Moving forward in my analysis of Brand Dynamics and in building a Typology of Brands, I introduce today my second Brand Type: Performance Brands. We will next analyze Expertise Brands (4/7), Identity Brands (5/7) and Visionary Brands (6/7). A last post will introduce Brand Dynamics (7/7), showing how a brand can move from one type to another during its lifecycle.
WHAT IS YOUR BRAND TYPE?
WHAT IS YOUR BRAND'S DYNAMICS?
LET US START A CONVERSATION SO AS TO BUILD COLLECTIVELY THIS OPERATIONAL ANALYSIS OF BRANDS!
Our second Brand Type is found in categories where functional performance is a major expectation of the Category.
Take for instance the homecare category or the baby care category. In both cases the consumer (mostly a housewife or a mother) will expect the product she has bought to be efficient: she wants her house or her clothes to be clean – as she wants her baby’s diapers to maintain her child’s hygiene.
We find such brands in BtoC ‘care’ categories like household care, personal care, feminine hygiene, baby care and in most BtoB categories (think of Intel or Gore Tex).
We will therefore define a Performance Brand as a brand that offers consumers the best solutions to an identified need – mostly a very functional expectation. Performance Brands will therefore need to reassure the consumer on the performance of their products.
Some Performance Brands
Pampers: the brand story is that of infant comfort. The brand has been bringing to market a flow of innovative products – all targeting baby protection: they introduced age diapers, wetness indicators, and protective lotions. Pampers has been targeting mothers’ trust – with the health of the baby as its primary objective.
Mr. Clean: the P&G brand focuses on the battle against dirt – and its master word is power.
Dove: originally (before 2000) the Unilever brand stood for “hydration”. Presenting itself as pH neutral and with a high content of moisturizing cream, its main message was on “creaming the skin without efforts”.
Gore-Tex: this successful BtoB brand has built itself on both the use of technical fabrics (Gore-Tex® Fabric) and of a specific technology (Gore-Tex® Technology) guaranteeing that these fabrics are waterproof, windproof and durable. It therefore is both an Ingredient Brand and a Performance Brand.
How do Performance Brands communicate?
All Performance Brands showcase power and service. In fact their major message being on performance, they will highlight their functional results (hydration, cleanliness, protection against smell, etc…). Nevertheless they all have a tendency to try and bring an emotional dimension to this very performance-oriented message. Some will be quite successful in doing this (Dove as we will see in a later post), others less as we can see below.
Pampers gives us very clear depiction of the technicity (and therefore performance) of their products: we are in baby cleanliness. Their packaging similarly only depicts functional benefits.
Although most of their movie ads will take the same direction (“Baby Dry 3 am”),
some – as the one aired for the 2015 Super Bowl - will take a very different direction: mother love and care. Pampers tries to move to a more emotional brand – becoming an identity Brand (as we will see in a forthcoming post).
Dove for years has always been showing the benefits of its moisturizing cream – “up to ¼ of moisturizing cream” – and of its benefits for the skin. We will see how it has now moved to a Visionary Brand – with its social fight for “Real Beauty”.
Mr Clean has been focusing since its inception (in 1959) on power, using its persona as the ideal servant that will clean the house for you (the myth of the genie in the lamp is where it finds its origin).
BtoB brands are mostly Performance Brands – as ESP; Gore-Tex; Intel..
- A Performance Brand offers consumers the best solutions to an identified need – mostly a very functional expectation.
- All Performance Brands showcase power and service. In fact their major message being on performance, they will highlight their functional results (hydration, cleanliness, protection against smell, etc…). Nevertheless they all have a tendency to try and bring an emotional dimension to this very performance-oriented message.
- Most BtoB brands are Performance Brands