product development (brand identity profile) case study part 3 d
DESCRIPTION
Brand Identity ProfileTRANSCRIPT
part 3D of 7 part Case Study
1 Product development
Luxury brand Case Study
2
Notes
3
November 2012
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
Bruce Eckman
Luxury Brand
Business
Development
Case Study Part 3 D
www.maxruckman.com
4
5 Brand visualization
door hardware communications
Brand
Visual
Assessment
6 Door Hardware communication
object as
artifact was a
predominant
metaphor
7 Door Hardware communication
brand narratives emphasize history of
craftsmanship, expert technique,
historical accuracy
8 Door Hardware communication
some brands
relied on
transparent
reading of the
object-as-
functional-
product
9 Door Hardware communication
the question asked at the time was whether the realism of the
latter brand visuals symbolically negated the verbal claims?
10 Door Hardware communication
11 Elements of the brand stories
12 Elements of the brand stories
13 Elements of the brand stories
history, innovative techniques and timeless design are prominent sources of quality and authenticity
14 Elements of the brand stories
15 Elements of the brand stories
many of the brands' names evoke family names, presumably the source of tradition...
16 Elements of the brand stories
17 Elements of the brand stories
18 Elements of the brand stories
brands who claim broader symbolic grounds tend to do so
verbally rather than visually
19 Elements of the brand stories
they are names which have little meaning other than what we give them
20 Elements of the brand stories
21 Elements of the brand stories
22 Kitchen and bath hardware general observations
23 Kitchen and bath hardware general observations
there is very little attempt to communicate brand values figuratively
or metaphorically (relying instead on explicit verbiage)
24 Kitchen and bath hardware general observations
why are the faucets so pristine, gleaming, polished and complete? because of their situation in baths and kitchens (symbolically dirty places?)
why are symbols of strength, craftsmanship,
art, nature, so downplayed?
25
process review
Brand
identity
profile
Brand identity profile (BIP) Overview
26 Brand identity profile (BIP) Overview
27 Brand identity profile (BIP) Overview
28 Brand identity profile (BIP) Overview
brand identity profile model elements
brand essence
core identity
extended identity value proposition
relationship
29 Brand identity profile (BIP) Overview
typically, a brand's strategic identity will require 6-12 dimensions in order to adequately describe what the brand is aspiring to be strategically, i.e., the strategic brand identity
such a large set of dimensions is unwieldy so it’s better to separate these into core identity dimensions
and extended identity dimensions
30 Brand identity profile (BIP) Overview
31
Core identity
Brand identity profile (BIP) Overview
32
Core identity
Brand identity profile (BIP) Overview
33
Core identity
Brand identity profile (BIP) Overview
34
Core identity
Brand identity profile (BIP) Overview
35
Core identity
Brand identity profile (BIP) Overview
36
Core identity
Brand identity profile (BIP) Overview
37 Brand identity profile (BIP) Overview
the attributes that are
characterized as extended
identity dimensions support
the brand but are not
essential to its meaning
extended identity
38 Brand identity profile (BIP) Overview
often the core identity
statement is a very terse
description of the brand
and the terseness can
generate ambiguity
extended identity
39 Brand identity profile (BIP) Overview
extended identity
dimensions add texture and
completeness, clarity and
scale to the brand identity
extended identity
40 Brand identity profile (BIP) Overview
it’s principally from the
extended identity dimensions
that much of the band
personality is created. whereas
the cultural identity dimensions
need to be present and
reflected in everything that the
brand does and says, the
extended identity dimensions
can be deployed when needed
extended identity
brand symbols are part of
the brand‘s extended
identity dimensions
41 Brand identity profile (BIP) Overview
extended identity
the value proposition reflects
the values the brand offers and
prospects that are different from values offered by other
brands in the category
42 Brand identity profile (BIP) Overview
Value proposition
43
these values can be functional,
emotional or self-expressive
Brand identity profile (BIP) Overview
Value proposition
the functional benefits express what the
brand is...e.g., bmw: „the ultimate driving
machine„, banana republic: „casual luxury„
44 Brand identity profile (BIP) Overview
Value proposition
the emotional benefits of a brand relate to
its ability to make the buyer or user feel
something during the purchase process or
use experience... those "emotional points of
contact" that we always talk about
45 Brand identity profile (BIP) Overview
Value proposition
46 Brand identity profile (BIP) Overview
extremely strong brand identities almost
always include strong emotional benefits
Value proposition
47 Brand identity profile (BIP) Overview
Value proposition
the way someone feels safe” in a volvo
48 Brand identity profile (BIP) Overview
Value proposition
the way someone feels “important” when shopping at nordstrom
49 Brand identity profile (BIP) Overview
Value proposition
the way someone feels
rugged when wearing levis
50 Brand identity profile (BIP) Overview
Value proposition
the way one feels (in a sensory
memory way) the memories of
eating sun maid raisins as a kid
51 Brand identity profile (BIP) Overview
the third part of the value
proposition in what the pundits refer
to as self-exposures benefits
Value proposition
52 Brand identity profile (BIP) Overview
this benefit exists when the brand provides a vehicle by which the
brand user can proclaim a
particular self image
Value proposition
53 Brand identity profile (BIP) Overview
as you might expect, these tend to
be high ego-involvement brands
Value proposition
humvee
ralph lauren
banana republic (safely hip)
target (low cost, high style)
bmw
volvo
the self-expressive aspect of the value proposition is
not available to nor
necessary for every brand
54 Brand identity profile (BIP) Overview
Value proposition
55 Brand identity profile (BIP) Overview
strong brands create a sense of relationship with their customers
relationship
56 Brand identity profile (BIP) Overview
the relationship often resembles a personal relationship
relationship
like a friend (saturn)
a mentor (microsoft)
an adviser (your stockbroker)
a mother figure (betty crocker) a buddy
(bud-lite)
the importance of the relationship construct is to keep the brand on track with its virtual and verbal messages, its tone, its associations i.e.. most of those dimensions that get lumped together as brand personality
57 Brand identity profile (BIP) Overview
relationship
58 Brand identity profile (BIP) Overview
Brand essence
59 Brand identity profile (BIP) Overview
Brand essence
60 Brand identity profile (BIP) Overview
Brand essence
61 Brand identity profile (BIP) Overview
Brand essence
62 Brand identity profile (BIP) Overview
Brand essence
Brand essence
63 Brand identity profile (BIP) Overview
64 Brand identity profile (BIP) Overview
Brand essence
65 Brand identity profile (BIP) Overview
Brand essence
66 Brand identity profile (BIP) Overview
Brand essence
67 Brand identity profile (BIP) Overview
Brand essence
68 Brand identity profile (BIP) Overview
Brand essence
69
actual project parousia review
Research application,
brand identity profile
and preliminary
brand visualization
Brand identity profile (BIP)
70 Parousia project Brand identity
Core identity
authentic
tells the story clearly
71 Parousia project Brand identity
Core identity
authentic
evokes the history of craft, materials, style & function
72 Parousia project Brand identity
not about reproductions; honest
Core identity
authentic
73 Parousia project Brand identity
informing, endorsing & respecting the arbiter; helping the arbiter deliver the dream
Core identity
reliable partner
74 Parousia project Brand identity
accurate to the cultural reference, represents the craft; delivers world-class product, service
Core identity
driven by detail
75 Parousia project Brand identity
Core identity
stirs the imagination
delights the senses with the aesthetic of form, finish & function
delights the spirit by referencing the past to create something new, by the joy of discovering and owning sustainable style
76 Parousia project Brand identity
Core identity
stirs the imagination
77 Parousia project Brand identity
Core identity
stirs the imagination
promotes the brand experience
78 Parousia project Brand identity
enables home owners self expression -affirmation of authorship, creative
accomplishment; affirmation of the dream
extended identity
79 Parousia project Brand identity
delivers beautiful artifacts drawn from the culture
extended identity
commitment to design for the love of the craft
luxury: substantial, laden with symbolic & story meanings, sensual, indulgent
80 Parousia project Brand identity
extended identity
81 Parousia project Brand identity
Brand symbols
single source state-of-the-art performance that leads the market
82 Parousia project Brand identity
Value proposition
functional benefits
locks: best security
83 Parousia project Brand identity
faucet: ceramic valves, maintenance free
Value proposition
functional benefits
sensory pleasure in style, sound and feel of the products
84 Parousia project Brand identity
Emotional benefits
aesthetic pleasure in craftsmanship & material
85 Parousia project Brand identity
Self - expressive benefits
86
explorer
Parousia project Brand identity
relationship
storyteller
point of difference: the (brand) offers the most innovative, fashionable designs
Original Positioning Statement
87 positioning
target: for the luxury home builder and remodeler
frame of reference: desiring architecturally styled hardware
positioning
point of difference: offers history, craftsmanship and style to make the
homeowner‟s dream come true
Revised Positioning Statement
88 positioning
target: the interior designer wanting to offer a new perspective to his/her clients
frame of reference: parousia is the brand of residential door hardware and
faucets
positioning
Target Market
Frame of Reference
Point of Difference
The Whole Positioning Statement
Criteria 1
Size Is it as large as “identity” and “interest” will allow?
Size Would a reasonable share of this category be an attractive business?
Fact Based Can our product deliver it?
Cohesive Do all parts actively support each other?
Criteria 3
Interest Does this target definition make clear why they would want our point of difference?
Relevance a) Does this category
have a conscious in target life?
b) Is our point of difference important within the category?
Preemptive At realistic levels of support, can we own this point of difference in target’s mind?
Compelling Does it state a premise worth a purchase?
Criteria 2
Identity Would target recognize him/herself and care about being part of group?
Simplicity Would the target market understand what products ours would replace?
Desirable Is it wanted by target without further explanation?
Simplicity/Credibility Is it easy enough: a) To understand? b) To believe in (with the
proof we can offer)?
89 Positioning Critique
Target Market
Criteria 1
Size Is it as large as “identity” and “interest” will allow?
Criteria 3
Interest Does this target definition make clear why they would want our point of difference?
Criteria 2
Identity Would target recognize him/herself and care about being part of group?
Target to the interior designer who wants to offer a new perspective to his/her clients
90 Positioning Critique
Frame of Reference
Criteria 1
Size Would a reasonable share of this category be an attractive business?
Criteria 3
Relevance a) Does this
category have a conscious in target life?
b) Is our point of difference important within the category?
Criteria 2
Simplicity Would the target market understand what products ours would replace?
Frame of Reference the brand of residential HPP door hardware and faucets
91 Positioning Critique
Point of Difference
Criteria 1
Fact Based Can our product deliver it?
Criteria 3
Preemptive At realistic levels of support, can we own this point of difference in target’s mind?
Criteria 2
Desirable Is it wanted by target without further explanation?
Point of Difference offers history, craftsmansip and style to make the homeowner’s dream come true.
92 Positioning Critique
The Whole Positioning Statement
Criteria 1
Cohesive Do all parts actively support each other?
Criteria 3
Compelling Does it state a premise worth a purchase?
Criteria 2
Simplicity /Credibility Is it easy enough: a) To understand? b) To believe in (with
the proof we can offer)?
Point of Difference offers history, craftsmansip and style to make the homeowner’s dream come true.
Frame of Reference the brand of residential HPP door hardware and faucets
Target to the interior designer who wants to offer a new perspective to his/her clients
93 Positioning Critique
November 2012
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
Bruce Eckman
Luxury Brand
Business
Development
Case Study Part 3 D
www.maxruckman.com
94