Brands & Branding: the development and position of brands in our society. Lecture foundation year 2017 at AMFI - Amsterdam Fashion Institute

1. BrandsThe development and position
of brands in our society
AMFI - Amsterdam Fashion Institute
Theoretical Backbone Business
2nd Semester Foundation Year René van de Velde
2017
Branding

2. What do we notice?

3. Nowadays, the brand is communicated everywhere
through word of mouth,
through impression in a retail store,
through advertising,
through guerrilla activity,
through social media

4. Which brand ?

5. Which brand ?

6. Which brand ?

7. Which brand ?

8. Religion
advisors
No power Much power
Big influence
No influence
Companies
challengers
Government
rulers
Civilians
slaves
Western Europe in the fifties
Norms and values easy to interpret
Marketing was child play

9. Brands are more and more important
past
- certainty about quality and availability
- channel of communication

10. -- In 1965 you could targeted 80% of the market with
-3 TV-commercials
- In 2002 you needed 117 commercials
- In 1965 34% of the consumers could recall a TV
commercial
- In 1999 only 8% could do this
Some Facts…
- 80% of CEO’s believe their brand provides a superior
customer experience
- 8% of their customers agree
(Bain & Company)

11. - An average American is confronted with 16.000
advertisement messages per day that is 5.840.000
messages per year
- 76% of consumers don’t believe that companies tell the
truth in ads
- 70% of consumers trust other consumers
Some Facts…
- By the time a person in the United States is 65 years
old, he would have seen an estimated 2 million
television commercials
- At Super bowl 50 a 30-second spot cost $ 5 million

12. - 68% of consumers trust reviews more when they see
both good and bad scores
- 10% influence purchasing behaviour of other 90%
Some Facts…
-- 90% of all purchasing decisions are made
subconsciously and we make about 10,000 decisions
every day
- (Marti n Lindstrom)

13. Marketing is about figuring out
what people need or want or
believe they need and want
and then creating the product to suit
that need or desire and then selling it.
There is 90percent failure
and 10 percent success with new products
A paradox.

14. Consumers are aware of
marketing matters.
Marketers are aware that
consumers are aware that of
marketing matters.
Consumers are aware that
marketers are aware that
consumers are aware of
marketing matters.

15. The productwas a competitive weapon
efficient distribution.
knowledge of the market was a competitive weapon
marketingwas seen as a means to gain a competitive advantage.
organization was a competitive weapon
best value for money.
Before 1950:
1950-1980:
1980-1995:
What changed ?

16. What changed ?

17. Brands are more and more important
almost past
- determine identity
- positioning on brand-image

18. The classical definers of our identity
are losing discriminative ability
believe
social class
education
political background
Individualization
Tribing
What changed ?

19. What changed ?
self-
secure
pluralists
traditionals
need-
directed
Personal orientation
Social orientation
aspiration
international
private values
mental development
experience
acceptance
local
group values
entertainment
mass media
Outer-directed
Inner-directed
OLD CONSUMER
NEW CONSUMER
Identity
Image

20. Gayos – Rotterdam 2008 Miss Shapes – London 2008
Dilemma
People are dominated by the desire to be unique as
well as by a profound need to be part of
something that is bigger than themselves
(Tibor Scitovsky)

21. To give form to your own identity people want to know
who they are, so you mirror yourself on models.
But because you do so,
you can no longer discover who you are.
Schizophrenia
of the western human

22. 1
Unlimited choice produces genuine suffering
Paradox of Choice

23. Emotional involvement
as a competitive weapon
The most important role for marketing
is toinvolve the consumer
with thecompanybehind the product.
1995- ?:
What changed ?

24. The
industrial revolution
is almost finished,
The
information revolution,
we’re still in the midst,
And we’re on the threshold of the
emotional revolution.
What changed ?

25. Market Price
undifferentiated
Competitive
position
unique
experiences
goods
Premium
commodities
services
Experience Marketing Model
Pine & Gillmore
irrelevant
Needs of
consumers
relevant
transformations
Commoditization
Commoditization
Commoditization
Commoditization
Customization

26. The system that is designed
to satisfy material needs,
is transformed into an economy that anticipates
psychological needs.
Experiences are the source of
Value Creation
Experience Marketing

27. Experience marketing is a form of marketing
with the objective of
creating a brand experience,
with the purpose of allowing consumers to experience the
brand on an
emotional level
and of establishing a
relationship.
Experience Marketing

28. Experience Marketing

29. Leverage the 5 senses
Vision
Audio
Aroma
Tactile
Taste
% Today % Future
84,2
12,1
1,9
0,9
0,9
54,0
20,0
17,0
6,0
3,0
Experience Marketing

30. 0 %
Content for experience created by the consumer
0 %
Content for
experience
offered by
brands
100 %
100 %
Actors experience creation
The extent
of control
staging
co-creation
individual
journey
SOCIAL
M
EDIA
?

31. fysiekfysiekfysiekfysiek
drama
strategy
script
theatre
performance
audience
Experience marketing
vs Theater
processes
work
supply
clients
Clients become Guests
Personnel become Actors
Products become Performances
Problems become Stories
Marketeers become Directors
Storytelling

32. Evolution of Brands
1. Phase of trust
2. Phase of status
3. Phase of identification
4. Phase of playPhase of enjoyment
5. Phase of self-actualization
Trust
Status
Identification
Play
Create

33. Brands are more and more important
future
- what you see is what you get
- positioning on identity

34. - Think about not screwing people over, proactively trying to
solve problems and being genuinely helpful
- Consumers will expect if not demand that brands mirror
society, and act genuinely, honestly and openly
To think about.....

35. To think about.....
Define a
MASSIVE TRANSFORMATIVE PURPOSE
- It is the higher, aspirational purpose of the organization
that aims to transform the planet.
- It is the higher, aspirational purpose of the organization
capturing the hearths and minds of those both
inside and especially outside the organization

36. To think about.....

37. To think about.....
WHAT
Every organization on the planet knows
WHAT they do. These are products they
sell or the services they offer.
HOW
Some organizations know HOW they do
it. These are the things that make them
special or set them apart from their
competition.
WHY
Very few organizations know WHY they
do what they do. WHY is not about
making money. That’s a result.
It’s a purpose, cause or belief. It’s the
very reason your organization exists.
Simon Sinek
Thinking
from the inside
out

38. To think about.....
— Today’s fashion industry is governed by greed and not by vision or talent.
— The time has come to reconsider the way today’s fashion industry exploit
rather than inspires.
— [We] reject the fashion industry’s cruelty of using cheap sweatshop factories
to produce more and more while spending less and less.
— [We] object to the fashion industry’s ruthlessness of pushing people to buy
more and more.
— Either walk naked or reinvent your existing wardrobe in the way you wish
label P-iFashion

39. What is a brand ?
‘A brand is the personification of a
product, service, or even entire company’
Like a person:
- a brand has a physical body
- a brand has a name, a personality, character and a reputation
- you can respect, like and even love a brand
- who likes to be around certain people and not others, so also
do you like to be with certain brands and not others
- a brand must mature and change its products over time, but
it’s character and core beliefs shouldn’t change
You judge a person’s character by his/her past performance and
the way he/she thinks and acts in both good times and
especially bad.
The same are true of brands.

40. Explaining differences in behaviour as differences
in personality
The consumer as a riddle
To find the uniqueness of the individual and
what differentiate hem/her from the other

41. Like human beings,all brands are born equal.
The trick is to prove one isn’t.
Brands & Branding
“Everything a brand says or does, or sometimes
does not, sends a message.”
(Giep Franzen)

42. Creating a coherent image through all the interactions between
consumer and brand.
(Seth Godin)
What is branding…
Brand is not what you say it is
Brand is what they say it is
Branding is the
attempt to manage the signals that evoke that reaction.

43. Brand
Personality
Brand Identity
Brand Position
Brand
Image
Strategy
Messaging
Results
Performing
BrandIs the collective agreement on the image
Branding

44. 1
Companies used to be
product producers
Now they must become
meaning brokers
A product is built in a factory
A product is an object
A product is sold by a merchant
A product is easily copied
by a competitor
A product is quickly outdated
A brand is built of trust
and relationships
A brand is a personality
A brand is bought by a customer
A brand is unique
A great brand is timeless
What is a brand ?

45. Brands are more and moreimportant
past
- certainty about quality and availability
- channel of communication
almost past
- determine identity
- positioning on brand-image
future
- what you see is what you get
- positioning on identity (why)

46. It's your job to have ideas (creativity first)
that will stimulate the interests of consumers.
So you shouldn't be consumer led;
you should be idea ledbut,
be consumer
aware
DESIGNERS - MANAGERS - BRANDERS