Flip your customer

the B RD

The missing link between branding and profit.

Historically a filter

Leading to a singular brand promise

Assuring consistent quality

The branding process

What was branding?

1 Dimensional, Simple, Rational

A promiseA promise keptTrust mark

Branding today

It’s multi-dimensional

It’s your product’s soul, character – it’s essence

It’s more than a promise

Branding today

Brands are about meaning and experiences.

Clients want/need measurement and accountability.

They need to link branding to future profitability.

Branding today

Source: Millard Brown

When Ford bought Jaguar, the physical assets of the company represented only 16% of the value.

On average, intangible assets of the world’s top companies represent 70% of their market value.

Increased Margin. Increased Market Share.

Branding today

Macro brand -- its essence/soul

Brand Relationship Drivers (B.R.Ds)

Why I [the consumer] purchase your product

Two layers to branding today

Branding todaySegment by BRD

Support team/cause

That’s a damn good shoe

I want to be like famous athletes

B.R.D. Mapping

Define the core brand ideas, beliefs and personality.

Link to the rational and irrational reasons consumers choose you

Like a chameleon -- same animal but it changes to match its surroundings.

B.R.D. Mapping - Quantitative

Did we identify the essence properly?

Are the B.R.D.(s) real?

Are they segmentable?

Are the segments worth targeting?

Will talking to one alienate another?

What did he say?

Brands are more than just a promise,

they are a complex, multifaceted beings.

People form relationships to brands…

but not always for the same reason.

B.R.D. Mapping seeks to unearth relationship drivers,

and link them to purchase.

Flip your customer

the B RD

The missing link between branding and profit.