First answer Why?

Then craft your Brands Identity

The managerial challenge is getting
everyone seeing the same green apple the
same way- Ashley Konson

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Todays Agenda
Its all about clarifying our passion:
Assignment # 1
The importance of Why?
Brand vision as a strategic platform
Brand identity as a strategic platform
A brand identity exercise
Project teams

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My Harrys Research Is Now Done

Yours?

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Competitive Brand Strategy

Analysis

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Competitive Brand Strategy

Analysis

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Competitive Brand Strategy

Analysis

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Shifting Gears .. The importance of

Why?

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Simon Sinek: The importance

of Why?

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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A Simon Sinek Redo

Our Purpose defines WHY we do what we do
by making our raison detre explicit, our
Mission defines WHAT we do every day, our
Values defines HOW we will act to deliver that
Purpose and Mission Ashley konson

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Emirates exists to connect people with the world through a new lens of perception
Discovery communications exists to satisfy peoples curiosity about the world and the universe
Google exists to immediately satisfy every curiosity
Coca-Cola exists to inspire moments of happiness
Apple exists to empower creative exploration and self-expression
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Five Fields of Fundamental Human Values

ENABLING
CONNECTI
ON

ELICITING
JOY

Activating
experiences of
happiness,
wonder and
limitless
possibility

EVOKING
PRIDE

Giving people
increased
confidence,
strength,
security and
vitality

Enhancing the
ability of people
to connect with
one another
and the world in
meaningful
ways

INSPIRING
EXPLORATI
ON

IMPACTING
SOCIETY

Helping people
explore new
horizons and
new
experiences

Affecting
society broadly,
including by
challenging the
status quo and
redefining
categories

Dove exists to celebrate every womans unique beauty IS

Moet & Chandon exists to transform occasions into celebrations EJ
Mercedes-Benz exists to to epitomize a life of achievement EP
Natura exists to promote well-being and strengthen relationships EC
Pampers exists to help mothers care for their babies & toddlers healthy,
happy development IE
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P a g e | 13

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Brand Vision As A Strategic Platform

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Two Models of Brand Building

Through Time
Helps ordinary people to purchase and own the kinds of
products that rich people do
Intangible added values

Celebrating every womens unique beauty

Values, mission
Personality
Benefits
Attributes
Ingredients

Tangible added values

Everything I need. Always low prices.

moisturizing cream

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The Importance of Brand Vision

Enduring great companies preserve their core values

and purpose while their business strategies and
operating practices endlessly adapt to a changing world.
This is the magical combination of preserve the core
and stimulate progress.
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The Envisioned Future

Develop vision of likely business environment in 10
years

Discourages incremental projections, encourages

challenging lateral view of future

From re-engineering/re-structuring to reinventing

markets/acting differently

Create welcome change, not shackled by current

constraints

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The Envisioned Future

Microsoft
desk A world in which there will be a PC on every
Orange A world in which all people will have there own
personal number that goes with them wherever they are
so that there are no barriers to communication. A wire free
future where you call people, not places, and where
everyone will benefit from advances in technology

Global
Brand Leaders
A
which businesses thrive
when making
the world
a future
better in
place

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The Brand Purpose

Answers question, How will the world be a better place
as a consequence of the brand?
More than, Increasing shareholder wealth or, Profit
Enduring great companies
dont exist merely to
deliver returns to
shareholders. Indeed, in a
truly great company, profits
and cash flow become like
blood and water in a
healthy body: They are
absolutely essential for life,
but they are not the point
of life.

Business must run at a

profit..else it will die.
But when anyone tries
to run a business solely
for profit..then also the
business must die, for it
no longer has a reason
to exist. - Henry Ford

Profit is not the

objective of my
business. It is providing
a product and a service
thats good enough that
people give you a profit
for providing it.
- Anita Roddick

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The Brand Purpose

Nike
people to experience the emotion of competing
and helps
winning
We help clients build brands that improve lives
Wal-Mart

helps ordinary people to purchase and own the

kinds of products that rich people do
Hallmark helps people to express their feelings and to
strengthen the important relationships in their lives
3M solves unsolved problems innovatively
Mary Kay gives unlimited opportunity to women

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The Brand Values

Helps answers the question, How is this brand better
and different than other brands?

Clarifies expectations of employees in customer value

creation

Underpins development of brand aligned

organizational culture

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The Brand Values

Catalyst for Better, Life-long Learning,

Humanity, Love What You Do
The Body Shop -Social Responsibility,
Environmental Protection, Animal Protection
Performance, Authenticity, Commitment,
Innovation, Teamwork
Individualism, authenticity, Freedom,
Supremacy
Fun, Value for Money, Sense of Challenge,
Innovation, Quality
Safe & Secure, Responsible & Honest,
Innovative & Team Spirit, Global & Caring
Respect for the Individual, Service to our
Customers, Strive for Excellence
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Shifting Gears .. Lets Get Started

Brand Identity As A Strategic Platform

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The Concept of Brand Identity

A brand is a distinctive identity that associates a
compelling promise of value with a companys
products or services

A brand strategist aspires to create a set of

brand associations in the minds of customers that
convey a compelling promise of value

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Brand Identity is A Brand Platform

Its primary purpose is to provide a strategic
platform that makes strategy explicit to enable
company-wide focus and cohesion

The resulting brand image is a consequence of

successful execution of the strategy

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Can Be Considered Effective If..

Has sign-off and support from executive
management

Resonates with employees and drives their

action

Compelling for customers and other

stakeholders

Represents what the organization can and

will do over time

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Brand Identity Planning Model

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Virgin Brand Identity

BRAND
Iconclasm
ESSENCE:
Service quality - consistent, best-of-category quality delivered with
CORE
humour and flair
IDENTITY:
Innovation - first with truly innovative, value-added features and
services
Fun and entertainment - a fun and entertaining company
Value for money - provide value in all of its offerings, never just the highpriced
option
EXTENDED
Underdog
- fighting established bureaucratic firms with a new creative
offering
IDENTITY:
Personality - flaunts rules, sense of humour, even outrageous, underdog,
willing to attack establishment, competent, always does a good job, high
standards
Virgin symbols
VALUE benefits - a value offering, with quality, plus innovative
Functional
features
delivered with flair and humour
PROPOSITION:
Emotional benefits - pride in linking to the underdog with an attitude, fun,
good times
Self-expressive benefits - willingness to go against the establishment, to
be a bit outrageous

BRAND RELATIONSHIP:

Customers are fun companions

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Brand Essence

(1-3 words)

A single thought that captures the soul of the

brand

Distinct from a tag-line

Key function is to energize employees
Timeless/relevant for a long period
Not always feasible/worthwhile
Worth considering:
o Owned versus aspirational associations
o Functional versus emotional and self-expressive benefits

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Core & Extended Identity

Core Identity
Most important elements of the brand identity. 2-4
elements

Reflects strategy/values of the organization

At least 1 element should differentiate the brand
More likely to stay constant as brand travels though
time and seeks new markets and customers

Extended Identity
Other important elements, organized into meaningful
groupings

Provide texture and completeness

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The Value Proposition

Functional benefits
Relates directly to functions performed by product or
service

Link to customers decisions and use experiences

Need to focus on those that ring the bell for
customers

Emotional benefits
Occurs when purchase/use gives customer positive
feeling

Adds richness and depth to experience of

owning/using brand

Understanding requires research on feelings

Self-expressive benefits
We are what we have is the most powerful fact in
consumer behaviour

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What is The Brand-Customer

Relationship?
Normally based on value proposition
May emanate from identity in certain circumstances
Credibility [We will discuss the element in a subsequent lecture]
Brand may not always drive purchase decision
directly

May play an endorser role

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Points to Remember

Link brand to compelling functional benefit

when possible

Use constructs that fit and help - ignore the

others

Not a spreadsheet to be filled in. 6-12

elements

Worth considering:
o Does it capture an element important to the brand and its
ability to provide customer value or support customer
relationships

o
o
o
o

Does it help differentiate the brand from the competition?

Does it resonate with the customer?
Does it energize employees?
Is it believable?

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A Brand Identity Exercise

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Lets Have Some Fun.

Working with your project team craft a Brand Identity Statement for
Tiffany & Co. using Aakers framework.
Brand Strategists are often expected to infer a brands platform by
conducting a rigorous analysis of the brands business strategy and
actions in the marketplace.
So start by briefly thinking through what you know about each brands
business strategy. What is their market? How do they compete: Their
Purpose, Mission, Values, Value Proposition, assets and competencies
and their functional area strategies and programs? (Pay specific
attention to the 5Ps) Then focus your discussion on the various
leverage points in the Brand Identity System part of Aakers model to
determine the core identity, extended identity, value propositions and
essence of the brand. Then draft the Identity Statement.

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The 5Ps
Product

Place

Price

People

Promotion

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Tiffany & Co. Brand Identity

BRAND
ESSENCE:
CORE
IDENTITY:

EXTENDED
IDENTITY:

VALUE
PROPOSITION:

BRAND RELATIONSHIP:
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Preparation For Session 4

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Red Bull: The Anti-Brand Brand

What is Red Bull? What is its heritage?
What associations do the brand stewards
aspire to create in the minds of the brands
customers?
What is Red Bulls marketing strategy?
o Describe its target market
o Describe the brands distribution strategy
o Describe the brands marketing strategy
How did competition develop over time?
Do you believe that Red Bull should
entertain a more traditional marketing
approach to sustain its growth?
What marketing approach has been taken
been for the past few years?
Develop a positioning statement for Red
Bull

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Next Week

Brand Plan assignment review

http://ashleykonson.com
/2014/03/04/rule-2-for-global-brand-leaders-they-are-galvanized-by-purpose-and-beliefs/
http://ashleykonson.com/2012/07/05/brands-need-a-platform-but-which-one-is-best/

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