SlideShare a Scribd company logo
2 Years / $89,000 5 Days / $7,500 12 Weeks / $2,500
“Those that can’t do, teach”
30 Minutes / Free
The Man Who Invented Brand Management
1. Study the past – in order to find out the trouble
2. After uncovering weakness, develop a plan that
can be applied to this local sore spot
3. Outline this plan in detail
4. Prepare sales help and all other necessary material
for carrying out the plan.
5. Keep whatever records are necessary, and make
field studies, to determine whether the plan has worked
diagnosis
strategy
tactics
diagnosis
33.3%
How to Manage a Brand
Strategy Tactics
X X
33.3% 33.3%
Diagnosis
• Financial Year
• Location
• Heritage
• Secondary
• Groups
• Shopalongs
• Loyalist Research
• Survey
• Tracking
Getting Diagnosis Right
Getting Diagnosis Right
QUAL X QUANT
Find the Time
Idiot Australian CEOS
How to Manage a Brand
Diagnosis Strategy
Diagnosis
§ Which Brands will we operate?
§ What customers will be targeted?
§ What is our position to those targets?
§ What are the brand codes?
§ What are the strategic objectives?
Brand Strategy
Diagnosis
§ Which Brands will we operate?
§ What customers will be targeted?
§ What is our position to those targets?
§ What are the brand codes?
§ What are the strategic objectives?
Brand Strategy
Which Brands will we Operate?
TANK
How Many Brands?
How Many Brands?
Getting Diagnosis Right
How Many Brands?
13
Billion Euro Brands
22
Billion Dollar Brands
Diagnosis
§ Which Brands will we operate?
§ What customers will be targeted?
§ What is our position to those targets?
§ What are the brand codes?
§ What are the strategic objectives?
Brand Strategy
Which Customers will be Targeted?
segment
target
position
I’m not a great believer in targeting. Our target is
about seven billion people sitting on this planet.
Our task is to reach as many people as we can.
Bruce McColl
Getting Diagnosis Right
“We targeted too much, and we went too narrow, and now
we’re looking at what is the best way to get the most reach
but also the right precision?”
Marc Pritchard
Targeting?
Prof Byron Sharp
Sophisticated mass marketing doesn’t mean targeting
everyone, nor does it mean treating everyone the same. It means
understanding the heterogeneity in your market, and then
catering for only the differences that matter in order to maximise
reach while not eliminating the benefits of scale.
A Big Debate
More than 2x
Peter
Field
Les
Binet
Who IS Right?
6 Month
Window
SalesUpliftoverBase
Time
Targeting?
Targeting?
§ Which Brands will we operate?
§ What customers will be targeted?
§ What is our position to those targets?
§ What are the brand codes?
§ What are the strategic objectives?
Brand Strategy
Rosser Reeves
USP
Ries & Trout
Own a Single Idea
Byron Sharp
Differentiation?
Different Names
The brand is here now, others are not
I know where it is
I have an account with them
It has my size
This is the only one in red
“Inspire the
Human Spirit”
Positioning?
Diagnosis
§ Which Brands will we operate?
§ What customers will be targeted?
§ What is our position to those targets?
§ What are the brand codes?
§ What are the strategic objectives?
Brand Strategy
Distinctiveness?
FIRST YOU MUST KNOW IT IS ME
x 40% x 40%
16%
CREATIVITY CODIFICATION
55%
HOW TO MANAGE A BRAND
Client Positioning Work
Targeting?
How You Make Your Ads How They Experience Your Ads
Diagnosis
§ Which Brands will we operate?
§ What customers will be targeted?
§ What is our position to those targets?
§ What are the brand codes?
§ What are the strategic objectives?
Brand Strategy
SHIT STRATEGY STRATEGY
OBJECTIVES – THE SIGNAL OF STRATEGY
Increase consideration among caffeinated milk category users from
15% to 25% by October 1st 2014
WHAT
WHO
BENCHMARK
GOAL
WHEN
Communification
Diagnosis Strategy
33.3% 33.3% 33.3%
How to Manage a Brand
Comms Dist
Product Pricing
Tactics
Diagnosis Strategy Comms
33.3% 33.3% 33.3%
CommunificationTACTIFICATION
Diagnosis Strategy
33.3% 33.3% 33.3%
How to Manage a Brand
Comms Dist
Product Pricing
Tactics
What You Would Learn in a an MBA course in Brand Management
§ Put down the tactics
§ Spend time to understand the market
§ Answer the strategic questions;
§ Which Brands will we operate?
§ What customers will be targeted?
§ What is our position to those targets?
§ What are the brand codes?
§ What are the strategic objectives?
§ Work across all the tactical touchpoints
§ Remember the multiplicity point: 8 X 8 X 7 > 10 X 10 X 2
2 Years / $90,000 5 Days / $7,500 12 Weeks / $2,500

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Mark Ritson's presentation at Mumbrella360

  • 1. 2 Years / $89,000 5 Days / $7,500 12 Weeks / $2,500 “Those that can’t do, teach” 30 Minutes / Free
  • 2. The Man Who Invented Brand Management 1. Study the past – in order to find out the trouble 2. After uncovering weakness, develop a plan that can be applied to this local sore spot 3. Outline this plan in detail 4. Prepare sales help and all other necessary material for carrying out the plan. 5. Keep whatever records are necessary, and make field studies, to determine whether the plan has worked diagnosis strategy tactics diagnosis
  • 3. 33.3% How to Manage a Brand Strategy Tactics X X 33.3% 33.3% Diagnosis
  • 4.
  • 5. • Financial Year • Location • Heritage • Secondary • Groups • Shopalongs • Loyalist Research • Survey • Tracking Getting Diagnosis Right
  • 6. Getting Diagnosis Right QUAL X QUANT Find the Time Idiot Australian CEOS
  • 7. How to Manage a Brand Diagnosis Strategy
  • 8. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
  • 9. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
  • 10. Which Brands will we Operate? TANK
  • 14. How Many Brands? 13 Billion Euro Brands 22 Billion Dollar Brands
  • 15. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
  • 16. Which Customers will be Targeted? segment target position
  • 17. I’m not a great believer in targeting. Our target is about seven billion people sitting on this planet. Our task is to reach as many people as we can. Bruce McColl
  • 18. Getting Diagnosis Right “We targeted too much, and we went too narrow, and now we’re looking at what is the best way to get the most reach but also the right precision?” Marc Pritchard
  • 19. Targeting? Prof Byron Sharp Sophisticated mass marketing doesn’t mean targeting everyone, nor does it mean treating everyone the same. It means understanding the heterogeneity in your market, and then catering for only the differences that matter in order to maximise reach while not eliminating the benefits of scale.
  • 20. A Big Debate More than 2x
  • 25. § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
  • 26. Rosser Reeves USP Ries & Trout Own a Single Idea Byron Sharp Differentiation?
  • 27. Different Names The brand is here now, others are not I know where it is I have an account with them It has my size This is the only one in red “Inspire the Human Spirit” Positioning?
  • 28. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
  • 30. FIRST YOU MUST KNOW IT IS ME
  • 31. x 40% x 40% 16% CREATIVITY CODIFICATION 55%
  • 32. HOW TO MANAGE A BRAND Client Positioning Work
  • 33.
  • 35. How You Make Your Ads How They Experience Your Ads
  • 36.
  • 37. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
  • 38.
  • 39.
  • 41. OBJECTIVES – THE SIGNAL OF STRATEGY Increase consideration among caffeinated milk category users from 15% to 25% by October 1st 2014 WHAT WHO BENCHMARK GOAL WHEN
  • 42. Communification Diagnosis Strategy 33.3% 33.3% 33.3% How to Manage a Brand Comms Dist Product Pricing Tactics
  • 43. Diagnosis Strategy Comms 33.3% 33.3% 33.3% CommunificationTACTIFICATION
  • 44. Diagnosis Strategy 33.3% 33.3% 33.3% How to Manage a Brand Comms Dist Product Pricing Tactics
  • 45. What You Would Learn in a an MBA course in Brand Management § Put down the tactics § Spend time to understand the market § Answer the strategic questions; § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? § Work across all the tactical touchpoints § Remember the multiplicity point: 8 X 8 X 7 > 10 X 10 X 2 2 Years / $90,000 5 Days / $7,500 12 Weeks / $2,500