1. How do Brands Communicate with
Different Kinds of People ?

2. Brands can Talk to Different People – If they Understand Values

3. Y&R 4Cs
Cross-Cultural
Consumer
Characterisation

4. 4Cs Values Seven ways of thinking, feeling and responding
enlightenment
survival
escape
security
status
control
discovery
Seven ways of thinking, feeling and responding
Seven ways to choose
Seven targets that connect to meaning and insight

5. 4Cs Values Image Characterisation enlightenment discovery control
survival
escape
security
status
control
discovery
Image
Characterisation
reformer
succeeder
aspirer
explorer
resigned
mainstream
struggler

6. People’s values influence the kinds of brands they are attracted to
and the kinds of communication they will respond to

7. Tone of voice, use of space,
Brand
People
Tone of voice, use of space,
colour, words, moods ……
Communication Style
meaning
properties
lives
priorities

8. Mainstream Security SECURITY Brand Dimensions
The main dimension in brand personality is between wholesome - healthy, simple, honest .... and stylish, glamorous, high class. The second dimension represents at one end strength and leadership, at the other, lightness - the more fun and carefree aspects of brand personality.
Security
The main aspect of security as it applies to brands is a strong emotional investment in brands - especially the wholesome/strong aspect, where brands are seen as trustworthy, something you can rely upon, and honest . This upright strength is an important part of the value in 'value for money'
On the light side of wholesome is the more female aspect of the Security brand personality - kind, helpful and simple (unnasuming)
The emotional theme continues in a need for a close relationship with brands, consequently high brand loyalty, (need for loyal relationship also materialises as national chauvinism - which means that the Mainstream shows the most cultural variation in Brand and brand behaviour, as they prefer home-grown).
A good rule of thumb is that people buy brands that are like themselves - so the Mainstream brand does not stand out as actively different - though its users see it as unique, due to emotional attachment
Security 3

9. SECURITY: BRAND strong brands carry large emotional charge of
light
wholesome
stylish
brands carry
large emotional
charge of
trust and
reliance
emotional investment
gives
added value
honest, straight-
forward
value
for
money
NOT stylish
glamorous
upper-class
chauvinism
national past
popular -
no fear of
disapproval
NOT distant or
arrogant
healthy
simple
kind,
helpful,
obliging
NOT daring
or dynamic
Brand Dimensions
The main dimension in brand personality is between wholesome - healthy, simple, honest .... and stylish, glamorous, high class. The second dimension represents at one end strength and leadership, at the other, lightness - the more fun and carefree aspects of brand personality.
Security
The main aspect of security as it applies to brands is a strong emotional investment in brands - especially the wholesome/strong aspect, where brands are seen as trustworthy, something you can rely upon, and honest . This upright strength is an important part of the value in 'value for money'
On the light side of wholesome is the more female aspect of the Security brand personality - kind, helpful and simple (unnasuming)
The emotional theme continues in a need for a close relationship with brands, consequently high brand loyalty, (need for loyal relationship also materialises as national chauvinism - which means that the Mainstream shows the most cultural variation in Brand and brand behaviour, as they prefer home-grown).
A good rule of thumb is that people buy brands that are like themselves - so the Mainstream brand does not stand out as actively different - though its users see it as unique, due to emotional attachment
NOT 'different'
(but unique)
caring calm
NOT
charming
or fun 3

10. SECURITY: TARGET satisfied routine order organisation home base
freedom
satisfied
lacking
sacrifice
pleasure -
small treats
home
base
routine
order
organisation
careful with
money
pleasing the
family
blend-in -
just like
everybody
else
put others first
conforming
conventional
passive
accepting
receptive
price
conscious
religion
roles
avoid
confrontation
avoid
risk
First, the basic and fundamental dimensions of the individual
In all of us, to a greater or lesser degree, there is a need for security - warmth and comfort. And even if for just a brief phase, we all need freedom, autonomy, a chance to fly. These are the main things we reach out for. As markets they could be represented by insurance and holidays.
And inside we are all capable of happiness and satisfaction, feeling that we are part of the universe - and equally capable of the opposite ... of feeling miserable, left out, with nothing to hope for.
These dimensions and those following are not notional - they are the main factors as produced by multi-dimensional scaling. ( Also used in 4Cs pie chart earlier)
Security
It’s all a matter of emphasis. And with the Mainstream the emphasis is on security, and its corrolary, avoiding risk. The main sources of security are in family roles, conforming to expectations, being like everyone else, doing what you are told to do and not thinking for yourself. This way you can’t get into trouble and will be accepted by the rest.
On the SATISFIED side the important thing is routine, order and organisation. In the home - neat and tidy. Shopping - careful with money. Price conscious feeds back into family role. Self-denial has its own reward.
Avoid risk by obeying the rules and avoiding confrontation
obey
rules 1

11. SECURITY - COMMUNICATION STYLE
personal
easy-going
quiet
chat
sensitive
human
warmth
NOT
social
situation
simple
instructions
considerate
emotions
unambiguous
sentiment
no puzzles
safe
complex
clean & clear
eg primary colours
neat
and tidy
NOT
reason
or logic
reassuring
delineated
spaces
Communication Dimensions
Lack of complexity is not exactly simplicity (which can be a sophisticated aesthetic) - it is safety, which requires a naïve simplicity, and derives from a need to feel secure - to know where the edges are, and where the heart is.
Personal to impersonal is exactly that - people or things.
Security
For the Mainstream, safety is the word. The tonality of communication is found in the safe and personal - the tone of human warmth, sensitive and considerate. And style directives are found in the safe and impersonal -familiar, neat, tidy, clean, clear, conventional.
Everything complex is to be avoided - both the impersonal complexity of logic and also the personal complexity of social situations …. which arouse anxiety in home and family oriented Mainstreamers.
conventional
familiar - consistent style
familiar - the past
impersonal 2

12. Brand – nice strong cup of tea the answer to life’s problems
SECURITY
Brand – nice strong cup of tea the answer to life’s problems
Target – mirror to UK family life
Style – human warmth, simple, familiar
The Mainstream target is very particular to cultures, and this is an instance of an advertisement that is particularly British - and difficult to imagine as being effective in any other culture. The SECURITY value in the UK is particularly linked to ‘ordinariness’, not being different. This ‘lowest common denominator’ expressed here by representing the target as a family of monkeys..
The insight is that Mainstream target are continually adopting new ideas from the Early Adopters – in this case, reflecting the trend towards taking holidays abroad. That these are still dangerous is shown by the broken leg, the continuing accidents in the airport, being ‘glad to get home’
This leads to a brand meaning about ‘comforting’. Maybe you cannot cope with all that modern life has in store but there is always ‘the unique taste’ of PG Tips to put you ‘back on your feet’.
The style also features comforting familiarity - the campaign has also been running since TV started, which makes it extremely familiar.There are the ‘class’ motifs …. received English voiceover, the posh neighbour with his joke about the ‘piste’, misinterpreted by our somewhat dumb protagonist as about being drunk – a typical British bit of ‘fun’. Ending up in the security of home, surrounded by family, the hero brand bringing it all together.

13. Brand – financial security Target – universal value for security
Style – anthemic, pulls the heartstrings
The Mainstream SECURITY target does not travel well. But the SECURITY value is universal. Everywhere financial services are about SECURITY – avoiding risk. In this ad for a financial institution the target is everyone, but the brand meaning and the communication style are Mainstream, because the basic value is SECURITY. Unlike the targeted Mainstream ad, it is very easy to envisage this ad being adapted all over the world. But it would likely be for different (national) financial institutions, as SECURITY is everywhere linked to nationalism.
The insight derives from the family context – people expressing their love by using their money to help family members. The brand meaning here is caring and protection ….. projected onto the customer, rather than the brand - ‘because of YOU’. However small you may be in the world, within your family you can be a Hero.
In sentimental style it highlights the pathos of growing up and growing old. A little boy, with big legs … he will have so much to face, you can help. The anthemic music pulls at the heartstrings.

14. Aspirer
Status

15. EXTRINSICS - STATUS: BRAND
strong
straight-
forward
simple
NOT
healthy
Charisma …
sparkle and
shine
projects 'special ' persona
fashion
high
class
ORIGINAL .. unique
trendy
fun and
friendly
DYNAMIC
wholesome
stylish
light

16. EXTRINSICS - STATUS: TARGET
satisfied
attention
and
admiration
NOT
careful
with money
UNFULFILLED
DESIRE I
MUST
HAVE
IT !
want
respect
envy
acquisition
money
measure
irresistible impulse
home
and family
freedom
security
lacking

17. Attractive and intriguing
EXTRINSICS - STATUS: COMMUNICATION STYLE
personal
unsure of taste -
seek advice ?
NOT
easygoing
SOCIAL
SITUATIONS
intimate
sensitive
Attractive and intriguing
fantasy persona -
imaginative, abstract,
ambiguous, complex
safe
complex ?
unsure what to say
want formula framework
impersonal

18. Target – mirror ideal: “Friends” TV star
STATUS
Brand – hair spray
Target – mirror ideal: “Friends” TV star
Style – fantasy, abstract, ambiguous … shine, sparkle, charisma, gold
Values - features a projection of STATUS dreams fulfilled, a ‘Friends’ TV star. And of course, it’s all about appearance. Fitting to the extrinsic notion of STATUS, a large proportion of the message is in the visual style.
The insight is that in this context, the person sees him or herself more or less as a brand. A luxury brand – ‘I’m Worth It!’
The brand meaning is really glamour, all the sub-brands in this campaign aim to give you-the-brand the confidence that you are glamorous and attractive.
The style is about glamour, in the original meaning of the word – magical gold dust sparkling in the air, symbolising charisma and wealth. Even the rational explanation receives this visual treatment – the words simply ‘Here comes the science’, which puts the science in its insignificant place. It cues in to the Aspirer fantasy persona (complex, abstract, imaginative etc) with our heroine floating in the air (feet not on ground) claiming to be held by an invisible force, which turns out to be the hairspray holding her hair in place. She turns into the hairspray, a sparkling column of gold.
I’M WORTH IT ! Is very international, currently running in following places
Argentina
Australia
Belgium
Brazil
Canada
Chile
Austria
Colombia
Czech Rep
Denmark
Finland
France
Germany
Greece
Netherlands
Hong Kong
Hungary
Ireland
Israel
Italy
Lebanon
Mexico
New Zealand
Norway
Pan-Arab
Poland
Portugal
Russia
Singapore
Slovakia
South Africa
Spain
Sweden
Switzerland
Thailand
Turkey UK
USA

19. STATUS Brand Target Style perfume attention, admiration
desirable fantasy persona
bright lights, shine, sparkle, gold
reckless waste

20. STATUS Brand Target Style fashion – classy, trendy
respect, recognition
Style
assured, casual fantasy persona

21. Succeeder Control Control
Brands that appeal to the Control priority tend the be the strong leaders, of high worth and performance …. again, like their users. All products that are strong, stable, that tlast or mature - the reason why Scotch is a Succeeder drink.
On the stylish side these brands are high class and prestigious, they mark their user out as one of the few, not one of the herd.
The wholesome side reveals the Succeeder relation with the Mainstream - the peasants required by the barons - who supply the traditional, hand-crafted high quality items that communicate stability over time, a sense of history and continuity (for instance, prestige cars inherit the posititon and vocabulary of the horse and carriage) . And the underpinnings of the prestige item - reliable, trustworthy, down to earth and straightforward - not weak glamour or charm.
Apart from the prestige personality there is a second important strand - the authentic outdoorsy, in the wholesome/light sector. For this think of the appeal of Timberland and similar mountain-climbing clothing, and realise once more just how literally values need to be interpreted
And in the same quadrant is stress relief - caring and calm …. typical airline imagery.
Control

22. CONTROL: BRAND strong ‘worth’ prestige, high class - only for the few
progress,
leadership
stress relief:
cares calm
authentic
outdoorsy
the latest
thing
traditional,
reliable,
trustworthy,
down-to-earth
straightforward
craftsmanship
quality
performance
solidity,
stability,
things that last
or mature
wholesome
stylish
Control
Brands that appeal to the Control priority tend the be the strong leaders, of high worth and performance …. again, like their users. All products that are strong, stable, that tlast or mature - the reason why Scotch is a Succeeder drink.
On the stylish side these brands are high class and prestigious, they mark their user out as one of the few, not one of the herd.
The wholesome side reveals the Succeeder relation with the Mainstream - the peasants required by the barons - who supply the traditional, hand-crafted high quality items that communicate stability over time, a sense of history and continuity (for instance, prestige cars inherit the posititon and vocabulary of the horse and carriage) . And the underpinnings of the prestige item - reliable, trustworthy, down to earth and straightforward - not weak glamour or charm.
Apart from the prestige personality there is a second important strand - the authentic outdoorsy, in the wholesome/light sector. For this think of the appeal of Timberland and similar mountain-climbing clothing, and realise once more just how literally values need to be interpreted
And in the same quadrant is stress relief - caring and calm …. typical airline imagery.
NOT glamour or charm -
too weak and dependent
( serious colours
dark blue, maroon etc)
light

23. CONTROL: TARGET satisfied stability goal oriented organision planning
establishment
identification
stability
goal oriented
dress to
impress
organision
planning
personal
confidence
high
self-esteem
future - the new
satisfied
careful
with
money
calculated
risk
social
skills
security
freedom
Control
With a high level of personal confidence, a strong ego and high self-esteem the Succeeder is the archetype of the successful high-level business person . On the more risk-oriented side of SATISFIED values this is a very international and universal personality type, oriented to the future and to moving ahead.
On the security side of integration, as you would expect, are organisation and planning skills. Also the value for stability, which involves identification with the establishment - supporting it and being supported by it - acting and dressing to conform with local establishment norms - in order to achieve the power to control one's life. So there is also a typical local flavour and variation.
Both sides of the values system call for social graces and skill in managing people.
NOT
Low
Self
Worth
lacking

24. CONTROL: COMMUNICATION STYLE
personal
impersonal
extrovert
new
exciting
social
situations
'good
with
people'
controlling
ambiguity
organising
complex
reality
personal
experience
organiser
safe
complex
practical
thorough
can-do
problem
solving
science
logical
time &
money
control
analytical
Control
In communication the emhasis of the control motive is on the complex - in fact on asserting control on complexity..
Most important, on the impersonal side, it's to do with problem-solving ... using logic, analysis and organisation. On the more personal side it's a matter of controlling and organising existing complexity and ambiguity. Think of those Succeeder aimed TV ads with red lines whizzing around the globe to get the parcel there on time.
The tonality is extrovert, socially assured, sharing personal experience …. forward moving
facts &
figures

25. Brand – Business travel, expected high service Target – decision maker
CONTROL
Brand – Business travel, expected high service
Target – decision maker
Style – man to man, assumes high status
The Succeeder value is for CONTROL. The insight is that this involves a positive self-image as a decision-maker, a person who controls what happens to him. Also like a tall person in a crowd, sees the faces of only other tall people – he should be addressed man-to-man by someone of high stature.
Style - the brand’s representative, Terence Stamp, is a highly successful and fully mature individual, he exemplifies CONTROL. The tone of voice is man-to-man, assuming the viewer to be an equal. The message is brief and succinct, more CONTROL. It goes straight to the heart of the target’s self image – a decision maker, a problem solver.
The meaning of the offering – Virgin Business Class chauffeur to the airport – is prestige, relative to that offered by other Business Class. Virgin recognises the fuss and bother involved in driving yourself, and offers this convenience because you are worth it. (really worth it – see L’Oreal, later))
A point to note about internationality. The Succeeder target seeks to ally itself to the national establishment, a source of power – which varies in style. An international figure such as Terence Stamp is acceptable everywhere.

26. CONTROL Brand - winner Style Target “the man they call the shark”
confident,
masculine
Target
mirrors strong self image
                                                                     
A complete line of apparel inspired by the man they call the Shark.
HOME | INSPIRATION | APPAREL | WHERE TO BUY | ABOUT US Copyright © 2000 Reebok International Ltd. All Rights Reserved. Site by Greg Norman Interactive, powered by Shark.com
Another exemplar of the values of CONTROL and success – The man they call THE SHARK. Younger and less universal (Anglo) than Mr. Stamp.
The insight here is that success can be modern at the same time as as having weight and strength.
Keywords encompass the brand meaning of power and savoir-faire …
… strong, bold, aggressive, confident, worldly, spirited, warm hearted, adventurous, modern. POWER AND ELEGANCE
The style masculine, dark, no frills; the visual suggestion of gears = more power, moving forward, like the shark, top right

27. Explorer
Discovery

28. DISCOVERY: BRAND DARING strong light NOT calm and healthy NOT honest
and trustworthy
NOT
traditional
progressive
innovative,
intelligent
class
style
wholesome
stylish
trendy
DARING
energy
charming
different
carefree

29. DISCOVERY: TARGET new and unusual NOT home-bodies shock risk
satisfied
new and
unusual
friends
impulse
changing
eclectic
risk
unconventional
confident
shock
adrenalin
break the rules
adventure
sensation
personal
difference
experience
hedonism
experiment
NOT routine
NOT organisation
NOT home-bodies
security
freedom
NOT certainty
ANTI: censorship
ANTI: authority
ANTI: sex-roles
lacking

30. DISCOVERY: COMMUNICATION STYLE
sensation/explosion
puzzles
clever
witty
crazy
logic
surreal
hyper-real
new, exciting
people
futuristic
ambiguous
imagination
colour contrast clash
personal
impersonal
safe
complex
NOT boxes
BREAK RULES
NOT rigid
conventional
familiar
NOT analytical

31. Target – mirror ideal cool guy Brand – travel … experience
DISCOVERY
Target – mirror ideal cool guy
Brand – travel … experience
Style – wild, witty, extreme, fast
True to the value of INDIVIDUALITY, this is an invitiation to adventure, celebrating risk-taking of all kinds. Danger, lots of jumping from high places, travel, weird stuff and finally, cheating death.
The insight was the phrase – Go Travelling, in the context of having recently seen Bill and Ted’s Bogus Adventure.
Virgin again, this time with the meaning of adventure. Both this INDIVIDUALITY meaning and the Business Class CONTROL meaning backed up by the maverick success figure, Richard Branson.
The style a cut-up montage, switching from colour to black & white

32. DISCOVERY Style Brand Target surreal, strange, puzzle
wild and dangerous, reality risk
Target
shock adrenilin irony hip-cynicism

33. Reformer
Enlightenment 3

34. ENLIGHTENMENT - BRAND strong personality innovative intelligent
performs
innovative
intelligent
up-to-date
dynamic
straightforward
unpretentious
expressive
distinctive
authentic
friendship
wholesome
stylish
light 3

35. ENLIGHTENMENT: TARGET
freedom in
every way ...
security
freedom
satisfied
lacking
nothing
tight or
restricted
… clothes,
rooms,
ideas
personal confidence
intrinsic values
can change self
personal
growth
freedom to
be yourself
less impressed by status or wealth
individual freedoms
less concerned with impressing others
pleasure principle -
aesthetic awareness
social conscience
no certainties -
not one right answer
the right to
disobey
not concerned with respectability
prefer slight disorder
eg eclectic mix
dimensions - age and wealth 1

36. ENLIGHTENMENT: COMMUNICATION STYLE
personal
challenge
safe
assumptions
free,
open
space
unusual
unexpected
imagination -
the future
high culture
aesthetics
sensual
colour
and design
abstract/
complex
design
abstract
ideas - fantasy
fluid train
of thought
in-depth
discussion
safe
complex
science
layers of
complexity
rational
argument
information for
independent
decision
If not interested won’t read - if interested happy to soak up lots of complex detail
impersonal

37. Target: value for intrinsics, desire for information
ENLIGHTENMENT
Brand
innovative & intelligent
strong and friendly
personality
Style
floating in
free space
discussion
unexpected
The Copy:
It isn’t easy to be gentle and protective at the same time.　But it’s worth it.   
Volvo introduces dual-mode airbags that adapt automatically to the severity of the collision.　
Do you know that airbags that are supposed to protect people can actually injure them? An airbag which inflates to the full size instantly is like a hard punch of a boxer. Volvo was the first in the world to introduce the dual mode airbags, which measure the intensity of the collision, and inflate either to the maximum in a severe collision, or moderately in a less severe collision. These two levels of inflation rates enable the airbags to provide more gentle protection. Volvo has been introducing several kinds of world－leading airbags, such as SIPS bags (side airbags) in‘94 and inflatable Curtains（IC) which protect the heads of front and rear seat passengers in ’98.　Under the philosophy of “Protect Life” (protecting humans and the environment), Volvo is increasing your safety and sense of security even more.
Target: value for intrinsics, desire for information

38. ENLIGHTENMENT Target: Style Brand freedom from restriction
The ideal position is where your back is at a 90% angle to your upper legs
Target:
freedom from restriction
freedom of ideas
freedom of movement
freedom of situation
Style
relaxed lifestyle mirror
unexpected (clip in sky)
Brand
Intelligent – witty
Life is Vurrukkulluk
(onomatopoeic pun on
verrukkellijk - which means excellent)

39. Resigned
Survival

40. SURVIVAL - TARGET rigid,strict MUST roles ‘n rules satisfied
resist change –
past orientation
security
freedom
rigid,strict
MUST
woman’s place
in the home
duty
discipline
authority
roles ‘n rules
censorship
left out, no future – but justified
national chauvinism
lacking

41. SURVIVAL - BRAND not strong tough rugged not friendly carefree fun
trust
healthy
simple
wholesome
stylish
brand on a pedestal –
arrogant, unnapproachable,
glamourous, charming
not friendly
carefree fun
light

42. SURVIVAL - COMMUNICATION
personal
avoid surprises
only one right opinion
avoid complexity
safe
complex
reassurance
expert authority
testimonial
safe colours ... brown, cream
habit
the past
the safe choice
enclosed boxes
impersonal

43. Struggler Escape Security
Essentially an emotional feeling of warmth and comfort.
The main way that security is found is in the home and family. This is especially true within the continent of Europe - on the sea-board there is a greater tendency to find security in the state, and in the idea that everyone is the same.
This is typical Mainstream housing in England, endless rows of identical houses, each with the identical family car parked in the front.
Escape

44. ESCAPE - TARGET satisfied lack discipline organisation structure
security
freedom
satisfied
lacking
lack discipline
organisation
structure
direction
impoverished
experience
resentment
frustrated
material
desire
loner
problems
sensation
impotent
to effect
change
depression
low self-esteem

45. ESCAPE - BRAND strong intrinsic worth not the issue high performance
solid citizen
unnattractive
intelligence
not appreciated
intrinsic worth
not the issue
high performance
not expected
rugged
stylish
glamour
untouchable
lovable
rogue
something
held back
surface
appeal
wholesome
stylish
light

46. ESCAPE - COMMUNICATION
personal
safe
complex
anarchy
hard to express feelings
or relate to others
fantasy
impersonal

47. Strugglers

48. Y&R 4Cs – fundamental human values
ENLIGHTENMENT
CONTROL
Reformer
Succeeder
Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth
Goal orientation, self determination: stability, lasting, enduring – thorough, organising, delegating, problem-solving, simplifying complexity, prestige, hierarchy
DISCOVERY
Explorer
Adventure, exploration,
seeking, finding – who am I ?
What is out there ? How far can I go ? What happens if I do this ? Adrenilin, hedonism, speed, danger, risk, Instant gratification
SECURITY
Mainstream
Avoid risk, human warmth,
comfort, sentiment, belonging, order, familiarity, acceptance, blending in, avoid confrontation
STATUS
Attention, admiration,
image, persona, extrinsics,
materialism, acquisition, affiliation, charisma
Aspirer
SURVIVAL
Resigned
Rigidity, discipline,
limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism,
avoid complexity
Struggler
ESCAPE
Alienation, low self-esteem,
repressed desire, disorganised, physical, agression, anarchy

49. A Hierarchy of Needs Reformer ENLIGHTENMENT Explorer DISCOVERY
Succeeder
CONTROL
Aspirer
STATUS
Explorer
DISCOVERY
Resigned
SURVIVAL
Mainstream
SECURITY
Struggler
ESCAPE

50. A Model of Adoption Reformer ENLIGHTENMENT INNOVATIVE Explorer
Succeeder
CONTROL
Aspirer
STATUS
Explorer
DISCOVERY
Resigned
SURVIVAL
Mainstream
SECURITY
Struggler
ESCAPE
INNOVATIVE
EARLY ADOPTER
MIDDLE MAJORITY
LAGGARDS

51. fin
Comment based on analysis of combined samples of Wave2 BAV France, Italy, Germany, Spain, Netherlands, Switzerland, UK (13081 respondents)