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Transcript
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