BRAND

AUTOMATION 5.0
THE RISE OF LOGIC
 LET’S TALK

BRANDS
A LIL’
Brands are tools that
enable customers to
interoperate with the
universe.
The genius of brands is
that they have no limits.

The value of brands is that

through them, customers
have no limits.
BRANDS
 BRANDS

Value Brand
satisfaction proposition
WHAT ON EARTH IS LOGIC?
LEFT BRAIN FUNCTIONS RIGHT BRAIN FUNCTIONS

-uses logic uses feeling-

-detail oriented
-facts rule
-words and language
-present and past
-math and science
-can comprehend can "get it" (i.e. meaning)-
-knowing
-acknowledges
-order/pattern perception
-knows object name
-reality based
-forms strategies
-practical
-safe
"big picture" oriented-
imagination rules-
symbols and images-
present and future-
philosophy & religion-
believes-
appreciates-
spatial perception-
knows object function-
fantasy based-
presents possibilities-
impetuous-
risk taking-
WHICH OF THESE NIXONS WOULD YOU BUY A USED CAR FROM?

Nixon's left+left at the far left.

The center image is the normal, original portrait.
Nixon's right+right is on the right.
 what logic is (oh!) not

figures
Personality
nerdy
projections
thought process
analysis

information attitude
talk
marketing
brief objective
 LOGIC
figures personality
research
projections
thought process
maps

information attitude
talk

marketing brief objective

charts analysis
…the whole is greater than the sum of its parts.
what logic (hell yeah!) is

…a systematic, realistic, workable, alignment of

steps, analysis, information, strategy, thought
process, forecasts/projections, that lead towards
the actualization of the goals/objectives of a
brief.

…some literal thinking.

…some lateral execution of the thoughts.

what do U think about this?
5Ws and 1H of Logic
The Inverted Pyramid
Core Brand DNA

What?
Brand Promise Brand idea
 what is the
problem?
what is the
trend/culture?

what are we
what are we set to offering?
change/achieve?

what’s the brief?

What?
what’s competition
done/doing?
what’s the competitive
environment like?
what’s our channel of
communication?

what’s our SWOT?

 Who?
Brand Brand Story
identity/character/personality
 who are we?

who are we
talking to?

Who?
who are they
talking/listening to?

who are we
competing with?
 When?
Brand Muscle Brand Hourglass
when are we
best/better at it?

When?
when does the
person/target/prospect
need it the most?
 Brand Presence

Where?
Brand Heritage

Brand Pedigree
 where can we be
found?

where are we/our

materials from?
(Timeline)

Where?
where can the
consumer/prospect be
found?
where can competition be
found?
 Why?
Brand Essence (Collaboration) Brand Motivation
 why do we do what
we do?

why should the

target believe us?
(RTB)

Why?
why is ours different from
others’

why is the consumer so

important?
Brand OS

Brand Program

How?
Brand M.A.P.S

Brand Roadmap
 how are we
launching?

how are we selling?

How?
how are we activating?

how are we packaging?

 ABRAHAM
MASLOW’S
HIERARCHY
OF NEEDS
…take your time to look carefully and
determine the exact need your product
meets in the hierarchy, or else…
 BRAND
VECTORS
products environment offering communication
ELEMENTS
OF LOGIC
TO LOOK
OUT FOR
* interpretation/understanding of the brief
* objective (marketing or communication)
* brand audit
* consumer insight
* proposition
* category/market overview
* consumer profiling
* s.t.e.p (social, technological, economic, & political)
* trend spotting
STRATEGY
…a good scare beats a good plan any day!
4Ps of Marketing as a strategic tool

product price

place promotion
 M.A.P.S as a strategic tool

motivation activation participation strategy

Product Launch and story telling as a
strategic tool
Portal 5 Forces as a strategic tool
Creating Customers as a collaborative
strategic tool
 company

business strategy

marketing strategy

communication strategy
the core of every strategy tool

TARGET COMPETITIVE
THE BRAND
AUDIENCE ENVIRONMENT

BIG
IDEA
CREATING
THE
CONSUMER
“Brands create the
strongest and most
dynamic customers
using collaborative
strategies.”
The goal in creating customers is to:

*Create the customers to drive the business forward.

*Create customers beyond the reach of competitors.
*Create customers who add value back to the brand.
 DEMOGRAPHY

Studies of a population based on factors such as

age,
race,
sex,
economic status,
level of education,
location,
income level and,
employment
 PSYCHOGRAPHY
Psychographic divides the market into groups based on:
social class,
lifestyle and,
personality characteristics.

It is based on the assumption that the types of products and

brands an individual purchases will reflect that persons
characteristics and patterns of living.
 Psychographic factors used in market segmentation

Social class : Is the single most used variable for research purposes, and divides
the population into groups based on the occupation of the 'Chief Income Earner'
(CIE), as such it can be seen as a socio-economic scale.
 Psychographic factors used in market segmentation

Lifestyle= values, beliefs, opinions, and interests.

market research firms, and advertising agencies are constantly devising new
categories, which will best help target possible consumers of their clients
products.

e.g. Young & Rubican, called Cross Cultural Consumer Characterization (4Cs ).
 …hence, brand automation takes
discernable patterns in brands and their
happenings, and hammers out ways and
means by which branding/advertising
and logic processes can be developed
which will help brands (their
products/services) in the greatest variety,
at the lowest cost, and with the least
effort.
CHEERS!