Brand Communications

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brand communication presentation i found online

brand communication presentation i found online

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Transcript

  • 1. Brand Communications
  • 2. Brand communications
    • Communication happens when the consumer meets the brand
    • Imperative to ensure that every ‘brand meeting’ builds the brand
    • Is it happening?
  • 3. 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?
  • 4. 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
  • 5. 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
  • 6. Communication model
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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?’
  • 11. Communication imperative
    • Managing and coordinating the entire communications process calls for a unifying mechanism
    • Integrated Marketing Communications
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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!
  • 16. Communication Approach
  • 17. 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
  • 18. 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
  • 19. 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’
  • 20. 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
  • 21. Taking a creative leap…
    • Vaseline lip guard
      • ‘ Appropriate the property of smile’
    • MasterCard
      • ‘ Give an emotionally bankrupt brand, a heart’
  • 22. Tone of voice
    • Define the tone and manner of communication
    • Some examples…
      • Leadership
      • Empathy
      • Humour
      • News
  • 23. The 8 Essentials
  • 24.
    • 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?
  • 25.
    • 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 ?
  • 26.
    • 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
  • 27.
    • 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
  • 28.
    • 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
  • 29.
    • 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
  • 30.
    • 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
  • 31.
    • 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!
  • 32. Unilever Principles for Great Advertising (UPGA)
  • 33.
    • 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
  • 34.
    • 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
  • 35.
    • 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
  • 36.
    • 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
  • 37.
    • It’s credible / feels genuine
    • Though manner of presentations may involve humour/hyperbole, the fundamental benefit must be obtainable
    • Example: Bru, Hamam
  • 38.
    • 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
  • 39.
    • 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
  • 40.
    • 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
  • 41.
    • 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
  • 42.
    • 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
  • 43.