Brand Frameworks

BrandSuccess

©JamesBarber

"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.“

brand frameworksA SPECULATIVE COMPARISON OF B2C BRANDS

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarberKevin Robers, The Lovemarks Effect

PERFORMANCE

innovationqualityserviceidentityvalue

reliabilityeaseopennesssecurity

REPUTATION

leadershiphonestyresponsibilityHIĆFDF\

5(63(&7

MYSTERY

great storiespast,present & futuretaps into dreamsmyths & iconsinspiration

SENSUALITY

soundsighttastetouchscent

INTIMACY

commitmentempathypassion

BRANDS

Low Love

High Respect

Products

Low Love

Low Respect

LOVEMARKS

High Love

High Respect

High Love

Low Respect

RESPECT

BrandSuccess

PERFORMANCE

REPUTATION

5(63(&7

MYSTERY

SENSUALITY

INTIMACY

BRANDS

Low Love

High Respect

Products

Low Love

Low Respect

LOVEMARKS

High Love

High Respect

High Love

Low Respect

RESPECT

...creating affection...

BrandSuccess

PERFORMANCE

REPUTATION

5(63(&7

MYSTERY

SENSUALITY

INTIMACY

BRANDS

Low Love

High Respect

Products

Low Love

Low Respect

LOVEMARKS

High Love

High Respect

High Love

Low Respect

RESPECT

BrandSuccess

PERFORMANCE

REPUTATION

5(63(&7

MYSTERY

SENSUALITY

INTIMACY

BRANDS

Low Love

High Respect

Products

Low Love

Low Respect

LOVEMARKS

High Love

High Respect

High Love

Low Respect

RESPECT

BrandSuccess

©JamesBarber4D Branding, Thomas Gadd, 2001

BrandSuccess

©JamesBarber

Perceived benefit of product or service.

4D Branding, Thomas Gadd, 2001

BrandSuccess

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The ability to create insight or guidance for the individual.

MENTAL

BrandSuccess

©JamesBarber

MENTAL

Perception of responsibility in your industry, society, locally, or globally.

SPIRITUAL

BrandSuccess

©JamesBarber

MENTAL

The ability to create a social context for a

group.

SOCIAL

SPIRITUAL

BrandSuccess

©JamesBarber

MENTAL

The ability to create a social context for a

group.

SOCIAL

SPIRITUAL

Brand must deliver on all 4 dimensions.

BrandSuccess

©JamesBarber

Success story?

BrandSuccess

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‘Whenever you encounter Virgin, it’s cheaper, better quality and a much nicer atmosphere’

‘I appreciate Virgin’s commitment to challenge big and oblivious corporations’

SPIRITUAL DIMENSION

FUNCTIONAL DIMENSION

SOCIAL DIMENSION MENTAL DIMENSION‘I like Virgin, they’re like a great friend. We share values, attitudes towards life and like to have fun’

‘Virgin makes me feel good. When I’m on that plane it feels mentally relaxing’

Success story?

BrandSuccess

©JamesBarber

PERFORMANCE

REPUTATION

5(63(&7

MYSTERY

SENSUALITY

INTIMACY

BrandSuccess

©JamesBarber

PERFORMANCE

REPUTATION

5(63(&7

MYSTERY

SENSUALITY

INTIMACY

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber “PERFORMANCE

REPUTATION

MYSTERY

SENSUALITY

INTIMACY

LD5(63(&7

/29( They were so successful for so

long, they didn't have to question their marketing or product development ability. Jon Salisbury, Toy News, 2004

“Announced $200US million loss - its biggest ever - with sales falling by more than a quarter.

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

Brand Identity Trap, David Aaker, 2004

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

Brand ImageTrap

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

Brand ImageTrap

ExternalPerspective Trap

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

Brand ImageTrap

Brand PositionTrap

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

Brand ImageTrap

Brand PositionTrap

Product AttributeFixation Trap

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

Reduce a brands ability to respond to changing market.

BrandSuccess

©JamesBarber

BRANDIDENTITYTRAPS

Reduce a brands ability to respond to changing market.

BrandSuccess

©JamesBarber

KGOY: Kids Getting Older Younger

BrandSuccess

©JamesBarber

Love of the LEGO brand irrelevant?

BrandSuccess

©JamesBarber

My father made another brand an offer they couldn’t refuse.

Love of the LEGO brand irrelevant?

BrandSuccess

©JamesBarber

SO.... WHAT DOES THIS TELL US?" "

BrandSuccess

©JamesBarber

SO.... WHAT DOES THIS TELL US?" "Emotional framework = 20% to 200% higher

prices + greater sales volume = ?

BrandSuccess

©JamesBarber

BrandValue

BrandSuccess

©JamesBarber

BrandValue

shifts in market trends?

BrandSuccess

©JamesBarber

BrandValue

realign brand identity?

BrandSuccess

©JamesBarber

BrandValue

realign brand identity?promote the brand internally?

BRANDIDENTITYTRAPS

BrandSuccess

©JamesBarber

BrandValue

BrandVitality

BrandStature

Relevance

Diffrentiation

Esteem

Knowledge

Relevance

an intimate understanding of the brand

how well regarded thebrand is

how approproate the brand is to you

the brand’s point ofdifference

Brand Asset Valuator (Y&R)

THE FOUR PILLARS

EnergisedDifferentiation

Relevance Esteem Knowledge

BrandValue

realign brand identity?promote the brand internally?

BRANDIDENTITYTRAPS

BrandSuccess

©JamesBarber

2001 2011

BrandSuccess

©JamesBarber

2001 2011

BrandSuccess

©JamesBarber

2001 2011

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

overlap in market

segments

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

emotional frameworks?

BrandSuccess

©JamesBarber

ASYL: AdultsStaying YoungerLonger

emotional frameworks?

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

PERFORMANCE

REPUTATION

MYSTERY

SENSUALITY

INTIMACY

5(63(&7

BrandSuccess

©JamesBarber

PERFORMANCE

REPUTATION

MYSTERY

SENSUALITY

INTIMACY

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THE FOUR PILLARS

BrandSuccess

©JamesBarber

“Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003

BrandSuccess

©JamesBarber

house of brands?

BrandSuccess

©JamesBarber

house of brands?

branded house?

BrandSuccess

©JamesBarber

THE FOUR PILLARS

BRAND STRENGTH BRAND STATURE

BrandSuccess

©JamesBarber

THE FOUR PILLARS

BrandSuccess

©JamesBarber

THE FOUR PILLARS

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

Loss of freedom?

BrandSuccess

©JamesBarber

Loss of freedom?

Corporate brand vulnerable?

BrandSuccess

©JamesBarber

”.....the Dasani scandal has left Coke nursing a £25 million loss from cancelled production contracts DQG�DGYHUWLVLQJ�GHDOV��7KH�GDPDJH�WR�WKH�ĆUPV�UHSXWDWLRQ�LV��WLPHV�WKDW�ĆJXUH��ë

http://www.guardian.co.uk

BrandSuccess

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BrandSuccess

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BrandSuccess

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IF IT AINT BROKE, why FIX IT ?

BrandSuccess

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in conclusion

BrandSuccess

©JamesBarber

in conclusion

BrandSuccess

©JamesBarber

in conclusionCan ‘Love’ be Quantified?

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

BrandSuccess

©JamesBarber

...focus on key component...

BrandSuccess

©JamesBarber

...address certain types of brands...

BrandSuccess

©JamesBarber

...built from research generated ideas...

BrandSuccess

©JamesBarber

...business anecdotal positions...

BrandSuccess

©JamesBarber

...linked to existing systems...

BrandSuccess

©JamesBarber

...selection and combination...

BrandSuccess

©JamesBarber

...selection and combination...

BrandSuccess

©JamesBarber

““Brand frameworks are simply tools: they are

necessary for decentralised decision making...they

must also stimulate creative ideas: they are a spring- board for brand activation.

BrandSuccess

Branding is, not concerned with sales, money, turnover or profits. Branding is only ever about people, purpose and reputation. The principle of this approach is that if all elements are considered, the issue of sales and profits will inevitably follow. - Me, 2012

BrandSuccess

Branding is, not concerned with sales, money, turnover or profits. Branding is only ever about people, purpose and reputation. The principle of this approach is that if all elements are considered, the issue of sales and profits will inevitably follow. - Me, 2012

Do you agree..?

Brand Frameworks

Business

Transcript of Brand Frameworks

Design frameworks

Metal–organic frameworks and covalent organic frameworks

Alternative Frameworks

Java frameworks

Php frameworks

Ajax Frameworks Ajax Frameworks and Toolkits and Toolkits

PHP Frameworks : Most Used PHP Frameworks In 2016

Organisational Project Management Competency Frameworks€¦ · Competency Frameworks. Organisational Project Management Competency Frameworks - Design and Implementation ISBN 1 873844

Conceptual/Theoretical Frameworks Operational Frameworks

Frameworks .

Blug2013 frameworks

Brand Identity: Construct Dimensionality and Influence on ... · Whilst a number of conceptually informed brand identity frameworks appear in the literature (Aaker, 1996a, Aaker and

Advertising between Archetype and Brand Personality · PDF fileAdvertising between Archetype and Brand ... Despite the fact that both frameworks refer to persons ... Advertising between

L09 Frameworks

Using Frameworks For GRC Productivityc.ymcdn.com/sites/€¦ · · 2011-11-11Using Frameworks For GRC Productivity Presented By: Gary Sheehan, ... of your corporate brand and the

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Exploit Frameworks

Artificial Intelligence, Heuristic Frameworks and Tabu Searchleeds-faculty.colorado.edu/glover/TS - AI Heuristic Frameworks 1990... · Artificial Intelligence, Heuristic Frameworks

2018-08-SA-CAS-Webinar-50-Frameworks-Final · The Benefits of Frameworks Frameworks… Here’s How… Improve decision-making Frameworks provide a clear structure to problem solving.

Software Tools, Part 2 Fall, 2002. Overview Toolkits Toolkits Prototyping Languages Prototyping Languages Frameworks Frameworks Groupware Frameworks Groupware.