Branding

749 views
711 views

Published on

http://www.stepchangemarketing.com/

In this Slideshare presentation:
1. The power of branding 2. Contents 3. Spinning test 4. Brands in your world 5. Brand examples 6. Examples 7. Average person 8. Obscurity 9. Brand 10. Whats a brand? 11. A brand is not 12. More than a product 13. Product 14. Brand 15. Brands as a clothes hook 16. Reality 17. Jeremy Bullmore 18. Distrust 19. Why do you need one? 20. Your money 21. Effective positioning 22. Most wanted man? 23. First solo air crossing? 24. First man on the moon? 25. Highest mountain in Australia? 26. Number 2 27. Market leader in a small market 28. Why is branding so hot? 29. Fusing functional and emotional benefits 30. Why bother? 31. If you get it right... 32. How do they work? 33. What's different 34. 1+1=11 35. Brain 36. Influencing consumers 37. Belief 38. Kirin 39. Blank 40. Kirin 41. How to create one 42. Selling appropriately 43. Relevancy and Remarkability 44. Relevancy 45. Regular 46. Remarkable 47. The Beatles 48. Marketing's evolution 49. The golden circle of success 50. What? 51. How? 52. Why? 53. Renew vs. Reinvent 54. Renew 55. Apple example 56. Apple example 57. Coca-cola 58. Open happiness 59. I'm lovin' it 60. Mc Donald's example 61. Mc Donald's example 62. Reinvent 63. fcuk 64. French connection 65. Domino's 66. Pizza turnaround 67. Dove 68. Dove example 69. How do you know which path to take? 70. Renew 71. Increase 72. Shifts 73. Communications 74. Core positioning 75. When to reinvent 76. Relevance 77. Current positioning 78. Untapped market 79. Risk of alienation 80. Overwhelm your position 81. Opportunity for competitors 82. Questions 83. Join us 84. Thank you 85. Appendix 86. Apple data 87. Coca cola data 88. Mc Donald's data 89. fcuk data 90. Domino's data 91. Dove data

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
749
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
82
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • Clockwise is right hand side of brain - left handed, creative\nAnti-clockwise is left side of brain - rational, logical\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Down and Out in the Magic Kingdom, Cory Doctorow's first novel, was published in January 2003, and was the first novel released under one of the Creative Commons licences,\n
  • \n
  • \n
  • \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • A brand is the identity of a specific product, service or business. It can take many forms, including a name, sign, symbol, colour combination. A brand encompasses the personality of a product, company or service. \n
  • If you’re loud or relevant:a consumer will start a clothes hook in their mind \nwhere they store their experiences of your brand\n Everything goes on the hook.\nOne damp addition and everything gets wet!\n
  • So remember that this is what you’re walking into the next time you think about stepping into your customer’s mind. \nThe messier things get the bolder and clearer you need to be.\n
  • Consider photo of Jeremy Bullmore.\n\n\n
  • \n
  • \n
  • when you start selling a product \nlaunch a new product \nadvertise\nwant to grow your business \nthey don’t print more money(well they have been actually) \nbut- the point is the money comes from somewhere and someone else \nYOU need to make sure you’re more attractive than the next best alternative \n
  • Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
  • Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
  • Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
  • Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
  • Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
  • Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
  • \n
  • The strongest brand identities have both functional and emotional benefits.\n A study showed that 47 TV commercials that included an emotional benefit had a higher score than 121 TV commercials with only a functional benefit\n Money can’t buy you happiness, but brands can buy you a sense of belonging.\n
  • It’s why people are camping out overnight for the ipad \n6 months to dine at Tetsuya’s \n25 years to become a member of the MCG\n
  • It’s why people are camping out overnight for the ipad \n6 months to dine at Tetsuya’s \n25 years to become a member of the MCG\n
  • \n
  • If brands live in brains, then it’s brains not marketing text books that should tell us how to create great brands \n
  • Rational and emotional coming together. \nEmotional decisions, rational justifications. Limbic brain - no language. Neo Cortex - doesn’t make decisions. \n
  • Is half a brain half the processing power\nOf course not, if brands live in brains more than text book\nCombo of rational and emotional (is one that only has rational)\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • business a successful brand, if you don’t have relevancy the other two dont matter\n
  • Once you have relevancy, be remarkable\n
  • Once you have relevancy, be remarkable\n
  • one of the greatest brands of all time is famous is is famous for never doing the same thing once (its not about not doing the same thing twice)\n
  • \n
  • Apple - we believe in thinking differently, we challenge the status quo, - beautiful, innovative, simple to use \nMP3 player or an iPod \n
  • Apple - we believe in thinking differently, we challenge the status quo, - beautiful, innovative, simple to use \nMP3 player or an iPod \n
  • Apple - we believe in thinking differently, we challenge the status quo, - beautiful, innovative, simple to use \nMP3 player or an iPod \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Branding

    1. 1. The CEO InstituteThe power of brandingKeynoteSir Stamford at Circular Quay, Sydney20 September 2011
    2. 2. CONTENTS Introduction What is a brand? Why you need one How they work How to create one Renew vs. reinvent Questions
    3. 3. Which way is the girl spinning?
    4. 4. What are some brands in your world?
    5. 5. What are some brands in your world?
    6. 6. WHAT ARE SOME BRANDS IN YOUR WORLD?
    7. 7. WHAT ARE SOME BRANDS IN YOUR WORLD? The average person is exposed to: • $6.72 billion advertising spend in Aus* • Over 1,000,000 branded messages a year • 3,000 branded messages each day • Only notice 80 • React to 10 • 57% are remembered negatively *BrianWave Connection, UK, 2004 *Neilsen data 2006
    8. 8. Obscurity isour greatest risk!
    9. 9. What’s a brand?
    10. 10. A brand is nota synonym for aproduct or service
    11. 11. A brand is more than a productBuilding Strong Brands, David A. Aaker 1996
    12. 12. A brand is more than a product Product • Scope • Attributes • Quality • UsesBuilding Strong Brands, David A. Aaker 1996
    13. 13. A brand is more than a productBrand Organisational Brand Personality Associations Country of Origin Symbols Product • Scope • Attributes • Quality • Uses User Imagery Brand-Customer Relationships Self-Expressive Emotional Benefits BenefitsBuilding Strong Brands, David A. Aaker 1996
    14. 14. Brands as a clothes hook
    15. 15. …most minds are more like this
    16. 16. “The way people build brands is in their heads.We build an image as birds build nests - from scraps and straw we chance upon” - Jeremy Bullmore, Non-Executive Director of WPP
    17. 17. If a brand looks like a duck and swims like a dog, people will distrust it
    18. 18. Why doyou need one?
    19. 19. Somebody else has your money
    20. 20. Effective Positioning
    21. 21. Effective Positioning- Most wanted man in the world?
    22. 22. Effective Positioning- Most wanted man in - First solo transpacific air the world? crossing?
    23. 23. Effective Positioning- Most wanted man in - First solo transpacific air - First man on the the world? crossing? moon?
    24. 24. Effective Positioning- Most wanted man in - First solo transpacific air - First man on the - Highest mountain in the world? crossing? moon? Australia?
    25. 25. Effective Positioning- Most wanted man in - First solo transpacific air - First man on the - Highest mountain in the world? crossing? moon? Australia? Who remembers number 2?
    26. 26. Effective Positioning- Most wanted man in - First solo transpacific air - First man on the - Highest mountain in the world? crossing? moon? Australia? Who remembers number 2? BE A MARKET LEADER IN A SMALLER MARKET
    27. 27. Why is branding so hot?1. People have too many choices and too little time2. Most offerings have similar qualities and features3. We tend to base our buying choices on trust
    28. 28. Fusing functional and emotional benefits Case study + = 47 TV commercials that had an emotional benefit scored higher than 121 TV commercials with only a functional benefit
    29. 29. Why bother with all thisbrand business anyway?
    30. 30. Why bother with all thisbrand business anyway? Because if you get it right people will love you for it!
    31. 31. How do they work?
    32. 32. We’re hardwired to notice only what’s different
    33. 33. 5 ways brands can influence consumers1. A brand can make identical products seem different2. A brand can set up positive expectations … which are self-fulfilling3. A brand can instigate trust and take away risk4. A brand can inspire loyalty and encourage repeat purchase5. A brand can influence the price consumers are willing to payDave Trott & Murray Chick, CST (UK Advertising Agency)
    34. 34. 5 ways brands can influence consumers1. A brand can make identical products seem different2. A brand can set up positive expectations … which are self-fulfilling3. A brand can instigate trust and take away risk4. A brand can inspire loyalty and encourage repeat purchase5. A brand can influence the price consumers are willing to pay Pay more. Buy again. Believe the product is better.Dave Trott & Murray Chick, CST (UK Advertising Agency)
    35. 35. How to create one
    36. 36. You build a brand by selling the product in the most appropriate wayDave Trott & Murray Chick, CST (UK Advertising Agency)
    37. 37. Relevancy &Remarkability
    38. 38. The Marketing Holy Trinity... RELEVANCYRECENCY FREQUENCY
    39. 39. Remarkable
    40. 40. The reason The Beatles were wildly successfulis because “they never did the same thingONCE”
    41. 41. Marketing’s evolution FEATURES BENEFITS EXPERIENCE IDENTIFICATION“What it is?” “What it does?” “What do you feel?” “Who you are?” 1900 1925 1950 2000
    42. 42. The golden circles of success
    43. 43. The golden circles of success T HAW
    44. 44. The golden circles of success HOW T HAW
    45. 45. The golden circles of success HOW T HAW W HY
    46. 46. Renew Reinvent vs. To contemporise your brand To redefine what you stand forroots by expressing with new as a brand and ask consumers actions and/or revamped to embrace a new you communications
    47. 47. Renew
    48. 48. Apple’s first logo (1976) 1976-1998 Current logo
    49. 49. Apple invented the concept of digital lifestyle made possible by technology, humanintuition and design. They then continually re-invented it, challenging product andcommunication norms
    50. 50. Coke has reflected and led culture through Rock’n’Roll, Rap and Indie, andsponsoring events from the Olympics to the Football World CupBut they’re best when they’re true to their essence of ‘happiness in a bottle’ Coke is the 5th most valuable brand valued at $67 billion
    51. 51. McDonald’s found themselves as the poster child for obesity through Fast FoodNation and Supersize MeTheir core of innovation got them throughNew products, new partners and new programsBest results in 30 years
    52. 52. Faces Quality Value Occ. Aust. Green Warm WiFi Health Stories McCafeNew occ. Quality Open 24 Rev. stores Healthy Low rej. Choices Drive through Variety PR Community Fresh made Premium Movies Nudie JVs Overlook Flexibility Quality McAngus Deli Choice Golden C. Uncle Tobys
    53. 53. Reinvent
    54. 54. French Connection - lost and tired Fcuk - “attitude”1997 - 1998 42% share price jump
    55. 55. After negative PR from staff “mediocre fast pizza”Pizza turnaround“we’ve changed everything” 14.3% up year on year
    56. 56. Dove “Age of cosmeceutical miracles” 2004 - launched “The real truth aboutDove’s simple moisturisers = dull beauty” - only 2% of women around the world think of themselves as beautiful 2005 - Dove’s self esteem fund 2006 - campaign for real beauty began
    57. 57. How do you know which path to take?
    58. 58. To renew or reinvent RENEW Successful brands should look to renew regularly. A renewal should be treated with urgency if:
    59. 59. To renew or reinvent RENEW Successful brands should look to renew regularly. A renewal should be treated with urgency if: ✓ there’s been an increase in the number, activity or success of competitors
    60. 60. To renew or reinvent RENEW Successful brands should look to renew regularly. A renewal should be treated with urgency if: ✓ there’s been an increase in the number, activity or success of competitors ✓ there’s been a noticeable shift in the attitudes of your customers
    61. 61. To renew or reinvent RENEW Successful brands should look to renew regularly. A renewal should be treated with urgency if: ✓ there’s been an increase in the number, activity or success of competitors ✓ there’s been a noticeable shift in the attitudes of your customers ✓ your communications are no longer considered ‘current’ within the marketplace
    62. 62. To renew or reinvent RENEW Successful brands should look to renew regularly. A renewal should be treated with urgency if: ✓ there’s been an increase in the number, activity or success of competitors ✓ there’s been a noticeable shift in the attitudes of your customers ✓ your communications are no longer considered ‘current’ within the marketplace ✓ you haven’t been clear about your core positioning and the value it represents
    63. 63. When to reinventBRAND ASSETSCUSTOMERS ✓ Have the attitudes and sentiments of the customers moved against your current positioning? ✓ Is there an untapped market that is more valuable than your current target? ✓ Is the risk of alienating your current customer base less than missing out on new customers?COMPETITORS ✓ If you don’t move will the competitors overwhelm your position within the market? ✓ By abandoning your current position you’re not creating an opportunity for competitors?
    64. 64. When to reinventBRAND ASSETS ✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the customer purchase decision?CUSTOMERS ✓ Have the attitudes and sentiments of the customers moved against your current positioning? ✓ Is there an untapped market that is more valuable than your current target? ✓ Is the risk of alienating your current customer base less than missing out on new customers?COMPETITORS ✓ If you don’t move will the competitors overwhelm your position within the market? ✓ By abandoning your current position you’re not creating an opportunity for competitors?
    65. 65. When to reinventBRAND ASSETS ✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the customer purchase decision?CUSTOMERS ✓ Have the attitudes and sentiments of the customers moved against your current positioning?COMPETITORS ✓ If you don’t move will the competitors overwhelm your position within the market? ✓ By abandoning your current position you’re not creating an opportunity for competitors?
    66. 66. When to reinventBRAND ASSETS ✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the customer purchase decision?CUSTOMERS ✓ Have the attitudes and sentiments of the customers moved against your current positioning? ✓ Is there an untapped market that is more valuable than your current target?COMPETITORS ✓ If you don’t move will the competitors overwhelm your position within the market? ✓ By abandoning your current position you’re not creating an opportunity for competitors?
    67. 67. When to reinventBRAND ASSETS ✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the customer purchase decision?CUSTOMERS ✓ Have the attitudes and sentiments of the customers moved against your current positioning? ✓ Is there an untapped market that is more valuable than your current target? ✓ Is the risk of alienating your current customer base less than missing out on new customers?COMPETITORS ✓ If you don’t move will the competitors overwhelm your position within the market? ✓ By abandoning your current position you’re not creating an opportunity for competitors?
    68. 68. When to reinventBRAND ASSETS ✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the customer purchase decision?CUSTOMERS ✓ Have the attitudes and sentiments of the customers moved against your current positioning? ✓ Is there an untapped market that is more valuable than your current target? ✓ Is the risk of alienating your current customer base less than missing out on new customers?COMPETITORS ✓ If you don’t move will the competitors overwhelm your position within the market?
    69. 69. When to reinventBRAND ASSETS ✓ Have the brand assets and brand values you’re perceived to currently hold lost their relevance within the customer purchase decision?CUSTOMERS ✓ Have the attitudes and sentiments of the customers moved against your current positioning? ✓ Is there an untapped market that is more valuable than your current target? ✓ Is the risk of alienating your current customer base less than missing out on new customers?COMPETITORS ✓ If you don’t move will the competitors overwhelm your position within the market? ✓ By abandoning your current position you’re not creating an opportunity for competitors?
    70. 70. Questions?© Copyright 2011 All rights r eser ved by St ep Change Marketing in perpetuit y
    71. 71. Join us on LinkedIn - just google Jeffrey Cooper/Ashton Bishop Try The Virtual Marketing Strategist - www.thevirtualmarketingstrategist.com Check out our YouTube channel “Step Change Marketing”
    72. 72. Thank you© Copyright 2011 All rights r eser ved by St ep Change Marketing in perpetuit y
    73. 73. APPENDIX
    74. 74. Situation 2003 was the year of the G5 mac, iTunes and the 1976 Apple launches iPod Apple’s stock has continued to go up since 1984 was the heroic 1984 launch commercial 1984 Jobs resigns as chairman 2003 – shares closing in on $20 1987 Apple had 20% market share 2004 – shares in the $30 - $40 range 1997 share had dropped to 4% 2005 – shares close to $50 1997 Jobs returns 2006 – shares in the $60 - $70 range 2007 – shares closing in on $140 Tactics 2010 – currently trading $261.93 Innovation and advertising that was true to its core values Results Innovations Campaigns Apple Computers 1984... 1984 Ad (colourful iMacs of the late 90s to the sleek and sophisticated designed MacBook Pros) Think Different Campaign – 1997 Digital Lifestyle: iLife Suite - iTunes, iMovies, iPhone, iMac Campaign – 1998 iDVD & Garageband Silhouette Campaign – 2001 iPod Switchers Campaign – 2002 iPhone Get a Mac Campaign – 2006 iPad App Store Apple TV“Apple was successfully revitalised, not because the brand name changed, butbecause it found its way back to its core” Atzwanger
    75. 75. Situation Sponsoring major events: Born in 1885...The world’s most Olympics recognisable brand and what the US Sports Leagues company has done to continuously FIFA World Cup keep it that way English Premier League Stay true to “happiness in a bottle” Tactics Always in the mix of current events Results and trends The world’s 5th most valuable brand From rock and roll in the 50s to rap in valued at over $67billion USD the 90s and indie rock in the 21st century Innovations CampaignsOver 400 drink products in more than 200 countries Drink Coca-Cola (1886)Size and format packaging The Pause that Refreshes (1929)Diet Coke The Cold, Crisp Taste of CokeCoke Zero (1958)Cherry Coke It’s the Real Thing (1969)Vanilla Coke Always Coca-Cola (1993)Lime Coke Enjoy (2000)Caffeine-free Coke Life Tastes Good (2001),Mother Real. (2003)Fanta Make it Real (2005)PowerAde The Coke Side of Life (2006). Open Happiness
    76. 76. Situation Heart Foundation Tick on Healthy ChoicesBusiness was going poorly in the face of being the poster child for Australia’s largest WIFI networkobesity – everyone was on their back McCafe - qualitatively as good as Gloria JeansFast Food Nation McAngus continues to boom and bring in an incremental $3million perSuper Size Me weekNews MediaGovernment ResultsAnd, most importantly, consumers were voting with their feet and opting Best results in 30 yearsfor a salad at Wendy’s or a Subway sandwich Success story through the GFC TacticsAddressing the big issues and constantly innovating and moving forwardA menu that didn’t meet the needs of consumers - Adding healthier menuofferings – Salads Plus, bags of fruitA brand that symbolised junk food : ‘Be Active Programme’A declining market and no strategy for growth: New products to createnew revenue streamsThe myths: The Myth Buster campaign, Associations with respectedbrandsA sitting duck – they weren’t doing anything to respond: Spent millionschanging to a healthier oil Actions
    77. 77. Situation The renaming brought new recognition and a newFashion retailer, French Connection was being lost in the emotional connection to the brandincreasingly vast array of UK clothing brands The brand’s image and awareness were improvedYoung consumers were no longer thinking of the brand as young, From March 31, 1997 to April 30, 1998, there was a 42.2%hip, modern…’for them’ increase in the FCUK share price The FCUK brand saw record profits and rapid extension Tactics worldwideThe fashion retailer decided that in order to compete with the A huge demand for “FCUK” logo apparel was created,increasingly competitive fashion market, they needed to revamp because people wanted to identify themselves with whattheir brand’s image the brand stood forNeeded to build an emotional connection between consumer and The controversial campaign created buzz, which led tobrand free press for FCUKNeeded brand to appeal to the younger, hip market The ads that were banned helped promote their website, because consumers who wanted to see advertisements Actions had to go to their website to view themFrench Connection renamed their brand, FCUK in 1997 to revampits image and break away from all the clutter of the industryThe renaming was accompanied by a bold and controversialadvertising campaignCampaign played on the FCUK acronym and featured ads withFCUK on the front followed by various words to create boldstatements “FCUK fashion”, “FCUK advertisements”, “FCUK Christmas”, etc. Results
    78. 78. Situation 400 local TV stations picked up the story, with 700,000 views onMade famous for the 1973 claim, under 30 mins or it’s free pizzaturnaround.com. Currently have 80K Facebook fansFaced with food safety issues after staff posted videos of pizzas being May 2010 y/o/y rolling +14.3% vs Pizza Hut +5% and Papa Johns +.4%bastardised prior to deliveryKnown for “mediocre pizza delivered fast” Innovation Dominos have a constant innovation program. Looking for speed and Tactics ease. Invented refinements in the pizza process, introduced Tivo ordering,Re-invention told through the filter of transparency web build-your-own, iPhone apps, social media and the Pizza TrackerRefocus on quick and tasty pizzas, but totally transparent about it Part of their ongoing commitment to use technology to enhance the pizza (buying) experience ActionsPizza Turnaround - “We’ve changed everything” ... rebuilding pizza fromthe crust upFollowed up with “Pizza Holdout” - with a MGM mechanic with rewards,this focused ATL to get people to try the new pizza Results
    79. 79. for real beauty campaign Situation A commercial for Doves ”Campaign for real beauty”, in 2006It was the age of ‘cosmeceuticals’ - with a myriad of fancy and miracle The movie shows a sequenced photo shoot of a female average-ingredient products making Dove’s simple moisturisers seem dull. looking model done by professionals, this including the styling, make-Marketing had changed. In 1987 a 30 sec could be aired x3 and up, the shoot itself, and the additional retouching done by computerachieve 80% penetration. In 2006 it would required 150 airings for The goal was to promote Doves “Self-esteem fund”same effective reach (Himpe 2006)40% internet users are exposed to comments and articles about Resultsproducts or brands. 30% read blogs about brands. up to 20% create The campaign has reached over 1/4 of all internet userssome form of content that’s brand related Evolution attracted over 7 million viewsOnly 2% of women around the world describe themselves as beautiful 30,000 testimonials about real beauty81% of women in the U.S. strongly agree that “the media and Has now been “launched” in 40 countriesadvertising set an unrealistic standard of beauty that most women can’t Generated over $60 million in free media valueever achieve” Tracking indicates the campaign changed people’s relationship to their own beauty and that of others Tactics People who saw it have statistically significant increases in brandIn 2004 Dove (Unilever) commissioned “the real truth about beauty” engagement, propensity to purchase and advocacy scoresstudy. It revealed that the distorted portrayal of women was stopping The originality and the relevancy of the message were identified as thegirls and women enjoying their own beauty and damaging their self- main drivers for the campaign’s successesteemIn 2005 Dove Self Esteem Fund was establishedIn 2006 Real Beauty Workshops started to runLate October Daughters and Evolution were released on the internet Actions

    ×