Multi Brand - İstanbul Business School
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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 Al Ries, David Ogilvy & Ambani Presentation incorporates learnings from Middlesex Personal Al Business School Work Experience Ries & Laura Ries: The 22 Immutable Laws of Branding Contents Understanding Branding Brand Building Module 1 Understanding Branding Understanding Branding Brand Building Module 1 Understanding Branding Understanding Branding Products to brands Attribu tes Brand Manage ment Archite cture Building Exercise Module 1 Understanding Branding Understanding Branding Produ cts to brands Attribu tes Brand Manage ment Archite cture Building Exercise Module 1 - Stage 1 From Products to Brands Understanding Branding Prod ucts to bran ds Attributes Brand Building Manage ment Architectur e Exercise Module 1 - Stage 1 From Products to Brands Understanding Branding Prod ucts to bran ds Attributes Brand Building Manage ment Architectur e Brand v/s. Product Exercise 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 Prod ucts to bran ds Attributes Brand Building Manage ment Architectur e 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 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 Product s to brands Attribut Attribu es tes Brand Manage ment Archite cture Building Exercise Module 1 Understanding Branding Understanding Branding Product s to brands Attribu tes Name Logo Colours Essence Brand Manage ment Archite cture Building Exercise Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name In the long run, a brand is nothing more than a name. The difference between brands is not in the products, but in the product names – the perception of the names. Module 1 - Stage 2 Attributes Understanding Branding Product s to brands Attrib utes Brand Building Manage ment Architectur e Name Logo Colours Essence Exercise 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 Mac ( McDonald’s) is a slang for big breasts in Canada Module 1 - Stage 2 Attributes Understanding Branding Product s to brands Attrib utes Brand Building Manage ment Architectur e Name Logo Colours Essence 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 designed to fit the eyes. Both eyes Module 1 - Stage 2 Attributes Understanding Branding Product s to brands Attrib utes Brand Building Manage ment Architectur e Name Logo Colours Essence 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 Colour A brand should use a colour opposite of its rival Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace Module 1 - Stage 2 Attributes Understanding Branding Product s to brands Attrib utes Brand Building Manage ment Architectur e Exercise 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 Name Logo Colours Essence Module 1 - Stage 2 Attributes Understanding Branding Product s to brands Attrib utes Brand Building Manage ment Architectur e Name Logo Colours Essence 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 Product s to brands Attrib utes Brand Building Manage ment Architectur e Name Logo Colours Essence 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 Product s to brands Attrib utes Brand Building Manage ment Architectur e Name Logo Colours Essence Exercise Brand Essence A brand should also be clear of what is not its essence CNN Turk vs NTV A brand should drive single mindedly its essence Volvo has been selling safety for 35 years KIP has been selling the complete man for over 50 years 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 1. single-minded One word is ideal. Maybe two. More than two words indicates that the brand has no focus. As a brand (by design) delivers a unique experience, having no focus makes for a weak brand. 2. intangible One is no more independent on a Harley-Davidson motorcycle than another brand, but somehow one feels like it. Tap into what the consumer feels. 3. unique The essence of a brand is how it is different from competitors in the same category. E.g., if Apple (and its products) are friendly and approachable, then it is claiming that its competitors are not. 4. experiential The essence captures what the consumer feels during an experience with the brand. E.g., “Driving a Volvo makes me feel that my family is safe.” 5. consistently delivered If the proposed essence is not consistently experienced (e.g, if a trip to Walt Disney World isn’t magical), then it isn’t the essence. Can your organization deliver? 6. authentic The essence must be credible or the brand will be rejected. To find out what consumers believe about your brand, ask them. It’s okay for the brand essence to be aspirational, but only if your customers believe you can deliver on the promise. 7. sustainable A brand’s essence is baked in. It doesn’t change. Ever. 8. meaningful There is no point in identifying an essence that is irrelevant to consumers. Essences that don’t connect are the reason behind many failed brands. Again, research. 9. scalable Will the essence work for brand extensions? Will it work as the brand’s opportunity grows? 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 Product s to brands Attribut es Brand Manage ment Archite cture Building Exercise Module 1 Understanding Branding Understanding Branding Product s to brands Attribut es Brand Manage ment Co-Brand Stealth Brand Fighting Brand Multi-Brand Archite cture Building Exercise Module 1 - Stage 3 Management Understanding Branding Product s to brands Attributes Brand Building Mana geme nt Architectur e Exercise 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 Product s to brands Attributes Brand Building Mana geme nt Architectur e Exercise 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 Product s to brands Attributes Brand Building Mana geme nt Architectur e Exercise 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 Product s to brands Attributes Brand Building Mana geme nt Architectur e Exercise 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 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 Product s to brands Brand Building Mana geme nt Attributes Architectur e Exercise 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 Product s to brands Attributes Brand Building Mana geme nt Architectur e Exercise Multi Brand.. Common product area focus Single attribute segmentation Shampoos: Clinic Plus, Ayush, Sunsilk Price:Maruti 800, Zen, Esteem Sibling creates a new category Herbal Anti-Dandruff category by Ayush Co-Brand Stealth Brand Fighting Brand Multi-Brand Module 1 Understanding Branding Understanding Branding Product s to brands Attribut es Brand Manage ment Archite cture Building Exercise Module 1 Understanding Branding Understanding Branding Product s to brands Attribut es Brand Manage ment Building Archite cture 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 Product s to brands Attributes Brand Building Manage ment Archi tectur e House of Brands Endorsed Brand Sub Brand Branded House Exercise House of Brands Often dictated by corporate strategy. Core competence of the firm is marketing / branding • Multiple independent brands allows company to fill each niche • P&G is the prime example. Its “big” with the channel 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 Product s to brands Attributes Brand Building Manage ment Archi tectur e Exercise 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 Migros from KOÇ, transferring trust Strong Endorsement : Diğerini zor durumda bırakma gözlenir. Onaylama ciddi anlamda zarar verir. (Fabrika by Altınyıldız) Linked Name: Adını verdiği marka kendi ayakları üzerinde duran ayrı bir markadır. ( Nestea, Nescafe ) Token Endorsement : Varlık hissettirilmekte yalnız edepli bir şekilde yapılmaktadır. (Lotus- IBM, Dacia-Renault) 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 Product s to brands Attributes Brand Building Manage ment Archi tectur e House of Brands Endorsed Brand Sub Brand Branded House Exercise Sub Brand Ast Üst İlişkisi (Subbrands) 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 Master Brand as Driver ( Subbrands) : Alt marka gibi görünsede üstünlüğünü gösterir. (HP Deskjet, Dell Dimension, İçim Ülker) Co Driver : Kendini ezdirmeyen alt marka söz konusudur. (Alpella Ülker) 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 Product s to brands Attributes Brand Building Manage ment Archi tectur e Exercise House of Brands Endorsed Brand Sub Brand Branded House Branded house (Markalı Ev) Consumers buy brands, not companies Danger of branded house, being many things to one group of people May motivate trade, so might be useful for PR purposes with trade/other stakeholders Virgin? Does “Virgin trains” work? P& G way Same İdentity: Kimse bağımsız değildir. ( Tüm BMW arabaları ) Different İdentity: Aynı isimde farklı işler yapan markalar.( Daewoo, Yamaha ) Marka Stratejileri (Mimarisi) Markaya Kimlik Kazandırma İsim Logo ve amblem Slogan Renkler Markanın satış temsilcilerinin kartvizitleri 08 11 2007 Marka İsmi Güzel bir anlamı olmalı Ürünü yansıtan bir anlam taşımalı Kolay okunur Başka dillerde kötü anlama gelmemeli Olumlu bir başka sözcüğü çağrıştırmalıdır. 08 11 2007 Marka İsmi Yanlış isim seçimi Chevrolet markası yeni bir araba modeline NOVA ismini vermiştir. Kısa bir süre sonra bu arabanın Latin Amerika’da satılamayacağı ortaya çıkmıştır.Çünkü Nova İspanyolca’da gitmez anlamına elmektedir. COCA COLA: Çin’de piyasaya sürülürken Ke-kou-ke-la olarak tercüme edilmiştir. Bu kelime Çince’de “balmumu ile doldurulmuş dişi at” anlamına gelmektedir. Tüketici tepkileri üzerine firma yetkilileri, ismi ufak bir değişiklikle “ağızdaki mutluluk” anlamına gelen “ko-kou-ko-le” olarak değiştirirler. 08 11 2007 Logo ve Semboller önemlidir… Logo ve Amblem Marketing Türkiye’nin bir araştırmasına göre; logo bir firmanın tanınma düzeyini % 55 oranında artırabilir. 08 11 2007 SLOGAN Slogan Akılda kalıcı bir slogan ürünü hatırlatır “Connecting People” 08 11 2007 Slogan İsviçreli çikolata doyulmaz tadına Hem yumuşak hem hesaplı ….…… Ben özgürüm …..….. ……….. demek yenilik demek ………. 08 11 2007 Renkler Ülker Çizi? Coca Cola? DHL? IBM? Renk spektrumunun kırmızı tarafındaki renkler retinanın arkasında oluşur, mavi tarafındakiler önünde. Bir marka rakibin kullandığı rengin tam tersini kullanabilir… Renkler Marka olmak için, şirkete ve ürünlere uygun bir renk kullanılması faydalıdır. Bu renk kullanımını tüm ürün grubunda kullanmak da markanın tutundurulması ve kalıcılığını sağlamada yararlı olabilir. 08 11 2007 Duygusal Değerlerden Yararlanma Markayı Duygusal ve Psikolojik Değerlerle Bütünleştirmedir. Markanın tercih edilmesini ve marka sadakatini sağlayacak ek duygusal ve psikolojik değerlerin güven, statü kendini ortaya koyma gibi marka ile bütünleştiği marka yaratma aşamasıdır. Potansiyel marka, kullanıcılarına kimlik kazandırır. 08 11 2007 Özdeğerler İnsan odaklı : yardımsever, güler yüzlü, dost, yalnız bırakmayan… Ürün odaklı : tasarım, inovasyon, kalite, tutarlılık… Kolay Hatırlanabilir olmalı ( OMO, Garanti, Hurriyet ) Anlam Taşıması gerekir ( Aygaz, Beyaz fırın, Finansbank ) Sevilmesi, bir resimin bir sesin duyulması gerekir ( Varan, num num, Crax ) Farklı kültürlere taşınabilmesi gerekir ( Negro…) Hukuki ve Rekabet açısından korunabilir olmalı ( Jeans Company, Arçelik) Jenerik isimlerden *( General Motors, Ulusal Araç Kiralama) ve kısaltmalardan *(IBM, GM, PO ) Kaçınılmalıdır Yerel değerlere uyum sağlamak… İlk olmak ve bir hikaye taşımak… Bir şirketin logosu gözlere uygun olarak tasarlanmalıdır… Her iki göze de uygun olarak… Türkler kulaklarıyla yaşar…. Cingıllar!!! Markalama Stratejileri *Marka genişliği (Brand line ) -3m -GE -BOCSH -SİEMENS *Marka Derinliği -General Motors -Procter&Gamble -Seiko ***BİR MARKANIN GÜCÜ YAYILMA ALANIYLA TERS OTANTILIDIR. Duygusal Değerlerden Yararlanma Pantene-saçı kökünden ucuna besler- sağlıklı saç parlartüketicide hissettirdiği duygusal değer bu ürünü kullanınca kendinize olan güveniniz artacağıdır. Ya da Nivea jöle reklamında olduğu gibi kendini özgür hissedeceğini vaad edebilir. 08 11 2007 08 11 2007 Ya da size mutluluk vereceğini vaad edebilir … 08 11 2007 08 11 2007 Module 1 Understanding Branding Understanding Branding Product s to brands Attribut es Brand Manage ment Archite cture Building 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. 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 ? Contents Understanding Branding Brand Building Module 2 Brand Building Understanding Branding Brand Building Module 2 Brand Building Understanding Branding Brand Audit Connection Triangle Brand Big Idea Building Evaluating Advertising Module 2 Brand Building Understanding Branding Brand Audit Connectio n Triangle Brand Big Idea Building Evaluating Advertisin g 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 Conne ction Triangl e Brand Audit Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing Mind Mapping Technique Draw An Egg Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing Mind Mapping Technique Put Ten Legs on It Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Mind Mapping Technique Put Happiness in Centre Evaluat ing Adverti sing Happiness Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Mind Mapping Technique Write 10 Associations to Happiness Evaluat ing Adverti sing Happiness Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Mind Mapping Technique Take 1 branch and add associations Evaluat ing Adverti sing Sachin100 World Champion Happiness Bad Bowling Mexican Wave Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea The Hierarchy of Aspects of Incidents Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Brand Audit Questionnaire Building Evaluat ing Adverti sing 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 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Brand Audit Questionnaire Building Evaluat ing Adverti sing 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 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Branding Audit Example: Eveready Associations Evaluat ing Adverti sing ‘Using it since a child…first used the white cell now use red’ AGE OLD ASSOCIATION ‘Memories of using it in my village fields during night’ ‘lasts longer’,’does not melt in summer’, ‘leak proof’ CHILDHOOD MEMORIES OTHERS ‘Was it a truck? Everything lights up ’ AD MAKES LITTLE IMPACT TV ON MOST KEY PREFERRED BRAND ASSOCIATIONS ‘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 Audit Conne ction Triangl e Brand Big Idea Building Example: Personality of Eveready Its Two Faces Evaluat ing Adverti sing User of Eveready User of Competition - Late youth or early middle aged man - Middle aged man - Strong and energetic - Strong - Trustworthy - - Middle class, a family man Don’t know him well, an acquaintance Slightly dull, not colourful - Distant friend / acquaintance - LITTLE INVOLVEMENT - 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 Good Brand Audit Building A good brand audit gives a definite answer about six interrelated equities Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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 Brand Building Understanding Branding Brand Building Connec Brand Audit Connect tion ion Triangl Triangle e Big Idea Evaluating Advertisin g Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing After a rigorous Brand Audit we are ready to make a connection triangle Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 • Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths 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 • Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths Emotional benefits Product Benefit Driven Brand – Çamlıca bubbles away troubles – Pritt 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 • Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths 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 Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths 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 • Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths 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 • Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths 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 • Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths 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 • Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths 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 • Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Brand Underlying human truths 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing Product Benefit What I like it Consumer UHT Brand Why I value it Why I trust it Module 2 - Stage 2 Connection Triangle Understanding Branding Conne ction Triangl e Brand Audit Brand Big Idea Building Recap of Consumer Research Evaluat ing Adverti sing Primary Perceived Benefits: User 1. A more efficient locking system 2. “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 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’ Module 2 - Stage 2 Connection Triangle Understanding Branding Conne ction Triangl e Brand Audit Brand Big Idea Building Recap of Consumer Research Evaluat ing Adverti sing Secondary Benefits: User 1. Scaring the burglars: A mixed bag 2. “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'' 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)” Module 2 - Stage 2 Connection Triangle Understanding Branding Conne ction Triangl e Brand Audit Big Idea Building Recap of Consumer Research Evaluat ing Adverti sing Perceived Benefits : Non User 1. Brand 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 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Key Consumer Insight Evaluat ing Adverti sing There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness MARKA = Tecrübe Faydanın Devamlılığı = Akılda yer Etme Son 30 yılda üretilen toplam bilgi insanlık tarihinin bu zamana kadar ürettiği bilgiden fazla… KıLda Temel Soru? ‘’A Kalma’’ Markanın Tarihteki Yeri MÖ 600 Babil’li tüccarlar dükkanlarının üstüne faaliyet alanlarını gösteren ve kendilerini rakiplerinden ayırt eden işaretler asmışlardır. 08 11 2007 Tarihte Marka 08 11 2007 Markanın Tarihteki Yeri Marka kullanımında bilinen ilk tarih kimi araştırmacılara göre Eski Mısır’dan, kimilerine göre Eski Yunan’dan geldiği yönündedir. 08 11 2007 Roma lambalarında, Çin porselenlerinde marka kullanılmıştır . MÖ 2000 Mısırlılar çiftlik hayvanlarını markalamışlardır. 08 11 2007 M.Ö. 1300’lü yıllarda Hindistan’da tescilli markaların (trademark) kullanıldığı görülmektedir. Markanın Tarihteki Yeri 08 11 2007 Türk Toplumunda Marka Bakır ustalarının yaptıkları bakır eşyalara kendi isimlerini ve günün tarihini kazımaları •Halı dokuyanların halıya isimlerini işlemeleri 08 11 2007 Marka tecrübesini anlamak Özellikleri Tadı nasıl, sesi nasıl? MANTIKSAL Yararları Sizin ne işinize yarıyor Marka Tecrübesi Sizin tecrübeniz nedir ? Özellikleri DUYGUSAL Yararları Size nasıl hissttiriyor? ‘Tecrübe’ olarak markalar Marka Tecrübesi Her temas Direkt Dolaylı ‘Tecrübe’ olarak markalar Ne yapıyor? Nasıl kokuyor? Hisettiriyor? Görünüyor? Duyuluyor? Bana ne hissettiriyor? Onunla nasıl bir temasta bulundum? Ondan ne bekliyorum? Tüm bu temasların sonunda ne oldu? Marka Tecrübesi Eski ve başarılı markamızın altında yatan sır insanlara ürün veya hizmetten çok bir tecrübe vermemizdir. Harley Davidson – Yıllık Rapor Tüm bunların anlamı ne? Markalar sahip olduğumuz en değerli varlıklarımızdır. Markalarımızın değeri doğrudan doğruya müşterilerimize ve tüketicilerimize yaşattmaya çalıştığımız marka tecrübeleriyle ilgilidir. Markalarımız olmasaydı, kendimizi farklılaştırmadan ticari mallar satmaktan başka bir şey olmazdı. Bizler inanıncaya kadar bunların hepsi boş… ... Marka tecrübeleri yaratmak için inanmamız gerekir... Markamıza inanmamız vemarkamızın değerlerini müşterilerimizin görebileceği ve güvenebilecekleri şekilde ön plana çıkarmamız gerekir...Hepimizin birer MARKA ELÇİSİ olmamız gerekir... Bir MARKA ELÇİSİ olmak Marka Elçileri Davranış ve yapılanların şirket kültürüyle ve değerleriyle aynı olması Ürün ve hizmetlerimize özel marka tecrübelerinin yaratılması Farkı yaratan sizlersiniz… ‘Başarı için belki de 3500 tane sırrımız var ama bu sırları ve bu takımı yaratan SİZLERSİNİZ’ (Tim Hoeksema – CEO – Midwest Airlines) ‘Marka genellikle bir sözdür, ilerledikçe marka bir ilişkiye, yaşayan bir şeye dönüşür’ (Kyle Shannon – Agency.com) Bir MARKA ELÇİSİ olmak Araştırmalar müşterilerle direkt kontağın sadakat sağlama konusunda reklamlardan çok daha etkili olduğunu göstermiştir. Araştırmalarda müşterilerimize müşteri sadakati sağlamaya yönelik özellikler sorulmuştur. Önem sırasına sokarsak bunları…… Bir MARKA ELÇİSİ olmak İnsan Ürün ve Hizmet Teslimi Ürün özellikleri Fiyat İş politikaları ve kurallar Promosyon ve reklam (Kaynak: Managing the Customer Experience – Smith and Wheeler) Unutulmayacak noktalar Bir marka elçisi olmak ve “markamızı yaşayabilmemiz” için markalarımızın gerçekten ne için bizlerin elinde olduğunu anlamamız ve onlara inanmamız gerekiyor. Ki böylece bizler bu inanışlarımızı müşterilerimize de benimsetelim ve işlerine olan katkılarımızda bunları uygulayabilelim. Markamız için mantıksal yararlarından öte duygusal bir alan yaratmalıyız. Şirketimizin temel değerlerini korumalı ve ona inanmalıyız. – Module 2 Brand Building Understanding Branding Brand Audit Connectio n Triangle Brand Big Big Idea Idea Building Evaluating Advertisin g 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 Audit Conne ction Triangl e Brand Big Idea Building Exercise: What is a Big Idea ? Evaluat ing Adverti sing 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 Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Conne ction Triangl e Brand Audit Brand Big Idea Building Evaluat ing Adverti sing 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 Conne ction Triangl e Brand Audit Brand Big Idea Building Evaluat ing Adverti sing 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 Conne ction Triangl e Brand Audit Brand Big Idea Building Evaluat ing Adverti sing 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 Conne ction Triangl e Brand Audit Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing “What if?” A Brainstorming Tool that challenges convention Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing What if.. Stage 1 We redefine the category experience? Claim generic benefit for ourselves? Make the brand sensational and newsworthy? Fevicol is an adhesive, so it sticks strong 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Need Some Mad Ideas! Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing Mining Insight Drives powerful brand building Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Conne ction Triangl e Brand Building So, What Next? Big Idea Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing The springboard is ready for the creative agency to leap Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Connectio n Triangle Brand Big Idea Building Evaluating Advertising Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 Audit Conne ction Triangl e Brand Big Idea Building Evaluat ing Adverti sing 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 “ Gördüğünüz gibi tüm doğru şeyler kitaplarda, araştırmalarda ya da atasözlerinde yazmakta… Bütün mesele yazanlarla sizin ne anladığınız ve Pazarınızda ne gördüğünüz arasında herhangi bir fark olmamasını sağlamaktır. İşte buna uygulama denir ve farkı bu yaratır. Unutmayın ki stratejiniz uygulayabildiğiniz kadar başarılıdır. Evren Aksoy
