¨Marketing is not a war of products,

it’s a war of perceptions.¨

Al Ries / Jack Trout

5 symptoms of malaise of consumer led brands

1. Similarity of brands (Convergence towards mean)

2. Inconsistent brand image and offer

3. Lack of real innovation and surprise

4. Gulf between brand offer and capability (believable brand extensions)

5. Hollow brand (BA)

Similarity of brands (Convergence towards mean)

Similarity of brands (Convergence towards mean)

Lack of innovation

Beyond petroleum

The brand change has cost $7m and BP plans to spend a further $100m a year developing it. Sir John said BP would in future stand for "beyond petroleum" rather than British Petroleum. Its 28,000 petrol stations around the world will be modernised over four years, but 3,000 jobs will be lost as overlapping BP and Amoco sites are shut down.

But the relaunch was met with cynicism by green campaigners. Rob Gueterbock, a climate energy specialist at Greenpeace, said the company's move was a triumph of style over substance. "They spent more on the logo this year than they did on renewable energy last year. Given they spend $8bn a year on oil exploration, BP stands less for beyond petroleum and more for burning the planet," he said.

Inconsistent brand image and offer

THE XC90 D5 is the Schwarzenegger of the Volvo family. Like its main competitors, the BMW X5 3.0d and the Mercedes-Benz ML270 CDI, Volvo�s fancy diesel drinker is not really designed for off-road excursions, even though it is a permanent four-wheel drive vehicle. ($192, 000 for a 2.5 cc model)

Inconsistent brand image and offer (Luxury or safety or family ?)

Inconsistent brand image and offer (Luxury or safety or family ?)

Hollow

Question mark

Blind

Irrelevant

Rebranding British Airways 1997-1999 Focus on global cosmopolitan traveler but loosing connection with identity of the brand British Airways, ditched the Union Flag for an "ethnic" tail-fin design in a £60m revamp in 1997.

Hollow brand

Thatcher privatised the company in 1987 under Chairman Sir John King. Ten years later she famously condemned the ethnic tail fin art with the outburst: 'We fly the British flag, not these awful things.'

Hollow brand (British Airways)

McDonald's 'Healthier' New Happy Meals: Still Unhealthy

Hollow brand

Hollow

Question mark

Blind

Irrelevant

What is special here ?

By 1976 Kodak accounted for 90% of film and 85% of camera sales in America. Until the 1990s it was regularly rated one of the world’s five most valuable brands.

Irrelevant brand (World moves on and brand does not notice)

Hollow

Question mark

Blind

Irrelevant

Question mark brand (Is Bennetton capable of achieving unhate ?)

Question mark brand (Is Bennetton capable of achieving a world without hunger?)

Hollow

Question mark

Blind

Irrelevant

Blind brand (Does the brand still understand what consumers want, like ?)

http://www.tech-thoughts.net/2012/07/global-smartphone-market-share-trends.html

Culture

Passion brand

Positioning

Advertising appeal

Cultural moodboard

Persona Brand description

Positioning diamond

Advertisement concept

shop

Consumer segment Turkey

shop

Consumer segment x

Range of products

Range of products

Persona Persona

product x

Passion Brand X

Example Persona aspects Ipad • Education social background, age, etc

• Family life ?

• Work situation

• What are his values

• What is important to him

• Why would he buy an Ipad

• Knowledge, attitude towards Ipad, laptops, mobile phones,

• How does he decide ?

• Media behaviour (Online, TV watching)

Robert the service manager

• High school, started work at 18. 35 years old

• Married two children,

• Service manager travels a lot to customers, sends 40 emails/day

• His family is important to him, likes to go out with friends

• Work hard and efficient , earn good money,

• Buys an Ipad because it saves time and he can show to

customers solutions

• Knows what he needs to know, positive towards Ipad, laptops,

mobile phones as long as they support him doing his job ,

• If the boss approves he will buy an ipad

• Reads popular morning newspaper, no time to watch tv, uses

internet to read short news stories

Example persona from the I pad target segment technical service professional

Tim Student • University 3rd year, 20 years old,

• Lives in student home, weekends visits to parents

• Scholarship, Student jobs to earn extra money,

• Being student is important to him, the freedom, wants to be

a manager, have fun while you are student, be cool

• Buys an ipad because it is cool, and can use it for study and

while travelling to parents

• Likes gadgets, would like to have latest mobile but is too

expensive reads blogs abou gadgets and mobile phones,

• Ipad is on his wishlist, if price goes down he will buy one,

decision made by himself but influenced by his friends

• No newspaper, reads online websites, watches TV and

internet, has a twitter account

Example persona from the I pad target segment Students

• Develop a persona

– Consumer for product segment X

• The persona does not have to be perfect. Sketch roughly an outline.

• Make sure the persona is in line with the cultural values of your country

• Try to back up your statements about the persona as much as possible by data .

Persona Make a “ story” where you use the following aspects in relation

Buying your product

Name

• Education social background, age, etc

• Family life

• Work situation

• What are his\her values

• What role does your product play in his\her life ?

• Knowledge, attitude towards your product

• What is her\his perception of the different shops ?

• What are buying motives for your product ?

• How does (s)he decide ?

• Media behaviour (Online, TV watching)

Picture

+

name

Building long term emotional associations Describe your passion brand

• Ideology The forever values simply stated, strongly felt

• Capability (simple description of extraordinary core)

• Consumer (Who do your customers want to be, consumer insight )

• Environment Demographic, competitive, cultural, insight relevant to your brand

Foote, Cone & Belding Grid

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

1 The Thinker

3 The Doer

Thinking Feeling Lo

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2 The Feeler

4 The Reactor

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INFORMATIVE AFFECTIVE

HABIT FORMATION SELF- SATISFACTION

Different categories --> different communication