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The branding constellation

The branding constellation. A new metaphorical systems technique to identify branding problems. Presentation. Introduction researcher Identification of branding problems as e.g. New Coke Metaphorical technique from ‘psychotherapy’ and its application to the identification of branding problems

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The branding constellation

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  1. The branding constellation A new metaphorical systems technique to identify branding problems

  2. Presentation • Introduction researcher • Identification of branding problems as e.g. New Coke • Metaphorical technique from ‘psychotherapy’ and its application to the identification of branding problems • Study aim and questions • Methodology and propositions • Findings and limitations • Discussions and implications

  3. Introduction researcher: Wim Jurg • Open University of the Netherlands: 1990 - • Disseration period: 2001 – 2006 (?) • Disseratation time: two days a week • Dissertation supervisors: Josee Bloemer and Hans Doorewaard from the Radbout University Nijmegen • Masters Econometrica, bachelor Psychology (1982) • Hobby: soccer coach

  4. Gap in knowledge on branding research • Problem identification (Yadav & Karonkanda, 1985; Chapman, 1989; Butler, 1995; Gibson, 1998) • Effects of decisions (Yadav & Karonkanda, 1985; Davis & Moe, 1997; Durgee, O’Connor & Veryzer, 1999; Desai, 2002) • Use of metaphors (Aaker, Zaltman, Miles & Huberman, 1994; O’Malley & Patterson, EMAC 2005; - Lakoff & Johnson) • Soft Systems Methodology (Checkland, 1981/1990; Flood & Jackson, 1991; - Graham & Jahani, 1977; Chapman, 1989)

  5. Application of systems constellation technique on planned branding decisions • Origin: Hellinger’s family constellation and Moreno’s psychodrama • Idea: experiences of people intuitively positioned by clients as representatives of family members helps clients to identify their problem situation • Development: a.o. organization constellation • Application logic: a.o. brand-as-a-person metaphor, a.o. Aaker and Zaltman’s propagation of using metaphors and psychodrama in working with branders

  6. Six main steps in branding constellations • Determine and define + five key branding elements for success of planned branding decision • Choose representatives from a present group of people for these key elements, and constellate them physically in the room (present situation) • Compare experiences of representatives and reality • Choose representative for new branding element and constellate it too (simulation of future situation) • Compare experiences of representatives and reality • Incubate

  7. Explorative study aim • How useful • do branders (brand responsibility) • and branding experts • judge the branding constellation technique • to identify branding problems?

  8. Explorative study questions • How can branding problems be identified from a systems perspective? • How can metaphorical techniques be described? • What characterizes a branding constellation? • How shall ‘usefulness’ be conceptualized? • How do branding constellations proceed? • What are the opinions of branders and branding experts on the constellations’ usefulness?

  9. Methodology • Branding constellation seminars: 15 lay seminars, 4 branders-only, and 3 branding expert seminars • Stacking up comparable cases • Theoretical / purposeful sampling: Who is ‘ready’ for something new? • Three ‘ethical’ agreements: no-competitors, no-harm agreement, and freedom of destruction

  10. Data design • Branders’ constellation quest. on generated insights • Branders’ e-mail quest. on incubated insights, face falsification, reliability, and validity, interviews • Seven introspective branders’ studies • Branding experts’ constellation questionnaire on experiences and theoretical validity of the metaphor • Branding experts’ e-mail questionnaire using criticical incident technique, and scaling face falsification, reliability, and validity

  11. Explorative findings: opinions Branders Experts • Relevance ++/+ ++ • Falsification +/-- +/-- • Reliability +/-- +/-- • Validity +/-- +/-- • Timeliness ++/+ ++/+ • Ease of use ++ ++

  12. Two important limitations • Facilitator’s ignorance of brand knowledge • Branders and branding experts believed in subconscious knowledge processing.

  13. Discussion of previous research findings • Franke (1996): advantage of constellation is in visual information it produces, complementary to verbal information normally worked with • Höppner (2001): constellation improves the client’s self-image and psychic state • Gminder (2005): constellation helps to get a clear overview of complex interrelationships, and stimulates changes.

  14. Discussion of some remarkable ‘facts’ • Meaningful choice of branding elements • Meaningful choice of the representatives • Astonishing, for prudence asking ‘truth’ recognition • Emphasis on branders’ position in the organization • Consumer brand findings similar to industrial ones • ‘Open’ constellation findings similar to ‘hidden’ ones

  15. Implication: further research seems useful • Replication study • More conclusive, experimental design • Application with facilitator having brand knowledge • Application to market research companies’ briefing • Application to brand teams • Application to consumer research • Involving sociometrists, neuroscientists, and field theorists

  16. Comment PSV-brand advisor • ‘Before we held the knowledge, the earth was already orbiting the sun; the earth did not wait to make its orbits, until mankind understood exactly what was going on and why.’ • brandingconstellation.com

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