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TRANSCRIPT
Insight Innovation eXchange Europe, February 2017
System1 Driven Brand Insights
Christian Ohm, Mazda Motor Europe Head of Consumer & Market Intelligence Europe
Kathrin Posnanski, BrainJuicer Germany Country Director Germany
MAZDA – KEY FACTS
• 5th biggest Japanese car manufacturer with Challenger Brand mentality
• FY2016 Global Performance best ever with 1,534 million vehicles sold, best in 96-year history
• One of Europe‘s fastest growing carmaker with 12% YOY increase to 240.000 vehicles in 2016, outpacing overall market growth
• Fourth-straight year of double-digit growth in Europe
• Fun-to-drive, fuel efficient (Skyactiv Technology) and strikingly beautiful line-up (KODO Design) key to commercial success
MAZDA – PRODUCT LINE-UP
MAZDA – OUR BRAND JOURNEY
PREMIUM
DISTINCTIVE
MAZDA – MOTOR SHOW AND DEALERSHIP
MAZDA – LIFESTYLE EVENTS
MAZDA – LIFESTYLE EVENTS STRONG PRODUCT PERCEPTION
WEAK BRAND PERCEPTION
7
FRAGMENTATION LEADS TO A WEAK BRAND
DEFINITION
OF ONE
VOICE FOR
THE BRAND
This image includes the images that Mazda is not authorized to use. Therefore, copying, reprinting, releasing of the image in an outside company and opening to the public is forbidden as they depart from "the scope of not damaging the interest of the right holder"
CO-CREATION APPROACH
BUILT AROUND OUR TARGET CUSTOMERS
EVERYTHING WE DO NEEDS TO LEAD UP TO THIS
MOMENTS OF TRUTH
It makes me smile as much now as it did when I bought it
“I still love those little moments when you feel that you’re driving”
“It makes me smile as much now as it did when I bought it” “I just love it when
people look at my car and say ‘wow, that’s a Mazda?”
It makes me smile as much now as it did when I bought it
“Mazda is not a cheap Asian car
anymore, it’s premium now”
The oneness and emotional connection achieved when car and driver are in perfect
harmony
MAZDA – MX-5 RF VIDEO
DRIVE TOGETHER: MORE THAN AN AD CAMPAIGN
INSIGHTS FROM OLD TRACKING NOT SUFFICIENT TO STEER BRAND
1. TOO SLOW; REAR VIEW 2. NOT REALLY ACTIONABLE 3. NOT SUFFICIENT COVERAGE
OF FEELINGS & EMOTIONS 4. OUTDATED 5. BORING FOR
RESPONDENTS 6. TOO STATIC; NOT FLEXIBLE 7. PROVIDING MORE
QUESTIONS THAN ANSWERS
1. FAST & ACTIONABLE 2. COVER EMOTIONS RIGHTLY 3. SIMPLIFIED; ENGAGING 4. MODULAR & FLEXIBLE 5. ADAPT LATEST MR
THINKING 6. FORWARD FOCUSED ;
PREDICTIVE 7. STRATEGIC & TACTICAL 8. NEED MORE QUALITATIVE
FEEDBACK
MAZDA & BRAINJUICER | A STRONG PARTNERSHIP
BRAND GROWTH - THE PHILOSOPHY BEHIND
FAME If a brand comes readily
to mind, it must be a good choice
Reflects current
brand share
FEELING If I feel good about a brand, it must be a
good choice
Predicts future brand share
FLUENCY If I recognise a brand quickly, it must be a
good choice
Gives you the toolkit to build brand share
BRAND INSIGHTS - THE BRAINJUICER METHODOLOGY
FAME % of a broad category
sample mentioning the brand in choice context
under time pressure
FEELING
FLUENCY Extent to which a
brand’s assets are felt to be distinctive, under
time pressure (-3seconds)
90 30 50 70
BRAND INSIGHTS - THE BRAINJUICER METHODOLOGY
Not at all famous in this category. Very low market share.
Low levels of fame in the category. Low market share.
Solid, familiar brand to anyone buying the category, but not an obvious choice for many people.
Strong brand with strong share, that most people would be happy using.
A famous brand that is for most people the most obvious choice. High market share.
Glo
bal
Tra
ckin
g N
orm
Bra
nd
P
erf
orm
an
ce
Current
Future
Core Research: Continuous Weekly
Tracking
Fame, Feeling & Fluency
Classical KPIs
Marketing Recognition
IAT (True
Implicit)
Brand Deep Dive
Model Deep Dive
Brand Story-teller
DAT (Distinc-
tive Assets
Cam-paign Post
Testing
MAZDA BRAND INSIGHTS PROGRAM DESIGN
MAZDA – PRODUCT LINE-UP “Things are not difficult to accomplish. What is
difficult is to prepare ourselves to do them”
Constantin Brâncuși
THANK YOU.