Building a “Power Brand”

By Duane “DJ” Sprague

What is a Brand?

Is a Brand a:

• Logo?

• Word?

• Label?

• Trademark?

• Product?

• Tangible item of any kind?

A Brand is a Compilation of:

• Impressions

• Experiences

• Concepts (metaphors, symbolism, stories)

• That create a:– Position for the brand in the mind– Emotional feeling– Meaning in the mind of the individual or class

of consumers

Example:

• Super 8 Motel vs. Ritz Carlton

• Yamaha vs. Harley Davidson

• Mitsubishi vs. Toyota

• Hawaii vs. Detroit

• Apple Computer vs. PC

• Wal-Mart vs. Target

• Rolex vs. Timex

A Brand Meaning is:

• Created in the mind of the consumer.

• Different from individual to individual.

• Different from group to group.

• Based more on individual brand experience and brand performance than brand advertising.

• Based more on peer perceptions, usage and acceptance than brand advertising.

A Brand is a:

• Concept that elicits an emotion or feeling.

• Cultural icon or sense of time or place.

• Decision making convenience or short-cut.

• Status symbol.

• Group or class identifier.

• Symbolism to expedite communication.

Cultural Icon or Sense of Time or Place (nostalgia)

• Retro Mustang• Thunderbird• P/T Cruiser• Miata• Prowler• Johnny Rockets Dinner• Ed Debevicks Dinner• Sonic Drive-In• Austin Powers

A Brand Can Be a Fluid Concept:

• Cadillac (hot status symbol: grandpas’ car: hot status symbol and performance car).

How do You Create a Brand?

• Position the brand concept, feeling, emotion, message and meaning in the mind using:– Planned media with proper message.– Unplanned media (PR).– Key influencer usage and endorsement (Brand

Advocates). A moving target.– W.O.M.– Buzz, reputation. – Consistent delivery on the “brand promise.”

How do You Create a Brand?

• IMC:– Experience– Packaging– Distribution– Displays– Price point– Service– Consistent advertising message– Repetition of message

What is a “Power Brand?”

• A brand that dominates the product category in terms of TOMA, market share, and consumer preference.

• Can be a local, regional, national or global brand.

• Can be a broad consumer product or a niche product for a narrowly defined market.

Examples of Brands with TOMA and Category Dominance:

• Local: Totally Awesome Computers, R.C. Willey

• Regional: Wells Fargo Bank

• National: GEIKO Insurance, Wal-Mart, Home-Depot

• Global: Coca Cola, Nike, Sony, Toyota

Examples of Power Brands that have extreme loyalty and defined,

emotional meaning:

• Apple Computers• Harley Davidson• Starbucks Coffee• Rolex Watches• Costco• Wal-Mart

How Do You Create a “Power Brand?”

1. Top Of Mind Awareness (TOMA).Own a station, medium, program or daypart.

2. A strong Unique Selling Proposition or competitive advantage (USP)

Guarantee, Free Service for Life

3. An Integrated Marketing Communications strategy (IMC)

Integrated and consistent

Creating a “Power Brand”

2. USP

TV

Radio1. TOMA

Relevant

Memorable

Unique

3. IMCIntegrated

Consistent

Creating a “Power Brand”

Frequency

2. USP

TV

Radio1. TOMA

Intrusive

Relevant

Memorable

Unique

Emotion

Motion

Sound

3. IMCIntegrated

Consistent

Planned

Unplanned

Paid Media

POP/Envir.

Culture

Training

Press Coverage

Packaging

Cust. Exper.

Visuals

Solve Problem

3 X Week

Now & Future Buyer

TV

Radio1. TOMA Intrusive

Sound / Echoic

Slogan Jingle USP

Reasons Why

Proof/Evidence

Herd Theory

Testimonials

Guarantee

Risk Reversal

Sight / Iconic

Emotion

Visual

Copy Support

2. USPRelevant

Memorable

Unique Significant Difference

Important to Consumer

Proof/Evidence

Strong Delivery/Message

Emotion Creative JingleRhyme/Rhythm

3. IMC

Integrated

Consistent

Planned

Unplanned

Paid Media

POP/Environment

Culture

Training

Press Coverage

Packaging

Customer Experience

Mission

Experience

Message

Media

Flavor

Collateral

Location

Promotions

Management Parts

Sales Service

Departments tend to operate as separate companies within a company, with separate objectives, styles, training, marketing, customer experiences, etc.

Wholesale

Retail

New

Used

Sub-Prime

Body Shop

F&I

PrintRadio

TVDirect Mail

Different mediums tend to have different looking and sounding ads, as they are created by different departments within the dealership.

Citadel

Clear Channel

FOX

KJZZ

KUWB

Sub-Prime

Prime

Web

Auto TraderNAC

Point of Purchase

Brand Development

Promotion

A company with multiple and disjointed messages and customer experiences is like an individual with a multiple personality disorder or schizophrenia.

We avoid them because we are uncomfortable around people whose behavior is unpredictable.

Does your company suffer from multiple personality disorder?

The Cure:Commit to a documented

company-wide IMC Strategy

Management Parts

Sales Service

An integrated company works as one to: 1. Give customers a consistent experience across all departments and contact points.

TV & Radio Web

Print Direct Mail

2. Develop a common and consistent advertising message across all mediums.

Planned

Newsletter

Invoices

TV

Radio

Print

Web Site

Sales Collateral

Mail

Sales Presentation

POP Displays

Signage

Network Cable

Recorded Live & Remotes

Newspaper Magazines

Outdoor

Brochures

Script

Sell Sheets

Promotions

Integrated/

Interlocked

TPR: Temporary Price Reduction

Demonstration/Sampling

Increased Inventory

Strengthen Dist. Relationships

POP/POS Displays

Premium Gift W/Volume Purchase

Database

Media Exposure/Promo Tags

Shelf Tags

Merchandising (Location)

Radio Remotes

Retail Promotion

Media Buy

Promotions

Integrated/

Interlocked

TPR: Temporary Price Reduction

Demonstration/Sampling

Increased Inventory

Strengthen Dist. Relationships

Premium Gift W/Volume Purchase

Database

Media Exposure/Promo Tags

Promotion

Media Buy

Media Strategy

Demo

Psycho

Geo

Reach Goals Frequency Goals

Mediums/Media Buy

Budget

Media Buy

CPP

CPM

Daypart

Bonus

Fire Sale

Promotion

Overnights

Points Guarantee

Sister Station

Other Considerations

Media/Community Relations

Press Releases

Collaborative Partners

Contests

Competing Media News/Events/Holidays/Consumer Thinking

Self Liquidators

Complementary Media News/Events/Holidays/Consumer Thinking

Competitive Moves

S.W.O.T.

The closer you get to the heart with your positioning, product, message, or medium, the

deeper you get into the consumers wallet

• Jewelry (love, ego, status)• Flowers (love, guilt)• Cars (image, ego, status, safety)• Clothes (image, ego, status)• Hobby (self expression)• Sports (entertainment)• Nostalgia (fond memories of a better time)• Items of particular interest to the individual (near to the

heart)• Cause related marketing (near to the heart)• Kids and family (love, caring, belonging, duty, guilt)

In a Nutshell:

• Be consistent in delivering your:– Message/USP– Frequency– Mediums– Service– Experience– Quality– Positioning– Public and private face

People prefer a company that delivers one or more of the following:

• Predictability (consistency, reliability)

• Easy decisions (clear and obvious benefit or solution)

• Easy terms and conditions

• Convenience

• Time savings

People prefer a company that delivers one or more of the following:

• Value:– the asking price is less than the anticipated

price– Extreme emotional fulfillment, utility, longevity

or reliability even at the highest price– Lowest price for “good enough quality”– Average price for better than average quality– Lower than average price for average quality

People prefer a company that delivers one or more of the following:

• A guarantee of satisfaction

• A warranty of performance

• Ego or emotional gratification

• Savings

• Great service

Example:

• Fast food restaurants

• Franchise businesses

• Well known, popular or familiar companies/names/brands

• Large vs. small companies

• Known vs. unknown companies

• Close vs. distant companies

• Quality products and services

Brand Components

• Brand Awareness• Brand Position• Brand Relations• Brand Image• Brand Differentiation• Brand Strength• Brand Performance• Brand Preference

Brand Components

• Brand Access

• Brand Integrity

• Brand Impact

• Brand Associations

• Brand Dialog

• Brand Culture

Brand Awareness

• TOMA (one of top 3 in un-aided recall for category)

Brand Position

• Where is it on the TOMA ladder

• What niche does it fill in relation to the category (quality leader, price leader, service leader)

Brand Relations

• Press coverage (is there any?)

• Press message (positive or negative)

• Cause related marketing

• Buzz, W.O.M

• Brand advocates (are there any?)

• Key or influential users

Brand Image

• Planned Media/Outside Perception:– Advertising– Web site– Sales collateral– Logo– Slogan– Jingle– Spokesperson– Media used

Brand Differentiation

• USP

• Unique benefits

• Unique qualities

• Unique style

• Unique application

• Unique ingredients

• Unique options

Brand Strength

• Market share

• Loyalty

• Distribution

• History

• TOMA

• USP

Brand Performance

• Inside reality

• Customer experience

• Product quality

• Expectations meet or exceed delivered reality

Brand Preference

• Customer retention/loyalty

• Price elasticity

Brand Access

• Ease of purchase:– Online ordering– Hours of operation– Location– Distribution

Brand Integrity

• IMC

• Consistency

• Stay true to niche, market, image, concept

Brand Impact

• Recency

• Frequency

• Recall

• Quality of marketing message and strategy

Brand Associations

• Metaphor Elicitation Technique

• What images, feelings, emotions or products do people associate you with?

Brand Dialog

• How do people provide:– Comments– Feedback– Ideas– Suggestions– Complaints

Brand Dialog

• How easy is it to provide feedback?

• Who monitors it?

• What communications vehicles are available?

• What messages are sent back, by whom, and when?

Brand Culture

• Management style and philosophy• Type of employees hired• Training• Do the company people relate to the

customers?• Do the customers relate to the company

people?• Do the company people have a passion

about the brand?

General Population Non-ITM

Market Growth Requires:

• Brand Building Strategy

• Frequency

• USP

• Echoic/intrusive impact

Creates:

• TOMA

• Brand preference

• Long-term growth

Everyone is in one state or the other, and they move back and forth.

A branding campaign on TV or radio makes the price and product ads work better

The “Now Buyer” ITM

Sales Require:

• Motivator that stimulates embedded thought or memory

Creates:

• Immediate results

Requires:

• Price & product

• Call to action

• Promotion

Published by the Magnus Business School, Le Magnus University

© 2005. Le Magnus University Press.

ISBN: 81-89333-01-1

www.lemagnus.org

Email: research@lemagnus.org

Chapter 8: “Integrated Marketing Communication—Your Competitive Advantage” written by Duane Sprague