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Marco Casanova / Bern 2010 LIMBIC presentation Authentic Branding based on the methodology of the LIMBIC CUBE

LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

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Page 1: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

LIMBIC presentation

Authentic Branding based on themethodology of the LIMBIC CUBE™

Page 2: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

Page 3: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

3Marco Casanova / Bern 2010

THE MOST VALUABLE MARKETING ASSET IS

BRAND PERCEPTION!

Page 4: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

Page 5: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

Authentic Branding – the purposefulorchestration of all five senses

• The Brand messages have to match the personalitystructure of the core target groups to unfold their fullimpact

• Accordingly, with successful brands, a high level of consensus exists between the brand profile and theprofile of the target groups.

• By purposefully orchestrating all five senses, youachieve the unmistakable brand profile you areaspiring for

• Through the repetition of emotionality, familiarity arisesand trust arises from familiarity

Page 6: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

6Marco Casanova / Bern 2010

Brand Experience

Page 7: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

7Marco Casanova / Bern 2010

look

Brand Experience

Page 8: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

8Marco Casanova / Bern 2010

feellook

Brand Experience

Page 9: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

9Marco Casanova / Bern 2010

feellook

hear

Brand Experience

Page 10: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

10Marco Casanova / Bern 2010

feellook

hear

tasteBrand Experience

Page 11: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

11Marco Casanova / Bern 2010

feellook

hear

smell

tasteBrand Experience

Page 12: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

12Marco Casanova / Bern 2010

Artificial Branding vs. Authentic Branding

feel

look

hear

smell

taste

Authentic Branding

Abstract Brand

only through rationality

Artificial Branding

Brand Experience

Page 13: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

13Marco Casanova / Bern 2010

‘Authentic Branding’

Optimal Brand-Positioning and Brand-Steering with the LIMBIC

CUBE™ methodology

Page 14: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

14Marco Casanova / Bern 2010

Brand Experience

Brand Experience

AbstractBrand

AbstractBrand

smellsmelllooklook

feelfeel tastetaste

hearhear

AuthenticBranding

AuthenticBranding

ArtificialBranding

ArtificialBranding

Only through

rationality

Only through

rationality

Artificial Branding vs. Authentic Branding

Page 15: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

15Marco Casanova / Bern 2010

What feelsthe...

What feelsthe...

nosenoseeyeeye

skinskin tonguetongue

earear

...feels theheart

...feels theheart

Authentic Branding

„Top-of-the- -Strategy“

Page 16: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

16Marco Casanova / Bern 2010

Authentic Branding

• By purposefully orchestrating all five senses, you achieve the unmistakable brand profile you are aspiring for

• Through the repetition of emotionality, familiarity arises and trust arises from familiarity

Page 17: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

17Marco Casanova / Bern 2010

Limbic Cube™

• Emotional segmentation and positioning approach to the successful ability to forecast customer behaviour

Page 18: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

18Marco Casanova / Bern 2010

Limbic Cube™

Page 19: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

19Marco Casanova / Bern 2010

‘Authentic Branding’ - Optimal Brand-Positioning and Brand-

Steering with the LIMBIC CUBE™ methodology

• The connections visible in the LIMBIC CUBE™are compiled on the basis of the ways the human reptilian-brain functions through different sensory input (visual, acoustic, haptic, olfactorily and by taste).

• They are shown three-dimensionally (Balance, Dominance, Stimulance) and facilitate optimal brand positioning and, subsequently, an extremely significant and precise ability to forecast customer behaviour.

Page 20: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

20Marco Casanova / Bern 2010

Source: H.-G- HÄUSEL

Limbic Facts 1

• Research into neuro-processes shows that our feelings play an important part in steering our behaviour

• Through the linking of neuro-scientific, evolutionary-biological and psychological research results, a completely new picture is manifesting itself which removes the contrast between “emotion” and “reason”.

Page 21: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

21Marco Casanova / Bern 2010

Limbic System

Illustration: the parts of the human brain

Limbic system

The human brain is steered by the limbic instructions

The limbic system is the central evaluation instance which gives meaning to our outer and inner world initially through emotionalisation.

This evaluation ensues from the basis of our pre-installed biological programmes.

Page 22: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

22Marco Casanova / Bern 2010

The Limbic Instructions

SexualityEatingSleep

Breathing

BALANCE

STIMULANCE DOMINANCE

„Balance“, „Dominance“and „Stimulance“. These characteristics are based on elementary vital needs like eating and sexuality. As our historical tribal inheritance, they also form the basis of the human personality

Page 23: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

23Marco Casanova / Bern 2010

Security, Continuity, StabilitySecurity, Continuity, Stability

BALANCEBALANCEBALANCE

Avoid danger!

Avoid every change, go by old habits and hold onto them!

Avoid every interference and uncertainty!

Strive for inner and outer stability!

Optimise your energy balance and do not waste energy uselessly!

The Limbic Instructions

Page 24: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

24Marco Casanova / Bern 2010

Squeezing out, assertion,Squeezing out, assertion,power, status, territorypower, status, territory

autonomyautonomy

DOMINANCEDOMINANCEDOMINANCE

Assert yourself!

Increase your power!

Oust your competitors!

Extend your territory!

Retain your autonomy!

Be active!

The Limbic Instructions

Page 25: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

25Marco Casanova / Bern 2010

New impulses, variety,New impulses, variety,curiosity, love of riskcuriosity, love of risk

STIMULANCESTIMULANCESTIMULANCE

Look for new, unfamiliar impulses!

Look for variety!

Avoid boredom!

The Limbic Instructions

Page 26: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

26Marco Casanova / Bern 2010

Conclusion „limbic“

STIMULUS

„The feeling of desiring something only comes after the limbic system has long decided what ought to be done. The quintessence is that this system has the final decision about whether we do something or not.“

Prof. Dr. Dr. Gerhard Roth, Neurobiologist at the University of Bremen, Magazin für Wissenschaft und Kultur 01/1999

Page 27: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

27Marco Casanova / Bern 2010

LIMBIC CUBE™ - function modes

Authentic Branding

Page 28: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

28Marco Casanova / Bern 2010

LIMBIC CUBE™- function modes

B D SB D S

STIMULANZ

DOMINANZ

P

BALANCE

PM1

M2

M3

Compilation of Model Components:

1. Limbic Personality Structure

2. Individual Brand Awareness

Calculation of the Positions in the Limbic Space.

Calculation of the Distances between the Limbic Personality Structure and the Individual Brand Awareness.

Connection:

The shorter the distance is between the personality and the brand, the more likely is the purchasing possibility of the respective brand

Page 29: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

29Marco Casanova / Bern 2010

LIMBIC CUBE™

Emotional segmentation – as well as positioning approach due to the functional modes of the limbic. The objective is the successful ability to forecast customer behaviour

Page 30: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

30Marco Casanova / Bern 2010

Successful brands are positioned limbically

• After more than four years of intensive research, the LIMBIC CUBE™ methodology is stable to such an extent that the statement „Successful brands are positioned limbically“ can be proved scientifically by a number of empirical studies.

Conclusion:• Branding is successful when it appeals as

directly as possible to the limbic system.

Page 31: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

31Marco Casanova / Bern 2010

CASE STUDIES

Page 32: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

32Marco Casanova / Bern 2010

Unique Positioning =

Unmistakable Brand Profile

Best Practice Automobile:

Stimulance-Positioning

Page 33: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

33Marco Casanova / Bern 2010

Do you want to tell your grandchildren later what you would have liked to have done?Or what you have done?

The impressions that symbols make give the words their meaning

Page 34: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

34Marco Casanova / Bern 2010

Page 35: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

35Marco Casanova / Bern 2010

You bought it for your family.(At least, that‘s your official version.)

All five senses are orchestrated for the Stimulance-oriented man

Page 36: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

36Marco Casanova / Bern 2010

Unique Positioning =

Risk of Stagnation

Actual Example:

Balance-Positioning

Page 37: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

37Marco Casanova / Bern 2010

homogeneous, Balance-oriented Positioning

Page 38: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

38Marco Casanova / Bern 2010

Page 39: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

39Marco Casanova / Bern 2010

Brand Evolution=

Opportunity for growth

Nivea is beginning to position itself as a brand which also has an affinity with Stimulance and Dominance

Page 40: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

40Marco Casanova / Bern 2010

Page 41: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

41Marco Casanova / Bern 2010

Luxury for every day

Page 42: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

42Marco Casanova / Bern 2010

Lust for opulent femininity Exciting colours for glamorous nights

Page 43: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

43Marco Casanova / Bern 2010

Limbic Mainstream Branding

Best Practice :

Page 44: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

44Marco Casanova / Bern 2010

Get to grips with winter - with Pirelli

Page 45: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

45Marco Casanova / Bern 2010

Results of Empirical Model Validation

Page 46: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

46Marco Casanova / Bern 2010

Empirical Model ValidationThesis Schaer / Zuberbuehler, 2004

•Significant links between limbical personality profile, brand awareness and buying behaviour.

•Verification of the expected limbical positioning of the brandsVW = Balance-orientedAudi = Dominance-orientedSeat = Stimulance-oriented

Samplen=1400

Methods of questioning:Picture series Statements Attributes

Page 47: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

47Marco Casanova / Bern 2010

61.5 %

66.1 %

69.3 %

Cross-classified table

Exactness of prognosis

Exactness of model prognosis on a high level : 69.3% of all actual VW-drivers are recognised as such by the model; with Audi it‘s 66.1% and with Seat 61.5%. Thus the model works considerably better than coincidence.

Thesis Schaer / Zuberbuehler, 2004

Page 48: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

48Marco Casanova / Bern 2010

Empirical Model ValidationThesis Meinen / Buerki, 2004Thesis Moser /d‘Achille, 2005

Authentic Branding

Samplen= 1312 (2004)n= 558 (2005)

Seeing (visual)Hearing (acoustic)

Smelling (olfactorily) Tasting (by sense of taste)Touching (tactile)

Page 49: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

49Marco Casanova / Bern 2010

67.8% (2005)60.4% (2004)

75.0% (2005)58.1% (2004)

72.3% (2005)54.0% (2004)

Cross classified table

Exactness of prognosis

Thesis Meinen / Buerki, 2004 Thesis Moser /d‘Achille, 2005

Significant amelioration of model prognosis in 2005: 72.3% (2004: 54.0%) of all actual Swisscom mobile users are recognised as such by the model; with Orange it‘s 75.0% (2004: 58.1%) and with Sunrise 67.8% (2004: 60.4%).

Page 50: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

50Marco Casanova / Bern 2010

Empirical Model ValidationThesis Spagnoli / Dimeska, 2005

Samplen= 264

Authentic Branding

Hearing (acoustic)Smelling (olfactorily)Tasting (by sense of taste)Touching (tactile)

Page 51: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

51Marco Casanova / Bern 2010

Exactness of model prognosis on a high level : 80% of all actualricola consumer are recognised as such by the model; with Fisherman‘s Friend it‘s 91% and with tictac 76%. Thus the model works considerably better than coincidence

76 %

91 %

80 %

Cross classified table

Page 52: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

52Marco Casanova / Bern 2010

Conclusion

Authentic Branding

Strong brands require strategic management which is limbically differentiated

Brand positioning has a strategic character, because it‘s the basis for communication, distribution and price policy concepts adopted for it

Page 53: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

Fast moving consumer goods- Example -

-Marketing ROI-

Situation: every year the marketing expenses gets higher &the turnover and the profitability gets less

Brand X

Page 54: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

54Marco Casanova / Bern 2010

Design specifications of the implementation-process ‚Authentic Branding‘ based on the LIMBIC CUBE methodology

• 1. ANALYSIS OF ALL THE RELEVANT BRAND PERCEPTION SOURCES (TOUCH POINTS) ACTUAL BRAND EXPERIENCE „How does the brand appear TODAY?“

• 2. TEAM – WORKSHOPINTENDED FUTURE BRAND EXPERIENCE „How should the brand appear in the FUTURE?“

• 3. DIFFERENT MARKET RESEARCHES (quantitative and qualitative)TESTING OF INTENDED FUTURE BRAND EXPERIENCE „Are the elaborated solutions and activities been perceived the intended way?“

• 4. IMPLEMENTATION PROCESSIMPLEMENTATION OF THE SUCCESSFULLY TESTED SOLUTIONS „Which elaborated solutions work for our intended objectives?“

Page 55: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

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Page 56: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

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Page 57: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

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Page 58: LIMBIC presentation - Branding-Institute · Limbic System Illustration: the parts of the human brain Limbic system The human brain is steered by the limbic instructions The limbic

Marco Casanova / Bern 2010

Marketing expenses

Turnover

Year 1 Year 2 Year 3

Summary Marketing ROI

107

118

100

100

100 100