This document discusses brand management and developing effective advertising concepts. It provides tips for brand managers, including understanding consumer needs, developing new product benefits, comparing products to competitors, eliminating negatives, tapping into trends, and offering quality or price advantages. Strong concepts should be concise, promote the brand name, use simple language, have a clear headline and message, and state details like sizes and prices. Copy testing helps evaluate concepts through measures like recognition, recall and behavioral responses.

1. The Brand Manager
Rajah Yah Flunk?
Steve Remedios

2. How Will We Spend This Lecture
Rajah yah Runk?
Communicating in writing
How strong is my Brand?
Heylen Map & Brand Key
Developing winning Concepts
Copy testing and Research
Developing Advertising

3. Rajah Yah Flunk?
• How did Brand management start?
The focus between Camay and Ivory
• Who started it?
P&G
• Who in P&G?
Neil McElroy - May 13, 1931

4. McElroy saw a Rajah
“Nobody cares for Camay the way they should”
The Camay Brand man will
• Visit key sales territories, agree on promotion plans,
discuss volume estimates on a quarterly basis
• Feed this information to the planning Dept to mobilise
factories and the logistics dept
• Feed the promotion plans to the agency and develop
appropriate copy for the Brand
• Analyse and feed all constituents regular brand updates
I should argue that little has changed in the definition since 1931

5. Today, You see a Flunk
Why?
Director
Business Head
Mktg Manager
Brand Manager
The Brand manager thinks he is a Flunk because he sees this Pyramid

6. Today, You can be a Rajah
How?
Brand Manager
Technical
Commercial
Logistics
Purchase
Sales
Agency
MR
Every person in this pyramid achieves his objectives thro’ a Brand!

7. What do these Praja expect of
this Rajah?
• Passion for the Brand and his work
• Urgency in dealing with Issues
• Non stop communication
• Projecting their contribution to the Brand

8. Characteristics of a good
Brand Manager
• Listener and Advocate
• Analyst and Artist
• Logical and Intuitive
• Initiator and Team player
• A communicator

9. Skills and Competencies
Interfaces
Interpersonal Skills
Existing Assets Profit Enabling
- Vitality - Completeness
- Exploiting Brand Manager - Initiative
- Resourceful
New assets
- Creativity
- Fresh Thinking

10. Brand Management
Rajah Flunk
Str
Strategic S Term
Short Term
Day to Day
Day to Day

11. Brand Management
“Winners rarely crib, Cribbers rarely win”
The
The Ideal
Yes Tolerated
Brand
Brand
Manager
Manager
Results
On the The
way out Explaining
No Brand Brand
Manager Manager
No Yes
Cribs

12. How Does P&G Judge a Brand
Manager?
• If Brand is No 1, Increase the lead
If Brand is No 2, Shorten the gap with No 1
If Brand is No 3 / No 4, get to No 1 or No 2
• Developing superior copy
• Training of subordinates and Agency

13. Let me end with the start
Rajah yah Flunk?
YOU DECIDE

14. Communicating in Writing

15. A Brand Manager is always selling
Selling Ideas, Selling Targets, Selling a Vision
He has to be a good communicator
Good communication starts with clear writing

16. CLEAR Writing
• Prefer Clear, familiar words
• Keep sentences short and simple
• Use active voice verbs, Avoid Passive
• Use a conversational style
• Gather all information before you write the note

17. The Writing Checklist
• Is the subject obvious from the start?
• Is there a summary or overview early in the
note?
• Is the note complete?
• Does the note have a logical sequence
• Are the key ideas emphasized?

18. MEASURE THE FOG IN YOUR WRITING
I’d asked you for a 1 page write up

19. FOG INDEX
• No. of words per sentence
+
• Percentage of 3 syllable or more words
• Add 1 and 2, multiply by 0.4

20. FOG INDEX
6 7 8 9 10 11 12 13 14 15
Ideal Index
Scientific Journals

21. FOG INDEX
Try and drop your Fog Index by 1 or 2 every year
if you are Index 12 and above

22. Try a Few Words
Your Word
Detrimental
Consequently
Ascertain
In Close Proximity

23. Try a Few Words
Your Word
Detrimental Bad
Consequently So
Ascertain Find
In Close Proximity Near

24. Summary -CLEAR Writing
• Brand manager is always selling Ideas
• Keep the reader in mind
• The Fog Index
• Short sentences, few 3 syllable words

25. HOW STRONG IS MY BRAND?

26. How strong is my brand ?
• Beauty lies in the eyes of the beholder
• Most Brand managers overestimate the
strength of their own brand and
underestimate the power of a
competitive brand.

27. What defines a strong brand ?

28. STRONG BRANDS
Option 1 - No real reason to rejuvenate
Option 2 - Needs constant rejuvenation

29. REJUVENATION
• To make seem young again
• To make seem new or fresh again

30. Characteristics of Strong Brands
• Consumer Driven
• Constant Stream of Innovation
• Clear Positioning, Consistent Values
• Integrated Communication and Identity

31. Two Things to check for
• Product
• Image

32. Product, Image Change
Because : Attitudes Change
Perceptions Change
New Information
New Consumer
New Competition

33. It is time to Rejuvenate when...
• There is a gap between claimed and Actual usage
• Consumers cannot remember last contact with the
Brand
• Consumers talk in past tense about the Brand
• Consumer remember the old ads, forgetting the
new
• Consumers ascribe the Innovation to another
Brand

34. Rejuvenation - The Red Bulb
No Clear Articulation of a substantiated
“REASON WHY”

35. Look at the Product, Image Grid

36. Product Image
Problem Solution Example
• Brand lacks - Find new TG - VIP / FLoose
• relevance - Redefine Need - Woodward’s
Gripe water
- Talcs?
• No Personality - Review - Clinic Plus
Communication
No Persuasion - New Advertising - Budweiser

37. Product Image
Problem Solution Example
• Losing Range Extension CK Fragrances
Relevance
• Technology Product Innovation Gillette
is outdated /
has no edge

38. Product Image
Problem Solution Example
• All Round Issue - Total Revamp of - British Airways
mix
• Terminal Illness - Milk - Denim
- Withdraw - Nose Strips
• Own Creation - Get Product - New Coke
right first - Tylenol

39. How Strong Is My Brand
Summary
• A problem identified correctly is 90% solved
• Don’t change anything before you understand
the problem
• Don’t get locked into Relaunch date
• Don’t deceive yourself and the Boss

40. The Brand Key
BRAND POSITIONING

41. Key Positioning
• The context in which the brand is competing
(Competitive Environment)
• At whom the brand is aimed (Target)
• The problem or opportunity the brand is seeking to
address (Insight)
• The ways in which the brand solves the problem or
improves the situation (Benefits)
• What the brand stands for (Values) or believes in
(Personality)
• The evidence why the brand is better than alternatives
(Reasons to Believe)
• The single most compelling reason for the consumer to
choose the brand (Discriminator)
• A short description of what the brand is all about, its
genetic code (Essence)

42. The Heylen Diamond
BRAND POSITIONING

43. IMPMAP - Implicit Mapping
• New system for strategic Brand management
• Based on understanding, optimising and
exploiting a brand’s personality
• Very true in markets where brand
differentiation is weak

44. IMPMAP
• IMPMAP measures a brand’s image along two
dimensions - Brand Personality and Brand Identity
Brand Image = Brand Personality + Brand Identity
- Irrational - Rational
- Emotive - Cognitive
- Implicit - Explicit

45. IMPMAP
• Implicit Mapping is the dynamic basis of choice
• Explicit Mapping is the Rationalisation of it

46. The Implicit Personality Space
Extroverted
Warm
Energetic
Affliative
Assertive
Subdued
Cool
Introverted
• Conventional Mapping - Map changes (Br, Attr)
• Implicit is constant space
• Eight different characteristics = “Implicit Attributes”

47. IMPMAP
• Energetic / Extroverted : Physical State
Bodily sense of Energy
Refreshment & Vitality
Enjoyment it provides
• Warm / Affiliative : Physical state in a social sense
Warm / comfortable in
presence of others
Sense of Group

48. IMPMAP
• Subdued / Introverted : Alone and Anti Social
Brands on Price
• Cool / Assertive : Ego oriented characteristics
Self gratification
Cool - Self control

49. IMPMAP
• A brand positioned at the centre of the Map
• A brand overlaps two sections
• A brand at the perimeter

50. The Implicit Personality Space
Extroverted
Warm
Energetic
Affliative
Assertive
Subdued
Cool
Introverted
A brand positioned at the centre of the Map
A brand overlaps two sections
A brand at the perimeter

51. How is IMPMAP generated?
• Controlled personal interviewing
• 200 – 400 respondents
• 20/30 minute interviews

52. How is IMPMAP generated?
• 8 Non verbal stimuli presented as PHOTOS
Energetic but a bit impulsive
Self assured but a little over confident
Clever but a little aloof
Stylish but a bit arrogant
Dependable but a little dull
Kind but somewhat naïve
Worm hearted but a little conventional
Full of life but a bit disorganised

53. IMPMAP generation
• Assign each statement to a photo
• Assigning one brand to a photo
Description of how the photo describes the brand
• Preference Ranking of Brands

54. Uses of IMPMAP
• Brand Personality – Emotional Values
• Brand Identity – Rational Value
• Mental Field – External, Rational
• Brand Appeals – Users / Non users differ
• Typology of Brands – What Brands “go Together”

55. IMPMAP – Summary
Expressive
Optimistic
CP Active SS
Stimulation CAC
Nihar
Hedonism
Lux
Playful
Unconcerned
We I
Love Control
Caring Power
Sharing Domineering
Ego
Repressive
Fear, Passive
Rejection, Need Reassurance

56. Developing Winning Concepts

57. Concept
A concept is a description of the consumer or
professional needs the product will satisfy (The
benefit) The reasons why it will satisfy the needs
(The Support) and a description or portrayal of
any key elements that will affect the perception
of the product. Such elements might include
product form, physical attributes, package
graphics, brand name, sizing and pricing

58. Developing Concepts
1. Understand consumers real needs
2. Know the marketplace
3. Understand our strengths and weakness

59. Concept Development
Is there a
Summarise existing data
Business opportunity?
Understand consumer needs
Conduct quali MR
and develop consumer insight
Conduct quanti MR
Preliminary business plan
on Business opportunity
Create, Develop &
Develop concepts
optimise concepts
Quantitative concept Concept appeal
testing

60. Building Concepts
• Build concepts yourself
• Build concepts with partners
• Build concepts with consumers
• Refine concepts with your peers

61. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste

62. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit

63. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition

64. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
• They eliminate an important negative in existing
products in the category

65. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
• They eliminate an important negative in existing
products in the category
• They offer a higher quality product

66. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
• They eliminate an important negative in existing
products in the category
• They offer a higher quality product
• They tap into current emerging trends.
e.g. Thermasilk

67. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
• They eliminate an important negative in existing
products in the category
• They offer a higher quality product
• They tap into current emerging trends.
e.g. Thermasilk
• They offer a price advantage. e.g. CAC Satellite

68. Weak Concept Checklist
• They tend to be me too
• They rarely compare
• They are unique but not superior
• They are verbose and poorly written

69. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less

70. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent

71. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo

72. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message

73. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available

74. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price

75. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
• Restage concepts – cue new

76. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
• Restage concepts – cue new
• Intrigue elements are not needed at this stage

77. Copy Testing

78. The History of Copy Testing
• Early 1900s Selling directly to the consumer
• 1920 / 1930s Return Coupons
• 1930s / 40s Stanton Expt - Recognition, Recall
Aided Recall
• 1950s Activation Research

79. Six Measurement Trends
• Behavioral Measures Coupons, Tests
• Recognition Measures Aided
• Measures of Recall Unaided
• Attitude or Persuasion Measures
• Psychological Measures
• Motivational Measures

80. Principle 1
A good copy testing system provides
measurement which are relevant to the
objectives of the Advertising

81. Principle 2
A good copy testing system is one which requires
agreement about how the results will be used in
advance of each specific test

82. Principle 3
A good copy system provides multiple
measurements - because single measurements
are generally inadequate to assess the
performance of an ad

83. Principle 4
A good copy system is about human response to
communication
The Reception of a stimulus
The comprehension of the stimulus
The response to the stimulus
(Questioning reaction to Advtg execution can provide
insight about strengths and weakness of the
advertising and why it performed the way it did)

84. Principle 5
A good copy testing system recognizes that the
more finished a piece of copy, the more soundly
it can be evaluated

85. Principle 6
A good copy testing system is one that can
demonstrate reliability and validity

86. 3 Types of ROUGHS
• Animatics
• Photomatics
• Live Action

87. Why do we do ROUGHS ?
• Intrusiveness (Recall)
• Persuasion (Fav Buy Att)
• Idea communication

88. ROUGHS
• Celebrities - Always do animatics
• Mood Films - Do live Action
• Travel, Food - Do Photomatics

89. Established Brand Models
Lower No 2 or No 3 Dominant
Ranked Brands
Brands
Recall Recall
Recall
Communication Communication Communication
Persuasion Persuasion
Persuasion

90. 3 Reasons for Likability
• Reminder Value
• Emotionally Driven categories
• The Active Advertising Consumer

91. Hi Emotion
Fragrances Cars
Low Hi
Rational Rational
Chewing Gum Computers
Lo
Emotion
Where will you put our Categories ?

92. Hi Emotion
Likability Likability
Persuasion
Low Hi
Rational Rational
Recall In store Persuasion
Lo
Emotion
Where will you put our Categories

93. Summary
• Recall
• Persuasion
• Both
• Likability

94. In Conclusion
Rajah yah Flunk? YOU DECIDE
Communicating in writing K.I.S.S.
How strong is my Brand? REJUVENATE
Heylen Map & Brand Key IMP MAPS
Developing winning Concepts LUCID AND SIMPLE