Building Irresistible Brands - Part 2
Creating Brand Cohesion
Irresistible brands are rare but do
share common qualities that marketers
can manage
Learn what it takes to become irresistible:
Eight common qualities of irresistible brands
Hygiene
Magnetism
Know-how
Differentiation
Nexus
Credentials and expertise
Recognisable difference
Emotive linkage
Momentum
Emotion
Alignment
Brand vitality
Brand meaning and purpose
Touchpoint consistence
Symbolism
Unity
Language of emotion
Cohesive brand architecture
Cohesion
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Building Irresistible Brands
Our Point-of-View
1.
Irresistible brands have a tight Nexus
2.
All touchpoints are Aligned
3.
They have a Unified brand architecture
Where does a brand exist?
6
Reklame
A myriad of different touchpoints that all influence a brand’s position
Betalt
Eid
Fortjent
Forbrukertester
Produkterfaringer
Hjemmeside
It is definitely about the whole package
Merkevarepåvirkning
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53
32
3
Produkterfaring
TV-reklame
Egen kommunikasjon
Tredjepartskommunikasjon
Alignment: consistency across touchpoints
•
Ensures look, message and emotion are in accord.
•
Touchpoints have consistent look, feel and image and evoke the same emotion.
•
Maximises marketing spend.
•
More difficult with increasing today´s multitude of touchpoints.
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Consistency through an archetypal expression
Alignment #1 MINI
Alignment #2 Vikaterassen
Alignment #3 DNT in SoMe
Mis-alignment #1 BDO and Petter Northug
Move #1 Norrlands Guld and Victoria Silvstedt
Move #2 Eger and Therese Johaug (2011)
Move #3 Chess Tour de France (2012)
Alexander Solberg |
I do market stuff @chessmobil | #GjørDinGreie med lave
priser, så blir alt mer moro;) 😎✌️
Move #4 Launch of SpareBank 1’s Mobile banking app (2010)
The balance between strategic and tactical needs
Strategic
need
Build a relevant,
differentiated and
consistent brand
position to ensure
competitiveness in the
future
Build awareness,
promote and sell
products
Tactical
need
Target, guardrails, roadside ditches and offroad
ROADSIDE DITCH
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Photographic style – on target
Imagery is always expressing intense, bright and
happy emotions, by use of colors, patterns, sunlight,
face and body expressions, added graphics et c.
Imagery is always lively, never static. Symmetric or
repetitive structures can only be used with contrasting
elements creating an effeect, playing with this structure.
Swirling, organic movements and metaphors express
unpredictability, allowableness and possibilities
A sense of play by using contrasting and unexpected
combinations of shapes, colors and subjects. Breaking
rules just for fun, such as children behaving like adults,
adults behaving like children, animals behaving like
humans and humans behaving like animals.
Maximisation of all ingredients creating such as color,
forms, subjects and feelings for an extroverted visual
indulgence
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Photographic style – BEWARE!
Avoid imagery depicting everyday situations without
contrasting, unusual or surprising ingredients
Avoid imagery that is too structured, sorted, controlled
Avoid imagery not expressing joyous and lively
emotions
Avoid imagery being too static by symmetry and/or
horizontal structure without any contrasting elements
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Photographic style – BEWARE!
Avoid confronting imagery portraying a tough attitude
without expression of happiness
Avoid imagery referring to competition and winners.
All should be about play and treats
Avoid imagery with dark or black elements, referring
to danger, dark nightlife, adulthood, seriosity
Avoid imagery making fun of weaknesses
Avoid elements creating a distance and disturbing
such as sun glasses, being turned away, hindering
objects
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Step 1 – Know your archetype
Yellow stirs up a lust for life and all things wonderful
It beckons the spirit to soar and dance in celebration of life
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Evoking YELLOW at every touchpoint
YELLOW brand logos
 Unrestricted
 Child-like
 Exploding
 Touch of glitz
 Lively
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YELLOW packaging
 Vibrant
 Curvaceous
 Multi-coloured
 Indulgent
 Novelty
 Enticing
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YELLOW product design cues
 Eye-catching colour
 Wow factor
 Engaging
 Tactile
 Playful
 Rounded
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YELLOW retail cues
 Plentiful
 Bright lighting
 An experience
 Inviting
 Bustling
 Creative
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YELLOW digital cues
 Animated
 Light-hearted
 Surprising
 Game-like
 Free-flowing
 Visually exciting
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Fun YELLOW communications
 Uncomplicated
 Cartoon-like
 Simple visuals
 Accessible
 Bright
 Humorous
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Lively YELLOW communications
 Colourful
 Energetic
 Explosive
 Alive
 Fantastical
 Visual frenzy
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Step 3 – Brand book