Brief history of branding!

50’s – USP(Unique Selling Proposition)

The physical product, rather than the brand, was the core differential.

These days, a USP can hardly be claimed by any product. Nothing's really unique anymore.

60’s – ESP(Emotional Selling Proposition)

Similar brands perceived as different because of an emotional attachment

Consumers tend to drink the label.

80’s – OSP(Organization Selling Proposition)

The corporation behind the brand becomes the brand

90’s – BSP(Brand Selling Proposition)

The brand is stronger than the physical dimension of the product.

2000 – MSP(Me Selling Propositions)

Consumers taking ownership of the brands

Custom Fit Blue Jeans Custom ShoesPersonalized Labels

The Future – HBP(Holistic Buying Proposition)

Taste

Sound Sight

Touch

Smell

Branding is about forming an emotional attachment between brand and consumer

Holistic BrandA complete multi-sensory brand is greater than the sum of the parts.

vision

2

sound

+ 2

smell

+ 2

taste

+ 2

touch

+ 2

= 20

Holistic Brand

Holistic Brand

We are not in the coffee business serving people, but in the people business serving coffee.

Howard Schultz, pioneer and Chairman of Starbucks

Starbucks' sensory uniqueness is far less associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo.

Visual

Unique logo on building, cups, and bags

Visual Auditory

Uniform and customer approach

Visual Auditory Touch

Interior aesthetics (sofa, colors, wall paper, music)

Smell Taste

Distinct aroma of freshly ground coffee

A Brand is a Belief System*

* Patrick Hanlon, Primal Branding