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Brand Building Workshop Adil


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Brand Building Workshop Adil

  1. 1. Building BrandsWorkshop 2013 for advertisers Workshop - Day Plan: (1) Understanding the difference between a Product and a Brand (2) Dissecting a Brand to understand the types of brands (3) What separates the Best Brands from the Rest Importance of connecting well with consumers (Role of Critical Insight) (4) How to translate a Consumer Insight into a Brand Idea (5) The need for 24 hour Planning (6) Concluding Thoughts
  2. 2. What is a Brand? What is a Product?
  3. 3. Brand vs. a product ‘Product’ and ‘Brand’ are words often used interchangeably. But they do not mean the same thing. Here is the simple crucial distinction: Within every brand is a product, but not every product is a brand.
  4. 4. What is the Territory of a Brand? Six inches wide Grey and wet Mysterious
  5. 5. Brand Vs Product A ‘product’ is tangible; Exists in stores: you can touch it, see it. It has physical attributes - styles, models, features, prices etc. A brand is intangible; Exists in people’s minds: It is a composite of how consumers feel about a product. The personality they attribute to it. The trust they place in it. The reliability they count on from it. The confidence it earns for them. Above all, their shared experience with the product.
  6. 6. slice up a Brand 1. A unique combination of 3 factors: (a) Product attribute/benefit. (b) Brand imagery/personality. (c) Consumer needs/beliefs. 2. A triangular relationship between these 3 factors exists at the core of all brands. 3. However, each brand has 1 of these 3 factors as a primary driver.
  7. 7. Product Benefit Driven Brands What I get from the product that makes this brand matter to me Why I like the brand
  8. 8. Product Benefits? Nature of the product itself (e.g. Taste, texture, smell, size, cost etc.) Is my product distinctive? Is it liked by consumers? Challenge is to translate that into a consumer benefit. E.g. Air cushioned sole in a particular shoe is seen as ‘walking on air’. KFC..... Finger licking good. Duracell.... Lasts up to 7 times longer than ordinary batteries. Which of our brands are Product benefit driven? Product Benefits Driven brands
  9. 9. Image Driven Brands What characteristic traits I recognize in the brand that I can respect Why I trust the brand
  10. 10. Brand Image? This is the basis for trust? What values underpin consumer’s trust? What is my brand’s personality? What could be the tone of voice it adopts when talking to consumers? E.g. Masculine, uncompromising, romantic etc. Nike..... Just Do It. Marlboro.... Marlboro Man. Which of our brands are Image driven ? Image Driven brands
  11. 11. Consumer needs / beliefs Driven Brands What values I share with the brand that makes me cherish it more Why I Value the brand (Human Insights)
  12. 12. Human Insights? What many people acknowledge as basic fundamental needs or beliefs about life. How does my brand fit into consumers life? Lifestyles? Beliefs? How could it enrich/improve their lives?
  13. 13. e.g.(s) of Human insights Life is not measured in the number of breaths you take, but the number of breath taking moments you take in. Plain speaking often hides a deep wisdom. Things that matter most are the things that you cant count. American Express..... Is for those who think bigger thoughts, do bigger things, paint bigger pictures. Dove ... Is the promise of femininity restored. Which of our brands are insight driven? Insight Driven brands
  14. 14. Exercise No. 1: (Individual) Are these brands: Product Driven Image Driven Insight Driven Which one seems to be most powerful? Product Driven Image Driven Insight Driven
  15. 15. What separates the Best Brands from the Rest?
  16. 16. Full Triangle story, that a brand has to tell ? Great Brands Make Connections: Product Benefit (Why I like the brand?) Brand Image (Why I trust the brand?) Insight (Why I value the brand?)
  17. 17. What separates the Best Brands from the Rest…. Great Brands have a Great Story to tell. They know the trick to find that story, and then telling it in a most singular and compelling manner; year after year. Great Brands are in the “story telling” business that connects well with consumers on a deep, emotional level.
  18. 18. classic e.g. Nike Product Benefit (Optimum Performance) Brand Image (Empowerment) Insight (The end always justifies the mean) Just Do It
  19. 19. classic e.g. Marlboro Product Benefit (Strong tasting cigarette) Brand Image (Masculine, uncompromising) Insight (Man is born free and real men stay that way, forever) Marlboro Man
  20. 20. e.g. Local (any) Lifebuoy Sunsilk Pampers Pepsi Tapal Dawn Geo TV Fair & Lovely Mobiles telco Water dressing-up
  21. 21. Where’s the connection “Connection Triangle” is a tool designed to help us create a compelling Brand DNA by understanding the three elements that form the building blocks of a great brand A ‘Connection Triangle’ can only exist when the three elements are mutually reinforcing, competitive for the brand, and clearly motivating to the target audience Importance of connecting well with the consumer: Do not separate “Brands” from “Life”. You cannot build a brand if you do not understand life Getting to the heart of the matter. Touching a string of the heart. Bring alive the key values/beliefs. *Video Link
  22. 22. Insights live deep inside our consumers….heart
  23. 23. When digging for Insights, think about the context with which people meet the brand (a) Physiological (b) Psychological (c) Societal Each area contains many opportunities for uncovering a great Insight Tap in to 3 types of life triggers; when in search of a critical insight!
  24. 24. 1. Physiological Needs Food Health Shelter Survival Strength Hygiene Comfort Wealth Possessions Appearance Indulgence Pleasure Self restraint Pain 2. Psychological Needs Success Self-esteem Luck Authority Status Novelty Meaningfulness Curiosity Hope Realism Justice Patience Love Passion Creativity Ambition Celebration Solitude Companionship Wisdom 3. Societal Values Honesty Patriotism Equality Freedom Fear Self reliance Trust Respect Tolerance Generosity Modesty Diligence Experience Teamwork Leadership Competition Progress Environment Culture Family
  25. 25. Search process learning Great Insights (beliefs) can be seemingly contradictory, e.g. “the end always justifies the means” “the end never justifies the means” But only one is right for your brand Great Insights seem to be universal / work across cultures
  26. 26. The Critical Issue Logic tends to work along two-dimensional axes. But we live in three dimensions. Can we create a new, three-dimensional logic that will allow us to pin down a powerful relationship between the brand and the consumer?
  27. 27. The 3rd Dimension this is where people make associations, often intangible, in life as with brands. this is the indication of people’s ‘closeness’ to brands. this is what we must seek to ‘uncover’, ‘discover’. this is the difference between finding coal or a diamond, in a coal mine.
  28. 28. A Three-Dimensional Approach Rational Emotional Instinctive Thoughts Experiences Beliefs/Values Considered Spontaneous Automatic Response to Reaction to Interaction to message mnemonics add meaning Product Brand Human Insight personality Mass Individual Universal (symbols/sayings/ myths) Mind Heart Gut Perceptions Feelings Associations Mindset Reference Actions Brand relationship Connection triangle Context for communication
  29. 29. It’s all about digging deeper and deeper....
  30. 30. Insights cannot be systematically ‘mined’ in research; you stumble across them! facts have no human dimension: truth is pure instinct. It is out there…. Insights build on human introspection and curiosity; it is a very powerful force Insights switch focus from problem to solution Insights almost always reposition your competitors Insights are always obvious in hindsight use this factor to judge your insights! Some Final Thoughts
  31. 31. You can stumble upon an insight that is relevant and inspiring for your product….. Where to find: songs, movies, drama, arts, quotes, reading, strolling, socializing, news….etc
  32. 32. Exercise No. 1: (Team) Creating a Connections Triangle – “Great tea brand Story” Product: Tea Task: New Brand Positioning Challenge: Change Appeal from Rural to Universal Product Benefit (Strong taste) Brand Image (Modest, yet aspiration) Insight (?) ! It’s easy to think of an insight, but much harder to find a relevant one. It’s easy to find a relevant insight, but much harder to determine the right one. It’s easy to find a right insight, (that connects the triangle well) but much harder to determine the best, most inspiring one. What did you learn; It isn't that easy
  33. 33. What is the Big Ideahow do you translate human insights into a great brand story?
  34. 34. Exercise 1 (Answer): Revisiting tea (ref. e.g.) (Tea) X’s amazingly strong cup of tea recharges me and helps me to achieve heights
  35. 35. Exercise No. 2: (Team) Creating a Connections Triangle – “Great tea brand Story” Product: Local mobile brand Task: New Brand Positioning Challenge: Entren ching high- end audiences Product Benefit (Everything’s possible at lowest price points) Brand Image (weak, not prestigious) Insight (?) ! 24 hours planning or rather indulgence We must use all our senses ‘Think with your tongue …’And eyes, ears, noses, fingers etc When cooking, building, mending, driving, washing, drinking ..... yourself, never forget that first and foremost you are a consumer What’s to learn here;
  36. 36. Keep vigilant, observant, indulged; keep alive & engage Get consumers to tell you stories - jokes, quotes, innovative ideas, ambitions etc “it’s like cars; it depends on how much you value them. If you’ve got a BMW or a Merc, you take it to a proper garage. If you’ve got a Skoda, then the bloke in the backstreet will do” “what I really want to do is build the buildings I want to build” - ie: not just design them Always use all of your senses, and consider the unconventional aspects of them sight : (clothing) taste : (toothpaste) sound : (shoes) touch : (food) smell : (furniture) instinct : (the 6th sense) common sense: (7th!)
  37. 37. The Implication Every brand has a story to tell. The trick is knowing where to find it and having the ability to tell it a singular and compelling way. It is no different than telling a story in a great novel or a movie. We are in the business of telling powerful and compelling stories that connect with the consumers on a deep emotional level. When a story demonstrates to people that we know them well, then only is a powerful connection established. True empathy goes far beyond just understanding people, we must be genuinely interested in them. Understand their dreams and fantasies. What are her fears? What makes him laugh? What does this person do with her day?
  38. 38. In the final analysis, what we get paid for is to enhance the relationship between the product and its users to place that product meaningfully, and respectfully in people’s lives That is how a product earns the right to become a brand. ‫عادل‬