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aquafina.jpgdasani.jpg

I used to have classes at night during my MBA program. Therefore I saw so many students doing the same ritual during the break: buying a bottle of water at the vending machine. It amazed me, as a French, to see that so many people in the US were willing to spend about $1.50 / $2 for a bottle of Aquafina or a bottle of Dasani. Let me explain why.

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         CULTURAL RELEVANCE     >   “I need a jean”                     >   I need it

to     MEANING                               >  “CK is a cool, hip brand”     >   I want it

to     EMOTIONAL                       >   “I will feel sexy”                   >   I will take it
         CONNECTION
………………………………………………………………………………………………………………………………………..

=       LOYALTY                   >  “CK can also guess my other needs” >   I will take more

Based on the book Emotional Branding, written by Marc Gobé

the who logovegas logobeatles logorecycle logo

Meaning Logo:

  • Cultural relevance: “Brands do not belong to corporations but people”
  • Points of contact with people: “Brands communicate differently, different times and point of contacts with people”
  • Connection & Dialogue: “Brands are connected to people and listening”
  • Social Impact: “Role of the brand as part of the economic and social fabric”

Based on the book Emotional Branding, written by Marc Gobé

10 commandements The Ten Commandments of Emotional Branding:

  1. From consumers to people
    Consumers buy, people live
  2. From product to experience
    Products fulfill needs, experiences fulfill desires
  3. From honesty to truth
    Honesty is expected. Trust is engaging and intimate. It needs to be earned
  4. From quality to preference
    Quality is the right price a given today. Preference creates the sale
  5. From notoriety to aspiration
    Being known doesn’t mean that you are also loved
  6. From identity to personality
    Identity is recognition. Personality is about character and charisma
  7. From function to feel
    The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences
  8. From ubiquity to presence
    Ubiquity is seen. Emotional presence is felt
  9. From communication to dialogue
    Communication is telling. Dialog is sharing
  10. From services to relationship
    Service is selling. Relationship is acknowledgement

Based on the book Emotional Branding, written by Marc Gobé