marketing management ft 2005 group a7 etiannan chinnappan felix evensen makoto kobayashi iryna...
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Marketing Management FT 2005
Group A7
Etiannan Chinnappan
Felix Evensen
Makoto Kobayashi
Iryna Shcherbatova
Daan van Vroonhoven
Pablo von Zehmen
Page 2
What’s a brand?
Name
Sign
Logo
Term
Label
Mark
Symbol
Design
Emblem
Page 3
What’s your brand – and why?
Page 4
Where are brands going?
• From products to trademarks
In the beginning products with certain functions
Trademarks introduced to provide customers with a certain assurance of quality
• From trademarks to brands
Focus on building company image increased; creating loyalty and delivering a sense of “something” more than just the product itself - branding
Page 5
Transition from commodities to ideal products
• Commodities – need for differentiation
• Focus on loyalty and satisfaction (quality)
• The emergence of labeled differentiated products
What comes next?
Page 6
Transition from brands to Lovemarks
In the 21st century:
• People expect and demand great performance
• Brands have become commoditized
To stay ahead:
• Companies and products need to be loved
• Creation of product and experience that creates long-term emotional relationships
Page 7
What is wrong with brands?
Brands are out of juice…
1. Brands are worn out from overuse
2. Brands are no longer mysterious
3. Brands can’t understand the new consumer
4. Brands struggle with good old-fashioned competition
5. Brands have been captured by formula
Page 8
What’s a Lovemark?
• Lovemarks are charismatic brands that people love and fiercely protect; products, services and experiences that forge long-term, emotional connections with consumers
• Mystery, Sensuality and Intimacy are the key to the creation of a Lovemark. These elements capture of the special emotional resonance that can develop into lifelong relationships
Lovemarks
Mystery
• Past-Present-Future• Great Stories
• Dreams• Myths and Icons
• Inspiration
Sensuality
• Vision• Sound• Smell• Touch• Taste
Intimacy
• Empathy• Commitment
• Passion
Page 9
What’s a Lovemark? - Apple
Apple
Mystery
•Macintosh iMac•Steve Jobs
•User•Apple icon
Sensuality
• Shape•Colors
•Appealing names
Intimacy
•Community•Company
Page 10
Lovemarks.com
• Launched by advertising company Saatchi & Saatchi in late 2000
• A site for expressing your feelings about your favorite brands – your lovemarks
Page 11
How does Lovemarks.com work?
“To say Tolkien is to say magic, dream, epic, fantasy... a new world far away from this. This name is now more than a writer and his tales belong to everybody. “
Nacho, Spain, 29th November 2003
Page 12
How does Lovemarks.com work?
“I read somewhere that when B&J created their ice cream "New York Super Chunk Fudge", the idea was to make the richest, fullest, chocolate-flavored ice-cream ever! No lo-fat, no diet $#%, just the ultimate ice cream. It is, I assure you! Häagen-Dazs isn't for me - B&J is for people who *love* ice cream!“
Felix, Norway, 13th February 2004
Page 13
Implications
• Companies have to be passionate about what they do, passionate about their products and passionate about their customers
• Companies have to invest in real relationships; connect with people and your company can cultivate enduring relationships
“If you’re not in love with your business, why should your employees or customers be?”
Page 14
Implications
“Lovemarks is a gamebreaking opportunity to reinvent branding. They place brands where they should be: at the emotional heart.”
Kevin Roberts, CEO Saatchi & Saatchi