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2.Brand Creation

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Part 2 of 5 of our talks to young entrepreneurs during Start Up Britain week.
Author Philip Slade for Fanclub Group
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com

Published in: Business, Technology
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2.Brand Creation

  1. 1. Creating a brand Whatever you are planning, it WILL be a brand Part 2 of 5 of our talks to young entrepreneurs during START UP BRITAIN week. Speakers: Les Mear & Philip Slade Backed by the Marketing Agencies Association (MAA) www.startupbritain.org7/19/12 1
  2. 2. What we are going to talk about •  Why you need a brand •  The fundamentals of brand creation that have not changed since 1899 •  What we can learn from Don Draper, Dixons and a smoothie •  The new world brands live in •  The importance of your story •  Check list and take away for your brand7/19/12 Philip Slade : Fanclub Group : Making Brands 2
  3. 3. People buy brands and Investors buy brands •  For the next few slides lets assume you have a fab product, keenly priced with a ready and willing audience7/19/12 Philip Slade : Fanclub Group : Making Brands 3
  4. 4. However you tell your story, in whatever media, to whatever audience. You need a brand.7/19/12 Philip Slade : Fanclub Group : Making Brands 4
  5. 5. This famous clip from Mad Men shows Don Draper selling the idea of the Kodak Carousel7/19/12 Philip Slade : Fanclub Group : Making Brands 5
  6. 6. Unfortunately Mr. Baggs was right, he is a brand. •  He has a visual identity •  A personality (!) •  Values •  A back story •  And defined relationships with people7/19/12 Philip Slade : Fanclub Group : Making Brands 6
  7. 7. Is it a new thing to talk about brands?7/19/12 Philip Slade : Fanclub Group : Making Brands 7
  8. 8. In 1877 Commodore James Walter Thompson founded what has become Americas biggest, and the worlds fourth largest, advertising agency In 1899 he set out principals for ‘forceful advertising’ Our advice does not stray from what he advised back then7/19/12 Philip Slade : Fanclub Group : Making Brands 8
  9. 9. Forceful Advertising needs a robust brand behind it The easy bits –  Memorable name and URL –  Distinctiveness –  Attributes –  Your brand also needs to be able to communicate its origins and history, as well as its culture, knowledge and awareness of its place in a customers world7/19/12 Philip Slade : Fanclub Group : Making Brands 9
  10. 10. Your brand •  What tone of voice does it have •  What is its personality? •  What colour is it?7/19/12 Philip Slade : Fanclub Group : Making Brands 10
  11. 11. Shopper awareness and consideration are low Brand communication is inconsistent7/19/12 Philip Slade : Fanclub Group : Making Brands 11
  12. 12. A brand needs to own every aspect of its world. It must be distinctive.7/19/12 Philip Slade : Fanclub Group : Making Brands 12
  13. 13. A new brand needs to be single minded Lots of soft drinks taste great are made from good stuff and come in bright packaging, but Innocent have a stronger brand, why?7/19/12 Philip Slade : Fanclub Group : Making Brands 13
  14. 14. Tangible difference •  Tone of voice •  Personality •  Place amongst competitors •  Visual approach Even have the Coca-Cola takeover the brand is pretty much still on message7/19/12 Philip Slade : Fanclub Group : Making Brands 14
  15. 15. 7/19/12 Philip Slade : Fanclub Group : Making Brands 15
  16. 16. The competition7/19/12 Philip Slade : Fanclub Group : Making Brands 16
  17. 17. What is Dixons, what could its brand offer?7/19/12 Philip Slade : Fanclub Group : Making Brands 17
  18. 18. 7/19/12 Philip Slade : Fanclub Group : Making Brands 18
  19. 19. DIXONS •  Human •  Honest •  Affordable7/19/12 Philip Slade : Fanclub Group : Making Brands 19
  20. 20. We’ve told you great brands tell story’s across any media and at any budget •  Real •  Believable •  Different7/19/12 Philip Slade : Fanclub Group : Making Brands 20
  21. 21. Successful brands understand their barriers to purchase7/19/12 Philip Slade : Fanclub Group : Making Brands 21
  22. 22. Barriers to purchase? “I havent heard of it” “Im not looking for it” “I cant find it” “I dont think I want or need that” “I have no inclination to change from what I usually buy” “I dont understand why it is different” “I dont believe it” “I dont understand how to use it” “I get the same benefit with X” “I dont know which one is right for me” “I dont think its worth the price” Simon Goodall SaatchiX 20107/19/12 Philip Slade : Fanclub Group : Making Brands 22
  23. 23. New brand check list •  Principals •  Back story •  Tone of voice Now you can brief your marketing •  Colour •  Armor7/19/12 Philip Slade : Fanclub Group : Making Brands 23
  24. 24. Briefing marketing What’s the business objective? What’s the target audience? What’s the issue stopping us from achieved it? What insight have you found that will unlock the issue? What is the creative challenge for communications? Heart of the story Tell me why this is the truth7/19/12 Philip Slade : Fanclub Group : Making Brands 24
  25. 25. Your marketing needs a clear objective Raise awareness of the Police as a career choice ✗ Attract quality recruits to the Metropolitan Police by making 999 out of 1000 people realise they could never be a Police Officer ✔7/19/12 Philip Slade : Fanclub Group : Making Brands 25
  26. 26. How to brief someone to market your fab brand* Why are you communicating with consumers at this time? What will be your Objective measurement of success What stands in the way of achieving our Issue objectives What do we know about the consumer that will help us over come the issue. This must come Insight from consumer observation NOT product knowledge What do you really want to Challenge say in our messages. What is the one single most provocative, transformational statement about this brand * Lets face it, that’s probably you and your mates7/19/12 Philip Slade : Fanclub Group : Making Brands 26
  27. 27. •  Objective: To help Barack Obama win the US Presidential election •  Issue: Key swing states like Florida will make the difference between winning and losing and although the Jewish community prides itself on its liberal values there is one place where this is anything but the case - the swing state of Florida. •  Insight: The one group that might be able to influence the Jewish vote in Florida are the electorates grandchildren who are adored by their grandparents. •  Creative Challenge: Ask liberal Jewish grandchildren to convince their less liberal Jewish grandparents to vote for Obama •  Idea: The Great Schlep7/19/12 Philip Slade : Fanclub Group : Making Brands Droga 5s The Great Schlep 27
  28. 28. The Great Schlep7/19/12 Philip Slade : Fanclub Group : Making Brands 28
  29. 29. Your brand Objective Issue Insight Challenge7/19/12 Philip Slade : Fanclub Group : Making Brands 29
  30. 30. Final thoughts about marketing your new brand 1.  There is no formula to produce great work, so trust your intuition. Just go what feels right. 2.  Keep it simple; if you can’t define your idea in one sentence it still needs work. 3.  Find the daily truths of life and put a creative spin on them. We want people to think: ‘That’s so true,’ about your message. 4.  Assume your audience is lazy so don’t make them have to do work with your ad. 5.  Use your ad campaign to create a solution, rather than just talk about the problem. 6.  Harness real passion. Abridged version of a presentation by Droga5′‘Every Thing You Always Wanted to Know About Advertising But Were Afraid to Ask,’ presented by Ted Royer during Cannes 20127/19/12 Philip Slade : Fanclub Group : Making Brands 30
  31. 31. THANK YOU that was a topline on branding. Part 2 in our 5 part Start Up Britain session 19 July 2012 Speakers: Les Mear & Philip Slade Backed by the Marketing Agencies Association (MAA) www.startupbritain.org www.marketingagencies.org.uk www.fanclubcommunications.com7/19/12 Philip Slade : Fanclub Group : Media Marxism 31

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