It’S All Brand New

Doncaster Business School

It’s all brand new…

Re-branding “branding”

The Brand

What on earth is it?

The brand“More than just a name”“Build a brand that resonates”“The idea of the brand is starting to wear thin”“We now live in a world of brands”“A name, term, sign, symbol or design”“Live the brand”“Develop brand touchpoints”“The concept of brand is now freely applied to pop bands, pets, movie stars and countries”

The brand"The biggest misconception in branding strategies is the belief that branding is about market share, when it is really about 'mind and emotions share’,”

Marc Gobe

The brandSo, a new emotionally driven paradigm has evolved for brandingTwo key influential texts

“Emotional Branding”, Marc Gobe“Lovemarks”, Kevin Roberts

The brandFunctional, ‘known’ brands still have relevance; a place in the brave new world…but the more emotionally intelligent, engaging brands have more differentiation, more attachment, more loyalty

The new brandCompetes for attention…keeps that attention…through connection, or engagementDifferentiates from competition Is built through an understanding of the customerForges a deep and lasting connection

The new brand

Focuses on emotional needs of people rather than the physical needs of the customer…

The new brandThe good, service or idea is no longer enough in today’s market……these are all now mere commoditiesOrganisation’s need to engage with people, form relationships and develop “win-win” situations……both parties benefiting

The new brandThe increasing shortage of time, stress of modern-living and near bewildering array of choice and options support the need for powerful, emotional engagementOrganisations begin to realise that loyalty can’t be bought by money……but it can be bought by love!

The love/respect axisDesigned by Kevin Roberts and Bob Seelert from Saatchi & SaatchiIt works as a perceptual map……a projective tool best filled in by customers through discussion, debate, argument, sulking and agreement

The love/respect axishigh respect

low respect

high love

low love

lovemarksbrands

commodities

Falling in loveHow will you encourage customers to love your brand?How will you earn respect?Lovemarks are owned by the people who love them…Who do you love?

The love/respect axishigh respect

low respect

high love

low love

lovemarksbrands

commodities

Falling in loveHow do you make the most functional products emotional?

Finding loveWho are your most passionate customers?Find them and listen…Why do they love what you offer?

Finding love

Start telling storiesStop talking about benefits, features, advantages, performance, USP’s, UBP’s…Instead, show your brand as part of an experience, an adventure, a myth, a dream

Finding LoveComputers now offer "lifestyle entertainment“Food is no longer about cooking or chores but about “home and lifestyle design” with exciting "sensory experiences” Universities functioning as “modular knowledge banks” enhanced by a “learning experience”

Got love..?Like.No.OtherDon’t Stop Me NowBan BoredomThis is Living

Commandments of emotional branding

adapted from Marc Gobe

From consumers to peopleConsumers buy, people liveIn communication circles, the consumer is often approached as the "enemy" whom we must attackCreate desire in consumers based on a relationship of mutual respectAfter all, the consumer is your best source of information

From product to experienceProducts fulfill needs, experiences fulfill desiresBuying just for need is driven by price and convenienceCan you remain in the consumer's emotional memory through a connection made on a level far beyond mere need

From honesty to trustHonesty is expected Trust is engaging and intimate It needs to be earnedTrust is something else altogether……it's what you would expect from a friend, and it requires a real effort

From quality to preferenceQuality for the right price is a given todayPreference creates the saleQuality is a necessary offering if you want to stay in businessBut preference toward a brand is the real connection to success

From notoriety to aspirationBeing known does not mean that you are also loved! Awareness alone does not bring success Can you connect to people's aspirations..?

From identity to personalityIdentity is recognitionPersonality is about character and charisma!Brand personalities are special……they evoke an emotional response

From function to feelMany marketers design for maximum function or visibility and not for the real experience of the consumer Absolute Vodka, the Apple iMac, and Gillette razors are brands that are focused on presenting fresh shapes and sensory experiences consumers appreciate.

From ubiquity to presenceUbiquity is seenEmotional presence is feltThere is hardly an urban space of size that has not been used to promote a brandIs there an inventive way of standing out and making a connection?

From communication to dialogueCommunication is telling Dialogue is sharingMedia, such as digital, PR, brand presence and promotions can stretch further to really speak to consumers Real dialogue implies two-way communicationsA conversation with the consumer

From service to relationshipService is sellingRelationship is acknowledgmentService involves a basic level of efficiency in a commercial exchangeBut relationship means that the brand representatives really seek to understand and appreciate who their customers areIt is what you feel when you walk into a certain environment and find that the music, the decor, and the salespeople all speak the same language……the customer's! It is becoming expected; a new norm.

From brand to lovemarkInformation

Recognised by consumersGeneric

Presents a narrativeThe promise of quality

SymbolicDefined

StatementsDefined attributes

ValuesProfessional

RelationshipLoved by peoplePersonalCreates a storyTouch of sensualityIconicInfusedStoryWrapped in mysterySpiritPassionate

Building your lovemark… MYSTERY

Tell storiesStories connect, interest, touch…

Use your past, present and futureAcknowledge the past and use it to shape your future

Tap into dreamsInformation is boring!

Nurture your myths and iconsMake them memorable

Build on inspirationWhat would inspire your customers…

Building your lovemark… SENSUALITYSynchronisation of…

SightHearingSmellTouchTaste

Building your lovemark… INTIMACY

EmpathiseCommitmentPassion

Pet names?

From brand to lovemark

BE PASSIONATEINVOLVE CUSTOMERSCELEBRATE LOYALTY

FIND, TELL AND RETELL STORIESACCEPT RESPONSIBILITY

The future“The reason I don't buy it is simple: Lovemarks is just a sweetened, cutey-pie metaphor to justify his company's and industry's behaviour. But the basic behaviour, the basic business model remains fundamentally unchanged”

The futureMarketing refocuses further, markets become smart, and fast, faster than companies…

The Cluetrain Manifesto“We are not seats or eyeballs or end users or consumers. We are human

beings – and our reach exceeds your grasp… deal with it”

The future“Unlike the lovemarks approach, if brands are real and use real people in the communication of the brand, real people will engage with them and they will be authentic.”

CIM, ‘This is Your Life’, Shape the Agenda Paper

The future

Production is dead……long live

consumption

The future

Your customers are in control of the market…

…and the market is now in control of you.

SourcesCowley, D. (editor), Understanding Brands, 1996, Kogan Page: LondonDe Pelsmacker, P., Geuens, M., Van den Bergh, J., Marketing Communications: A European Perspective, 2007, Prentice Hall: HarlowDibb, S., Simkin, L., Pride, W., Ferrell, O., Marketing: Concepts and Strategies, 2007, Houghton Miffin: BostonGobe, M., Emotional Branding, 2001, Allworth Press: New YorkRoberts, K., Lovemarks, 2005, Powerhouse Books: New YorkWilson, A., Zeithaml, V., Bitner, M., Gremler, D., Services Marketing, 2008, McGraw Hill: London

SourcesBranding is dead, long live the nonsense of branding. By: Murray, Ian. Marketing Week (01419285), 5/12/2005, Vol. 28 Issue 19, p98 Brands: More Than a Name. By: Lozito, William. Restaurant Hospitality, Sep2004, Vol. 88 Issue 9, p56-60Emotional branding isn't hokey, it's essential. By: Portnoy, J. Elias. Advertising Age, 4/12/2004, Vol. 75 Issue 15, p24-24 Emotional Branding: How Successful Brands Gain the Irrational Edge. By: Marken, G.A.. Public Relations Quarterly, Summer2003, Vol. 48 Issue 2, p12-12 'Emotive branding is the future'. By: Adkins, Helen. Caterer & Hotelkeeper, 6/1/2006, Vol. 196 Issue 4427, p8-8, 1p; Generate brand passion. By: Hopewell, Nikki. Marketing News, 5/15/2005, Vol. 39 Issue 9, p10-10, Lovemarks. By: Roberts, Kevin. Sales & Service Excellence, Dec2004, Vol. 4 Issue 12, p8 Making the Emotional Connection. Brandweek, 01/29/2001, Vol. 42 Issue 5, p23

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