Branding – It’s an Emo1onal Business
Prepared by Matt Millard Tuesday, June 11, 2013
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The Art and Science of Branding
Branding is about using crea5vity and design to bring brands to life..
…informed by psychology and logic and executed through strategy and process.
The most effec7ve branding establishes a strong emo7onal connec7on to the customer. Today’s talks will show how and why this is true.
At Cimigo…
And for very good reason…
Pu=ng the Consumer at the Heart of the Process
we put the consumer.
at the centre of everything we do
WHAT is a brand?
FIRST A brand is not a logo.
SECOND A brand is not an iden1ty.
FINALLY A brand is not a product.
So what exactly is a brand?
A BRAND IS A CONSUMER’S EMOTIONAL CONNECTION TO A PRODUCT, SERVICE, OR ORGANIZATION.
Brands exist in the minds and hearts of our consumers.
SO IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT SHE SAYS IT IS.
It is the many images, feelings, beliefs, and associa7ons she has that come together to make up her percep1on of the brand.
"A brand is a living en7ty -‐ and it is enriched or undermined cumula7vely over 7me, the product of a thousand small gestures.”
Michael Eisner, CEO
BRANDING is YOUR way of influencing THEIR percep1on.
Managing the signals that evoke the emo7ons and drive the percep7ons of a brand
The percep7on can be controlled by the owner of the brand, but beware, the percep7on can also be controlled by many external influences, par7cularly in today’s networked world.
A brand percep7on is built over 7me. It is craXed, nurtured and communicated by brand builders.
Like me. And you.
"Like human beings, all brands are born equal. The trick is to prove one isn’t. Branding is the art and science of iden7fying and fulfilling human physical and emo7onal needs by capturing a\en7on, imagina7on and emo7on long enough to make money from it.”
Idris Mootee
Product vs. Brand
A product is built in a factory.
A product is an object / bundle of func7onal a\ributes.
A product is sold by a merchant.
A product is easily copied by a compe7tor.
A product is quickly outdated.
Products are commodi7es.
A brand is built of trust and rela7onships.
A brand is a personality.
A brand is bought by a consumer.
A brand is unique.
A great brand is 7meless.
Brands have value
vs.
A cup of coffee
A Starbucks
vs.
A computer
An i-Mac
vs.
A car
A BMW
vs.
A glass of soda
A Coca Cola
Which Means Brands Have VALUE
BRAND EQUITY is the value that the marketplace is prepared to pay for a business aXer the value of it’s hard assets has been deducted.
Brand equity is key because it means that consumers will pay more, choose more easily, buy more oWen
Consumers will switch brands less if they understand and believe in the brand.
How does “branding” work?
Products give us choice
(and way too much of it)
Brands help us choose
It’s SCIENCE -‐ we are built to only no1ce what’s different
Brands add FUN and INTEREST
and provide ASPIRATIONS and DREAMS.
They are FANTASY, ESCAPISM, a link to another world..
Brands sa1sfy our need to belong to something larger than ourselves -‐ a sense of community and tribe…
…but at the same 7me they help us express our individuality
The ART of branding is using crea7vity to connect to people’s hearts and emo7ons
Here comes the SCIENCE!
Here comes the SCIENCE!
System 1 – The Limbic System System 2 Unconscious reasoning Conscious reasoning Judgments based on intuition Judgments based on critical examination Processes information quickly Processes information slowly Hypothetical reasoning Logical reasoning Large capacity Small capacity Prominent in animals and humans Prominent only in humans Unrelated to working memory Related to working memory Operates effortlessly and automatically Operates with effort and control Unintentional thinking Intentional thinking
Influenced by experiences, emotions, and memories
Influenced by facts, logic, and evidence
Can be overridden by System 2 Used when System 1 fails to form a logical/acceptable conclusion
Prominent since human origins Developed over time Includes recognition, perception, orientation, etc. Includes rule following, comparisons, weighing of
options, etc.
System 2 equivalent computing power 50
Bits/sec
System 1 equivalent
computing power 11MILLION Bits/
sec
The conscious ra7onal brain isn’t the Oval Office; it isn’t there making execu7ve decisions in our minds. It’s actually the press office issuing explana7ons for ac7ons we’ve already taken.
– Rory Sutherland, UK Group Vice Chairman, Ogilvy
“We think much less than we think we think”
Emo1on and Memory are not just Interlinked – together, they ARE the brand
“A man always buys something for two reasons – A good reason, and the real reason”. JP Morgan
HOW to build emo7on into brands
The best brands of all “jam” with their consumers to invent and imagine ideas designed for the future…
Good brands know how important it is to put yourself in the shoes of the consumer!
! A feeling of understanding
! A Ha!
! A revelation
! Inspiration for ideas
! A platform for brand strategy and positioning
A penetrating discovery about the consumer
that has the potential to unlock growth
The Consumer Insight Is Key
Informa1on or Insight?
• Beer is mainly consumed by young males
• People don’t buy computers because they are too expensive
• Mothers need to demonstrate their love for their family
• Consumers want value for money and good promotions
INSIGHT!
Begins with the word ‘need’ Goes deep and is driven by emotion
Is actionable and relevant
The Power of Insight -‐ Starbucks
Background
• Starbucks sold just coffee beans
• Coffee was a commodity
Insight
• In a world that is hec7c and stressful, consumers need an opportunity to relax and have a break
How did Starbucks apply this Insight?
• Saw an unfulfilled opportunity to create a chain of coffee bars which offered a place to relax and re-‐charge.
• Starbucks are not in the coffee business, they are in the TIME business – and they carved a massive share of the market before any compe7tor could catch up with them.
‘The Third Place’ ’20 minutes just for me – because I deserve it.’
• The core of Starbucks product offer is of course the coffee, food, coffee-‐related accessories
• But other secondary products and the touchpoints augment the no7on of Starbucks as a third place: – Music, board games,
– Store environment, signage, furnishings, smells, sounds, the way they name their coffee all contribute to the brand percep7on
– Delivering comfort, relaxa7on, familiarity, exclusivity, and all of the other things that you look for in your preferred hang out spot.
Each of these touchpoints and experiences help define the
posi7oning for the brand and is ul7mately part of their messaging strategy
The essence of a brand comprises of 3 simple components, but the rela1ve importance of each
changes over 1me
Compara1ve
Ra1onal Emo1onal
What the brand does
for consumers
How the brand makes consumers
feel
How the brand does it differently
The essence of a brand comprises of 3 simple components
Compara1ve
Ra1onal Emo1onal
What the brand does
for consumers
How the brand makes consumers
feel
How the brand does it differently
The task of the adver7ser is to:
create compelling messages which build and reinforce the emo1onal connec1on between consumer and brand
through crea1vity, strategy and targeted delivery,
across many different ‘touchpoints’
Great Emo1onal Brand Communica1ons:
Are grounded in consumer insight and connected to emo7onal responses
Are crea1ve and differen1ated – what we say, how we say it, what channels we use
Have a strong idea that can work across 7me and channels
Are simple, and tell a great story
Have impact – they get no7ced
Are credible
If you focus on building emo7onal connec7ons based on strong insights
Consumers will LOVE your brands…
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