Brand Essence

Understand a powerful method to grasp the essence of a brand and what to do to make it stronger.

Welcome ladies and gentlemen to the session now concerning Brand essence as we are working our way through the model of from brand vision to brand evaluation in this process of this specific Brand management session. What I want to do in this session is to show you that as results of having this vision thinking about the culture, the objectives both the point now thinking about that brand all day how you can then summarize what you want the brand to be. What exactly you want the brand to be? Now the way we do this there are several models out there but one model that is grounded in theory grounded in the very practical theory is —a model that can put the brand together by thinking in terms of—of a ladder, a chain. And it’s a model that says first of all because of understanding the corporate competence—understanding how a better world not competes with us at enacting is the competence. We are able therefore to develop a lobe number of attributes that are really good, that the cosmos is small it is terrific now but customers don’t want attributes they want what the attributes do, they want benefits. So you see the examples that I am going to present in a moment that we ladder once we found this loan number of attributes we then post the question what rational benefits do this lead to? But may I identify them, and don’t forget people don’t think people also feel so we then preach of these rational benefits. We then want to post the question and what emotional reward how do you want people to feel about what’s coming on? And as a results of that surely that feeling, most separate feeling are in turn leading to—leading to some form of—of value individuals got and if you want to summarize it you could start to think maybe in terms of personality. I am going to be a great fan so I should—be quiet breath as I get through it. Now this—this theory was developed by —by Goopman—we’ll start a research to un orientated widely—widely used in terms that I have taking all that I have been talking about to then start to say so—so what should the brand be? Now there’s nothing better than the practical theory so let’s take the theory and let’s show the value of that theory. There’s a theory that says when we’re trying to understand what the brand should be these are the core elements of the ladder that goes through. Like you think about it when somebody dies they die because there’s a key one big driver on big motivator but they might find that several brands then meet that motivator really well so you then start to think about some second re motivators. Now realistically what we therefore talking about is by behavior when people start to—to think if they are thinking about brands, they will be using allowed number of criteria to—to make an assessment to what is going on out there. So we’ll be doing the model and if we’re in the market where people maybe using maybe three motivators to help understand brand then we need to start thinking terms of so—so what three core attributes that we are going to have to have and need to sort it through so our start point is having taken all that data now from the brands fear, the corporation, the distributor, the buyer, the competitor on the market environment we look at it and we then start to say as we see on the stand their own. This means that and one of the things I want to get from it is, this means that we must do something in terms of having this attributes that we’re outstandingly good at. And here is my hypothetical car and this car I found it in the market place and this is what to do with the car and they with headache were able to do it that really developed incredible power. Roads are becoming too congested this car the argument was it will get you out of trouble through a sensible use of —of power but do not domain of similarity. This organization took of you that already said and what we are going to do is we are going to have cross people work for this car. So when the leather in the seats are done we can have people that really understand leather. When the tea can inside the car comes through we’ll let people then choose the types of work to tick. Yeah this one is recognize and they found also when they have the ability that people really were concern about using the car —to let express something about themselves and it all about therefore needing a certain type of design. Now they got the competences to be able to do this when they look to a competition a competition in somebody’s domains were nothing to you know to not to bright at all. So they then —they then started to think in terms of so these maybe is what the brand could be like. So I’ve got my three attributes then you appeal to theory. You then take an attributes and you ladder the attributes so we then start thinking about the first ladder. If this car has got power what it therefore means is you know when a long journey it’s—the attribute required from you in terms of driving is less and that would be the case with the low power engine where you’re getting frustrated. You are seating behind and —and for safety reasons you have never any start to overtake those takes or touch of action. What does it mean? It therefore means the points just making there, in means that the emotional reward is going to come through that this person you know will be wise —wisely confident. They—they you are not somebody that’s going to start to take a risk but they will be wise because they’ll say we are in this situation you know I pretty think this things are going to take me out of it so —so they got the sensation of —of confidence. So if you think about it, you know what does that mean if we can’t use ladder will—will it means that this type of post is somebody that really believes in not being told what to do all the time. They do not like being restricted so now I’ve got a value —now I got a value or maybe so the person who is more of adventurous leave that line for a moment, think about that crossmanship is yeah what I’m leading to really is? Because the—the type of leather you are going to have on the seat, the color, the weather, the power case, the brush because the type of —of interior that you are pretty together through crossmanship what you are really doing is you are making the function actually become a benefit of you know individualistic. You’ve decided this core really is now you know about you. Emotional word from it while its all the same you know it’s all about the sting so both value all we know I see when now you think of value something that really says. I wonder the thing that I’m concern about when I’m able to connect to the core is you know it states us or it reflects something about my faces or it reflects and how about my status? And then you look at design you know for what you can then say yes design is all about the—the rational side of things which is the aerodynamics reducing resistance in the wind. Or in the —the custom did not say well I’m not too concerned about aerodynamics what I’m really about is —is people. And you then saying gosh it are a head turner I want then to turn their heads but then when they see the head turner, buy why? Because I—will not already get some sensation of excitement in it in some way this already quite pleasant. So therefore what value you starting to hear? Well here you may will be starting to hear a value that has all to do with pride. You are now starting to do you know starting to do value that’s all to do in someway with—with pride so you now develop a brand promise but you do not develop a brand promise but it’s got one, two, three—one, two, three, four, five —fifteen that’s got fifteen words in it, you don’t that. This is a tool that then says now debate amongst to team, synthesize it, complete the sentence this brand therefore promises and this brand—this brands case, it may well be a brand that comes out with a promise that says —we promise that we are always ready to leap you forward and look at that word leap it’s got a connotation in terms of space. It’s also a good connotation in terms of status in Korea and wherever ready—wherever ready we’re trying the—and to move forward that’s—that’s me and that’s my crude web looking at it. So it’s got a connotation of adventure isn’t it? It’s also good as that exactly it’s also got—got that connotation of adventure coming from it thank you yeah. So it’s thing like where people then start to work with each other and then someday comes in they become virus men starts to challenge it and then you move it on. But it’s debating tool but it’s a highly focused debating tool and then says come on let’s now start to fill this sentence in. This prime promise is that, am I able to get that? Now can you see the logic? You know why do I spend this time going to this model with you, I spend the time because as results of you know this thing called the vision and the objective in the culture I’m able then start to se t objectives. I’m able then to do these audits but the audits has fed through into this model here because the audit gives me my three start points it gives me my three start points. So there’s the detail of brand essence and many organization casted up and they are very happy with the—I am having that or then just having a statement. This brand promise is that and here’s a short sharp sentence not more than that. The shorter, the crispier the better because people then are bale to start to understand what this can mean. They are able to start to—to think in terms of—of therefore what it means in terms of sort the things that I do. So looking at brand essence and again modeling, simplifying. All that Simon recognizing that is a light risk then what we are doing is through this simplification we may be missing bits but it through the debate and it is also true —the longs that that is how the things happens so in conclusion I’ve used the model and I’ve now used the model to then to start to say falling up process through what therefore should the brand they? I used this brand to pyramid, I used laddering in the brand pyramid and I ultimately can come out with a brand promise my brand essence. That concludes that session —that session on Brand Essence.