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TBB Business B - Summary of all Lectures
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A summary of all business B lectures.
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TBB Business B – Summary of all LecturesLecture 1 – Brands and Branding
The Development and Position of Brands in our Society
Advertisements from 50/60 years ago
- Lots of text
- Man is not equal to woman woman had to serve the man
- Beauty really important still important nowadays
- Mostly focused on women
- Ideal family says something about society
Nowadays, the brand is communicated everywhere much more channels
- Word of mouth
- Impressions in a retail store
- Advertising
- Guerrilla activities
- Social media
Explicitness: sex still sells
Power + Influence circle – shows whether
companies, government, religion, civilians
have power and/or influence in society.
Western Europe in the 50s
- Companies were challengers, since
norms and values were easy to
interpret. Marketing was ‘child’s play’,
because it was easy to target the consumer.
- Brands were getting more and more important: certainty, guarantee about quality
and availability, channel of communication
1965 compared to the 2000s
- In 65 it was much easier to target a large amount of the market with a small amount
of commercials: customers recalled commercials.
- 76% consumers don’t believe that companies tell the truth in ads, but 70% trust
other customers.
- Consumers trust reviews more when they see both good and bad scores.
Cognitive dissonance –you rationalise your decision as a good one
The Marketing Paradox – marketing is about figuring at what people (believe they) need and
want, and then creating the product to suit that need/desire and then selling it. This results
in 90% failure with new products, because there are more factors in the game.
Why does 90% of new products fail?
, - Consumers are aware of marketing matters we are getting smarter and smarter
- Marketers are aware that consumers are aware however, consumers are aware of
this as well
What changed over time?
- Before 1950: the product was a competitive weapon with efficient distribution, you
could be leading the market
- 1950-80: knowledge of the market was a competitive weapon marketing was just
seen as a way to gain a competitive advantage
- 1980-95: organisation was a competitive weapon best value for money
Western Europe in 2000
- A shift in the power + influence circle
- The brand is now much more
influential and powerful than the
government no borders to produce
and sell, worldwide, brands are leading
- Post-modern society – ideologies and
religions promised things in the future,
but never get a result so we lost trust
in ideals: we are now looking for other
things to believe in.
- People connect with a brand to
determine identity, brands position
themselves on a brand image.
How did the brand become so influential?
- The classical definers of our identity (belief, social class, education, political
background are losing discriminative ability.
- Classical definers Individualisation Tribing
- Around 50s: you would be part of a group your whole life, but with tribing, you can
connect with several groups that have different norms and value systems family,
friends, sports club, etc.
THE OLD CONSUMER – Traditionals
- Acceptance, local, group values, entertainment, mass media
- Need-directed, outer-directed: social orientation,
- IMAGE: Buying because of the image of a brand
THE NEW CONSUMER – Pluralists
- Aspiration, international, private values, mental development, experience
- Self-secure, inner-directed: personal orientation
- IDENTITY: More focused on the quality of the product, material, etc.
Tip It’s your job to have ideas that will stimulate the interests of consumers don’t be
consumer led: Be IDEA LED but CONSUMER (society) AWARE.
The Dilemma
, - Dominated by the desire to be unique, but also having a profound need to be part of
something bigger than yourself
- ‘Schizophrenia of the Western human’ – trying to find out who you are, shape your
own identity by mirroring yourself onto models, but because you do so, you can no
longer discover who you are ‘fragmented person’
- Paradox of Choice – unlimited choices produce genuine suffering, because you suffer
from the things you can’t choose anymore.
1995 – Now
- Emotional involvement as a competitive weapon: getting the consumer into the
company, on an emotional level, not rational
- Involve customer with the company behind the product
- Industrial revolution Information revolution Emotional revolution = rational side of
our life is compensated with creativity, gut feeling, etc.
Experience marketing model – Pine and Gillmore
What is Experience Marketing ?
- A system designed to satisfy material needs
is transformed into an economy that
anticipates psychological needs
- Experiences are the source of value creation
- Form of marketing with the objective to
create brand experience
- Purpose: allowing consumers to experience
the brand on an emotional level AND
establishing a relationship
- Goes through all your senses: vision, audio,
aroma, tactile, taste
Experience Marketing vs. Theatre – Storytelling, client = guest, personnel = actor, product =
performance, problem = story, marketer = director.
Evolution of brands
1. Phase of Trust
2. Phase of Status
3. Phase of Identification
4. Phase of Play
5. Phase of Self-actualisation Creation
The Future of Brands
- Positioning on identity: what you see is what you get, brand has to question itself, its
purpose, outside in/inside out from that answer you start communicating
- Proactively trying to solve problems/help instead of screwing the customer over
- Consumers will expect/demand that brands mirror society and act genuinely, openly
The Future of Brands – Define a Massive Transformative Purpose
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