The Brand Success Code is the key to success.

There are five factors that determine brand success today. This is confirmed by rheingold studies over the past 30 years. Successful brand management begins with the question of a brand’s strategic relevance. Rigorous brand management and assessment call for awareness of the market laws that govern brands. Because every market is unique, general brand management models are of little use.

The strategically important thing is to develop and apply an awareness specific to the rules of the game: the unique habits and customs that exist in the respective market. What moves and motivates consumers in my market? What forces are at play in shaping their consumption behaviour? And what are the factors that drive purchase decisions – psychological ones included? A strategic functional model of the specific market points up the answers to these questions. This creates a unique strategic basis that identifies the relevant parameters and influencing factors that marketing possesses in a market environment. The strategic functional model permits precise description of the function of a brand and a diagnosis of its strengths and weaknesses.

the brand success code

Sparkling wine brands as mood changers

A sparkling wine brand such as Freixenet, for instance, is subject to the market laws of mood change. Brands of Sparkling wine are meant to generate a kind of high spirits. These can have quite different orientations, however. Brands such as Fürst von Metternich or Henkell Trocken are meant to set high spirits. Festive or crowning occasions – a wedding, birthday or anniversary – are meant to be captured, stopped and, as it were, cast in amber. Yet this high mood requires a sparkling wine that comes across as very cultivated and distinguished. The sparkling wine should not break chains but be based on the label instead. And yet this sparkling wine also has a different, a foamy and disinhibiting side.

Unleashed popping of corks

The popping of corks also provides a signal that our urge and desire can be discharged at some point. The Freixenet brand has now taken up this side of sparkling wine: the effervescent side. It promises not the preservation of beautiful moments but rather the gliding-over into a freer, more sensual mood. Freixenet’s brand-specific formula for success is ‘setting cultivated sensuality free’. This also determines the three key moments of success for the brand: It acts as a transitional aid and leads us out of the resinous parts of everyday life. It makes us more sensual and acts as a social lubricant that can lead to forms of flirting and erotic approach.

Yet it is and always remains cultivated and stylish. Freixenet does not permit vulgarity or coarseness as the downsides of alcoholic unleashing. The brand-specific formula for success is a brand’s second success factor. This formula should not be confused with the claim or slogan. Rather, it condenses a brand’s depth dimensions and secret message and that is decrypted using rheingoldInterviews®.

The coherent overall picture

The third success factor is a brand’s consistency. Because brands can be understood as personalities, it is ‘essential’ that they convey a coherent overall picture across all their appearances and expressions of life: The packaging must observe, and the product must deliver on, whatever the advertising promises. A brand’s credibility crucially depends on whether it is in a position to convey an organic overall composition across all of its touchpoints – from Facebook presentation to call centre.
This does not mean across-the-board perfection, but consistency in overall fit. At Freixenet, consistency is ensured if the brand fulfils a triad across its expressions of life, as can already be heard in the name: Fresh e net.

A mysterious magic with a swinging ‘X’

The liberating effect of the brand must be something people can experience again and again in the music, atmosphere and tonality of Freixenet. Galloping horses, the sounds of racy guitar or the opening rose are important release signals from Freixenet. But the brand must always come across as nice and cultivated, over and over again.
A certain strictness of form in commercial composition is thus just as important as the high-quality bottle features. Yet in between these poles, the brand should always develop a mysterious magic as conveyed by the spirited ‘X’.
The shift in mood with Freixenet should be held in tingling suspense. Freixenet must never become so unambiguous that, when your own partner sees the bottle of Freixenet that you have brought along, he or she has the feeling of having to put in an erotic performance that evening.

The courage of a sparkling-wine mood

Thanks to its strategically relevant formula for success and its consistency, a brand also manages to build a unique, stand-alone position in the market.

Freixenet’s area of competence is set apart not just from the high-spirited brands already described, such as Henkell Trocken or Fürst von Metternich, but also from breakthrough brands such as Mumm or Deinhard. These brands promise that, in a mood bolstered by sparkling wine, a backlog of action can break free and demonstrate ‘Mumm’ (German for ‘courage’) in the fullest sense of the term.

The legendary, ecstatic drumming Deinhard woman in a purple dress, eruptively calling for Deinhard, manifests the kind of cork-popping moment that sparkling wine itself can evoke.

Systematic brand navigation

This is why targeted navigation in strategic brand management calls for true-to-scale maps of the market. Maps that show not just the psychological USP of a company’s own brand but also the competitors’ positions and points of attack.

These maps of the market should show the developmental paths and potentials of a brand, too. Because the fifth factor for success is the brand’s career. Unlike personalities, brands are not static and evolve instead. They bring children known as ‘line extenders’ into the world or conquer completely new markets with their formula for success.

The Brand Success Code as a principle for success

Naturally, the successful management of a brand’s future depends on knowing its Brand Success Code. In this way, a brand can capitalise on its principle of success in utterly new markets. For the Freixenet brand, stylish floral or gift services, romantic trips for couples, or a racy lingerie collection could be options worth exploring for use in developing its passionate and elegant transition.

Extensive digitalisation is changing the world, people and marketing. It has far-reaching consequences for markets, for consumer behaviour, for media usage by customers, and for purchasing decisions and habits. The reality of our lives is becoming fluid. Structures and boundaries are blurred; our everyday lives, working lives and relationships are growing more flexible; media usage is fragmented, and business is globalised.

Contact and information

rheingold institut

rheingold GmbH und Co. KG
Kaiser-Wilhelm-Ring 46
50672 Cologne, Germany
Phone: 0221-912 777-0
Fax: 0221-912 777-55