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Digital Brand Strategy
MKTG5605: Digital Brand & Product ManagementFebruary 15, 2017
Discuss (20 minutes)
• From reading Building a Brand Online, what are some of the key takeaways?
• Carnival Cruise Line Case, can it “control” the conversation? And are there negative consequences that cannot be overcome?
• How did Taco Bell become part of the conversation?
• Building Brands: The Power of Social Media, how does a local shop work to be part of the consumers’ lives?
3
Carnival-Decision Brief QuestionWhat does Carnival Cruise Lines do to stabilize the brand position, maintain brand equity, in addition to stabilizing topline revenue in light of the current and significant multiple ship challenges?
• What can be done to keep current customers and drive repeat visitation / purchase?
• Can Carnival use service/disaster recovery to improve brand position?
• Can Carnival possibly consider taking competitive share at this moment?
! Think in terms of the Digital Space
4
Feedback Loop
Non-cruiser, Unaware
Non-cruiser, Aware
Light Cruiser
Heavy Cruiser
Get feedback from customers at different adoption stages.
5
Managing the Brand
A company is more than a collection of its tangible assets.
It is even more than the intellectual capital of its employees.
How a corporation is perceived by the public can be worth more to a company than all its other tangible and intangible assets put together.
When you lose your reputation, you lose a whole lot more than your reputation.
Consumer behavior and expectations have forever changed. With connected devices within our reach, we do more than just check the
time, check emails or catch up with friends.
We turn to our devices with intent and expect to have immediateanswers
It's in these I-want-to-be informed(entertained), I-want-to-know, I-want-to-buy, I want-to-use moments that decisions are made and
preferences are shaped.
Digital Brand Strategy must understand how people are
behaving on digital platforms
Digital Brand Strategists are Hybrid Thinkers
Role of Digital Communications in Building Brands
Source: Aaker on Branding – The 20 Principles that Drive Success
The Brand Building Role of Digital Communications
Source: Aaker on Branding – The 20 Principles that Drive Success
Role of Digital Communications
Source: Aaker on Branding – The 20 Principles that Drive Success
Amplify the Brand OfferSupport the Brand Offer
Brand Building Platform
Taco Bell Goes Loco for Snapchatting Millennials
Digital channels, and assets are used to communicate a brand’s
positioning (or purpose).
“It is not about ‘digital marketing,’
it is about marketing
effectively in a Digital World”
-Ivan Menezes, CEO Diageo
Positioning
Answers to these questions are the building blocks of your positioning:
• What is your category?
• Who are your competitors?
• How do your price and quality levels compare to competitors?
• How do you provide value to consumers?
• What is your point of difference? (POD, USP)
Positioning
Positioning is essentially determining and executing how your brand is different from alternatives, in a way that matters to your target customer.
Basic elements
1. Category Definition
2. Target customer
3. How you provide Value
4. Relative Points of Difference
Positioning
“…in a way that matters to your target customer.”
Providing Good Reason Why (to buy)
Consumers are motivated to change their behavior if there is a reason why a Brand will (i) improve their situation or (ii) save them money - better than alternatives.
Positioning
Consumers will have reason that their situation has been improved if they …
1. Have problems solved
• real & perceived
2. Receive incremental benefits
• rational & psychological
3. Satisfy needs and wants
• logical & emotional
A Planning Framework
Opportunity Assessment
Growth Priorities
Portfolio Strategy
Segmentation
From: Digital Branding Guide,
WHERE TO
PLAY
A Planning Framework
Brand vision, Strategy, Proposition & Positioning
Targeting Strategy
Innovation Strategy
Channel Strategy
Source: Digital Branding Guide
HOW TO
WIN
A Planning Framework
Integrated Activity Plan
Execution, Evaluation & Learning
HOW TO WIN
In MARKET
Remember The Brand Brief
Brand Idea – What are you?
Personality – Who are you?
Driving Purpose - Start with why
Desired People - Who cares about you?
Distinct Offering - What makes you unique?
Differentiated Process - How are you unique?
Who Are Your Customers?
Implicit
• What users are doing?
• Where they are spending most of their time on your site?
• What ad channel they came from?
• What actions they take or don’t take, including purchase data?
• What they share to social media?
• Email address
• Name
• Zip Code
• Demographic Info
Explicit
• What users are telling you?
Building a Perceptual Map
• Produce a visual representation of the differences and similarities of brands, products, or customers
I Want To Moments
Positioning
“Start With Why”
Simon Sinek, Ted Talk
Getting to “Why”
Getting to “Why”
Getting to “Why”
Positioning
Source: Positioning-The Battle for Your Mind
Positioning
Derived Value
Emotional Benefits
Functional Benefits
Attributes
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1. Have problems solved real & perceived
2. Receive incremental benefits rational & psychological
3. Satisfy needs and wants logical & emotional
What matters to a customer
Q1. How do you provide value to consumers?
How do you provide value to consumers?
Positioning
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Q2. How are any of these are different from competitors or alternatives?
Derived Value
Emotional Benefits
Functional Benefits
Attributes
Positioning
Who are (and who are not) your competitors?• If this cannot be easily answered, then positioning is not clear
• Positioning is, by definition, relative to competitors within your category
• Consumers make purchase decisions based on comparisons of alternative products
• If positioning isn’t defined relative to competitors, it’s just a vision statement and not really a market strategy
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Positioning
What is your point of difference?• A point of difference (POD) may be based on a product attribute, a
consumer benefit, or an aspect of brand identity.
• Strengths are not automatically PODs.
– PODs are the strengths that are also unique from competitors in a way that matters to consumers
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What are the brand associations for your product?
Positioning
What is your point of difference (POD)?
• The best points of difference are brand associations that are strongly held by customers, are favorably evaluated, and are unique the brand.
– e.g. Natural, Loaded, Indulgent, Inexpensive, Fun, Sophisticated, Imported, Comfort food, Hard core
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Points of Difference
• Positioning based on a single dominant POD may be so clear and relevant that is can be expressed and understood in a few words.
• Evidence should be demonstrated / noticeable to the consumer that supports the POD claims.
– What builds, maintains, and reinforces the POD?
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Positioning
Communicating PositioningPositioning Statements
• Positioning is often communicated through a formula Positioning Statement based market scope and major point of distinction.
Brand Statements
• An overall summary brand statement is possible that encompasses the main ideas of the Brand Architecture.
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How Does This Impact Our Strategy?
• At the strategic level, all digital activity should help some Moment of Truth
• At an functional level, the brand should offer information, brand utility or fun
• At an executional level, brands should use the most appropriate channel or touch-point to deliver the functionality
Tactical Development
• Imagine we have created a plan to help Frito Lay with their repositioning of potato chips as “not so unhealthy”
• What were tactics that they did or could do?
Tactics as Marketing Mix Elements
Product
Package
Price
Assortment
Distribution
Merchandising
Service
Promotion
Advertising
1. Good: keep, expand, protect, leverage strengths and points of difference
2. Bad: remove, stop, reduce, minimize weaknesses and threats
3. Missing: add, create, change, borrow, combine, adapt
Tactical Development
• How do you move from strategy thinking to tactical thinking?
• How do you create a lot of new thinking and ideas to fill in a tactical matrix?
• How do you do this as a group?
1. Ideation
2. Brainstorming
Ideation Methodology
Idea DevelopmentBorrow someone else’s idea
• The best ideas can be borrowed ideas.
• The most creative ideas might be right in front of you.• The key is to adapt others’ solution to your problem.
• Step outside of your role• Be a customer• Assume a third person view
– Cast of Friends, Google, Modern Family
Brand Equity
A well-developed Brand creates Consumer Equity (value consumers attribute to your brand) that drives Consumer Behaviors (purchasing your products) that drives ongoing profitable sales that create Brand Market Equity (value of your company)
56
Case Study: Lady Gaga
1. If you were Troy Carter, which of the three touring options would you pursue for Lady Gaga? Why?
2. How much money does Gaga stand to gain (or lose) under each option? In your view, do the potential rewards justify the investment? And can Carter do anything to mitigate the risks of pursuing a solo tour?
3. Are Gaga's main partners-Live Nation, WME, and her recording label Interscope-likely to have the same preferences regarding the three options? Are their incentives generally aligned with Gaga's?
4. How would you evaluate Gaga's launch as an artist up to September 2009? How can her team best go about further developing her touring and recording career going forward? And how can team Gaga best leverage her social-media presence?
5. How important are the concert-ticket sales versus recording-music sales for an artist like Gaga? Where should team Gaga focus its efforts in the future?
For Next Class (March 22):
Read …
• Most Engaging Brand Content
• Sephora Case
Meet Up (February 19)….. Brian Livell (Big Sofa Technologies)
• Looking ahead …
• Edelman, David C., Dec 2010, Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places, Harvard Business Review
• Edelman, David and Salsberg, Brian, November 2010, Beyond paid media: Marketing’s New Vocabulary, McKinsey Quarterly
• Critchlow, Will, 21 April 2014, Building a Brand Online: The Golden Age of Digital
• Ries, Al and Trout, Jack, Positioning: The Battle for Your Mind
Acknowledgements
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