brand distinct assets - mie 2017 - ronald laan
TRANSCRIPT
Ronald Laan – Haystack International
@RonaldLaanCMI
Identifying & Validating
Multisensorial
Brand Distinct Assets
SM
ELL
TASTE
SHAPE
SOUND
Instant recognitionSmart bypass of the defense
mechanisms
Expanding the neurological
association network
Deeper values
Business sense!!!
Asset collection
Asset exploration
Asset validation
Business
implications
Asset collection
Asset collection
Asset collection
Asset exploration
Blue-white
colours
Brown
glassBlack
letters
Green leaf
Asset exploration
Asset exploration
Asset exploration
Asset collection
Asset exploration
Asset validation
Asset validation
Screening
Tachi exercise
Answer option
multiple brands
Spontaneous
recall
Type of
brand confusion
Disinvest
Brand Distinctiveness Matrix
Based on spontaneous brand recognition score.
Brand Memory Score = the % of people that link the element to your brand
Bra
nd
dis
tin
ctiv
en
ess
LOW
HIGH
HIGHBrand Asset Familiarity
Brand Distinctiveness = distinctiveness of the element
within competitive umfeld
Opportunity Keep & Build
Avoid or Start Owning
Asset validation
70
75
80
85
90
95
100
105
110
115
120
0 20 40 60 80 100 120 140 160 180 200 220
*
*
Keep & BuildOpportunity
Disinvest
Bra
nd
dis
tin
cti
ven
ess
HIGHBrand Asset Familiarity
LOW
HIGH
Avoid or Start Owning
Brand Distinctiveness Matrix – Brand + competitors
Asset validation
Nisyleen
70
75
80
85
90
95
100
105
110
115
120
0 20 40 60 80 100 120 140 160 180 200 220
*
*
Keep & BuildOpportunity
Disinvest
Bra
nd
dis
tin
cti
ven
ess
HIGHBrand Asset Familiarity
LOW
HIGH
Avoid or Start Owning
Brand Distinctiveness Matrix – Brand + competitors
Asset validation
Nisyleen
26* Food for thought is not based on this study only but is combined with more general marketing learnings.
FoodFor
Thought *
Leverage your colour
27
Asset validation
Enter new retail categories
with well being offer
28
Asset validation
Asset collection
Asset exploration
Asset validation
Business
implications
• “Evaluate current and future communication initiatives
• Asset division used as a guideline for a packaging change of a part of ourBelgian portfolio.”
Business implications
Sandra Stroeve
Manager Marketing & Communicatie
A. Vogel
Check
Yourself
before you
wreck
yourself
There
is more
than meets
the eye
Past,
Present
&
Future
Ronald Laan
Research Director – Haystack BV
@RonaldLaanCMI
Sandra Stroeve
Manager Marketing & Communicatie
A. Vogel