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The Startup guide to branding

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City Unrulyversity

This document provides an overview of a presentation on branding given by Dr. Marius Luedicke. It introduces Dr. Luedicke and his background and qualifications. It then outlines the four goals of the presentation as understanding what brands are, learning a new method for analyzing brands, applying the method to a brand, and playing with the method using own or colleagues' brands. The document proceeds to discuss why branding matters for startups and companies through building customer relationships and preference, extending products to new markets, and increasing prices and valuation. It also introduces Luedicke's Brand Rotor model for analyzing the core, thoughts, cultures, and touchpoints that define a brand.

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Dr. Marius Luedicke The Start-up Guide to Branding Cass Business School & Cass Consulting City University London m.luedicke@city.ac.uk +44 20 7040 8687
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk PD Dr. Marius Luedicke, Cass Business School Your Branding Coach for This Evening 2 ‣ Made in Münster, Germany, in 1974 ‣ BSc, MSc in Marketing and Information Technology ‣ Founder of MicroTeam - IT Solutions ‣ Consultant at Informationobjects AG, Switzerland ‣ Doctorate in St. Gallen, Switzerland ‣ Marketing manager for m-broker.de ‣ Habilitation in Innsbruck, Austria ‣ Research on consumer moralism, acculturation, and conflict cited in New York Times, Wired, HuffPo, etc. ‣ Consults start-ups in branding questions.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk The Four Goals of Our Unrulyversity Evening 3 1. Understand what a brand is and why proactive branding pays off. 2. Learn a brand new method for analyzing and developing brands. 3. Play with this method using your own (or a colleagues) brand. !
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #1 4 • Get together in groups of 3 • Take one of the paper-, pen-, and sticker-stacks • Name-tag and introduce yourself to the group • Agree on the brand you wish to work on today
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Why Does Branding Matter? 5
* Source: http://uk.finance.yahoo.com/q?s=SBUX(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 6 A. To make customers buy of, and engage more with, your products, services, projects, or ideas Let us Assume That Your Goals Are: B. To attract the most brilliant employees C. To get funding from the prettiest angels D. To work with the best business partners E. To raise, adorn, and sell the bride
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 7 ✓ Perceived your products or services as the best in the category (preference). ✓ Were highly loyal and frequent buyers that ignore your competitors‘ offerings (loyalty). ✓ Were passionate about - or even in love with - your company and its offerings (relationship). ✓ Were engaged with the company and fellow product enthusiasts (community). ✓ Praised your offerings online and told their Facebook friends about it (word of mouth). Then It Would Be Useful if Your Stakeholders:
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 8 „Brand Love“
Source: Batra, Ahuvia, Bagozzi, JM, 2012(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 9 „Brand Love“* Unrulyversity
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Four reasons of why great branding helps you to achieve these goals: 10
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 1. Customers use brands for finding (more of) the right offerings 11 2. build relationships with and through brands 3. use the brand for their identity construction 4. love buying from and consuming great brands
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Brands ensure recognition (and thus repurchase) of desired characteristics 12 If the brand is liked and consistently recognizable, consumers will find it in this clutter and buy (more of) it. 1. Consumers Use Brands for Finding (more of) the Right Offerings
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 13 Similar effects work here, yet with less company control over brand value communication. 1. Customers Use Brands for Finding (more of) the Right Offerings
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 2. Customers build relationships with and through brands 14 3. use the brand for their identity construction 4. love buying from and consuming great brands 1. use brands as clues to find (more of) the right offerings
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Consumers perceive brands similar to persons. 15 2. Customers Build Relationships With Brands Human Personality Factors (Big 5) oExtraversion oAgreeableness oConscientiousness oOpenness oNeuroticism *Source: Aaker (1997). Journal of Marketing Research Dimensions of Brand Personality oExcitement (MTV) oSincerity (Hallmark cards) oCompetence (Wall Street Journal) oSophistication (Mercedes) oRuggedness (Levi’s, Harley)
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 16 The big five break down into more specific personality characteristics 2. Customers Build Relationships With Brands
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Excitement 1 5 Sincerity 1 5 Competence 1 5 Sophistication 1 5 Ruggedness 1 5 17 Try to characterize Virgin atlantic 2. Customers Build Relationships With Brands
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Excitement 1 5 Sincerity 1 5 Competence 1 5 Sophistication 1 5 Ruggedness 1 5 18 And Compare to American Airlines 2. Customers Build Relationships With Brands Consumer prefer brands with personalities they like and are similar to themselves.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Think about it! 19 If brands are like people, do we have a relationship with our favorite brands? What are yours?
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 20 ! “Relationship principles have virtually replaced short-term exchange notions in both marketing thought and practice.” (Susan Fournier 1998, p. 343) Source: Fournier (1998). Journal of Consumer Research Almost like building relationships with people, we build relationships with brands 2. Customers Build Relationships With Brands
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Citation - Key Message - etc 21 These relationships can have the following forms 2. Customers Build Relationships With Brands Source: Fournier (1998). Journal of Consumer Research
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 22 2. Customers Build Relationships With Brands Committed partnership? Best friendship? Secret love affair? Strong brand relationships raise loyalty, switching barriers, lower price elasticity, and consumer engagement.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 3. Customers use brands for identity construction. 23 4. love buying from and consuming great brands 1. use brands as clues to find (more of) the right offerings 2. build relationships with and through brands
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk What is she like? 3. Customers use Brands for Identity Construction 24
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 25 What is she like now? 3. Customers use Brands for Identity Construction
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Often consumers use brand bundles to create particular and remarkably similar styles 3. Customers use Brands for Identity Construction 26*Source: http://www.exactitudes.com/index.php?/series/detail/9 „Young Executives“*
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Even radical individualists rely on remarkably similar sets of cool brands 3. Customers use Brands for Identity Construction 27 Source: Here Brands with strong identity relevance (and conflict potential) enjoy the highest brand enthusiasm and brand engagement. But that might not always last.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Consumers choose brands that represent their moral beliefs 28 3. Customers use Brands for Identity Construction Ideology of American Exceptionalism Hummer Love Hummer Hate
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Customers choose brands for signaling skill and competence 29 3. Customers use Brands for Identity Construction „No one has ever been fired for choosing IBM“
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 4. Customers love buying from and consuming great brands 30 1. use brands as clues to find (more of) the right offerings 2. build relationships with and through brands 3. use the brand for their identity construction
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 4. Customers Love Buying From And Consuming Great Brands 31 Consumers spend increasing amounts of time searching for new products, stories, and ideas offered by brands.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 4. Customers Love Buying From And Consuming Great Brands 32*Sources: http://newavenuesmag.wordpress.com/2011/01/31/are-you-a-compulsive-spender/ Consumers spend more time and money on, and engage more with, great brands. This makes consumers great sources of innovation and free advertising, (but also powerful brand assassins).
* Source: HereCass Business School - Unrulyversity - 5/13 - m.luedicke@city.ac.uk 33 4. Customers Love Buying From And Consuming Great Brands
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 34 They engage with brands at ever more touchpoints 4. Customers Love Buying From And Consuming Great Brands Source: Interbrand London
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Four Ways in which branding matters to Start-Ups and other companies 35
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Brand are almost „magical“ devices for charging higher prices.* Business Effect 1: Strong Brands Charge Higher Prices 36* According to Prof. Diego Rinallo
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 37 0 13 25 38 50 Nespresso Illy Lavazza Eduscho Jacobs 24 Euro 13 Euro 9 Euro 6 Euro 43 Euro The 4 Business Effects: Charge higher prices Nespresso earns 80% more per kilo coffee than its next competitor * Source: Institute of Brand Logic, Cass Lecture 2013
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Acquired brands are accounted as goodwill. Self-made brands are not. Business Effect 2: Brand Names Are Assets 38 77,7 % Interbrand‘s Brand Value for Google accounts for ! ! of the company‘s total assets (89 bn) and for ! ! of its market capitalization. The brand is not accounted for by Google as goodwill as it is not an acquired brand. 29,8 % Source: http://www.google.com/finance?fstype=bi&cid=694653
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Strong brands can extend beyond its core market into more peripheral markets Business Effect 3: Brands can Extend Further 39 „Symbolic brands can be extended into a wider variety of contexts.“ (Hoeffler and Keller 2003, p 429) * Source: http://fashionempiregvdb.blogspot.co.uk/2011/02/louis-vuitton-runway-paris-fashion-week.html
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Even very unlikely extensions might work. Business Effect 3: Brands can Extend Better 40* Get „the smell of testosterone“ here
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Fancy a KFC ground chicken coffee? Business Effect 3: Brands can Extend Further 41 ?
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Business Effect 4: Brands Win Elections 42* Source: http://www.berlin-mindplayers.de/2006/02/04/profitgier-versus-moral/
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk What exactly are Brands? 43
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Think about it! 44 What do you consider part of „our brand“ in your company? And who takes care of the brand?
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk The perspective of the American Marketing Association Brand: Defined A brand is a „name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.“ 45
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Brand: Defined 46Source: Kapferer, Jean Noel (2012), The new strategic brand management, p. 12 The perspective of Jean-Noel Kapferer, HEC Paris* A brand is „a name that symbolizes a long-term engagement, crusade or commitment to a unique set of values, embedded into products, services and behaviors, which make the organization, person or product stand apart or stand out.“
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 47 ! ! “A Brand is a strategic asset that is key to long- term performance and should be so managed” ! Source: Aaker (1996), Building Strong Brands Brand: Defined The perspective of David Aaker, UC Berkeley, Prophet Consulting
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand? 48
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 49 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 50 The basic idea: Brands propel businesses through a dynamic interplay of three brand-defining „rotor blade“ dimensions circling around the brand rotor‘s core. Luedicke‘s Brand RotorTM Model for Brand Analysis and Brand Strategy Brand Touchpoints Brand Thoughts Brand Cultures The Brand’s Strategic Environment What we do & Why
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Brands typically exist for a purpose* 1. Analyze your Brand and Its Environment 51 Brand Touchpoints Brand Thoughts Brand Cultures What we do & Why See: Simon Sinek's Ted Talk The center of all activity • What is the brand’s main value proposition (in simple words: what does it sell/offer)? • Why does the brand exist (see: „People don’t care what you do, but why you do it“*)
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #2 52 At its core, what does your brand do and why?
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Where and how does the brand exist in the material worlds and on screens? Where are the key brand drivers and disruptions? 1. Analyze your Brand and Its Environment 53 Brand Touchpoints What we do & Why Customer journey: the initial contact with on- and offline comms, stores, products. Then ownership and use of products and services‘ feel, smell, sound, aesthetics, taste. Disposal experiences. Exemplary Touchpoints: • Branded products and services • Branded stores and places • Brand smells, taste, looks, sounds, touch perceptions • Brand-relevant people (CEO, etc.) • Look and feel of websites, social media, etc. • The advertisements‘ look and feel
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk The „King of Shaves“ brand Today‘s Example 54 Brand Touchpoints Brand Thoughts Brand Cultures Source: Will King. Founder and CEO Brand Touchpoints „We deliver the world‘s best shave.“*
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Touchpoint Analysis: Findings (based on quick and dirty rather than a close „shave“) Today‘s Example 55 Brand Touchpoints Brand Thoughts Brand Cultures Brand Touchpoints „We deliver the world‘s best shave.“* • Wow, a new brand on the shelves that is NOT Gillette or Wilkinson. Sparks curiosity and desire to try. • Product appears overall „grown up“. • Razor feels good and works great for some. ! • Product: Same blue packaging. Very conventional. Does not stand out. No „King“ theme or promise of „best shave“ • Unpacking cheap plastic stand conveys Gillette-Type cost-saving-meanings (not „word‘s best“) • Product is ineffective on the testers skin. Clogs up instantly and cannot be cleaned. Waste of money. • Promo: Websites appear unorganized and unfocused. Site kills the excitement of something new that arose in the store. Same blue colors. • Price: positioning incomprehensible. Is it cheaper? • Place: Difficult to spot in a supermarket + -
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #3 56 Study one online touchpoint of your brand. Focus on: - Which experiences (5 senses) does it evoke? - Which brand meanings do these experiences (not) convey (e.g. quality, style, associations)? - And explore if experiences and meanings harmonize with the brand‘s core. - Find 1 key driver and 1 key disruption
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk What are the brand‘s culture elements? 1. Analyze your Brand and Its Environment 57 Brand Touchpoints What we do & Why Brand Cultures Read texts, observe, buy, unbox, use the brand and observe its fans and antagonists. Culture Elements • What is the brand’s personality • How does it (not) behave • Which relationship types does it engage in • Which cultural myths, stories, heroes, archetypes does it evoke • Does it attract community building • Who are its enemies and conflicts • What does the brand stand for (types of people, styles, language, imagery, etc.)
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 58 „We deliver the world‘s best shave.“* Brand Cultures The „King of Shaves“ brand culture Today‘s Example Business Professional Style (+) Corporate Brand Hate (+) New Ads and Club Models Technology fascination (+) Male grooming (+) Source: Google PIctures. Man should be brave Brand Personality (?) Mo Trend (+) Becks (-) Brand Relationships (?) Economic crisis (?) Language Conventions (?) What exactly is „The world‘s best shave“ (?) A good skincare routine is essential to keep skin feeling smooth, soft and hydrated. The award winning King of Shaves range of skincare is designed for men and covers every need
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Findings: Brand Culture Analysis Today‘s Example 59 „We deliver the world‘s best shave.“* Brand Cultures + - • Main story: A challenger brand on the boring shelves. • King is attractive for NOT being Gillette & Co. • Men‘s frustration with shaving prices of major brands. Rip-off feeling. Difficult to relate to the corporate brand. • The „King“ brand name makes a compelling promise. ! • Core promise, meaning and reason to exist are unclear. • Personality: Brand appears a bit self-centered. Does not reach out. Competent? Sincere? Exciting? • Relationship: Difficult to connect with the brand. It‘s difficult to judge it. Messages are contradictory across touchpoints. • Does not stick to the „David vs Goliath“ story. • Cheater? Promises not to play the 5-6-7-blades games etc. and then does it. • Language: Tries hard to be cool, but often flips back to conventional „corporate“ selling language.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #4 60 Choose one cultural element of your brand.* Focus on: - Which stories and meanings does it convey? - What are potential underlying myths, ideologies, relations, or archetypes that render these meanings powerful? - Do these meanings harmonize with each other and the brand‘s core? * e.g. brand relationships, brand personality, usage practices, stories that the brand tells or are told about the brand, popular beliefs, myths, ideologies, conflicts
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Which thoughts are consumers able to report about your brands? 1. Analyze your Brand and Its Environment 61 Brand Touchpoints What we do & Why Brand Thoughts Ask consumers what they think about the brand. Count opinions, analyze customers‘ online reviews. Exemplary Thoughts: • Who are stakeholders (consumers, suppliers, antagonists) • What does the brand do for them (why do they buy or not) • What are their brand associations (images, attitudes) • Which experiences have stakeholders made with the brand • How well do they believe the brand delivers on its promise?
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 62 „We deliver the world‘s best shave.“* Brand Thoughts The „King of Shaves“ brand thoughts Today‘s Example ! Consumer Survey: ! Brand Personality Questions: Excitement 1 - - - 5 Sincerity 1 - - - 5 Competence 1 - - - 5 Sophistication 1 - - - 5 Ruggedness 1 - - - 5 ! Brand Attitudes - Would you recommend the King of Shaves products to your friends? 1 (never) - - - 5 (absolutely) ! Automated Web Content analysis Scan the web for individual reviews that express brand attitudes... ! Customer Interviews: ! Please tell me a bit about brand x. Show me how you use it. Can we go buy one together?
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk The „King of Shaves“ brand: Thoughts Analysis Findings (insufficient data. web-based only) Today‘s Example 63 „We deliver the world‘s best shave.“* Brand Thoughts + - ! ! • Consumers are excited about a „challenger“ brand. King is NOT Gillette. A very strong starting position. • Curiosity for a new brand in the market. • „I purchased this in a store, thinking, hey - its the next big thing.“ • Many customers hate shaving and look for better experiences. ! • Customer reviews inconclusive. Razor quality seems to depend on facial hair type. • Many consumers trash the brand online. • Strong cheating emotions: „These razors are beyond awful.“ • Next big thing: „I was very wrong.“
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #5 64 Study customers‘ online brand reviews. Then think about two questions for your first customer interview. ! - Do consumers like your brand? If so, why? - What are the brand drivers (most positive answers) and disruptions (most negative ones). - How do consumers evaluate their brand experiences (5 senses), quality, price-value relationship, etc. at different touchpoints? - Do they recommend your brand to their friends? - Do consumers‘ answers harmonize with the brand‘s core?
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 65 What we do & why nd hpoints Brand Thoughts Brand Cultures Competitor’s Actions: Industry/Market reports, competitors‘ actions, new market entrants, market shares, resources, key innovations, ... ! Socio-Cultural and Technological Changes: Consumer behavior studies, consumer cultural changes such as new morals, materialism, ecological concerns, but also political changes, new styles, influential people, new technologies, ... ! Economic Health of the brand: Credits, brand revenues, profit, market share, market potential, brand equity, price pressures, ... ! Political changes: New regulations can affect the brand both ways. The Brand’s Strategic Environment 1. Analyze your Brand and Its Environment Assess how changes in the market, cultural, and financial environment may disrupt or drive your brand. Great ideas lurk here.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 66 1. Analyze your Brand and Its Environment Well done! Brand Touchpoints Brand Thoughts Brand Cultures The Brand’s Strategic Environment What we do & Why
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 67 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #6 68 Summarize the three key insights of your analysis that will help you redefine/sharpen your brand.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 69 Define in a few words what, in essence, this brand does and why. 2. Re/define the Brand‘s Core
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 2. Re/define the Brand‘s Core 70 What we do & Why „Perfectly pre-portioned Grand Cru Coffee of highest quality“
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Citation - Key Message - etc 2. Define the brand’s Touchpoints 71 Product look, feel, quality. Assortment. Customer journey from info, purchase, consumption, to disposal. Style. Use Images for Illustration. Brand Touchpoints „Perfectly pre-portioned Grand Cru Coffee of highest quality“
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 2. Re/Define the Brand‘s Culture 72 Describe in words and images what kind of „person“ the brand is, which values it has, how it acts upon them, and how it interacts with the audience.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Citation - Key Message - etc 73 ndpoints „Perfectly pre-portioned Grand Cru Coffee of highest quality“ Brand Cultures 2. Re/define the Brand‘s Culture
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk ints „Perfectly pre-portioned Grand Cru Coffee of highest quality“ Brand Cultures 74 Sophisticated personality Upper middle class lifestyle Linkages to the performing arts Luxury services and experiences for everyone Enabling the perfect host 2. Re/define the Brand‘s Culture
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 75 nd hpoints „Perfectly pre-portioned Grand Cru Coffee of highest quality“ Brand Thoughts Pleasure Pride of the host Clooney? Core (permanent) Associations Peripheral Associations Perfect Coffee Convenient Luxurious No alternatives (what else)? 2. Re/define the Brand Thoughts
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 2. Reconsider the Brand’s Strategic Environment 76 Competitive strategy: Creator and leader in the category of pre-portioned premium coffee for home and office consumption. Uncontested premium positing within the category. ! Socio-Cultural and Technological strategy: Continuously innovating new coffee types and communication strategies. Trying to adopt to cultural changes? Technological leadership through new machines and accessories. ! Economic Strategy: Premium pricing. A highly profitable business. ! Political Strategy: .… Bran Bra Br
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 77 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Make sure the name says what it should say. Make sure it can grow with you 1. Find a Name 78 Note: The brand name should not simply describe the product features (that would limit your growth), but add extra meaning and distinction.
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 79Source: Google Images. Find some background on some great brand names here If you have big plans, make sure your name works in different contexts. 1. Find a Name
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 80 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 81 These are considered „Great Logos“ 2. Create a Logo Crowdsource your logo from 120 £: www.crowdspring.com
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 82 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 83Source: click here NICE Classification of trademark domains. Updated every 5 years since 1957. 3. Trademark Your Brand Name and Logo
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 84 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk All rotors convey meaning. Use the brand‘s core narrative to design propelling products, stores, experiences, websites, and ads. 6. Start Communicating through and about... 85 What we do & why Brand Touchpoints Brand Thoughts Brand Cultures
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Try to build stories based on emerging cultural material to offer an alternative, rebellious, self-concept that eases consumers‘ identity problems and, thus, creates brand enthusiasm.* 6. Start Communicating 86*Learn more about that @ Cass Business School / or Unrulyversity The latest „cultural advertising“ trick*
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 7. Use Available Tools for Assessing Brand Performance 87 What we do & why Research Methods: • Ethnographic research on consumption practices • Group interviews • (Participant) observation • Media content analysis • (Automated) online content analysis • Historical analysis of brand and its context • Go shopping to assess brand personality, relationship practices, etc. at all touchpoints ! Key Performance Indicators • Assess the fit of brand and relevant culture • Rate the brand relevance in culture • Rate brand behavior Research Methods: • Survey research • Top-of-Mind association interviews • Laddering interviews • Conjoint Analysis • Brand Narratology ! Key Performance Indicators • Rate and rank brand associations • Assess preferences • Price premium and elasticity Research Methods • Researchers „touch“ the brand at all points* • In-store and online: orientation and experience • Visual analysis of touchpoints • Semiotic meaning analysis • Unboxing experiences ! Key Performance Indicators • Rate quality of the experience • Rate touchpoint consistency • Rate touchpoint uniqueness • Rate touchpoint-brand fit on Likert scales Develop measures for long-term brand monitoring and adjustment. Brand Touchpoints Brand Thoughts Brand Cultures
(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Cass Business School / Cass Consulting City University London m.luedicke@city.ac.uk +44 20 7040 8687 88 Dr. Marius Luedicke

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The Startup guide to branding

  • 1. Dr. Marius Luedicke The Start-up Guide to Branding Cass Business School & Cass Consulting City University London m.luedicke@city.ac.uk +44 20 7040 8687
  • 2. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk PD Dr. Marius Luedicke, Cass Business School Your Branding Coach for This Evening 2 ‣ Made in Münster, Germany, in 1974 ‣ BSc, MSc in Marketing and Information Technology ‣ Founder of MicroTeam - IT Solutions ‣ Consultant at Informationobjects AG, Switzerland ‣ Doctorate in St. Gallen, Switzerland ‣ Marketing manager for m-broker.de ‣ Habilitation in Innsbruck, Austria ‣ Research on consumer moralism, acculturation, and conflict cited in New York Times, Wired, HuffPo, etc. ‣ Consults start-ups in branding questions.
  • 3. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk The Four Goals of Our Unrulyversity Evening 3 1. Understand what a brand is and why proactive branding pays off. 2. Learn a brand new method for analyzing and developing brands. 3. Play with this method using your own (or a colleagues) brand. !
  • 4. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #1 4 • Get together in groups of 3 • Take one of the paper-, pen-, and sticker-stacks • Name-tag and introduce yourself to the group • Agree on the brand you wish to work on today
  • 5. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Why Does Branding Matter? 5
  • 6. * Source: http://uk.finance.yahoo.com/q?s=SBUX(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 6 A. To make customers buy of, and engage more with, your products, services, projects, or ideas Let us Assume That Your Goals Are: B. To attract the most brilliant employees C. To get funding from the prettiest angels D. To work with the best business partners E. To raise, adorn, and sell the bride
  • 7. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 7 ✓ Perceived your products or services as the best in the category (preference). ✓ Were highly loyal and frequent buyers that ignore your competitors‘ offerings (loyalty). ✓ Were passionate about - or even in love with - your company and its offerings (relationship). ✓ Were engaged with the company and fellow product enthusiasts (community). ✓ Praised your offerings online and told their Facebook friends about it (word of mouth). Then It Would Be Useful if Your Stakeholders:
  • 8. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 8 „Brand Love“
  • 9. Source: Batra, Ahuvia, Bagozzi, JM, 2012(c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 9 „Brand Love“* Unrulyversity
  • 10. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Four reasons of why great branding helps you to achieve these goals: 10
  • 11. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 1. Customers use brands for finding (more of) the right offerings 11 2. build relationships with and through brands 3. use the brand for their identity construction 4. love buying from and consuming great brands
  • 12. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Brands ensure recognition (and thus repurchase) of desired characteristics 12 If the brand is liked and consistently recognizable, consumers will find it in this clutter and buy (more of) it. 1. Consumers Use Brands for Finding (more of) the Right Offerings
  • 13. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 13 Similar effects work here, yet with less company control over brand value communication. 1. Customers Use Brands for Finding (more of) the Right Offerings
  • 14. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 2. Customers build relationships with and through brands 14 3. use the brand for their identity construction 4. love buying from and consuming great brands 1. use brands as clues to find (more of) the right offerings
  • 15. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Consumers perceive brands similar to persons. 15 2. Customers Build Relationships With Brands Human Personality Factors (Big 5) oExtraversion oAgreeableness oConscientiousness oOpenness oNeuroticism *Source: Aaker (1997). Journal of Marketing Research Dimensions of Brand Personality oExcitement (MTV) oSincerity (Hallmark cards) oCompetence (Wall Street Journal) oSophistication (Mercedes) oRuggedness (Levi’s, Harley)
  • 16. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 16 The big five break down into more specific personality characteristics 2. Customers Build Relationships With Brands
  • 17. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Excitement 1 5 Sincerity 1 5 Competence 1 5 Sophistication 1 5 Ruggedness 1 5 17 Try to characterize Virgin atlantic 2. Customers Build Relationships With Brands
  • 18. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Excitement 1 5 Sincerity 1 5 Competence 1 5 Sophistication 1 5 Ruggedness 1 5 18 And Compare to American Airlines 2. Customers Build Relationships With Brands Consumer prefer brands with personalities they like and are similar to themselves.
  • 19. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Think about it! 19 If brands are like people, do we have a relationship with our favorite brands? What are yours?
  • 20. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 20 ! “Relationship principles have virtually replaced short-term exchange notions in both marketing thought and practice.” (Susan Fournier 1998, p. 343) Source: Fournier (1998). Journal of Consumer Research Almost like building relationships with people, we build relationships with brands 2. Customers Build Relationships With Brands
  • 21. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Citation - Key Message - etc 21 These relationships can have the following forms 2. Customers Build Relationships With Brands Source: Fournier (1998). Journal of Consumer Research
  • 22. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 22 2. Customers Build Relationships With Brands Committed partnership? Best friendship? Secret love affair? Strong brand relationships raise loyalty, switching barriers, lower price elasticity, and consumer engagement.
  • 23. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 3. Customers use brands for identity construction. 23 4. love buying from and consuming great brands 1. use brands as clues to find (more of) the right offerings 2. build relationships with and through brands
  • 24. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk What is she like? 3. Customers use Brands for Identity Construction 24
  • 25. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 25 What is she like now? 3. Customers use Brands for Identity Construction
  • 26. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Often consumers use brand bundles to create particular and remarkably similar styles 3. Customers use Brands for Identity Construction 26*Source: http://www.exactitudes.com/index.php?/series/detail/9 „Young Executives“*
  • 27. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Even radical individualists rely on remarkably similar sets of cool brands 3. Customers use Brands for Identity Construction 27 Source: Here Brands with strong identity relevance (and conflict potential) enjoy the highest brand enthusiasm and brand engagement. But that might not always last.
  • 28. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Consumers choose brands that represent their moral beliefs 28 3. Customers use Brands for Identity Construction Ideology of American Exceptionalism Hummer Love Hummer Hate
  • 29. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Customers choose brands for signaling skill and competence 29 3. Customers use Brands for Identity Construction „No one has ever been fired for choosing IBM“
  • 30. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 4. Customers love buying from and consuming great brands 30 1. use brands as clues to find (more of) the right offerings 2. build relationships with and through brands 3. use the brand for their identity construction
  • 31. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 4. Customers Love Buying From And Consuming Great Brands 31 Consumers spend increasing amounts of time searching for new products, stories, and ideas offered by brands.
  • 32. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 4. Customers Love Buying From And Consuming Great Brands 32*Sources: http://newavenuesmag.wordpress.com/2011/01/31/are-you-a-compulsive-spender/ Consumers spend more time and money on, and engage more with, great brands. This makes consumers great sources of innovation and free advertising, (but also powerful brand assassins).
  • 33. * Source: HereCass Business School - Unrulyversity - 5/13 - m.luedicke@city.ac.uk 33 4. Customers Love Buying From And Consuming Great Brands
  • 34. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 34 They engage with brands at ever more touchpoints 4. Customers Love Buying From And Consuming Great Brands Source: Interbrand London
  • 35. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Four Ways in which branding matters to Start-Ups and other companies 35
  • 36. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Brand are almost „magical“ devices for charging higher prices.* Business Effect 1: Strong Brands Charge Higher Prices 36* According to Prof. Diego Rinallo
  • 37. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 37 0 13 25 38 50 Nespresso Illy Lavazza Eduscho Jacobs 24 Euro 13 Euro 9 Euro 6 Euro 43 Euro The 4 Business Effects: Charge higher prices Nespresso earns 80% more per kilo coffee than its next competitor * Source: Institute of Brand Logic, Cass Lecture 2013
  • 38. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Acquired brands are accounted as goodwill. Self-made brands are not. Business Effect 2: Brand Names Are Assets 38 77,7 % Interbrand‘s Brand Value for Google accounts for ! ! of the company‘s total assets (89 bn) and for ! ! of its market capitalization. The brand is not accounted for by Google as goodwill as it is not an acquired brand. 29,8 % Source: http://www.google.com/finance?fstype=bi&cid=694653
  • 39. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Strong brands can extend beyond its core market into more peripheral markets Business Effect 3: Brands can Extend Further 39 „Symbolic brands can be extended into a wider variety of contexts.“ (Hoeffler and Keller 2003, p 429) * Source: http://fashionempiregvdb.blogspot.co.uk/2011/02/louis-vuitton-runway-paris-fashion-week.html
  • 40. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Even very unlikely extensions might work. Business Effect 3: Brands can Extend Better 40* Get „the smell of testosterone“ here
  • 41. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Fancy a KFC ground chicken coffee? Business Effect 3: Brands can Extend Further 41 ?
  • 42. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Business Effect 4: Brands Win Elections 42* Source: http://www.berlin-mindplayers.de/2006/02/04/profitgier-versus-moral/
  • 43. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk What exactly are Brands? 43
  • 44. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Think about it! 44 What do you consider part of „our brand“ in your company? And who takes care of the brand?
  • 45. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk The perspective of the American Marketing Association Brand: Defined A brand is a „name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.“ 45
  • 46. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Brand: Defined 46Source: Kapferer, Jean Noel (2012), The new strategic brand management, p. 12 The perspective of Jean-Noel Kapferer, HEC Paris* A brand is „a name that symbolizes a long-term engagement, crusade or commitment to a unique set of values, embedded into products, services and behaviors, which make the organization, person or product stand apart or stand out.“
  • 47. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 47 ! ! “A Brand is a strategic asset that is key to long- term performance and should be so managed” ! Source: Aaker (1996), Building Strong Brands Brand: Defined The perspective of David Aaker, UC Berkeley, Prophet Consulting
  • 48. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand? 48
  • 49. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 49 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
  • 50. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 50 The basic idea: Brands propel businesses through a dynamic interplay of three brand-defining „rotor blade“ dimensions circling around the brand rotor‘s core. Luedicke‘s Brand RotorTM Model for Brand Analysis and Brand Strategy Brand Touchpoints Brand Thoughts Brand Cultures The Brand’s Strategic Environment What we do & Why
  • 51. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Brands typically exist for a purpose* 1. Analyze your Brand and Its Environment 51 Brand Touchpoints Brand Thoughts Brand Cultures What we do & Why See: Simon Sinek's Ted Talk The center of all activity • What is the brand’s main value proposition (in simple words: what does it sell/offer)? • Why does the brand exist (see: „People don’t care what you do, but why you do it“*)
  • 52. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #2 52 At its core, what does your brand do and why?
  • 53. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Where and how does the brand exist in the material worlds and on screens? Where are the key brand drivers and disruptions? 1. Analyze your Brand and Its Environment 53 Brand Touchpoints What we do & Why Customer journey: the initial contact with on- and offline comms, stores, products. Then ownership and use of products and services‘ feel, smell, sound, aesthetics, taste. Disposal experiences. Exemplary Touchpoints: • Branded products and services • Branded stores and places • Brand smells, taste, looks, sounds, touch perceptions • Brand-relevant people (CEO, etc.) • Look and feel of websites, social media, etc. • The advertisements‘ look and feel
  • 54. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk The „King of Shaves“ brand Today‘s Example 54 Brand Touchpoints Brand Thoughts Brand Cultures Source: Will King. Founder and CEO Brand Touchpoints „We deliver the world‘s best shave.“*
  • 55. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Touchpoint Analysis: Findings (based on quick and dirty rather than a close „shave“) Today‘s Example 55 Brand Touchpoints Brand Thoughts Brand Cultures Brand Touchpoints „We deliver the world‘s best shave.“* • Wow, a new brand on the shelves that is NOT Gillette or Wilkinson. Sparks curiosity and desire to try. • Product appears overall „grown up“. • Razor feels good and works great for some. ! • Product: Same blue packaging. Very conventional. Does not stand out. No „King“ theme or promise of „best shave“ • Unpacking cheap plastic stand conveys Gillette-Type cost-saving-meanings (not „word‘s best“) • Product is ineffective on the testers skin. Clogs up instantly and cannot be cleaned. Waste of money. • Promo: Websites appear unorganized and unfocused. Site kills the excitement of something new that arose in the store. Same blue colors. • Price: positioning incomprehensible. Is it cheaper? • Place: Difficult to spot in a supermarket + -
  • 56. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #3 56 Study one online touchpoint of your brand. Focus on: - Which experiences (5 senses) does it evoke? - Which brand meanings do these experiences (not) convey (e.g. quality, style, associations)? - And explore if experiences and meanings harmonize with the brand‘s core. - Find 1 key driver and 1 key disruption
  • 57. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk What are the brand‘s culture elements? 1. Analyze your Brand and Its Environment 57 Brand Touchpoints What we do & Why Brand Cultures Read texts, observe, buy, unbox, use the brand and observe its fans and antagonists. Culture Elements • What is the brand’s personality • How does it (not) behave • Which relationship types does it engage in • Which cultural myths, stories, heroes, archetypes does it evoke • Does it attract community building • Who are its enemies and conflicts • What does the brand stand for (types of people, styles, language, imagery, etc.)
  • 58. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 58 „We deliver the world‘s best shave.“* Brand Cultures The „King of Shaves“ brand culture Today‘s Example Business Professional Style (+) Corporate Brand Hate (+) New Ads and Club Models Technology fascination (+) Male grooming (+) Source: Google PIctures. Man should be brave Brand Personality (?) Mo Trend (+) Becks (-) Brand Relationships (?) Economic crisis (?) Language Conventions (?) What exactly is „The world‘s best shave“ (?) A good skincare routine is essential to keep skin feeling smooth, soft and hydrated. The award winning King of Shaves range of skincare is designed for men and covers every need
  • 59. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Findings: Brand Culture Analysis Today‘s Example 59 „We deliver the world‘s best shave.“* Brand Cultures + - • Main story: A challenger brand on the boring shelves. • King is attractive for NOT being Gillette & Co. • Men‘s frustration with shaving prices of major brands. Rip-off feeling. Difficult to relate to the corporate brand. • The „King“ brand name makes a compelling promise. ! • Core promise, meaning and reason to exist are unclear. • Personality: Brand appears a bit self-centered. Does not reach out. Competent? Sincere? Exciting? • Relationship: Difficult to connect with the brand. It‘s difficult to judge it. Messages are contradictory across touchpoints. • Does not stick to the „David vs Goliath“ story. • Cheater? Promises not to play the 5-6-7-blades games etc. and then does it. • Language: Tries hard to be cool, but often flips back to conventional „corporate“ selling language.
  • 60. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #4 60 Choose one cultural element of your brand.* Focus on: - Which stories and meanings does it convey? - What are potential underlying myths, ideologies, relations, or archetypes that render these meanings powerful? - Do these meanings harmonize with each other and the brand‘s core? * e.g. brand relationships, brand personality, usage practices, stories that the brand tells or are told about the brand, popular beliefs, myths, ideologies, conflicts
  • 61. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Which thoughts are consumers able to report about your brands? 1. Analyze your Brand and Its Environment 61 Brand Touchpoints What we do & Why Brand Thoughts Ask consumers what they think about the brand. Count opinions, analyze customers‘ online reviews. Exemplary Thoughts: • Who are stakeholders (consumers, suppliers, antagonists) • What does the brand do for them (why do they buy or not) • What are their brand associations (images, attitudes) • Which experiences have stakeholders made with the brand • How well do they believe the brand delivers on its promise?
  • 62. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 62 „We deliver the world‘s best shave.“* Brand Thoughts The „King of Shaves“ brand thoughts Today‘s Example ! Consumer Survey: ! Brand Personality Questions: Excitement 1 - - - 5 Sincerity 1 - - - 5 Competence 1 - - - 5 Sophistication 1 - - - 5 Ruggedness 1 - - - 5 ! Brand Attitudes - Would you recommend the King of Shaves products to your friends? 1 (never) - - - 5 (absolutely) ! Automated Web Content analysis Scan the web for individual reviews that express brand attitudes... ! Customer Interviews: ! Please tell me a bit about brand x. Show me how you use it. Can we go buy one together?
  • 63. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk The „King of Shaves“ brand: Thoughts Analysis Findings (insufficient data. web-based only) Today‘s Example 63 „We deliver the world‘s best shave.“* Brand Thoughts + - ! ! • Consumers are excited about a „challenger“ brand. King is NOT Gillette. A very strong starting position. • Curiosity for a new brand in the market. • „I purchased this in a store, thinking, hey - its the next big thing.“ • Many customers hate shaving and look for better experiences. ! • Customer reviews inconclusive. Razor quality seems to depend on facial hair type. • Many consumers trash the brand online. • Strong cheating emotions: „These razors are beyond awful.“ • Next big thing: „I was very wrong.“
  • 64. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #5 64 Study customers‘ online brand reviews. Then think about two questions for your first customer interview. ! - Do consumers like your brand? If so, why? - What are the brand drivers (most positive answers) and disruptions (most negative ones). - How do consumers evaluate their brand experiences (5 senses), quality, price-value relationship, etc. at different touchpoints? - Do they recommend your brand to their friends? - Do consumers‘ answers harmonize with the brand‘s core?
  • 65. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 65 What we do & why nd hpoints Brand Thoughts Brand Cultures Competitor’s Actions: Industry/Market reports, competitors‘ actions, new market entrants, market shares, resources, key innovations, ... ! Socio-Cultural and Technological Changes: Consumer behavior studies, consumer cultural changes such as new morals, materialism, ecological concerns, but also political changes, new styles, influential people, new technologies, ... ! Economic Health of the brand: Credits, brand revenues, profit, market share, market potential, brand equity, price pressures, ... ! Political changes: New regulations can affect the brand both ways. The Brand’s Strategic Environment 1. Analyze your Brand and Its Environment Assess how changes in the market, cultural, and financial environment may disrupt or drive your brand. Great ideas lurk here.
  • 66. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 66 1. Analyze your Brand and Its Environment Well done! Brand Touchpoints Brand Thoughts Brand Cultures The Brand’s Strategic Environment What we do & Why
  • 67. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 67 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
  • 68. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Hands On #6 68 Summarize the three key insights of your analysis that will help you redefine/sharpen your brand.
  • 69. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 69 Define in a few words what, in essence, this brand does and why. 2. Re/define the Brand‘s Core
  • 70. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 2. Re/define the Brand‘s Core 70 What we do & Why „Perfectly pre-portioned Grand Cru Coffee of highest quality“
  • 71. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Citation - Key Message - etc 2. Define the brand’s Touchpoints 71 Product look, feel, quality. Assortment. Customer journey from info, purchase, consumption, to disposal. Style. Use Images for Illustration. Brand Touchpoints „Perfectly pre-portioned Grand Cru Coffee of highest quality“
  • 72. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 2. Re/Define the Brand‘s Culture 72 Describe in words and images what kind of „person“ the brand is, which values it has, how it acts upon them, and how it interacts with the audience.
  • 73. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Citation - Key Message - etc 73 ndpoints „Perfectly pre-portioned Grand Cru Coffee of highest quality“ Brand Cultures 2. Re/define the Brand‘s Culture
  • 74. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk ints „Perfectly pre-portioned Grand Cru Coffee of highest quality“ Brand Cultures 74 Sophisticated personality Upper middle class lifestyle Linkages to the performing arts Luxury services and experiences for everyone Enabling the perfect host 2. Re/define the Brand‘s Culture
  • 75. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 75 nd hpoints „Perfectly pre-portioned Grand Cru Coffee of highest quality“ Brand Thoughts Pleasure Pride of the host Clooney? Core (permanent) Associations Peripheral Associations Perfect Coffee Convenient Luxurious No alternatives (what else)? 2. Re/define the Brand Thoughts
  • 76. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 2. Reconsider the Brand’s Strategic Environment 76 Competitive strategy: Creator and leader in the category of pre-portioned premium coffee for home and office consumption. Uncontested premium positing within the category. ! Socio-Cultural and Technological strategy: Continuously innovating new coffee types and communication strategies. Trying to adopt to cultural changes? Technological leadership through new machines and accessories. ! Economic Strategy: Premium pricing. A highly profitable business. ! Political Strategy: .… Bran Bra Br
  • 77. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 77 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
  • 78. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Make sure the name says what it should say. Make sure it can grow with you 1. Find a Name 78 Note: The brand name should not simply describe the product features (that would limit your growth), but add extra meaning and distinction.
  • 79. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 79Source: Google Images. Find some background on some great brand names here If you have big plans, make sure your name works in different contexts. 1. Find a Name
  • 80. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 80 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
  • 81. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 81 These are considered „Great Logos“ 2. Create a Logo Crowdsource your logo from 120 £: www.crowdspring.com
  • 82. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 82 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
  • 83. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 83Source: click here NICE Classification of trademark domains. Updated every 5 years since 1957. 3. Trademark Your Brand Name and Logo
  • 84. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk How to Build a Brand: A Process 84 1. Analyze your brand or business idea and its environment ! 2. Define the brand‘s core and peripheral brand elements ! 3. Find a name ! 4. Create a logo ! 5. Trademark name/symbol and secure website ! 6. Start communicating through and about the brand ! 7. Evaluate and re-adjust your brand to changing conditions !
  • 85. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk All rotors convey meaning. Use the brand‘s core narrative to design propelling products, stores, experiences, websites, and ads. 6. Start Communicating through and about... 85 What we do & why Brand Touchpoints Brand Thoughts Brand Cultures
  • 86. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Try to build stories based on emerging cultural material to offer an alternative, rebellious, self-concept that eases consumers‘ identity problems and, thus, creates brand enthusiasm.* 6. Start Communicating 86*Learn more about that @ Cass Business School / or Unrulyversity The latest „cultural advertising“ trick*
  • 87. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk 7. Use Available Tools for Assessing Brand Performance 87 What we do & why Research Methods: • Ethnographic research on consumption practices • Group interviews • (Participant) observation • Media content analysis • (Automated) online content analysis • Historical analysis of brand and its context • Go shopping to assess brand personality, relationship practices, etc. at all touchpoints ! Key Performance Indicators • Assess the fit of brand and relevant culture • Rate the brand relevance in culture • Rate brand behavior Research Methods: • Survey research • Top-of-Mind association interviews • Laddering interviews • Conjoint Analysis • Brand Narratology ! Key Performance Indicators • Rate and rank brand associations • Assess preferences • Price premium and elasticity Research Methods • Researchers „touch“ the brand at all points* • In-store and online: orientation and experience • Visual analysis of touchpoints • Semiotic meaning analysis • Unboxing experiences ! Key Performance Indicators • Rate quality of the experience • Rate touchpoint consistency • Rate touchpoint uniqueness • Rate touchpoint-brand fit on Likert scales Develop measures for long-term brand monitoring and adjustment. Brand Touchpoints Brand Thoughts Brand Cultures
  • 88. (c) Dr. Marius Luedicke - Cass Business School - M.Luedicke@city.ac.uk Cass Business School / Cass Consulting City University London m.luedicke@city.ac.uk +44 20 7040 8687 88 Dr. Marius Luedicke