Ronald Laan – Haystack International

@RonaldLaanCMI

Identifying & Validating

Multisensorial

Brand Distinct Assets

SM

ELL

TASTE

SHAPE

SOUND

Instant recognitionSmart bypass of the defense

mechanisms

Expanding the neurological

association network

Deeper values

Business sense!!!

Asset collection

Asset exploration

Asset validation

Business

implications

Asset collection

Asset collection

Asset collection

Asset exploration

Blue-white

colours

Brown

glassBlack

letters

Green leaf

Asset exploration

Asset exploration

Asset exploration

Asset collection

Asset exploration

Asset validation

Asset validation

Screening

Tachi exercise

Answer option

multiple brands

Spontaneous

recall

Type of

brand confusion

Disinvest

Brand Distinctiveness Matrix

Based on spontaneous brand recognition score.

Brand Memory Score = the % of people that link the element to your brand

Bra

nd

dis

tin

ctiv

en

ess

LOW

HIGH

HIGHBrand Asset Familiarity

Brand Distinctiveness = distinctiveness of the element

within competitive umfeld

Opportunity Keep & Build

Avoid or Start Owning

Asset validation

70

75

80

85

90

95

100

105

110

115

120

0 20 40 60 80 100 120 140 160 180 200 220

*

*

Keep & BuildOpportunity

Disinvest

Bra

nd

dis

tin

cti

ven

ess

HIGHBrand Asset Familiarity

LOW

HIGH

Avoid or Start Owning

Brand Distinctiveness Matrix – Brand + competitors

Asset validation

Nisyleen

70

75

80

85

90

95

100

105

110

115

120

0 20 40 60 80 100 120 140 160 180 200 220

*

*

Keep & BuildOpportunity

Disinvest

Bra

nd

dis

tin

cti

ven

ess

HIGHBrand Asset Familiarity

LOW

HIGH

Avoid or Start Owning

Brand Distinctiveness Matrix – Brand + competitors

Asset validation

Nisyleen

26* Food for thought is not based on this study only but is combined with more general marketing learnings.

FoodFor

Thought *

Leverage your colour

27

Asset validation

Enter new retail categories

with well being offer

28

Asset validation

Asset collection

Asset exploration

Asset validation

Business

implications

• “Evaluate current and future communication initiatives

• Asset division used as a guideline for a packaging change of a part of ourBelgian portfolio.”

Business implications

Sandra Stroeve

Manager Marketing & Communicatie

A. Vogel

Check

Yourself

before you

wreck

yourself

There

is more

than meets

the eye

Past,

Present

&

Future

Ronald Laan

Research Director – Haystack BV

r.laan@haystack-international.com

@RonaldLaanCMI

Sandra Stroeve

Manager Marketing & Communicatie

A. Vogel