Download Powerpoint of lecture - McGill Mini-Biz

Earth™
Living in a Branded World
• The truth &
consequence
• Play-Doh
• Pen & piece of paper
6:50
6:55
7:00
7:10
7:15
7:20
7:35
“Neil”
•
•
•
•
•
•
•
•
•
Gender
Region
Income-level
Language (s)
Pet
Fashion-oriented
Sports fan / competitive
Tech-savvy / likes new
gadgets
Sociability
Insights
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
Earth™
Living in a Branded World
What am I doing here?
1.
2.
3.
The first 3 sessions were so
jam-packed with action that I
can’t stay away from MiniBiz.
I am really here for next
week’s lecture but wanted to
get my seat early.
I thought I was supposed to
vote here.
Lock in your answer...
1.
2.
3.
The first 3 sessions were so
jam-packed with action that I
can’t stay away from MiniBiz.
I am really here for next
week’s lecture but wanted to
get my seat early.
I thought I was supposed to
vote here.
What is this?
1. Batman symbol
2. An ink blot
3. 80s moustache
Lock in your vote
1. Batman symbol
2. An ink blot
3. 80s Moustache
0%
e
80
s
A
n
M
ou
st
in
k
ac
h
bl
o
bo
l
sy
m
at
m
an
B
0%
t
0%
r
Brands.
What are we talking about?
So, what is a brand?
“…name, term, or symbol
designed to identify and
differentiate the goods &
services of a seller from all
other sellers”
(American Marketing Association)
Red
Ronald
Golden Arches
Big Mac
Greasy
Kids
Fries
Caring
Hamburger
Clean
Fast food
So, there’s more to a brand.
“The awareness and the
associations in the
consumer’s mind.” (Keller)
1
2
3
4
Please make your selection...
Uncle Jim
Michael Phelps
Posterboy
Swimmer girl
Something else
0%
0%
se
el
ng
m
et
hi
So
Sw
im
m
er
g
y
ir l
0%
st
er
bo
he
lP
ae
ic
h
M
Po
m
Ji
le
nc
0%
lp
s
0%
U
1.
2.
3.
4.
5.
Cool insight
“A brand resides in the
consumer’s mind.”
(Keller)
Cool insight
“… associations give
meaning to the brand. ”
Cool insight
“What we think & feel
about a brand will be a
key determinant whether
or not we purchase it.”
Living in a Branded World
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
“pick up detergent”
1
2
3
Please make your selection...
1. Tide
2. GTC
3. Ultra Pine
0%
TC
Pi
ne
0%
U
ltr
a
G
Ti
de
0%
Saves Search Time
Signal of Quality / Reduces Risk
Symbols / Community
Comfort
Comfort
Identifies source / Responsiblity
1-800-567-5723
Kraft Canada Inc.
Don Mills, Ontario M3C 3J5
Kraftcanada.com
“KD was my favorite brand as a kid.”
0%
m
ill
ia
W
ng
La
D
Sh
at
ar
ne
au
G
ar
c
M
0%
ne
r
0%
K
1. Marc Garneau
2. William Shatner
3. KD Lang
“KD was my favorite brand as a kid.”
0%
m
ill
ia
W
ng
La
D
Sh
at
ar
ne
au
G
ar
c
M
0%
ne
r
0%
K
1. Marc Garneau
2. William Shatner
3. KD Lang
Nostalgia
Consumer Benefits
•
•
•
•
•
•
•
Saves time
Reduces risk
Signal of quality
Be part of a community
Responsibility
Comfort
Nostalgia
Source: The Brand Gap, Neumei
#2 Brands are ubiquitous
because they add value to
consumers & companies
#3 Brands are from all over
the world.
Favorite high-end
fashion brands
Why is Italy so
highly regarded for
fashion?
ABC’s of world expertise
•
•
•
•
•
•
•
•
•
•
American movies
Brazilian bathing suits / British tea
Cuban cigars / Colombian coffee
Danish pastries
Egyptian cotton
French wines
German engineering / Greek olives
Hawaiian sun tan lotion
Irish liquors / Italian design
Japanese technology / Jamaican rum
Living in a Branded World
1. Brands tell a lot about a person.
2. Brands are ubiquitous.
3. Brands are from all over the place.
So I asked Dean Todd…
Earth™
Living in a Branded World
#1 Brands tell a lot about us
http://www.metacafe.com/watch/1345252/apple_mac_2006_therapist_funny_ads /
http://www.metacafe.com/watch/yt-oXcimfzLLoY/apple_get_a_mac_ad_podium/
http://www.youtube.com/watch?v=oXcimfzLLoY