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Power Branding & Strategic Communication ForumBRAND RECOGNITION22 July 2010
HKLM GROUP
Building B 4 Kikuyu Road SunninghillPrivate Bag X100 Sunninghill 2157 Johannesburg South AfricaTelephone +27 (0)11 461 6600Facsimile +27 (0)11 461 6606www.hklmgroup.com
IDEAS DELIVERED CAPE TOWN DUBAI JOHANNESBURG LAGOS NAIROBI
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What is the very first thing you recognised?
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XX
XX
Memory & recognition are powerful mechanisms at the core of the human mind
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They form the brain’s filing system
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And they define each person’s own reality
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What does this mean for brands?
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Case study: brands that haven’t achieve awareness or recognition
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?
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Rather obviously, you can’t like what you don’t know
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Nor can you respect, adore, admire, worship, revere, appreciate, love, aspire to, advocate, enjoy, want or buy what you don’t know
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There are many differing schools of thought in marketing, but achieving awareness is an undisputable necessary first step for any brand
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When someone recognises a brand, their perceptions of that brand are recalledeither explicitly (consciously) or implicitly (sub-consciously). The brand’s baggage, good and bad, are instantly present. They will affect how the person then interacts with the brand and the baggage in return will also be updated
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If brands are based on perception(each person’s own understanding of a brand is all that matters to that person),
and recognition plays a key part in shaping perceptions, then recognition is on the front line of brand building
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Do you recognise this soft drink brand?
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If you didn’t consciously get it on the first slide, then you were most likely thinking Coca-Cola subconsciously
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+ soft drink = Coca-Cola
Coca-Cola is possibly the most recognisable brand in the world
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But.. it has been around for 124 years and they sell 1.3bn drinks daily, across 200 countries
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How do awareness, memory and recognition work?
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HKLM Johannesburg. MD Report
Technically... The Hippocampus, Amygdala and Striatum are responsible for our memory. Visual memory belongs to the right temporal lobe. Verbal memory belongs to the left temporal lobe. The hippocampus is essential for the laying down of new memories, but over time some changes are also made in the association regions of the neocortex.**various sources (please don’t quote us)
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Practically…In the mind a brand or idea can be thought of as a file or vessel
name name
name
name
name
name
name
name
name
name
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Which holds and references associated perceptions
namename
Associated perceptions
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Which holds and references associated perceptions
Visual associations
Associated sounds, smells, tastesPast associations Associated experiencesAssociated messages
Associated emotions
Perceived value
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Perceptions are dynamic,so the files are constantly updated during people’s lives, both consciously but mostly sub consciously
Visual associations
Associated sounds, smells, tastesPast associations Associated experiences
Associated messages
Associated emotions
Perceived value
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Measuring brand recognition
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HKLM Johannesburg. MD Report
Measuring brand recognition means measuring people's perceptions. It’s a subjective art
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HKLM Johannesburg. MD Report
How far can your brand be stripped down and still be recognised?
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HKLM Johannesburg. MD Report
How far can your brand be stripped down and still be recognised?
?
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HKLM Johannesburg. MD ReportFerrari recently pulled a controversial barcode design from their F1 cars…
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HKLM Johannesburg. MD Report
More recognisable brands require fewer triggers
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HKLM Johannesburg. MD Report
+ soft drink = Coca-Cola
But does
soft drink = Coca-Cola
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HKLM Johannesburg. MD Report
Category championOwning or being synonymous with its category means that every time a category is referred to the brand gets recognition. The category can even be named after the brand
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HKLM Johannesburg. MD Report
it
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HKLM Johannesburg. MD Report
Idea championSimilarly, brands can also own ideas, words or related themes that afford them further recognition
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HKLM Johannesburg. MD Report
Connecting.
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HKLM Johannesburg. MD Report
Just.
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How to achieve strong brand recognition
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HKLM Johannesburg. MD Report
If awareness is simply knowing something then recognition is knowing it again
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HKLM Johannesburg. MD Report
If awareness is simply knowing something then recognition is knowing it again and again and again
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HKLM Johannesburg. MD Report
Strengthening associations is like going to gym A mind is a complex store of images, sounds and ideas, all linked. The links, like muscles being exercised, are strengthened by repetition. The more the path of association is used the stronger it gets, making it easier to use in future (not making this up)
Funny
Tasty
Healthy
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HKLM Johannesburg. MD Report
It takes time and effort to create strong brand recognition with few shortcuts and no silver bullet
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HKLM Johannesburg. MD Report
Here are some of the tried and tested methods
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HKLM Johannesburg. MD Report
X
Hello
Awareness is the first step Moving into the light
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HKLM Johannesburg. MD Report
Creating awareness is like opening a new fileIt’s a handshake, a beginning where something gets brought into existence and given a name and reference point that binds all the relevant associations from there
*
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Context can make all the difference
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HKLM Johannesburg. MD Report
To make the file instantly usable
Give it context and strong meaning right from the start allow the person opening the file to file it under something (and we don’t mean under “bank” or “tomato soup” but rather “the friendly kind of bank where they will treat me well” or “the clinical kind of bank where they give me better financial returns”)
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HKLM Johannesburg. MD Report
This means positioningFinding your own space
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HKLM Johannesburg. MD Report
PremiumHealthyResponsibleSustainableGuilt free shopping?
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HKLM Johannesburg. MD Report
Segmenting your audience allows you to know who they are, what they want, where you can find them and how best to reach them
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HKLM Johannesburg. MD Report
Brand architecture
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HKLM Johannesburg. MD Report
Brand architectureA monolithic brand architecture allows the same brand to be encountered again and again, building stronger recognition
6 series3 series 5 series 7 series X 1 X 3 X 5
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HKLM Johannesburg. MD Report
Stickiness helpsSticky brands and communications are the ones that are hard to forget. People love to encounter and share beautifully crafted and presented brands. Funny, relevant and engaging communication drive momentum of interactions and recognition
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
Cross-pollinateBridge senses, themes and ideas to create rich images of your brand that can be recognised through endless combinations
Colour shape
+ =Portuguese
JingletoyJingle PC
Zebra finance+ =
Exhaustsound
leather Coffee smell
+ =
+ =
+ =
+ =
©
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HKLM Johannesburg. MD Report
Take a closer smellSmell is said to be the strongest sense for triggering memory. Martin Lindstrom, author of Brand Sense, says that 75% of all the emotions we generate every day are due to what we smell – not see. That’s why estate agents bake vanilla in the oven when trying to sell a house – it makes you feel like you are back in Grandma’s kitchen
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HKLM Johannesburg. MD Report
RepetitionRepetitionRepetitionRepetitionRepetition Why do we all know how these stories end:• Today, tomorrow… • The kiss of the saaz… • Your two year guarantee… • Let your fingers do the…Because we’ve been exposed to them again and again. Repetition can be brutal, but it’s necessary for recognition
RepetitionRepetitionRepetitionRepetitionRepetition
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HKLM Johannesburg. MD Report
Facilitate indirect communicationBe remarkable – literally. If your brand is deemed worthy of the audiences attention they are more likely to share your story. Impartial references get through a lot of the filters that direct communications don’t
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HKLM Johannesburg. MD Report
Lady Gaga: certifiably remarkable
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Building recognition online
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HKLM Johannesburg. MD Report
Bombarded by scams and countless brands looking to cheaply reach the world,
people move faster in the digital realm and where you usually get a few seconds to make an impact, online you get less. Its not the best place to meet
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HKLM Johannesburg. MD Report
It’s a good place to answer questionsMany people go online in search of information. This is a key opportunity for brands to build deeper brand information and context that lead to better recognition
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HKLM Johannesburg. MD Report
Self propelled communicationThe internet is a great medium for indirect communication. People talking about your brand builds strong recognition but they don't want to talk about their butter. They share messages and engage when there is value in it for them “Jo, you’ll love this video, its hysterical”“I’ve always wondered about this”“Check out this deal!!”
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HKLM Johannesburg. MD Report
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Converting recognition to loyalty
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HKLM Johannesburg. MD Report
X
Moving from implicit to explicit memory from back of mind to being consciously chosen
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HKLM Johannesburg. MD Report
Build enough relevance to reach engagement tipping pointEach person will weigh up if your brand offers them enough to be worthy of trial. Your brand must respond to their reality and make itself relevant – see segmentation
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HKLM Johannesburg. MD Report
This is where fuzzy marketing becomes clear business, where someone departs with their hard earned money. Interaction > transaction
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Once your brand has been trialed, its about delivering on promise and doing it consistently
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
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HKLM Johannesburg. MD Report
Thank you