Brands with Charisma Win
We’ve written before about the importance of a brand having both product integrity and brand magnetism. We call the combination Brand Charisma. Brands that have it enjoy higher talkability, loyalty and faster growth - get a quick refresher here.
What Are the 5 Ps?
The 5Ps are a framework for helping uncover a brand’s product integrity proof points. As marketers we can delve into each of the five Ps separately to look for inspiration.
LET’S BREAK IT DOWN
Provenance – Where a brand is born. Where they’re made. Where they’re sourced.
Coors Light is a great example. The “Born in the Rockies” campaign leans into the brand’s heritage and creates a compelling mechanism for rooting the Coors cold aging process and tagline of the ‘world’s most refreshing beer’.
Other brands leaning into Provenance: Burberry, Fiji, Rolex
Process – How it’s made. The steps taken. The science employed.
Veggies from Green Giant are picked at the peak of perfection and flash-frozen after harvesting. It’s a process that locks in nutrients and flavor and provides a rational benefit for buying canned over fresh.
Other brands leaning into Process: Smirnoff, Ford, John West
People – The brains behind a product. The inventors, founders or team that brought us a product.
Del Taco’s Hardest Working Hands campaign brings the Del Taco crew front and center. By celebrating their crew’s commitment, the brand also brings an important message front and center – Del Taco does more fresh prep than the competition.
Other brands leaning into People: Dyson, Sam Adams, Beats by Dr. Dre
Product – The ingredients. The secret sauce. What we put in or what we leave out.
Applegate Sausage pledges that all of its products are all natural, that each product is made without antibiotics and is GMO free. For this brand, talking about the products in a differentiating (and hilarious) way means talking about what isn’t an ingredient.
Other brands leaning into Product: Dawn Soap, Cadbury Milk Bar, Intel
Proprietary – The first. The only. No one else can claim it or no one else ever has.
Dyson’s cyclone technology is a prime example of product integrity coming to life through a proprietary innovation. Dyson has patented this process and consumers don’t truly have to understand how it works to believe that it does, in fact, work and create better suction.
Other brands leaning into Proprietary: Energizer Ultimate Lithium, Spanx, Chevron with Techron
What Does This Mean for Me?
If your brand could use a bump in product integrity, consider conducting a workshop with key stakeholders from across teams and specialties to foster conversation and help discover new RTBs. It’s incredible what can be uncovered when we look beyond current proof points and delve into our brand’s provenance, process, people, products and proprietary claims.
