The Swatch building blocks

By Guillaume


ATTRIBUTES : Rational product features

·      Gives you time

·      Low price

·      Resistant

·      Waterproof

FUNCTIONAL BENEFITS : rational expectations as a result of using the brand

·      Being on time

·      Wear it anywhere

EMOTIONAL REWARDS : emotional benefits expected form using the brand

·      Being cool

·      Being trendy

·      Differenciate/express yourself

VALUE FOR USERS : what the users of the brand care about most

·      Style

·      Low cost

·      High quality (made in Switzelrand)

PERSONALITY : the image of the brand expressed in human characteristics

·      Young

·      Playful

·      Funny

·      Passionate

·      Creative

ESSENCE : the enduring soul of the brand. The single idea that fuses the key emotional and functional roles of the brand.

·      Time can be fun

The Model:

The brand building blocks : source Peter Dyson