MovieBeam Brand Development | September 12, 2006 beyondform.com | 323.667.3366 brand development Intro [1] Brand Positioning [3] Messaging Hierarchy [11]

MovieBeam Brand Development | September 12, 2006

beyondform.com | 323.667.3366

brand developmentIntro [1]

Brand Positioning [3]

Messaging Hierarchy [11]

Creative Direction [30]

Target Synthesis [33]

Conclusion [37]


Introduction

Determine Brand Positioning and define Brand Values.

Develop and consistently apply Brand across channels.

Launch Conceptual Ad Campaigns utilizing Priority Messaging (including offer messaging).

Step 2

Step 1

Step 3


Brand Positioning

Brand Positioning

+ offerconvenience freedom variety

The MovieBeam brand can be defined and differentiatedby 3 primary values in order of priority.


positioning

MovieBeam = convenience

Brand Positioning

Easy to purchase online.

Easy to understand.

Easy to set up.

Easy to rent movies.

Easy to speak to a customer rep.

inherently (or by association) part of brand creativeexplicitly part of all campaign messaging (all channels)


convenience

Brand Positioning

associations Comfort

Accessibility

Delivery (brought to you)

Control

Familiarity

Friendliness

Opportunity


MovieBeam = freedom

Brand Positioning

Freedom from commitment.

Watch what you want, when you want.

Not tied to anything.

Literally and figuratively wireless.

inherently part of brand creative (interchangeable with convenience) explicitly part of all campaign messaging (all channels)

positioning


freedom

Brand Positioning

associations empowerment

autonomy

irreverence

joy

carefree

WOW


MovieBeam = variety

Brand Positioning

Something for everyone (within family).

Ever-changing lineup.

Constant stream of movies.

Variety within limited choices.

demonstrate explicitly as an element of ad campaigns and marketing collateral

positioning


variety

Brand Positioning

associations satisfaction

possibility

dynamism

discovery

fantasy


Offer = value

Brand Positioning

Value should be clearly demonstrated in the offer. TBD where MB falls on the scale between, Is it worth it? and, I must have it!

demonstrate explicitly as an element of ad campaigns and marketing collateral.

positioning

campaign messaging has previously positioned “value” over “convenience” and “freedom.”

note


Messaging Hierarchy

Messaging Hierarchy

+ offerconvenience freedom variety

• on demand • in control • ease of use


Primary Brand Value:

Messaging Hierarchy

definition

convenience

primary assertion

MB eliminates obstacles between the customer and renting movies.

MB is the easiest way to rent movies.

placementHome page, all ad campaigns at top level.


Messaging Hierarchy

convenience > Examples

examples

• Rent movies the easy way.

• The new, easy way to rent movies.

• There’s a new, easy way to rent movies this summer.

• There’s a new, easy way to catch the latest movie releases.

• Rent movies naked. Because you can.



Messaging Hierarchy

definition

convenience = on demand

placement

MB allows you to rent movies on impulse. Watch anytime. No planning ahead.

Is concept of renting implicit? Or do we need to state it for clarification?

consideration

Interchangeable with convenience at top level,

or to reiterate convenience on second levels.


• Instant movies. • Still waiting for summer movie releases? Rent instantly with MovieBeam.

• Delivering movies at the speed of light.

• Beaming movies into your living room.

• Instant access to latest releases.

• Rent movies at the push of a button.

Messaging Hierarchy

examples

convenience = on demand > Examples


MB gives you control of what you want to watch, when you want to watch it. Allows to surf previews.Pause, fast-forward, rewind. Parental controls.

Messaging Hierarchy

definition

Interchangeable with convenience at top level. Or use to reiterate convenience on second levels; priority messaging in ad campaign.

placement

convenience = in control


• You’re in control.

• Movies on command.

• Take control of your movie rentals.

• Take charge of the movie-renting experience.

• Surf the previews.

• Movies your way.

Messaging Hierarchy

examples

convenience = in control > Examples


MB is easy to understand, hook up and use. Must answer question, What is it? Demonstrate it’s a service that requires the purchase of a product—easy to operate.

Messaging Hierarchy

definition

Interchangeable with convenience at top level, or used to reiterate convenience on second levels; priority messaging in ad campaign.

placement

convenience = ease of use


• All you need is the box.

• Just plug it in.

• Set up in minutes.

• Rent movies at the push of a button.

• No installation required.

• Is it cable? Is it satellite? No, it’s MovieBeam!

Messaging Hierarchy

examples

convenience = ease of use > Examples


Messaging Hierarchy

convenience = ease of use > Clarifying Points

1. Always refer to product as a box–not a player.

2. Box itself is not a selling point. > messaging should not “sell” box as in: You get a box, antenna and remote!

clarifying points


Messaging Hierarchy

convenience = ease of use > Counter Point

counter point

Why not call it a video store in a box?

- Easy to understand and remember. - Implies large library.

- Emphasizes product over service. - Doesn’t imply that it’s easy.- Links product to video store.- Coverage check >makes no sense for product.* - Implies large library > disappointment.

pro:

con:

*Part of current confusion/disconnect between marketing materials and online ordering.



Messaging Hierarchy

definition

freedom

primary assertion

MB provides freedom from fees = do not feel tied in or taken advantage of. Only pay for what you

watch. No risk, no hidden fees.

MB frees you from subscription fees.

placementHome page, all ad campaigns at second level. Always state no monthly fees to distinguish from subscription service or cable.


Messaging Hierarchy

freedom > Examples

examples

• Only pay for the movies you rent.

• No monthly fees!

• No late fees.

• No hidden fees of any kind.

• 30 days risk free.

• Try it risk free.




Messaging Hierarchy

assertion/definition

variety

MB offers something for every member of the family.

placementShown on website (second or third levels), in ad campaigns as second—or third-level messaging. Does not need to be explicitly stated; can be asserted visually by showing variety of movies.


Messaging Hierarchy

variety > Examples

examples• The movies you want.

• Something for everyone.

• Latest and popular releases.

• (Up to 10 new selections each week.)

• Plus previews and special features.


clarifying point100+ movies is not a selling point, but a fact to be stated.


The Offer =

Messaging Hierarchy

valuedefinition

primary assertion

Price of box (~one month of cable) and cost of rentals is comparable to competition.

MB provides demonstrable value for its cost.

placementTBD. May differ by distribution channel and ad placement.

Important to visually link price offer to box = what I’m paying for.


Messaging Hierarchy

value > Offer Messaging

offer messaging

Only $49.99…after $50 cash back or credit

- Looks less expensive initially.

- Does it feel like a hidden charge when having to pay $99.99 at checkout?

The Offer =

pro:

con:

Only $99.99…including $50 credit or rebate

- What you see is what you get + more.

- Looks more expensive.

pro:

con:


Messaging Hierarchy

value > Movie pricing

movie pricing• Only $1.99 to $3.99 each.

• Starting at $1.99 each.

Always assert lower price first or exclusively.

The Offer =

• Free Shipping

• Free Activation (mention?)

- One more free item.

- Sounds like a subscription service

pro:

con:

other pricing


Facts vs. Selling Points

Messaging Hierarchy

• 100 movies.

• (10 movies added every week.)

• New releases.

• 24 hour rental period.

• HD capability.


Creative Direction

Creative Direction

more gender-neutral

more in line with target market

more emblematic of brand values

more engaging, dynamic and experiential

more fun!

overall goal, develop creative that is:


Creative Style

Creative Direction

visualsGraphic, photo-based or a blend.

Informal and friendly, with slight humor.

overall

colorsVivid and engaging.

verbal tone

Clean, clear, uncluttered, dynamic.


Technology-oriented.

Emphasis on a product > the service does not feel seamless.

Photography style—sterile and staged—does not speak to comfort.

Models choice (young, hip) is not in line with target market.

Abundance of text feels complicated and busy.

Not fun, engaging, or entertaining

Current Creative Assessment

Creative Direction


Target Synthesis

Target Synthesis

Male*

35 to 54

Married with Children

HHI 100K**

Target customer identified by primary research:

*Suspect current male/technology-oriented creative excludes women. **New pricing may appeal to lower HHI.


Target Market

Target Synthesis

MovieBeam library appeals to fans of popular releases—not to cinephiles.

Convenience, Freedomappeals to working adults w/ kids.(married; single-parent).

Varietyappeals to families or multi-person households.

Value (offer) appeals to middle-income households. (stay-at-home-movie-watching may be their primary form of family entertainment due to its affordability)


Market Segment

Target Synthesis

Renter willing to try a new servicee.g., Netflix subscribers (and defectors).

Since MovieBeam meets their needs by circumstance and personality (general and psycho-demographics), additional research is being conducted in this area.


Targeted Ad Campaigns

Target Synthesis

Promote affordable family entertainment.

Address individual members of multi-person household—e.g., harried mom, busy dad.

Highlight MB advantages in contrast to Netflix.

With new brand, develop specific ad campaigns that:


Conclusion

Conclusion

Consistent Brand = Foundation for Effective Campaigns

An effective campaign will:

Engage me emotionally/experientially > remind me of my need for this experience.

Show/tell me why MB is better at providing this experience.

Give me a good deal.


Campaign Directive

Conclusion

Does it conceptually articulate

MovieBeam’s top 3 brand values? Does the creative style (design and

language) appeal to target market? Does the offer demonstrate value?

Must ask of every ad campaign:


Example: Superhero Campaign

Conclusion

Top Emotional Level

Fun, engaging, entertaining, exciting.

Feels like a movie.

Demonstrates • Convenience Delivering movies at the speed of light. • Freedom Independence. Wireless. I can receive it anywhere in the city. • Variety Shows selection of movies. + Demystifies and explains technology.


What We Propose

Conclusion

Identify brand positioning and primary values. Develop brand out across channels based on creative direction and target synthesis. Develop ad campaigns that explicitly promote brand values and address target segments. Articulate offer within context of creative ad campaigns.

Documents

MovieBeam Brand Development | September 12, 2006 beyondform.com | 323.667.3366 brand development Intro [1] Brand Positioning [3] Messaging Hierarchy [11]