Brand Communications

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Brand Communications

  1. 1. Brand Communications
  2. 2. Brand communications <ul><li>Communication happens when the consumer meets the brand </li></ul><ul><li>Imperative to ensure that every ‘brand meeting’ builds the brand </li></ul><ul><li>Is it happening? </li></ul>
  3. 3. Brand communications <ul><li>Consumers are constantly meeting the brand </li></ul><ul><ul><li>Through advertising </li></ul></ul><ul><ul><li>With editorial mentions </li></ul></ul><ul><ul><li>By sponsorships </li></ul></ul><ul><ul><li>On the point of purchase materials </li></ul></ul><ul><ul><li>Over the supermarket shelves </li></ul></ul><ul><li>They often meet our brands, but how often do they notice them? </li></ul>
  4. 4. The need for communication <ul><li>The need for impact </li></ul><ul><li>The need for an involving, positive experience </li></ul><ul><li>The need to affect behaviour </li></ul><ul><li>The need for high payback </li></ul>
  5. 5. Communication imperatives <ul><li>Communication process begins after identity process is clearly laid out </li></ul><ul><li>Remember, brand communication is just a reflection of strategy </li></ul><ul><li>Put differently, strategy leads creative and not the other way around </li></ul>
  6. 6. Communication model
  7. 7. Non-receipt of message <ul><li>Selective Attention </li></ul><ul><ul><li>Due to message explosion </li></ul></ul><ul><li>Selective Distortion </li></ul><ul><ul><li>Receive what fits into their belief systems </li></ul></ul><ul><li>Selective Retention </li></ul><ul><ul><li>Only a few remain in memory </li></ul></ul>
  8. 8. Effectiveness influencers <ul><li>The greater the influence of communication source over recipient, the greater the recipient’s change/effect in favour of source </li></ul><ul><li>Communication effects are greatest where the message is in line with the receiver’s existing opinion, beliefs and dispositions </li></ul><ul><li>Communication can produce the most effective shifts on unfamiliar, lightly felt, peripheral issues that do not lie at the core of the recipient’s value system </li></ul>
  9. 9. Effectiveness influencers <ul><li>Communication is more likely to be effective if the source is believed to have expertise, high status, objectivity or likeability </li></ul><ul><li>The social context, group, or reference group will mediate the communication and influence whether or not the communication is accepted </li></ul>
  10. 10. The communication process <ul><li>Communication is not a one-way street anymore </li></ul><ul><li>Communication is an interactive dialogue between the company and its customers </li></ul><ul><ul><li>Takes place during the pre-selling, selling, consuming and post-consuming stages </li></ul></ul><ul><li>Companies must ask not only ‘How can we reach our customers?’ but also, ‘How can our customers reach us?’ </li></ul>
  11. 11. Communication imperative <ul><li>Managing and coordinating the entire communications process calls for a unifying mechanism </li></ul><ul><li>Integrated Marketing Communications </li></ul>
  12. 12. Integrated marketing communications <ul><li>IMC is a concept of marketing communication planning that recognizes the added value of a comprehensive plan </li></ul><ul><li>It evaluates the strategic roles of a variety of communications disciplines and combines all these disciplines </li></ul><ul><ul><li>To provide clarity, consistency and maximum impact </li></ul></ul><ul><ul><li>Through the seamless integration of discrete messages </li></ul></ul>
  13. 13. Why IMC <ul><li>Fragmenting mass markets into a multitude of mini-markets, each requiring its own approach </li></ul><ul><li>Proliferation of new types of media </li></ul><ul><li>Growing sophistication of customers </li></ul>
  14. 14. Advantages of IMC <ul><li>IMC produces stronger message consistency and greater sales impact </li></ul><ul><li>Forces management to think about every way the customer comes in contact with the company </li></ul><ul><ul><li>How positioning is communicated </li></ul></ul><ul><ul><li>Importance of each vehicle and timing issues </li></ul></ul><ul><li>Assigns responsibility to unify the company’s brand images and messages as they come through thousands of company activities </li></ul>
  15. 15. In essence… <ul><li>IMC will improve </li></ul><ul><li>the company’s ability </li></ul><ul><li>to reach the right customers </li></ul><ul><li>with the right messages </li></ul><ul><li>at the right time </li></ul><ul><li>and in the right place! </li></ul>
  16. 16. Communication Approach
  17. 17. Communication plan <ul><li>The communications plan is an investment plan </li></ul><ul><li>Establish goals, identify alternative routes, weigh up the risks, potential benefits and decide which route is likely to be effective, within your financial limitations </li></ul><ul><li>By using this as a model for investing, in different channels, brand value can be increased </li></ul>
  18. 18. Hallmark of a good communication plan <ul><li>A good plan will provide a strategic framework to identify the different goals for brand communication </li></ul><ul><ul><li>Assign these to channels which will be most effective </li></ul></ul><ul><li>Will provide a blueprint against which campaigns in different channels will be briefed and evaluated </li></ul><ul><li>Will aid priority setting, and a check on how realistic brand objectives are </li></ul><ul><li>Will provide an overall work plan for the communication team, company and agency </li></ul>
  19. 19. Role for communication <ul><li>What role would the communication play in the overall scheme of things? </li></ul><ul><ul><li>Introduce the brand </li></ul></ul><ul><ul><li>Make Brand TOM </li></ul></ul><ul><ul><li>Reinforce attitudes </li></ul></ul><ul><ul><li>Claim leadership </li></ul></ul><ul><li>Define the role creatively and persuasively </li></ul><ul><ul><li>‘ I have to’ to ‘I want to’ </li></ul></ul><ul><ul><li>‘ Move the brand from the shelf to the hand bag’ </li></ul></ul>
  20. 20. Communication strategy <ul><li>What would be the overall communication strategy? </li></ul><ul><ul><li>The strategic route to achieving our intended goals </li></ul></ul><ul><li>Some examples… </li></ul><ul><ul><li>Shift focus from functional to emotional benefits </li></ul></ul><ul><ul><li>Increase visibility </li></ul></ul><ul><ul><li>Establish brand superiority </li></ul></ul><ul><ul><li>Create launch excitement </li></ul></ul>
  21. 21. Taking a creative leap… <ul><li>Vaseline lip guard </li></ul><ul><ul><li>‘ Appropriate the property of smile’ </li></ul></ul><ul><li>MasterCard </li></ul><ul><ul><li>‘ Give an emotionally bankrupt brand, a heart’ </li></ul></ul>
  22. 22. Tone of voice <ul><li>Define the tone and manner of communication </li></ul><ul><li>Some examples… </li></ul><ul><ul><li>Leadership </li></ul></ul><ul><ul><li>Empathy </li></ul></ul><ul><ul><li>Humour </li></ul></ul><ul><ul><li>News </li></ul></ul>
  23. 23. The 8 Essentials
  24. 24. <ul><li>Address the key business issue </li></ul><ul><li>Communication to be developed in context of business goals and brand strategy </li></ul><ul><li>In effect, what is required is a clear definition of the role of our brand communications – a need to be able to answer the questions </li></ul><ul><ul><li>What is the purpose of this communication? </li></ul></ul><ul><ul><li>How does our Communication fit into the life of the brand? </li></ul></ul><ul><li>The question to ask are: </li></ul><ul><ul><li>What is the business-based purpose of the communication? Why are we doing it? </li></ul></ul>
  25. 25. <ul><li>Build consistent long-term Brand Equity </li></ul><ul><li>Ensure that all brand communication delivers a clear, relevant and competitive consumer benefit </li></ul><ul><li>Communication should bring consumer close to brand and enhance the quality status of brand </li></ul><ul><li>Need to make people feel that brand is playing a real role in their lives, and is relevant to them </li></ul><ul><li>The question to be asked: Is every communication derived from and reflective of the BPS ? </li></ul>
  26. 26. <ul><li>Be focused on single-minded Strong Idea </li></ul><ul><li>A ‘Strong Idea’ binds all communication together so that they are cohesive / consistent </li></ul><ul><li>What constitutes a ‘Strong Idea’? </li></ul><ul><ul><li>Must be related to the brand; must involve the brand </li></ul></ul><ul><ul><li>Must be related to, or evolved from BPS </li></ul></ul><ul><ul><li>Must be involving for the consumer and hold their attention </li></ul></ul><ul><ul><li>Should be unique </li></ul></ul><ul><ul><li>Is proprietary </li></ul></ul><ul><ul><li>Should work across all forms of communication </li></ul></ul><ul><ul><li>Should be enduring over time </li></ul></ul>
  27. 27. <ul><li>Be highly visible </li></ul><ul><li>It costs the same to run a TVC whether it is dull and boring or whether it is relevant and involving </li></ul><ul><ul><li>A good ad is the best media discount possible </li></ul></ul><ul><li>Ensure a ll communication investment is money well spent, and this means communications have impact </li></ul><ul><ul><li>Impact that is relevant to our brand </li></ul></ul><ul><li>Some possible ‘clutter breakers’ include… </li></ul><ul><ul><li>Making communication simple </li></ul></ul><ul><ul><li>Developing additional communication channels </li></ul></ul><ul><ul><li>Being innovative in media </li></ul></ul><ul><ul><li>Making better use of sampling and relationship marketing </li></ul></ul>
  28. 28. <ul><li>Be locally relevant to core target </li></ul><ul><li>Need to catch the eye by planting a relevant idea in the consumer’s mind </li></ul><ul><ul><li>‘ This is just right for me and the way I live my life’ </li></ul></ul><ul><li>Focus the message / execution on the core target and not over-worrying about the ‘alienating’ effect on others </li></ul>
  29. 29. <ul><li>Be likeable </li></ul><ul><li>All communication should be likeable </li></ul><ul><ul><li>Achieve best scores in tracking research for ‘likeability’ of brand vs. competitors </li></ul></ul><ul><li>All communication should be contemporary, both in content and tone </li></ul><ul><ul><li>Reflecting life as it is lived today, and positioning the brand as relevant to today’s way of life </li></ul></ul>
  30. 30. <ul><li>Be executionally excellent </li></ul><ul><li>Many brands are consumed for pleasure, enjoyment and indulgence </li></ul><ul><ul><li>Consumption shots should realistically communicate this in a totally credible way </li></ul></ul><ul><li>Unique, proprietary product shots and mouth-watering consumption sequences appeal to senses </li></ul><ul><ul><li>Help create appetite appeal, differentiate our products and motivate purchase </li></ul></ul>
  31. 31. <ul><li>Bring about a sale </li></ul><ul><li>Seek to create communications which have… </li></ul><ul><ul><li>The consumers’ interests at heart </li></ul></ul><ul><ul><li>That are involving in content and execution </li></ul></ul><ul><ul><li>That are original and provocative </li></ul></ul><ul><ul><li>That get talked about </li></ul></ul><ul><ul><li>Have the ‘must see again’ factor </li></ul></ul><ul><li>To help ring in the cash registers! </li></ul>
  32. 32. Unilever Principles for Great Advertising (UPGA)
  33. 33. <ul><li>Concentrates on one big idea </li></ul><ul><li>Brand’s benefit is conveyed, not just by a selling message or a series of messages </li></ul><ul><ul><li>But single-mindedly, by one big idea </li></ul></ul><ul><li>A visual and or aural expression of that one big concept exclusively linked to the brand </li></ul><ul><li>Example: Dove </li></ul>
  34. 34. <ul><li>Promise discriminates brand from competitors </li></ul><ul><li>The advertisement must communicate a benefit </li></ul><ul><ul><li>But different from competitive brands </li></ul></ul><ul><li>The brand must therefore communicate uniqueness </li></ul><ul><ul><li>Uniqueness in physical brand itself or in some other value inextricably associated with brand </li></ul></ul><ul><li>Example: Close Up, Vaseline </li></ul>
  35. 35. <ul><li>Involves target consumer </li></ul><ul><li>It elicits a favourable emotional response by appealing to the consumer’s self interest </li></ul><ul><ul><li>Relating to a known need or problem </li></ul></ul><ul><ul><li>Promising satisfaction of that need </li></ul></ul><ul><ul><li>Solution to the problem </li></ul></ul><ul><li>Example: Surf </li></ul>
  36. 36. <ul><li>Establishes relationship with consumer </li></ul><ul><li>The ad should induce a strong feeling in favour of the brand </li></ul><ul><li>It should establish a preference for brand, so consumer feels confident choosing it </li></ul><ul><li>Example: Vim, Wheel </li></ul>
  37. 37. <ul><li>It’s credible / feels genuine </li></ul><ul><li>Though manner of presentations may involve humour/hyperbole, the fundamental benefit must be obtainable </li></ul><ul><li>Example: Bru, Hamam </li></ul>
  38. 38. <ul><li>It is simple and clear </li></ul><ul><li>The execution should be simple and the expression unambiguous </li></ul><ul><li>It should be clear from the ad what target is expected to do </li></ul><ul><ul><li>This does not mean everything needs to be spelled out </li></ul></ul><ul><li>Communication is two-way. The consumer should participate </li></ul><ul><li>Example: Lux </li></ul>
  39. 39. <ul><li>Integrates brand name with central idea </li></ul><ul><li>The big idea must be inextricably linked to the brand name </li></ul><ul><li>It must be remembered only in association with the brand </li></ul><ul><li>Example: Lifebuoy, Clinic Plus </li></ul>
  40. 40. <ul><li>Takes advantage of each medium </li></ul><ul><li>Ideally, big idea should find expression in all media </li></ul><ul><ul><li>TV, Print, Radio, Outdoor, Direct mail </li></ul></ul><ul><li>Each medium has its own characteristics, which offer opportunities for exploitation </li></ul><ul><li>The big idea itself is fundamental but the ad should take maximum advantage of the media possibilities available </li></ul><ul><li>Example: Rin </li></ul>
  41. 41. <ul><li>Idea must be campaignable </li></ul><ul><li>The big idea will and must endure </li></ul><ul><ul><li>It is not a single ad but a campaign </li></ul></ul><ul><ul><li>It is not one campaign but a series of campaigns </li></ul></ul><ul><ul><li>This is more than simple repetition or even variations on a theme </li></ul></ul><ul><ul><li>The big idea will not only endure, it will grow </li></ul></ul><ul><li>Example: Axe </li></ul>
  42. 42. <ul><li>Must help build brand personality </li></ul><ul><li>Each ad affects consumer’s perception of the brand </li></ul><ul><ul><li>If any ad conflicts with that perception it will cause a negative feeling and several such ads will begin to weaken brand personality </li></ul></ul><ul><li>It is vital therefore to ensure consistency </li></ul><ul><ul><li>Each ad helps to build or reinforce the desired brand personality </li></ul></ul><ul><li>Example: Pond’s DFT, Magic Talc </li></ul>

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