branding strategy

CUOA Business School

BUSINESS STRATEGY AND MARKETING MANAGEMENTShort International Programs in cooperation with IBS - Saõ Paulo (Brazil) – Summer Edition 2016

Course Title: Branding Strategy : Lifestyle Brands

18-19/07/2016

Lecturer Petra Schrott - @petraschrott

#mycuoaCUOA Business School - All right reserved

Marketing Consultant & Professor.

My expertise are in: Marketing Strategy,Product Marketing and Digital marketing.Worked for: Consumer goods,Cosmetics, Apparel & Fashion (fashionaccessories), Small Domestic Appliances,Travel & Tourism.In love with Branding and Social Media.Founder of Marketing Blogger:AgataMarketing.

I am Petra Schrott

I love to travel, to ski, and to run. Ilove Brazilian Music, Sushi, and I am aMeditattion Student.My loved brands are:Mini, Apple and SodaStream!

I am half a creative person and half aanalytical one.


What we will do today

Value Brands Map

Cult Brands

The rules of Cult Brands

Brand Archetypes

Preminisation and SodaStream

Brief on Project Work OYBO


Value Brands MapA new map of “symbol-intensive brand”categories (brands that represent certain qualitiesor meanings to the consumer rather than justfunctional values)

The axis of our map are the “scope” of a brandi.e. the number of market segments it serves (e.g.price, gender, age, product categories, context ofuse) and the type of benefit it delivers such asfunctional (e.g. usefulness, durability); emotionalbenefits i.e. the ability to stimulate emotionalresponses in consumers.

Within this map, we charted five main categoriesthat symbol-intensive brands fall into, plus anoutlier category where the possibility of failure byfad is strongest..


• Our first category is “Authority Brands,” brands thattypically fall within a narrow market segment and generallyauto-directed emotional responses, making people feel acertain way. They are often based on technology patents orprocesses or highly distinctive styles, for example Illy;BlackBerry;. Often this category is the starting point forbrands that become iconic and which gradually extend intonew product segments,

• The second category of symbol-rich brands are “SolutionBrands,” the territory that most well-known brands occupy.Like authority brands, these often make people feel a certainway, but unlike them, they cover a wide range of consumersegments. Often, these brands were formally authoritybrands that started as highly respected products in adefined area, for example Microsoft Honda, and Mattel

Value Brands Map


Our third category is “Icon Brands.“

These brands carry with them powerful universal values orstories that are instantly recognizable. They prompt hetero-directed responses, making people perceive they have“become” something more than their usual status.

Most have transcended fashion. For example Chanel, Bulgarior Tiffany. They have often travelled from the position of“authority brand,” gradually extending their reach beyond a veryexclusive audience.

At the height of an Icon Brand’s success, it will share deepvalues that go beyond age and geographical boundaries. Butthis is also a weakness because in society, values can change.

Usually change is slow and a brand can keep in sync. When it isdeep and fast an Icon brand can fall from grace. This can alsohappen if an Icon Brand does not stick to its core values. Forexample, Gap suffered when it left its “American classic”positioning.

Value Brands Map


Finally the last category is “Lifestyle Brands,” those thattruly represent the word by associating themselvesfirmly with a particular way of life.They deliver strong social benefits through which aconsumer will be able to subconsciously answer thequestion, “when I buy this brand, the type of people Irelate to are…” they create a sense of belonging ordisrupt the status quo.Nike aligns people who want to push their limits. Club Medconnects those who wish to communicate; The Body Shop,those who value nature.A lifestyle brand will almost always originally connect withyoung consumers and represent change.

Brands such as Apple, Virgin and Nike initially grew froma youthful community before convincing more people thatadopting them would amplify their personal ethos or identity.

Value Brands Map


The fourth category on our map are “Cult Brands,” thosethat are orientated toward symbolic excellence.They are usually specialists tied to a single customersegment or product category. They often deliver “social”benefits making people feel part of a group; think bikers,golfers, musicians.Harley-Davidson is of course a classic example. Aproduct that is not necessarily the most advanced, butencapsulates the spirit of the open road.

Value Brands Map


The 7 Rules ofCult Brands

Photograph by: Oliver Fluck


Welcome to the World of Cult Brands


What defines a Cult Brand?


Cult Brands understand that their brands belong to the customers, and only the customer’s voice counts.

Cult Brands embrace their customers by anticipating their basic and higher needs.


As a consequence, Cult Brandsachieve a level of customer loyalty unprecedented in traditional business.

Cult Brands are perceived as being the high-value option within their industry. They are often the standard that their competitors are judged against.


What are the benefits of becoming a Cult Brand?


Cult Brands tend to command premium prices, which has an obvious positive impact on profitability.


Cult Brands attract new customers at a higher rate than their competitors, and they keep those customers for a longer period of time.


Customers tend to do more business with greater frequency with Cult Brands, and they enthusiastically recommend the brand to their family and friends.


Cult Brands enjoy extreme consumer enthusiasm. This enthusiasm is not tied to a specific product or product line, but instead tends to extend to the entire organization, including their iconography and messaging.


How does your business become a Cult Brand?

the Seven Rules of Cult Brands. These rules are the fundamental tenets that all Cult Brands consciously or instinctively follow as they do business.


These Seven Rules of Cult Brands provide a framework for attracting loyal customers, differentiating your brand, and growing your business.


Rule #1 DifferentiateConsumers want to be part of a group that’s different.


Rule #2 Be CourageousCult Brand inventors show daring and determination.


Rule #3 Promote a LifestyleCult Brands sell experiences.


Rule #4 Listen to your CustomersCult Brands know the wants and needs of their customers, creating lifelong evangelists.


Rule #5 Support Customer CommunitiesCult Brands know how foster social groups.


Rule #6 Be Open, Inviting and Inclusive

Cult Brands make you feel like you belong.


Rule #7 Promote Personal Freedom

Cult Brands are empowering and expansive.


Integrating the Seven Rules of Cult Brands into your business approach expands the number of ways you can connect with your best customers.


Brand Archetypes


2013

SodaStream &Camparipresent

SodaStreamSourceAperolSpritz


How you get from mass to lifestyle brand

Soda

Stre

amPremium Product Design

Use a luxury communication code –Brand ambassador

Associate with Premium Brands

Act and be where Premium brands are


Premium Product Design


Salone del Mobile Design


Brand Ambassador


Co-Branding


Co-Branding Events French Connection


Window Dressing

CUOA Business School

Petra Schrott @petraschrottwww.agatamarketing.com

Grazie