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Flip your customer the BiRD
People buy brands but all people don't buy the same brands for the same reasons. So successful marketers need to flip the customer the BiRD (Brand Relationship Driver) in all marketing materials if they hope to be successful.
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Document Transcript:
Flip your customer
theB RD
The missing link between branding and profit.The branding process
Historically a filter
Leading to a singular brand promise
Assuring consistent qualityWhat was branding?
A promise
A promise kept
Trust mark
1 Dimensional, Simple, RationalBranding today
It's more than a promise
It's multi-dimensional
It's your product's soul, character - it's essenceBranding today
Brands are about meaning and experiences.
Clients want/need measurement and accountability.
They need to link branding to future profitability.Branding today
When Ford bought Jaguar, the physical assets of the company
represented only 16% of the value.
On average, intangible assets of the world's top companies
represent 70% of their market value.
Increased Margin. Increased Market Share.
Source: Millard BrownBranding today
Two layers to branding today
Macro brand -- its essence/soul
Brand Relationship Drivers (B.R.Ds)
Why I [the consumer] purchase your productBranding today
Segment by BRD
I want to be like
famous athletes
That's a damn good shoe
Support team/causeB.R.D. Mapping
Define the core brand ideas, beliefs and personality.
Link to the rational and irrational reasons
consumers choose you
Like a chameleon -- same animal but it changes
to match its surroundings.B.R.D. Mapping - Quantitative
Did we identify the essence properly?
Are the B.R.D.(s) real?
Are they segmentable?
Are the segments worth targeting?
Will talking to one alienate another?What did he say?
Brands are more than just a promise,
they are a complex, multifaceted beings.
People form relationships to brands…
but not always for the same reason.
B.R.D. Mapping seeks to unearth relationship drivers,
and link them to purchase.Flip your customer
theB RD
The missing link between branding and profit.
theB RD
The missing link between branding and profit.The branding process
Historically a filter
Leading to a singular brand promise
Assuring consistent qualityWhat was branding?
A promise
A promise kept
Trust mark
1 Dimensional, Simple, RationalBranding today
It's more than a promise
It's multi-dimensional
It's your product's soul, character - it's essenceBranding today
Brands are about meaning and experiences.
Clients want/need measurement and accountability.
They need to link branding to future profitability.Branding today
When Ford bought Jaguar, the physical assets of the company
represented only 16% of the value.
On average, intangible assets of the world's top companies
represent 70% of their market value.
Increased Margin. Increased Market Share.
Source: Millard BrownBranding today
Two layers to branding today
Macro brand -- its essence/soul
Brand Relationship Drivers (B.R.Ds)
Why I [the consumer] purchase your productBranding today
Segment by BRD
I want to be like
famous athletes
That's a damn good shoe
Support team/causeB.R.D. Mapping
Define the core brand ideas, beliefs and personality.
Link to the rational and irrational reasons
consumers choose you
Like a chameleon -- same animal but it changes
to match its surroundings.B.R.D. Mapping - Quantitative
Did we identify the essence properly?
Are the B.R.D.(s) real?
Are they segmentable?
Are the segments worth targeting?
Will talking to one alienate another?What did he say?
Brands are more than just a promise,
they are a complex, multifaceted beings.
People form relationships to brands…
but not always for the same reason.
B.R.D. Mapping seeks to unearth relationship drivers,
and link them to purchase.Flip your customer
theB RD
The missing link between branding and profit.
