Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
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Visual hammer - Nail your Brand
1. VISUAL HAMMER
NAIL YOUR BRAND INTO
THE MIND WITH THE
EMOTIONAL POWER
PRESENTED BY:
SNEH SHAH (C010)
SANKET PATEL (D002)
BHAVIK DOSHI (B013)
MENTORED BY:
PROF. ASHUTOSH OJHA
2. What is brand?
Brand is the "name, term, design, symbol, or any other feature that
identifies one seller's product distinct from those of other sellers.
“They made their name into a brand”
3. The Brand System and Branding
Brand Concept
(Value Proposition)
Tangible and intangible
Brand name and
Symbol
Product or service
experience
5. Power of Emotional branding
Visuals Vs. Words - One is Emotional; Other is not
Branding through senses creates a contact in minds the
consumer
Five types of Senses
1. Sound
2. Sight
3. Taste
4. Touch
5. Smell
7. Power of visuals
Visual has the power of emotions
Research study has been performed in which peoples are subjected
to 10,000 images and 10,000 slogans.
What's the result?
Emotion is glue that sticks in minds.
Brand needs visual that reinforces verbal positioning.
8. HAMMER : ITS ASTONISHING
POWER.
Words are what consumers use the most and are most familiar with
E.g.: Susan G. Komen
American Cancer Society
Coca-Cola
9. NAIL : THE ULTIMATE OBJECTIVE.
The objective of a marketing program is to “own a word in the
mind.”
The three rules of advertising are (1) Repetition, (2) Repetition and
(3) Repetition.
E.g.: BMW
Volvo
10. PRODUCT : THE IDEAL HAMMER
If you can design your product so that it incorporates
a visual hammer, you can have a huge advantage in
the marketplace.
Being first, of course, is particularly helpful. When you
are first, a distinctive design is living proof of your
leadership in the category.
E.g : Rolex
Mc Donald Vs. Starbucks
11. PACKAGE : MAKE IT DIFFERENT.
Packaging is often overlooked as a branding element. Sure, the package
itself is loaded with copy explaining the virtues of the brand.
Too often package design is delegated to manufacturing experts who
crave efficiency, cost and utility .
12. Heinz catch-up packaging:
Heinz ketchup is an example of how innovative packaging
can help build a dominant brand.
Its unique glass bottle with its octagon shape is instantly
recognized by most consumers. It’s almost as well-known
as Coke’s contour bottle.
Currently, Heinz is marketing larger-size plastic ketchup
bottles which presumably can be sold for lower prices. But
like Coca -Cola and its contour bottle, the Heinz octagon
bottle remains an important visual hammer for the brand,
even though relatively few are sold.
13. COLOUR : BE THE OPPOSITE
Color can be an effective visual hammer, but the problem is, there
are very few distinct colors in the spectrum.
Five primary colours : Blue, Green, Yellow, Orange and Red.
Neutral colours : Black , White , Grey
While selecting the colour managers generally doesn't consider
what they want to deliver through the brand and the select colour
depends on their mood which is not a good thing.
16. John Deere leading tractor company
selected green colour
Red is a retail colour used by coca cola.
Blue as corporate colour used by IBM.
17. SHAPE: SIMPLE IS BEST.
Most common shapes (the rectangle, the circle, the arrow, the triangle, the checkmark, the
sun, the star, etc.) are used by so many brands.
18. Name: Brand is nothing more than a
name
• Most important branding decision is what to name
your product name or service.
• In short term brand needs unique idea or concept.
• In long term all that is left is the difference between the
brand name and brand name of your competitor
brand.
19. One of the world’s powerful
brands, Xerox demonstrates
many of the most important
laws of branding, including
being the first in a new category
(plain – paper copier) with a
short, unique name.
Yet when Xerox tried to put its
powerful copier name on
computers, the result was billions
of dollar in losses.
20. Advertising : Brand needs
advertising to stay healthy
Advertising budgets are generally too high
Every successful brand needs a advertisement in a long run they
can’t only rely on the publicity which has done at the initial stage.
To attack heavily defended brand leader company required high
marketing expenditures.
Advertising budget is like insurance not like investment
21. A consistent theme of Goodyear advertising
over the years has been “#1” in tires.
So who makes the best tires? It must be
Goodyear thinks the consumer.
“It is the leader”
Heinz, America’s favourite catch-up.
Coca cola the real thing
Visa the #1 credit card in the world
Heineken America’s leading imported beer.
22. FOUNDER NATURAL-BORN HAMMERS
We live in a celebrity-obsessed world. The media is
fascinated with the lives of the rich and famous. Even
ordinary people can become celebrities as long as they are
infamous.
The founder of a company benefits from this celebrity worship in
two ways:
(1) Everyone wants to know something about the person who
runs a company
(2) Everyone assumes the products and service of that company
reflects the values of its founder.
25. Visual Impression
Move from impact to contact
Create a contact with brand
identity
Evolve from dictated to
personal
Establish a sense of personal
belonging
26. Pharma Brand Differentiation Matrix
Go for Gold
24%
Category Creator
15%
Stand out from
crowd
53%
Market Sharper
8%
Disease perceived as high
burden
Disease perceived as low
burden
Strong
differentiation
Moderate or no
differentiation
27. The Fall and Rise of Pharma Brand Names
Traditionally ‘old school’ pharma brand name used
Trend changed with the success of brands like Viagra, Prozac, etc.
The Anti-pharma name
Abandoned linking to
industry
e.g. Exforge, Zingo
The Scientific Story Name
Naming the product on basis of
indications
e.g. Arthrotec
Pharma 2.0 Name
Short and quick rhythms
evoke sense of power
e.g. Sutent for sunitinib
28. Organization That Drives Senses
Three category of industry
1.) Sensory Pioneers – Leads the way in sensory focus and innovation
2.) Sensory Adopters – Adopt the techniques from sensory pioneer
3.) Sensory Followers – Trail rather than lead
29. Pharmaceutical Industry as Sensory
Pioneer
Limited years of patent protection for the product
Sensory branding provides base for brand new platform
New shot of loyalty from consumers
Sound, aroma and flavour as arsenal for branding
No opposition of trademark on smell or taste
30. Shift in Branding
Revolution of pharma branding by the success of products like Lipitor
Access to physicians still remained a challenge
Patient and caregivers emerged as new focus
Relaxing of DTC (Direct to Consumer) guidelines in 1997 was driving factor
DTC advertising created more demand for brands
31. Intellectual meets Emotional
Most DTC did not respectfully try to speak with patients
Steeping of industry in science which prevented finding new ways of
communication
Traditional feature and benefit model has a track record of success
DTC is about being respectful and talking to people differently.
33. Key References
The 22 Immutable Laws of Branding
Steven Seget (2006); “Pharmaceutical Branding Strategies”, Business Insights
R. John Fidelino (2008); “IP for business: The fall and rise of pharma brand names
(http://www.wipo.int/wipo_magazine/en/2008/03/article_0005.html)
Editor's Notes
Positioning is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data. Positioning may refer the position a business has chosen to carry out their marketing and business objectives.
Positioning means Owning a word in the mind i.e brand
Positioning has a weakness that it is verbal approach
The best way in the mind is not words at all but it is with the visual
Words are what they use the most and are most familiar with. Yet there is a lot of evidence that visuals play a far more important role in marketing than do words.
In 1982 , Nancy Brinker started a foundation to fight breast cancer in memory of her sister, Susan G. Komen, who had died from the disease two years earlier. Back then, Brinker says, her only assets were $ 200 in cash and a list of names of potential donors. Since then, Susan G. Komen for the Cure has raised nearly $ 2.0 billion. Today it’s the world’s-largest non-profit source of money to combat breast cancer. A recent Harris poll of non-profit charitable brands rated Komen for the Cure as the charity that consumers were “Most likely to donate to.”
The American Cancer Society was founded in 1913, yet most people have no idea what visual symbol the society uses. That’s the real difference between designing a trademark and designing a visual hammer . Almost every brand has a trademark, but very few have visual hammers. For his foundation to raise money for cancer research, Lance Armstrong did something similar to Susan G. Komen’s pink ribbon. His yellow silicone-gel “Livestrong” bracelet was launched in May 2004 as a fund-raising device.
Since a visual has more emotional impact than a verbal, it’s logical to assume that the first decision a marketing person should make is what visual to use. Not so.
While a visual hammer can be effective in building a brand, that’s not the objective of a marketing program. The objective of a marketing program is to “own a word in the mind.”
BMW, for example, owns the word “driving,” an achievement that lifted the brand from nowhere into the world’s largest-selling luxury-car brand. But what put the “driving” idea into the minds of consumers? What’s was BMW’s visual hammer? It was a long-running, consistent series of television commercials showing happy owners driving their BMW vehicles over winding roads. "The ultimate driving machine” was the nail. But it was the visual hammer was put that idea into the mind. Without the hammer, in my opinion, the verbal idea would have been road kill. After all, “driving” has been a consistent theme of automobile advertising for many, many decades, including “We build excitement,” a long-running Pontiac campaign without a visual hammer. But if the objective is to own a word, why fool around with a hammer?