What is the Territory of the Brand?Si Gr x i My ey nch st an es er d io we wid us t e Contents Understanding Branding Brand Building Module 1 Understanding Branding Understanding Branding Brand Building Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Brand v/s. Product Exercise Products to brands Attributes Management Architecture 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 Products to brands Attributes Management Architecture Exercise 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 Fevicol Case Year 92-93 93-94 94-95 95-96 96-97 97-98 98-99 Sales Value ( Rs. Crores) 46.02 77.12 102.16 138 156.19 151.68 191.75 AdSpend ( Rs. Crores) 0.55 1.7 2.3 3.28 5 5.51 6 Adspend as % of Sales 1.2% 2.2% 2.3% 2.4% 3.2% 3.6% 3.1% Fevicol Case Fevicol's Market Share of Synthetic Adhesive Category 45% 40% 35% 30% 25% 20% 15% 42% 31.43% 10% 10% 5% 0% 1991 1994 1999 Fevicol Case Fevicol's Growth Rate vs. Category Growth Rate 60% 50% 40% 30% 20% 55% 16% 10% 10% 0% 8% 1992-95 1995-99 Category Fevicol 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 Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Attributes Management Architecture Exercise Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Name Logo Colors 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 Name Colors Logo Essence Products to brands Attributes Management Architecture Exercise Brand Name Short Kodak, Fuji CNN an AOL Time Warner Company Toyota’s Lexus is distinctive. Toyota's Luxury commonplace Orange was a striking name in a world of tel and coms Big Macs( McDonald’s) is a slang for big breasts in Canada Distinctive • • Not mean anything rude or silly in another language Module 1 - Stage 2 Attributes Understanding Branding Brand Building Name Colors Logo Essence Products to brands Attributes Management Architecture Exercise 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 Immutable Law of Shape A brand’s logotype should be deigned to fit both eyes. Module 1 - Stage 2 Attributes Understanding Branding Brand Building Name Colors Logo Essence Products to brands Attributes Management Architecture Exercise 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 Immutable Law of Color A brand should use a color opposite of its rival Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace Module 1 - Stage 2 Attributes Understanding Branding Brand Building Name Colors Logo Essence Products to brands Attributes Management Architecture Exercise Brand Colors Colors have meanings • • • Purple means royalty Red is energetic Blue is peaceful Opposite colors can differentiate • • Coke is red, Pepsi is blue Kodak is yellow, Fuji is green Module 1 - Stage 2 Attributes Understanding Branding Brand Building Name Colours Logo Essence Products to brands Attributes Management Architecture Exercise 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 Immutable Law of Singularity Most important thing for a brand is its single mindedness. 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 Name Colours Logo Essence Products to brands Attributes Management Architecture Exercise 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 Name Colours Logo Essence Products to brands Attributes Management Architecture Exercise 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 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 What is Miller :A regular, light, draft, cheap, expensive beer A brand should drive single mindedly its essence A brand loses its essence if it starts meaning a lot of things Module 1 - Stage 2 Attributes Immutable Law of Word A brand should try to own a word in consumer’s mind Module 1 - Stage 2 Attributes Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Co-Brand Stealth Brand Fighting Brand Multi-Brand Module 1 - Stage 3 Management Understanding Branding Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Products to brands Attributes Management Architecture Exercise 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 Co-Brand Fighting Brand Stealth Brand Multi-Brand Products to brands Attributes Management Architecture Exercise 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 Co-Brand Fighting Brand Stealth Brand Multi-Brand Products to brands Attributes Management Architecture Exercise Fighting Brand Pricing led branding option. Works as a competitive response. • Smirnov (Heublein) Case Smirnov attacked by W’schmidt @ $1 less raised the price of Smirnov Heublein Heublein Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt added Popov lower than both Module 1 - Stage 3 Management Understanding Branding Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Products to brands Attributes Management Architecture Exercise Fighting Brand Built as new, independent brand • Prevents dilution of the leading brand HLL introduced Wheel to fight Nirma Module 1 - Stage 3 Management Immutable Law of Siblings There is a time and place to launch a second brand Possibly even a third or a fourth brand.. Module 1 - Stage 3 Management Understanding Branding Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Products to brands Attributes Management Architecture Exercise 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 Co-Brand Fighting Brand Stealth Brand Multi-Brand Products to brands Attributes Management Architecture Exercise 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 Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise 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 House of Brands Sub Brand Exercise Endorsed Brand Branded House Products to brands Attributes Management Architecture 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 House of Brands Sub Brand Exercise Endorsed Brand Branded House Products to brands Attributes Management Architecture 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 House of Brands Sub Brand Exercise Endorsed Brand Branded House Products to brands Attributes Management Architecture 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 House of Brands Sub Brand Exercise Endorsed Brand Branded House Products to brands Attributes Management Architecture 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 Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Module 1 Understanding Branding Exercise Two brand positioning within the same brand family? How do we reconcile the two positions? The options available to us 1. 2. 3. Single brand Stand Alone New Brand Transfer of Brand Assets from an existing brand What are the pros and cons of each option ? Module 1 Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Exercise Options Single Brand Family Transfer of Brand Assets Stand Alone Brand Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand Single Brand Family ‘Stand-alone’ New Brand Transfer of Brand Assets ‘x from y’ Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand 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 Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand Option : Single Brand family Use as umbrella branding TATA SONY Trust 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 Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand 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 Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand 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 Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand 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 Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand 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’ Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand 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 Module 1 - Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Products to brands Attributes Management Architecture Exercise Stand Alone Brand 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 Contents Understanding Branding Brand Building Module 2 Brand Building Understanding Branding Brand Building Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Brand Audit Qualitative study In-depth interview ,usually administering a questionnaire Uses various techniques like Mind Mapping Technique Critical Incident Technique & Other Techniques Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Draw An Egg Brand Audit Connection Triangle Big Idea Evaluating Advertising Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Put Ten Legs on It Brand Audit Connection Triangle Big Idea Evaluating Advertising Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Put Happiness in Centre Brand Audit Connection Triangle Big Idea Evaluating Advertising Happiness Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Write 10 Associations to Happiness Brand Audit Connection Triangle Big Idea Evaluating Advertising Choclate Happiness Cricket Win er Be Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Take 1 branch and add associations Brand Audit Connection Triangle Big Idea Evaluating Advertising Sachin100 World Champion Choclate Happiness Cricket Win Bad Bowling Mexican Wave er Be Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising 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. – Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building The Hierarchy of Aspects of Incidents Brand Audit Connection Triangle Big Idea Evaluating Advertising Consumer Category Motivation Enabler Trigger Driver emotion Re-inforcer Emotional Pay-off Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Questionnaire Think about the specific things that trigger the brands identity in your mind… Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Questionnaire Thinking about the feelings and emotions the brand evokes in you Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Branding Audit Example: Eveready Associations ‘Using it since a child…first used the white cell now use red’ AGE OLD ASSOCIATION Brand Audit Connection Triangle Big Idea Evaluating Advertising ‘Memories of using it in my village fields during night’ CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in summer’, ‘leak proof’ OTHERS KEY PREFERRED BRAND ASSOCIATIONS ‘Was it a truck? Everything lights up’ TV AD MAKES LITTLE IMPACT ON MOST ‘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 Example: Personality of Eveready Its Two Faces Brand Audit Connection Triangle Big Idea Evaluating Advertising User of Eveready - User of Competition Middle aged man Strong Don’t know him well, an acquaintance Slightly dull, not colourful LITTLE INVOLVEMENT 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 - Mirror’s two faces - - Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Good Brand Audit A good brand audit gives a definite answer about six interrelated equities Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Exercise Consider Brand Audit Connection Triangle Big Idea Evaluating Advertising two competing brands: Kodak & Fuji Rate the brands on a scale of 5 • • • • • • Product Visual Channel Customer Goodwill Image Non Performing Unclear, Inconsistent Not Leveraged Over Dependent Not Recommended Weak 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 Strong , Performing Clear, Consistent Image Important, Leveraged Valued, Popular Good PR, Recommended Strong, Engaging Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connection Connection Triangle Triangle Big Idea Evaluating Advertising Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising After a rigorous Brand Audit we are ready to make a connection triangle Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 of the brand. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Product Physical attributes Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 i.e. provides the creative freedom Liberates 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising Exercise: Create a Connection Triangle Make a Connection Triangle of your Car Security Systems Product Recap of Consumer Research in Mumbai Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Recap of Consumer Research Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 “I have seen it on many cars” “like an audio system, got to have it” 2. A ‘Done’ thing The main perceived benefit is a ‘more efficient locking system’ Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Recap of Consumer Research Brand Audit Connection Triangle Big Idea Evaluating Advertising 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'' “My young brother simply loves pressing the remote buttons. He loves 2. Showing Off showing off almost as if he is a James Bond. You should look at the tasshan (style)” Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Recap of Consumer Research Brand Audit Connection Triangle Big Idea Evaluating Advertising Perceived Benefits : Non User 1. Style “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 show-off “The only thing it (security system) does is consume battery” “I have already taken car insurance. I don’t need a gizmo” Perceived Barrier : Functionality is not fully established The effectiveness of security systems is not proven Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Key Consumer Insight Brand Audit Connection Triangle Big Idea Evaluating Advertising There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Big Idea Evaluating Advertising 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 Exercise: What is a Big Idea ? Brand Audit Connection Triangle Big Idea Evaluating Advertising A bisociation of two or more previously connected thought matrices A new combination of old elements Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Two Types of Big Idea Big Idea Evaluating Advertising Brand Audit Connection Triangle Big executional ideas Big strategic ideas 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising Four Groups of Missing Link People Tapping into what turns people on. Culturally, communally, individually Pepsi Bank World Cup, India: Indians are more street smart than an average white bloke of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do business’ Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Tiger Conservation, China: Human life was more important than tiger’s. Work with logic that loss of tiger will impoverish the life of children. WWF Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising “What if?” A Brainstorming Tool that challenges convention Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Need Some Mad Ideas! Brand Audit Connection Triangle Big Idea Evaluating Advertising 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? Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Mining Insight Drives powerful brand building Module 2 - Stage 3 Big Idea Understanding Branding Brand Building So, What Next? Big Idea Evaluating Advertising Brand Audit Connection Triangle 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 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising The springboard is ready for the creative agency to leap Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising 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 Brand Audit Connection Triangle Big Idea Evaluating Evaluating Advertising Advertising Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising After the Creative Black Hole How do you evaluate a creative product? - TV Ads, Sales Promo, Internet Banner, Direct Mailers. 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 Brand Audit Connection Triangle Big Idea Evaluating Advertising Unilever's Ten Principles 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? 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
Report "Brand Management Process 1233910218319750 1"