What's Your Brand's Reflection

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what is your brand’s reflection?

description

this slideshow deals quickly with 3 ideas (1) knowing your brand's reflection is an important piece of brand identity (2) your consumer touch points often signal that reflection and (3) marketers often mistake the target for the consumer's desired reflection source: kapferer

Transcript of What's Your Brand's Reflection

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what is your brand’s reflection?

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humans have a deep rooted need to belong

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we need to feel

connected

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loved

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and a part of something larger than ourselves

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brands play a major role in helping us fulfill this need

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not only can they facilitate connecting us to others

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but they also help us signal who we

belong with

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and because of this signal…

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a key of component of any brand’s identity is defining it’s “reflected consumer”

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why?

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“a brand is a customer’s (desired) reflection”

— jean-noël kapferer

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a brand’s communications

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stores

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and products

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all work to build a reflection of it’s customer

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Was a result…

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we have an idea of the type of person that drives this

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watches this

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and uses this

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and uses this

versus this

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marketers often mistake target and reflection

The problem is marketers often mistake the target customer with the brand’s reflection

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the target is your current & potential

purchasers

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the reflection is the way your target wishes to be

seen as a result of interacting with the brand

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although your target may look like this

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they may want others to see them

like this

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at least this guy

did

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one key way marketers speak to the target instead of their desired reflection is through the constant use of “that’s why” advertising

and we all know “that’s why” advertising

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problem: can’t sleep?

solution: that’s why there is brand X

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“‘that’s why’ advertising navigates by reference to consumers. it holds up a mirror to their lives—or what the advertisers supposes are their lives—and gives them a reason to believe the product we are selling contains something that will make their day better in some regard. in this situation i, the brand, am acting in effect as a mirror.”

-adam morgan, eating the big fish

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and so we speak to them as they are

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And so…

We speak to them as they are, not as they want

to be seen

Need new

not as they wish to be

seen as users of our brand

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do you know your brand’s reflection?

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to answer this question, finish this sentence

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to answer this question, finish this sentence

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when others talk about people who interact with my brand they say:

“they are…”

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when others talk about people who interact with my brand they say:

“they are…”

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brands can have incredible power…

be extraordinary

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brands can have incredible power…

be extraordinary

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