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Articulating A Compelling Brand Story

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Articulating A Compelling Brand Story

  1. 1. Understanding the art of Brand Management in contemporary Marketing Communication practice Communicator’s Forum 2008 18th Jan. 2008
  2. 2. Agenda art of branding • Understanding the • Marketing Communication as a form of brand building • Contemporary Marketing Communication practice
  3. 3. Brand marketing communication is an evolving story that is told like a “Tales by moonlight”
  4. 4. Why stories? Brands are the stories that unite us all in a common purpose within an enterprise, and connect us with the people we serve on the outside. These brand stories give meaning to who we are and what we do. They’re a special kind of story—they’re strategic; they build on themselves chapter by chapter, over time; they grow as they respond to changing customers and changing markets
  5. 5. BRAND is the story of your product/service Its what we tell the Your Customers About Your Company/Product/Service BRAND NAME is simply the TITLE of that story –the very tip of an iceberg!
  6. 6. Brand story is how the customers relate to/remember the company/brand This becomes the “memory tag for: • Sum total of their experiences With Your Company With Your Product/Service And With Relationship You Build with them, over time A brand story is the “special moment” feel and emotion that the consumers bring to product usage When you have parity products, one with best story wins
  7. 7. The verdict!!! You have to TELL the story Before you SELL the product Or you ring the BELL in vain And it goes to the WELL of obscurity Or end in the HELL of failure
  8. 8. Examples of powerful brand story Coca Cola Milo GTBank Harley-Davison Nike Starbucks Air France
  9. 9. Why this approach to brand building?
  10. 10. A brand is more than Image Logo Tagline/Slogan Reputation Becoming a household name A brand is a thought a customer has about a product … … that makes her want to be more (or less) involved with that product.
  11. 11. Your brand is not what you say you are … Your brand is what your customer thinks you are.
  12. 12. Companies don’t brand their customers Customers brand companies and their products
  13. 13. Articulating a compelling brand story through Marketing communication
  14. 14. A good story… Is about the consumer Starts a dialogue with the market. Begins a compelling, captivating story. Engages customers. Leaves an unforgettable memory tag.
  15. 15. A strong, compelling , memorable and actionable brand story have 2 qualities Striking Power Impact Something that STRIKES people - gets their attention immediately Smaller your budget is, stronger your BRAND must be Give people something on the edge, edgy Cause a definite reaction Differentiation Know who/what your competitors are/separate yourself from them Stake out a unique position in people’s minds/hearts Staying Power Resonance Give people something that resonates – has multiple meanings/associations Use a metaphor that is “Sticky” - hangs on, doesn’t let go Memorability Make an impression that lasts Give people something to remember you by
  16. 16. Is someone listening to your story? Who is listening to your story? Is it your story or their story? How their unmet needs is addressed by the brand story? The Era of Attention economy (Passive, Busy, Bombarded, Traumatised)
  17. 17. This is where Marketing communications comes in • One message. One brand story • Seamless integration between the medium and the message
  18. 18. Let it be an orchestra – a seamless delivery
  19. 19. Same story, many channels, single perspective Comments in the press Referral Advertising Sales pitches Brochures Word of mouth Claims process Proposal Interactions with people from the company Purchase process Receiving and Website paying invoices
  20. 20. It' Not Just The Story, It' How s s You Tell It If you' ever tried to tell a joke you heard from a ve professional comedian and messed it up, you know how important the telling of a story is. It' not just the s words; it' the rhythm, cadence, accent, s intonation, point-of-view, and attitude that makes the story funny, memorable, interesting or instructive.
  21. 21. The test of a memorable, motivating brand story Customer Customer $$$$ Thought Action Brand Impression
  22. 22. The Absolut story A successful premium Vodka brand Colourless, odorless and tasteless The very successful story told over a period of 25 years in over 1,500 print executions Absolut Purity and the unique shape of the bottle
  23. 23. What is the moral of your brand story? Remember the tales we used to love as children? At the end of them, we were often asked by a parent or teacher, “What’s the moral of the story?” Like so many of life’s fundamental lessons, this one endures throughout all that we do, including business. The moral of a story is the core idea or truth that the story expresses. Your brand story works in a similar way; it defines and expresses the core truth about who you are as an enterprise. It’s the rationale behind your most fundamental decisions. It’s the meaning at the heart of all your messages. Transformational power of a brand (not what do I but I want mean?)
  24. 24. Lets explore some funny side of the story
  25. 25. You see a gorgeous girl at a party. You go up to her and say: quot;I am very rich. Marry me!quot; - That' s Direct Marketing
  26. 26. You' at a party with a bunch of re friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says: quot;He' very rich. Marry him.quot; – s That' Advertising s
  27. 27. You see a gorgeous girl at a party. You go up to her and get her Telephone number. The next day, you call and say: quot;Hi, I' very rich. Marry me.quot; - m That' Telemarketing s
  28. 28. You' at a party and see gorgeous girl. re You get up and straighten your tie, you walk up to her and pour her a drink, you open the door (of the car)for her, pick up her bag after she drops it, offer her ride and then say: By the way, I' rich. Will you marry m me?quot; - That' Public Relations s
  29. 29. You see a gorgeous girl at a party. You go up to her and say: I am very rich. Marry me!quot; She gives you a nice hard slap on your face. That' Customer Feedback s
  30. 30. You see a gorgeous girl at a party. You go up to her and say: quot;I am very rich. Marry me!quot; And she introduces you to her husband. That' demand and supply s gap
  31. 31. You see a gorgeous girl at a party. You go up to her and before you say anything, another person come and tell her: quot;I' rich. Will you marry me?quot; m and she goes with him - That' s competition eating into your market share
  32. 32. You' at a party and see gorgeous girl. re She walks up to you and says: You are very rich! Can you marry! me?quot; That' Brand Recognition s
  33. 33. In conclusion You have not communicated until you have been heard You have not been heard until you have been understood You have not been understood until you have been clarified And the test of clarity is brand preference and loyalty
  34. 34. Q&A Thank you
  36. 36. Bayo Adekanmbi (Brand Strategist, Marketing Analyst and Creative Planner) DMD DDB Lagos Email : Phone : 08034001704 Blog: