Creating Brands For
Competitive Advantage
- PIPE INNOVATION CAMP –
- May 9, 2003 –
Raimonds Bricis
My Background
Born:
• Cēsis, Latvia
Education:
• Li Po Chun United World College of Hong Kong
• University of Latvia, Faculty of Business
Administration (Bachelor Degree, Int’l Relations)
• Stockholm University, School of Business (M.Sc. of
Business Administration)
Current Job Placement
Adell Saatchi & Saatchi (Riga, Latvia)
Account Manager
Saatchi & Saatchi World Wide
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The Ideas Company
We believe that nothing is impossible
We are passionate, competitive & restless
A hot house for world changing ideas.
We strive to create Lovemarks.
What is my job about?
• Brand navigator
• Set strategies and visions, implement them in the
real world.
• Customer & market research to make an intelligent
decisions.
• Work with clients to enhance their competitive
advantage
• Work with creative teams
• Be with open eyes. Non stop.
Coca-Cola vs Pepsi
• BLIND test: Pepsi Light vs Coke Light
– Prefer Pepsi
– Prefer Coke
– No Opinion
51 %
44 %
5%
Coca-Cola vs Pepsi
• OPEN test: Pepsi Light vs Coke Light
– Prefer Pepsi
– Prefer Coke
– No Opinion
23 %
65 %
12 %
Marketing vs Brand Management
•
Marketing
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The commercial functions involved in transferring goods
from producer to consumer.
Satisfying needs and wants through an exchange process
Brand
–
A brand is a promise. A brand is a collection of perceptions
in the mind of the consumer.
Brand
Rational Elements
Emotional Elements
Can be copied.
Touchable.
Unique.
Untouchable.
Brand Building Is Emotional Product Development
Brand Equity
• Brand equity is the brand assets which are linked to a
brand’s name & symbol that add to particular product
or service.
Nokia vs Ericsson
Brand Equity
There are four dimensions of brand equity:
• Brand Awareness
– Do consumers know the brand
– How does awareness affect their perception about the brand
• Perceived Quality
– What do consumers think of quality
• Brand Associations
– What are consumers associations with the brand
– Imagery, product attributes, brand personality, symbols
• Brand Loyalty
– The heart of any brand!!
Brand Identity
• Identifying brand identity elements that differentiate
and create customer-brand relationships is one of the
first steps towards establishing a set of brand equity
measures.
• Brand Identity: a vision of how that brand should be
perceived by its target audience.
• Brand Identity represents what the organization
wants the brand to stand for.
• Brand Identity Value Proposition Relationship
Example: Virgin Brand Identity
• Brand Essence
– Iconoclasm
• Core Identity
– Consistent best-of-category quality delivered with humour &
flair.
– First with truly innovative, value-added features and
services.
– A fun & entertaining company.
– Provide value in all its offerings, never just the high-priced
option.
Extended Identity
• Underdog
– Fighting the established bureaucratic firm with
new creative offerings
• Personality
– Flaunts the rules
– Sense of humour, even outrageous.
– Competent, always does a good job, high
standards.
• Virgin Symbols
– Branson & his perceived lifestyle
– Virgin script logo
Value Proposition
• Functional Benefits
– A value offering with quality, plus innovative extras delivered
with flair & humour
• Emotional Benefits
– Pride in linking to the underdog with an attitude
– Fun, good times
• Self-expressive benefits
– Willingness to go against the establishment, to be a bit
outrageous.
• Relationship
• Customers are fun companions.
Nike
• Nike: the world’s best sports & fitness company.
Winning!
• 24 year old on the decision to get a Nike swoosh
tattooed on his navel.
•
“ I wake up every morning, jump in the
shower, look down at the symbol, and
that pumps me up for the day. It’s to
remind me everyday what I have to do,
which is, “Just Do It.”
Lovemarks
• At Saatchi & Saatchi we strive to create Lovemarks.
• We say that Lovemarks are brands that inspire loyalty
beyond reason.
WHY LOVEMARKS MATTER TO
PEOPLE
To become a Lovemark you must follow the same path as a passionate
love affair:
• Finding
– Seize my attention in the clutter of the attention economy and
listen for what I truly desire... see me
• Desiring
– Create experiences that make me turn weak at the knees.
Transform my desire into delight... want me
• Testing
– Delight me with sensual, the mysterious and the intimate... touch
me
• Committing
– Inspire me to loyalty beyond reason... love me
• Lovemarks have evolved from an understanding of
the latest discoveries into how the mind works.
• Lovemarks have evolved from a deep understanding
of relationships with consumers.
• Lovemarks have evolved from the real needs of
people, not marketing/brand managers.
• Lovemarks have evolved from a unique perspective
on emotions in relationships.
• Lovemarks have evolved without rules and formulas
but with robust framework of ideas, insights and
tools. They are responsive, not regimented.
• Mystery
– A relationship that reveals everything has nothing more to
offer.
• Great stories; Past, Present, Future; Taps into Dreams;
Myths and Icons; Inspiration.
• Sensuality
– Emotional relationship demand on the senses being
engaged. The senses are the portals to our emotions.
• Sound; Vision; Smell; Touch; Taste.
• Intimacy
– Being close enough and knowing well enough to satisfy their
desires before they become needs.
• Commitment; Empathy; Passion.
Ok. That’s great!
But how to make
brands alive?
Before we move on
I need your imagination!!!
• Black & White TV commercial (more like
documentary)
• Silent, except for a simple voice over.
• Rough-looking skinhead running on the sidewalk in
an old industrial town
• Car stops at the end of the street. Looks like that is
car chasing someone.
• A woman, standing at her doorstep, looks little afraid
as skinhead runs past her.
• Calm voice says:
“An event, seen from one point of view, gives one
impression.”
• The same scene from different angle.
• As runs by the women, we see him approaching an
old man, wearing coat & carrying a briefcase.
• The old man raises his briefcase to defend himself as
the skinhead grabs him.
• Calm voice says:
“Seen from different point of view, it gives quite
different impression.”
• The 3rd scene is the same action, but shot from high
up on a building across the street.
• We see an old man standing by the building. It is very
obvious that large bricks are about to fall down. The
skinhead has noticed that & is running towards the
old man.
• Calm voice says:
“But it’s only when you get the whole picture
that you truly understand what’s going on.”
• The skin head grabs the old man and pushing him
aside so that he is protected from falling bricks.
• The commercial fades, still silence.
• Written Text: “The Guardian. The whole picture.”
The key point is that you have to look holistically.
Never stop to be curious.
Understand the consumer
See the opportunities.
Let’s make brands to act!
What makes your ideas alive?
• At Saatchi & Saatchi we have developed Ideas Brief,
which is the bridge between smart strategic thinking
and great brand communication.
Questions to be answered
before creative solutions.
• Why do we make this brand communication
(advertisement)?
– What is the opportunity in the market place?
• What is the challenge?
– The statement which should be transformed by the
communication. Inspirational.
• Who we are talking to?
• Where & when will we reach them?
• What are the ways to meet the challenge?
You have to navigate your
brand. You have to see where
it is now & where can it be
taken.
You have to be with open eyes
24h & you might see
unexpected opportunity to
communicate your brand.
Examples
• Head & Shoulders – Brad Pitt & his dandruff
• Virgin Airways – and their reaction on British Airways
CEO’s statement that Hollywood celebrities are
“gutless cowards”
Case Studies
Sony
Ideas to reach 2 audiences
Sony – Net MiniDisc Walkman
How to highlight advantages
of MiniDisc (over to CD
Walkman), meantime stay
cool & trendy?
Lexus
Using high-end shopping mall
as the media.
Do not limit your creativity!
Thank you!