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Dare SessionDare Session
66thth March 2007 March 2007
• BrandingBranding
• Today’s issuesToday’s issues
• Some learningsSome learnings
Preference : Food ProductPreference : Food Product
51%67%
49%33%
BLINDBLIND NAMEDNAMED
Brand ABrand A
Brand BBrand B
SHAMPOOSHAMPOO
BLIND %BLIND % BRANDED %BRANDED %
Prefer A for gentlenessPrefer A for gentleness 2020 5252
Prefer BPrefer B 5252 2424
No preferenceNo preference 2828 2424
DIET COLASDIET COLAS
BLIND %BLIND % BRANDED %BRANDED %
Prefer Diet PepsiPrefer Diet Pepsi 5151 2323
Prefer Diet CokePrefer Diet Coke 4444 6565
Equal/Don’t knowEqual/Don’t know 55 1212
Perception Perception ISIS RealityReality
Total Total impressionimpression
MeMe
NameName
UsersUsers
SponsorshipSponsorshipAdvertisingAdvertising
Parent CompanyParent Company Distribution/displayDistribution/display
PricePrice HistoryHistory
CompetitorsCompetitors FunctionFunction
PackPack PRPR
Other ProductsOther Products Word-of-mouthWord-of-mouth
CategoryCategory PromotionsPromotions
Brand selection
Delivery
Functional attributes
Rational, overt reasoning
Symbolic Values
Emotional, covert reasoning
Positioning
Personality&
Brand proposition
Brands Provide:Brands Provide:
• Protection from CompetitionProtection from Competition• Protection to MarginsProtection to Margins }} Security & StabilitySecurity & Stability
Brands Provide:Brands Provide:
• Protection from CompetitionProtection from Competition• Protection to MarginsProtection to Margins
• What Consumers needWhat Consumers need• What Consumers wantWhat Consumers want
}} Security & StabilitySecurity & Stability
}} Ease & SatisfactionEase & Satisfaction
Brands Provide:Brands Provide:
• Protection from CompetitionProtection from Competition• Protection to MarginsProtection to Margins
• What Consumers needWhat Consumers need• What Consumers wantWhat Consumers want
• CertaintyCertainty
}} Security & StabilitySecurity & Stability
}} Ease & SatisfactionEase & Satisfaction
BUT …BUT …
• NO BRAND IS AN ISLANDNO BRAND IS AN ISLAND
• PEOPLE FORGETPEOPLE FORGET
Today’s issuesToday’s issues
• Digital and BrandingDigital and Branding
• Organising for digitalOrganising for digital
• Making moneyMaking money
• ‘‘Purer’ marketingPurer’ marketing– ConsumersConsumers– Word of mouthWord of mouth
• ImplicationsImplications– Corporate social responsibilityCorporate social responsibility– Planning developmentPlanning development– Media neutralityMedia neutrality– IntegrationIntegration– The end of ‘The Line’The end of ‘The Line’
Some things I’ve learned on the way1. It’s very easy to start an Agency…then it gets difficult
2. To control your own destiny, first you need a destiny
3. All things to all men can end up as nothing to anybody
4. All points of view are equal…even if people aren’t
5. Bad advertising works…but you don’t have to do it
6. “Client service” is what clients need not what they want
7. Good is the enemy of great
8. Actions speak (much) louder than words
9. Quality control is vital…and gets more so
10. “Nice and talented” is vital…but not enough
11. Out of balance you’ll topple over
12. Change is essential…in moderation and well planned
13. Because it hasn’t been done doesn’t mean it can’t be
14. The main enemies of progress start with a “c”…and not one of them is “clients”
15. We should heed the advice we give to clients