how brands become icons (intro)
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Brands BECOME HOW
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To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies. This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.
Transcript of how brands become icons (intro)
iconsBrands
BECOME
HOW
To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies.
This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.
Nerverthenless, the presentation explains counterintuitive insights such as:
- how managers’ present-tense view of brands blinds them to lucrative cultural opportunities;- how cultural disruption provide opportunities for new brands and threats to existing brands;- why consistency can be deadly for a brand;- why following trends can never build an iconic brand;- how authenticity is created with communication;- why paying attention to the majority of the brand’s customers can destroy the brand’s value and;- why television advertising trumps Hollywood as a channel for delivering powerful myths.
Introduction 1
1 Hey! This is not a slide, this is a slidement as Garr Reynolds wrote on his book Presentation Zen
The Principles of Cultural Branding
what is aniconic brand?
iconic brandsare brands that have become
cultural icons
iconic brandsare brands that have become
cultural iconsiden
tity
val
ue
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+
iconic brandsare brands that have become
cultural iconsiden
tity
val
ue
identity brands
Reebok, Pepsi, Saab, Coors, IBM, Dewars etc
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+
iconic brandsare brands that have become
cultural iconsiden
tity
val
ue
identity brands
cultural icons
John Wayne, JFK, Jordan, Rambo, Elvis, Pelé, Steve Jobs,
Jack Welch, Martha, Gandhi
Reebok, Pepsi, Saab, Coors, IBM, Dewars etc
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+
iconic brandsare brands that have become
cultural iconsiden
tity
val
ue
identity brands
iconics brands
cultural icons
John Wayne, JFK, Jordan, Rambo, Elvis, Pelé, Steve Jobs,
Jack Welch, Martha, Gandhi
Reebok, Pepsi, Saab, Coors, IBM, Dewars etc
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+
Suchs as cultural icons, iconic brandshas got some axioms of cultural branding
Iconic brands address acute contradictions in societyIconics brands perform identity myths that address these desires and anxietiesIdentity myths reside in the brand, which consumers experience and share via ritual actionThese identity myth are set in popul1t worldsIconic brands perform as activ1ts, leading cultureIconic brands rely on breakthrough performanc3, rather than consistent communicationsIconis brands enjoy a cultural halo effect
Suchs as cultural icons, iconic brandshas got some axioms of cultural branding
howcultural
brandingis different?
Branding is relatively a new science which has been developing different t53 of models
Branding is relatively a new science which has been developing different t53 of models
MIND-SHAREbranding model
1970
MIND-SHAREbranding model
EMOTIONALbranding model
Branding is relatively a new science which has been developing different t53 of models
1970 1990
MIND-SHAREbranding model
EMOTIONALbranding model
VIRALbranding model
Branding is relatively a new science which has been developing different t53 of models
1970 1990 2000
1970 1990 2000 2010
CULTURALbranding model
MIND-SHAREbranding model
EMOTIONALbranding model
VIRALbranding model
Branding is relatively a new science which has been developing different t53 of models
mind-sharebranding model
Main points about the mind-share model
keywords
Main points about the mind-share model
DNA, brand essence, genetic code, USP benefits, onio model
keywords
brandde6nition
DNA, brand essence, genetic code, USP benefits, onio model
a set of abstract associations
Main points about the mind-share model
keywords
brandde6nition
brandingde6ntion
DNA, brand essence, genetic code, USP benefits, onio model
a set of abstract associations
owning associations
Main points about the mind-share model
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
DNA, brand essence, genetic code, USP benefits, onio model
a set of abstract associations
owning associations consistent expression of associations
Main points about the mind-share model
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
DNA, brand essence, genetic code, USP benefits, onio model
a set of abstract associations
owning associations consistent expression of associations
functional categories, low-involvement categories, complicated products
Main points about the mind-share model
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
DNA, brand essence, genetic code, USP benefits, onio model
a set of abstract associations
owning associations consistent expression of associations
functional categories, low-involvement categories, complicated products
Steward: consistent expression of DNA in all activities over time
Main points about the mind-share model
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
source ofcustomer value
DNA, brand essence, genetic code, USP benefits, onio model
a set of abstract associations
owning associations consistent expression of associations
functional categories, low-involvement categories, complicated products
Steward: consistent expression of DNA in all activities over time
simplifying decisions
Main points about the mind-share model
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
source ofcustomer value
consumer’srole
DNA, brand essence, genetic code, USP benefits, onio model
a set of abstract associations
owning associations consistent expression of associations
functional categories, low-involvement categories, complicated products
Steward: consistent expression of DNA in all activities over time
simplifying decisions ensuring that benefits become salient through repetition
Main points about the mind-share model
emotionalbranding model
Main points about the emotional model
keywords
Main points about the emotional model
brand personality, experimental branding, brand relegion,
keywords
brandde6nition
Main points about the emotional model
brand personality, experimental branding, brand relegion,
a relationship partner
keywords
brandde6nition
brandingde6ntion
Main points about the emotional model
brand personality, experimental branding, brand relegion,
a relationship partner interacting with and building relatioships with customers
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
Main points about the emotional model
brand personality, experimental branding, brand relegion,
a relationship partner interacting with and building relatioships with customers
deep interpersonal connections
m8t appropriate application
Main points about the emotional model
services, retailers, specialty goods
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
brand personality, experimental branding, brand relegion,
a relationship partner interacting with and building relatioships with customers
deep interpersonal connections
m8t appropriate application
company’srole
Main points about the emotional model
services, retailers, specialty goods
good friend
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
brand personality, experimental branding, brand relegion,
a relationship partner interacting with and building relatioships with customers
deep interpersonal connections
m8t appropriate application
company’srole
source ofcustomer value
Main points about the emotional model
services, retailers, specialty goods
good friend relationship with the brand
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
brand personality, experimental branding, brand relegion,
a relationship partner interacting with and building relatioships with customers
deep interpersonal connections
m8t appropriate application
company’srole
source ofcustomer value
consumer’srole
Main points about the emotional model
services, retailers, specialty goods
good friend relationship with the brand
interaction with the brand and construction of personal relationships
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
brand personality, experimental branding, brand relegion,
a relationship partner interacting with and building relatioships with customers
deep interpersonal connections
viralbranding model
Main points about the viral model
keywords
Main points about the viral model
stealth marketing, coolhunt, meme, grass roots, seeding, buzzing
keywords
brandde6nition
Main points about the viral model
stealth marketing, coolhunt, meme, grass roots, seeding, buzzing
a communication unit
keywords
brandde6nition
brandingde6ntion
Main points about the viral model
stealth marketing, coolhunt, meme, grass roots, seeding, buzzing
a communication unit spreading viruses via lead customers
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
Main points about the viral model
stealth marketing, coolhunt, meme, grass roots, seeding, buzzing
a communication unit spreading viruses via lead customers
broad circulation of the virus
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
Main points about the viral model
stealth marketing, coolhunt, meme, grass roots, seeding, buzzing
a communication unit spreading viruses via lead customers
broad circulation of the virus
new fashion, new technology
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
Main points about the viral model
stealth marketing, coolhunt, meme, grass roots, seeding, buzzing
a communication unit spreading viruses via lead customers
broad circulation of the virus
new fashion, new technology
hidden puppet-master: motivate the high consumers to advocate for the brand
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
source ofcustomer value
Main points about the viral model
stealth marketing, coolhunt, meme, grass roots, seeding, buzzing
a communication unit spreading viruses via lead customers
broad circulation of the virus
new fashion, new technology
hidden puppet-master: motivate the high consumers to advocate for the brand
being cool, fashionable
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
source ofcustomer value
consumer’srole
Main points about the viral model
stealth marketing, coolhunt, meme, grass roots, seeding, buzzing
a communication unit spreading viruses via lead customers
broad circulation of the virus
new fashion, new technology
hidden puppet-master: motivate the high consumers to advocate for the brand
being cool, fashionable
“discovering” the brand as their won, DIY, and word-of-mouth
culturalbranding model
Main points about the cultural model
keywords
Main points about the cultural model
cultural icons, iconic brands
keywords
brandde6nition
Main points about the cultural model
cultural icons, iconic brands
performer of, and container for, an identity myth
keywords
brandde6nition
brandingde6ntion
Main points about the cultural model
cultural icons, iconic brands
performer of, and container for, an identity myth
performing myths
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
Main points about the cultural model
cultural icons, iconic brands
performer of, and container for, an identity myth
performing myths performing a myth that adresses an acute contradiction in society
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
Main points about the cultural model
cultural icons, iconic brands
performer of, and container for, an identity myth
performing myths performing a myth that adresses an acute contradiction in society
identity categories
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
Main points about the cultural model
cultural icons, iconic brands
performer of, and container for, an identity myth
performing myths performing a myth that adresses an acute contradiction in society
identity categories author
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
source ofcustomer value
Main points about the cultural model
cultural icons, iconic brands
performer of, and container for, an identity myth
performing myths performing a myth that adresses an acute contradiction in society
identity categories author buttressing identity
keywords
brandde6nition
brandingde6ntion
required for a suc3s7l brand
m8t appropriate application
company’srole
source ofcustomer value
consumer’srole
Main points about the cultural model
cultural icons, iconic brands
performer of, and container for, an identity myth
performing myths performing a myth that adresses an acute contradiction in society
identity categories author buttressing identity personalizing the brand’s myth to fit individual biography
Summerizing: the main differences among the models
MIND-SHARE
EMOTIONAL
VIRAL
CULTURAL
key words brand definition
branding definition
required for sucess
most appropriate
customer value
cultural icons, iconic brands
DNA, brand essence,
genetic code
coolhunt, meme, buzz,
seeding
brand religion, personality, experience
performer of an identity myth
performing myths
performing a myth that adresses
contradictions
identity categories
buttressign identity
a communication
unit
spreading viruses via lead
customers
broad circulation of
the virus
new fashion, new technology
being cool, fashionable
a relationship partner
interacting and building
relationship with customers
deep interpersonal connection
services, retailers,
specialty goods
relationship with the brand
a set of abstract associations
owning associations
consistent expression of associations
functional and low investiment
categories
simpliflying desicions
Building the path to cultural branding
To build iconic brands, it is necessary to leave behind the old branding models
It is critical to migrate...
from abstract associations to cultural 9pr3sionsfrom consistencies to h1torical 6t andfrom persuasion to mythmaking
and the main steps are
and the main steps are
targettingmyth
markets
ONE
and the main steps are
comp8ingcultural briefing
TWO
targettingmyth
markets
ONE
and the main steps are
comp8ingcultural briefing
TWO
leveragingcultural and
political authority
THREE
targettingmyth
markets
ONE
and the main steps are
comp8ingcultural briefing
TWO
leveragingcultural and
political authority
THREE
managingbrand loyalty
as a social networking
FOUR
targettingmyth
markets
ONE
and the main steps are
comp8ingcultural briefing
TWO
leveragingcultural and
political authority
THREE
managingbrand loyalty
as a social networking
FOUR
coauthoringthe myth
FIVE
targettingmyth
markets
ONE
and the main steps are
comp8ingcultural briefing
TWO
leveragingcultural and
political authority
THREE
managingbrand loyalty
as a social networking
FOUR
coauthoringthe myth
FIVE
advancingthe myth
SIX
targettingmyth
markets
ONE
and the main steps are
comp8ingcultural briefing
TWO
leveragingcultural and
political authority
THREE
managingbrand loyalty
as a social networking
FOUR
coauthoringthe myth
FIVE
advancingthe myth
SIX
brandingas cultural activism
SEVEN
targettingmyth
markets
ONE
coming soonall the seven steps to become an iconic brand
