INMA Branding & Line Extension Seminar
            Wien, Österreich

             October 1st, 2008
Rules for today


1.  We are a small group, who is who?
2.  We are a small group, please participate

    Tell us if you d...
Branding

A Brand should be everything it stands for

Branding changes in time

Donʼt over-rationalize your product and ig...
Branding Research

Done in Montreal between August 25 and Sept. 5
50 participants: Gender mix: 50-50
Written questionnaire...
Branding Attributes - Benchmark
Smart / Helpful / Open minded / Credible / Fun / Innovative
Branding Attributes – Candidate #1
                Scores from 1 to 10

                (10 is the highest score possible)...
Branding Attributes – Candidate #2
                Scores from 1 to 10

                (10 is the highest score possible)...
Branding Attributes – Candidate #3
                Scores from 1 to 10

                (10 is the highest score possible)...
Branding Attributes – Candidate #4
                Scores from 1 to 10

                (10 is the highest score possible)...
Branding Attributes – Candidate #5
                Scores from 1 to 10

                (10 is the highest score possible)...
Branding Attributes – Candidate #6
                Scores from 1 to 10

                (10 is the highest score possible)...
Voting Results



 Elected
  Score: 6.9 
      Score: 6.1+1#1
             Score: 5.8 
  Marts Ots
        Dieter Rappold ...
Incredible story


A survey from Statistics Canada!!!
The Gazette Words matter campaign
The Environment


  Circulation declining (-3% YOY)


  Media fragmentation


  More ...
The Gazette Words matter campaign
Readership in Canada
  Is declining especially amongst young readers




              ...
The Gazette Words matter campaign
Background – The Gazette


  Circulation declining (-3% YOY)


  A 230 year old brand!

The Gazette Words matter campaign
Background – The Gazette in 60 seconds
The Gazette Words matter campaign
Background – The Gazette


  Perception of being conservative, old fashioned


  Not i...
What do we do?
The Gazette Words matter campaign
The Business Plan built on four cornerstones


1.  Content that connects: Research, Edit...
The Gazette Words matter campaign
Brand… that is promoted


•    Need a bomb: Hurry up! 


•    Must change the perception...
Words matter launch on television
Editorial support - Water series



                        Radio 30 sec.
Editorial support - Sleeplessness series


                      Radio 30 sec.
Editorial support - Women in Universities series




                                      Radio 30 sec.
Editorial support - Women in Universities series
Global warming series
   In advertising agencies
Great Brand support!


  irst place INMA ʼ08 

  F
Believe and Martin Luther King
 Christmas card: Why not?

http://www....
Sometimes we have to say No!
This year…
Line extensions


Print Products
        Web Products
The Gazette 
          montrealgazette.com (blogs, news 24-7…)
West ...
The Gazette approach
    Background

     - Our marketing budget is limited

     - The marketing team is not growing

  ...
The Gazette approach
    Mid term

     - Track, Track, Track

     - Websites might not need the mothership

     - Shif...
Questions?
Break Time
    Need to wake up


    Red Bull


    Pledge of allegiance

     I, state your name,

     Promise to be ...
Agenda
Media Brands and Branding

   Mart Ots looks at extensions impacts

What Does Branding Mean for a Newspaper?

   Th...
Agenda
quot;Extending brand recognition, reach, and revenue
    through diversification and added value Mr. Alois
    Pöllh...
INMA Branding & Line Extension Seminar - Bernard Asselin
INMA Branding & Line Extension Seminar - Bernard Asselin
INMA Branding & Line Extension Seminar - Bernard Asselin
INMA Branding & Line Extension Seminar - Bernard Asselin
INMA Branding & Line Extension Seminar - Bernard Asselin
INMA Branding & Line Extension Seminar - Bernard Asselin
INMA Branding & Line Extension Seminar - Bernard Asselin
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Transcript of "INMA Branding & Line Extension Seminar - Bernard Asselin"

  1. 1. INMA Branding & Line Extension Seminar Wien, Österreich October 1st, 2008
  2. 2. Rules for today 1.  We are a small group, who is who? 2.  We are a small group, please participate
 Tell us if you disagree, have a tough question… 3.  Please introduce yourself before a question 4.  One Special Gift (per presentation) for the best question will be awarded by the Speaker(s) 5.  Can we have fun and make it a great experience?
  3. 3. Branding A Brand should be everything it stands for Branding changes in time Donʼt over-rationalize your product and ignore its soul Letʼs not over strategize Branding is like people
 Look, personnality, attitude, values

  4. 4. Branding Research Done in Montreal between August 25 and Sept. 5 50 participants: Gender mix: 50-50 Written questionnaire Question: Next Fall, the citizens of the city of Inma, Austria will vote for a new mayor. We would like you to evaluate each candidate solely based on their photos. Please score each candidate on different attributes and indicate who youʼd vote for.
  5. 5. Branding Attributes - Benchmark Smart / Helpful / Open minded / Credible / Fun / Innovative
  6. 6. Branding Attributes – Candidate #1 Scores from 1 to 10
 (10 is the highest score possible) Smart: 7.1 Helpful: 6.8 Open minded: 6.8 Credible: 6.9 Fun: 6.9 Innovative: 6.8 Average score: 6.9
  7. 7. Branding Attributes – Candidate #2 Scores from 1 to 10
 (10 is the highest score possible) Smart: 5.9 Helpful: 5.2 Open minded: 6.3 Credible: 4.9 Fun: 7.6 No 1 Innovative: 6.4 Average score: 6.1
  8. 8. Branding Attributes – Candidate #3 Scores from 1 to 10
 (10 is the highest score possible) Smart: 6.4 Helpful: 5.9 Open minded: 5.6 Credible: 5.8 Fun: 5.4 Innovative: 5.6 Average score: 5.8
  9. 9. Branding Attributes – Candidate #4 Scores from 1 to 10
 (10 is the highest score possible) Smart: 7.6 Helpful: 7.1 Open minded: 5.9 Credible: 7.2 No 1 Fun: 5.1 Innovative: 6.0 Average score: 6.5
  10. 10. Branding Attributes – Candidate #5 Scores from 1 to 10
 (10 is the highest score possible) Smart: 6.8 Helpful: 6.2 Open minded: 7.1 Credible: 6.5 No 1 Fun: 6.9 Innovative: 7.1 Average score: 6.8
  11. 11. Branding Attributes – Candidate #6 Scores from 1 to 10
 (10 is the highest score possible) Smart: 6.7 Helpful: 6.7 Open minded: 7.0 Credible: 6.5 Fun: 6.9 Innovative: 7.1 Average score: 6.9
  12. 12. Voting Results Elected Score: 6.9 Score: 6.1+1#1 Score: 5.8 Marts Ots Dieter Rappold Max Weiner Score: 6.5+3#1 Score: 6.8+2#1 Score: 6.9 Alois Pollhuber Bernhard Leicht Patrick De Baecque
  13. 13. Incredible story A survey from Statistics Canada!!!
  14. 14. The Gazette Words matter campaign The Environment
   Circulation declining (-3% YOY)
   Media fragmentation
   More snack news consumers
   Negative perception of print newspapers
  15. 15. The Gazette Words matter campaign Readership in Canada   Is declining especially amongst young readers
 50+ 18-34   Internet readership does not compensate
  16. 16. The Gazette Words matter campaign Background – The Gazette
   Circulation declining (-3% YOY)
   A 230 year old brand!

  17. 17. The Gazette Words matter campaign Background – The Gazette in 60 seconds
  18. 18. The Gazette Words matter campaign Background – The Gazette
   Perception of being conservative, old fashioned
   Not innovative: all metrics confirmed w research
  19. 19. What do we do?
  20. 20. The Gazette Words matter campaign The Business Plan built on four cornerstones
 1.  Content that connects: Research, Editorial mindset 
 2.  Customer Service… that is first class
 3.  Culture… that embraces change: a challenge
 4.  Brand… that is promoted
  21. 21. The Gazette Words matter campaign Brand… that is promoted
 •  Need a bomb: Hurry up! 
 •  Must change the perception very quickly
 •  Must be Smart and help team work
  22. 22. Words matter launch on television
  23. 23. Editorial support - Water series Radio 30 sec.
  24. 24. Editorial support - Sleeplessness series Radio 30 sec.
  25. 25. Editorial support - Women in Universities series Radio 30 sec.
  26. 26. Editorial support - Women in Universities series
  27. 27. Global warming series In advertising agencies
  28. 28. Great Brand support!   irst place INMA ʼ08 
 F Believe and Martin Luther King  Christmas card: Why not?
 http://www.thegazettecard.com/   fter two years… A
  29. 29. Sometimes we have to say No!
  30. 30. This year…
  31. 31. Line extensions Print Products Web Products The Gazette montrealgazette.com (blogs, news 24-7…) West Island Gazette westislandgazette.com Hockey Inside Out habsinsideout.com Coming soon : Food & Drink part of montrealgazette.com Festival part of montrealgazette.com
  32. 32. The Gazette approach   Background
 - Our marketing budget is limited
 - The marketing team is not growing
 - Our ʻGazetteʼ brand ranks very high on Credibility
   Short term 
 - Take advantage of the strength of the main brand
 - Expect a transfer of credibility to the new websites
 - We realize that weaknesses such as lack of innovation and conservative might affect brand transferability to web products
 - More and more exclusive stories on the Web
 - More podcasts, webcasts, blogs…
 - More community interest elements
 - Keep launching new sites
  33. 33. The Gazette approach   Mid term
 - Track, Track, Track
 - Websites might not need the mothership
 - Shifting more resources to the Web might help marketing!   Long term
 - Redefine the content balance between print & Web
 - Redefine our overall business model   What will be the best model?
 The Specialty channels explosion vs. conventional television? 
 Schibsted?
   That keeps me awake at night!
  34. 34. Questions?
  35. 35. Break Time   Need to wake up
   Red Bull
   Pledge of allegiance
 I, state your name,
 Promise to be an Agent of change
 Promise to grow the business
 Promise to be innovative
 And I want to be a member of the Order of INMA
   Prosit
  36. 36. Agenda Media Brands and Branding
 Mart Ots looks at extensions impacts
 What Does Branding Mean for a Newspaper?
 The Gazette Words matter campaign
 An Unconventional Way of Branding Your Products with the Use of New Media with Dieter Rappold Lunch
 Branding and Brand Extensions
 Maximilian Weimer, President, Paperview,
  37. 37. Agenda quot;Extending brand recognition, reach, and revenue through diversification and added value Mr. Alois Pöllhuber, Managing Dir., Ferag Austria and Bernhard Leicht, Marketing Dir., WRH Marketing AG
 Networking Break 
 Oink - A Financial Newspaper for Kids Ernest Henry, quot;Le Monde de la Philosophie“ A Detailed Case-Study
 Patrick De Baecque, Le Monde, Paris, France

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