College 5

Question 1

What is the most important psychological aspect regarding brands?

Answer 1

People decide with their hearts.

Every decision you make is usually made unconsciously based on an emotion or a feeling.

You need to know how to connect to people.

Question 2

What is a brand?

Answer 2

A brand is not a name.

A brand has a promise.

Question 3

How does this quote relate to advertising? “If you want to build a ship, don’t drum up the men to gather wood, divide the work and give orders. Instead teach them to yearn for the vast and endless sea”

Answer 3

A strong brand fulfills a longing/ a desire.

If you do this well, you can keep this desire alive forever.

Question 4

What is a promise about?

Answer 4

A promise is not about what you do, but about what you mean.

Question 5

“The more often people see a brand. The stronger and more trustworthy the brand becomes.” what does this mean for brands?

Answer 5

Because of this, it is very important not to have too many labels and too many brands .

The fewer brands, the better…

Question 6

A branded house

Answer 6

A branded house is when a company chooses to make a different brand for every target audience.

A logo (e.g., the Nike ‘swoosh’) is the umbrella for everything the brand does. This makes them very visible.

Question 7

What does Nike do to connect to people?

Answer 7

At Nike, the focus is not the sport, but the athlete. It is not about basketball or soccer, but about basketball players and soccer players. It’s about people… This way you can connect to Nike, especially if you want to be an athlete as well. They make the promise that if you have a body you’re an athlete.

Question 8

The receiver is central

Answer 8

Everyone can think from their selves. But think about what the receivers look for! How others think and what they want.

Question 9

Brand architecture - Branded House

Answer 9

A monolithic brand that uses the same brand across all the company’s products, but they all have a label (e.g., FedEx).

Question 10

Brand architecture - House of brands

Answer 10

A brand that also owns other brands, these have a different name and a different logo.

E.g., Unilever, they tried to cut the number of brands but they didn’t succeed.

Question 11

Brand architecture - Hybrid

Answer 11

A brand that has sub-brands but also owns other brands.

E.g., Coca Cola (has different flavors but also has Fanta etc.)

Question 12

Which brand architecture is the most desired?

Answer 12

The branded house, because that would mean you’re always visible. But this is not always possible.

Question 13

Monolithic vs. umbrella brand

Answer 13

Monolithic: the same brand but with different labels (e.g., FedEx).

Umbrella: combining a brand with strong sub-brands that help to differentiate the brand and make it stronger (e.g., Apple, Nike).
- Also called a family brand

Question 14

Endorsed brands

Answer 14

A strong sub-brand, but it uses the brand as a signature.

E.g., Kellogg’s

Question 15

What do you need to build a strong brand?

Answer 15

Mental availability.

Physical availability.

Question 16

The law of leadership

Answer 16

Be first and promote the category.

Marketing is not a battle between products, but a battle between categories. Make sure you own the category. And promote the category, not the brand or your offerings.

E.g., compare brands like Nike and Heineken.

Question 17

Law of word

Answer 17

Nothing is stronger in marketing than owning a word.

Question 18

Association network of a brand

Answer 18

You associate all types of people and things with a brand.

But what is the overarching thing?

What word does that brand ‘own’?

Question 19

Emotional ladder

Answer 19

End value => emotional meaning => functional meaning => product

E.g., the emotional ladder of Nike:
Self-belief => empowerment => athlete => sports products

Question 20

What are the steps to a successful brand?

Answer 20

1. you have to claim a category
2. you have to have a word
3. emotional ladder

Question 21

What is every promise based on?

Answer 21

Every promise is based on a conflict: the desire and the fear. And in between that space is a promise.

Question 22

Solve the conflict

Answer 22

Fear <= frustration => Desire
frustration => promise

E.g., conflict of sport
“I miss the drive to be an athlete” <= frustration => “I am an athlete”
frustration => Promise

Question 23

What is the right conflict?

Answer 23

The receiver is central.

• It is personal.
• It is emotionally relevant.

The conflict is sufficiently large.

We can solve it credibly.

=> This is how to get a strong brand.

Question 24

What is changing the advertising industry and will continue to change it?

Answer 24

• AI
• Digitalisation

Question 25

AI

Answer 25

It can never give you an idea; it can never be creative.

It can only give you what we have already done or made.

It has put a lot of people out of work.

Question 26

Digitalization

Answer 26

It digitizes the entire customer experience/journey. Every touch point where you encounter a brand is digital.

• E.g., Robots serving you in restaurants, self-check outs.

In our industry it is important to touch people’s hearts, and this is starting to be rationalized.

They feel like they are in control when they see people clicking on things.

Question 27

What happens because of AI?

Answer 27

• The overvaluation of technology.
• We start undervaluing human creativity.
• Creativity crisis (people are not being creative anymore)
• Trickster culture (brands trick you)

Question 28

What is the (culture) conflict because of AI?

Answer 28

Fear: dehumanized world

Desire: human world (where everyone feels they belong, are happy, can be meaningful)

Frustration => promise

Question 29

What makes us human?

Answer 29

Creativity

Question 30

What is always going to more important than all the technology in the world?

Answer 30

The idea