BRANDS & ADS,
THAT MAKE A DIFFERENCE.
@chiligum 2013
photo: NASA on the Commons
1. Branding. Keep it real.
2. Theory. Dig deeper.
3. Good Strategy. Set your goals.
4. Better Creatives. Stay focused.
5. ...
BRANDING.
KEEP IT REAL.
"The Unmanageable Consumer –
as chooser, communicator, explorer,
identity seeker, hedonist or artist,
victim, rebel, activ...
Historically, branding identified
originality and gave orientation.
Today, branding is part of the
experience.
„It‘s not how we feel about brands.
It‘s about how brands make us feel.“
Added Value (2008)
Foto:
photo: adifansnet
Branding Essentials
Brand Development
4. Relationsships
What about you and
me?

3. Response
What about you?

2. Meaning
Wh...
“The company lives its brand, and the
overall equity of happiness comes through
at every touchpoint.” Interbrand (2011)
Fo...
So, what about your brand?!

Foto:
photo: Ivan Constantin
Branding Principles
personality: deeply routed core purpose
and values
relevance: compelling and engaging
differentiation:...
„Starke Marken begegnen dem Wandel auf zwei
Arten. Sie entwickeln sich immer weiter,
stets am Puls der Zeit. Und bleiben s...
THEORY.
DIG DEEPER.
For all time:
AIDA is cruising the ocean.
That‘s about it.
Brand Communication Effects
Ad or Promotion
Processing

Brand Communication
Effects

Customer Decision
Stages

attention

...
Implications
three levels of simultaneous effects,
but no hierarchy
communication effects like
„mental boxes to be filled ...
Brand preference equals the sum of
importance-weighted benefit delivery
ratings, to be extended by instinct,
archetype or ...
figure-ground principle of
selective attention
Foto:
Attention!
limits of attention
–
–

generally 7 +/- 2 units of information
(depending on knowledge or experience)
best per...
Memory and Learning: Rehearsal and Coding.

Foto:
photo: huppypie
Memory
Perception of Information
- direct experience
- indirect experience

Short-Term Sensory Register
- sight, sound, sm...
Memory at Work
primacy effect and recency effect
organization principle of long-term memory
performance depends on context...
Priming is truly strong.

Foto:
photo: Steve Koukoulas
Primacy over Thoughts

“... feelings and emotions have
primacy over thoughts, and emotional
responses can be created even ...
“Everything we encounter in life generates
an instinctive emotional response.
Everything.” Hollis N (2010)
photo: Foto: We...
However …

“Humans are not rational, but
rationalisers. We want to believe
that our choices are justified by
reason, not j...
What comes to mind?

Foto:
photo: chiligum
Mental Brand Imagery
“We do not store coherent "images" of
brands in our heads. Rather, every
time we encounter something ...
Advertising may enhance consumers’
actual sensory and social experience.
Foto:
photo: Kenji Muto Quiróz
Shaping Experience
Phase

Function

Effect

Pre-Experience
Exposure

Post-Experience
Exposure

Framing
Perception

Enhanci...
Implications
framing perception and expectation
–
–

anticipation of benefits (not USP)
rational interpretation delivers l...
Shaping memories, shapes
experiences.
photo: Rocío Lara
Somatic Markers
gut feelings to support and accelerate
decision-making
external stimuli evoking neural responses
based on ...
GOOD STRATEGY.
SET YOUR GOALS.
Foto:
photo: Lufthansa
TCB Positioning Model
„What is it?“

Category
Need

Target
Customer

„For me?“

Brand Awareness

Brand
Identity

Key
Benef...
Creative Brief
brand positioning
–
–

–

target cust., category need, key benefit
brand values and tone of voice (long-ter...
Customer Insights
„new and intriguing perspectives on the
relationship between a brand and its
intended consumer“
distinct...
Understanding the customer journey
along multiple touchpoints.
Foto:
Consideration
what decision factors and brand attributes
are of prime influence at each stage?
analyze role-players (who),...
Low-involvement brand-recall (exaggerated
claim, emotional, category need, packshot)
Foto:
Rossiter-Percy-Bellman Grid
Brand Awareness
Brand Recognition

Brand Recall

Brand Preference
Type of Motivation
Informati...
Implications
effective ads relate to primary brand
awareness objective (brand recall vs.
brand recognition)
effective ads ...
Levi‘s Go Forth 2011. Narrative
Storytelling to engage with people and
convey the brand ideas across channels.
Foto:
http:...
BETTER CREATIVES.
STAY FOCUSED.
„If branding is soul –
advertising will get the funk!"
Foto:
photo: Mark Sebastian
Success Factors
clear visual branding throughout the
creative
simple and intrinsic message (brand
differentiation, value p...
Social Influence and Persuasion
automaticity principle
(e.g. price/quality, because heuristics)
commitment and consistency...
Copy Writing
short paragraphs, sentences – and words
active and personal writing
be clear and specific
down-to-earth langu...
EFFECTIVENESS.
WHATEVER WORKS.
Good advertising is neigther
nice, beautiful nor fun.
Except, it does the job!
Advertising Assessment
ad-awareness (recall, recognition)
uniqueness (originality, newness)
brand and product fit (values,...
Online Analytics
ad-exposure (impressions, frequency)
clicks, click-through-rate
audience-reach (demographics, etc.)
engag...
Physiological Testing
eye tracking
galvanic skin response
brain imaging
heart rhythms
pupil dilation
facial change
recogni...
Foto:
photo: chiligum
Qualitative Impact
consumer motivation based on their psyche
–

unconscious life concepts, motivations,
states of mind, cu...
„Nicht alles was zählt, kann
gezählt werden, und nicht alles
was gezählt werden kann, zählt!“
Albert Einstein
TO SUM UP …
1. Know your story. Keep it Real.
2. Dig deeper. Art, craft & science.
3. Set your goals. Think ahead.
4. Stay focused, bu...
Many thx to my readers,
a thousand thx to my teachers!
Any question or suggestion?!
Looking forward!
Benjamin Teeuwsen
ben...
References
Added Value (2008) Added Value – Brand Development and
Marketing Insight; company presentation, www.addedvalue....
Google/Ipsos (2011) "Advertising Research: Researchdriven campaign strategies that engage and persuade
consumers" 14/07/20...
Interbrand (2012) Brand Strength;
http://interbrand.com/de/best-global-brands/2012/bestglobal-brands-methodology.aspx
Inte...
Kenneth R, Raphaelson J (2000) ‚Writing that Works‘ 3rd
ed, HarperCollins, New York
Millward Brown (2011) "Advertising Res...
BRANDS AND ADS,
THAT MAKE A DIFFERENCE.
WWW.CHILIGUM.COM
Brands and Ads, that Make a Difference. Chiligum Strategies 2013
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Strategic Planners' best-practices: The Slides explore principles of branding, advertising theory, campaign strategy and creative execution in online marketing. To combine brand-building strategies with direct-response driven sales tactics.

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Brands and Ads, that Make a Difference. Chiligum Strategies 2013

  1. 1. BRANDS & ADS, THAT MAKE A DIFFERENCE. @chiligum 2013 photo: NASA on the Commons
  2. 2. 1. Branding. Keep it real. 2. Theory. Dig deeper. 3. Good Strategy. Set your goals. 4. Better Creatives. Stay focused. 5. Effectiveness. Whatever works. photo: NASA
  3. 3. BRANDING. KEEP IT REAL.
  4. 4. "The Unmanageable Consumer – as chooser, communicator, explorer, identity seeker, hedonist or artist, victim, rebel, activist, citizen ... ?!" Gabriel, Lang (1995) Foto: photo: Eliot
  5. 5. Historically, branding identified originality and gave orientation. Today, branding is part of the experience.
  6. 6. „It‘s not how we feel about brands. It‘s about how brands make us feel.“ Added Value (2008) Foto: photo: adifansnet
  7. 7. Branding Essentials Brand Development 4. Relationsships What about you and me? 3. Response What about you? 2. Meaning What are you? 1. Identity Who are you? Branding Objective Intense, active loyalty Resonance Judgements Feelings Positive, accessible reactions Performance Imagery Points of parity and difference Salience Deep, broad brand awareness Keller K L (2008) ‚Building, Measuring, and Managing Brand Equity‘ 3rd ed, Pearson Prentice Hall, New Jersey
  8. 8. “The company lives its brand, and the overall equity of happiness comes through at every touchpoint.” Interbrand (2011) Foto: photo: Robin Geschonneck
  9. 9. So, what about your brand?! Foto: photo: Ivan Constantin
  10. 10. Branding Principles personality: deeply routed core purpose and values relevance: compelling and engaging differentiation: credible and distinct positioning consistency: coherent delivery of holistic experience presence: to be out there! Interbrand 2012
  11. 11. „Starke Marken begegnen dem Wandel auf zwei Arten. Sie entwickeln sich immer weiter, stets am Puls der Zeit. Und bleiben sich doch selbst treu.“ Interbrand (2011a) Foto: photos: IKEA
  12. 12. THEORY. DIG DEEPER.
  13. 13. For all time: AIDA is cruising the ocean. That‘s about it.
  14. 14. Brand Communication Effects Ad or Promotion Processing Brand Communication Effects Customer Decision Stages attention category need not in the market learning brand awareness need arousal emotions brand preference search and evaluation acceptance brand action intention purchase purchase facilitation usage Rossiter J R, Bellman (2005) ‚Marketing Communications – Theory And Applications‘ Pearson Education Australia, Frenchs Forrest, p 24
  15. 15. Implications three levels of simultaneous effects, but no hierarchy communication effects like „mental boxes to be filled or topped up“ communication effects build up through repetition of ad processing processing responses occur in „many different permutations“ likely hierarchy of effects only regarding decision stages Rossiter (2005 pp 24-30)
  16. 16. Brand preference equals the sum of importance-weighted benefit delivery ratings, to be extended by instinct, archetype or strong emotion. (compare Theory of Reasoned Action) Rossiter (2005 p 64)
  17. 17. figure-ground principle of selective attention Foto:
  18. 18. Attention! limits of attention – – generally 7 +/- 2 units of information (depending on knowledge or experience) best performance at moderate arousal selective attention – – salient stimuli (context dependent) » figure-ground principle of perception » novelty (wear-out effect) vividness (across context) » concreteness » proximity (sensory, temporal, spatial) » personal interest (people dependent) Kardes (2001 pp 29-41)
  19. 19. Memory and Learning: Rehearsal and Coding. Foto: photo: huppypie
  20. 20. Memory Perception of Information - direct experience - indirect experience Short-Term Sensory Register - sight, sound, smell, taste, touch Rehearsal and Coding Long-Term Memory - attitudes - beliefs - schemata - categories Short-Term Memory - encoding - retrieval - reasoning Recognition, Cued Recall, Free Recall Response - judgement - choice Kardes (2001 p 53)
  21. 21. Memory at Work primacy effect and recency effect organization principle of long-term memory performance depends on contextual cues associative interference – – activation of particular node decelerates in rich associative networks similarity between contextual information and target information decreases memory performances priming effect of sublimely primed concepts (news, zeitgeist, … ) Kardes (2001 pp 53-74)
  22. 22. Priming is truly strong. Foto: photo: Steve Koukoulas
  23. 23. Primacy over Thoughts “... feelings and emotions have primacy over thoughts, and emotional responses can be created even when we have no awareness of the stimulus that causes them.” Heath (2005 p. 270)
  24. 24. “Everything we encounter in life generates an instinctive emotional response. Everything.” Hollis N (2010) photo: Foto: Weber Helga
  25. 25. However … “Humans are not rational, but rationalisers. We want to believe that our choices are justified by reason, not just feelings.” Hollis N (2010)
  26. 26. What comes to mind? Foto: photo: chiligum
  27. 27. Mental Brand Imagery “We do not store coherent "images" of brands in our heads. Rather, every time we encounter something to do with a brand, various types of stored associations "bubble up" from different parts of our brains into our mental workspace and form an image of it.” Hollis N (2007)
  28. 28. Advertising may enhance consumers’ actual sensory and social experience. Foto: photo: Kenji Muto Quiróz
  29. 29. Shaping Experience Phase Function Effect Pre-Experience Exposure Post-Experience Exposure Framing Perception Enhancing Experience Organizing Memory • expectation • anticipation • interpretation • sensory enhancemt • social enhancement • cueing • branding • interpretation Hall (2002 p 24)
  30. 30. Implications framing perception and expectation – – anticipation of benefits (not USP) rational interpretation delivers logical explanation to be “tested out” enhancing experience – advertising may enhance consumers actual sensory and social experience organizing memory – – – verbal, visual, aural cues support memorizing experience shaping how people reconstruct experience cognitive interpretation reinforces feelings about experience and reasoning Hall (2004 p 182)
  31. 31. Shaping memories, shapes experiences. photo: Rocío Lara
  32. 32. Somatic Markers gut feelings to support and accelerate decision-making external stimuli evoking neural responses based on previous experience and associated emotions beyond simply adding an emotional selling proposition to brands by means of advertising expectations and believe about outcome i.e. experience matters – not emotions provoked by brand or packaging Icon Added Value (2008), Weeks (2006)
  33. 33. GOOD STRATEGY. SET YOUR GOALS.
  34. 34. Foto: photo: Lufthansa
  35. 35. TCB Positioning Model „What is it?“ Category Need Target Customer „For me?“ Brand Awareness Brand Identity Key Benefits Brand Preference Rossiter (2005 p 43) „What does it offer?“
  36. 36. Creative Brief brand positioning – – – target cust., category need, key benefit brand values and tone of voice (long-term themes, style and personality) brand design guidelines campaign objective – – define campaign audience define campaign objective campaign strategy – – – customer insights creative idea advertising tactics (e.g. involvement) Rossiter (2005), Shepherd (2012)
  37. 37. Customer Insights „new and intriguing perspectives on the relationship between a brand and its intended consumer“ distinctive and engaging clue to build a strong platform for stimulating the proposition of what the brand delivers insights unveiled by questioninig people‘s environment, knowledge, expectations, feelings, needs, behaviours, deterrents and facilitators inspiring twist based on actively understanding beyond passive observations Shepherd 2012
  38. 38. Understanding the customer journey along multiple touchpoints. Foto:
  39. 39. Consideration what decision factors and brand attributes are of prime influence at each stage? analyze role-players (who), touchpoints (where), time intervals and timing (when) and situations (how) that matter evaluate impact of brand attributes (importance, delivery, uniqueness) in relation to competitor offerings Rossiter (2005), Diffferent (2011)
  40. 40. Low-involvement brand-recall (exaggerated claim, emotional, category need, packshot) Foto:
  41. 41. Rossiter-Percy-Bellman Grid Brand Awareness Brand Recognition Brand Recall Brand Preference Type of Motivation Informational Transformational (neg. oriented motivations) (pos. oriented motivations) Low Involvement Type of Decision High Involvement Rossiter (2005 p 152)
  42. 42. Implications effective ads relate to primary brand awareness objective (brand recall vs. brand recognition) effective ads relate to risk-preception of campaign audience (low-involvement vs. high-involvement purchase) effective ads relate to category specific type of motivation? Rossiter (2005)
  43. 43. Levi‘s Go Forth 2011. Narrative Storytelling to engage with people and convey the brand ideas across channels. Foto: http://www.youtube.com/watch?v=KT16DcHcjRA
  44. 44. BETTER CREATIVES. STAY FOCUSED.
  45. 45. „If branding is soul – advertising will get the funk!" Foto: photo: Mark Sebastian
  46. 46. Success Factors clear visual branding throughout the creative simple and intrinsic message (brand differentiation, value proposition) benefits, offers, concrete details appealing (aesthetics, emotions, … ) strong call to action IPA (2011), Millward Brown (2011), Ipsos (2011), comScore (2011a)
  47. 47. Social Influence and Persuasion automaticity principle (e.g. price/quality, because heuristics) commitment and consistency principle (e.g. foot-in-the-door) reciprocity principle scarcity principle social proof principle liking principle authority principle (e.g. expertise) Kardes (2001 pp 235-264) - http://www.smashingmagazine.com/2012/05/18/quickcourse-on-effective-website-copywriting
  48. 48. Copy Writing short paragraphs, sentences – and words active and personal writing be clear and specific down-to-earth language come to the point don‘t assume any information make it perfect Kenneth R (2000) Writing That Works, 3rd ed, CollinsHarper, New York
  49. 49. EFFECTIVENESS. WHATEVER WORKS.
  50. 50. Good advertising is neigther nice, beautiful nor fun. Except, it does the job!
  51. 51. Advertising Assessment ad-awareness (recall, recognition) uniqueness (originality, newness) brand and product fit (values, attributes) insight (clarity of message) visual appeal (emotions, associations, aesthetics, likability) activation and engagement credibility and persuasion (likelihood of trial, repeat, recommendation) http://research.yougov.de
  52. 52. Online Analytics ad-exposure (impressions, frequency) clicks, click-through-rate audience-reach (demographics, etc.) engagement (e.g. site visitation, social sharing) action (leads, sales, online/offline uplift, brand search queries) http://www.kaushik.net/avinash/
  53. 53. Physiological Testing eye tracking galvanic skin response brain imaging heart rhythms pupil dilation facial change recognition Phaydon (2005) pp 5-6
  54. 54. Foto: photo: chiligum
  55. 55. Qualitative Impact consumer motivation based on their psyche – unconscious life concepts, motivations, states of mind, cultural context and dayto-day life (morphological psychology) adv. effectiveness depends on cover and impact story – – clear, obvious, apparent cover story in the foreground (concrete information, that respondents remember) secret impact story that acts as a vehicle (consumers do feel it – but can’t tell) focusing on psychological matters in-depth interviews to reveal impact Rheingold (2007)
  56. 56. „Nicht alles was zählt, kann gezählt werden, und nicht alles was gezählt werden kann, zählt!“ Albert Einstein
  57. 57. TO SUM UP …
  58. 58. 1. Know your story. Keep it Real. 2. Dig deeper. Art, craft & science. 3. Set your goals. Think ahead. 4. Stay focused, but get the funk. 5. Whatever works.
  59. 59. Many thx to my readers, a thousand thx to my teachers! Any question or suggestion?! Looking forward! Benjamin Teeuwsen benjamin@chiligum.com www.chiligum.com
  60. 60. References Added Value (2008) Added Value – Brand Development and Marketing Insight; company presentation, www.addedvalue.com comScore (2011) FitzGerald J: Leveraging Cross-Media Insights to Maximize Your Brand Story; comScore comScore (2011a) Fulgoni G: Monetizing the Internet Through Sales and Advertising; comScore Diffferent (2011) The unmagageable customer? Markenkommunikation 2.0: Innovative Strategies zum Aufbau starker Marken; 8. Effizienztag 2011, Berlin Gabriel Y, Lang T, et al. (1995) The unmanageable customer; SAGE Publications, London Good, Better, Great Readings: Check Readinglist at Amazon!
  61. 61. Google/Ipsos (2011) "Advertising Research: Researchdriven campaign strategies that engage and persuade consumers" 14/07/2011, London Hall B F (2002) ‚A New Model For Measuring Advertising Effectiveness‘ Journal of Advertising Research, MarApr, pp. 23-31 Hall B F (2004) ‚On Measuring The Power of Communications‘ Journal of Advertising Research, June, pp. 181-187 Heath R, Nairn A (2005) ‚Measuring Affective Advertising: Implications fo Low Attention Processing on Recall‘ Journal of Advertising Research, June, pp. 269-281 Hollis N (2007) Rehearsing reality; Straight Talk with Nigel Hollis, Millward Brown Hollis N (2010) Why rational versus emotional is an irrelevant distinction; Straight Talk with Nigel Hollis, MillwardBrown Good, Better, Great Readings: Check Readinglist at Amazon!
  62. 62. Interbrand (2012) Brand Strength; http://interbrand.com/de/best-global-brands/2012/bestglobal-brands-methodology.aspx Interbrand (2011) "Advertising Research: Research-driven campaign strategies that engage and persuade consumers" 14/07/2011, London Interbrand (2011a) Print-Ad; Absatzwirtschaft 04/2011 IPA (2011) "Advertising Research: Research-driven campaign strategies that engage and persuade consumers" 14/07/2011, London Ipsos (2011) Forrest J: The Road to Digital Success: Some lessons learned to help demystify success when it comes to your digital brand communication; Ipsos ASI Keller K L (2008) ‚Building, Measuring, and Managing Brand Equity‘ 3rd ed, Pearson Prentice Hall, New Jersey Good, Better, Great Readings: Check Readinglist at Amazon!
  63. 63. Kenneth R, Raphaelson J (2000) ‚Writing that Works‘ 3rd ed, HarperCollins, New York Millward Brown (2011) "Advertising Research: Researchdriven campaign strategies that engage and persuade consumers" 14/07/2011, London Phaydon (2005) Schmeißer D R, Behrendt C, Singer B: Werbewirkung messen und optimieren: Wegweiser und Methoden am Beispiel von Print-Anzeigen, Phaydon, Planung&Analyse 6/2005 Rheingold (2007) Grundlagen qualitativer Werbewirkungsforschung; Planung&Analyse, Ausgabe 6/2007 Rossiter J R, Bellman (2005) ‚Marketing Communications – Theory And Applications‘ Pearson Education Australia, Frenchs Forrest Shepherd G (2012) ‚Der bessere Strategische Planer‘ Miami Ad School, Hamburg Weeks M, Kim F (2006) ‚Discovering the Feeling: Applying Neuroscience to Marketing‘ Marketing Journal, Special Edition: Brandvalue Good, Better, Great Readings: Check Readinglist at Amazon!
  64. 64. BRANDS AND ADS, THAT MAKE A DIFFERENCE. WWW.CHILIGUM.COM

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