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B R A N D E X P E R I E N C E P L A N N I N G
T H E PAT H TO B E T T E R C O N N E C T I O N S
The whole is greater than the
sum of the parts.
- Aristotle
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The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path
The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path
Why create a
Brand Experience Plan?
Modern communications
should focus less on what
the consumer should buy,
and more on what they
should buy into.
What’s the value to
your clients?
Make every touchpoint more
valuable.
Utilize every marketing dollar for
maximum impact.
Provide a company-wide
communications blueprint.
Understand the evolution of your
brand.
Increase your ROI at every brand
interaction.
Develop and deliver the
right content in the right
context at the right time in
the right sequence
Context Matters
Message and media must
happily marry to breed better
experiences
The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path
Brand Experience Plan Input and Output
Experience
Planning
Brand
Behavior
Interactive
Landscape
Consumer
Forensics
Success
Metrics
Strategic
Opportunities
Brand
Planning Choke Points
& Barriers
Creative
Focus &
Deliverables
The Ask
What environments or programs
can Mentos uniquely own to build
awareness in gum?
The Challenge
Identify the right context that
Mentos can uniquely own to
build awareness in gum
Consumer
Interests
Brand
Equity
Product
Attributes
Ownable
Context
Consumer
Interests
Brand
Equity
Product
Attributes
Fresh Matters Most
Competing brands are focused on
other functional benefits, but people
still just want fresh breath
43%
13%
Importance of Gum/Mints Benefits
Fresh Breath
Healthy Mouth
Source: Mintel International Group, 3/15/10
Consumer
Interests
Product
Attributes
Brand
Equity
Fresh
Health
“Protection”
AttitudeAttribute
Innocent
Innuendo
Clean, Not dirty
Re-establishYour
Position of Fresh in
the Gum Category
Redefine Fresh in
the brand’s attitude
and persona
Ridiculously Long Lasting
StimulateYour Senses
Extra Long Time
Fresh is the brand’s equity
and the product attribute
A
B
Fresh thinking that
solves life’s small
problems
The bite-sized catalyst for a fresh
take on the world
Brand
Equity
Product
Attributes
Consumer
Interests
Philosophy: Don’t let life happen to you
Highly ambitious
Heavy socializers
Believe they have more ability than most
Socially responsible
Social Strivers
DNA Profile
Source: MRI Doublebase 2010
50% M/F
57% 18-34Years (Millennials & GenXers)
48% Single
66% Caucasian
19% African American
18% Hispanic
Social Strivers
Demographics
Source: MRI Doublebase 2010
Social Strivers
Attitudes + Values
Great Self-Expectations
“I strive to achieve high social status.” 163
“My goal is to make it to the top of my profession.” 162
“Preserving the environment is very important to me.” 123
Own the Leading Role
“I enjoy being the center of attention.” 179
“I must admit that I like to show off.” 175
Couture with a Conscience
“I’m influenced by what’s hot and what’s not.” 154
“I consider my fashion style to be trendy.” 147
“I mix and match high- and low-end designers when putting
an outfit together.” 139
Radiate Confidence
“I dress more fashionably than most people.” 188
“I consider myself sophisticated.” 146
“I feel I am more environmentally conscious than most.” 128
Love to Make a Splash
“I like to live a lifestyle that impresses others.” 181
“I wear designer brands partially to impress people.” 153
“I enjoy showing off my home to guests.” 132
Refuse the Mundane
“I’m always looking for a new thrill.” 184
“I like a lot of excitement in my life.” 161
“I like outrageous people and things.” 153
Source: MRI Doublebase 2010
Social Strivers
Media Profile
TV
@ Home
@ Work
Magazine
Newspaper
Radio
Outdoor
0 1 2 3 4 5
119
109
121
145
134
122
112
NOTE: Numbers in bar graph are indices vs. base.
TV
Meet the Press (147)
The Colbert Report (186)
The Soup (238)
Family Guy (195)
ESPN SportsCenter (188)
NBA Regular Season Games (171)
NFL Sunday Night Football (132)
Radio Formats
Alternative (151)
Rock (170)
Urban (192)
Magazines
Rolling Stone (184)
Cosmopolitan (217)
People (138)
Relish (146)
ESPN (208)
Car and Driver (145)
Discover (135)
Entertainment Weekly (151)
Food & Wine (146)
Newspaper Sections
Lifestyle (135)
Entertainment (123)
Sports (135)
Comics (121)
Source: MRI Doublebase 2010
MEDIA QUINTILES (low to high)
Consumer
Interests
Brand
Equity
Product
AttributesOwnable Context
Brand Behavior Own environments that give a
fresh outlook on the world
Environment 1
Comedy with a
Fresh Outlook
Segment ownership on the Daily Show or Colbert –
make them turn a funny/negative situation into a
positive one
Own trending videos on buzzfeed
Work withTosh.0 to create segment in his show
featuring most upbeatYouTube videos of the day
Environment 2
Fresh Beats
in Music
Create a presence at music festivals across the country –
stream concerts live to those who can’t attend
Sponsor the tour of a musician or band that has either a
positive message in their music or is a fresh, emerging artist
Environment 3
Fresh Faces
in Fashion
Collaborate with up-and-comingYouTube Fashion
sensations to share fashion advice and positive
critique (Anna Saccone – “The Style Diet”)
The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path
Consumer Experience Path
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Audience Size
Audience Involvement
Why is Understanding the Path Important?
Defining the Brand in the Marketplace
BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment
BRAND BEHAVIOR | Spread contagious optimism
BRAND MISSION | We believe everyone should get the food they really want
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Source: Simmons Spring 2009 NCS Adult Full Year Study
Eating Machines
Life inTransition
18-34, full-time student/newly
employed
Never married
Likely to rent a house or own a
condominium
Has experienced major life
milestones in the past 12 months
and is likely to undergo more
changes in the next 12 months
Brand Experience Plan
BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment
BRAND BEHAVIOR | Spread contagious optimism
BRAND MISSION | We believe everyone should get the food they really want
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Consumer Experience Path
WHAT DO THESE PEOPLE NEED/WANT?
“I really don’t
think about where
my next meal is
coming from until
I’m hungry.”
“It has to be super
easy to find
information and
and I want offers
relevant to me.”
“I order when I’m
hungry and I really
don’t think about
it sooner
than then.”
“Anticipation kills
me. I often call to
check on an order
if it’s taking too
long.”
“I like getting a
good deal without
having to ask
for it.”
“I always feel the
need to flavor up
my food.”
“I only share my
experiences with
friends when they
are either really
bad or good.”
“I like to associate
with brands that
make me seem
with it.”
Brand Experience Plan
BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment
BRAND BEHAVIOR | Spread contagious optimism
BRAND MISSION | We believe everyone should get the food they really want
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Consumer Experience Path
WHAT DO THESE PEOPLE NEED/WANT?
HOW DO THEY FEEL ABOUT THIS EXPERIENCE TODAY?
/
“I really don’t
think about where
my next meal is
coming from until
I’m hungry.”
“It has to be super
easy to find
information and
and I want offers
relevant to me.”
“I order when I’m
hungry and I really
don’t think about
it sooner than
then.”
“Anticipation kills
me. I often call to
check on an order
if it’s taking too
long.”
“I like getting a
good deal without
having to ask for
it.”
“I always feel the
need to flavor up
my food.”
“I only share my
experiences with
friends when they
are either really
bad or good.”
“I like to associate
with brands that
make me seem
with it.”
Brand Experience Plan
WHAT SHOULD WE CONSIDER TO FULFILL THESE NEEDS?
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Consumer Experience Path
How can Pizza Hut
permeate guy
culture so that they
are top of mind?
How can we be at
their fingertips when
they want to order?
How can we tailor
offers to matter
more?
How do we have
preset ordering in
place for different
occasions?
How can we turn
waiting into a fun
time with the
family?
How do we show
our appreciation in
ways that really
matter to them?
How do we find
ways to recognize
those little favorite
moments or make
them favorite
experiences?
How do we
surprise them with
resolution to a
complaint and
show appreciation
for a compliment?
How do we prove
that we are a brand
worth their love?
WHAT WAYS CAN WE MAKE THIS COME ALIVE?
Radio (Terrestrial, Digital)
Mobile
OOH / Guerilla Tactics
Search / PH.com / Banner Ads Hut TV Social Media
Online Games
In-Restaurant Posters / Clings
TV Ads
Coupons
Love Bombs
Message
On Hold
Call Center
Email Response / CRM
Special Offers Artifacts
Love Bombs
Boxes / Receipts
Uniforms / Delivery Car Decals
It’s a CreativeTool and
an Organizing Principle
The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path
New ways to capture learning
for proving a path
Recap
We have an opportunity to articulate
what the experience looks like today and
what we think the ideal experience
should be
It’s not a deliverable but a way of
working
It’s not a media check list but an ideation
stimulant
Our actions and opportunities across
the BEP should be viewed through the
lens of the brand/creative idea.

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Brand Experience Planning

  • 1. B R A N D E X P E R I E N C E P L A N N I N G T H E PAT H TO B E T T E R C O N N E C T I O N S
  • 2. The whole is greater than the sum of the parts. - Aristotle + + + + + + + + + +
  • 3. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  • 4. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  • 5. Why create a Brand Experience Plan? Modern communications should focus less on what the consumer should buy, and more on what they should buy into.
  • 6. What’s the value to your clients? Make every touchpoint more valuable. Utilize every marketing dollar for maximum impact. Provide a company-wide communications blueprint. Understand the evolution of your brand. Increase your ROI at every brand interaction.
  • 7. Develop and deliver the right content in the right context at the right time in the right sequence
  • 8. Context Matters Message and media must happily marry to breed better experiences
  • 9. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  • 10. Brand Experience Plan Input and Output Experience Planning Brand Behavior Interactive Landscape Consumer Forensics Success Metrics Strategic Opportunities Brand Planning Choke Points & Barriers Creative Focus & Deliverables
  • 11. The Ask What environments or programs can Mentos uniquely own to build awareness in gum?
  • 12. The Challenge Identify the right context that Mentos can uniquely own to build awareness in gum Consumer Interests Brand Equity Product Attributes Ownable Context
  • 14. Fresh Matters Most Competing brands are focused on other functional benefits, but people still just want fresh breath 43% 13% Importance of Gum/Mints Benefits Fresh Breath Healthy Mouth Source: Mintel International Group, 3/15/10
  • 16. Fresh Health “Protection” AttitudeAttribute Innocent Innuendo Clean, Not dirty Re-establishYour Position of Fresh in the Gum Category Redefine Fresh in the brand’s attitude and persona Ridiculously Long Lasting StimulateYour Senses Extra Long Time
  • 17. Fresh is the brand’s equity and the product attribute
  • 18. A B Fresh thinking that solves life’s small problems The bite-sized catalyst for a fresh take on the world
  • 20. Philosophy: Don’t let life happen to you Highly ambitious Heavy socializers Believe they have more ability than most Socially responsible Social Strivers DNA Profile Source: MRI Doublebase 2010
  • 21. 50% M/F 57% 18-34Years (Millennials & GenXers) 48% Single 66% Caucasian 19% African American 18% Hispanic Social Strivers Demographics Source: MRI Doublebase 2010
  • 22. Social Strivers Attitudes + Values Great Self-Expectations “I strive to achieve high social status.” 163 “My goal is to make it to the top of my profession.” 162 “Preserving the environment is very important to me.” 123 Own the Leading Role “I enjoy being the center of attention.” 179 “I must admit that I like to show off.” 175 Couture with a Conscience “I’m influenced by what’s hot and what’s not.” 154 “I consider my fashion style to be trendy.” 147 “I mix and match high- and low-end designers when putting an outfit together.” 139 Radiate Confidence “I dress more fashionably than most people.” 188 “I consider myself sophisticated.” 146 “I feel I am more environmentally conscious than most.” 128 Love to Make a Splash “I like to live a lifestyle that impresses others.” 181 “I wear designer brands partially to impress people.” 153 “I enjoy showing off my home to guests.” 132 Refuse the Mundane “I’m always looking for a new thrill.” 184 “I like a lot of excitement in my life.” 161 “I like outrageous people and things.” 153 Source: MRI Doublebase 2010
  • 23. Social Strivers Media Profile TV @ Home @ Work Magazine Newspaper Radio Outdoor 0 1 2 3 4 5 119 109 121 145 134 122 112 NOTE: Numbers in bar graph are indices vs. base. TV Meet the Press (147) The Colbert Report (186) The Soup (238) Family Guy (195) ESPN SportsCenter (188) NBA Regular Season Games (171) NFL Sunday Night Football (132) Radio Formats Alternative (151) Rock (170) Urban (192) Magazines Rolling Stone (184) Cosmopolitan (217) People (138) Relish (146) ESPN (208) Car and Driver (145) Discover (135) Entertainment Weekly (151) Food & Wine (146) Newspaper Sections Lifestyle (135) Entertainment (123) Sports (135) Comics (121) Source: MRI Doublebase 2010 MEDIA QUINTILES (low to high)
  • 25. Brand Behavior Own environments that give a fresh outlook on the world
  • 26. Environment 1 Comedy with a Fresh Outlook Segment ownership on the Daily Show or Colbert – make them turn a funny/negative situation into a positive one Own trending videos on buzzfeed Work withTosh.0 to create segment in his show featuring most upbeatYouTube videos of the day
  • 27. Environment 2 Fresh Beats in Music Create a presence at music festivals across the country – stream concerts live to those who can’t attend Sponsor the tour of a musician or band that has either a positive message in their music or is a fresh, emerging artist
  • 28. Environment 3 Fresh Faces in Fashion Collaborate with up-and-comingYouTube Fashion sensations to share fashion advice and positive critique (Anna Saccone – “The Style Diet”)
  • 29. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  • 32. Defining the Brand in the Marketplace BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment BRAND BEHAVIOR | Spread contagious optimism BRAND MISSION | We believe everyone should get the food they really want RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING
  • 33. Source: Simmons Spring 2009 NCS Adult Full Year Study Eating Machines Life inTransition 18-34, full-time student/newly employed Never married Likely to rent a house or own a condominium Has experienced major life milestones in the past 12 months and is likely to undergo more changes in the next 12 months
  • 34. Brand Experience Plan BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment BRAND BEHAVIOR | Spread contagious optimism BRAND MISSION | We believe everyone should get the food they really want RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING Consumer Experience Path WHAT DO THESE PEOPLE NEED/WANT? “I really don’t think about where my next meal is coming from until I’m hungry.” “It has to be super easy to find information and and I want offers relevant to me.” “I order when I’m hungry and I really don’t think about it sooner than then.” “Anticipation kills me. I often call to check on an order if it’s taking too long.” “I like getting a good deal without having to ask for it.” “I always feel the need to flavor up my food.” “I only share my experiences with friends when they are either really bad or good.” “I like to associate with brands that make me seem with it.”
  • 35. Brand Experience Plan BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment BRAND BEHAVIOR | Spread contagious optimism BRAND MISSION | We believe everyone should get the food they really want RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING Consumer Experience Path WHAT DO THESE PEOPLE NEED/WANT? HOW DO THEY FEEL ABOUT THIS EXPERIENCE TODAY? / “I really don’t think about where my next meal is coming from until I’m hungry.” “It has to be super easy to find information and and I want offers relevant to me.” “I order when I’m hungry and I really don’t think about it sooner than then.” “Anticipation kills me. I often call to check on an order if it’s taking too long.” “I like getting a good deal without having to ask for it.” “I always feel the need to flavor up my food.” “I only share my experiences with friends when they are either really bad or good.” “I like to associate with brands that make me seem with it.”
  • 36. Brand Experience Plan WHAT SHOULD WE CONSIDER TO FULFILL THESE NEEDS? RECEIVING/ PAYING EATING TELLING (GOOD/BAD) LOVING PLANNING/ ORDERING SEARCHING/ FINDING THINKING/ CONSIDERING WAITING Consumer Experience Path How can Pizza Hut permeate guy culture so that they are top of mind? How can we be at their fingertips when they want to order? How can we tailor offers to matter more? How do we have preset ordering in place for different occasions? How can we turn waiting into a fun time with the family? How do we show our appreciation in ways that really matter to them? How do we find ways to recognize those little favorite moments or make them favorite experiences? How do we surprise them with resolution to a complaint and show appreciation for a compliment? How do we prove that we are a brand worth their love? WHAT WAYS CAN WE MAKE THIS COME ALIVE? Radio (Terrestrial, Digital) Mobile OOH / Guerilla Tactics Search / PH.com / Banner Ads Hut TV Social Media Online Games In-Restaurant Posters / Clings TV Ads Coupons Love Bombs Message On Hold Call Center Email Response / CRM Special Offers Artifacts Love Bombs Boxes / Receipts Uniforms / Delivery Car Decals
  • 37. It’s a CreativeTool and an Organizing Principle
  • 38.
  • 39.
  • 40.
  • 41.
  • 42. The Path to Better Connections An Explanation Key Inputs Brand Experience Plan Proving the Path
  • 43. New ways to capture learning for proving a path
  • 44. Recap We have an opportunity to articulate what the experience looks like today and what we think the ideal experience should be It’s not a deliverable but a way of working It’s not a media check list but an ideation stimulant Our actions and opportunities across the BEP should be viewed through the lens of the brand/creative idea.