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Brief history of branding!
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.
60’s – ESP
                       (Emotional Selling Proposition)


Similar brands perceived as different because of an emotional attachment




             Consumers tend to drink the label.
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 product.
2000 – MSP
                       (Me Selling Propositions)


            Consumers taking ownership of the brands




Personalized Labels     Custom Fit Blue Jeans      Custom Shoes
The Future – HBP
  (Holistic Buying Proposition)
              Smell




Taste                       Touch




  Sound                  Sight
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         taste        touch




    2       +     2      +      2      +      2      +      2
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 Chairman of Starbucks
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.
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
A Brand is a Belief System*



                    * Patrick Hanlon, Primal Branding

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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
  • 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