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Brand Automation 5.0 (by Asher)

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...what are those seeming things you need to consider when planning your brand, its strategy, its pattern and all? I explain these in a few drive-it-home way that would not be a problem to understand.

Automation is all about how we as brand professionals help clients achieve a lot using great tools, while they spend less (always they want to),lol.

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Brand Automation 5.0 (by Asher)

  1. 1. BRANDAUTOMATION 5.0 THE RISE OF LOGIC
  2. 2. LET’S TALKBRANDS A LIL’
  3. 3. Brands are tools that enable customers tointeroperate with the universe.
  4. 4. The genius of brands isthat they have no limits.The value of brands is thatthrough them, customershave no limits.
  5. 5. BRANDS
  6. 6. BRANDSValue Brandsatisfaction proposition
  7. 7. WHAT ON EARTH IS LOGIC?
  8. 8. LEFT BRAIN FUNCTIONS RIGHT BRAIN FUNCTIONS-uses logic uses feeling--detail oriented "big picture" oriented--facts rule imagination rules--words and language symbols and images--present and past present and future--math and science philosophy & religion--can comprehend can "get it" (i.e. meaning)--knowing believes--acknowledges appreciates--order/pattern perception spatial perception--knows object name knows object function--reality based fantasy based--forms strategies presents possibilities--practical impetuous--safe risk taking-
  9. 9. WHICH OF THESE NIXONS WOULD YOU BUY A USED CAR FROM? Nixons left+left at the far left. The center image is the normal, original portrait. Nixons right+right is on the right.
  10. 10. what logic is (oh!) not figures Personality nerdy projections thought process analysis information attitude talkmarketing brief objective
  11. 11. LOGIC figures personality research projections thought process maps information attitude talk marketing brief objective charts analysis…the whole is greater than the sum of its parts.
  12. 12. what logic (hell yeah!) is …a systematic, realistic, workable, alignment of steps, analysis, information, strategy, thought process, forecasts/projections, that lead towards the actualization of the goals/objectives of a brief. …some literal thinking. …some lateral execution of the thoughts.
  13. 13. what do U think about this?
  14. 14. 5Ws and 1H of Logic The Inverted Pyramid
  15. 15. Core Brand DNA What?Brand Promise Brand idea
  16. 16. what is the problem? what is the trend/culture? what are we what are we set to offering? change/achieve? what’s the brief? What? what’s competition done/doing?what’s the competitiveenvironment like? what’s our channel of communication? what’s our SWOT?
  17. 17. Who?Brand Brand Storyidentity/character/personality
  18. 18. who are we? who are we talking to? Who?who are theytalking/listening to? who are we competing with?
  19. 19. When?Brand Muscle Brand Hourglass
  20. 20. when are webest/better at it? When? when does the person/target/prospect need it the most?
  21. 21. Brand Presence Where?Brand Heritage Brand Pedigree
  22. 22. where can we be found? where are we/our materials from? (Timeline) Where?where can theconsumer/prospect befound? where can competition be found?
  23. 23. Why?Brand Essence (Collaboration) Brand Motivation
  24. 24. why do we do what we do? why should the target believe us? (RTB) Why?why is ours different fromothers’ why is the consumer so important?
  25. 25. Brand OS Brand Program How?Brand M.A.P.S Brand Roadmap
  26. 26. how are we launching? how are we selling? How?how are we activating? how are we packaging?
  27. 27. ABRAHAMMASLOW’SHIERARCHY OF NEEDS
  28. 28. …take your time to look carefully anddetermine the exact need your product meets in the hierarchy, or else…
  29. 29. BRAND VECTORSproducts environment offering communication
  30. 30. ELEMENTSOF LOGIC TO LOOK OUT FOR
  31. 31. * interpretation/understanding of the brief* objective (marketing or communication)* brand audit* consumer insight* proposition* category/market overview* consumer profiling* s.t.e.p (social, technological, economic, & political)* trend spotting
  32. 32. STRATEGY
  33. 33. …a good scare beats a good plan any day!
  34. 34. 4Ps of Marketing as a strategic tool product price place promotion
  35. 35. M.A.P.S as a strategic toolmotivation activation participation strategy
  36. 36. Product Launch and story telling as a strategic tool
  37. 37. Portal 5 Forces as a strategic tool
  38. 38. Creating Customers as a collaborative strategic tool
  39. 39. company business strategy marketing strategycommunication strategy
  40. 40. the core of every strategy tool TARGET COMPETITIVE THE BRAND AUDIENCE ENVIRONMENT BIG IDEA
  41. 41. CREATING THECONSUMER
  42. 42. “Brands create thestrongest and mostdynamic customersusing collaborative strategies.”
  43. 43. The goal in creating customers is to:*Create the customers to drive the business forward.*Create customers beyond the reach of competitors.*Create customers who add value back to the brand.
  44. 44. DEMOGRAPHYStudies of a population based on factors such as age, race, sex, economic status, level of education, location, income level and, employment
  45. 45. PSYCHOGRAPHY Psychographic divides the market into groups based on: social class, lifestyle and, personality characteristics.It is based on the assumption that the types of products and brands an individual purchases will reflect that persons characteristics and patterns of living.
  46. 46. Psychographic factors used in market segmentationSocial class : Is the single most used variable for research purposes, and dividesthe population into groups based on the occupation of the Chief Income Earner (CIE), as such it can be seen as a socio-economic scale.
  47. 47. Psychographic factors used in market segmentation Lifestyle= values, beliefs, opinions, and interests.market research firms, and advertising agencies are constantly devising new categories, which will best help target possible consumers of their clients products.e.g. Young & Rubican, called Cross Cultural Consumer Characterization (4Cs ).
  48. 48. …hence, brand automation takes discernable patterns in brands and their happenings, and hammers out ways and means by which branding/advertising and logic processes can be developed which will help brands (theirproducts/services) in the greatest variety, at the lowest cost, and with the least effort.
  49. 49. CHEERS!

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