Brand DNA

During our second lesson we covered two topics:

1. - Brand DNA: We covered a little bit about Brand DNA in a class last semester with Mr. Fabrice Paget. From that class we knew that a brand can be visualized by using archetypes, a brand matrix and stylistic position. However this semester we have gone a little deeper into the subject area and started looking at other aspects as well
2. - Packaging: We looked into the importance of packaging goods beautifully when it comes to luxury brands. Luxury brands spend a lot of time and money to ensure that their packaging reflects the brand vales and the Brand DNA.

Brand DNA

- Brand's vision: This communicates what business you are in, and what may be possible. It helps define the future aspirations for the company

- Brand Essence: This communicates as quickly as possible the brand’s DNA, an immediate‘gut feel’ about the company drawn from the brand values.

- Brand Positioning: The space a brand should occupy in the minds of the consumers within the competitive arena.

- Brand Values: A practical statement of what the company strives to achieve, in terms of performance, values, innovation etc. 

The Brand DNA consists of the following factors: name, emotive, celebrity endorsement,  senses, visual code, style/photography, experience 

Name: Luxury brands follow their own rules when it comes to choosing a brand name. Usually they take the name of the creator.

Emotions

From one extreme emotion.

Luxury brands tend to use emotions to tell their stories. For example in the above advertisement Tiffany uses the emotions 'love' and 'happiness' to tell the brand story.

Celebrity Endorsement

The celebrity a brand choose, has to fit the image of the brand. There is an extra danger using celebrities as endorsement for your brand.

You might remember these cases:

And now? Stick with them or drop them? 

It is an important choice that your company has to make!

Visual Code

Because who doesn't recognize following logos:

Photography

Every respected brand has a certain style that is being used throughout everything they use. From websites, to advertising and the pictures of advertising.

Take Lamborghini for example.

Lamborghini uses the same style throughout their communication. Shops are black and white, pictures are black and white, and the website is black and white. They use a very minimalistic visual style so that all the attention is drawn to the cars.

Packaging: Examples of luxury packaging:

The colours of the packaging are brown and gold, these are the colours used throughout all Gucci communication.

The colours of the packaging are black and brown, these are used throughout Chanel.

IPhone packaging my Apple

The video below looks at brands Apple and Tiffany in relation to the importance of packaging: The speaker explain how important packing is and the story the package tells.

For our next class we were divided into group and asked to imagine ourselves launching one of the following:

• A new, expensive champagne, targeted at younger audience.

• A boutique range of hotels for wealthy singles. (Age range: 25-40)

• A private jet service for celebrities and sports personalities who 

   appreciate a discreet service. 

 We needed to discuses the emotion qualities of the brand as well as draw a mood board for our chosen brand 

Reference:

Module Slides, Class Lecture: Serena Gossain and John Harrison

Website:YouTube: What Tiffany and Apple Teach About Brand Storytelling – Richard Moss. (http://www.youtube.com/watch?v=ZpfPcvXrHVo) Used on March 22, 2011 (London, U.K)

Website:YouTube: Tiffany Christmas Commercial 2010 (http://www.youtube.com/watch?v=NkZaVS0wrI8) Used on March 22, 2011 (London, U.K)

 

Website:YouTube: What Tiffany and Apple Teach About Brand Storytelling – Richard Moss. (http://www.youtube.com/watch?v=ZpfPcvXrHVo) Used on March 22, 2011 (London, U.K)

Website:YouTube: Tiffany Christmas Commercial 2010 (http://www.youtube.com/watch?v=NkZaVS0wrI8) Used on March 22, 2011 (London, U.K)

 

Website:YouTube: What Tiffany and Apple Teach About Brand Storytelling – Richard Moss. (http://www.youtube.com/watch?v=ZpfPcvXrHVo) Used on March 22, 2011 (London, U.K)

Website:YouTube: Tiffany Christmas Commercial 2010 (http://www.youtube.com/watch?v=NkZaVS0wrI8) Used on March 22, 2011 (London, U.K)