Brand Communications (Vikram)

8/9/2019 Brand Communications (Vikram)

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Brand Communications


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Brand communications

Communication happens when the

consumer meets the brand

Imperative to ensure that every brand

meetingbuilds the brand

Is it happening?


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Brand communications

Consumers are constantly meeting the brand

Through advertising

With editorial mentions

By sponsorships

On the point of purchase materials

Over the supermarket shelves

They often meet our brands, but how often do

they notice them?


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The need for communication

The need for impact

The need for an involving, positive

experience

The need to affect behaviour

The need for high payback


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Communication imperatives

Communication process begins after

identity process is clearly laid out

Remember, brand communication is just a

reflection of strategy

Put differently, strategy leads creative and

not the other way around


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Non-receipt of message

Selective AttentionSelective Attention

Due to message explosion

Selective DistortionSelective Distortion

Receive what fits into their belief systems

Selective RetentionSelective Retention

Only a few remain in memory


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Effectiveness influencers The greater the influence of communication

source over recipient, the greater the recipients

change/effect in favour of source

Communication effects are greatest where themessage is in line with the receivers existingopinion, beliefs and dispositions

Communication can produce the most effectiveshifts on unfamiliar, lightly felt, peripheral issuesthat do not lie at the core of the recipients value

system


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Effectiveness influencers

Communication is more likely to be

effective if the source is believed to have

expertise, high status, objectivity or

likeability

The social context, group, or referencegroup will mediate the communication and

influence whether or not the

communication is accepted


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The communication process Communication is not a one-way street anymore

Communication is an interactive dialoguebetween the company and its customers Takes place during the pre-selling, selling, consuming

and post-consuming stages

Companies must ask not only How can wereach our customers?but also, How can ourcustomers reach us?


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Communication imperative

Managing and coordinating the entire

communications process calls for a

unifying mechanism

Integrated Marketing CommunicationsIntegrated Marketing Communications


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Why IMC

Fragmenting mass markets into a

multitude of mini-markets, each requiringits own approach

Proliferation of new types of media

Growing sophistication of customers


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Advantages of IMC IMC produces stronger message consistency

and greater sales impact

Forces management to think about every waythe customer comes in contact with the company How positioning is communicated

Importance of each vehicle and timing issues

Assigns responsibility to unify the companysbrand images and messages as they comethrough thousands of company activities


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In essence

IMC will improveIMC will improve

the companys abilitythe companys abilityto reach the right customersto reach the right customers

with the right messageswith the right messages

at the right timeat the right time

and in the right place!and in the right place!


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Communication Approach


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Communication plan The communications plan is an investment plan

Establish goals, identify alternative routes, weighup the risks, potential benefits and decide whichroute is likely to be effective, within your financiallimitations

By using this as a model for investing, indifferent channels, brand value can be increased


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Hallmark of a good communication

plan A good plan will provide a strategic framework to identify

the different goals for brand communication Assign these to channels which will be most effective

Will provide a blueprint against which campaigns indifferent channels will be briefed and evaluated

Will aid priority setting, and a check on how realistic

brand objectives are Will provide an overall work plan for the communication

team, company and agency


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Role for communication What role would the communication play in the

overall scheme of things? Introduce the brand

Make Brand TOM

Reinforce attitudes

Claim leadership

Define the role creatively and persuasively Ihave toto Iwant to

Move the brand from the shelf to the hand bag


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Communication strategy What would be the overall communication

strategy?

The strategic route to achieving our intended goals

Some examples

Shift focus from functional to emotional benefits

Increase visibility

Establish brand superiority

Create launch excitement


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Taking a creative leap

aseline lip guard

Appropriate the property of smile

MasterCard

Give an emotionally bankrupt brand, a heart


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Tone of voice

Define the tone and manner of

communication

Some examples

Leadership

Empathy

Humour

News


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The 8 Essentials


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1. Address the key business issue

Communication to be developed in context of businessgoals and brand strategy

In effect, what is required is a clear definition of the roleof our brand communications a need to be able toanswer the questions What is the purpose of this communication?

How does our Communication fit into the life of the brand?

The question to ask are:The question to ask are: What is the businessWhat is the business--based purpose of the communication?based purpose of the communication?Why are we doing it?Why are we doing it?


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2. Build consistent long-term Brand

Equity

Ensure that all brand communication delivers a clear,relevant and competitive consumer benefit

Communication should bring consumer close to brandand enhance the quality status of brand

Need to make people feel that brand is playing a realrole in their lives, and is relevant to them

The question to be asked: Is every communicationThe question to be asked: Is every communicationderived from and reflective of the BPSderived from and reflective of the BPS??


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4.Be highly visible It costs the same to run a TVC whether it is dull

and boring or whether it is relevant and involving A good ad is the best media discount possible

Ensure all communication investment is money

well spent, and this means communicationshave impact Impact that is relevant to our brand

Some possible clutter breakers include Making communication simple

Developing additional communication channels

Being innovative in media

Making better use of sampling and relationship marketing


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5.Be locally relevant to core target

Need to catch the eye by planting a

relevant idea in the consumers mind This is just right for me and the wayI live my life

Focus the message / execution on the

core target and not over-worrying aboutthe alienating effect on others


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6.Be likeable

All communication should be likeable

Achieve best scores in tracking research for

likeability of brand vs. competitors

All communication should be

contemporary, both in content and tone Reflecting life as it is lived today, and

positioning the brand as relevant to todays

way of life


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7.Be executionally excellent

Many brands are consumed for pleasure,enjoyment and indulgence Consumption shots should realistically communicate this in a

totally credible way

Unique, proprietary product shots and mouth-watering consumption sequences appeal to

senses Help create appetite appeal, differentiate our products and

motivate purchase


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8.

Bring about a sale Seek to create communications which

have The consumers interests at heart

That are involving in content and execution

That are original and provocative

That get talked about

Have the must see again factor

To help ring in the cash registers!


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Unilever Principles for GreatAdvertising (UPGA)


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1.Concentrates on one big idea

Brands benefit is conveyed, not just by aselling message or a series of messages

But single-mindedly, by one big idea

A visual and or aural expression of thatone big concept exclusively linked to the

brand

Example:Example: DoveDove


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2. Promise discriminates brand

from competitors The advertisement must communicate a benefit

But different from competitive brands

The brand must therefore communicate

uniqueness

Uniqueness in physical brand itself or in some other

value inextricably associated with brand

Example:Example: Close Up, VaselineClose Up, Vaseline


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3.Involves target consumer

It elicits a favourable emotional response

by appealing to the consumers self

interest Relating to a known need or problem

Promising satisfaction of that need

Solution to the problem

Example:Example: SurfSurf


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5.Its credible / feels genuine

Though manner of presentations may

involve humour/hyperbole, the

fundamental benefit must be obtainable

Example:Example: Bru, HamamBru, Hamam


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6.It is simple and clear

The execution should be simple and the expressionunambiguous

It should be clear from the ad what target is expected todo This does not mean everything needs to be spelled out

Communication is two-way. The consumer shouldparticipate

Example:Example: LuxLux


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7. Integrates brand name with

central idea

The big idea must be inextricably linked

to the brand name

It must be remembered only in

association with the brand

Example:Example: Lifebuoy, Clinic PlusLifebuoy, Clinic Plus


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8. Takes advantage of each

medium Ideally, big idea should find expression in all

media

TV, Print, Radio, Outdoor, Direct mail

Each medium has its own characteristics,which offer opportunities for exploitation

The big idea itself is fundamental but the adshould take maximum advantage of the mediapossibilities available

Example: RinExample: Rin


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9.Idea must be campaignable

The big idea will and must endure It is not a single ad but a campaign

It is not one campaign but a series of campaigns

This is more than simple repetition or even

variations on a theme

The big idea will not only endure, it will grow

Example:Example:AxeAxe


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Brand Communications (Vikram)

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