Building Irresistible Brands - Part 2 · Move #2 Eger and Therese Johaug (2011) Move #3 Chess Tour...
Transcript of Building Irresistible Brands - Part 2 · Move #2 Eger and Therese Johaug (2011) Move #3 Chess Tour...
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Building Irresistible Brands - Part 2
Creating Brand Cohesion
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Irresistible brands are rare but do
share common qualities that marketers
can manage
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Learn what it takes to become irresistible:Eight common qualities of irresistible brands
Hygiene Magnetism Cohesion
Know-howCredentials and expertise
MomentumBrand vitality
DifferentiationRecognisable difference
EmotionBrand meaning and purpose
SymbolismLanguage of emotion
NexusEmotive linkage
AlignmentTouchpoint consistence
UnityCohesive brand architecture
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1. Irresistible brands have a tight Nexus
2. All touchpoints are Aligned
3. They have a Unified brand architecture
Building Irresistible BrandsOur Point-of-View
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Where does a brand exist?
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A myriad of different touchpoints that all influence a brand’s position
Re
kla
me
ProdukterfaringerForbrukertester
Betalt
Eid
Fortjent
Hje
mm
esid
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It is definitely about the whole package
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Merkevarepåvirkning
Produkterfaring TV-reklame Egen kommunikasjon Tredjepartskommunikasjon
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Alignment: consistency across touchpoints
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• Ensures look, message and emotion are in accord.
• Touchpoints have consistent look, feel and image and evoke the same emotion.
• Maximises marketing spend.
• More difficult with increasing today´s multitude of touchpoints.
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Consistency through an archetypal expression
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Alignment #1 MINI
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Alignment #2 Vikaterassen
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Alignment #3 DNT in SoMe
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Mis-alignment #1 BDO and Petter Northug
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Move #1 Norrlands Guld and Victoria Silvstedt
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Move #2 Eger and Therese Johaug (2011)
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Move #3 Chess Tour de France (2012)
Alexander Solberg |
I do market stuff @chessmobil | #GjørDinGreie med lave priser, så blir alt mer moro;) 😎✌️
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Move #4 Launch of SpareBank 1’s Mobile banking app (2010)
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The balance between strategic and tactical needs
Strategic
need
Tactical
need
Build a relevant,
differentiated and
consistent brand
position to ensure
competitiveness in the
future
Build awareness,
promote and sell
products
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RO
AD
SID
E D
ITC
H
Target, guardrails, roadside ditches and offroad
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Imagery is always expressing intense, bright and
happy emotions, by use of colors, patterns, sunlight,
face and body expressions, added graphics et c.
Imagery is always lively, never static. Symmetric or
repetitive structures can only be used with contrasting
elements creating an effeect, playing with this structure.
Swirling, organic movements and metaphors express
unpredictability, allowableness and possibilities
A sense of play by using contrasting and unexpected
combinations of shapes, colors and subjects. Breaking
rules just for fun, such as children behaving like adults,
adults behaving like children, animals behaving like
humans and humans behaving like animals.
Maximisation of all ingredients creating such as color,
forms, subjects and feelings for an extroverted visual
indulgence
Photographic style – on target
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Avoid imagery depicting everyday situations without
contrasting, unusual or surprising ingredients
Avoid imagery that is too structured, sorted, controlled
Avoid imagery not expressing joyous and lively
emotions
Avoid imagery being too static by symmetry and/or
horizontal structure without any contrasting elements
Photographic style – BEWARE!
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Avoid confronting imagery portraying a tough attitude
without expression of happiness
Avoid imagery referring to competition and winners.
All should be about play and treats
Avoid imagery with dark or black elements, referring
to danger, dark nightlife, adulthood, seriosity
Avoid imagery making fun of weaknesses
Avoid elements creating a distance and disturbing
such as sun glasses, being turned away, hindering
objects
Photographic style – BEWARE!
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Yellow stirs up a lust for life and all things wonderfulIt beckons the spirit to soar and dance in celebration of life
Step 1 – Know your archetype
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Evoking YELLOW at every touchpoint
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YELLOW brand logos
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Unrestricted
Exploding
Lively
Child-like
Touch of glitz
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YELLOW packaging
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Vibrant
Curvaceous
Multi -coloured
Indulgent
Novelty
Enticing
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YELLOW product design cues
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Eye-catching colour
Engaging
Playful
Wow factor
Tactile
Rounded
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YELLOW retail cues
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Plentiful
An experience
Bustling
Bright lighting
Inviting
Creative
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YELLOW digital cues
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Animated
Light-hearted
Surprising
Game-like
Free-flowing
Visually exciting
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Fun YELLOW communications
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Uncomplicated
Cartoon -like
Simple visuals
Accessible
Bright
Humorous
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Lively YELLOW communications
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Colourful
Energetic
Explosive
Alive
Fantastical
Visual frenzy
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Step 3 – Brand book