THE EXPLORER
Motto: “Don’t Fence Me In”
Core Desire: the freedom to find out who you are through exploring the worldGoal: to experience a better, more authentic, more fulfilling life
Gift: autonomy, ambition, ability to be true to one’s own soul
Yves Rocher's brand identity is the explorer because:
- helps people feel free, nonconformist and militant in order to help provide a better world for the future generation.
- can be purchased from the Internet through their own website.
- helps people express their individuality by having a very strong militant brand personnality and communicating on the fact that all their consumers support their causes.
- can be purchased for consumption on the go.
- want to differentiate themselves from a successful regular cosmetic brand by showing that they can do the same products without the toxic ingredients, without testing their products on animals and without destrying the planete.
- have an explorer culture that creates new and exciting products or experiences
THE CAREGIVER
Motto: Love your neighbour as yourself
Core Desire: protect people from harm
Goal: to help others
Gift: compassion, generosity
Yves Rocher's brand identity is the caregiver because:
- it gives customers a competitive advantage as they promote the well being they will get if they consume their products.
- it is associated with nurturing (e.g. teaching materials such as the short videos on YouTube)
- programmes and other care giving fields like their engagement to plant 50 milion trees in Gacilly before the end of 2015.
- helps people stay connected with and care about others and is a charitable cause through their "plantons pour la planète" tour or the creation of the "Terre de Femmes" Award.
- helps people care for themselves by showing them that they can pamper themselves with natural products thanks to their products.
Claire-Sophie.
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