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Brand scan : A tool for unlocking the full potential of your brand
 

Brand scan : A tool for unlocking the full potential of your brand

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Brand scan : A tool for unlocking the full potential of your brand

Brand scan : A tool for unlocking the full potential of your brand

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    Brand scan : A tool for unlocking the full potential of your brand Brand scan : A tool for unlocking the full potential of your brand Presentation Transcript

    • • Brand Scan is a tool developed me for IMPACT/ BBDO designed to help construct winning brand equities • It is a rigorous and systematic process that ensures creative inspiration in advertising development is drawn from a clearly defined and potent brand DNA The Strategy Support Function
    • The Brand Scan Process / Architecture 5 Primary Steps Building Brand Advantage Brand & Communication Strategy Building the Brand Architecture Developing the Brand Promise Assessing the brand’s current situation and future prospects The Strategy Support Function
    • The Marketing Insights behind the Brand Scan The Strategy Support Function
    • With a very few exceptions… •  Increasing competition and technology parities are making clear brand differentiations very difficult to achieve •  The waters are muddy and it is difficult to say which brand stands for what (functionally & emotionally) •  Short term business pressures are over powering brand building initiatives In this context it is becoming difficult to find big ideas that impact brand equity in a sustainable manner The Strategy Support Function
    • Where does that leave us ? • Do we abandon the search for big ideas just because it is becoming difficult • Or do we search harder, look deeper and convert chinks into chunks and chunks into big ideas • We are in the ideas business and as someone said “If you can’t think up a new idea, try finding a way to make better use of an old one” The Strategy Support Function
    • The Agency – Client Perspective (The Brand Team) • Excessive competition faced by our brands have put both our clients and us in reaction mode • We are constantly responding to what happens around us. In so doing, we have no anticipation of what might happen and no hope of shaping what could happen • It requires extraordinary discipline to spend time and resources on tomorrow's strategy, when the needs of today’s business are all so consuming The Strategy Support Function
    • The No Sight Trap Plusses Warning Signals Source of No Sight Focus on current operations / issues only No Vision Complete attention on today’s competition Reaction to Events No Attention to the Future Minuses Undifferentiated Brands Me too work Reactive strategies Missed opportunities The Strategy Support Function
    • So What is Brand Scan ? The Strategy Support Function
    • What is Brand Scan ? •  Brand Scan is tool that stimulates and facilitates a thinking process •  It is a unifying tool that knits together the different blocks of unrelated information that you might have vis-à-vis your brand •  It is a tool that acknowledges the realities of today’s business pressures yet focuses on building future brand advantage •  It enables you to step back and take a look at the big picture The Strategy Support Function
    • What Brand Scan is not !! • It is not a form filling exercise • It does not provide the solution it helps you find it • It is not a rigid format. It is flexible hence you have to make it suit your needs • Brand Scan is not driven by data but by information and insights • It is not a one time exercise but a continuous process The Strategy Support Function
    • How to use the Brand Scan Document (Explained through a guide format) The Strategy Support Function
    • Step 1 BRAND ASSESSMENT Step 5 BRAND ADVANTAGE Step 4 BRAND STRATEGY & COMMUNICATION STRATEGY Step 2 THE BRAND STRATEGY DOCTRINE PROCESS BRAND PROMISE Step 3 BRAND BLUEPRINT (Architecture) The Strategy Support Function
    • Guide Format Version 03.1.0 Client Brand Account Handler Updated on Signatures Account Director - Agency Marketing Director - Client The Strategy Support Function
    • Part - 1 Brand Assessment The Strategy Support Function
    • Transformation of data to information and insights must happen here. Even if you do not have data, based on experience and qualitative information make some educated assumptions that lead to an insight Market Performance Measures PERFORMANCE MEASURE 2000 2001 Q1 2002 Q2 20021 Q3 2002 Q4 2002 2003 Key Insight (Why is it happening) Total Size of Category Total Value of Category Size of your Brand Value of your Brand (SAR) In terms of sales what is the total quantities of product sold in the category. What does this product quantities translate to in terms of money. This gives you the volume of business and the value of this business Market Share of your Brand Brand Distribution Coverage Competition – Market Share Competition - Distribution If your brand is growing or loosing market share then from which brand is this growth coming from or to which brand are you loosing share to. Or is the growth coming from non category users Gain – Loss Analysis Qualitative Observations 1.  2.  3.  Key Insight (Why is it happening) Market visibility in terms of merchandising, shelf space etc. Consumer promotions your brand and competition (with achievement / gains based on the promotion’s objectives) Below the line activities at different levels of trade (Retail, Wholesale, Distributor) The Strategy Support Function
    • Transformation of data to information and insights must happen here. Even if you do not have data, based on experience and qualitative information make some educated assumptions that lead to an insight Media Performance Measures PERFORMANCE MEASURE 2000 2001 Q1 2002 Q2 2002 Q3 2002 Q4 2002 2003 Key Insight (Why is it happening) Category Expenditure Category GRPS Your Brand SOE % Your Brand SOV % Your Brand SOV / SOM Ratio Divide your Share of voice number by your share of market number. Thumb rule says the closer you are to one then the level of media expenditure is adequate. However this ratio becomes a better basis to compare advertising spends amongst the different players Competition SOE % Competition SOV % Competition SOV / SOM Ratio Qualitative Observations 1.  2.  Key Insight (Why is it happening) Use of un monitored / un conventional media In market Promotions, Events, Direct Marketing activities The Strategy Support Function
    • Advertising Tracking Measures PERFORMANCE MEASURE 2000 2001 Q1 2002 Transformation of data to information and insights must happen here. Even if you do not have data, based on experience Q3 information 2003 Q2 2002 and qualitative Q4 make some educated assumptions that 2002 2002 lead to an insight Key Insight (Why is it happening) Top of Mind (Your Brand) Spontaneous Awareness (Your Brand) Advertising Recall (Your Brand) Top of Mind (Competition) Spontaneous Awareness Transformation of data to information and insights must happen here. Even if you do not have data, based on experience and qualitative information make some educated assumptions that lead to an insight (Competition) Advertising Recall (Competition) Brand Image Performance (Top 3 Category Drivers Relevant to your Business) PERFORMANCE MEASURE 2000 2001 Q1 2002 Q2 2002 Q3 2002 Track your brand image on the basis of the top 3 category drivers (A category driver is an important benefit that consumers seek in making a purchase decision) Q4 2002 2003 Key Insight (Why is it happening) The Strategy Support Function
    • What does your consumer currently “Think” “Feel” and “Do” About the Category Think About your Brand About the Competition Insight Why is it happening? What are the rational perceptions about the product category in general in the mind of the consumer? What are the rational perceptions about your brand specifically in the mind of the consumer? Feel Do What are the Emotional perceptions about your brand specifically in the mind of the consumer? What is the current consumer buying and product usage behavior in the category Transformation of information to insights must happen here. Go deeper in explaining why the consumer thinks, feels or behaves in a certain behavior What is the current consumer buying and brand usage behavior (Specific to your brand) The Strategy Support Function
    • Strengths 1.) 1.) 2.) 2.) 3.) 3.) 4.) 4.) 5.) Weakness es 5.) Opportunities Threats 1.) 1.) 2.) 2.) 3.) 3.) 4.) 4.) 5.) 5.) The Strategy Support Function
    • Part - 2 The Brand Promise The brand promise should address 3 fundamental questions: •  •  •  What business is our brand in? What differentiates our products and services from the competition ? What is superior about the value we offer our customers? The Strategy Support Function
    • Benefit Laddering - The Technique DRIVING FORCE LEVERAGE POINT What is the long term value high ground you want to occupy in your consumer’s mind What is the key consumer insight you wish to exploit? Value Bridge How does the value you wish to associate your self with, create a stronger and long lasting relationship between you and your consumer Personal Relevance Bridge How is your consumer benefit linked / connected to the key consumer Insight? CONSUMER BENEFIT What is your emotional and rational benefit? What is your reason to believe? ATTRIBUTES What are the basic elements you wish to communicate? Product Bridge What are the rational and emotional dimensions of what you want to communicate and how are they relevant to your consumer? The Strategy Support Function
    • An Example (Ara Media Services) Value Bridge DRIVING FORCE Your Powerful & Efficient Link to the Arab world I will be able to accomplish my communication objectives only if I have access to reliable and intelligent media solutions that connects my advertising with the right audiences efficiently Value Added Efficiencies LEVERAGE POINT CONSUMER BENEFIT ATTRIBUTES AMS delivers to you the widest and deepest reach across Arab media audiences in the Region in the most cost effective manner. AMS is able to do so because it has a wide variety of proven efficient media products in its portfolio Width & Depth of Reach, Multimedia capability, Cost effective, Transparent, Knowledge of BT media Insights Personal Relevance Bridge I have a limited budget and I want to maximize my return on investment through efficient media deliveries Product Bridge I need my advertising message to reach my TA impactfully and cost effectively. I expect my media solution provider to know the media habits of my TA well enough to effectively deliver my advertising message to him / her through a wide mix of media resources The Strategy Support Function
    • An Example (LG GSM Mobile Phone) DRIVING FORCE Your digital link to accomplish more… LEVERAGE POINT Remain in Control Value Bridge Life has so much to offer - There is a lot to be accomplished, a lot of fun still to be had. I want to accelerate the pace of my experience Personal Relevance Bridge I like user friendly technology that I can control and not technology that controls me. CONSUMER BENEFIT Digitally smart technology that enables you to do much more through mobile communication in an uncomplicated manner ATTRIBUTES The latest technology features in the mobile phone category Product Bridge I buy a lot of gadgets that have a lot of features that I do not use, but it gives me emotional satisfaction that I am up to date and as stylish as the rest of the world (Technology at parity with the best) The Strategy Support Function
    • An Example (Bridgestone Tyres) DRIVING FORCE LEVERAGE POINT CONSUMER BENEFIT ATTRIBUTES Cutting Edge Tyre Technology that empowers your passion / drive No compromises when it comes to my car’s performance. I genuinely enjoy the driving experience Value Bridge Driving a car is a passionate experience. A superior drive experience is the next best feeling to sex. I have an intimate relationship with my vehicle. Personal Relevance Bridge I want the confidence and assurance that my tyres help enhance the performance of my car and my driving experience Superior driving performance and safety Reason To Believe DONUTS technology No 1 Brand in the world Local expertise of 50 years in KSA Safety, Durability, Performance (Grip, Speed, Control) Product Bridge I love my car - only the best would do, because the tyre is what makes all the difference. My car could be technologically advanced, but without good / suitable tyres its not worth anything The Strategy Support Function
    • The IB Proposition - Laddering Driving Force Barclays IB Where Opportunities and Expertise Meet Achievers Leverage Point Consumer Benefit Financial expertise that enables you accomplish your vision Finding the Right Answers Finding the Right Recognition Fulfill your dreams / vision at Barclays IB, while you enjoy the special privileged relationship given only to millionaires RTB: Barclays equity, Swiss Proposition Product Attributes Aspirers • Specialist RMs based in  Dubai •  Service given only to  Millionaires  now for you • One stop shop for all  offshore  banking needs •  Security of Switzerland Brand MONEY EXPERTS •  Knowledgeable •  Discreet •  Approachable •  Trustworthy The Strategy Support Function
    • The Brand Promise Map Here you map out the brand promises of all your competitors by analyzing their advertising campaigns. Then position your new brand promise and check if it is differentiated or not. If not then go back and re-work your brand promise through the benefit ladder again Your Brand Competition A Competition B Competition C Your Consumer The Strategy Support Function
    • Part - 3 The Brand Architecture The Strategy Support Function
    • Framework for Creating Brand Identity Picture of the Sender Physique Personality Externalization Relationship A brand is a relationship. Intangible exchange between persons The Brand Promise Culture A system of values, a source of inspiration and brand energy. (Brand Essence) Internalization Identifying the brand with a person to bring out character Definition of the brand. Who am I ? And why buy me ? Self Image Reflection The Targets own image of his / her reality The Targets view of how he / she wants to be known Picture of the Recipient The Strategy Support Function
    • Example (Ara Media Services) Externalization AMS provides advertisers and advertising agencies with sharp media solutions that provide opportunities to profitably connect and engage with all kinds of Arab audiences in the GCC region in the most cost effective manner possible Intelligent, Knowledgeable, Honest, Trustworthy, Expert, Experienced, Friendly, Sincere, Efficient Relationship AMS is a reliable partner that has unparalleled reach and deep rooted understanding of the Arab audiences in the Region Personality Culture Your Powerful & Efficient Link to the Arab world Reflection Customer focused approach, Innovative and Creative. Solution oriented approach Internalization Physique Picture of the Sender Self Image AMS is a very strong media seller in that has huge media resources with proven track records. AMS is the largest and most influential player in the market AMS seeks to add unparalleled value to the success of advertisers and advertising agencies in their quest to connect with their target audiences by providing reliable and intelligent media solutions Picture of the Recipient The Strategy Support Function
    • Example (Bridgestone Tyres) Externalization Bridgestone manufactures all terrain tyres suitable for all kinds of vehicles in Saudi Arabia and across the world (Number 1 Brand) Relationship Trustworthy Life long Partner Reflection Personality Young, Intelligent Knowledgeable, Well traveled Strong, Modern, Adventurous, Mature & Up to date BRIDGESTONE Cutting Edge Tyre Technology that Empowers your Passion / Drive Culture Innovation Constant search for perfection Internalization Physique Picture of the Sender Self Image Can take on any challenge in any driving condition King of the Road •  Stretching the limits •  Always in control Picture of the Recipient The Strategy Support Function
    • Building the IB Brand - UAE Picture of the Sender I B is a division of Barclays (the money experts) that have worldwide expertise in offshore and on shore banking. IB helps you fulfill your dreams / vision while you enjoy the special privileged relationship given only to millionaires Personality Elegant, Articulate, worldly, Intelligent, Friendly Relationship Barclays IB is a trusted friend who I depend on when it comes to financial guidance and through enabling me convert the many financial opportunities out there to my advantage Barclays IB Where Opportunities and Expertise Meet Culture Knowledgeable, Ease, Customer Understanding, Discreet, Approachable, trustworthy Internalization Externalization Physique Self Image Reflection I came, I saw and I conquered. My legacy shall not be borne out of chance. I want it to be the outcome of consistent results and added value that I have delivered in my professional and personal life. I am good at what I do. But there is room for becoming better. I want to be the best through real achievements and be recognized for it. Financial prosperity brings with it status, opportunities and security - crucial building blocks in my plan Picture of the Recipient The Strategy Support Function
    • Part - 4 The Brand & Communication Strategy Develop a Written Brand Strategy Doctrine: •  Create the Brand Principles •  Establish the Brand Equity Goals / Objectives •  Outline the Brand communication Strategy / Plan The Strategy Support Function
    • Elaborate the brand footprint. Brand Principles Brand Equity Goals –  What is the vision and mission of your brand ? –  What difference does your brand seek to make in the consumers life in the long-term and the short-term What kind of specific associations do you want to build around your brand in order to fix a problem or exploit an opportunity in the short-term and the long-term? Creative Strategy Communication Strategy Development of creative strategy needs more work which is reflected in the creative brief that is drawn up for communication development. However to complete this process write down the highlights of your creative strategy here and see if they deliver to the above Brand Equity goals Media Strategy Media strategy is mostly finalized by the media planner and the client. Write down the highlights of your media strategy and check if the media thinking is integrated and consistent with your brand and marketing strategy The Strategy Support Function
    • Part - 5 Building Brand Advantage The Strategy Support Function
    • Strategic & Tactical Ideas Implementation Plan If I were the competition to my own brand, What would I do to undermine the brand ? What can I do today to insulate my brand from such possible threats ? The Strategy Support Function