Foundations for creating strong brands. This presentation focuses on gourmet brands.
Presented on October 16, 2014, to New York University Steinhardt School of Culture, Education and Human Development.
4. The modern consumer is inundated with choices. There are multiple products
and categories at the super-market and there are many categories of supermarkets,
each one catering to a different level of consumer.
Whole Foods is positioned towards a consumer who consciously makes his/her choices
around organic and natural foods and they are not afraid to spend more for quality.
As Branders, we try to learn about the consumers’ behavior, predict it and often alter it
to serve our purpose so we can sell our product.
As you enter the market with your product you need to remember that it will have to
stand out against the extremely wide array of products already out there.
6. This is how Branding professionals see the world:
A giant buffet of gourmet dishes. Some of the names on this table you have
a clear idea about what they stand for, what their products represent
in the consumer psyche.
As we try to create a new brand we try to keep in mind a range of logos
and names similar to this one.
So it becomes quite a task to try and stand out.
It is very important to know who you are.
10. a Culture
a Movement
a Way of Life
As branders we try to create
an environment around a name,
a living organism. {
What is a Brand?
A Brand is not a logo or even
a range of products.
Brand {
12. The most successful brands have a culture
and a belief system that consumers can
belong to loyally. Consumers endorse the
brand through their preferences.
13. The Brand DNA code is the necessary map of definitions of what
the brand does and it stands for. Its products have to stand up to that code.
Brand DNA allows us to create the Look & Feel, the “Voice” of the Brand, the
components of Customer Experience and all the important assets that create
the overall effect to the consumer.
This code defines the culture and belief systems that underline the definition
of the product.
As we create the DNA code we begin the birth of a brand system.
14. What mental images do you conjure up
when you hear the names:
Coca-Cola, BMW, Starbucks?
18. All these brands have created a Lifestyle.
Creating a brand lifestyle is the ultimate brand success story.
To begin creating a brand lifestyle, we need to create the DNA code.
If your product or your company has the potential of becoming a household
name that is easily identifiable it must contain a lifestyle component.
Let’s look at the DNA code of these three brands and how they established
their brand lifestyle.
29. When we change one small but important component of the brand’s identity –
its signature color – do we still have the same recognition of these brands?
Our minds compensate and these alterations are rejected as false.
This shows us how pervasively these brands have become a part of our lives and
our subconscious choice mechanism.
40. With our ingredients in place we can use these tools
to begin crafting our brand.
Any tool that appeals to the senses and to the emotions
of our audience is helpful.
46. Now that we outlined the first stages of creating a brand, let’s look at two
examples of successful gourmet brands: Daniel Boulud and Emeril Lagasse.
Daniel Boulud caters to the affluent New Yorker whereas Emeril Lagasse has
nurtured a wider audience as his celebrity audience.
Both are accomplished chefs and restaurateurs and they built their brand
imagevery diligently.
51. Through gorgeous photography, Daniel’s brand is communicated
for its essential mastery and innovation of high end meals.
Throughout the materials there are shots of well-dressed diner
enjoying the ambience of the fine dining establishments
Daniel offers.
55. Emeril’s DNA code is more mainstream to capitalize of the instant connection
the chef’s face can make with his audience. Emeril became famous for his
network cooking show.
His packaging offers more reminders of Emeril being synonymous
with the cuisine of the South.
63. Don’t lose sight of the big picture: If you have an idea for a
product see if translates well as a category and not just as an
isolated product. Look at Chobani.
The most successful brands have a global/macro view. Use your
product idea to define your own voice/brand for the market.
Don’t be seduced by trends. To build a strong brand following
you need to know your voice and stay consistent on the course.
Even if you fail a few times.