Brand Energy

Brand Energy

Jonathan PosnerDirector, Sparkworks

www.sparkworks.uk.com

http://www.sparkworks.uk.com/


What is a brand?




crumbly, flaky chocolate?




fizzy drink?




clean your hair?




a brand is...




A fusion of the target

audience’s emotional truth with the

functional delivery of a product or service




emotional truthResearch / dataKnowledgeLogic

IntuitionEmotional connectionInsight




luxurious indulgenceI want to feel better when I’m downI want to feel sexyI want to be taken out of my humdrum day




accessible refreshmentI need refreshment I can rely on

When I want refreshment I want it nowI want to know I’ll enjoy the taste




everyday indulgenceI like to be pamperedI like to feel specialI want to be understood




unfussy functionalityI just want a phone that actually works

I want to make my life easier

I want to be entertained when I’m bored



http://www.apple.com/iphone/iphone-3gs/

http://www.apple.com/iphone/iphone-3gs/


when emotional truth is met by effective

delivery

brand energy




get it right and...The brand is energised – it takes on it’s own character

It has meaning

It grows in value




presented as words & images



http://www.google.co.uk/imgres?imgurl=http://www.techshout.com/images/microsoft-logo-dec08.jpg&imgrefurl=http://www.techshout.com/general/2008/29/windows-7-beta-1-build-7000-leaked-available-for-download-on-bittorrent-sites/&usg=__LV3jRF8QnVbYt_poLnLGyDe_Vnw=&h=350&w=320&sz=24&hl=en&start=8&itbs=1&tbnid=WGLLPg-v5v97DM:&tbnh=120&tbnw=110&prev=/images?q=microsoft+logo&hl=en&tbs=isch:1


presented consistently




owning the space



http://www.bbc.co.uk/bbctwo/

http://www.google.co.uk/imgres?imgurl=http://www.deviantart.com/download/109873920/Nike_Tick_Logo_by_Tie147.png&imgrefurl=http://tie147.deviantart.com/art/Nike-Tick-Logo-109873920&h=1020&w=1000&sz=501&tbnid=H8Canj92qdcS_M:&tbnh=227&tbnw=222&prev=/images?q=nike+tick&usg=__8bZM-mpqw8oNncTSKhO6mj_HVUQ=&sa=X&ei=iAstTLl9kpOMB4HXpO0O&ved=0CBkQ9QEwAQ

http://www.google.co.uk/imgres?imgurl=http://www.deviantart.com/download/109873920/Nike_Tick_Logo_by_Tie147.png&imgrefurl=http://tie147.deviantart.com/art/Nike-Tick-Logo-109873920&h=1020&w=1000&sz=501&tbnid=H8Canj92qdcS_M:&tbnh=227&tbnw=222&prev=/images?q=nike+tick&usg=__8bZM-mpqw8oNncTSKhO6mj_HVUQ=&sa=X&ei=iAstTLl9kpOMB4HXpO0O&ved=0CBkQ9QEwAQ


bigger than its owner



http://www.google.co.uk/imgres?imgurl=http://www.araba-resimleri.net/data/media/149/rover_logo.jpg&imgrefurl=http://www.araba-resimleri.net/img1351.htm&h=656&w=530&sz=240&tbnid=57fdbxNxZ0pP4M:&tbnh=250&tbnw=202&prev=/images?q=rover+logo&usg=__fz_M8atp8T4Zyko2m7bWEzLr3_0=&sa=X&ei=uhYtTOTtIovu0gSa9Zm1CQ&ved=0CBkQ9QEwAQ

http://www.google.co.uk/imgres?imgurl=http://www.cartype.com/pics/3236/small/british_leyland_logo_art.jpg&imgrefurl=http://www.cartype.com/pages/736/british_leyland&usg=__FBNLs-XljZL7XIVid8qtWonSdzU=&h=387&w=300&sz=34&hl=en&start=3&itbs=1&tbnid=Sbb8dB5-0eZ7WM:&tbnh=123&tbnw=95&prev=/images?q=british+motor+corporation&hl=en&tbs=isch:1

http://www.google.co.uk/imgres?imgurl=http://www.cartype.com/pics/3286/small/bmc_rosette_2.jpg&imgrefurl=http://www.cartype.com/pages/714/bmc&usg=__jySXwC5si0he7sA6nkJZyvYa24w=&h=436&w=408&sz=45&hl=en&start=2&itbs=1&tbnid=t_HeT7YHNCDqmM:&tbnh=126&tbnw=118&prev=/images?q=british+motor+corporation&hl=en&tbs=isch:1

http://www.google.co.uk/imgres?imgurl=http://www.minispares.com/images/products/600/24G1201.jpg&imgrefurl=http://www.minispares.com/Product.aspx?ty=fi&pid=35738&sku=0&tc=1&usg=__5uT01Dk-9OD0piV9hZu9arMN4n4=&h=332&w=600&sz=19&hl=en&start=20&itbs=1&tbnid=Qhmgkns0DOOUXM:&tbnh=75&tbnw=135&prev=/images?q=austin+mini+logo&hl=en&sa=X&tbs=isch:1


think about your brandWhat emotional truth does it meet?

How effectively does it meet it?

Is it presented consistently?

Does it own the space?

Is it bigger than you?




does your brand have

brand energy?

All brands shown in this presentation are for illustrative purposes only. No relationship between Sparkworks and the brands / products shown is intended or should be implied. All brand devices, images and logos are copyright to their respective owners. Any strategic marketing and positioning statements made in relation to the brands shown are the opinion of Sparkworks and should not be taken to imply that these are approved by the brand owners in any way.


Business

Brand Energy