what is brand heart
TRANSCRIPT
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8 November 2007
BRAND HEART
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Confucius
Wherever you go, go with all your heart”.
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“so do (great) brands…
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tea bag without hot water…
“a brand with no heart
is like…
(tasteless)
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bread without the butter…
“a brand with no heart
is like…
(boring)
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life withoutfriends…
“a brand with no heart
is like… (meaningless)
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great brands have one thing in common…
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they all have a heart.
A heart that leads their wayA heart that makes them comes to lifeA heart that gives them bitA heart that people can be attracted to
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we aspire to become a great international coffee
brand.
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so, we need a heart transplant.
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open your heart and follow me through this
presentation
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TODAY’S AGENDA.
1. What’s a brand heart?2. The road to a brand heart.3. Next steps.
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WHAT’S A BRAND HEART ?
1
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WHAT IS A BRAND?
A promise to be delivered
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The Strauss methodology to build and define the brand foundations.
WHAT IS THE BRAND HEART ?
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The methodology was developed in the Strauss
“Change Teams” and was adapted warmly by:
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The 3 elements
WHAT’S IN THE BRAND HEART ?
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ideas
ideals
people
brand promise
brand values
brand character
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BRAND PROMISEGIVES THE BRAND A REASON OF BEING BASED ON CUSTOMER NEEDS
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WHY why am I here?
what do I stand for?
what is my promise to the world ?
THE BRAND PROMISE
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ONEAt the heart of every successful brand is a ONE GREAT IDEA or philosophy.It has many names: brand story, brand philosophy, brand elements, brand essence, DNA, but they all refer to the same thing:
A perspective that bonds with a deep “need”, much greater than any product rouses.
BRAND PROMISE
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THE PROMISE DEFINES THE REASON FOR THE BRAND’S EXISTENCE
What does the brand provide?
What’s in it for the consumer?
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The promise must be relevant The promise must be available The promise must be inspiring
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Think different
Go create
Dedicated to pleasure
Peace of mind
Design democratization
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Think different
Dedicated to pleasure
Peace of mind
Make people happy Refresh the world
to organize the world’s information and make it universally accessible
Sign of personal success
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BRAND VALUESTHE WAY WE WILL DELIVER THEPROMISE TO OUR CUSTOMERS INTERNALLY & EXTERNALLY.
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WHAT What does the brand believe in?
What are the principles of the brand?
What does the brand do to make the promise come true?
The way the brand will “do business”.
If the Company makes sure to live and breathe life into the values, they will become tangible to the consumer as well.
THE BRAND VALUES
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Think different
Go create
Peace of mind
Learning & curiosityDiversityLow cost & High quality
Value for money Good quality Brilliant customer service Innovative Competitively challenging
BRAND VALUES
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BRAND CHARACTERTHE WAY WE WILL EXPRESS OUR BRAND
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HOW How will the brand express the promise & values?
What is the brand special spirit ?
If the brand were a person, what would his nature or character be?
How would he communicate the message?
THE BRAND CHARACTER
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some examples
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Brand Valuesvalue for money good quality brilliant customer service innovative competitively challenging
Brand Promiseconsumer champion
Brand personalityrebelliousplayfulcheeky
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Brand values creativity.Imaginationlearning fun quality
Brand promise
Nurture the child in each of us
Brand personalityplayful, naïve, childlike
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40.5 billions
By the way…how many LEGO blocks it takes to build a tower that would reach the moon ?
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Brand valuescarefreelust for lifeparty spiritdynamic
Brand promiseoffer vibrant living
Brand personality spontaneous, playful, open minded and optimistic
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Brand valueslearning & curiositydiversitylow cost & high quality
Brand promise Democratization of design for all.
Brand personalitySwedishGood sense of humour, economic.
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Brand values:
Personal Simple Honest Global Future proof
Brand promise:creating a better future
Brand personality: Optimistic, Dynamic & Refreshing
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some Strauss examples
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Brand values: Pleasure Courage Personal Quality experience
Brand promise: Inspires you to stop, have a break… and enjoy a special moment.
Brand personality: Self confidence Easy going Warm & Witty
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NEW PACKAGES
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•tv-spote.wmv•tv-spote2.mpeg
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40%INCREASE IN SALES
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Brand values: Empowerment Well being Dynamic
Brand promise: An enhancement to your body & mind, helping you to get more out of your day.
Brand personality: Smart & Playful
ENERGY
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PROMISE
VALUES
CHARACTER
what makes brandsdiff rent from oneanother?
eThe brand heart is …
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It is important to remember that it is not each individual? מה מבדל בין מותגים element that is important, but it is the connection between them that creates the brand’s uniqueness )exactly the same as people(
Values
Character
Promise
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Next step…BRING THE BRAND TO LIFEMAKE THE HEART BEAT
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LIVE THE BRAND
DELIVER THE PROMISE
ACT BY THE VALUES
EXPRESS THE PERSONALITY
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During an average lifetime, your heart will beat over 2.5 billion times.
Seriously, that is one hard working muscle!
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A FEW WORDS ABOUT…
THE PROCESS
2
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THE ROAD TO A BRAND HEART
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3.
Discovery
Strategy
Shape
2.
1.
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Discovery
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Diagnostic
Product(company)
Competition Consumer
*Data will be taken from the brand health check
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CUSTOMERS NEEDS / I
NSIGHTS
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?Uncovering the brand by identifying:
Ambition and Purpose
Unique strengths and differentiation
What consumers think about the brand ( perceptions )
Values and Passions
The competitive Landscape
Consumer Trends & Needs
The target audience
Diagnostics
Discovery
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Strategy
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OUR BRAND MODEL: brand pyramid model
5 aspects of making a brand
special
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Model for articulating the Brand Heart
Consumer insights
Attributes
Functional benefits
Emotional rewards
Values
Personality
Reason to believe…
Brand promise
Brand character
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CONSUMER INSIGHT
Consumer insights
Attributes
Functional benefits
Emotional rewards
Values
Personality An existing opinion, deeply internalized, is present in the
consciousness of most consumers. This opinion can lead to a response.
Brand status its position in the market
The market and the competition
Review of world and local trends.
An existing opinion, deeply internalized, is present in the
consciousness of most consumers. This opinion can lead to a response.
Brand status its position in the market
The market and the competition
Review of world and local trends.
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Consumer insights
Attributes
Attributes = a long list of product and service descriptive. Product attributes, attributes relating to form, source, raw materials, economic attributes etc
Attributes = a long list of product and service descriptive. Product attributes, attributes relating to form, source, raw materials, economic attributes etc
PRODUCT ATTRIBUTES
Functional Benefits
Emotional rewards
Values
Personality
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FUNCTIONAL BENEFITS
Consumer insights
Attributes
Functional benefits
Emotional rewards
Values
PersonalityWhat are the functional benefits we deliver to the consumer? What does the brand give the consumer?
The most relevant and differentiating functional benefits
that create an advantage….
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Consumer insights
Attributes
Functional benefits
Emotional rewards
Values
Personality
EMOTIONAL REWARDS
What does the consumer feel?
What’s in it for him ?
The feeling generated when buying or using the brand.
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Based on the functional benefits and emotional rewards,
perceptual maps are built
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CI
Strategy
WORK WITH CI PILLARS. Work with Strauss brand pillars and make sure that all brand hearts support one or more out of the 4 pillars.
Healthy more
exciting
Fun special treat
Answering consumer needs
Share the World with you
Bring peopleTogether
Real differentiation
Innovative solution CompetitiveAdvantage
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IDStrategy
Now we can start… Articulation of the brand: PROMISE, VALUES and CHARACTER
BRAND HEART ARTICULATION.
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Shape
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shape
Developing the strategy for making the brand visible to those who
need to know about it, based on the approval of the previous stage.
LIST OF RELEVANT IDEAS AIMING TO BRING THE BRAND TO LIFE.
IDENTIFYING THE IDEAL COMBINATION OF COMMUNICATIONS IDEAS & TOOLS TO ACHIEVE THE GOALS
BRING THE BRAND TO LIFE.
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NEXT STEP
4. Design & Implementation
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A collaborative work by selected professionals from
the varied areas of brand’s alignment.
( Branding, Advertising, PR, Design, Internet agencies etc. )
Design & Implementation
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THE WAY FORWARD
3
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NEXT STEP
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THE GOAL: develop a
REGIONAL BRAND HEART
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THE WAY:
A process led by IRIT SPIESMAN
&
MARK COLINSE together with marketing managers
Working with Strauss branding agency:
An agency that helped Strauss design the brand heart process and developed brand hearts to other brands in the group such as …
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DIAGNOSTICS
ANALYSIS OF THE: MARKET REVIEW & SWOT DATA, EXCITING MARKET DATA, MARKET RESEARCH, INTERVIEW WITH MARKETING/SALES MANAGERS
BRAND WORKSHOP
BRANDHEART
ARTICULATION
IDEAS TO BRING THE BRAND TO LIFE
3 VENDORS ARMAD | ARCAL | DOROT
MARKET VISIT
LOCAL / INTERNATIONAL
THE PROCESS:
2 DAY MARKET VISIT. )EACH MARKET(: 1 DAY - INTERVIEWS 1 DAY - MARKET PLACE/POS VISIT
1-2 DAY WORKSHOP ALL COUNTRIES TOGETHER
INTERNAL WORK BY BRANDON + IRIT SHEPIZMAN
INTERNAL WORK BY BRANDON+ IRIT SHEPIZMAN
BRAND HEART CONCEPT
BRAND HEART OPTIONIONS TO DISCUSS . ADJUSTMENTS & FINAL APPROVAL.
DISCOVERY DISCOVERY STRATEGY
STRATEGYSHAPE
Brand Health Check
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DIAGNOSTICS
BRAND WORKSHOP
BRANDHEART
ARTICULATION
IDEAS TO BRING THE
BRAND TO LIFE
3 VENDORS ARMAD | ARCAL | DOROT
MARKET VISIT
LOCAL / INTERNATIONAL
THE TIMING:
BRAND HEART DISCUSSION +
FINAL APPROVAL
DISCOVERY DISCOVERY
STRATEGY STRATEGY SHAPE
6- 8 WEEKS
6- 8 WEEKS
TOTAL: 12-14 WEEKS
Brand Health Check
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QUESTIONS ?