Most important criteria for brand essence. Presentation was given on November 7th 2013 during the Brand Pioneers session in Rotterdam.

1. Brand Pioneers 7 november 2013!
De Vertrekhal Rotterdam

2. PROGRAM
!
13.55 - 14.00
Opening
14.00 - 14.25
Peter-Paul Laumans - Panelteam - Criteria for Brand Essence
14.25 - 14.55
Fabian van Schie - United Biscuits - Getting to the essence of the Sultana brand
14.55 - 15.25
Koen Rakers - Salesforce - How to become a customer company
15.25 - 15.45
Break
15.45 - 16.15
Eva Zahrawi - Vodafone - Where does the Vodafone brand stand for?
16.15 - 16.45
Claudia Peters - Ecco - How Ecco makes the emotional connection
16.45 - 16.50
Closing statement
16.35 - 18.00
Drinks
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#BRPI13

4. SOURCE FOR EUROPEAN
MARKET INFORMATION!
INTERNATIONAL ONLINE RESEARCH!
BRAND RESEARCH SPECIALIST!
1.3 MILLIONS EUROPEAN CONSUMERS!
13 COUNTRIES!
LOCAL EXPERTS!

5. Brands !
live in !
your head
How you think &
feel about a brand
is the brand.

6. Your brand is your!
user experience
Thoughts & !
Feelings

7. Feelings are !
intangible

8. Experience, Thoughts
& Feelings

9. ”Gives me the feeling that I matter, that I am a frontrunner!
and I know what I am talking about”!
”a slice of brown bread with Calve peanut butter is a real
treat”
”Ecco shoes immediately feel comfortable and give me
a feeling of freedom. This feeling remains even when
they have been worn for a while”

10. Every day !
people make !
hundreds of!
decisions !
based on how!
they feel!

11. Definition/
A brand is a product, service, cause
or organization with perceived
intangible attributes

12. Perception of
intangibles is in
the eye of the
beholder.
Depending on
the brand,
some see them;
some don’t

13. When you don’t perceive an
intangible it’s a commodity to you

14. vs
Brands compete on their
intangible attributes
Commodities compete
on price or convenience

15. Automotive
Consumer Electronics
Food
Personal Care
Fashion
Mobile Providers
Finance
Panelteam N=500 week 44 2013

16. How do brands get in your head?
Exposure | Experience

17. Brand Essence
Every strong brand stand for
something - Brand DNA

18. Brand Essence
Amazon’s Jeff Bezos: “Your brand is what people say
about you when you’re not in the room.”

19. 9
the
criteria for !
brand essence

20. 1.Unique!
2.Intangible!
3.Single minded!
4.Experimental!
5.Meaningful!
6.Consistently delivered!
7.Authentic!
8.Sustainable!
9.Scalable

21. 1. Unique
The essence of a brand is how it is
different from competitors in the
same category

22. 1. Unique
For example:!
If Apple products
are friendly and
approachable, then
it is claiming that its
competitors are not.

24. 2. Intangible
One is no more
independent on a
Harley-Davidson
than another brand,
but somehow one
feels like it.

25. 3. Single-minded
Find one or two words that define the brand.
Deliver a unique experience, and document
what it is you want to evoke.!
!
More than two words indicates that the brand
has no focus.

26. 3. Single-minded
Lowest Price
Everywhere
Adventurous

27. 4. Experimental
The essence captures
what the audience feels
during an experience with
the brand.!
” Driving a Volvo makes me feel that my
family is safe”

28. 5. Meaningful
Something personal that people aspire
to embrace and be a part of; something
that speaks to them.
There is no point in identifying an
essence that is irrelevant to the
audience. Research it!

29. 5. Meaningful

30. 5. Meaningful

31. 6. Consistently delivered
If the proposed essence is not
consistently experienced then it
isn’t the essence.

32. 6. Consistently delivered

33. 7. Authentic
The essence must be credible
or the brand will be rejected. To
find out what the audience
believes about your brand, ask
them.

34. 8. Sustainable
A brand’s essence is baked in.
It doesn’t change. EVER!

35. 9. Scalable
A strong understanding of how
emotion is transferable across
brand extensions
”all Apple products are easy to use, without
manuals”

36. Brand Essence
Bertucci Field Watches

37. Branding
Defining, promising and delivering a unique
brand experience consistently. !
Branding distinguishes the brand from its
competitors and builds preferences.

38. Branding
The ultimate goal
of branding is
loyalty and brand
love.

39. Consumer Lifecycle Brand Research

40. BRAND LOVE INDEX!

41. By measuring the most
important stages of the
buying and orientation
proces of consumers you ...
Get more grip on your consumers
Keep track of your brand
essence
Make better strategic decisions
Increase profitability

42. CONSUMER LIFECYCLE RESEARCH!
The new standard for running a successful brand!