aglamesis bro's brand building tool kit

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A Brand Builders Tool Kit

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The story begins during the late 1800’s in

the countryside outside of Sparta, Greece.

Thomas Aglamesis left his home at age

sixteen to seek opportunity in America.

A few years later, his brother Nicholas

joined him.

In 1908 they opened their first ice cream

parlor, The Metropolitan, where they

churned their ice cream flavors by hand

in metal cylinders, using rock salt as a

freezing agent. Soon after, the brothers

added candy making to their culinary

manufacturing talents. In 1913, they

opened a second location in Oakley. Built

with Portuguese marble and embellished

with exotic Tiffany lamps, tile floors,

sculptured ceilings and an authentic

player piano, the store was considered a

Historycharming gathering place with exquisite

ambiance. Nine years later, the brothers

added an ice cream plant with modern

refrigerated cooling machinery. During the

depression, they sold The Metropolitan

location in Norwood and their business

became known as it is today, Aglamesis

Bro’s. A honeymoon in the 1960’s brought

the love of New Orleans into the decor.

Over the years, they have gained a national

reputation for outstanding quality.

The parlor in Oakley remains virtually

unchanged and is considered to be one

of (if not) the last original ice cream

parlor from a bygone era. Today, the third

generation of the Aglamesis family proudly

run this century-old establishment.1

1 Aglamesis Bro’s (2013). History [Web]. Retrieved from:http://www.aglamesis.com/pages/content/history.html

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The goal of this project is to evaluate Aglamesis Bro’s brand

equity pyramid, develop a brand equity statement and increase

brand resonance among customers. After primary and secondary

research, paired with the guidance of the MS and MBA

programs in the Lindner College of Business at the University

of Cincinnati, we were able to prepare the following Brand

Builder’s Took Kit.

This Brand Builder’s Tool Kit consists of 4 main parts: a Brand

Equity Pyramid, a Brand Equity Statement, a Synthesized

Executional Converter, and an Authenticity Audit. To complete

each of these pieces, we conducted primary research with

Aglamesis Bro’s’ management team, several staff, and completed

7 “laddering” interviews with brand champions. Secondary

research included web and various print sources. We found that

the Aglamesis Bro’s brand is full of authenticity and has a strong

local brand presence.

Executive Summary

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In order to understand the customer’s perception of Aglamesis

Bro’s we conducted 7 laddering interviews with customers at the

Aglamesis Bro’s’ parlor in Oakley. The interviewees ranged from

long time customers 50+ years to newer customers who learned

about the location only a few years ago, all of whom considered

themselves brand champions.

We asked these questions:

• How did you find out about Aglamesis Bro’s?

• What is you favorite flavor of ice cream? Why?

• What is your favorite candy or confection? Why?

• What is the Aglamesis Bro’s experience for you? Why?

• Where do you typically buy it/how do you normally

consume it? Why?

• Do you think it is worth the price? Why?

Laddering Interviews

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Aglamesis Bro’s reaches people through many different channels:

• Many customers first discovered Aglamesis Bro’s when they

received the candies as a gift.

• Customers learned about Aglamesis Bro’s on TV shows like

Modern Marvels & The History Channel and intentionally

travelled to the Oakley store.

• Word of mouth through friends & family

People come for/commit to Aglamesis Bro’s because of:

• The quality & hand craftsmanship of the candies and

ice-cream.

• Local & unique, nostalgic experience.

• Atmosphere encourages families to slow down and enjoy

their surroundings.

• Generational tradition of visiting the store .

• Its a part of Cincinnati’s history and many people bring out

of town family and friends to the parlor.

“I love Aglamesis Brothers ice cream, it

has been a family favorite for as long as I

can remember. A locally-made ice cream

parlor within walking distance is quite a

treat. The shop is adorable, with marble

counters and old-fashioned tables. The

chocolates are amazing, I recommend

them for the holidays, especially around

Easter when they have their cream eggs.

Their chocolate ice cream is perhaps the

best chocolate ice cream I have ever tried,

rich and dark, and can only be improved

with their marshmallow topping. Their

ices are also fantastic, the champagne

flavor is my favorite. The service is also

very nice, always full of enthusiastic high

school and college students.”

(Caitlin, 1/23/12)

“Aglamesis is the gold standard

of chocolate in Cincinnati. If

you hand me that Aglamesis box,

I know that am eating the best

confection in Cincinnati that

you can get. Anything else looks

cheap compared to it. I look at

other brands and wonder “who

would buy that!?”.

“You can taste the difference.

You’d never throw away a bite

of Aglamesis chocolate, even

if it wasn’t the flavor that you

were hoping for. You simply

put it back in the box and save

it for later.”

What We Learned from the Brand Champions Secondary Research

“I grew up walking to this Aglamesis on

hot summer days and nights for an ice

cream cone, or if I was lucky, a chocolate

milk shake with whipped cream and those

little flower shaped butter cookies (that

they no longer have :(!! !). I have NEVER

had a better chocolate shake, I cannot

figure out what it is about theirs, what

that special flavor is, but there is just

nothing like it. Their Easter candy is

beautiful and yummy and for old-timey

ambiance it cannot be beat.”

(Marla, 9/2/11)

“Aglamesis Brothers always has some sort

of homemade candy along with their

fabulous ice cream which make great

gifts.” (Monica, 11/30/11)

1 “Aglamesis Bro’s,” Yelp. Retrieved from: http://www.yelp.com/biz/aglamesis-brothers-cincinnati

“Aglamesis is an institution.”

“It’s a place of ‘very special

occasions’. It was like going to

The Maisonette for Chocolate.

Even walking in and getting a

scoop of ice cream felt more

special than any place else.”

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Building a strong brand is critical to the longer term success of

an organization. Although there are many strategies to build a

strong brand, there are four fundamental steps that each strategy

should align with:

1. Establish depth and breadth of brand awareness

2. Create brand meaning through unique associations

3. Establish favorable experiences

4. Forge relationships characterized by loyalty

To understand where Aglamesis Bro’s is positioned along this

continuum, this project uses Keller’s Customer-Based Brand

Equity pyramid model1. The following sections analyze the

pyramid, which is the basis for the subsequent strategy analysis.

1 Keller, Kevin Lane. Building Customer-based Brand Equity: A Blueprint for Creating Strong Brands. Cambridge, MA: Marketing Science Institute, 2001. Print.

Product Attributes

Consumer Benefit

Emotional Benefit

Brand Essence

Functional Benefit

Customer Based Brand Equity Pyramid

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The primary characteristics of Aglamesis Bro’s revolve around

the use all natural ingredients, hand made, and an experiential,

old-style parlor setting.

Product Attributes

All Natural, French Style Ice Cream Hand Made On Location Hand Dipped Chocolate Covered Candy Made From Scratch

Seasonal Ice Cream And Candy Flavors - Hand Selected Fruit + Nuts Old Fashioned Style Ice Cream Parlor - Original Silver Bowls And Dishes

Imported Marble From Portugal - Tiffany Lamps - Sculptured Ceilings Hand Packed Pints - Sold In Grocery Stores And Online

Family Oriented – Family Business - Locally Owned Gift Cards - Merchandise

Point-of-Difference Experience, Selection,

Soda Fountain

Point of Parity Price, Taste, Quality

Candy Competitors Esther Price, Godiva,

Russell Stover

Ice Cream Competitors Greater’s, UDF

Neighborhood Meeting Places Greater’s, Panera, Starbucks

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The brand uses only natural, high quality ingredients.

Customers are aware of that strategy and are willing to pay a

price premium.

The brand’s hand-made manufacturing processes consistently

produce a high quality.

There is a clearly articulated and implemented style and history

that stems from the family’s love of New Orleans and their

Greek roots.

Sincerity, excitement, and competence are all part of

the presentation.

Functional Benefits

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Family Environment - Special Occasion DestinationOne Stop Shop for Ice Cream and Chocolates

Consistent and High Quality ProductUnique Gifts and Holiday Items

| 1918 |18 | Customers know that Aglamesis Bro’s great taste comes from the

use of all natural ingredients and time tested recipes.

Customers look forward to a historical ice cream experience at

a community landmark. Its a place they go to have fun, to share

with their family and friends, and to celebrate life’s moments.

Customer Benefits

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A Fun Place To Go and Have Great Ice Cream and Candy that is Made the Old

Fashioned Way Using All Natural Ingredients



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Brand Equity Pyramid - Level 4







A Trusted Place to Go to Celebrate the Special Moments of Our LivesCustomers who purchase the products understand Aglamesis

Bro’s commitment to quality ingredients and taste as well as

Aglamesis Bro’s sincere commitment to their customers and the

community. As a result, customers consider Aglamesis Bro’s to be

likable, trustworthy experts.

Customers perceive Aglamesis Bro’s as unique and better than

other brands. This is critical to building intense and active

relationships and supports an expansion of Aglamesis Bro’s

awareness driven by profile associations.

The customer’s emotional responses are oriented toward fun,

excitement and social-approval that comes from recurring

positive quality and life’s moments experiences.

Emotional Benefits



| 2322 | Customers perceive Aglamesis Bro’s as a “Step-Back-in-Time”

generational ice cream experience and know that the ice cream

and candies are as good today as they were when Thomas and

Nicholas started the business.

Brand Essence

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A Trusted Place to Go to Celebrate the Special Moments of Our Lives

As good as it always was



Imported Marble From Portugal - Tiffany Lamps - Sculptured CeilingsHand Packed Pints - Sold In Grocery Stores And Online




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Aglamesis Bro’s is about the art of making great ice cream and

candy in the heart of the neighborhood. It’s about caring for

your customers, doing the right thing and going above and

beyond. It’s about staying true to a hard work ethic that was

spawned in the struggle of immigrating to America and the

backbone of survival in the great depression. It’s about honoring

their Greek heritage and the passion for New Orleans that was

sparked during a honeymoon 60 years ago.

Aglamesis Bro’s is an institution: its a family run business that

understands that people need trusted places to go to enjoy life’s

daily triumphs. It’s a place where families can grow up, people

can celebrate special occasions, and where they come home after

they’ve been gone.

Brand Equity Statement

Brand Equity Statement

Brand Equity

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As good as it always was.

The Aglamesis Bro’s is a Branded House. Which means they

are the core brand. They work to build brand awareness and

resonance through the brick and mortar stores that sell ice cream

and candies as well as pints of ice-cream available for purchase

at local grocery stores.

Authentic, Boutique, Sincere, Fun.

Value Proposition Reasons to Believe

Core Brand Promise

Brand Hierarchy

Brand Character

Aglamesis Bro’s offers a quality old -

fashioned ice cream and I can taste the

difference. When I go to the parlor

I can enjoy a unique experience with

friends and family. I am able to show

the people that I give gifts to that I love

them by giving them unique and quality

chocolates made the sincere way.

Aglamesis Bro’s allows me to “step-back-in-time” and is a place to

celebrate the special moments of my life. Aglamesis Bro’s offers

me the opportunity to purchase and share unique quality candies.

I buy ice cream and candy at the

grocery store for consumption in my

home. If I go to the parlor to get it, it

is counter service only.

Current Belief Desired Belief

Current Do Desired Do

There is no real “quality difference” in

ice cream and I mainly buy it at the

store to eat at home. All candy is made

and tastes the same.

I go to Aglamesis Bro’s to celebrate life

with my loved ones and for my gift

giving needs.

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1. Generational, word-of-mouth testimonials and media attention

and validation.

2. Everything is original, from the location, the marble tables

& counter tops, Tiffany lamps to the original sincere way of

making chocolate, sodas and ice cream.

1. One of the last original ice cream parlors in the nation.

2. “Customer First” culture and service.

3. Connecting people & community though a unique generational

experience that is a “step back in time”.

That Prime Prospects can believe in because

The Benefit(s) that give this brand the “right to win” in the marketplace are:

Synthesized Executional Converter

People who appreciate and want to experience good chocolate and

ice cream and gift givers.

1. Enjoy nostalgic experiences that connect them to the past.

2. Have a desire to share a part of Historic Cincinnati.

3. Crave quality taste.

4. Want to support local businesses.

1. Historic building and traditional product that offers a unique

“step back in time” experience.

2. Consistent high quality products made with time-tested recipes.

3. Highly informed, customer oriented staff.

For Its Prime Prospects

Who Have These Characteristics

The Brand Provides These Benefits

| 3130 | This section assesses and rates the authenticity associated with

Aglamesis Bro’s referencing the book Building Brand Awareness:

7 Habits Of Iconic Brands1. The strategies that individual brands

leverage to achieve authenticity will vary and the extent of each

dimension’s implementation will vary. We have evaluated each of

the 7 Habits on an ice cream cone scale of 1-5.

1 Beverland, Michael. Building Brand Authenticity: 7 Habits of Iconic Brands. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan, 2009. Print.

The Authenticity Audit

| 3332 | Most days, you can find “Mr. A” in the store sharing stories

and connecting with customers and friends. All of the employees

also know the story of the two brothers and the history of the

company. These stories are shared within the Aglamesis family

and within the community.

Customers have their own stories associated with Aglamesis Bro’s

that they love to share. The Oakley store is part of the thread

of people’s lives, becoming integral with life’s events: birthday

parties, first dates, engagements, weddings, and even funerals.

Storytelling

| 3534 | Aglamesis Bro’s has been making ice cream and candy by hand

for over 100 years. Their commitment to the “sincere” experience

- chocolates and ice cream that are hand made following the

original craft methods from 1908, using the same machinery and

created in the same location – contributes to the artisinal amateur

perception. While they may strive to create an appearance that

they may not have any formal training or sophisticated facilities,

they truly are experts.

Appearing as Artisinal Amateurs

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Aglamesis Bro’s stays true to the neighborhoods in which they

operate. The “customer-first” mentality is a core Aglamesis Bro’s

value and the staff go out of their way to make sure their customers

receive the outstanding service and quality that they expect.

Recipes and ingredients, classic flavors and seasonal items are

consistent with the original vision. In our interview, Dianne Lytle

talked about the frozen yogurt craze and how customers were

asking them for this type of product. After research and extensive

consideration, they decided to stick to ice cream because they aren’t

experts in yogurt.

They still manufacture culinary delights in the kitchen above the

parlor, which used to be Mr. A’s home. And, they still use original

silver and glass serving pieces and provide table service even though

it would be much more efficient to use dishwasher safe glasses

and over the counter ordering. Expansion, franchises and new

distribution channels are limited and partnership opportunities are

selectively considered.

Sticking to Your Roots

| 3938 | Aglamesis Bro’s loves the craft of ice cream and candy making

and it shows in the quality of their products. Mr. A is involved

in the production activities and is a face seen daily at the Oakley

store. Their commitment to making ice cream and candies the

“sincere” way speaks to the espoused love of craft and their quest

for product excellence.

Love the Doing

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Market Immersion suggest brands should ensure they are relevant by

gaining inspiration from their surroundings. Aglamesis Bro’s does this

by employing their customers – mainly high school to college students.

Most love both ice cream and confectionary items.

The management staff stays up to date on the trends of ice cream

flavors and candy by visiting trade shows and reading trade magazines.

Mr. A. trusts his gut to bring back historical flavors, even in the face

of skepticism. For example, tried and trusted recipes, like Pineapple

Pecan ice cream, have made a come back and its one of their best

seasonal summer sellers. They intentionally keep their flavor variations

small so that they can try different flavors with smaller risk. Aglamesis

Bro’s also seeds their fan base by taking suggestions on seasonal flavors

or specialized candies from customers.

Market Immersion

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Aglamesis Bro’s plays up their connections to local communities

by philanthropically supporting their local neighborhoods and

community entities. This generally includes churches, schools, and

animal shelters in the Oakley and Montgomery areas.

While they are still a popular place for community to gather today,

we learned that in the 1940’s Aglamesis Bro’s would stay open until

midnight every night because their shop was the place to gather and

socialize. This built links to their community.

Aglamesis Bro’s is also a popular destination spot for people to

take visiting family members, it is the site of many engagements,

first dates and we were told last year, even a wedding. Dianne Lytle

indicated these types of community interactions really have become

the fabric of the culture at Aglamesis Bro’s.

Many of the customers who were interviewed shared that they have

posted a positive review on their Facebook page, but none of them

are “friends” of the Aglamesis Bro’s page.

Be At One With The Community

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Aglamesis Bro’s excel in this area. Mr. A and the management

team take a deep interest in the development of their associates.

They treat their employees like family and like to see them grow.

Mr. A remembers his associates and will ask them about school

and life. He leads by example, by getting behind the counter and

serving ice cream and chocolates. He is very customer oriented

and so are his managers. Since Mr. A is in the store most everyday,

most of the staff has a story about a positive encounter with him.

These stories help to intertwine the staff into the store’s history.

Aglamesis Bro’s is on the ball about managing employee

performance. All workers have an orientation when they join the

company, which consists of a tour of the ice cream and chocolate

factories and an in depth look at their history. Training revolves

around the ideas of hard work and customer service so new

employees start out by learning table service and washing dishes.

Indoctrinate Staff Into the Brand Cult“One of the best parts of

working here is to see someone

that used to worked at the shop

bring in their family and say,

“hey I used to work here and

now I am a doctor”.

-Amy

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Our Thoughts & Suggestions

Salience: Depth and Breadth of Customer Awareness

Even though Aglamesis has a 100 year history in Cincinnati, there

are still a significant number of people in the metropolitan area that

have never heard of the brand or tried the brand.

Idea: Focus on expanding awareness to align with where life’s

moments are found, increasing radio advertisement.

Resonance: Engage with Community - Use Social Channels

“Tour the Plant” YouTube video

Today, Aglamesis Bro’s does not offer tours because the candy and

ice cream making space is too small.

Idea: Create a video tour which they could host on their site, post

on YouTube and other and social media pages to enable their

customers to “experience the production”.

Engage With Your Social Community: Market Immersion and Be at one

with the Community

In our interviews, many people do post about Aglamesis Bro’s on

Facebook, but few liked the official page or even knew it existed.

Idea: Use the parlor and the web site as an opportunity to promote

the Facebook page (currently 1,785 likes) and Yelp reviews.

Idea: Establish a program to donate $1 to a local community charity

for every check-in at Aglamesis Bro’s or new like on Facebook.

Idea: Highlight staff and customer stories on their page. For example:

publicize engagements, weddings, celebrations and daily events

on the Facebook page. Engage staff to create the posts.

Idea: Encourage photo shoots to “seed the fan base”.

Idea: Involve customers by having a “vote for the new seasonal

flavor” campaign on Facebook page.

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Style and Design: Design the Experience

Today, there are many moments of truth” - the important points in the

customer experience - that Aglamesis Bro’s could improve to enhance the

old parlor feel and increase the consistency between locations, while still

maintaining artisinal amateur authenticity. Moments of truth revolve around:

• First Impressions Front Door + Curb Appeal - fresh paint says it all

• The Next Step: Inside: Where Do I Look? What do I do?

• Chocolate Display Cases - use beautiful period dishes to display

candies and streamline items to highlight what’s important.

• Take Home Candy Displays - use period items to display candies

and polish the presentation.

• Serving Dishes + Organization - store non-period items out of

sight and remove the clutter so the silver and glass is what gets

the attention.

• Wall + Table Menus + Traffic Flow + Interior Decor - create a

consistent visual to guide customers through the experience.

• On The Way Out - The Cross Sell - make it easy to see and pick up the

impulse buy on the way out the door. Kids like candy in low places.

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The team wishes to thank Dianne Lytle, Amy Sandmann and the

Oakley fountain counter staff for sharing their insights and their

enthusiastic support of this project. Their passion, energy and

love for Aglamesis Bro’s is the cornerstone of what makes a visit

so special 100 years after the first scoop of ice cream was served.

Thank you

Nicole Breitenstein, Dianne Hardin,

Alissa Simons, Karen Wellman