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PLANNING AND MAINTAINING STRONG

BRANDS THROUGH INSIGHTFUL RESEARCH

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1.  What is a brand?

2.  Why is branding important?

3.  What is the brand planning process?

4.  Why choose Mindset?

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1.  WHAT IS A BRAND?

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•   More than a product.

•   It is like a living organism with a life cycle including a birth, adolescence, maturity and old age. It can be healthy or sick. Unlike us, the clock can be turned back and it can be rejuvenated.

•   A brand has a soul and a personality.

•   It can give meaning and identity to its user. So its benefits can be both functional and psychological.

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Westclox Globe & Mail

Nike Irish Spring Crest

Listerine Braun Old Spice Rolex Levis Gap

Maxwell House Tropicana

Quaker Oats Dole

Bic Subaru Sunoco

Macintosh Yahoo Clarica

Pizza Hut Pepsi

My Personal Brandscape

Finesse

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THE MEDIUM IS THE MESSAGE Marshall McLuhan

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THE MIND IS A MEDIUM

Product Brand

•   View of self •   Values •   Beliefs

•   Understanding •   Experience •   Imagination

•   Functional Needs •   Image Needs

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AND SO IS THE HEART

Product Brand

•   View of self •   Feelings •   Experience

•   Aesthetic •   Trust •   Loyalty

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A PRODUCT BECOMES A BRAND IN THE MIND AND HEART OF THE CONSUMER

Product •   Thoughts

•   Feelings

•   Possession

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PERSONALITY

SOUL

FUNCTION

IMAGE BRAND ANATOMY

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SOUL

The unalterable essence of the brand that incorporates the values of the organization.

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PERSONALITY

The brand character in human terms. e.g. innovative, caring, stylish, modern etc.

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FUNCTIONAL ATTRIBUTES

The product/service, technology, performance etc.

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IMAGE ATTRIBUTES

The images that people store in their minds and create feelings towards the brand.

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Oil company #1 Oil company #2

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VALUE PROPOSITION

FUNCTIONAL BENEFITS

EMOTIONAL BENEFITS

SELF-EXPRESSIVE

BENEFITS

RELATIVE PRICE

VALUE

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2. WHY IS STRONG BRANDING IMPORTANT?

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“The brand franchise is the company’s essential link with customers, the life-blood of the business. The brand’s personality reflects the company’s culture and heritage. Like the flag of a nation, the brand unfurls evoking emotion and past associations.”

David N. Martin

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•   Your brand may be your most     valuable asset    

•    A brand is a short-cut to    consumer understanding

•    It creates loyalty through direct    relationship with the consumer

•    It protects against competitive    activity

•   It can make you famous

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HOW ARE STRONG BRANDS CREATED?

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•   No magic formula

•   Strong brands are rarely created    ���overnight – a long-term investment is    required – but they can be destroyed    very quickly

•   All the elements of a successful    brand work synergistically, although    one insight may provide the magic    ingredient

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“Insight allows you to see beyond the present. Suppose you had a way of knowing everything that was going to happen over the next ten years. That information would not only make you wise; it would also make you successful and wealthy. Yet it is your insight into people that gives you the ability to predict the future.”

! ! ! !Mark McCormack,

INSIGHT

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“They ever shall believe a lie who see with not through the eye.”

William Blake

Getting an insight is not just the result of analysis but involves intuition – seeing through the eye.

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“It took me 60 years to see again as a child.”

! ! ! !Picasso

AN INSIGHT IS CREATIVE

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3. WHAT IS THE BRAND PLANNING PROCESS?

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THE QUESTIONING

ATTITUDE

"Creativity and progress depend upon asking the right question at the right time. When the question is relevant and at the right level, the path to the answer is often fairly obvious."

Roger Schank

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THE BRAND PLANNING WHEEL

THE QUESTIONING

ATTITUDE

WHERE ARE WE?

WHY ARE WE THERE?

WHERE COULD WE BE?

HOW DO WE GET THERE?

ARE WE GETTING THERE?

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WHERE ARE WE?

Involve up to 8 key decision makers Examination of the values of the company and how they impact the brand with its various targets inside and outside the company Rearticulation of the company’s mission statement and how it informs the brand

Kitchen Table session

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WHERE ARE WE? •   What is the brand’s position now? •   What are its strengths and weaknesses? •   What are its functional components? •   What are its image components? •   What is its stage in the life cycle? •   What is the brand’s prime motivator? •   What is the brand’s functional       discriminator? •   What positions do its competitors occupy? •   What are their strengths and    weaknesses?

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WHY ARE WE THERE? Identification of any gaps in information

Is any new research needed? Qualitative Quantitative

•    What are the most important factors? •   What are the underlying causes? •   What is the brand’s personality? •   Contemporary or old-fashioned image?

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•   Does the brand live up to its promise? •   Has a competitor repositioned our    brand to his advantage? •   What do our various targets think? •   What do non-users and lapsed users     think of the brand? •   Has the market moved on to some new    fashion, fad or fancy?

WHY ARE WE THERE?

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WHERE COULD WE BE?

Synectics session

1.  Divergent thinking 2.  Convergent thinking

Involve up to 14 key ideas people in a free flowing ideation session Task: to generate a number of strategic scenarios that will take the brand forward

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WHERE COULD WE BE?

1.  Develop strategic scenarios to testable form – words and pictures

2.  Test concepts in qualitative research 3.  Refine concepts based on research

findings 4.  Final quantitative evaluation of

concepts

Steps coming out of Synectics

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HOW DO WE GET THERE? 1. Write new/revised brand strategy

Brand as: •   Product •   Organization •   Personality •   Symbol •   Target group(s) characteristics •   Value proposition •   Brand positioning

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HOW DO WE GET THERE? 2. Develop advertising/

communications strategy

•   Role, goals, objectives •   Target group(s) •   Insight – brand/target relationship •   Benefit, promise, support •   Shout from the mountain •   Tone and manner •   Desired consumer response

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HOW DO WE GET THERE? 3. Brief Ad Agency

Review: •   Research •   Brand strategy •   Advertising/communications strategy •   Be available for tissue sessions •   Creative development research

4. Advertising launch

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ARE WE GETTING THERE? 1.  Brand auditing

•   Awareness – unaided and aided •   Image •   Positioning •   Brand personality •   Loyalty

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ARE WE GETTING THERE? 2. Advertising tracking

• On-line •   Target group demographics •   Awareness – unaided and aided •   Advertising themes •   Brand link •   Media usage

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WHERE ARE WE? Back to the beginning and start again

Ongoing strategic analysis •   Brand strategy •   Advertising strategy •   Advertising executions

Kitchen table sessions •   New opportunities in the market •   Ideas to enhance the brand

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SUMMARY OF BRAND PLANNING PROCESS

WHERE ARE WE? • Kitchen Table session. • Brand Mapping and Equity    analysis.

WHY ARE WE THERE? • Identify information gaps. • Conduct new qualitative and/or    quantitative research.

WHERE COULD WE BE? • Synectics session. • Develop strategic scenarios. • Test concepts qualitatively. • Refine concepts. • Final qualitative evaluation of    concepts.

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SUMMARY OF BRAND PLANNING PROCESS

HOW DO WE GET THERE?

•   Write new/revised brand    strategy. •    Create and produce     ���advertising. •    Launch advertising.

ARE WE GETTING THERE? • Brand audit and advertising    tracking.

Back to the beginning

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•    Our skills and experience. •   The process: analysis + intuition. •    Focus and objectivity. •   Track record.

Why choose Mindset?

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