my friend brand building dynamic brands for the digital age

MY FRIEND BRANDBUILDING DYNAMIC BRANDS FOR THE DIGITAL AGE.A branding workshop enabling students and participants to

understand branding fundamentals and to build a dynamic brand

for the digital age.

Created by The Main, a strategy consulting firm for digital

marketing based in Hamburg, Germany.

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WELCOME !

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Hannes Ley

‣ Kaospilot

‣ Ex-Planner / Creative Strategist

‣ Communications & Digital Strategist

‣ Workshop Designer & Moderator

‣ Change Maker

‣ Corporate Consultant

‣ Founder & Executive Partner of THE MAIN

‣ Speaker & Facilitator at Hyper Island, Good

School, Kaospilots

HANNES LEY

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Valeria

‣ 26 years old

‣ Digital Strategist

‣ Works for The Main since 2012

‣ Before: Media & communication studies &

various internships

‣ Tasks at The Main:

‣ Integrated & digital communication strategies –

e.g. smart, VWN, Bosch

‣ Workshops & presentations – e.g. digital

business modelling, digital communications

planning, social media

VALERIA KULIGK

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OUR WORKSHOP FOCUS:

1.WHAT IS A BRAND?2.HOW DO YOU BUILD BRANDS?3.HOW DO YOU PLAN BRAND COMMUNICATION?

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AFTER THIS WORKSHOP, YOU WILL KNOW...

1.WHAT A DYNAMIC BRAND IS,2.HOW TO BUILD A DYNAMIC BRAND3.AND HOW TO COMMUNICATE IT.

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Agenda Day 1

9:40 Keynote: What is a brand?

10:10 Exercise: Exploring Brands

10:55 15 Min. Break

11:10 Keynote: Building dynamic brands for the digital age.

12:00 60 Min. Lunch Break

13:00 Exercises: Product Idea

13:55 Exercise: Target Group

14:30 Exercise: Brand Modelling

15:15 Short Break (10 Mins)

16:10 Exercise: Brand Positioning & Brand Identity

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http://pinterest.com/myfriendbrand/

Team Spirit

Visionary but realistic

be on time

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be respectful

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Participate to profit

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Red bull stratos: more than 50 Million total views on youtube only

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what is a brand?

„Products are made in the factory, but

brands are created in the mind.“ (Walter Landor)

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BRAND MESSAGE / CLAIM

What does brand X promise?

BRAND PERSONALITY

What characteristic traits does Brand X bear?

In which way is brand X talking to me – and to all other touchpoints?

BRAND NAME & IMAGE

What is the name of the brand?

What does brand X look like?

BRAND PERFORMANCE

What does Brand X do for me?

Can brand X keep the promises that it makes?

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CUSTOMER /

MARKET

BRAND

COMPANYCOMMERCE

&SUPPLIER

Politics / Lobby

Media / The Public / Opinion Leader

Fina

nce

Sec

tor

Source copy: Linxweiler R., Siegle, A., Marke und Markenführung, aus: Theobald, E., Haisch, Ph. T. (2011), Brand Evolution, p. 57

forces influencing a brand

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VS.

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GROUP EXERCISE #1

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KAOSPILOTS – My friend BrandEXERCISE #1: EXPLORING BRANDS – 20 MIN.

________________________________________________________________________________________________________________________________________________________________________________________

WHY DID YOU CHOOSE THIS BRAND? WHAT

MAKES IT SPECIAL COMPARED TO OTHERS?

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

WHO DOES THE BRAND ADDRESS?

1. ______________________

2. ______________________

3. ______________________

FIND 3 ADJECTIVES THAT DESCRIBE THE BRAND.

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

HOW DOES THE BRAND MEET THE DEMANDS OF TODAY‘S WORLD?

BRAND NAME: BRAND

2 4 5

3

1

15 Minutes break

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Today‘s World

BÄÄÄÄÄÄÄÄÄÄM!

BUCKLE UP! CHANGES ARE HAPPENING FAST.

„Change will never be as slow as it is today.“

INFORMATION OVERLOAD

a lot to choose from

more than 6.000 commercial messages a person gets confronted with daily

more than 12.000 out-of-home advertising panels in Berlin create over 18 Mill Ad contacts

Digital media boosts complexity additionally

everywhere & anytime

use of mobile devices has doubled last year (41% of all onliners).

an average domestic home contains about 5.3 web-enabled devices

90% of our daily media consumption is screen-related

customers are influenced by an army of sources

the crux: limited space of reception

and: customers choose what they want to receive

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implications for a Brand

know your customers. understand their world.

Stay in touch with them.let them speak!

deliver curation

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stay flexible & Responsive

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become your customer‘s friend & lovebrand

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a modern brand

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The Value exchange mediator

AGENCIES WILL BECOME MEDIATORS BETWEEN A BRAND AND CONSUMERS.

“A firm that blends strategy, creative, technology, media, and data offerings to connect brands and their audiences in ways that balance satisfying

customer needs against achieving business goals.”

BRAND CUSTOMER

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Value exchange

11

22

33

44

55

The business objectives

The value for the people

The value for the brand

The solution

The success metrics

66The category landscape

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digital business. nike is pushing ist digitalization on all levels.

nike digital sports. 200 masterminds, designer, engineers and marketeers develop new digital services.

eye to eye with the consumer. with social media inhouse.

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less classic, more digital communication. and even more conversion.

$800 Millionen

600

400

200

0

NEUE MEDIENDIRECT MARKETING, INTERNET PAID SEARCH, SOCIAL MEDIA ...

KLASSISCHE MEDIEN TV, PRINT, RADIO ...

2000 2005 2010

2011$113

2010$771

15

10

5

0

$20 Milliarden

NIKE UMSATZ + GEWINN

2001 2005 ´11

UMSATZ:$20.9

NETTOGEWINN:$2.1

NIKE U.S. WERBESPENDINGS

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nike is A Master brain in forecasting trends

QUANTIFIED SELF

WEARABLE DEVICES

2006 2010 2013

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the fuelband is part of nike‘s continuous enhancements.

Magneto sunglasses NIKE+ Website NIKE+ iPod Sport Kit

NIKE+ Sportband Fitbit Classic Jawbone UP

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Magneto Sonnenbrill

e

NIKE+ Website & iPod Sport

Kit

NIKE DIGITAL SPORT

NIKE+ Fuelban

d

1994 2006

20102008

2012

NIKE+ Sportband

NIKE WEARABLE devices.

there‘s an app for this...a global community with more than 18 Mill. members

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„We‘ve now created an entire [Digital] ecosystem of services that complement the product.“ (Stefan olander, vice president nike digital sport)

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our trainee julian Sees it this way:

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with the fuelband nike isn‘t focussing on generating more conversion, but to build up a sustainable relationship to their customers.

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• XBOX GAME (2012)• WORKOUT TRAINING• ACTIVITY TRACKING • NIKE+ INTEGRATION

• SENSOR & APP (2012)• BASKETBALL TRAINING• PERFORMANCE TRACKING• NIKE+ INTEGRATION

• MOBILE APP (2012)• WORKOUT TRAINING• PERFORMANCE TRACKING• NIKE+ INTEGRATION

and the idea is growing.

lunch break

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GROUPEXERCISE

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KAOSPILOTS – My friend BrandEXERCISE: FINDING A PRODUCT IDEA – 40 MIN.

__________________________________

______________________________________

______________________________________

______________________________________

______________________________________

_____________________

__

♯__________ __________ ♯

♯__________ __________ ♯

TWEET & HASHTAGS4

PRODUCT RANGE1

INFLUENCING TRENDS

______________

PRODUCT RANGE

CULTURAL TRENDS

___________

TECHNOLOGICAL TRENDS

CONSUMERTRENDS

___________

KEY INSIGHT3

2

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GROUPEXERCISE

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positioning matrix

expensivelow price

full service

specialized

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Chanel

Classic

Elitist

Abundant

Arranged

Soft

Modernity

Prestige

Understatement

Eccentricity

Sensuality

Vanguard

Common

Discreet

Natural

Sovereign

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Bulgari

Classic

Elitist

Abundant

Arranged

Soft

Vanguard

Common

Discreet

Natural

Sovereign

Modernity

Prestige

Understatement

Eccentricity

Sensuality

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positioning statement.

Written description of the objectives of a positioning strategy.

It states how the firm defines its business or how a brand

distinguishes itself, how the customers will benefit from its

features, and how these benefits or aspects will be

communicated to the indended audience.

WHO DOES WHAT FOR WHOM?

Business Dictionary (2014). http://www.businessdictionary.com/definition/positioning-statement.html (10.3.2014)

http://www.businessdictionary.com/definition/positioning-statement.html

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KAOSPILOTS – My friend BrandEXERCISE: BRAND POSITIONING – 30 MIN.

________________________________________

________________________________________________________________

______

POSITIONING STATEMENT2

BRAND POSITIONING1

_________________

_________________

___________________

_________________

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GROUPEXERCISE

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Matrix chart: Sinus Milieus

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target group Segmentation

Aspirational Mass-Market

Rising Middle Class

New Money Old Money Beyond Money

• Annual income starting from 55.000 € in developed markets / 18.000 € in growing markets

• City Slicker, common job & background

• 400 Euro per year for luxury goods

• Anual income <110.000 € in developed markets / <35.000 in growing markets

• background: middle-class

• well-paid jobs

• Own capital of minimum 1 Mill $

• Prosperity predominantly from own earnings, investments & job

• Own capital of minimum 1 Mill $

• Millionair‘s heritage in at least second generation

• Partly aristocratic• Consumption of

luxury goods because of their value & lifestyle

• Similar to „Old Money“

• Not interested in status symbols

• discreet luxury as a symbol for being elitist, consumption only for fun / interest

VISUAL VISUAL VISUAL

Stephanie Gräfin von Pfuel,Ambassador aid agency,Married, 6 children

Julia Kaufmann42 years oldJudgeIn a relationship, 1 child

Penelope Winterhager 47 years oldDirector Adv. AgencyIn a relationship, 1 child

Julia Jäkel, 43 years old,Managing Director of publishing houseMarried, 2 children

Katrin Radmacher,Owner of a boutiqueDivorced, 2 children

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Moodboard: Middle-Class

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Moodboard: hip & Intellectual

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Persona

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KAOSPILOTS – My friend BrandEXERCISE: DEFINING THE TARGET GROUP – 30 MIN.

WORK:

EDUCATION:

INCOME:

STATUS:

LIVES IN:

FOLLOWED BY PEOPLE.

_______________________________________________________________________

___

TITLE

PICTURE

TEXT

TITLE

PICTURE

TEXT

___

___

10 Minutes break

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GROUPEXERCISE

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Values, Beliefs & Personality

reasons to believe

Essence / Brand idea

benefitsDiscriminator /

USP

(Consumer) INsight

competitive environment

target

root strengths

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DISCRIMINATOR / USP:Single most compelling reason the consumer chooses a

brand. One brief sentence what gives the brand its competitive edge.

“Only brand X has …”

BENEFITS:(Functional & emotional) benefits that help

consumers solve their problems or improves a situation – the reasons to buy.

Functional benefits: based on a product attribute that provides functional utility to the customer.Emotional benefits: give positive feeling, add richness and depth to the experience of using

brand X

REASONSTO BELIEVE:

The proof that the brand delivers the benefits that it promises and that the benefits are true and credible. Arguments why brand / product

X is the best option for the target group. “I buy brand X because …”

VALUES, BELIEFS & PERSONALITY:The brand values – what the brand stands for and

believes in and / or its personality.

TARGET:Describes the chooser of the brand / the person for which

the brand is always the first choice. Chooser should be defined in terms of attitudes, behaviour and values as well

as socio-economics.

COMPETITIVEENVIRONMENT:

The market & alternative choices as seen by the consumer and the relative brand offers in the market.

The choices available to the consumer with which brand X competes.

(CONSUMER) INSIGHT:That element of all you know about the target consumer and their needs.

Latent needs, purchase motives.

ROOT STRENGTHS:The basic / original attributes and values / benefits that the brand is build on and known for.

ESSENCE /BRAND IDEA:

The destillation of the brand’s genetic code into one clear

thought

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Values & Personality:-honesty-purity-feminity-optimism-innder confidence

Benefits:-won‘t dry my skin like soap can-makes my skin soft and smooth-helps me feel more feminie

Insight:„Soap leaves skin feeling dry and tight“

Reasons to believe:-contains ¼ of moisturizing cream-recommended by doctors / dermatologists-indicts other products with clinical proof-- ensorsed by users

Discriminator / USP:„Dove won‘t dry my skin like

soap can, because it contains of ¼ moisturizing

cream“

Essence:

Restoring feminity

Target:Women (35 – 50) who begin to feel the effects of dry skin and therefore want to care for their skin; women who want to look and feel their personal best

Competitive Environment:-dove bridges soaps & skincare-competes directly with premium soaps such as Lux, Pears, Camay

Root Strengths

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Brand Archetypes.

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Archetype: hero.

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KAOSPILOTS – My friend BrandEXERCISE: BRAND WHEEL – 30 MIN.

BRAND ESSENCE IN 1 SENTENCE

________________________

__________________________

__

BENEFITS

PERSONALITYREPUTATION

DISCRIMINATOR / USPWhat rational & psycho-social benefits does the brand offer?

What personality traits &values does the brand have?

Why do customers buy & believe in the brand?

What makes the brand unique?

1

23

4

5

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GROUPEXERCISE

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LOGO

Visual Identity

branding

colours

layout

typography

useofspace

imagery

BRAND IDENTITY.

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BDAND IDENTITY.

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TONALITY.

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PACKAGING DESIGN.

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ADVERTISING.

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ADVERTISING: STORYTELLING.

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ADVERTISING: smart OFFROAD.

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KAOSPILOTS – My friend BrandEXERCISE #6: BRAND IDENTITY – 30 MIN. INSTRUCTIONS

1. Tomorrow morning you will present your brand to the group. The objective is to present your brand in an original & engaging way. How & what you present is completely up to you

2. Here are some factors to consider:

• What does your brand look like? Think about logo, color code, overall corporate identity etc. • What does your brand say? Think about a claim, it’s own story, etc. • How does your brand communicate? Think about tonality, voice, etc. • How does your brand interact with consumers? Does it throw a party, does it have it’s own online

community, does it offer an additional service, etc.• How would a mood board for your brand look like? • How would an example packaging look like?• How would an example TV / print / radio / banner-ad for your brand look like?

1. Also take a look at the Pinterest toolbox “Brand Identity” for more inspiration. Link: pinterest.com/myfriendbrand/brand-identity

1. Have fun!

http://www.pinterest.com/myfriendbrand/brand-identity/

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See you tomorrow!

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Group presentations

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Agenda Day 2

9:00 Group Presentations: Your Brand

9:30 Keynote: Communications Planning

10:15 Exercise: Consumer Pathway

11:10 15 Min. Break

11:25 Exercise: Key Channels & Activities

12:10 Group Presentations: Your Communications Plan

12:40 Final Wrap Up: Checklist & Feedback Session

13:00 Lunch Break

14:00 Individual Coaching (Open End)

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Communications planning

THE MAIN*Brand Media Strategy – Integrated Communications Planning In The Digital Era | Antony Young

‣ A theoretic model that helps us understand a

consumer‘s buying process. It helps us analyze &

plan a brand‘s communication within a marketing

strategy.

‣ The evolution:

‣ The AIDA MODEL – developed by Elmo Lewis

in 1898.

‣ The MARKETING FUNNEL respects the

issue of consumers searching for information

before purchase.

‣ The NEW MARKETING FUNNEL considers

the feedback loop created by social technologies.

‣ The CONSUMER PATHWAY integrates the

emotional aspects of consumer engagement.

THE CONSUMER PATHWAY

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the Consumer pathway.

AWARENESS

The consumer notices the

brand/product for the 1st time.

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INVOLVEMENT

The consumer feels emotionally engaged to the brand / product.

AWARENESS



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INVOLVEMENTCONSIDERATIO

N


The consumer looks for

information about the

brand/product.

AWARENESS



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NPURCHASE


The consumer purchases the

brand / product.



brand/product.

AWARENESS



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NPURCHASE CONSUMPTION



brand / product.

The consumer uses / consumes

the brand / product.



brand/product.

AWARENESS



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NPURCHASE CONSUMPTION LOYALTY



brand / product.





brand/product.

The consumer stays loyal to the brand / product.

AWARENESS



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NPURCHASE CONSUMPTION LOYALTY ADVOCACY



brand / product.



The consumer recommends the

brand / product to others



brand/product.


AWARENESS



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brand / product.







brand/product.


AWARENESS



LOYALTY LOOP

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AWARENESS INVOLVEMENTCONSIDERATIO


ADVOCACY & INVOLVEMENT LOOP

LOYALTY LOOP

It‘s a linear model, a mental crutch. And it works non-linear in many cases.



brand / product.







brand/product.




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BRANDS HAVE DIFFERENT OBJECTIVES.



ADVOCACY & INVOLVEMENT LOOP

LOYALTY LOOP

Create / increase emotional

engagement.

Offer consumers the best deal.

Offer the best product

experience.

Create occasions to drive recommen-

dations.

Offer relevant information &

consult consumers.

Raise / increase awareness &

reach.

Bond customers & activate repurchase.

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DIFFERENT OBJECTIVES REQUIRE MARKETING MEASURES.AWARENESS INVOLVEMENT

CONSIDERATION

PURCHASE CONSUMPTION LOYALTY ADVOCACY

‣ TV spots

‣ Video Advertising

‣ Branded Entertainment

‣ Gamification

‣ Creative social media campaigns

‣ Social Shopping

‣ Mobile Payment

‣ Couponing

‣ Shopping Experience

‣ Multichannel Retail

‣ Apps

‣ Realtime Customer Service

‣ Social Customer Service

‣ Mobile Services

‣ Video Tutorials

‣ Other Services

‣ Social Plug Ins

‣ Recommendation Marketing

‣ WoM

‣ Online PR

‣ SEM -Keyword Advertising

‣ SEO

‣ Product Reviews

‣ Brand / Content Websites

‣ Blogger Relations

‣ Price Comparison

‣ TV & radio spots

‣ Print Ads

‣ Display Ads

‣ Video Advertising

‣ Online PR / Advertorials

‣ Community Building

‣ Loyalty Programs / Clubs

‣ Bonuses

‣ Retargeting

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WE SEE A DISRUPTION IN THE AD INDUSTRY



95% of Marketing Budget invested.

We are experiencing a dramatic budget shift.

FULL SERVICE & CREATIVE AGENCIES

SOCIAL MEDIA AGENCIES

PR AGENCIES

MEDIA AGENCIES

SOCIAL MEDIA AGENCIES

SEM & ECOMMERCE AGENCIES

PR AGENCIES

CUSTOMER SERVICE AGENCIES

DIRECT TO CONSUMER / INHOUSE MARKETING

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BRANDING Vs. PERFORMANCE

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TWO MARKETING DISCIPLINES

BRANDING

Websites / LandingpagesOnline PR

Display Advertising (Image)Campaigns (Video Content)

Branded Entertainment(Advergames, Soaps, Video

Channels)

PERFORMANCE

SEM / SEOE-Commerce

Display & Affiliate Marketing (Conversion)

Newsletter MarketingTracking

Wikipedia (2014), Performance Marketing, http://de.wikipedia.org/wiki/Performance-Marketing

MeasurableDifficult to measure

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NOW BOTH DISCIPLINES ARE IDEALLY INTEGRATEDAWARENESS INVOLVEMENT

CONSIDERATION

PURCHASE CONSUMPTION LOYALTY ADVOCACY

BRANDINGIMAGE & PUBLICITY

PERFORMANCEMEASUREABLE REACTIONS OR TRANSACTIONS

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BRANDING EXAMPLES

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BRANDED YOUTUBE CHANNEL: Go Pro.

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creative campaign: Edding Wall of fame.

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Performance EXAMPLES

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SEARCH ENGINE MARKETING

Paid keyword ads

Successful SEM-Campaigns are optimized by analyzing users’ search behavior & the performance of individual keywords.

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SEARCH ENGINE OPTIMIZATION.

SEO-optimized content can generate a high number of organic search results & lead to a high visibility.

Number of organic search results

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native advertising: Toyota Hybrid.

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group EXERCISES

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AWARENESS

The consumer notices the brand / product

for the 1st time.

INVOLVEMENT

The consumer feels emotionally engaged

to the brand / product.

CONSIDERATION

The consumer looks for information about the

brand / product & defines a relevant set.

PURCHASE

The consumer buys the brand / product.

CONSUMPTION

The consumer uses / consumes the brand /

product.

LOYALTY


ADVOCACY

The consumer recommends the brand /

product to others

2 43 65 71

KAOSPILOTS – My friend BrandEXERCISE : CONSUMER PATHWAY– 30 MIN.

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CHANNELS CHANNELS CHANNELS CHANNELS CHANNELS CHANNELS CHANNELS

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AWARENESS

Objective: Raise / increase

awareness & reach.

INVOLVEMENT

Obje<<<<<ctive: Create / increase

emotional engagement

CONSIDERATION

Objective: Offer relevant

information & consult consumers.

PURCHASE

Objective: Offer best deal.

CONSUMPTION

Objective:Offer best product

experience.

LOYALTY

Objective: Bond customers & activate repurchase.

ADVOCACY

Objective: Drive recommendations.

2 43 65 71

KAOSPILOTS – My friend BrandEXERCISE: KEY COMMUNICATION MEASURES – 30 MIN.

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MARKETING MEASURES MARKETING MEASURES MARKETING MEASURES MARKETING MEASURES MARKETING MEASURES MARKETING MEASURES MARKETING MEASURES

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Group presentations

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UNFORTUNATELY, MONEY DOESN‘T GROW ON TREES.

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FINAL WRAP UP

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WHAT DID WE DO – a Checklist

✓ Definition of a brand & its’ essentials

✓ Benefits of brands

✓ Challenges & Requirements for a brand in a connected world

✓ Dynamic brands

✓ Target Group

✓ Brand Modeling

✓ Brand Identity

✓ Consumer Pathway

✓ Marketing Disciplines & Communications Planning

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A SHORT FEEDBACK SESSION

‣ What are your thoughts?

‣ What did you like about the workshop?

‣ What did you not like?

‣ Any suggestions for improvement?

‣ ...

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FEEL FREE TO CONTACT US

Hannes

‣Email: [email protected]

‣LinkedIn: linkedin.com/in/hannesley

Valeria

‣Email: [email protected]

‣LinkedIn: Linkedin.com/pub/valeria-kuligk/35/443/a23

‣Follow us on Pinterest: pinterest.com/themain

‣Workshop Pinboard: pinterest.com/myfriendbrand

mailto:[email protected]

http://de.linkedin.com/in/hannesley

mailto:[email protected]

https://www.linkedin.com/pub/valeria-kuligk/35/443/a23

THE MAIN

thank you!

THE MAIN GMBH

Holstentwiete 15D-22763 Hamburg+49 (0) 40 29 81 20 77 [email protected]

my friend brand building dynamic brands for the digital age

Marketing

brand communication

brand modelling15

brand performancewhat

brand evolution

brand address

brand x promise

brand x bear

digital age