The document discusses IDEA, a framework for brand strategy and development. It consists of 5 stages: Flame (brand identity), Test Tube (brand audit), Spark (ideation), Definition (consumer insights), and Touchpoints (execution planning). Each stage has key inputs, questions to answer, and outputs to develop the brand strategy from understanding to implementation.

1. IDEA Spectrum

2. Where do all the parts fit in?

3. Flame

4. Brand ID - Flame
 Input
 Category Context
 Consumer Context
 Social Context
 Key Question to be Answered
 Who are we and where do we want to be
 Output
 Brand Soul
 Consumer Silhouette
 Competitive Landscape

5. Brand ID Tool: Flame
Product
Benefit
Output:
Consumer Silhouette
Competitive Landscape

6. The Process - Dove
 Product
 The functional benefits being offered by the brand.
 Dove as a soap bar makes skin soft with added moisturizer
 Consumer Benefit
 It is that discriminating emotional benefit that the brand offers to its customers
 Dove has ¼ moisturizer which leaves skin supple and it makes each woman feel
beautiful no matter what she looks like
 Underlying Human Need
 The one basic unmet need of the consumer
 To be comfortable with how one looks
 Soul
 The brand’s reason for being (mission)
 Real beauty comes in all shapes n sizes
 Output
 Consumer Silhouette
 Competitive Landscape

7. Test Tube

8. Brand Audit – Test Tube
 Input
 Soul
 Competition
 Consumer
 Key questions to be answered
 Are we relevant and present in the consumer’s minds
 How far are we from where we should be in context of the competition and the
market
 Output
 Attribute Challenge
 Perception Challenge
 Test Consumer : Consumer most affected by the challenge
 Note: Sometimes the test tube might reveal that we are so far out in terms of relevance that we
need to go back to the drawing board and work on the brand id from scratch

9. The Process
 The brand to be tested against brand id, competition or an industry
acceptable benchmark on 6 key parameters through SWOT
 Product Attributes
 Communication Design
 Consumer Franchise
 Corporate Goodwill
 Image Strength
 Channel Presence
 Each of these tests would reveal
 Attribute challenge (a problem with the actual attribute)
 A perception challenge(a problematic illusion only in the minds of the consumers)
 After identifying the key challenges, we will have to identify the specific
consumer most affected by each challenge

10. Spark

11. Ideation - Spark
 Input
 Attribute Challenges
 Perception Challenges
 Test Consumer
 Key questions to be answered
 How can we overcome the challenges that are stopping us from
achieving our long term objectives
 What part does the brand play in the physical/emotional world of the
consumer
 Output
 The Big Idea
 Consumer World
 Brand World

12. Things to keep in mind
 The foremost point is to resolve the attribute challenge
 All attribute challenges lead to perception challenges but some
perception challenges might not have an attribute challenge attached to
them
 Fair and Lovely
 Attribute Challenge - FAL makes my skin sticky. Reson: FAL uses an ingredient
that makes skin oily
 Solution: resolve the product issue in-house and then go on to build better
perception of the brand by resolving the perception issue through targeted
communication
OR
 The Brand might not have had the attribute challenge of making skin oily. In that
case, the brand would have had to work only on the perception issue that FAL
makes skin oily

13. Definition of Consumer World through
Hofstede’s Culture Model
Symbols
Heroes
Ritual
s
Core Practices
Values

14. The Process
 Creation of consumer and brand stories through
 Consumer world
 A role playing exercise to create stories of the way the
consumer interacts with the brand and the way the
identified attribute/perception challenge affects the
consumer’s day(test consumer)
 Brand world
 The perfect world of the brand and the way the brand
wants to be seen and used by the consumer
 Creative exercises to resolve the problem at
hand through interplay of concepts with the
consumer and brand world

15. Touchpoints

16. Execution- Touchpoints
 Input
 Big Idea
 Consumer world
 Key questions to be answered
 What are those moments in our consumer’s world where
the Big Idea would make the most impact
 How can we increase the effectiveness of the Big Idea by
optimizing the space/time in which the consumer comes
into contact with
 Output
 360 Media Plan

17. The Process
 Figuring out the right visibility/experience mix keeping in mind
 The consumer
 The scope of the problem
 The bigness of the idea
 Identification of possible points of contact keeping the consumer world
in mind
 Maximize consumer interaction with the idea through relevant
touchpoints
 Identification of the right touchpoints for the consumer and the idea
 Engaging the consumer experientially most efficiently
 Strike the right balance between visibility and experience
 Making it happen
 Enable, Empower, Energize