A Refresher On Brands Branding And Business Strategy

A Refresher on Brands, Branding and Business Strategy

A consistent investment in a high-performing brand is an assurance to shareholders of the promise of future cash flows

“ Consumers like brands ‘coz they package meaning”. “ They form a kind of shorthand that makes choice easier. They spare the consumer from a feature-by-feature analysis of category alternatives” a - Alex Biel, former head of Ogilvy centre for R&D

What great brands share? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How do we go about building brands? ,[object Object],[object Object],[object Object]

Ten Strategy Checkpoints ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ All men can see the tactics whereby I conquer, but none can see the strategy out of which great victory is evolved” - Sun Tzu Art of War

The consumer decision making model The Environment The Consumer Segments Category Benefits Competitive Choices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Purchase

Risk Assessment in Buying Decision High Involvement Low Involvement Thinking Feeling ,[object Object],[object Object],[object Object],Cigarettes TV Perfumes Deodorants

The ‘So-what’? Test for Marketers ,[object Object],Which means that ,[object Object],So what? Benefits are broadly the same as offered by competitive products Benefits are greater than those delivered by competitive products Need to re-think existing benefits These provide the basis for marketing differentiation

Brands and the rising emotional charge To make choice easy (even unthinking) Is it the real thing? A guarantee of authenticity e.g. Kellogg’s To influence choice Will it do what I want it to do? A promise of performance in use e.g. Duracell To win a premium price Will I love it? Satisfaction or pleasure in use e.g. Dulux Paints To facilitate conspicuity Will someone love me for loving it? The social expression e.g. Rolex The role of the brand The main issues for the consumer The emotional charge

“ We are in the business of connecting human needs to commercial needs and making it all seem a lot of fun” - Anonymous Likewise, Advertising is about doing things to consumers, not saying things for manufactures. Advertising is an art of delivering a sales proposition in an attention-getting, involving vehicle and positioning the product uniquely in the consumer’s mind.

Some Positioning Options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Perceptual Mapping BMW ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key questions addressed by analytics What is the worst/best that can happen? (Prediction, optimization, simulation) What is the next action? (Recommendations) How & Why (Modeling, Experiential Design) Insight What will happen? (Extrapolation) What is happening? (Alerts) What happened? (Reporting) Information Future Present Past

Strategy Statement : Dove Soap ,[object Object],[object Object],[object Object],[object Object],[object Object]

MISSION Our purpose: What we do, what we are about today VISION An aspirational statement of What we want to become at point of time in the future OPERATING PRINCIPLES How we conduct business at this point in time Brand Essence / Dimensions Values Core Beliefs What we stand for Behaviors How we interact with external or internal stakeholders Positioning What we want stakeholders to think about our brand Identity Names, logos. Visual stds Verbal themes Business Objectives What we want to establish at this point in time Business Strategies How can we achieve our current objectives? Business Tactics Marketing Communications Product / Service Development Operations Finance Technology Human Resources Product / Service Delivery Brand Organizational Context

Brand Value Chain Strategic Brand Management – Kevin Lane Keller Value Stages Marketing Program Investment ,[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Mindset ,[object Object],[object Object],[object Object],[object Object],[object Object],Market Performance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Shareholder Value ,[object Object],[object Object],[object Object],Multiplier Program Quality* ,[object Object],[object Object],[object Object],[object Object],Market Condition ,[object Object],[object Object],[object Object],Investor Sentiments ,[object Object],[object Object],[object Object],[object Object]

*Ten Rules of Effective Language ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Three Value Drivers …in identifying and implementing business strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* The discipline of market leaders - Michael Treacy & Fred Wiersema

The Value Context ,[object Object],[object Object],[object Object],[object Object],[object Object],Giving part of the equation does not always have to be money – it could be sacrifice of amenities, an acceptance of risk or ‘manageable’ level of discomfort

Ten Most Significant Potential Competitive Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ten Key Elements of World-class Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Refresher On Brands Branding And Business Strategy

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A Refresher On Brands Branding And Business Strategy