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Online brand building 2/3

  1. 1. Building Brands Online <br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  2. 2. Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  3. 3. Model <br />“Market” <br />Research decisionprocessbuyingbehaviour<br />Target <br />Competitor 1<br />Image <br />How is the brand percieved ?<br />Segment 1<br />Product / service / brand <br />Identity<br />Whatidentity is the brand ?<br />Segment 2<br />Segment 3<br />Proposition<br />(promise to the consumer ) <br />Competitor 2<br />Communicationgoals <br />Competitor 3<br />No target<br />(online) Marketing – communication tools <br />Segment 4<br />Segment 5<br />Budget <br />
  4. 4. “Consumerinsight Nintendo Kids”<br />There are the growing number of youths who spend more time indoors playing video games than outdoors getting grass and ground-in dirt stains that generate challenging laundry problems. <br />For those challenges, Unilever markets four of its regional brands -- Persil, Skip, Via and Omo -- under a common "Dirt is Good" logo and positioning. <br />"The proposition is based on the fundamental insight that giving children the ability to get dirty and experience life as part of the growing up process is healthy for their development and gives moms the freedom to say, 'I can let my children get dirty without worrying about whether I can get clothes clean,'" he said. <br />
  5. 5.
  6. 6. Consumerinsight<br />Branding strategy<br />Communication goals Marketing mix <br />
  7. 7. ConsumerinsightExample 1<br />http://www.youtube.com/watch?v=Qehxjub5lyo men vswomenshower<br />
  8. 8.
  9. 9. ConsumerInsightBraun<br />Around 18 young men make a decisionfor a shavingstyle (wet/dry) and brand <br />Shavers are veryloyal. Once a brand is chosenthey stick withit<br />Braun, Philips, Gilette target young men 18 <br />ConsumerinsightBraun: Shaving is anexpression of lifestyle<br />With the cruzeryou are able to express yourself<br />
  10. 10. http://viad.tv/video-5479/braun-bodycruzer-stylers-illegally-hot-styling-from-head-to-toe/<br />
  11. 11. ViralBraunBundeswehr<br />http://www.youtube.com/watch?v=25FfLXo_VoQ<br />
  12. 12. ConsumerinsightExample 3<br />The suave brand key case <br />
  13. 13. Suave is a Unilever brand name in the United States, Mexico and Canada. Targeting discount stores, the brand represents more than 100 products including shampoo, lotions, soaps and deodorant.<br />Suave started in the United States in 1937 as a hair tonic. The brand eventually was acquired by Unilever which, in the 1970s, started expanding the Suave name beyond hair care into other areas.<br />Noting the rise of discount stores such as Wal-Mart, in the 1990s Unilever instituted a broad strategy, called “The Power of Value” to leverage its Suave brand to sell a complete line of discount personal care products in contrast to its high-profile brands such as Helene Curtis, Calvin Klein and Salon Selectives lines. Sales of the Suave line of products grew from $500 million in 1995 to about $900 million in 2002.<br />
  14. 14.
  15. 15. Unilever's value-priced brand Suave is riding the popularity of pampered moms. This summer, a relaunch of the hair-care line brought bolder and more contemporary packaging, new ads and an increase in the suggested retail price to $2, up from $1.50.<br />"What we're finding is that once you attach this emotionally relevant message to your brand, people are willing to spend more on it," says Ami Striker, Suave's brand development director. <br />The ads use the line: Say yes to beautiful without paying the price.<br />Marketing-to-moms expert Maria Bailey says it's smart to mix style and value. "They are speaking to value but realize these are the women who in high school were drinking $5 lattes and carrying Coach bags." <br />Print ads show moms caring for their kids at home and on the go.<br />TV ads dig deeper into Mom balancing time for herself and her kids. One shows an invisible mom healing "boo-boos," serving dinner and grocery shopping. The announcer says the "invisible mom" feeling doesn't have to apply to your hair. Moments later, the mom appears. In another ad, a well-coiffed woman enters a boxing ring to face off against herself — unshowered and unkempt. The announcer says, "Every mom has an internal fight" over caring for others vs. taking care of themselves. <br />Unilever research with 1,000 women found that new moms often sacrificed beauty care for hectic schedules.<br />"It used to be that (moms) had to decide whether to say no to beauty or to say yes," says Donna Charlton-Perrin, creative director of Ogilvy & Mather, Chicago, who helped create the ads. <br />A mother of two, Perrin knows, "When you first have a baby, beauty is off the radar. Then you look in the mirror and say, 'Oh, what happened to me?' We're not saying wear stilettos; we're saying take care of the you before you had kids." <br />That message was a bigger hit with women than with men surveyed by Ad Track, USA TODAY's weekly poll. Overall, 14% like the ads "a lot" compared with Ad Track's 21% average. But 18% of women vs. just 6% of men gave the ads the top rating. <br />
  16. 16. Brand Key <br /><ul><li>Technically the brand key is the cornerstone of your brand/communication strategy We’ll use the Unilever brand key to describe and build your brand(s)</li></ul>Brand Key Elements<br />Competition: Brief statement of primary competitors<br />Target: Brief overview of your target (i.e. smart shoppers) <br />Consumer Insight: What the consumer wants<br />Brand Benefits: What benefits your brand gives the consumer<br />Brand Personality and Values: Use 5 major brand personalities as a starting point (next slide) <br />Brand’s Reason to Believe: Features that support the benefits<br />Disclaimer/Point of Differentiation<br />Brand Essence: What we are all about, may be the theme of your marketing campaign <br />Note that all elements are tied to your consumer based on your understanding of them and their needs (i.e. benefits should be relevant to your targeted consumer)<br />
  17. 17. Brand Key: Example of the Unilever Brand Key <br />6. Reasons to Believe<br />Same Performance as<br /> more expensive brands<br />Comparison Claims vs.<br /> Category gold Standard<br />Up to date offering<br />Key category benefits<br />Relevant ingredient support<br />From Helene Curtis<br />5. Values and Personality<br /><ul><li>Values
  18. 18. Friendly
  19. 19. Pragmatic
  20. 20. Unpretentious
  21. 21. Self Assured
  22. 22. Personality: Sincerity
  23. 23. Honest
  24. 24. Cheerful
  25. 25. Dependable
  26. 26. No Nonsense/down to earth</li></ul>8. Essence: <br />The Smart Choice<br />8. Essence: <br />The Smart Choice<br />7: Discriminator<br />Only Suave gives me the same<br /> performance as the more expensive<br /> brands for less<br />4 Benefits <br />Rational (cognitive) : Same <br />benefit as more expensive brands<br />Meaningful price advantage to premium brands<br />Emotional: <br />Feel smarter paying less<br />3. Consumer Insight:<br />I get a thrill when I find something that always gives me what I want and cost less than it should<br />2: Target<br />Value Seekers: Consumers who are willing to believe they can find the performance they are looking for from less expensive brands<br />1: Competitive Environment<br />Mass market personal care brands in the family/price/value segment<br />Source: Suave Brand Key, Unilever HPC 2003 Suave Business Plan, 9/03/2002<br />
  27. 27. Brand Key<br />What is your Brand(s) Personality ?<br />(Aakers brand personality scale) <br />
  28. 28. “Sayyes to beautiful, without paying the price “<br />Invisible mom commercial<br />http://www.youtube.com/watch?v=qH8UcZYWwW4<br />http://www.youtube.com/watch?v=-3dxavCZ84k<br />
  29. 29. Assignment B1 <br />Develop a Brand keyforyourgroup brand <br />
  30. 30. The oldspice case <br />http://www.youtube.com/watch?v=Kg0booW1uOQ<br />Video explaining Old Spice case <br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  31. 31. Campaignanalysis<br />Marketsituation<br />Decision proces, consumer<br />Competition<br />Consumerinsight<br />Communication goal ?<br />Offline component <br />Online component <br />22<br />
  32. 32. 23<br />
  33. 33.
  34. 34. New product launch: idealsituation<br />Paid media<br />Createinitialawareness<br />Tell othersaboutit<br />Owned media <br />Earned media <br />Find out more <br />25<br />
  35. 35. Rebrandingexample: Old spicecampaign<br />Advertising agency Wieden+Kennedy created a monster with their recent campaign of ‘Old Spice Man’ commercials, featuring the irresistible appeal of former NFL wide receiver Isaiah Mustafa.  These commercials may have made their debut on television, but they really reached the apex of their popularity on the internet, thanks to their viral spread across social networks and content aggregators such as Digg, Reddit, Twitter and Facebook.<br />Aware that internet word-of-mouth was their best distribution engine, and wishing to build off the momentum of the already popular ads, Wieden+Kennedy recently went hyper-personal by filming a series of responses to individual internet commenters, on YouTube, Twitter,Facebook and Reddit, again featuring Mustafa as the ‘Old Spice Man’.<br />26<br />
  36. 36. The originaloldspicesuperbowl commercial<br />The men your men couldsmelllike<br />Paid media<br />Offline<br />http://www.youtube.com/watch?v=owGykVbfgUE<br />27<br />
  37. 37. The man your man couldsmelllike<br />http://www.youtube.com/user/OldSpice#p/c/62A5785CD0D6474C/0/uLTIowBF0kE<br />28<br />
  38. 38. 29<br />
  39. 39. Owned media <br />http://www.youtube.com/watch?v=0Cs95FmimP0&feature=player_embedded<br />30<br />
  40. 40. 31<br />http://www.youtube.com/watch?v=BeHgadEJC-g&feature=player_embedded<br />
  41. 41. Free publicity: Earned media <br />The man yourgradescouldbelike<br />http://www.youtube.com/watch?v=2ArIj236UHs&feature=player_embedded<br />Earned media <br />32<br />
  42. 42. http://www.youtube.com/watch?v=i0LGW8urTOs&feature=player_embedded<br />33<br />
  43. 43. Sander Janssens Msc Online Branding International Week Katowice 2011<br />http://www.youtube.com/watch?v=e6hyCTKx5UA&feature=fvw<br />
  44. 44. Free publicity<br />The men your men couldsmelllike<br />35<br />
  45. 45. CampaignoldspiceChannel<br />http://www.youtube.com/user/OldSpice#p/c/8D059214D0B17F1C/0/s1l4wRt7TJ8<br />36<br />
  46. 46. “Market” <br />Campaignanalysiseachgroupdiscusshighlights<br />Research decisionprocessbuyingbehaviour<br />Target <br />Competitor 1<br />Image <br />How is the brand percieved ?<br />Segment 1<br />Product / service / brand <br />Identity<br />Whatidentity is the brand ?<br />Segment 2<br />Segment 3<br />Proposition<br />(promise to the consumer ) <br />Competitor 2<br />Communicationgoals <br />Competitor 3<br />No target<br />(online) Marketing – communication tools <br />Segment 4<br />Segment 5<br />Budget <br />
  47. 47. Some online marketing tools <br />Twitter<br />Facebook (fan page, contests etc.)<br />Viral <br />Linkedin<br />Email marketing <br />Website <br />Banner ads, <br />SEO/SEM search engine optimisation, search engine marketing <br />Apps <br />Crowd sourcing <br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  48. 48. Twitter<br />http://www.slideshare.net/Tomtrendstream/28th-september-2010-iab-socialmediaworkshoptomsmith?from=ss_embed<br />
  49. 49. ReasonsforTwittering<br />Sharingknowledge<br />Personal branding <br />Celebrity branding <br />Brand/, retail promotion<br />Onlinecustomer feedback <br />Politicalnews<br />News / crisis<br />Extreme emotions uiten <br />Negative<br />Positive<br />
  50. 50. Twitterterminology<br />Tweet<br />Retweet<br />Follower<br />Hashtag<br />Direct message <br />Twexit (leavetwitter) <br />Twitter sentiment (opinon poll twittermembers)<br />
  51. 51. The 1990 rule !<br />1 sentstweet<br />9 peoplereact(retweeten)<br />90 peoplewatchwhat happens<br />Conclusion : <br />A few extremelyactivetwitterusers<br />Lots of inactivetwitterusers<br />
  52. 52. Political promotion Schwarzenegger <br />
  53. 53. Twitter<br />Website <br />
  54. 54. http://www.mediacourant.nl/?p=85068<br />
  55. 55. Kiss the oneyoulovecontest<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  56. 56. Ikea - Showroom This campaign was for a new Ikea store that used the default “tagging” tool on Facebook to help create excitement for a contest. People were told to tag their name on any item, and the first one who did would win that item. The moment you tagged something, everyone in your network knew about it and soon thousands of people were flooding the Facebook page looking for free giveaways. The campaign was an instant hit<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  57. 57. Whopper Sacrifice The idea behind “Whopper Sacrifice” was simple enough - delete ten of your Facebook friends and get a free Whopper. It caught on like wildfire because by the end of the campaign over 50,000 friends had been deleted. But deleting friends isn’t what Facebook is about. Facebook wants people to make connections, not cancel them, and Burger King was eliminating more friendships than the giant social media site was comfortable with. All good things must come to an end – and ultimately the Whopper Sacrifice was sacrificed. Although some people are now wondering if it was worth losing a friend over a hamburger<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  58. 58. Pringles - Videos The Facebook Fan Page for this potato chip doesn’t grab you like Red Bull but the videos are great. They are low budget productions of people singing silly songs. There is very little editing or props but thousands of people “like” the videos and share them with their friends. This gives Pringles a chance to promote their product without having to a resort to a paid ad. That’s good business by itself because the average cost of producing a TV commercial today is over $400,000.Videos are easy to consume and they are one of the most popular types of shared content online. This is why many businesses try to make videos that will go “viral” - in other words - get seen by an exponentially growing number of people. This is not an easy feat and when you’re successful it can be a goldmine.Pringles gets a thumbs up for doing this. They have nearly 3,000,000 fans now - not bad for a potato chip that got its name out of a Cincinnati phone book.<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  59. 59. Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  60. 60. http://www.youtube.com/watch?v=NMUDkM5IWxA&feature=player_embedded<br />The results were pretty crazy, with over 100 million people sending or watching a view in just a few weeks!<br />51<br />
  61. 61. EMAIL<br />between 40% to 70% of all email is currently getting blocked by spam filters!<br /><ul><li>House lists over bought lists - bought lists produce spam and subsequently backlash
  62. 62. Content driven - email’s value to the receiver is based on it’s content
  63. 63. Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success</li></li></ul><li>53<br />
  64. 64. Apps<br />Apple app store <br />Nokia Ovi store <br />Google Android<br />54<br />
  65. 65. 55<br />
  66. 66. 56<br />
  67. 67. 57<br />
  68. 68. 58<br />
  69. 69. 59<br />
  70. 70. 60<br />
  71. 71. Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  72. 72. Sander Janssens Msc Online Branding International Week Katowice 2011<br />Search engine optimisation<br />
  73. 73. Search engine marketing <br />
  74. 74. Ad sizes have been standardized to some extent by the IAB; <br />64<br />
  75. 75. Wehkamp Example<br />Display banner advertising<br />“Umfeld” is relevant <br />65<br />
  76. 76. Banner blindness<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />On hundreds of pages, users didn't fixate on ads. The following heatmaps show three examples that cover a range of user engagement with the content: quick scanning, partial reading, and thorough reading. Scanning is more common than reading, but users will sometimes dig into an article if they really care about it. <br />Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.<br />
  77. 77. Click through ratio onadvertisingvery low <br />Advertisers are looking at other more effectiveways of reaching the consumer<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  78. 78. Sander Janssens Msc Online Branding International Week Katowice 2011<br />http://www.youtube.com/watch?v=cI52jWCnkvw<br />Beauty /fashionblogger, showing content <br />of her Louis Vuitonhandbag<br />
  79. 79. Hi-TeccampaignViral<br />A documentary style viral video promoting a water proof line of clothing, shoes and accessories that are supposedly so water repellent that you can literally run on water with them, after some training of course!<br />http://www.youtube.com/watch?v=Oe3St1GgoHQ&feature=player_embedded#! <br />69<br />
  80. 80. Blendtec was a faceless company that manufactured blenders; their consumer grade blenders run around $400. George Wright marketing director was walking around the factory and stumbled upon Blendtec CEO Tom Dickson. Dickson was testing the new bearings in a blender by blending a 2 X4. The company’s employees went on with their work unphased, apparently the practice of “extreme blending” was a regular occurrence there at the factory. <br />The videos were distributed online and Blentec employees reached out to their personal networks to let them know. Word spread and “Will It Blend” became a viral phenomenon, garnering of 100 million views in total. Blendtec’s marketing now serves as a profit center for the company, the videos have made over $50,000 in ad revenue from Revver. <br />http://www.youtube.com/watch?v=YwXX2aqHRME&feature=player_embedded#! <br />http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone<br />
  81. 81. Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  82. 82. Sander Janssens Msc Online Branding International Week Katowice 2011<br />Combination of online tools <br />Youtube + facebook<br />
  83. 83. Group assignment B2<br />Fill in matrix <br />Which instrument is suitableforwhichcomunication goal ? Indicate +++, ++, +, ? -, --, ---<br />Discuss in class<br />
  84. 84. Group assignment B4<br />Fill in matrix <br />Which instrument is suitableforwhich product classification ?<br />Indicate +++, ++, +, ? -, --, ---<br />
  85. 85. Group assignment B5 <br />Find (minimum two) interesting examples of how brands use digital tools <br />(e.g. Twitter, facebook, youtube viral, )<br />Present examples <br />Explain why it is interesting to you / your group <br />Discussoutcome in class<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  86. 86. Conclusion online tools<br />There is notone killer online tool<br />Combine different online tools dependingon product and market and competition<br />Coordinateexecution of different tools in a communication plan <br />Rememberbasic branding rulesaboutmarket, segmenting, target, positioning<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />