brands should champion engaging difference june 2013

Brands Should Champion Engaging Difference

A Bit Like George Clooney

1

Brands that perform well illuminate the way; acting like a beacon

Beacon brands don’t aim for parity, they aim for distinction.

Beacon brands offer aspiration and leadership; they champion engaging difference

2

A beacon brand differentiates itself through behaviour- Even if the category is commoditised

3

Brands that behave differently also build and sustain their brand metrics more easily

Example brands Championing Engaging Difference

These are all beacon brands, operating in otherwise poorly differentiated sectors. Success allows them to charge a premium, as well as enjoy sales volume

success.

4

Waitrose: Qualities worth paying a little more forAn inherently engaging, distinctive and celebratory brand – using advertising that owns an idea

Waitrose also use a confident brand vocabulary that inspires clarity of understanding and

difference:

Ethical, locally sourced, sustainable, provenance,

essential.Net Promoter Scores March 2011 Source Kaizo

5

Example: Dove

Champion: Real Beauty

An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea

6

Example: O2

O2’s overt mobile network claim (we’re better connected) isn’t the central campaign story. Their campaigns champions behaviours

that differentiate the brand in other ways that better connect and improve their customers’ lives. O2 also invest in consistent and growing brand cues; they are design literate and use a clear and

distinct tone of voice.

An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea

7

Example: Doritos MariachiAn inherently engaging, distinctive and celebratory brand – using advertising that owns an idea

Champion: Bringing the party to the party

8

Even commoditised brands may differentiate themselves with the power of an engaging brand and a big idea, building market leadership

An Inherently engaging, distinctive and celebratory brand – using advertising that owns an idea

Champion: Live young

Example: Evian

9

How do beacon brands champion and celebrate difference within the UK car market?

Building a distinctive and engaging brand that people love

10

Example: Land RoverAn inherently engaging, distinctive and celebratory brand – using advertising that owns an idea

11

Example: Mini An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea

12

Example: PeugeotAn inherently engaging, distinctive and celebratory brand – using advertising that owns an idea

13

Brands are like celebrities, people love the ones famous for offering something special and relevantly different

Meet Andrew Lincoln

He’s an actor.

A bit like George Clooney.

But d o you love him as much as George?

Meet Tricia Goddard

She’s a talk show host.

A bit like Oprah Winfrey

But do you love her as much as Oprah?

What you love commands more attention and a higher

price(the benefit to relevant

difference)

– such as their belief, personality and performance

14

Brands people love vs. brands that settle for offering near parity

Brands that champion and celebrate difference create

brands that people love

Brands that offer near parity in rewards, benefits

or performance are indistinct and more

frequently suffer decline

Brands that people love are valued more; in sales, share

price and brand metrics

15

Recommendations: Build a distinctive brand that champions and celebrates difference

• Defy sector conventions

• Own a recognisable big idea

• Never settles for offering product parity• Make products and brand comparisons inherently unfair on the competition

• Help people to love what you champion and join in the celebration through purchase and ownership

16

.

.

.

..

.

.

.

.

.

.

.

. ..

.

.

.

..

. ..

.

..

..

.

.

.

.

.

.

Blog: http://www.brandtao.co.uk

17

BrandTaoThe way of brands