Product Development (brand identity profile) Case Study Part 3 D

part 3D of 7 part Case Study

1 Product development

Luxury brand Case Study

2

Notes

3

November 2012

Max Ruckman, Black & Decker HHI

Bill O’Connor, Source, Inc.

Bruce Eckman

Luxury Brand

Business

Development

Case Study Part 3 D

www.maxruckman.com

4

5 Brand visualization

door hardware communications

Brand

Visual

Assessment

6 Door Hardware communication

object as

artifact was a

predominant

metaphor


brand narratives emphasize history of

craftsmanship, expert technique,

historical accuracy


some brands

relied on

transparent

reading of the

object-as-

functional-

product


the question asked at the time was whether the realism of the

latter brand visuals symbolically negated the verbal claims?

11 Elements of the brand stories


history, innovative techniques and timeless design are prominent sources of quality and authenticity


many of the brands' names evoke family names, presumably the source of tradition...


brands who claim broader symbolic grounds tend to do so

verbally rather than visually


they are names which have little meaning other than what we give them

22 Kitchen and bath hardware general observations


there is very little attempt to communicate brand values figuratively

or metaphorically (relying instead on explicit verbiage)


why are the faucets so pristine, gleaming, polished and complete? because of their situation in baths and kitchens (symbolically dirty places?)

why are symbols of strength, craftsmanship,

art, nature, so downplayed?

25

process review

Brand

identity

profile

Brand identity profile (BIP) Overview

26 Brand identity profile (BIP) Overview


brand identity profile model elements

brand essence

core identity

extended identity value proposition

relationship


typically, a brand's strategic identity will require 6-12 dimensions in order to adequately describe what the brand is aspiring to be strategically, i.e., the strategic brand identity

such a large set of dimensions is unwieldy so it’s better to separate these into core identity dimensions

and extended identity dimensions


31

Core identity


32

Core identity


33

Core identity


34

Core identity


35

Core identity


36

Core identity



the attributes that are

characterized as extended

identity dimensions support

the brand but are not

essential to its meaning

extended identity


often the core identity

statement is a very terse

description of the brand

and the terseness can

generate ambiguity

extended identity


extended identity

dimensions add texture and

completeness, clarity and

scale to the brand identity

extended identity


it’s principally from the

extended identity dimensions

that much of the band

personality is created. whereas

the cultural identity dimensions

need to be present and

reflected in everything that the

brand does and says, the

extended identity dimensions

can be deployed when needed

extended identity

brand symbols are part of

the brand‘s extended

identity dimensions


extended identity

the value proposition reflects

the values the brand offers and

prospects that are different from values offered by other

brands in the category


Value proposition

43

these values can be functional,

emotional or self-expressive


Value proposition

the functional benefits express what the

brand is...e.g., bmw: „the ultimate driving

machine„, banana republic: „casual luxury„


Value proposition

the emotional benefits of a brand relate to

its ability to make the buyer or user feel

something during the purchase process or

use experience... those "emotional points of

contact" that we always talk about


Value proposition


extremely strong brand identities almost

always include strong emotional benefits

Value proposition


Value proposition

the way someone feels safe” in a volvo


Value proposition

the way someone feels “important” when shopping at nordstrom


Value proposition

the way someone feels

rugged when wearing levis


Value proposition

the way one feels (in a sensory

memory way) the memories of

eating sun maid raisins as a kid


the third part of the value

proposition in what the pundits refer

to as self-exposures benefits

Value proposition


this benefit exists when the brand provides a vehicle by which the

brand user can proclaim a

particular self image

Value proposition


as you might expect, these tend to

be high ego-involvement brands

Value proposition

humvee

ralph lauren

banana republic (safely hip)

target (low cost, high style)

bmw

volvo

the self-expressive aspect of the value proposition is

not available to nor

necessary for every brand


Value proposition


strong brands create a sense of relationship with their customers

relationship


the relationship often resembles a personal relationship

relationship

like a friend (saturn)

a mentor (microsoft)

an adviser (your stockbroker)

a mother figure (betty crocker) a buddy

(bud-lite)

the importance of the relationship construct is to keep the brand on track with its virtual and verbal messages, its tone, its associations i.e.. most of those dimensions that get lumped together as brand personality


relationship


Brand essence

69

actual project parousia review

Research application,

brand identity profile

and preliminary

brand visualization

Brand identity profile (BIP)

70 Parousia project Brand identity

Core identity

authentic

tells the story clearly


Core identity

authentic

evokes the history of craft, materials, style & function


not about reproductions; honest

Core identity

authentic


informing, endorsing & respecting the arbiter; helping the arbiter deliver the dream

Core identity

reliable partner


accurate to the cultural reference, represents the craft; delivers world-class product, service

Core identity

driven by detail


Core identity

stirs the imagination

delights the senses with the aesthetic of form, finish & function

delights the spirit by referencing the past to create something new, by the joy of discovering and owning sustainable style


Core identity



Core identity


promotes the brand experience


enables home owners self expression -affirmation of authorship, creative

accomplishment; affirmation of the dream

extended identity


delivers beautiful artifacts drawn from the culture

extended identity

commitment to design for the love of the craft

luxury: substantial, laden with symbolic & story meanings, sensual, indulgent


extended identity


Brand symbols

single source state-of-the-art performance that leads the market


Value proposition

functional benefits

locks: best security


faucet: ceramic valves, maintenance free

Value proposition

functional benefits

sensory pleasure in style, sound and feel of the products


Emotional benefits

aesthetic pleasure in craftsmanship & material


Self - expressive benefits

86

explorer

Parousia project Brand identity

relationship

storyteller

point of difference: the (brand) offers the most innovative, fashionable designs

Original Positioning Statement

87 positioning

target: for the luxury home builder and remodeler

frame of reference: desiring architecturally styled hardware

positioning

point of difference: offers history, craftsmanship and style to make the

homeowner‟s dream come true

Revised Positioning Statement

88 positioning

target: the interior designer wanting to offer a new perspective to his/her clients

frame of reference: parousia is the brand of residential door hardware and

faucets

positioning

Target Market

Frame of Reference

Point of Difference

The Whole Positioning Statement

Criteria 1

Size Is it as large as “identity” and “interest” will allow?

Size Would a reasonable share of this category be an attractive business?

Fact Based Can our product deliver it?

Cohesive Do all parts actively support each other?

Criteria 3

Interest Does this target definition make clear why they would want our point of difference?

Relevance a) Does this category

have a conscious in target life?

b) Is our point of difference important within the category?

Preemptive At realistic levels of support, can we own this point of difference in target’s mind?

Compelling Does it state a premise worth a purchase?

Criteria 2

Identity Would target recognize him/herself and care about being part of group?

Simplicity Would the target market understand what products ours would replace?

Desirable Is it wanted by target without further explanation?

Simplicity/Credibility Is it easy enough: a) To understand? b) To believe in (with the

proof we can offer)?

89 Positioning Critique

Target Market

Criteria 1

Size Is it as large as “identity” and “interest” will allow?

Criteria 3

Interest Does this target definition make clear why they would want our point of difference?

Criteria 2

Identity Would target recognize him/herself and care about being part of group?

Target to the interior designer who wants to offer a new perspective to his/her clients


Frame of Reference

Criteria 1

Size Would a reasonable share of this category be an attractive business?

Criteria 3

Relevance a) Does this

category have a conscious in target life?

b) Is our point of difference important within the category?

Criteria 2

Simplicity Would the target market understand what products ours would replace?

Frame of Reference the brand of residential HPP door hardware and faucets


Point of Difference

Criteria 1

Fact Based Can our product deliver it?

Criteria 3

Preemptive At realistic levels of support, can we own this point of difference in target’s mind?

Criteria 2

Desirable Is it wanted by target without further explanation?

Point of Difference offers history, craftsmansip and style to make the homeowner’s dream come true.


The Whole Positioning Statement

Criteria 1

Cohesive Do all parts actively support each other?

Criteria 3

Compelling Does it state a premise worth a purchase?

Criteria 2

Simplicity /Credibility Is it easy enough: a) To understand? b) To believe in (with

the proof we can offer)?

Point of Difference offers history, craftsmansip and style to make the homeowner’s dream come true.

Frame of Reference the brand of residential HPP door hardware and faucets

Target to the interior designer who wants to offer a new perspective to his/her clients


November 2012

Max Ruckman, Black & Decker HHI

Bill O’Connor, Source, Inc.

Bruce Eckman

Luxury Brand

Business

Development

Case Study Part 3 D

www.maxruckman.com

94

Product Development (brand identity profile) Case Study Part 3 D

Documents

Transcript of Product Development (brand identity profile) Case Study Part 3 D