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Brief history of branding!
50’s – USP
                          (Unique Selling Proposition)

The physical product, rather than the brand, was the co...
60’s – ESP
                       (Emotional Selling Proposition)


Similar brands perceived as different because of an em...
80’s – OSP
             (Organization Selling Proposition)


The corporation behind the brand becomes the brand
90’s – BSP
                      (Brand Selling Proposition)


The brand is stronger than the physical dimension of the pr...
2000 – MSP
                       (Me Selling Propositions)


            Consumers taking ownership of the brands




Per...
The Future – HBP
  (Holistic Buying Proposition)
              Smell




Taste                       Touch




  Sound    ...
Branding is about forming an emotional attachment between brand and consumer
Holistic Brand
A complete multi-sensory brand is greater than the sum of the parts.


   vision        sound         smell...
Holistic Brand




       = 20
Holistic Brand
We are not in the coffee business serving people,
but in the people business serving coffee.
Howard Schultz,
pioneer and C...
Starbucks' sensory uniqueness is far less
associated with the smell and taste of coffee
than with the interior design of i...
Visual



                                           Unique logo on building, cups, and bags



Visual   Auditory



     ...
A Brand is a Belief System*



                    * Patrick Hanlon, Primal Branding
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Brief History of Branding

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The title says it all.

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  • Njce! Thanks for sharing.
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  • @BrandForces Inc. yes, that's true. No business is so easy to archive success with just brand building
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  • exceptional slideshow..convinced me to have a hardlook at my business model..outstanding
    Sharika
    http://winkhealth.com http://financewink.com
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  • Yes to sensory...but only if it's build upon first solid basic layer: sense & value (bringing sense, making sense, adding value etc...)

    BTW, Starbucks succes is mainly based upon pragmatic branding basics such as location/location/location + pricing,distribution, consistency of brand identity & marketing mix.Sorry to bring back to such tawdry fundamentals.:)
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Brief History of Branding

  1. Brief history of branding!
  2. 50’s – USP (Unique Selling Proposition) The physical product, rather than the brand, was the core differential. These days, a USP can hardly be claimed by any product. Nothing's really unique anymore.
  3. 60’s – ESP (Emotional Selling Proposition) Similar brands perceived as different because of an emotional attachment Consumers tend to drink the label.
  4. 80’s – OSP (Organization Selling Proposition) The corporation behind the brand becomes the brand
  5. 90’s – BSP (Brand Selling Proposition) The brand is stronger than the physical dimension of the product.
  6. 2000 – MSP (Me Selling Propositions) Consumers taking ownership of the brands Personalized Labels Custom Fit Blue Jeans Custom Shoes
  7. The Future – HBP (Holistic Buying Proposition) Smell Taste Touch Sound Sight
  8. Branding is about forming an emotional attachment between brand and consumer
  9. Holistic Brand A complete multi-sensory brand is greater than the sum of the parts. vision sound smell taste touch 2 + 2 + 2 + 2 + 2
  10. Holistic Brand = 20
  11. Holistic Brand
  12. We are not in the coffee business serving people, but in the people business serving coffee. Howard Schultz, pioneer and Chairman of Starbucks
  13. Starbucks' sensory uniqueness is far less associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo.
  14. Visual Unique logo on building, cups, and bags Visual Auditory Uniform and customer approach Visual Auditory Touch Interior aesthetics (sofa, colors, wall paper, music) Smell Taste Distinct aroma of freshly ground coffee
  15. A Brand is a Belief System* * Patrick Hanlon, Primal Branding

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