Download PLANNING AND MAINTAINING STRONG BRANDS THROUGH

MINDSET PLANNING AND
MAINTAINING STRONG
BRANDS THROUGH
INSIGHTFUL RESEARCH
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1.  What is a brand?
2.  Why is branding important?
3.  What is the brand planning process?
4.  Why choose Mindset?
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1.  WHAT IS A BRAND?
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More than a product. • 
It is like a living organism with a life cycle including a
birth, adolescence, maturity and old age. It can be
healthy or sick. Unlike us, the clock can be turned
back and it can be rejuvenated.
• 
A brand has a soul and a personality.
• 
It can give meaning and identity to its user. So its
benefits can be both functional and psychological. MINDSET
My Personal Brandscape
Westclox
Irish Spring Finesse
Crest
Nike
Listerine
Braun
Old
Spice
Rolex
Globe & Mail
Gap
Levis
Maxwell House
Quaker Oats
Bic
Dole
Yahoo
Macintosh
Tropicana
Subaru
Sunoco
Clarica
Pizza Hut
Pepsi
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THE MEDIUM IS THE MESSAGE
Marshall McLuhan
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THE MIND IS A MEDIUM
Product
Brand
•  View of self
•  Understanding
•  Functional Needs
•  Values
•  Beliefs
•  Experience
•  Imagination
•  Image Needs
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AND SO IS THE HEART
Product
Brand
•  View of self
•  Aesthetic
•  Feelings
•  Experience
•  Trust
•  Loyalty
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A PRODUCT BECOMES A BRAND IN THE MIND
AND HEART OF THE CONSUMER
Product
•  Thoughts
•  Feelings
•  Possession
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BRAND ANATOMY
IMAGE
FUNCTION
PERSONALITY
SOUL
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SOUL
The unalterable essence of the
brand that incorporates the values
of the organization.
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PERSONALITY
The brand character in human terms.
e.g. innovative, caring, stylish, modern etc.
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FUNCTIONAL
ATTRIBUTES
The product/service, technology,
performance etc. MINDSET
IMAGE
ATTRIBUTES
The images that people store in
their minds and create feelings
towards the brand.
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Oil company #1
Oil company #2
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VALUE PROPOSITION
FUNCTIONAL
BENEFITS
EMOTIONAL
BENEFITS
SELFEXPRESSIVE
BENEFITS
VALUE
RELATIVE
PRICE
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2. WHY IS STRONG BRANDING IMPORTANT?
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“The brand franchise is the
company’s essential link with
customers, the life-blood of the
business. The brand’s
personality reflects the
company’s culture and heritage.
Like the flag of a nation, the
brand unfurls evoking emotion
and past associations.”
David N.
Martin
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•  Your brand may be your most valuable asset •  A brand is a short-cut to consumer understanding
•  It creates loyalty through direct relationship with the consumer
•  It protects against competitive activity
•  It can make you famous
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HOW ARE STRONG BRANDS CREATED?
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•  No magic formula
•  Strong brands are rarely created overnight – a long-term investment is required – but they can be destroyed very quickly
•  All the elements of a successful brand work synergistically, although one insight may provide the magic ingredient
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INSIGHT
“Insight allows you to see beyond the
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present. Suppose you had a way of
knowing everything that was going to
happen over the next ten years. That
information would not only make you
wise; it would also make you successful
and wealthy. Yet it is your insight into
people that gives you the ability to
predict! the future.”
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!Mark McCormack,
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Getting an insight is not just the result
of analysis but involves intuition –
seeing through the eye.
“They ever shall believe a lie who
see with not through the eye.” William Blake
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AN INSIGHT IS CREATIVE
“It took me 60 years to see
again as a child.” !
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!Picasso
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3. WHAT IS THE BRAND PLANNING PROCESS?
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THE
QUESTIONING
ATTITUDE
"Creativity and progress depend upon asking the
right question at the right time. When the question
is relevant and at the right level, the path to the
answer is often fairly obvious."
Roger Schank
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THE BRAND PLANNING WHEEL
WHERE ARE WE?
ARE WE
GETTING
THERE?
THE
WHY ARE
WE THERE?
QUESTIONING
ATTITUDE
HOW DO WE
GET THERE?
WHERE COULD
WE BE?
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WHERE ARE WE?
Kitchen Table session
Involve up to 8 key decision makers
Examination of the values of the
company and how they impact the
brand with its various targets inside and
outside the company
Rearticulation of the company’s mission
statement and how it informs the brand
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WHERE ARE WE?
•  What is the brand’s position now?
•  What are its strengths and weaknesses?
•  What are its functional components?
•  What are its image components?
•  What is its stage in the life cycle?
•  What is the brand’s prime motivator?
•  What is the brand’s functional discriminator?
•  What positions do its competitors occupy?
•  What are their strengths and weaknesses?
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WHY ARE
WE THERE?
Identification of any gaps in information
Is any new research needed?
Qualitative Quantitative
•  What are the most important factors?
•  What are the underlying causes?
•  What is the brand’s personality?
•  Contemporary or old-fashioned image?
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WHY ARE
WE THERE?
•  Does the brand live up to its promise?
•  Has a competitor repositioned our brand to his advantage?
•  What do our various targets think?
•  What do non-users and lapsed users think of the brand?
•  Has the market moved on to some new fashion, fad or fancy?
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WHERE COULD
WE BE?
Synectics session
Involve up to 14 key ideas people in a
free flowing ideation session
Task: to generate a number of strategic
scenarios that will take the brand
forward
1.  Divergent thinking
2.  Convergent thinking
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WHERE COULD
WE BE?
Steps coming out of Synectics 1.  Develop strategic scenarios to
testable form – words and pictures
2.  Test concepts in qualitative research
3.  Refine concepts based on research
findings
4.  Final quantitative evaluation of
concepts
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HOW DO WE
GET THERE?
1. Write new/revised brand strategy
Brand as:
•  Product
•  Organization
•  Personality
•  Symbol
•  Target group(s) characteristics
•  Value proposition
•  Brand positioning
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HOW DO WE
GET THERE?
2. Develop advertising/
communications strategy
•  Role, goals, objectives
•  Target group(s)
•  Insight – brand/target relationship
•  Benefit, promise, support
•  Shout from the mountain
•  Tone and manner
•  Desired consumer response
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HOW DO WE
GET THERE?
3. Brief Ad Agency
Review: •  Research •  Brand strategy
•  Advertising/communications strategy
•  Be available for tissue sessions
•  Creative development research
4. Advertising launch
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ARE WE
GETTING THERE?
1.  Brand auditing
•  Awareness – unaided and aided
•  Image
•  Positioning
•  Brand personality
•  Loyalty
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ARE WE
GETTING THERE?
2. Advertising tracking
• On-line
•  Target group demographics
•  Awareness – unaided and aided
•  Advertising themes
•  Brand link
•  Media usage
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WHERE ARE WE?
Back to the beginning and start again
Ongoing strategic analysis
•  Brand strategy
•  Advertising strategy
•  Advertising executions
Kitchen table sessions
•  New opportunities in the market
•  Ideas to enhance the brand
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SUMMARY OF BRAND PLANNING PROCESS
WHERE ARE WE?
WHERE COULD WE BE?
• Kitchen Table session.
• Synectics session.
• Brand Mapping and Equity analysis.
• Develop strategic scenarios.
• Test concepts qualitatively.
• Refine concepts.
WHY ARE WE THERE?
• Identify information gaps.
• Conduct new qualitative and/or quantitative research.
• Final qualitative evaluation of concepts.
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SUMMARY OF BRAND PLANNING PROCESS
HOW DO WE GET THERE?
ARE WE GETTING THERE?
•  Write new/revised brand strategy.
• Brand audit and advertising tracking.
•  Create and produce advertising.
•  Launch advertising.
Back to the
beginning
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Why choose Mindset?
•  Our skills and experience.
•  The process: analysis + intuition.
•  Focus and objectivity.
•  Track record.
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