Brand Essence wheel
Summary
TLDRThis 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.
Outlines
🌮 Brand Essence Exploration: Old El Paso
This paragraph delves into the concept of brand essence, specifically using Old El Paso as a case study. It discusses the brand's portrayal through its commercials, emphasizing the thoughts and feelings the brand aims to evoke, such as togetherness, festivity, and ease of creating Mexican meals. The paragraph introduces a brand essence wheel, dividing it into four quadrants to analyze the product description, its benefits, how it makes the consumer look, and how it makes them feel. Old El Paso is described as a brand that brings people together, offers quality and taste, and is easy to use, with a personality that is lively, easy-going, and generous.
🍺 Guinness Brand Essence and Consumer Perception
The second paragraph examines the brand essence of Guinness, using a brand essence wheel to guide communication and manage consumer perceptions. The product is characterized by its unique features such as the creamy head and the 'surge' when settling. The paragraph explores how Guinness makes consumers feel—relaxed, satisfied, and part of an exclusive experience. It also discusses the brand's impact on consumer self-perception as confident, discerning, and aspirational. The core essence of Guinness is identified as inner strength, courage, and bonding, which are reflected in their commercials, maintaining a consistent brand image over time.
🏈 Consistency in Brand Communication: Guinness Over Time
This paragraph highlights the importance of maintaining consistent brand communication over time, using Guinness as an example. It compares two commercials from different years to show how the brand's core themes of inner strength, courage, and bonding have been sustained. The paragraph emphasizes the role of the brand essence wheel in guiding long-term marketing strategies, likening it to a country's constitution. The rugby commercial 'Shane' is mentioned to illustrate how Guinness continues to evoke the same brand values, despite changes in medium and time.
📝 Conclusion on Brand Essence Discipline
The final paragraph succinctly wraps up the discussion on brand essence, emphasizing the need for marketing discipline in maintaining a brand's core values and image. It suggests that a well-managed brand essence can significantly influence consumer perception and brand loyalty, reinforcing the importance of the brand essence wheel as a strategic marketing tool.
Mindmap
Keywords
💡Brand Essence
💡Old El Paso
💡Marketing Toolkit
💡Togetherness
💡Vibrant
💡Heritage
💡Guinness
💡Brand Essence Wheel
💡Inner Strength
💡Courage
💡Bonding
Highlights
Introduction to the second part of videos on brand essence, generation, and application.
Explanation of the marketing toolkit and the first element, brand essence.
Discussion of the Old El Paso brand, specializing in Mexican food.
Importance of understanding brand communication to evoke specific thoughts and feelings.
Analysis of an Old El Paso commercial to identify brand thoughts and feelings.
Introduction of the brand essence wheel with its four quadrants.
Description of the Old El Paso product attributes and their implications.
How the Old El Paso brand makes consumers feel through its product.
Personality traits associated with the Old El Paso brand.
Identification of core essence values for Old El Paso: liberating, togetherness, vibrant, and heritage.
Demonstration of how brand essence themes are reflected in Old El Paso commercials.
Introduction to the Guinness brand and its brand essence wheel.
Description of the unique product attributes of Guinness and its sensory experience.
Analysis of how Guinness makes consumers feel and the values it projects.
Personality traits and core essence values for Guinness: inner strength, courage, bonding.
Reflection of Guinness brand essence in their commercials through themes of strength and bonding.
Long-term use of brand essence wheels for consistent brand communication.
Comparison of different Guinness commercials over time to show consistent brand themes.
Transcripts
no uh 5.1 brand assets so this is the
second part of
the videos on uh brand essence
generation and application
so
just to recap where we are in the
process we're in our marketing toolkit
and we're looking at the first element
which is brand essence here in the first
element going into
creating what our brand is about
now i'll get rid of myself here because
we'll be looking at videos very shortly
the first brand we want to consider is a
brand called old el paso now if you're
not familiar with the brands in these
videos uh just go to their websites and
uh our youtube google their advertising
you'll get a sense of them all that
personal huge uh american brand uh they
specialize in mexican food so everything
that helps you create great mexican meal
at hopes of tortillas taco shells salsas
tortilla chips and seasonings and so on
so you take ordering ingredients and
turn them into a great mexican meal so
we're talking about thoughts and
feelings
uh that brands evoke
so let's have a look at the commercial
here and start to think about the
thoughts and feelings you might have
about this brand based on their
communication
today i'm making fajitas for the family
all el paso style smoky barbecue blend
brings flavors together in perfect
harmony like family coming together and
pretending nobody threw anyone off the
balcony
all the slicing and cutting it makes me
feel at peace
it takes the right dish to get the
family together
so make the most of it
because as we say in old el paso
together
okay so together is weather
and here we have
a brown essence wheel
okay now
these models take different forms uh but
for the moment we're just going to stick
with this brand essence wheel
and it has four quadrants
and the first quadrant how would i
describe the product
then what the product does for me
how the brand makes me look how the
brand makes me feel
and we ladder into the center here which
is where we locate the core essence
up here
are the more functional needs
down here
are the more psychological needs so
rational and emotional
now old el paso how do we describe that
product well handheld
do-it-yourself
yellow
multi-sensory
real
fresh
mexican
okay
then if it's those things if i would
describe it to be that
then the product
does for me so these things on the right
do for me well they bring people
together
create interactive festive fun
give me quality
good taste fresh food
provide me with an exciting alternative
to what i might have been cooking
is liberating
the sense that i too can create mexican
food
easy
and stress free
so how that makes me look
when i prepare an old help household
meal from my family on a contemporary
adventurous
fun loving
and caring
and how that makes me feel so if i look
that way in front of my family
then i feel
relaxed
liberated creative
confident rewarded
included
okay
why is that true
well
old el paso is easy to use
they have a wide range
food with mexican roots and it's real
food
what's the personality well
involving lively easy going generous
genuine and rugged
and in the center
looks good the wrong way in the center
in the core essence
liberating
togetherness vibrant
and
heritage okay
so
those values
are those
elements are the thoughts and feelings
that the owners of the old el paso bread
want everyone to think when they see
any communication or any packaging or
any product
follow all in our person so when we see
this off the top left
we think these
thoughts
all right let's go back and have a look
at the commercial let's see
side by side so just focus on liberating
togetherness vibrant and heritage see do
those themes come through
today i'm making fajitas for the family
old el paso style smoky barbecue blend
brings flavors together in perfect
harmony like family coming together and
pretending nobody threw anyone off the
balcony
all the slicing and cutting it makes me
feel at peace
it takes the right dish to get the
family together
so make the most of it
because as we say in old el paso
together
okay so
certainly together together is together
in spoiler
it's vibrant feels vibrant there's
heritage there's a family there it's
very mexican and it feels kind of
liberating there's a lighter mood to the
meal and you know certainly that kind of
festive fun to bring people together
comes through very very strongly so
all el paso
through their communication are actively
managing what consumers think
of their broads
try another example
so this one here
is
give us the
beer
he waits that's what he does
and i tell you what
take followed talk followed tick
followed talk followed tick
ahab says i don't care who you are
here's to your dream
the old sailors returned to the bar
here's to you i have
and the fat drummer hit the beat with
all his heart
he's still waiting
okay so
let's see what that was about
so
uh the guinness brand uh created this uh
brand essence wheel
uh for their communication to guide
their communication to manage the
thoughts and feelings that they want
consumers to have when they see the
guinness brand so how would they
describe the product well
black and white
in color rich
creamy head the surge that relates to
the point to give us when it's settling
the want
so
the uh moment where you have to wait
before you get your beer as it brews in
front of your eyes
and then the unique depth of taste that
if anybody's tasted guinness
you realize what that is the uniquely
rewarding taste of guinness you can tell
i used to work for them
so whoops going the wrong way
so if it is that then what does the
product do for me well it's relaxing
satisfying has a sensual feeling or a
softer both feel
fulfilling
it's an experience so compared to
drinking larger or more frivolous beers
if you like guinness offers you an
experience wear a bruise approaching
your eyes and there's a ritual
associated with it so
in that way it's more than a drink
now don't forget when we're creating
these it's what the thoughts and
feelings we want to manage
in people's minds so
i would say over claim but we're
presenting our brands the best possible
light
if it's those things on the top left
then how does that make me look
confident discerning aspirational
inner strength
so there
the
outer directed values are how we look as
guinness drinkers
and then how the brand makes me feel
bonded rewarded part of the club
self-confident unique inspired and proud
so that they in our directive takes
something
so after directed how it makes me look
inner directed how the brand makes me
feel
why is that true
well
there's a ritual associated with pouring
guinness
so that serves the settle the bomb and
the craft
the irish pubs or the ritual of uh irish
pubs and the specialness of irish pups
the authenticity of the guinness brand
it's unique
the brewing heritage so
started in the saint james gate brewery
in dublin in 1759
and the fact that
every plague no matter where you drink
units in the world is brewed in ireland
personality or the brand personality
intelligent bold charismatic
irish
inspired
and at the core
is inner strength
courage
bonding
so
what we have here
is
what the guinness brand what consumers
to think
when they see
if presented in terms of the product or
in terms of the logo or in terms of any
instance where it gives brand appearance
in front of people
people give us uh inner strength courage
bonding now let's go back to the
commercial
and
look at inner strength courage and
bonding see do those themes
come through
he waits that's what he does
and i tell you what
take followed talk followed tick
followed talk followed tick
ahap says i don't care who you are
here's to your dream
the old sailors returned to the bar
here's to you i have and the fat drummer
hit the beat with all his heart
here's the waiting
[Music]
okay so the inner strength courage
bonding comes across very clearly you
know right throughout the commercial so
the
point about this though is these brand
essence wheels are used to manage brand
communication over very long periods of
time you can almost liken them to the
constitution of a country it's something
that guides the country and the behavior
of the country over time so to
demonstrate that this surfer commercial
was made in 1999
uh
this next commercial
is more recent
but notice how
it's different but the themes
are the same so this guinness it's
called shane and this rugby commercial
was made primarily for youtube
uh whereas that previous surfer
commercial was made primarily for tv
cinema so let's have a look
[Music]
strength
[Music]
size
power
these are the things
[Music]
who's the size of his heart
the power of his ambition
the strength
of his character
[Applause]
[Music]
okay so we see
inner strength courage bonding coming
through very clearly in that rugby
commercial too so the brown essence
wheel
is the thoughts and feelings we want
people to have about our brands
and we do that over a long period of
time which takes great marketing
discipline
but that's kind of
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