Brands Should Champion Engaging Difference June 2013
-
date post
22-Oct-2014 -
Category
Business
-
view
263 -
download
1
description
Transcript of Brands Should Champion Engaging Difference June 2013
Brands Should Champion Engaging Difference
A Bit Like George Clooney
1
Brands that perform well illuminate the way; acting like a beacon
Beacon brands don’t aim for parity, they aim for distinction.
Beacon brands offer aspiration and leadership; they champion engaging difference
2
A beacon brand differentiates itself through behaviour- Even if the category is commoditised
3
Brands that behave differently also build and sustain their brand metrics more easily
Example brands Championing Engaging Difference
These are all beacon brands, operating in otherwise poorly differentiated sectors. Success allows them to charge a premium, as well as enjoy sales volume
success.
4
Waitrose: Qualities worth paying a little more forAn inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
Waitrose also use a confident brand vocabulary that inspires clarity of understanding and
difference:
Ethical, locally sourced, sustainable, provenance,
essential.Net Promoter Scores March 2011 Source Kaizo
5
Example: Dove
Champion: Real Beauty
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
6
Example: O2
O2’s overt mobile network claim (we’re better connected) isn’t the central campaign story. Their campaigns champions behaviours
that differentiate the brand in other ways that better connect and improve their customers’ lives. O2 also invest in consistent and growing brand cues; they are design literate and use a clear and
distinct tone of voice.
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
7
Example: Doritos MariachiAn inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
Champion: Bringing the party to the party
8
Even commoditised brands may differentiate themselves with the power of an engaging brand and a big idea, building market leadership
An Inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
Champion: Live young
Example: Evian
9
How do beacon brands champion and celebrate difference within the UK car market?
Building a distinctive and engaging brand that people love
10
Example: Land RoverAn inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
11
Example: Mini An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
12
Example: PeugeotAn inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
13
Brands are like celebrities, people love the ones famous for offering something special and relevantly different
Meet Andrew Lincoln
He’s an actor.
A bit like George Clooney.
But d o you love him as much as George?
Meet Tricia Goddard
She’s a talk show host.
A bit like Oprah Winfrey
But do you love her as much as Oprah?
What you love commands more attention and a higher
price(the benefit to relevant
difference)
– such as their belief, personality and performance
14
Brands people love vs. brands that settle for offering near parity
Brands that champion and celebrate difference create
brands that people love
Brands that offer near parity in rewards, benefits
or performance are indistinct and more
frequently suffer decline
Brands that people love are valued more; in sales, share
price and brand metrics
15
Recommendations: Build a distinctive brand that champions and celebrates difference
• Defy sector conventions
• Own a recognisable big idea
• Never settles for offering product parity• Make products and brand comparisons inherently unfair on the competition
• Help people to love what you champion and join in the celebration through purchase and ownership
16
.
.
.
..
.
.
.
.
.
.
.
. ..
.
.
.
..
. ..
.
..
..
.
.
.
.
.
.
Blog: http://www.brandtao.co.uk
17
BrandTaoThe way of brands