Irresistible brands

Considerazioni sull'attrattività del brand esu come costruire brand irresistibili

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

Grazia Grassi - Account DirectorBrand & communication Practice Lead

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Truly irresistible global brands

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Irresistible brands align with layers of needs

Emotive needs at the core drive consumer choice

Consumerneeds

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Irresistibility increases brand usage

Relationship between brand irresistibility and usage

Bra

nd u

sage

200

300

400

Brand IQ

Brandusage index

100 347

90 273

80 214

70 170

60 133

50 104

Irresistible advantage

Potentiallyirresistible

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Potential irresistibility Irresistible advantage

0

Bra

nd u

sage

50 60 80 1000

100

Brand IQ

70 90

40 82

30 65

20 51

10 40

0 31

Source: NeedScope database of 1,000+ brands from 2011

Webinar TNS: Irresistible Brands – 13 Marzo 2014

IQ: measuring brand irresistibility

Distribution of brands’ maximum IQ

10

15

2059 All brands

Fre

quency %

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0

5

5 15 25 35 45 55 65 75 85 95

Brand IQ

Fre

quency %

Source: NeedScope database of 1,000+ brands from 2011

Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Hygiene factors for irresistible brands

Hygiene

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

Bringing the magnetism to irresistible brands

Magnetism

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

Apps for brand cohesion

Cohesion

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Know-how: credentials and expertise

Gives a brand right to play in the category.

Different categories demand different know-how.

Long-term investment Expert endorsement Break-through technology

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Never standing still.

Continual evolution and innovation – developing and refreshing.

Responding to change and driving change.

Momentum: brand vitality

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

How does your brand rate on the hygiene apps?

Credentials and expertise Recognisable difference Emotive linkage

Hygiene

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Brand vitality Touchpoint consistency

Cohesive brand architecture

Brand meaning and purpose

Language of emotion

Webinar TNS: Irresistible Brands – 13 Marzo 2014

The magnetism apps

Credentials and expertise Recognisable difference Emotive linkage

Magnetism

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Brand vitality Touchpoint consistency

Cohesive brand architecture

Brand meaning and purpose

Language of emotion

Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Differentiation: recognisable difference

Relevant to consumer needs.

Permeates every level of the brand.

Differentiation takes courage.

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Leading Brands don’t compete directly, but focus apart

N°1 Spain

N°1 Mexico

N°1 USAN°2 Spain N°1 France

N°2 France

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N°1 China

N°2 China

N°2 Mexico

N°2 USA

Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

Emotion: brand meaning and purpose

Operate beyond the tangible.

Tap universal emotions using archetypes.

Makes consumer choice easy.

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Symbolism: language of emotion

Communicates with the intuitive brain.

Language of symbols and associations.

Pervades every element of the brand.

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Symbolism: language of emotion

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

How does your brand rate on the magnetism apps?

Credentials and expertise Recognisable difference Emotive linkage

Magnetism

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Brand vitality Touchpoint consistency

Cohesive brand architecture

Brand meaning and purpose

Language of emotion

Webinar TNS: Irresistible Brands – 13 Marzo 2014

The cohesion apps?

Credentials and expertise Recognisable difference Emotive linkage

Cohesion

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Brand vitality Touchpoint consistency

Cohesive brand architecture

Brand meaning and purpose

Language of emotion

Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Nexus: emotive linkage

Interconnects every layer of the brand.

Holds the brand together.

Kind, gentle

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Kind, gentleEasy going

Uncomplicated For everyone

For sensitive skin Mild, gentle

Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Ensures look, message and emotion are in accord.

Touchpoints have consistent look, feel and image and evoke the same emotion.

Maximises marketing spend.

Alignment: consistency across touchpoints

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Unity: cohesive brand architecture

Whatever the structure, brand family must be united.

Provides a platform for sound innovation.

Requires discipline and management.

Weak UnityStrong Unity

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Masterbrand

Variant 1Share 80%

Variant 2Share 12%

Variant 3Share 5%

Variant 4Share 3%

Webinar TNS: Irresistible Brands – 13 Marzo 2014

How does your brand rate on the Cohesion apps?

Credentials and expertise Recognisable difference Emotive linkage

Cohesion

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Brand vitality Touchpoint consistency

Cohesive brand architecture

Brand meaning and purpose

Language of emotion

Webinar TNS: Irresistible Brands – 13 Marzo 2014

Apps provide a framework to build irresistible brands

Credentials and expertise Recognisable difference Emotive linkage

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Brand vitality Touchpoint consistency

Cohesive brand architecture

Brand meaning and purpose

Language of emotion

Webinar TNS: Irresistible Brands – 13 Marzo 2014

Irresistible brands don’t happen by accident

Disciplined approach

� Powerful understanding of needs

� Competitive brand understanding

� Route to maximise opportunities

� Ongoing management

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

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Webinar TNS: Irresistible Brands – 13 Marzo 2014

Grazie

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Grazie

Grazia Grassi

Account Director

Brand & Communication Practice Lead

mariagrazia.grassi@tnsglobal.com

Webinar TNS: Irresistible Brands – 13 Marzo 2014