lesson 1_strategic planning_in brand we trust_english

nobody knows how it works but... !

intro + !in brand we trust !

L E S S O N # 1s t r a t e g i c p l a n n i n g

h e l e n e d u v o u x _ m a u g u e t 0 1 5

3

this is strategy !

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this is strategic planning !

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unlock creative ideas

that solve business issues !

OBSERVATION !

PLAN !

M A R T I N W E I G E L !

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are people not that into brands?

nobody knows how it works but… strategic planning_vision & methodology >introduction_in brand we trust? >strategic what? >question_explore_a real case >insights>brand purpose>objectives>organising idea >creative brief >cool story bro & comms fashionisms>storyplanning>ccl

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?

in brand we trust? !

strategic planninghelene duvoux_mauguet

015

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LOGORAMA !

h5_logorama

what’s a brand? !

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brand is the « name, term, design, symbol, or any other

feature that identifies one seller's good or service as

distinct from those of other sellers.

the legal term for brand is trademark." !

A M E R I C A N M A R K E T I N G A S S O C I A T I O N , D I C T I O N A R Y O F M A R K E T I N G T E R M S

the brand is something that helps to differenciate !

!

the brand is something that helps to mark a

ownership !

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exactly like when we used to stamp !

the cattlet o s a y t h a t t h i s o n e i s m i n e , t h i s o n e i s d i f f e r e n t

f r o m t h i s o n e !

1 6 t h c e n t u r y !

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we brand with our own name

t o s a y t h a t t h i s p r o d u c t i s m i n e , i ’ v e m a d e i t , i ’ m t h e fi r s t !

!

1 8 t h c e n t u r y !

snoop dog, shakira & j. lo today, same story…

t h e y s a y i t ’ s m y s o n g , i ’ m t h e o n e w h o s i n g s i t !

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= belonging to owner !

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1 8 8 0 s !

we brand with our imaget o s a y a m o n g o t h e r s , s e e m e !

!

brand + advertising? !

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the brand needed advertising to elevate it above the deluge

of anonymous and generic mass-produced goods that were flooding the market, and advertising needed the

brand when it could no longer rely on the uniqueness of the product to form the body of the

message . R I C H A R D C O R D I N E R _ B R A N D S T O R Y

differentiation based on the brand itself became a necessity. in an age of intense competition and

uniformity, brand and advertising were destined

to be together. !

R I C H A R D C O R D I N E R _ B R A N D S T O R Y

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1 9 0 0 ’s !

« trademark advertising »‘ d r a w i n g a s t r a i g h t l i n e b e t w e e n t h e m a n u f a c t u r e r a n d

t h e c o n s u m e r ’ !!

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the brand is no longer a sign, it has become a l ink !!a contract based on trust !!

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the brand connects !the manufacturer to the consumer

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e d w a r d b e r n a y s ! s i g m u n d f r e u d !

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edward bernays (…) also knew that you can’t change people’s

behavior by adressing their reason or conscience for

something they don’t « need »,but by capturing their attention

to hijack their desire – what freud calls their «libidinal energy » - towards goods .

B E R N A R D S T I E G L E R

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and the brand created desire

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1 9 2 0 s !

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« it’s not the object or the service that

supports the desire, it’s the brand»

J A C Q U E S L A C A N

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advertising was born to inform the consumer about

these new inventions and to convince him that l ife would be better if he

bought them. !


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consumers are developing

relationships with their brands in a social/

psychological/anthropological sense.

1 9 4 0 s !h t t p : / / e n . w i k i p e d i a . o r g / w i k i / B r a n d

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the search for the true meaning of brands - or the "brand

essence ," as it is often called - gradually took the agencies

away from individual products and their attributes and

towards a psychological/anthropological examination of

what brands mean for the culture and for people's l ives.

this was seen to be of crucial importance, since corporat ions may manufacture products, but

what consumers buy are brands. !

N A O M I K L E I N _ N O L O G O

the brand can stand for an idea that would

matter to people much more than the product

ever could. !


consumers don’t buy products, they

buy brands !

they buy the idea the brand stands

for !43

the brand came to represent who the

consumer was and, more importantly, who

he wanted to be !


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THEICONBRAND

1 9 8 0 _ 9 0 s … !

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we choose our brands as we choose our friends,

and we select these friends based largely on how they

make us feel about ourselves !


= belonging to identity group !

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S A M S U N G _ V S A P P L E H I P S T E R Sh t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = t N x D d 3 l 0 l E U

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brands makes people nothing else than teensbeing t ransparent wi th in the group, s tand out f rom the rest of the wor ld !

the peak of success came in the later part of the 20th century,

as the brand became the biggest asset of a

corporation !


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brand equity!

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brand equi ty is a phrase used in the market ing industry, that describes the value of having a wel l -known

brand name, based on the idea that the owner of a wel l -known brand name

can generate more money f rom products wi th that brand name than

f rom products wi th a less wel l known name , as consumers bel ieve that a product with a wel l -known name is better than products with less wel l

known names. another word for "brand equity" is "brand value" (…)

H T T P : / / E N . W I K I P E D I A . O R G / W I K I / B R A N D _ E Q U I T Y

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what is this ?

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what is this ?

i t ’ s n o c a t o r d r a w i n g o f a c a t . f o r n o o n e !

! !

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a cat which is worth 1 billion dollars !

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successful corporations must primarily produce brands, as opposed to

products !


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« then came the brand equity mania

of the eighties, the defining moment of which arrived in 1988

when philip morris purchased kraft for $12.6 bil l ion — six times what the company was worth on

paper. the price dif ference, apparently, was the cost of the

word "kraft . " »


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« (the company who) produces the most

powerful images, as opposed to

products, wins the race »


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where does the company put money into? !

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because deep down, what are we buying? !

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nike_ just do i t s tory_dan wieden

the fe t ish s t ra tegy seemed to be work ing fine: in the s ix years pr ior to 1993 , n ike

had gone f rom a $750 mi l l ion company to a $4 b i l l ion one and phi l kn ight 's

beaver ton , oregon, company emerged f rom the recess ion wi th profits 900 percent h igher than when i t began.

N A O M I K L E I N _ N O L O G Oh t t p : / / w w w . n y t i m e s . c o m / b o o k s / fi r s t / k / k l e i n - l o g o . h t m l

this is the job c r e a t e a v a l u e t h a t d o e s n ’ t e x i s t

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intangible value !

rory suther land_l i fe lessons f rom an ad man_ted

h t t p : / / w w w . t e d . c o m / t a l k s /r o r y _ s u t h e r l a n d _ l i f e _ l e s s o n s _ f r o m _ a n _ a d _ m a n . h t m l

PAULA SCHER_UNQUALIFIED_TED h t t p : / / w w w . t e d . c o m / t a l k s / p a u l a _ s c h e r _ g e t s _ s e r i o u s

fetish!

the price of the fetish is not less than 79 bi l l ion dollars

http://www.interbrand.com/fr/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx

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« branding, in its truest and most advanced

incarnations, is about corporate

transcendence » !


brands add value !

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brands add magic !

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« why are we wi l l ing to pay an extravagant pr ice – when we could

find a 20-t ime less expensive equivalent– for a pair of heels which sole has been painted in red or for a

l i t t le black jacket branded with a double c ? »

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transsubstantiation !

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« the taxation on the label represents a perfect

example of social alchemy, a transsubstantiational

operation which radically modifies the product’s social quality, without changing it’s physical

nature »P I E R R E B O U R D I E U + Y V E T T E D E L S A U T _ A R T I C L E D E 1 9 7 5

" L E C O U T U R I E R E T S A G R I F F E : C O N T R I B U T I O N À U N E T H É O R I E D E L A M A G I E " .

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« there is "transsubstantiation", which

literally means transposing the qualit ies of a first substance into a second (and, let’s take a wild guess, in a third, aka "myself"

who’s wearing that item and who’s feeling a little endowed by it’s extraordinary power) »

H T T P : / / W W W . L E M O N D E . F R / S T Y L E / A R T I C L E / 2 0 1 2 / 1 2 / 0 4 /L A - B A R B E - N E - F A I T - P A S - L E - P H I L O S O P H E - L A - G R I F F E - D U -

C O U T U R I E R - S I _ 1 7 9 9 2 7 3 _ 1 5 7 5 5 6 3 . H T M L

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« the viewers are the ones making the paintings »

M A R C E L D U C H A M P

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superpower does not come from the brand but

from those who are willing to give

it to it !

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La réponse c’est qu’il n’y en a pas dE

RÉPONSE !

devour-ation

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totally !brand

!

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"we don't sell a product, we sell a style of l ife. i think we

have created a movement… the diesel

concept is everything. it's the way to live, it's the way to wear, it's the way to do

something. »

R E N Z O R O S S O _ D I E S E L J E A N S _ P A P E R M A G A Z I N E

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D I E S E L _ L I T T L E R O C K Sh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = g l d X U I M z w 9 A

D I E S E L I S L A N Dh t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = t U U V P 5 f h I d w

D I E S E L I S L A N D

Supermarché chanel��

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moschino��

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why not? !

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what’s the reason not to do it ?

in the name of what? !

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in the end, doesn’t it end by neutralizing the

individuals ? !

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is it that different? !

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is it that different? !

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to consume or to be consumed?

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by something that doesn’t exist…

corporate = reality brand = fiction !

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does a brand,

makes sense in the dark? !

lesson 1_strategic planning_in brand we trust_english

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