Brand Philosophy & Content Marketing со

Brand Philosophy &

Content Marketing

Bistra KumbaroskaChristina Forster

HUB Skopje, 25 March 2016

Brand Philosophy 45min

The need for differentiation

The rational and the emotional

The brand tree

Storytelling and content marketing

Content marketing 45min

Tools of content marketing

Strategy, planning and concept

SEO and other useful tips

Q&A 30min

3

Brand philosophy

1. The need for differentiation

3

• A strong brand is a brand that differentiates itself

Branding started with

cattle branding

Brand philosophy


4

• A strong brand is a brand that differentiates itself

Brand philosophy


“...product or service can

be differentiated by feature,

leadership, preference,

heritage, specialty, how it’s

made and on and on.”

5

• To help the consumer

Choose in a world of

excessive choices

Brand philosophy


Brand philosophy


6

• To help the consumer reduce perceived risks

1. Monetary risk

➢There is a chance I could lose money on this.

2. Functional risk

➢Maybe it won’t work, nor do what it is supposed to do.

3. Physical risk

➢It looks a little dangerous. I could get hurt.

4. Social risk

➢I wonder what my friends will think if I buy this.

5. Psychological risk

➢I might feel guilty or irresponsible if I buy this.

Source: Differentiate or die, J.Trout

Brand philosophy


Brand philosophy


7

An emotion is a mental

state that is a response to

a real or projected

stimulus.

Learnings from neuroscience

Brand philosophyBrand philosophy


8

Primary emotions

Joy

Anger

Sadness

Disgust

Fear

Surprise

Theory of so called basic emotions,

Eckermann, 1982


Brand philosophy


Secondary emotions

Nostalgia, love, hate, desire,

gratitude, resentment,

confidence, shame, pride,

disdain, contempt,

embarrassment, etc.

9

“First, we feel and then, we think”

(J.Ledoux, A.Damassio)


Brand philosophy


10

• The survival of some species depends on choices.

• Emotions will drive these choices before rational analysis.

➢It is through fear of death that a person will not eat poisonous

fruits or plants, after seeing other people die from them.

Learnings from neuroscience (and Darwin)

Brand philosophy


11

Hatred

Gratitude

Trust

Dislike

Aloof

Exploited

Skeptical

Shy

Upset

Embarrassed/Ashamed/Guilt

Apathetic

Bored

DisappointedWorried

Intimidated

Irritated

Lonely

Sad/Depressed

Angry

Surprised

Entertained

Happy

Inspired

Appreciated

Warm FuzzyCool/Calm

Love

Motivated

At peace

Confidence Proud

Curious/Interested

Confused

Tired

Harmony

Free Turned-on

Attraction

9%

Passive Negative

46%

Passive Positive

6%

Active Negative

53%

Active Positive

=average value for all clicks

“The more advertising creates emotions, and the more these emotions

are positive, the higher the buying intention” IPSOS

425

Definitely

Buy

3

Might Buy

1

Definitely

NOT Buy

12

10 commandments of emotional branding (M.Gobé, 2001)

From consumers to people

Consumers buy, people live.

From product to experience

Products fulfill needs, experiences fulfill desires.

From honesty to trust

Honesty is expected. Trust is engaging and intimate. It needs to be

earned.

From quality to preference

Quality for the right price is a given today. Preference creates sales.

From notoriety to aspiration

Being known does not mean that you are also loved!

Brand philosophy


13

From identity to personality

Identity is recognition. Personality is about character and charisma.

From function to feel

The functionality of a product is about practical and superficial qualities.

Sensorial design is about experiences.

From ubiquity to presence

Ubiquity is seen (quantity). Presence is felt (quality).

From communication to dialogue

Communication is telling. Dialog is sharing.

From service to relationship

Service is selling, relationship is acknowledgement.

Brand philosophy


10 commandments of emotional branding (M.Gobé, 2001)

14

?

Brand philosophy

The brand tree

Frame of referenceInsight Target

Value

Personnality

Reasons to believe

Rational Benefit

Emotional Benefit

Point of difference

The brand tree

The roots

Strategic choices


Value

Personnality

Reasons to believe

Rational Benefit

Emotional Benefit

Point of difference

The brand tree

The trunk

Selling proposition

Frame of reference Target

The trunk

Selling proposition

Insight

Value

Personnality

Reasons to believe

Rational benefit

Emotional benefit

The brand tree

Frame of reference Target

The trunk

Selling proposition

Insight

Value

Personality

Reasons to believe

Rational benefit

Emotional benefit

The brand tree


Value

Personality

Reasons to believe

Rational Benefit

Emotional Benefit

The brand tree

for HUB Skopje

Point of difference

Rational

benefitEmotional

benefit

- I ”feel”

- I “am”

TO BE, TO FEELTO HAVE

- I “take advantage”

I “enjoy”

- I “act,” I “can”

The benefit is the advantage a consumer

gets from a brand and/or product

Benefit

Benefit

Examples of emotional benefits

• I am smart, I’m in control, I feel free, I can accomplish, I’m

financially successful, I feel proud, I’m creative, I’m

resourceful, I feel alive, I’ve got a sense of humor, I enjoy

life, I feel secure, I’m assertive,

• I belong, people like me, I’m accepted, I feel loved,

• It brings me back to my childhood

• I am altruistic, I take care of others, I take care of the

environment

• I am a good parent, I feel happy to make my kids happy, I

am a good pet owner, I am reliable

Reasons to believe

Proof that enables me to believe that the

brand delivers its rational and emotional

benefit

• Reasons to believe can be tangible

or intangible

• A brand or a product can have

several reasons to believe

Reasons to believe

❖ Medals, a label, awards

❖ An invented or real expertise

❖ Origins

❖ Quantifiable information: studies and reports

❖ The brand’s history, the company’s legacy

❖ The name

Example of reasons to believe

Reasons to believe

Value

If the brand was a person, what values

would guide his/her actions and

choices? What aspect would he/she

never renounce?

➢ Authenticity

➢ Tradition

➢ Respect for science

➢Trust, courage, collaboration

➢Business excellence

➢Trust

➢Loyalty etc...

Value

The brand tree: examples

Frame of reference

Beauty care in mass market

TargetWomen who want to look and feel their personal best,

without anxiety with respect to social pressure (models)

Beauty stereotype can affect

women self esteem

Insight

ValueHonesty

Personality

Feminine, inner confident

Reason to believeProducts tested on real women +

international recognitions

Rational BenefitProducts that don’t tell lies:

they do what they promise

(no impossible results)

Emotional BenefitI feel well with myself, whatever self we are talking about: no matter the

shape, the age, this is the real beauty

Point of DifferenceThe real beauty

For real beauty

Show only real women

Fat?

Curves?Does real beauty exist only in small sizes?

Wrinkly?

Shiny?

You can be nice even at 96 years old

Would the world ever understand this?

•Persil « Dirt is goodlibre de se salir »

• rational benefit : removes stains better than any other detergent

➔ emotional benefit : I care for my child’s happiness ( a child who gets dirty is a child who plays, who is doing things, who lives)

Homework Assignment

1) What is the ultimate goal of HUB Skopje in your view?

And why are you part of it?What is the purpose, cause, or belief that inspires me to carry on? How does this product fit into

people’s everyday lives?

2) How is HUB Skopje different than the rest of the coworking

spaces and incubators in Macedonia?If your target customer were to describe what you do to their friends, what would they be saying

about you?

All members of the HUB Skopje team individually answer the

following questions:

3) If HUB Skopje was a person, what would it be like?Fun? Serious? Authoritative? Friendly? Reliable? Lively or laid back? Formal or chatty?

4) Who will HUB Skopje attract to work with (clients, partners,

fans)?A company’s first employees and customers are its greatest value. Are we working with the people

we like and align with? Why/why not?

Content Marketing

Content Marketing

Storytelling

Content marketing


Traditional messages in the old broadcast style — exalt

your product and tell your audiences why they need it

now.

Successful stories can garner 150m YouTube views in a

couple of months and supercharge brand awareness and

loyalty — without talking about the product at all.

This is what success looks like for brands that shift

from broadcast messaging to storytelling.

http://www.theguardian.com/sustainable-business/brand

Content Marketing

Storytelling

Content marketing


storytelling brands: Innocent

Kras!

WeWork

Content Marketing

Storytelling

Content marketing


Tone of voice

Content Marketing

Storytelling

Content marketing


Tone of voice

Many writers, one brand

The role of web writing is often decentralized, with responsibilities shared between many different

content authors, in many different places. These guidelines can be helpful as a central reference

to keep the overall voice consistent.

Consistency is memorable

As you aim to deliver great experiences for your customers, giving them a consistent encounter

can help build loyalty.

Death to corporate blah

A huge amount of us write our “corporate” web content with a kind of numbing pseudo-

professionalism. Social updates, newsletters and website notifications being common hosts to

this. Voice and tone guidelines can help establish professionalism without drifting into corporate

blah.

Content Marketing

Storytelling

Content marketing


Visuals

To mention

Useful sites for visuals:

www.canva.com

15 free infographic templates

50 CTA designs for free

Photo editing: PicMonkey

Free Stock Photo Resources

Charts and Infographics the easy way

http://www.canva.com

http://offers.hubspot.com/how-to-create-infographics-in-powerpoint?_ga=1.48251430.1481539165.1458848064

http://offers.hubspot.com/call-to-action-templates?_ga=1.244908037.1481539165.1458848064

http://www.picmonkey.com/

http://compfight.com/

https://infogr.am/

Content Marketing

Storytelling

Content marketing

Strategy, planning and concept

What does it take?

Content marketing


User generated content campaigns

http://www.postano.com/blog/10-great-examples-of-user-

generated-content-campaigns

Content marketing


www.keywordtool.io

https://www.google.com/trends/

Keyword planner set up in your google account

http://www.keywordtool.io

https://www.google.com/trends/

Q&A - Shoot! :)

Thank you for your attention. Keep rocking!

[email protected]

[email protected]

mailto:[email protected]

mailto:[email protected]

Brand Philosophy & Content Marketing со

Marketing

Transcript of Brand Philosophy & Content Marketing со