2. PROGRAM
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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
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#BRPI13
3.
4. SOURCE FOR EUROPEAN
MARKET INFORMATION!
INTERNATIONAL ONLINE RESEARCH!
BRAND RESEARCH SPECIALIST!
1.3 MILLIONS EUROPEAN CONSUMERS!
13 COUNTRIES!
LOCAL EXPERTS!
5. Brands !
live in !
your head
How you think &
feel about a brand
is the brand.
6. Your brand is your!
user experience
Thoughts & !
Feelings
9. ”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”
10. Every day !
people make !
hundreds of!
decisions !
based on how!
they feel!
11. Definition/
A brand is a product, service, cause
or organization with perceived
intangible attributes
21. 1. Unique
The essence of a brand is how it is
different from competitors in the
same category
22. 1. Unique
For example:!
If Apple products
are friendly and
approachable, then
it is claiming that its
competitors are not.
23.
24. 2. Intangible
One is no more
independent on a
Harley-Davidson
than another brand,
but somehow one
feels like it.
25. 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.
27. 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”
28. 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!
37. Branding
Defining, promising and delivering a unique
brand experience consistently. !
Branding distinguishes the brand from its
competitors and builds preferences.
41. 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