TNS Irresistible Brands

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

Truly irresistible global brands

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Irresistible brands align with layers of needs

Emotive needs at the core drive consumer choice

Consumerneeds

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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


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


Hygiene factors for irresistible brands

Hygiene

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Bringing the magnetism to irresistible brands

Magnetism

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Apps for brand cohesion

Cohesion

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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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Never standing still.

Continual evolution and innovation – developing and refreshing.

Responding to change and driving change.

Momentum: brand vitality

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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


The magnetism apps


Magnetism

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Language of emotion


Differentiation: recognisable difference

Relevant to consumer needs.

Permeates every level of the brand.

Differentiation takes courage.

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am ic

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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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ive

moCp et e n

taC r in g

rF

22

N°1 China

N°2 China

N°2 Mexico

N°2 USA


Emotion: brand meaning and purpose

Operate beyond the tangible.

Tap universal emotions using archetypes.

Makes consumer choice easy.

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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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am ic

sA

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Symbolism: language of emotion

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moCp et e n

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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


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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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

am i cnyDe f r

e eraC

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A

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moCr in gaC

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F

Masterbrand

Variant 1Share 80%

Variant 2Share 12%

Variant 3Share 5%

Variant 4Share 3%


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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TNS Irresistible Brands

Marketing

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