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BRAND NARRATIVECONNECTING FOR SUCCESS
BrandStorm: November 2nd, 2015
Campbell CooperCentric Brand Anthropology
cul ture [kuhl cher] – nounA shared, learned, symbolic system of values, beliefs and attitudes that shapes, influences and drives our perception and behavior
Peaked in the 1980s
Status Quo: Utilitarian
Clear societal roles
Belief in rules, hierarchies
Top-down authority
Parental authority
Class-based lifestyles
Focus on basic needs
Production drives economy
Sober and serious
Yesterday’s Orientation
Distinction: Experiential
Families are democraciesSocietal roles malleableTransient value systems
Sceptical of authorityLifestyle identities replace
class identityFocus on experiences and desires rather than needs
Consumption drives economy
Traditional to Consumer to Reimagined Culture
Beginning to Emerge
Creative Consumption
Expression
ImaginationPlayful
EntertainmentIndulgence
IronicCynical
Co-designGlobal
WE ARE PART OF A RAPIDLY CHANGING SOCIETY.consider …
The influential role of womenThe baby boomers finally arrivedPower to the people via technologyWe can drive electric cars, even fast onesA chef-cooked healthy meal delivered to my door
Quality
Experience
Price
Quantity
Necessity
Waste
Price
Quantity
Contemporary(emotional + purposeful)
Traditional(functional + implicit)
PricePrice
QualityQuality
QuantityQuantity
ConvenienceConvenience
“If nobody eats it, then we’re not saving
money!”
“I want to support companies doing the
right things.”
A new definition of value has emerged …
CULTURE SIGNFICANTLY IMPACTS THE FRESH PRODUCE CATEGORYconsider …
Consumer drive towards fresh (vs processed)Organics going mainstreamTransparency ‐ where does my food come from?Sustainability – am I doing something good for the environment?“Grow it myself” movement
CULTURE PROVIDES CONTEXT & THE “WHY?”
IT IS INVALUABLE TO DRIVE BRAND STRATEGY TO ENSURE YOUR BRAND IS AND STAYS RELEVANT
• REJUVENTATE BRAND LOYALTY• DIFFERENTIATE PRODUCTS & BRANDS• INNOVATE (WHITE SPACE)• DEVELOP NEW LANGUAGE FOR COMMUNICATION
Personalvalues
Productattributes and
meanings
Existingproduct
categories
Culturalrelevance
Social statusand identity
Social +media
influences
Brandattributes and
meanings
Competitivelandscape
Food culture
If we can get the IDEA RIGHT, brand connection and relevancy starts to make a lot more sense …
Entrepreneurs are leading the way – creating relevant experiences and disruptive innovation …
“…over the last half dozen years we have been looking very
closely at the entrepreneurs that we compete with, the smaller companies that we compete with, and we have studied in
detail how those kinds of small companies develop and bring their products to markets, and
we have learned a lot from doing that”.
Kendall J. Powell,
chairman and chief executive
officer of General Mills
“People like me will want my products”
“They realized they had got caught up in seeing their world from a
production point of view and not a consumer point of view and as a
result, were missing genuine opportunities to connect with
shoppers. And not just connect in a feel good way, but connect in terms
of driving sales”.
Brands are filters for quality experiences
Brand is of highest importance to Millennial and Gen X consumers.
Branding benchmarks are now set by Millennials, especially those under 30.
Myths ultra trendy
irrationally blowing scads of money at places like Whole Foods.
tech-enabled ‘never to grow ups’
more worried about finding the right fashion accessory than securing their economic futures
Truthsthey aren't’t buying many homes. they aren’t buying many cars. they aren’t having many kids.
They are cautious with their money and expect more from it.
Millennials are setting long-term purchase trends
Roles of women is the most significant cultural shift
Primary child caregiver Primary homemaker -
cooking, cleaning, decorating Primary family health‘caregiver’ Primary family food shopper Primary family clothing shopper
Family income provider Financial decision-maker Home/family-life organizer and leader Investor & long-term planner Home maintenance manager & do-it-yourselfer Home improvement decision-maker Family health director
Contemporary RolesTraditional Roles
Women control 60% of the wealth, dominate or share equally in 83% of purchase decisions
94% Home Furnishing
93% Food & Beverage
93% OTC & HABA
89% Vacations
80% Healthcare Service
74% Automotive
66% Home Computer
55% Electronics
Every year your customer will be ever more female
Because they are having fewer and fewer kids - and in many cases no kids - research tells us that:
Women will live longer
Marriage rates will plummet
Women will be less interested in romantic relationships and less likely to cohabitate
Women will spend more $$
Women will lead happier lives
Brands are missing many women
“Many brands pursuing this new generation of consumers often forget one simple truth: Not all millennials are male. Yet, much of today’s messaging tends to be “bro-based” or male centric, leaving out a diverse, demanding, and potentially lucrative market segment: The Millennial women.”
~ Forbes 4/21/2015
So what is a female millennial brand?
A brand that is used by lots of millennial women?
A brand that many millennial women have heard of which in turn
tests well on a survey?
JC Penney is a top Millennial brand
As are Coke, Pepsi, Taco Bell, Pizza Hut, and McDonald’s…
Walmart consistently appears on lists of top Millennial brands
Not lost somewhere in social media, they want to touch things and interact with people
Mia likes hardware stores and garden
stores “where you can touch things.”
She also likes being able to ask questions and
interact with the people who work there.
She has a lot of respect for craftsmen and artists, and makes
pottery herself.
DIY ethos means people growing their own vegetables, often in community gardens, raising chickens in their backyard, andmaking their own Kombucha tea.
They want to build and make things, to be productive, to contribute.
Opportunities to contribute to the formal economy are often marginal, so they find other ways to feel like they are “doingsomething.”
Doing something
There has been a lot of focus on Millennials as the first cohort of ‘digital natives.’
We think it’s perhaps more important to recognize that they are the first cohort of:
Quality Natives
Wellness is About Quality
1985 1990 1995 2000 2005 2010 2015 2020 2025
Wellness Transformation
+Wellness Universe EmergesThe “Big Bang”
Healthx
*This is strictly for heuristic purposes and is not based on numerical data
Boomers Millennials
Supplements Vitamin Water
Stonyfield Farm Yogurt Siggi’s Yogurt
Turkey Sandwich on Whole Wheat Banh Mi
Skinny Cow Ice Cream Bar People Pops
Diet Coke Cane-sweetened Mexican Coca Cola
Seltzer Water Q Tonic
Spelt Pasta Thai Rice Noodles
Sam Adams Pabst
Quality means different things to different people …
Products indicative of social values of their
creators
Companies that are clever, and/or
thoughtful, meaning someone put some
thought into it beyond “product attributes”
Buying products made by “real people” who are passionate about their product and put
themselves into it
Community and other contemporary social
values like sustainability and broad, basic
humanism.
Reflected in the DIY ethos and a desire for more distinctive material
expression.
Products with personality are not just “cool,” they
add a value layer!
Passion and thought
Quality Issue
Which is it?
High Fructose
Corn SyrupGMOs
SoySugar
Saturated FatButter Meat
Social influences on meaning
Treated Water, High Fructose
Corn Syrup, Tea, Phosphoric Acid,
Sodium Hexametaphospha
te (to protect flavor), Potassium
Sorbate and Potassium Benzoate (preserve
freshness), Caramel Color,
Calcium Disodium Edta (to protect flavor), Natural Flavor, Red 40
Brewed Tea, Organic Cane
Sugar, Organic
Lemon Juice From
Concentrate, Organic Lemon
Extract, Citric Acid
What’s missing?
Brewed Tea, Organic
Cane Sugar, Organic
Lemon Juice From
Concentrate, Organic Lemon Extract,
Citric Acid
Just a tad sweet = on trend in food culture
Honest = transparent = real = good
T = Truth, with a capital T
Color palette = purity, trust, clean, integrity, relationships, love, consciousness
Space = simple
USDA and Organic
Round = gentle, female
…Meaning
Changing the conversation for table grapes …
“My commitment to you is to grow and harvest the most delicious, flavorful
grapes you will ever eat.”
Jack Pandol (grower)email address on every pack
Brand narrative has the ingredients for success
Superior taste experience
Relentless focus on quality
Brand promise is “real” and builds trust
Healthy
Transparent and invites dialogue (community)
Indulgent – breaking new ground for table grape occasions
Experiential (new taste experiences)
Great balance between innovative product and clever brand strategy
Simplicity of message and design – consumers respond to simple
Brand speaks directly to product benefit
Authentic and healthy
Transparent – “nothing to hide”
Automatically starts to reposition the competition
YOU ARE IN A FANTASTIC CATEGORY WHERE CONSUMERS INCREASINGLY ENGAGED
BRANDS CAN MAKE A REAL DIFFERENCE
DON’T BE AFRAID TO SHAKE THINGS UPTHERE IS DISRUPTIVE INNOVATION ALL AROUND US!
ALWAYS STAY RELEVANT!
BRAND LOVE 2016
A deep, cultural understanding of women’s relationships with brands and
why love is won by brands today.
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