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2.brand creation
 

2.brand creation

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Part of a talk I gave to young entrepreneurs this summer during Start Up Britain week. This section hosted by FanClubGroup.com and The MAA

Part of a talk I gave to young entrepreneurs this summer during Start Up Britain week. This section hosted by FanClubGroup.com and The MAA
http://www.marketingagencies.org.uk/

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    2.brand creation 2.brand creation Presentation Transcript

    • Creating a brand Whatever you are planning, it WILL be a brand19/07/2012 Philip Slade : Fanclub Group : Making Brands 1
    • What we are going to talk about •  Why you need a brand •  The fundamentals of brand creation that have not changed since 1899 •  What we can learn from Don Draper, Dixons and a soft drink •  The new world brands live in •  The importance of your story •  Check list and take away for your brand19/07/2012 Philip Slade : Fanclub Group : Making Brands 2
    • People buy brands and Investors buy brands •  For the next few slides lets assume you have a fab product, keenly priced with a ready and willing audience19/07/2012 Philip Slade : Fanclub Group : Making Brands 3
    • However you tell your story, in whatever media, to whatever audience. You need a brand.19/07/2012 Philip Slade : Fanclub Group : Making Brands 4
    • This famous clip from Mad Men shows Don Draper selling the idea of the Kodak Carousel19/07/2012 Philip Slade : Fanclub Group : Making Brands 5
    • Unfortunately Mr. Baggs was right, he is a brand. •  He has a visual identity •  A personality (!) •  Values •  A back story •  And defined relationships with people19/07/2012 Philip Slade : Fanclub Group : Making Brands 6
    • In 1877 Commodore James Walter Thompson founded what has become Americas biggest, and the worlds fourth largest, advertising agency In 1899 he set out principals for ‘forceful advertising’ Our advice is does not stray from what he advised back then19/07/2012 Philip Slade : Fanclub Group : Making Brands 7
    • Forceful Advertising needs a robust brand behind it The easy bits –  Memorable name and URL –  Distinctiveness –  Attributes –  Your brand also needs to be able to communicate its origins and history, as well as its culture, knowledge and awareness of its place in a customers world19/07/2012 Philip Slade : Fanclub Group : Making Brands 8
    • Your brand •  What tone of voice does it have •  What is its personality? •  What colour is it?19/07/2012 Philip Slade : Fanclub Group : Making Brands 9
    • Shopper awareness and consideration are low Brand communication is inconsistent19/07/2012 Philip Slade : Fanclub Group : Making Brands 10
    • A brand needs to own every aspect of its world. It must be distinctive.19/07/2012 Philip Slade : Fanclub Group : Making Brands 11
    • A new brand needs to be distinctively single minded Lots of soft drinks taste great are made from good stuff and come in bright packaging, but Innocent have a stronger brand, why?19/07/2012 Philip Slade : Fanclub Group : Making Brands 12
    • Tangible difference •  Tone of voice •  Personality •  Place amongst competitors •  Visual approach Even have the Coca-Cola takeover the brand is pretty much still on message19/07/2012 Philip Slade : Fanclub Group : Making Brands 13
    • 19/07/2012 Philip Slade : Fanclub Group : Making Brands 14
    • The competition19/07/2012 Philip Slade : Fanclub Group : Making Brands 15
    • What is Dixons, what could its brand offer?19/07/2012 Philip Slade : Fanclub Group : Making Brands 16
    • 19/07/2012 Philip Slade : Fanclub Group : Making Brands 17
    • DIXONS •  Human •  Honest •  Affordable19/07/2012 Philip Slade : Fanclub Group : Making Brands 18
    • We’ve told you great brands tell story’s across any media and at any budget •  Real •  Believable •  Different19/07/2012 Philip Slade : Fanclub Group : Making Brands 19
    • Successful brands understand their barriers to purchase19/07/2012 Philip Slade : Fanclub Group : Making Brands 20
    • Barriers to purchase? “I havent heard of it” “Im not looking for it” “I cant find it” “I dont think I want or need that” “I have no inclination to change from what I usually buy” “I dont understand why it is different” “I dont believe it” “I dont understand how to use it” “I get the same benefit with X” “I dont know which one is right for me” “I dont think its worth the price” Simon Goodall SaatchiX 201019/07/2012 Philip Slade : Fanclub Group : Making Brands 21
    • New brand check list •  Principals •  Back story •  Tone of voice Now you can brief your marketing •  Colour •  Armor19/07/2012 Philip Slade : Fanclub Group : Making Brands 22
    • Briefing marketing What’s the business objective? What’s the target audience? What’s the issue stopping us from achieved it? What insight have you found that will unlock the issue? What is the creative challenge for communications? Heart of the story Tell me why this is the truth19/07/2012 Philip Slade : Fanclub Group : Making Brands 23
    • Your marketing needs a clear objective Raise awareness of the Police as a career choice ✗ Attract quality recruits to the Metropolitan Police by making 999 out of 1000 people realise they could never be a Police Officer ✔19/07/2012 Philip Slade : Fanclub Group : Making Brands 24
    • How to brief someone to market your fab brand* Why are you communicating with consumers at this time? What will be your Objective measurement of success What stands in the way of achieving our Issue objectives What do we know about the consumer that will help us over come the issue. This must come from consumer Insight observation NOT product knowledge What do you really want to Challenge say in our messages. What is the one single most provocative, transformational statement about this brand * Lets face it, that’s probably you and your mates19/07/2012 Philip Slade : Fanclub Group : Making Brands 25
    • •  Objective: To help Barack Obama win the US Presidential election •  Issue: Key swing states like Florida will make the difference between winning and losing and although the Jewish community prides itself on its liberal values there is one place where this is anything but the case - the swing state of Florida. •  Insight: The one group that might be able to influence the Jewish vote in Florida are the electorates grandchildren who are adored by their grandparents. •  Creative Challenge: Ask liberal Jewish grandchildren to convince their less liberal Jewish grandparents to vote for Obama •  Idea: The Great Schlep19/07/2012 Philip Slade : Fanclub Group : Making Brands Droga 5s The Great Schlep 26
    • The Great Schlep19/07/2012 Philip Slade : Fanclub Group : Making Brands 27
    • Your brand Objective Issue Insight Challenge19/07/2012 Philip Slade : Fanclub Group : Making Brands 28
    • Final thoughts about marketing your new brand 1.  There is no formula to produce great work, so trust your intuition. Just go what feels right. 2.  Keep it simple; if you can’t define your idea in one sentence it still needs work. 3.  Find the daily truths of life and put a creative spin on them. We want people to think: ‘That’s so true,’ about your message. 4.  Assume your audience is lazy so don’t make them have to do work with your ad. 5.  Use your ad campaign to create a solution, rather than just talk about the problem. 6.  Harness real passion. Abridged version of a presentation by Droga5′‘Every Thing You Always Wanted to Know About Advertising But Were Afraid to Ask,’ presented by Ted Royer during Cannes 201219/07/2012 Philip Slade : Fanclub Group : Making Brands 29
    • THANK YOU that was a topline on branding. Part 2 in our 5 part Start Up Britain session 19 July 201219/07/2012 Philip Slade : Fanclub Group : Media Marxism 30