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Five Connectors With the Consumer: Under the Brand Idea are 5 Sources of Connectivity that help connect the brand with consumers and drive Brand Love, including 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) the overall experience and impressions it leaves with you. Brand Values should come from the DNA, and act as guideposts to ensure that the behavior of everyone in the organization is set to deliver upon the Brand’s promise. Goals: While the vision serves as a 10 year big goal, it’s also important to have annual goals to push and challenge everyone in the organization. When working with a house of brands, where you have multiple brand names under one corporate name (P&G, Kraft, General Mills and Johnson and Johnson) the brand plan would look different. We also love great marketing content and we’ll do whatever we can to bring you the latest in marketing news + insights, career advice, events and training resources. To urban-dwelling, educated techno-savvy consumers [target], when you use Zipcar car-sharing service instead of owning a car [competitive frame], you save money while reducing your carbon footprint [points of difference]. Once Zipcar was established as an alternative to owning a car, greater emphasis could be given to how Zipcar helped the targeted customer achieve his or her goals. To urban-dwelling, educated, techno-savvy consumers who worry about the environment that future generations will inherit [target and insight], when you use Zipcar car-sharing service you make a responsible choice [brand essence] and demonstrate your commitment to protecting the environment [target’s goal]. The positioning of a new brand often evolves from a competition-based approach to one that places greater emphasis on customers’ goals as knowledge of the brand increases. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you.
Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. The Coca-Cola Company spends a lot of time, energy and money marketing its many different brands. The rationale: Commissioned research showed that UK consumers do not fully understand the difference between the four brands, with five percent having no idea that Coca-Cola has no sugar or calories, for example. The branding on all cans will be the same, but distinct coloring will help distinguish the varieties as the old logos move from vertical to horizontal. Each can also features descriptive text to differentiate it from the others, while maintaining the colors from the current versions: Red (Classic). Starting in May, all Coca-Cola advertising and messaging in the UK will feature the four brands, reports Marketing Magazine. UK consumers have responded well to a new color-coded nutrition labeling system introduced last year, which has further convinced Coke that its British customers will welcome its unified branding.
As Coca-Cola Great Britain’s press release on the move notes, the rebranding follows its health moves in the market.
The way to win in the marketplace, to gain profitable growth, is not to be preferred over competitor brands in established subcategories but, rather, to generate offerings so innovative that they create new categories or subcategories making competitors irrelevant.
The Chrysler minivan, first introduced in 1982 as the Plymouth Voyager (pictured) and Dodge Caravan, sold over 200,000 units in the first year and over 12 million to date. Rob Valsler posted a photo of some chapattis on his blog in the Millward Brown Greenhouse (the company’s own social network). The chapattis were distributed to thousands of pilgrims from a stall set up by Lifebuoy at Kumbh Mela, the world’s largest religious gathering. As Graham Page notes in response to Rob’s post, there is evidence to suggest that tangible communications have an advantage over the intangible. You can read more about the research here, but the findings suggest that tangible advertising not only engages more senses, it appears to produce deeper engagement with the advertising.
I would note that in the last finding, touch seems to improve integration with personal thoughts and feelings, seems similar to the finding that touch improves the desire to own a brand. It makes me think we need to reinstate the physical experience of a brand as an important component of the marketing mix.
Several surveys document our olfactory sense as probably the most impressionable and responsive of the five senses. Some time ago, I was flicking through a copy of ‘People’ magazine, when I beheld something on its pages that caused me to just about fall off my chair. This appeal to a combination of senses seems to do the trick when aiming to secure consumer attention. It’s tempting for brands to think of their products as separate offerings within an overall branding portfolio. This is especially useful when managing a Branded House or Master Brand where there are various people in your organization that each run a small part of the brand.

As Brands become more loved, they go beyond being just a product and they become an idea that fulfills consumers’ emotional needs in the consumers life. The big differences are the teams are smaller and the culture of each team usually follows that of the corporate name. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with. The positioning emphasized the superiority of the service in relation to the competitive alternative of owning one’s own car.
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.
Coca-Cola Spain today unveiled a similar vertical-to-horizontal master brand realignments today, as noted by Brandemia (and brandchannel reader Oscar Peláez), as you can see below.
This one brand strategy also builds on Coca?Cola’s commitment to contribute to healthier and happier communities.
There are plenty of examples of brands in the automobile space that have done just that such as Jeep, Ford Thunderbird, Ford Mustang, VW bug, Pontiac Firebird, Dodge Caravan and Plymouth Voyager, Lexus LS 400, Mazda Miata, Saturn, Prius, Minicooper, Nano, Enterprise Rent-A-Car, and Zipcar. Design of that experience is one of the few areas where creativity can still provide a tangible and sustainable competitive edge.
Chapattis, thin flat rounds of unleavened bread, are ubiquitous in Indian and South Asian cooking, but unlike most of their kind, these chapattis had writing on them.
In his post, Rob asks if the tangible dimension of handling the chapattis adds to the “experience” of the communication. In 2007, working in collaboration with the Centre for Experimental Consumer Psychology at Bangor University, Millward Brown used functional Magnetic Resonance Imagery (fMRI) scanning to understand how the brain reacts to physical and virtual stimuli.
The printed materials evoked more brain activity associated with integration of sight and touch, stronger emotional response (suggestive of stronger memory formation) and deeper integration with personal thoughts and feelings.
While digital and augmented reality are new and sexy, maybe we need to remind ourselves that humans are still designed to experience the world through all of our senses, not just one.
If you have, you might have noticed that every woman, regardless of age, looked up, momentarily distracted from her coffee, magazine or conversation. And yet 83 per cent of all the advertising we’re exposed to on a daily basis (bearing in mind that the average person will see two million TV commercials in a single lifetime) focuses, almost exclusively, on the sense of sight. Any 50-year-old American can sing a whole range of television jingles from the 1970s – they are all well stored in the recesses of our brain. Smells invoke memories and appeal directly to feelings without first being filtered and analyzed by the brain, which is how the remaining four senses are processed. Some supermarkets in Northern Europe are connected to bakeries by hundreds of meters of pipeline.
An ad promoting a TV series about Elvis, which was to run on CBS, was the source of my surprise. Tim Clegg, the inventor of the concept and CEO of Americhip in California, told me that the ad had secured 100% awareness among ‘People’ magazine’s readership – for the first time in the publication’s history. So it’s ironic that sound is not more strongly deployed as a sensory communication channel media online.
The same applies for some consumers’ notion that scent marketing is sneaky on a subconscious level.
Garbage on the sidewalk on a hot summer day, the guy next to us on the subway, the street vendor selling his pretzels – nobody can reasonably object to those.
We offer innovative staffing solutions to Fortune 500 companies and some of the world's most iconic brands. The entry of other car-sharing services, such as Connect by Hertz, force Zipcar to explain why targeted customers should prefer it to services that offer similar attributes. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
We would argue that because it focuses on the “what” and not the “why,” the story obscures the leadership role Jobs played in brand creation.
Iacocca had the chance to implement his vision when he became CEO of Chrysler after being fired from Ford. However, the brand experience extends far beyond the product to all brand touch points, including advertising.

Does the physical act of touching food increase receptivity to the message about hand washing?
Yet if you were to ask the same of the generation who have recently come of age, you will find them stumped. How come almost all marketing and brand building concentrates on two senses when we know appealing to all five is likely to double brand awareness and strengthen the impression a brand leaves on its audience? We all recognize and are emotionally stimulated by, say, the scent of freshly cut grass, brackish sea air, or the perfume of roses.
The innovative combination of sound and vision was an arresting achievement, in spite of the fact that we live in a world where hearing and sight are overtaxed senses.
When Disney released Cars 2 for example, audiences were reintroduced to the key characters from Toy Story in a six-minute short. But what Disney’s strategy shows is how simple and cost-effective it is to provide customers with added-value experiences based on other brands in the stable that they already know and to use these to maintain relevance and top-of-mind between launches without cannibalizing on new offers. Ideally it is Qualitative (yet grounded in something) and quantitative (measurable) It should be motivating and enticing to get people focused. They map out a range of decision trees that intersect and connect by imagining how events will play out. It does not explain how, in the vast and fiercely competitive market of consumer gadgets, Jobs won out over a myriad of very savvy competitors. Let us look quickly at two examples of automobile brands that have been successful at creating new subcategories and then see what the learnings are. Check out YouTube and you’ll notice that among the most-watched videos on the site, is one of a baby giggling. Have the magical tunes disappeared, or has the advertising world lost sight of the fact that people do indeed have speakers at home? All Disney has essentially done is take a format that everyone knows – the movie short – and to elaborate it into an enter-mercial (my new term for a short-movie length commercial that entertains). My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. Zipcar may do well to target younger consumers, emphasizing its pioneering role in the car-sharing category and positioning the brand as one that demonstrates a commitment to protecting the environment.
Chrysler had just introduced a front wheel car, had no station wagon business, and was in financial crises — desperate for a new model. And more importantly, how do you stop the inevitable awareness fade as the ripples from your big splash die away?
I’m now a marketing consultant helping brands find their love and find growth for their brands. By contrast, Connect may concentrate on serving Hertz’ existing customer base (older business travelers) on a new occasion (short-term city rentals) and leverage its number-one status and reputation of quality service. A major British bank introduced freshly brewed coffee to its branches with the intention of making customers feel at home.
If you managed to see this copy of the magazine, I’m quite sure you’d have found the advertisement as unforgettable as I did.
If you’re Walt Disney, you start introducing shorts between your new features, just to keep up awareness of your most popular and lucrative characters.
There are four main types of strategy: 1) consumer oriented 2) competitive oriented 3) operational and 4) financial. Interestingly, the revenue from the slot machines in Las Vegas fell by 24 per cent when the whirring and tinkling sounds was removed.
And you do so knowing that such a cue will reactivate interest and re-kick merchandise sales.
The Brand Values become an extension of what the Brand Leader wants the brand to stand for. Furthermore, experiments conducted in restaurants show that when music slower than the rhythm of a heartbeat is played, we eat slower and we eat more!

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