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Innovative Brand Communication
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Effective Brand Communications

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It's talking about tips on how to create the effective brand communications.

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Effective Brand Communications

  1. 1. BRANDING EVOLUTION Video Source: http://www.youtube.com/watch?v=4BCio6ofkaY
  2. 2. NEEDS & WANTS High Quality Value for Money Unique Experience Great Benefits Beautiful Design WHAT IS BRAND?NG PROMISES BRAND Best Service Etc… reasontobelieve deliver promises experience promises LOYALTY effective communication marketingcommunication
  3. 3. McKinsey’s Customer Decision Journey OBJECTIVE#1KNOW YOUR
  4. 4. McKinsey’s Customer Decision Journey OBJECTIVE#1KNOW YOUR SAMSUNG GALAXY S5 INVITATION
  5. 5. McKinsey’s Customer Decision Journey OBJECTIVE#1KNOW YOUR
  6. 6. Define clear USP (Unique Selling Proposition) PRODUCT#2KNOWYOUR
  7. 7. PRODUCT#2KNOWYOUR Translate Specs into Benefits (3minutessalespitch)
  8. 8. PRODUCT#2KNOWYOUR INVINCIBLE Land Cruiser Prius RADICAL Corolla SURPRISING Camry Highlander Tacoma AMAZING CIVILIZED UNBREAKABLE Toyota cars are perfect for me because they make me feel… Develop Brand Personification
  9. 9. COMPETITOR#3 Develop Positioning, POD, POP KNOW YOUR Positioning (ashortmemorablesentenceofdifferentiation): a-one-package fun&entertainment tablet Point ofDifference (areasofimportancethatsuperiortocompetition): available in 5colors Point ofParity (areasofimportancethatrelatively“goodenough”tocompetition): aseven inch rich multimedia with 1.2 GHzDual Core & 1GBRAM
  10. 10. COMPETITOR#3KNOW YOUR ITEM Advan Lenovo E1J T1J Idea Tab A1000L Idea Tab A3000L Price 1049K 1299K 1499K 2199K Screen Size 7.0” 7.0” 7.0” 7.0” Network 3G Dual SIM 3.5G Dual SIM WiFi WiFi/3G Processor 1.2 GHz 1.3 GHz 1.2 GHz 1.2 GHz RAM 512 MB 512 MB 1 GB 1 GB Battery 2,500 mAh 3,000 mAh 3,500 mAh 3,500 mAh ……. ……. ……. ……. ……. Promo Activities Free Merchandise & Lottery Coupons Scope: West Java Date: 20 Jan – 31 Mar ‘14 Cashback 50K – 100K & Free Merchandise Scope: Nationwide Date: 17 – 28 Feb ‘14 Conduct Competitor Analysis – early warning
  11. 11. TARGET#4KNOW YOUR Identify target market profile
  12. 12. TARGET#4KNOW YOUR Identify target market profile
  13. 13. TARGET#4KNOW YOUR Life is so much fun. I look forward to everyday. I’d like to experience all the joy and fun. I want newer experiences but I sometimes there are limits like financial, which make me lean towards easier/discounted low-cost options knowing that it may compromise my experience. Samsung Tab is a superior yet affordable product that enhances my fun and entertainment, without shortchanging the experience. Meet David, the FUN-TAINMENT • Hangout:McD • Wear:Distro • Shop:Tebet • Drive:Motorbike • Hobby:Gaming • Tone&Manner: Create customer persona - target clarity
  14. 14. MEDIA#5KNOWYOUR Implement Integrated Marketing Communication (IMC) Learn Media Behavior & Limitation
  15. 15. MEDIA#5KNOWYOUR Observe Customer Touchpoints #1 KNOW YOUR OBJECTIVE digitaltouchpoints physicaltouchpoints
  16. 16. MEASUREMENT#6KNOW YOUR Evaluate the creative
  17. 17. MEASUREMENT#6KNOW YOUR Evaluate the creative
  18. 18. MEASUREMENT#6KNOW YOUR UAT3 (Unaided Awareness Top 3) MPSA (Most Preferred Single Answer) Aspirational Brand Brandtracking:awareness&imagery Brand recall on the top3 without any hints One answer of brand you like the most Premium brand and worth paying more for Brand health checking
  19. 19. INTEGRATED ADVERTISING Video Source: http://www.youtube.com/watch?v=QPr0iRKQ7IM
  20. 20. A brand that captures the MIND gains BEHAVIOR. A brand that captures the HEART gains COMMITMENT. So, branding is closely related to winning the customers’ heart! THANK YOU endra.marsudi@gmail.com | fb.com/endra.marsudi | @endramarsudi
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It's talking about tips on how to create the effective brand communications.

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