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Brand 27 aprile

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Engineering a brand means designing a trust based relationship with selected customers

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Brand 27 aprile

  1. 1. Brand Trustwortihness (how a brand can be a liar) Enrico Viceconte, Stoà enrico.viceconte@gmail.com
  2. 2. Key message Engineering a brand means designing a trust based relationship with selected customers
  3. 3. The «commercial» origin of branding
  4. 4. The «heraldic» origin of branding COELO DUCE
  5. 5. The «authorial» origin of branding
  6. 6. Marca di Antonio Bulifon, Napoli 1675 The «editorial» origin of branding
  7. 7. The «country of origin» effect of branding
  8. 8. The «manufacturing» origin of branding
  9. 9. PRODUCER CONSUMERPRODUCT INTERFACE
  10. 10. A product 0,01 $
  11. 11. A product + a brand 350 $
  12. 12. A product + a brand + … …priceless
  13. 13. Looking in the “brandscape” for people to trust… To trust that they are capable…
  14. 14. To trust that they love you
  15. 15. Looking for people to trust in the brandscape
  16. 16. Can we trust everyone?
  17. 17. Can we trust everyone?
  18. 18. Can we trust everyone?
  19. 19. Marca di Giacomo Raillard, Napoli 1689Marca di Antonio Bulifon, Napoli 1675
  20. 20. archetypes and mythologems
  21. 21. PRODUCT NEED Let's talk about economy! (and marketing) ?
  22. 22. Three ways to satisfy a need
  23. 23. YOUNGER ELDER hedonists health-conscious 60% 40%% MAP OF MARKET SEGMENTATION (AGE - LIFESTYLE) HOW CONSUMERS ARE OR FEEL TO BE IN THE MARKET
  24. 24. NOT EXPENSIVE EXPENSIVE Tasty Beneficial to health PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE? IN THE MIND
  25. 25. YOUNGER ELDER hedonists health-conscious NOT EXPENSIVE EXPENSIVE Tasty Beneficial to health 60% 40%% HOW CONSUMERS ARE OR FEEL TO BE PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE? MAP OF MARKET SEGMENTATION (AGE - LIFESTYLE)
  26. 26. Do you trust Plinius?
  27. 27. 5 $do you know the product and the price of this brand? The product is water
  28. 28. 32 $ New Zealand 40 $ Tennessee 50 $ Essex which water source do you trust most?
  29. 29. Do you trust Federicus II? .. and Nero?
  30. 30. NOT POWERFUL POWERFUL BAD GOOD PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
  31. 31. CRAZY WISE BAD GOOD PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
  32. 32. Brand Equity Equity: Valuable Capabilities in generating • Awareness • Preference • Relationship • Loyalty Through perception & meaning • Relevance • Value perception • Image and identity • Unique positioning • Promise of experience • Reliability • Resonant values
  33. 33. LEFT RIGHT PERCEPTIVE MAP OF STRATEGIC POSITIONING (PERCEIVED PRODUCT CHARACTERISTICS) WHAT FEELING OF THE PRODUCT DO THE CONSUMERS HAVE?
  34. 34. Individuals can be brands LEFT RIGHT DRESS AS A SIGN OF BRAND IDENTITUY audience
  35. 35. Individuals can be brands LEFT RIGHT audience
  36. 36. LEFT hair ears RIGHT Recognizability
  37. 37. YES WE “CAN” Individuals can be brands Recognizability
  38. 38. Individuals can be brands Recognizability
  39. 39. Products like body extensions Recognizability
  40. 40. BRAND = YOU VALUE IN YOURSELF Do you trust yourself?
  41. 41. Which brand is it? Recognizability
  42. 42. Recognizability
  43. 43. Recognizability
  44. 44. Recognizability
  45. 45. Which brand is it? Recognizability
  46. 46. Which brand is it? Recognizability
  47. 47. I drive my Mini Cooper And I'm feeling super-dooper Yo they tell I'm a trooper And you know I'm satisfied Madonna American Life Products like body extensions Recognizability
  48. 48. Real or fictional?ELEMENTARY, MY DEAR WATSON Recognizability
  49. 49. Real or fictional? blood, toil, tears, and sweat A fifth of British teenagers believe Sir Winston Churchill was a fictional character, while many think Sherlock Holmes, King Arthur and Eleanor Rigby were real. Daily Telegraph, 4 feb 2008 Recognizability
  50. 50. Real or fictional? What do I wear in bed? CHANEL N°5, of course! Recognizability
  51. 51. Individuals can be products and brands
  52. 52. Real or fictional?
  53. 53. Real or fictional?
  54. 54. Real or fictional?
  55. 55. Real or fictional?
  56. 56. Real or fictional?
  57. 57. Real or fictional?
  58. 58. Real or fictional?
  59. 59. Geener & greener… Real or fictional? Real or fictional? Evergreen brand
  60. 60. Narrative fallacy Real or fictional?
  61. 61. Do you trust him?
  62. 62. Do you trust him?
  63. 63. Trust is the basis of any contract
  64. 64. Let's talk about business management!
  65. 65. THE CUSTOMER NEED IS TO WRITE ON PAPER Consider a specific customer need…
  66. 66. COST STRATEGY DIFFERENTIATION STRATEGY FOCUSED PRODUCT MIX STRATEGY WIDE PRODUCT MIX STRATEGY EXTENSION Porter’s Generic Strategies THE CUSTOMER NEED IS TO WRITE ON PAPER
  67. 67. Brands in vertical integration
  68. 68. Brands in vertical integration
  69. 69. Brands in vertical integration
  70. 70. Who «owns» the customer’s trust?
  71. 71. PRODUCT INTEGRATOR COMPONENTS, SUBSYSTEMS AND MATERIALS SUPPLIER SELLER CUSTOMER
  72. 72. PRODUCT INTEGRATOR COMPONENTS, SUBSYSTEMS AND MATERIALS SUPPLIER SELLER CUSTOMER
  73. 73. PRODUCT INTEGRATOR COMPONENTS, SUBSYSTEMS AND MATERIALS SUPPLIER SELLER
  74. 74. PRODUCT INTEGRATOR COMPONENTS, SUBSYSTEMS AND MATERIALS SUPPLIER SELLER CUSTOMER
  75. 75. PRODUCT INTEGRATOR COMPONENTS, SUBSYSTEMS AND MATERIALS SUPPLIER SELLER CUSTOMER
  76. 76. PRODUCT INTEGRATOR COMPONENTS, SUBSYSTEMS AND MATERIALS SUPPLIER SELLER CUSTOMER ENGINE (Rolls-Royce) AIRCRAFT (Viscount) AIRLINE (BEA)
  77. 77. PRODUCT INTEGRATOR COMPONENTS, SUBSYSTEMS AND MATERIALS SUPPLIER SELLER CUSTOMER
  78. 78. PRODUCT INTEGRATOR COMPONENTS, SUBSYSTEMS AND MATERIALS SUPPLIER SELLER CUSTOMER
  79. 79. A manufacturer that owns the factory, the logistics and the product brand A product brand owner that does not own the factory and the logistics A store brand owner that does not own the factory nor the product brand A great brand owner «owns» the trust of the customer ICE CREAM FACTORY
  80. 80. Brandscape contains «soundscape»
  81. 81. Key message Engineering a brand means designing a trust based relationship with selected customers But very often a brand lies
  82. 82. Homework: design your personal brand Design your «trust based relationship» with selected customers • based on your strategy • with a clear key message • using a coherent systems of signs (iconic and sonic) • being relevant and unique in the brandscape YOU you are allowed to be … a liar
  83. 83. Thank You! Enrico Viceconte, Stoà enrico.viceconte@gmail.com

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