The 9 Criteria For Brand Essence by Kirk Philips

CONRAD I PHILLIPS VUTECH
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a name, trademark, lago

package, or producto


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CONRAO I PHILLlPslvUTECH
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CONRAD I PHILLlPS I VUTECH
everyday people make hundreds of decisions based

more on how they feel than on logic.
Think about it -- dothes, cars, restaurants,

entertainment -- business purchases too.
02009 Conrad, Ph11ips & Vutech, loc

Tangible: Asics Gel-Bandito are Ughtweight.

Intangible: Asics Gel-Bandito help me runfaster.
02009 Conrad, Pnillips & Vutech. loc -• ¿a = � .

.------
a forIllal de · tiorl
A brand is a prod ct, service,
cause or organiza ion with
perceived intangi �le attributes.
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Perception of intangibl-,,, is in the

eye of the beholder. De ending on
the brand, • 11 11 11 11
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FOR EXAMPLE
To you, ketchup is a commodity.
To me, there's a difference

in ketchup brands.
And vice versa, depending

upon the category.
brand categories
Brand categories people care about m lst
(among 440 brands surveyed):
Luxury cosmetics
Kids' breakfast cere �ls
Wireless handsets
Luxury moisturizing $kin care products
D iscount retail store �
-8RJlld Keys, 2009 loydlty Engd� rrent Index

commodity categories
Brand categories people care about le�bt
(among 440 brands surveyed):
Banks
Insurance
50ft drinks (regular�
Casual din ing I c:;ta! ants
Bottled water
-8RJlld Keys, 2009 LDytllty Index

CONRAD I PHILLIP
connnodit
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CONRAD I PHILLIPS I VUTECH
On Wall 5treet, commodities f the same

type are with ach other.
Soy beans are soy beans.

(Unless yau perceive Q difference.)
02009 Comad, Pnillips & Vutech. loc

Brands compete on their

intangi ble attributes.
Commodities compete on
pnce or convenlence.
• •
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How do brands get ins ............. your head?
Through exposure to actual experie n ces

messages about the brand e brand
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Experiences = Touchpoi:nts
Touchpoint is marketing jar on for a

moment (time and place) w en the brand
comes in contact with the a dience.
-._r�
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Every single person in organization

contributes to shaping ,n"", audience's
experiences with the - even if they
don't come in contact w the audience.
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impacts the audience's penences

•
with the brand.

For this r
o ely '-0_\01 vD

A brand will not be stron unless the

entire organization unde tands and
embraces, , , ! start g at the topo
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Don't worry about the sem-.l¡-+ics.

It's that matters
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The brand essence is the •
intangible attribute that di rentiates

the brand from competitiv brands as
perceived by the audience.
02009 (ornad, Pnillips & Vutech, loc

the
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CONRAO I PHILLIPslvUTECH
the
FOR EXAMPLE
If Apple (and its products) are

friendly and approachable, then
it is claiming that its competitors
(pes, etc.) are not.
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the
People make decisions based upon

•
how things are U lle,

not how they
are the same.

the
THINGS YOU WILL NEVER HEAR SOMEONE SAY:
"1 picked it because it was exactly like

every other car I test-drove."
"We bought it because it was exactly like
every other house on the street."
"1 married him because he was exactly like
every other guy I dated."

the
e essenc€� ..•
gives the audience the primary reason to

choose a brand over competitors' brands .

the
e 11nl e
Own a single idea.

CONRAO I PHILLlPslvUTECH
the
EXAMPLES OF BRAND ESSENCE:
Harley- Davidson = Liberating
3M = Innovative
Visa = Everywhere
Jeep = Adventuro us
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the
• •
ositiOJ lS ...
the relative differences
between brands as perceived
by the audience.
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the
EXAMPLES O F AU TOMOTIVE BR AND POSITIONS
Toyota Prius = Fuel-efficient
Hyundai = Affordable
Porsche = Sporty
Lexus = Luxury
Lamborghini = Exotic
One is no more independent on a

Harley-Davidson motorcycle than
another brand, but somehow one
feels Iike ¡t.
Tap into what the audience feels.
02009 Comad, Pn�ljp5 & Vutech. loc

One word to descri be the essence is ideal.

May be two. More than two words indicates
that the brand has no focus.
Because a brand ( by design) delivers a

unique experience, having no focus makes
for a weak brand.

"A brand becomes stronger ...

when you narrow its focus."
-Ries & Ries, The 22 Immutable Laws Of BrandinJg

the
The essence captures what the audience

feels during an experience \lvith the brand.
EXAMPLE
"Driving a Vol vo
makes me feel that
my family is safe."
02009 Comad, Ph�lips & Vutech. loc

There is no point in identifying an essence

that is irrelevant to the audience. Essences
that don't connect are the reason behind
many failed brands. Research iit.
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If the proposed essence is not

consistently experienced
then it isn't the essence.
EXAMPLE
If magical is Disney's essence,

then every trip to Disney World
must deliver on that promise.
OWalt Disney Company

Consistency = "No Surprises"

-- People seek comfort, stability, and predictability.
-- The success of all chains is based upon
consistency of experience.
( Think McDonald's. )
-- Consistency of experience is
the basis for brand loyalty.
C> McDonald's {arp or tion

Former Holiday Inn tagline:

"The best surprise is flO surprise"
t,
OIHG
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Maintaining consistenlcy ...

is a major challenge f()r most
organizations.
Can your organization deliver?

"One of the few things

worse than no promise ...
is a bro ken one."
-Scott Daviis, Brandweek

the
The essence must be credibll e or the brand

will be rejected. To find out \lvhat the audience
believes a bout your brand, ask them.
(It's okay for the brand essence to be aspirational, but only

if your audience believes you can deliver on the promise.)
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A brand's essence is ba ked in.

It doesn't change.
Ever.
01009 Conrad. Pnillips & Vut«h, Ioc.

WiU the essence wor k for brand

extensions?
WiU it wor k as the brand's

opportunity grows?

the

Branding, then, isooo

_
defining, promising, ar d delivering
a unique brand experi�nce consistently.
Branding distinguishe� the brand from
its competitors and blJilds preference.
02009 Conrad, Pnllips & Vutech. loc

ROl of brandin
Branding generates tri + loyalty.
llal L ty
(trying the brand) results resul from having
from being intrigued a seri s of consistent,
by the promise of the singu r and favorable
brand experience. bran experiences.

CON RAD I PHI LLIPS I VUTECH
The ultimate goal of brandi g is
02009 ConTad, P¡'.lips & Vutech, loc

A loyal audience se ks
repeat brand expe iences.
And recommends t e brand

CONRAD I PHILLlPS I VUTECH
brand Brand loyalty drives up

to 70% of all purchase
loyalty de e is ions. Kuczmarski Associates
- &
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Loyal customers , on average,

brand are willing to pay a 20%
loyalty premium for their brand
of e ho i ee - Kuczmarski Associates
. &
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Unli ke branding, p motion

based marketing is ften
centered on pricin strategies
and aims for short-t rm results.

Branding generates l ng-term

results, but requires
to a long-term strate y.


Brand Loyalty Marketing
Q1994 Coalition for Brand Equity
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astrong brand is ...

1. cost-effective to su��ain
FOR EXAMPLE
Maytag's brand essence of d �pendability

as symbolized by "the lonely �epairman"
campaign has been running i pr over 40 years.
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2. a foundation for ne launches
F OR EXAMPLE
- Tide extended its brand within its category,

adding Tide liquids, Tide � Go, etc.
- The Gap spun off sub-bran s to serve different

audiences through babyGa ,GapKids, etc.
- Disney moved into new cat gories with Disney

cruises, retail stores, broad ay shows, etc.


3. an ideal partnerfor co-branding
opportunities
FOR EXAMPLE
- Intel positioned itself as th � preferred

microchip for all brands of personal
computers through its "Int�llnside"campaign.
- One of Edie's Loaded froZE n dairy desserts

features Nestlé Butterfing� r candy pieces.


4. a barrier to compet tion
Owning a position in the min Js of the
audience often discourages c pmpetitors
from head-on competition.
FOR EXAMPLE
- Imagine the difficulty in tr �ing to

replace iPhone as the sma tphone
with the most applications
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the

the
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CONRAD I PHILLIPS VUTECH

02009 Conrad, Pnillips & Vutech. loc

02009 ConTad, Pnillips & Vutech. loc

02009 Conrad, Pnillips & Vutech. loc

a name, trademark, lago

02009 Conrad, Pnillips & Vutech. loc

02009 Conrad, Pnillips & Vutech. loc

02009 c.onTad, Pnillips & Vutech, loc

02009 ConTad, Ph�ljp5 & Vutech. loc

02009 ConTad, Ph�ljp5 & Vutech. loc_

02009 ConTad, Pn�lips& Vutech, Inc

02009 (ornad, Phllips & Vutech, loc

everyday people make hundreds of decisions based

Think about it -- dothes, cars, restaurants,

02009 Conrad, Ph11ips & Vutech, loc

Tangible: Asics Gel-Bandito are Ughtweight.

02009 Conrad, Pnillips & Vutech. loc -• ¿a = � .

02009 Comad, PnM'ips & Vutech, loc

02009 c.onTad, Pnillips & Vutech. loc

Perception of intangibl-,,, is in the

02009 ConTad, Pnillips & Vutech, loc

02009 ConTad, Pnilips & Vutech, loc

To you, ketchup is a commodity.

To me, there's a difference

And vice versa, depending

Kids' breakfast cere �ls

Luxury moisturizing $kin care products

D iscount retail store �

-8RJlld Keys, 2009 loydlty Engd� rrent Index

02009 Conrad, Pnillips & Vutech. loc

50ft drinks (regular�

Casual din ing I c:;ta! ants

-8RJlld Keys, 2009 LDytllty Index

02009 Conrad, Pnillips & Vutech. loc

02009 ConTad, Pnillips & Vutech, Inc

On Wall 5treet, commodities f the same

Soy beans are soy beans.

02009 Comad, Pnillips & Vutech. loc

Brands compete on their

02009 Contad, Phil!ips & Vut«h. lne.

How do brands get ins ............. your head?

Through exposure to actual experie n ces

02009 Conrad, Pnillips & Vutech, loc

Touchpoint is marketing jar on for a

02009 ConTad, Ph�ljp5 & Vutech, loc

02009 Conrad, Pnillips & Vutech, loc

Every single person in organization

02009 ConTad, Ph�ljp5 & Vutech, loc

impacts the audience's penences

with the brand.

02009 Conrad, Pnillips & Vutech, loc

02009 Conrad, Pnillips & Vutech, loc

A brand will not be stron unless the

02009 Conrad, Ph�ljp5 & Vutech. loc

02009 ConTad, Pnillips & Vutech. loc

02009 Comad, Ph�ljp5 & Vutech, loc

Don't worry about the sem-.l¡-+ics.

02009 ConTad, Pnillips& Vutech, loc

Unli ke branding, p motion