Framing Brotons’s approach to Iconic Brands

I’ve noticed that Eugeni Brotons, an outstanding expert in wine marketing, has published an interesting article about the five pillars of an iconic brand in wine and spirits. I invite you to read it here. If you want to only read these five pillars, here they are.

"After several years of analyzing brands, I have concluded that there are 5 key pillars that are always repeated in those brands that have become Icons:

1)        BRAND PURPOSE. The “raison d'etre” that ensures the brand's coherence and consistency and its longevity over time. It is important to always remember that a purpose must alleviate an existing 'life pain' in people. We must avoid purposes that emanate from enlightened intuitions and follow serious methods.

An Icon-Brand always has a very well-identified and excellently applied brand purpose.

2)        IN EVERY CORNER. Distributive capillarity is also a way of communicating with consumers. A powerful brand, with its mere presence, already "speaks" to the consumer. As the "ancients" used to say: distribution, distribution, distribution!

An Icon-Brand can usually be found daily if you are the right target. You get the feeling that it is following you around without bothering you.

3)        STORYTELLING. Once I explained the story of a whisky brand that I had created. The story was very attractive, and the listeners were delighted. But everyone really got hooked when I said: "I see you liked this beautiful story, but the best part is that it's also true!"

An Icon-Brand has authentic and believable stories.

4)        INTEGRATED IN AN ORIGIN AND A CULTURE. A brand that represents a specific origin and favours the culture habits of a community has a lot going for it.

An Icon-Brand is usually identified with a specific origin that gives it a lot of credibility.

5)        LIGHTHOUSE. Design is key to the consumer. A great brand has a specific aesthetic element as a major visual beacon. A color, a name, a logo, a shape, a peculiarity, or even an asymmetry.

In an Icon-Brand its visual beacon comes to mind with hardly any effort."

From my perspective, it's very wise food for thought.

What I did was frame his approach using the Brain-pleasing Marketing methodology, connecting its elements with cognitive and affective neuroscience.

Here is the result:

Brotons applies this to wine, but I believe you can adapt this framework to your products or services, can't you?

Eager to hear your comments and learn from you.

This article is licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International cc Lluis Martinez-Ribes, June 2024, BCN