BRAND

AUTOMATION 5.0THE RISE OF LOGIC

LET’S TALK

BRANDSA 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

satisfaction

Brand

proposition

WHAT ON EARTH IS LOGIC?

LEFT BRAIN FUNCTIONS

-uses logic

-detail oriented

-facts rule

-words and language

-present and past

-math and science

-can comprehend

-knowing

-acknowledges

-order/pattern perception

-knows object name

-reality based

-forms strategies

-practical

-safe

RIGHT BRAIN FUNCTIONS

uses feeling-

"big picture" oriented-

imagination rules-

symbols and images-

present and future-

philosophy & religion-

can "get it" (i.e. meaning)-

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

nerdy

figures

thought process

information

analysis

Personality

attitude

marketingbrief

talk

objective

projections

research

figures

thought process

information

maps

personality

attitude

marketing brief

talk

objective

projections

…the whole is greater than the sum of its parts.

LOGIC

charts analysis

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 LogicThe Inverted Pyramid

What?

Brand ideaBrand Promise

Core Brand DNA

What?what’s competition

done/doing?

what are we set to

change/achieve?

what are we

offering?

what is the

trend/culture?

what’s the competitive

environment like?

what’s our SWOT?

what’s our channel of

communication?

what is the

problem?

what’s the brief?

Who?Brand

identity/character/personality

Brand Story

Who?

who are we?

who are we

talking to?

who are we

competing with?

who are they

talking/listening to?

When?Brand HourglassBrand Muscle

When?when does the

person/target/prospect

need it the most?

when are we

best/better at it?

Where?

Brand Pedigree

Brand Presence

Brand Heritage

Where?

where can competition be

found?

where can we be

found?

where can the

consumer/prospect be

found?

where are we/our

materials from?

(Timeline)

Why?

Brand Essence (Collaboration) Brand Motivation

Why?

why is the consumer so

important?

why do we do what

we do?

why is ours different from

others’

why should the

target believe us?

(RTB)

How?

Brand Roadmap

Brand M.A.P.S

Brand OS

Brand Program

How?

how are we packaging?

how are we

launching?

how are we activating?

how are we selling?

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

promotionplace

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

TARGET

AUDIENCE

COMPETITIVE

ENVIRONMENTTHE BRAND

BIG

IDEA

the core of every strategy tool

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!