Download - Brand Management Part 2 - Brand Building Process

What is the Territory of the What is the Territory of the Brand?Brand?

Six inches wide

Grey and wet

Mysterious

ContentsContents

Brand Building Understanding Branding

Module 2Module 2 Brand Building Brand Building

Understanding Branding

Brand Building



Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand Audit

Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand Audit

Brand Audit isBrand Audit is

designed to put into words designed to put into words

the actual experience of a brandthe actual experience of a brand

in the life of the userin the life of the user




Qualitative studyQualitative study In-depth interview ,usually administering a In-depth interview ,usually administering a

questionnairequestionnaire Uses various techniques like Uses various techniques like

Mind Mapping TechniqueMind Mapping Technique Critical Incident Technique & Other Critical Incident Technique & Other

TechniquesTechniques


Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit



Mind Mapping TechniqueMind Mapping Technique

Good technique to make connections and evoke Good technique to make connections and evoke associationsassociationsStart with a major idea and work outwards in all Start with a major idea and work outwards in all directionsdirectionsThe more visual the betterThe more visual the better


Brand Building




Brand AuditBrand AuditUnderstanding Branding

Brand Building



Mind Mapping Technique

Draw An Egg



Brand Building




Put Ten Legs on It



Brand Building



Happiness Happiness


Put Happiness in Centre



Brand Building



Happiness Happiness ChoclateChoclate

BeerBeer

Cricket Win


Write 10 Associations to Happiness



Brand Building



Happiness Happiness ChoclateChoclate

BeerBeer

Cricket Win

World ChampionWorld Champion

Bad BowlingBad Bowling

Sachin100Sachin100

Mexican WaveMexican Wave


Take 1 branch and add associations

Critical Incident Analysis: Critical Incident Analysis: When People ChangeWhen People Change

An technique that An technique that contextualizes contextualizes importance of a ‘critical importance of a ‘critical

incident’ incident’ leading to change in an leading to change in an

individual’s life.individual’s life. These are turning pointsThese are turning points

– These are ‘Moments of Truth’ : These are ‘Moments of Truth’ : compelling moments when compelling moments when

one gets deep insights one gets deep insights and is and is propelled to propelled to ‘change’.‘change’.

– Brands, category adoption too Brands, category adoption too revolve around revolve around

such such ‘incidents’ leading to change.‘incidents’ leading to change.


Brand Building





The Hierarchy of Aspects of The Hierarchy of Aspects of IncidentsIncidents

ConsumerConsumer CategoryCategory MotivationMotivation EnablerEnabler TriggerTrigger Driver emotionDriver emotion Re-inforcerRe-inforcer Emotional Pay-offEmotional Pay-off


Brand Building



Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire

Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire




Brand AuditBrand AuditBrand Audit QuestionnaireBrand Audit Questionnaire

Think about the specific things that Think about the specific things that

trigger the brands identity in your trigger the brands identity in your

mind…mind…

When you hear the brands name what When you hear the brands name what

immediately springs to your mindimmediately springs to your mind

What elseWhat else visuals or imagesvisuals or images

packaging or product elementspackaging or product elements

bits of advertisingbits of advertising

signs or symbolssigns or symbols

anything elseanything else


Brand Building




Brand AuditBrand AuditBrand Audit QuestionnaireBrand Audit Questionnaire

Thinking about the feelings and Thinking about the feelings and

emotions the brand evokes in youemotions the brand evokes in you

What specific emotions do you What specific emotions do you experience while using this brandexperience while using this brand

How does the brand make you feel How does the brand make you feel about yourselfabout yourself

What do you feel when you see What do you feel when you see other people using this brandother people using this brand

How do the emotions this brand How do the emotions this brand evoke differ from those of its evoke differ from those of its leading competitor leading competitor


Brand Building





Brand Audit QuestionnaireBrand Audit Questionnaire

Since using a brand makes it part of Since using a brand makes it part of

your life think about personal your life think about personal

memories connected with the brandmemories connected with the brand

What personal memories does this What personal memories does this brand bring to your mindbrand bring to your mind

Describe an episode in your life or Describe an episode in your life or someone close to you that someone close to you that illustrates thisillustrates this

If the brand were to be a restaurant If the brand were to be a restaurant or a café…or a café…

Describe the ambience, colours, Describe the ambience, colours, location, customers of the cafélocation, customers of the café


Brand Building





Brand Building



Branding Audit Example:Eveready Associations

KEYKEYOTHERSOTHERS

‘Memories of using it in my village fields during night’

TV AD MAKES LITTLE IMPACT ON MOST

CHILDHOOD MEMORIES

‘Was it a truck? Everything lights up’

AGE OLD ASSOCIATION

‘Using it since a child…first used the white cell now use red’

PREFERRED BRAND ASSOCIATIONS

‘lasts longer’,’does not melt in summer’, ‘leak proof’

‘Red colour in wall paintings, ‘Some animal ..was.is it a panther’

THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT



Brand Building



Example: Personality of Eveready Its Two Faces

User of EvereadyUser of Eveready- Late youth or early middle Late youth or early middle

aged managed man

- Strong and energeticStrong and energetic

- TrustworthyTrustworthy

- Middle class, a family manMiddle class, a family man

- Distant friend / Distant friend / acquaintanceacquaintance

- RECOGNITION AND A HALF RECOGNITION AND A HALF SKETCHED PERSONALITYSKETCHED PERSONALITY

User of Competition

- Middle aged man

- Strong

- Don’t know him well, an acquaintance

- Slightly dull, not colourful

- LITTLE INVOLVEMENT

Mirror’s two facesMirror’s two faces

Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality

Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality


Brand AuditBrand AuditGood Brand AuditGood Brand Audit

A good brand audit gives a definite A good brand audit gives a definite answer about six interrelated equitiesanswer about six interrelated equities

Product: Product performance Product: Product performance supports the brand?supports the brand?

Image: Image is strong and Image: Image is strong and engaging?engaging?

Customer:Strength of customer Customer:Strength of customer franchise?franchise?

Channel: Leverage in channel Channel: Leverage in channel environment?environment?

Visual : Clear,differentiating Visual : Clear,differentiating presence?presence?

Goodwill: Endorsed by influencers in Goodwill: Endorsed by influencers in the communities in which it lives?the communities in which it lives?


Brand Building





ExerciseExercise

Consider two competing brands: Consider two competing brands: Kodak & FujiKodak & Fuji

Rate the brands on a scale of 5Rate the brands on a scale of 5


Brand Building



• Product Non Performing 1 2 3 4 5 Strong , Performing• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged• Customer Over Dependent 1 2 3 4 5 Valued, Popular• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended• Image Weak 1 2 3 4 5 Strong, Engaging

• Product Non Performing 1 2 3 4 5 Strong , Performing• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged• Customer Over Dependent 1 2 3 4 5 Valued, Popular• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended• Image Weak 1 2 3 4 5 Strong, Engaging



Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig Idea

Connection TriangleConnection Triangle

Brand AuditBrand Audit Connection TriangleConnection Triangle

Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building



After a rigorous Brand Audit we are ready to make a connection triangle

After a rigorous Brand Audit we are ready to make a connection triangle



Brand Building



Dissecting a BrandDissecting a Brand

Brand Audit illustrates a unique combination of three factorsBrand Audit illustrates a unique combination of three factors

Product Attribute / BenefitProduct Attribute / Benefit

Brand Imagery / PersonalityBrand Imagery / Personality

Consumer Needs / BeliefsConsumer Needs / Beliefs

Connection triangle exists at the core of each brandConnection triangle exists at the core of each brand

However each brand has However each brand has oneone of the three values as a of the three values as a primary driverprimary driver



Brand Building



ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• The nature of the product itself

– taste, texture, smell, size, heritage, complexity, cost

• Is it distinctive? Is it liked by the consumer?

• How can it be recast into a consumer benefit?



Brand Building




ConsumerUnderlying

human truths


• Product Benefit Driven Brand

– Eno bubbles away troubles

– Fevikwik sticks in a jiffy

– Mseal seals chronic leaks

– Tang is essence of goodness from fruit



Brand Building




ConsumerUnderlying

human truths


• Product Benefit Driven Brand

What I get from the product that makes the brand matter to meWhat I get from the product that makes the brand matter to me

Why I like the brandWhy I like the brand



Brand Building




ConsumerUnderlying

human truths


• The values that underpin consumers’ trust.

• Brand’s personality?

• What is the tone of voice it adopts when talking to consumers?

• Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding oft the brand.



Brand Building




ConsumerUnderlying

human truths


• Brand Image Driven Brand

– Jaguar is a copy of nothing ,like its owners

– Thumbs Up is for the real men

– HSBC is your local bank

– Tata Safari makes its own road



Brand Building




ConsumerUnderlying

human truths


• Brand Image Driven Brand

What traits that I recognize in the brand that I can respect/rely onWhat traits that I recognize in the brand that I can respect/rely on

Why I trust the brandWhy I trust the brand



Brand Building




ConsumerUnderlying

human truths


• Why do people value my brand?

– If they don’t, what can we do to make them value it more?

• How does our brand fit into the lifestyle / basic beliefs of its

consumers?

• Why should it be relevant to/enrich their lives?



Brand Building




ConsumerUnderlying

human truths


• Consumer Beliefs Driven Brand

– Cadbury Dairy Milk recognizes the child in me

– Fevicol knows that I yearn for emotional bonds that do not break

– Maggi is one more of the delightful conspiracies led by mom



Brand Building




ConsumerUnderlying

human truths


• Consumer Beliefs Driven BrandWhat values that I share with the brand that makes me cherish it moreWhat values that I share with the brand that makes me cherish it more

Why I value the brandWhy I value the brand



Brand Building



Product BenefitWhat I like it

Consumer UHTWhy I value it

BrandWhy I trust it



Brand Building



Product BenefitAlternative Pale Pilsner

Consumer UHTDon’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in

BrandIrreverent, impulsive,devil-may-care,live for the day



Brand Building



Product BenefitQuality adhesive

Consumer UHTBonds of family/ friendship/love usually break

BrandA bond that will not break



Brand Building



Exercise: Create a Connection TriangleExercise: Create a Connection Triangle

Make a Connection Triangle of your favourite brandMake a Connection Triangle of your favourite brand

Ensure that itEnsure that it

ConnectsConnects

Enrich your understanding of the brand-consumer Enrich your understanding of the brand-consumer relationshiprelationship

Liberates i.e. provides the creative freedomLiberates i.e. provides the creative freedom

Can someone who does not know the brand or the market Can someone who does not know the brand or the market get a clear understanding of the brand?get a clear understanding of the brand?



Brand Building



Exercise: Create a Connection TriangleExercise: Create a Connection Triangle

Make a Connection Triangle of your Car Security Systems Make a Connection Triangle of your Car Security Systems ProductProduct

Recap of Consumer Research in MumbaiRecap of Consumer Research in Mumbai

Recap of Consumer ResearchRecap of Consumer Research

Primary Perceived Benefits: UserPrimary Perceived Benefits: User1.1. A more efficient locking systemA more efficient locking system

““I am assured that all locking is done once I press the remote I am assured that all locking is done once I press the remote button”button”

““Even if I am careless, I am still assured that the locking has been Even if I am careless, I am still assured that the locking has been donedone

2.2. A ‘Done’ thingA ‘Done’ thing ““I have seen it on many cars”I have seen it on many cars” ““like an audio system, got to have it”like an audio system, got to have it”

The main perceived benefit is a ‘more efficient locking system’ The main perceived benefit is a ‘more efficient locking system’


Brand Building





Recap of Consumer ResearchRecap of Consumer Research

Secondary Benefits: UserSecondary Benefits: User1.1. Scaring the burglars: A mixed bagScaring the burglars: A mixed bag

““The burglar alarms can scare a burglar but is also a nuisance, The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times”since it goes on its own a couple of times”

““The thieves managed to silently get away with my Zen, on a rainy The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily'' since the alarm had gone off a couple of times unnecessarily''

2.2. Showing OffShowing Off ““My young brother simply loves pressing the remote buttons.He My young brother simply loves pressing the remote buttons.He

loves showing off almost as if he is a James Bond. You should look loves showing off almost as if he is a James Bond. You should look at the at the tesshantesshan(style)”(style)”


Brand Building





Perceived Benefits : Non UserPerceived Benefits : Non User 1.1. StyleStyle

Perceived Barrier : Functionality is not fully establishedPerceived Barrier : Functionality is not fully established ““Security system is for style”Security system is for style” ““Why spend an extra on an old car. When I buy a new one, I might Why spend an extra on an old car. When I buy a new one, I might

consider”consider” ““I go for functionality….no I go for functionality….no sosha(sosha(show-offshow-off)”)” ““The only thing it(security system) does is consume battery”The only thing it(security system) does is consume battery” ““I have already taken car insurance. I don’t need a gizmo”I have already taken car insurance. I don’t need a gizmo”

The effectiveness of security systems is not proven

The effectiveness of security systems is not proven


Brand Building



Recap of Consumer Research




Brand Building



There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness

There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness

Key Consumer Insight





Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand Audit Big IdeaBig Idea


Big IdeaBig Idea

Unless advertising contains a big idea it will pass like a ship

in the night

David Ogilvy


Big IdeaBig Idea

What is the Big Idea in this visual? What is the Big Idea in this visual?


Big IdeaBig IdeaUnderstanding Branding

Brand Building



A bisociation of two or more previously connected thought A bisociation of two or more previously connected thought matricesmatrices

A new combination of old elementsA new combination of old elements

Exercise: What is a Big Idea ?



Brand Building



Big executional ideasBig executional ideas

Big strategic ideasBig strategic ideas

Two Types of Big Idea

Two types of InsightsTwo types of Insights


Big IdeaBig Idea

Think Different

One definition of insanity is doing

the same thing over and over again,

expecting a different outcome


Big IdeaBig Idea



Brand Building



Insight: Type 1 Insight: Type 1

Verbatim about my life in relation to the category / brandVerbatim about my life in relation to the category / brand

Insight needs to Insight needs to InvolveInvolve

Be widely sharedBe widely shared

Identify with a ‘moment of truth’Identify with a ‘moment of truth’

Insight should notInsight should not Be a metaphor in disguiseBe a metaphor in disguise

Restrict creative avenuesRestrict creative avenues



Brand Building




Verbatim about my life in relation to the category / brandVerbatim about my life in relation to the category / brand

ExamplesExamples

Skincare Category: Each new wrinkle reminds me of how much Skincare Category: Each new wrinkle reminds me of how much more I want to do with lifemore I want to do with life

Ponds: My face is a mirror of my soulPonds: My face is a mirror of my soul



Brand Building




The missing link which makes the disconnected connectThe missing link which makes the disconnected connect

They are not true discoveriesThey are not true discoveries

They establish a real complicity between advertiser and the They establish a real complicity between advertiser and the

consumerconsumer


Big IdeaBig Idea

Rediscover

You invent nothing.

You rediscover what you have forgotten.

Socrates



Brand Building



Four Groups of Missing LinkFour Groups of Missing Link

PeoplePeople

Tapping into what turns people on. Culturally, communally, Tapping into what turns people on. Culturally, communally, individuallyindividually

Pepsi World Cup, India: Indians are more street smart Pepsi World Cup, India: Indians are more street smart than an average white blokethan an average white bloke

Bank of China, Singapore: Highly cosmopolitan Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do Singaporean Chinese revere the way Chinese ‘do business’business’



Brand Building




ProductProduct

Reinterpreting the way a product attribute is presentedReinterpreting the way a product attribute is presented

Asian Paints, India: Paint takes on a symbol of Asian Paints, India: Paint takes on a symbol of

prosperity. Quality of home = Quality of Lifeprosperity. Quality of home = Quality of Life



Brand Building




ProblemProblem

Outmaneuvering a problem by illustrating an alternative solutionOutmaneuvering a problem by illustrating an alternative solution

Saffola, India: Cooking oils were perceived to be Saffola, India: Cooking oils were perceived to be

dangerous to health of heartdangerous to health of heart

WWF Tiger Conservation, China: Human life was more WWF Tiger Conservation, China: Human life was more

important than tiger’s. Work with logic that loss of tiger important than tiger’s. Work with logic that loss of tiger

will impoverish the life of children.will impoverish the life of children.



Brand Building




PromisePromise

Changing the nature of brand proposition that makes it seem Changing the nature of brand proposition that makes it seem

‘bigger’‘bigger’

Stanchart Credit Card, India: Emphasizing the Stanchart Credit Card, India: Emphasizing the

importance of changing your credit limit by showing importance of changing your credit limit by showing

the fear of a wife overspendingthe fear of a wife overspending



Brand Building



“What if?”

A Brainstorming Tool

that challenges convention



Brand Building



What if.. What if..

A useful process to prevent inertiaA useful process to prevent inertia

Allows our minds to roamAllows our minds to roam

New insights come from unexpected quartersNew insights come from unexpected quarters

Stage1: Integrate full possibilities for existing brand equityStage1: Integrate full possibilities for existing brand equity

Stage 2: Stretch potential to absurd levels to challenge Stage 2: Stretch potential to absurd levels to challenge conventionconventionA tool to explore risks and rewards of completely changing the rules

A tool to explore risks and rewards of completely changing the rules



Brand Building



What if.. Stage 1 What if.. Stage 1

We redefine the category experience?We redefine the category experience?

Claim generic benefit for ourselves?Claim generic benefit for ourselves?

Fevicol is an adhesive, so it sticks strongFevicol is an adhesive, so it sticks strong

Make the brand sensational and newsworthy?Make the brand sensational and newsworthy?

The United Colours of BenettonThe United Colours of Benetton

Focus on the influencer and not the user?Focus on the influencer and not the user?

The TV buying ads focusing on kidsThe TV buying ads focusing on kids


Big IdeaBig Idea



Brand Building



What if.. Exercise for Our ProductWhat if.. Exercise for Our Product

How do we redefine the security system experience?How do we redefine the security system experience?

Can we claim generic benefit for ourselves?Can we claim generic benefit for ourselves?

How can we make the brand newsworthy and therefore How can we make the brand newsworthy and therefore

spend less in advertising?spend less in advertising?

How do we focus on the young male adult/dealer and not the How do we focus on the young male adult/dealer and not the

buyer?buyer?


Big IdeaBig Idea

What If..

we all go mad?



Brand Building



What if.. Stage 2 What if.. Stage 2

A chimpanzee sold coffee to a Martian?A chimpanzee sold coffee to a Martian?

Asian Paints gets into hair colours?Asian Paints gets into hair colours?

Coffee loses prestige value and needs a common man Coffee loses prestige value and needs a common man

platform?platform?

Strategy is passé, and implementation is the real thing?Strategy is passé, and implementation is the real thing?



Brand Building



A car manufacturer invented a theft-proof car?A car manufacturer invented a theft-proof car?

Car insurance and security system was co-branded ?Car insurance and security system was co-branded ?

Mercedes Benz endorsed our security system?Mercedes Benz endorsed our security system?

We reduced the car theft rate in the city we test market in?We reduced the car theft rate in the city we test market in?

The police commissioner used our system in his/her car?The police commissioner used our system in his/her car?

Need Some Mad Ideas!



Brand Building



Mining Insight

Drives powerful brand building



Brand Building



You have driven the car, not only by looking at the rear view You have driven the car, not only by looking at the rear view

mirrormirror

You have used intuition and imaginationYou have used intuition and imagination

You have created a connection triangle that truly articulates You have created a connection triangle that truly articulates

the primary driver the primary driver

You are ready with a compelling insightYou are ready with a compelling insight

You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion

You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion

So, What Next?



Brand Building



The springboard is ready for the creative

agency to leap



Brand Building



Creative Black Hole Creative Black Hole

Now it the turn of creative agency’s turn to ‘fire’Now it the turn of creative agency’s turn to ‘fire’

To give a creative articulation of the primary driver, using the To give a creative articulation of the primary driver, using the

compelling insightcompelling insight

Your work is going through the creative Black HoleYour work is going through the creative Black Hole



Brand Building

Evaluating AdvertisingEvaluating Advertising

Big IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand AuditEvaluating AdvertisingEvaluating Advertising


Evaluating AdvertisingEvaluating AdvertisingUnderstanding Branding

Brand Building



After the Creative Black HoleAfter the Creative Black Hole

HowHow do you evaluate a creative product: The TV Ad, Sales do you evaluate a creative product: The TV Ad, Sales

Promo,Internet Banner, Direct Mailer?Promo,Internet Banner, Direct Mailer?

How do you ensure that both you and the creative agency How do you ensure that both you and the creative agency

have done a good job?have done a good job?

You are ready for Unilever’s Benchmarks!You are ready for Unilever’s Benchmarks!


Evaluating AdvertisingEvaluating AdvertisingUnderstanding Branding

Brand Building



Yes/No

1 Is there a big idea memorable and relevant?

2 Does it discriminate the brand from the competitor?

3 Does it involve target consumer?

4 Does it establish a relationship with target consumer?

5 Does it invoke a positive response from the consumer

6 Does it feel genuine?

7 Is it simple and clear?

8 Is the brand name inseperable from the idea?

9 Does it make full use of medium's capabilities?

10 Is it in character with the brand personality?

Unilever's Ten Principles Yes/No

1 Is there a big idea memorable and relevant?

2 Does it discriminate the brand from the competitor?

3 Does it involve target consumer?

4 Does it establish a relationship with target consumer?

5 Does it invoke a positive response from the consumer

6 Does it feel genuine?

7 Is it simple and clear?

8 Is the brand name inseperable from the idea?

9 Does it make full use of medium's capabilities?

10 Is it in character with the brand personality?

Unilever's Ten Principles


Evaluating AdvertisingEvaluating Advertising

Finally

The consumer is not a moron,she is your wife

Final evaluation of brand building is whether it

motivates her

““You see, all the right things are written in books You see, all the right things are written in books and research papers.and research papers.

The trick is to ensure that there is no gap The trick is to ensure that there is no gap between what is written in the books and your between what is written in the books and your vision; from what is happening on the shop-floor vision; from what is happening on the shop-floor and what is going on in the marketplace.and what is going on in the marketplace.

That is execution. That is what makes the That is execution. That is what makes the difference”difference”

Mukesh AmbaniMukesh Ambani

http://www.mastersungroup.comhttp://www.strategyexecution.in

Sarvajeet Chandra: +91 9920803060

http://www.mastersungroup.com/

http://www.strategyexecution.in/