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#1 Brand building: the different approaches
Your Manuscript Is Good and Original,
But What is Original Is Not Good;
What Is Good Is Not Original
• Binet and Field, Marketing in the Era of Accountability, The Long and the Short of It
• Feldwick, The Art of Humbug, What is Brand Equity Anyway?
• Sharp, How Brands Grow Vols 1 + 2
• Ries and Trout, The 22 Immutable Laws of Marketing
• Martin Weigel blog
• London Strategy Unit on Slideshare
• Admap
#1 Brand building: the different approaches
1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards
1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards
What’s your worldview?
The Plato worldview
Brands have a reality independent of us
They have personalities
Our job is to grasp and express them
The Aristotle worldview
Brands are the emergent reality from a range of assets
They help people do things
Our job is to protect and build them
The Wittgenstein worldview
Brands are a language game
They are things for us to talk about
Our job is to avoid private language
A brand is a collective fiction that allows shortcuts in decision-making
For real people…
…that’s useful because
the world is full of stuff
…and of course most of our
decision-making is about each other
For organisations…
that’s useful because it
reduces the unit cost to
acquire and serve valued users
…but let’s think about
users more widely
How do we manage segmentation/ personalisation and fragmentation?
Are we talking about comms or something bigger?
How deep into the experience does decision-making pushes our responsibility?
How do we tackle the internal + partnership deficit?
If that definition is broadly right…
What’s your approach?
The Plato approach
Ad folk get brands and beauty
Selling happens elsewhere
Serving customers is boring
The Aristotle approach
Total brand experience
Like getting hands dirty
Serving customers is key
The Wittgenstein approach
Brands are culture
We become part of the world
We create a shared world
1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards
1. Selling
2. Seduction
3. Fame
4. Fellowship
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
Selling
• The historically dominant
model
• Still alive and well (see
Facebook, Millward Brown)
• USPs
• Consumers as rational
decision-makers
• AIDA, DAGMAR models of
advertising
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
Seduction
• More varied than it sounds:
persuasion, charming, wooing
• Advertising is fundamentally
persuasion and persuasion happens
to be not a science, but an art
(Bernbach)
• A “constrained rationality” view of
consumers
• The most powerful element in
advertising is the truth (Bernbach)
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
Fame
• The model du jour
• Robustly underpinned by IPA data
• And is good creative awards fodder
• But challenges with maintaining it
and sustaining the role of strategy
• “Mental Availability” is perhaps the
future here
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
Fellowship
• Connecting with each other is a
fundamental human need
• It’s at the heart of many service
brands
• It’s perhaps the most obviously
interesting from a media perspective
• Advocacy, herding, network
effects…
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards
Butchering Byron
Butchering Byron
Old
model
Positioning Differentiation Message
comprehension
Persuasion Rational involved
viewers
Loyals/ loyalty Involvement Targeted
New
model
Salience Distinctiveness Emotional
response and
notice
Refreshing
and building
memory
structures
Emotional
distracted
viewers
Switchers/
penetration
Heuristics Sophisticated
mass
Source: Byron Sharp How Brands Grow
1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards
1. Archetypes
2. Own one word (The law of focus)
https://c2.staticflickr.com/4/3378/3571282950_aa1d231d6f_b.jpg
3. Leadbeater system/empathy
4. Challenger
Lighthouses, pirates, big fish eaters…
5. Disrupt
6. Leadership
7. If you can’t be first in category, invent a new category
8. Taxis and trains
9. It only works if it all works v.1
10. It only works if it all works v.2
11. Advocacy
12. Personalisation
Big data, programmatic, small data…
13. Low involvement processing
Be human.
THANK YOU

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'Brand building: the different approaches' by Open Strategy & VCCP

  • 1. #1 Brand building: the different approaches
  • 2. Your Manuscript Is Good and Original, But What is Original Is Not Good; What Is Good Is Not Original
  • 3. • Binet and Field, Marketing in the Era of Accountability, The Long and the Short of It • Feldwick, The Art of Humbug, What is Brand Equity Anyway? • Sharp, How Brands Grow Vols 1 + 2 • Ries and Trout, The 22 Immutable Laws of Marketing • Martin Weigel blog • London Strategy Unit on Slideshare • Admap
  • 4. #1 Brand building: the different approaches
  • 5. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  • 6. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  • 8. The Plato worldview Brands have a reality independent of us They have personalities Our job is to grasp and express them
  • 9. The Aristotle worldview Brands are the emergent reality from a range of assets They help people do things Our job is to protect and build them
  • 10. The Wittgenstein worldview Brands are a language game They are things for us to talk about Our job is to avoid private language
  • 11. A brand is a collective fiction that allows shortcuts in decision-making
  • 12. For real people… …that’s useful because the world is full of stuff …and of course most of our decision-making is about each other
  • 13. For organisations… that’s useful because it reduces the unit cost to acquire and serve valued users …but let’s think about users more widely
  • 14. How do we manage segmentation/ personalisation and fragmentation? Are we talking about comms or something bigger? How deep into the experience does decision-making pushes our responsibility? How do we tackle the internal + partnership deficit? If that definition is broadly right…
  • 15. What’s your approach? The Plato approach Ad folk get brands and beauty Selling happens elsewhere Serving customers is boring The Aristotle approach Total brand experience Like getting hands dirty Serving customers is key The Wittgenstein approach Brands are culture We become part of the world We create a shared world
  • 16. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  • 17. 1. Selling 2. Seduction 3. Fame 4. Fellowship Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  • 18. Selling • The historically dominant model • Still alive and well (see Facebook, Millward Brown) • USPs • Consumers as rational decision-makers • AIDA, DAGMAR models of advertising Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  • 19. Seduction • More varied than it sounds: persuasion, charming, wooing • Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art (Bernbach) • A “constrained rationality” view of consumers • The most powerful element in advertising is the truth (Bernbach) Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  • 20. Fame • The model du jour • Robustly underpinned by IPA data • And is good creative awards fodder • But challenges with maintaining it and sustaining the role of strategy • “Mental Availability” is perhaps the future here Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  • 21. Fellowship • Connecting with each other is a fundamental human need • It’s at the heart of many service brands • It’s perhaps the most obviously interesting from a media perspective • Advocacy, herding, network effects… Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  • 22. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  • 24. Butchering Byron Old model Positioning Differentiation Message comprehension Persuasion Rational involved viewers Loyals/ loyalty Involvement Targeted New model Salience Distinctiveness Emotional response and notice Refreshing and building memory structures Emotional distracted viewers Switchers/ penetration Heuristics Sophisticated mass Source: Byron Sharp How Brands Grow
  • 25. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  • 27. 2. Own one word (The law of focus) https://c2.staticflickr.com/4/3378/3571282950_aa1d231d6f_b.jpg
  • 32. 7. If you can’t be first in category, invent a new category
  • 33. 8. Taxis and trains
  • 34. 9. It only works if it all works v.1
  • 35. 10. It only works if it all works v.2
  • 37. 12. Personalisation Big data, programmatic, small data…
  • 38. 13. Low involvement processing