dieci idee 2 la brand personality a
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2. L’IDEA E’ UN MODO DI ESSERE: LA BRAND PERSONALITY
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THE BRAND PERSONALITY
• David Ogilvy, 1950
• “Date alla gente un goccio di Old Crow, dicendo che è Old Crow. Poi dategli un altro goccio di Old Crow, dicendogli che è Jack Daniels. Chiedete quale preferiscono. Vi diranno che sono del tutto differenti. Loro stanno assaggiando immagini”.
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THE BRAND PERSONALITY
• “Date alla gente un goccio di Old Crow, dicendo che è Old Crow. Poi dategli un altro goccio di Old Crow, dicendogli che è Jack Daniels. Chiedete quale preferiscono. Vi diranno che sono del tutto differenti. Loro stanno assaggiando immagini”.
• “Non esistono sostanziali differenze tra le varie marche di whisky, di sigarette o di birra. Sono quasi tutte uguali. Lo stesso per i budini, i detersivi o la margarina. Però, chi riuscirà a costruire un’immagine più spiccata alla sua marca, avrà una maggiore quota di mercato”
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SCHWEPPES1953
• “Commander Whitehead has come to these United States to make sure that every drop of Schweppes Quinine Water bottled here has the original flavor which has long made Schweppes the only mixer for and authentic Gin-and
Tonic.”
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Schweppervescence
• Utilizzò il suo amico Whitehad, creatore e titolare della Schweppes, come ‘Ambasciatore della Schweppes’
• Il ‘Comandante Whitehead’ diventò
l’incarnazione vivente dello spirito autentico della “schweppervescence”, la particolare effervescenza della bibita
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ROLLS ROYCE1958
• 1. "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock," reports the Technical Editor of The Motor. The silence of the engine is uncanny.”
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HATHAWAY
• Dopo il successo della campagna Schweppes, Ogilvy decise di continuare nella tradizione aristocratica usando il Barone Wrangell per le camicie Hathaway.
• “The man in the Hathaway shirt” fu un successo immediato. L’uomo Hataway aggiunse mistero al prodotto e stimolò l’immaginazione della gente.
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HATHAWAY1953
• “American men are beginning to realize that it is ridiculous to buy good suits and then spoil the effect by wearing an ordinary, mass-produced shirt. Hence the growing popularity of HATHAWAY shirts, which are in a class
by themselves”.
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• In 1951, on the way to an advertising photo shoot for a small shirt company based in Waterville, Me., David Ogilvy picked up several eye patches at a drugstore for 50 cents each. "Just shoot a couple of these to humor me," he told the photographer. The result, an ad featuring a slender, haughty, mysteriously one-eyed male model in a white dress shirt accompanied by a lengthy description of the shirt's benefits, soon appeared in The New Yorker. American men were intrigued. Within a week, C.F. Hathaway's entire stock sold out.
• "The Man in the Hathaway Shirt" became a national sensation
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• The "Man in the Hathaway Shirt" campaign was created in 1951 by David Ogilvy, a principal in the firm Ogilvy, Benson, and Mather, When Ellerton Jette of Hathaway approached Ogilvy, the advertising man was struggling with his three-year-old agency. Jette and Ogilvy agreed on the sum of $3,000 for the campaign (the largest amount of money Hathaway had ever put into advertising), and Jette promised that he "would not change one word of copy" that Ogilvy produced. Ogilvy wanted the campaign to have a strong story element, and he played around with 15 or so ideas. Nearing his deadline, he stepped into a drugstore to buy a __BODY__.50 eyepatch for the modeling shoot. The idea turned out to be brilliant. He somehow managed to touch the core of Americans with the gimmick. Even Ogilvy did not understand why the campaign hit such a nerve. In his autobiography he wrote, "Exactly why it turned out to be so successful, I shall never know. It put Hathaway on the map after 116 years of relative obscurity." Not only did his idea make Hathaway shirts a national brand name, but Ogilvy also made himself famous as well.
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MARLBORO MAN
• Uno dei ‘personaggi’ più famosi di tutta la storia della pubblicità non è tuttavia stato inventato da Ogilvy, ma da Leo Burnett, di cui parliamo in un altro capitolo.
• http://www.youtube.com/watch?v=S9_VJFnm6Rs
• Il primo filmato e poi una collezione stampa
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Marlboro Man. 1959
• Per parlare all’audience maschile negli anni 50, quando le sigarette con il filtro erano considerate ‘effeminate’, Burnett creò un carattere leggendario, il cow boy Marlboro.
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• Il cowboy esprime la virilità americana, la vita dura ma piena, la vita con i veri sapori, a contatto con la natura, genuina, forte, maschia. L’uomo che si siede su una roccia, da solo, in uno spazio immenso, e si accende una sigaretta. Un personaggio dal fascino irresistibile.
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GLI ARCHETIPI
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Carl G. Jung
• Analizza i racconti e i sogni di molte culture e trova gli stessi temi e mitologie
• Li definisce ‘archetipi’ e li raffigura come personaggi
• Ciascuno è in grado di riconoscerli perchè inconsciamente già li possiede.
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Gli archetipi sono un modo potente di definire e gestire la
brand personality
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I 12 archetipi e il loro significato
Transformation
CreationWisdom
Power
Self-discovery
Protection
Pleasure
Friendship Romance
Authority
Abundance
Innocence
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Il saggio
Il sapiente, vecchio mistico che usa la sua conoscenza e la sua esperienza per offrire una guida agli altri
Il saggio simbolizza la spiritualità
Obi Wan Kenobi
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Un brand ‘saggio’
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Il guardiano
Il tutore organizzato, disciplinato, fidato che pazientemente controlla e protegge le persone e le cose che gli sono affidate
Il guardiano simboleggia la protezione
Mary Poppins
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Un brand ‘Guardiano’
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Il guerriero
Coraggioso e votato all’azione, combatte per cioò che crede giusto
Il guerriero simboleggia la forza
William Wallace “Braveheart”
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Brand ‘guerrieri’
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L’esploratore
Indipendente per natura, l’esploratore sfida le regole per il suo eterno desiderio di avventura
Simboleggia la scoperta
Indiana Jones
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Brand ‘esploratori’
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The Magician
Il mago misteriosamente trasforma il mondo intorno a lui, deliziando gli altri con I suoi doni creativi
Il mago simboleggia la trasformazione
Harry Potter
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Brands mago
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Il giullare
Il giullare si ribella contro l’autorità, mette alla berlina il potere, ride su ogni cosa. Più intelligente di quanto voglia mostrare, finge stupidità e pensiero antiquato
Il giullare simboleggia l’irriverenza
Bugs Bunny
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Brands giullare
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L’amante
L’amante è empatico e emozionalmente consapevole. Vive la sua vita nella pienezza, senza pensare alle conseguenze.
L’amante simbolizza la passione
Romeo
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Brands amanti
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The Enchantress
Bella e misteriosa, l’incantatrice seduce con la promessa di un piacere proibito
L’incantatrice simboleggia la tentazione
Cleopatra
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Brands incantatrice
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The Companion
Il compagno è l’amico fidato che non ti abbandona mai, sempre leale e pieno di incoraggiamenti
Il compagno simboleggia il supporto emotivo
Sam Gamgee, “Lord of the Rings”
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Brands compagno
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La fanciulla
Innocente, disinteressata, senza malizia, idealista. La sua virtù merita di essere protetta.
La fanciulla simboleggia la purezza
Snow White
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Brands fanciulla
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Madre terra
Dedita al servizio degli altri e piena di una infinita capacità di amore e comprensione. La madre terra implica abbondanza e accettazione.
La madre terra simboleggia il nutrimento
Demeter
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Brands madre terra
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Il patriarca
Figura paterna, tradizionale, rappresenta il controllo, l’ordine e la stabilità.
Il patriarca simboleggia l’autorità
King Arthur
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Brands patriarca
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L’individualità è definita dalla combinazione degli opposti
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Due archetipi molto diversi
• Corporate• Serious• Classic• High Tech• Reliable• Fashionable• Sexy• Iconoclastic
Pleasure
Wisdom
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Archetypes In Real Life - Sages
GandhiGandhi Albert EinsteinAlbert Einstein Sigmund FreudSigmund Freud
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Archetypes In Real Life - Maidens
Mother TheresaMother TheresaPrincess Princess DianaDiana
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Archetypes In Film
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Archetypes In Journalism
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Shadow Archetypes
• Each Archetype has its Shadow– The negative interpretation of the same
qualities– e.g. Strong ruler = Patriarch, or Tyrant
• If brands get out of balance, they can be seen negatively, as their Shadow Archetype
• The task then is to rebalance and refocus the brand
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The Shadow Archetypes
• Sage Hermit• Magician Sorcerer• The Warrior Destroyer• The Jester Fool• The Explorer Outcast• The Lover Seducer
• Enchantress Witch• Companion Slave• Maiden Lost Soul• Earth Mother Harridan• Patriarch Tyrant• Guardian Tartar