Professional Documents
Culture Documents
3 Definitions
Index 7 Intangibles
14 Perception
17 vs. Commodities
24 Touchpoints
27 Responsibility
31 Essence
35 The 9 Criteria
59 Loyalty
68 Advantages
©2009 Conrad, Phillips & Vutech, Inc.
For starters, brands live in your head.
seetaste
hearortouch
smell
©2009 Conrad, Phillips & Vutech, Inc.
Intangibles you just ...
feel
Luxury cosmetics
Kids’ breakfast cereals
Wireless handsets
Luxury moisturizing skin care products
Discount retail stores
~Brand Keys, 2009 Loyalty Engagement Index
Banks
Insurance
Soft drinks (regular)
Casual dining restaurants
Bottled water
~Brand Keys, 2009 Loyalty Engagement Index
Commodities compete on
price or convenience.
©2009 Conrad, Phillips & Vutech, Inc.
How do brands get inside your head?
Exposure Experiences
Through exposure to Through actual experiences
messages about the brand with the brand
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1. U
nique
The essence of a brand is how it is different
from competitors in the same category.
for example
1. U
nique
1. U
nique
T h i n g s y o u wi l l n e v e r h ea r s o m e o n e s a y:
1. U
nique
the essence...
gives the audience the primary reason to
choose a brand over competitors’ brands.
1. U
nique
be unique
Own a single idea.
1. U
nique
Examples of brand essence:
Harley-Davidson = Liberating
3M = Innovative
Visa = Everywhere
Jeep = Adventurous
1. U
nique
Brand
positioning is... the relative differences
between brands as perceived
by the audience.
1. U
nique
E x a m p l e s o f aut o m o ti v e b r a n d p o s iti o n s
Toyota Prius = Fuel-efficient
Hyundai = Affordable
Porsche = Sporty
Lexus = Luxury
Lamborghini = Exotic
2. I ntangible
One is no more independent on a
Harley-Davidson motorcycle than
another brand, but somehow one
feels like it.
Tap into what the audience feels.
3. Single-minded
3. Single-minded
4. Experiential
“Driving a Volvo
makes me feel that
my family is safe.”
©2009 Conrad, Phillips & Vutech, Inc.
5. Meaningful
There is no point in identifying an essence
that is irrelevant to the audience. Essences
that don’t connect are the reason behind
many failed brands. Research it.
6. Consistently delivered
6. Consistently delivered
Consistency = “No Surprises”
~ People seek comfort, stability, and predictability.
~ The success of all chains is based upon
consistency of experience.
(Think McDonald’s.)
~ Consistency of experience is
the basis for brand loyalty.
6. Consistently delivered
6. Consistently delivered
6. Consistently delivered
7. Authentic
8. Sustainable
Ever.
9. Scalable
6. Consistently
delivered
7. Authentic
8. Sustainable
9. Scalable
Branding, then, is...
defining, promising, and delivering
a unique brand experience consistently.
Branding distinguishes the brand from
its competitors and builds preference.
Trial Loyalty
(trying the brand) results results from having
from being intrigued a series of consistent,
by the promise of the singular and favorable
brand experience. brand experiences.
Beliefs
Reinforcement
Attitudes
Trial
Expectations
Awareness
time
©2009 Conrad, Phillips & Vutech, Inc. ©1994 Coalition for Brand Equity
a strong brand is...
1. cost-effective to sustain
for example
Maytag’s brand essence of dependability
as symbolized by “the lonely repairman”
campaign has been running for over 40 years.
~O
ne of Edie’s Loaded frozen dairy desserts
features Nestlé Butterfinger candy pieces.
©2009 Conrad, Phillips & Vutech, Inc.
a strong brand is...
4. a barrier to competition
Owning a position in the minds of the
audience often discourages competitors
from head-on competition.
for example
~ Imagine the difficulty in trying to
replace iPhone as the smartphone
with the most applications.
©2009 Conrad, Phillips & Vutech, Inc.
Now that you have a basic understanding
of brands + branding, how will you use it?
How will you better define and leverage the unique experience
of your brand with your audience?