1. Understanding brands DCCaB MICA 6th July, 2014

2. What makes brands powerful? ? 3. Why makes brands powerful? ? 4. Ahmedabad to Dubai, 3 hour non stop 5. Samsung Galaxy S4 Karbonn Titanium S9 2600 mAh 5 inches 5.50 inches Capacitive Capacitive 16 GB 16 GB 13 megapixel 13 megapixel Android 4.2 Rs. 31, 814 Launched at Rs. 41,500 2600 mAh Android 4.2 802.11 a/ b/ g/ n/ ac 802.11 b/ g/ n Rs. 19, 990 6. 100 gms - Rs. 23 100gm - Rs. 15 7. Profit Business Oxygen Commodity + X = Brand What goes into building the X? 8. An understanding of the human mind Both of them... Opsy Cog Intuitive Rational Always on Deliberate Fast Slower 9. Opsy, our intuitive brain determines for us what is Right. Wrong Cool. Uncool Good. Bad 10. 13 Absolutely Hottest World Cup Players. You Can Thank Us Later 11. On a date Beer Wine 12. What does a kiss signify? On the forehead? Lips Air When it is 13. How many kisses? 14. What do you notice? Symbolism Meanings Shared Cultural/audience context No obvious, logical reason why it should mean so Powerful Given 15. Conditioning Communicating meaning 16 Culture Meaning making system And our opsy absorbs it all the time 16. Branding Meaning Making Brands built for Opsys approval Therefore understanding culture key to branding 17. The business of making ideas 18 The business of making things 18. So far... 19 Brands ensure business profitability To do so, they must transcend commodities Winning the approval of our intuitive brain Which is shaped by culture Which attaches potentially powerful meanings to symbols Branding too is meaning making 19. Over the years, the role of branding has evolved Three generations of branding thinking 20. Three phases with differing roles for brands Not water tight separation, but shifts in emphasis None of the meanings have died Nor have any of these never existed 21 21. Phase 1: brand = quality assurance Familiar symbol or name Trust in quality 22. 23 23. 24 24. Rational proposition/payoff Reason to believe (RTB) 25 Predominant meaning of brand through 25. Evidenced in the blind faith! 75% Salience = Quality perception 26. Phase 2: brand = identity expression Quality hygiene, Brands increasingly vehicles of emotional meaning and self expression Using the concept of models (as role models), brands promised achievement of an idealized state Characterized by use of celebrities and visible branding 27 27. 28 28 28. In this thinking, the role of quality assurance does not disappear but assumes a secondary, supporting role Rational proposition Reason to believe (RTB) Emotional proposition Self expressive proposition 29. So far, brands operated on simpler principles Aided by a media and selling environment 30. Salience = Preference An equation that worked for the already large brands Single channel TV Low capacity retailer 31. Now as the world gets increasingly flatter And the platforms from multiple to limitless 32. And increasingly transparent 33. Demise of salience as strategy Disappearance of the black box ? 34. What is the meaning of brands in this world? 35. What is the new need of our times? 36. Imagine being in a world where All that you know has changed - how things work - whats wrong, whats right - the language How would you feel? 37. Lost? SearchLost? 38. Ensuring we are not lost in the fast changing, increasingly alien world around us Including, our childhood 39. a personal perception of "too much change in too short a period of time" accelerated rate of technological and social change people disconnected and suffering from "shattering stress and disorientation" Lets look at some examples 40. Success/winning is important What if you realize your are in the wrong race? 41. Hate being trapped in the rat race Yet cannot not be a part of it 44 42. The compass lead definition of success 43. When success = sedans How do you sell the idea of an expensive non-sedan? 47 44. A new definition of success a new kind of car 45. From change in definition of success, To change in rules of success 46. Conformism Uniqueness 50 Facelessness Failure 47. So have been relationships Not just the notion of success impacted by change 48. Family structures Primary economic activity 49. How is it impacting the idea of motherhood? 55 Mum Me An ordinary identity A life of sacrifices 50. Soccer moms The phrase soccer mom generally refers to a married middle-class woman Busy or overburdened Portrayed as putting the interests of her family, and most importantly her children, ahead of her own Sometimes accused of forcing their children to go to too many after-school activities; overparenting them in concerted cultivation rather than letting them enjoy their childhood. 51. Changing meaning of motherhood 2008 2013 52. Indra Nooyi on why women cant have it all 53. Emerging signs changing femininity 54. So what is the third generation role for brands? 63 55. Change creates conflict Many established notions of how to be are getting challenged by change. With no readymade guidelines to cope with them, it is creating conflicts in what were previously comfort zones. 64 56. Resources Desires Want to do Need to do New realitiesOld ideals Society I, me, myself 65 57. An idea solves something As rapidly changing paradigms throw up new questions and equations To which pre-existing answers dont always fit Brands are ideas helping people cope with them 58. At play: four dimensions 67 Life Insight Category Insight End use Insight 67 Brand truth 59. For example Tata Safari 68 Brands idea rejection of the race prescription Life The rat race trap Category Car Race accessory End use Mobility only way is upward? 68 Brand Unconventional choice. Off-roader 60. Movies Brands All symbols. Embodying ideas, meanings relevant in emerging cultural context Celebs Movements 61. Product truth Life truth Faster search Pressure of parenting Superior home solutions Rate race trap Off roader Conformism coercion Future shock Innovative features The what we do The why we do it Meaningful escape Performance parenting Purposeful defiance Effortless navigation Idea Femininity trapConvenient ironing Guilt free femininity 62. The elevator pitch of a brand Insight (Life truth) Idea The core guiding everything else, the starting point 63. The fuller brand picture Insight Idea Proposition (benefit) Persona Proof Rational (what do you do?) Emotional (how do you make me feel?) Self Expressive (how do others/I see me?) Traits (how am I as a person) Relationship (between the brand and the audience) Why should I Believe your promise? 64. Learningcurve.org.in