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Designing and managing a brand Strategic Brand Analysis ENABLES THE

CREATION OF Brand Identity MAINTAINED BY


Brand Management POTENTIALLY
Global? Brand equity & measurement

Proof of effectiveness
The brand strategy should be influenced by the business strategy and should reflect the A process that helps brand managers to The set of associations and principles that The process by which a brand is consistently Global brands tend to operate higher up Good management needs good measurement.
understand the customer, competitors brand management aspires to create and OR EVEN? grown and guarded. Beyond McElory, the P&G Maslows hierachy, dealing with human Brand equity must blend credible measures of
same strategic vision and corporate culture. In addition, the brand identity should not
and the brand itself. maintain. These associations imply a promise
Brand as symbol Brand as living system CEOs original vision for the role, it is now a dreams or truths. If it is a brand as product brand strength with financial measures. Financial
promise what the strategy cannot or will not deliver. There is nothing more wasteful and INFLUENCED BY YOUR to customers from the organisation, its
A symbol can be elevated to the level of Brand & Technology in the service of humanity
strategic and business focused approach. then it will tend to operate at a category measures are well developed but like other
damaging than developing a brand identity or vision based on strategic imperative that BRAND WORLDVIEW strategy. It can provide cohesion and structure using the feedback principles of biology but
INSIGHT product/services and its staff members. Be benefit level. The questions to ask when marketing metrics can be biased to short-term. The
SOURCES (e.g. Nikes Swoosh or Apples aesthetic) powered by Machine Intelligence. Laddering MULTIPLE BRANDS?
will not get funded. An empty promise is worse than no promise at all. mindful of Huntingdons 4 key characteristics considering going global with a brand are: value of brands is in long-term growth so equity
to social balance, economic prosperity and a
of successful brands & any challenger status: Visual image should be tracked in ways that prove long-term
healthy environment as the ultimate goal of Can we get to a common brand positioning? effects and reveal any short-term erosion of value.
Self Analysis Plato? Aristotle? Wittgenstein? Authenticity Metaphors brand-enabled collaborative nudges. Brand Portfolio Spectrum Can we get to a common brand idea?
Identifying whether the brand has the Brand has a platonic realism-esque Brands as the emergent reality of a whole Brands as language that are co-created Performance Brand heritage Human-centred business model The process by which to create discipline in REAL PROOF
resources, capability and will to deliver. perfect essence separate from our world. range of assets, practices, opinions. between us with multiple meanings. OR confused, bloated portfolios of brands and Can we get to a common execution? OF IMPACT
Relevance Data Analysis & Capture REQUIRES
Measured by their effects on people. prevent them cannibalising each other. Can we still allow for local insights/innovation?
Heritage Traditional adland Brand as culture Momentum Software & Hardware creation
SWOT Comms led - Selling elsewhere Total Brand experience Become part of the world
Mission Brand APIs APPROACHES Discrete choice modeling
Organisational Value Serving customers is boring Like getting hands dirty Create a shared world
An ambitious yet achievable position in the EXPRESSED Branded house A brands equityits power to shift demandcan
Service customers is key AS OR OR Volcano be measured through discrete choice modeling,
market or in your customers lives Brand as product Brand as organisation Brand as person Same identity
Highly centralised a technique for revealing the relative strength that
Brands are more than product attributes Most relevant for technology brands where Personality can make a brand memorable Different identity brands have when customers make choices
delivering functional benefits. It includes there is a direct relationship with customer. but it can also help define a brands role, Brand positioning centralised among competing products or services.
key characteristics and builds on them. Firms with a reputation for being innovative, behaviour and relationship. Advertising centralised Choice share % (all else equal)
Vision Competitive Analysis Experiential Competitors Perceptual Competitors socially responsible or concerned about the
The difference you'll create in customers Analysing the current and potential Sell experiences that replace ours. Can Change expectations customers have. Product scope Personality (e.g. genuine) Sub-brands Creative exec. centralised Share multiple (all else equal)
customers life can resist competitors with
lives or the larger world when you competition to ensure the brand can break include brands that are in associated They include disruptive innovatiors in Product attributes more transitory advantages. Customer/brand relationships Master brand as driver Local market translates
SOME PROPRIETARY
ultimately realize your Purpose. away from the clutter and position itself categories (e.g. Oil & Automotive, Pharma unconnected categories (e.g. Uberfication) Quality/value Organisation attributes (e.g. innovation) Co-driven Any local input a brief stage MEASURES
clearly and successfully. The unconscious & fitness)
Uses/Users
accelerate your progress together.

What do we hold to be true? What

USING
The principles and values that will

are the core beliefs of our brand?

(public documentation!)
Local versus global

What way do we bring it to life?


pre-selection of brands is often assumed to

Things that you can observe


be a fundamental cognitive step leading to Origins Reputation/trust Precipitation
Endorsed brands Meaningful Different Salient

that indicate progress


Activation
choice. Direct competitors sell products
Why / Strong endorsement Central brand positioning

Measures
that compete with ours. VERSUS Brand Archetypes Millward Browns model shows how customers will
System 1 System 2 Central advertising idea
Values

Belief

Linked name be more likely to choose a brand and pay a premium


Purpose Brand image/ID
Strengths
Quick, Emotional & Instinctive.
Longer-term effects.
Slow, Rational & Effortful.
Immediate behaviour effects.
A popular tool taken from Mark & Pearsons
The Hero & the Outlaw and used to describe Token endorsement Local consumer insights for it - and how the brand will be better poised to
grow its share position.
Clarity: Why you choose the personality of brands. Each of the 12 Local executions for cultural diffs.
Vunerabilities External paced media. Self-paced media.
Brand Idea personalities can be described by its core
to exist, beyond BRAND EQUITY IS...
financial gain. Positioning TV, VOD, OUTDOOR. DIGITAL, DIRECT, PRINT.
A brand idea sits at the heart of everything a brand does desire, goal, fear, strategy and gift. House of brands
THINK and is the anchor and point of consistency for all Shadow endorser Thunder Brand Power
communications and marketing. It must be ownable,
Not connected Central brand positioning A prediction of the brands volume
resonate with customers and drive the value proposition. Mastery & Risk Local advertising idea share based purely on perception,

One of many Brand Models*


How Customer Analysis Jobs to be done Jobs not segments BALANCING Other markets adopt successes
absent of activation factors.
Discipline: Specific actions that
Getting beyond what customers say, to The jobs-to-be-done framework is a tool for The jobs-to-be-done framework emerged as a Central team encourage adoption Brand Premium
are taken to realise the Why
what they actually do and what really evaluating the circumstances that arise in helpful way to look at customer motivations in Building v. Activation The ability of a brand to command a

Independence & Fulfilment

Belonging & Employment


motivates them. It is about Deep customers lives. Customers rarely make business settings. Conventional marketing price premium relative to the category
The optimal split of marketing expenditure is
understanding of a customers needs and buying decisions around what the average techniques teach us to frame customers by
behaviors-both known needs that the customer in their category may dobut they attributesusing age ranges, race, marital status,
60% brand building and 40% short-term Lightning average, based purely on perceptions.
activation. Current activation rates of 47% are Possible central brand dev.
What
customer can identify, and the latent often buy things because they find themselves and other categories that ultimately create
Positioning Personality sub-optimal. Unilever has banned quarterly Brand Potential
needs that they cannot with a problem they would like to solve. With products and entire categories too focused on Locally developed advertising

A set of values that sum to


The probability that the brand will grow

Experience
reporting for marketing effectiveness because

the personality phrase


Consistency: Tangible proof and

Delivery /
an understanding of the job for which what companies want to sell, rather than on what Positioning places a brand Raising personality to the
manifestations of the Why
Trends into a market (often level of positioning the best marketing doesn't operate on a All local execution OR
value share based purely on perceptions,

Values
customers find themselves hiring a product customers actually need. absent of activation factors.
Motivation or service, companies can more accurately
redefining that market in the
process) and articulates its
people cant differentiate
brands (too complex) but
quarterly schedule. Central team shares learning
Unmet needs develop and market products well-tailored to role in peoples lives. And at personality is instantly

A blend of Brand Purpose driven frameworks Segmentation what customers are already trying to do.
best it differentiates that
brand by describing
understood and distinctive.
People will make decisions
Nielsen Brand Equity Index
something that it does for based on trust and our Directly correlating a proprietary measure of brand
people. But its not the personality comes not just equity with market share and customer loyalty.
whole story. from our attitude but the
heritage of the brand
which is a signifier of trust. The digital challenge BRAND EQUITY IS...
Customer Analysis A job Or What gets easily measured gets too
by Paul Lawrence & Nitin Nohria A functional, emotional or social situation much attention. Brand building in a digital
Post-
Emotional equity
world is about more than measures like Brand love: A stronger emotional
To acquire someone wants to resolve. Defined in Job Stability & Control Reach Resonance React Sale
Stories: When____ I want____ So that____ Engagement or CTR. Sale connection with one brand than all others
To bond Did we reach the Did we improve Did we
Did we convert Did we

First, it has to be a
easily &
To learn Clicks are not a good proxy for brand right people in the image & change cause an deliver a
Reasons to believe/Proof Points/Discriminator results. There is no significant correlation right numbers? attitudes? action?
delightfully? great Behaviourial equity
To defend experience? Brand Preference: A desire to choose
Compelling reasons for the target customer to choose our brand over the competition. between click through rate and Neilsen
To feel What makes us unique, useful, usable and delightful?
Brand Effect metrics like Ad Recall, Brand one brand over all others.

coherent totality, not a Functional Job


The practical and objective customer
requirements. A practical or logistical thing the
*This one reminds me of R2-D2 though...
Value proposition
Awareness, or Purchase Intent. But TV +
Online Video do work in synergy producing
a 54% effectiveness boost in very large Views View-through time X-device conversion Spend per Buyer Net Promoter Score
Affirmation equity
lot of bits. The physical customer needs to do or achieve. business effects. Digital GRP Watch time Search interest Volume per Buyer Repeat Rate Brand affirmation: The willingness to
The unique combination of products and services which Uniques/audience comp Favourability Lift Sign-ups Spend per Visit Loyalty Value recommend one brand over all others.
A Problem Emotional Job
provide value to the customer resulting in the solution to a
problem the customer is facing or providing value to the Digital does have the unique ability to
Awareness Lift
Ad recall Lift
Consideration Lift
Brand Interest Lift
Calls
Purchase Intent Lift
Volume per Trip
Average Price
Loyalty Volume
Temkin Score
GENERALLY THINGS LIKE...

product, the pack and customer. This is the point of intersection between the measure real customer behaviour and link it
with Purpose? The subjective customer requirements related to
feelings and perception. product you make and the reason behind the customers
impulse to buy it Go To Market Fit.
to qual and ethnographic insights to build a
picture of brand response and performance. Brand Tracker Metrics
The popularity of Brand Purpose stems from Grow, by Jim Stengel and Spontaneous and prompted awareness,

all the elements of Start With Why, a TED talk and book by Simon Sinek. Stengel wrote
that brands with a Brand Purpose or ideal that is, a rationale beyond
Social Job Recognition, Branding, Brand image dimensions,
Consideration, Campaign communication,
the mere profit motive grew faster than their peers. Despite Grow's How the customer believes he or she is perceived
by others while using the solution. How the job Consumers use heuristics to Intention to purchase/act, Enjoyment,

communication - name,
popularity, there is no proof that ideals deliver success. There was a Involvement, New info, Relevant Differentiation,
strong survivor bias in the analysis and the over-performance he connects the customer with others. Believable, Brand momentum, Different
observed dropped substantially when examined over a longer period.
Purpose has been described as marketers deluding themselves about make good enough, not perfect, The Customer The company/product
information, Congruance, Credibility...and
on...usually for many pages of PPT decks...

style, advertising, their own significance and yet Brand Purpose has become a strong
organising thought behind some of the most successful brands.
First understand the customer in their entirety by Clarifies the products and services offered to the

decisions. Consumers are not creating a customer profile through analysing


customer jobs, their pains and their gains
customer, their pain relievers and gain creators. What is
the appeal of the product. Is it a must-have for the

pricing, promotions, Customer jobs customer because it fulfills a basic need? Or does it

rational, involved and deeply


serve a functional, social or emotional requirement?

The ultimate point of a brand is not


Pains
Products & services
and so on - must be
Gains
Pain relievers

committed buyers, but uncaring Gain creators


to create emotional appeal, or
blended into a single
Brand Equity is the power of cognitive misers who rely upon generate buzz. The point is to shift

personality. ideas, memories, feelings, to reduce the effort in making a by creating mental and physical
Stephen King
What is a Brand? values, experiences and buying decision to a minimum. availability. Well-managed brands
knowledge that predispose shift demand in several ways: by
Colours
consumers to choose it over Most people
arent devoted to
Fans matter less
than wed like
Brands
Dont get
Be interesting.
Be memorable. commanding a higher price,
generating more volume or both.
brands. To think. disproportionate Scale it.
Spokespeople others or pay more for it now loyalty. Sustain it.

Graphic devices
Symbols
These elements are critical, as
they play to the neuroscience
and in the future. Past Attitudes Brand Brand Deeply Rational,
World drives loyals switchers committed Involvement involved
Trade dress that helps construct and
View behaviour buyers viewers
reinforce memories.

Sounds
BUILDS
Mental
New Behaviour Loyal Loyal Uncaring Emotional,
Availability World drives switchers switchers cognitive Heuristics distracted All of the words that we still use as common currency
Uniqueness
Distinctiveness
Tag-lines/Slogans Naming Being the brand people think of first in your
View attitude misers viewers
Can create understanding,
associations and meanings
so customers dont associate a brands
category (especially among light buyers). The
probability that a buyer will notice, recognize
in planning advertising, concepts which even skilled
Existing words
assets with those of a competitor
The fundamental purpose of branding is to identify the source of the
product/service. Distinctive qualities are elements of the brand identity
and/or think of a brand in buying situations. It
depends on the quality and quantity of memory professionals regard as self evident truths come
Coined words
Abbreviations
that can substitute for the brand name. They help the consumer to notice,
recognize and recall the brand, in buying situations and/or when the brand
structures related to the brand.
INDIFFERENCE DEMANDS THE EXTRAORDINARY. loaded with the baggage of a particular world view
is advertising, as they provide additional stimuli for processing. Sharp
defines distinctiveness as a brand looking like itself. that we might or might not really want
Paul Feldwick, The Anatomy of Humbug
Media
The medium used to transmit a message,
Consistency
Iconic brands in the world are
Prevalence
so the majority of customers link your
BUT IS IT...

How Market Share

Brands
advert or experience. Video is most such due to consistent and Market share represents the percentage of an
powerful medium for long term success constant use of their distinctive
brand elements.
brand to your brand elements
The Death of industry or market's total sales that is earned by a
particular company over a specified time period.

Differentiation?
Grow
Market share is calculated by taking the company's
sales over the period and dividing it by the total
sales of the industry over the same period.
All models are wrong but some are useful
Differentiation has been a pillar of marketing since
Physical Availability Frequency Reach Rosser Reeves and the USP. 80% of CEOs think their according to Byron Sharp, George E. P. Box
Penetration
the breadth and depth of your Effective Frequency is the number of The total number of different people or households exposed, at least once, brand is different. Unfortunately only 8% of consumers Ehrenberg, the IPA, Les Binet INCREASE
& Peter Field et al. Based on
distribution in time and space. messages that need to be delivered to a medium during a given period. Broad reach media (Mostly paid) is agree. Consumers simply dont perceive brands understanding people & their
How much product youre to generate a consumer response. crucial for effectiveness. A media buyer typically uses GRPs to know how within a category as being particularly different. (lack of a) relationship Defined as the number of consumers who buy a
supplying in different areas at Recency Frequency is the number of many potential audience members might be exposed (reach)*(frequency). (Byron Sharp) Millward Brown, however still use with brands. specific brand at least once a year, divided by the Volume
different times. messages required within a specific Build cumulative reach more effectively BrandZ data to declare If your objective is to sell your size of the relevant market population. Penetration The quantity or number of goods sold or
time span before purchase decision. brand at a higher price, focus on being different. is a measure of brand or category popularity. If your services sold in the normal operations of a
Broaden timing & context of touchpoints brand is popular, everything else follows. company in a specified period. Easier to
Enhanced repetition not just adding frequency manipulate using the price elasticity of

Brand
Build saliency into the campaign demand but will impact value and profit.

Frequency

Meaningful Salience
Average number of purchase trips for the
Identity
of an individual or group
Personal ACTS AS A STEPPING STONE FOR BEING PROVIDES
REASONS FOR Fame product, brand or retailer per buying
household in the specified time period.
Brand leaders exhibit more loyalty, but only
Relevance The brand offers something that is meaningful to me: If the brand (Talkability) Salience is the quantity & quality (how
slightly more: they have more frequent buyers,

The right resource, in the right amount, at the right associations are meaningful / resonate with customers, then they will
choose it over others (and / or pay a premium for it). Meaningful
Fame is not simply about generating brand
fresh & relevant) of brand information in
memory. Salience is the size of a brand in
peoples minds, more influential than
but also more occasional buyers, in absolute
numbers. Changing frequency is very hard,
Sales Revenue MINUS
COSTS
Profit
time, in the right place. Meaningfulness has a very awareness (which turns out to have limited value for loyalty is not the key determinant of success. the amount of income that a company Profit is a financial benefit that is realized
communications deliver against the emotional, social and functional Jobs difference. The bigger the brand, the more
Context strong relationship with personal relevance.
to be Done that motivate people to choose different brands. As products
most established brands). It is about building
likely it will be recalled early & purchased.
receives from the sale of products or when the amount of revenue gained from a
to accomplish the job at hand Trustworthy word-of-mouth advocacy for the brand getting it services in a particular period of time. business activity exceeds the expenses,
become commoditised the story they tell and the meaning they generate talked about, creating authority for the brand and
without loss of flow Also called Sales, Net Sales, Net costs and taxes needed to sustain the
Recommendable becomes more important. Meaningful brands improve the well-being of the sense that it is making most of the running in
peoples lives in a tangible, significant and fulfilling way and outperform the Revenue, and just plain Revenue. activity. Any profit that is gained goes to the
Providing consumer with the feeling the category. Fame is vital to build iconic brands. business's owners, who may or may not
stock market by 120%. Only 20% of brands worldwide are seen to
that they are doing the best meaningfully impact peoples lives. decide to spend it on the business. You can
have better ROI but make less money
short-termism and an excessive focus on
ROMI are partly to blame.

Affinity How brands shift demand & contribute to profit


Brands with excess emotional Brand strategy cannot be separated from business strategy. Many companies with effective brands and successful
affinity are stronger brands with businesses, from Amazon.com to Zappos, have focused intensely on their customers and other elements of the Value
paying over 20% more for the total amount spent by customers
Meets needs business rather than brand building. No brand can be healthy when a product is not competitive or a companys on the volume of goods sold. Value
brands with excess affinity than
those with weak affinity. Going beyond the basics to share is declining, so addressing brand issues in a vacuum will do little to reverse poor performance. Share of the brand or product is
really improve product expressed as a percentage of the
perceptions. Meets needs category or segment value (= market
speaks to credibility and share in % value).
experience as well as appeal.
Service design as brand building

Emotion

Experience
How do customers feel about
ic Poetic Bea the experiences?

Sym
bo
l uti
fu
l
IF POSITIVE LEADS TO
Preference
Consumers predisposition to choose the brand
Price Premium
The ability of a brand to command a price premium
Selling, General & Tax Cost of Goods Sold (COGS)
Proficient Administrative (SG&A) Here be dragons The accumulated total of all costs used to create
Cr
ic

The product of an interaction between an organization more often. It can be defined as the subjective, relative to the category average, based purely on
a product or service, which has been sold
ea
on

and a customer over the duration of their relationship. conscious and behavioral tendencies which perceptions. Too high a price will dampen Direct and indirect selling expenses and all
tive
emplative Ir

Usable This interaction includes a customer's attraction, influence consumers predisposition toward a demand and reduce revenues, but the stronger a general and management expenses
Success awareness, discovery, cultivation, advocacy and brand. It is often measured explicitly even though companys brand, the further out it can push this
Liberating

How well do experiences meet purchase and use of a service. A positive, ongoing people can invent their preferences on the fly, intersection of volume and price.
Reliable customer needs? experience of the brand will strengthen the emotional subject to a wide variety of influences.
bond and functional satisfaction. 25% would care if
Functional Starbucks disappeared. Ask the same question of Brand equity contributes to... Customer Corporate Logistics & Development
nt

Amazon 75% care. UK is critical for meaningful


Interaction Efficiency Service Service Provision & Production
o

brands Paul Bainsfair


C

du

Useful Marketing & Advertising Information Technology Logistics & Distribution Product Development
e
it v

Sales Real Estate Merchandising Materials


a

Effort
tio
na ca Usable
l Su
bversive Pro
vo
How easy is it for customers to do Delightful Customer Service & Support Human Resources Service Delivery Production
what they want to do? Order Fulfilment & Billing Procurement
Business Management
Financial Management

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