Brand Essence wheel

Summary

This video script delves into the concept of brand essence, focusing on how it's generated and applied in marketing. It uses Old El Paso and Guinness as examples to illustrate how brands evoke specific thoughts and feelings through their communication. The script introduces the brand essence wheel, a tool to guide consistent brand messaging over time, emphasizing the importance of aligning product attributes with consumer perceptions to create a lasting brand image.

Takeaways

• 📚 The video script is part of a series on brand essence, generation, and application, focusing on the marketing toolkit and brand essence creation.
• 🌮 Brand Old El Paso is used as a case study, specializing in Mexican food products like tortillas, taco shells, salsas, and seasonings.
• 🎥 The script encourages viewers to explore the brand's website and advertising to understand its identity and communication style.
• 🔄 A brand essence wheel is introduced, dividing the brand's characteristics into four quadrants: product description, benefits, image, and feelings.
• 📈 Old El Paso's brand essence is associated with togetherness, vibrancy, heritage, and a liberating, festive experience.
• 🍺 Guinness is presented as another brand example, with its essence revolving around inner strength, courage, and bonding.
• 📊 The script explains how brand essence wheels help guide long-term brand communication, similar to a constitution guiding a country.
• 🎬 Commercials are analyzed to demonstrate how the brand essence is conveyed through advertising, emphasizing the consistency of themes over time.
• 📝 The importance of marketing discipline is highlighted for maintaining brand essence and managing consumer perceptions effectively.
• 🔑 The script emphasizes the role of brand personality in shaping consumer perceptions, with traits like being easy-going, generous, and genuine for Old El Paso, and intelligent, bold, and charismatic for Guinness.
• 👥 The script suggests that brand communication should actively manage the thoughts and feelings associated with the brand to create a lasting impression on consumers.

Q & A

What is the main focus of the video script provided?

The main focus of the video script is on brand essence generation and application, using the example of Old El Paso and Guinness to illustrate how brands evoke certain thoughts and feelings through their marketing communications.

What is the Old El Paso brand known for?

Old El Paso is known for specializing in Mexican food, offering products such as tortillas, taco shells, salsas, tortilla chips, and seasonings that help consumers create great Mexican meals.

What are the key elements of the brand essence wheel?

The brand essence wheel has four quadrants: describing the product, what the product does for the consumer, how the brand makes the consumer look, and how the brand makes the consumer feel, with the core essence located at the center.

How does Old El Paso's commercial aim to make the consumer feel?

Old El Paso's commercial aims to make the consumer feel relaxed, liberated, creative, confident, rewarded, and included by emphasizing the ease of use, wide range of Mexican food options, and the authenticity of the food.

What personality traits are associated with the Old El Paso brand according to the script?

The personality traits associated with Old El Paso are involving, lively, easy-going, generous, genuine, and rugged.

What are the core values that Old El Paso wants to convey through their brand essence?

The core values that Old El Paso wants to convey are liberating, togetherness, vibrant, and heritage.

What is the significance of the brand essence wheel in managing brand communication?

The brand essence wheel is significant in managing brand communication as it serves as a guide to ensure consistency in the thoughts and feelings that the brand wants to evoke in consumers over time.

How does the Guinness brand use the brand essence wheel in their marketing?

Guinness uses the brand essence wheel to guide their marketing communications, focusing on themes such as inner strength, courage, and bonding, which are consistent across different commercials and media platforms.

What are the key sensory attributes of Guinness as described in the script?

The key sensory attributes of Guinness described in the script include its black and white color, rich creamy head, the surge as it settles, and the unique depth of taste.

How does the script suggest that Guinness positions itself in comparison to other beers?

The script suggests that Guinness positions itself as more than just a drink, offering an experience with a ritual associated with pouring, a unique taste, and a sense of authenticity and heritage.

What is the historical significance of the Guinness brand as mentioned in the script?

The historical significance of the Guinness brand mentioned in the script is that it was started at the St. James's Gate Brewery in Dublin in 1759, emphasizing its long-standing brewing heritage.