Brand Frameworks

1. Brand Success brand frameworks A SPECULATIVE COMPARISON OF B2C BRANDS "Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.“ ©JamesBarber

2. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ©JamesBarber

4. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion Kevin Robers, The Lovemarks Effect ©JamesBarber

5. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PERFORMANCE MYSTERY innovation great stories quality past,present & future BRANDS LOVEMARKS service taps into dreams Low Love High Love identity myths & icons value inspiration High Respect High Respect TRUST SENSUALITY reliability sound LOVE ease sight openness taste security touch scent Products FADS REPUTATION Low Love High Love RESPECT INTIMACY Low Respect Low Respect leadership honesty commitment responsibility empathy passion ...creating affection... Kevin Robers, The Lovemarks Effect ©JamesBarber

8. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 4D Branding, Thomas Gadd, 2001 ©JamesBarber

9. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. 4D Branding, Thomas Gadd, 2001 ©JamesBarber

10. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL 4D Branding, Thomas Gadd, 2001 ©JamesBarber

11. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SPIRITUAL Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber

12. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SOCIAL SPIRITUAL The ability to create a social context for a group. Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber

13. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS FUNCTIONAL Perceived benefit of product or service. The ability to create insight or guidance for the individual. MENTAL SOCIAL Brand must deliver on all 4 dimensions. SPIRITUAL The ability to create a social context for a group. Perception of responsibility in your industry, society, locally, or globally. 4D Branding, Thomas Gadd, 2001 ©JamesBarber

14. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Success story? ©JamesBarber

15. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Success story? ‘Whenever you encounter Virgin, it’s cheaper, better quality and a much nicer atmosphere’ FUNCTIONALDIMENSION SOCIALDIMENSION MENTALDIMENSION ‘I like Virgin, they’re like a great friend. We share ‘Virgin makes me feel good. When I’m on that values, attitudes towards life and like to have fun’ plane it feels mentally relaxing’ SPIRITUALDIMENSION ‘I appreciate Virgin’s commitment to challenge big and oblivious corporations’ ©JamesBarber

16. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion ©JamesBarber

19. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “ WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams Announced $200US million myths & icons identity value inspiration loss - its biggest ever - with sales TRUST SENSUALITY falling by more than a quarter. reliability sound ease sight openness taste security touch They were so successful for so REPUTATION scent long, they didn't have to INTIMACY question their marketing or leadership honesty commitment product development responsibility empathy passion ability. Jon Salisbury, Toy News, 2004 ©JamesBarber

20. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber

21. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Image Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber

22. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Identity Trap, David Aaker, 2004 ©JamesBarber

23. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Position Trap Brand Identity Trap, David Aaker, 2004 ©JamesBarber

24. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS External Brand Image Perspective Trap Trap BRAND IDENTITY TRAPS Brand Position Product Attribute Trap Fixation Trap Brand Identity Trap, David Aaker, 2004 ©JamesBarber

25. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber

26. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber

27. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber

28. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Reduce a brands ability to respond to changing market. BRAND IDENTITY TRAPS Product Attribute Fixation Trap ©JamesBarber

29. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS KGOY: Kids Getting Older Younger ©JamesBarber

30. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: Kids Getting Older Younger ©JamesBarber

31. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Love of the LEGO brand irrelevant? KGOY: My father made Kids Getting another brand an Older offer they couldn’t Younger refuse. ©JamesBarber

32. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS "SO.... WHAT DOES THIS TELL US?" ©JamesBarber

33. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS "SO.... WHAT DOES THIS TELL US?" Emotional framework = 20% to 200% higher prices + greater sales volume = ? ©JamesBarber

34. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value ©JamesBarber

35. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? ©JamesBarber

36. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? realign brand identity? ©JamesBarber

37. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Value shifts in market trends? BRAND IDENTITY realign brand identity? TRAPS promote the brand internally? ©JamesBarber

38. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Brand Asset Valuator (Y&R) Knowledge an intimate understanding of the brand Brand Stature Esteem howRelevance the well regarded brand is Brand Brand Value Value Relevance how approproate the brand is to you Brand Vitality Diffrentiation shifts in market trends? the brand’s point of BRAND difference IDENTITY realign brand identity? TRAPS promote the brand internally? THE FOUR PILLARS Energised Relevance Esteem Knowledge Differentiation ©JamesBarber

39. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS 2001 2011 ©JamesBarber

43. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS overlap in market segments ©JamesBarber

45. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ©JamesBarber

46. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS emotional frameworks? ASYL: Adults Staying Younger Longer ©JamesBarber

48. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS KGOY ASYL ©JamesBarber

50. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS WARM WARM PERFORMANCE MYSTERY COLD COLD HOT HOT innovation great stories quality past,present & future service taps into dreams identity myths & icons value inspiration TRUST SENSUALITY reliability sound ease sight openness taste security touch scent REPUTATION INTIMACY leadership honesty commitment responsibility empathy passion THE FOUR PILLARS Energised Relevance Esteem Knowledge Differentiation ©JamesBarber

51. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003 ©JamesBarber

52. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS house of brands? “Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003 ©JamesBarber

53. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS house of brands? “Unilever’s world outlook, organisation and commercial relationships are all based on distinctive and separate brands, and have been for more than a century.” Wally Olins, 2003 ©JamesBarber branded house?

54. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THE FOUR PILLARS BRAND STRENGTH BRAND STATURE Energised Relevance Esteem Knowledge + + Differentiation ©JamesBarber

58. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? ©JamesBarber

59. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS Loss of freedom? Corporate brand vulnerable? ©JamesBarber

60. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ”.....the Dasani scandal has left Coke nursing a £25 million loss from cancelled production contracts http://www.guardian.co.uk ©JamesBarber

63. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS " why FIX IT ? " IF IT AINT BROKE, ©JamesBarber

64. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture Self-image PICTURE OF RECIPIENT ©JamesBarber

68. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber

69. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image

70. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image Recognise weak areas

71. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique Personality EXTERNALISATION INTERNALISATION Relationship Culture ?! Self-image ?! PICTURE OF RECIPIENT ©JamesBarber Understand Brand image Recognise weak areas Help differentiate

72. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER Physique ?! Personality ?! INTERNALISATION EXTERNALISATION Relationship ?! Culture ?! ?! Self-image ?! PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber

73. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber

76. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA

77. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS PICTURE OF SENDER PICTURE OF SENDER Physique Personality Physique Personality INTERNALISATION EXTERNALISATION INTERNALISATION EXTERNALISATION Relationship Culture Relationship Culture Self-image Self-image PICTURE OF RECIPIENT PICTURE OF RECIPIENT Kapferer’s Brand Model ©JamesBarber Culture = Europe / USA Self attitude vs. Everyone

80. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS inconclusion Can ‘Love’ be Quantified? ©JamesBarber

88. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ©JamesBarber

89. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ©JamesBarber

90. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ©JamesBarber

91. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ©JamesBarber

92. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ...selection and combination... ©JamesBarber

93. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS ...focus on key component... ...address certain types of brands... ...built from research generated ideas... ...business anecdotal positions... ...linked to existing systems... ...selection and combination... ©JamesBarber

94. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS “ “ Brand frameworks are simply tools: they are necessary for decentralised decision making...they must also stimulate creative ideas: they are a spring- board for brand activation. ©JamesBarber

95. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THANKYOU QUESTIONS ARE MOST WELCOME “ Branding is, not concerned with sales, money, turnover or profits. Branding is only ever about people, purpose and reputation. The principle of this approach is that if all elements are considered, the issue of sales and proﬁts will inevitably follow. - Me, 2012 ©JamesBarber

96. Brand brand frameworks Success A SPECULATIVE COMPARISON OF B2C BRANDS THANKYOU QUESTIONS ARE MOST WELCOME “ Do you agree..? Branding is, not concerned with sales, money, turnover or profits. Branding is only ever about people, purpose and reputation. The principle of this approach is that if all elements are considered, the issue of sales and proﬁts will inevitably follow. - Me, 2012 ©JamesBarber

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