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Tawanda Chisiri
Tawanda Chisiri

branding for the company

Business
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Brand Management By Otto Tawanda Chisiri
What is the Territory of the Brand?
Contents  Presentation Objective  Understanding Branding  From Products to Brands  Brand Attributes  Brand Management  Brand Architecture  Exercise  Brand Building  Brand Audit  Connection Triangle  Big Idea  Evaluating Advertising
Presentation Objective • To understand the facets / issues involved in branding • To develop a framework for building a brand
Contents Brand Building Understanding Branding
Module 1 Understanding Branding Understanding Branding Brand Building
Module 1 Understanding Branding Exercise Archite cture Manage ment Attribu tes Produ cts to brands Understanding Branding Brand Building
Module 1 Understanding Branding Exercise Archite cture Manage ment Attribu tes Produ cts to brands Understanding Branding Brand Building
Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architectur e Manage ment Attributes Prod ucts to bran ds
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  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 Above all ‘a brand is a promise’
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.
Module 1 - Stage 1 From Products to Brands …….a short-hand that communicates powerfully & reduces uncertainty
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” Fortune Magazine
Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Attribu tes Product s to brands
Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Attribu tes Product s to brands Name Logo Colours Essence
Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name
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  Kodak, Fuji  CNN an AOL Time Warner Company  Distinctive • Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace • Orange was a striking name in a world of tel and coms  Not mean anything rude or silly in another language  Big Macs( McDonald’s) is a slang for big breasts in Canada
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 • Xerox as opposed to Haloids Paper Master • Xerox (Copier) is powerful. Xerox Computer is not  Changing your name will not overcome a bad strategy • “Monday” (Price Waterhouse Coopers )
Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape
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
Module 1 - Stage 2 Attributes
Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour
Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace
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 • Purple means royalty • Red is energetic • Blue is peaceful  Opposite colours can differentiate • Coke is red, Pepsi is blue • Kodak is yellow, Fuji is green
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 • FedEx’s orange and purple packet stands out in corporate blue  Logo and colours help, but the power of the brand  Essentially in the meaning of the brand name in consumer’s mind, its essence
Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity
Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.
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”  Linux stands for freedom as opposed to Microsoft’s monopoly  A brand should mean a single powerful thing: the essence  Essence of Volvo is Safety  Essence of Tata is trust  Essence of Fevicol is bonding
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  In India, STAR NEWS is not a channel of the masses unlike STAR PLUS  A brand should drive single mindedly its essence  Volvo has been selling safety for 35 years  Raymond has been selling the complete man for over 2 decades  Essence of Dettol is protection against germs  A brand loses its essence if it starts meaning a lot of things  What is Miller :A regular,light,draft,cheap, expensive beer
Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word
Module 1 - Stage 2 Attributes
Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Manage ment
Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Product s to brands Manage ment Manage ment Co-Brand Stealth Brand Fighting Brand Multi-Brand
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 – Kellogg's Pop-tarts with Smuckers Jam  Brands with complementary strengths: Seen often on the Net – NY Times gives Amazon credibility – Amazon makes NY Times look modern.
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 • Home-to-home, word of mouth / PR, internet community building • Krispy Kreme relies only on PR  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
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. • Smirnov (Heublein) Case  Smirnov attacked by W’schmidt @ $1 less  Heublein raised the price of Smirnov  Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt  Heublein added Popov lower than both
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 • Prevents dilution of the leading brand  HLL introduced Wheel to fight Nirma
Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings
Possibly even a third or a fourth brand..
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  Time, Fortune,Life, Money, People  Tempting to mash the brands and top it with corporate frosting  Tata Salt,Tata Tea  Second brand risks diluting equity  Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?
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  Shampoos: Clinic Plus, Ayush, Sunsilk  Single attribute segmentation  Price:Maruti 800, Zen, Esteem  Sibling creates a new category  Herbal Anti-Dandruff category by Ayush
Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Archite cture
Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Manage ment Product s to brands Archite cture Archite cture House of Brands Endorsed Brand Sub Brand Branded House
Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus
Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist
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 • P&G is the prime example. Its “big” with the channel  Multiple independent brands allows company to fill each niche • Helps brand focus  Gives an opportunity for the company to focus on each brand and contract its scope.
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  Titan from TATA, transferring trust  Danger of diluting the equity of endorsing brand  Best as a transitional strategy  Gain, from makers of Ariel
Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.
Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’
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  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
Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.
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  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
Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Exercise
Module 1 Understanding Branding  Two brand positioning within the same brand family?How do we reconcile the two positions?  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 ? Exercise
Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Archite cture Manage ment Product s to brands Exercise Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets
Module 1 - Stage5 Exercise Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets  Single Brand Family  ‘Stand-alone’ New Brand  Transfer of Brand Assets ‘x from y’
Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family  Constant values / different products • Dettol antiseptic / soap / hand wash • Crest toothpaste / Mouth wash (But not chewing gum)  Differentiate on product usage • IBM Value Point - Entry level purchase • Gillette Good News Line - Disposables Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family  Use as umbrella branding  TATA Trust  SONY Electronic technology  But Taj from TATA for Performance segments  Difficult for a single brand to straddle Performance and Price segments  Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs  Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Learnings + Cheaper than creating a new brand - Difficult to stretch brands across Price and Performance - Risk of eroding present position - Lose opportunity of creating a new segment Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : ‘Stand-alone’ New Brand  Levers enters popular segment successfully with Wheel as opposed to Surf Easywash  Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents  Toyota launches Lexus to enter the Premium Auto segment credibly Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : ‘Stand-alone’ New Brand Learnings + Clear brand identity, values and assets + Create new opportunity of a range possibility in Popular segment + Leave present brand secure - Expensive to build brand assets - Difficult to build trial as a stand-alone Brand Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets ‘x from y’  Titan (from Tata’s) • Worked well for Titan  Sonata (from Titan) • Eroding equity of Titan  Gain (from the makers of Ariel) • Apparently a ‘Transitional Strategy’ Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets ‘x from y’ Learnings + Cheaper than developing a new brand + Can be used as a ‘Transitional Strategy’ - Still a risk of eroding present image - Possible mix of values and assets Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Branding Options: Conclusion  ‘Single Brand family possible if:  Different products / similar values  Differentiate on end use  ‘Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand  ‘Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
Contents Brand Building Understanding Branding
Module 2 Brand Building Understanding Branding Brand Building
Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit
Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit
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
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
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
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
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
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
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 Write 10 Associations to Happiness
Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Happiness  World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations
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
The Hierarchy of Aspects of Incidents  Consumer  Category  Motivation  Enabler  Trigger  Driver emotion  Re-inforcer  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 Module 2 - Stage 1 Brand Audit
Module 2 - Stage 1 Brand Audit 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  packaging or product elements  bits of advertising  signs or symbols  anything else Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit
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
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
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
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 Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality
Module 2 - Stage 1 Brand Audit Good Brand Audit  A good brand audit gives a definite answer about six interrelated equities  Product: Product performance supports the brand?  Image: Image is strong and engaging?  Customer:Strength of customer franchise?  Channel: Leverage in channel environment?  Visual : Clear,differentiating presence?  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
Module 2 - Stage 1 Brand Audit Exercise Consider two competing brands: Kodak & Fuji Rate the brands on a scale of 5 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit • Product Non Performing 1 2 3 4 5 Strong , Performing • Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image • Channel Not Leveraged 1 2 3 4 5 Important, Leveraged • Customer Over Dependent 1 2 3 4 5 Valued, Popular • Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended • Image Weak 1 2 3 4 5 Strong, Engaging
Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connec tion Triangl e Brand Audit Connect ion Triangle
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
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  Product Attribute / Benefit  Brand Imagery / Personality  Consumer Needs / Beliefs  Connection triangle exists at the core of each brand  However each brand has one of the three values as a primary driver
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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?
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • Product Benefit Driven Brand – Eno bubbles away troubles – Fevikwik sticks in a jiffy – Mseal seals chronic leaks – Tang is essence of goodness from fruit
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • Product Benefit Driven Brand What I get from the product that makes the brand matter to me Why I like the brand
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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 oft the brand.
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • Brand Image Driven Brand What traits that I recognize in the brand that I can respect/rely on Why I trust the brand
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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?
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • Consumer Beliefs Driven Brand What values that I share with the brand that makes me cherish it more Why I value the brand
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
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Alternative Pale Pilsner Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in Brand Irreverent, impulsive, devil-may-care, live for the day
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Exercise: Create a Connection Triangle  Make a Connection Triangle of your favourite brand  Ensure that it  Connects  Enrich your understanding of the brand-consumer relationship  Liberates i.e. provides the creative freedom  Can someone who does not know the brand or the market get a clear understanding of the brand?
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Exercise: Create a Connection Triangle  Make a Connection Triangle of your Car Security Systems Product  Recap of Consumer Research in Mumbai
Recap of Consumer Research  Primary Perceived Benefits: User 1. A more efficient locking system  “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 2. A ‘Done’ thing  “I have seen it on many cars”  “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
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 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)” Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Module 2 - Stage 2 Connection Triangle
 Perceived Benefits : Non User 1. Style  Perceived Barrier : Functionality is not fully established  “Security system is for style”  “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)”  “The only thing it(security system) does is consume battery”  “I have already taken car insurance. I don’t need a gizmo” 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
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
Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit Big Idea
Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy
Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?
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 new combination of old elements Exercise: What is a Big Idea ?
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
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
Module 2 - Stage 3 Big Idea
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  Insight needs to  Involve  Be widely shared  Identify with a ‘moment of truth’  Insight should not  Be a metaphor in disguise  Restrict creative avenues
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  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
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 establish a real complicity between advertiser and the consumer
Module 2 - Stage 3 Big Idea Rediscover You invent nothing. You rediscover what you have forgotten. Socrates
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  Tapping into what turns people on. Culturally, communally, individually  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’
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  Reinterpreting the way a product attribute is presented  Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life
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  Outmaneuvering a problem by illustrating an alternative solution  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.
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  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
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
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  Allows our minds to roam  New insights come from unexpected quarters  Stage1: Integrate full possibilities for existing brand equity  Stage 2: Stretch potential to absurd levels to challenge convention A tool to explore risks and rewards of completely changing the rules
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?  Claim generic benefit for ourselves?  Fevicol is an adhesive, so it sticks strong  Make the brand sensational and newsworthy?  The United Colours of Benetton  Focus on the influencer and not the user?  The TV buying ads focusing on kids
Module 2 - Stage 3 Big Idea
Module 2 - Stage 3 Big Idea 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?  Can we claim generic benefit for ourselves?  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?
Module 2 - Stage 3 Big Idea What If.. we all go mad?
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?  Asian Paints gets into hair colours?  Coffee loses prestige value and needs a common man platform?  Strategy is passé, and implementation is the real thing?
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?  Car insurance and security system was co-branded ?  Mercedes Benz endorsed our security system?  We reduced the car theft rate in the city we test market in?  The police commissioner used our system in his/her car? Need Some Mad Ideas!
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
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 used intuition and imagination  You have created a connection triangle that truly articulates the primary driver  You are ready with a compelling insight You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion So, What Next?
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
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’  To give a creative articulation of the primary driver, using the compelling insight  Your work is going through the creative Black Hole
Module 2 Brand Building Understanding Branding Brand Building Evaluati ng Adverti sing Big Idea Connectio n Triangle Brand Audit Evaluati ng Advertis ing
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 ensure that both you and the creative agency have done a good job?  You are ready for Unilever’s Benchmarks!
Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Yes/No 1 Is there a big idea memorable and relevant? 2 Does it discriminate the brand from the competitor? 3 Does it involve target consumer? 4 Does it establish a relationship with target consumer? 5 Does it invoke a positive response from the consumer 6 Does it feel genuine? 7 Is it simple and clear? 8 Is the brand name inseperable from the idea? 9 Does it make full use of medium's capabilities? 10 Is it in character with the brand personality? Unilever's Ten Principles
Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron,she is your wife
Final evaluation of brand building is whether it motivates her
“You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani The END

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BRANDING.ppt

  • 1. Brand Management By Otto Tawanda Chisiri
  • 2. What is the Territory of the Brand?
  • 3. Contents  Presentation Objective  Understanding Branding  From Products to Brands  Brand Attributes  Brand Management  Brand Architecture  Exercise  Brand Building  Brand Audit  Connection Triangle  Big Idea  Evaluating Advertising
  • 4. Presentation Objective • To understand the facets / issues involved in branding • To develop a framework for building a brand
  • 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  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 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
  • 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” 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
  • 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  Kodak, Fuji  CNN an AOL Time Warner Company  Distinctive • Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace • Orange was a striking name in a world of tel and coms  Not mean anything rude or silly in another language  Big Macs( 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 • Xerox as opposed to Haloids Paper Master • Xerox (Copier) is powerful. Xerox Computer is not  Changing your name will not overcome a bad strategy • “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. Module 1 - Stage 2 Attributes 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
  • 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 • Purple means royalty • Red is energetic • Blue is peaceful  Opposite colours can differentiate • Coke is red, Pepsi is blue • 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 • FedEx’s orange and purple packet stands out in corporate blue  Logo and colours help, but the power of the brand  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.
  • 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”  Linux stands for freedom as opposed to Microsoft’s monopoly  A brand should mean a single powerful thing: the essence  Essence of Volvo is Safety  Essence of Tata is trust  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  In India, STAR NEWS is not a channel of the masses unlike STAR PLUS  A brand should drive single mindedly its essence  Volvo has been selling safety for 35 years  Raymond has been selling the complete man for over 2 decades  Essence of Dettol is protection against germs  A brand loses its essence if it starts meaning a lot of things  What is Miller :A regular,light,draft,cheap, expensive beer
  • 30. Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word
  • 31. Module 1 - Stage 2 Attributes
  • 32. Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Manage ment
  • 33. Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Product s to brands Manage ment Manage ment Co-Brand Stealth Brand Fighting Brand Multi-Brand
  • 34. 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 – Kellogg's Pop-tarts with Smuckers Jam  Brands with complementary strengths: Seen often on the Net – NY Times gives Amazon credibility – Amazon makes NY Times look modern.
  • 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 Stealth Brand  Brand building that attracts customer attention but not of rivals • Home-to-home, word of mouth / PR, internet community building • Krispy Kreme relies only on PR  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
  • 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 Fighting Brand  Pricing led branding option. Works as a competitive response. • Smirnov (Heublein) Case  Smirnov attacked by W’schmidt @ $1 less  Heublein raised the price of Smirnov  Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt  Heublein added Popov lower than both
  • 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  Built as new, independent brand • Prevents dilution of the leading brand  HLL introduced Wheel to fight Nirma
  • 38. Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings
  • 39. Possibly even a third or a fourth brand..
  • 40. 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  Time, Fortune,Life, Money, People  Tempting to mash the brands and top it with corporate frosting  Tata Salt,Tata Tea  Second brand risks diluting equity  Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?
  • 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..  Common product area focus  Shampoos: Clinic Plus, Ayush, Sunsilk  Single attribute segmentation  Price:Maruti 800, Zen, Esteem  Sibling creates a new category  Herbal Anti-Dandruff category by Ayush
  • 42. Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Archite cture
  • 43. Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Manage ment Product s to brands Archite cture Archite cture House of Brands Endorsed Brand Sub Brand Branded House
  • 44. Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus
  • 45. Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist
  • 46. 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 • P&G is the prime example. Its “big” with the channel  Multiple independent brands allows company to fill each niche • Helps brand focus  Gives an opportunity for the company to focus on each brand and contract its scope.
  • 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 Endorsed Brand  Endorsement used as a device to transfer brand assets from one brand(corporate) to another  Titan from TATA, transferring trust  Danger of diluting the equity of endorsing brand  Best as a transitional strategy  Gain, from makers of Ariel
  • 48. Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.
  • 49. Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’
  • 50. 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  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
  • 51. Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.
  • 52. 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  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
  • 53. Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Exercise
  • 54. Module 1 Understanding Branding  Two brand positioning within the same brand family?How do we reconcile the two positions?  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 ? Exercise
  • 55. Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Archite cture Manage ment Product s to brands Exercise Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets
  • 56. Module 1 - Stage5 Exercise Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets  Single Brand Family  ‘Stand-alone’ New Brand  Transfer of Brand Assets ‘x from y’
  • 57. Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family  Constant values / different products • Dettol antiseptic / soap / hand wash • Crest toothpaste / Mouth wash (But not chewing gum)  Differentiate on product usage • IBM Value Point - Entry level purchase • Gillette Good News Line - Disposables Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
  • 58. Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family  Use as umbrella branding  TATA Trust  SONY Electronic technology  But Taj from TATA for Performance segments  Difficult for a single brand to straddle Performance and Price segments  Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs  Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
  • 59. Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Learnings + Cheaper than creating a new brand - Difficult to stretch brands across Price and Performance - Risk of eroding present position - Lose opportunity of creating a new segment Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
  • 60. Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : ‘Stand-alone’ New Brand  Levers enters popular segment successfully with Wheel as opposed to Surf Easywash  Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents  Toyota launches Lexus to enter the Premium Auto segment credibly Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
  • 61. Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : ‘Stand-alone’ New Brand Learnings + Clear brand identity, values and assets + Create new opportunity of a range possibility in Popular segment + Leave present brand secure - Expensive to build brand assets - Difficult to build trial as a stand-alone Brand Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
  • 62. Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets ‘x from y’  Titan (from Tata’s) • Worked well for Titan  Sonata (from Titan) • Eroding equity of Titan  Gain (from the makers of Ariel) • Apparently a ‘Transitional Strategy’ Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
  • 63. Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets ‘x from y’ Learnings + Cheaper than developing a new brand + Can be used as a ‘Transitional Strategy’ - Still a risk of eroding present image - Possible mix of values and assets Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
  • 64. Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Branding Options: Conclusion  ‘Single Brand family possible if:  Different products / similar values  Differentiate on end use  ‘Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand  ‘Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands
  • 67. Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit
  • 68. Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit
  • 69. 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
  • 70. 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
  • 71. 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
  • 72. 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
  • 73. 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
  • 74. 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
  • 75. 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 Write 10 Associations to Happiness
  • 76. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Happiness  World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations
  • 77. 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
  • 78. The Hierarchy of Aspects of Incidents  Consumer  Category  Motivation  Enabler  Trigger  Driver emotion  Re-inforcer  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 Module 2 - Stage 1 Brand Audit
  • 79. Module 2 - Stage 1 Brand Audit 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  packaging or product elements  bits of advertising  signs or symbols  anything else Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit
  • 80. 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
  • 81. 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
  • 82. 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
  • 83. 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 Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality
  • 84. Module 2 - Stage 1 Brand Audit Good Brand Audit  A good brand audit gives a definite answer about six interrelated equities  Product: Product performance supports the brand?  Image: Image is strong and engaging?  Customer:Strength of customer franchise?  Channel: Leverage in channel environment?  Visual : Clear,differentiating presence?  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
  • 85. Module 2 - Stage 1 Brand Audit Exercise Consider two competing brands: Kodak & Fuji Rate the brands on a scale of 5 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit • Product Non Performing 1 2 3 4 5 Strong , Performing • Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image • Channel Not Leveraged 1 2 3 4 5 Important, Leveraged • Customer Over Dependent 1 2 3 4 5 Valued, Popular • Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended • Image Weak 1 2 3 4 5 Strong, Engaging
  • 86. Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connec tion Triangl e Brand Audit Connect ion Triangle
  • 87. 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
  • 88. 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  Product Attribute / Benefit  Brand Imagery / Personality  Consumer Needs / Beliefs  Connection triangle exists at the core of each brand  However each brand has one of the three values as a primary driver
  • 89. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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?
  • 90. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • Product Benefit Driven Brand – Eno bubbles away troubles – Fevikwik sticks in a jiffy – Mseal seals chronic leaks – Tang is essence of goodness from fruit
  • 91. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • Product Benefit Driven Brand What I get from the product that makes the brand matter to me Why I like the brand
  • 92. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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 oft the brand.
  • 93. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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
  • 94. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • Brand Image Driven Brand What traits that I recognize in the brand that I can respect/rely on Why I trust the brand
  • 95. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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?
  • 96. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • 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
  • 97. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Physical attributes Consumer Underlying human truths Brand Emotional benefits • Consumer Beliefs Driven Brand What values that I share with the brand that makes me cherish it more Why I value the brand
  • 98. 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
  • 99. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Alternative Pale Pilsner Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in Brand Irreverent, impulsive, devil-may-care, live for the day
  • 100. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break
  • 101. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Exercise: Create a Connection Triangle  Make a Connection Triangle of your favourite brand  Ensure that it  Connects  Enrich your understanding of the brand-consumer relationship  Liberates i.e. provides the creative freedom  Can someone who does not know the brand or the market get a clear understanding of the brand?
  • 102. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Exercise: Create a Connection Triangle  Make a Connection Triangle of your Car Security Systems Product  Recap of Consumer Research in Mumbai
  • 103. Recap of Consumer Research  Primary Perceived Benefits: User 1. A more efficient locking system  “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 2. A ‘Done’ thing  “I have seen it on many cars”  “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
  • 104. 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 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)” Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Module 2 - Stage 2 Connection Triangle
  • 105.  Perceived Benefits : Non User 1. Style  Perceived Barrier : Functionality is not fully established  “Security system is for style”  “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)”  “The only thing it(security system) does is consume battery”  “I have already taken car insurance. I don’t need a gizmo” 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
  • 106. 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
  • 107. Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit Big Idea
  • 108. Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy
  • 109. Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?
  • 110. 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 new combination of old elements Exercise: What is a Big Idea ?
  • 111. 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
  • 112. 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
  • 113. Module 2 - Stage 3 Big Idea
  • 114. 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  Insight needs to  Involve  Be widely shared  Identify with a ‘moment of truth’  Insight should not  Be a metaphor in disguise  Restrict creative avenues
  • 115. 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  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
  • 116. 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 establish a real complicity between advertiser and the consumer
  • 117. Module 2 - Stage 3 Big Idea Rediscover You invent nothing. You rediscover what you have forgotten. Socrates
  • 118. 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  Tapping into what turns people on. Culturally, communally, individually  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’
  • 119. 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  Reinterpreting the way a product attribute is presented  Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life
  • 120. 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  Outmaneuvering a problem by illustrating an alternative solution  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.
  • 121. 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  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
  • 122. 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
  • 123. 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  Allows our minds to roam  New insights come from unexpected quarters  Stage1: Integrate full possibilities for existing brand equity  Stage 2: Stretch potential to absurd levels to challenge convention A tool to explore risks and rewards of completely changing the rules
  • 124. 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?  Claim generic benefit for ourselves?  Fevicol is an adhesive, so it sticks strong  Make the brand sensational and newsworthy?  The United Colours of Benetton  Focus on the influencer and not the user?  The TV buying ads focusing on kids
  • 125. Module 2 - Stage 3 Big Idea
  • 126. Module 2 - Stage 3 Big Idea 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?  Can we claim generic benefit for ourselves?  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?
  • 127. Module 2 - Stage 3 Big Idea What If.. we all go mad?
  • 128. 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?  Asian Paints gets into hair colours?  Coffee loses prestige value and needs a common man platform?  Strategy is passé, and implementation is the real thing?
  • 129. 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?  Car insurance and security system was co-branded ?  Mercedes Benz endorsed our security system?  We reduced the car theft rate in the city we test market in?  The police commissioner used our system in his/her car? Need Some Mad Ideas!
  • 130. 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
  • 131. 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 used intuition and imagination  You have created a connection triangle that truly articulates the primary driver  You are ready with a compelling insight You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion So, What Next?
  • 132. 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
  • 133. 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’  To give a creative articulation of the primary driver, using the compelling insight  Your work is going through the creative Black Hole
  • 134. Module 2 Brand Building Understanding Branding Brand Building Evaluati ng Adverti sing Big Idea Connectio n Triangle Brand Audit Evaluati ng Advertis ing
  • 135. 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 ensure that both you and the creative agency have done a good job?  You are ready for Unilever’s Benchmarks!
  • 136. Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Yes/No 1 Is there a big idea memorable and relevant? 2 Does it discriminate the brand from the competitor? 3 Does it involve target consumer? 4 Does it establish a relationship with target consumer? 5 Does it invoke a positive response from the consumer 6 Does it feel genuine? 7 Is it simple and clear? 8 Is the brand name inseperable from the idea? 9 Does it make full use of medium's capabilities? 10 Is it in character with the brand personality? Unilever's Ten Principles
  • 137. Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron,she is your wife
  • 138. Final evaluation of brand building is whether it motivates her
  • 139. “You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani The END