Irresistible brands
Considerazioni sull'attrattività del brand e
su come costruire brand irresistibili
Grazia Grassi - Account Director
Brand & communication Practice Lead
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
© TNS
Truly irresistible global brands
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
3
© TNS
Irresistible brands align with layers of needs
Emotive needs at the core drive consumer choice
Consumer
needs
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
5
© TNS
© TNS
Irresistibility increases brand usage
Relationship between brand irresistibility and usage
400
Brand usage
300
200
100
0
0
50
60
70
80
90
Brand
IQ
Brand
usage index
100
347
90
273
80
214
70
170
60
133
50
104
40
82
30
65
20
51
10
40
0
31
Irresistible
advantage
Potentially
irresistible
100
Brand IQ
Potential irresistibility
Irresistible advantage
Source: NeedScope database of 1,000+ brands from 2011
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
8
IQ: measuring brand irresistibility
Distribution of brands’ maximum IQ
59
All brands
20
Frequency %
15
10
5
0
5
15
25
35
45
55
65
75
85
95
Brand IQ
Source: NeedScope database of 1,000+ brands from 2011
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
9
© TNS
Hygiene factors for irresistible brands
Hygiene
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
11
Bringing the magnetism to irresistible brands
Magnetism
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
12
Apps for brand cohesion
Cohesion
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
13
© TNS
Know-how: credentials and expertise
Gives a brand right to play in the category.
Different categories demand different know-how.
Long-term investment
Expert endorsement
Break-through technology
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
15
© TNS
Momentum: brand vitality
Never standing still.
Continual evolution and innovation – developing and refreshing.
Responding to change and driving change.
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
17
How does your brand rate on the hygiene apps?
Hygiene
Credentials and expertise
Recognisable difference
Emotive linkage
Brand vitality
Brand meaning and purpose
Touchpoint consistency
Language of emotion
Cohesive brand architecture
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
18
The magnetism apps
Magnetism
Credentials and expertise
Recognisable difference
Emotive linkage
Brand vitality
Brand meaning and purpose
Touchpoint consistency
Language of emotion
Cohesive brand architecture
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
19
© TNS
Differentiation: recognisable difference
Relevant to consumer needs.
Permeates every level of the brand.
Differentiation takes courage.
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
21
Leading Brands don’t compete directly, but focus
apart
Ca
ref
Dyn
ree
am
ic
N°1 Mexico
N°1 USA
N°2 Spain
N°1 France
N°1 Spain
N°2 France
ly
As
Fr
ive
N°2 Mexico
N°2 China
N°2 USA
Ca
rin
g
N°1 China
Co
e
mp
ten
t
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
22
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
Emotion: brand meaning and purpose
Operate beyond the tangible.
Tap universal emotions using archetypes.
Makes consumer choice easy.
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
24
© TNS
Symbolism: language of emotion
Communicates with the intuitive brain.
Language of symbols and associations.
Pervades every element of the brand.
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
26
Symbolism: language of emotion
Ca
ref
ree
Dyn
am
ic
ly
As
Fr
ive
Ca
rin
g
Co
e
mp
ten
t
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
27
How does your brand rate on the magnetism apps?
Magnetism
Credentials and expertise
Recognisable difference
Emotive linkage
Brand vitality
Brand meaning and purpose
Touchpoint consistency
Language of emotion
Cohesive brand architecture
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
28
The cohesion apps?
Cohesion
Credentials and expertise
Recognisable difference
Emotive linkage
Brand vitality
Brand meaning and purpose
Touchpoint consistency
Language of emotion
Cohesive brand architecture
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
29
© TNS
Nexus: emotive linkage
Interconnects every layer of the brand.
Holds the brand together.
Kind, gentle
Easy going
Uncomplicated
For everyone
For sensitive skin
Mild, gentle
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
31
© TNS
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.
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
33
© TNS
Unity: cohesive brand architecture
Whatever the structure, brand family must be united.
Provides a platform for sound innovation.
Requires discipline and management.
Strong Unity
Weak Unity
ref
ree
D yn
am
ic
Variant 1
Share 80%
Variant 3
Share 5%
Masterbrand
Variant 2
Share
12%
Ca
rin
g
A ssertive
F riendly
Ca
Variant 4
Share 3%
C om
pe
ten
t
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
35
How does your brand rate on the Cohesion apps?
Cohesion
Credentials and expertise
Recognisable difference
Emotive linkage
Brand vitality
Brand meaning and purpose
Touchpoint consistency
Language of emotion
Cohesive brand architecture
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
36
Apps provide a framework to build irresistible brands
Credentials and expertise
Recognisable difference
Emotive linkage
Brand vitality
Brand meaning and purpose
Touchpoint consistency
Language of emotion
Cohesive brand architecture
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
37
Irresistible brands don’t happen by accident
Disciplined approach
Powerful understanding of needs
Competitive brand understanding
Route to maximise opportunities
Ongoing management
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
38
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
39
Grazie
Grazia Grassi
Account Director
Brand & Communication Practice Lead
[email protected]
Webinar TNS: Irresistible Brands – 13 Marzo 2014
© TNS
40