1. Branding
–
It’s
an
Emo1onal
Business
Prepared by
Matt Millard
Tuesday, June 11, 2013

2. Vietnam
Indonesia
India
China
Hong
Kong
Philippines
Singapore
3
billion
customers
We now have the privilege of representing
Starting 10 years ago in HCMC & HK
we’ve expanded to...

3. The
Art
and
Science
of
Branding
Branding
is
about
using
crea5vity
and
design
to
bring
brands
to
life..
…informed
by
psychology
and
logic
and
executed
through
strategy
and
process.
The
most
effec7ve
branding
establishes
a
strong
emo7onal
connec7on
to
the
customer.
Today’s
talks
will
show
how
and
why
this
is
true.

4. At
Cimigo…
And
for
very
good
reason…
Pu=ng
the
Consumer
at
the
Heart
of
the
Process
we
put
the
consumer.
at
the
centre
of
everything
we
do

5. WHAT
is
a
brand?

6. FIRST
A
brand
is
not
a
logo.

7. SECOND
A
brand
is
not
an
iden1ty.

8. FINALLY
A
brand
is
not
a
product.

9. So
what
exactly
is
a
brand?

10. A
BRAND
IS
A
CONSUMER’S
EMOTIONAL
CONNECTION
TO
A
PRODUCT,
SERVICE,
OR
ORGANIZATION.
Brands
exist
in
the
minds
and
hearts
of
our
consumers.

11. SO
IT’S
NOT
WHAT
YOU
SAY
IT
IS.

12. IT’S
WHAT
SHE SAYS
IT
IS.
It
is
the
many
images,
feelings,
beliefs,
and
associa7ons
she
has
that
come
together
to
make
up
her
percep1on
of
the
brand.

13. "A
brand
is
a
living
en7ty
-­‐
and
it
is
enriched
or
undermined
cumula7vely
over
7me,
the
product
of
a
thousand
small
gestures.”
Michael
Eisner,
CEO

14. BRANDING
is
YOUR
way
of
influencing
THEIR
percep1on.
 Managing
the
signals
that
evoke
the
emo7ons
and
drive
the
percep7ons
of
a
brand
 The
percep7on
can
be
controlled
by
the
owner
of
the
brand,
but
beware,
the
percep7on
can
also
be
controlled
by
many
external
influences,
par7cularly
in
today’s
networked
world.
 A
brand
percep7on
is
built
over
7me.
It
is
craXed,
nurtured
and
communicated
by
brand
builders.
 Like
me.
And
you.

15. "Like
human
beings,
all
brands
are
born
equal.
The
trick
is
to
prove
one
isn’t.
Branding
is
the
art
and
science
of
iden7fying
and
fulfilling
human
physical
and
emo7onal
needs
by
capturing
aen7on,
imagina7on
and
emo7on
long
enough
to
make
money
from
it.”
Idris
Mootee

16. Product
vs.
Brand
A
product
is
built
in
a
factory.
A
product
is
an
object
/
bundle
of
func7onal
aributes.
A
product
is
sold
by
a
merchant.
A
product
is
easily
copied
by
a
compe7tor.
A
product
is
quickly
outdated.
Products
are
commodi7es.
A
brand
is
built
of
trust
and
rela7onships.
A
brand
is
a
personality.
A
brand
is
bought
by
a
consumer.
A
brand
is
unique.
A
great
brand
is
7meless.
Brands
have
value

17. vs.
A cup of coffee
A Starbucks

18. vs.
A computer
An i-Mac

19. vs.
A car
A BMW

20. vs.
A glass of soda
A Coca Cola

21. Which
Means
Brands
Have
VALUE
 BRAND
EQUITY
is
the
value
that
the
marketplace
is
prepared
to
pay
for
a
business
aXer
the
value
of
it’s
hard
assets
has
been
deducted.
 Brand
equity
is
key
because
it
means
that
consumers
will
pay
more,
choose
more
easily,
buy
more
oWen
 Consumers
will
switch
brands
less
if
they
understand
and
believe
in
the
brand.

23. How
does
“branding”
work?

24. Products
give
us
choice
(and
way
too
much
of
it)
Brands
help
us
choose

25. It’s
SCIENCE
-­‐
we
are
built
to
only
no1ce
what’s
different

26. Brands
add
FUN
and
INTEREST
and
provide
ASPIRATIONS
and
DREAMS.
They
are
FANTASY,
ESCAPISM,
a
link
to
another
world..

27. Brands
sa1sfy
our
need
to
belong
to
something
larger
than
ourselves
-­‐
a
sense
of
community
and
tribe…

28. …but
at
the
same
7me
they
help
us
express
our
individuality

29. The
ART
of
branding
is
using
crea7vity
to
connect
to
people’s
hearts
and
emo7ons

30. Here
comes
the
SCIENCE!

31. Here
comes
the
SCIENCE!
System 1 – The Limbic System System 2
Unconscious reasoning Conscious reasoning
Judgments based on intuition Judgments based on critical examination
Processes information quickly Processes information slowly
Hypothetical reasoning Logical reasoning
Large capacity Small capacity
Prominent in animals and humans Prominent only in humans
Unrelated to working memory Related to working memory
Operates effortlessly and automatically Operates with effort and control
Unintentional thinking Intentional thinking
Influenced by experiences, emotions, and
memories
Influenced by facts, logic, and evidence
Can be overridden by System 2 Used when System 1 fails to form a logical/
acceptable conclusion
Prominent since human origins Developed over time
Includes recognition, perception, orientation, etc. Includes rule following, comparisons, weighing of
options, etc.
System 2 equivalent
computing power 50
Bits/sec
System 1
equivalent
computing power
11MILLION Bits/
sec

32. The
conscious
ra7onal
brain
isn’t
the
Oval
Office;
it
isn’t
there
making
execu7ve
decisions
in
our
minds.
It’s
actually
the
press
office
issuing
explana7ons
for
ac7ons
we’ve
already
taken.
–
Rory
Sutherland,
UK
Group
Vice
Chairman,
Ogilvy

33. “We
think
much
less
than
we
think
we
think”

34. Emo1on
and
Memory
are
not
just
Interlinked
–
together,
they
ARE
the
brand
“A
man
always
buys
something
for
two
reasons
–
A
good
reason,
and
the
real
reason”.
JP
Morgan

36. HOW
to
build
emo7on
into
brands

37. The
best
brands
of
all
“jam”
with
their
consumers
to
invent
and
imagine
ideas
designed
for
the
future…

38. Good
brands
know
how
important
it
is
to
put
yourself
in
the
shoes
of
the
consumer!

39. ! A feeling of understanding
! A Ha!
! A revelation
! Inspiration for ideas
! A platform for brand
strategy and positioning
A penetrating discovery
about the consumer
that has the potential
to unlock growth
The Consumer Insight Is Key

40. Informa1on
or
Insight?
• Beer is mainly consumed by young males
• People don’t buy computers because they are too expensive
• Mothers need to demonstrate their love for their family
• Consumers want value for money and good promotions
INSIGHT!
Begins with the word ‘need’
Goes deep and is driven by emotion
Is actionable and relevant

41. The
Power
of
Insight
-­‐
Starbucks
Background
• Starbucks
sold
just
coffee
beans
• Coffee
was
a
commodity
Insight
• In
a
world
that
is
hec7c
and
stressful,
consumers
need
an
opportunity
to
relax
and
have
a
break
How
did
Starbucks
apply
this
Insight?
• Saw
an
unfulfilled
opportunity
to
create
a
chain
of
coffee
bars
which
offered
a
place
to
relax
and
re-­‐charge.
• Starbucks
are
not
in
the
coffee
business,
they
are
in
the
TIME
business
–
and
they
carved
a
massive
share
of
the
market
before
any
compe7tor
could
catch
up
with
them.

42. ‘The
Third
Place’
’20
minutes
just
for
me
–
because
I
deserve
it.’
• The
core
of
Starbucks
product
offer
is
of
course
the
coffee,
food,
coffee-­‐related
accessories
• But
other
secondary
products
and
the
touchpoints
augment
the
no7on
of
Starbucks
as
a
third
place:
– Music,
board
games,
– Store
environment,
signage,
furnishings,
smells,
sounds,
the
way
they
name
their
coffee
all
contribute
to
the
brand
percep7on
– Delivering
comfort,
relaxa7on,
familiarity,
exclusivity,
and
all
of
the
other
things
that
you
look
for
in
your
preferred
hang
out
spot.
Each
of
these
touchpoints
and
experiences
help
define
the
posi7oning
for
the
brand
and
is
ul7mately
part
of
their
messaging
strategy

43. The
essence
of
a
brand
comprises
of
3
simple
components,
but
the
rela1ve
importance
of
each
changes
over
1me
Compara1ve
Ra1onal
Emo1onal
What
the
brand
does
for
consumers
How
the
brand
makes
consumers
feel
How
the
brand
does
it
differently

44. The
essence
of
a
brand
comprises
of
3
simple
components
Compara1ve
Ra1onal
Emo1onal
What
the
brand
does
for
consumers
How
the
brand
makes
consumers
feel
How
the
brand
does
it
differently

45. The
task
of
the
adver7ser
is
to:
create
compelling
messages
which
build
and
reinforce
the
emo1onal
connec1on
between
consumer
and
brand
through
crea1vity,
strategy
and
targeted
delivery,
across
many
different
‘touchpoints’

48. Great
Emo1onal
Brand
Communica1ons:
 Are
grounded
in
consumer
insight
and
connected
to
emo7onal
responses
 Are
crea1ve
and
differen1ated
–
what
we
say,
how
we
say
it,
what
channels
we
use
 Have
a
strong
idea
that
can
work
across
7me
and
channels
 Are
simple,
and
tell
a
great
story
 Have
impact
–
they
get
no7ced
 Are
credible

49. If
you
focus
on
building
emo7onal
connec7ons
based
on
strong
insights
Consumers
will
LOVE
your
brands…