Brand Management Process : Building Big Brands

What is the Territory of the Brand? Six inches wide Grey and wet Mysterious

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

Presentation incorporates learnings from

India’s Branding School, founded by Reliance: MICA

Personal Work Experience

Al Ries & Laura Ries: The 22 Immutable Laws of Branding

Al Ries, David Ogilvy & Ambani

Contents Branding Process Brand Building Understanding Branding

Module 1 Understanding Branding Understanding Branding Brand Building

Module 1 Understanding Branding

Exercise

Architecture Management

Attributes

Products to brands

Understanding Branding Brand Building

Exercise

Attributes

Products to brands

Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 1 From Products to Brands

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

Brand v/s. Product Above all ‘ a brand is a promise’ Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty

Fevicol Case

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 Attributes

Exercise

Attributes

Products to brands Understanding Branding Brand Building

Exercise

Attributes

Products to brands Name Logo Colours Essence Understanding Branding Brand Building

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

Brand Name

Short

 Kodak, Fuji

CNN an AOL Time Warner Company

Distinctive

Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace

Orange was a striking name in a world of tel and coms

Not mean anything rude or silly in another language

Big Macs( McDonald’s) is a slang for big breasts in Canada

Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Brand Name

Avoid generic / line extended names

Xerox as opposed to Haloids Paper Master

Xerox (Copier) is powerful. Xerox Computer is not

Changing your name will not overcome a bad strategy

“ Monday” (Price Waterhouse Coopers )

Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape

Module 1 - Stage 2 Attributes Name Logo Colours Essence

Brand Logo

Simple logo, designed to fit both eyes

Mercedes three star

Logos with a horizontal bias

Logo with a horizontal bias is esp. useful for retail brands

Logo font has to be clear and legible

A housewife does not buy Ariel because it is written in a specific font

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour

Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace

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, Fuj i is green

Brand Colours..

Colours can help you stand out

FedEx ’s orange and purple packet stands out in corporate blue

Logo and colours help, but the power of the brand

Essentially in the meaning of the brand name in consumer’s mind, its essence

Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity

Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

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

Brand Essence

A brand should also be clear of what is not its essence

In India, STAR NEWS is not a channel of the masses unlike STAR PLUS

A brand should drive single mindedly its essence

Volvo has been selling safety for 35 years

Raymond has been selling the complete man for over 2 decades

Essence of Dettol is protection against germs

A brand loses its essence if it starts meaning a lot of things

What is Miller :A regular,light,draft,cheap, expensive beer

Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word

Exercise

Architecture Management Products to brands Management Understanding Branding Brand Building

Exercise

Architecture Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Management Management

Module 1 - Stage 3 Management

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.

Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

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

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

Fighting Brand

Built as new, independent brand

Prevents dilution of the leading brand

HLL introduced Wheel to fight Nirma

Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings

Possibly even a third or a fourth brand..

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?

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

Exercise

Architecture Management Products to brands Architecture Understanding Branding Brand Building

Exercise

Management Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Architecture Architecture

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

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.

Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes

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’

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.

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

Exercise

Architecture Management Products to brands

Exercise

Two brand positioning within the same brand family?How do we reconcile the two positions?

The options available to us

Single brand

Stand Alone New Brand

Transfer of Brand Assets from an existing brand

What are the pros and cons of each option ?

Exercise

Module 1 Understanding Branding Attributes Architecture Management Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building

Exercise

Exercise

Module 1 - Stage5 Exercise

Single Brand Family

‘ Stand-alone’ New Brand

Transfer of Brand Assets ‘x from y’

Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

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

Use as umbrella branding

TATA Trust

SONY Electronic technology

But Taj from TATA for Performance segments

Difficult for a single brand to straddle Performance and Price segments

Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs

Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion

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

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

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

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’

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

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 Branding Process Brand Building Understanding Branding

Module 2 Brand Building Brand Building Understanding Branding

Module 2 Brand Building Understanding Branding Brand Building

Big Idea

Connection Triangle

Brand Audit

Module 2 Brand Building

Big Idea

Connection Triangle

Brand Audit

Module 2 - Stage 1 Brand Audit

Brand Audit is

designed to put into words

the actual experience of a brand

in the life of the user

Brand Audit

Qualitative study

In-depth interview ,usually administering a questionnaire

Uses various techniques like

Mind Mapping Technique

Critical Incident Technique & Other Techniques

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Mind Mapping Technique

Good technique to make connections and evoke associations

Start with a major idea and work outwards in all directions

The more visual the better

Module 2 - Stage 1 Brand Audit Mind Mapping Technique Draw An Egg Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Module 2 - Stage 1 Brand Audit Mind Mapping Technique Put Ten Legs on It Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Module 2 - Stage 1 Brand Audit Happiness  Mind Mapping Technique Put Happiness in Centre Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win Mind Mapping Technique Write 10 Associations to Happiness Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

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 Evaluating Advertising Big Idea Connection Triangle Brand Audit

The Hierarchy of Aspects of Incidents

Consumer

Category

Motivation

Enabler

Trigger

Driver emotion

Re-inforcer

Emotional Pay-off

Module 2 - Stage 1 Brand Audit Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Brand Audit Questionnaire

Think about the specific things that trigger the brands identity in your mind…

When you hear the brands name what immediately springs to your mind

What else

visuals or images

packaging or product elements

bits of advertising

signs or symbols

anything else

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

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 Branding Audit Example: Eveready Associations KEY OTHERS ‘ Memories of using it in my village fields during night’ TV AD MAKES LITTLE IMPACT ON MOST CHILDHOOD MEMORIES ‘ Was it a truck? Everything lights up’ AGE OLD ASSOCIATION ‘ Using it since a child…first used the white cell now use red’ PREFERRED BRAND ASSOCIATIONS ‘ lasts longer’,’does not melt in summer’, ‘leak proof’ ‘ Red colour in wall paintings, ‘Some animal ..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

User of Eveready

Late youth or early middle aged man

Strong and energetic

Trustworthy

Middle class, a family man

Distant friend / acquaintance

RECOGNITION AND A HALF SKETCHED PERSONALITY

Example: Personality of Eveready Its Two Faces

User of Competition

Middle aged man

Strong

Don’t know him well, an acquaintance

Slightly dull, not colourful

LITTLE INVOLVEMENT

Mirror’s two faces Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Good Brand Audit

A good brand audit gives a definite answer about six interrelated equities

Product: Product performance supports the brand?

Image: Image is strong and engaging?

Customer:Strength of customer franchise?

Channel: Leverage in channel environment?

Visual : Clear,differentiating presence?

Goodwill: Endorsed by influencers in the communities in which it lives?

Exercise

Consider two competing brands: Kodak & Fuji

Rate the brands on a scale of 5

Product Non Performing 1 2 3 4 5 Strong , Performing

Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image

Channel Not Leveraged 1 2 3 4 5 Important, Leveraged

Customer Over Dependent 1 2 3 4 5 Valued, Popular

Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended

Image Weak 1 2 3 4 5 Strong, Engaging

Big Idea

Connection Triangle

Brand Audit

Connection Triangle

Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit After a rigorous Brand Audit we are ready to make a connection triangle

Module 2 - Stage 2 Connection Triangle

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 Evaluating Advertising Big Idea Connection Triangle Brand Audit

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?

Product Benefit Driven Brand

Eno bubbles away troubles

Fevikwik sticks in a jiffy

Mseal seals chronic leaks

Tang is essence of goodness from fruit

Product Benefit Driven Brand

What I get from the product that makes the brand matter to me

Why I like the brand

The values that underpin consumers’ trust.

Brand’s personality?

What is the tone of voice it adopts when talking to consumers?

Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding oft the brand.

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

Brand Image Driven Brand

What traits that I recognize in the brand that I can respect/rely on

Why I trust the brand

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?

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

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 Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it

Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit Alternative Pale Pilsner Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in Brand Irreverent, impulsive, devil-may-care, live for the day

Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break

Exercise: Create a Connection Triangle

Make a Connection Triangle of your favourite brand

Ensure that it

Connects

Enrich your understanding of the brand-consumer relationship

Liberates i.e. provides the creative freedom

Can someone who does not know the brand or the market get a clear understanding of the brand?

Exercise: Create a Connection Triangle

Make a Connection Triangle of your Car Security Systems Product

Recap of Consumer Research in Mumbai

Recap of Consumer Research

Primary Perceived Benefits: User

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

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 Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Recap of Consumer Research

Secondary Benefits: User

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''

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)”

Perceived Benefits : Non User

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”

Module 2 - Stage 2 Connection Triangle The effectiveness of security systems is not proven Recap of Consumer Research Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Module 2 - Stage 2 Connection Triangle There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness Key Consumer Insight Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

Big Idea

Connection Triangle

Brand Audit

Big Idea

Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy

Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?

Module 2 - Stage 3 Big Idea

A bisociation of two or more previously connected thought matrices

A new combination of old elements

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Exercise: What is a Big Idea ?

Big executional ideas

Big strategic ideas

Two Types of Big Idea

Two types of Insights Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

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

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

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

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

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’

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

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.

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 Evaluating Advertising Big Idea Connection Triangle Brand Audit “ What if?” A Brainstorming Tool that challenges convention

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

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit A tool to explore risks and rewards of completely changing the rules

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

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?

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?

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?

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Need Some Mad Ideas!

Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mining Insight Drives powerful brand building

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

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit You are ready to put ‘aim’ into the ‘ ready, aim, fire' of advertising / promotion So, What Next?

Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit The springboard is ready for the creative agency to leap

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

Big Idea

Connection Triangle

Brand Audit

Module 2 - Stage 4 Evaluating Advertising

After the Creative Black Hole

How do you evaluate a creative product: The TV Ad, Sales Promo,Internet Banner, Direct Mailer?

How do you ensure that both you and the creative agency have done a good job?

You are ready for Unilever’s Benchmarks!

Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

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 www.mastersun.in http://strategy-execution.blogspot.com [email_address] Sarvajeet Chandra: +91 9920803060 Jasravee Kaur : +91 9892301590

Profile of Sarvajeet Chandra Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com ( now Ebay), Ogilvy & Mather Sales & Distribution Operations/ Service Quality Brand Building Capability Development FMCG/Retail ITC( ITD Division) Eveready Travelport MSM Eveready Kodak Shringar Cinema (Fame) Infrastructure , Industrial & Real Estate Saurashtra Cement VNC Group Tata Steel Lavendor Group Mandala Asset Solutions Lion Group Tata Steel VNC Group Gujarat Glass Saurashtra Cement Pidilite (Fevicol, Fevikwik, Fevistik) VNC Group Tata Steel Textile, Leather & Commodities Tata International Indo Rama Texmaco Group Laxmi Machine Works Tata International ITC (IBD Division) World Gold Council Banking, Media, IT, Hospitality & Others Xenos Blue Star Cidade de Goa Tata Power Cidade de Goa ICICI Bank Thanjavur Hotel Residence Cidade de Goa STAR TV EBay India MIHMCT Vizualize LBi India Systime JW Mariott GTL Limited BST-Sayona