b r a n d e n g i n e e r i n g A brand approach for the nuclear industry Luc Olyslager partner strategy planner ellys 2004 A brand approach for the nuclear industry. The information age drives the need for opinion brands. Handling information overload : exformation. Need to make more choices. Efficient transaction of complex information clusters. Taking position - belonging - recognition. Licence to dialogue : goodwill for information transfer. Society adopts clearly profiled brand personalities. Personality replaces argumentation : not 'what' but 'who'. Represent a unique, own and recognisable value territory. ellys 2004 FRESHFOOD STORES ellys 2004 FRESHFOOD STORES ellys 2004 Communications-triad Expressions Objects of reference audience ellys 2004 Communications-triad Expressions Objects of reference audience relation Cognitive references meaning ellys 2004 coding Objects of reference Sender Receiver decoding interpretation Recognised personality of the sender BRAND meaningmessages meaning messages ellys 2004 The personality of the sender (brand) drives the meaning of the message. ellys 2004 The nuclear industry. messages personality advantagesbenefitspromisesfeaturescontributionSWOTreferencesoutdatedno futurerisksaccidentsdangerwaste ellys 2004 A brand approach for the nuclear industry. The image deficit of the nuclear sector. No active branding of the nuclear industry. All brand attributes are shaped and controlled by external sources. Envisioned future / reason-why / motif Personality characteristics. Actuality Incidents, accidents, waste and military are the dominant manifestations of the sector. Competitors, opponents, opposite opinion brands Include the negative interpretation of nuclear in their own brand territories. ellys 2004 A brand approach for the nuclear industry. The defensive attitude of the nuclear industry strengthens and confirms the opponents territory. Nuclear strategy and argumentation is understood in the opponents values. reduced goodwill for messages and value proposition. Not relational in public opinion. while not confirming an own envisioned future, reason-why and personality. ellys 2004 Our pride and leadership. Establishing a strong opinion brand for the nuclear sector. Ownership of our image. Confirming our drivers, envisioned future and personality. Acquiring the right associations in order to be recognised in a proper and competitive way. Acquiring the licence to dialogue. Profiling the brand. Bridging the gap between perception and reality. Enable public to inscribe, support and take position. Harvest on goodwill. ellys 2004 Our pride and leadership. The nuclear industry, an essential component of the energy chain... Contribution to quality of life. Economy / environment. Strong foothold in the quest for sustainable development. Reaching for optimising the envisioned future.... compatible with the dynamics of public opinion.