IDEA Spectrum

Where do all the parts fit in?

Flame

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

Product Benefit

Brand ID Tool: Flame

Output:Consumer SilhouetteCompetitive Landscape

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

Test Tube

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

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

Spark

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

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

Definition of Consumer World through Hofstede’s Culture Model

Symbols

Heroes

Rituals

Core Values

Practices

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

Touchpoints

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

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