It's talking about tips on how to create the effective brand communications.

2. BRANDING EVOLUTION
Video Source:
http://www.youtube.com/watch?v=4BCio6ofkaY

3. NEEDS &
WANTS
High
Quality
Value for
Money Unique
Experience
Great
Benefits
Beautiful
Design
WHAT IS
BRAND?NG
PROMISES
BRAND
Best
Service
Etc…
reasontobelieve
deliver
promises
experience
promises
LOYALTY
effective communication
marketingcommunication

6. McKinsey’s Customer Decision Journey
OBJECTIVE#1KNOW YOUR

7. McKinsey’s Customer Decision Journey
OBJECTIVE#1KNOW YOUR
SAMSUNG GALAXY S5 INVITATION

8. McKinsey’s Customer Decision Journey
OBJECTIVE#1KNOW YOUR

10. Define clear USP (Unique Selling Proposition)
PRODUCT#2KNOWYOUR

11. PRODUCT#2KNOWYOUR
Translate Specs into Benefits (3minutessalespitch)

12. PRODUCT#2KNOWYOUR
INVINCIBLE
Land Cruiser Prius
RADICAL
Corolla
SURPRISING
Camry Highlander Tacoma
AMAZING CIVILIZED UNBREAKABLE
Toyota cars are perfect for me because they make me feel…
Develop Brand Personification

14. COMPETITOR#3
Develop Positioning, POD, POP
KNOW YOUR
Positioning (ashortmemorablesentenceofdifferentiation):
a-one-package fun&entertainment tablet
Point ofDifference (areasofimportancethatsuperiortocompetition):
available in 5colors
Point ofParity (areasofimportancethatrelatively“goodenough”tocompetition):
aseven inch rich multimedia with 1.2 GHzDual Core &
1GBRAM

15. COMPETITOR#3KNOW YOUR
ITEM
Advan Lenovo
E1J T1J
Idea Tab
A1000L
Idea Tab
A3000L
Price 1049K 1299K 1499K 2199K
Screen Size 7.0” 7.0” 7.0” 7.0”
Network 3G Dual SIM 3.5G Dual SIM WiFi WiFi/3G
Processor 1.2 GHz 1.3 GHz 1.2 GHz 1.2 GHz
RAM 512 MB 512 MB 1 GB 1 GB
Battery 2,500 mAh 3,000 mAh 3,500 mAh 3,500 mAh
……. ……. ……. ……. …….
Promo
Activities
Free Merchandise & Lottery
Coupons
Scope: West Java
Date: 20 Jan – 31 Mar ‘14
Cashback 50K – 100K & Free
Merchandise
Scope: Nationwide
Date: 17 – 28 Feb ‘14
Conduct Competitor Analysis – early warning

17. TARGET#4KNOW YOUR
Identify target market profile

18. TARGET#4KNOW YOUR
Identify target market profile

19. TARGET#4KNOW YOUR
Life is so much fun. I look forward to everyday. I’d like to
experience all the joy and fun. I want newer experiences but I
sometimes there are limits like financial, which make me lean
towards easier/discounted low-cost options knowing that it
may compromise my experience.
Samsung Tab is a superior yet affordable product that enhances
my fun and entertainment, without shortchanging the
experience.
Meet David,
the FUN-TAINMENT
• Hangout:McD
• Wear:Distro
• Shop:Tebet
• Drive:Motorbike
• Hobby:Gaming
• Tone&Manner:
Create customer persona - target clarity

21. MEDIA#5KNOWYOUR
Implement Integrated Marketing
Communication (IMC)
Learn
Media
Behavior
&
Limitation

22. MEDIA#5KNOWYOUR
Observe Customer Touchpoints
#1 KNOW YOUR OBJECTIVE
digitaltouchpoints
physicaltouchpoints

24. MEASUREMENT#6KNOW YOUR
Evaluate the creative

25. MEASUREMENT#6KNOW YOUR
Evaluate the creative

26. MEASUREMENT#6KNOW YOUR
UAT3
(Unaided
Awareness Top 3)
MPSA
(Most Preferred
Single Answer)
Aspirational
Brand
Brandtracking:awareness&imagery
Brand recall on the
top3 without any hints
One answer of brand
you like the most
Premium brand and
worth paying more for
Brand health checking

27. INTEGRATED ADVERTISING
Video Source:
http://www.youtube.com/watch?v=QPr0iRKQ7IM

28. A brand that captures the MIND gains BEHAVIOR.
A brand that captures the HEART gains COMMITMENT.
So, branding is closely related to winning the customers’ heart!
THANK YOU
endra.marsudi@gmail.com | fb.com/endra.marsudi | @endramarsudi