The Integrated BrandExisting Brand Examples

The Integrated Brand

• An integrated brand is a system of mutually reinforcing elements.

• This discipline serves to govern all facets of any consumer/brand interface; it is the positioning foundation from which all communication should flow.

“What it is” “What it does” “What it means” “Who it is”

Attributes Benefits ValuesPersonality

Traits

The Integrated Brand:Ivory

99.44% Pure Soaps

Cleans gentlyA Fresh and

Natural Feeling

Pure

Innocent

Unpretentious

“What it is”(Attributes)

“What it does”(Benefits)

“What it means”(Values)

“Who it is”(Personality)

The Integrated Brand: Haagen Dazs

Rich in all natural butterfat; only the

highest quality premium / gourmet

ingredients

Tastes exceptionally rich

& creamy; is extraordinarily

satisfying

Hedonistic pleasure

Discriminating

Sophisticated

Self-Indulgent

(Original Ice Creams)

“What it is”(Attributes)

“What it does”(Benefits)

“What it means”(Values)

“Who it is”(Personality)

The Integrated Brand: Ben & Jerry’s

All natural ice creams

imaginative captivating

flavors made with authentic

ingredients

Inviting, involving rich

creamy tastes and exciting

unexpected textures

Child-like Pleasure

Innocent

Wholesome

Off-Beat

Good Citizen

“What it is”(Attributes)

“What it does”(Benefits)

“What it means”(Values)

“Who it is”(Personality)

The Integrated Brand:Pepperidge Farm

Fine baked foods made from the highest quality

ingredients

Looks exceptionally

appetizing; tastes rewardingly

delicious

Emotional transport to a time or place

associated with “made with

care” quality

Discriminating

Distinctive

Authentic

“What it is”(Attributes)

“What it does”(Benefits)

“What it means”(Values)

“Who it is”(Personality)

The Integrated Brand: Slim Fast

“What it is” “What it does” “What it means” “Who it is”

Diet related products; most saliently liquid

meal replacement shakes

Helps you lose weight fast “Quick Fix”

DeliberateDeterminedSuccessful

15

The Integrated Brand: Weight Watchers

Diet related education,

information, services and

products.

Provides an easy to follow regime

An accessible way of life that

will change your life.

Optimistic

Confident

Realistic

“What it is”(Attributes)

“What it does”(Benefits)

“What it means”(Values)

“Who it is”(Personality)

The Integrated Brand:Classic Guinness

“What it is” “What it does” “What it means” “Who it is”

Completely satisfies with a

bold, manly taste and a distinctive smooth, creamy

finish

LegendaryIrish

Tradition

ProudStrong

Resilient

Original recipe: deep, full-bodied

flavor, creamy head

The Integrated Brand: SKYY Vodka

Fine, grain-based vodka

surprisingly free of natural impurities.

Delivers a deep, smooth,

pleasurable taste experience with

no residual regrets.

Mystery and Emotional Transport

DramaticCaptivating

Other-worldly

“What it is” “What it does” “What it means” “Who it is”

Center of gravity of SKYY’S beginnings

(denotative dimensions)

Center of gravity of SKYY’S future

(connotative dimensions)

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Integrated “Source” Brands

• Brands that umbrella a family of related products

• Products can be related in a variety of ways:

– Common ingredients/flavor profile

– Common benefits

– Common usages/occasions

– Common culinary perspective

• Examples include:

Starbucks Haagen Daz Healthy Choice Pepperidge Farm

Hershey’s Mc Donald’s El Paso Chili Company The Silver Palate

Examples of “Dis-integrated” Brands

• Red Dog Beer

• Clearly Canadian

• Crystal Pepsi

• V-8 Splash

• McDonald’s Arch Delux

• Smartfood Popcorn