BUILDINGINNOVATIVEBRANDS

JenniferAaker 2009

Understanding Brand

TABLEOFCONTENTS

Understandingbrand
o

WhatisaBrand?

ValueProposition

MarketingResearch

BrandImageandBrandIdentity

BrandPersonality

PositioningStatement

BrandPyramid

ShiftingRoleofBrandoverLifecycle

PersonalBrand

PersonalReputation

UnderstandingBrand:KeyInsights

CraftingBrand
o

BuildingCommunityandRelationships

BrandandCommunity

PerspectivesonNamingtheBrand

CraftingBrand:KeyInsights

MeasuringBrand
o

BrandValuationOverview

BrandMeasurementTools

MoreBrandTools

MeasuringBrand:KeyInsights

ManagingBrand
o

BuildingStrongDifferentiation

KeyConsiderationsforLineExtension

GlobalBranding

ViralMarketing

RebrandingandInternalImplications

RevitalizingaBrand

BrandRelationships

CoBranding

ManagingBrand:Tools

ManagingBrand:KeyInsights

Appendix(seeappendix)
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Crafting Brand

WHATISABRAND?
Brandasapromise
Apromisetocustomers(settingupexpectations)
Astrongbranddeliversonwhatitpromises,establishingastrongreputation

Growthofthebrand
Manageallconsumertouchpoints(Harley)
Ensureconsistentmessagingfromentirecompany(IntelVoiceGuideline)

Benefits
Anincreaseinbrandvaluecanhaveadramaticincreaseonfirmprofitability.

VALUEPROPOSITION
Elementsofabrandsvalueproposition
Pointsofparityareneededtobeaplayer,pointsofdifferenceareneededtostandout
(Nordstromsqualityvs.service).
ValuepropositionconsistsofFunctional,Emotional,SelfExpressive,SocialGoodbenefits.
Dontunderestimatethepowerofemotionalattachmentstoaproduct.

Usingthevalueproposition
Valuepropositionisaguidetocreatebrandstrategyorplanningbrandshifts
Itsthecenterofabrand,towhichyoucanreferwhenmakingstrategicbranddecisions.
Ifyoukeeptalkingaboutpriceitsdifficulttorelatetootherbenefits/driversofbehaviorthatare
morecompelling(ODI).

PointofDifference:"uniquebrandassociations"theitemsworthinvesting
inonthemargin
SouthwestAirlinesflyingcommerciallytomajordestinationsisitsPOPbutsinceitsPODistobe
"fun,easy,inexpensive"etc.itfocusesinvestmentonthisbya)keepingflightpricesdownbynot
spendingonunnecessarilythrillslikenewseatbelts,paperticketsetc)hiringeclecticfriendlyfun
people,keepingwebsitebookingprocessverysimple.

PointofParity:"sharedbrandassociations"allowsaproducttobeinthe
considerationset
NordstromcarriestopdesignerapparelwhichisitsPOPtoputitintheluxuryretailcategory,butit
investslotsoftime/$resourcesinitscustomerserviceviaitsemployees,systems,policies).

Crafting Brand

MARKETINGRESEARCH
Methodsofmeasurement
Calculatetheproductsincrementalvalueoverthefinancialcostofagenericsubstitute
Abrandcanhavepositive,aswellasanegative,equity

Effectiveusesofmarketresearch
Marketresearch(e.g.,consumersurveys,focusgroups)canbeusedeffectivelytoinform
decisions,butneedtoasktherightquestionsandbeviewedincontextofthecurrentbrand
image(NewCoke),itcanbeveryriskytorepositionastrongbrand.
Notethatconsumers,inmanyways,ownthebrand(Coke)
Strongbrandsarebiggerthanproduct,strongbrandsprovide:
Assurance
Functionalandemotionalbenefits
Meaning
Relationships
Consistency(#1reasonfordivorce:notthepersonImarried)

Example:
Bonobos,foundoutwhatiswasformentoshopandwhattheywasreallylookingforthrough
research.andfoundtheircompetitorsanddifferentiatedthemselvesfromthembya
consistency(throughtheinternet)andinadifferentpricemarketthanothers(cheaperthanhigh
fashionedbrandsandmoreexpensivethanGaptrousers).

Commonpitfalls
Earlydatadonotnecessarilyindicatewhatthefutureholds.Asktherightquestionswhat
wouldyoudoifwetookCokeaway?(NewCoke).
Testgroupsandquantitativeresearchdonotguaranteethesuccessfullaunchofanewproduct
ortheremovalofanoldproduct.Evenifthemajorityprefersthenewproduct,marketersshould
takeseriouslyevenasmallgroupofhardcorebranddevotees.Thissmallgroupcancausealot
ofcontroversyifneglected(NewCoke).
Dontbeafraidtousesmallsamplesize:2indepthinterviews,one6personfocusgroup,ora55
personsurvey(prevs.postposseride,Harley).Smalldatasetsstillshedinsight,andencourage
moredatatobecollected.

Crafting Brand

BRANDIMAGEANDBRANDIDENTITY
Brandignitefeelings,havepersonalitiesandcultivaterelationships

Definitions
Brandimage:customer(allassociationsfromcustomerpointofview,coreandextended)
Brandidentity:company(allaspirationalassociationswithbrand)
Imageidentitygaps:gapbetweenthetwo

Brandimage
Brandimageissticky.Onceestablished,ittakesintenseexperiencesfromlargeportionsofthe
customerbase,whotalktoothersbeforebrandistransformed.(Coke:neglectingtorecognize
thisfact,CokeallowedPepsitochangethebasisforcompetitionintotaste.)
Avoidpurelyproductrelatedassociationsinamentalmap(Coke:authenticvs.softdrink).
Cheapyetreliablecanbejustasstrongashighendandaspirational(OldNavy,Samsung).
Brandswithclearingredientsofbothattributesandpersonalityarethestrongest.

Brandidentity
Primaryvs.secondaryidentitiesallowprioritiestobesetintermsofcompany'sstrategies.
Onekeyinidentitydevelopmentisknowingwhatyoudontwanttobe(Lexus:doesntwantto
beknownasdowntoearth).

Imageidentitygaps
Theimageidentitygapgenerallyshouldbeminimized.
Oneexceptiontothisruleiswhenapointofidentityissostrongorisofsecondaryimportance
(brandimage=goodweatherStanfordbusinessschool).

BRANDPERSONALITY
Asetofhumancharacteristicsassociatedwiththebrand.Combinedwithbrandattributes,the
twoformbrandimage(i.e.,brandpersonalityisasubsetofbrandimage).
Example:BonoboschoosetheirnameforthecharacteristicoftheBonobosmonkeys.itcreates
bothavisualimageandacharacteristicsoftheirbrand.
ForAmericanconsumers,brandpersonalitycanbeboileddowninto5primaryfamiliesor
dimensionsoftraits:

Sinceritythemostimportantandthehardesttorestoreifbroken.

Excitement

Competence

Sophistication

Ruggedness

Crafting Brand
Startwithonedimension,thenthemoreconsumersgettoknowyou,addtheother
dimensions.

Thecomponentsofbrandpersonalitydonotallextenduniversallyacrosscultures,but
thecustomerdesiretofindmeaninginproductsbeyondfunctiondoes.
Eventhoughsomecomponentstranslateacrosscultures,thefacetsofthosecomponentsdonot
remainconstant.

POSITIONINGSTATEMENT

For__(targetsegment)who__(statementofneed/opportunity).
The__(nameofproduct)isa__(productcategory)that__(statementofcorebenefit;i.e.a
compellingreasontobuy).
Unlike__,(competingalternative)ourproduct__.(keypointofdifference).

Example
Forthesmallbusinessownerwhowantstogrowtheircompany.
SmallFuelisamarketingfirmthatprovidesproductsandservicesspecificallydesignedtogrow
smallbusinesses.
Unliketypicalmarketingfirms,weareasmallbusinessandweworkforsmallbusinesses.We
uniquelyunderstandyourneedsandrequirements.

Example2:
Bonobos:betterfitting,betterlooking"startedwithbrandingtheproblemkhakidiaper
butt

WARNING:Merelycraftingapositioningstatementisnotenough:Itmustbecommunicated
throughouttheorganizationsothatemployeescancommunicatethebrandsvalueproposition
tothoseoutsidetheorganization.

Crafting Brand

BRANDPYRAMID

Crafting Brand

SHIFTINGROLEOFBRANDOVERLIFECYCLE

Brandmanagementvariesdramaticallythroughoutthecycleofthebrandand
industry
Thegoalsofgrowingabranddifferatvariousstagesofthebrand'slife.
Whenlaunchingnewproductsfocusonacceptance,trialoftheproduct,anddistribution.
Inearlystagesofcreatinganewcategory,competitorsarenottheenemy;theyareallies.The
biggestthreattoastartupisthepossibilitythatcustomerswontunderstandthevalueofthe
newtechnologyandwontbuyit.
Withacceptedproducts,differentiation,advertising,andproductbenefitsmatter.Massor
traditionalmarketingdoesn'talwaysmakesense,especiallyforavaluebrand.

Stage (Goal)

Key audience

Key vehicles

Early Market (Visibility)

Early adopters

Press and analyst relations

Bowling Alley (Viability)

Value chain
partners for
target segment
Power players in
the category

Participate in target segment

industry events

Tornado (Market Share)

Early Main Street (Profitable
Growth)
Late Main Street (Profitable

Pragmatist
customers
Conservative

Participate in high-status
industry events, companyfocus advertising
Direct marketing, Productfocused marketing
One-to-one marketing,

Onceamarketselforganizesintopeckingorder,therearethreecategories:
Gorilla:setthepriceandthetrend(Microsoft)
Monkey:copyandsellatlowprice(Dell)
Chimp:thosethatcompetetobecomeagorillabutdonotmakeit.Typicallyusesincompatible
technologytotheGorilla(Apple)
Admityourpositionandcustomerswillvalueyourhonestyi.e.Appleadmittingtobeingachimp
ratherthantryingtopassasagorilla.
Withinabrand,youcanplaymorethatonerole:Appleisachimpincomputersbutisagorilla
withitsIPOD.
Atthetimeyougetverygoodatmarketing,itstimetochangeduetothelifecycle.

Crafting Brand

PERSONALBRAND

Personasabrandis:
Aperceptionthatlivesinthemindsofacompanystargets.
Anongoingstoryaboutapersonathatunfoldsovertime.
Attractsthepeopleyouwanttoattractandrepelsthepeopleyouwanttorepel.
Determinesyourvalue,relevanceandqualityofyourteam
Consequences
Peoplerespondtoyourrequestsyoucanleverageotherstogetthingsdone
Peoplerememberyouwhenstaffinginterestingprojects
Peoplesaygoodthingsaboutyouwhenyourenotaround

Positive

Negative

Dependable

Unreliable

Trustworthy

Selfmotivated

Respectful

Egodriven

Confident

Blamesothers

Initiated

Apathetic,doesntcare

Accountable

Scattered

Focused

Unfocused

Solutionoriented

Problemoriented

StandforSomething
You'vegottostandforsomethingOryou'regonnafallforanything
Yourbrandhastorepresentasingle,powerfulimageinthemindsofyourcustomers
Youmusthaveoneclearandfocusedmessage
Thismessagemustcommunicateanadvantagetoacustomer

BeDistinct,notBetter
Thereare:trendneglectors,trendresponders,andtrenddrivers.Trendrespondersarebetter;
trenddriversaredifferent.

Developingapointofview
YourPOVisthestorythatencompassesthevalueyouprovidetocustomers,problemthatyou
solve,whypeopleshouldcare,andwhytheyshouldact.
BrandstoryOnceuponatime

Crafting Brand
Goodguysandbadguys
Interestingplottwistsandturns
Hopelessandheroicmoments
Bigtroubleandbigwins
Momentsofweaknessandstrength
Suspenseandrelief

Itsnottheactualeventsyoutellstoriesaboutthatmatter,buthowtheeventsshapedyouinto
thepersonwhoyouaretoday.
Thestoriesthatareworthtellingarethosethatelicitaphysicalreactioninyouwhenyou
rememberthem.
Rememberyourgoalinthiscase,tohelptheaudienceunderstandwhatmakesyouuniquelyyou
andwhyyouarethatwayandrelateeverythingbacktohowitservesthegoal.
Trustthatyouraudiencetrulycaresaboutyouandistherebecausetheyhaveagenuineinterest
inlearningmoreaboutyourespondtotheirsinceritywithyourownwillingnesstobetotally
candidandtofeelconfidentinthatcandor.
Dontbeafraidofmakingmistakes,ifyouaretellingthestoryofyourlife,itsimpossibletomake
amistake.

MCHammer
TheestablishmentofMCHammersbrandwasacalculatedmove.Hisinitialvalueproposition
wasveryclear:Putontherecordbecausemybeatisboomingandyouwillgetrewarded
(socially).
Establishingabrandfromthegrassrootswithoutsocialmediaisthebase.Thetastemakers
themavensaremoreimportantthanthesocialmedia.Youhavetostartfromthegroundup.
Socialmediatacksontothis.
MCHammerbuiltrelationshipswithradio&clubs.HegotDJstoplayhisrecordandhadhisown
dancersshowconsumershowtodancetohismusic.
Controllingtheperceptionismuchmorevaluablethanrealityatleasttoday(butthetwohave
toalign).Createtheperception.Controltheperception.DoNOTusetheold,traditionalwaysof
advertising.Usesocialmediatocreatemomentum.
MCHammercreatedtheperceptionthatthingswereHOT.Thisallowedhimtosignthelargest
recorddealatthetime.OnceIfiguredoutthemodel,Ibroughtittoeverycity.
Howdoyoubeginsomethingwhenyoustartfromnothing?YousaythatyouAREwhatyouwant
tobeoverandoverandoveragain.Thenyouandothersstarttobelieveit.(i.e.TItherapper
thekingofthesouth).Itsvisualization.
Ifyousayyouare,youbetterbewhatyousay,andyoubetterbepreparedtowithstandthe
oppositionHammer.
Socialmediaistheperfectplacetoengagetheopposition.Youneedtocountereverysingle
oppositionalstatement.Socialmediashortensthedistancebetweenyouandyourfans/enemies.
MostofthepeoplewholovetomakecommentsareNOTyourfans.Competitorsplantfalse
storiesthatyouhavetostayontopof.Youshouldalwayscounteroppositionalmessages.One
waytodothisistouseyoursocialmediaplatformbecauseisdirecttothemasses.
Whenrebranding,Hammeradvisesyoutotalkbeforeyouact.Thisallowstheoppositiontoget
alltheirnegativityoutintheopenandgivesyoutimetocountereverymessageonebyone.

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Crafting Brand
Socialmediacanpromoteamoreauthenticpersonalbrand.
Manageyoursocialmediapresenceyourselfbecauseyoucanbemoreauthentic.Youcan
beyourself.
WhenIuseTwittertotalkaboutwhatImhavingforbreakfastIuseittohumanize
mybrandHammer

PERSONALREPUTATION

Imageidentitygapoftenexists
Wereallydontknowhowothersperceiveusunlesswespecificallyseekoutthatinformation.
Andeventhen,wedontalwaysknow.
Stepscanbetakentoprojecttheidentitytoothers(butnotalways).
Beingauthentic:ensuringthatyourinternalandexternalworldisalignedtowhoyouareand
whatyourepresent.
Youcantellapersonalstorythatrevealsalotinoneminute.Pickwordscarefully.
Whenpeoplesharestories,itishardtorememberthecontentexceptforpossiblythemajorarc.
Whatsticksistheemotionthatwasevoked.Thisemotionandtheevokedimagesarewhat
createsapersonsreputation,andmakesyoudistinct.
Thepowerofremovinganegativeisoftentwiceaspowerfulasputtinginapositive.
Changingabrandcantbedonebychangingalogo.Brandsarebasedonconcrete.
Strongbrandscanspeaksoftlyanditheardloudlyandfeltviscerally.

UNDERSTANDINGBRAND:KEYINSIGHTS

Whatdoyouwanttoownashareof ?(e.g.,Coke stomach)

Importantwheneitherarebrandingoradesignofamarketingcampaigntoensurebrand
consistency.
Alsowithstartupsstrugglingtodefinetheircustomerbase.Aretheyaskingtherightquestion.
Doyouwanttoownspaceintheirwallet?Intheiroffice?Intheircloset?Theirlivingroom?

Branding=Tipoftheiceberg
Branding=logo,nameandslogan.Brand=alltheassets(products&services,mission&goals,
partners&employees)
Brandisninetenthsofthesubmergedpartoftheiceberg;Brandingistheothertenththatis
visible.

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Crafting Brand

Brand=reputation
Acompanydoesnthavetosaythatitsgoodatbrandingtobegoodatit.
Brandisareputation,notsimplyapromisethatyoucontrol.Itliveswithintheirmindsand
conceptionsandyoucaninfluenceit,butyoucanteverfullycontrolyourbrand,becauseitsnot
yourstocontrol.
Beattunedtothequestion,"Whatisyourbrand'spromise,isthepromisedeliveredandwhat
wouldconstituteatransgression"
Authenticityisrepresentedbyhowwellyourpromiseandactionslineup.
Acompanycontrolsthebrandstrategy;thecustomerownsthebrand.
Yourbrand,image,reputationcanbeinfluencedbyhowyouprovideinformationintheformof
storiesyoutell,thepersonalconnectionsyoucreate,thephysicalimageyouportraymustallbe
thoughtoutandpreparedinadvance.

Whatyouwanttobrand(talkabout)dependsonwhereonethelifecycle.
Roleofbrandchangesthroughouttheadoptioncurveofaproduct.Recognizewhereyour
productisinitslifecycleandwhereyouarerelativetocompetitors(gorillavschimpvs
monkey).
Companiesmustmakeaclearbetofwhichlifecyclestagetheyarein.Iftheyareright,theywin.If
theyarewrong,theycanchange.But,iftheypursuetwoconflictingmarketingstrategies,they
willsabotagethemselves.
Ifyouareintroducingsomethingtrulynewanddisruptive,youhavetobrandtheproblemfirst,
beforeyoucanbrandyourindividualsolution/product.

Beawareofimageidentitygaps.
Brandimageishowcustomersperceivethebrandwhilebrandidentityishowthecompany
perceivesitself.

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Crafting Brand
Therewillinevitablybegaps,someofwhichareacceptableotherswhichneedtobe
bridged

Brandsignitefeelings,havepersonalities,andcultivaterelationships
Brandshavepersonalities(implicitorexplicit)andhavetobedeliberateaboutwhat
typesofpromisestheymaketoconsumers,andthefeelingstheywanttogenerate.
Primacymatters(firstinteractionandmostrecentinteractionarethemostmemorable)
Iftheaveragepersononlymaintains8closedeeprelationships,amarketershouldnotthink
aboutcustomerloyaltyonthatsameplane.Insteadthinkofapromisethatabrand/productcan
deliveroninthecontextofitsrelationshipwiththeconsumer.

BUILDINGCOMMUNITYANDRELATIONSHIPS

Tobuildacommunity,oneneedssharedandconsistentexperiences
Communitieslendthemselvestoproductsandservicesthatfostersharedexperienceandstrong
identity(Harley).

Brandmustbeconsistentacrossalltouchpoints.
Onceyoubuildabrandcommunitythatinspiresfierceloyalty,thebrandbelongstothe
customers.Thisseverelylimitsacompany'sabilitytochangethebrandimage."Brand
communitymanagement"isanoxymoron.
Worthofmeasurearerelationshiplevels:consumerconsumerbonds,consumerbrandbonds,
consumerproductbonds,andconsumerfirmbonds.
Whencreatingacommunity,themostimportantrelationshipsarebetweenconsumersand
betweentheconsumerandthebrand(Harley).
Evenwhenanewsegmentbecomesinterestedinyourbrand,itisimportanttostayauthenticto
theoriginalconsumerandproduct(CaterpillarorCarhardt)becausethatiswhatgotthenew
grouptobeinterestedinthefirstplaceandthenewconsumermightnotbeasloyalasthe
originalconsumer.

BRANDANDCOMMUNITY

Insight#1:Buildacollaborationbrand

Consumingisnotenough:youneedtohaveasocializingfactoraswellasengagement.Takestock.Identifythe
strengths.WhataretheConsumersstrengths?Whereistrustbroken,orstrong?
Definerolesandresponsibilities:whatsthecompanysrole?
Createtoolstosupportparticipation
RedCross:withallthedifferentwaystogivetophilanthropicorgs,theRedCrosswasfailingtodistinguish
itself.
ARChadto:Takestock,sticktoitscore.
Definerolesandresponsibilities:ARCistheconnector.Thedonoristhestoryteller.Reframedtheproblem
toldthedonorsstory.
ARCcreatedtoolstosupportparticipationwhilethedonorsweregivingblood.
Tools:WhyIgivecards.DornorWall.Thedonorjourney
Evaluatethecollaborationandevolvetheylistenedtostaffandpatientanecdotes.

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Crafting Brand

TheBoldItalics:Peoplewanttodomorethanshoppingtheywanttoexperience,this
websitetellsyoueverythingaboutsomerestaurantsandshopsinSF.fromtheowners
storyandhowtheyproducetheirfood.

Muji:Isallaboutanticonsumerism,theysellunbrandedgoods,theyhaveacompellingnuancedstorytosell.

Insight#2:Beauthentic
Fabricatedauthenticityiseverywhere.Itisbasedonconsensualartificeeveryoneknowitsfakebutthe
experienceissodelightfulwestillbuyintoit(Freemanssportingclub)
Doesthebrandfeelfabricated?Ifyes,authenticityisaproblem.
Starbucks:youhavebeanhadtheStarbucksstealthstore(Bitterwallet.com)
Isthereawaythatbigcompaniescanbeauthentic?Aslongasyoudelivertheconsistency.Thebreakisthe
problem.Whenmovefromoneimagetoanother,itcanbecomeartificial.
Usesocialmedia,useitasfeedbackonhowyoudo(TidedetergentonFacebook),ifitfeelswrongitislike
Starbucks:feelingthatIthrewmyideaintoablackhole

Solution:startfromtheinsideout.

Zappos:Theybelievedthattheymustcreatebeliefinthebrandgive$2000topeopletoleave.
CEOatZapposHireslowly,firequicklyinordertobuildastrongbeliefintheirbrand.

RitzCarlton:Therewasadisconnectbetweenwhattheemployeesweredrivenby(financialandoperational
goals)andthecorporatestatementofcreatingthebestguestexperience.

Sceneographytocreateacultureofdesigndirectorsamongtheirgeneralmanagers.
Sceneobjective:tocreateaspecificvisualizationofthememorableguestexperiencebyusingemotional
moments,fictionalgueststory,scenename,compellingvisual,andobject.
Hadrulesaboutwhattoputinascene,andwhy.Eachgeneralmanagerhadtocreatetheirownsceneat
theirhotel.

Insight#3:EncouragetheEmergent.
Meaning
Seedwhatishappeningnaturallyanddonotcreatenewthings/movementsoutofnothing.
Peopleareconsumersandprosumers
KansasCityJazz
Extendedtheactivitythatsalreadyhappeninginthecityratherthanstartingfromscratch.
Flickr
Lettheiruserscreatenewexperiences
Flickrscommunityguidelines(http://www.flickr.com/guidelines.gne):
Doplaynice.
Doenjoyflickr.
Dontbecreepy(youknowthatguy.Dontbethatguy.)

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Crafting Brand

PERSPECTIVESONNAMINGTHEBRAND

TraitsofGoodNames:
Meaningful(descriptive,persuasive)
Appealing(fun,interesting,aesthetic)
Memorable(easilyrecognized,recalled)
Adaptable(flexible,updateable)

CRAFTINGBRAND:KEYINSIGHTS

Designthinking
Empathy,insight,rapidprototyping
Designtopractice,markettoideals(GenevieveBell)

...USING THESE MINDSETS.

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Crafting Brand

Failearly,failoften
Ideationmethod:Rapidprolificideaiterationsandearlyprototypingwithmodifications
basedoncustomersreactiontoprototype.

Howtotellastory
Tellingastoryismoreartthanscience.
Itsnotthedetailsthatmatter,butthewayinwhichyourevealthepieces.
Inastory,there'sapointwheretheprotagonist'slifechangesinawaythattheycannotgoback
tothewayitwas
Whentellingastory,knowwhentostop.Brevitymakesyouraudiencefeelmoreinterested.
Thereisafinelinebetweenclearlytellingastory(layingoutalldetails)andleavingsome
mysteryforthelistenertoassume/connectontheirownisanartfulchallenge.
Tohaveastrongbrand,youhavetobeagoodstorycreator,andagoodstoryteller.
Strongbrandsstartwithamemorablestoryormetaphor.
Peopletellstoriesaboutyourbrand(Nordstrom),sobuildtherightarsenalforpeopletotell.
Peoplewillrememberthestoriesthatyoutell,solongastheyaretoldwell,andhaveapointand
anarc.
Titlesdramaticallyaffecttheaudiencesinterpretation
Storytellingisaskillthatwillbecomeusefulthroughoutourprofessionallives.

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Managing Brand

DESIGN+STRATEGY
Design for the spectator. Our user-centered bias will need to be rebalanced to
include choices made with on-lookers. Design the user experience.
Grab attention appropriately. There are many ways to be eye-catching. Light, motion, color, materiality,
etc. However, we must balance this design objective carefully. If basic desirability is significantly undermined
chasing observability, weve lost the plot.
Map observability. Consider all potential touch-points along the journey. Seize opportunities to ge a new
product or service noticed. For example, how might we augment observability in the checkout line or on a
neighbors doorstep? E.g., Netflixs red envelope
Be simple and consistent. Stake claim to something simple and memorable. Whether a color or behavior,
embody your distinct palette at every opportunity - Own it.
e.g. BLu-ray: it doesnt matter if its a sony or Samsung player the blue light says it all.
Defy convention. Be prepared to make at least one impractical design choice. There are usually reasons the
other all fall in line, but you wont stand out by doing the same. Invest in being note-worthy.
Invite intrigue. If observers are momentarily puzzled, they are more prone to note and remember a product
or service experience they witness
Focus on the visible bits. In normal usage scenarios, certain elements of a product will be outwardly visible
while others may be concealed. Place hooks there where theyll matter most and make trade-offs accordingly.
Consider all senses. Visual design is not the only way to heighten spectators perception. Creating
distinctive sounds (or even scents and textures) can also ensure product usage
Stand alone. Think about users in segments and value-propositions and phases. Carefully designing socalled stand-alone benefits will help tip critical early adopters (whom may never realize benefits of the
network).
Reinforce the link. Make sure consumers accrue the observed adoption to your product. Highlight the key
memory hook(s) in everything you do, so that there is no uncertainty when its time to make a purchase.

BRANDVALUATIONOVERVIEW

InterbrandValuationMethod
Assessthetrueearningssolelyattributedtothebrand
Backoutvalueoftangibles
Adjustforlasttwoyears(operatingincome)
Subtractincometax
Determinemultiplier(eachfirmhasitsownwayofdeterminingthemultiplier)
Brandvalue
Eventhemostquantitativeinvolvesubjectivemeasures(e.g.,Interbrand'sweighting,customer
perceptions).

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Managing Brand
Brandvaluationprovidesabaselinetobegintomeasuretheimpactofmarketing
strategies.Thiscanpreventspendingonineffectiveorpotentiallyharmfulcampaigns.
Manycompaniesareshiftingaccountingpracticesawayfromcategorizingmoney
spentonbrandasanexpense(likesoftwareengineering)

Knowwhatyourbrandisworthwhencreatingstrategicalliances.
Donotspendscarceresourcestopartnerwithabrandofalesservaluationifyoudonotwantto
diluteyourbrandoratleastmakesurethegoalsofthatrelationshiparewelldefinedandwill
nothurtyourbrandequity.

BRANDMEASUREMENTTOOLS
Usemultiplemethodstocometoaconclusion.
Strongbrandsmonitorbrandovertime
Thisdoesnothavetobeexpensive:Surveys(n=25100),Focusgroups(n=6),Oneonone
depthinterviews(n=23)
Ideally,qualitativeresearchcomplementsthequantitativeworktogetatboth
Emotionaldriversofbehavior(rightsideofpyramid)
Rationaldriversofbehavior(leftsideofpyramid)
Choserespondentswisely:Bestfeedbackcomesfromabalanceoflove/haterespondents.
Customersdonotalwaysknowwhattheywantandcanbeledbyfocusgroups;beawareofthe
biasesinvolvedandtheireffectsondata.

TYPESOFQUESTIONS

QUALITATIVE
RESEARCH

QUANTITATIVE RESEARCH

Open-ended
questions

Think back questions

Making a list
Associations, mapping
Sorting pictures
Completing a sentence
Personification
Bubble drawings

Awareness
Recall
Recognition
Associations
Brand attributes
Brand personality
Attitudes
Judgments and feelings
Attachment (relationship)

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Managing Brand

MEASURINGBRAND:KEYINSIGHTS
Laddering:AskWhy?Why?Why?Why?Why?todiscoverthedisconnectortruth.
Needfindinghelpsdevelopingempathyfor/withpeople.
Wheninterviewing,itispowerfultogivethecontroltotheintervieweeandletthemunveiltheir
storiestoyou.
Listencarefullytobothextremeusersandnonuserstofigureoutwhatcustomersaresaying
aboutyourbrandandwhattheyreallyneedandwant.
Forethnography:Bethere.Bepresent.Bevulnerable.Besurprised.
Myfavoritetool/trick:Askaboutthepersonalityofabrandwithquestionslike:If___werea
personwoulditbemaleorfemale?Wouldyouwanttoinviteittoaparty?Wouldyouinviteit
intoyourhome?
Loyaltyisnottheendallbeallforabrand.Boththepromiseandtheexpectationsofabrand
shouldbebrandspecific,andshouldbemeasured.
Blendqualitativedatacollectionwithquantitativecollectionandanalysis
Soafewtipsandtricks

Atsomepointyouhavetogetcomfortablewithyourownabilitytoworkoutwhatthetangibletake
awayis.

Itisveryrareindeedthataninterview/researchparticipantwillgiveyouthetakeawaythatyouare
lookingfor.

Thehardworkcomesasyoutrytosortthroughwhatyouhaveheard,whathasbeenrepeated,what
feelslikeitisimportant,anddeterminetheanswers.

Hencetheneedtoasklotsofopenendedquestionsandworkingoutthedifferencebetweenthe
questionsyouneededansweredandthequestionsyouneedtoaskisimportantthereisinmy
experiencealmostnevera1:1correlation.

Thismeanslookingforpatterns,forparticularkindsofutterances,isusuallywhyIliketodoa
numberofinterviewssoIcanstarttocirclearoundthetruthortheinsight.

Ifinditisoftenhidinginplainsighttooitissometimesaverysimple,almosttrivialthing.

Forinstanceconsiderbeer.Youmightwanttoknowabouthowpeopleunwind,orrelax;whattheir
ritualsareattheendoftheday,whattheyliketodowithotherpeople,thememoryoftheirfirst
drink,orofwatchingtheirparentsdrink.

19

Managing Brand

Youwanttofindthebroadestbrushstrokestomakesurethatbythetime
younarrowthefocustobeerandaparticularoneatthatthatyouknow
enoughaboutwhothispersonisandwhattheyvaluethatyoucanunravel
theiranswer.

Humanbeingsareutterlydelightfullydeliriouslyirrational,pronetocontradiction,selfdeceitand
internalinconsistenciesthetrickistoworkoutwhichbitsmatter.

Thus,bytheendyouwillhaveasetofthemes(commonpatterns).Andthatwilldriveyoutoa
POVorahypothesisthatyoumaywishtotestwithmorequantitativedata.

Oneothertrickongettingotherstotelltheirstories:

Findagoodfirstquestion.
remembertoshutupyourself,sitstill,listeningencouragingly
Ifindkitchensworkwellasalocation,formallivingroomsnotsomuch.Publicplacesalmost
never

MANAGINGBRAND
Buildstrongdifferentiation
Providingcredibledifferentiationiscrucialinmaintainingrelevancetotheconsumer,whetherit
isthroughdifferentiatinganaspectofthebrandexperience(pregameexperienceattheAtlanta
Falconsgames)ordifferentiatingthebrandthroughitsemotionalconnectionwithconsumers
(Coke).
Onewaytodifferentiateistobrandservicesoringredients(WestinHeavenlyBed).Wherekey
servicesorfeaturesexist,companiesmaylosebynotbrandingthem(e.g.Amazondidnotbrand
theirsuggestionengine).
Considerdifferentiatingbyusingtoolsthatcanenergizeorenhancetheparentbrand(Z3s
introductiontotheBMWlineup)
Brandrelevanceiskeytobrandperformance
Companiesoftenspendtoomuchtimeonbrandperformanceandtoolittletimeonbrand
relevance.Thesecompaniesfallintothedangerofbelievingtheyaresuccessfulbecause
customersrememberabrand,allthewhileignoringthatthebrandsinacategorycustomersno
longervalue.
Donotaimtobebestinclassinacategorythatisdeclining(e.g.focusingonsellingthebest
minivanisnothelpfulwhenpeopleareinterestedinSUVs).Beawareoftrendsthatmightaffect
yourbrandportfolio.

Listentostories,actondata
Listentostories(e.g.Nordstromtirestorytellsyouwhatpeoplecareabout),andactondata(e.g.seehow
manypeoplefeelthatwayandletthatdriveyourdecision)"

KEYCONSIDERATIONSFORLINEEXTENSION
Beforelaunchingabrandextension,makesuretheparentbrandishealthy.Ifthechildbrand
becomessick,thehealthyparentcansupportitandalsohasthestrengthtoweatherthesickness
(maintainitsownhealth)

Whatistheeffectoftheparentonthechild,andwhatistheeffectofthechildonthe

20

Managing Brand
parent?
Areyougoingtoahigherorlowerendcustomerwiththenewproduct?
Howwillthisaffectthevalueofyourbrand?
Areyouusingyourexistingbrand,subbranding,oranewbrand?Doesthis
leverage/damageyourcurrentbrand?
Howwillyoutesttheproducttogaugesuccessbeforeputtingitonthemarket?
Whatisthecompetition?Canyouwin?Howwillperformanceinanewcategoryaffect
yourbrand?
Howwillcompetitionreact?Doesthisaffectyourchancesforsuccess?
Howwillretailers/distributorsreact?Whataretheirmarginsandisthereshelfspace?
Whatistheburdenforsalespeople?
Whatarethemanufacturingchallengesandcosts?

GLOBALBRANDING
Globalconsistencyvs.localrelevance
Themostsuccessfulglobalbrandsareorganizedinawaysuchthatdecisionscanbemade
globallyforefficiency,butwhosespecificbrandmessagescanbetailoredtolocalenvironments
(Coke).
Highendproductsmaybemorelikelytocatertoacommonglobalcustomerthanretailand
lowerpriceditemswhicharemorelikelytorequirelocalizationsincetheiroverallcustomer
basetendstobemorelocal.
Brandswithconsistentmeaninghavesomeefficiencies(inmessaging)butultimatelyarefaced
withseriouschallengesastastesarenothomogenousacrosscultures,andevensimilarlyvalued
constructshaveimportantnuances.
Forexample,eliciting'respect'inJapan(whichtendstolookdownupon"standingout")would
requiredifferentmessagingthanelicitingrespectintheUS,whereindividualismishighlyvalued.
Similarly,ExcitementinJapan(e.g.,happy,talkative)isdifferentthanExcitementintheUS.(cool,
daring).

VIRALMARKETING
Viralmarketingisnot"somethingfornothing".First,itishardtodesignaneffectiveviral
marketingcampaign.Second,thereisasaturationeffectforviralmarketingdevicesbecause
theyarepartiallybasedonnovelty.
Whileviralmarketingcanhelpabrandgrowquicklyandcheaply,itbearsmoreriskthan
buildingabrandbasedonrelevanceandrelationships.Thoughthelatterisslowerandmore
costly,itismostlikelystronger.
Viralmarketingisdesirableduetoitshighimpactandverylowcost.However,forviral
marketingtobetrulyeffective:
Everycustomerbecomeasalesperson

21

Managing Brand

REVITALIZINGABRAND

Whenrevitalizingabrand(AtlantaFalcons)agoodframeworktousefornew
brandingactivityis:connectionwiththeconsumer,consistencywiththebrandand
conviction(havesome,getsomethebrandneedsconvictiontotranslatetoitsconsumer).
Turningaroundabrandishighlydependentonunderstandingtherealneedsoftheconsumer.
Theoverhauledbrandshouldgiveanswerstotheseneedsandwants,andbeconsistentwith
them.Thisofteninvolvesashorttermdeclineinrevenueorprofitability.
Itisimportanttoaskthesecondandthirdquestiontoproperlyasseswhetheranewmarketing
programwillsitwellwithcustomers.Thatis,ifthefirstquestionisWouldyoustayfora
concertafterafootballgame?thesecondquestionwouldbeWouldyoustillstayifyourteam
lost?(AtlantaFalcons)

BRANDRELATIONSHIPS
Understandingbrandcustomerrelationships
UnderstandingtheTYPEofrelationshipyourbrandhaswithconsumers("bestfriend"vs.
"marriage")hasimportantimplicationsforhowyoumanagethebrand.
Marriage,anoftensoughtafterideal,hasdownsides:
(1)expectationsarehigh
(2)transgressionsarenotoftentolerated
(3)maintainingmarriageintimacywithcustomersisdifficultdueto
overcrowdingfromothercompaniestryingtodothesame.
Brandsmaybebetteroffbuildingrelationshipsbuilton"warmth"or"excitement,"astheyare
moreforgivingandmaybetterwithstandtransgressions.
Therecanbemultiplerelationshiptypesforanysinglebrand.Forexample,extremelyloyal
customerscanbea"closefriend,"whilethemainstreamconsumersmaybea
"compartmentalizedfriend".Thisimpliesthatinarelationshipmapofrewardsandstrength,
somecustomersmaybeinonequadrant,whileotherslandinanother.

Developingandmaintainingrelationships
Firstinteractionswithabrandarethemostmemorableandlastingdon'tscrewup.Thedos
anddontsareestablishedinthefirstsixweeksofarelationship.
Keepaskingyourself,whatyouareNOT(Lexusisnotdowntoearth).Byclearlyunderstanding
whatitisnot,abrandcanstrengthenitsimagebysharpeningcustomersperceptionof,
relationshipswith,andmentalspaceforthebrand.(OldNavydoesnotpromisequality).
Thinkaboutthefinelinebetweenhavingarelationshipwithyourcustomersandbotheringyour
customers;totrynottocrossit.
Seektounderstandthetypeofrelationshipyouhavewithyourcustomers,compareittothetype
ofrelationshipyouwanttobuild,andusetoolstohelpyouclosethegap.

COBRANDING
Tocreateastrongcobrand,bothbrandsmusthave:
Strongbrandawareness
Strong,favorable,anduniqueassociations

22

Managing Brand
Positivejudgmentsandfeelings.
Themostimportantrequirementisthatthereisalogicalfitbetweenthetwobrands
suchthecombinedbrandormarketingactivitymaximizestheadvantagesofthe
individualbrandswhileminimizingthedisadvantages.

MANAGINGBRAND:TOOLS

Tool#1:PositioningStatement
Tool#2:Off/OnBrandExercise(NFL)
Off/onbrandexerciseinwhichvariousvisuals/examplesarebroughtupand
thetargetaudiencedecideswhetherwhatispresentediswellalignedwiththe
brand(onbrand),iscompletelyunrelatedtothebrandoreventakesaway
fromthebrandmessage(offbrand),orisneitherrelatedandnorunrelatedto
thebrand(inthegreyarea).
Makingonbranddecisionisnotalwaysblackandwhitesometimesitsgrey.
Thereisnotalwaysa100%correctanswer.Requiresconsiderationanddebate.
Discussionaboutexamplesinthegreyareatypicallyyieldsthemostinsight.
Tool#3:ConcreteChanges
Makeconcretechanges.ThinkHeavenlyBedforWestin.Torepositioninthebusinesshotel
space,Westinactuallycreatedabed,thebedwasbetterthanotherbeds,andtheybrandedit.

Example
AtlantaFalcons
Reinforcedthatsuccessfulbrandinggoeswaybeyondagoodlogo,nameandslogan.Dick
Sullivansworktostreamlinecitytrafficat53intersectionsongameday,conductsurveyswith
whyfansdidnotattendagame,andhisresearchonwhichlogosbestresonatewithfansareall
examplesofthedepthsintowhichbrandspenetrate.

MANAGINGBRANDS:KEYINSIGHTS
Goingtojaildoesnthavetobeabadthing.
Dontletastumble,roadblockorchallengederailyou.Seeitasanopportunitytodosomething
else,repositionandbeequallyormoresuccessfulgoingforward.
Learnhowtoapologize:Iunderstand,I'msorry,thisiswhatI'mgoingtodoaboutit.
Abrandthatpromisessincerityandfailsonthatcountsuffersharderthanonethatpromises
excitementbutfailstobereliable.
Amistakecanbeanopportunityforabrand(especiallyifitsabrandthatpromisesexcitement)

Itspossibletodosocialgoodandmakeaprofit
Socialgoodcanbeachievedthroughsmallentrepreneurialinitiativeswithinorganizationsthe
ideaistoknowhowtoleverageitandalignittothecorestrategyandmessageofthebrand.

Understandbrandarchitecture
Whenthinkingaboutmakingchangesoraddingextensionstoyourbrandrememberthemantra
Donoharm!
Createbitesizedexperienceofacompany'sofferings

23

Managing Brand
HAPPINESS
Happiness=cheer,smile,joy,connected,freedom,fun,peacefulness..........

Whatdefineshappinessisdifferentfromeachpersoneventhoughweallsayweknowwhatitis.
Thereisanideaofhowtogethappier(action)thatfollowthetermHappy(feeling).
Happinessismiserablebecausepeopledon'tknowwhatreallymakesthemhappy(buttheythink
theydo).
Studieshasshownthatafterexperiencingextremehappiness(winningmoney)orextremesadness
(gettingparalyzed)itonlytakes3monthsbeforetheyarebackonthesamehappinessleveltheywere
beforetheincident.Wecompletelyignoreourowninternalbaselinehappinesslevelandfalsely
believeexternalcircumstancesdetermineourhappiness.
Problemswithhappiness:

Takingphotographsaltershowwerememberevents
Thebrainhastroublestoringmixedemotionssoitsimplifiestheemotionaseitherpositiveor
negative.
Happinessisadiverselyinterpreted,multifacetedconceptthatchangesacrossculturesandduring
one'slifespan,movingfromexcitementandmasterytowardscontentedness,connectedness,and
feelingblessed.
Expectationsreality=happiness,soloweryourexpectations
Peopledon'taccuratelyrememberwhatmadethemhappy.Thisisbecausewhatdefineshappiness
changeswithtime.

Themeaningofhappinessismalleable.Amediationsessionencouragesyoungpeopleto
definehappinessaspeacefulness.Asyoungadultsfeelasenseofconnectionthrough
meditation,theybegintodefinehappyaspeaceful.

Meaningofhappinessevolvesoverapersonslifespan.Happinessisassociatedwith
excitementinouryouthandteenageyears.Then,aswegrowolder,happinessbecomes
increasinglyassociatedwithpeacefulness.

Companieshavethesamelifecycleofdefinitionofhappinessasaperson(Wefeelfinedatabase):

Simple(kid),
Angst(teenager)
Confinement(2123yrs)
Conquertheworld(2628)
Balance,(30)
Bodies(32)
Children(3538)
Connectedness(?)
Grateful(?)
Happy,(?)
Calm(?)
Blessed(60)

Hardtowraphappinessonthenewlevel,itsshiftsevery35years.
Whatworksagainsthappiness(Hunt;Sheldon):

Fear,misinform,insecurity,mistrust(mostlyonthedecline,veryimportantatthemoment)
Confusion;paradoxofchoice,brandisthemmoreimportant

24

Managing Brand

Loneliness:isolation,distrustofothers,migrationofemotions,move
betweenhappinessandsadnessmovesveryfast,lonelyitIsveryhardto
migrateoutofit
Lackofcontrol:lossofagency,secrecy,uncontrollablecircumstances

Whatdriveshappiness:

Autonomy;freedom,givepeopletoolstopersonalizetheirexperience,democratize,don'tlock
peoplein,offerclearattractivechoices
Competence:gettingintoflowleadtotimeexpansion,futureorientedandfeel
presents(meditation)taketimetoreflect(VeryImportant)createflow,allowwaysformentorsto
interactwnewbies,buildConsecutivelevelsofachievement,unregulatedfeedback,
Relatedness:interactingwother,youallowotherstobeconnected;buildinmultiplewaysofinteract
,Designforgenerosity,createpositiveexperiences,
Beingapartofsomethingbigger:createmeaning,sharedgoal,beautiful,lasting,focusedonothers.
Example:doinggoodandprofit:Avon,Zappos,Whirlpool:Throughdonation.

Effectofpersonalconnectiononhappiness
Greaterhappinessensuesfromexperientialpurchasesthanfrommaterialpurchases(VanBoven
&Gilovich2003,JPSP)
Takeaways
Howdoyoudefinehappiness?(intermsoftimeormoney)
Happinesschangesevery34years
Personalconnectionisveryimportant;feelingsofpersonalconnectionpromote
happiness

SixSelvesModel

Identifykeydomains:i.e.friend,parent,partner,work,spirituality,health,etc.

Identifyyourtemporalsweetspotsforeachdomain.Yoursweetspotsarethetimesof
dayinwhichyoudotheseactivitiesorrolesthebest(i.e.goodfriendduringhappyhour
onThursdaynights)

Listfavoritetraditions(thingsoractivitiesthatyouliketodo)thatyouassociatewith
eachdomain.Aneffectivetraditionspans3+domainseg.triples.

Ifnocurrenttradition/activityspansatleastthreedomains,thinkofwaystoextendthe
activitiesyouarecurrentlyinvolvedsothattheyspanmoredomains.(i.e.doyogawith
yourfriendswhichtouchesbothfriend,spiritualityandhealthdomains)

25

Appendix

ASETOFREFERENCESANDTOOLS

BrandBuildingRulesofThumb

PositioningWorksheet

BrandEquityFramework

MeasuringBrandPersonality

UnderstandingConsumerBehavior
o

Segmentationbases

HowtobeanEthnographer

EthnographyTips

McDonaldsBrandTrackingSurvey

BrandAudit

Stage1

Stage2

Stage3

Happiness

26

Appendix

BRANDBUILDINGRULESOFTHUMB

Definitionofbrand
Areputationapromisemadebythemakeroftheproduct/service.

Rolesthatbrandsplay
Consumers
Identificationofsourceofproduct
Riskreducer,signalofquality
Providevalue(functional,emotional,expressive)
Promise(bondorpactwithmakerofproduct),settingexpectations
Manufacturers
Meansofidentificationtosimplifyhandlingortracing
Meansoflegallyprotectinguniquefeatures
Signalofqualityleveltosatisfiedcustomers
Meansofendowingproductswithuniqueassociations
Sourceofcompetitiveadvantageandfinancialreturns

MarketingAdvantagesofStrongBrands
Lessvulnerabilitytocompetitivemarketingactions
Lessvulnerabilitytomarketingcrises
Largermargins
Moreinelasticconsumerresponsetopriceincreasesandelasticresponsetodecreases
Greatertradecooperationandsupport
Increasedmarketingcommunicationeffectiveness
Possiblelicensingopportunitiesandadditionalbrandextensionopportunities
Greaterloyalty

27

Appendix

POSITIONINGWORKSHEET

Thisworksheetisdesignedtohelpfacilitatepositioninganewproductinanexisting
category.

Whatistheproductcategory?
Thisisusuallyasetofproductsorservicesdesignedtomeetaparticularneed(or
closelyrelatedsetofneeds).
Whataretheavailablealternativesintheproductcategory?Thecategory
shouldbedefinedsothatthesearereasonablyclosesubstitutes.
Whataretheimportant/relevantattributesthatdescribeanddifferentiatetheavailable
alternativesintheproductcategory?
Theseincludephysicalfeaturesandcharacteristics,productassociations,user
benefits,etc.
Whoaretheexistingandpotentialcustomersforthisproductcategory?
Howisthemarketsegmented?
Startbydefiningeachsegmentaccordingtoneedsand/orbenefit(s)sought.Which
attributesaremostimportanttoeachsegment?Itshouldthenbepossibletoprofile
thesesegmentsusingaddressablecriteriasuchasdemographics,geography,
lifestyle,etc.
Whatis(are)theappropriatetargetsegment(s)forthenewproduct?
Theseneedtobeevaluatedinlightoftheobjectivesofthecompany.
Whichoftheavailablealternativesintheproductcategoryaremostappealingtothe
targetsegment(s)?
Whatarethedifferentstrategiesonemightusetopositionthenewproductagainstthe
existingalternativesforthetargetsegment(s)?
Lookforopportunitiestoestablishpointsofparity(toindicatemembershipina
particulargroupofproducts)andpointsofdifference.Somepossiblepositioning
strategiesare:
byattribute(oneofwhichmightbeprice/quality)
byuseorapplication
accordingtowhousestheproduct
inadifferentproductclass
withrespecttoacompetitor

Fillthegapinthemarket

Whenthereisa"gap"inthemarketandyouhaveanideaforaproductwhichis"somethingthat'snever
beendonebefore",itisareasontodeveloptheproduct!

WhenBonobosnoticedthattherewastrulyagapbetweenexpensivedesignermenspantsandmass
market,inexpensivepantsthatdon'tfitwell,theywereNOTdiscouragedbypeoplewhodidn'tbelievein
theideabecauseit"hadn'tbeendonebefore."

28

Appendix

BRANDEQUITYFRAMEWORK

29

Appendix

MEASURINGBRANDPERSONALITY
TowhatdegreedothefollowingtraitsdescribebrandX?
(1=notatalldescriptive,5=extremelydescriptive)?

Sincerity
down-to-earth
family-oriented
small-town
honest
sincere
real
wholesome
original
cheerful
sentimental
friendly
Excitement
daring
trendy
exciting
spirited
cool
young
imaginative
unique
up to date
independent
contemporary

Sophistication
upper class
glamorous
good looking
charming
feminine
smooth
Ruggedness
outdoorsy
masculine
western
tough
rugged
Competence
reliable
hard working
secure
intelligent
technical
corporate
successful
leader
confident

30

Appendix

UNDERSTANDINGCONSUMERBEHAVIOR
Whobuysourproductorservice?
Whomakesthedecisiontobuytheproduct?
Whoinfluencesthedecisiontobuytheproduct?
Howisthepurchasedecisionmade?Whoassumeswhatrole?
Whatdoesthecustomerbuy?Whatneedsmustbesatisfied?
Whydocustomersbuyaparticularbrand?
Wheredotheygoorlooktobuytheproductorservice?
Whendotheybuy?Anyseasonalityfactors?
Whatarecustomers'attitudestowardourproduct?
Whatsocialfactorsmightinfluencethepurchasedecision?
Doesthecustomers'lifestyleinfluencetheirdecisions?
Howisourproductperceivedbycustomers?
Howdodemographicfactorsinfluencethepurchasedecision?

HOWTOBEANENTHOGRAPHYER
FiveWaysofBeing:aguidetoanethnographicmindset
BeThere.Ethnographyisaboutdislocation,movement,theplace;youneedtofeelabit
shakenordislocated.YouneedtoBEthere.Beingtheregetsyou:
Symbols&iconography
Intangiblesensoryinput:Color,sound,smell

BePresent.Catchdetailsofthemoment,focusonnuance.Dontjustwatch,do.
Engagewithpeople
Turnoffyourphone,logout,changegears
Readpapers,eatlocalfood,keeplocalhours
Talktopeople
Makesureyourecorditallinsomewaythatworksforyou:Notebook,camera,etc.

Bevulnerable.Leaveyourcomfortandnotionsbehind.Youarenottheexperthere.
Letyourselfbeopen,overwhelmed.Youarenttheexperthere.Youshouldfeel
uncomfortableoratleastoffbalance.
Beopentootherpeople.Ifyouaskquestions,theymighttoo
Betruthfulanddisclosiveasappropriate(butthisisntaboutyou)
Bequietandstill
Beoverwhelmed

31

Appendix

Besurprised.Ifyouknowwhatsgoingon,itstimetogohome.
Challengeyourownassumptions
Suspendyourneedtomakesenseofitall
Whatsticksout?Whatdoesnt?
Bewillingtoaskstupidquestionsandgetitwrong
Keeptrackofwhatissurprisingyou:Usephotos,maps,narrative

Behonestandbebrave.Tellthestoriesyouhear.Becreativeaboutpresentingmaterial.
Betruetowhatyousawandweretold:Whatwouldthepeopleyouworkedwiththink/feelif
theyheardyoutalk?

TipsandTricks
Questions.Whatquestionyouaskdeterminestheanswer(andthepoweroftheopenended
question)

Bodylanguage.Whenyoudoadeepdive,sitequalifnotlowerthantheinterviewee.Repeatthephrase
tellmemore.Behavioralandlinguisticpatternsfosterfeelingsofbeinganexpert.

Culturalidealsandculturalpractices.Itisimportanttodistinguishingbetweenculturalidealsand
culturalpractices,andstressedtheimportanceofbrandingtotheidealbutdesigningtothepractice.

Knowaperson.Dontknowaperson.
Findthewhatthroughobservation,thensitdownandaskwhy.

Dontaskwhattheydo,trytoobserveitasmuchaspossible,andcometomoremeaningfulinsightsby
askingwhytheydowhatyousaw,asopposedtoaskingwhattheywant.

Litmustest:Canyouguesswhattheyateforbreakfast.

Howtodecodewhatpeoplesay(findinsights).
Youwanttofindthebroadestbrushstrokestomakesurethatbythetimeyounarrow
thefocustoyourtheme,andaparticularoneatthat,thatyouknowenoughaboutwho
thispersonisandwhattheyvaluethatyoucanunraveltheiranswer.Humanbeingsare
utterlydelightfullydeliriouslyirrational,pronetocontradiction,selfdeceitandinternal
inconsistenciesthetrickistoworkoutwhichbitsmatter.

MCDONALDSBRANDTRACKINGSURVEY
AssumethatMcDonaldswasinterestedindesigningashorttrackingsurveytobeconducted
overthephone.Howmightyousetitup?Althoughthereareanumberofdifferenttypesof
questions,itmighttakethefollowingform:
Weareconductingashortphoneinterviewconcerningconsumeropinionsaboutquick
serviceorfastfoodrestaurantchains.

32

Appendix
BRANDAWARENESS
Recall(unaided)
Whatbrandsofquickservicerestaurantchainsareyouawareof?
Atwhichbrandsofquickservicerestaurantchainswouldyouconsiderusing?
Haveyoueateninaquickservicerestaurantchaininthelastweek?Whichones?
Ifyouweretoeatinaquickservicerestauranttomorrowforlunch,whichonewould
yougoto?
Whatifinsteaditwerefordinner?Wherewouldyougo?
Whatifinsteaditwereforbreakfast?Wherewouldyougo?
Whichareyourfavoritequickserverestaurantchains?
Recognition
Now,wewanttoaskyousomequestionsaboutaparticularquickservicerestaurant
chain,McDonalds.
Haveyouheardofthisrestaurant?[Establishfamiliarity]
Haveyoueatenatthisrestaurant?[Establishtrial]

BRANDIMAGE
Whatarethetopfivewordsthatcometomindwhenyouthinkof"McDonalds"(Thisshould
takelessthan30seconds)
BrandAttributes
HowwelldothefollowingwordsdescribeMcDonalds?
(1=notatall,5=verymuch)?
McDonalds...
Isconvenienttoeatat
Providesquick,efficientservice
Hascleanfacilities
Isforthewholefamily
Hasdeliciousfood
Hasavariedmenu
Hasfriendly,courteousstaff
Offersfunpromotions
Hasastylishandattractivelook
Hasgoodprices
BrandPersonality(notethismightalsoincludeuserimagery,usageimageryas
breakoutquestions)
HowwelldothefollowingtraitsdescribeMcDonalds
(1=notatall,5=verymuch)?
Sincere

33

Appendix
Exciting
Competent
Sophisticated
Rugged
Peaceful
Passionate

JudgmentsofQuality
WhatisyouroverallopinionofMcDonalds?
WhatisyourassessmentoftheproductqualityofMcDonalds?
HowgoodavalueisthisMcDonalds?
IsMcDonaldsworthapremiumprice?
WhatdoyoulikebestaboutMcDonalds?
JudgmentsofCredibility
HowinnovativeisMcDonalds?
HowmuchdoyouadmireMcDonalds?
HowmuchdoyourespectMcDonalds?
JudgmentsofConsideration
HowlikelywouldyoubetorecommendMcDonaldstoothers?
TowhatextentdoesMcDonaldsofferadvantagesthatotherbrandscannot?
HowpersonallyrelevantisMcDonaldstoyou?
JudgmentsofSuperiority
HowuniqueisMcDonalds?
TowhatdoesMcDonaldsofferadvantagesthatotherbrandscannot?
TowhatextentisMcDonaldssuperiortootherbrandsinthequickservice
restaurantcategory?
Feelings
DoesMcDonaldsgiveyouafeelingof(1=notatall,5=verymuch)
Warmth
Excitement
Trust
Awe
Fear
Calm
Intensity

34

Appendix
RELATIONSHIP
IfMcDonaldscametolifeasaperson,whattypeofpersonwoulds/hebe?Thisshouldtake
lessthan30seconds.
IfMcDonaldscametolifeasapersonandwasatapartywithyou,whatwoulds/hesayto
you?Thisshouldtakelessthan30seconds.

Loyalty
IconsidermyselfloyaltoMcDonalds.
IeatatMcDonaldswheneverIcan.
ThisistheonebrandoffastfoodrestaurantIwouldmostprefertovisit.
IfMcDonaldswerenotanoption,itwouldmakelittledifferencetomeifIhadtoeat
elsewhere.
IwouldgooutofmywaytogotoMcDonalds
Attachment
IreallyloveMcDonalds.
Iwouldreallymissthisbrandifitwentaway.
McDonaldsisspecialtome.
Engagement
IreallyliketotalkaboutMcDonaldstoothers.
IamalwaysinterestedinlearningmoreaboutMcDonalds.
Iwouldbeinterestedinmerchandisewiththisbrandsnameonit.
IliketovisitthewebsiteforMcDonalds.
Comparedtootherpeople,IfollownewsaboutMcDonaldsclosely.
Community
Ireallyidentifywithpeoplewhousethisbrand.
McDonaldsisoftenfrequentedbypeoplelikeme.
Ifeeladeepconnectionwithotherswhousethisbrand.

35

Appendix

BRANDAUDITS
Abrandauditprovidesasystematicwaytoinventorycurrentbrandassetsandstrategy.
Theauditwillallowproblemstobeidentifiedandprioritiestobesetwithrespecttobrand
strategydevelopmentandimplementation.Therearethreemainstagestoabrandaudit:
inventory,exploratoryandrecommendations.
Thegoalofthebrandauditistoidentifypotentialpitfallsoropportunitiesfordevelopment
ofthebrandandtomakeactionablerecommendationsonhowmanagementcouldimprove.
Bytheendoftheinventorystage,yourgroupshouldhaveanunderstandingof13potential
problemoropportunityforimprovement.

STAGEONE:INVENTORY
Thefirststage,inventory,iscomprehensivesummaryofthefirmsmarketingandbranding
programs.Thisincludesthefirmspositionrelativetocompetitors(pointsofparity,points
ofdifference),understandingthebasesofbrandequity,andthebenefitsassociatedwiththe
brand.Noanalysisneedstobedoneinthissectionasitisabasicoverviewofwhat
currentlyis.Thetypesofquestionstobeansweredinclude:

Whatisthebrand?Andwhatisitspromise?
Whatarethebrandedfeatures,servicesorcomponentsofthebrand?
Whereinthelifecycleisthebrand(s)?
Whatisthebrandheritage/historyandwhereisitnow?Howconsistenthasthe
brandbeenovertimeandacrossbrandprograms?
Whatisthebrandportfolio?Aretheresubbrands?
Whoarethemajorcompetitorsandwhatarethefeatures,servicesorcomponents
oftheirbrands?
Whoarethebrandscustomersandhowaretheysegmented?

The goal at this stage is to identify 1-3 of the biggest branding issues/problems facing the
company. Make these concrete, so tackling them (i.e., providing recommendations) is
focused and doable.

STAGE TWO: EXPLORATORY

Thesecondstageofthebrandauditisthemostindepthandinvolvesstrategicanalysis
basedontheprincipleswehavefocusedonthroughoutthequarter.
Attheheartoftheexploratoryisempiricalresearch.Yourgroupwillconductqualitative
and/orquantitativeresearch,includingconductingatleasttwo11interviewsoraminimum
ofonefocusgroup
orasurvey.Idealauditsprovidebothqualitativeandquantitativeinsight,butthatis
optional.Importantly,justifythemethod,explainthemethodandmakesuretheinsights
fromtheresearchareinsightful(i.e.,theyshedlightonthecriticalissuesfacedbythebrand
e.g.,pointsofparityvs.difference,truedifferentiationanditssustainabilityinthelongrun,
issuesofrelevanceand/orconsistency).

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Asageneralguideline,youmightconsiderincludingquestions
suchas:
Whatisitsvalueproposition(isitclear,multifaceted)?
Whatisthebrandspointofparityanddifferentiation(fromaconsumerspointof
view)?
Whatisawarenesslevels(eitheramongcoretarget,ornontargetmarket,
dependingonwhichisofgreaterinteresttoyou)
Whatarethebrandattributesandpersonality?
Whatareconsumerjudgmentsandfeelingsaboutthebrand?
Whattypesofrelationshipsdocustomershavewiththebrand?
Howdifferentiated,relevant,esteemedandintimateisthebrand(withits
consumers)?
Whathavebeenthebrandsbrandbuildingactivities?Whatadvertisingthemes
havebeenplacedbehindthebrand?
Ifyourbrandhasmultiplesubbrandsorthebrandisusedacrosscategories,doesit
workineachcontext?Aretheretoomanybrands,isittoostretched?Aresomenot
beingleveragedenough?Arethebrandextensionsrelevantandmeaningful?Do
theysupport/reinforce/buildtheparentbrandequityandconsiderimplicationsfor
futuregrowth?

The choice of questions you focus on and the choice of method you use, and the tools you
use to explain the brands current situation or how it should tackle.

STAGE THREE: RECOMMENDATIONS

Inthisphase,yourteamshouldmakeactionablerecommendationstothebrandorsenior
managerofthebrandyouarestudying.Basedonyourfindingsfromtheinventoryand
exploratorystages,developrecommendationsonhowthebrandcouldbebettermanaged.
Thismayinvolverecommendationsthatfallineachofthesectionsofourframeworksuchas
(examplesonly):
Understandingsuggestionsbasedonundertakingthroughinvestigationofhowthebrand
isactuallyperceivedinthemarketplace(maybearesultofyoufindingdiscrepancybetween
whattheycurrentlybelieveandwhatyoufoundinyourownanalysis.)
Craftingrecommendationsonname,image,symbols,creativeormarketingprograms
whichwouldenhancethebrandsleverageorbetterspeaktothetargetcustomer.
Measuringsuggestmanagementundertakemeasuringbrandequityeitherqualitativelyor
quantitativelytogainimportantinsightintofutureactions.(Includeahypothesisofwhat
thegroupbelievesthebrandmanagermightfindandwhythisisimportant.)
ManagingBasedonunderstanding,craftingandmeasuring,aswellaswhereinthe
lifecyclethebrandis,shouldthebrandconsider(someexamples):
Movingupordownmarket
Revitalizationofthebrand
Changingexistingbrandarchitecture
Exploreopportunitiesforcobranding

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Appendix
Exploreopportunitiesinsubbrandsorextension

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