Bfk Bringing Your Brand To The Next Level

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Presentation to Network Ireland Conference 2011: How to think about your brand to enable growth;
Some pointers on how to grow your brand in today\'s environment.

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Bfk Bringing Your Brand To The Next Level

  1. 1. Network IrelandBringing your brandto the next levelMartin CrottyManaging Director4 March 2011
  2. 2. How to think about your brandto enable growthGive you some pointers on howto grow your brand in today’senvironment
  3. 3. BFKBrand evaluation and researchBrand communications strategyNamingIdentity designIdea generationCommunications designBrand oversight
  4. 4. Some brand identities we have created ©2011 BFK. All rights reserved. ©2011 BFK. All rights reserved
  5. 5. Some brand identities we have created ©2011 BFK. All rights reserved. ©2011 BFK. All rights reserved
  6. 6. Some brand identities we have created or worked with ©2008 BFK. All rights reserved. ©2011 BFK. All rights reserved
  7. 7. ©2008 BFK. All rights reserved.
  8. 8. Brand jargonBrand awareness. Brand attributes. Brand assets.Brand architecture. Brand book. Brand exit.Brand commitment. Brand creation. Brand culture.Brand cycle. Brand earnings. Brand equity.Brand experience. Brand essence. Brand facts.Brand extension. Brand icon. Brand idea.Brand guidelines. Brand identity. Brand insight.Brand licensing. Brand message. Brand logo.Brand mission. Brand platform. Brand name.Brand personality. Brand style. Brand strategy.Brand protection. Brand rituals. Brand value.Brand positioning. Brand strength.Brand management. ©2011 BFK. All rights reserved
  9. 9. Keep it simple ©2011 BFK. All rights reserved
  10. 10. What can brands do?Help customers to make choicesEstablish trusting relationshipsBuild communities around businesses and products ©2011 BFK. All rights reserved
  11. 11. Is this easy? Model A Model B Model C Model DPrice (!) 44,880 45,225 41,120 43,357Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve Six-cylinder Six-cylinder Six-cylinder Six-cylinder Variable valve timing Variable valve timing variable valve timing variable inlet manifolding and inlet manifoldingPower 198 bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpmTorque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpmTransmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel driveWeight 1440 kg 1720 kg 1628 kg 1510 kgMax speed 147mph 143 mph 146 mph 150 mph0-100 kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs ©2011 BFK. All rights reserved
  12. 12. Is this easier? Model A Model B Model C Model DPrice (!) 44,880 45,225 41,120 43,357Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve Six-cylinder Six-cylinder Six-cylinder Six-cylinder Variable valve timing Variable valve timing variable valve timing variable inlet manifolding and inlet manifoldingPower 198 bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpmTorque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpmTransmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel driveWeight 1440 kg 1720 kg 1628 kg 1510 kgMax speed 147mph 143 mph 146 mph 150 mph0-100 kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs ©2011 BFK. All rights reserved
  13. 13. Strong brands like theseare surrounded by tribes offollowers.Can you build a tribe orcommunity around your brand? ©2011 BFK. All rights reserved
  14. 14. New media / social mediahas changed many things ©2011 BFK. All rights reserved
  15. 15. But other things have notchanged… …like the fundamentalsof human nature and people’srelationships with brands ©2011 BFK. All rights reserved
  16. 16. What isa brand? ©2011 BFK. All rights reserved
  17. 17. ©2011 BFK. All rights reserved
  18. 18. ©2011 BFK. All rights reserved
  19. 19. ©2011 BFK. All rights reserved
  20. 20. So WHAT EXACTLYis a brand? ©2011 BFK. All rights reserved
  21. 21. Brand is…… a collection of experiencesand associations connected with aservice, a person or any other entity.Wikipedia ©2011 BFK. All rights reserved
  22. 22. Brand is……created out of customer contact andthe experience your customers have ofyou.Stelios Haji-Ioannou,Chairman, EasyGroup ©2011 BFK. All rights reserved
  23. 23. Brand is…… that perception (or emotion)maintained by the buyer or prospectivebuyer, describing the experience relatedto doing business with an organisation.Karl SpeakBeyond Marketing Thought ©2011 BFK. All rights reserved
  24. 24. A BRAND IS APERSON’S GUTFEELING ABOUTA PRODUCT,SERVICE, ORORGANISATION. ©2011 BFK. All rights reserved
  25. 25. It’s a PERSON’S gut feeling, becausebrands are defined by individuals, notcompanies, markets, or publics.It’s a GUT FEELING because peopleare emotional, intuitive beings. ©2011 BFK. All rights reserved
  26. 26. Gut feeling = Perception /reputationPerception in the minds of stakeholdersPerception built on experiences ©2011 BFK. All rights reserved
  27. 27. Who OWNSyour brand?Where doesyour brand LIVE? ©2011 BFK. All rights reserved
  28. 28. Yourbrandliveshere
  29. 29. So your brand is not whatYOU say it is… …it’s what THEY say it is.
  30. 30. Building a brand is aboutCREATINGPERCEPTIONS
  31. 31. Products are built in factories,brands are built in the mindDavid OgilvyFounder, Ogilvy & Mather
  32. 32. …aboutgettingYOURproduct Managinginto THEIR a brandminds. is about managing perceptions
  33. 33. Im convinced that it is feelings – and feelingsalone – that account for the success of theVirgin brand in all of its myriad forms.Richard BransonVirgin ©2011 BFK. All rights reserved
  34. 34. Tip 1Think of yourbrand ascustomerperception ©2011 BFK. All rights reserved
  35. 35. How do brands talk tocustomers?
  36. 36. YOURBRAND
  37. 37. Name Brand Identity Logo Web site Advertising PackagingPromotions Products / services
  38. 38. Name Brand Identity Logo Web site Advertising Packaging Promotions Products / services Product quality Service quality Functional packaging Texture Taste On-time delivery Retail support Management & employee behaviour Vehicle quality & cleanliness Premises standards InvoicingCustomer relations Staff Motivation Training Complaints handling Telephone answering
  39. 39. Brand Expression: what your brand says about itself Name Brand Identity Logo Web site Advertising Packaging Promotions Products / services Product quality Service quality Functional packaging Texture Taste On-time delivery Retail support Management & employee behaviour Vehicle quality & cleanliness Premises standards Invoicing Customer relations Staff Motivation Training Complaints handling Telephone answeringBrand Experience: the experiences people have of your brand
  40. 40. “It does what it says on the tin”ExpressionExperience ©2009 BFK. All rights reserved
  41. 41. A holistic process that involvesthe ENTIRE TEAM ©2011 BFK. All rights reserved
  42. 42. Tip 2Ensure everyonein your teamunderstands andis committed
  43. 43. Three essential attributesof a strong brand ©2008 BFK. All rights reserved.
  44. 44. 1. Distinctive The brand’s ability to stand out from the crowd ©2011 BFK. All rights reserved
  45. 45. Communicating without Clutter – a BFK presentation for Design Shannon Skillnet, 1 December 2008 ©2008 BFK. All rights reserved.
  46. 46. ©2011 BFK. All rights reserved
  47. 47. ©2011 BFK. All rights reserved
  48. 48. Communicating without Clutter – a BFK presentation for Design Shannon Skillnet, 1 December 2008 ©2008 BFK. All rights reserved. ©2011 BFK. All rights reserved
  49. 49. 2. Relevant The brand’s ability to communicate in a way that is relevant to your target market ©2011 BFK. All rights reserved
  50. 50. ©2011 BFK. All rights reserved
  51. 51. 3. Consistent The brand’s ability to communicate consistently its values and the core brand message ©2011 BFK. All rights reserved
  52. 52. ConsistentcommunicationsConsistent ACROSS CHANNELSConsistent OVER TIME ©2011 BFK. All rights reserved
  53. 53. Tip 3Ensure yourbrand isdistinctive,relevant andconsistent ©2011 BFK. All rights reserved
  54. 54. If you don’t know yourcustomers your brandcan’t talk to them
  55. 55. ©2011 BFK. All rights reserved
  56. 56. ©2011 BFK. All rights reserved
  57. 57. ©2011 BFK. All rights reserved
  58. 58. Source: Marty Neumeier: The Brand Gap “Make people happy” ©2011 BFK. All rights reserved
  59. 59. “Feel stimulated” ©2011 BFK. All rights reserved
  60. 60. “anti-establishment, innovative, a consumer champion” ©2011 BFK. All rights reserved
  61. 61. Chocolate. Energy. ©2011 BFK. All rights reserved
  62. 62. “If you wish topersuade me,you must thinkmy thoughts,feel my feelings,and speak mywords.”Marcus Tullius Cicero(106 BC – 43 BC) ©2011 BFK. All rights reserved
  63. 63. Tip 4Know yourcustomers andwhy they connectwith you ©2011 BFK. All rights reserved
  64. 64. Craft a simple, directmessage and use itconsistently
  65. 65. Your brand USPUnique Selling Proposition ©2011 BFK. All rights reserved
  66. 66. Average person can take in 100 messages per day (AAAA) But receives 3,000 marketing messages per person, per day ©2011 BFK. All rights reserved
  67. 67. There are 183 pet food products onthese shelves, how do I decide which one to buy?
  68. 68. Source: Marty Neumeier: The Brand Gap
  69. 69. Dominos Pizza“You get fresh, hot pizza delivered to yourdoor in 30 minutes or less – or its free.” ©2011 BFK. All rights reserved
  70. 70. M&Ms“The milk chocolate that melts in yourmouth, not in your hand” ©2011 BFK. All rights reserved
  71. 71. Tip 5Craft a simple,clear messagethat cuts throughclutter ©2011 BFK. All rights reserved
  72. 72. What aboutthe impact ofsocial media? ©2008 BFK. All rights reserved.
  73. 73. Vimeo.com“The world is obsessed with Facebook”One in every 13 people on earth use Facebook ©2008 BFK. All rights reserved.
  74. 74. ©2008 BFK. All rights reserved.
  75. 75. ©2008 BFK. All rights reserved.
  76. 76. ©2008 BFK. All rights reserved.
  77. 77. ©2008 BFK. All rights reserved.
  78. 78. In Ireland:23% of adults use social networking sites1.58m are active Facebook users (22 minsper day)23% of companies use Twitter46% of mobile users owners use theinternet on their mobilesDigital advertising spend increased by 12%(!53.9m) in the first 6 months of 2010 ©2008 BFK. All rights reserved. ©2011 BFK. All rights reserved
  79. 79. ©2008 BFK. All rights reserved.
  80. 80. Continuous evaluation and measurementSource: Marty Neumeier: The Brand Gap ©2011 BFK. All rights reserved
  81. 81. ©2008 BFK. All rights reserved.
  82. 82. The 5 tips become evenmore important in thisnew communicationsenvironment ©2008 BFK. All rights reserved.
  83. 83. Tip 1Think of yourbrand ascustomerperception ©2011 BFK. All rights reserved
  84. 84. Tip 2Ensure everyonein your teamunderstands andis committed ©2011 BFK. All rights reserved
  85. 85. Tip 3Ensure yourbrand isdistinctive,relevant andconsistent ©2011 BFK. All rights reserved
  86. 86. Tip 4Know yourcustomers andwhy they connectwith you ©2011 BFK. All rights reserved
  87. 87. Tip 5Craft a simple,clear messagethat cuts throughclutter ©2011 BFK. All rights reserved
  88. 88. www.bfk.ie

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