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BrandAmplitude®, LLC All Rights Reserved 2008
Everything you need to define a brand in one place
Updated 5.10.08
BrandAmplitude®, LLC All Rights Reserved 20082
Why A Brand Strategy Toolkit?
Only one fourth of marketing and advertising professionals "...can clearly articulate (their) company's brand position to... clients, customers or prospective clients.“ (2)
Strong brands never happen by accident. Yet only 53% of firms say they have a long term brand strategy in place.(1)
(1) Prophet, Best Practices Survey, 2002
(2) Louws Management Corporation Survey, 2007
Often, what is missing is a shared set of tools for creating and implementing an effective brand strategy.
BrandAmplitude®, LLC All Rights Reserved 20083
What is Brand Strategy?
A brand strategy is simply a plan for developing a coherent brand. It provides the means for systematically creating differentiation and consumer appeal by empowering better brand decisions across the organization.
“There is no tool better than the brand for uniting the forces and the stakeholders inside and around your company.”Thomas Gad, 4-D Branding: Cracking the Corporate Code of the
Network Economy, 2001
“The role of brands has evolved; brands are now company DNA, the spark from which all corporate life grows.” Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge, 2001
“...ideally, the brand will make black and white decisions not just at the top of the house, but also all the way down the line.”David F. D’Allesandro, Brand Warfare: 10 Rules for Building the Killer Brand, 2001
An effective brand strategy influences the total operation of a business to ensure consistent brand experiences for the customer.
BrandAmplitude®, LLC All Rights Reserved 20084
Brand Strategy and Marketing Strategy
Brand Strategy is separate from the marketing mix. It guides and inform decisions about product strategy, placement, promotion and pricing.
I. Corporate Objectives & Brand Portfolio
II. Marketing Objectives
III. Brand Strategy
Communications Strategy
Product and Pricing Strategy
Channel and Distribution Strategy
IV. Marketing Execution & Monitoring
Strategic Marketing Process
Brand strategy is an integral part of the overall strategic marketing process. It bridges the gap between business strategy, marketing objectives and marketing strategy.
BrandAmplitude®, LLC All Rights Reserved 20085
Brand Strategy Process
Target & Insight
Brand Execution
Brand Elements
Competitive Assessment
Brand Inventory
Equity Pyramid
Positioning
Objectives & Metrics
Personality
CommunicationsStrategy
Brand Experience Map
Brand Strategy
Brand Audit
CRM &Community
Building
Points of Parity and Difference
The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points.
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Brand Audit
Target & Insight Competitive Assessment
Brand Inventory
Brand Audit
Points of Parity and Difference
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Target Matrix
Current Brand Users
Competitive Brand Users
Category non-users
Lapsed Users/Rejectors
Size/Profile
Decision Criteria or Motivators
Usage Behavior
Decision Process
Barriers/Concerns
Key Influences
Brand Importance
Role of price
Satisfaction
The target matrix helps ensure the brand focuses on the customers and prospects that offer the greatest potential for increased revenue and profitability.
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Example Target Matrix: Wine Drinkers
EnthusiastsVariety Seekers
Infrequent Regulars
Tourists One-timers
Size/Profile 12% 20% 16% 14% 23%
Decision Criteria or Motivators
Quality, optimize the
drinking experience
High price and
sophisticated image
Well-known winery label
Sensible choice, feel comfortable
Personal attention & reassurance
Barriers/Concerns
Avoid mistakes that can spoil the experience
Not sure what I want
Avoid riskAvoid feeling
foolishConfused by
wine
Key Influences
Wine authorities
Popularity Brand namePromotional
offersStore Personnel
Alternatives High High High Medium Low
Target importance to Kavaklıdere
High Medium Medium Medium Low
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Target Insight
Where to Find Insights
A target insight describes how a meaningful connection can be established between what the brand offers and the target’s explicit or implicit needs.
Trends
Motivations/”Sweet spots”
Decision-making process/criteria
Higher level benefits
Image/Identity gaps
New Segments
Unmet needs
Ethnographic research & ‘shop alongs’
Online communities
Social media listening &
‘netnographies’
Crowdsourcing and co-creation
Consumer panels
Neuro-marketing
Customer service
BrandAmplitude®, LLC All Rights Reserved 200810
Target Insight: Wine Enthusiasts
Enthusiasts are passionate about the entire wine experience. They enjoy researching what to buy and enjoying wine with friends and family. They like the
whole culture of food, wine and knowing how to get the most out of the experience.
“So much variety to try. I like to look at labels but I also like to look at “Şarap Dünyası”. I really like to entertain, tasting wine with friends. It’s the best experience.”
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Target Insight: Dove
"90% of women are not happy with the way they look," and they are frustrated with the way beauty is
portrayed in our society.
BrandAmplitude®, LLC All Rights Reserved 2008
Competitive Assessment
Competitive assessment describes the customers’ perceived consideration set of alternatives and the brand’s advantages and disadvantages within that set.
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Tex Mex İzmir Competitors
Steak houses, and high end chains that offer good food in an unpretentious setting.
Tex Mex has no direct Mexican cuisine competitors outside of İzmir, and very few within İzmir.
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Points of Parity and Difference
Brand
Strengths Consumer
Needs
Competitor Strengths
Our
PODs
Potential Brand Differences
POPs• Points of Parity (Category
Benefits)
Vulnerabilities
Their PODs
Wants and Needs
a POD’s analysis is to identify what ideas from our brand and competitive brands are most meaningful and potentially differentiating.
The purpose of a POP’s analysis is to identify which category benefits are critical for establishing credibility.
BrandAmplitude®, LLC All Rights Reserved 2008
Points of Parity and Difference: Hardware
BrandStrengths
Consumer Needs
Competitor Strengths
Hardware Store Potential Points of Difference
• Knowledgeable Assistance
• Feeling empowered/confident
• Feeling valued, important to Westlake Ace
Hardware StorePoints of Parity
• Selection – meets requirements - satisfies
• Cost efficient
• Time efficient
Vulnerabilities
• Wide and deep selection enables choices
Customer Needs
• Minimize time and effort
• Feeling good about the quality of the job
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Brand Inventory
Heritage/Historical Positionings (existing products)
Brand Identity logos, icons or symbols
Secondary associations
Gaps between identity and image
Organizational strengths
Brand Values/Vision
Product performance claims, proprietary technology/patents
Third-party ratings or endorsements
Where to Find Assets or Gaps
A brand inventory identifies existing or potential assets that can be leveraged or gaps that need to be addressed to build or create sustainable points of differentiation.
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Brand Inventory: Blockbuster
Brand Imagery
• “Corporate”• “Well-known”• “Familiar”• “Comfortable”
• “Institution”
• “Dinosaur”
• “Old”• “Dull”
Familiar Comfortable Solid
Selection of movies
EntertainingFamily Fun ExperienceConvenienceEnjoyment Relaxation
Blockbuster (a movie house) is relatively ‘faceless’, with no strong personality, either positive or negative. Its own customers think of it as big and corporate.
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Brand Strategy
Equity Pyramid
Positioning
Objectives & Metrics
Personality
Brand Strategy
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Brand Pyramid
Resonance
Consumer Judgments
Consumer Feelings
Brand ImageryBrand Performance
Salience
The brand equity pyramid outlines the basic building blocks of what the brand should stand for – brand vision, brand positioning, and brand personality and brand measurement.
Identity
Relationship
Response
Meaning
Brand Equity Pyramid
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Example Brand Pyramid: Kavaklıdere Egeo
ResonanceThe wine I’m
proud to share.
Consumer JudgmentsQuality wineAuthentic, genuine
Consumer FeelingsConfident,
Discerning, savvy
Brand ImageryAccessible, not snooty wine for
discerning wine lovers.
Brand Performance
Soul not overridden by process.
SalienceKavaklıdere is a high quality wine everyone can enjoy.
Identity
Relationship
Response
Meaning
Brand Equity Pyramid
BrandAmplitude®, LLC All Rights Reserved 200820
Brand Positioning Statement
A brand positioning statement describes how the brand will communicate with a specific target group to create a sustainable competitive advantage.
For (Target), (Brand/Company) is the only/best (consumer frame of reference)
that (statement of key benefit or guiding value), because/by (reason to believe, key credibility point).
Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
BrandAmplitude®, LLC All Rights Reserved 2008
Positioning Example: DeWalt
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To the tradesman who uses his power tools to make a living and cannot afford downtime on the job, DeWalt professional power tools are more dependable than
other brands of professional power tools
because
1)they are engineered to the brand’s historic high-quality standards
2)they are backed by Black & Decker’s extensive service network and guarantee to repair or replace any tools within 48 hours.
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Brand Personality
Brand personality describes how a brand behaves --- what it does and how it does it – so that the brand always acts consistent with its values. Brand personality enhances target appeal and provide further differentiation.
What Brand IS:
What Brand IS NOT:
The FIVE CORE DIMENSIONS OF PERSONALITY
Sincerity (down to earth, honest, real, wholesome, cheerful)Excitement (daring, trendy, spirited, cool, imaginative, up-to-date)Competence (reliable, intelligent, successful, leader, confident)Sophistication (upper class, charming, glamourous, good looking)Ruggedness (outdoorsy, tough, masculine)
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What Tex Mex is:Friendly
FunSophisticated & Contemporary
SpiritedAuthentic
What Tex Mex is NOT:Fancy
TraditionalPretentious or stuffy
Take itself too seriously
Brand Personality: Tex Mex
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Brand Execution
Brand Execution
Brand Elements
CommunicationsStrategy
Brand Experience Map
CRM &Community
Building
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Brand Elements
Brand Name Brand Logos and Icons
• Colors• Symbols• Music/Earcons
Celebrities or Personalities Advertising slogans and jingles Brand Alliances/Secondary Associations
• Co-branding• Licensing• Sponsorship• Event Marketing• Celebrity Endorsement• Third-party Endorsements
BrandAmplitude®, LLC All Rights Reserved 2008
Brand Experience Delivery
A brand experience map describes the points of interaction that influence customer behavior and brand perceptions through the customer lifecycle. It helps identify and prioritize high-impact customer touch points, sometimes called ‘moments of truth’.
Customer Initiated
WebStore
Customer Service
Company-Initiated
SignageAdvertising
CRM
Unexpected
Third party endorsementsWord of mouth
News
Intrinsic (Use)
In the storeAt home
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Often, the most effective way to connect customers to the brand is to connect them to each other. ‘Brand communities’ help define user image and distinguish brand users as part of a special group.
Community building tools
• Social networks• Blogs• Refer a friend• Product ratings• Live chat• Events• Panels and surveys
Community Building
BrandAmplitude®, LLC All Rights Reserved 2008
Conclusion
Powerful brands built over time through careful strategic management. A clear brand strategy is essential for creating, building and sustaining a powerful brand. Brand strategy requires knowledge of customers’ current understanding of the brand, and a vision of how that understanding needs to evolve in order to meet business goals.
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“A brand is a customer’s understanding about a product, service, or company. It’s not what you say it is, but what THEY say it is.”
--Marty Neumeier, author, “Zag”
BrandAmplitude®, LLC All Rights Reserved 2008
Brand Resources
Brand Strategy• “Strategic Brand Management” (3rd Ed.) by Kevin Lane Keller• “A New Brand World” by Scott Bedbury• “The Brand Gap” by Marty Neumeier• “The Culting of Brands” by Douglas Atkin• “Building the Brand Driven Business” by Scott M. Davis and Michael
Dunn
Brand Experience• “The Culting of Brands” • "The Experience Economy: Work is Theatre" by James Gilmore• “Managing The Customer Experience” by Shaun Smith and Joe
Wheeler• “Uncommon Practice” by Andy Milligan and Shaun Smith• “The Disney Way”• “The Nordstrom Way”• “The Starbucks Experience”• “A Piece of the Pie: The Story of Customer Service at Publix”• “The New Gold Standard (Ritz Carlton)” 29
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