building a power brand-duane sprague
DESCRIPTION
This presentation will explain what a brand is, and is not, and what a brand image means to the consumer, and why they prefer strong brands with defined meaning. In addition, the concept of integrated marketing at it pertains to building a strong brand is discussed.TRANSCRIPT
Building a “Power Brand”
By Duane “DJ” Sprague
What is a Brand?
Is a Brand a:
• Logo?
• Word?
• Label?
• Trademark?
• Product?
• Tangible item of any kind?
A Brand is a Compilation of:
• Impressions
• Experiences
• Concepts (metaphors, symbolism, stories)
• That create a:– Position for the brand in the mind– Emotional feeling– Meaning in the mind of the individual or class
of consumers
Example:
• Super 8 Motel vs. Ritz Carlton
• Yamaha vs. Harley Davidson
• Mitsubishi vs. Toyota
• Hawaii vs. Detroit
• Apple Computer vs. PC
• Wal-Mart vs. Target
• Rolex vs. Timex
A Brand Meaning is:
• Created in the mind of the consumer.
• Different from individual to individual.
• Different from group to group.
• Based more on individual brand experience and brand performance than brand advertising.
• Based more on peer perceptions, usage and acceptance than brand advertising.
A Brand is a:
• Concept that elicits an emotion or feeling.
• Cultural icon or sense of time or place.
• Decision making convenience or short-cut.
• Status symbol.
• Group or class identifier.
• Symbolism to expedite communication.
Cultural Icon or Sense of Time or Place (nostalgia)
• Retro Mustang• Thunderbird• P/T Cruiser• Miata• Prowler• Johnny Rockets Dinner• Ed Debevicks Dinner• Sonic Drive-In• Austin Powers
A Brand Can Be a Fluid Concept:
• Cadillac (hot status symbol: grandpas’ car: hot status symbol and performance car).
How do You Create a Brand?
• Position the brand concept, feeling, emotion, message and meaning in the mind using:– Planned media with proper message.– Unplanned media (PR).– Key influencer usage and endorsement (Brand
Advocates). A moving target.– W.O.M.– Buzz, reputation. – Consistent delivery on the “brand promise.”
How do You Create a Brand?
• IMC:– Experience– Packaging– Distribution– Displays– Price point– Service– Consistent advertising message– Repetition of message
What is a “Power Brand?”
• A brand that dominates the product category in terms of TOMA, market share, and consumer preference.
• Can be a local, regional, national or global brand.
• Can be a broad consumer product or a niche product for a narrowly defined market.
Examples of Brands with TOMA and Category Dominance:
• Local: Totally Awesome Computers, R.C. Willey
• Regional: Wells Fargo Bank
• National: GEIKO Insurance, Wal-Mart, Home-Depot
• Global: Coca Cola, Nike, Sony, Toyota
Examples of Power Brands that have extreme loyalty and defined,
emotional meaning:
• Apple Computers• Harley Davidson• Starbucks Coffee• Rolex Watches• Costco• Wal-Mart
How Do You Create a “Power Brand?”
1. Top Of Mind Awareness (TOMA).Own a station, medium, program or daypart.
2. A strong Unique Selling Proposition or competitive advantage (USP)
Guarantee, Free Service for Life
3. An Integrated Marketing Communications strategy (IMC)
Integrated and consistent
Creating a “Power Brand”
2. USP
TV
Radio1. TOMA
Relevant
Memorable
Unique
3. IMCIntegrated
Consistent
Creating a “Power Brand”
Frequency
2. USP
TV
Radio1. TOMA
Intrusive
Relevant
Memorable
Unique
Emotion
Motion
Sound
3. IMCIntegrated
Consistent
Planned
Unplanned
Paid Media
POP/Envir.
Culture
Training
Press Coverage
Packaging
Cust. Exper.
Visuals
Solve Problem
3 X Week
Now & Future Buyer
TV
Radio1. TOMA Intrusive
Sound / Echoic
Slogan Jingle USP
Reasons Why
Proof/Evidence
Herd Theory
Testimonials
Guarantee
Risk Reversal
Sight / Iconic
Emotion
Visual
Copy Support
2. USPRelevant
Memorable
Unique Significant Difference
Important to Consumer
Proof/Evidence
Strong Delivery/Message
Emotion Creative JingleRhyme/Rhythm
3. IMC
Integrated
Consistent
Planned
Unplanned
Paid Media
POP/Environment
Culture
Training
Press Coverage
Packaging
Customer Experience
Mission
Experience
Message
Media
Flavor
Collateral
Location
Promotions
Management Parts
Sales Service
Departments tend to operate as separate companies within a company, with separate objectives, styles, training, marketing, customer experiences, etc.
Wholesale
Retail
New
Used
Sub-Prime
Body Shop
F&I
PrintRadio
TVDirect Mail
Different mediums tend to have different looking and sounding ads, as they are created by different departments within the dealership.
Citadel
Clear Channel
FOX
KJZZ
KUWB
Sub-Prime
Prime
Web
Auto TraderNAC
Point of Purchase
Brand Development
Promotion
A company with multiple and disjointed messages and customer experiences is like an individual with a multiple personality disorder or schizophrenia.
We avoid them because we are uncomfortable around people whose behavior is unpredictable.
Does your company suffer from multiple personality disorder?
The Cure:Commit to a documented
company-wide IMC Strategy
Management Parts
Sales Service
An integrated company works as one to: 1. Give customers a consistent experience across all departments and contact points.
TV & Radio Web
Print Direct Mail
2. Develop a common and consistent advertising message across all mediums.
Planned
Newsletter
Invoices
TV
Radio
Web Site
Sales Collateral
Sales Presentation
POP Displays
Signage
Network Cable
Recorded Live & Remotes
Newspaper Magazines
Outdoor
Brochures
Script
Sell Sheets
Promotions
Integrated/
Interlocked
TPR: Temporary Price Reduction
Demonstration/Sampling
Increased Inventory
Strengthen Dist. Relationships
POP/POS Displays
Premium Gift W/Volume Purchase
Database
Media Exposure/Promo Tags
Shelf Tags
Merchandising (Location)
Radio Remotes
Retail Promotion
Media Buy
Promotions
Integrated/
Interlocked
TPR: Temporary Price Reduction
Demonstration/Sampling
Increased Inventory
Strengthen Dist. Relationships
Premium Gift W/Volume Purchase
Database
Media Exposure/Promo Tags
Promotion
Media Buy
Media Strategy
Demo
Psycho
Geo
Reach Goals Frequency Goals
Mediums/Media Buy
Budget
Media Buy
CPP
CPM
Daypart
Bonus
Fire Sale
Promotion
Overnights
Points Guarantee
Sister Station
Other Considerations
Media/Community Relations
Press Releases
Collaborative Partners
Contests
Competing Media News/Events/Holidays/Consumer Thinking
Self Liquidators
Complementary Media News/Events/Holidays/Consumer Thinking
Competitive Moves
S.W.O.T.
The closer you get to the heart with your positioning, product, message, or medium, the
deeper you get into the consumers wallet
• Jewelry (love, ego, status)• Flowers (love, guilt)• Cars (image, ego, status, safety)• Clothes (image, ego, status)• Hobby (self expression)• Sports (entertainment)• Nostalgia (fond memories of a better time)• Items of particular interest to the individual (near to the
heart)• Cause related marketing (near to the heart)• Kids and family (love, caring, belonging, duty, guilt)
In a Nutshell:
• Be consistent in delivering your:– Message/USP– Frequency– Mediums– Service– Experience– Quality– Positioning– Public and private face
People prefer a company that delivers one or more of the following:
• Predictability (consistency, reliability)
• Easy decisions (clear and obvious benefit or solution)
• Easy terms and conditions
• Convenience
• Time savings
People prefer a company that delivers one or more of the following:
• Value:– the asking price is less than the anticipated
price– Extreme emotional fulfillment, utility, longevity
or reliability even at the highest price– Lowest price for “good enough quality”– Average price for better than average quality– Lower than average price for average quality
People prefer a company that delivers one or more of the following:
• A guarantee of satisfaction
• A warranty of performance
• Ego or emotional gratification
• Savings
• Great service
Example:
• Fast food restaurants
• Franchise businesses
• Well known, popular or familiar companies/names/brands
• Large vs. small companies
• Known vs. unknown companies
• Close vs. distant companies
• Quality products and services
Brand Components
• Brand Awareness• Brand Position• Brand Relations• Brand Image• Brand Differentiation• Brand Strength• Brand Performance• Brand Preference
Brand Components
• Brand Access
• Brand Integrity
• Brand Impact
• Brand Associations
• Brand Dialog
• Brand Culture
Brand Awareness
• TOMA (one of top 3 in un-aided recall for category)
Brand Position
• Where is it on the TOMA ladder
• What niche does it fill in relation to the category (quality leader, price leader, service leader)
Brand Relations
• Press coverage (is there any?)
• Press message (positive or negative)
• Cause related marketing
• Buzz, W.O.M
• Brand advocates (are there any?)
• Key or influential users
Brand Image
• Planned Media/Outside Perception:– Advertising– Web site– Sales collateral– Logo– Slogan– Jingle– Spokesperson– Media used
Brand Differentiation
• USP
• Unique benefits
• Unique qualities
• Unique style
• Unique application
• Unique ingredients
• Unique options
Brand Strength
• Market share
• Loyalty
• Distribution
• History
• TOMA
• USP
Brand Performance
• Inside reality
• Customer experience
• Product quality
• Expectations meet or exceed delivered reality
Brand Preference
• Customer retention/loyalty
• Price elasticity
Brand Access
• Ease of purchase:– Online ordering– Hours of operation– Location– Distribution
Brand Integrity
• IMC
• Consistency
• Stay true to niche, market, image, concept
Brand Impact
• Recency
• Frequency
• Recall
• Quality of marketing message and strategy
Brand Associations
• Metaphor Elicitation Technique
• What images, feelings, emotions or products do people associate you with?
Brand Dialog
• How do people provide:– Comments– Feedback– Ideas– Suggestions– Complaints
Brand Dialog
• How easy is it to provide feedback?
• Who monitors it?
• What communications vehicles are available?
• What messages are sent back, by whom, and when?
Brand Culture
• Management style and philosophy• Type of employees hired• Training• Do the company people relate to the
customers?• Do the customers relate to the company
people?• Do the company people have a passion
about the brand?
General Population Non-ITM
Market Growth Requires:
• Brand Building Strategy
• Frequency
• USP
• Echoic/intrusive impact
Creates:
• TOMA
• Brand preference
• Long-term growth
Everyone is in one state or the other, and they move back and forth.
A branding campaign on TV or radio makes the price and product ads work better
The “Now Buyer” ITM
Sales Require:
• Motivator that stimulates embedded thought or memory
Creates:
• Immediate results
Requires:
• Price & product
• Call to action
• Promotion
Published by the Magnus Business School, Le Magnus University
© 2005. Le Magnus University Press.
ISBN: 81-89333-01-1
www.lemagnus.org
Email: [email protected]
Chapter 8: “Integrated Marketing Communication—Your Competitive Advantage” written by Duane Sprague