FUTURE OF ADVERTISING Fall 20 Thursdays, 1-6 PM Instructors: Zach Pentel & Boriana Strzok Class 3: Brand Basics
TODAY WE’LL FOCUS ON:REVIEW LAST WEEK’S ASSIGNMENTPost a comment to one of your classmates blog entiresTHE DEFINITION OF A BRANDBRAND ARCHITECTURE
“A brand is the set of expectations, memories, storiesand relationships that, taken together, account for aconsumer’s decision to choose one product or serviceover another. If the consumer (whether it’s a business, abuyer, a voter or a donor) doesn’t pay a premium, make aselection or spread the word, then no brand value existsfor that consumer.” —Seth Godin
“...Progressive brands are reallocating their marketingbudget based on the evolving rules of engagement withconsumers. The game is changing because people todayseek out and spend money with brands that providethem with increased value on their terms: producteﬃcacy, community, utility, shared interests and adeeper experience.”—JP LaFors, Forbes AdVoice
THE 4 CHARACTERISTICSOF A SUCCESSFUL BRAND Authenticity is a measure of how genuine a brand is – in other words it exists for a reason. Performance is the belief that a product or service does its job well and arguably better than the alternative. Relevance is about playing a clearly deﬁned and understood role in people’s lives. Momentum is the sense people have of a brand’s presence and popularity. –Richard Huntington Via Adliterate.com
BRAND PERSONALITYYour brand personality represents a constant set ofattributes that inform tone of voice, look, and feel as thebrand is expressed across all mediums and touch points.
The brand personality can play ahuge role in diﬀerentiating abusiness, particularly when abrand and its competitors oﬀersimilar services, products orprocesses.
Proctor & Gamble (P&G)Ah, with P&G, we leave empowermentbehind and enter the world of the warmand fuzzy. P&G’s personality comes acrossas warm, soothing and supportive, from theslow crescendo of the music, to the carefulchoice of words at the end of the ﬁlm, tothe narrator’s nurturing tone of voice.This ﬁlm pulls on the heart strings, makingall those hours of changing diapers andwashing clothes feel oh-so-worth it. I ﬁndmyself getting a bit misty when I watch thisﬁlm, and I don’t even have children. Via: http://vinestreetcommunications.com
Skinnygirl® CocktailsSassy, social, a little bit rebellious…Skinnygirl Cocktails is redeﬁning themodern cocktail with a fun andengaging brand personality.From their playful logo, to theirmake-a-statement color palette(hello, red!), to the highlyconversational tone they use in alltheir marketing content (such asreferring to their new line of drinksas “the new girls”), this brand isdeﬁnitely not your momma’scocktail company.
BRAND IDENTITY“In The Great Gatsby, F. Scott Fitzgerald writes,“Personality is an unbroken series of successfulgestures.” Similarly, a brand is the result of an unbrokenseries of consistent gestures, encompassing both whatit does and how it does it.”— Derrick Daye, Brand Strategy Insider
BRAND IDENTITY IS:The outward expression of the brand, including its name andvisual appearance. The brands identity is its fundamentalmeans of consumer recognition and symbolizes the brandsdiﬀerentiation from competitors. brandchannel.com
BRAND VALUE“A brands value is merely the sum total of how muchextra people will pay, or how often they choose, theexpectations, memories, stories and relationships of onebrand over the alternatives.”–Seth Godin
POSITIONING POSITIONING: HOW we differentiate from our competition VALUES VALUES: WHAT we stand for and how we behave MISSION MISSION: HOW we plan to achieve our vision VISION VISION: WHAT we aim to achieve PURPOSE PURPOSE: WHY we exist
BRAND POSITIONING POSITIONINGThe distinctive position that abrand adopts in its competitiveenvironment to ensure thatindividuals in its target marketcan tell the brand apart fromothers. Positioning involves thecareful manipulation of everyelement of the marketing mix. brandchannel.com
“Nikes most controversial Olympic adcampaign, during the Atlanta games in 1996,stated "You dont win silver, you lose gold."Polarizing? You bet. Clear positioning? Hellyes! Nike is unabashedly a culture built aroundwinning, and if you can’t take the heat youhave no business in that arena. Maybe it wasn’tthe most sensitive thing to say. Perhaps Nikewould like a do-over on that campaign.Probably not.”– Austine Mcghie, FastCompany
BRAND MISSIONAn aspirational purpose forthe brand to exist. MISSION
Coca-Cola’s Brand Mission:Our Roadmap starts with our mission,which is enduring. It declares ourpurpose as a company and serves asthe standard against which we weighour actions and decisions.• To refresh the world...• To inspire moments of optimism and happiness...• To create value and make a diﬀerence.
BRAND VISIONThis is a single phrase thatsums up why a brand exists VISIONthrough a singular belief.Why do you get up in the morning?Why do you do, what you do?This is not a replacement for abrand or a campaign tagline.
BRAND VALUES POSITIONING VALUESAs a part of a brandarchitecture, values represent MISSIONthe core strengths of what you VISIONdo that diﬀerentiate you fromyour competition. PURPOSE
McDonald’s Values:We place the customer experience at the core of all we do.We are committed to our people.We believe in the McDonald’s System.We operate our business ethically.We give back to our communities.We grow our business proﬁtably.We strive continually to improve.
BRAND PURPOSEIn the midst of an ever fastershifting world, a traditional brandpositioning statement is often toocomplex to give focus andempower informed action within PURPOSEan organization.A short, clear purpose gives thebrand meaning and stands assomething the brand can ownand sets it apart from thecompetition.
Patagonia’s Brand Purpose:Patagonia exists as a business to inspire and implementsolutions to the environmental crisis.Patagonia’s Core Values:Quality: pursuit of ever-greater quality in everything we doIntegrity: relationships built on integrity and respectEnvironmentalism: serve as a catalyst for personal andcorporate actionNot bound by convention: our success and much of thefun lies in developing innovative ways of doing things.
TODAY’S ASSIGNMENT:Group Exercise:Writing a Concept Statement• Pick one of the 3 briefs used in this year’s One Show YoungOnes Client Pitch Competition• Research the Target Audience• Come up with with 5 concepts for a campaign• Present the top 2
THINGS WE’LL FOCUS ON NEXT:Developing a common vocabulary for talking about new media andadvertisingApplying that vocabulary to develop creative work that is relevantin the modern advertising agencyDeveloping - and pitching - great ideas
WEEK OF SEPTEMBER 20:How to write a concept statementExamples of concepts and how they evolve into advertisingPresent a basic creative briefIn groups, develop ﬁve concepts and present the best two