Posts Tagged ‘brand’

Type: Insights & Ideas | 1,650 views

Burberry - Roald Amundsen

Beyond Commodities Into Brands: Starbucks and Burberry

All brands are born as commodities. Around the world there are many cups of coffees, pairs of running shoes and computer chips, but only some are recognized as being Starbucks, Nike and Intel. For commodities to grow out of the Low Respect / Low Love quadrant, they must be associated with ideas; ideas which are often translated into a purpose or a vision.

Type: Insights & Ideas | 979 views

Brand as Hero

Brand As Hero

The character of the ‘hero’ has been central to human narrative and reflects the traits that our society admires and aspires to. Who we consider heroes will differ based on variables like culture, age and location, but unanimously, heroes are people we Respect and Love.

Type: Insights & Ideas | 7,025 views

From Bland to Brand

From Bland to Brand

Supermarket brands have come a long way from ‘bland’. Now private-label products have as much thought put into them as national and global names, with packaging and designs carefully developed to compete with well-known items at the shelf.

Type: Exercises & Workshops | 1,460 views

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The Beat Goes On

The strong synergy between music and beverage brands has led to an increase in the number of advertising initiatives that incorporate the two sectors. Here is a brainstorming exercise that reveals the individual audio identities of brands and encourages the development of campaign ideas based on insights uncovered.

Type: Insights & Ideas | 2,314 views

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Mystery, Sensuality and Intimacy in the Tire Market

Tire brands like Michelin, Goodyear and Dunlop may be familiar to us, but what is the emotional equity of these brands? Let’s look at some examples of how tire brands are harnessing Mystery, Sensuality and Intimacy to lead them on the journey towards Lovemarks.

Type: Insights & Ideas | 1,242 views

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I Wanna Hold Your Hand

What does it mean for a brand to make the consumer the center of its world? Does it produce what its audience needs? Bend to the intensity of demand? Does going so far as sharing its name with loyal followers make people feel like they are receiving a brand’s attention?

Type: Exercises & Workshops | 1,641 views

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The Magic of Mystery

Think about Tiffany & Co. jewelry boxes or Moleskine notebooks. These products may be disparate in category, use and meaning, but you’ll find an element of Mystery in each of them. How do they make the consumer feel? Here is a brainstorming exercise that aims to bring a touch of Mystery to products.

Type: Insights & Ideas | 3,458 views

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Have Another Serving of Love

Pasta was recently reported as the world’s most favorite food ahead of meat and rice in a study by Oxfam, and in 2010, US sales of dry pasta reached 1.04 billion pounds. But though it is a kitchen staple and people are happy to eat pasta several times a week, do you love your brand of pasta or did you buy it for convenience and value?

Type: Exercises & Workshops | 1,304 views

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Postcards from the Road

Like in all great journeys, this exercise is about storytelling. By describing where a brand is in its journey towards being Irresistible by writing it in the form of a postcard, new perspectives can be gained on where the brand has been, where it is now, and where it is going.

Type: Articles & Papers | 1,092 views

Queen's University School of Business

Emotional Attachment to Brands: The Implications for Marketers

A new measure, to gauge the level of emotional attachment some consumers have with brands, reveals that consumers also feel affectionate and passionate about brands. Consumers will ‘go out of their way to own and protect’ these brands, as well pay a premium for them.

Type: Articles & Papers | 1,835 views

Journal of Marketing

Emotional Branding and the Strategic Value of the Doppelganger Brand Image

Emotional branding, and brands which are considered Lovemarks, continue to win and hold customers. But doppelgänger brands, which parody and criticize the authenticity of emotional branding, pose a threat which should be actively monitored and proactively addressed.

Type: Articles & Papers | 989 views

Journal of Consumer Research

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Fournier’s (1998) work on consumers and their brands investigates brand relationship quality. This invokes love/passion, commitment and intimacy as factors, among others, which contribute to relationship durability.