in search of brand authenticity
DESCRIPTION
Based on the book 7 Habits of Iconic Brands by Michael Beverland amongst many others! Presentation for the Future in Food conference given at Yeo Valley, Somerset 15/5/14TRANSCRIPT
![Page 1: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/1.jpg)
In Search of Brand Authenticity
Tim HarrapHead of Collaboration
Lye Cross Farm
![Page 2: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/2.jpg)
![Page 3: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/3.jpg)
Who Am I Truly & Deeply?There’s so much subtlety to the art of brand building, so many layers of expression to understand and master. Yet perhaps the most important thing is one that most brands fail to grasp; truly knowing and understanding who they are – the values that underpin their behaviors, the personality that drives their expression, and the voice that drives their communication.David AnsettCreator of Brands
![Page 4: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/4.jpg)
![Page 5: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/5.jpg)
“Markets are conversations” the cluetrain manifesto
• Story telling• Artisanal Amateurs• Sticking to your roots• Loving the doing• Market immersion• Being at one with the community• Indoctrinating staff into the brand culture
![Page 6: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/6.jpg)
(1) Story Telling
• Brands as collections of stories• Traditional approach – brand rule book• Idiosyncratic – Dorset Cereals in Jamaica• Ten Stories -
![Page 7: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/7.jpg)
Ten Stories
1. Founding myth2. Family3. Conflict struggle4. Triumph/Tragedy5. Creation
6. History7. Community8. Place9. Consumers10. Product Service
![Page 8: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/8.jpg)
(2) Artisanal amateurs
• Amateurs – engaged personal passion• Artisans – skilled craftspeople / small batches • Appearances – downplaying industry
• Perceptions of sincerity
• Providing rich history- • reflecting humanity
• & yet, • setting standards of industry DC packs
![Page 9: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/9.jpg)
![Page 10: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/10.jpg)
(3) Sticking to your roots
• Stylistic consistency – evolving slowly• Retaining key traditions – PDO• New initiatives – founding spirit (IB)• Moral Messages – Pilgrims• Revitalisation – recommit to roots– buyouts DC• Supportive Communication• Focal Activities – Farmers/farming
![Page 11: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/11.jpg)
![Page 12: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/12.jpg)
(4) Loving the doing
• Production focused• Experiencing production – LXF, grading• Leaders involved in production• Espouse love of craft• Quest for excellence – DC over engineered• Being design led – DC revamp
![Page 13: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/13.jpg)
(5)a Market immersion
• Tom Peters – focus groups produce products “of” the market – shelves full of “me-too”
• Inspiration not necessarily from your current customers – reinterpretations e.g. Korea
![Page 14: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/14.jpg)
(5)b Market immersion• Employ your customers – qualitative input• Live in the market – Arnault LVMH visit the market• Trust your gut – Roddick “don’t work within systems”• Employees to dabble• Seed the fanbase
“Authenticity has always been derived from the intuition of the artist” Beverland p139
![Page 15: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/15.jpg)
(6) Being at one with the community“Notion of putting down roots central to our identity” Beverland p143• Time / Place / Culture• Nation – Scotland!• Region – Wyke Somerset• Industry – Heritage and Quality• Culture – Starbucks Australia stripped of cultural heritage• Sub-culture of consumption – Star-trek LX or LXF
“customers and consumers communicate “an idea of what your brand signifies” McKitterick p87
![Page 16: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/16.jpg)
![Page 17: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/17.jpg)
(7) Indoctrinating staff!• Staff selection• Welfare > salary• Tell their stories – Yammer• Manage non-performance• Staff as stewards of the brand• Transmitting tacit knowledge to new staff
• Encourage creativity• risk taking, free thinking, encourage curiosity
![Page 18: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/18.jpg)
Democracy
![Page 19: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/19.jpg)
![Page 20: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/20.jpg)
Modernity – Post ModernityMaterialism – Post Materialism
Media - Social Media
![Page 21: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/21.jpg)
“Increasing consumer power, accelerated by the meteoric rise of
social media, threatens the foundations of branding” Mitchell
2012
![Page 22: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/22.jpg)
![Page 23: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/23.jpg)
“…modernization is a process of human development, in which economic development gives rise to cultural
changes that make individual autonomy, gender equality and democracy
increasingly likely.”Inglehart & Welzel
![Page 24: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/24.jpg)
![Page 25: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/25.jpg)
The Zero Marginal Cost SocietyThe internet of things, the
collaborative commons, and the eclipse of capitalism
![Page 26: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/26.jpg)
Contact points
• tim_harrap
• BritishCheese
• LyeCrossFarm
![Page 27: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/27.jpg)
Useful links
• Alvis Family, Lye Cross Farm• Michael Beverland, University of Bath• Truly Deeply Melbourne• Kinship Digital Australia• Shift Podcasts by Euan Semple & Megan Murray• Harold Jarche Making sense of the networked era• Only Dead Fish Neil Perkin
![Page 28: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/28.jpg)
Reading• Authenticity – Pine & Gilmour• Building Brand Authenticity – Beverland• The Cluetrain Manifesto – Levine et al • Humanize – Notter & Grant• McKitterick’s Conundrum Mitchell • Modernization, Cultural Change, and Democracy
Inglehart & Welzel• Monocle magazine and The Entrepreneurs podcasts• Organizations Don’t Tweet People Do – Semple• The Zero Marginal Cost Society - Rifkin
![Page 29: In search of brand authenticity](https://reader033.vdocument.in/reader033/viewer/2022061206/5482287db07959290c8b4719/html5/thumbnails/29.jpg)
Thank you