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Visual hammer - Nail your Brand
The document discusses the importance of branding, emphasizing the need for emotional connections through visuals and sensory experiences to effectively cement a brand in consumers' minds. It outlines key branding strategies, such as the 'visual hammer' concept, where strong visuals reinforce messaging, and the necessity of advertising for brand survival. Additionally, it highlights the evolution of branding in the pharmaceutical industry and the shift towards sensory branding to create deeper consumer loyalty.
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Visual hammer - Nail your Brand
- 1. VISUAL HAMMER NAIL YOURBRAND INTO THE MIND WITH THE EMOTIONAL POWER PRESENTED BY: SNEH SHAH (C010) SANKET PATEL (D002) BHAVIK DOSHI (B013) MENTORED BY: PROF. ASHUTOSH OJHA
- 2. What is brand? Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers. “They made their name into a brand”
- 3. The Brand Systemand Branding Brand Concept (Value Proposition) Tangible and intangible Brand name and Symbol Product or service experience
- 4. Positioning Vs. Branding Owning a word in the mind. But visual has more effect than the words
- 5. Power of Emotionalbranding Visuals Vs. Words - One is Emotional; Other is not Branding through senses creates a contact in minds the consumer Five types of Senses 1. Sound 2. Sight 3. Taste 4. Touch 5. Smell
- 6.
- 7. Power of visuals Visual has the power of emotions Research study has been performed in which peoples are subjected to 10,000 images and 10,000 slogans. What's the result? Emotion is glue that sticks in minds. Brand needs visual that reinforces verbal positioning.
- 8. HAMMER : ITSASTONISHING POWER. Words are what consumers use the most and are most familiar with E.g.: Susan G. Komen American Cancer Society Coca-Cola
- 9. NAIL : THEULTIMATE OBJECTIVE. The objective of a marketing program is to “own a word in the mind.” The three rules of advertising are (1) Repetition, (2) Repetition and (3) Repetition. E.g.: BMW Volvo
- 10. PRODUCT : THEIDEAL HAMMER If you can design your product so that it incorporates a visual hammer, you can have a huge advantage in the marketplace. Being first, of course, is particularly helpful. When you are first, a distinctive design is living proof of your leadership in the category. E.g : Rolex Mc Donald Vs. Starbucks
- 11. PACKAGE : MAKEIT DIFFERENT. Packaging is often overlooked as a branding element. Sure, the package itself is loaded with copy explaining the virtues of the brand. Too often package design is delegated to manufacturing experts who crave efficiency, cost and utility .
- 12. Heinz catch-up packaging: Heinz ketchup is an example of how innovative packaging can help build a dominant brand. Its unique glass bottle with its octagon shape is instantly recognized by most consumers. It’s almost as well-known as Coke’s contour bottle. Currently, Heinz is marketing larger-size plastic ketchup bottles which presumably can be sold for lower prices. But like Coca -Cola and its contour bottle, the Heinz octagon bottle remains an important visual hammer for the brand, even though relatively few are sold.
- 13. COLOUR : BETHE OPPOSITE Color can be an effective visual hammer, but the problem is, there are very few distinct colors in the spectrum. Five primary colours : Blue, Green, Yellow, Orange and Red. Neutral colours : Black , White , Grey While selecting the colour managers generally doesn't consider what they want to deliver through the brand and the select colour depends on their mood which is not a good thing.
- 14. COLOUR : BETHE OPPOSITE
- 16. John Deereleading tractor company selected green colour Red is a retail colour used by coca cola. Blue as corporate colour used by IBM.
- 17. SHAPE: SIMPLE ISBEST. Most common shapes (the rectangle, the circle, the arrow, the triangle, the checkmark, the sun, the star, etc.) are used by so many brands.
- 18. Name: Brand isnothing more than a name • Most important branding decision is what to name your product name or service. • In short term brand needs unique idea or concept. • In long term all that is left is the difference between the brand name and brand name of your competitor brand.
- 19. One ofthe world’s powerful brands, Xerox demonstrates many of the most important laws of branding, including being the first in a new category (plain – paper copier) with a short, unique name. Yet when Xerox tried to put its powerful copier name on computers, the result was billions of dollar in losses.
- 20. Advertising : Brandneeds advertising to stay healthy Advertising budgets are generally too high Every successful brand needs a advertisement in a long run they can’t only rely on the publicity which has done at the initial stage. To attack heavily defended brand leader company required high marketing expenditures. Advertising budget is like insurance not like investment
- 21. A consistenttheme of Goodyear advertising over the years has been “#1” in tires. So who makes the best tires? It must be Goodyear thinks the consumer. “It is the leader” Heinz, America’s favourite catch-up. Coca cola the real thing Visa the #1 credit card in the world Heineken America’s leading imported beer.
- 22. FOUNDER NATURAL-BORN HAMMERS We live in a celebrity-obsessed world. The media is fascinated with the lives of the rich and famous. Even ordinary people can become celebrities as long as they are infamous. The founder of a company benefits from this celebrity worship in two ways: (1) Everyone wants to know something about the person who runs a company (2) Everyone assumes the products and service of that company reflects the values of its founder.
- 24. Brand Identity andImage
- 25. Visual Impression Movefrom impact to contact Create a contact with brand identity Evolve from dictated to personal Establish a sense of personal belonging
- 26. Pharma Brand DifferentiationMatrix Go for Gold 24% Category Creator 15% Stand out from crowd 53% Market Sharper 8% Disease perceived as high burden Disease perceived as low burden Strong differentiation Moderate or no differentiation
- 27. The Fall andRise of Pharma Brand Names Traditionally ‘old school’ pharma brand name used Trend changed with the success of brands like Viagra, Prozac, etc. The Anti-pharma name Abandoned linking to industry e.g. Exforge, Zingo The Scientific Story Name Naming the product on basis of indications e.g. Arthrotec Pharma 2.0 Name Short and quick rhythms evoke sense of power e.g. Sutent for sunitinib
- 28. Organization That DrivesSenses Three category of industry 1.) Sensory Pioneers – Leads the way in sensory focus and innovation 2.) Sensory Adopters – Adopt the techniques from sensory pioneer 3.) Sensory Followers – Trail rather than lead
- 29. Pharmaceutical Industry asSensory Pioneer Limited years of patent protection for the product Sensory branding provides base for brand new platform New shot of loyalty from consumers Sound, aroma and flavour as arsenal for branding No opposition of trademark on smell or taste
- 30. Shift in Branding Revolution of pharma branding by the success of products like Lipitor Access to physicians still remained a challenge Patient and caregivers emerged as new focus Relaxing of DTC (Direct to Consumer) guidelines in 1997 was driving factor DTC advertising created more demand for brands
- 31. Intellectual meets Emotional Most DTC did not respectfully try to speak with patients Steeping of industry in science which prevented finding new ways of communication Traditional feature and benefit model has a track record of success DTC is about being respectful and talking to people differently.
- 32. Johnson and Johnson The Most Trusted Name in Surgical Dressings
- 33. Key References The22 Immutable Laws of Branding Steven Seget (2006); “Pharmaceutical Branding Strategies”, Business Insights R. John Fidelino (2008); “IP for business: The fall and rise of pharma brand names (http://www.wipo.int/wipo_magazine/en/2008/03/article_0005.html)
Editor's Notes
- #5 Positioning is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data. Positioning may refer the position a business has chosen to carry out their marketing and business objectives. Positioning means Owning a word in the mind i.e brand Positioning has a weakness that it is verbal approach The best way in the mind is not words at all but it is with the visual
- #9 Words are what they use the most and are most familiar with. Yet there is a lot of evidence that visuals play a far more important role in marketing than do words. In 1982 , Nancy Brinker started a foundation to fight breast cancer in memory of her sister, Susan G. Komen, who had died from the disease two years earlier. Back then, Brinker says, her only assets were $ 200 in cash and a list of names of potential donors. Since then, Susan G. Komen for the Cure has raised nearly $ 2.0 billion. Today it’s the world’s-largest non-profit source of money to combat breast cancer. A recent Harris poll of non-profit charitable brands rated Komen for the Cure as the charity that consumers were “Most likely to donate to.” The American Cancer Society was founded in 1913, yet most people have no idea what visual symbol the society uses. That’s the real difference between designing a trademark and designing a visual hammer . Almost every brand has a trademark, but very few have visual hammers. For his foundation to raise money for cancer research, Lance Armstrong did something similar to Susan G. Komen’s pink ribbon. His yellow silicone-gel “Livestrong” bracelet was launched in May 2004 as a fund-raising device.
- #10 Since a visual has more emotional impact than a verbal, it’s logical to assume that the first decision a marketing person should make is what visual to use. Not so. While a visual hammer can be effective in building a brand, that’s not the objective of a marketing program. The objective of a marketing program is to “own a word in the mind.” BMW, for example, owns the word “driving,” an achievement that lifted the brand from nowhere into the world’s largest-selling luxury-car brand. But what put the “driving” idea into the minds of consumers? What’s was BMW’s visual hammer? It was a long-running, consistent series of television commercials showing happy owners driving their BMW vehicles over winding roads. "The ultimate driving machine” was the nail. But it was the visual hammer was put that idea into the mind. Without the hammer, in my opinion, the verbal idea would have been road kill. After all, “driving” has been a consistent theme of automobile advertising for many, many decades, including “We build excitement,” a long-running Pontiac campaign without a visual hammer. But if the objective is to own a word, why fool around with a hammer?