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Comparing B2C Branding Frameworks

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leadingdesigns

Research, particularly academic, into Branding, Design, and Business, often seeks to identify common issues of practice within identified subject areas and create frameworks or models, which will help practitioners within business organisations to operate more effectively. In building case studies through a speculative comparison of two B2C brands; Lego and Unilever, such brand models are applied here to examine why each company has found it necessary to adopt changes to their strategy to incur different relationships with their customers.

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Brand Success brand frameworks A SPECULATIVE COMPARISON OF B2C BRANDS "Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.“ ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion Kevin Robers, The Lovemarks Effect ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 4D Branding, Thomas Gadd, 2001 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL 4D Branding, Thomas Gadd, 2001 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SPIRITUAL Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SOCIAL SPIRITUAL The ability to create a social context for a group. Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SOCIAL Brand must deliver on all 4 dimensions. SPIRITUAL The ability to create a social context for a group. Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Success story? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Success story? ‘Whenever you encounter Virgin, it’s cheaper, better quality and a much nicer atmosphere’ FUNCTIONALDIMENSION SOCIALDIMENSION MENTALDIMENSION ‘I like Virgin, they’re like a great friend. We share ‘Virgin makes me feel good. When I’m on that values, attitudes towards life and like to have fun’ plane it feels mentally relaxing’ SPIRITUALDIMENSION ‘I appreciate Virgin’s commitment to challenge big and oblivious corporations’ ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “ WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams Announced $200US million myths & icons identity value inspiration loss - its biggest ever - with sales TRUST SENSUALITY falling by more than a quarter. reliability sound ease sight openness taste security touch They were so successful for so REPUTATION scent long, they didn't have to INTIMACY question their marketing or leadership honesty commitment product development responsibility empathy passion ability. Jon Salisbury, Toy News, 2004 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Image Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Position Trap Brand Identity Trap, David Aaker, 2004 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Position Product Attribute Trap Fixation Trap Brand Identity Trap, David Aaker, 2004 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS KGOY: Kids Getting Older Younger ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: Kids Getting Older Younger ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: My father made Kids Getting another brand an Older offer they couldn’t Younger refuse. ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS "SO.... WHAT DOES THIS TELL US?" ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS "SO.... WHAT DOES THIS TELL US?" Emotional framework = 20% to 200% higher prices + greater sales volume = ? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? realign brand identity? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? BRAND IDENTITY realign brand identity? TRAPS promote the brand internally? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Asset Valuator (Y&R) Knowledge an intimate understanding of the brand Brand Stature Esteem howRelevance the well regarded brand is Brand Brand Value Value Relevance how approproate the brand is to you Brand Vitality Diffrentiation shifts in market trends? the brand’s point of BRAND difference IDENTITY realign brand identity? TRAPS promote the brand internally? THE FOUR PILLARS Energised Relevance Esteem Knowledge Differentiation ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS overlap in market segments ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ASYL: Adults Staying Younger Longer ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS KGOY ASYL ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion THE FOUR PILLARS Energised Relevance Esteem Knowledge Differentiation ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “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 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS house of brands? “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 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS house of brands? “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 ©JamesBarber branded house?
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? Corporate brand vulnerable? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ”.....the Dasani scandal has left Coke nursing a £25 million loss from cancelled production contracts http://www.guardian.co.uk ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS " why FIX IT ? " IF IT AINT BROKE, ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image Recognise weak areas
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image Recognise weak areas Help differentiate
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique ?! Personality ?! INTERNALISATION EXTERNALISATION Relationship ?! Culture ?! ?! Self-image ?! PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA Self attitude vs. Everyone
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion Can ‘Love’ be Quantified? ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ...selection and combination... ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ...selection and combination... ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “ “ 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. ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THANKYOU QUESTIONS ARE MOST WELCOME “ 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 ©JamesBarber
Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THANKYOU QUESTIONS ARE MOST WELCOME “ Do you agree..? 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 ©JamesBarber

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Comparing B2C Branding Frameworks

  • 1. Brand Success brand frameworks A SPECULATIVE COMPARISON OF B2C BRANDS "Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.“ ©JamesBarber
  • 2. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 3. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 4. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion Kevin Robers, The Lovemarks Effect ©JamesBarber
  • 5. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect ©JamesBarber
  • 6. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect ©JamesBarber
  • 7. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect ©JamesBarber
  • 8. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 4D Branding, Thomas Gadd, 2001 ©JamesBarber
  • 9. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
  • 10. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL 4D Branding, Thomas Gadd, 2001 ©JamesBarber
  • 11. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SPIRITUAL Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
  • 12. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SOCIAL SPIRITUAL The ability to create a social context for a group. Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
  • 13. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SOCIAL Brand must deliver on all 4 dimensions. SPIRITUAL The ability to create a social context for a group. Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber
  • 14. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Success story? ©JamesBarber
  • 15. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Success story? ‘Whenever you encounter Virgin, it’s cheaper, better quality and a much nicer atmosphere’ FUNCTIONALDIMENSION SOCIALDIMENSION MENTALDIMENSION ‘I like Virgin, they’re like a great friend. We share ‘Virgin makes me feel good. When I’m on that values, attitudes towards life and like to have fun’ plane it feels mentally relaxing’ SPIRITUALDIMENSION ‘I appreciate Virgin’s commitment to challenge big and oblivious corporations’ ©JamesBarber
  • 16. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion ©JamesBarber
  • 17. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion ©JamesBarber
  • 18. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 19. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “ WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams Announced $200US million myths & icons identity value inspiration loss - its biggest ever - with sales TRUST SENSUALITY falling by more than a quarter. reliability sound ease sight openness taste security touch They were so successful for so REPUTATION scent long, they didn't have to INTIMACY question their marketing or leadership honesty commitment product development responsibility empathy passion ability. Jon Salisbury, Toy News, 2004 ©JamesBarber
  • 20. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
  • 21. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Image Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
  • 22. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber
  • 23. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Position Trap Brand Identity Trap, David Aaker, 2004 ©JamesBarber
  • 24. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Position Product Attribute Trap Fixation Trap Brand Identity Trap, David Aaker, 2004 ©JamesBarber
  • 25. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
  • 26. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
  • 27. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
  • 28. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber
  • 29. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS KGOY: Kids Getting Older Younger ©JamesBarber
  • 30. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: Kids Getting Older Younger ©JamesBarber
  • 31. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: My father made Kids Getting another brand an Older offer they couldn’t Younger refuse. ©JamesBarber
  • 32. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS "SO.... WHAT DOES THIS TELL US?" ©JamesBarber
  • 33. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS "SO.... WHAT DOES THIS TELL US?" Emotional framework = 20% to 200% higher prices + greater sales volume = ? ©JamesBarber
  • 34. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value ©JamesBarber
  • 35. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? ©JamesBarber
  • 36. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? realign brand identity? ©JamesBarber
  • 37. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? BRAND IDENTITY realign brand identity? TRAPS promote the brand internally? ©JamesBarber
  • 38. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Asset Valuator (Y&R) Knowledge an intimate understanding of the brand Brand Stature Esteem howRelevance the well regarded brand is Brand Brand Value Value Relevance how approproate the brand is to you Brand Vitality Diffrentiation shifts in market trends? the brand’s point of BRAND difference IDENTITY realign brand identity? TRAPS promote the brand internally? THE FOUR PILLARS Energised Relevance Esteem Knowledge Differentiation ©JamesBarber
  • 39. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
  • 40. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
  • 41. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber
  • 42. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 43. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS overlap in market segments ©JamesBarber
  • 44. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 45. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ©JamesBarber
  • 46. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ASYL: Adults Staying Younger Longer ©JamesBarber
  • 47. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 48. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS KGOY ASYL ©JamesBarber
  • 49. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion ©JamesBarber
  • 50. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion THE FOUR PILLARS Energised Relevance Esteem Knowledge Differentiation ©JamesBarber
  • 51. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “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 ©JamesBarber
  • 52. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS house of brands? “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 ©JamesBarber
  • 53. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS house of brands? “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 ©JamesBarber branded house?
  • 54. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
  • 55. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
  • 56. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber
  • 57. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 58. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? ©JamesBarber
  • 59. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? Corporate brand vulnerable? ©JamesBarber
  • 60. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ”.....the Dasani scandal has left Coke nursing a £25 million loss from cancelled production contracts http://www.guardian.co.uk ©JamesBarber
  • 61. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 62. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 63. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS " why FIX IT ? " IF IT AINT BROKE, ©JamesBarber
  • 64. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
  • 65. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
  • 66. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
  • 67. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber
  • 68. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber
  • 69. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image
  • 70. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image Recognise weak areas
  • 71. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image Recognise weak areas Help differentiate
  • 72. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique ?! Personality ?! INTERNALISATION EXTERNALISATION Relationship ?! Culture ?! ?! Self-image ?! PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  • 73. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  • 74. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  • 75. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber
  • 76. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA
  • 77. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA Self attitude vs. Everyone
  • 78. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion ©JamesBarber
  • 79. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion ©JamesBarber
  • 80. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion Can ‘Love’ be Quantified? ©JamesBarber
  • 81. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 82. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 83. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 84. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 85. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 86. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber
  • 87. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ©JamesBarber
  • 88. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ©JamesBarber
  • 89. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ©JamesBarber
  • 90. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ©JamesBarber
  • 91. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ©JamesBarber
  • 92. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ...selection and combination... ©JamesBarber
  • 93. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ...selection and combination... ©JamesBarber
  • 94. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “ “ 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. ©JamesBarber
  • 95. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THANKYOU QUESTIONS ARE MOST WELCOME “ 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 ©JamesBarber
  • 96. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THANKYOU QUESTIONS ARE MOST WELCOME “ Do you agree..? 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 ©JamesBarber