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How do Brands Communicate with Different Kinds of People ?

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Brands can Talk to Different People – If they Understand Values

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Y&R 4Cs

Cross-Cultural Consumer Characterisation

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ing • Seven ways of thinking, feeling and responding

• Seven ways to choose

• Seven targets that connect to meaning and

insight

enlightenment

survival

escape

security

status

control

discovery

enlightenment

4Cs Values

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succeeder

aspirer

explorer

resigned

mainstream

struggler

CharacterisationImage4Cs Values

enlightenment

survival

escape

security

status

control

discovery

enlightenment

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the kinds of brands they are attracted to

• and the kinds of communication they will respond to

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Tone of voice, use of space, colour, words, moods ……

Communication Style

meaningproperties

livespriorities

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SECURITY

Mainstream

Security

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chauvinism national past

value for money popular -

no fear of disapproval

kind,helpful,obliging

honest, straight-forward

brands carry large emotional charge oftrust and reliance

emotional investment gives added value

healthy

simple

caring calm

NOT daring or dynamic

NOT 'different'(but unique)

NOT distant orarrogant

NOT stylish glamorousupper-class

NOT charming

or fun

SECURITY: BRAND

strong

light

wholesome stylish

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SECURITY: TARGET

sacrifice pleasure -small treats

homebase

routineorderorganisation

careful withmoney

pleasing the family

blend-in -just like everybody else

put others first

conformingconventional

passiveacceptingreceptive

price conscious

religion

family roles

obey rules

avoidrisk

avoid confrontation

security freedom

satisfied

lacking

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no puzzles

conventional

NOT social

situation

clean & cleareg primary colours

familiar - consistent style

familiar - the past

neat and tidy

delineated spaces

unambiguous

humanwarmth

NOT reason

or logicreassuring

considerate

sensitive

easy-going

quietchat

simpleinstructions

sentimentemotions

personal

impersonal

safe complex

SECURITY - COMMUNICATION STYLE

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Brand – nice strong cup of tea the answer to life’s problemsTarget – mirror to UK family lifeStyle – human warmth, simple, familiar

SECURITY

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Brand – financial securityTarget – universal value for securityStyle – anthemic, pulls the heartstrings

SECURITY

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Aspirer

Status

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Charisma …sparkle and

shine

projects 'special ' persona

fashion

highclass

ORIGINAL .. unique

trendy

fun and friendly

DYNAMIC

straight-forward

simple

NOT

healthy

EXTRINSICS - STATUS: BRAND

strong

light

wholesome stylish

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UNFULFILLEDDESIRE

I MUST HAVE

IT !

want respect

envyacquisition

money measure

irresistible impulse

home and family

careful with money

NOT

security

satisfied

lacking

attention and

admiration freedom

EXTRINSICS - STATUS: TARGET

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SOCIALSITUATIONS

Attractive and intriguing fantasy persona -

imaginative, abstract, ambiguous, complex

unsure of taste -seek advice

unsure what to saywant formula framework

intimate

sensitive

easygoingNOT?

?

personal

impersonal

safe complex

EXTRINSICS - STATUS: COMMUNICATION STYLE

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Brand – hair sprayTarget – mirror ideal: “Friends” TV starStyle – fantasy, abstract, ambiguous … shine, sparkle, charisma, gold

STATUS

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perfume

Targetattention, admiration

Style desirable fantasy personabright lights, shine, sparkle, goldreckless waste

STATUS

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fashion – classy, trendy

Styleassured, casual fantasy persona

Target respect, recognition

STATUS

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Succeeder

Control

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prestige, high class- only for the few

‘worth’

progress,leadership

stress relief: cares calm

authentic outdoorsy

the latest thing

traditional, authentic

reliable,trustworthy,

down-to-earth straightforward

craftsmanship

quality

performance

solidity, stability,

things that last

or mature

NOT glamour or charm - too weak and dependent

( serious coloursdark blue, maroon etc)

CONTROL: BRAND

strong

light

wholesomestylish

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CONTROL: TARGET

NOTLowSelf

Worth

establishment identification

stability

goal oriented

dress to impress

organisionplanning

personalconfidence

high self-esteem

future - the new

satisfied

careful with money calculated

risk

socialskills

security freedom

satisfied

lacking

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personal

impersonal

organising complex reality

controlling ambiguity

analytical

facts &figures

can-do problem solving

time &money control

personal experience

logical

thoroughscience

practical

new excitingsocial

situations

extrovert

organiser

'goodwithpeople'

CONTROL: COMMUNICATION STYLE

safe complex

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Brand – Business travel, expected high serviceTarget – decision makerStyle – man to man, assumes high status

CONTROL

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A complete line of apparel inspired by the man they call the Shark. HOME | INSPIRATION | APPAREL | WHERE TO BUY | ABOUT US

Copyright © 2000 Reebok International Ltd. All Rights Reserved.Site by Greg Norman Interactive, powered by Shark.com

Brand - winner“the man they call the shark”

Target mirrors strong self image

Style confident, masculine

CONTROL

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Explorer

Discovery

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NOT calm and healthy

NOT honestand trustworthy

NOTtraditional

style

DARING

charmingdifferent

trendy

carefree

innovative, intelligent

energy

class

progressive

DISCOVERY: BRAND

strong

light

wholesome stylish

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ANTI: authorityANTI: sex-roles

NOT routine

ANTI: censorship

NOT home-bodies

NOT certainty

NOT organisation

DISCOVERY: TARGET

new and unusual

friends

impulse

changing

eclectic

risk

unconventional

confident

shock

adrenalin

break the rules

adventure

sensation

personal difference

experience

hedonismexperiment

security freedom

satisfied

lacking

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sensation/explosionpuzzlescleverwitty

crazy logic

surrealhyper-real

new, exciting

peoplepeoplepeople

futuristic

ambiguous

imagination

colour contrast clash

BREAK RULES

NOT analytical

NOT rigidconventionalfamiliar

NOT boxes

personal

impersonal

safe complex

DISCOVERY: COMMUNICATION STYLE

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Target – mirror ideal cool guyBrand – travel … experienceStyle – wild, witty, extreme, fast

DISCOVERY

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Brand wild and dangerous, reality risk

Style surreal, strange, puzzle

Targetshock adrenilin irony hip-cynicism

DISCOVERY

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Reformer

Enlightenment

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straightforward unpretentious

friendship

intelligent

strong personality

performs

authentic

up-to-date

expressive

innovative

distinctive

dynamic

ENLIGHTENMENT - BRAND

strong

light

wholesome stylish

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personalgrowth

pleasure principle - aesthetic awareness

less impressed by status or wealth

freedom in every way ...

freedom to be yourself

less concerned with impressing

others

prefer slight disordereg eclectic mix

individual freedoms

personal confidence

not concerned with respectability

the right to disobey

social conscienceno certainties -not one right answer

intrinsic values can change self

nothingtight or

restricted… clothes,

rooms,ideas

ENLIGHTENMENT: TARGET

security freedom

satisfied

lacking

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fluid train of thoughtin-depth

discussion

rationalargument

information forindependent

decision

layers ofcomplexity

challengesafe assumptions

unusualunexpectedimagination -

the future

abstract ideas - fantasy

free, open space

abstract/complexdesign

high cultureaestheticssensual

colour and design

science

ENLIGHTENMENT: COMMUNICATION STYLE

personal

impersonal

safe complex

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ENLIGHTENMENT

The Copy:It isn’t easy to be gentle and protective at the same time. But it’s worth it.  Volvo introduces dual-mode airbags that adapt automatically to the severity of the collision. Do you know that airbags that are supposed to protect people can actually injure them? An airbag which inflates to the full size instantly is like a hard punch of a boxer. Volvo was the first in the world to introduce the dual mode airbags, which measure the intensity of the collision, and inflate either to the maximum in a severe collision, or moderately in a less severe collision. These two levels of inflation rates enable the airbags to provide more gentle protection. Volvo has been introducing several kinds of world － leading airbags, such as SIPS bags (side airbags) in‘94 and inflatable Curtains （ IC) which protect the heads of front and rear seat passengers in ’98. Under the philosophy of “Protect Life” (protecting humans and the environment), Volvo is increasing your safety and sense of security even more.

Brandinnovative & intelligent strong and friendly personality

Target: value for intrinsics, desire for information

Style floating in free space discussion unexpected

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BrandIntelligent – wittyLife is Vurrukkulluk(onomatopoeic pun on verrukkellijk - which means excellent)

Target: freedom from restrictionfreedom of ideasfreedom of movementfreedom of situation

Style relaxed lifestyle mirrorunexpected (clip in sky)

The ideal position is where your back is at a 90% angle to your upper legs

ENLIGHTENMENT

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Resigned

Survival

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rigid,strict

MUSTwoman’s place in the home

dutydiscipline authorityroles ‘n rules

censorship

left out, no future – but justified

national chauvinism

resist change – past orientation

SURVIVAL - TARGET

security freedom

satisfied

lacking

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not friendly carefree fun

not strong tough rugged

brand on a pedestal –arrogant, unnapproachable,glamourous, charming

trust

healthy simple

SURVIVAL - BRAND

strong

light

wholesome stylish

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reassuranceexpert authority

testimonial

safe colours ... brown, cream

habit the pastthe safe choice

enclosed boxes

avoid surprises

only one right opinion

avoid complexity

SURVIVAL - COMMUNICATION

personal

impersonal

safe complex

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Struggler

Escape

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impoverishedexperience

resentment

frustratedmaterialdesire

loner

problems

sensationimpotentto effectchange

depression

low self-esteem

lack disciplineorganisationstructuredirection

ESCAPE - TARGET

security freedom

satisfied

lacking

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solid citizen unnattractive intelligence

not appreciated

intrinsic worth not the issue

high performance not expected

ruggedstylishglamour

untouchable

lovable rogue

something held back

surfaceappeal

ESCAPE - BRAND

strong

light

wholesome stylish

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anarchy

hard to express feelingsor relate to others

fantasy

ESCAPE - COMMUNICATION

personal

impersonal

safe complex

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Strugglers

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Y&R 4Cs – fundamental human values

ReformerENLIGHTENMENT

Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth

Avoid risk, human warmth, comfort, sentiment, belonging, order, familiarity, acceptance, blending in, avoid confrontation

MainstreamSECURITY

Succeeder

CONTROL

Goal orientation, self determination: stability, lasting, enduring – thorough, organising, delegating, problem-solving, simplifying complexity, prestige, hierarchy DISCOVERY

Explorer

Adventure, exploration, seeking, finding – who am I ? What is out there ? How far can I go ? What happens if I do this ? Adrenilin, hedonism, speed, danger, risk, Instant gratification

ResignedSURVIVAL

Rigidity, discipline, limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism, avoid complexity

AspirerSTATUS

Attention, admiration, image, persona, extrinsics, materialism, acquisition, affiliation, charisma

Alienation, low self-esteem, repressed desire, disorganised, physical, agression, anarchy

StrugglerESCAPE

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A Hierarchy of Needs

ReformerENLIGHTENMENT

SucceederCONTROL

AspirerSTATUS

ExplorerDISCOVERY

ResignedSURVIVAL

MainstreamSECURITY

StrugglerESCAPE

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A Model of Adoption

ReformerENLIGHTENMENT

SucceederCONTROL

AspirerSTATUS

ExplorerDISCOVERY

ResignedSURVIVAL

MainstreamSECURITY

StrugglerESCAPE

INNOVATIVE

EARLY ADOPTER

MIDDLE MAJORITY

LAGGARDS

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fin

Comment based on analysis of combined samples of Wave2 BAV France, Italy, Germany, Spain, Netherlands, Switzerland, UK (13081 respondents)