Re: Move from branding

From: Scott Rose <scull_at_globalserve.net>
Date: Wed 12 Mar 2003 08:51:38 -0600

Well lets up the ante here.

I will borrow a few excerpts from David Aaker's book "Building Strong
Brands" which in my personal opinion is perhaps one of the best
Branding books available. You can get it through Amazon I guess.
First published in 96. Pick this one up it will show you the path.

"The bottom line is that unless the role of the brand is simply to
support other brands by providing credibility, the brand identity needs
to provide a value proposition to the customer."

What is a value proposition?

A brand's value proposition is a statement of the functional, emotional,
and self expressive benefits delivered by the brand that provide value
to a customer. An effective value proposition should lead to a
brand-customer relationship and drive purchase decisions.
Functional Benefits-(Volvo is a safe durable car because of it's weight
and design), Emotional Benefits-Safe in a Volvo. Self expressive
benenfits- Adventurous and daring by owning Rossignol skis.
Nike is a prime example of self expressive benenfits associated with
it's brand. "Just do it" (Oh Rob, does this value proposition add no
value to the brand as you so politely put it in your words after I
queried:

>How does a value proposition add to a brand?
>What are some of your most memorable?
>i.e. McDonalds----- "We love to see you smile"
>Chevrolet-----"Like a Rock"

Your answer was:

 "Both completely meaningless and irrelevant, but no doubt fashioned by
a bevy of boardroom geniuses bent less on making a statement than
actually saying something."

Oh yeah Rob is this not your current value proposition or am I missing
something "Yes, I really do turn users into evangelists for your brand."

You cannot possibly believe that a value proposition does not add to the
total package of building a strong brand. That is like saying emotional
and self expressive benefits of a brand do not add to a buying decision.
ie: thinking of ones self is the predominent basis for a buying
decision, I mean to say that if you think about it no matter what the
product is from a chocolate bar to a car. You buy something because you
are going to get the "feelings" you require from that product, be it
safety in a Volvo or tase in a Crispy Crunch---you get the idea folks..
A well executed value proposition can lead to the memory and feelings
evoked of the brand and the feeling you obtain or will obtain in using
that brand.

So in conclusion: Functional Benefits, Emotional Benefits, Self
Expressive Benefits and Relative Price are all parts of the puzzle that
must be considered when developing a value added proposition.
Pick a product--let's go with Chevy---- "Like a Rock" break it down
based upon the benefits above.

Then consider why it adds value to the brand.
later gators.
Scott Rose "THE DR."
www.getfishnow.com
"where you getfishnow"






Received on Wed Mar 12 2003 - 08:51:38 CST