Building Irresistible Brands - Part 2

Creating Brand Cohesion

Irresistible brands are rare but do

share common qualities that marketers

can manage

3

Learn what it takes to become irresistible:Eight common qualities of irresistible brands

Hygiene Magnetism Cohesion

Know-howCredentials and expertise

MomentumBrand vitality

DifferentiationRecognisable difference

EmotionBrand meaning and purpose

SymbolismLanguage of emotion

NexusEmotive linkage

AlignmentTouchpoint consistence

UnityCohesive brand architecture

1. Irresistible brands have a tight Nexus

2. All touchpoints are Aligned

3. They have a Unified brand architecture

Building Irresistible BrandsOur Point-of-View

Where does a brand exist?

6

A myriad of different touchpoints that all influence a brand’s position

Re

kla

me

ProdukterfaringerForbrukertester

Betalt

Eid

Fortjent

Hje

mm

esid

e

It is definitely about the whole package

53

3

32

12

Merkevarepåvirkning

Produkterfaring TV-reklame Egen kommunikasjon Tredjepartskommunikasjon

Alignment: consistency across touchpoints

9

• Ensures look, message and emotion are in accord.

• Touchpoints have consistent look, feel and image and evoke the same emotion.

• Maximises marketing spend.

• More difficult with increasing today´s multitude of touchpoints.

Consistency through an archetypal expression

Alignment #1 MINI

Alignment #2 Vikaterassen

Alignment #3 DNT in SoMe

Mis-alignment #1 BDO and Petter Northug

Move #1 Norrlands Guld and Victoria Silvstedt

Move #2 Eger and Therese Johaug (2011)

Move #3 Chess Tour de France (2012)

Alexander Solberg |

I do market stuff @chessmobil | #GjørDinGreie med lave priser, så blir alt mer moro;) 😎✌️

Move #4 Launch of SpareBank 1’s Mobile banking app (2010)

The balance between strategic and tactical needs

Strategic

need

Tactical

need

Build a relevant,

differentiated and

consistent brand

position to ensure

competitiveness in the

future

Build awareness,

promote and sell

products

21

RO

AD

SID

E D

ITC

H

Target, guardrails, roadside ditches and offroad

Imagery is always expressing intense, bright and

happy emotions, by use of colors, patterns, sunlight,

face and body expressions, added graphics et c.

Imagery is always lively, never static. Symmetric or

repetitive structures can only be used with contrasting

elements creating an effeect, playing with this structure.

Swirling, organic movements and metaphors express

unpredictability, allowableness and possibilities

A sense of play by using contrasting and unexpected

combinations of shapes, colors and subjects. Breaking

rules just for fun, such as children behaving like adults,

adults behaving like children, animals behaving like

humans and humans behaving like animals.

Maximisation of all ingredients creating such as color,

forms, subjects and feelings for an extroverted visual

indulgence

Photographic style – on target

22

Avoid imagery depicting everyday situations without

contrasting, unusual or surprising ingredients

Avoid imagery that is too structured, sorted, controlled

Avoid imagery not expressing joyous and lively

emotions

Avoid imagery being too static by symmetry and/or

horizontal structure without any contrasting elements

Photographic style – BEWARE!

23

Avoid confronting imagery portraying a tough attitude

without expression of happiness

Avoid imagery referring to competition and winners.

All should be about play and treats

Avoid imagery with dark or black elements, referring

to danger, dark nightlife, adulthood, seriosity

Avoid imagery making fun of weaknesses

Avoid elements creating a distance and disturbing

such as sun glasses, being turned away, hindering

objects

Photographic style – BEWARE!

24

25

Yellow stirs up a lust for life and all things wonderfulIt beckons the spirit to soar and dance in celebration of life

Step 1 – Know your archetype

Evoking YELLOW at every touchpoint

YELLOW brand logos

27

Unrestricted

Exploding

Lively

Child-like

Touch of glitz

YELLOW packaging

28

Vibrant

Curvaceous

Multi -coloured

Indulgent

Novelty

Enticing

YELLOW product design cues

29

Eye-catching colour

Engaging

Playful

Wow factor

Tactile

Rounded

YELLOW retail cues

30

Plentiful

An experience

Bustling

Bright lighting

Inviting

Creative

YELLOW digital cues

31

Animated

Light-hearted

Surprising

Game-like

Free-flowing

Visually exciting

Fun YELLOW communications

32

Uncomplicated

Cartoon -like

Simple visuals

Accessible

Bright

Humorous

Lively YELLOW communications

33

Colourful

Energetic

Explosive

Alive

Fantastical

Visual frenzy

Step 3 – Brand book