisions Increase profitability
  40. 40. CONSUMER LIFECYCLE RESEARCH! The new standard for running a successful brand!

×