Brand

Success

brand frameworks
A SPECULATIVE COMPARISON OF B2C BRANDS

"Any damn fool can put on a deal, but it takes

genius, faith and perseverance to create a brand.“

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PERFORMANCE MYSTERY

innovation great stories

quality past,present & future BRANDS LOVEMARKS
service taps into dreams Low Love High Love
identity myths & icons
value inspiration High Respect High Respect

TRUST SENSUALITY

reliability sound LOVE

ease sight
openness taste
security touch
scent Products FADS
REPUTATION Low Love High Love

RESPECT
INTIMACY Low Respect Low Respect
leadership
honesty commitment
responsibility empathy
passion

Kevin Robers, The Lovemarks Effect

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PERFORMANCE MYSTERY

innovation great stories

quality past,present & future BRANDS LOVEMARKS
service taps into dreams Low Love High Love
identity myths & icons
value inspiration High Respect High Respect

TRUST SENSUALITY

reliability sound LOVE

ease sight
openness taste
security touch
scent Products FADS
REPUTATION Low Love High Love

RESPECT
INTIMACY Low Respect Low Respect
leadership
honesty commitment
responsibility empathy
passion

...creating affection...
Kevin Robers, The Lovemarks Effect
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PERFORMANCE MYSTERY

innovation great stories

quality past,present & future BRANDS LOVEMARKS
service taps into dreams Low Love High Love
identity myths & icons
value inspiration High Respect High Respect

TRUST SENSUALITY

reliability sound LOVE

ease sight
openness taste
security touch
scent Products FADS
REPUTATION Low Love High Love

RESPECT
INTIMACY Low Respect Low Respect
leadership
honesty commitment
responsibility empathy
passion

...creating affection...
Kevin Robers, The Lovemarks Effect
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PERFORMANCE MYSTERY

innovation great stories

quality past,present & future BRANDS LOVEMARKS
service taps into dreams Low Love High Love
identity myths & icons
value inspiration High Respect High Respect

TRUST SENSUALITY

reliability sound LOVE

ease sight
openness taste
security touch
scent Products FADS
REPUTATION Low Love High Love

RESPECT
INTIMACY Low Respect Low Respect
leadership
honesty commitment
responsibility empathy
passion

...creating affection...
Kevin Robers, The Lovemarks Effect
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

4D Branding, Thomas Gadd, 2001

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

FUNCTIONAL
Perceived benefit of
product or service.

4D Branding, Thomas Gadd, 2001

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

FUNCTIONAL
Perceived benefit of
product or service.
The ability to create insight or
guidance for the individual.

MENTAL

4D Branding, Thomas Gadd, 2001

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

FUNCTIONAL
Perceived benefit of
product or service.
The ability to create insight or
guidance for the individual.

MENTAL

SPIRITUAL Perception of
responsibility in
your industry,
society, locally, or
globally.
4D Branding, Thomas Gadd, 2001
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

FUNCTIONAL
Perceived benefit of
product or service.
The ability to create insight or
guidance for the individual.

MENTAL

SOCIAL

SPIRITUAL
The ability to create a
social context for a
group. Perception of
responsibility in
your industry,
society, locally, or
globally.
4D Branding, Thomas Gadd, 2001
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

FUNCTIONAL
Perceived benefit of
product or service.
The ability to create insight or
guidance for the individual.

MENTAL

SOCIAL
Brand must
deliver on all 4
dimensions.

SPIRITUAL
The ability to create a
social context for a
group. Perception of
responsibility in
your industry,
society, locally, or
globally.
4D Branding, Thomas Gadd, 2001
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Success story?

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Success story?

‘Whenever you encounter Virgin, it’s cheaper,

better quality and a much nicer atmosphere’

FUNCTIONALDIMENSION

SOCIALDIMENSION MENTALDIMENSION
‘I like Virgin, they’re like a great friend. We share ‘Virgin makes me feel good. When I’m on that
values, attitudes towards life and like to have fun’ plane it feels mentally relaxing’

SPIRITUALDIMENSION
‘I appreciate Virgin’s commitment to challenge
big and oblivious corporations’
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

WARM

WARM
PERFORMANCE MYSTERY

COLD

COLD
HOT

HOT
innovation great stories
quality past,present & future
service taps into dreams
identity myths & icons
value inspiration

TRUST SENSUALITY

reliability sound
ease sight
openness taste
security touch
scent
REPUTATION
INTIMACY
leadership
honesty commitment
responsibility empathy
passion

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

WARM

WARM
PERFORMANCE MYSTERY

COLD

COLD
HOT

HOT
innovation great stories
quality past,present & future
service taps into dreams
identity myths & icons
value inspiration

TRUST SENSUALITY

reliability sound
ease sight
openness taste
security touch
scent
REPUTATION
INTIMACY
leadership
honesty commitment
responsibility empathy
passion

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

“
WARM
WARM
PERFORMANCE MYSTERY

COLD
COLD

HOT
HOT
innovation great stories
quality past,present & future
service taps into dreams Announced $200US million
myths & icons
identity
value inspiration loss - its biggest ever - with sales
TRUST SENSUALITY
falling by more than a quarter.
reliability sound
ease sight
openness taste
security touch They were so successful for so
REPUTATION
scent
long, they didn't have to
INTIMACY question their marketing or
leadership
honesty commitment product development
responsibility empathy
passion ability. Jon Salisbury, Toy News, 2004

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

BRAND
IDENTITY
TRAPS

Brand Identity Trap, David Aaker, 2004

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Brand Image
Trap

BRAND
IDENTITY
TRAPS

Brand Identity Trap, David Aaker, 2004

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

External Brand Image

Perspective Trap Trap

BRAND
IDENTITY
TRAPS

Brand Identity Trap, David Aaker, 2004

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

External Brand Image

Perspective Trap Trap

BRAND
IDENTITY
TRAPS

Brand Position
Trap
Brand Identity Trap, David Aaker, 2004

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

External Brand Image

Perspective Trap Trap

BRAND
IDENTITY
TRAPS

Brand Position Product Attribute

Trap Fixation Trap
Brand Identity Trap, David Aaker, 2004

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

BRAND
IDENTITY
TRAPS
Product Attribute
Fixation Trap

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

BRAND
IDENTITY
TRAPS
Product Attribute
Fixation Trap

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Reduce a brands ability to

respond to changing market.

BRAND
IDENTITY
TRAPS
Product Attribute
Fixation Trap

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Reduce a brands ability to

respond to changing market.

BRAND
IDENTITY
TRAPS
Product Attribute
Fixation Trap

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

KGOY:
Kids
Getting
Older
Younger

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Love of the LEGO brand irrelevant?

KGOY:
Kids
Getting
Older
Younger

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Love of the LEGO brand irrelevant?

KGOY: My father made

Kids
Getting another brand an
Older offer they couldn’t
Younger refuse.
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

"SO.... WHAT DOES THIS TELL US?"

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

"SO.... WHAT DOES THIS TELL US?"

Emotional framework = 20% to 200% higher
prices + greater sales volume = ?

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Brand
Value

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Brand
Value

shifts in market trends?

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Brand
Value

shifts in market trends?

realign brand identity?

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Brand
Value

shifts in market trends?

BRAND
IDENTITY realign brand identity?
TRAPS
promote the brand internally?

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Brand Asset Valuator (Y&R)

Knowledge
an intimate understanding
of the brand
Brand
Stature
Esteem
howRelevance
well regarded the
brand is
Brand
Brand
Value
Value
Relevance
how approproate the
brand is to you
Brand
Vitality
Diffrentiation
shifts in market trends? the brand’s point of
BRAND difference
IDENTITY realign brand identity?
TRAPS
promote the brand internally? THE FOUR PILLARS
Energised Relevance Esteem Knowledge
Differentiation

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

2001 2011

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

2001 2011

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

2001 2011

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

overlap in
market
segments

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

emotional frameworks?

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

emotional frameworks?
ASYL:
Adults
Staying
Younger
Longer

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

KGOY
ASYL

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

WARM
WARM
PERFORMANCE MYSTERY

COLD
COLD

HOT
HOT

innovation great stories

quality past,present & future
service taps into dreams
identity myths & icons
value inspiration

TRUST SENSUALITY

reliability sound
ease sight
openness taste
security touch
scent
REPUTATION
INTIMACY
leadership
honesty commitment
responsibility empathy
passion

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

WARM
WARM
PERFORMANCE MYSTERY

COLD
COLD

HOT
HOT

innovation great stories

quality past,present & future
service taps into dreams
identity myths & icons
value inspiration

TRUST SENSUALITY

reliability sound
ease sight
openness taste
security touch
scent
REPUTATION
INTIMACY
leadership
honesty commitment
responsibility empathy
passion
THE FOUR PILLARS
Energised Relevance Esteem Knowledge
Differentiation

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

“Unilever’s world outlook, organisation and commercial

relationships are all based on distinctive and separate
brands, and have been for more than a century.” Wally Olins, 2003

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

house of brands?
“Unilever’s world outlook, organisation and commercial
relationships are all based on distinctive and separate
brands, and have been for more than a century.” Wally Olins, 2003

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

house of brands?
“Unilever’s world outlook, organisation and commercial
relationships are all based on distinctive and separate
brands, and have been for more than a century.” Wally Olins, 2003

©JamesBarber branded house?

 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

THE FOUR PILLARS BRAND STRENGTH BRAND STATURE

Energised Relevance Esteem Knowledge + +

Differentiation

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

THE FOUR PILLARS BRAND STRENGTH BRAND STATURE

Energised Relevance Esteem Knowledge + +

Differentiation

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

THE FOUR PILLARS BRAND STRENGTH BRAND STATURE

Energised Relevance Esteem Knowledge + +

Differentiation

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Loss of freedom?

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

Loss of freedom?

Corporate brand
vulnerable?

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

”.....the Dasani scandal has left Coke nursing

a £25 million loss from cancelled production contracts

http://www.guardian.co.uk

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

" why FIX IT ? "

IF IT AINT BROKE,

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture

Self-image

PICTURE OF RECIPIENT

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture

Self-image

PICTURE OF RECIPIENT

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture

Self-image

PICTURE OF RECIPIENT

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture

Self-image

PICTURE OF RECIPIENT

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture ?!

Self-image ?!
PICTURE OF RECIPIENT

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture ?!

Self-image ?!
PICTURE OF RECIPIENT

©JamesBarber Understand Brand image

 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture ?!

Self-image ?!
PICTURE OF RECIPIENT

©JamesBarber Understand Brand image Recognise weak areas

 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture ?!

Self-image ?!
PICTURE OF RECIPIENT

©JamesBarber Understand Brand image Recognise weak areas Help differentiate

 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER

Physique ?! Personality ?!

INTERNALISATION
EXTERNALISATION

Relationship ?! Culture ?!

?! Self-image ?!
PICTURE OF RECIPIENT

Kapferer’s Brand Model

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER PICTURE OF SENDER

Physique Personality Physique Personality

INTERNALISATION
EXTERNALISATION

INTERNALISATION
EXTERNALISATION

Relationship Culture Relationship Culture

Self-image
Self-image

PICTURE OF RECIPIENT
PICTURE OF RECIPIENT

Kapferer’s Brand Model

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER PICTURE OF SENDER

Physique Personality Physique Personality

INTERNALISATION
EXTERNALISATION

INTERNALISATION
EXTERNALISATION

Relationship Culture Relationship Culture

Self-image
Self-image

PICTURE OF RECIPIENT
PICTURE OF RECIPIENT

Kapferer’s Brand Model

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER PICTURE OF SENDER

Physique Personality Physique Personality

INTERNALISATION
EXTERNALISATION

INTERNALISATION
EXTERNALISATION

Relationship Culture Relationship Culture

Self-image
Self-image

PICTURE OF RECIPIENT
PICTURE OF RECIPIENT

Kapferer’s Brand Model

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER PICTURE OF SENDER

Physique Personality Physique Personality

INTERNALISATION
EXTERNALISATION

INTERNALISATION
EXTERNALISATION

Relationship Culture Relationship Culture

Self-image
Self-image

PICTURE OF RECIPIENT
PICTURE OF RECIPIENT

Kapferer’s Brand Model

©JamesBarber Culture = Europe / USA

 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

PICTURE OF SENDER PICTURE OF SENDER

Physique Personality Physique Personality

INTERNALISATION
EXTERNALISATION

INTERNALISATION
EXTERNALISATION

Relationship Culture Relationship Culture

Self-image
Self-image

PICTURE OF RECIPIENT
PICTURE OF RECIPIENT

Kapferer’s Brand Model

©JamesBarber Culture = Europe / USA Self attitude vs. Everyone

 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

inconclusion
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

inconclusion
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

inconclusion
Can ‘Love’ be Quantified?
©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

...focus on key component...

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

...focus on key component...

...address certain types of brands...

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

...focus on key component...

...address certain types of brands...

...built from research generated

ideas...

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

...focus on key component...

...address certain types of brands...

...built from research generated

ideas...

...business anecdotal positions...

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

...focus on key component...

...address certain types of brands...

...built from research generated

ideas...

...business anecdotal positions...

...linked to existing systems...

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

...focus on key component...

...address certain types of brands...

...built from research generated

ideas...

...business anecdotal positions...

...linked to existing systems...

...selection and combination...

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

...focus on key component...

...address certain types of brands...

...built from research generated

ideas...

...business anecdotal positions...

...linked to existing systems...

...selection and combination...

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

“
“
Brand frameworks are simply tools: they are
necessary for decentralised decision making...they
must also stimulate creative ideas: they are
a spring- board for brand activation.

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

THANKYOU
QUESTIONS ARE MOST WELCOME

“
Branding is, not concerned with sales, money, turnover or
profits. Branding is only ever about people, purpose and
reputation. The principle of this approach is that if all
elements are considered, the issue of sales and profits will
inevitably follow. - Me, 2012

©JamesBarber
 Brand
brand frameworks
Success

A SPECULATIVE COMPARISON OF B2C BRANDS

THANKYOU
QUESTIONS ARE MOST WELCOME

“
Do you agree..?
Branding is, not concerned with sales, money, turnover or
profits. Branding is only ever about people, purpose and
reputation. The principle of this approach is that if all
elements are considered, the issue of sales and profits will
inevitably follow. - Me, 2012

©JamesBarber