8 November 2007

BRAND HEART

Confucius

Wherever you go, go with all your heart”.

“so do (great) brands…

tea bag without hot water…

“a brand with no heart

is like…

(tasteless)

bread without the butter…

“a brand with no heart

is like…

(boring)

life withoutfriends…

“a brand with no heart

is like… (meaningless)

great brands have one thing in common…

they all have a heart.

A heart that leads their wayA heart that makes them comes to lifeA heart that gives them bitA heart that people can be attracted to

we aspire to become a great international coffee

brand.

so, we need a heart transplant.

open your heart and follow me through this

presentation

TODAY’S AGENDA.

1. What’s a brand heart?2. The road to a brand heart.3. Next steps.

WHAT’S A BRAND HEART ?

1

WHAT IS A BRAND?

A promise to be delivered

The Strauss methodology to build and define the brand foundations.

WHAT IS THE BRAND HEART ?

The methodology was developed in the Strauss

“Change Teams” and was adapted warmly by:

The 3 elements

WHAT’S IN THE BRAND HEART ?

ideas

ideals

people

brand promise

brand values

brand character

BRAND PROMISEGIVES THE BRAND A REASON OF BEING BASED ON CUSTOMER NEEDS

WHY why am I here?

what do I stand for?

what is my promise to the world ?

THE BRAND PROMISE

ONEAt the heart of every successful brand is a ONE GREAT IDEA or philosophy.It has many names: brand story, brand philosophy, brand elements, brand essence, DNA, but they all refer to the same thing:

A perspective that bonds with a deep “need”, much greater than any product rouses.

BRAND PROMISE

THE PROMISE DEFINES THE REASON FOR THE BRAND’S EXISTENCE

What does the brand provide?

What’s in it for the consumer?

The promise must be relevant The promise must be available The promise must be inspiring

Think different

Go create

Dedicated to pleasure

Peace of mind

Design democratization

Think different

Dedicated to pleasure

Peace of mind

Make people happy Refresh the world

to organize the world’s information and make it universally accessible

Sign of personal success

BRAND VALUESTHE WAY WE WILL DELIVER THEPROMISE TO OUR CUSTOMERS INTERNALLY & EXTERNALLY.

WHAT What does the brand believe in?

What are the principles of the brand?

What does the brand do to make the promise come true?

The way the brand will “do business”.

If the Company makes sure to live and breathe life into the values, they will become tangible to the consumer as well.

THE BRAND VALUES

Think different

Go create

Peace of mind

Learning & curiosityDiversityLow cost & High quality

Value for money Good quality Brilliant customer service Innovative Competitively challenging

BRAND VALUES

BRAND CHARACTERTHE WAY WE WILL EXPRESS OUR BRAND

HOW How will the brand express the promise & values?

What is the brand special spirit ?

If the brand were a person, what would his nature or character be?

How would he communicate the message?

THE BRAND CHARACTER

some examples

Brand Valuesvalue for money good quality brilliant customer service innovative competitively challenging

Brand Promiseconsumer champion

Brand personalityrebelliousplayfulcheeky

Brand values creativity.Imaginationlearning fun quality

Brand promise

Nurture the child in each of us

                                                         

Brand personalityplayful, naïve, childlike

40.5 billions

By the way…how many LEGO blocks it takes to build a tower that would reach the moon ?

Brand valuescarefreelust for lifeparty spiritdynamic

Brand promiseoffer vibrant living

Brand personality spontaneous, playful, open minded and optimistic

Brand valueslearning & curiositydiversitylow cost & high quality

Brand promise Democratization of design for all.

Brand personalitySwedishGood sense of humour, economic.

Brand values:

Personal Simple Honest Global Future proof

Brand promise:creating a better future

Brand personality: Optimistic, Dynamic & Refreshing

some Strauss examples

Brand values: Pleasure Courage Personal Quality experience

Brand promise: Inspires you to stop, have a break… and enjoy a special moment.

Brand personality: Self confidence Easy going Warm & Witty

NEW PACKAGES

•tv-spote.wmv•tv-spote2.mpeg

40%INCREASE IN SALES

Brand values: Empowerment Well being Dynamic

Brand promise: An enhancement to your body & mind, helping you to get more out of your day.

Brand personality: Smart & Playful

ENERGY

PROMISE

VALUES

CHARACTER

what makes brandsdiff rent from oneanother?

eThe brand heart is …

It is important to remember that it is not each individual? מה מבדל בין מותגים element that is important, but it is the connection between them that creates the brand’s uniqueness )exactly the same as people(

Values

Character

Promise

Next step…BRING THE BRAND TO LIFEMAKE THE HEART BEAT

LIVE THE BRAND

DELIVER THE PROMISE

ACT BY THE VALUES

EXPRESS THE PERSONALITY

During an average lifetime, your heart will beat over 2.5 billion times.

Seriously, that is one hard working muscle!

A FEW WORDS ABOUT…

THE PROCESS

2

THE ROAD TO A BRAND HEART

3.

Discovery

Strategy

Shape

2.

1.

Discovery

Diagnostic

Product(company)

Competition Consumer

*Data will be taken from the brand health check

CUSTOMERS NEEDS / I

NSIGHTS

ANALYSIS OF:

?Uncovering the brand by identifying:

Ambition and Purpose

Unique strengths and differentiation

What consumers think about the brand ( perceptions )

Values and Passions

The competitive Landscape

Consumer Trends & Needs

The target audience

Diagnostics

Discovery

Strategy

OUR BRAND MODEL: brand pyramid model

5 aspects of making a brand

special

Model for articulating the Brand Heart

Consumer insights

Attributes

Functional benefits

Emotional rewards

Values

Personality

Reason to believe…

Brand promise

Brand character

CONSUMER INSIGHT

Consumer insights

Attributes

Functional benefits

Emotional rewards

Values

Personality An existing opinion, deeply internalized, is present in the

consciousness of most consumers. This opinion can lead to a response.

Brand status its position in the market

The market and the competition

Review of world and local trends.

An existing opinion, deeply internalized, is present in the

consciousness of most consumers. This opinion can lead to a response.

Brand status its position in the market

The market and the competition

Review of world and local trends.

Consumer insights

Attributes

Attributes = a long list of product and service descriptive. Product attributes, attributes relating to form, source, raw materials, economic attributes etc

Attributes = a long list of product and service descriptive. Product attributes, attributes relating to form, source, raw materials, economic attributes etc

PRODUCT ATTRIBUTES

Functional Benefits

Emotional rewards

Values

Personality

FUNCTIONAL BENEFITS

Consumer insights

Attributes

Functional benefits

Emotional rewards

Values

PersonalityWhat are the functional benefits we deliver to the consumer? What does the brand give the consumer?

The most relevant and differentiating functional benefits

that create an advantage….

Consumer insights

Attributes

Functional benefits

Emotional rewards

Values

Personality

EMOTIONAL REWARDS

What does the consumer feel?

What’s in it for him ?

The feeling generated when buying or using the brand.

Based on the functional benefits and emotional rewards,

perceptual maps are built

CI

Strategy

WORK WITH CI PILLARS. Work with Strauss brand pillars and make sure that all brand hearts support one or more out of the 4 pillars.

Healthy more

exciting

Fun special treat

Answering consumer needs

Share the World with you

Bring peopleTogether

Real differentiation

Innovative solution CompetitiveAdvantage

IDStrategy

Now we can start… Articulation of the brand: PROMISE, VALUES and CHARACTER

BRAND HEART ARTICULATION.

Shape

shape

Developing the strategy for making the brand visible to those who

need to know about it, based on the approval of the previous stage.

LIST OF RELEVANT IDEAS AIMING TO BRING THE BRAND TO LIFE.

IDENTIFYING THE IDEAL COMBINATION OF COMMUNICATIONS IDEAS & TOOLS TO ACHIEVE THE GOALS

BRING THE BRAND TO LIFE.

NEXT STEP

4. Design & Implementation

A collaborative work by selected professionals from

the varied areas of brand’s alignment.

( Branding, Advertising, PR, Design, Internet agencies etc. )

Design & Implementation

THE WAY FORWARD

3

NEXT STEP

THE GOAL: develop a

REGIONAL BRAND HEART

THE WAY:

A process led by IRIT SPIESMAN

&

MARK COLINSE together with marketing managers

Working with Strauss branding agency:

An agency that helped Strauss design the brand heart process and developed brand hearts to other brands in the group such as …

DIAGNOSTICS

ANALYSIS OF THE: MARKET REVIEW & SWOT DATA, EXCITING MARKET DATA, MARKET RESEARCH, INTERVIEW WITH MARKETING/SALES MANAGERS

BRAND WORKSHOP

BRANDHEART

ARTICULATION

IDEAS TO BRING THE BRAND TO LIFE

3 VENDORS ARMAD | ARCAL | DOROT

MARKET VISIT

LOCAL / INTERNATIONAL

THE PROCESS:

2 DAY MARKET VISIT. )EACH MARKET(: 1 DAY - INTERVIEWS 1 DAY - MARKET PLACE/POS VISIT

1-2 DAY WORKSHOP ALL COUNTRIES TOGETHER

INTERNAL WORK BY BRANDON + IRIT SHEPIZMAN

INTERNAL WORK BY BRANDON+ IRIT SHEPIZMAN

BRAND HEART CONCEPT

BRAND HEART OPTIONIONS TO DISCUSS . ADJUSTMENTS & FINAL APPROVAL.

DISCOVERY DISCOVERY STRATEGY

STRATEGYSHAPE

Brand Health Check

DIAGNOSTICS

BRAND WORKSHOP

BRANDHEART

ARTICULATION

IDEAS TO BRING THE

BRAND TO LIFE

3 VENDORS ARMAD | ARCAL | DOROT

MARKET VISIT

LOCAL / INTERNATIONAL

THE TIMING:

BRAND HEART DISCUSSION +

FINAL APPROVAL

DISCOVERY DISCOVERY

STRATEGY STRATEGY SHAPE

6- 8 WEEKS

6- 8 WEEKS

TOTAL: 12-14 WEEKS

Brand Health Check

QUESTIONS ?