The document discusses implementing 360 degree branding. It begins by outlining the challenges companies face with siloed disciplines and the opportunity presented by 360 degree thinking. The agenda covers the why, how, and key parts of 360 degree branding including challenge, brand print, idea, and brand world. Successful implementation requires changed structures like brand teams and profit/loss reporting, as well as overcoming obstacles through new ways of working together across disciplines.
This presentation goes through the questions of what is design and marketing and how do the relate? It discusses how creativity is used for business promotion, what areas of business can benefit from design creativity and how different businesses utilize creative marketing. Lastly it ends with some AXIS visual samples.
This presentation goes through the questions of what is design and marketing and how do the relate? It discusses how creativity is used for business promotion, what areas of business can benefit from design creativity and how different businesses utilize creative marketing. Lastly it ends with some AXIS visual samples.
How to ensure your brand delivers growth for your businessB2B Marketing
What gets measured, gets managed or so the cliché goes. The implication is clear. Measuring how your brand delivers growth for your business is essential if it is to be managed with any conviction.
In our session we will focus on the benefits of a clear and competitive brand positioning. Through case studies and exercises we'll illustrate the impact your brand positioning should make on your overall business performance. How it brings an edge to your marketing and sales activity and how it can motivate and inspire your employees.
We will reveal ways to avoid the pitfalls many brands fall into and conclude with best practice principles for making your brand count for your business:
What you will take away from this session:
• Tips on how to create a great brand positioning
• Examples of stand out positioning across sectors
• Ways to use your positioning to inspire people inside your business
• 5 practical steps to assess the strength of your current positioning
Is Personal Branding Relevant for Life Sciences professionnals ?Zaki Sellam
In Life Sciences, mostly within Pharma industry there is a permanent war for talents. So working on its personal branding becomes more and more critical.
HOW Design Conference 2010 Process Imporvementdbholston
HOW Design Conference 2010:Design Process Improvement Workshop
If you are interested in refining your design process, aligning your staff, and fixing your most frustrating problems, send me an email at dave@the-strategic-designer.com.
The Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
Positioning for Profit - WordCamp Sydney: Corey DoddElk Creative
What do we use to indicate the value behind our services? How do we find out ideal customers and then position ourselves effectively for that market?
Presented at WordCamp Sydney
www.elkcreative.com.au
Rebranding Your A/E/C Firm: What, When, HowDavid Lecours
Your firm should be continually growing its expertise and capabilities. In the last 5-10 years, you probably added new markets and new services. You may have an entirely new strategic direction. Is the public perception of your firm keeping up, or is it stuck in the past? It could be time for a rebrand.
Rebranding is not a panacea. But done well, it can energize a tired brand. All A/E/C firm brands go through a life cycle. So it's nearly guaranteed that, at some point in your career as a firm owner or marketer, your firm will go through a rebrand. From gaining Board of Directors' approval, to budgeting, managing the process, managing expectations, and rolling it out, this can be a delicate process. Just ask Yahoo, The Gap, and UPS.
This slide deck is from a webinar designed to help you navigate the process of what, when, and how to complete a successful A/E/C firm rebranding.
This is the presentation I shared at our (space150's) Deepspace event on Modern Brand Building. Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones shared some excellent thoughts on this topic of well (search for their presentations here too). Campaigning isn't quite the right term for what I was trying to say, but some good discussion followed the presentation, so it wasn't totally off. I'll be working to improve this, so if you have any thoughts, please share.
Marcom 2014 | Het nieuw Overtoom is ManutanWe are Blossom
Het kan je bijna niet ontgaan zijn. Het oer-Hollandse merk Overtoom is de afgelopen maanden veranderd in Manutan. Van 85% naamsbekendheid naar 0% en weer naar 50%. Hoe pak je dat aan? Hoe houd je de campagne op koers? En hoe gebruik je lovers & haters als realtime marketing tool. Van hysterische fans tot nachtelijke doodsbedreigingen. Een inkijkje in deze bijzonder opvallende én effectieve campagne voor Marcom 2014.
How to ensure your brand delivers growth for your businessB2B Marketing
What gets measured, gets managed or so the cliché goes. The implication is clear. Measuring how your brand delivers growth for your business is essential if it is to be managed with any conviction.
In our session we will focus on the benefits of a clear and competitive brand positioning. Through case studies and exercises we'll illustrate the impact your brand positioning should make on your overall business performance. How it brings an edge to your marketing and sales activity and how it can motivate and inspire your employees.
We will reveal ways to avoid the pitfalls many brands fall into and conclude with best practice principles for making your brand count for your business:
What you will take away from this session:
• Tips on how to create a great brand positioning
• Examples of stand out positioning across sectors
• Ways to use your positioning to inspire people inside your business
• 5 practical steps to assess the strength of your current positioning
Is Personal Branding Relevant for Life Sciences professionnals ?Zaki Sellam
In Life Sciences, mostly within Pharma industry there is a permanent war for talents. So working on its personal branding becomes more and more critical.
HOW Design Conference 2010 Process Imporvementdbholston
HOW Design Conference 2010:Design Process Improvement Workshop
If you are interested in refining your design process, aligning your staff, and fixing your most frustrating problems, send me an email at dave@the-strategic-designer.com.
The Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
Positioning for Profit - WordCamp Sydney: Corey DoddElk Creative
What do we use to indicate the value behind our services? How do we find out ideal customers and then position ourselves effectively for that market?
Presented at WordCamp Sydney
www.elkcreative.com.au
Rebranding Your A/E/C Firm: What, When, HowDavid Lecours
Your firm should be continually growing its expertise and capabilities. In the last 5-10 years, you probably added new markets and new services. You may have an entirely new strategic direction. Is the public perception of your firm keeping up, or is it stuck in the past? It could be time for a rebrand.
Rebranding is not a panacea. But done well, it can energize a tired brand. All A/E/C firm brands go through a life cycle. So it's nearly guaranteed that, at some point in your career as a firm owner or marketer, your firm will go through a rebrand. From gaining Board of Directors' approval, to budgeting, managing the process, managing expectations, and rolling it out, this can be a delicate process. Just ask Yahoo, The Gap, and UPS.
This slide deck is from a webinar designed to help you navigate the process of what, when, and how to complete a successful A/E/C firm rebranding.
This is the presentation I shared at our (space150's) Deepspace event on Modern Brand Building. Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones shared some excellent thoughts on this topic of well (search for their presentations here too). Campaigning isn't quite the right term for what I was trying to say, but some good discussion followed the presentation, so it wasn't totally off. I'll be working to improve this, so if you have any thoughts, please share.
Marcom 2014 | Het nieuw Overtoom is ManutanWe are Blossom
Het kan je bijna niet ontgaan zijn. Het oer-Hollandse merk Overtoom is de afgelopen maanden veranderd in Manutan. Van 85% naamsbekendheid naar 0% en weer naar 50%. Hoe pak je dat aan? Hoe houd je de campagne op koers? En hoe gebruik je lovers & haters als realtime marketing tool. Van hysterische fans tot nachtelijke doodsbedreigingen. Een inkijkje in deze bijzonder opvallende én effectieve campagne voor Marcom 2014.
Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...Tim Brunelle
I gave this presentation as part of a panel discussion for Brookfield Properties' "Boutique Retail Roundtable" at Gaviidae Common in Minneapolis on Monday, September 14, 2009.
5 Key Tools for Effective Digital BrandingKim Stuart
Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list.
How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?
引用"哈佛最受歡迎的行銷課 "中提到的案例,如何不競爭,真正在定位上做出差異化?
a. 逆向操作品牌:大家提供什麼,我就偏不提供
b. 跨界演出的品牌:這不是_____!這其實是______
c. 敵意挑釁的品牌:我們就是________(有這些缺點)!這就是我們的態度,我們就是只歡迎_____(某一種客戶)
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
NewMarque Group specializes in helping young companies build their brand from strategy through execution. We are adept at creating innovative solutions to solve the organizational and marketing problems faced by early stage companies.
Pure Gravy is an insights-based brand strategy consulting firm. We help clients solve strategic business and brand issues by leveraging a range of proven tools and frameworks. Learn more about what we do and how we do it.
This presentation was done to UNC-Wilmington Cameron School of Business students during their annual business week. It provided the students with a way to think about how they should be doing marketing if they take a job with a small business with low or no budget and few resources.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
8. Direct related to new distribution High end PR CEO Brand Manager 品牌经理 Marketing Director 行销总监 Strategic 策略的 Operational 运作的 Tactical 战术的 Direct Advertising Sales Promotion Low end PR
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10. What Sort of Company Do We Want to Be? 我们希望成为一个怎样的公司? The Unlimited Brand Company 无限品牌公司
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12. Imagine all communications reflecting the same deep insight 试想一下 , 所有的传播 都反映到相同深度的 洞察 Imagine all media contributing to the campaign as a whole 试想一下 , 所有媒介都 整体贡献在传播活动上
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14. Ogilvy Resources in Asia Pacific 奥美在亚太区的资源 Adver One to Public Design/ Media -tising One Relations Identity Promotion Buying Australia • • • Bangladesh • China • • • • • Hong Kong • • • • • • India • • • • • • Indonesia • • • • • • Japan • • Malaysia • • • • • • New Zealand • • • • Pakistan • • Philippines • • • • Singapore • • • • • • South Korea • • • • Sri Lanka • • Taiwan • • • • • • Thailand • • • • • Vietnam •
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16. Agreed Structure for a 360 Degree Agency ( 360 度代理商的结构) CREATIVE (创意) Adv 广告 Finance, Admin and IT partners ( 财务、行政、 IT 部门) Sales Promotion 销售推广 Head 主管 Head 主管 Head 主管 Head 主管 One 直效行销 Public Relations 公共关系 Identity 视觉设计 Head 主管 HEAD OF COUNTRY (地区主管) Consulting IMAGINEERS Multi-disciplinary Brand Teams 多元化品牌团队
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19. Agreed Structure for a 360 Degree Agency ( 360 度代理商结构) Finance, Admin and IT partners Head Head Head Head Head HEAD OF COUNTRY Multi-disciplinary Brand Teams Consulting Adv Sales Promotion One Public Relations Identity CREATIVE Country P&L 地区损益 IMAGINEERS Brand P&L 品牌损益
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21. What is the Territory of a Brand? 一个品牌的版图是什么? Six inches wide 6 英寸宽 Grey and wet Mysterious
22. A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和 Line extensions 产品延伸 Sales promotion 促销活动 Service experience 服务经验 Word of mouth 口碑 Receptionists style 接待人员的风格 Prejudices 偏见 Quality 质量 Design and colour 设计和色彩 Packaging 包装 Retail environment 零售环境 Delivery trucks 送货车 Your showrooms 展示厅 Corporate reputation 企业声誉 Telemarketing scripts 电话行销记录 Taste 口味 Price 价格 The way the telephone is answered Social attitudes 社会态度 Collective memory 记忆累计 Government endorsement 政府认可 News media 新闻媒体 Employee relations 雇员关系
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24. Scraps and Straws That Add up to the Most Valuable Asset a Company Has A 360 Degree Brand
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28. In the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written 最初的广告是写在报纸上的平面广告
29. Along Came TV Which Worked to the Same Basic Shape 伴随电视的诞生,广告工作仍然保持基本形状
41. We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking 为实行 360 品牌思考,我们需要改变我们头脑的形状 ?
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52. The Elements 主要元素 Brand Scan 品牌扫描 Brand Audit 品牌检验 Points of contact 接触点 Challenge 挑战 BrandPrint 品牌写真 Idea Brand World 品牌世界 Executions 执行
53. What We Need Discover the Challenge facing the brand in a 360 Degree way 从 360 度的角度,发掘 品牌面临的挑战 Describe the Brand’s DNA 描述品牌的 DNA Challenge 挑战 BrandPrint 品牌写真 Brand World 品牌世界 Create a world which maximises the interplay between the brand and its customers at various points of contact 创造一个世界,让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化 Idea
54. How We Get There 如何达到? Brand Audit 品牌检验 Brand Scan 品牌扫描 Points of contact 接触点 Gathering, ordering and interpreting information about the brand in a 360 Degree way 从 360 度的角度,收集、整理、解释关于品牌的各种讯息 Understanding the unique relationship between the brand and its customers 了解消费者与品牌的独特关系 Defining the areas where the brand can intensify the impact it has on people’s lives 确定品牌可以增强其对人们生活影响的接触点
63. What Are Its Equities? 什么是它的资产? Unusually this Brand was built with no advertising support 通常这个品牌没有广告的支持
64. Health Check: Amex versus Diners in Hong Kong Amex 和 Diners 品牌健康检查 Image Goodwill Product Customer Visual Channel Goodwill Product Customer Visual Channel Image
65. Health Check: Amex versus HSBC Visa in Hong Kong Amex 和 HSBC 品牌健康检查 Image Goodwill Product Customer Visual Channel Goodwill Product Customer Visual Channel Image
105. Image Whether the Brand’s Image Is Strong and Engaging 是否品牌形象够强且吸引人 Customer How Strong the Brand’s Customer Franchise Is 品牌消费者的特权有多强 Channel How Well the Brand Is Leveraged in the Trade Environment 品牌在销售环境中的调节作用有多强 Product Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的,并且具有 差异化的呈现 Visual Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的,并且具有差异化的呈现 Goodwill Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives 品牌是否被影响者或在所生活的社会所认可
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107. Challenge 挑战 Find ways to encourage young drinkers to experiment with Guinness and to sustain that experiment into a drinking habit 寻求一些方法,鼓励年轻消费者尝试“ Guinness” , 并且将其尝试经验保留成为饮用习惯
119. To be most valued by those who most value brands The Ultimate Brand Company
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124. Within every brand there is 每个品牌后面 都有一个 产 品 不是每个产品 都可以成为品牌
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128. A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history, reputation, and the way it’s advertised. A Brand is also defined by consumers’ impressions of the people who use it, as well as their own experience” David Ogilvy : 1955
129. What the Brand-Customer Relationship Is Like 品牌 - 消费者关系是怎样的 Brand Audit 品牌检验 Brand Print 品牌写真 This is the established core of current Brand Stewardship 这是目前品牌管家的核心
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135. When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words 当你开始写品牌写真时,你开始几乎一定会从运用很多词句进行描述
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149. Adult Blitzkrieg Cultured Driveable Envy Flat Out Grunt Handling Independent Jumping Kraut Look Out Modern Noticed Active Bold Classic Dynamic Energetic Fast German Harmony Individual Jive King Lover Muscle Notorious Arrogant Ballsy Confident Discerning Engineered Fashionable Glamour Hi tech Intelligent Jazz Killer Luxury Manly Not old Ambitious Better Conservative Drive me Expensive Fast German Hot Integrity Knowledge Long term Meticulous Nurtured Achievement Competitive Elite Goal Important Leader Me Nuance A B C D E F G H I J K L M N
150. Overt Prestigious Quick Revs Suave Trustworthy Unbeatable Vamp Youth Xcuse Me 0 - 100 Overdrive Passionate Quality Refined Stylish Thrusting Unique Vibrant Wealth SeXy Young Zoom Pride Red Sleek Tailored Understand Virile Wayward Xciting Yearn Zealot Pleasure Reliable Silent Throaty Verve Wish Xuberant Yes Zippy Positive Selfish Torque Values Wanton Xcellence O P Q R S T U V W X Y Z
151. We saw a BMW as: Having power under control A feeling of superiority achieved by being the tamer of a powerful, passionate beast A perfect sense of harmony and balance in a car which has pure power and passion under its skin The Brand Print was crafted from this point Arrogant, aspirational Ballsy, bold Com/fort, classy, confident Demanding, discerning Exclusive, engineered Fashion Glamour Hot Individual, intelligent Jazz Killer Lovers Manly Not old, not slow Overt Passionate Quality Red Sleek (Tailored) Unique Virile Wealth Xciting Yearning Zealot A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
208. Possible Stimuli 可能的刺激 Logo board of brands 品牌 Logo 班 Chart history of category Colours 色彩 CD collection 收集的 CD Bookshelf 书架 Framed family photos 家庭相册 Diary of a day in the life words, film or photos 一天的日记、录影、照片 Workplace noises 工作场所的声音 Photos 相片 Logos of business partners 商业伙伴的 Logo Their magazines 他们的杂志 Signals of their interests & activities 感兴趣事情和活动 Tools of their trade 交易工具 Bookshelf 书架 Contents of their handbags 手提袋中的内容 Videoclips & vox pops Competitive products 竞争产品 Articles on competitors 竞争者的文章 Holiday snaps 假日 Photos of bedroom or kitchen 居室、厨房的照片
217. Duracell Placed After Weather Reports on a Pager Long, long, long, long life - Duracell
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221. Interplay of Messages 讯息间的相互影响 Umbrella Message 主要讯息 IT can sharpen your business’ competitive edge. IBM understands, and is leading the way in biz transformation through e-business solutions IT 可以增加你业务上的竞争力, IBM 了解这一点,并且通过电子商务解决方案,引领 biz 领域的发展
222. Underneath the Umbrella Message Individual Product Messages 独立的产品讯息 Supporting Messages 支持讯息 IBM offers solutions tailored to China businesses IBM 为中国企业 提供定制的解决方案 e-biz is here and now in China - tried and tested e-biz 在中国进行试验 IBM combines local expertise with strong international heritage IBM 将国际形象和当地 经验相结合 Compatible, open architecture 兼容的开放平台
223. Prioritising Points of Contact As a Team Using a Strategic Impact Matrix 运用策略矩阵选择接触点 Interplay potential 相互影响 的潜力 7 8 9 4 5 6 1 2 3 1 2 3 4 5 6 7 8 9 Intensity of involvement -> 融入强度
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225. Scoring 得分 1 2 3 4 5 6 7 8 9 Intensity of involvement -> Interplay potential 7 8 9 4 5 6 1 2 3 1 1. In store demonstration 7.8 2 2. Magazine sampling 3.3 3 3. Mall event 9.9 4 4. Magazine feature 5.2 5 5. Take one sampling in store 5.7
229. Fashion show 时装秀 Webcast 网络 Superbowl ad Superbowl 广告 Do a world’s first and publicise it.. 开创先例,并且 让公众知道 Lead Ideas
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236. What We Have Done 我们学习了什么? Discovered the Challenge facing the brand in a 360 Degree way Described the Brand’s DNA Challenge 挑战 BrandPrint 品牌写真 Brand World 品牌世界 Created a world which maximises the interplay between the brand and its customers at various points of contact Idea
237. How We Got There 如何得到? Brand Audit 品牌检验 Brand Scan 品牌扫描 Points of contact 接触点 Gathered, ordered and interpreted information about the brand in a 360 Degree way Understood the unique relationship between the brand and its customers Defined the areas where the brand can intensify the impact it has on people’s lives
238. Sequence 顺序 Brand Scan 品牌扫描 Brand Audit 品牌检验 Points of contact 接触点 Challenge 挑战 BrandPrint 品牌写真 Idea Brand World 品牌世界 Executions 执行
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246. 2. Talk to each other 彼此交谈 3. Know enough 足够了解 1.Attitude, Attitude, Attitude 态度 7. Just do it 4. Focus on output not process 重点是产出 不是过程 6. Rebuild the plane as you fly it 5. Do things differently 做些不一样 的事情 Key messages to take from from this session 本次课程的 主要讯息
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254. 2. Talk to each other 彼此交谈 3. Know enough 足够了解 1.Attitude, Attitude, Attitude 态度 7. Just do it 4. Focus on output not process 重点是产出 不是过程 6. Rebuild the plane as you fly it 5. Do things differently 做些不一样 的事情 Key messages to take from from this session 本次课程的 主要讯息
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Editor's Notes
the set up of a proprietary database coordinated use of the database for single and multibrand communications
Vision and Values Ask if everyone has seen these statements/ are familiar with them Ask what they mean/ probe Ask what are their implications - immediate/ long term What should we be doing differently as a result? How have they changed us - People - Process - Profit Why have they not changed us as much as they should have? Link back to the ‘least interesting’ issues - draw connections
Steward Explain definition
Brand Steward What is its relevance in the Brand context How do people feel about being called ‘Steward’ Instill a sense of pride
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Brand Explain definition Explain importance of ‘....earned a place...’ ‘ Brand-Building’ is much more than advertising
A to Z Explain process Essentially about spontaneous word association Done by a small group (say 8 to 10) who know the brand/ consumer well, including client team. Helps to bring in articulate people who may not be involved directly with the brand Spontaneity helps in two ways - overcomes suppressed feelings and emotions - because of ‘ping-ponging’ articulacy improves Note: A trained facilitator is critical for the process to be productive
Photo-montage Raguletto - Australia Explain key difference between A-Z (verbal bank) and Photomontage (visual bank) Main advantage lies in working with consumers to pull overlapping brands apart Explain case - Raguletto, Dolmio, Leggo all very similar brands - All focused on ‘Genuine Italian Taste’ - Technique revealed very distinct personalities/ associations - Show PhotoBoards - Dolmio - rustic Italian appeal, families, lots of hearty mood/ food - Leggos - focus on Food, more of an ingredient story - Raguletto - younger, more contemporary, quite fashionable. Lots of associations with young women. A clear element of fun and sensuality Show ‘Marcello’ campaign (3 TVC’s)
BrandPrint Explain we are now at Step 2 of the process Go through definitions Check group’s understanding/ provoke a discussion Spend time on “What it does....” and implications for us
BrandPrint Before presenting slide, ask group what they think is the process, how they have approached it in the past Talk through the process, reminding about flexibility, that this is so touchy-feely that it cannot be dictated Spend time on ‘Ownership’- one person must write but everybody must own The most important new idea here is exploring every sensory dimension consciously (e.g. how would a bank ‘smell’ .... cool/ professional or rich/ luxurious or warm/ homely?) Not everyone has the talent or ability to write good BrandPrints. Crucial to identify and treasure the few who can! Verbal articulation a must (it forces us to be absolutely precise). Other audio-visual expressions are add-ons, not substitutes
BrandPrint Discuss examples of the kind of language to be used It must be sensory It must be very evocative It must spring from things consumers have said
BrandPrint Explain each characteristic The real test is very subjective viz. the collective ‘AHA’ when the team instinctively knows that it is right. Difficulty/ frustration when the BrandPrint needs reworking again and again until it passes the ‘AHA’ test ; team must pull together and give writer enough time and encouragement One option is to research the finished BrandPrint among different consumer groups, to bring in objectivity
Competitive Advantages There is enough feedback - from clients and from our own people that Brand Stewardship offers us a clear and relevant competitive edge Reiterate all the advantages; we often take them for granted!
Beyond the Brand Print The big weakness of our current process is our assumption that writing the BrandPrint is the ultimate goal of Brand Stewardship Far more important is our ability to use the BrandPrint as our point of reference in everything we do The above only list some of the things we could use the BrandPrint for Enlisting the clients support is crucial; without it, the BrandPrint will remain words on a page
Hong Kong launch of Kraft Lite Singles Target research revealed that mom was looking for a fun way to keep the family healthy & fit Needed a media idea that was “fun” and communicated the benefit (keeping the family fit) Solution MTR (subway) fun-house mirror
Duracell Pager Advertising (July 1998) Pagers largest battery-operated appliances sector Media objective: impact with pager users MindShare solution? Place advertising ON pagers Ad followed pager-delivered weather reports via service providers in SH & BJ
How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view
How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view