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.

Outlines

00:00

🌮 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.

05:01

🍺 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.

10:03

🏈 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.

15:05

📝 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.

Keywords

💡Brand Essence

Brand essence refers to the core identity and central idea that a brand wants to convey. It encapsulates the thoughts, feelings, and values associated with the brand. In the video, brand essence is discussed as the first element in the marketing toolkit, with Old El Paso and Guinness as examples to illustrate how their brand essence is communicated through advertising and product attributes.

💡Old El Paso

Old El Paso is a brand specializing in Mexican food products, such as tortillas, taco shells, salsas, and seasonings. The brand is used in the video to demonstrate how its essence, including being 'real, fresh, Mexican,' is communicated to evoke thoughts and feelings like 'togetherness,' 'vibrant,' and 'heritage' among consumers.

💡Marketing Toolkit

A marketing toolkit is a set of resources and strategies used by marketers to build and promote a brand. In the context of the video, the marketing toolkit is where the process of defining brand essence begins, serving as a guide for creating the brand's identity and message.

💡Togetherness

Togetherness is a concept that represents unity and the act of being together, often associated with family and community. In the video, Old El Paso's commercials emphasize togetherness by showing families coming together over a meal, highlighting the brand's role in facilitating social bonding.

💡Vibrant

Vibrant describes something full of energy and life. In the video, the term is used to characterize the brand essence of Old El Paso, suggesting that the brand and its products bring a lively and spirited atmosphere to consumers' dining experiences.

💡Heritage

Heritage refers to the traditions, culture, and history of a brand or product. The video mentions 'heritage' as part of Old El Paso's brand essence, indicating the brand's connection to authentic Mexican food traditions and its long-standing commitment to quality.

💡Guinness

Guinness is a brand known for its stout beer. The video uses Guinness to illustrate how a brand essence wheel can guide communication and ensure consistency in the brand's messaging over time. The brand's essence includes themes of 'inner strength,' 'courage,' and 'bonding.'

💡Brand Essence Wheel

A brand essence wheel is a visual tool that organizes and categorizes the core values and attributes of a brand. In the video, the wheel is depicted with quadrants representing different aspects of the brand, such as product description, consumer benefits, and emotional responses, which are used to manage and align brand communication.

💡Inner Strength

Inner strength is a concept that represents resilience and determination from within. The video highlights 'inner strength' as a key part of Guinness's brand essence, suggesting that the brand wants consumers to associate its product with personal fortitude and resolve.

💡Courage

Courage, in the context of the video, is portrayed as a value that the Guinness brand wants to be associated with. It is part of the brand's essence, implying that the brand seeks to inspire bravery and boldness in its consumers.

💡Bonding

Bonding refers to the process of forming a close, interpersonal connection. The video describes 'bonding' as an integral part of Guinness's brand essence, indicating that the brand aims to foster a sense of community and togetherness among its drinkers.

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