Lesson 1_Strategic Planning_in brand we trust_english

nobody knows
how it works but...
intro + !
in brand we trust!
LESSON #1
s t r a t e g i c planning
helene duvoux_mauguet
0 1 5

6
unlock
creative ideas
that solve
business issues!

13
are people
not that into
brands?

nobody knows how it works but…  
strategic planning_vision methodology 
 
 
introduction_in brand we trust? 
strategic what? 
question_explore_a real case 
insights 
brand purpose 
objectives 
organising idea 
creative brief  
cool story bro comms fashionisms 
storyplanning 
ccl

in brand we
trust?!
strategic planning
helene duvoux_mauguet
015

brand is the 
« name, term, design,
symbol, or any other
feature that identiﬁes one
seller's good or service as
distinct from those of
other sellers.  
the legal term for brand is
trademark.!
A M E R I C A N M A R K E T I N G A S S O C I A T I O N ,
D I C T I O N A R Y O F M A R K E T I N G T E R M S

the brand is something
that helps to differenciate!
!

the brand is something
that helps to mark a
ownership!

22

exactly like when we
used to stamp !
the cattleto say that this one i s mine, this one is different
from this one!
1 6 t h c e n t u r y !

23

we brand with our own
nameto say that this product is mine, i’ve made it, i’m
the ﬁrst!
!
1 8 t h c e n t u r y !

snoop dog, shakira j.lo today,
same story…
they say it’s my song, i’m the one who sings it!

26

1 8 8 0 s !
we brand with our imageto say among others, see me!
!

28

the brand needed advertising
to elevate it above the deluge
of anonymous and generic
mass-produced goods that
were ﬂooding the market,
and advertising needed the
brand when it could no longer
rely on the uniqueness of the
product to form the body of the
message.
R I C H A R D C O R D I N E R _ B R A N D S T O R Y

differentiation based on
the brand itself became
a necessity. in an age of
intense competition and
uniformity, brand and
advertising were destined
to be together. !

30

1 9 0 0 ’s !
« trademark advertising »
‘ d r a w i n g a s t r a i g h t l i n e b e t w e e n t h e m a n u f a c t u r e r a n d
t h e c o n s u m e r ’!
!

31

the brand is no longer a
sign, it has become a link!
!
a contract based on trust!
!

32

the brand connects !
the manufacturer
to the consumer

33

e d w a r d b e r n a y s ! s i g m u n d f r e u d !

34

edward bernays (…) also knew
that you can’t change people’s
behavior by adressing their
reason or conscience for
something they don’t « need »,
but by capturing their attention
to hijack their desire – what
freud calls their «libidinal
energy » - towards goods.
B E R N A R D S T I E G L E R

35

and the brand created
desire

37
« it’s not the
object or the
service that
supports the desire,
it’s the brand»
J A C Q U E S L A C A N

38

advertising was born to
inform the consumer about
these new inventions
and to convince him that
life would be better if he
bought them. !

39

consumers are
developing
relationships with their
brands in a social/
psychological/
anthropological sense.
1 9 4 0 s !
h t t p : / / e n . w i k i p e d i a . o r g / w i k i / B r a n d

40

the search for the true meaning
of brands - or the brand
essence, as it is often called -
gradually took the agencies
away from individual products
and their attributes and
towards a psychological/
anthropological examination of
what brands mean for the culture
and for people's lives.
this was seen to be of crucial
importance, since corporations
may manufacture products, but
what consumers buy are brands.!
N A O M I K L E I N _ N O L O G O

the brand can stand for
an idea that would
matter to people much
more than the product
ever could.!

consumers don’t
buy products, they
buy brands 
!
they buy the idea
the brand stands
for!
43

the brand came to
represent who the
consumer was and,
more importantly, who
he wanted to be!

45

THE
ICON
BRAND1 9 8 0 _ 9 0 s … !

47

we choose our brands as we
choose our friends,
and we select these friends
based largely on how they
make us feel about ourselves!

= belonging
to identity group!

49

SAM SUNG_VS APPLE HIPSTERS
https://www.youtube.com/watch?v=tNxDd3l0lEU

50

brands
makes
people
nothing else
than teens
being transparent
within the group,
stand out from the
rest of the world!

the peak of success
came in the later part
of the 20th century,  
as the brand became
the biggest asset of a
corporation!

53
brand equity is a phrase used in the
marketing industry, that describes
the value of having a well-known
brand name, based on the idea that
the owner of a well-known brand name
can generate more money from
products with that brand name than
from products with a less well known
name, as consumers believe that a
product with a well-known name is
better than products with less well
known names. another word for
brand equity is brand value (…)
H T T P : / / E N . W I K I P E D I A . O R G / W I K I / B R A N D _ E Q U I T Y

55
what is this ?
i t ’ s n o c a t o r d r a w i n g o f a c a t . f o r n o o n e !

a cat which is worth 
1 billion dollars!
59

60
successful corporations
must primarily produce
brands, as opposed to
products!

61
« then came
the brand equity mania
of the eighties, the deﬁning
moment of which arrived in 1988
when philip morris purchased
kraft for $12.6 billion — six times
what the company was worth on
paper. the price difference,
apparently, was the cost of the
word kraft. »

62
« (the company who)
produces the most
powerful images, as
opposed to
products, wins the
race »

63
where does the company
put money into?!

66
because deep down,
what are we buying?!

69
nike_just do it story_dan wieden

the fetish strategy seemed to be working
fine: in the six years prior to 1993, nike
had gone from a $750 million company to
a $4 billion one and phil knight's
beaverton, oregon, company emerged
from the recession with profits 900
percent higher than when it began.
h t t p : / / w w w . n y t i m e s . c o m / b o o k s / fi r s t / k / k l e i n - l o g o . h t m l

this is the job
c r e a t e a v a l u e t h a t
d o e s n ’ t e x i s t

rory sutherland_life lessons from an ad
man_ted 
h t t p : / / w w w . t e d . c o m / t a l k s /
r o r y _ s u t h e r l a n d _ l i f e _ l e s s o n s _ f r o m _ a n _ a d _ m a n . h t m l

PAULA SCHER_UNQUALIFIED_TED 
h t t p : / / w w w . t e d . c o m / t a l k s / p a u l a _ s c h e r _ g e t s _ s e r i o u s

the price of the fetish is not less
than 79 billion dollars

http://www.interbrand.com/fr/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx

78
« branding, in its truest
and most advanced
incarnations, is about
corporate
transcendence »!

81
« why are we willing to pay an
extravagant price – when we could
ﬁnd a 20-time less expensive
equivalent– for a pair of heels which
sole has been painted in red or for a
little black jacket branded with a
double c ? »

83
« the taxation on the label
represents a perfect
example of social alchemy,
a transsubstantiational
operation which radically
modiﬁes the product’s
social quality, without
changing it’s physical
nature »
P I E R R E B O U R D I E U + Y V E T T E D E L S A U T _ A R T I C L E D E 1 9 7 5
L E C O U T U R I E R E T S A G R I F F E : C O N T R I B U T I O N À U N E
T H É O R I E D E L A M A G I E .

84
« there is
transsubstantiation, which
literally means transposing the
qualities of a ﬁrst substance into
a second (and, let’s take a wild
guess, in a third, aka myself
who’s wearing that item and
who’s feeling a little endowed
by it’s extraordinary power) »
H T T P : / / W W W . L E M O N D E . F R / S T Y L E / A R T I C L E / 2 0 1 2 / 1 2 / 0 4 /
L A - B A R B E - N E - F A I T - P A S - L E - P H I L O S O P H E - L A - G R I F F E - D U -
C O U T U R I E R - S I _ 1 7 9 9 2 7 3 _ 1 5 7 5 5 6 3 . H T M L

85
« the viewers are the ones
making the paintings »
M A R C E L D U C H A M P

86
superpower does
not come from
the brand but
from those who
are willing to give
it to it!

89
La réponse c’est qu’il
n’y en a pas dE
RÉPONSE !
devour-ation

92
we don't sell a product, we
sell a style of life. i think we
have created a
movement… the diesel
concept is everything. it's
the way to live, it's the way
to wear, it's the way to do
something. »
R E N Z O R O S S O _ D I E S E L J E A N S _ P A P E R M A G A Z I N E

D I E S E L _ L I T T L E R O C K S
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = g l d X U I M z w 9 A

D I E S E L I S L A N D
https://www.youtube.com/watch?v=tUUVP5fhIdw

107
what’s the reason not to
do it ?
in the name of what?!

120
in the end, doesn’t it
end by neutralizing the
individuals ? !

127
to consume or to
be consumed?

128
by something that doesn’t
exist…

corporate = reality  
brand = ﬁction!
129

does a brand,
makes sense in
the dark?!

Lesson 1_Strategic Planning_in brand we trust_english

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