Lecture Brands & Branding foundation year at AMFI

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

Lecture Brands & Branding foundation year at AMFI

Lecture Brands & Branding foundation year at AMFI

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