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TNS Irresistible Brands

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Gabriella Bergaglio
Gabriella Bergaglio

Le marche irresistibili esercitano un potere magnetico sui consumatori / clienti, diventando una prima scelta istintiva, quasi inevitabile. Competere con loro è molto difficile. Qual'è il loro segreto? Cos'hanno di particolare? Hanno saputo rendersi insostituibili, grazie ad una perfetta soddisfazione dei needstate in particolari contesti di scelta. Sono i brand che hanno compreso i bisogni del loro target meglio dei propri competitors e che hanno, con coraggio e disciplina, saputo veicolare la propria selling proposition in maniera attenta e coerente su ogni touchpoint.

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Irresistible brands Considerazioni sull'attrattività del brand e su come costruire brand irresistibili © TNS Webinar TNS: Irresistible Brands – 13 Marzo 2014 Grazia Grassi - Account Director Brand & communication Practice Lead
© TNS
Truly irresistible global brands © TNS 3 Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Irresistible brands align with layers of needs Emotive needs at the core drive consumer choice Consumer needs © TNS 5 Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
© TNS
Irresistibility increases brand usage Relationship between brand irresistibility and usage Brandusage 200 300 400 Brand IQ Brand usage index 100 347 90 273 80 214 70 170 60 133 50 104 Irresistible advantage Potentially irresistible © TNS 8 Potential irresistibility Irresistible advantage 0 Brandusage 50 60 80 1000 100 Brand IQ 70 90 40 82 30 65 20 51 10 40 0 31 Source: NeedScope database of 1,000+ brands from 2011 Webinar TNS: Irresistible Brands – 13 Marzo 2014
IQ: measuring brand irresistibility Distribution of brands’ maximum IQ 10 15 20 59 All brands Frequency% © TNS 9 0 5 5 15 25 35 45 55 65 75 85 95 Brand IQ Frequency% Source: NeedScope database of 1,000+ brands from 2011 Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Hygiene factors for irresistible brands Hygiene © TNS 11 Webinar TNS: Irresistible Brands – 13 Marzo 2014
Bringing the magnetism to irresistible brands Magnetism © TNS 12 Webinar TNS: Irresistible Brands – 13 Marzo 2014
Apps for brand cohesion Cohesion © TNS 13 Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Know-how: credentials and expertise Gives a brand right to play in the category. Different categories demand different know-how. Long-term investment Expert endorsement Break-through technology © TNS 15 Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Never standing still. Continual evolution and innovation – developing and refreshing. Responding to change and driving change. Momentum: brand vitality © TNS 17 Webinar TNS: Irresistible Brands – 13 Marzo 2014
How does your brand rate on the hygiene apps? Credentials and expertise Recognisable difference Emotive linkage Hygiene © TNS 18 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
The magnetism apps Credentials and expertise Recognisable difference Emotive linkage Magnetism © TNS 19 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Differentiation: recognisable difference Relevant to consumer needs. Permeates every level of the brand. Differentiation takes courage. © TNS 21 Webinar TNS: Irresistible Brands – 13 Marzo 2014
nyD a m ic sA ly raC e fr e e Leading Brands don’t compete directly, but focus apart N°1 Spain N°1 Mexico N°1 USAN°2 Spain N°1 France N°2 France © TNS ive moC p e t e n t aC r i n g rF 22 N°1 China N°2 China N°2 Mexico N°2 USA Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS Webinar TNS: Irresistible Brands – 13 Marzo 2014
Emotion: brand meaning and purpose Operate beyond the tangible. Tap universal emotions using archetypes. Makes consumer choice easy. © TNS 24 Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Symbolism: language of emotion Communicates with the intuitive brain. Language of symbols and associations. Pervades every element of the brand. © TNS 26 Webinar TNS: Irresistible Brands – 13 Marzo 2014
nyD a mic sA ly raC e fr e e Symbolism: language of emotion © TNS ive moC p e t e n t aC r i n g rF 27 Webinar TNS: Irresistible Brands – 13 Marzo 2014
How does your brand rate on the magnetism apps? Credentials and expertise Recognisable difference Emotive linkage Magnetism © TNS 28 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
The cohesion apps? Credentials and expertise Recognisable difference Emotive linkage Cohesion © TNS 29 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Nexus: emotive linkage Interconnects every layer of the brand. Holds the brand together. Kind, gentle © TNS 31 Kind, gentle Easy going Uncomplicated For everyone For sensitive skin Mild, gentle Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Ensures look, message and emotion are in accord. Touchpoints have consistent look, feel and image and evoke the same emotion. Maximises marketing spend. Alignment: consistency across touchpoints © TNS 33 Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Unity: cohesive brand architecture Whatever the structure, brand family must be united. Provides a platform for sound innovation. Requires discipline and management. Weak UnityStrong Unity a m i c nyD e f r e e raC © TNS 35 ertivessA p e t e n t moC r i n g aC ndlyeirF Masterbrand Variant 1 Share 80% Variant 2 Share 12% Variant 3 Share 5% Variant 4 Share 3% Webinar TNS: Irresistible Brands – 13 Marzo 2014
How does your brand rate on the Cohesion apps? Credentials and expertise Recognisable difference Emotive linkage Cohesion © TNS 36 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
Apps provide a framework to build irresistible brands Credentials and expertise Recognisable difference Emotive linkage © TNS 37 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
Irresistible brands don’t happen by accident Disciplined approach Powerful understanding of needs Competitive brand understanding Route to maximise opportunities Ongoing management © TNS 38 Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS 39 Webinar TNS: Irresistible Brands – 13 Marzo 2014
Grazie © TNS 40 Grazie Grazia Grassi Account Director Brand & Communication Practice Lead mariagrazia.grassi@tnsglobal.com Webinar TNS: Irresistible Brands – 13 Marzo 2014

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TNS Irresistible Brands

  • 1. Irresistible brands Considerazioni sull'attrattività del brand e su come costruire brand irresistibili © TNS Webinar TNS: Irresistible Brands – 13 Marzo 2014 Grazia Grassi - Account Director Brand & communication Practice Lead
  • 3. Truly irresistible global brands © TNS 3 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 5. Irresistible brands align with layers of needs Emotive needs at the core drive consumer choice Consumer needs © TNS 5 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 8. Irresistibility increases brand usage Relationship between brand irresistibility and usage Brandusage 200 300 400 Brand IQ Brand usage index 100 347 90 273 80 214 70 170 60 133 50 104 Irresistible advantage Potentially irresistible © TNS 8 Potential irresistibility Irresistible advantage 0 Brandusage 50 60 80 1000 100 Brand IQ 70 90 40 82 30 65 20 51 10 40 0 31 Source: NeedScope database of 1,000+ brands from 2011 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 9. IQ: measuring brand irresistibility Distribution of brands’ maximum IQ 10 15 20 59 All brands Frequency% © TNS 9 0 5 5 15 25 35 45 55 65 75 85 95 Brand IQ Frequency% Source: NeedScope database of 1,000+ brands from 2011 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 11. Hygiene factors for irresistible brands Hygiene © TNS 11 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 12. Bringing the magnetism to irresistible brands Magnetism © TNS 12 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 13. Apps for brand cohesion Cohesion © TNS 13 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 15. Know-how: credentials and expertise Gives a brand right to play in the category. Different categories demand different know-how. Long-term investment Expert endorsement Break-through technology © TNS 15 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 17. Never standing still. Continual evolution and innovation – developing and refreshing. Responding to change and driving change. Momentum: brand vitality © TNS 17 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 18. How does your brand rate on the hygiene apps? Credentials and expertise Recognisable difference Emotive linkage Hygiene © TNS 18 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 19. The magnetism apps Credentials and expertise Recognisable difference Emotive linkage Magnetism © TNS 19 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 21. Differentiation: recognisable difference Relevant to consumer needs. Permeates every level of the brand. Differentiation takes courage. © TNS 21 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 22. nyD a m ic sA ly raC e fr e e Leading Brands don’t compete directly, but focus apart N°1 Spain N°1 Mexico N°1 USAN°2 Spain N°1 France N°2 France © TNS ive moC p e t e n t aC r i n g rF 22 N°1 China N°2 China N°2 Mexico N°2 USA Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 23. © TNS Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 24. Emotion: brand meaning and purpose Operate beyond the tangible. Tap universal emotions using archetypes. Makes consumer choice easy. © TNS 24 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 26. Symbolism: language of emotion Communicates with the intuitive brain. Language of symbols and associations. Pervades every element of the brand. © TNS 26 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 27. nyD a mic sA ly raC e fr e e Symbolism: language of emotion © TNS ive moC p e t e n t aC r i n g rF 27 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 28. How does your brand rate on the magnetism apps? Credentials and expertise Recognisable difference Emotive linkage Magnetism © TNS 28 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 29. The cohesion apps? Credentials and expertise Recognisable difference Emotive linkage Cohesion © TNS 29 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 31. Nexus: emotive linkage Interconnects every layer of the brand. Holds the brand together. Kind, gentle © TNS 31 Kind, gentle Easy going Uncomplicated For everyone For sensitive skin Mild, gentle Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 33. Ensures look, message and emotion are in accord. Touchpoints have consistent look, feel and image and evoke the same emotion. Maximises marketing spend. Alignment: consistency across touchpoints © TNS 33 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 35. Unity: cohesive brand architecture Whatever the structure, brand family must be united. Provides a platform for sound innovation. Requires discipline and management. Weak UnityStrong Unity a m i c nyD e f r e e raC © TNS 35 ertivessA p e t e n t moC r i n g aC ndlyeirF Masterbrand Variant 1 Share 80% Variant 2 Share 12% Variant 3 Share 5% Variant 4 Share 3% Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 36. How does your brand rate on the Cohesion apps? Credentials and expertise Recognisable difference Emotive linkage Cohesion © TNS 36 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 37. Apps provide a framework to build irresistible brands Credentials and expertise Recognisable difference Emotive linkage © TNS 37 Brand vitality Touchpoint consistency Cohesive brand architecture Brand meaning and purpose Language of emotion Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 38. Irresistible brands don’t happen by accident Disciplined approach Powerful understanding of needs Competitive brand understanding Route to maximise opportunities Ongoing management © TNS 38 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 39. © TNS 39 Webinar TNS: Irresistible Brands – 13 Marzo 2014
  • 40. Grazie © TNS 40 Grazie Grazia Grassi Account Director Brand & Communication Practice Lead mariagrazia.grassi@tnsglobal.com Webinar TNS: Irresistible Brands – 13 Marzo 2014