60 Min Brand Strategist NEW

60 Min Brand Strategist NEW

• 1.
  59 42 18 55 AVAILABLE  MAY  2013   33 27 NEW  HARDCOVER   17 28 AVAILABLE  MAY  12,  2013   60 11 15 Minute 03 37 Brand 05 07 Strategist 14 The Essential Brand Book for 12 Marketing 54 Professionals 22 37 Idris Mootee CEO, Idea Couture 42
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  A brand isnot… “A brand is the ‘personification of a To plan for one year, product, service, or even entire company.’ grow sales. Like any person, a brand has a physical ‘body’: in P&G’s case, the products and/ To plan for three years, or services it provides. Also, like a grow channel. person, a brand has a name, a person- ality, character and a reputation. To plan for decades, grow a brand. Like a person, you can respect, like and even love a brand. You can think of it as a deep personal friend, or merely an acquaintance. You can view it as depend- able or undependable; principled or opportunistic; caring or capricious. Just as you like to be around certain people and not others, so also do you like to be with certain brands and not others. Also, like a person, a brand must mature and change its product over time. But its character, and core beliefs shouldn’t change. Neither should its fundamental personality and outlook on life. People have character…so do brands. A BRAND person's character flows from his/her integrity: the ability to deliver under pressure, the willingness to do what is right rather than what is expedient. You judge a person’s character by his/her past performance and the way he/she thinks and acts in both good times, and especially bad. The same are true of brands.” —Robert Blanchard, CHANNEL former P&G executive VALUE SALES 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 … YEARS 20 21
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  01 The Customer Satisfaction Treadmill Daniel Kahneman of Princeton describes the Customer Satisfaction What is the Treadmill. The more we make, the more we spend, the more we want. The faster we get it, the faster we want it. The more convenient it becomes, the more we realize just how convenient it could be. The more our deep need unreasonable demands are met, the more unreasonable they become. that we satisfy? What is our raison d’être? METAPHYSICAL NEEDS 02 What is EXPERIENTAL NEEDS our core competence? SYMBOLIC NEEDS What are we really FUNCTIONAL NEEDS 24 good at? 25
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  Brand Taxonomies Title? In a world predisposed to sameness, there are few things in life more satisfying than building brands that disrupt predisposition. Brands move market share. Brands move advertising award judges. Brands move culture. Some do all. Brand has meaning beyond functionality that exists in people's minds. Part art, part science, brand is the difference between a bottle of soda and a bottle of Coke, a computer and an iMac, a cup of coffee and a cup of Starbucks, a car and a Mercedes, a designer’s hand bag and a Hermès Birkin. Brand is the intangible yet visceral impact of a person's subjective experience with the product, the personal memories and cultural associ- ations that orbit around it. Brands are also about messages – strong, exciting, distinct, authentic messages that tell people who you are, what you think and why you do what you do. Brands that focus on their meanings and values rather than functions. Brands that have almost become product- independent Brands that are tightly PRODUCT identified with the product or range of products Brands that focus largely on their core functions and 26 purposes 27
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  Brand and ConsumerPersonality The Involvement Grid competition and build brand equity (value). “Stand for something or you’ll fall for anything!” Consumers don’t buy products, they buy the personalities associated with those products. Big K cola and Coke are equal in taste tests … but not in market share. Consumers don’t buy on taste alone. Brand personalities help - ties, not from products. HIGH INVOLVEMENT SUV Designer Hand Bag Mini Van Personal Computer Plasma TV Cigars INFORMATIVE AFFECTIVE Digital Camera Skateboard Perfume Spaghetti Sneakers DVD Player THINK FEEL Air Conditioner Tea Bags Toaster HABITUAL SATISFACTION Milk Diapers Detergent Paint Pencil Bottled Water Salt LOW INVOLVEMENT 76 77
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  Too Much Advertisingwith too Little Meaning? The Most Common Issues with Branding CANNOT JUSTIFY MANAGEMENT THE COST FOR BRAND DOES NOT RE-POSITIONING. UNDERSTAND WHERE’S THE ROI? WHY WE NEED TO HAVE A BRAND STRATEGY. CUSTOMER VALUE BRAND MEANING BRAND ADVERTISING CUSTOMER VALUE BRAND MANAGEMENT BRAND VISION AND SALES AND MEANING THINKS BRANDING IS COMPANY REALITY MARKETING AREN’T JUST ANOTHER DO NOT MATCH. READING THE SAME LOGO WITH A NEW BOOK, LET ALONE TAG LINE. THE SAME PAGE. BRAND ADVERTISING 28 29
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  Brand Brands and CustomerValue What is the difference between a Brand Promise and a Mission Statement? Awareness is Not The basic difference is one of perspective. A mission statement generally articu- lates an organization’s internal perspective regarding direction and objectives. the Same as emotional) experienced through a brand’s products and services. Value’s Elusive Meaning the customer. Yet, value is neither a constant nor even a consistent impression. Value depends both on situation and context. A customer’s perception of value Brand Differentiation can and usually does change with time and circumstances, often unpredictably. Certain attributes of a product or service may be valued while others are not – some features may be valued negatively. Alternatives affect value perceptions, and choices are constantly expanding. Changing needs affect value perceptions, but those needs constantly change too. In spite of the volatility of value’s mean- ing, most of the time people form relatively stable perceptions of a brand’s image, reputation and value promise. Brand marketing’s role is to bring the two together. BRAND PROMISE MISSION STATEMENT FROM A CLIENT’S FROM THE EXTERNAL ORGANIZATION’S PERSPECTIVE INTERNAL PERSPECTIVE 96 97
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  In the oldculture, the limited production capacity of the economy sharply What you buy is now more important than what you make. Luxury is not reduced aspirations to material comfort. Today, much greater material a goal anymore, for many it is a necessity. satisfaction lies within the reach of even those of modest means. It starts with a need and an anxiety to resolve it. The experience ends, if successful, with a feeling of relaxation or satisfaction. If it does not Thus a producer culture satisfy the need, the process is repeated. We judge the act by the experi- ence. becomes a consumer culture. We have gone from product to process, from problem resolution to emotion seeking, from object to experience. Product Process What You Make What You Buy Problem Resolution Emotion Seeking Object Experience 160 161
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  What is aBrand? What is a Brand? A brand is an intangible asset that resides in people’s hearts and minds. The trust-based, value-producing relationship called a brand is proof that the company is organizationally aligned to repeat the process and sustain the values. 01 Find and establish your niche. Clarify your distinct ability to make an impact. 01 Making a promise 02 Communicating your promise 02 Determine the desired relationship 03 Keeping your promise between your customers/prospects 04 Strengthening your promise and your product. 03 Create intangible, emotional bonds through every customer interaction. 04 Like people, brand requires a name, a personality, a character and a reputation. Brand management is a crucial element of corporate strategy rather than solely a marketing function. It helps a company break away from the pack - in creating shareholder value. Brand strategy is the viable expression of business strategy. BRAND STRATEGY CORPORATE STRATEGY 32 33
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  The Material vs.The Symbolic We become consumers satisfy a symbolic need to create our meanings of our selves. of illusions. We become consumers of illusions. De Beers’ slogan, “A diamond is forever,” has been so successful in creating the illusion of eternal love that a diamond is that illusion’s material symbol. Now marketers are trying to do the same with platinum. = Ask this important question: What illusions does your product help consumers to create or maintain? = XXX = = 24hrs BRAND = ILLUSION = = $$$ = 168 169
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  The Social vs.The Self in constructing the social world, and inward towards constructing our self-identity. Products help us to become our Possible Selves. Most SUVs and sports brand images are built on the very powerful concept of becoming ourselves, just better. SUVs speak to ‘sporty’, ‘powerful’, ‘tough’ and ‘rugged’. They appeal to men (and some women) who may not travel anywhere more treacherous than the local supermarket. The Hummer sold to civilians is radically different from the one used by the military, yet the brand’s image, as an enduring, robust all-terrain vehicle remains intact. Expensive and ‘cool’, SUVs hold a carpool full of kids and their hockey equipment without saddling their upscale owners with a minivan. Ask this important question: What are your target luxury segments’ ideal possible selves? PRODUCTS HELP US TO BECOME OUR POSSIBLE SELVES. 170 171
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  Most executives haveno idea how to add value to a market in the metaphysical world. But that is what the market will cry out for in the future. There is no lack of ‘physical’ products to choose between.” —Jesper Kunde, A Unique Moment [on the excellence of Nokia, Nike, Lego, Virgin et al.] PRODUCTS IN THE METAPHYSICAL WORLD PRODUCTS IN THE PHYSICAL WORLD 124 125
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  Customer Experince Mapping BRAND  EXPERIENCE  DESIGN   1 5 commenting stations 1 3 tasting bar 2 tasting loiter and commenting bar bench bench 4 6 2 3 mingle and exit ENTER EXIT bench bench sugar cane Capture Tools CONTEXTUAL POSTERS AMBASSADOR VISITOR COMMENT BOOK Research artifact R COMMENTING CUP Research artifact R Conversational Agents BENCHES Research Artifacts and Commenting Platforms Ambassadors are conversational Title: As a Research Artifact, the Visitor Comment Book As a Research Artifact, the Commenting Cup gives a R R R THE SUGAR CANE HARVESTER GAR AR A HAR HAR A Conversational Agents are primarily listeners. Lounging esearch Insights agents knowledgeable about the The Visitor Comment Book is in itself Commenting Cup allows visitors to sneak peak into first impressions. Argueably, every person Four Benches help frame the outside Sugarcane is harvest by hand and mechanically. Hand garcane s harveste arcane harvested cane harveste ane st t mechan nd nd provides invaluable insight into how visitors and future about at street level, agents engage with groups of people Contextual posters are silk screened context and subject matter. harvesting accounts for more than half of production, arvesting accounts fo rvesting ccounts f vesting cc esting ti production, , both an authentic approach to visitor leave a remark or a thought, that is that tastes “the next category” will have an initial in authentic dialogue while at the same time listening for space to form an informal social VISITOR COMMENT BOOK and is dominant in the developing world. nd is do d d dominan an th world consumers view and percieve “the new category”. These immediate in nature. large format posters. Commissioned feedback and an honest engagement impression. The commenting cup makes room for subtle thoughts and light comments visitors make setting conducive to loitering and insights reveal latent consumer behaviours related to new Visitor COMMENTING CUP from local artists, they help frame Ambassadors dress in white lab coats with people. consumer first impressions via a simple series of regarding the experience and “the next category”. conversation. and unexperienced produts, as well as brand perception. VIDEO CAPTURE spaces and inform and enlighten questions, with room for a hand written comment. TRAVEL TAGS visitors. to give the feel of a lab type setting. Desired outome: Comment This informal commenting platform provides researchers It is also an opportunity for the product and the brand to CONVERSATIONAL AGENTS Legitimacy of experience Booklet legitmately socialize a new and emergent product The quantifiable nature of the Commenting Cup gives researchers a measurable tool from which to guage with insights into the types of conversations people have In hand harvesting, the field is first set on f re. The fire n hand harvest ng, th ield hand harves n ar s arvest rvesting, t rves iel eld t set n fire The fire fir he fire fire idea idea after the “brainstorming” sessions, which are usually burns dry leav s, and ki ls any lurking venomous snakes, urns d y leaves, an kills y lurking venomo s nak , rns ns s leav leave leaves leaves, k urking venom veno en ak akes, a couture couture category without the marketing hooplah, and disenting consumer first impressions. reserved for more private occasions. Posters have beeen inspired by John without harming t stalks and roots. ithout harm thout harmin the hout rmin th ut m ming and roots n public responses. Audubon posters. Harvesters then cu the cane just abo ground-leve Harvesters then cut th cane just above ground-l vel rvesters then est sters hen using ca e knives s abov grou d-level a gr und-lev l using cane knives or machetes. A skilled harvester can ng ane kni g a kn mac etes. ski e ha veste can ma es. . illed harvester can harvester vester st ste It also helps researchers and planners develop appropriate cut 500 kilogram (1,1 lb) of sugarcane per hou cut 500 kilograms (1,100 lb) o sugarcan per hour. 0 kilogra og ogram (1,10 g , ugarcane per hour rcane ne The book entrusts visitors and consumers to have honest responses for uninformed preconceptions that may have Considered Informational and and legitimate conversations about future products. The cup sleave arisen early on. Educational Artifacts. front cover blank pages double page spread x 3 blank pages back cover experiene acts as as a prototypzing tool that helps John Audubon understand and develop appropriate responses to unantitipated consumer reactions and behaviours. The Visitor Comment Book is also a keepsake for the client. 216 217
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  42 Strategic 33 Branding 18 Assessment 28 NEW  UPDATED  EDITION  WITH   A  STEP-­‐BY-­‐STEP  STRATEGY   17 37 DEVELOPMENT  GUIDE  AND   24 TOOL  FOR  STRATEGIC  BRAND   22 ______________________ ASSESSMENT   _____________________ ______________________ 05 54 11 12 218 219
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  09 Long-term brandvision: 17 Committed, profitable customers: Clear and emotive 0 Strong loyalty, measured 0 Vision exists but always referred to2 We’re competitive enough 1 Identity guidelines exist 4 Who really knows? 3 10 Explicit brand promise: 18 Brand awareness: High awareness in key markets 0 Exists but not too credible 2 Not at competitive levels 3 Does not exist 3 SELF  GUIDED  BRAND   19 Brand quality perceptions: 11 Emotive brand story: Clearly the brand quality leader 0 Brand story is known and authentic 0 Perceived as quality brand 1 Good story but less authenticity 1 Not one of our strengths 4 ASSESSMENT  AND  AUDIT   A product story more than a brand story Nonexistent 2 4 20 Familiarity: Most of our target knows us well 0 12 Product/brand segmentation strategy: It’s getting better 1 Way below what it should be 3 Yes but not effectively 1 21 Internal understand of what our brand stands for: Does not exist at all 3 Most staff have a good idea 0 13 Marketing support and Nobody has any idea 3 communications budget: Enough to do the job 2 22 Brand image and personality: We have a desirable image 0 It comes and goes 2 Image could be in tighter focus 1 Severely under-resourced 4 14 Brand marketing investment ROI: 23 Associations attached to the brand: We have a very good idea 0 Strong associations 0 Limited to soft measurement 1 Differentiated but not strong 1 Periodically we measure results 2 Undifferentiated and weak 3 Absolutely no idea 3 24 Overall customer experiences 15 All marketing communications are aligned with the brand: are integrated: Sometimes but not consistent 1 Needs more improvement 1 Very disconnected 3 Depends on vendors & timing 2 Integration is not possible at all 3 25 Does the brand reflect organizational culture: 16 Knowledge of customer: To some extent but not sure 1 Good feedback system in place 0 Not at all 3 Adequate research done 1 We should be doing more 3 222 223
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  NEW  UPDATED  EDITION   HARD  COVER  EDITION   AVAILABLE  ON  ALL  LEADING   BOOKSTORES    MAY  12,  2013.