8. This marriage needs to be about the
creation of energy
The active or moving force of a brand
H&P: Momentum rules
Y&R BAV: Brand energy is a leading indicator of
usage and preference
Justifies a higher price
Adds an incremental 64% to brand value
than sales growth alone
19. “Nobody reads advertising. People read what
they want to read and sometimes it's an ad.”
Howard Gossage
“Often our biggest mistake as managers is
believing that, in general, customers care
a lot about your brand. They do not.”
Patrick Barwise
32. specials eg
language, frappucino
eg ‘skinny’
habits
formation
‘my sister’
book range
and options
book
barista Provide an
reading
culture uplifting experience ordering
that enriches system akelah and
used grounds people’s lives the bee
for gardeners in store
starbucks
sofas and performance
company
social ambience and art starbucks
responsibility salon
africa 05
hearmusic
fair trade Xm
coffee
music cd
cause
burn your own
publicity
cd
in store
Source: John Grant, ‘The Brand Innovation Manifesto’
37. “We're not in the business of
keeping the media companies
alive. We're in the business of
connecting with consumers.”
Trevor Edwards, Nike
New York Times, 10.14.07
38. The best ad is 30 times more
likely to be stopped and
watched than the worst.
The worst ad is 5.5 times
more likely to be fast
forwarded than the best.
Source: Millward Brown, DVRs and Link research 2005 via Adliterate