The document discusses the importance of brand recognition and some strategies for achieving strong brand recognition. It notes that recognition is key to shaping perceptions of a brand and is the first step before a customer can like, respect, or buy a brand. It then provides several methods that are tried and tested for building brand recognition, including creating awareness, finding the right positioning, segmenting audiences, using repetition, facilitating indirect communication through others, and ensuring relevance to convert recognition to loyalty.

1. Power Branding & Strategic Communication Forum BRAND RECOGNITION 22 July 2010 HKLM GROUP Building B 4 Kikuyu Road Sunninghill Private Bag X100 Sunninghill 2157 Johannesburg South Africa Telephone +27 (0)11 461 6600 Facsimile +27 (0)11 461 6606 www.hklmgroup.com IDEAS DELIVERED CAPE TOWN DUBAI JOHANNESBURG LAGOS NAIROBI

2. What is the very first thing you recognised?

3. X X X X Memory & recognition are powerful mechanisms at the core of the human mind

4. They form the brain’s filing system

5. And they define each person’s own reality

6. What does this mean for brands?

7. Case study: brands that haven’t achieve awareness or recognition

8. ?

9. Rather obviously, you can’t like what you don’t know

10. Nor can you respect, adore, admire, worship, revere, appreciate, love, aspire to, advocate, enjoy, want or buy what you don’t know

11. There are many differing schools of thought in marketing, but achieving awareness is an undisputable necessary first step for any brand

12. When someone recognises a brand, their perceptions of that brand are recalled either explicitly (consciously) or implicitly (sub-consciously). The brand’s baggage, good and bad, are instantly present. They will affect how the person then interacts with the brand and the baggage in return will also be updated

14. If brands are based on perception (each person’s own understanding of a brand is all that matters to that person), and recognition plays a key part in shaping perceptions, then recognition is on the front line of brand building

15. Do you recognise this soft drink brand?

22. If you didn’t consciously get it on the first slide, then you were most likely thinking Coca-Cola subconsciously

23. + soft drink = Coca-Cola Coca-Cola is possibly the most recognisable brand in the world

24. But.. it has been around for 124 years and they sell 1.3bn drinks daily , across 200 countries

25. How do awareness, memory and recognition work?

26. Technically... The Hippocampus, Amygdala and Striatum are responsible for our memory. Visual memory belongs to the right temporal lobe. Verbal memory belongs to the left temporal lobe. The hippocampus is essential for the laying down of new memories, but over time some changes are also made in the association regions of the neocortex.* *various sources (please don’t quote us)

27. Practically… In the mind a brand or idea can be thought of as a file or vessel name name name name name name name name name name

28. Which holds and references associated perceptions name Associated perceptions name

29. Which holds and references associated perceptions Visual associations Associated sounds, smells, tastes Past associations Associated experiences Associated messages Associated emotions Perceived value

30. Perceptions are dynamic, so the files are constantly updated during people’s lives, both consciously but mostly sub consciously Associated sounds, smells, tastes Visual associations Past associations Associated experiences Associated messages Associated emotions Perceived value

31. Measuring brand recognition

32. Measuring brand recognition means measuring people's perceptions. It’s a subjective art

33. How far can your brand be stripped down and still be recognised?

34. How far can your brand be stripped down and still be recognised? ?

35. Ferrari recently pulled a controversial barcode design from their F1 cars…

36. More recognisable brands require fewer triggers

37. + soft drink = Coca-Cola But does soft drink = Coca-Cola

38. Category champion Owning or being synonymous with its category means that every time a category is referred to the brand gets recognition. The category can even be named after the brand

39. it

40. Idea champion Similarly, brands can also own ideas, words or related themes that afford them further recognition

41. Connecting.

42. Just.

43. How to achieve strong brand recognition

44. If awareness is simply knowing something then recognition is knowing it again

45. If awareness is simply knowing something then recognition is knowing it again and again and again

46. Strengthening associations is like going to gym A mind is a complex store of images, sounds and ideas, all linked. The links, like muscles being exercised, are strengthened by repetition. The more the path of association is used the stronger it gets, making it easier to use in future (not making this up) Funny Tasty Healthy

47. It takes time and effort to create strong brand recognition with few shortcuts and no silver bullet

48. Here are some of the tried and tested methods

49. X Hello Awareness is the first step Moving into the light

50. Creating awareness is like opening a new file It’s a handshake, a beginning where something gets brought into existence and given a name and reference point that binds all the relevant associations from there *

51. Context can make all the difference

52. To make the file instantly usable Give it context and strong meaning right from the start allow the person opening the file to file it under something (and we don’t mean under “bank” or “tomato soup” but rather “the friendly kind of bank where they will treat me well” or “the clinical kind of bank where they give me better financial returns”)

53. This means positioning Finding your own space

54. Premium Healthy Responsible Sustainable Guilt free shopping?

55. Segmenting your audience allows you to know who they are, what they want, where you can find them and how best to reach them

56. Brand architecture

57. Brand architecture A monolithic brand architecture allows the same brand to be encountered again and again, building stronger recognition 6 series 3 series 5 series 7 series X 1 X 3 X 5

58. Stickiness helps Sticky brands and communications are the ones that are hard to forget. People love to encounter and share beautifully crafted and presented brands. Funny, relevant and engaging communication drive momentum of interactions and recognition

62. Cross-pollinate Bridge senses, themes and ideas to create rich images of your brand that can be recognised through endless combinations Colour shape + = Portuguese Jingle toy Jingle PC Zebra finance + = Exhaust sound leather Coffee smell + = + = + = + = ©

63. Take a closer smell Smell is said to be the strongest sense for triggering memory. Martin Lindstrom, author of Brand Sense , says that 75% of all the emotions we generate every day are due to what we smell – not see. That’s why estate agents bake vanilla in the oven when trying to sell a house – it makes you feel like you are back in Grandma’s kitchen

65. Facilitate indirect communication Be remarkable – literally. If your brand is deemed worthy of the audiences attention they are more likely to share your story. Impartial references get through a lot of the filters that direct communications don’t

66. Lady Gaga: certifiably remarkable

67. Building recognition online

68. Bombarded by scams and countless brands looking to cheaply reach the world, people move faster in the digital realm and where you usually get a few seconds to make an impact, online you get less. Its not the best place to meet

69. It’s a good place to answer questions Many people go online in search of information. This is a key opportunity for brands to build deeper brand information and context that lead to better recognition

70. Self propelled communication The internet is a great medium for indirect communication. People talking about your brand builds strong recognition but they don't want to talk about their butter. They share messages and engage when there is value in it for them “ Jo, you’ll love this video, its hysterical” “ I’ve always wondered about this” “ Check out this deal!!”

72. Converting recognition to loyalty

73. X Moving from implicit to explicit memory from back of mind to being consciously chosen

74. Build enough relevance to reach engagement tipping point Each person will weigh up if your brand offers them enough to be worthy of trial. Your brand must respond to their reality and make itself relevant – see segmentation

75. This is where fuzzy marketing becomes clear business, where someone departs with their hard earned money. Interaction > transaction

76. Once your brand has been trialed, its about delivering on promise and doing it consistently

86. Thank you