Brand Communications

Brand communications Communication happens when the consumer meets the brand Imperative to ensure that every ‘brand meeting’ builds the brand Is it happening?

Communication happens when the consumer meets the brand

Imperative to ensure that every ‘brand meeting’ builds the brand

Is it happening?

Brand communications Consumers are constantly meeting the brand Through advertising With editorial mentions By sponsorships On the point of purchase materials Over the supermarket shelves They often meet our brands, but how often do they notice them?

Consumers are constantly meeting the brand

Through advertising

With editorial mentions

By sponsorships

On the point of purchase materials

Over the supermarket shelves

They often meet our brands, but how often do they notice them?

The need for communication The need for impact The need for an involving, positive experience The need to affect behaviour The need for high payback

The need for impact

The need for an involving, positive experience

The need to affect behaviour

The need for high payback

Communication imperatives Communication process begins after identity process is clearly laid out Remember, brand communication is just a reflection of strategy Put differently, strategy leads creative and not the other way around

Communication process begins after identity process is clearly laid out

Remember, brand communication is just a reflection of strategy

Put differently, strategy leads creative and not the other way around

Communication model

Non-receipt of message Selective Attention Due to message explosion Selective Distortion Receive what fits into their belief systems Selective Retention Only a few remain in memory

Selective Attention

Due to message explosion

Selective Distortion

Receive what fits into their belief systems

Selective Retention

Only a few remain in memory

Effectiveness influencers The greater the influence of communication source over recipient, the greater the recipient’s change/effect in favour of source Communication effects are greatest where the message is in line with the receiver’s existing opinion, beliefs and dispositions Communication can produce the most effective shifts on unfamiliar, lightly felt, peripheral issues that do not lie at the core of the recipient’s value system

The greater the influence of communication source over recipient, the greater the recipient’s change/effect in favour of source

Communication effects are greatest where the message is in line with the receiver’s existing opinion, beliefs and dispositions

Communication can produce the most effective shifts on unfamiliar, lightly felt, peripheral issues that do not lie at the core of the recipient’s value system

Effectiveness influencers Communication is more likely to be effective if the source is believed to have expertise, high status, objectivity or likeability The social context, group, or reference group will mediate the communication and influence whether or not the communication is accepted

Communication is more likely to be effective if the source is believed to have expertise, high status, objectivity or likeability

The social context, group, or reference group will mediate the communication and influence whether or not the communication is accepted

The communication process Communication is not a one-way street anymore Communication is an interactive dialogue between the company and its customers Takes place during the pre-selling, selling, consuming and post-consuming stages Companies must ask not only ‘How can we reach our customers?’ but also, ‘How can our customers reach us?’

Communication is not a one-way street anymore

Communication is an interactive dialogue between the company and its customers

Takes place during the pre-selling, selling, consuming and post-consuming stages

Companies must ask not only ‘How can we reach our customers?’ but also, ‘How can our customers reach us?’

Communication imperative Managing and coordinating the entire communications process calls for a unifying mechanism Integrated Marketing Communications

Managing and coordinating the entire communications process calls for a unifying mechanism

Integrated Marketing Communications

Integrated marketing communications IMC is a concept of marketing communication planning that recognizes the added value of a comprehensive plan It evaluates the strategic roles of a variety of communications disciplines and combines all these disciplines To provide clarity, consistency and maximum impact Through the seamless integration of discrete messages

IMC is a concept of marketing communication planning that recognizes the added value of a comprehensive plan

It evaluates the strategic roles of a variety of communications disciplines and combines all these disciplines

To provide clarity, consistency and maximum impact

Through the seamless integration of discrete messages

Why IMC Fragmenting mass markets into a multitude of mini-markets, each requiring its own approach Proliferation of new types of media Growing sophistication of customers

Fragmenting mass markets into a multitude of mini-markets, each requiring its own approach

Proliferation of new types of media

Growing sophistication of customers

Advantages of IMC IMC produces stronger message consistency and greater sales impact Forces management to think about every way the customer comes in contact with the company How positioning is communicated Importance of each vehicle and timing issues Assigns responsibility to unify the company’s brand images and messages as they come through thousands of company activities

IMC produces stronger message consistency and greater sales impact

Forces management to think about every way the customer comes in contact with the company

How positioning is communicated

Importance of each vehicle and timing issues

Assigns responsibility to unify the company’s brand images and messages as they come through thousands of company activities

In essence… IMC will improve the company’s ability to reach the right customers with the right messages at the right time and in the right place!

IMC will improve

the company’s ability

to reach the right customers

with the right messages

at the right time

and in the right place!

Communication Approach

Communication plan The communications plan is an investment plan Establish goals, identify alternative routes, weigh up the risks, potential benefits and decide which route is likely to be effective, within your financial limitations By using this as a model for investing, in different channels, brand value can be increased

The communications plan is an investment plan

Establish goals, identify alternative routes, weigh up the risks, potential benefits and decide which route is likely to be effective, within your financial limitations

By using this as a model for investing, in different channels, brand value can be increased

Hallmark of a good communication plan A good plan will provide a strategic framework to identify the different goals for brand communication Assign these to channels which will be most effective Will provide a blueprint against which campaigns in different channels will be briefed and evaluated Will aid priority setting, and a check on how realistic brand objectives are Will provide an overall work plan for the communication team, company and agency

A good plan will provide a strategic framework to identify the different goals for brand communication

Assign these to channels which will be most effective

Will provide a blueprint against which campaigns in different channels will be briefed and evaluated

Will aid priority setting, and a check on how realistic brand objectives are

Will provide an overall work plan for the communication team, company and agency

Role for communication What role would the communication play in the overall scheme of things? Introduce the brand Make Brand TOM Reinforce attitudes Claim leadership Define the role creatively and persuasively ‘ I have to’ to ‘I want to’ ‘ Move the brand from the shelf to the hand bag’

What role would the communication play in the overall scheme of things?

Introduce the brand

Make Brand TOM

Reinforce attitudes

Claim leadership

Define the role creatively and persuasively

‘ I have to’ to ‘I want to’

‘ Move the brand from the shelf to the hand bag’

Communication strategy What would be the overall communication strategy? The strategic route to achieving our intended goals Some examples… Shift focus from functional to emotional benefits Increase visibility Establish brand superiority Create launch excitement

What would be the overall communication strategy?

The strategic route to achieving our intended goals

Some examples…

Shift focus from functional to emotional benefits

Increase visibility

Establish brand superiority

Create launch excitement

Taking a creative leap… Vaseline lip guard ‘ Appropriate the property of smile’ MasterCard ‘ Give an emotionally bankrupt brand, a heart’

Vaseline lip guard

‘ Appropriate the property of smile’

MasterCard

‘ Give an emotionally bankrupt brand, a heart’

Tone of voice Define the tone and manner of communication Some examples… Leadership Empathy Humour News

Define the tone and manner of communication

Some examples…

Leadership

Empathy

Humour

News

The 8 Essentials

Address the key business issue Communication to be developed in context of business goals and brand strategy In effect, what is required is a clear definition of the role of our brand communications – a need to be able to answer the questions What is the purpose of this communication? How does our Communication fit into the life of the brand? The question to ask are: What is the business-based purpose of the communication? Why are we doing it?

Address the key business issue

Communication to be developed in context of business goals and brand strategy

In effect, what is required is a clear definition of the role of our brand communications – a need to be able to answer the questions

What is the purpose of this communication?

How does our Communication fit into the life of the brand?

The question to ask are:

What is the business-based purpose of the communication? Why are we doing it?

Build consistent long-term Brand Equity Ensure that all brand communication delivers a clear, relevant and competitive consumer benefit Communication should bring consumer close to brand and enhance the quality status of brand Need to make people feel that brand is playing a real role in their lives, and is relevant to them The question to be asked: Is every communication derived from and reflective of the BPS ?

Build consistent long-term Brand Equity

Ensure that all brand communication delivers a clear, relevant and competitive consumer benefit

Communication should bring consumer close to brand and enhance the quality status of brand

Need to make people feel that brand is playing a real role in their lives, and is relevant to them

The question to be asked: Is every communication derived from and reflective of the BPS ?

Be focused on single-minded Strong Idea A ‘Strong Idea’ binds all communication together so that they are cohesive / consistent What constitutes a ‘Strong Idea’? Must be related to the brand; must involve the brand Must be related to, or evolved from BPS Must be involving for the consumer and hold their attention Should be unique Is proprietary Should work across all forms of communication Should be enduring over time

Be focused on single-minded Strong Idea

A ‘Strong Idea’ binds all communication together so that they are cohesive / consistent

What constitutes a ‘Strong Idea’?

Must be related to the brand; must involve the brand

Must be related to, or evolved from BPS

Must be involving for the consumer and hold their attention

Should be unique

Is proprietary

Should work across all forms of communication

Should be enduring over time

Be highly visible It costs the same to run a TVC whether it is dull and boring or whether it is relevant and involving A good ad is the best media discount possible Ensure a ll communication investment is money well spent, and this means communications have impact Impact that is relevant to our brand Some possible ‘clutter breakers’ include… Making communication simple Developing additional communication channels Being innovative in media Making better use of sampling and relationship marketing

Be highly visible

It costs the same to run a TVC whether it is dull and boring or whether it is relevant and involving

A good ad is the best media discount possible

Ensure a ll communication investment is money well spent, and this means communications have impact

Impact that is relevant to our brand

Some possible ‘clutter breakers’ include…

Making communication simple

Developing additional communication channels

Being innovative in media

Making better use of sampling and relationship marketing

Be locally relevant to core target Need to catch the eye by planting a relevant idea in the consumer’s mind ‘ This is just right for me and the way I live my life’ Focus the message / execution on the core target and not over-worrying about the ‘alienating’ effect on others

Be locally relevant to core target

Need to catch the eye by planting a relevant idea in the consumer’s mind

‘ This is just right for me and the way I live my life’

Focus the message / execution on the core target and not over-worrying about the ‘alienating’ effect on others

Be likeable All communication should be likeable Achieve best scores in tracking research for ‘likeability’ of brand vs. competitors All communication should be contemporary, both in content and tone Reflecting life as it is lived today, and positioning the brand as relevant to today’s way of life

Be likeable

All communication should be likeable

Achieve best scores in tracking research for ‘likeability’ of brand vs. competitors

All communication should be contemporary, both in content and tone

Reflecting life as it is lived today, and positioning the brand as relevant to today’s way of life

Be executionally excellent Many brands are consumed for pleasure, enjoyment and indulgence Consumption shots should realistically communicate this in a totally credible way Unique, proprietary product shots and mouth-watering consumption sequences appeal to senses Help create appetite appeal, differentiate our products and motivate purchase

Be executionally excellent

Many brands are consumed for pleasure, enjoyment and indulgence

Consumption shots should realistically communicate this in a totally credible way

Unique, proprietary product shots and mouth-watering consumption sequences appeal to senses

Help create appetite appeal, differentiate our products and motivate purchase

Bring about a sale Seek to create communications which have… The consumers’ interests at heart That are involving in content and execution That are original and provocative That get talked about Have the ‘must see again’ factor To help ring in the cash registers!

Bring about a sale

Seek to create communications which have…

The consumers’ interests at heart

That are involving in content and execution

That are original and provocative

That get talked about

Have the ‘must see again’ factor

To help ring in the cash registers!

Unilever Principles for Great Advertising (UPGA)

Concentrates on one big idea Brand’s benefit is conveyed, not just by a selling message or a series of messages But single-mindedly, by one big idea A visual and or aural expression of that one big concept exclusively linked to the brand Example: Dove

Concentrates on one big idea

Brand’s benefit is conveyed, not just by a selling message or a series of messages

But single-mindedly, by one big idea

A visual and or aural expression of that one big concept exclusively linked to the brand

Example: Dove

Promise discriminates brand from competitors The advertisement must communicate a benefit But different from competitive brands The brand must therefore communicate uniqueness Uniqueness in physical brand itself or in some other value inextricably associated with brand Example: Close Up, Vaseline

Promise discriminates brand from competitors

The advertisement must communicate a benefit

But different from competitive brands

The brand must therefore communicate uniqueness

Uniqueness in physical brand itself or in some other value inextricably associated with brand

Example: Close Up, Vaseline

Involves target consumer It elicits a favourable emotional response by appealing to the consumer’s self interest Relating to a known need or problem Promising satisfaction of that need Solution to the problem Example: Surf

Involves target consumer

It elicits a favourable emotional response by appealing to the consumer’s self interest

Relating to a known need or problem

Promising satisfaction of that need

Solution to the problem

Example: Surf

Establishes relationship with consumer The ad should induce a strong feeling in favour of the brand It should establish a preference for brand, so consumer feels confident choosing it Example: Vim, Wheel

Establishes relationship with consumer

The ad should induce a strong feeling in favour of the brand

It should establish a preference for brand, so consumer feels confident choosing it

Example: Vim, Wheel

It’s credible / feels genuine Though manner of presentations may involve humour/hyperbole, the fundamental benefit must be obtainable Example: Bru, Hamam

It’s credible / feels genuine

Though manner of presentations may involve humour/hyperbole, the fundamental benefit must be obtainable

Example: Bru, Hamam

It is simple and clear The execution should be simple and the expression unambiguous It should be clear from the ad what target is expected to do This does not mean everything needs to be spelled out Communication is two-way. The consumer should participate Example: Lux

It is simple and clear

The execution should be simple and the expression unambiguous

It should be clear from the ad what target is expected to do

This does not mean everything needs to be spelled out

Communication is two-way. The consumer should participate

Example: Lux

Integrates brand name with central idea The big idea must be inextricably linked to the brand name It must be remembered only in association with the brand Example: Lifebuoy, Clinic Plus

Integrates brand name with central idea

The big idea must be inextricably linked to the brand name

It must be remembered only in association with the brand

Example: Lifebuoy, Clinic Plus

Takes advantage of each medium Ideally, big idea should find expression in all media TV, Print, Radio, Outdoor, Direct mail Each medium has its own characteristics, which offer opportunities for exploitation The big idea itself is fundamental but the ad should take maximum advantage of the media possibilities available Example: Rin

Takes advantage of each medium

Ideally, big idea should find expression in all media

TV, Print, Radio, Outdoor, Direct mail

Each medium has its own characteristics, which offer opportunities for exploitation

The big idea itself is fundamental but the ad should take maximum advantage of the media possibilities available

Example: Rin

Idea must be campaignable The big idea will and must endure It is not a single ad but a campaign It is not one campaign but a series of campaigns This is more than simple repetition or even variations on a theme The big idea will not only endure, it will grow Example: Axe

Idea must be campaignable

The big idea will and must endure

It is not a single ad but a campaign

It is not one campaign but a series of campaigns

This is more than simple repetition or even variations on a theme

The big idea will not only endure, it will grow

Example: Axe

Must help build brand personality Each ad affects consumer’s perception of the brand If any ad conflicts with that perception it will cause a negative feeling and several such ads will begin to weaken brand personality It is vital therefore to ensure consistency Each ad helps to build or reinforce the desired brand personality Example: Pond’s DFT, Magic Talc

Must help build brand personality

Each ad affects consumer’s perception of the brand

If any ad conflicts with that perception it will cause a negative feeling and several such ads will begin to weaken brand personality

It is vital therefore to ensure consistency

Each ad helps to build or reinforce the desired brand personality

Example: Pond’s DFT, Magic Talc