1. Understanding the art of
Brand Management in
Communicator’s Forum 2008
18th Jan. 2008
art of branding
• Understanding the
• Marketing Communication as a form of brand building
• Contemporary Marketing Communication
3. Brand marketing
an evolving story
that is told like a
4. Why stories?
Brands are the stories that unite us all in a common purpose
within an enterprise, and connect us with the people we serve on the outside.
These brand stories give meaning to who we are and what we do.
They’re a special kind of story—they’re strategic; they build on
themselves chapter by chapter, over time; they grow as they
respond to changing customers and changing markets
5. BRAND is the story of your product/service
Its what we tell the Your Customers About Your Company/Product/Service
BRAND NAME is simply the TITLE of that story –the very
tip of an iceberg!
6. Brand story is how the customers relate to/remember the company/brand
This becomes the “memory tag for:
• Sum total of their experiences
With Your Company
With Your Product/Service
And With Relationship You Build with them, over time
A brand story is the “special moment” feel and emotion that the consumers
bring to product usage
When you have parity products, one with best story wins
7. The verdict!!!
You have to TELL the story
Before you SELL the product
Or you ring the BELL in vain
And it goes to the WELL of obscurity
Or end in the HELL of failure
8. Examples of powerful brand story
9. Why this approach to brand
10. A brand is more than
Becoming a household name
A brand is a thought a customer has about a product …
… that makes her want to be more (or less) involved with that product.
11. Your brand is not what you
say you are …
Your brand is what your customer
thinks you are.
12. Companies don’t brand their
Customers brand companies and
13. Articulating a compelling brand story
through Marketing communication
14. A good story…
Is about the consumer
Starts a dialogue with the market.
Begins a compelling, captivating story.
Leaves an unforgettable memory tag.
15. A strong, compelling , memorable and
actionable brand story have 2 qualities
Something that STRIKES people - gets their attention immediately
Smaller your budget is, stronger your BRAND must be
Give people something on the edge, edgy
Cause a definite reaction
Know who/what your competitors are/separate yourself from them
Stake out a unique position in people’s minds/hearts
Give people something that resonates
– has multiple meanings/associations
Use a metaphor that is “Sticky” - hangs on, doesn’t let go
Make an impression that lasts
Give people something to remember you by
16. Is someone listening to your story?
Who is listening to your story?
Is it your story or their story?
How their unmet needs is addressed by the
The Era of Attention economy
(Passive, Busy, Bombarded, Traumatised)
17. This is where Marketing
communications comes in
• One message. One brand story
• Seamless integration between the medium and the
18. Let it be an orchestra – a seamless delivery
19. Same story, many channels,
Comments in the press Referral
Brochures Word of
people from the company
Website paying invoices
20. It' Not Just The Story, It' How
You Tell It
If you' ever tried to tell a joke you heard from a
professional comedian and messed it up, you know
how important the telling of a story is. It' not just the
words; it' the rhythm, cadence, accent,
intonation, point-of-view, and attitude that
makes the story funny, memorable,
interesting or instructive.
21. The test of a memorable, motivating brand story
Customer Customer $$$$
22. The Absolut story
A successful premium Vodka brand
Colourless, odorless and tasteless
The very successful story told over a period of 25 years
in over 1,500 print executions
Absolut Purity and the unique shape of the bottle
23. What is the moral of your brand
Remember the tales we used to love as children? At the end of them, we
were often asked by a parent or teacher, “What’s the moral of the story?”
Like so many of life’s fundamental lessons, this one endures throughout all
that we do, including business.
The moral of a story is the core idea or truth that the story expresses. Your
brand story works in a similar way; it defines and expresses the core truth
about who you are as an enterprise. It’s the rationale behind your most
fundamental decisions. It’s the meaning at the heart of all your messages.
Transformational power of a brand (not what do I but I want mean?)
24. Lets explore some funny side of the
25. You see a gorgeous girl at a party.
You go up to her and say:
quot;I am very rich. Marry me!quot; - That'
26. You' at a party with a bunch of
friends and see a gorgeous girl.
One of your friends goes up to her
and pointing at you says:
quot;He' very rich. Marry him.quot; –
27. You see a gorgeous girl at a
party. You go up to her and get
her Telephone number. The
next day, you call and say:
quot;Hi, I' very rich. Marry me.quot; -
28. You' at a party and see gorgeous girl.
You get up and straighten your tie, you
walk up to her and pour her a drink, you
open the door (of the car)for her, pick
up her bag after she drops it, offer her
ride and then say:
By the way, I' rich. Will you marry
me?quot; - That' Public Relations
29. You see a gorgeous girl at a
party. You go up to her and
I am very rich. Marry me!quot;
She gives you a nice hard
slap on your face.
That' Customer Feedback
30. You see a gorgeous girl at a
party. You go up to her and
quot;I am very rich. Marry me!quot;
And she introduces you to
That' demand and supply
31. You see a gorgeous girl at a party.
You go up to her and before you say
anything, another person come and
tell her: quot;I' rich. Will you marry me?quot;
and she goes with him - That' s
competition eating into your market
32. You' at a party and see gorgeous girl.
She walks up to you and says:
You are very rich! Can you marry! me?quot;
That' Brand Recognition
33. In conclusion
You have not communicated until you have been heard
You have not been heard until you have been understood
You have not been understood until you have been clarified
And the test of clarity is brand preference and loyalty