Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brand Positioning Workshop

453,164 views

Published on

Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.

Brand Positioning Workshop

  1. 1. Workshop to help Brand Leaders create a brand positioning and big idea that is unique, own-able and motivating. How to define your brand
  2. 2. We make brands stronger. We make brand leaders smarter. Define the Brand Think Strategically Big Idea At Beloved Brands, we use a branding approach Vision Analysis Key Issues Strategies Execution • Advertising • In-Store • Innovation • Consumers • Category • Channels • Competitors • Brand Values, Goals • Experience Brand Plan Create Brand Plans Inspire creative execution Analyze performance Sm art Creative Ideas
  3. 3. Training Workshop Brand Positioning A winning brand positioning statement sets up the brand’s external communication and internally with employees who deliver that promise. • We show how to write a classic Brand Positioning statement with four key elements: target market, competitive set, main benefit and reason to believe (RTBs). • We introduce the Consumer Benefit ladder, that starts with the consumer target, with insights and enemies. We layer in the brand features. Then, get in the consumers shoes and ask “what do i get” to find the functional benefits and ask “how does this make me feel” to find the emotional benefits. • We introduce a unique tool that provide the top 50 potential functional and top 40 emotional benefits to help Marketers stretch their minds yet narrow in on those that are most motivating and own-able for the brand. • We then show how to build an Organizing Big Idea that leads every aspect of your brand, including promise, story, innovation, purchase moment and experience.
  4. 4. We make brands better. We make brand leaders better. The role of a brand is to create a bond with your consumers, that will lead to a power and profit beyond what the product alone could achieve.
  5. 5. We make brands stronger. We make brand leaders smarter. 1 Consumers move along Brand Love Curve tightening their bond with brands 2 Consumers connect with big idea and expect consistency at every touch-points 3 The tight consumer bond creates brand power with key stakeholders 4 The brand power drives profit through price, cost, share, market size Promise Experience Purchase Moment Innovation Brand Story Consumer Premium Prices Trading Up Lower COGS Efficient Spend Stealing Share Users to use more New markets Find new uses Brand 8 ways Marketers can drive more profits Why does brand love matter? The more loved a brand is by consumers, the more powerful and profitable that brand will be. Channels Competitors New Entries Suppliers Media Influencers Employees Consumers Brand Power Big Idea Love It Indifferent Beloved Like It
  6. 6. We make brands stronger. We make brand leaders smarter. Brands need to stand out to win! Brands have four choices: better, different, cheaper or not around for very long. Your brand positioning statement must be simple, unique, own-able and motivating enough to get consumers to think, feel or act differently about your brand.
  7. 7. We make brands stronger. We make brand leaders smarter. What consumers want The ideal space for your brand to PLAY matches up what consumers want with what your brand does best What your brand does best The first step is to match up what your consumers want with what your brand does best After defining your target market, you should begin by matching up your target market’s need states against your brand assets. Match Up the consumer wants to your brand assets
  8. 8. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Winning Zone: your brand’s clear difference matters to consumers The ideal space for your brand to WIN is where ONLY your brand can match up to what the consumer wants
  9. 9. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Losing Zone: When competitor meets consumers needs better than you Risky Zone: Win with speed, emotion or innovation Dumb Zone: Competitive battle where consumer does not care Winning Zone: Your brand’s clear difference matters to consumers To be successful, brands have to be better, different, cheaper… or else they will not be around for very long.
  10. 10. The 5 great Marketing myths 1. A brand can get bigger if they try to target the largest possible audience. 2. A brand can get bigger if they try to do a little of everything instead of just one thing really well. 3. A brand can get bigger if they are everywhere, in every store and in every media channel. 4. A brand can get bigger if they just focus on what they do and don’t worry so much about the competition. 5. A brand can get bigger if they just work really hard to get everything done on their very long to-do list. 6. Once the brand is highly successful, then the brand can figure out what it stands for.
  11. 11. The four elements of a Brand Positioning Statement To (Target) • Who is in the consumer target? What slice of the population is the most motivated to buy what you do? Your brand is the (Category) • Where do you play? What is the frame of reference that helps to define the space in the marketplace that you compete in? That is the (Benefit) • Where do you win? What is the promise you will make to the consumer target, thinking about the main benefit (rational/emotional) you are promising to deliver? That’s because (Support Points) • Why should they believe us? What support points help to back up the main benefit? 1 2 4 3
  12. 12. We make brands stronger. We make brand leaders smarter. Define a focused consumer target profile with insights, enemies and buying patterns. Use our Benefits Ladder to move from features to rational and emotional benefits We will help you define your brand, with a simple, unique, motivating and own-able Brand Positioning Statement. 2 5 1 Use our benefit cheat sheets to understand the Functional and Emotional benefits you can own. 3Benefits Ladder 4 Determine your winning zone, where your brand is better, different or cheaper. Winning positioning statement that is unique, own- able motivating to consumers Brand Positioning Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 1 2 3 4 Consumer Target Product features Functional benefits Emotional benefits Works betterFunctional Benefits Simplify Life Make Smarter Make Healthier Saves money Helps family Sensory Appeal Stay Connected Experience Seek knowledgeEmotional Benefits Stay in control Feel myself Feel comfortable Feel optimistic Feel free Get noticed Feel liked
  13. 13. Four questions that make up a Brand Positioning Strategy 1 Who is the consumer target?  (Who is the most motivated to buy what you do?) What are we are selling?  (What is your main benefit (rational/emotional)?) Why should they believe us?  (Support points to back up what you say) What’s the big idea for the brand? (What is the long range feeling or soul for the brand?) 3 2 4
  14. 14. Who is the most motivated to buy what you do? Everything starts and ends with the Consumer in mind. Listen to your consumers, build rich consumer insights by getting in their shoes to understand their mindset and speaking in their voice as you work to represent them to your brand. Instead of just asking which consumers you want, ask which consumers want you so you can focus on those who matter the most to your brand. Who is in the consumer target?  1
  15. 15. We make brands stronger. We make brand leaders smarter. 7 Questions to define the consumer 1. What is the description of our consumer target? 2. What are their main needs? 3. Who is their enemy that torments them everyday? 4. What are the insights about the consumer? 5. What do they think now? 6. How are they buying? 7. What do we want them to see, think, do, feel or whisper to their friends? Target Consumer
  16. 16. We make brands stronger. We make brand leaders smarter. Target Everyone Not Not A good target not only decides who is in your target but who is not in your target. Not Not Everything starts with a focused customer target Instead of figuring out who you want, focus on who wants you by picking the target that is most motivated by what you do.
  17. 17. Why do Marketers see those who do not care, as a big opportunity to try to get them to care? Instead, you should focus your energy on those who are most motivated by what you do. A bigger target does not always make your brand bigger. Sometimes it spreads and depletes your resources, it makes no one seems special and it then puts your brand at risk of being even smaller. You have to matter the most to those who care the most.
  18. 18. We make brands stronger. We make brand leaders smarter. Difference between ‘selling’ and ‘marketing’ target Selling Target: Reactively sell to those who engage and show interest in your brand, regardless if they fit your ideal target. Do not spend your limited resources as you have seen no signs that they’ll respond enough to provide an efficient pay back. Marketing Target: Focus your limited resources on those consumers most motivated by what your brand offers, those most likely respond to your brand story and product offering, which then turns into the fastest, highest return on investment and effort. Program Target: Specific campaign target that you hope to move to think, feel or do with your specific marketing program. Spreading your limited resources (financial, people, time) across an entire population is cost prohibitive. While targeting everyone “just in case” might safe at first, it is riskier because you never see the full impact of your effort to know if it worked.  Target Consumer
  19. 19. We make brands stronger. We make brand leaders smarter. Who wants your brand the most? Dividing up the market to identify the most motivated possible audience. If you use segmentation to find the most motivated consumer, make the choice to focus, not mistakenly use the opportunity to try to uniquely capture each segment Consumer Consumer Segmentation Consumer Profiling Demographics Socio-Economic Geographic/Channels Consumer Behavior Lifestyle Personality Values Consumer Psychographics AttitudesCurrent or New customers Benefit need states Purchase occasion Purchase behavior Perceptions and beliefs The Brand
  20. 20. We make brands stronger. We make brand leaders smarter. Within each category, there are consumers who lead, influence, follow and lag. Understand your target. What type of consumer you target helps decide your overall strategy Consumer Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Late Adopters 16% The Brand
  21. 21. We make brands stronger. We make brand leaders smarter. Understand the functional and emotional need states Functional Need States Emotional Need States Makes you smarterWorks Better Helps your family Helps you be healthier Sensory Appeal Simplifies your life Saves you money Experience Curious for knowledgeSense of optimism Stay in control Feel comfortable Feel myself Feel liked Feel free Get noticed Stay Connected
  22. 22. While 
 PRODUCTS 
 solve small problems 
 we didn’t know we had… …BRANDS beat down the enemies that torment us every day.
  23. 23. We make brands stronger. We make brand leaders smarter. While products solve regular problems, the most beloved brands beat down the enemies that torment us every day. Starbucks “Hectic Life” Disney “growing up” Nike “Losing” Special K “Jeans are too tight” Apple “Frustration” Staples “Business is complicated” FedEx “Hate to wait” Facebook “Fear of Losing touch” Volvo “Other drivers”
  24. 24. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers.
  25. 25. We make brands stronger. We make brand leaders smarter. Data Information Knowledge Wisdom Who? What? When? Where? How? Why? Context Understanding Finding Consumer Insights requires you to look underneath the consumer data you see at the surface Data is only valuable when turned into stories that can share the wisdom gained from the data.Think slowly through your analysis to avoid making snap instinctual decisions on one data point without gaining the understanding of the richness in underlying insight and cause. Ask questions that force you deeper.
  26. 26. We make brands stronger. We make brand leaders smarter. 1st So What 2nd So What 3rd So What 4th So What 5th So What If Consumer Insights lay beneath the surface, ask “so what does this mean” 5X to dig for richer consumer insights Data point at the Surface level Deeper fact based Consumer Insight A useful way to turn data into insight is to ask yourself 5 times “so what does this mean” and you will see the opinion turn into a fact based consumer insight that can align a team and drive action. “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life”. Recent research shows customers would use the bank 3.4x/month and spend $56 more/month if our Bank were open till 8pm. • With more flexible hours, customers would use the bank more often. • The modern banking customer is so busy, that it has become almost impossible to get to bank during “bankers hours” • People are so busy, that if they can’t get to the bank during bankers hours, they just wont even bother or find other service providers. • Customers find it very frustrating in this modern world, that banks still close at 4pm. They find it ridiculous. • Customers wish banks realized how busy they are. We heard “I’m working full time. I have two kids doing actives and I have my personal time “
  27. 27. We make brands stronger. We make brand leaders smarter. Explanations of data breaks, drivers, inhibitors, trends with consumers, channels, competitors Observe consumer reactions in focus groups, product tests, ad testing, direct consumer engagements to add to insights. Listen to Voice of Consumer (VOC) with comments on social media, brand reviews, market research. Look for word choices. Use our emotional need state cheat sheet to understand potential emotional insights. Map out your consumer’s life, understanding the underlying behaviors, motivations, pain points and emotions on the path to purchase. What we see (observations) 2 What we read (Facts/Data) What we hear (Consumer Voice) 31 The Functional and Emotional Need States Emotional Need States Curious for knowledge Sense of optimism Stay in control Feel comfortable Feel myself Feel liked Feel free Get noticed What we sense (Emotional Needs) Life Moments (Day in the life) 4 5 The 360 mining for consumer insights
  28. 28. We make brands stronger. We make brand leaders smarter. Consumers lack the confidence to quit, and they feel out of control when they make an attempt to quit. What we sense (Emotional Zones) 4 “I feel guilty that I can’t quit. I know it’s expensive. But when I do, I’m really not myself. I get so irritable that I give up” What we hear (Consumer Voice) 3 Consumers will attempt to quit smoking on their own 7.2 times, before reaching for a quit smoking aid. What we read (Facts/Data) 1 Each time I quit, I’m miserable. I take it out on those around me, my friends, my wife. I think they’d almost rather I smoke than have to deal with me. Insight Statement (Connection Point) “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable, out of control. Quitting smoking sucks.” Life Moments (Day in the life) 5 Smokers become agitated when talking about quitting smoking. You can see how frustrated they are with their failed attempts. What we see (observations) 2 Consumer Enemy (Pain Point) “I fear quitting smoking will bring out the monster in me, tuning me into the worst version of my personality.” Case Study: 360 consumer insights for quit smoking
  29. 29. We make brands stronger. We make brand leaders smarter. We recommend that consumer insights should start with “I” to get you into the consumer’s shoes and then use quotes to ensure you are using their voice. Good consumer insights should get in the shoes of your consumer and use the consumer’s voice For a Bank: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life”. Computers for Seniors: “I find computers frustrating and intimidating. Once someone shows me how to do something, I feel so much smarter. I love being able to connect with friends or look up things on Google” For a Bank: Research shows customers would use a bank 3.4x/month and spend $56 more/month if our Bank were open till 8pm. Computers for Seniors: The biggest growth in computer laptops comes from 55+ segment. They are willing to pay a premium if it comes with free lessons. Boring insights end up flat Good insights inspire creativity Quit Smoking: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting smoking sucks!” Quit Smoking: There are no real competitors. But studies show that people try to quit cold turkey 7x before reaching for a smoking aid to help them quit.
  30. 30. Consumer Insights come to life when they are told in such a captivating way that makes consumers stop and say “Hmmm, that’s exactly how I feel. I thought I was the only one who felt like that.”
  31. 31. We make brands stronger. We make brand leaders smarter. • Consumer insights demonstrate to your consumers that we understand them, and the consumer enemy elevates the consumer problem that the brand solves. • Consumer insights educate, inspire and challenge the creative teams to produce amazing brand communication that immediately connects with consumers. • Consumer insights should be at the forefront of every product concept to immediately connect, letting consumers know this product has been designed for you. • Consumer insights inspire shopper insights, as you begin to understand how your brand impacts their life moving through a buying system on the path to purchase. • As you see how the consumer interacts with our brand, you begin to listen, adjust and win over the consumer as they build our brand into the rituals of their lives. Brand Promise Purchase Moment Innovation Experience You need to bring the Consumer Insights to life in each of your brand’s five consumer touch-points Brand Story Big Idea & Brand Positioning Creative Brief & Media Plans Product Concepts & New Technology Shopper Marketing & Retail Programs Brand Culture & Consumer Experience
  32. 32. We make brands stronger. We make brand leaders smarter. CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& Consumer insights are the starting point for the brand’s Consumer Benefits Ladder Consumer insights help consumers to connect quickly with Concepts Consumer insights allows us to build a BIG IDEA that creates a bond between brand and consumers Consumer insights in the Creative Brief inspires Agency to make great work Build Media Plans around Consumer insights at each stage of the buying system Consumer Insights should be anchored in every planning tool Benefits Ladder Consumer Target Product features Functional benefits Emotional benefits
  33. 33. We make brands stronger. We make brand leaders smarter. At Beloved Brands, we promise to make your brand stronger and your brand leaders smarter. We believe big ideas, focus and passion matter, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. We will challenge you to think different, because the thinking that got here may not get you to the next level. Our Credo Consumer Insights should be highlighted in everything you do The best brand communications has consumer insights central to the brand story, helping establishes a unique own- able positioning that moves consumer to see, think, feel, act or scream. With consumer enemies and nights brands can develop an INNOVATION PLAN that uses a stage-gate process to drive new ideas, concepts, testing, launches through the system. Using consumer insights to build brand experience by Influencing the CULTURE by creating a BRAND CREDO helping to frame the purpose, values and sets up the service behaviors. Turning consumer insights into shopper insights allows the brand to Influence the PURCHASE MOMENT with channels, merchandising and e-commerce
  34. 34. We make brands stronger. We make brand leaders smarter. Get Consumers to THINK differently about your brand Build a trusted following with each happy purchase Get Current Loyal users to connect emotionally and LOVE you more Create outspoken loyal fans to whisper to their friends on your behalf Head Heart Soul Stand out so consumers NOTICE the brand in a crowd market place Eyes Where your brand sits on the Brand Love Curve should focus your team’s marketing execution focus Think Do InfluenceSee Feel Unknown Indifferent Love ItLike It Beloved Happy Feet
  35. 35. We make brands stronger. We make brand leaders smarter. We recommend that consumer insights should start with “I” to get you into the consumer’s shoes and then use quotes to ensure you are using their voice. Good consumer insights should get in the shoes of your consumer and use the consumer’s voice Boring insights end up flat Good insights inspire creativity “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” I love cookies and would love to eat a low calorie cookie that tastes great. Gray’s usage frequency is under- developed. Consumers see it as a once-in-a-while treat, not a usual brand. “I eat Gray’s when I want to be good. But I keep eating Oreos when I want to be bad. I almost forget about Gray’s when I’m eating Oreos.” Gray’s surprisingly great taste drives a high repeat, 40% to 25% norm. “If this cookie tastes as good as the ones I know are bad for me, then maybe I wouldn’t feel so guilty eating this one.”
  36. 36. We make brands stronger. We make brand leaders smarter. We summarize our great work into a Consumer Target Profile that can be used in everything we do Target Consumer Target Name Pro-Active Preventers Target Description • Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape. Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight. Their enemy • Guilt, failure, out of control diet, temptation. Insights that tell their story • “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” • “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” What do they think now? • I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I wouldn’t say I use them all the time. How are they buying? • Most have been influenced by friends who have tried. Those who are buying, still do so less frequently than their normal favorite cookies. The household has yet to adopt the product. The mom uses it when she’s trying to diet. We want them to think/feel/do • See: Get noticed so consumers are aware of Gray’s, see it on shelf, see actual product. • Think: Gray’s might be a healthy alternative to my favorite cookies. • Do: Try Grays to see if they like the great taste. • Feel: Feel more in control with Gray’s as part of their routine, feeling less guilt. • Whisper: Tell their friends they love Gray’s, and share the success they are having.
  37. 37. We make brands stronger. We make brand leaders smarter. The ways of the modern consumer have changed, impacting what it takes for brands to win. In today’s Marketing world, Brand Love is the new currency. The best brands build their growth with a base of loyal brand fans. The consumers in today’s world now see 5,000 brand messages per day, far too many for their brains to handle. They filter out the irrelevant advertising and gravitate only to those brands that capture their minds and their hearts. Consumers are constantly distracted—working, walking, talking, texting, driving, searching and clicking—rarely doing one thing at a time. Consumers are tired of being burned by faulty brand promises. Their instinct is to doubt first, test second, and at any point they are willing to cast aside those brands that do not live up to their original promise. They stay loyal to brands that speak directly with them and those that offer the most amazing experiences that exceed their expectations. Consumers take control of the buying process, literally at their finger tips. They feel empowered knowing that they matter more than they ever have before. Right in the moment, they openly voice their pleasure and displeasure to their friends, empowered knowing the influence they bring. Consumers may explore rationally, but engage emotionally with brands they believe in.
  38. 38. We make brands stronger. We make brand leaders smarter. There is only one source of revenue. It is not the products you sell, but the consumers who buy them.
  39. 39. What is your main benefit (rational/emotional) Doing a Consumer Benefits Ladder helps to organize your thinking as a great tool for bringing the benefits to life. Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Then find the emotional benefit by asking “so how does that make me feel?” What are we are selling?  2
  40. 40. We make brands stronger. We make brand leaders smarter. Target and insights What do consumers want? Product features What does your product do? Functional benefits What do consumers get? Emotional benefits How does that make them feel? Consumers Define target, need states, enemies and insights. Functional In the consumer’s voice, answer, “So, what do I get?” Consumer Benefits Ladder Features Product-focused strengths, claims, differences or unique offerings. Emotional Look at rational benefit, asking, “So how does that make me feel?” 1 2 3 4
  41. 41. We make brands stronger. We make brand leaders smarter. Makes you smarter Works Better for you Helps your family Helps you be healthier Faster More powerful Safer Lasts Longer Keeps you organized Saves time Social Latest Fashions Latest technology Sounds Taste Smell Sights Education Comfort Life Stages Mental Health Better Home Prevents Weight/Exercise Lower Risk Track Success Resale value Invest for future Advice Solutions Teaching Helping hand Sensory Appeal Simplifies your life Stay Connected Hassle Free Functional benefit cheat sheet Easier to use Touch/Feel Good value Quality Reduces Soothes Cultural How it is made Saves you money Experience Variety Personal Service In touch Moments Responsiveness Memorable Occasion Rituals Updates Luxurious Performance IntegratedEfficient Subconscious Style 9 functional zones with 50 total functional benefits
  42. 42. We make brands stronger. We make brand leaders smarter. Curious for knowledgeSense of optimism Stay in control Feel comfortable Feel myself Motivated Special Successful Inspired Interesting Alive Cool Playful Popular Trendy Like-able Friendly Intimate Happy Easy- going Nurtured Compassion Down-to--earth Relaxed Honest Family Trust Safe Respect Reliable Informed Wisdom Smarter Competent Feel liked Feel free Get noticed Excited Emotional benefit cheat sheet Consumer Values Exhilarating 8 emotional zones with 40 total emotional benefits Hotspex
  43. 43. We make brands stronger. We make brand leaders smarter. Helps your family Keeps you organized Life Stages Better Home Resale value Simplifies your life Saves you money Moments Efficient Feel comfortable Feel myself Easy-going Nurtured Down- to--earth Relaxed Honest Family Functional Emotional Curious for knowledge Stay in control Trust Safe Reliable Informed SmarterWisdom Makes you smarter Works Better Safer Life Stages Better Home Solutions Helping hand Quality Helps your family How it is made Works Better Faster Sights Sensory Appeal Touch/Feel Quality Experience Responsiveness Subconscious Luxurious Performance Alive Cool Playful Popular Feel free Get noticed Excited Comfort Comfort Memorable Sounds Good value Build your brand around unique benefit clusters
  44. 44. We make brands stronger. We make brand leaders smarter. Functional Emotional Feel optimistic Motivated Special Inspired Interesting Alive Feel free Excited Curious for knowledge Stay in controlTrust Respect Reliable Informed Wisdom Smarter Simplifies your life Hassle Free Easier to use Integrated Efficient Sights Sensory Appeal Touch/Feel Experience Personal Service Responsiveness Memorable Subconscious Makes you smarter Keeps you organized Saves time Latest technology Solutions TeachingHelping hand Simplifies your life Stay Connected Easier to use In touch Integrated Efficient Style Build your brand around unique benefit clusters
  45. 45. We make brands stronger. We make brand leaders smarter. Use the benefit clusters to turn into benefit statements • I feel in control of my health • I feel safer in snacking on this cookie • I like to know how many calories I eat each day • I feel more confident in my diet • I feel more knowledgeable about what I am putting in my body. • I will feel more motivated to be successful with this cookie • I will feel inspired to lose weight • I get a great tasting cookie, as good as my current cookie • I can replace my current fav cookie with this one • I get a low calorie snack to make my diet easier • Whenever I get hungry, this is the one I will reach for • I can eat this when I’m hungry • I will be healthier and lose weight • I will prevent falling off my diet • I will be able to reduce my daily calorie intake • I will get the same great taste, just lower calories and fat • I can get the same sensation I get from eating a cookie Functional Emotional Helps you be healthier Taste Prevents Weight/Exercise Sensory Appeal Easier to use Touch/Feel Reduces Experience Memorable Occasion Rituals Curious for knowledge Sense of optimism Stay in control Motivated Successful Inspired Trust Safe Respect Reliable Informed Smarter Use the clusters to begin the brainstorm, using specific category or brand words.
  46. 46. We make brands stronger. We make brand leaders smarter. Consumer Benefits Ladder worksheet Target: “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, food can be a bit of a stress- reliever and an escape. Needs: Great taste, satisfy craving, healthy, maintain weight. Consumer Enemy: Guilt, failure, out of control diet, temptation. Insights: 1) “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” 2) “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” Emotional Benefits: 1) I feel in control of my health. 2) I feel more confident in my diet. 3) I feel more knowledgeable about what I am putting in my body. Functional Benefits: 1) I get a great tasting cookie, as good as my current cookie 2) I get a low calorie snack to make my diet easier. 3) I can eat this when I’m hungry. Features: 1) In blind taste tests, Grays matched the market leaders on taste, but only has 100 calories and 2g of fat. 2) In a 12 week study, consumers using Grays once a night as a desert were able to lose 5 pounds. 3) All natural ingredients.
  47. 47. We make brands stronger. We make brand leaders smarter. How motivated are consumers by your benefit High High Low Low How own-able is this benefit for your brand Sort through the possible benefits to find the ones that are most motivating to consumers and own-able for your brand. Losing Zone Winning Zone Dumb Zone Risky Zone Guilt Free Alternative Low Calorie Less Fat All Natural Ingredients Lose 5 pound in 2 weeks Feel Smarter about food Feel in control of your weight Feel more confident More comfort in choices New Favorite Cookie
  48. 48. Sell the benefit, not the features. People don’t really want a quarter-inch drill. They just want a quarter-inch hole to hang up beautiful memories of their life.
  49. 49. We make brands stronger. We make brand leaders smarter. Stop telling consumers what you do and start telling them what they get and how it will make them feel. Features What do you do? Functional Benefits What do i get? Emotional Benefits How do I feel? Gray’s is the fastest working headache medication. Gray’s helps you to get on with your day. With Gray’s, you can feel optimistic that nothing will get in your way today. Gray’s Bank stays open till 8pm. Gray’s Bank works around your life instead of you working around our life. With Gray’s Bank, you can be comfortable you can get to the bank when you need to. Gray’s cereal is a great tasting low calorie cereal. Using Gray’s twice a day, you can lose 5 pounds in two weeks. With Gray’s, you can feel inspired to stay in control of your weight.
  50. 50. We make brands stronger. We make brand leaders smarter. A great articulation of the difference between functional product features and emotional brand benefits. Who do you think will get the ride?
  51. 51. Support points to back up what you say Claims can be an effective tool in helping to support your Reason to believe. We look at four types of claims: process, product, third person and behavioral. Why should they believe us?  3
  52. 52. We make brands stronger. We make brand leaders smarter. Rational truths (what the head says): what the consumer thinks about the brand. 1. Attributes: these are the non-negotiable attributes about the brand. These can be claims, known facts about the brand, deep perceptions, trends on the brand or elements that are obvious. 2. Associations: top of mind associations that are owned or own-able by the brand. When you think about a brand, what do you automatically link that brand with? Emotional truths (what the heart says): how consumer feels about the brand. 1. Values: what does the brand stand for. If the brand were a person, what qualities would you put to it. 2. Personality: how the brand behaves, the style it projects or the way it communicates with consumers. Be honest because these are truths of your brand, you have to be as honest as you can be. It’s so tempting to lie or see through rose colored glasses. But like every person, every brand has flaws. But like every person, knowing yourself in an honest way, helps you stay true to yourself. Why should they believe us?
  53. 53. We make brands stronger. We make brand leaders smarter. Process • Detail how your product works differently • Showcase your point of difference in the production process. • What do you do differently within the production process • What added service/details do you provide in the value chain Product • Usage of an ingredient that makes you better • Process or ingredient that makes you safer Third person • Experts in the field who can speak on the brand’s behalf. • Past users/clients with proof support of their stories. Behavioral • Clinical tests • In market usage study • Before and after studies Using Claims to support your Reason to Believe
  54. 54. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Using Claims to support your Reason to Believe Defensive Claims: These are the watch out areas of where you are vulnerable and your competitor could attack you. Use these to close leaks before your competitor can attack. Superiority Claims using claims as a way to highlight your brand’s clear difference matters to consumers Dumb Claims: Avoid claims where consumer doesn’t care at all. Do a claims sorting exercise to ensure your statements matter. Parity Claims: When you have a virtual tie, parity claims can help the leader or those using the claim as a support point to innovation and emotional connection
  55. 55. We make brands stronger. We make brand leaders smarter. Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 1 2 3 4
  56. 56. We make brands stronger. We make brand leaders smarter. Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • A Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 1 2 3 4 For the healthy proactive preventers, who want to do more for their health, Gray’s is a guilt free cookie that tastes so good that you can stay in control of your health. That’s because in blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of carbs. In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds.
  57. 57. What is the Organizing Big Idea and soul of the brand? Idealized state is when the BIG IDEA drives the brand REPUTATION which then perfectly matches up to the brand soul Build a Big Idea that is supported by product, consumer views, brand character, brand role & internal beacon. This 7 second brand definition helps frame the 60 second brand, 30 minute brand and lifetime brand, always consistently telling the same story. What’s the big idea for your brand? 4
  58. 58. What is your brand’s shout from the mountain? What is your brand’s Big Idea that you can organize everything around?
  59. 59. We make brands stronger. We make brand leaders smarter. Brand’s Big Idea We will help create a Big Idea that will transform your internal brand soul into a winning external brand reputation. The Big Idea helps simplify the brand message as an outward expression of the inner Brand Soul We make brands stro We make brand leaders sm Promise Brand Story Innovation Purchase Moment Experience Big Idea Brand Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Consumer The Brand Big Idea Drive consistency using the brand’s Big Idea to show up the same way at all 5 consumer touch-points. The goal is to create happy purchases that builds trust. Consumers have 7 seconds to connect with a brand’s Big Idea A brand finds its equilibrium when the Big Idea impacts a brand reputation to perfectly match up to the Brand Soul Soul Reputation= Based on their personal experiences, consumers form a reputation they spread to others. 1 2 3 4 5 =Big Idea Brand Soul Consumer
  60. 60. We make brands stronger. We make brand leaders smarter. Brand Soul Big Idea The brand soul is a messy collection of inner thoughts of the organization that includes the purpose, values, motivations and beliefs. The big idea simplifies and organizes the expression of the brand soul into the cluttered marketplace to become the brand's outward expression that is unique, simple, motiving and own-able. The big idea must steer everyone who works on the brand to match up to every possible consumer touch point (story, innovation, purchase, experience), to create a brand reputation in the consumer’s mind that ends up being a perfect match for the soul. A brand finds its equilibrium when the big idea, soul and reputation are the same. The big idea, the brand soul and the brand reputation must work together to ensure the brand shows up consistently in the market.
  61. 61. We make brands stronger. We make brand leaders smarter. What is it that creates a bond between the consumer and the brand? The Brand The Consumer
  62. 62. We make brands stronger. We make brand leaders smarter. Consumers first connect with the brand’s big idea, which should be an outer reflection of the brand soul Big Idea The Brand Big Ideas help simplify and organize brand messages to gain entry on the first encounter. The idea must be interesting, unique and motivating enough to tempt consumers. The big idea must be inspiring to the team behind the brand, to be layered easily across the organization and have longevity over the life of the brand so the brand begins to own the idea. The Consumer
  63. 63. 7-second pitch 60-second pitch 30-minute pitch Lifetime brand pitch Decision Point Experience Point Entry Point Testing Point Consumer A Big Idea ensures that a brand has consistency in the consumers mind as they notice, test, decide and experience the brand.
  64. 64. We make brands stronger. We make brand leaders smarter. Modern consumer world sets up case for a Big Idea After decades of being burned by false promises, modern consumers are naturally cynical and constantly doubting brands. They test the brand by asking detailed questions. 7 second brand 60 second brand In today’s crowded branded marketplace, the modern consumers see 7,000 brand messages a day. The fastest thing our brains do is reject brand messages. Modern consumers like to take control over their buying process as they move from consideration to search and finally to a purchase moment. 30 minute brand Lifetime brand As the modern consumer experiences the brand, they either accept or reject the promise. Consumers are more loyal to brands they share a common purpose and shared values. Brands need to move with consumers through to the purchase moment Brands need to create experiences that match the brand story Brands need an entry point to gain permission to the consumer’s brain. Brands need a solid story that closes off any doubts consumers may have Can you describe your brand to CONSUMERS in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand, always telling the same story? 1 2 34 Consumer
  65. 65. We make brands stronger. We make brand leaders smarter. Complex brand organization affirms case for Big Idea The people of an organization deliver the brand story, innovation, purchase moment and experience Together, they create a bond with consumers. Everyone needs a common understanding and talking points of the brand. 7 second brand60 second brand The organizational support behind brands can be complex. Various departments have differing motivations and misaligned goals. Organizations need to break down silos to ensure various groups move in the same direction, each with unique solutions that line up with other groups 30 minute brand Lifetime brand It is the culture of the organization who deliver the experience the brand. People are the face of the brand, and will be the source of creating loyalty with consumers Brands need a plan that gets everyone on the same page with strategics, tactics and project plans. The culture under the brand is quickly becoming the new product that consumers connect with. Brands need an internal beacon to rally the motivations of their employees Brands need to lay out the detail so everyone can know the impact they have Can you describe your brand to YOUR TEAM in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand, always telling the same story? 1 2 3 4 The Brand
  66. 66. We make brands stronger. We make brand leaders smarter. Nike pushes your athletic boundaries beyond what you thought was possible. Is “Just Do it” Nike’s Big Idea? Amazing slogan. But not a big idea. Big Idea focuses entire organization, from what type of shoes you make, who you hire, how you design stores and even coming up with the “Just Do It” tagline. No, it is just their tagline.
  67. 67. We make brands stronger. We make brand leaders smarter. Apple makes technology so simple that everyone can be part of the future. Special K inspires and empowers women to take control and maintain their healthy body. Starbucks provides a personal moment of escape from a hectic life, between work and home. Rolex is assembled with scrupulous attention to detail, Rolex is a sign of prestige and success. Can you explain your brand in 7 seconds? 7 second brand BIG IDEAS help simplify and organize brand messages making it easily understood and remembered. The idea must be unique, own-able and motivating. The Big Idea must gain a quick entry, be layered easily and have longevity over the life of the brand. All activity on the brand must be organized under the Big Idea.
  68. 68. We make brands stronger. We make brand leaders smarter. Simplicity Once you have found your 7 second brand, can you narrow it further to the 1-second brand? Empower Moments Prestige 1 second brand There is a power in focusing everyone based on ONE word for your brand.
  69. 69. We make brands stronger. We make brand leaders smarter. There is a power in focusing everyone based on ONE word for your brand Safety 1 second brand When I’m giving talks, if I say “Volvo”, the audience shouts back “Safety”
  70. 70. We make brands stronger. We make brand leaders smarter. Brand Soul Big Idea What you want your brand to be A brand’s big idea, brand soul and reputation must work together to ensure the brand shows up consistently to consumers What your consumers think of you Big Idea summarizes brand soul, while influencing reputation Inside OutwardStabilizer
  71. 71. We make brands stronger. We make brand leaders smarter. Products and Services Consumer Reputation Brand Role Internal Beacon Influencer Reputation Inside the Brand Soul Outward Brand Reputation The Stabilizing Bridge The work of the review and positioning assesses the inner and outer elements of the brand to build a unifying big idea Big idea must be interesting, simple, unique, inspiring, motivating and own-able. Brand Soul
  72. 72. We make brands stronger. We make brand leaders smarter. Products and Services Consumer Reputation Brand Role Internal Beacon Big Idea has to accurately express the brand’s soul and outward reputation. It must be interesting, simple, unique, inspiring, motivating and own-able. Influencer Reputation The Big Idea Blueprint What is the focused point of difference that your products or services can win on, because they meet consumer needs, and separates your brand from competitors? What is the internal rallying cry that reflects your brand’s purpose, values, motivations helping inspire, challenge and guide the culture? These words should come from your brand’s soul. What is the link between the consumer and the brand, reflecting the way the brand services, supports and enables the consumers to make the most out of your brand? The brand role links the internal and external sides. What is the desired reputation of the brand, that attracts, excites, engages and motivates consumers to think, feel and purchase your brand? Who are the key influencers and potential partners who impact the brand? What is their view of the brand that would make them recommend or partner with your brand? Brand Soul
  73. 73. We make brands stronger. We make brand leaders smarter. Low calorie, tasty, delicious, light tasting, low fat, low carb, controls hunger, rich flavors, creamy filling. Products & Services Consumer Reputation New, Innovative, Moms, Fresh, Different, surprisingly tasty, Low Calorie, the Diet Cookie, unknown, sugar free, snack replacement. Brand Role Delicious, soft, creamy, be as good as a regular cookie, never settle on taste, healthy, low carb, sugar is evil, natural Internal Beacon Enabling, supportive, knowledgeable, helping hand, controls hunger, helps indulge, pleasure The Big Idea Optimistic, excited, diet, carbs, inspiring, stay in control, knowledgeable, fitness, low calorie, sugar free, all natural. Influencer Reputation Build your brand’s big idea by brainstorming KEY WORDS Brainstorm 10-15 words for each area, then vote on the best 3-4 words Step 1
  74. 74. We make brands stronger. We make brand leaders smarter. Delicious, low carb, low calorie cookies that help controls hunger and replace their favorite cookie. Products & Services Consumer Reputation The fresh face in the cookie aisle, known equally for health as it is the great taste. Brand Role Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Internal Beacon Gray’s is the helping hand that allows people to control their cravings and maintain their weight. The Big Idea Dietitians and fitness coaches see Grays as a healthy snack, for a low carb low calorie diet. Influencer Reputation Turn key words of each area into summary KEY PHRASESStep 2 Take the best 3-4 words and build key phrases to summarize each area
  75. 75. We make brands stronger. We make brand leaders smarter. Delicious, low carb, low calorie cookies that help controls hunger and replace their favorite cookie. Products & Services Consumer Reputation The fresh face in the cookie aisle, known equally for health as it is the great taste. Brand Role Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Internal Beacon Gray’s is the helping hand that allows people to control their cravings and maintain their weight. Dietitians and fitness coaches see Grays as a healthy snack, for a low carb low calorie diet. Influencer Reputation Step 3 Grays are the best tasting yet guilt free pleasure so you can stay in control of your health. Using the 5 areas to inspire you, try to write a summary Big Idea Come up with a BIG IDEA that summarizes everything
  76. 76. Mathematical argument for your brand’s BIG IDEA to be a single message The probability of success (P) is directly linked to the inverse of the number of messages (M) you have in your brand communication. P = 1 2m _
  77. 77. The Big Idea guides everything consumers touch We manage the consistent delivery of the Big Idea over five consumer touch- points, including the brand promise, story, innovation, purchase moment and brand experience. This means everyone that works on those, whether management, agencies, customer service, sales, HR and operations all should be looking at the Big Idea as a guiding beacon for decisions. Organizing everything around the brand’s Big Idea and DNA
  78. 78. We make brands stronger. We make brand leaders smarter. The consumer’s first interaction with a brand will be with a big idea that delivers the Brand Promise The big idea must motivate consumers think, feel and move towards the Purchase Moment Surpising Innovation builds from the big idea to keep up to trends, satisfy a broader array of needs and stay ahead of competitors Happy experiences must over-deliver the original promise of the big idea. Every happy purchase tightens the bond and spread the brand love to others. The Brand Story must use the big idea to entice consumers to think, feel and act in ways that will benefit the brand. GRAYS Guilt free pleasure gourmet cookies 2 5 1 3 4 We make brands stronger. We make brand leaders smarter. Consumer GRAYS Lemon creme Guilt free pleasure gourmet cookies GRAYS Peanut Butter Guilt free pleasure gourmet cookies GRAYS Ginger Bread Guilt free pleasure gourmet cookies GRAYS Cranberry Time Guilt free pleasure gourmet cookies The consumer’s first interaction with a brand will be with a big idea that delivers the Brand Promise Purchase Moment Innovation Experience The consumer may engage in the big idea through the telling of the Brand Story GRAYS Guilt free pleasure gourmet cookies 2 5 1 3 4 Grays Cookies were created with a bit of luck Gray’s Cookies is based on a 40-year-old family recipe that had been used for years in a local coffee shop in Stowe Vermont. Gray’s was a local favorite and even among tourists, famous for it’s Chocolate Chip and Peanut Butter flavors. No one realized it was also a healthy treat— low fat, low calories. A taste of guilt free pleasure We make brands stronger. We make brand leaders smarter. Consumer GRAYS Lemon creme Guilt free pleasure gourmet cookies GRAYS Peanut Butter Guilt free pleasure gourmet cookies GRAYS Ginger Bread Guilt free pleasure gourmet cookies GRAYS Cranberry Time Guilt free pleasure gourmet cookies The consumer’s first interaction with a brand will be with a big idea that delivers the Brand Promise Purchase Moment Innovation Experience The consumer may engage in the big idea through the telling of the Brand Story GRAYS Guilt free pleasure gourmet cookies 2 5 1 3 4 The consumer engages a brand at 5 main touch-points
  79. 79. We make brands stronger. We make brand leaders smarter. Today’s consumer engages 5 main touch-points, but in a non-linear, and random way, within a confusing and cluttered marketplace Purchase Moment Brand Story Innovation Surprise Competitive messages Consumer Brand Promise Without an organizing big idea, the brand is at risk of showing up as a complete mess within the cluttered mess of the market The Brand Influential Voices Happy Experiences Ubiquitous connections Experiences beyond products
  80. 80. We make brands stronger. We make brand leaders smarter. • Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper. • Use your brand story to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. • The moment of truth as consumers move through the purchase cycle and use channels, messaging, processes to make the final decision. • Fundamentally sound product, staying at the forefront of trends and using technology to deliver on your brand promise. • Turn the usage of your product into an experience that becomes a ritual and favorite part of their day. Align all 5 consumer touch-points under the brand’s Big Idea Brand Promise Brand Story Happy Experiences The big idea organizes the brand across all 5 touch points. Purchase Moment Innovation Surprise
  81. 81. We make brands stronger. We make brand leaders smarter. Big idea connects and separate brand from competitors Use your brand’s differences to move consumers Keep your brand fresh and on top of trends Move consumers through the buying system Experiences that consistently over- deliver the promise Consumer Big Idea The Brand Brand Promise Brand Story Happy Experiences Purchase Moment Innovation Surprise Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture The big idea must inspire and align everyone who works behind the scenes of the brand. The big idea is the bridge between brand and consumer, aligning everything around the 5 consumer touch-points
  82. 82. We make brands stronger. We make brand leaders smarter. Take control of your weight by replacing your favorite snack with Grays. Real life stories that show women living “All the pleasure. None of the guilt.” We never sacrifice on taste so you won’t have to sacrifice your cookie. Interrupt purchase routine to set up Grays as the better alternative. Celebrate weight loss results to empower you to stay in control. Consumer Brand Brand Promise Brand Story Happy Experiences Purchase Moment Innovation Surprise Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture The big idea is the bridge between brand and consumer, aligning everything around the 5 consumer touch-points Grays are the best tasting yet guilt free pleasure so you can stay in control of your health.
  83. 83. The big idea sits within the 5-Year brand strategy roadmap Promise: Experience:Innovation Purchase MomentStory: Vision: Purpose: Values: The Big Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control of your health. Build community of Brand Lovers Explore entering new food categories Leader of healthy cookie cement Become alternative to mainstream cookies To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. We believe that healthy does not have to taste bad. We make healthy, low carb cookies that never settles on taste, and helps people stay in control of their health. Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned. Goals: Issues: Strategies Tactics $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains. 1. How do we tighten the bond with our most loyal brand lovers? 2. How do we balance driving penetration and usage frequency? 3. How will we defend Gray’s leadership position in the Healthy Cookie segment? 4. How do we leverage “guilt free” idea across new food categories Take control of your weight by replacing your favorite snack with Grays. Real life stories that show women living “All the pleasure. None of the guilt.” We never sacrifice on taste, you won’t have to sacrifice your cookie. Interrupt purchase routine to set up Grays as the better alternative. We hope your weight loss results empowers you to stay in control. • Social Media to connect brand lovers • Surprise and delight program to most loyal • Explore geographic expansion • Drive penetration using advertising & nutritionist PR • Continue to attract new users to Gray’s • New flavor launches to replicate mainstream • Dominate shelf in every channel • Attack all competitive entries • Leverage influence of brand lovers • Build “guilt free” idea • Innovation focused on new segments • Early trial with brand lovers Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • A Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 1 2 3 4 Brand Strategy Roadmap
  84. 84. Big Idea Sub Brand Campaign Sub Brand Campaign Sub Brand Campaign J F M A M J J A S O N D TV TV TV Facebook Event Event Sampling Digital Twitter In Store Displays PR PR Facebook FacebookWeather Twitter YouTube Master Brand Anthemic Campaign The Big Idea should guide the Creative Idea that can set up the advertising for the master- brand ads as well as sub brands or promotional ads… …the Big Idea should guide the Media Plan with a balance of how to execute the master brand advertising with sub brands, and promotional ads. Creative Idea Big Idea should organize a consistent delivery of the marketing execution, driving the creative execution and media plan Creative Execution Media Plan
  85. 85. We make brands stronger. We make brand leaders smarter. Social Media Home PageEarned Media SearchPaid Media Purchase MediaExperiential Make brand newsworthy to help decisions. Enlist lovers as advocates to influence others. Tell brand story in own-able, breakthrough, moving way. Help consumers make smarter decisions. Knowledge, influence to close the sale or sell brand. Bring brand to life to replicate ideal brand experience Manage consumer through entire purchase cycle. Big Idea Align all marketing execution under the Big Idea Consumer The Brand
  86. 86. We make brands stronger. We make brand leaders smarter. Customer Big Idea External story of the brand which creates a position in the mind/heart Internal story of the brand which creates the customer experience Logo/Packaging Sales Materials Communications Values/Culture Innovation Service The external and internal story are of equal importance to the experience you create.
  87. 87. We make brands stronger. We make brand leaders smarter. Brand Story Brand Positioning Strategic Plan Retail Selling Organization Culture Driving Profits Vision& Purpose& Goals& Key& Issues& Strategies& Tac7cs& Calendar& Budget& Target& Insights& Consumer& Enemy& Features& Ra7onal& Benefits& Emo7onal& Benefits& Statement& Winning& Concept& Social& Media& Digital& Look&and& Feel& Communica7ons& Strategy& Brief& Crea7ve& Idea& Paid& Media& Earned& Media& Trends& Direct& Interac7on& Voice&of& Consumer& Consumer& Experience& Consumer& Insights& Behaviors& Talent& Hiring& Training& Values& Revenue& CAGR& P&L&Mgmt.& COGS& ROI& Priori7es& Investment& Forecasts& Share& Data& NPD& Produc7on& PorOolio& Mgmt.&& R&D& Plan& Brainstorm& NPD& Investment& Launch& Plan& Customer& Priori7za7on& Key&Accounts& Distribu7on& In&store&& Message& In&store& Experience& Buyer& Rela7ons& Budget& Home&& Media& Consumer Focus Program& Tracking& Pricing&&& Promo7on& Customer& Analy7cs& Program& Budgets& Org&& Structure& Leadership& Mo7va7on& Brand&Story& NPD& Research& Product Innovation Diagnos7c& Tracking& Our&& Consumers& Service& Systems& Service& Values& Media&& Customer& Innova7on& Claims& The! Big Idea! Big Idea should drive every part of your organization Big Idea
  88. 88. We make brands stronger. We make brand leaders smarter. Define a focused consumer target profile with insights, enemies and buying patterns. Use our Benefits Ladder to move from features to rational and emotional benefits A winning brand concept comes from the homework you do that defines the brand positioning and big idea for your brand. 2 1 Winning positioning statement that is unique, own-able motivating to consumers 3Benefits Ladder 4 Find a Big idea that is Interesting, simple, unique, inspiring, motivating and own-able. Brand Concepts Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 1 2 3 4 Consumer Target Product features Functional benefits Emotional benefits We make brands stro We make brand leaders sm Products & Services Consumer Reputation Brand Role Internal Beacon Influencer Reputation The Big Idea Blueprint Big Idea Guilt free pleasure with Gray’s Cookies Try Gray’s Cookies and find your way to stay healthy • Do you feel guilty when you stick your hand in the cookie jar? Wouldn’t it be great if you could just sneak a cookie without worry that you have gone off your diet? • Gray’s Cookies are the best tasting yet guilt free pleasure so you can stay in control of your health. • That’s because Gray’s is low in fat and calories, yet still tastes great. In blind taste tests, Gray’s cookies matched the market leaders on taste, but only 100 calories, with 2g of fat and 3g of sugar. In a 12 week study, consumers using Gray’s once a night as a desert lost10 pounds. Big Idea Support visual Enemy or insights Support points Motivating call-to-action Main Benefit Using the work around Brand Positioning and the Big Idea to generate winning Brand Concept options The brand concept combines the brand positioning statement and big idea 5
  89. 89. We make brands stronger. We make brand leaders smarter. We combine the work from generation the positioning and the Big Idea to build the Brand Concept options BIG IDEA: Grays are the best tasting yet guilt free pleasure
  90. 90. Guilt free pleasure with Gray’s Cookies Try Gray’s Cookies and find your way to stay healthy • Do you feel guilty when you stick your hand in the cookie jar? Wouldn’t it be great if you could just sneak a cookie without worry that you have gone off your diet? • Gray’s Cookies are the best tasting yet guilt free pleasure so you can stay in control of your health. • That’s because Gray’s is low in fat and calories, yet still tastes great. In blind taste tests, Gray’s cookies matched the market leaders on taste, but only 100 calories, with 2g of fat and 3g of sugar. In a 12 week study, consumers using Gray’s once a night as a desert lost10 pounds. Main headline should capture the Big Idea for your brand Use Support visual to summarize concept Enemy or insights helps connect quickly with consumers Support points with two reasons to believe Motivating call to action to prompt purchase intent Main Benefit in a promise statement Using the work around Brand Positioning and the Big Idea to generate winning Brand Concept options
  91. 91. We make brands stronger. We make brand leaders smarter. Concept Testing: Find the space where you can win, by matching up what is motivating to consumers own-able for your brand How OWN-ABLE is this idea for your brand? How MOTIVATED are consumers by your brand’s idea? High High Low Low Losing Zone Consumers want it, but your competitor owns it Winning Zone You own what consumers want Dumb Zone Consumers don’t want it and you don’t own it. Risky Zone Can win through speed, innovation & emotion
  92. 92. Case Study How Apple uses their Big Idea to organize every part of their brand 5
  93. 93. We make brands stronger. We make brand leaders smarter.     • In 1996, the Apple brand was bordering on bankruptcy. They were basically just another computer company, without any real point of difference. Years of overlooked opportunities, flip-flop strategies, and a mind-boggling disregard for market realities caught up with Apple, Windows 95 has seriously eroded the Mac's technology edge. Apple was rapidly becoming a minor player in the computer business with shrinking market shares, price cuts and declining profits. • This was the year before even contemplating the return of Steve Jobs, really showcasing how badly Apple was run through the 1990s. They were making bad decisions with inconsistent strategies and most importantly, there was no big idea for what Apple stood for. • After Steve Jobs came into Apple in 1997, everything he did was built around the big idea of "making technology so simple that everyone can be part of the future." He took a consumer first approach in a market that was all about the gadgets, bits and bytes. Apple looked like it would not survive Apple builds everything around their Big IdeaCase Study
  94. 94. We make brands stronger. We make brand leaders smarter. Products & Services Consumer Reputation Brand Role Internal Beacon Influencer Reputation Apple uses surprising technology that changes the world. We make every product stylish, simple, easy to use. Essential to stay at the fore-front of technology. At Apple, we are a consumer driven company that starts with the consumer experience and then works back to the technology, to eliminate consumer frustrations. Apple makes technology so simple that everyone can be part of the future. Apple is an inspiring and enabling coach that teaches you easy ways to unlock modern technology so you can avoid any intimidation or frustration At Apple, we think like consumers. We make it so easy to use modern electronics, so that you will feel smarter and at the leading edge of technology Product reviewers are long time Apple fans, who see the idea of simplicity, style and design as key separators. Brand Soul Apple’s Big Idea Blueprint
  95. 95. We make brands stronger. We make brand leaders smarter. We think like consumers, and make everything easy to use. Technology should not be frustrating. We make it easy to do more/get more. Surprising leap- frog technology built around simplicity Allow consumers to try, touch,feel the products without pressure. Start with consumer experience and works back to the technology. Consumer Brand Brand Promise Brand Story Happy Experiences Purchase Moment Innovation Surprise Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Apple used the big idea of “simplicity” as the bridge between brand and consumer, to align everything around the 5 consumer touch-points We make technology so simple that everyone can be part of the future
  96. 96. Apple’s advertising expresses “simplicity” We make brands stronger. We make brand leaders smarter.
  97. 97. All in one for work & creativity at work or family at home. The original brand. Do everything anywhere. Creative, functional, with durable, portable. Ubiquitous connectivity to your world. Mail, phone, music, photos. iTunes, Apple music, Beats The fun of music, movies, books Explore the world of entertainment, social and connectivity. “Simplicity” aligns all the Apple product innovation We make brands stronger. We make brand leaders smarter. Home/Office Portable SocialEntertainmentMobile
  98. 98. Straight out of the box. No set up needed. Apple allows everyone (from kids to seniors) to experience computers. Apple’s big idea starts with the expected consumer experience and works back to the technology Integration helps products work together and work the same. Fully integrated Apple Care Support. We make brands stronger. We make brand leaders smarter.
  99. 99. Genius Bar where you can get one-on-one tech support Training Courses for any Apple products. Take any Apple product on a test drive or play around. Accessories to personalize Apple products and experience. Apple’s store layout delivers “simplicity” at every stage towards the purchase moment We make brands stronger. We make brand leaders smarter.
  100. 100. We make brands stronger. We make brand leaders smarter. 8 elements of smart strategic thinking 1 3 4 5 6 7 8 Visionary Early Win Speed Leverage Gateway Opportunity Questions2 How do we strengthen and leverage our bond with our most loyal Apple users? With each new product, they used,high profile launch hype to generate excitement, transforming early adopters into vocal Apple activists to spread the word. Apple wants everyone to be part of technology in the future. Apple created a consumer bond around the Big Idea of “making technology simple” leveraging tight connection with their brand fans to enter new categories.  Apple is now the most beloved consumer driven brand, with premium prices, stronger market share, sales and profits. Fast follower on technology, making easy to use, with consumer-friendly laptops, phones, tablets. Capitalize on the consumer frustration with technology, that was preventing the mass consumers from experiencing everything technology can offer. Build everything around simplicity and design. A consumer first mentality to technology, transform leading technology into “consumer accessible” technology. Case Study
  101. 101. We make brands stronger. We make brand leaders smarter. Purpose Strategy Rough draft worksheet of the brand strategy Vision Values Goals Key Issues Tactics Apple wants everyone to be part of technology in the future. At Apple, we have to remind ourselves to think differently. We will make a dent in the universe as we change the status quo of our consumers. • Consumer first • Simplicity and ease of use • Stylish designs for living • Continue 10% sales growth, double market share in Asia, launch 5 new technology enhancements per year 1. How do we battle Samsung/Google in smart phones? 2. How do expand beyond our saturated North American market? 3. What technology platform will the next round of surprising innovation come from? 4. How do we strengthen and leverage our bond with our most loyal Apple users? • Fast to market to stay ahead • Create and build a community • Increase size options • Improve tech experience • Win on design • Launch watch to catch up to competitors Regain leadership in smart phone technology Higher service to tighten Apple community Build community around cloud technology Geographic focus into China • Specific Chinese products • Brand building program • New retail space • Build e-commerce China program • Integrate retail purchasing. • Explore automated cars. • Explore acquisition into social media programs • Take more services online, face to face. • Increase Apple U courses • Increase retail footprint. Case Study
  102. 102. We make brands stronger. We make brand leaders smarter. © Beloved Brands Inc. Promise: Experience:Innovation Purchase MomentStory: Vision: Purpose: Values: Brand strategy road map for the future Strategies: Tactics: Organizing Big Idea: Apple makes technology so SIMPLE that everyone can be part of the future • Increase size options • Improve tech experience • Win on design • Launch watch to catch up to competitors Regain leadership in smart phone technology Higher service to tighten Apple community Build community around cloud technology Geographic focus into China • Specific Chinese products • Brand building program • New retail space • Build e-commerce China program • Integrate retail purchasing. • Explore automated cars. • Explore acquisition into social media programs • Take more services online, face to face. • Increase Apple U courses • Increase retail footprint. Apple wants everyone in the world to be part of the future. At Apple, we want to make a dent in the universe by challenging the status quo and thinking differently. We believe equally in art and technology. Consumer first, simplicity and ease-of-use, stylish designs, fast-to-market, community. Goals: Issues: Continue 10% sales growth, double market share in Asia, launch 5 new technologies per year. 1. How do we battle Samsung/Google in smart phones? 2. How do expand beyond our saturated North American market? 3. What technology platform will the next round of surprising innovation come from? 4. How do we strengthen and leverage our bond with our most loyal Apple users? We make technology so simple so that everyone feels smarter Technology should not be frustrating. We make it easy to do more/get more. Surprising leap-frog technology around simplicity Allow consumers to try, touch, feel in a soft sell retail store. Launch hysteria. Enable consumers to get the most from your Apple. Case Study
  103. 103. We make brands stronger. We make brand leaders smarter. Apple uses their brand love and power to increase prices, lower costs gain share and enter new markets Case Study
  104. 104. We make brands stronger. We make brand leaders smarter. Apple has used brand love to command power and enable them to drive both revenue and profits Case Study
  105. 105. What is the Big Idea and Soul for the brand Innovation has to fit under the Big Idea. In nearly every organization, R&D is a separate function reporting up through the President, with the R&D head usually being a peer to the CMO. As the Brand Leader, beneath the CMO, you need to influence, manage and even direct your R&D counterparts to ensure they are focused on your brand strategy, How to build a Product Innovation Plan that fuels brand growth 6
  106. 106. We make brands stronger. We make brand leaders smarter. Continuous generation of ideas to build a war-chest of potential solutions to meet consumer needs. Assess opportunities using criteria: breakthrough, own- able, strategic fit, consumer motivation, potential size. Plan your Product Innovation Identify New Opportunities Build Innovation Pipeline Go-to-market launch Plan 2 3 Build out potential concept to test breakthrough, own- ability and sales potential. Build robust innovation schedule with volumetrics, investment, sourcing and production timeline. Stage-gate decisions to approve execution plans and milestones from production to launch. 4 5 6 Backend plan includes final naming, logos, packaging, production and channel plan. Build marketing support; advertising, presentations, in-store support. Hand over to launch team, including marketing, sales, operations. 7 8 9 Observations and Identifying trends and new consumer need states 1 Winning ideas go to market Move best ideas to testing
  107. 107. We make brands stronger. We make brand leaders smarter. Product Extensions • Identifies new consumer need states, occasions where your brand can easily handle. • Broader portfolio helps neutralize competitive advantages or use to gain share of shelf. • Continuous news keeps brand momentum going with new benefits, flavors, sizes. Product Improvements • Use the “leaky bucket” analysis to identify where you are losing consumers, helping isolate flaws and gaps in your brand that need fixing. • Either moves ahead or catches up to competitors. New Formats • Stretches the brand into new subcategories/ adjacencies or parts of the value chain. • Helps drive added usage frequency or new usage occasions with consumers. • Gets brand into new parts of the store, new distribution channels or new usage points with consumers. Exploratory Product Innovation Brand Stretching • Take the assets of the brand and move them into other categories—bringing your loyal user base and brand reputation. Game Changing Technology • R&D driven invention needs to be matched up a consumer driven need and re-presented back tot he consumer in a consumer centric idea. Blue Ocean Exploratory Areas • Completely exploratory ideas that combine your open technical capabilities, matched to pure un-explored consumer need states to create game changing launches that move into fully protected Island type competitive positions.
  108. 108. We make brands stronger. We make brand leaders smarter. LOVE IT INDIFFERENT LIKE IT Product Focus: Either one core product or line extensions, use innovation to help explain purpose, idea or concept as well as a real point of difference versus current offerings to break through and solve an unmet need. Separate Yourself: Use innovation to stay ahead, address gaps or flaws in the category. Use claims or build support points to separate yourself on quality, performance, experience or value. Focus on better. Create Experiences: Use innovation to become part of the consumer’s life, connecting emotionally and into their current life rituals. Explore peripheral products around routines. Keep investing to stay ahead of challengers. BELOVED Broaden Offering: Extend brand beyond core product. Use innovation to surprise and delight and support the love. Use innovation to attack current offering, but be aware your consumer might not want change. The Innovation Plan should be driven by how connected your brand is with your consumers
  109. 109. We make brands stronger. We make brand leaders smarter. Summary of Learning on Positioning • A brand positioning is essential to ensure that brands stand out from the pack. Brands have to be better, different, cheaper…or else not around for very long. We look at matching up what consumers want to what your brand does best. We avoid taking competitors on where they are stronger and avoid going into zones the consumers do not care about. • Start by defining the consumer target, focused on those consumers most motivated by what we do. We look at demographics, psychographics, consumer insights and enemy that help tell the story of the consumer. • Use the Consumer Benefits Ladder to take the brand features to build the rational (what do I get?) and emotional benefits (how does that make me feel?). • Bring the analysis together into a brand positioning statement that has a focused target, frame of reference, main benefit and two reasons to believe. • Then build a Big Idea that is supported by product, consumer views, brand character, brand role & internal beacon. This 7 second brand definition helps frame the 60 second brand, 30 minute brand and lifetime brand, always consistently telling the same story. • Combine the brand positioning statement with Big Idea to create a Brand Concept that is test-able with consumers, looking to find what is most own-able and motivating. • Build a Big Idea Map that lays out the promise, story, innovation, purchase moment and experience for the brand.
  110. 110. We make brands stronger. We make brand leaders smarter. We will help you unleash your full potential Brand Coaching Services
  111. 111. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. Our role is to challenge you to think differently about your future, so that you can realize your full potential. TM
  112. 112. We make brands stronger. We make brand leaders smarter. Define the Brand Think Strategically Big Idea At Beloved Brands, we use a branding approach Vision Analysis Key Issues Strategies Execution • Advertising • In-Store • Innovation • Consumers • Category • Channels • Competitors • Brand Values, Goals • Experience Brand Plan Create Brand Plans Inspire creative execution Analyze performance Sm art Creative Ideas
  113. 113. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. We lead a 360 assessment of your business, looking at the marketplace, consumers, channels, competitors and the brand. We help you define your brand, with a simple, unique, inspiring, motivating and own-able Brand Positioning Statement. We will create a Big Idea that will transform your brand’s soul into a winning brand reputation. We help you build a strategic Brand Plan that everyone who works on the brand can follow We coach on Marketing execution, helping to tighten the bond with your consumers and drive brand growth We will build a Brand Management training program, to unleash the full potential of your Marketing team. 1 2 3 4 5 6 TM
  114. 114. We make brands stronger. We make brand leaders smarter. We will lead a 360 brand assessment, looking at the marketplace, consumers, channels, competitors and brand Deep Dive Review Macro view of marketplace looking at economic, consumer, technology, trends. Define consumer target, looking at beliefs, buying habits, growth trends and key insights. 2 5 1 3 4 Understand brand performance and reputation. Use brand funnel, tracking results, pricing analysis, distribution gaps and financial results. Look at channel performance, customer strategies, distribution gaps, merchandising performance. Dissect closest competitors by looking at performance, positioning, innovation, pricing, distribution and reputationSummarize the analysis into drivers and inhibitors currently facing brand as well as threats and opportunities for the future. Drivers Inhibitors Factors of strength or inertia that accelerate your brand’s growth. Weaknesses or friction slows brand down, leak to fixi Opportunities Threats Changing consumer needs, technologies, channels, legal, Competitor launch, trade barriers, customer preference. 6 Look at macro subsegments or formats • Some different types of macro views you want to look at includes performance of size, format or benefit segments. Look at the channel performance at the category level. You can also look at macro competitive market share trends. • With each chart, you are looking for a break in the data to tell a story on the category. 0" 10" 20" 30" 40" 50" 60" XL" Large"size" Mid"Size" Travel"size" Overall" 2012" 2013" 2014" 2015" Healthy( Whitening( Freshening( Repair( 0" 20" 40" 60" 80" 100" 120" 140" Grocery" Drug" Mass" Club" Overall" 2012" 2013" 2014" 2015" Size Formats Benefit Segment Where sold Allergy Category $ Share 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% P E D ec 29 01 P E F eb 23 02 P E A pr20 02 P E June 15 02 P E A ug 10 02 P E O ct05 02 P E N ov 30 02 Jan 25 2003 M ar22 2003 M ay 17 2003 July 12 2003 S ept06 2003 N ov 01 2003 D ec 27 2003 Feb 21 2004 A pr17 2004 June 12 2004 A ug 07 2004 O ct02 2004 N ov 27 2004 Jan 22 2005 M ar20 2005 M ay 14 205 Jul9 2005 S ep 3 2005 O ct29 2005 Reactine Benadryl Claritin Aerius Allegra Chlor-Tripolon C/L Competitive Market Share Category Analysis The Brand Funnel Awareness Familiar Consider Purchase Repeat Loyal Unknown Indifferent Love It Like It Beloved The Brand Love Curve 0 15 30 45 60 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Gray's Dad's Sue's Devonshire Competitive market share performance Customer scorecards Customer A Scores Overall Sales Dollars 39 Share of Category 11% % dollar change +19.1% Your Brand Share 33% % change +3.3 points Share Index 105 Your brand’s avg Price $6.33 % change +3.3% Price Index 125 Share of Co-Op Ads 33% % change +18% Co Op Index 143 Share of Merch 25% % change -2% March Index 111 Customer scorecards Customer A Scores Overall Sales Dollars 39 Share of Category 11% % dollar change +19.1% Your Brand Share 33% % change +3.3 points Share Index 105 Your brand’s avg Price $6.33 % change +3.3% Price Index 125 Share of Co-Op Ads 33% % change +18% Co Op Index 143 Share of Merch 25% % change -2% March Index 111 and versus other periods. Pricing Differences by Channel First, look at the average price and change versus year for each channel. Match up the data to what the sales colleagues are saying about the different prices for each ch Depending on channel/brand, you should be looking at deal pricing, % on deal and coop ad points. Compare ea the channels and compare to prior years. Food Drug Mass Club Avg Price $6.55 $6.47 $6.62 $6.54 % change vya -6.4% -2% +3.1% -1.9% Avg Price on Deal 5.99 6.59 5.29 5.49 % change vya +8.3% -12.3% +1.7% +2.7% % on deal 32% 22% 38% 20% +/- vya +7 pts +1 pt +10 pts -2 pts A B We make We make brand Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-1 Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon W We ma Distribution gap analysis Tops Kroger CVS Club A&P Safewa Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon W We mak Draw conclusions. Compare how you're doing in each channel and versus other periods. We We make Pricing Differences by Channel First, look at the average price and change versus year ago, for each channel. Match up the data to what the sales colleagues are saying about the different prices for each channel. Depending on channel/brand, you should be looking at the deal pricing, % on deal and coop ad points. Compare each of the channels and compare to prior years. Food Drug Mass Club Avg Price $6.55 $6.47 $6.62 $6.54 % change vya -6.4% -2% +3.1% -1.9% Avg Price on Deal 5.99 6.59 5.29 5.49 % change vya +8.3% -12.3% +1.7% +2.7% % on deal 32% 22% 38% 20% +/- vya +7 pts +1 pt +10 pts -2 pts A A B B We make brands stron We make brand leaders sma Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-11 Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon We make b We make brand l Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-11 Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon Program tracking shows how well you are doing behind key marketing activities • Program tracking or testing results can compare how well the program has done against key measures. • You will also be able to get scores that match up to the brand funnel such as Awareness (aided, unaided), purchase scores (share of last 5 purchases) and purchase intention. Tracking Results Gray’s Norm Aided Recall 38 62 Unaided Recall 30 46 Brand Recognition 10 23 Brand Link .33 .50 Main Message 64 60 Uniqueness 38 22 Purchase Intent 10 9 Ad Tracking Brand Analysis
  115. 115. We make brands stronger. We make brand leaders smarter. Define a focused consumer target profile with insights, enemies and buying patterns. Use our Benefits Ladder to move from features to rational and emotional benefits We will help you define your brand, with a simple, unique, motivating and own-able Brand Positioning Statement. 2 5 1 Use our benefit cheat sheets to understand the Functional and Emotional benefits you can own. 3Benefits Ladder 4 Determine your winning zone, where your brand is better, different or cheaper. Winning positioning statement that is unique, own- able motivating to consumers Brand Positioning Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 1 2 3 4 Consumer Target Product features Functional benefits Emotional benefits Works betterFunctional Benefits Simplify Life Make Smarter Make Healthier Saves money Helps family Sensory Appeal Stay Connected Experience Seek knowledgeFunctional Benefits Stay in control Feel myself Feel comfortable Feel optimistic Feel free Get noticed Feel liked
  116. 116. We make brands stronger. We make brand leaders smarter. Brand’s Big Idea We will help create a Big Idea that will transform your internal brand soul into a winning external brand reputation. The Big Idea helps simplify the brand message as an outward expression of the inner Brand Soul We make brands stro We make brand leaders sm Promise Brand Story Innovation Purchase Moment Experience Big Idea Brand Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Consumer The Brand Big Idea Drive consistency using the brand’s Big Idea to show up the same way at all 5 consumer touch-points Consumers have 7 seconds to connect with a brand’s Big Idea A brand finds its equilibrium when the Big Idea impacts a brand reputation to perfectly match up to the Brand Soul Soul Reputation= Based on their personal experiences, consumers form a reputation they spread to others. 1 2 3 4 5 =Big Idea Brand Soul Consumer

×