Branding

Food for

Bruno Botton RIQ Seminar

Istambul

June 8th 2004

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What about …

‘Affinity Spotlight’

Brand Blueprint

Brand Archetypes

Affinity Spotlight

V1 – May 2004

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The purpose

To develop a serie of learning documents for main affinity

dimensions : the ‘Affinity spotlight’

To provide examples on how to leverage/activate the

dimensions on the market place

… let us look at Heritage

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What Is Heritage?

Component of a brand’s Authority

The roots of the brand, its permanence, its ability to build

expertise over time

Affinity

Authority

Identification

Approval

Heritage

Trust

Innovation

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Heritage: Classic Brands

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How To Gain Heritage

Heritage Tradition

Origin

Myth Achievement

Place

Craft

Lifespan

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Heritage : an origin

References to a brand’s date of

creation

In advertising, brand identity…

even in the Brand Name!

One of the easiest ways to

emphasise heritage

The average age of the world’s

top 30 spirits brands … is over

100 years !

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Zoggs is a goggles brand

created in 1992

It can’t create heritage through

its age, so it calls on a

perceived heritage of

Australian swimming

Emphasising geographical

origin can create heritage

through authenticity

Food and drink brands do this

often

It can also be a route to

heritage for newer brands

Heritage : a place

‘Born in Australia, the home of

swimming, and with our roots

still embedded here. ZOGGS is

now ‘swimming all around the

world’

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Heritage : an achievement

« Built on the earth, sacred on

the moon »

In 1969 Omega was the first

watch on the moon

The brand is still leveraging

this exceptional and unique

event to promote its authority

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Heritage : a craft

The Lustucru French pasta

brand was the first to use eggs

in its recipe

Pioneering techniques can

emphasise heritage while

keeping innovation in mind too

Hermès was founded in 1837

as a harness-maker’ firm

It uses its roots in craftsmanship

to create heritage

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Heritage : a lifespan

« Already there when the first

dollar was printed »

This brand is 375 years old.

Brands accumulate heritage

just by existing – though newer

brands can’t afford to just sit

and wait!

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Heritage: a tradition

The permanence of the brand

– 3 generations of men using

the same perfume

A brand can be seen as the

‘signature’ of a group, part of

its heritage

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Heritage : a myth

Heritage can emerge from

myths or stories the brand tells

about itself.

A ‘founder’s myth’ in the case

of Japanese Nikka whisky.

Ball watches associate

themselves with stories of

American pioneers

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Applying Heritage

Vintage products

TAG Heuer’ s 1964 Carrera

watch – launched in 2004.

New Brands For Old!

The new VW Beetle or the new

Mini – classic heritage brands

updated with the latest tech

Anniversaries

Sanofi’s « 30 year adventure »

Timex : 150 years experience

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Heritage Case Study: Quezac

How do you use Heritage if you

are new to the market?

Late 80s French bottled water

launch from Nestle

Nestle chose to leverage an

‘invented’ heritage

Used myth – « the great legend

of Quezac », an ancient water

source

All characters in the

commercial spoke an old

dialect and an ‘old’ font was

used on the ads.

Conveyed a health benefit

emotionally

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The Pitfalls of Heritage

Heritage: can mean old, stale,

boring!

Heritage without perceived

momentum could spell decline

Possible solution – combine

Heritage and Innovation

For instance Kronenbourg

1664 combines 360 years of

tradition with a very modern

communication style

The result is an ‘updated

permanence’

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I need you !

To provide more examples

Other types of heritage

‘Invented heritage’, etc ….

In a B2B context

As well as for the next Affinity ‘spotlights’

Innovation … not product related

Trust

etc

The Brand Blueprint

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What is it?

A very simple summary chart to be included as standard

deliverable in most branding projects (qual or quant)

Which would involve our different branding components :

Emotional benefits

Functional benefits

Universal needs

Personality

Key differentiators

BRAND BLUEPRINT Name:

Parent name (if any):

Category :

Country :

Among :

-

-

-

-

Key Differentiator:

-

A

B

C

D

F

G

H

E

Universal Needs:

Emotional benefits:

Functional benefits:

Personality:

-

Brand Spirit:

BRAND BLUEPRINT Name: SingTel

Parent name (if any):

Category : Mobile Phone Service

- Tradition

- Leadership

- Security

- Respect

- Heritage

- Trust

- Nostalgia

- Prestige

- Endorsement

- High call quality

- Good outdoor coverage

- Good indoor coverage

- Extensive list of international partners for roaming

- For successful people

- Brand I’m proud of

- Friendly & approachable

- Challenges existing norms

Key Differentiator:

-Prestigious

aspirational brand,

somebody to look

upto, well respected

A

B

C

D

F

G

H

E

Universal Needs:

Emotional benefits:

Functional benefits:

Personality:

-Heritage,

Leadership

- Prestige

-High quality

Brand Spirit:

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I need you !

Get your feedbacks

And promote the use of Brand Blueprint as much as you can!

Making

Brand Archetypes Make a difference

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Insight

‘Connecting’ with consumers is one of the major marketing

challenges

Our branding framework helps us understand how to influence

consumer perceptions and preference by taping into emotional

benefits … in a more structured way

The developments on universal needs enrich our branding

story by adding further opportunities for brand positioning

Question

Can we go one step further?

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… and

encapsulate different aspects of the brand’s world:

The universal needs brands are trying to address

Their emotional and functional benefits

Their personality …

bring brand to life, develop compelling stories and capture the

richness of brand meaning

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We are in the business of story telling

… and archetypes might help

« Stories is all we are.

We are defined by the stories we tell … and

that are told about us; and brands are part of

that story » Jon Howard-Spink

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12 master archetypes

by Carol Pearson & Margaret Mark *

Ruler

Magician

Creator

Innocent

Sage

Explorer

Champion Outlaw

Everyman

Jester

Lover

Caregiver

* In ‘the Hero and the Outlaw’

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The Archetype compass

by Kent Wertime*

Loyalist (Certainty)

Enigma (Uncertainty)

Hero (Trust)

Wise old man (Continuity/heritage)

Creator (Invention)

Mother of goodness (Care/nurturing)

Little Trickster (Humor/spontaneity)

Anti-Hero (Danger)

Change Master (Change/newness)

Ultimate Strength (Testing/proving)

Siren (Seduction/destruction)

Powerbroker (Domination/control)

* in Building brands and believers

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Let’s look at how archetypes work with our brand

components

Loyalist (Certainty)

Enigma (Uncertainty)

Hero (Trust)

Wise old man (Continuity/heritage)

Creator (Invention)

Mother of goodness (Care/nurturing)

Little Trickster (Humor/spontaneity)

Anti-Hero (Danger)

Change Master (Change/newness)

Ultimate Strength (Testing/proving)

Siren (Seduction/destruction)

Powerbroker (Domination/control)

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The Ultimate Strength

Strength, performance and endurance

Ability to face challenges and prove

Affinity

Authority : Heritage, Trust

Performance / key product features :

Durability, enduring quality

Resistance to torture tests

Universal Needs

Leadership (Power)

Control (Power)

Respect (Order)

Personality

Ruggedness

Hardworking, secure

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The Hero

Fortitude, courage and victory

The champion in all of us – the need to strive and succeed

The hero becomes the hero through overcoming obstacles

Affinity

Trust, Innovation

Bonding

Endorsement

Universal Needs

Individuality (Expression)

Leadership (Power)

Personality

Daring

Independent

intelligent

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The Creator

Creative inspiration and the potency of the imagination

The need to fashion and create things in our lives – inspired by the divine, seeking perfection

Affinity

Innovation

Universal Needs

Freedom (Expression)

Individuality (Expression)

Attractiveness (Connection)

Fun ? (Hedonism)

Personality

Imaginative, unique

Daring, exciting

intelligent

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The Wise Old Man

Wisdom through experience, advice and heritage

The mentor in all of us – the need to nurture and tutor all of us

The role of endorsers in advertising

Intertwined relationship with the young hero

Affinity

Heritage

Trust

Caring

Endorsement

Universal Needs

Knowledge (Power)

Harmony (Balance)

Respect (Order)

Tradition (Order)

Personality

competence

Intelligent, confident

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The Mother of Goodness

Purity, nourishment and motherly warmth

The purity in all of us – the need to hold certain things sacred

Symbols : white color, water, fruits and young maiden figure

Affinity

Trust

Caring

Nostalgia

Universal Needs

Well-being (Balance)

Love (Connection)

Security (Order)

Personality

Nurturing, supporting

Mild

Genuine, wholesome

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Archetypes: main benefits in a branding context

’Archetypes constitutes a common psychic substrate of a suprapersonal

nature which is present in everyone of us’ Carl Jung

Archetypes are ideal building blocks for enabling human connections

They are flexible, yet enduring; universal, yet personal

The universality of archetypes is what allows for universally

appealing messages that can cross cultures

The motivating aspect of archetypes plays a key role in creating

persuasion in commercial messages

Their timeless nature provide enduring foundation on which to create

lasting images

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A road map

Which are the brand

components which

relate to my intended

archetype?

Which is the archetype

which would best

represent my

different brand

components?

Brand Archetype

Brand components:

-Affinity

-Peformance

-Needs

-Personality

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Question time !

Any interest in this?

Should we use an existing framework?

Which one?

Should we develop our own framework?

How?

Branding

Food for

Bruno Botton RIQ Seminar

Istambul

June 8th 2004

Thank you !