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What is the Territory of the Brand? Six inches wide Grey and wet Mysterious.

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... konulu sunumlar: "What is the Territory of the Brand? Six inches wide Grey and wet Mysterious."— Sunum transkripti:

1 What is the Territory of the Brand? Six inches wide Grey and wet Mysterious

2 Contents Presentation Objective Presentation Objective Understanding Branding Understanding Branding From Products to Brands From Products to Brands Brand Attributes Brand Attributes Brand Management Brand Management Brand Architecture Brand Architecture Exercise Exercise Brand Building Brand Building Brand Audit Brand Audit Connection Triangle Connection Triangle Big Idea Big Idea Evaluating Advertising Evaluating Advertising

3 Presentation Objective To understand the facets / issues involved in branding To understand the facets / issues involved in branding To develop a framework for building a brand To develop a framework for building a brand

4 Presentation incorporates learnings from Middlesex Business School Middlesex Business School Personal Work Experience Personal Work Experience Al Ries & Laura Ries: The 22 Immutable Laws of Branding Al Ries & Laura Ries: The 22 Immutable Laws of Branding Al Ries, David Ogilvy & Ambani

5 Contents Brand BuildingUnderstanding Branding

6 Module 1 Understanding Branding Understanding Branding Brand Building

7 Module 1 Understanding Branding Exercise Archite cture Manage ment Attribu tes Products to brands Understanding Branding Brand Building

8 Module 1 Understanding Branding Exercise Archite cture Manage ment Attribu tes Produ cts to brands Understanding Branding Brand Building

9 Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architectur e Manage ment Attributes Prod ucts to bran ds

10 Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architectur e Manage ment Attributes Prod ucts to bran ds Brand v/s. Product A brand is more distinctive than a product A brand is more distinctive than a product It is first of all a name, a means of identification It is first of all a name, a means of identification Secondly it s a set of added values offering both functional and psychological benefits Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’

11 Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architectur e Manage ment Attributes Prod ucts to bran ds A Brand is a Promise “ …A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.

12 Module 1 - Stage 1 From Products to Brands …….a short-hand that communicates powerfully & reduces uncertainty …….a short-hand that communicates powerfully & reduces uncertainty

13 Brand as an Asset “If Coca Cola lost everything except for ‘the formula’ and its brand name, it could walk into any bank in the world and get $100 billion loan to start from the scratch” “If Coca Cola lost everything except for ‘the formula’ and its brand name, it could walk into any bank in the world and get $100 billion loan to start from the scratch” Fortune Magazine

14 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Attribu tes Product s to brands

15 Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Attribu tes Product s to brands Name Logo Colours Essence

16 Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name In the long run, a brand is nothing more than a name. The difference between brands is not in the products, but in the product names – the perception of the names.

17 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Name Short Short Kodak, Fuji Kodak, Fuji  CNN an AOL Time Warner Company Distinctive Distinctive Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace Orange was a striking name in a world of tel and coms Orange was a striking name in a world of tel and coms Not mean anything rude or silly in another language Not mean anything rude or silly in another language  Big Mac ( McDonald’s) is a slang for big breasts in Canada

18 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Name Avoid generic / line extended names Avoid generic / line extended names Xerox as opposed to Haloids Paper Master Xerox as opposed to Haloids Paper Master Xerox (Copier) is powerful. Xerox Computer is not Xerox (Copier) is powerful. Xerox Computer is not Changing your name will not overcome a bad strategy Changing your name will not overcome a bad strategy “Monday” (Price Waterhouse Coopers ) “Monday” (Price Waterhouse Coopers )

19 Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape

20 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Logo Simple logo, designed to fit both eyes Mercedes three star Logos with a horizontal bias Logo with a horizontal bias is esp. useful for retail brands Logo font has to be clear and legible A housewife does not buy Ariel because it is written in a specific font

21 Module 1 - Stage 2 Attributes

22 A brand should use a colour opposite of its rival Immutable Law of Colour

23 Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace The Cola Wars: Energy Vs. Peace

24 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Colours Colours have meanings Colours have meanings Purple means royalty Purple means royalty Red is energetic Red is energetic Blue is peaceful Blue is peaceful Opposite colours can differentiate Opposite colours can differentiate Coke is red, Pepsi is blue Coke is red, Pepsi is blue Kodak is yellow, Fuji is green Kodak is yellow, Fuji is green

25 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Colours.. Colours can help you stand out Colours can help you stand out FedEx’s orange and purple packet stands out in corporate blue FedEx’s orange and purple packet stands out in corporate blue Logo and colours help, but the power of the brand Logo and colours help, but the power of the brand Essentially in the meaning of the brand name in consumer’s mind, its essence Essentially in the meaning of the brand name in consumer’s mind, its essence

26 Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity

27 Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea. Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

28 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Essence A brand must “leverage a compelling truth” A brand must “leverage a compelling truth” Linux stands for freedom as opposed to Microsoft’s monopoly Linux stands for freedom as opposed to Microsoft’s monopoly A brand should mean a single powerful thing: the essence A brand should mean a single powerful thing: the essence Essence of Volvo is Safety Essence of Volvo is Safety Essence of Tata is trust Essence of Tata is trust Essence of Fevicol is bonding Essence of Fevicol is bonding

29 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Essence A brand should also be clear of what is not its essence A brand should also be clear of what is not its essence CNN Turk vs NTV CNN Turk vs NTV A brand should drive single mindedly its essence A brand should drive single mindedly its essence Volvo has been selling safety for 35 years Volvo has been selling safety for 35 years KIP has been selling the complete man for over 50 years KIP has been selling the complete man for over 50 years Essence of Dettol is protection against germs Essence of Dettol is protection against germs A brand loses its essence if it starts meaning a lot of things A brand loses its essence if it starts meaning a lot of things What is Miller :A regular, light, draft, cheap, expensive beer What is Miller :A regular, light, draft, cheap, expensive beer

30 1. single-minded One word is ideal. Maybe two. More than two words indicates that the brand has no focus. As a brand (by design) delivers a unique experience, having no focus makes for a weak brand. 2. intangible One is no more independent on a Harley-Davidson motorcycle than another brand, but somehow one feels like it. Tap into what the consumer feels. 3. unique The essence of a brand is how it is different from competitors in the same category. E.g., if Apple (and its products) are friendly and approachable, then it is claiming that its competitors are not. 4. experiential The essence captures what the consumer feels during an experience with the brand. E.g., “Driving a Volvo makes me feel that my family is safe.” 5. consistently delivered If the proposed essence is not consistently experienced (e.g, if a trip to Walt Disney World isn’t magical), then it isn’t the essence. Can your organization deliver? 6. authentic The essence must be credible or the brand will be rejected. To find out what consumers believe about your brand, ask them. It’s okay for the brand essence to be aspirational, but only if your customers believe you can deliver on the promise. 7. sustainable A brand’s essence is baked in. It doesn’t change. Ever. 8. meaningful There is no point in identifying an essence that is irrelevant to consumers. Essences that don’t connect are the reason behind many failed brands. Again, research. 9. scalable Will the essence work for brand extensions? Will it work as the brand’s opportunity grows?

31 Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word

32 Module 1 - Stage 2 Attributes

33 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Manage ment

34 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Product s to brands Manage ment Co-Brand Stealth Brand Fighting Brand Multi-Brand

35 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Co-Brand Brands need to address a similar need segment Brands need to address a similar need segment – Kellogg's Pop-tarts with Smuckers Jam Brands with complementary strengths: Seen often on the Net Brands with complementary strengths: Seen often on the Net – NY Times gives Amazon credibility – Amazon makes NY Times look modern.

36 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Stealth Brand Brand building that attracts customer attention but not of rivals Brand building that attracts customer attention but not of rivals Home-to-home, word of mouth / PR, internet community building Home-to-home, word of mouth / PR, internet community building Krispy Kreme relies only on PR Krispy Kreme relies only on PR Good option when unsure of a new medium/market Good option when unsure of a new medium/market Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web

37 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand Pricing led branding option. Works as a competitive response. Pricing led branding option. Works as a competitive response. Smirnov (Heublein) Case Smirnov (Heublein) Case Smirnov attacked by $1 less Smirnov attacked by $1 less Heublein raised the price of Smirnov Heublein raised the price of Smirnov Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt Heublein added Popov lower than both Heublein added Popov lower than both

38 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand Built as new, independent brand Built as new, independent brand Prevents dilution of the leading brand Prevents dilution of the leading brand HLL introduced Wheel to fight Nirma HLL introduced Wheel to fight Nirma

39 Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings

40 Possibly even a third or a fourth brand..

41 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand Key to a multi-brand approach is to give each sibling a unique identity Key to a multi-brand approach is to give each sibling a unique identity Time, Fortune,Life, Money, People Time, Fortune,Life, Money, People Tempting to mash the brands and top it with corporate frosting Tempting to mash the brands and top it with corporate frosting Tata Salt,Tata Tea Tata Salt,Tata Tea Second brand risks diluting equity Second brand risks diluting equity Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters? Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?

42 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand.. Common product area focus Common product area focus Shampoos: Clinic Plus, Ayush, Sunsilk Shampoos: Clinic Plus, Ayush, Sunsilk Single attribute segmentation Single attribute segmentation Price:Maruti 800, Zen, Esteem Price:Maruti 800, Zen, Esteem Sibling creates a new category Sibling creates a new category Herbal Anti-Dandruff category by Ayush Herbal Anti-Dandruff category by Ayush

43 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Archite cture

44 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Manage ment Product s to brands Archite cture House of Brands Endorsed Brand Sub Brand Branded House

45 Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus

46 Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist The Economist is red and daring. Provocative, brutally honest and non-conformist

47 Module 1 - Stage 4 Architecture Understanding Branding Brand Building Exercise Archi tectur e Manage ment Attributes Product s to brands House of Brands Endorsed Brand Sub Brand Branded House House of Brands Often dictated by corporate strategy. Core competence of the firm is marketing / branding Often dictated by corporate strategy. Core competence of the firm is marketing / branding P&G is the prime example. Its “big” with the channel P&G is the prime example. Its “big” with the channel Multiple independent brands allows company to fill each niche Multiple independent brands allows company to fill each niche Helps brand focus Helps brand focus Gives an opportunity for the company to focus on each brand and contract its scope. Gives an opportunity for the company to focus on each brand and contract its scope.

48 Module 1 - Stage 4 Architecture Understanding Branding Brand Building Exercise Archi tectur e Manage ment Attributes Product s to brands House of Brands Endorsed Brand Sub Brand Branded House Endorsed Brand Endorsement used as a device to transfer brand assets from one brand(corporate) to another Endorsement used as a device to transfer brand assets from one brand(corporate) to another Migros from KOÇ, transferring trust Migros from KOÇ, transferring trust Strong Endorsement : Diğerini zor durumda bırakma gözlenir. Onaylama ciddi anlamda zarar verir. (Fabrika by Altınyıldız) Strong Endorsement : Diğerini zor durumda bırakma gözlenir. Onaylama ciddi anlamda zarar verir. (Fabrika by Altınyıldız) Linked Name: Adını verdiği marka kendi ayakları üzerinde duran ayrı bir markadır. ( Nestea, Nescafe ) Linked Name: Adını verdiği marka kendi ayakları üzerinde duran ayrı bir markadır. ( Nestea, Nescafe ) Token Endorsement : Varlık hissettirilmekte yalnız edepli bir şekilde yapılmaktadır. (Lotus- IBM, Dacia-Renault) Token Endorsement : Varlık hissettirilmekte yalnız edepli bir şekilde yapılmaktadır. (Lotus- IBM, Dacia-Renault)

49 Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.

50 Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’

51 Module 1 - Stage 4 Architecture Understanding Branding Brand Building Exercise Archi tectur e Manage ment Attributes Product s to brands House of Brands Endorsed Brand Sub Brand Branded House Sub Brand Ast Üst İlişkisi (Subbrands)  Inside out branding.Company pushes core brand in different directions  Sub-branding can destroy what branding builds  Donna Karan menswear, DKNY, DKNY menswear, DKNY kids  Master Brand as Driver ( Subbrands) : Alt marka gibi görünsede üstünlüğünü gösterir. (HP Deskjet, Dell Dimension, İçim Ülker)  Co Driver : Kendini ezdirmeyen alt marka söz konusudur. (Alpella Ülker)

52 Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.

53 Module 1 - Stage 4 Architecture Understanding Branding Brand Building Exercise Archi tectur e Manage ment Attributes Product s to brands House of Brands Endorsed Brand Sub Brand Branded House Branded house (Markalı Ev)  Consumers buy brands, not companies  Danger of branded house, being many things to one group of people  Virgin? Does “Virgin trains” work?  May motivate trade, so might be useful for PR purposes with trade/other stakeholders  P& G way  Same İdentity: Kimse bağımsız değildir. ( Tüm BMW arabaları )  Different İdentity: Aynı isimde farklı işler yapan markalar.( Daewoo, Yamaha )

54 Marka Stratejileri (Mimarisi)

55 Markaya Kimlik Kazandırma İsim İsim Logo ve amblem Logo ve amblem Slogan Slogan Renkler Renkler Markanın satış temsilcilerinin kartvizitleri Markanın satış temsilcilerinin kartvizitleri

56 Marka İsmi Güzel bir anlamı olmalı Güzel bir anlamı olmalı Ürünü yansıtan bir anlam taşımalı Ürünü yansıtan bir anlam taşımalı Kolay okunur Kolay okunur Başka dillerde kötü anlama gelmemeli Başka dillerde kötü anlama gelmemeli Olumlu bir başka sözcüğü çağrıştırmalıdır. Olumlu bir başka sözcüğü çağrıştırmalıdır

57 Marka İsmi Yanlış isim seçimi Chevrolet markası yeni bir araba modeline NOVA ismini vermiştir. Kısa bir süre sonra bu arabanın Latin Amerika’da satılamayacağı ortaya çıkmıştır.Çünkü Nova İspanyolca’da gitmez anlamına elmektedir. COCA COLA: Çin’de piyasaya sürülürken Ke-kou-ke-la olarak tercüme edilmiştir. Bu kelime Çince’de “balmumu ile doldurulmuş dişi at” anlamına gelmektedir. Tüketici tepkileri üzerine firma yetkilileri, ismi ufak bir değişiklikle “ağızdaki mutluluk” anlamına gelen “ko-kou-ko-le” olarak değiştirirler

58 Logo ve Semboller önemlidir…

59 Logo ve Amblem Marketing Türkiye’nin bir araştırmasına göre; logo bir firmanın tanınma düzeyini % 55 oranında artırabilir.

60 Slogan “Connecting People” SLOGAN Akılda kalıcı bir slogan ürünü hatırlatır.

61 Slogan İsviçreli çikolata doyulmaz tadına …..….. İsviçreli çikolata doyulmaz tadına …..….. Hem yumuşak hem hesaplı ……….. Hem yumuşak hem hesaplı ……….. ….…… demek yenilik demek ….…… demek yenilik demek Ben özgürüm ………. Ben özgürüm ………

62 RenklerRenkler Ülker Çizi? Coca Cola? DHL? IBM? Renk spektrumunun kırmızı tarafındaki renkler retinanın arkasında oluşur, mavi tarafındakiler önünde. Bir marka rakibin kullandığı rengin tam tersini kullanabilir…

63 Renkler Marka olmak için, şirkete ve ürünlere uygun bir renk kullanılması faydalıdır. Marka olmak için, şirkete ve ürünlere uygun bir renk kullanılması faydalıdır. Bu renk kullanımını tüm ürün grubunda kullanmak da markanın tutundurulması ve kalıcılığını sağlamada yararlı olabilir. Bu renk kullanımını tüm ürün grubunda kullanmak da markanın tutundurulması ve kalıcılığını sağlamada yararlı olabilir

64 Duygusal Değerlerden Yararlanma Duygusal Değerlerden Yararlanma Markayı Duygusal ve Psikolojik Değerlerle Bütünleştirmedir. Markanın tercih edilmesini ve marka sadakatini sağlayacak ek duygusal ve psikolojik değerlerin güven, güven, statü statü kendini ortaya koyma gibi kendini ortaya koyma gibi marka ile bütünleştiği marka yaratma aşamasıdır. Potansiyel marka, kullanıcılarına kimlik kazandırır

65 İnsan odaklı : yardımsever, güler yüzlü, dost, yalnız bırakmayan… Ürün odaklı : tasarım, inovasyon, kalite, tutarlılık… Özdeğerler

66 Kolay Hatırlanabilir olmalı ( OMO, Garanti, Hurriyet ) Anlam Taşıması gerekir ( Aygaz, Beyaz fırın, Finansbank ) Sevilmesi, bir resimin bir sesin duyulması gerekir ( Varan, num num, Crax ) Farklı kültürlere taşınabilmesi gerekir ( Negro…)

67 Hukuki ve Rekabet açısından korunabilir olmalı ( Jeans Company, Arçelik) Jenerik isimlerden * ( General Motors, Ulusal Araç Kiralama) ve kısaltmalardan * (IBM, GM, PO ) Kaçınılmalıdır

68 Yerel değerlere uyum sağlamak… İlk olmak ve bir hikaye taşımak…

69 Bir şirketin logosu gözlere uygun olarak tasarlanmalıdır… Her iki göze de uygun olarak… Türkler kulaklarıyla yaşar…. Cingıllar!!!

70 Markalama Stratejileri *Marka genişliği (Brand line ) -3m -GE -BOCSH -SİEMENS ***BİR MARKANIN GÜCÜ YAYILMA ALANIYLA TERS OTANTILIDIR. *Marka Derinliği -General Motors -Procter&Gamble -Seiko

71

72 Duygusal Değerlerden Yararlanma Pantene-saçı kökünden ucuna besler- sağlıklı saç parlar- tüketicide hissettirdiği duygusal değer bu ürünü kullanınca kendinize olan güveniniz artacağıdır. Ya da Nivea jöle reklamında olduğu gibi kendini özgür hissedeceğini vaad edebilir

73

74 Ya da size mutluluk vereceğini vaad edebilir …

75

76 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Exercise

77 Module 1 Understanding Branding Two brand positioning within the same brand family?How do we reconcile the two positions? Two brand positioning within the same brand family?How do we reconcile the two positions? The options available to us The options available to us 1. Single brand 2. Stand Alone New Brand 3. Transfer of Brand Assets from an existing brand What are the pros and cons of each option ? What are the pros and cons of each option ? Exercise

78 Contents Brand BuildingUnderstanding Branding

79 Module 2 Brand Building Understanding Branding Brand Building

80 Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

81 Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit

82 Module 2 - Stage 1 Brand Audit Brand Audit is designed to put into words the actual experience of a brand in the life of the user

83 Module 2 - Stage 1 Brand Audit Brand Audit  Qualitative study  In-depth interview,usually administering a questionnaire  Uses various techniques like  Mind Mapping Technique  Critical Incident Technique & Other Techniques Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

84 Module 2 - Stage 1 Brand Audit Mind Mapping Technique  Good technique to make connections and evoke associations  Start with a major idea and work outwards in all directions  The more visual the better Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

85 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Mind Mapping Technique Draw An Egg

86 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Mind Mapping Technique Put Ten Legs on It

87 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Happiness Mind Mapping Technique Put Happiness in Centre

88 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Happiness Choclate Beer Cricket Win Mind Mapping Technique Write 10 Associations to Happiness

89 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Happiness Choclate Beer Cricket Win World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations

90 Critical Incident Analysis: When People Change  An technique that contextualizes importance of a ‘critical incident’ leading to change in an individual’s life.  These are turning points – These are ‘Moments of Truth’ : compelling moments when one gets deep insights and is propelled to ‘change’. – Brands, category adoption too revolve around such ‘incidents’ leading to change. Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Module 2 - Stage 1 Brand Audit

91 The Hierarchy of Aspects of Incidents Consumer Consumer Category Category Motivation Motivation Enabler Enabler Trigger Trigger Driver emotion Driver emotion Re-inforcer Re-inforcer Emotional Pay-off Emotional Pay-off Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire Module 2 - Stage 1 Brand Audit

92 Brand Audit Questionnaire Think about the specific things that trigger the brands identity in your mind… When you hear the brands name what immediately springs to your mind What else visuals or images visuals or images packaging or product elements packaging or product elements bits of advertising bits of advertising signs or symbols signs or symbols anything else anything else Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

93 Module 2 - Stage 1 Brand Audit Brand Audit Questionnaire Thinking about the feelings and emotions the brand evokes in you What specific emotions do you experience while using this brand How does the brand make you feel about yourself What do you feel when you see other people using this brand How do the emotions this brand evoke differ from those of its leading competitor Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

94 Module 2 - Stage 1 Brand Audit Brand Audit Questionnaire Since using a brand makes it part of your life think about personal memories connected with the brand What personal memories does this brand bring to your mind  Describe an episode in your life or someone close to you that illustrates this If the brand were to be a restaurant or a café…  Describe the ambience, colours, location, customers of the café Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

95 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Branding Audit Example: Eveready Associations KEY OTHERS ‘Memories of using it in my village fields during night’ TV AD MAKES LITTLE IMPACT ON MOST CHILDHOOD MEMORIES ‘Was it a truck? Everything lights up’ AGE OLD ASSOCIATION ‘Using it since a child…first used the white cell now use red’ PREFERRED BRAND ASSOCIATIONS ‘lasts longer’,’does not melt in summer’, ‘leak proof’ ‘ Red colour in wall paintings, ‘Some animal..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT

96 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Example: Personality of Eveready Its Two Faces User of Eveready - Late youth or early middle aged man - Strong and energetic - Trustworthy - Middle class, a family man - Distant friend / acquaintance - RECOGNITION AND A HALF SKETCHED PERSONALITY User of Competition -Middle aged man -Strong -Don’t know him well, an acquaintance -Slightly dull, not colourful -LITTLE INVOLVEMENT Mirror’s two faces Mirror’s two faces Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality

97 Module 2 - Stage 1 Brand Audit Good Brand Audit A good brand audit gives a definite answer about six interrelated equities A good brand audit gives a definite answer about six interrelated equities Product: Product performance supports the brand? Product: Product performance supports the brand? Image: Image is strong and engaging? Image: Image is strong and engaging? Customer:Strength of customer franchise? Customer:Strength of customer franchise? Channel: Leverage in channel environment? Channel: Leverage in channel environment? Visual : Clear,differentiating presence? Visual : Clear,differentiating presence? Goodwill: Endorsed by influencers in the communities in which it lives? Goodwill: Endorsed by influencers in the communities in which it lives? Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

98 Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connec tion Triangl e Brand Audit Connect ion Triangle

99 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit After a rigorous Brand Audit we are ready to make a connection triangle After a rigorous Brand Audit we are ready to make a connection triangle

100 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Dissecting a Brand Brand Audit illustrates a unique combination of three factors Brand Audit illustrates a unique combination of three factors Product Attribute / Benefit Product Attribute / Benefit Brand Imagery / Personality Brand Imagery / Personality Consumer Needs / Beliefs Consumer Needs / Beliefs Connection triangle exists at the core of each brand Connection triangle exists at the core of each brand However each brand has one of the three values as a primary driver However each brand has one of the three values as a primary driver

101 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit The nature of the product itself – taste, texture, smell, size, heritage, complexity, cost Is it distinctive? Is it liked by the consumer? How can it be recast into a consumer benefit?

102 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Driven Brand –Çamlıca bubbles away troubles –Pritt seals chronic leaks –Tang is essence of goodness from fruit

103 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Driven Brand What I get from the product that makes the brand matter to me Why I like the brand

104 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit The values that underpin consumers’ trust. Brand’s personality? What is the tone of voice it adopts when talking to consumers? Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding of the brand.

105 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Brand Image Driven Brand –Jaguar is a copy of nothing,like its owners –Thumbs Up is for the real men –HSBC is your local bank –Tata Safari makes its own road

106 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Brand Image Driven Brand What traits that I recognize in the brand that I can respect/rely on Why I trust the brand

107 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Why do people value my brand? –If they don’t, what can we do to make them value it more? How does our brand fit into the lifestyle / basic beliefs of its consumers? Why should it be relevant to/enrich their lives?

108 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Consumer Beliefs Driven Brand –Cadbury Dairy Milk recognizes the child in me –Fevicol knows that I yearn for emotional bonds that do not break –Maggi is one more of the delightful conspiracies led by mom

109 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Consumer Beliefs Driven Brand What values that I share with the brand that makes me cherish it more Why I value the brand

110 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it

111 Recap of Consumer Research Primary Perceived Benefits: User Primary Perceived Benefits: User 1. A more efficient locking system “I am assured that all locking is done once I press the remote button” “I am assured that all locking is done once I press the remote button” “Even if I am careless, I am still assured that the locking has been done “Even if I am careless, I am still assured that the locking has been done 2. A ‘Done’ thing “I have seen it on many cars” “I have seen it on many cars” “like an audio system, got to have it” “like an audio system, got to have it” The main perceived benefit is a ‘more efficient locking system’ Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Module 2 - Stage 2 Connection Triangle

112 Recap of Consumer Research  Secondary Benefits: User 1. Scaring the burglars: A mixed bag “The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times” “The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times” “The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily'' “The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily'' 2. Showing Off “ My young brother simply loves pressing the remote buttons.He loves showing off almost as if he is a James Bond. You should look at the tesshan(style)” “ My young brother simply loves pressing the remote buttons.He loves showing off almost as if he is a James Bond. You should look at the tesshan(style)” Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Module 2 - Stage 2 Connection Triangle

113 Perceived Benefits : Non User Perceived Benefits : Non User 1. Style Perceived Barrier : Functionality is not fully established Perceived Barrier : Functionality is not fully established “Security system is for style” “Security system is for style” “Why spend an extra on an old car. When I buy a new one, I might consider” “Why spend an extra on an old car. When I buy a new one, I might consider” “I go for functionality….no sosha(show-off)” “I go for functionality….no sosha(show-off)” “The only thing it(security system) does is consume battery” “The only thing it(security system) does is consume battery” “I have already taken car insurance. I don’t need a gizmo” “I have already taken car insurance. I don’t need a gizmo” The effectiveness of security systems is not proven The effectiveness of security systems is not proven Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Recap of Consumer Research Module 2 - Stage 2 Connection Triangle

114 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness Key Consumer Insight Module 2 - Stage 2 Connection Triangle

115 MARKA = Tecrübe Faydanın Devamlılığı = Akılda yer Etme

116 Son 30 yılda üretilen toplam bilgi insanlık tarihinin bu zaman a kadar ürettiği bilgiden fazla… Temel Soru? ‘’A K ı L d a K a l ma’’

117 Markanın Tarihteki Yeri MÖ 600 Babil’li tüccarlar dükkanlarının üstüne faaliyet alanlarını gösteren ve kendilerini rakiplerinden ayırt eden işaretler asmışlardır. MÖ 600 Babil’li tüccarlar dükkanlarının üstüne faaliyet alanlarını gösteren ve kendilerini rakiplerinden ayırt eden işaretler asmışlardır

118 Tarihte Marka

119 Markanın Tarihteki Yeri Marka kullanımında bilinen ilk tarih kimi araştırmacılara göre Eski Mısır’dan, kimilerine göre Eski Yunan’dan geldiği yönündedir.

120 Roma lambalarında, Çin porselenlerinde marka kullanılmıştır MÖ 2000 Mısırlılar çiftlik hayvanlarını markalamışlardır.

121 Markanın Tarihteki Yeri M.Ö. 1300’lü yıllarda Hindistan’da tescilli markaların (trademark) kullanıldığı görülmektedir.

122 Türk Toplumunda Marka  Bakır ustalarının yaptıkları bakır eşyalara kendi isimlerini ve günün tarihini kazımaları Halı dokuyanların halıya isimlerini işlemeleri

123 Markatecrübesinianlamak Marka tecrübesini anlamak DUYGUSAL MANTIKSAL Özellikleri Tadı nasıl, sesi nasıl? Yararları Sizin ne işinize yarıyor Yararları Size nasıl hissttiriyor? Marka Tecrübesi Sizin tecrübeniz nedir ?

124 ‘Tecrübe’ olarak markalar Marka Tecrübesi Her temas DirektDolaylı

125 ‘Tecrübe’ olarak markalar Ne yapıyor ? Ne yapıyor ? Nasıl kokuyor? Hisettiriyor ? Görünüyor ? Duyuluyor ? Nasıl kokuyor? Hisettiriyor ? Görünüyor ? Duyuluyor ? Bana ne hissettiriyor ? Bana ne hissettiriyor ? Onunla nasıl bir temasta bulundum ? Onunla nasıl bir temasta bulundum ? Ondan ne bekliyorum ? Ondan ne bekliyorum ? Tüm bu temasların sonunda ne oldu ? Tüm bu temasların sonunda ne oldu ?

126 Harley Davidson – Yıllık Rapor Marka Tecrübesi Eski ve başarılı markamızın altında yatan sır insanlara ürün veya hizmetten çok bir tecrübe vermemizdir.

127 Tüm bunların anlamı ne? Markalar sahip olduğumuz en değerli varlıklarımızdır. Markalar sahip olduğumuz en değerli varlıklarımızdır. Markalarımızın değeri doğrudan doğruya müşterilerimize ve tüketicilerimize yaşattmaya çalıştığımız marka tecrübeleriyle ilgilidir. Markalarımızın değeri doğrudan doğruya müşterilerimize ve tüketicilerimize yaşattmaya çalıştığımız marka tecrübeleriyle ilgilidir. Markalarımız olmasaydı, kendimizi farklılaştırmadan ticari mallar satmaktan başka bir şey olmazdı. Markalarımız olmasaydı, kendimizi farklılaştırmadan ticari mallar satmaktan başka bir şey olmazdı. Bizler inanıncaya kadar bunların hepsi boş… Bizler inanıncaya kadar bunların hepsi boş…

128 ... Marka tecrübeleri yaratmak için inanmamız gerekir... Markamıza inanmamız vemarkamızın değerlerini müşterilerimizin görebileceği ve güvenebilecekleri şekilde ön plana çıkarmamız gerekir...Hepimizin birer MARKA ELÇİSİ olmamız gerekir...

129 Bir MARKA ELÇİSİ olmak Marka Elçileri Davranış ve yapılanların şirket kültürüyle ve değerleriyle aynı olması Ürün ve hizmetlerimize özel marka tecrübelerinin yaratılması Farkı yaratan sizlersiniz… ‘Başarı için belki de 3500 tane sırrımız var ama bu sırları ve bu takımı yaratan SİZLERSİNİZ’ (Tim Hoeksema – CEO – Midwest Airlines) ‘Marka genellikle bir sözdür, ilerledikçe marka bir ilişkiye, yaşayan bir şeye dönüşür’ (Kyle Shannon – Agency.com)

130 Bir MARKA ELÇİSİ olmak Araştırmalar müşterilerle direkt kontağın sadakat sağlama konusunda reklamlardan çok daha etkili olduğunu göstermiştir. Araştırmalar müşterilerle direkt kontağın sadakat sağlama konusunda reklamlardan çok daha etkili olduğunu göstermiştir. Araştırmalarda müşterilerimize müşteri sadakati sağlamaya yönelik özellikler sorulmuştur. Araştırmalarda müşterilerimize müşteri sadakati sağlamaya yönelik özellikler sorulmuştur. Önem sırasına sokarsak bunları…… Önem sırasına sokarsak bunları……

131 Bir MARKA ELÇİSİ olmak İnsan İnsan Ürün ve Hizmet Teslimi Ürün ve Hizmet Teslimi Ürün özellikleri Ürün özellikleri Fiyat Fiyat İş politikaları ve kurallar İş politikaları ve kurallar Promosyon ve reklam Promosyon ve reklam (Kaynak: Managing the Customer Experience – Smith and Wheeler) (Kaynak: Managing the Customer Experience – Smith and Wheeler)

132 Unutulmayacak noktalar Bir marka elçisi olmak ve “markamızı yaşayabilmemiz” için markalarımızın gerçekten ne için bizlerin elinde olduğunu anlamamız ve onlara inanmamız gerekiyor. Ki böylece bizler bu inanışlarımızı müşterilerimize de benimsetelim ve işlerine olan katkılarımızda bunları uygulayabilelim. Bir marka elçisi olmak ve “markamızı yaşayabilmemiz” için markalarımızın gerçekten ne için bizlerin elinde olduğunu anlamamız ve onlara inanmamız gerekiyor. Ki böylece bizler bu inanışlarımızı müşterilerimize de benimsetelim ve işlerine olan katkılarımızda bunları uygulayabilelim. Markamız için mantıksal yararlarından öte duygusal bir alan yaratmalıyız. Markamız için mantıksal yararlarından öte duygusal bir alan yaratmalıyız. Şirketimizin temel değerlerini korumalı ve ona inanmalıyız. – Şirketimizin temel değerlerini korumalı ve ona inanmalıyız. –

133 Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit Big Idea

134 Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy

135 Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?

136 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit A bisociation of two or more previously connected thought matrices A bisociation of two or more previously connected thought matrices A new combination of old elements A new combination of old elements Exercise: What is a Big Idea ?

137 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Big executional ideas Big strategic ideas Two Types of Big Idea Two types of Insights

138 Module 2 - Stage 3 Big Idea Think Different One definition of insanity is doing the same thing over and over again, expecting a different outcome

139 Module 2 - Stage 3 Big Idea

140 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Insight: Type 1 Verbatim about my life in relation to the category / brand Insight needs to Insight needs to Involve Involve Be widely shared Be widely shared Identify with a ‘moment of truth’ Identify with a ‘moment of truth’ Insight should not Insight should not Be a metaphor in disguise Be a metaphor in disguise Restrict creative avenues Restrict creative avenues

141 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Insight: Type 1 Verbatim about my life in relation to the category / brand Examples Examples Skincare Category: Each new wrinkle reminds me of how much more I want to do with life Skincare Category: Each new wrinkle reminds me of how much more I want to do with life Ponds: My face is a mirror of my soul Ponds: My face is a mirror of my soul

142 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Insight: Type 2 The missing link which makes the disconnected connect They are not true discoveries They are not true discoveries They establish a real complicity between advertiser and the consumer They establish a real complicity between advertiser and the consumer

143 Module 2 - Stage 3 Big Idea Rediscover You invent nothing. You rediscover what you have forgotten. Socrates

144 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Four Groups of Missing Link People People Tapping into what turns people on. Culturally, communally, individually Tapping into what turns people on. Culturally, communally, individually Pepsi World Cup, India: Indians are more street smart than an average white bloke Pepsi World Cup, India: Indians are more street smart than an average white bloke Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do business’ Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do business’

145 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Four Groups of Missing Link Product Product Reinterpreting the way a product attribute is presented Reinterpreting the way a product attribute is presented Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life

146 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Four Groups of Missing Link Problem Problem Outmaneuvering a problem by illustrating an alternative solution Outmaneuvering a problem by illustrating an alternative solution Saffola, India: Cooking oils were perceived to be dangerous to health of heart Saffola, India: Cooking oils were perceived to be dangerous to health of heart WWF Tiger Conservation, China: Human life was more important than tiger’s. Work with logic that loss of tiger will impoverish the life of children. WWF Tiger Conservation, China: Human life was more important than tiger’s. Work with logic that loss of tiger will impoverish the life of children.

147 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Four Groups of Missing Link Promise Promise Changing the nature of brand proposition that makes it seem ‘bigger’ Changing the nature of brand proposition that makes it seem ‘bigger’ Stanchart Credit Card, India: Emphasizing the importance of changing your credit limit by showing the fear of a wife overspending Stanchart Credit Card, India: Emphasizing the importance of changing your credit limit by showing the fear of a wife overspending

148 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit “What if?” A Brainstorming Tool that challenges convention

149 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit What if.. A useful process to prevent inertia A useful process to prevent inertia Allows our minds to roam Allows our minds to roam New insights come from unexpected quarters New insights come from unexpected quarters Stage1: Integrate full possibilities for existing brand equity Stage1: Integrate full possibilities for existing brand equity Stage 2: Stretch potential to absurd levels to challenge convention Stage 2: Stretch potential to absurd levels to challenge convention A tool to explore risks and rewards of completely changing the rules A tool to explore risks and rewards of completely changing the rules

150 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit What if.. Stage 1 We redefine the category experience? We redefine the category experience? Claim generic benefit for ourselves? Claim generic benefit for ourselves? Fevicol is an adhesive, so it sticks strong Fevicol is an adhesive, so it sticks strong Make the brand sensational and newsworthy? Make the brand sensational and newsworthy? The United Colours of Benetton The United Colours of Benetton Focus on the influencer and not the user? Focus on the influencer and not the user? The TV buying ads focusing on kids The TV buying ads focusing on kids

151 Module 2 - Stage 3 Big Idea

152 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit What if.. Exercise for Our Product How do we redefine the security system experience? How do we redefine the security system experience? Can we claim generic benefit for ourselves? Can we claim generic benefit for ourselves? How can we make the brand newsworthy and therefore spend less in advertising? How can we make the brand newsworthy and therefore spend less in advertising? How do we focus on the young male adult/dealer and not the buyer? How do we focus on the young male adult/dealer and not the buyer?

153 Module 2 - Stage 3 Big Idea What If.. we all go mad?

154 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit What if.. Stage 2 A chimpanzee sold coffee to a Martian? A chimpanzee sold coffee to a Martian? Asian Paints gets into hair colours? Asian Paints gets into hair colours? Coffee loses prestige value and needs a common man platform? Coffee loses prestige value and needs a common man platform? Strategy is passé, and implementation is the real thing? Strategy is passé, and implementation is the real thing?

155 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit A car manufacturer invented a theft-proof car? A car manufacturer invented a theft-proof car? Car insurance and security system was co-branded ? Car insurance and security system was co-branded ? Mercedes Benz endorsed our security system? Mercedes Benz endorsed our security system? We reduced the car theft rate in the city we test market in? We reduced the car theft rate in the city we test market in? The police commissioner used our system in his/her car? The police commissioner used our system in his/her car? Need Some Mad Ideas!

156 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Mining Insight Drives powerful brand building

157 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit You have driven the car, not only by looking at the rear view mirror You have driven the car, not only by looking at the rear view mirror You have used intuition and imagination You have used intuition and imagination You have created a connection triangle that truly articulates the primary driver You have created a connection triangle that truly articulates the primary driver You are ready with a compelling insight You are ready with a compelling insight You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion So, What Next?

158 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit The springboard is ready for the creative agency to leap

159 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Creative Black Hole Now it the turn of creative agency’s turn to ‘fire’ Now it the turn of creative agency’s turn to ‘fire’ To give a creative articulation of the primary driver, using the compelling insight To give a creative articulation of the primary driver, using the compelling insight Your work is going through the creative Black Hole Your work is going through the creative Black Hole

160 Module 2 Brand Building Understanding Branding Brand Building Big Idea Connectio n Triangle Brand Audit Evaluating Advertising

161 Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit After the Creative Black Hole How do you evaluate a creative product: The TV Ad, Sales Promo,Internet Banner, Direct Mailer? How do you evaluate a creative product: The TV Ad, Sales Promo,Internet Banner, Direct Mailer? How do you ensure that both you and the creative agency have done a good job? How do you ensure that both you and the creative agency have done a good job? You are ready for Unilever’s Benchmarks! You are ready for Unilever’s Benchmarks!

162 Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

163 Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron,she is your wife

164 Final evaluation of brand building is whether it motivates her

165 “ Gördüğünüz gibi tüm doğru şeyler kitaplarda, araştırmalarda ya da atasözlerinde yazmakta… Bütün mesele yazanlarla sizin ne anladığınız ve Pazarınızda ne gördüğünüz arasında herhangi bir fark olmamasını sağlamaktır. İşte buna uygulama denir ve farkı bu yaratır. Unutmayın ki stratejiniz uygulayabildiğiniz kadar başarılıdır. Evren Aksoy


"What is the Territory of the Brand? Six inches wide Grey and wet Mysterious." indir ppt

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