aid

May, 2005

laidl

Ask yourselves…

Do you feel safe with your Communication Approach?

Do you feel safe with your Communication Approach?

Is your positioning based on

knowledge of the consumer?

Is your positioning based on

knowledge of the consumer?

Ask yourselves…

Do you really know what yourconsumer

is thinking of your brand?

Do you really know what yourconsumer

is thinking of your brand?

Are you certain that your

messages reach the right

consumer?

Are you certain that your

messages reach the right

consumer?

What do we really do?

Most of the times, we answer these questions

and formulate our communication

approach and messages based on personal

assumptions that we haven’t tested and do not really know if they

are correct

FULFILL has developed a comprehensive scientific

tool to support the client in better understanding its

market and consumers’ needs vis-à-vis the

strategic creation, planning and implementation of

the communication approach

How can we aid?

AIDING YOU to answer the 6ws…

What to say?

When to say it?

Where to say it?

In what way to say it?

To whom to say it?

What Fullaid is all about?

What Fullaid is all about?

TARGET AUDIENC

E: Defining

MARKET: Examinin

g

BRAND: Identifying the image (values,

strengths & weaknesses)

A SCIENTIFIC TOOL TO PROVIDE CONSULTANCY REGARDING

THE FORMULATION OF THE COMMUNICATION

+

++

PRODUCT:Analysing its value & the competition

During the early stages of positioning & creative

development

Before the launch of any strategic communication

At any critical point of our communication lifestage

When Fullaid is used?

A. DESK RESEARCH

B. QUALITATIVE MARKET RESEARCH

+

The tool per se –The components

C. SEMIOTIC ANALYSIS

+

The analysis will be based primarily on the following two key axes:

BRAND-COMMUNICATION

VALUE FIT

MOVEMENT OF THE BRAND

To what extent does the new proposed

communication is in line with what the brand has done so far?,

Is there coherence with the value territory

that the brand currently covers?

What is the overall effect of the new communication

for the brand?Towards which value territories

is the brand moved / elevated?Is the overall

value balance sheet positive or negative?

Frame of analysis

A. DESK RESEARCH

Desk Research

Statistical Analysis

from proprietary

or published sources

Accurate identification of

target audience & relevant

attitudes & usages

B. QUALITATIVE RESEARCH

Methodology Rationale

The qualitative procedure will enable us to obtain a deeper

understanding of what lies beneath

the surface…

Methodology Rationale

…gaining an in depth feeling on how consumers

react towards the brand and what

they think about it

The Methodology

The focus groups or in depth interviews (according to the

client’s needs) allow group dynamics to evolve

in such a manner that would simulate a ‘real life’

condition via interaction among participants

Consumers

of the brand & competition

The sample

Exposure to the new advertising to gain spontaneous reactionsHistory of relationship with the product & brand/ attitudesIn depth investigation of the advertising approach

Appeal created by the new advertising Balance sheet of negative and positive elements Degree of differentiation in relation to competition Degree of content comprehension Credibility of communicated messages Degree of connection / relevance to the category Degree of connection / relevance to the brand/corporate brand Brand as seen through the new approaches Functions performed for the brand Self-relevance and motivation created by the new approaches

Approach vis-à-vis competition

Suggested areas of investigation

C. SEMIOTICS

“Semiotics is defined as

the study of all the

comunicational systems

through which culture is

produced”

Semiotics

For our purposes, as text we deem

the congregation of signs that have

been created and connected with the

conventions that relate with the

genre, or more specifically with the

medium of communication.

The origins of the method can be traced down to

linguistics and analysis of literature and cultural

items and creations. As a method, it should be

considered as a systematic approach for the

examination of any given text material.

Semiotics

As such, Semiotics

offer systematic, comprehensible and coherent analysis of the

communicational phenomena in their interconnected entirety,

as a whole

deal with the bringing into surface of the social aspect of

sense

- sense has semantic value that is produced and manifested

by common cultural codes

examines, hidden not always apparent at first glance,

referential meanings and associations, typically not

consciously recognized by message consumers (but still

very much important)

Semiotics

Semiotics is a scientific tool that offers:

The systematic analysis and decoding of the structure of

any given message – purposeful or not

Evaluation of the functions of the message, that define and

govern the the intake mechanism by the end recipient of

the message / the consumer

Revelation of the strong and weak points of

communication

Semiotics

Is conducted by a communication specialist /

semiologist

Does not take into account the views and opinions of

consumers themselves, but rather uses stable and

independent points of reference the function of

which has been agreed upon

Has as an object of analysis the communication of

brands and the outside world, be that advertising,

packaging or any sensorial input from the part of

brands to consumers

Semiotics

Semiotic AnalysisIn depth analysis of the reasons / mechanisms that cause the reactions of the consumer to any given message – even despite their own conscious understanding

Consumer Research

In depth, quantifiable

understanding of the behaviour

and reactions of the consumer

to the messages

Semiotic Analysis & Consumer Research

Their combination and co-operation guarantees continuous, multi-faceted control

Risk from the part of the client is minimised

Semiotics & Qual Research

THE RESULTS

Threshold Branding“The sign above the door”

Functional Branding“Design, products & services”

Image Branding“External Communication”

Experience Branding

“Brand as an experience”

Tim

e/D

ifficu

lty

We exist

We produce, we offer

We are, we make you feel

We have a universe of our own and we invite you in

Providing an enticing experiential universe….

Desired effects for the brand

RandomExperience

Inconsistent Unintentional

PredictableExperience

Consistent Intentional Not differentiated Not valuable

BrandedExperience

Consistent Intentional Differentiated Valuable

ProfitableGrowth

The Goal

…by controlling every aspect of the Branded Experience….

Branded experience drives growth

emotions

textures

Sounds & music

dispositions

images

rythmsαισθητική

typography

Logos

colours

προδιαθέσεις

Ideas & Ideas & thoughtsthoughts

expressions

character

intuitionsmemories

agonies

tastestastes

Moments in time

dreamsdreams

visionsvisions

motivessmellssmells

Some Aspects of a Branded Experience

facesfaces