The Power of Brand Properties

Transcription

1 September 2014 BRANDGYM RESEARCH PAPER 8 By David Taylor Managing Partner The Power of Brand Properties

2 The Power of Brand Properties About the research In this, our 8th global survey, we looked at The Power of Brand Properties. We wanted to better understand how important distinctive brand properties are and some of the challenges in creating, measuring and managing them. The first part of the research was a survey of 80 senior marketing professionals across Europe, Africa, Asia, the USA and Latin America, covering a range of different sectors. The second part of the research was a study of brand properties in the ice cream market in partnership with decode marketing. This illustrates a special implicit research method that identifies the strongest brand properties, those that have created distinctive memory structure. Introduction The brandgym partners We are strong believers in the power of distinctive brand properties in helping brands grow, as covered in our latest book, Grow the Core. These brand properties cover communication (slogans, characters etc.), identity (colour, logos etc.) and activation (sponsorship, promotions etc.). We wanted to evaluate marketing directors real-life experience with brand properties, to understand how important a driver of growth they are, and to explore how brand properties are measured and managed. In this paper we look at the following areas: The Power of Properties: how important are brand properties in growing the core? Property Management: how effectively are brand properties measured and managed? Brand Property Measurement: a real-life study on ice cream to illustrate how to measure brand properties. For example, which of the properties below are strongest for Magnum*? 1 SEPTEMBER 2014 BRANDGYM RESEARCH PAPER 8 * Answers later on!

3 Part 1: The power of properties The key role played by brand properties in growing brands and businesses is confirmed by the marketing directors in our survey. A whopping 83% say brand properties are extremely important in creating strong brands, with the remaining 17% saying they were important. Why did our respondents think distinctive brand properties were so important? First, if properties are distinctively linked to the brand they become iconic assets that can help create standout in a cluttered environment. As one respondent comments, Consumers are being bombarded across many different media channels and brand properties help them recognize the brand with less effort. Second, the most powerful properties go beyond recognition to also trigger brand meaning, as one marketing director observes: A distinctive brand property drives powerful story-telling, an opportunity to build affiliation and connection. Importance of brand properties 17% Extremely Important Important 83% Having established that brand properties are important, which of the many types of property are most commonly used and which are under utilised? See below for the different types of brand properties we explored. In addition, how long have properties been used for, given that memory structure takes an estimated two to three years to create? Product/Service Colour Identity Symbol Shape Activation Communication Sonic Celebrity Character Slogan 2 SEPTEMBER 2014 BRANDGYM RESEARCH PAPER 8

4 Part 1: The power of properties Usage of properties In terms of types of brand property, logos (95%) and colours (85%) are the most commonly used, being essential to a brand s identity. Slogans are also used by the majority of companies. But there is an opportunity to make use of a broader set of properties (see below). Less than half use distinctive shapes, such as Coke s iconic bottle, or product reasons to believe (RTB) such as Dove s ¼ moisturising cream. Finally, sonic branding (jingles, music etc.), are used by a mere 18% of brands. Consistency of properties In terms of consistency, properties related to brand identity (colour, logo, shape) score best, with 85%+ used for at least 3 years, the estimated time needed for memory structure creation. There is less consistency in slogans and product RTBs, with only ² ³ used for 3 years+ (a number which seems high, based on real-life project experience!) and activation. The advantage of characters (e.g. Captain Bird s Eye/Iglo, Betty Crocker) over celebrities is shown by 90% of these lasting 3 years+, compared to only 25% of celebrities. The latter may go out of fashion or do something stupid and/or illegal! (think Luis Suarez, Tiger Woods, Lance Armstrong). Consistency: % using for 3 years or more 100% 66% 33% 0% Sonic Character Activation Celebrity Shape Product R.T.B Colour Slogan Logo 33% 66% 100% Identity Comms/Activation Product Usage: % using this type of property Action point: there are opportunities for brands to use of a broader range of properties, especially sonic branding. Also, brands need to be more consistent in their use of brand properties to create memory structure. 3 SEPTEMBER 2014 BRANDGYM RESEARCH PAPER 8

5 Part 2: Property Management Measurement Most companies have agreed which key brand properties to build (even if earlier results show that the range of properties used is limited). However, almost half lack proper quantitative tracking data to measure the recall and meaning of these properties (in our experience, it is much less than half). Measurement of brand properties still over-relies on qualitative research (68%). Qualitative research, and most quantitative research, focuses on rational consumer feedback, whereas brand properties work at an implicit level; they help us recognize and recall brands without rational thinking. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 83% Agreed set of key properties to build 68% Qual research on properties 54% Quant tracking of properties Changing properties Over half of marketers surveyed say the main reason for changing brand properties is organisational change, especially changes of marketing director. This premature property changing prevents memory structure being created. One respondent went as far as saying Many managers destroy valuable brand properties for their own career benefits. A further 20% of people say change is a judgement call, with a mere 24% saying that a change in brand property is a strategic choice based on quantitative data. This suggests that even amongst the companies above who have quantitative data (54%), only half are using it properly! Main reason for changing brand properties 20% 24% 55% Organisation change Strategy using data Strategy based on judgement Action point: most companies need a better process for measuring and managing brand properties. This requires putting in place a well designed quantitative tracking survey and then ensuring that this is used when making any decisions. 4 SEPTEMBER 2014 BRANDGYM RESEARCH PAPER 8

6 Part 3: Brand Property Measurement We ran an Iconic Asset Tracker (IcAT) study, in partnership with decode marketing consultancy, to show how to effectively measure brand properties. The study covered ice cream, beer and cosmetics amongst a representative panel of 1,000 UK consumers. Highlights for Magnum ice cream are shown here, with full results from all three categories available on request. Importantly, the study uses an implicit thinking approach, where people react to brand properties in less than a second. This highlights the iconic assets that are truly embedded in memory structure, as opposed to those recalled only after having thought about it. The shape of success Magnum s most iconic asset is the product shape, with a 93% activation score (prompts recall of the brand); the brand s distinctiveness is baked in to the product itself. Gold core extension also have strong activation. In contrast, the brand s slogan, For pleasure seekers, is less strong (41%), with ¹ ³ of people linking this to Häagen Dazs. Celebrities score much lower, with the most recent endorser, Benicio del Toro, scoring a lowly 21%. 100% 66% 33% 0% Celebrity Slogan Colour Visual Product Shape 5 SEPTEMBER 2014 BRANDGYM RESEARCH PAPER 8

7 Part 3: Brand Property Measurement Product as hero The power of Magnum s product is shown by results from the brand s communication visuals. Many brands could learn from Magnum s success, as we saw earlier that less than ½ have a distinctive shape. Strong product link Weak product link The left image has a much higher activation score for Magnum, as the product shape and cracking is featured. In contrast, the right image has a low activation score, with ½ of people mistaking it for Cornetto. 87% activation 9% activation In this second pair of Magnum images, stronger product link activates the brand much better than a generic sensual indulgence image. Chopping and changing Results on Magnum s celebrities show the risk of changing properties, as highlighted earlier in the paper. Eva Longoria was used in 2008, six years ago. However, she has more than twice the brand activation than Benicio del Toro, who the brand switched to in Del Toro was actually more linked with Häagen-Dazs, with a 34% activation score! 93% activation % activation 61% activation % activation Action point: we recommend putting in place a brand property tracking system, like the IcAT study shown here. This should use an implicit method to tap directly into memory structure associations. 6 SEPTEMBER 2014 BRANDGYM RESEARCH PAPER 8

8 Conclusions Conclusions The important role played by brand properties in building strong brands is confirmed by this survey. The survey also has some clear recommendations on how to best measure and manage these valuable business assets: Harness more properties: whilst brand identity properties are used by most companies, there appears to be an opportunity to use other properties to boost distinctiveness, including activation and especially sonic properties, such as music and jingles. Proper property management: too many changes in brand property are caused by organisational changes, especially a change of marketing director. This risks changing properties prematurely, thus destroying valuable memory structure. What gets measured gets done: most companies still lack a proper quantitative process for tracking the recall and meaning of brand properties, to allow better management of these assets. When putting in place a tracking system, this needs to use implicit research, as highlighted in the example in this paper. 6 SEPTEMBER 2014 BRANDGYM RESEARCH PAPER 8

9 Brand Leadership Coaching The brandgym is a network of 7 senior brand coaches helping companies gain and retain brand leadership. We are leaders in the area of Growing the Core, helping teams focus on their core business for brand success: Creating a clear and compelling brand vision to inspire core business growth. Amplifying distinctive brand properties over time through developing turbo charged marketing plans. Building team energy and alignment through a collaborative, cross-functional process. Additional brandgym services include Brand Vision to Action and Brand-led Innovation. We have a track record of helping leading companies focus on their core business for brand success, including SAB Miller, Sainsbury s, LVMH, Danone and Kraft. The brandgym works in partnership with decode marketing on brand asset tracking. Decode are specialists in using implicit research to identify iconic assets that are strongly and uniquely linked to the brand. David Taylor (Managing Partner) M: + 44 (0) E: david@thebrandgym.com David Nichols (Managing Partner) M: +44 (0) E: davidn@thebrandgym.com Diego Kerner (Latin America) M: + 54 (9) E: diego@thebrandgym.com Silvina Moronta (Latin America) M: +54 (9) E: silvina@thebrandgym.com Prasad Narasimhan (Asia) M: E: prasad@thebrandgym.com Anne Charbonneau (Benelux/France) M: E: anne@thebrandgym.com Anna Eggleton (UK/Service brands) M: + 44 (0) E: anna@thebrandgym.com 8 SEPTEMBER 2014 BRANDGYM RESEARCH PAPER DESIGNED BY Glue-d Media Ltd