WHY DO WE

NEED

BRANDS?

CONSUMERS ARE OVEREXPOSED TOBRAND MESSAGES WHICH LEAD TO A

LACK OF TRUST OR INTEREST IN THEM

Image: They live | John Carpenter | 1988

WHY DO WE NEED BRANDS THEN?

“All the Cokes ae the same and all theCokes ae god. Liz Taylo knos it, thePresident knos it, the bum knos it,and yo kno it.”

Andy Warhol

GUARANTEE OF QUALITY

Ken Heyman | (American, born 1930) | Andy Warhol and Bottle, 1964 | Gelatin silver print | Collection of The Coca-Cola Company

https://en.wikipedia.org/wiki/Appellation

PROOF OF ORIGIN

Historically, the world's frst exclusive(protected) vineyard zone was introduced

in Chianti, Italy in 1716

BRANDS CREATE VALUE

“What we're trying to do is remove the barrier of

having to learn to use a computer.”

Steve Jobs

WHAT IS VALUE?

Emotional Value Tangible Value

Emotional Value + Tangible Value = Overall ValueCustomer Desire + Customer Need = Customer ExpectationsOverall Value ≥ Customer Expectations :-)Overall Value ≤ Customer Expectations :-(

http://coolmaterial.com/ http://www.huffingtonpost.com/

Image: https://www.futurerising.com/

ABOUT EMOTIONAL VALUE

(…) “what we create inadvertising, which isintangible value -- you mightcall it perceived value, youmight call it badge value,subjective value, intangiblevalue of some kind” (…)

Rory Sutherland “Lessons from an Ad Man”

Video After This Slide

“How can we build the products people want?”

Creating Tangible Value

Value Proposition Canvas | Alexander Osterwalder | http://businessmodelalchemist.com/

● Trusted quality and origin

● Puts people's needs first

● Serves the greater good

● Innovates and inspires

WHAT MAKES A GOOD BRAND?

Image: http://www.patagonia.com/blog/2014/06/major-environmental-victory-in-chile/

We need more good brands

Thomas DelaitreRonin Brand Strategist@Tom_DelWww.linkedin.com/in/thomasdelaitre