Translating product features into brand values
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The document outlines the role of the W Communication Agency in translating product features into brand values, specifically in the context of international B2B communications. It emphasizes the importance of understanding both rational and emotional drivers in consumer decision-making and introduces benefit laddering as a method for creating effective brand communications. Ultimately, it argues that a great brand not only engages emotionally but also impacts the bottom line through increased brand adoption and loyalty.
Translating product features into brand values
- 1. © W 2011 How do we translate product features into brand values? Sunil Ramkali, Account Director W Communication Agency
- 2. © W 2008 Content • A few things about the W Communication Agency. • Product or brand – what's the difference? • What makes a (great) brand? • How do we make a (great) brand? – Benefit laddering • Does a (great) brand deliver on the ‗bottom line‘?
- 3. © W 2008 A FEW THINGS ABOUT THE W COMMUNICATION AGENCY
- 4. © W 2008 Where are we based? • Malmö, Sweden - a truly international city. • 300 000 residents from approximately 170 different nationalities. • Recent venue for the Eurovision song contest 2013. • Perfect venue for W, with our focus on international B2B communications.
- 5. © W 2008 What do we do at W? • We specialise in turning complexity into clarity. • Our focus is international B2B communications & have been doing so since 1998. • Dedicated to three sectors - specific need to translate product features
- 6. © W 2008 What do we do at W? • We specialise in turning complexity into clarity. • Our focus is international B2B communications & have been doing so since 1998. • Dedicated to three sectors - specific need to translate product features into brand benefits
- 7. © W 2008 What do we do at W? • We specialise in turning complexity into clarity. • Our focus is international B2B communications & have been doing so since 1998. • Dedicated to three sectors - specific need to translate product features into brand benefits and ultimately, brand values:
- 8. © W 2008 What do we do at W? • We specialise in turning complexity into clarity. • Our focus is international B2B communications & have been doing so since 1998. • Dedicated to three sectors - specific need to translate product features into brand benefits and ultimately, brand values: Life Science AstraZeneca Lundbeck Novo Nordisk Sandoz Takeda UCB Technology Anoto ESS Logica Milestone SCAN COIN Securitas Industry Alfa Laval Wayne Ecophon Inwido Metso Minerals Modity NSK Tetra Pak Trelleborg
- 9. © W 2008 PRODUCT OR BRAND – WHAT’S THE DIFFERENCE?
- 10. © W 2008 Product or brand – what's the difference? • Before we can answer that question, we must first understand the difference between a product and a brand. – Companies make products, consumers (patients) make brands. – A brand will have a specific customer appeal, i.e. they are unique or differentiating, whereas a product can be copied. – Products with low emotional engagement are not differentiated and can be easily copied or replaced by a low cost product.
- 11. © W 2008 Products are made in the factory, but brands are created in the mind." — Walter Landor, Brand Builder & Designer
- 12. © W 2008 WHAT MAKES A (GREAT) BRAND?
- 13. © W 2008 A brand is a mixture of attributes, tangible and intangible which, if managed properly, creates value and influence. (source: www.brandchannel.com)
- 14. © W 2008 Defining brand strength - Interbrand™
- 15. © W 2008 Defining brand strength - Interbrand™
- 16. © W 2008 The big ideaL – white paper • Ogilvy commissioned 2,025 online interviews in the US, the UK, Russia, China, India, Brazil, Spain and Germany. • Five brand pairs were selected by Ogilvy and assessed to identify why one brand out performed the other. – Coca-Cola vs. Pepsi – Nike vs. Puma – Apple vs. Microsoft – Dove vs. Nivea – MasterCard vs. Visa * first brand listed had a stronger big ideaL
- 17. © W 2009 Four pillars that explained brand success 1. Enhances brand differentiation – unique 2. Engages audiences emotionally – makes the customer feel good 3. Makes the brand famous – perceived as a leader 4. Appeals to users and non-users – drives penetration
- 18. © W 2008 HOW DO WE MAKE A (GREAT) BRAND?
- 19. © W 2008 How do we make a (great) brand? • We must first understand what drives the buying / decision making process. • Do we know how important the rational and emotional brand drivers are during the decision making process? • Knowing the answers will get you closer to being the brand of choice.
- 20. © W 2008 • Is your brand memorable? • Do you know what your customers think about your brand? • How does your brand make your customers feel?
- 21. © W 2008 A great brand will appeal to both hearts & minds Emotional brand engagement will create loyalty
- 22. © W 2008 Decision making is primarily emotional - Stanovich and West (2000) System 1 Fast 99% System 2 Slow 1% Feeling Unconscious Automatic Non-verbal Thinking Conscious Controlled Verbal
- 23. © W 2008 In this story the hare wins!
- 24. © W 2008 ―When the clinical difference between products is small, as often is the case with prescription drugs, it‘s imperative that they have a strong emotional connection with their target audiences‖ Thomas Lom, President (former), Saatchi & Saatchi Consumer Health and Wellness
- 25. © W 2008 TRANSLATING PRODUCT FEATURES INTO BRAND VALUES - BENEFIT LADDERING
- 26. © W 2008 What is benefit laddering? • Benefit laddering is a validated process for translating product features into brand benefits & values. • The technique takes us out of our ‗comfort zone‘ and challenges us to think beyond functional product features. • A brand ladder will help us identify the critical components of the brand communication platform. – Brand ‗one liner‘ / Positioning Statement – Sales Story Flow – Key Selling Messages – Brand Visual Imagery
- 27. © W 2008 Benefit laddering - translating product features into brand values
- 28. © W 2008 Benefit laddering technique - mobile phones & email 2 8 Brand features or attributes Moderator, ―What do you like best about your mobile phone?‖ Respondent, ―Ability to keep up to date with my emails while on the move‖. Brand benefits Moderator, ―What is important about that?‖ Respondent, ―I know what‘s happening right away and am able to address customer enquires rapidly.‖ Customer benefits Moderator, ―What does that do for you/customers?‖ Respondent, ―It reassures my customers that I am in control and I can offer them excellent customer service.‖ Emotional benefits/values Moderator, ―What does reassuring your customers mean?‖ Respondent, ―I earn their respect and come across as a professional partner. This hopefully leads to increased customer loyalty.‖
- 29. © W 2008 Case example – Benadryl Brand features - Fast acting - Symptom relief Brand benefits – rational - Reduces symptoms - Improves quality of life Customer benefits - emotional - Not a social misfit - Be active Emotional benefits/values – emotional - Freedom - Belongingness Benadryl delivers a rapid response to hay fever symptoms, improving symptoms within just 15 minutes
- 30. © W 2008 Case example – Yaris Verso Brand features - Large interior - High performance Brand benefits – rational - Transport many - Drive comfort Customer benefits - emotional - Family friendly - Avoid stress Emotional benefits/values – emotional - Care for my family - Self fulfilment The Toyota Yaris Verso is a new, compact Toyota with style, which offers the necessary space & performance especially for young families
- 31. © W 2008 DOES A (GREAT) BRAND DELIVER ON THE ‘BOTTOM LINE’ ?
- 32. © W 2008 What empirical research is telling us about how marketing really works • Meta-analysis of 880 IPA Effectiveness cases • Aim: to identify the ingredients of effective advertising • ―Effectiveness‖ measured in hard business terms - sales
- 33. © W 2008 % of campaigns reporting very large business results
- 34. © W 2008 SUMMARY
- 35. © W 2008 Summary • As a communication specialist our role is to develop brand communications that will engage our target audience on a rationale & emotional level. • The decision making or buying process is not an art, it has a sound scientific basis. • Influencing the buying process requires us to translate product features to brand values. – Identify the right product features to influence the ‗mind‘ and the brand values to influence the ‗heart‘. • If we can find the balance between the two, this will ultimately drive brand adoption, loyalty and sales!
- 36. © W 2012 Thank you! W communication agency Lilla Torg 3 211 34 Malmö, Sweden www.justw.com