Product Development Case Study Part 3F April 11, 2013
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Transcript of Product Development Case Study Part 3F April 11, 2013
part 3 F of 7 part Case Study
1 Product development
Luxury brand Case Study
2
Notes
3
November 2012
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
Bruce Eckman
Luxury Brand
Business
Development
Case Study Part 3 F
www.maxruckman.com
4
5
baldwin acquisition during the project, black & decker acquired baldwin hardware. this made it necessary to complete another round of research to determine how the baldwin name would fit into the project, but also how we would position the various product lines
Baldwin acquisition
6 Imark Baldwin research
Imark
Baldwin
Research
7 Background & purpose
8 Background & purpose
9 Background & purpose
10 sample
11 sample
initially each interviewee explored relevant brands on an
unaided basis
12 methodology
if the baldwin
brand did not come
up unaided, then an
aided quality
sort of ten brands
was initiated
using brand
names on cards
13 methodology
when, on this aided basis, baldwin was acknowledged as a recognized brand it was explored in depth
14 methodology
15 methodology
16 methodology
17 methodology
18 methodology
19 methodology
20 Imark Baldwin research
Perception
Of
quality
many things influence
the perception of quality
21 Perception of quality
22 Perception of quality
23
Perception of quality
sense of presence
24
styles pricing
availability
customer service
delivery
ease of installation
word-of-mouth
uniqueness
Perception of quality
25 Perception of quality
26 Perception of quality
arbiters, however, were more knowledgeable
27 Perception of quality
28
e.r. butler
p.e. guerin
baltica
valli and Valli
dornbrach
ashley norton
period brass
rocky mountain
heritage
omnia
brands that stood out
Perception of quality
29 Perception of quality
30 Perception of quality
these arbiter-referenced brands
were offered as the ones that
competed with the concept brand
31 Perception of quality
baldwin was at least a step lower
32 Perception of quality
33 Perception of quality
34 Perception of quality
35 Imark Baldwin research
Imark
Baldwin
Research
the
baldwin
name
was
viewed
as a
familiar,
good
quality
name
36 Imark Baldwin research
Baldwin Name
37 Imark Baldwin research
Baldwin Name
38 Imark Baldwin research
Baldwin Name
it has been around a long time
39 Imark Baldwin research
Baldwin Name
it was ‘dependable, durable and ‘known for brass
40 Imark Baldwin research
Baldwin Name
41 Imark Baldwin research
Baldwin Name
42 Imark Baldwin research
Baldwin Name
‘wants things to last.‘ (homeowner)
43 Imark Baldwin research
Baldwin Name
you can get parts 5 years from now.‘ - (arbiter)
44 Imark Baldwin research
Baldwin Name
45 Imark Baldwin research
Baldwin Name
they saw it as more of a contractors‘ brand. arbiters were not seeking it out as a destination brand 46 Imark Baldwin research
Baldwin Name
47
the brass look stood out and was quite noticeable. This was perceived as a status cue in more conservative social circles Imark Baldwin research
Baldwin Name
‘for someone who likes nice things' - (homeowner)
48
for historic homes or gated communities‘ - (homeowner)
Imark Baldwin research
Baldwin Name
49
Imark Baldwin research
Baldwin Name
it’s for historic renovation, 18" or 19" century style‘ - (arbiter)
50 Imark Baldwin research
Baldwin Name
reproductive, not
transformative -
(arbiter)
51 Imark Baldwin research
Baldwin Name
‘it’s historically correct' - (arbiter)
52 Imark Baldwin research
Baldwin Name
53
it was primarily ‘middle of the road to slightly above' in the homeowners and arbiters
Imark Baldwin research
Baldwin Name
54 Imark Baldwin research
Baldwin Name
55 Imark Baldwin research
Baldwin Name
56 Imark Baldwin research
Baldwin Name
57 Imark Baldwin research
Baldwin Name
‘ordinary, not exceptional.’ (arbiter)
58 Imark Baldwin research
Baldwin Name
59
the price was perceived as expensive by
homeowners in this sample, although they knew
there were other more expensive brands available
Imark Baldwin research
Baldwin Name
60 Imark Baldwin research
Baldwin Name
61 Imark Baldwin research
Baldwin Name
the primary strength of the baldwin brand is that it is consistent
62 Imark Baldwin research
Baldwin Name
63 Imark Baldwin research
Baldwin Name
64
Imark Baldwin research
Baldwin Name
they liked value and baldwin said to them that they were making a wise decision, 'not‘ a frivolous one
65 Imark Baldwin research
Baldwin Name
66 Imark Baldwin research
Baldwin Name
67 Imark Baldwin research
Baldwin Name
68
Top
Of
the
mass
market’
(homeowner)
Imark Baldwin research
Baldwin Name
69
Imark Baldwin research
Baldwin Name
70 Imark Baldwin research
Baldwin Name
71 Imark Baldwin research
Designer
Product
concept
72 Imark Baldwin research
Designer product concept
73
‘very luxury‚ (homeowner)
Imark Baldwin research
Designer product concept
74
‘i don’t trust my judgment any more’ (homeowner)
Imark Baldwin research
Designer product concept
75 Imark Baldwin research
Designer product concept
76 Imark Baldwin research
Designer product concept
77
‘easy to show to client. both visually and emotionally
(arbiter)
Imark Baldwin research
Designer product concept
in new york city where more of a premium was placed
on originality than in atlanta, there was some concern
that this idea “could be a little too mass produced
78 Imark Baldwin research
Designer product concept
79 Imark Baldwin research
Designer product concept
80
Imark Baldwin research
Designer product concept
81 Imark Baldwin research
Distance
From
Baldwin name
82 Imark Baldwin research
Distance from Baldwin name
83
the estate name was shown after the concept had been shown.
consequently, respondents were thinking of the line when
reacting to the estates name and not the current baldwin brand
Imark Baldwin research
Distance from Baldwin name
84 Imark Baldwin research
Distance from Baldwin name
neither group liked ‘a baldwin hardware brand
85 Imark Baldwin research
Distance from Baldwin name
86
arbiters were split equally as to which positioning of the other two names they liked
Imark Baldwin research
Distance from Baldwin name
87
homeowners clearly
preferred the collection reference
Imark Baldwin research
Distance from Baldwin name
88 Imark Baldwin research
Distance from Baldwin name
89 Imark Baldwin research
Estate from the Baldwin hardware collection
90
,
Imark Baldwin research
Estate from the Baldwin hardware collection
91
Imark Baldwin research
Estate from the Baldwin hardware collection
others felt it was trying to ‘transform a ford into
a mercedes‘ which was ‘too far afield’ for them
92 Imark Baldwin research
Estate from the Baldwin hardware collection
more for the masses. it belongs in depot’ (arbiter)
93 Imark Baldwin research
Estate from the Baldwin hardware collection
94 Imark Baldwin research
Estates by Baldwin
few homeowners or arbiters linked the concept brand with baldwin
95 Imark Baldwin research
Designer concept and Baldwin
in general, however, the concept ‘didn't look like baldwin
96
they were more likely to pick schlage, heritage, rocky mountain or omnia because of the breadth of those lines
Imark Baldwin research
Designer concept and Baldwin
97 Imark Baldwin research
Designer concept and Baldwin
98
‘they already have a lot of variety’
Imark Baldwin research
Designer concept and Baldwin
‘it's easier to link their historical approach with european styles’
arbiters were less convinced
99
in atlanta, they were more forgiving, because many of their customers liked baldwin
Imark Baldwin research
Designer concept and Baldwin
interestingly, many thought the idea would be good for baldwin’s image
100 Imark Baldwin research
Designer concept and Baldwin
101 Imark Baldwin research
Designer concept and Baldwin
‘they would be outside the mold they created for themselves
they’re better positioned to do this. but I'd like baldwin to branch out
102 Imark Baldwin research
Designer concept and Baldwin
103 Imark Baldwin research
Designer concept and Baldwin
104
however, the original concept seemed too high-end for baldwin
Imark Baldwin research
Designer concept and Baldwin
105 Imark Baldwin research
Designer concept and Baldwin
it makes sense to have a high-end brand that isn’t associated with baldwin at all and to have a series of new product lines coming from baldwin that upgrade and broaden its image
106 Imark Baldwin research
Designer concept and Baldwin
107
if, however, the brand is associated with baldwin, minimizing the baldwin name will help keep the line more exclusive while maximizing the baldwin name will help the baldwin brand the most
Imark Baldwin research
Designer concept and Baldwin
108 Imark Baldwin research
Summary
And
COnclusions
109
Imark Baldwin research
Summary & conclusions
110
Imark Baldwin research
Summary & conclusions
111
it was not, however, seen as exciting
Imark Baldwin research
Summary & conclusions
it was more ‘middle of the road‘ and ‘common‘ than other brands
it was competing more with schlage than with E.R. Butler
112
the typical homeowner was perceived to be ‘older,’ ‘conservative,‘ "classy,’ but ‘not into cutting edge’
Imark Baldwin research
Summary & conclusions
homeowners liked the baldwin brand more than arbiters did
being carried at home depot contributed to the perception that baldwin was a high-end mass market brand
113 Imark Baldwin research
Summary & conclusions
114
the concept would be better for the
baldwin name than the baldwin name would be for the
concept
Imark Baldwin research
Summary & conclusions
115
Imark Baldwin research
Summary & conclusions
116 Imark Baldwin research
Summary & conclusions
117
Imark Baldwin research
Summary & conclusions
118
Imark Baldwin research
Summary & conclusions
119
Imark Baldwin research
Summary & conclusions
conversely, maximizing the baldwin name as in ‘estates by baldwin‘ helps the baldwin brand meaning more than the new brand meaning
120 Imark Baldwin research
Summary & conclusions
121 Imark Baldwin research
Imark
Baldwin
recommendations
122 Imark Baldwin research
recommendations
further research may be warranted on this apparent movement and its potential impact on both kwikset and the baldwin brands
123 Imark Baldwin research
recommendations
recommendations should be evaluated with
the understanding that the brand target is the
arbiter. without arbiter buy-in it will be difficult
for the brand concept to get lift
124 Imark Baldwin research
recommendations
125
Imark Baldwin research
recommendations
126 Imark Baldwin research
recommendations
127
Imark Baldwin research
recommendations
we recommend that the baldwin association be expressed visually in scale and context
128 Imark Baldwin research
recommendations
129 Imark Baldwin research
recommendations
130 Imark Baldwin research
Story
elements
131 Story elements
132 Story elements
133 Story elements
134 Story elements
135 Story elements
136 Story elements
architecturally-inspired hardware and fixtures that capture the "spirit of place”
137 Story elements
138 Brandmark exploration
archetypes
Brandmark
exploration
139 Brandmark exploration
140 Brandmark exploration
141 Brandmark exploration
142 Brandmark exploration
143 Brandmark exploration
144 Brandmark exploration
145 Brandmark exploration
146 Brandmark exploration
147 Brandmark exploration
148 Brandmark exploration
149 Brandmark exploration
150 Brandmark exploration
151 Brandmark exploration
152 Brandmark exploration
153 Brandmark exploration
154 Brandmark exploration
archetypes
Brand
visulaization
Brand
Essence
155 Archetypes brand identity profile
Core
identity
156 Archetypes brand identity profile
Extended
Identity
157 Archetypes brand identity profile
BRAND
Symbols
158 Archetypes brand identity profile
Relationship
159 Archetypes brand identity profile
160 Brandmark exploration
Brand
story
‚architecture is…the spirit of an age..‛ – Sir Nikolaus Pevsner, slade professor of fine art at cambridge from 1949 to 1955
161 Brand story
162 Brand visualization
Archetypes brand story
163 Brand visualization
Archetypes brand story
164 Brand visualization
Archetypes brand story
165 Brand visualization
Archetypes brand story
166 Brand visualization
Archetypes brand story
167 Brand visualization
Archetypes brand story
‚Architecture is an Art of building having regard to the thing itself, the person for whom it is built and the site.‚ -Michel de Premin, the first great architectural writer of the Enlightenment
168 Brand visualization
Archetypes brand story
169 Brand visualization
Archetypes brand story
170 Brand visualization
Archetypes brand story
171 Brand visualization
Archetypes brand story
172 Brand visualization
Archetypes brand story
173 Imark Baldwin research
Brand
visualization
174 Brand visualization
There is an understated, timeless elegance to how we present ourselves, in the way we speak and the way we depict ourselves visually
Brand visualization
Visual language
We captivate our audience with our extensive knowledge of architecture and the quality and rarity of our offerings
175 Brand visualization
Visual language
176
Each product references the style and spirit of the past, but manifests itself anew
Brand visualization
Visual language
177
Deep, Red / Brown
Brand visualization
Color
178
the color brown is used to convey a stable, established impression
Brand visualization
Color
179
it symbolizes the depth and roots of wood
Brand visualization
Color
180
gives a feeling that something has existed a long time and will continue to exist in the future
Brand visualization
Color
181
another related impression of brown is the sense of the passage of time
Brand visualization
Color
brown is considered elegant. source: Master Lin Yun ’s Guide to the Art of Color, et.aI.
182 Brand visualization
Color
183
Red
Brand visualization
Color
184
red connotes happiness, warmth, strength and fame
Brand visualization
Color
185
red is associated, love, passion and desire
Brand visualization
Color
186
it has represented mars the roman god of war and conflict
Brand visualization
Color
187
it relates to fire, gathering around hearth and home
Brand visualization
Color
source: master Lin Yun ’s Guide to the Art of Color et.aI.
188 Brand visualization
Color
189
Gold
Brand visualization
Color
190
gold gives a sense of tolerance, patience & wisdom gained from past experiences
Brand visualization
Color
in the past real gold leaf was reserved for the most prestigious and sacred works of art
191 Brand visualization
Color
192
duo-tone photo imagery
Brand visualization
Image tone
193
the use of duo-tone imagery implies a link to history
Brand visualization
Image tone
194
it represents ideas and aspirations that are timeless
Brand visualization
Image tone
the aged and classic quality is familiar and calming
195 Brand visualization
Image tone
196
Lighting style and mood
Brand visualization
Lighting & mood
197
the lighting quality is mostly dark, conveying a sense of mystery and intrigue
Brand visualization
Lighting & mood
198
there is a heavy and solid sense, one of substance and stability
Brand visualization
Lighting & mood
the focus is sharp, not soft or dreamlike, and details are revealed
199 Brand visualization
Lighting & mood
Historic Architectural Styles
200 Brand visualization
Image content
201
architectural styles are referenced not with room settings, but with details
Brand visualization
Image content
202
human interaction
Brand visualization
Image content
203
the images are embraced with the human touch, people interacting with their surroundings. a hand on a latch, a view from a stair, or a touch to a surface
Brand visualization
Image content
November 2012
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
Bruce Eckman
Luxury Brand
Business
Development
Case Study Part 3 F
www.maxruckman.com
204