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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Cultural Identity Project
COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
February 8, 2013
Building a better Cultural Identity Model
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Today’s Agenda
• Your Objectives"
• Our Focus & Relevant Experience"
• Cultural Identity Segmentation"
• A Simple Brand Development Model"
• Approach to Diagnostics and Insights"
• Example Integrating Identity, Brand and Franchise"
• Working together
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Imperatives for Your Business Model
• Uncover Cultural Identity insights that enable cultural targeting and help clients target the most relevant segments in their brand marketing and advertising campaigns."
• Use the Cultural Identity model to tailor messaging to different cultural segments that will resonate with them and influence their category behaviors."
• Apply Cultural Identity insights to advertising, creative, content, marketing communications, and social media."
• By applying the Cultural Identity model to different product and service categories , identify the categories in which cultural identity plays a significant role."
• Develop a cultural segmentation tool that can be used for future research in different categories."
• Create a point of difference vs. other multicultural agencies.
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Your Strategic Objectives
• Understand how cultural identity influences marketplace behavior, brand interaction, brand choices, and brand preferences."
• Understand how cultural identity impacts needs, wants/desires and life choices."
• Identify cultural segments that exist across and within ethnic groups in the US:"• What are the common values, attitudes and lifestyles across ethnic
groups?"• What are their shared symbols and stylistic cues?"• What are cultural nuances within ethnic groups?"
• Determine each segment’s interactions with different categories and brands"
• Identify which categories are impacted by cultural identity and which are not and why.
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Cultural Marketing: Today’s Magic
• Celebrity affiliation "• Marketers create affinity through celebrity endorsement, not the brand"
"• Casting Popular Culture as proxy for Cultural Identity and relevance"
• Early adopters adapt then persuade ‘the rest’ of us to follow and believe""
• Entertaining society with hocus pocus cultural illusions to make an impact"• Emotional hyperbole to distort authentic brand, product experiences""
• “Popping Culture” – exploding and exploiting reality to gain short-term popularity"• Alicia Keys: Global Creative Officer, Blackberry; Lady Gaga: Creative Director,
Polaroid; Wil.i.am: Creative Director
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Magic Can Work, But…
! Magic is often not grounded in brand"
! Magic today is often based on powerful personalities"
! Magic when based on personalities is difficult to manage"
" Magic is often about short term popularity. Celebrities have a life span when brands can be eternal"
! Magic may be attractive, but does it fit the needs and wants of the consumer targets?"
! Magic may sell in the short term, but does it strengthen the brand?
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Putting More Science Behind the Magic
"
BrandYield’s expertise is building decision support models which integrate consumer segmentation, brand equity, and customer franchise/loyalty models within clients’
corporate culture, for the purpose of improving the power of marketing investment, and financial return.
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
BrandYield researches and consults on the dynamic relationships between Cultural Identity segments, Brand Equity, Customer Franchise, Marketing Power, and Financial Returns
MARKETINGINPUTS
CULTURAL IDENTITYGROUP
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Our Experience is Relevant to the Success of this Initiative
• We have built and integrated:"• Global Consumer segmentations (4C’s)"• Brand Equity models (BAV, Equity Engine, Engager)"• Customer Loyalty models (Brand Resonance, CBBE, lectured with Prof. Kevin Keller at
Dartmouth’s Tuck School.)"
• We have over 140 years combined experience in general and multi-cultural advertising and marketing communications companies working across most product categories and segments"
• We interpret analytical insights to creative intelligence "• We relate marketing sciences to human behavior and consumer motivation"• We are involved with a leader in the field of cultural identity. Prof. Daphna Oyserman (Dept
of Psychology, U Michigan) who has authored over 125 publications and led numerous cultural identity research engagements."
• We know how to help maximize the return to UniWorld by:"• evolving the business model"• unique positioning and marketing"• new offerings"• improving profitability, and "• enhancing client relationships
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
A Few Basic Questions Before We StartWhat does UniWorld really need?" "• Clarity of competitive frame and superiority over Multicultural Agencies and broader
segments? "• A ”how to” for Cultural acceptance of analytics. Feed or teach to fish?"• Partnership and Alliances with the initiative?"
Thoughts on the most efficient way to get there!• Academic partners can enhance model development, publication, and provide
publicity (producing cost savings). "• A Clear understanding of your definition of Cultural Identity and the level of cultural
specificity for each segment.."• Focus on key categories and key sectors determined by best opportunity (existing
and new business prospects). "• The internet enables inexpensive multiple waves of new brands and trending."• Create an Advisory Council (internal and eternal) to lead and build market awareness,
reputation and penetration.
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Our Perspective on a Unified Model for UniWorld Group
What is my primary identification group?
In what manner do I identify?
What are the experiences and attributes that increase my preference and usage frequency?
Impact on Margin, Market value/sales
CULTURAL IDENTITY
BRAND EQUITY MODEL
Brand And Customer Franchise
DIAGNOSTICS
CUSTOMER FRANCHISE
DEVELOPMENTRETURNS
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Our Perspective on a Unified Model for UniWorld Group
What is my primary identification group?
In what manner do I identify?
What are the experiences and attributes that increase my preference and usage frequency?
Impact on Margin, Market value/sales
CULTURAL IDENTITY
BRAND EQUITY MODEL
Brand And Customer Franchise
DIAGNOSTICS
CUSTOMER FRANCHISE
DEVELOPMENTRETURNS
Cultural Identity Segments: Heritage Lifestage"
Generation Food
Acquisitiveness Ethnicity
Country of Origin Religion
Affiliations Acculturation
etc. " "
Understanding Attraction
Initial Differentiation Lasting Differentiation
Satisfaction Love
BRAND EXPERIENCE FACTORS
How the Brand Makes me Feel:
Mentoring, There for me, Self –Expression Self-Esteem, Pleasure
Me BRAND ATTRIBUTE
FACTORS The brands attitudes
and essences Responsible, Relaxed
and Stylish, Initial Dfferentiation.Lastiing
Differentiation, WISIWIG, Old Style,
etc.
FOR EXAMPLE: • Growth From New
Users • Maintain the Core
• Enhance Involvement • Protect Vulnerables
• Re-attract Lapsed Users
BENEFITS TO CLIENTS:
• Marketing Power • Sales, Share • Profitability
• Market Value BENEFITS TO UWG:
• New Business Success • Deeper Involvement in Client Business
Yielding Higher Margins
• New Product Offerings • Improved Lifetime Value of Clients
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CULTURAL IDENTITY SEGMENTATION
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We Share your Beliefs about Cultural Identity
• That is, Cultural Identity
• Is learned through our life stages and others lifestyle – we become what we experience"
• Does not isolate race or ethnicity but champions their individuality "
• Isn’t static – it recognizes shifts in social mores and human perceptions"
• Cuts across ethnicities and explains choice behavior better than either race or ethnicity alone"
• Is a significant driver of brand loyalty, but drives brand choice in some categories more than others"
• People don’t pigeonhole themselves in a singular Cultural Identity, they can have different identities for different reasons and in different environments
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Affiliations
Religion
Ethnicity
Language
Lifestage
Heritage Values
Generation
Race
Accultur- ation
Lifestyle
Personal Values
Segment 1
Segment 2
Segment 3
Segment 4
Segment 5
Segment 6
Country
Gender Roles
Family
Clustering processes multiple characteristics into relevant groups
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EXAMPLE: Segment Portrait
Ethnicity 20% AA 5% Asian 10% Hispanic 65% White
Acculturation 70% Acculturated 20% Bi-Cultural 10% Unacculturated
Generation 15% Silent 40% Baby Boomer 20% Gen X 25% Gen Y (Millennial)
In Country 15% 1st Generation 15% 2nd Generation 70% Longer
Lifestage 15% Young Single 20% Young Married 20% Married w Kids 45% Empty Nester
Example: Segment 2 Segment Size 20% 55% male $45K median HH income 40% 4-yr College
Family and Faith 40% Traditional values 40% Individual values 20% Mix
Segment Impact on Choice Behavior Average (Index 102)
Category Involvement ↑ Automotive ↔ Beverage ↓ Retail
Interest Index 160 Sports 140 Music 130 Current events
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EXAMPLE: Cultural Identity Segments by Size, Accessibility Value
Segment Size Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
Size 30%"(LARGEST)
25% 15% 15% 10% 5%"(SMALLEST)
Segment Size Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
Opportunity Index
140 150"(HIGHEST)
110 90 60"(LOWEST)
70
Impact of Cultural Identity on Category Interaction
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
Accessibility High Very High
Low Average High Average
We can build a model incorporating variables such as (but not limited to) the above reflecting UniWorld’s business goals and addressing issues such as: how large is the segment? How amenable to persuasion? How accessible? How affordable? How valuable?
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Example: Category Impacts
Segment Size/"Opportunity Index Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
Automotive 127 140 56 99 150 104
Beverage etc
Retail
Banking
Hair Care
…etc
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
From Cultural Identity Segment Insights to Brand
" Why Cultural Identity Insights should be connected to a Brand Framework "
" " Credibility: Does the insight translate or fit with the brand’s " essence, DNA, and can it be credibly connected to the brand?"
! ! Competitive Advantage: Will the insight help build a competitive "advantage? Does the insight fit with an existing competitive " advantage?"
! ! The Right Brand Domain: Is the insight correlated to the specific "brand domain that needs to be built in order to move up the purchase "funnel?"
" " ! !
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A SIMPLE BRAND DEVELOPMENT MODEL
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Love
Attraction
Understanding
Satisfaction
Marketing and Communications
BRAND EQUITY
Brand Equity and Brand Franchise components
Marketing and Communications
Financial & Market Returns
Financial & Market Returns
Financial & Market Returns
The key to unlocking the financial value
of branded business is decoding
the brand dimensions that build equity
and grow the!Strength of the!
customer !franchise
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Unavailable Never & lapsed;
not consider
Vulnerable Only if no alternative
BRAND FRANCHISE
Maintain"Preferred,"Repertoire
Growth"Acquisitions & Win-backs
Unavailable Never & lapsed;
not consider
Vulnerable Only if no alternative
COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Economic Value is created by Brand and Consumer Franchise Strength: Profit and Market Valuation
Regression of Market Value/Sales ratio on
Stable Franchise and Brand Relationship
StrengthUnstandardized
Coefficients Std. Error
Standardized Coefficients
t Sig.
B Beta(Constant) -45.11 18.26 -2.47 0.020392Stable Franchise 0.44 0.14 0.48 3.16 0.003956Brand Relationship Strength 60.71 21.08 0.44 2.88 0.007869Dependent Variable: MV_S
R R Square Adjusted R Square
Std. Error of the Estimate
0.63 0.39 0.35 12.19Predictors: (Constant), Brand Relationship Strength, Stable Franchise
• Combined, our two models explain more than one-third of Market Valuation* (Market Value/Sales, which includes the intangible portion of value)…35%
• Brand Equity is 90% as important as the size of the franchise in explaining valuation multiples.
• A significant portion of franchise strength is not explained by brand, indicating that selling and brand building strategies are key to building value and together can be strategically planned .
* A Universe of Mono brand financials in a corresponding time period Page 22
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Understanding
" Understanding represents the base upon which all other impressions are built. It grows with usage, and increases with frequency of usage.
Love
Attraction
Understanding
Satisfaction
BRAND EQUITY
Non Users, No considerationNon Users, ConsiderationInfrequent usersOccasional Users Regular Users
Understanding
4.4
5.3 "
5.6 "
6.0 "
6.5 "
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Attraction Components
Co
nsi
dera
tio
n
1.5
1.9
2.3
2.6
3.0
Early Differentiation
0.1 0.4
User R =.77
Non User R=.33
Futu
re C
on
sid
era
tio
n
1
2
3
4
5
6
Lasting Differentiation
0.0000 10.0000 20.0000 30.0000 40.0000 50.0000
Love
Attraction
Understanding
Satisfaction
BRAND EQUITY
Lasting Differentiation Early Differentiation
Positive Differentiation assists Consideration for non-users; Enduring Differentiation helps secure Future Relevance for users
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COPYRIGHT 2012 BRANDYIELD CONSULTING LLCCOPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Satisfaction
" Satisfaction is explained by Relevant Experiences, and is highly related to the Maintain Group among Franchise users. Some experiences are highly related to Satisfaction (needs)
Love
Attraction
Knowledge
Satisfaction
BRAND EQUITY
Experiences R with SatisfactionThere For Me (Factor) 0.84Responds to my Needs 0.84Self Expression (Factor) 0.72Simplifies my Life 0.71Frees Me to Be Myself 0.63
Sati
sfact
ion
2.0
4.0
5.9
Maintain75 83 92 100
User R =.97
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Pre
fer
0
20
40
60
Love 3.0 3.7 4.3 5.0
Love" Love relates to Advocacy, Preference and Frequent Usage
It also explains a significant portion of Financial Valuation (MV/Sales)
Love
Attraction
Understanding
Satisfaction
BRAND EQUITY
Freq
uen
t U
sag
e
0
14
28
42
56
70
Love3 4 5 6
R =.62
Rec
to a
Fri
en
d0.00
0.50
Love 3 4 5 6
R =.97 R =.60
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Beyond Brand Assessment
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Beneath the Brand Domains are Brand Attribute Factors. “How I think about the brand”
Responsible and Reputable!Smart Prestigious Visionary High Quality Helpful Socially Responsible Trustworthy Caring Sensible
Relaxed and Stylish!Fun Cool Easy Friendly Stylish Different
Early Differentiation!Distinctive Unique
Lasting Differentiation!Dynamic Excitingly Innovative Leader Progressive
Disreputable!Arrogant Dishonest
"WYSIWYG!
Open and Transparent Authentic
"Old-Style
Boring Old Fashioned Traditional
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Image/Personality
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Beneath the Brand Domains: Brand Experience Factors “How I feel about the brand”
Mentoring"Challenges Me To Think Differently"Teaches Me"Inspires Me"Shares My Values""There For Me"Appreciates My Business"Is Recommended By People I Care About"Responds To My Needs"Has My Interests At Heart""Pleasure"Brings Back Good Memories"Provides A Little Treat For Me"Excites Me
Self-Expression"Simplifies My Life"Helps Me To Express Myself"Frees Me To Be Myself
Self-Esteem"Makes Me Look Good To Others"Makes Me Feel Good About Myself
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Experiences
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AN EXAMPLE OF INTEGRATING CULTURAL IDENTITY, BRAND EQUITY AND FRANCHISE DEVELOPMENT
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Segment 1 . Segment 2 .
Understanding the Hair Care Category
Participation
Defining Attribution
Drivers of: Consideration
18% 23%
Drivers of: Usage
Drivers of: Loyalty
Defining Experience
Reputable 75%
Identification .78
“There for me” .73
Self-esteem .67
There for me 69%
Pleasure .72
Pleasure 79%
Relaxed & Stylish 83%
Role Model .86
“There for me” 79
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Usage Usage
Each Cultural Identity segment will differ in how they participate in a category, and how they think and feel about it
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Page 32
Every brand will be examined by each Cultural Identity segment on brand development, franchise, and motivational drivers
BrandDevelopment
BrandFranchise
BrandMotivations
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Two factors account for most of the variation in franchise size
John Frieda
Clairol
Dove Hair Care
Head & Shoulders
Herbal EssencesL'Oreal
Pantene
0.10
0.11
0.12
0.13
0.14
0.15
0.16
0.17
0.18
0.08 0.10 0.12 0.14 0.16 0.18 0.20
Self-
Expr
essio
n
Emotional Attachment
57.2
42.8
36.1
63.926.3
73.7
39.1
60.941.5
58.5
48.1
51.9
38.2
61.8
User % Non-User %
Identification
Rol
e M
odel
0.11
0.10
73.7%
63.9%
58.5%
60.9%
51.9%
41.6%
61.8%
Usage %
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A TOTAL ENGAGEMENT
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Key Phases in this Engagement
Discovery & Planning
Generative input
Segmentation development
Brand integration
• Kick-off meetings • Audit past research
and knowledge and identify knowledge gaps
• Expert & Executive thought leader opinion
• Workshopping and planning "
• Qualitative understanding of how consumers relate to ethnicity and cultural identity
• Generate lexicon of language about cultural identity.
• Generate items for segmentation phase
• Bulletin Boards
• Quantitatively identify cultural identity segments that are homogeneous differentiated and actionable
• Size, profile and value the segments
• Understand segment impacts on category involvement
• Create segment assignment tool (power questions, algorithm)
• Quantitatively measure impacts of cultural identity on brand interaction, choice, preference.
• Impacts of cultural identity on profitability and financial return
• Diagnostic insights and assessment of brand-consumer relationships
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Monetization Potential Kicks in Early
Discovery & Planning
Generative input
Segmentation development
Brand integration
$ $$ $$$
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Segmentation Development phase
Data collection"• 4000
interviews"• 25 minutes"• Mainly
online (20% CAPI for some ethnicities)"
• 1000 African Americans"
• 1000 Hispanics"
• 1000 Asian Americans"
• 1000 non-
Data Analysis"• Data
processing"• Factor
Analysis"• K means
Cluster Analysis"
• Correlative Analysis"
• Bivariate and Multivariate Regression Modeling"
• Sequential equation
Segmentation Outputs"• Presence
within the population and any marketing, ethnic, cultural or other subgroup "
• Full Profiles on values and attitudes"
• A brief Assignmen
Key Learning and Insights"• Role of
Cultural Identity (CI) in marketplace behavior"
• Influence of CI on needs, wants, choices,"
• Relationship of CI to ethnicity. culture and
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Brand Integration phase
Data collection
••Option A. 4 cell study with 64 brands (16 brands per cell). 4000 interviews."
••Option B. 6 cell study with 96 brands (16 brands per cell). 6000 interviews. "
••1000 interviews per cell"
••20 minutes"••Sample
composition and method same as Segmentation phase
Data Analysis
••Brand Usage associations, experiences"
••Brand Differentiation, Love and Loyalty"
••Category meaning"
••Brand Franchise representation"
••Correlates of brand usage and experience (drivers)"
••Motivating influences"
••Media Usage"••Involvement
behaviors
Brand Model outputs
••All of the below by opportunity Culture Identity groups"
••Brand Assessment on key domains"
••Brand Experience Factors"
••Brand Attribute Factors"
••Brand Relationships"
••Assessment of Customer Franchise Strength ( gain- loss- maintain)"
••Competitive superiority/vulner-ability on above"
Key Learning and Insights
••Relative Brand and Franchise strengths of key segments"
••Strategic guidance on building key brand sales components"
••Cultural segment insights for brand positioning"
••Segment insights of communication strategy"
••Insights into building segment sale via pricing, distribution, partnering and alliances"
••New product ideas/attributes to build new offering for cultural segments
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WORKING TOGETHER ADVISOR SUPPLIER HOPEFULLY, THIS DISCUSSION HAS CONVINCED YOU TO FURTHER EXPLORE WAYS WE CAN WORK TOGETHER
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OUR BRANDYIELD TEAM
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Ed Lebar FOUNDING PARTNER Ed is the Founder and former CEO of BrandAsset Consulting, a division of Young & Rubicam Brands. He specializes in creating new businesses, new brand models, brand extensions, and the business and economic impact of brands. The author of The Brand Bubble book and numerous articles, Ed guest lectures at many of the top business schools in America. With forty years of brand marketing experience, Ed has worked in most economic sectors.
Ed Lebar
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Paul Fox FOUNDING PARTNER Paul is a consumer behavior and psychometrics expert and statistician with a long career at ad agencies, most notably Young & Rubicam where he was a co-developer of BrandAsset Valuator. He designed many of the analytic approaches used by BrandAsset Consulting, now a division of Y&R Brands. Paul teaches marketing courses on Consumer Behavior at NYU and has also taught Psychology at Brooklyn College. He received his M.A. and Ph.D. (abd) in Experimental Psychology from the City University of New York.
Paul Fox
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Lee “Chappy” Chapman
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Lee “Chappy” Chapman "BRANDYIELD PLANNING CONSULTANT Chappy is the founder and principal of Crosscut Advisory Partners, a cultural brand and consumer advisory. "He specializes in understanding and evaluating how brands and consumers intersect, and their effect on marketplaces. " Chappy founded the first African American-owned brewing company in the United States, was a securities analyst on Wall Street, and has worked as a senior planning executive for some of the most icons advertising agency networks."
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Mark Stapylton FOUNDING PARTNER Mark is a customer insights and marketing research specialist with more than 25 years experience consulting with global clients on their strategic branding, reputation and communications issues. He was an original co-developer of BrandAsset Valuator at Young & Rubicam. Mark has led brand practices for global research firms such as Research International, Knowledge Networks, Wirthlin Worldwide and Hall & Partners. Among other adventures, he has explored market opportunities for American beer brands in Eastern Europe, American motorcycle brands in China and American beef in Japan.
Mark Stapylton
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Max Blackston PARTNER Max is a brand strategist and consumer psychologist. He headed up Research International Companies in England and Italy, and was Head of Planning and Research at Ogilvy & Mather, New York. Max has been designing and building market models for nearly 40 years, and his most recent experience was with BrandAsset Valuator at Y& R New York, for whom he was a senior consultant for 5 years. Max has been European Marketing Manager for Soda Stream, the maker of home carbonated soft drink machines; he was once a script consultant for “Mad Men”, and he is writing a book on Relational Branding.
Max Blackston
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Jim McManus PARTNER Jim is the founder of Complex Stories, a firm focused on helping organizations communicate their complex ideas. "He has worked with many of the world’s leading publications including Fortune, Newsweek and The New York Times and has acted as consultant to news organizations around the globe. "Additionally, Jim taught at Columbia’s Graduate School of Journalism and spent more than a decade working on strategic communications and corporate culture initiatives for a highly successful global technology company.
Jim McManus
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Professor Daphna Oyserman
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CURRENT ACADEMIC POSITIONS (since September 2004) Edwin J. Thomas Collegiate Professor of Social Work, University of Michigan
Professor, Department of Psychology, University of Michigan Research Professor, Institute for Social Research, University of Michigan Adjunct Professor, Department of Sociology, University of Michigan
AWARDS
2012 Fellow, Society for Personality and Social Psychology 2012 Senior Fellow, Michigan Society of Fellows 2011 Journal of Consumer Psychology, Top 20 most cited papers Journal of Consumer Psychology, 2006-2011 2009 Alexander von Humbolt Research Prize 2009-2010 Fellow, Center for Advanced Studies in the Behavioral Sciences, Palo Alto, Ca. 2009 Faculty Fellowship Enhancement Award, Rackham Graduate Program, University of Michigan2009 Society for Social Work Research Best Scholarly Contribution Award Oyserman, D, Fryberg, S., & Yoder, N. (2007).Identity-based motivation and health.Journal of Personality and Social Psychology, 93,. 2009 Fellow, Society for Experimental Social Psychology 2007 Edwin J. Thomas Collegiate Chair, School of Social Work and Department of Psychology, University of Michigan 2005 Fellow, Association for Psychological Science 2005 Society for Social Work Research Best Scholarly Contribution Award Oyserman, D., Bybee, D., & Terry, K. (2003).Gendered Racial Identity and Involvement with School.Self and Identity, 2, 1-18. 2004 ISI Essential Science Indicators Top 3 Hot Papers Published in the last three years for Psychology/Psychiatry (Jan 2004). Oyserman, Coon, & Kemmelmeier. (2002). Rethinking Individualism and Collectivism: Evaluation of Theoretical Assumptions and Meta- Analyses. Psychological Bulletin, 128, 3-73. 2002 Hot Topic in Psychology/Psychiatric, ISI Web of Science. (July 2002). Oyserman, Coon, & Kemmelmeier. (2002). Rethinking Individualism and Collectivism: Evaluation of Theoretical Assumptions and Meta- Analyses. Psychological Bulletin, 128, 3-73. Fellow, American Psychological Association, Division 9, SSPSSI. 2001-2005 Member, Russell Sage Foundation Working Group on Social Identity and Institutional Engagement. Research Scholar Award, W.T. Grant Foundation. " IN PRINT 2012Oyserman, D. (2012). Not just any path: Implications of identity-based motivation for disparities in school outcomes. Economics of Education Review. http://dx.doi.org/10.1016/j.econedurev.2012.09.002 Summarized in http://phys.org/news/2012-11-aspiration-assets-youth-path-college.html (November 16, 2012, physorg.com, Science Physics Tech Nano News) Williams, D. R., John, D., Oyserman, D., Sonnega, J., Mohammed, S. A., & Jackson, J. (2012). Unresolved measurement issues in research on discrimination and health: An exploratory study. American Journal of Public Health, 102, 975-978. "
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APPENDIX
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Segment 1
Involvement profile Non-usage Usage Frequency
What is the consideration, usage and Frequcny of usage?
Descriptives AttitudesExperienc
es SourcesWhat are the perceptions, experiences and from where
do they come?
CorrelatesDrivers of consideration, Usage, Frequency
What is related to involvement in tis category?
Category Understanding
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Segment 1
Franchise profile
Non-usage Users FrequencyWhat is the Strength of my franchise?
Descriptives Attitudes Experiences SourcesWhat are the perceptions, experiences and from where do
they come?
Correlates Drivers of consideration, Usage, FrequencyWhat is related to consideration and usage among m
franchise?Competitive Comparisons
Where is the leveragability for my brandWhere is the key leverage to grow my franchise?
ConsiderationUsage
Frequency Involvement
Brand Understanding
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A Segmentation ExampleBased on Mark Williams’ 10 Lenses
Assimilationists want individuals to submerge their individual and cultural identities in favor of nationalistic and patriotic ideals.
Elitists believe in the superiority of the upper class and embrace the importance of family roots, wealth and social status.
Integrationists support breaking down all barriers between racial groups by merging people of different cultures together in communities and in the workplace.
"Meritocratists believe in the individualist credo of America: if you have the abilities and work hard enough, you can compete with anyone to make our dreams come true.
Multiculturalists celebrate the diversity of cultures in the United States and the contributions they make to our national character and history
Seclusionists feel strongly that they should protect themselves from racial, cultural, and/or ethnic groups that diminish the character and quality of their group’s experiences within the society.
Transcendents focus on the human spirit, our universal connection, our shared humanity.
Victim/Oppressed see their liberation as a crucial goal. They feel that they are still suffering from the generational impact of previous oppression.
Culturalcentrists seek to improve the welfare of their cultural group by accentuating their own history and identity.
The Colorblind see people as individuals and ignore race, color, ethnicity and other external cultural factors.
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Reporting Structures
Upon completion of the segmentation, basic tables will allow immediate utilization of the segments for clients and pitch work.""Examples follow.""Subsequently, a front-end user-friendly interface can be constructed allowing in-house operators to easily specify client-ready reports.
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CATEGORY FOUNDATION Assimilationists
The Colorblind
Cultural centrists Elitists
Integrationists Meritocratists
Multi culturalists Oppressed
Seclusionists
Transcen-dants
LOVEBrand ABrand BBrand C
SATISFACTIONBrand ABrand BBrand C
ENDURING DIFFERENTIATIONBrand ABrand BBrand C
POSITIVE DIFFERENTIATIONBrand ABrand BBrand C
UNDERSTANDINGBrand ABrand BBrand C
Profile on Brand Foundational Elements
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Profile on Brand ImageryCATEGORY IMAGERY
Assimilationists
The Colorblind
Cultural centrists Elitists Integrationists Meritocratists
Multi culturalists Oppressed Seclusionists
Transcen-dants
UniqueBrand A
Brand B
Brand C
DifferentBrand A
Brand B
Brand C
TrustworthyBrand A
Brand B
Brand C
For someone like meBrand A
Brand B
Brand C
UnfriendlyBrand A
Brand B
Brand C Page 54
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CATEGORY EXPERIENCESAssimilationist
s The
ColorblindCultural centrists Elitists Integrationists Meritocratists
Multi culturalists Oppressed Seclusionists
Transcen-dants
It brings back good memoriesBrand ABrand BBrand C
It reminds of happy family times Brand ABrand BBrand C
It makes me proud of my heritageBrand ABrand BBrand C
Challenges me to think DifferentlyBrand ABrand BBrand C
Teaches MeBrand ABrand BBrand C
Helps me to Express MyselfBrand ABrand BBrand C
Makes me Look Good to Others
Profile on Brand Experience
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CATEGORY PERFORMANCE
Assimilationists The Colorblind
Cultural centrists Elitists Integrationists Meritocratists
Multi culturalists Oppressed Seclusionists
Transcen-dants
PERFORMANCE vs COMP.
Brand A
Brand B
Brand C
PERCEIVED VALUE
Brand A
Brand B
Brand C
PERCEIVED VALUE
Brand A
Brand B
Brand C
SERVICE
Brand A
Brand B
Brand C
FIT WITH YOUR SELF
Brand A
Brand B
Brand C
Profile on Brand Performance
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Initial Output Examples: To Understand the Difference in Category Experiences. Hair Care
CATEGORY AVERAGE: HAIRCARE PRODUCTS
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
EXPERIENCES % Index % Index % Index % Index % Index % Index
Brand Experience Brings Back Good Memories
Makes me Feel Good about Myself
Excites Me
Challenges me to think Differently
Makes me Look Good to Others
Teaches me Is Recommended by People I Care About
Helps me to Express Myself
Frees Me to Be Myself
Provides a Little Treat for me
Inspires Me
Shares my Values
Responds to my Needs
Has my Interests at Heart
Appreciates my Business
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Initial Output Examples: To Understand the Difference in Brand Experience: Citibank
BRAND PROFILE: BRAND (Citibank)
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
EXPERIENCES % Index % Index % Index % Index % Index % Index
Brand Experience
Brings Back Good Memories
Makes me Feel Good about Myself
Excites Me
Challenges me to think Differently
Makes me Look Good to Others
Teaches me Is Recommended by People I Care About
Helps me to Express Myself
Frees Me to Be Myself
Provides a Little Treat for me
Inspires Me
Shares my Values
Responds to my Needs
Has my Interests at Heart
Appreciates my Business
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Dashboard/Frontend Interface
Designed to be a user-friendly interface, the Reporting System will develop in two stages.
Stage 1 will offer standardized reports, Stage 2 will provide the ability to produce additional customized options
Both stages would present the operator with screens which prompt them to
specify inputs
.
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Stage 1: Standardized Reports (example)
UniWorld Cultural Identity Reporting Please select among the following reports: Please select from the following charting
options:
□ Associations □ Standard profile
□ Demographics □ Sorted by Index
□ Usage □ X-Y Plots
□ Relationships □ Driver Fundamentals
□ Leveragability
Please select the categories to be included:
□ Automotive
□ Banking
□ Restaurants
□ Credit Cards
□ Hair Care
□ Banking
□ Restaurants
□ Retail
□ Telecommunication
" Cultural Identity Reporting
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Sample Output Option Examples
STANDARD REPORT Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
LOVE Category Cat Avg % Index % Inde
x % Index % Index % Index % Index
Bank of America Banking 43 89 221 83 198 80 176 78 201 92 242 91 233
Citibank Banking 43 82 196 80 175 73 142 75 178 83 214 82 214
Chase Banking 43 42 111 77 167 48 133 67 153 79 173 73 173
TD Bank Banking 43 38 75 43 98 40 85 43 98 42 96 43 98
Wells Fargo Banking 43 34 64 36 76 36 67 37 77 41 89 40 86
SORTED BY INDEX
MeasureCategor
y Cat Avg Segment 1 Index Segment 2 Index Segment 3 Inde
x Segment 4 Index Segment 5 Index Segment 6 Index
Love Banking 43 Citbank 221 Chase 198 Citbank 176 Citbank 201 Chase 283 Chase 283
Love Banking 43Bank of America 196 Citbank 175 Chase 142 Wells Fargo 178 Wells Fargo 214 Wells Fargo 214
Love Banking 43 Wells Fargo 111 Wells Fargo 167 Wells Fargo 133 Chase 153 Citbank 173 Citbank 173
Love Banking 43 Chase 75Bank of America 98
Bank of America 85 TD Bank 98
Bank of America 96
Bank of America 96
Love Banking 43 TD Bank 64 TD Bank 76 TD Bank 67Bank of America 77 TD Bank 89 TD Bank 89
Standard Profile
Sorted by Index
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Charting:
Segment 1
0
23
45
68
90
Bank of America Citibank Chase TD Bank Wells Fargo
LOVE
Segments by Category Measure Category By Segment Measure
Banking Usage
0
12
23
35
46
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
BANK OF AMERICA
Segment 4
Segment 3
Segment 2
Segment 1
Segment 6
Segment 5
0 20 40 60 80 100
LOVE
Brand By Segment
LOVE
Category By Segment Measure
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Charting:
Segments by Category Measure
Banking Hair Care
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Segment 1 Segment 2Segment 2
Segment 4Segment 6
Cultural Identity Segment by Brand Measure
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Charting Example: Correspondence analysisSymmetric plot"
(axes F1 and F2: 73.35 %)
F2 (2
2.63
%)
-0.0400
0.0000
0.0400
F1 (50.72 %)-0.0600 0.0630
0.0023
0.0078
-0.0057
0.0037
-0.0148
-0.00220.0009
-0.00170.0021
0.0045
-0.0031
0.00530.0086
-0.0054-0.0023-0.0002
0.0193
-0.0163
-0.0036
-0.0322
0.0367
Columns Rows
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Key Correlations (Drivers) identify the factors which move significantly moving up the franchise funnel
R R Square Adjusted R Square
0.48 0.23 0.221
B Std error Beta
(Constant) 2.61 0.017
Identification 0.237 0.016 0.161
Reinforcement 0.157 0.004 0.203
Chrisma that excites
0.203 0.072 0.058
Factors which “drive” non-users to consider the brand
Category: Hair Care
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Input Generation phase: Bulletin Boards• 5 Boards: African Americans, Spanish-speaking Hispanics, English-speaking Hispanics,
Asian Americans (English-speaking Chinese/Indian), non-Hispanic Whites. • 20-24 participants per Board. Conduct over 2-4 days. Structure Boards by age, marital/kids in
HH status, level of acculturation, generation in US, language, etc. • Actively moderated. Varied tasks. 45 minutes activity per day.
• Daily topics • Category
contextual • Open and 1 on 1
discussions • Mini-surveys • Whiteboards • Images, video
& web stimuli • Homework • Data exports
& transcripts
• How relate to ethnicity
• Role and expression of cultural identity
• Test hypotheses • Explore values
and other factors • Develop lexicon • Generate
measurement items for Quant phases
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