Bangladesh Institute of Management (BIM) has a five days short course on Branding titled as 'Brand Management : Incredible Brand Building Strategy'.
Uploaded file is the outline presentation on conducted sessions about below topic;
- Brand Audit
- Big Idea
- Evaluating Advertising
#TMK #BrandMan
#BrandManBangladesh #BrandManagement
#BrandBuilding #BrandAudit
10 Brand Building Strategies You Should KnowSimranBhmara
Know the best and the top 10 brand building strategies that will definitely make your brand unique after applying them. These strategies include generating value for people, testimonial economy, create emotive appeal, target possible clients, authenticity, consistency, use marketing words for the clients, define brand’s DNA, use social media and share brand resources in a campaign. To know more about the brand building strategies, kindly visit: https://www.bintegrators.com/blog/brand-building-strategies
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Build your brand awareness to increase leads and drive revenue. This short presentation offers 12 ideas from experienced B2B Marketers to build your brand awareness.
10 Brand Building Strategies You Should KnowSimranBhmara
Know the best and the top 10 brand building strategies that will definitely make your brand unique after applying them. These strategies include generating value for people, testimonial economy, create emotive appeal, target possible clients, authenticity, consistency, use marketing words for the clients, define brand’s DNA, use social media and share brand resources in a campaign. To know more about the brand building strategies, kindly visit: https://www.bintegrators.com/blog/brand-building-strategies
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Build your brand awareness to increase leads and drive revenue. This short presentation offers 12 ideas from experienced B2B Marketers to build your brand awareness.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Whether you want to create a branded platform or a brand neutral platform or just a brand - you definitely are a brand who now is a publisher in this post-digital world.
A strategic Instigation by WOlfzhowl on creating a brand neutral platform. A comprehensive approach with discussions and highlight on various conundrums faced by brands.
Buckle-up its an intense read, hope you enjoy the instigations.
Check Out: #wolfSIGHTS across platforms
www.wolfzhowl.com
#wolfSIGHTS #WolfzHowl #ContentStrategy #BrandedContent #ContentCreation
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Whether you want to create a branded platform or a brand neutral platform or just a brand - you definitely are a brand who now is a publisher in this post-digital world.
A strategic Instigation by WOlfzhowl on creating a brand neutral platform. A comprehensive approach with discussions and highlight on various conundrums faced by brands.
Buckle-up its an intense read, hope you enjoy the instigations.
Check Out: #wolfSIGHTS across platforms
www.wolfzhowl.com
#wolfSIGHTS #WolfzHowl #ContentStrategy #BrandedContent #ContentCreation
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
EVENT: Social Media Breakfast Seattle, 12/1/09.
AUDIENCE: VPs and Directors of Marketing
TOPICS: Engagement, consumer behavior, social media, marketing approaches
AUTHOR: Eric Weaver, Tribal DDB
SYNOPSIS: There have been myriad presentations on "social media strategy" but few to none on how to actually craft one. This is Eric Weaver's take. He describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and steps to take in creating an engagement strategy.
What is branding & how it influences the buying behavior digital sky 360MehulTank6
Branding agency Ahmedabad - A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for a brand is a trademark
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Like building a house, building a successful brand is a collaborative project. It takes a small village of people to collaborate. So, let’s collaborate! Worth visiting www.knowledgeandmagic.com
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
This is a presentation on Brand and Branding, written and presented by me recently.
The presentations tells about, what a brand is and how does it differs from other existing competitors. It tells about the difference between branding and marketing.
It covers certain examples of successful brands which have become one by adopting certain marketing strategies.
The presentation also comprises of certain Q & A's which could be helpful in becoming a brand. Though there is no specific method in this world to be able to become a brand.
The questions must be answered and the answers must be evaluated such that one could understand the importance of being a brand.
I strongly believe that becoming a brand is more important than sales and marketing. Sales and marketing are just two constituents of a brand.
In the race of achieving the targets and doing sales, almost all the companies miss upon the things which could have led them to become a brand.
As the inflow of money is faster than becoming a brand, companies usually suffer temporary profits rather permanent brand loyalty of the people they sell their product and solutions to.
I hope it will be useful for a pretty basic level of understanding.
Startups: the importance of getting your story rightPaul Naphtali
Presentation to the Melbourne Bridge to Mass Challenge program. Why getting your story right improves everything from product to culture, investment and customer acquisition/retention
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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. 📊
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.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
4. Brand audit is a thorough examination of a brand's current position in
the market compared to its competitors and a review of its effectiveness.
It helps you determine the strength of your brand together with its
weaknesses or inconsistencies and opportunities for improvement and
new developments.
Brand audit is effectively a health check of the brand to identify and
address problems areas with a net result of helping you turn things
around and grow your bottom line. Brands are like living entities with
life cycles. They start with much excitement and promise, grow and then
eventually plateau.
presentation by TMK || facebook.com/tmkbd
BRAND AUDIT : Definition
5. Brand Positioning
Brand Messaging
Brand Values
Customer Experience
Deficiencies
Trends
Appearance
Benchmarked Against Global Trends, Best Practice & Competitors
presentation by TMK || facebook.com/tmkbd
BRAND AUDIT : Reevaluates. . .
8. Quantitative Study
The methods emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected through polls,
questionnaires, and surveys, or by manipulating pre-existing statistical data
using computational techniques.
presentation by TMK || facebook.com/tmkbd
In-depth interview
A qualitative research technique that involves conducting intensive
individual interviews with a small number of respondents to explore their
perspectives on a particular idea, program, or situation.
Interview the leadership team
Interview a cross section of field and unit management
Interview a selection of franchisees (if appropriate)
Conduct a quantitative survey of brand users
Conduct focus groups with loyal brand users as well as lapsed and competitor – users of the brand
BRAND AUDIT : Techniques
9. Step 1 : Talk to People
Develop interview guides and standard questions, then talk to
employees at all level of your organization, current customers,
former customers, and event customers-to-be. What are they
saying, thinking, or doing in relation to you brand? Engage them
through surveys, interviews, focus groups, and/or DIY research.
Your goal is to uncover areas of need in your current strategy,
identify opportunities, and define or re-define goals.
BRAND AUDIT : 4 Steps Easy Way
presentation by TMK || facebook.com/tmkbd
10. Step 2: Research the Competition
Your brand does not exist in a vacuum. Your customers and
potential customers see other brands in the marketplace. What are
your competitors doing that you aren’t, and vice versa? Why might
consumers choose them over you?
Go online or visit your competitors in person to find out first-hand
what they are up to.
BRAND AUDIT : 4 Steps Easy Way
presentation by TMK || facebook.com/tmkbd
11. Step 3: Review Your Analytics
Find out what data is available to you, and look at it. Hopefully, at
least an email marketing system and Google Analytics are available
for your review. Take your analytics—things like your most
popular/least popular website pages, user flow on your site, most
opened emails—and cross compare against the interviews you
performed and your competitor research. What are the key themes
and common threads?
BRAND AUDIT : 4 Steps Easy Way
presentation by TMK || facebook.com/tmkbd
12. Step 4: Find the Holes
Now compare your brand audit findings to your current reality.
Does your brand align with your company’s vision, mission, and
business goals for the next 3 to 5 years? Are they mutually
supportive . . . or are there holes?
If there are holes, how can you revisit your brand platform or
reshape how your company delivers its products/services to better
support the brand?
BRAND AUDIT : 4 Steps Easy Way
presentation by TMK || facebook.com/tmkbd
13. • Good technique to make connections and evoke associations
• Start with a major idea and work outwards in all directions
• The more visual the better
BRAND AUDIT : Mind Mapping
presentation by TMK || facebook.com/tmkbd
14. BRAND AUDIT : Mind Mapping
Put Happiness in Centre
HAPPINESS
presentation by TMK || facebook.com/tmkbd
15. BRAND AUDIT : Mind Mapping
HAPPINESS
presentation by TMK || facebook.com/tmkbd
Mind Mapping Technique
Write 10 Associations to Happiness
16. BRNAD AUDIT : Mind Mapping
presentation by TMK || facebook.com/tmkbd
HAPPINESS
Shakib Al Hasan
All Rounder
Mashrafe
ICC Ranking
Mind Mapping Technique
Take 1 branch and add associations
17. BRAND AUDIT : Mind Mapping
presentation by TMK || facebook.com/tmkbd
Poor Market Penetration
Low Brand Image
No Endorsement
Bad Packaging
Misleading Tagline
Mind Mapping Technique -- Poor Market Penetration
18. A good brand audit gives a definite answer about six interrelated equities
Product: Product performance supports the brand?
Image: Image is strong and engaging?
Customer: Strength of customer franchise?
Channel: Leverage in channel environment?
Visual : Clear, differentiating presence?
Goodwill: Endorsed by influencers in the communities in which it lives?
presentation by TMK || facebook.com/tmkbd
BRAND AUDIT : Outcomes
20. After brand audit, the connection triangle can be created considering three
perspective in mind. They are:
PRODUCT (physical attributes)
CONSUMER (underlying human truth)
BRAND (emotional benefits)
presentation by TMK || facebook.com/tmkbd
CONNECTION TRIANGLE
PRODUCT
Physical Attributes
BRAND
Emotional Benefits
CONSUMER
Underlying Human Truth
21. Product Benefit Driven Brand
• Eno bubbles away troubles
• Fevikwik sticks in a jiffy
• Mseal seals chronic leaks
• Tang is essence of goodness from fruit
presentation by TMK || facebook.com/tmkbd
CONNECTION TRIANGLE
PRODUCT
Physical Attributes
BRAND
Emotional Benefits
CONSUMER
Underlying Human Truth
22. Consumer Beliefs Driven Brand
• Cadbury Dairy Milk recognizes the child in me
• Fevicol knows that I yearn for emotional bonds that do not break
• Maggi is one more of the delightful conspiracies led by mom
presentation by TMK || facebook.com/tmkbd
CONNECTION TRIANGLE
BRAND
Emotional Benefits
CONSUMER
Underlying Human Truth
PRODUCT
Physical Attributes
23. Brand Image Driven Brand
• Jaguar is a copy of nothing ,like its owners
• Thumbs Up is for the real men
• HSBC is your local bank
• Tata Safari makes its own road
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CONNECTION TRIANGLE
PRODUCT
Physical Attributes
BRAND
Emotional Benefits
CONSUMER
Underlying Human Truth
25. ‘Unless advertising contains a big idea it will pass like a ship in the night.’
~ David Ogilvy
BIG IDEA
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What
is the
BIG IDEA
in this
visual?
26. Two types of Big Idea:
• Big Executional Ideas
• Big Strategic Ideas
BIG IDEA
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28. It is consumer oriented
It concentrates on One Selling Idea
It concentrates on the most important and persuasive idea available
It presents a unique and competitive idea
It involves the consumer
It is credible and genuine
It is simple, clear and complete
It clearly associates the selling idea with the brand name
It takes full advantage of each medium
It demands action that will lead to the sale
It must help build the brand personality
11 PRINCIPLES OF GOOD ADVERTISING
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29. It is Consumer Oriented
It is based on fundamental consumer need, attitudes, and interests. It
reflects the consumer point of view, rather than the manufacturers’ or
dealers’ preferences or interests.
It concentrates on One Selling Idea
It does not scatter its efforts or diffuse its impact. It focuses on one single
idea (selected basic consumer benefit) that can establish a penetrating,
memorable reason for trial.
11 PRINCIPLES OF GOOD ADVERTISING
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30. It concentrates on the most Important and Persuasive Idea available
Effective advertising represents and registers the most powerful and
persuasive appeal available – the true key to the consumers mind.
It presents a Unique and Competitive Idea
It contains the promise of a unique competitive advantage. It creates a
distinctive quality and brand identity. It is highly competitive in its
impression and effect.
11 PRINCIPLES OF GOOD ADVERTISING
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31. It involves the Consumer
Effective advertising recognizes that the consumer’s motivation to buy
comes from the head and heart.
Effective advertising is personal – it appeals to the consumer’s self interest.
It is Credible and Genuine
Where ever, it documents and demonstrates, or proves its claims. It
provides assurance, is straightforward and hones in the concept and
presentation.
It recognizes that the consumer is not a moron – she is your wife.
11 PRINCIPLES OF GOOD ADVERTISING
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32. It is Simple, Clear and Complete
There are no alternative meanings, no possibility of confusion or
misunderstanding. It is uncomplicated, completely understandable.
It clearly associates the Selling Idea with the Brand Name
It tells the consumer what the brand is used for. It clearly registers the
brand name and links it with the selling idea.
It takes full advantage of the Medium
Certain ideas are better fitted to one medium than another. Effective
advertising varies its presentation of the selling idea to capitalize on the
physical characteristics and mood of the medium.
Medium is the Message! – Marshall McLuhan
11 PRINCIPLES OF GOOD ADVERTISING
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33. It demands Action that will lead to the Sale
Effective advertising transforms passive acceptance or interest into action.
It demands immediate response – and a long-term favorable attitude. It
implants in the consumer the urge to buy.
It must help build the brand personality
Each ad affects the consumer’s perception of the brand. If any one ad
conflicts with that perception it will cause, at best a neutral, at worst a
negative feeling. Several such ads will begin to weaken the brand
personality. It is vital therefore to ensure consistency. Each ad should help
to build or reinforce the desired brand personality.
11 PRINCIPLES OF GOOD ADVERTISING
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34. 2016
Audi Duel: www.youtube.com/watch?v=Dir0cOFmrOM
2015
Nike Short a Guy: www.youtube.com/watch?v=0bVARjBBKRw
Samsung Safety Truck: www.youtube.com/watch?v=6GNGfse9ZK8
2014
Honda Hands: www.youtube.com/watch?v=2CRYbcT0XtY
Coke Drones: www.youtube.com/watch?v=E9r020AyUTk
Social Swipe: www.youtube.com/watch?v=ZcqsRhMHo8o
The Thai Insurance: www.youtube.com/watch?v=632CHpeHYZE
2013
The Ritz Carlton Hotel: www.youtube.com/watch?v=7h7yIlCtgnU
Others
Volvo Trucks: www.youtube.com/watch?v=7kx67NnuSd0
EVALUATING ADVERTISING : Samples
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