Building a “Power Brand” By Duane “DJ” Sprague

What is a Brand?

Is a Brand a: Logo? Word? Label? Trademark? Product? Tangible item of any kind?

Logo?

Word?

Label?

Trademark?

Product?

Tangible item of any kind?

A Brand is a Compilation of: Impressions Experiences Concepts (metaphors, symbolism, stories) That create a: Position for the brand in the mind Emotional feeling Meaning in the mind of the individual or class of consumers

Impressions

Experiences

Concepts (metaphors, symbolism, stories)

That create a:

Position for the brand in the mind

Emotional feeling

Meaning in the mind of the individual or class of consumers

Example: Super 8 Motel vs. Ritz Carlton Yamaha vs. Harley Davidson Mitsubishi vs. Toyota Hawaii vs. Detroit Apple Computer vs. PC Wal-Mart vs. Target Rolex vs. Timex

Super 8 Motel vs. Ritz Carlton

Yamaha vs. Harley Davidson

Mitsubishi vs. Toyota

Hawaii vs. Detroit

Apple Computer vs. PC

Wal-Mart vs. Target

Rolex vs. Timex

A Brand Meaning is: Created in the mind of the consumer. Different from individual to individual. Different from group to group. Based more on individual brand experience and brand performance than brand advertising. Based more on peer perceptions, usage and acceptance than brand advertising.

Created in the mind of the consumer.

Different from individual to individual.

Different from group to group.

Based more on individual brand experience and brand performance than brand advertising.

Based more on peer perceptions, usage and acceptance than brand advertising.

A Brand is a: Concept that elicits an emotion or feeling. Cultural icon or sense of time or place. Decision making convenience or short-cut. Status symbol. Group or class identifier. Symbolism to expedite communication.

Concept that elicits an emotion or feeling.

Cultural icon or sense of time or place.

Decision making convenience or short-cut.

Status symbol.

Group or class identifier.

Symbolism to expedite communication.

Cultural Icon or Sense of Time or Place (nostalgia) Retro Mustang Thunderbird P/T Cruiser Miata Prowler Johnny Rockets Dinner Ed Debevicks Dinner Sonic Drive-In Austin Powers

Retro Mustang

Thunderbird

P/T Cruiser

Miata

Prowler

Johnny Rockets Dinner

Ed Debevicks Dinner

Sonic Drive-In

Austin Powers

A Brand Can Be a Fluid Concept: Cadillac (hot status symbol: grandpas’ car: hot status symbol and performance car).

Cadillac (hot status symbol: grandpas’ car: hot status symbol and performance car).

How do You Create a Brand? Position the brand concept, feeling, emotion, message and meaning in the mind using: Planned media with proper message. Unplanned media (PR). Key influencer usage and endorsement (Brand Advocates). A moving target. W.O.M. Buzz, reputation. Consistent delivery on the “brand promise.”

Position the brand concept, feeling, emotion, message and meaning in the mind using:

Planned media with proper message.

Unplanned media (PR).

Key influencer usage and endorsement (Brand Advocates). A moving target.

W.O.M.

Buzz, reputation.

Consistent delivery on the “brand promise.”

How do You Create a Brand? IMC: Experience Packaging Distribution Displays Price point Service Consistent advertising message Repetition of message

IMC:

Experience

Packaging

Distribution

Displays

Price point

Service

Consistent advertising message

Repetition of message

What is a “ Power Brand?” A brand that dominates the product category in terms of TOMA, market share, and consumer preference. Can be a local, regional, national or global brand. Can be a broad consumer product or a niche product for a narrowly defined market.

A brand that dominates the product category in terms of TOMA, market share, and consumer preference.

Can be a local, regional, national or global brand.

Can be a broad consumer product or a niche product for a narrowly defined market.

Examples of Brands with TOMA and Category Dominance: Local: Totally Awesome Computers, R.C. Willey Regional: Wells Fargo Bank National: GEIKO Insurance, Wal-Mart, Home-Depot Global: Coca Cola, Nike, Sony, Toyota

Local: Totally Awesome Computers, R.C. Willey

Regional: Wells Fargo Bank

National: GEIKO Insurance, Wal-Mart, Home-Depot

Global: Coca Cola, Nike, Sony, Toyota

Examples of Power Brands that have extreme loyalty and defined, emotional meaning: Apple Computers Harley Davidson Starbucks Coffee Rolex Watches Costco Wal-Mart

Apple Computers

Harley Davidson

Starbucks Coffee

Rolex Watches

Costco

Wal-Mart

How Do You Create a “Power Brand?” Top Of Mind Awareness (TOMA). Own a station, medium, program or daypart. A strong Unique Selling Proposition or competitive advantage (USP) Guarantee, Free Service for Life An Integrated Marketing Communications strategy (IMC) Integrated and consistent

Top Of Mind Awareness (TOMA).

Own a station, medium, program or daypart.

A strong Unique Selling Proposition or competitive advantage (USP)

Guarantee, Free Service for Life

An Integrated Marketing Communications strategy (IMC)

Integrated and consistent

Creating a “Power Brand” 2. USP TV Radio TOMA Relevant Memorable Unique 3. IMC Integrated Consistent

TOMA

Creating a “Power Brand” Frequency 2. USP TV Radio TOMA Intrusive Relevant Memorable Unique Emotion Motion Sound 3. IMC Integrated Consistent Planned Unplanned Paid Media POP/Envir. Culture Training Press Coverage Packaging Cust. Exper. Visuals Solve Problem 3 X Week Now & Future Buyer

TOMA

TV Radio TOMA Intrusive Sound / Echoic Slogan Jingle USP Reasons Why Proof/Evidence Herd Theory Testimonials Guarantee Risk Reversal Sight / Iconic Emotion Visual Copy Support

TOMA

2. USP Relevant Memorable Unique Significant Difference Important to Consumer Proof/Evidence Strong Delivery/Message Emotion Creative Jingle Rhyme/Rhythm

3. IMC Integrated Consistent Planned Unplanned Paid Media POP/Environment Culture Training Press Coverage Packaging Customer Experience Mission Experience Message Media Flavor Collateral Location Promotions

Management Parts Sales Service Departments tend to operate as separate companies within a company, with separate objectives, styles, training, marketing, customer experiences, etc. Wholesale Retail New Used Sub-Prime Body Shop F&I

Print Radio TV Direct Mail Different mediums tend to have different looking and sounding ads, as they are created by different departments within the dealership. Citadel Clear Channel FOX KJZZ KUWB Sub-Prime Prime Web Auto Trader NAC Point of Purchase Brand Development Promotion

A company with multiple and disjointed messages and customer experiences is like an individual with a multiple personality disorder or schizophrenia. We avoid them because we are uncomfortable around people whose behavior is unpredictable.

Does your company suffer from multiple personality disorder?

The Cure: Commit to a documented company-wide IMC Strategy

Management Parts Sales Service An integrated company works as one to: 1. Give customers a consistent experience across all departments and contact points.

TV & Radio Web Print Direct Mail 2. Develop a common and consistent advertising message across all mediums.

Planned Newsletter Invoices TV Radio Print Web Site Sales Collateral Mail Sales Presentation POP Displays Signage Network Cable Recorded Live & Remotes Newspaper Magazines Outdoor Brochures Script Sell Sheets

Promotions Integrated/ Interlocked TPR: Temporary Price Reduction Demonstration/Sampling Increased Inventory Strengthen Dist. Relationships POP/POS Displays Premium Gift W/Volume Purchase Database Media Exposure/Promo Tags Shelf Tags Merchandising (Location) Radio Remotes Retail Promotion Media Buy

Promotions Integrated/ Interlocked TPR: Temporary Price Reduction Demonstration/Sampling Increased Inventory Strengthen Dist. Relationships Premium Gift W/Volume Purchase Database Media Exposure/Promo Tags Promotion Media Buy

Media Strategy Demo Psycho Geo Reach Goals Frequency Goals Mediums/Media Buy Budget

Media Buy CPP CPM Daypart Bonus Fire Sale Promotion Overnights Points Guarantee Sister Station

Other Considerations Media/Community Relations Press Releases Collaborative Partners Contests Competing Media News/Events/Holidays/Consumer Thinking Self Liquidators Complementary Media News/Events/Holidays/Consumer Thinking Competitive Moves S.W.O.T.

The closer you get to the heart with your positioning, product, message, or medium, the deeper you get into the consumers wallet Jewelry (love, ego, status) Flowers (love, guilt) Cars (image, ego, status, safety) Clothes (image, ego, status) Hobby (self expression) Sports (entertainment) Nostalgia (fond memories of a better time) Items of particular interest to the individual (near to the heart) Cause related marketing (near to the heart) Kids and family (love, caring, belonging, duty, guilt)

Jewelry (love, ego, status)

Flowers (love, guilt)

Cars (image, ego, status, safety)

Clothes (image, ego, status)

Hobby (self expression)

Sports (entertainment)

Nostalgia (fond memories of a better time)

Items of particular interest to the individual (near to the heart)

Cause related marketing (near to the heart)

Kids and family (love, caring, belonging, duty, guilt)

In a Nutshell: Be consistent in delivering your: Message/USP Frequency Mediums Service Experience Quality Positioning Public and private face

Be consistent in delivering your:

Message/USP

Frequency

Mediums

Service

Experience

Quality

Positioning

Public and private face

People prefer a company that delivers one or more of the following: Predictability (consistency, reliability) Easy decisions (clear and obvious benefit or solution) Easy terms and conditions Convenience Time savings

Predictability (consistency, reliability)

Easy decisions (clear and obvious benefit or solution)

Easy terms and conditions

Convenience

Time savings

People prefer a company that delivers one or more of the following: Value: the asking price is less than the anticipated price Extreme emotional fulfillment, utility, longevity or reliability even at the highest price Lowest price for “good enough quality” Average price for better than average quality Lower than average price for average quality

Value:

the asking price is less than the anticipated price

Extreme emotional fulfillment, utility, longevity or reliability even at the highest price

Lowest price for “good enough quality”

Average price for better than average quality

Lower than average price for average quality

People prefer a company that delivers one or more of the following: A guarantee of satisfaction A warranty of performance Ego or emotional gratification Savings Great service

A guarantee of satisfaction

A warranty of performance

Ego or emotional gratification

Savings

Great service

Example: Fast food restaurants Franchise businesses Well known, popular or familiar companies/names/brands Large vs. small companies Known vs. unknown companies Close vs. distant companies Quality products and services

Fast food restaurants

Franchise businesses

Well known, popular or familiar companies/names/brands

Large vs. small companies

Known vs. unknown companies

Close vs. distant companies

Quality products and services

Brand Components Brand Awareness Brand Position Brand Relations Brand Image Brand Differentiation Brand Strength Brand Performance Brand Preference

Brand Awareness

Brand Position

Brand Relations

Brand Image

Brand Differentiation

Brand Strength

Brand Performance

Brand Preference

Brand Components Brand Access Brand Integrity Brand Impact Brand Associations Brand Dialog Brand Culture

Brand Access

Brand Integrity

Brand Impact

Brand Associations

Brand Dialog

Brand Culture

Brand Awareness TOMA (one of top 3 in un-aided recall for category)

TOMA (one of top 3 in un-aided recall for category)

Brand Position Where is it on the TOMA ladder What niche does it fill in relation to the category (quality leader, price leader, service leader)

Where is it on the TOMA ladder

What niche does it fill in relation to the category (quality leader, price leader, service leader)

Brand Relations Press coverage (is there any?) Press message (positive or negative) Cause related marketing Buzz, W.O.M Brand advocates (are there any?) Key or influential users

Press coverage (is there any?)

Press message (positive or negative)

Cause related marketing

Buzz, W.O.M

Brand advocates (are there any?)

Key or influential users

Brand Image Planned Media/Outside Perception: Advertising Web site Sales collateral Logo Slogan Jingle Spokesperson Media used

Planned Media/Outside Perception:

Advertising

Web site

Sales collateral

Logo

Slogan

Jingle

Spokesperson

Media used

Brand Differentiation USP Unique benefits Unique qualities Unique style Unique application Unique ingredients Unique options

USP

Unique benefits

Unique qualities

Unique style

Unique application

Unique ingredients

Unique options

Brand Strength Market share Loyalty Distribution History TOMA USP

Market share

Loyalty

Distribution

History

TOMA

USP

Brand Performance Inside reality Customer experience Product quality Expectations meet or exceed delivered reality

Inside reality

Customer experience

Product quality

Expectations meet or exceed delivered reality

Brand Preference Customer retention/loyalty Price elasticity

Customer retention/loyalty

Price elasticity

Brand Access Ease of purchase: Online ordering Hours of operation Location Distribution

Ease of purchase:

Online ordering

Hours of operation

Location

Distribution

Brand Integrity IMC Consistency Stay true to niche, market, image, concept

IMC

Consistency

Stay true to niche, market, image, concept

Brand Impact Recency Frequency Recall Quality of marketing message and strategy

Recency

Frequency

Recall

Quality of marketing message and strategy

Brand Associations Metaphor Elicitation Technique What images, feelings, emotions or products do people associate you with?

Metaphor Elicitation Technique

What images, feelings, emotions or products do people associate you with?

Brand Dialog How do people provide: Comments Feedback Ideas Suggestions Complaints

How do people provide:

Comments

Feedback

Ideas

Suggestions

Complaints

Brand Dialog How easy is it to provide feedback? Who monitors it? What communications vehicles are available? What messages are sent back, by whom, and when?

How easy is it to provide feedback?

Who monitors it?

What communications vehicles are available?

What messages are sent back, by whom, and when?

Brand Culture Management style and philosophy Type of employees hired Training Do the company people relate to the customers? Do the customers relate to the company people? Do the company people have a passion about the brand?

Management style and philosophy

Type of employees hired

Training

Do the company people relate to the customers?

Do the customers relate to the company people?

Do the company people have a passion about the brand?

General Population Non-ITM Market Growth Requires: Brand Building Strategy Frequency USP Echoic/intrusive impact Creates: TOMA Brand preference Long-term growth Everyone is in one state or the other, and they move back and forth. A branding campaign on TV or radio makes the price and product ads work better The “Now Buyer” ITM Sales Require: Motivator that stimulates embedded thought or memory Creates: Immediate results Requires: Price & product Call to action Promotion

General Population Non-ITM

Market Growth Requires:

Brand Building Strategy

Frequency

USP

Echoic/intrusive impact

Creates:

TOMA

Brand preference

Long-term growth

The “Now Buyer” ITM

Sales Require:

Motivator that stimulates embedded thought or memory

Creates:

Immediate results

Requires:

Price & product

Call to action

Promotion

Published by the Magnus Business School, Le Magnus University © 2005. Le Magnus University Press. ISBN: 81-89333-01-1 www.lemagnus.org Email: research@lemagnus.org Chapter 8: “Integrated Marketing Communication—Your Competitive Advantage” written by Duane Sprague