1

Driving Brands To Greatness Through Creative Ideas

A Shift In The Brand Direction Can Redefine And Renew A Brand, A Category, Or Even A Marketplace

Shifting Brand Direction

To
The Champion of Creative Thinking (An ongoing brand direction that transcends categories and technologies)

From
Making Computing Easy

(A static foil to PCs)

Computers for the rest of us

Think Different

Brand Compass Is The Starting Point For Our Process

New Brand Direction Creative Activation Driving Idea

Brand Compass

Current Brand Direction

What is Brand Compass?

CATEGORY

CONSUMERS

CHANNELS

BRAND

It is an exploration of the four dimensions which frame the brand-building enterprise

Critical Brand Compass Questions

What market forces will accelerate or decelerate category/brand growth? What consumer forces can we leverage to accelerate brand opportunity?

CATEGORY CHANNELS What media touch-points will drive brand relevance?

CONSUMERS BRAND What current, latent, or new brand equities will accelerate brand differentiation?

There are a host of readily available resources and tools with which to address critical brand compass questions

Market Share Sales Data U&A Studies Segmentation Studies Trade-off Analysis

Social Trends Cultural Trends Economic Trends Behavioral Studies U&A Studies

CATEGORY
CHANNELS
Advertising Tracking

CONSUMERS
BRAND

Brand Matter

Brand Talk

Media Usage Studies (3D) Brand Tracking Communications Tracking

Brand Explorer

Brand Maps BrandSense

What are the Key Category Drivers

What market forces will accelerate or decelerate category/ brand growth?

What are the basic parameters of the category? How big is it? Is it growing? Shrinking? Is it consolidating or fragmenting?

CATEGORY
CHANNELS

CONSUMERS

BRAND

What are the true dynamic drivers of the category? What factors drove category success in the recent past? What factors are driving the category today? What brands are capitalizing on these drivers? How is our brand placed to exploit these changes? What is the single, most important category driver that our brand must address?

Are any brands challenging category conventions? How? Where is the category headed? Does the brand have a plan to anticipate and take advantage of where the category is going?

What are the Key Consumer Drivers?

What consumer forces can we leverage to accelerate brand opportunity?

CATEGORY

Who is the conventional target consumer in this category? What are the various constituencies that the brand must engage? Are there key shopping behaviors that drive purchase? What are they? Who is driving growth and change in this category? How?

CONSUMERS
BRAND

CHANNELS

What is the single, most important mindset that the brand must own in order to succeed with these various constituencies?
What functional benefits do they seek from the brand? What emotional benefits do they seek from the brand? Looking ahead, what is the single, most important benefit to own in this category?

Our Focus Getting closer to the Peoples of Asia

Asian life today and tomorrow. What are peoples hopes, dreams and biggest need states?

10

What are the fundamental building blocks of a great brand in the Asian Pacific region?

What are the Peoples of Asia calling for in advertising and marketing?

Values in EOA

11

Values - shared sets of life goals, aspirations, societal notions

of right and wrong that individuals use from their everyday experiences.

Brands which understand contemporary Values (and their dynamics) can drive changes in consumer behavior. Values within Eye on Asia reflect elements of cultural anthropology, and should be used as leading indicators of attitude and behavior shifts.

Ethnographic Immersion
This approach to research allows us to understand first-hand what the requirements, desires and mindset of the subject are, whilst also gaining much closer and prolonged access to other subjects in the group.

12

Ethnology

Media

13

What are the Key Brand Drivers?

What current, latent, or new brand equities will accelerate brand differentiation?

14

What unique and differentiating meanings and attributes do each of the key competitive brands in this category own? Which brand has done the best job establishing a strong and enduring brand relationship with consumers? Why? How well has our brand differentiated itself from key competitors? Are new competitors emerging from other categories? What is the key weakness in our brand or competitive strength in others that prevents our brand from converting awareness to consideration, consideration to trial, and trial to loyalty? What core brand equities are essential to the brand as it marches forward what new or evolved equities must the brand embrace?

CATEGORY CONSUMERS

CHANNELS

BRAND

15

BrandTalk

A Projective Tool to decode the competitive brand imagery and buzz values

BrandTalk
Exercise #1 Explore the brand and each key competitor
Consumer exploration of word associations, picture sorts and projections

16

Brand Associations When you think of BRAND, what comes to mind?

Brand Party If the brand threw a party, what kind of party would it be? What kind of people are there? Is there music? What kind of food? drink? Etc.

Brand Personality If the BRAND turned into a person who would it become? If you had a conversation with the BRAND, what would it say to you?

Brand Map A pictorial collage of the brands imagery

Top-of-Mind Associations

17

Innovative, fun, creative, hip, young, sexy Easy to use Revolutionized music with ipod Great design

Premium quality, top of the line Good reputation, reliable Peak performance the whole package makes everything TVs, PlayStation, Walkman and Trinitron

Brand Personification

18

Hip Innovator
Who

Established Innovator

A young creative type, 20s

A sophisticated man, a bit conservative

Appearance Attitude Lifestyle

Hip, trendy, even a little flashy

Risk taker, passionate, very creative, youthful

Expensive, classic clothes.

Established, self-assured, confident

Loves hanging out with friends and being the center of attention.

Feels no need to brag or follow the herd.

Business oriented. Tries to hang out with the younger crowd, but goes home early.

Successful/ Greedy

Champagne of home 19 entertainment

Immersive experiences Corporate red tape Glory in the past Luxury

Mass/commercial For all generations

Empowering Technology

Classic quality

Style Peace of mind

Ideas

No headaches Helpful hand

Things we never thought were possible

20

Creating New paths

Capabilities for a new generation Fun, engaging experience

Ideas Great design

Hip Innovator

Curious

Entrepreneurial Spirit Music

Creative

Sexy

Young

BrandTalk
Exercise #2 Explore the brand and each key competitor
You meet a friend at a party. What do you say about the brand that your friend? (choose one only)

21

will be impressed to hear

will be grateful for the tip-off

BrandTalk
Exercise #3 Understanding each brands social responsibility
Another guest asks you what kind of world the brand wishes for

22

Defining a Brands Essence

23

Introducing a new Grey Brand Definition Tool!

Brand Matter Matter

Brand Matter
The brands belief and hope for the world

24

Belief

Character
The personality and values of the brand

Competence
The essence of what the brand does for people

What are the Key Channel Issues?

What channel touch-points will drive brand relevance?

25

How have the category and the brand historically reached out to consumers?
What communication channels are growing in importance and which are declining? What communications channels are our brand using to optimally address its strategic issues? Are our current communication channel efforts working together to create a whole that is greater than the sum of its parts? What is the fastest growing, most game-changing communications channel in this category?

CATEGORY CONSUMERS

CHANNELS

BRAND

What does it do that other channels dont?

How are we leveraging it?

All Consumers are not Equal.

All Medium are not Equal

26

Advertising Public Relations Rel. Marketing Seeding Sponsorship

Brand Awareness Emotional Link Product News Advocacy Activation

Events
Promotion Interactive

Loyalty
Product Experience WOM Buzz

The Advertising Effect

27

Advertising
Public Relations Rel. Marketing Seeding Sponsorship Events Promotion Interactive

Brand Awareness Emotional Link Product News Activation Advocacy Loyalty Product Experience WOM Buzz

delivers high Reach (and Efficiency)

The Seeding Effect

28

Advertising Public Relations Rel. Marketing

Seeding
Sponsorship Events Promotion Interactive

Brand Awareness Emotional Link Product News Activation

Advocacy
Loyalty Product Experience

WOM Buzz

delivers third-party authority (close to the sale)

Relationship Marketing Effect

29

Advertising Public Relations

Rel. Marketing
Seeding Sponsorship Events Promotion Interactive

Brand Awareness Emotional Link Product News

Activation
Advocacy

Loyalty
Product Experience WOM Buzz

delivers Targeted Reach (Efficiently)

Event Marketing: Experiential Branding

30

Advertising
Public Relations Rel. Marketing Seeding Sponsorship Events Promotion Interactive

Brand Awareness Emotional Link Product News Activation Advocacy Loyalty Product Experience WOM Buzz

delivers the mosaic of brand experiences(limited reach)

Brand Activation
Grey Engagement Matrix (
) provides a framework for taking the Drive Idea and executing coherently with all (appropriate) specialist communications tools. It also ensures that brand messages are explicitly managed, from a strategic perspective, at all touch points.

31

Advertising Public Relations Rel. Marketing Seeding

Brand Awareness Emotional Link Product News Advocacy

Sponsorship
Events Promotion Interactive

Activation
Loyalty Product Experience WOM Buzz

Prioritizing Connection Opportunities

32

ENGAGEMENT MATRIX

Communications Channels
Communications Objectives
Advertising Promotion CRM Programs Online Experience Public Relations Sponsorship & Events Internal _______

1)

Role High

Role Mod

Role Low

Role High

Role Mod

Role Low

Role Mod

Role Low

Role Mod

2)
3) 4) 5)

Role Mod

Role Low

Role Mod

Role High

Role Low

Role Mod

Role High

Role Mod

Role High

Role Low

Role High

Role High

Role Mod

Role Low

Role Mod

Role Mod

Role Mod

Role Mod

Role Mod

Role Low

Role High

Role Low

Role Mod

Role High

Role Low

Role High

Role Low

Role High

Role Mod

Role Low

Role High

Role Mod

Role Low

Role High

Role Low

Role High

Brand Compass Outputs : Workshop

Three Critical Bearings 1. The current brand direction

33

2. The brand opportunity

3. The activation imperatives
Brand Compass New Brand Direction Creative Activation Driving Idea

Check bearings

Brand Compass

Current Brand Direction

Brand Compass

Orientate

Set Course

Brand Compass Insights : Workshop

34

Summarize key findings into a key category growth driver that we must leverage
CATEGORY CHANNELS

Summarize key findings into a key driving consumer opportunity we must address
CONSUMERS BRAND

Summarize key findings into the key activation channel insights

Summarize key findings into the key driving brand differentiators

Driving Idea Brief

New Brand Direction

35

Driving Target Mindset:

(Emotional Driver)

Driving Brand Promise:

Driving Idea

Driving Brand Rationale:

Current Brand Direction