For strategic consulting and research companies, there are generally no means for materialization even though quantitative brand research and analysis is conducted.
And in production companies and agencies, designs relying on the subjective intuition and experience of designers and creators are often regarded as deliverables.
Our approach is different from all of them.
Left brain functions that "analyze human desires" =insight.
Right brain functions that “touch people's hearts" = creativity.
Truly effective branding is made possible by combining the two.
Bannistar is a team that leads to “essential solutions” for brands while keeping strategic analysis and design functions inextricably linked.
When we say "brand story", it is a little different from what is normally considered.
It's not a story-telling ad campaign, nor is it a long-established brand just telling its history.
A brand story to us is a never-ending bond that connects people with the brand.
Brands constantly renew their values and behaviors and reinvent new relationships in response to changes of the times, society and people's consciousness. This results in a closed, personal and unique story that exists only because of the history of that brand and its fans. That is a brand story.
A brand story is not something that can be created overnight, and cannot it be given unilaterally by a brand.
Instead, once created, a brand story contains people’s formative experiences and memories of the brand, and various of private attachments. This forms a strong emotional bond between brands and people. Calpis Water, which evokes scenes of summer from anyone’s youth, and Oronine H Ointment, which brings back memories of mothers with its smell, are examples of strong brand stories.
And in order to create such a relationship, it is essential to have a deep interest in people and an understanding of their desires. It is necessary to have an approach that delve deeper into each individual. A brand that empathizes with people at their core will have emotions, a body temperature, and desires from the hearts of people that doesn’t ring hollow, eventually creating a unique brand story.
Times have changed, and things no longer sell easily. That is what many people say.
However, isn’t that just a manifestation of the limitations of traditional marketing methods?
In order to promote purchases of certain products, it is not enough to just analyze the market and competitive products and tout their superiority. The real emotions of living human beings are missing in quantitative surveys.
Before thinking whether to "buy or not buy" something, there are preferences, emotions and even innumerable complex feelings that lie deeper than that. That's why we look closely at people's lives and look for human-like raw emotions and desires that do not appear in numerical form.
This is to look at people as humans instead of consumers. In this process, there should be hidden hints for forming strong bonds between brands and people. That is what we believe.
"Branding is tangible and intangible activities to be supported for a long time." The definition of Bannistar is very simple.
Logos, advertisements, websites, events, or moments that are actually taken in our hands and tasted... All of the experiences and memories that are formed in the human mind through all those points of contacts are a brand, and branding is the activity of continuously providing them. That is why we must properly bring out the essence of brands, embody it in a suitable form, and deliver it to customers.
In that case, what is important is "meaningfulness" and "creativity".
“Meaningfulness” is the significance or role brands have for people and society.
And "creativity" is to appealingly express the meaning of brands and give them form.
Without meaningfulness, the firm core of brands is not maintained, and without creativity, the appeal of brands will never bloom. Bannistar sees it as its mission to be involved in both and to connect them to outcomes.
With the spread of the internet, in these times when consumers are said to have made 70% of their purchasing decisions before even coming to the store, rational filters are rarely used.
Mass advertising with large budgets does not create emotional connections that make consumers feel like a particular brand is “theirs”.
People don't choose brands just for their price, functions or because they stand out in stores. To continue being a chosen brand, Bannistar thinks that it is necessary to foster emotional connections between people and brands.
What is most important for that are touch points between people and brands. This used to be advertising in the form of in-store POP.
The aim of design in branding is to make the unique values of brands visible and to deliver them to targets. There are various touch points for this purpose, such as storefronts, websites and in daily life. Bannistar designs brands based on their most important touch points, and holistically connects their world views to other touch points to create strong connections between consumers and brands. What Bannistar designs are not product packages but the brands themselves starting with packages.
Did you know that there is a relationship between the kind of drink a woman likes and the image of her ideal man? This is an indisputable fact obtained from analyzing data on people's intentionality (= preferences or values). As this example shows, there is a mysterious correlation between human minds and consumption behavior that cannot be measured through numbers alone. Bannistar thinks that focusing on this “mystery” is a very important element when setting the values of brands.
This is because we want to wholeheartedly cherish the relationship between customers and brands. We do not want to “make” consumers buy things with temporary communication. Rather, we want them to take up brands and feel deep connections with them. The analysis techniques used by Bannistar give numerous hints for creating bonds that connect people and brands. We must understand the cause of people's daily true intentions and casual buying behaviors. Bannistar Scan assumes this role using a unique method.
Bannistar developed Bannistar Scan by applying know-how in areas such as personality measurement and behavioral psychology. This is to observe and analyze consumption behavior trends and predict future purchasing behavior. As well as combining quantitative and qualitative data, we thoroughly carry out multivariate analyses of consumer sentiment, purchasing factors, purchasing influence factors and other elements in order to extract customer types. Its distinctive feature is its ability to derive intentionality through the sum of individual consumption activities and not as a group. You can create factors from design perspectives in addition to understanding the current situation, and forecast changes in future purchasing behaviors.
- Consumer behavior analysis for foods and seasonings
- Consumer behavior analysis for soft drinks
- Consumer behavior analysis for dairy products
- Consumer behavior analysis for women's clothing
- Consumer behavior analysis for sake
- Consumer behavior analysis for mineral water
- Large number of results including fixed point brand awareness surveys for corporate brands
This platform defines brands theoretically and emotionally in various aspects, clarifies distinctiveness and establishes uniqueness. Bannistar Brand Podium™ can also help clarify relationships between brands and customers, their aspirations, their visions and strategies.
Bannistar Brand Podium™ brings out the best potential by integrating and orienting all the diverse elements of brands as if it were an orchestral podium.
Bannistar handles all operations related to brands, from surveys to strategy planning, design development and brand guideline development.
We do not make complete divisions of labor such as having the marketing team do strategy planning and the creative team doing design development. Instead, our distinct characteristic is raising the quality of projects by incorporating both perspectives in all steps.