Principle: Be True To Thy Brand - and Thy Consumer

Part 2
Principle: Be True to Thy Brand – and Thy Consumer
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-1

 What is the difference between objectives,
strategies, and tactics in strategic planning and
how are the four levels of planning connected?
 What are the key strategic decisions, and why are

they central to brand communication planning?
 What is account planning, and how is it used in

advertising?

For marketing communication, strategic planning is
the process of:
 identifying a problem that can be solved with

communication
 determining objectives
 deciding on strategies
 implementing tactics

What do each of these terms mean?
 Objective: what you want to

accomplish.
 Strategy: how to accomplish the

objectives.
 Tactics: actions that make the plan

come to life.

Pat Fallon and Fred Senn were
cofounders of Fallon
Worldwide, the agency behind
NBC, Holiday Inn Express,
Travelers Insurance, Sony,
and many other major brands.

 The business plan and marketing plan provide
direction for advertising planning and other areas of
marketing communication.
 The business plan may cover an SBU (strategic

business unit), which is a line of products or all
offerings of a brand.

Mission Statement and Business Philosophy
A business plan begins with a description of the

business itself:
 The history of the company
 Its products
 The scope of its offerings
 Its corporate strengths
 Its organizational structure and management team

Research
 In business plans, it is particularly important to look

both inside and outside the organization to identify
strengths and weaknesses, both corporate and brand.

Goals and objectives
 Business goals are long term and general.
 Objectives focus on maximizing profit and return on

investment (ROI).
Strategies, tactics, and controls

 At the business plan level, planning decisions are
focused on research and development, operations,
and sales and marketing.

This mission statement
for Tom’s of Maine
helps its managers
develop specific
business objectives and
goals. It also guides all
of the company’s
marketing
communication efforts.

 Developed for a brand or product line and
evaluated annually.
 Parallels the business strategic plan and contains

many of the same components.
 Involves a SWOT analysis to determine strengths,

weaknesses, opportunities, and threats

 For marcom managers, the marketing mix
strategy is key.
 It includes decisions about:

◦ Target market
◦ Brand position
◦ Product design and performance
◦ Pricing
◦ Distribution
◦ Marketing communication

 As with business and marketing plans, advertising
and marketing communication plans also includes
objectives, strategies, and tactics.
 The focus is on the communication program

supporting a brand.
◦ Audience insight
◦ Message
◦ Medium
……are at the heart of an advertising plan.

The “My Spar” campaign
discussed in Ch. 7 used
consumer stories to turn
the rational purchasing
decision into an
emotional one.
Said one parent: “My

Spar” gave my little girl
with muscular dystrophy
the opportunity to shop
with a ‘baby trolley.’ One
of her first experiences
of walking on her own.”

These begin with:
1. a communication situation analysis
2. SWOTs leading to the identification of the problem
3. Communication objectives
4. Identification of a target audience
5. Communication-based consumer insights
6. Analysis of the communication dimensions of the

brand position

 Formal goal statements outlining what the message
is supposed to achieve and how it will be measured.
 Main effects: Recall the six categories in the facets

model of advertising effects:
Perception Emotion
Cognition Persuasion
Association Behavior
 These can be used to set objectives for brand

communication efforts.

 Marketing communication strategy is based on
accurately targeting an audience that will respond
to a particular message.
 Research-based knowledge identifies what makes

specific groups of consumers different from people
in other groups.
 These characteristics also identify how consumers

are similar to others in ways that characterize a
specific type of viewpoint or lifestyle.

 Brand identity
Must be distinctive and familiar in terms of name,
logo, colors, typeface, design, and slogan.
 Brand personality and liking

It should have human characteristics like loving,
trustworthy, sophisticated.
 Brand position and leadership

The soul or essence of the brand; it stands for
something that matters to consumers.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

7-20
 Brand image
The mental impression customers construct for a
product based on symbols and associations that
customers link to a brand.
 Brand promise and brand preference

Believing the promise that a brand will meet your
expectations leads to brand preference.
 Brand loyalty
A connection built over time that leads to repeat
purchases.

7-21
A poster for American Express featuring Jerry Seinfeld was designed to
create brand liking through association with Seinfeld’s personality. It
also generated buzz, which extended its impact through the power of
word of mouth.

 A brand’s position is how
consumers define the product
or brand relative to its
competitors.
 A position must be based on a

particular feature or attribute
that is important to the
consumer.

Product features and attributes: First identify the
features of the brand and its competitors to
determine advantages.
 Product differentiation focuses attention to product

differences that distinguish the company’s product
from others in the eyes of consumers.
 Competitive advantage is found where:

1. the product has a strong feature
2. in an area that is important to the target
3. where the competition is weaker

These anti–drunk driving posters were used in the Nightlife Navigators
campaign at the University of Florida. What is the positioning strategy?

A number of factors can be used including:
• Superiority position • Benefit position

• Preemptive position • Usage position
• Value position • Competitor’s
strategy
• Psychological
position • Category factors

7-26
 Repositioning can only work if the new position is
related to the brand’s core concept.
 Although advertising shapes the position, the

position is anchored in the target audience’s minds
by their personal experiences.
 The role of the brand communication strategy is to

relate the product’s new position to the target
market’s life experience and associations.

7-27
 The research and analysis process used to gain
knowledge of the consumer, and uncover key
consumer insights about how people relate to a brand
or product.
 An account planner uses a disciplined system to

research a brand and its consumer relationships to
devise message strategies to effectively address
consumer needs and wants.

 The account manager serves as the voice of
the client.
 The account planner serves as the voice of

the consumer.
As a class:
What do these differences mean to you?

The account planner’s tasks
1. Understand the meaning of the brand.

2. Understand target audience’s relationship to brand.
3. Articulate communication strategies.
4. Prepare creative briefs based on an understanding of
the consumer and brand.
5. Evaluate effectiveness of communication in terms of
how target reacts to it

Research: Brand Intelligence
 Insight begins with research.
 The objective is to puzzle out a key insight that will

help move the target audience to respond to the
message.
 Ask and listen, then ask more questions to probe

deeper into thoughts, opinions, attitudes, desires,
and motivations.

 Insights: the fuel of big ideas
 Account planners look at advertising as an “insight
factory” rather than an “idea factory.”
 Consumer insights are the fuel that fires the ideas.

Insight mining
 Finding the “a-ha” in a stack of research reports, data,
and transcripts is the greatest challenge for an
account planner.
 Account planners are looking for clues about the

brand’s meaning, usually phrased in terms of:
◦ Brand essence
◦ Brand personality
◦ Brand image

7-34
These outdoor boards are for SeaPort Airlines, which serves Seattle,
Juneau, Portland, and other West Coast cities. They make a statement
about the SeaPort target audience—influential business travelers—and
their lifestyle.

7-35
 The outcome of research, the communication brief or
creative brief is a document that explains the
consumer insight and summarizes the basic strategy
decisions.
 The first step in the creative process, it is designed to

spark creativity and serve as a springboard for ideas.

 Problem: What’s the problem that communication can solve?
(establish position, increase loyalty, increase liking, etc.)
 Target audience: To whom do we want to speak? (brand loyal,

heavy users, infrequent users, competition’s users, etc.)
 Consumer insights: What motivates the target? What are the

“major truths” about the target’s relationship to the product?
 Brand imperatives: What are the important features and

competitive advantage? What’s the brand position, essence,
personality and/or image?

 Communication objectives: What do we want customers to do in
response to our messages? (perception, knowledge, feelings,
symbolic meanings, attitudes and conviction, action)
 The proposition or selling idea: What is the single thought that

the communication will bring to life in a provocative way?
 Support: What is the reason to believe the proposition?
 Creative direction: How can you best stimulate the desired

response? How can we best say it?
 Media imperatives: Where and when should we say it?

In Part 3, we will:
 Review the creative side of marketing

communication.
In Chapter 8, we will:
 Continue the strategy discussion in terms
of message strategy.

“Cows Build Moo-Mentum for Chick-fil-A”
 Chick-fil-A developed one of the most successful

integrated brand campaigns in the fast-food industry.
 The iconic cows and their quirky antics have become a

key symbol of Chick-fil-A’s marketing communication.

“Cows Build Moo-Mentum for Chick-fil-A”
Key lessons:
 Winning campaigns continue to evolve and make their
way into every point of contact with the customer.
 This campaign underscores the importance of making

strategic choices about brand communication.
As a class: what others can you think of?

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Part 2

Principle: Be True to Thy Brand – and Thy Consumer

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-1

 What are the key strategic decisions, and why are

 What is account planning, and how is it used in

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-2

 identifying a problem that can be solved with

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-4

 Objective: what you want to

 Strategy: how to accomplish the

 Tactics: actions that make the plan

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-5

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-6

 The business plan may cover an SBU (strategic

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-7

A business plan begins with a description of the

 The scope of its offerings

 Its corporate strengths

 Its organizational structure and management team

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-8

 In business plans, it is particularly important to look

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-9

 Objectives focus on maximizing profit and return on

Strategies, tactics, and controls

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-10

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-11

 Parallels the business strategic plan and contains

 Involves a SWOT analysis to determine strengths,

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-12

 It includes decisions about:

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-13

 The focus is on the communication program

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-14

Said one parent: “My

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-15

2. SWOTs leading to the identification of the problem

4. Identification of a target audience

5. Communication-based consumer insights

6. Analysis of the communication dimensions of the

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-16

 Main effects: Recall the six categories in the facets

 These can be used to set objectives for brand

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-18

 Research-based knowledge identifies what makes

 These characteristics also identify how consumers

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-19

 Brand personality and liking

 Brand position and leadership

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Brand promise and brand preference

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-22

 A position must be based on a

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-23

 Product differentiation focuses attention to product

 Competitive advantage is found where:

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-24

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 7-25

• Superiority position • Benefit position

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Although advertising shapes the position, the

 The role of the brand communication strategy is to

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall