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.
Posts Tagged ‘brand’
Type: Insights & Ideas | 1,571 views
Type: Insights & Ideas | 933 views
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 | 6,860 views
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 | 1,418 views
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 | 2,267 views
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 | 1,216 views
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 | 1,564 views
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 | 3,427 views
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 | 1,264 views
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 | 1,066 views
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 | 1,737 views
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 | 953 views
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.