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BRAND MANAGEMENT
Sessions 7 & 8 Brand Communications
Virtuous & Vicious Marketing Communications Cycles
Disciplined Execution (budget and process)
Low
Hig
h
Low High
Failed Campaign No Impact and or No Reach
Pointless Noise Marketer & budget chasing a message
Creatively Impossible to provide breakthrough
Viable Campaign Reliant on
creative execution
Marketing Graveyard The Colouring In Department
Logo Cops Discretionary Spend
Som
eth
ing
New
To
Say
Messaging Media Media
Implementation
Competition
Brand Attributes
Business Objectives
Campaign Management
Customer Insights
Strategy
Metrics
4
The Brief – the project definition
GET: [target]
WHO: [currently think / feel / do this]
TO: [desired think / feel / do]
BY: [communicating proposition (our point of differentiation)]
LIKE THIS: [tone]
Success will be measured By [metric of think / feel / do]
GET: [target]
Anna
35 years old
Two children
$100,000+ HH income
Reads Business Week
& Sports Illustrated
Plays tennis and golf
Home value $175,000
Owns home
Married
Drives a minivan
Works at home
Newcomer
Interests:
Food, Wine
Parenting
Travels out of state
three times a year,
international travel once
a year.
Subscribes to Sunday
newspaper, buys
occasional single-copy
Combines quantitative & qualitative data
Must deliver consumer insight
WHO: [currently think / feel / do this
Loyal Advocates
Loyal Advocates Loyal Terrorists
Terrorists
Not Available to the Product
Disgruntled
Disgruntled
Disgruntled
Sceptical
Loyal Loyal Advocates
Loyal Advocates Loyal
Enthusiasts Positively Disposed
Terrorists
Regular Customers
Occasional Customers
Competitors Customers
Non Users
Usage / Attitude Promoters Positive Passive Negative Passive
Negative Passive
WHO: [currently think / feel / do this
Loyal Advocates
Loyal Advocates Loyal Terrorists
Terrorists
Not Available to The Product
Not Available to the Product
Disgruntled
Disgruntled
Disgruntled
Sceptical
Loyal Loyal Advocates
Loyal Advocates Loyal
Enthusiasts Positively Disposed
Terrorists
Regular Customers
Occasional Customers
Competitors Customers
Non Users
Usage / Attitude Promoters Positive Passive Negative Passive
Negative Passive
9
WHO: [currently think / feel / do this
McKinsey Quarterly: Demystifying Social Media
Evaluate
Buy
Experience Advocate
Consider
Bond
10
Total market size
(# or value)
Brand Performance cont’d
% Aware of your offer
% Relevance %
Performance (consideration) %
Purchase % Loyal
Promise Delivery (post purchase)
Visibility
Brand tasks across the pyramid
Frame of reference and points of parity What category does the brand compete in and what common benefits does it provide ?
Target Who is the brand for?
Bonding
Advantage
Performance
Relevance
Awareness
Support & points of difference What are the reasons to believe in the brand promise What are the Unique (functional, emotional, social) benefits offered?
The Big Idea – 1988 to 2015
Values Values Heritage Mission
Values Values Heritage Mission
Values Values Heritage Mission
Values Values Heritage Mission
Contextual attributes of the brand: heritage, values & mission
Brand Promise
Visibility
Promise Delivery
Leverage
19
20
Joshua Bell
Han van Meegeren
Messaging Media Media
Implementation
Competition
Brand Attributes
Business Objectives
Campaign Management
Customer Insights
Strategy
Metrics
38
The Brief – the project definition
GET: [target]
WHO: [currently think / feel / do this]
TO: [desired think / feel / do]
BY: [communicating proposition (our point of differentiation)]
LIKE THIS: [tone]
Success will be measured By [metric of think / feel / do]
43 43
Apple 1984
1984: 31st Cannes Lions International Advertising Festival—Grand Prix
1984: Clio Awards
1995: Clio Awards—Hall of Fame
1995: Advertising Age—Greatest Commercial
1999: TV Guide—Number One Greatest Commercial of All Time
2003: WFA—Hall of Fame Award (Jubilee Golden Award)
2007: Best Super Bowl Spot (in the game's 40-year history)
44 44
Apple 1984
What insights might we take
from this campaign re:
• Attributes of a successful campaign
• Role of the client
• Role of the agency
• Challenges in buying / selling advertising
• Risk & the top management team
Pitch Evaluation
Reject Proposed Campaign
Recycle
Accept Campaign
& Implement
Brief
Creative: Brief.... Review....Refine....Release
Behavioural: alignment of the organization and the campaign
Employee awareness Engagement
Incentives Guidelines & training
Processes & Organizational models
Public engagement Communications
Campaigns Events
Campaigns advocacy
Campaign Credibility
Organisational Support
Social Interest Business Outcomes
Inte
rnal
Bra
nd
Espo
used
Bran
d
Organisational Infrastructure
Campaigns
47 47
Integrated Case: Queensland Tourism
Read the Queensland Tourism Marketing communications strategy Evaluate the strategy and the campaign
48 48
Messaging Media Media
Implementation
Competition
Brand Attributes
Business Objectives
Campaign Management
Customer Insights
Strategy
Metrics
64 64
What a Traditional Media Plan Might Look Like
65 65
Developing The Media Plan:
Who should receive each message? What reaction do we expect & what next? Within what budget?
Combination of media to be used Their individual roles, spend and timing
What mix to optimise effectiveness and efficiency
Media Objectives
Media Mix, Role, Weight and Timing
Selecting Media Within Media Class
Paid Owned Earned Owned Social
68 68
Declining effectiveness of marketing
Almost 50% increase in advertising /
sales ratio
69 69
Components of a Contemporary Media Strategy
71 71
Bought Versus Free Media In millions.
Source: SMG Delta By The New York Times
BRAND MANAGEMENT
Sessions 7 & 8 Brand Communications
