Brand scan : A tool for unlocking the full potential of your brand

The Strategy Support Function

• Brand Scan is a tool developed me for IMPACT/BBDO designed to help construct winning brand equities

•  It is a rigorous and systematic process that ensures creative inspiration in advertising development is drawn from a clearly defined and potent brand DNA


The Brand Scan Process / Architecture 5 Primary Steps

Assessing the brand’s current situation and future prospects

Developing the Brand Promise

Building the Brand

Architecture

Brand & Communication Strategy

Building Brand Advantage


The Marketing Insights behind the Brand Scan


With a very few exceptions…

•  Increasing competition and technology parities are making clear brand differentiations very difficult to achieve

•  The waters are muddy and it is difficult to say which brand stands for what (functionally & emotionally)

•  Short term business pressures are over powering brand building initiatives

In this context it is becoming difficult to find big ideas that impact brand equity in a sustainable manner


Where does that leave us ?

• Do we abandon the search for big ideas just because it is becoming difficult

• Or do we search harder, look deeper and convert chinks into chunks and chunks into big ideas

• We are in the ideas business and as someone said “If you can’t think up a new idea, try finding a way to make better use of an old one”


The Agency – Client Perspective (The Brand Team)

• Excessive competition faced by our brands have put both our clients and us in reaction mode

• We are constantly responding to what happens around us. In so doing, we have no anticipation of what might happen and no hope of shaping what could happen

•  It requires extraordinary discipline to spend time and resources on tomorrow's strategy, when the needs of today’s business are all so consuming


The No Sight Trap

Source of No Sight

Focus on current operations / issues

only

Warning Signals

No Vision Reaction to Events No Attention to the

Future

Plusses

Complete attention on today’s competition

Minuses Undifferentiated

Brands Me too work

Reactive strategies Missed opportunities


So What is Brand Scan ?


What is Brand Scan ?

•  Brand Scan is tool that stimulates and facilitates a thinking process

•  It is a unifying tool that knits together the different blocks of unrelated information that you might have vis-à-vis your brand

•  It is a tool that acknowledges the realities of today’s business pressures yet focuses on building future brand advantage

•  It enables you to step back and take a look at the big picture


What Brand Scan is not !!

•  It is not a form filling exercise •  It does not provide the solution it helps you find

it •  It is not a rigid format. It is flexible hence you

have to make it suit your needs • Brand Scan is not driven by data but by

information and insights •  It is not a one time exercise but a continuous

process


How to use the Brand Scan Document (Explained through a guide format)


Step 1 BRAND

ASSESSMENT

Step 2 BRAND PROMISE

Step 3 BRAND BLUEPRINT

(Architecture)

Step 4 BRAND STRATEGY &

COMMUNICATION STRATEGY

Step 5 BRAND

ADVANTAGE THE BRAND STRATEGY DOCTRINE PROCESS


Client Brand Account Handler Updated on Signatures Account Director - Agency Marketing Director - Client

Guide Format

Version 03.1.0


Part - 1

Brand Assessment


PERFORMANCE MEASURE 2000 2001 Q1 2002 Q2 20021 Q3 2002 Q4 2002 2003 Key Insight (Why is it happening)

Total Size of Category

Total Value of Category

Size of your Brand

Value of your Brand (SAR)

Market Share of your Brand

Brand Distribution Coverage

Competition – Market Share

Competition - Distribution

Gain – Loss Analysis

Market Performance Measures Transformation of data to information and insights must happen here. Even if you do not have data, based on experience and qualitative information make some educated assumptions that lead to an insight

In terms of sales what is the total quantities of product sold in the category. What does this product quantities translate to in terms of money. This gives you the volume of business and the value of this business

If your brand is growing or loosing market share then from which brand is this growth coming from or to which brand are you loosing share to. Or is the growth coming from non category users

Qualitative Observations 1.  Market visibility in terms of merchandising, shelf space etc. 2.  Consumer promotions your brand and competition (with achievement /

gains based on the promotion’s objectives) 3.  Below the line activities at different levels of trade (Retail, Wholesale,

Distributor)

Key Insight (Why is it happening)


PERFORMANCE MEASURE 2000 2001 Q1 2002 Q2 2002 Q3 2002

Q4 2002

2003 Key Insight (Why is it happening)

Category Expenditure

Category GRPS

Your Brand SOE %

Your Brand SOV %

Your Brand SOV / SOM Ratio

Competition SOE %

Competition SOV %

Competition SOV / SOM Ratio

Media Performance Measures

Qualitative Observations 1.  Use of un monitored / un conventional media 2.  In market Promotions, Events, Direct Marketing

activities

Key Insight (Why is it happening)

Transformation of data to information and insights must happen here. Even if you do not have data, based on experience and qualitative information make some educated assumptions that lead to an insight

Divide your Share of voice number by your share of market number. Thumb rule says the closer you are to one then the level of media expenditure is adequate. However this ratio becomes a better basis to compare advertising spends amongst the different players



Q4 2002


Top of Mind (Your Brand)

Spontaneous Awareness (Your Brand)

Advertising Recall (Your Brand)

Top of Mind (Competition)

Spontaneous Awareness (Competition)

Advertising Recall (Competition)

Advertising Tracking Measures


Q4 2002


Brand Image Performance (Top 3 Category Drivers Relevant to your Business)

Track your brand image on the basis of the top 3 category drivers (A category driver is an important benefit that consumers seek in making a purchase decision)




What does your consumer currently “Think” “Feel” and “Do”

About the Category About your Brand About the Competition

Insight Why is it happening?

Think

Feel

Do

What are the rational perceptions about the product category in general in the mind of the consumer?

What are the rational perceptions about your brand specifically in the mind of the consumer?

What are the Emotional perceptions about your brand specifically in the mind of the consumer?

What is the current consumer buying and product usage behavior in the category What is the current consumer buying and

brand usage behavior (Specific to your brand)

Transformation of information to insights must happen here. Go deeper in explaining why the consumer thinks, feels or behaves in a certain behavior


Strengths Weaknesses

Opportunities Threats

1.) 2.)

3.)

4.)

5.)

1.) 2.)

3.)

4.)

5.)

1.) 2.)

3.)

4.)

5.)

1.) 2.)

3.)

4.)

5.)


Part - 2

The Brand Promise

The brand promise should address 3 fundamental questions: •  What business is our brand in? •  What differentiates our products and services from the competition ? •  What is superior about the value we offer our customers?


Benefit Laddering - The Technique

What is the long term value high ground you want to occupy in your

consumer’s mind

What is the key consumer insight you wish to exploit?

What is your emotional and rational benefit? What is your reason to

believe?

How is your consumer benefit linked / connected to the key consumer Insight?

Personal Relevance Bridge

What are the basic elements you wish to communicate?

How does the value you wish to associate your self with, create a stronger and long lasting relationship between you and your consumer

Value Bridge

What are the rational and emotional dimensions of what you want to communicate and how are they relevant to your consumer?

Product Bridge

ATTRIBUTES

CONSUMER BENEFIT

LEVERAGE POINT

DRIVING FORCE


Your Powerful & Efficient Link to the Arab world

Value Added Efficiencies

An Example (Ara Media Services)

AMS delivers to you the widest and deepest reach across Arab media audiences in the Region in the most cost effective manner.

AMS is able to do so because it has a wide variety of proven efficient media products in

its portfolio

I have a limited budget and I want to maximize my return on investment through efficient media deliveries


Width & Depth of Reach, Multimedia capability, Cost effective, Transparent,

Knowledge of BT media Insights

I will be able to accomplish my communication objectives only if I have access to reliable and intelligent media solutions that connects my advertising with the right audiences efficiently

Value Bridge

I need my advertising message to reach my TA impactfully and cost effectively. I expect my media solution provider to know the media habits of my TA well enough to effectively deliver my advertising message to him / her through a wide mix of media resources

Product Bridge

ATTRIBUTES

CONSUMER BENEFIT

LEVERAGE POINT

DRIVING FORCE


An Example (LG GSM Mobile Phone)

Digitally smart technology that enables you to do much more through mobile

communication in an uncomplicated manner

Remain in Control

Your digital link to accomplish more…

I like user friendly technology that I can control and not technology that controls me.


The latest technology features in the mobile phone category

(Technology at parity with the best)

Life has so much to offer - There is a lot to be accomplished, a lot of fun still to be had. I want to accelerate the pace of my experience

Value Bridge

I buy a lot of gadgets that have a lot of features that I do not use, but it gives me emotional satisfaction that I am up to date and as stylish as the rest of the world

Product Bridge

ATTRIBUTES

CONSUMER BENEFIT

LEVERAGE POINT

DRIVING FORCE


An Example (Bridgestone Tyres)

Superior driving performance and safety

Reason To Believe DONUTS technology No 1 Brand in the world

Local expertise of 50 years in KSA

No compromises when it comes to my car’s performance. I genuinely enjoy

the driving experience

Cutting Edge Tyre Technology that empowers your passion / drive

I want the confidence and assurance that my tyres help enhance the performance of my car and my driving experience


Safety, Durability, Performance (Grip, Speed, Control)

Driving a car is a passionate experience. A superior drive experience is the next best feeling to sex. I have an intimate relationship with my vehicle.

Value Bridge

I love my car - only the best would do, because the tyre is what makes all the difference. My car could be technologically advanced, but without good / suitable tyres its not worth anything

Product Bridge

ATTRIBUTES

CONSUMER BENEFIT

LEVERAGE POINT

DRIVING FORCE


The IB Proposition - Laddering

Attributes

Consumer Benefit

Leverage Point

Driving Force

Product Brand • Specialist RMs based in Dubai •  Service given only to Millionaires now for you • One stop shop for all offshore banking needs •  Security of Switzerland

MONEY EXPERTS •  Knowledgeable •  Discreet •  Approachable •  Trustworthy

Fulfill your dreams / vision at Barclays IB, while you enjoy the special privileged relationship given only to millionaires

RTB: Barclays equity, Swiss Proposition

Achievers Aspirers

Finding the Right Answers

Finding the Right Recognition

Financial expertise that enables you accomplish your vision

Barclays IB Where Opportunities and Expertise Meet


The Brand Promise Map

Your Brand Competition A

Competition B Competition C

Your Consumer

Here you map out the brand promises of all your competitors by analyzing their advertising campaigns. Then position your new brand promise and check if it is differentiated or not. If not then go back and re-work your brand promise through the benefit ladder again


Part - 3

The Brand Architecture


Framework for Creating Brand Identity

Physique Personality

Relationship Culture

Reflection Self Image

Picture of the Sender

Picture of the Recipient

Exter

naliz

ation

Inter

naliz

ation

The Brand Promise

(Brand Essence)

Definition of the brand. Who am I ? And why buy me ?

Identifying the brand with a person to bring out character

A system of values, a source of inspiration and brand energy.

A brand is a relationship. Intangible exchange between persons

The Targets own image of his / her reality

The Targets view of how he / she wants to be known


Example (Ara Media Services) Picture of the Sender


Exter

naliz

ation

Inter

naliz

ation




Your Powerful & Efficient Link to the

Arab world

AMS provides advertisers and advertising agencies with sharp media solutions that provide opportunities to profitably connect and engage with all kinds of Arab audiences in the GCC region in the most cost effective manner possible

Intelligent, Knowledgeable, Honest, Trustworthy, Expert, Experienced, Friendly, Sincere, Efficient

Customer focused approach, Innovative and Creative. Solution oriented approach

AMS is a reliable partner that has unparalleled reach and deep rooted understanding of the Arab audiences in the Region

AMS is a very strong media seller in that has huge media resources with proven track records. AMS is the largest and most influential player in the market

AMS seeks to add unparalleled value to the success of advertisers and advertising agencies in their quest to connect with their target audiences by providing reliable and intelligent media solutions


Example (Bridgestone Tyres)

Picture of the Sender


Exter

naliz

ation

Inter

naliz

ation




BRIDGESTONE Cutting Edge Tyre

Technology that Empowers your Passion / Drive

Bridgestone manufactures all terrain tyres suitable for all kinds of vehicles in Saudi Arabia and across the world (Number 1 Brand)

Young, Intelligent Knowledgeable, Well traveled Strong, Modern, Adventurous, Mature & Up to date

Innovation Constant search for perfection

Trustworthy Life long Partner

Can take on any challenge in any driving condition

King of the Road •  Stretching the limits •  Always in control


Building the IB Brand - UAE Picture of the Sender


Ext

erna

lizat

ion

Inte

rnal

izat

ion

Barclays IB Where

Opportunities and Expertise Meet

Physique I B is a division of Barclays (the money experts) that have worldwide expertise in offshore and on shore banking. IB helps you fulfill your dreams / vision while you enjoy the special privileged relationship given only to millionaires

Personality

Elegant, Articulate, worldly, Intelligent, Friendly

Culture Knowledgeable, Ease, Customer Understanding, Discreet, Approachable, trustworthy

Relationship Barclays IB is a trusted friend who I depend on when it comes to financial guidance and through enabling me convert the many financial opportunities out there to my advantage

Self Image I am good at what I do. But there is room for becoming better. I want to be the best through real achievements and be recognized for it. Financial prosperity brings with it status, opportunities and security - crucial building blocks in my plan

Reflection

I came, I saw and I conquered. My legacy shall not be borne out of chance. I want it to be the outcome of consistent results and added value that I have delivered in my professional and personal life.


Part - 4 The Brand & Communication

Strategy

Develop a Written Brand Strategy Doctrine: •  Create the Brand Principles •  Establish the Brand Equity Goals / Objectives •  Outline the Brand communication Strategy / Plan


Brand Principles

Elaborate the brand footprint. –  What is the vision and mission of your brand ?

–  What difference does your brand seek to make in the consumers life in the long-term and the short-term

Brand Equity Goals What kind of specific associations do you want to build around your brand in order to fix a problem or exploit an opportunity in the short-term and the long-term?

Communication Strategy

Creative Strategy Media Strategy

Development of creative strategy needs more work which is reflected in the creative brief that is drawn up for communication development. However to complete this process write down the highlights of your creative strategy here and see if they deliver to the above Brand Equity goals

Media strategy is mostly finalized by the media planner and the client. Write down the highlights of your media strategy and check if the media thinking is integrated and consistent with your brand and marketing strategy


Part - 5

Building Brand Advantage


If I were the competition to my own brand, What would I do to undermine the brand ?

What can I do today to insulate my brand from such possible threats ?

Strategic & Tactical Ideas Implementation Plan

Brand scan : A tool for unlocking the full potential of your brand

Business

strategy support

passion drive

special privileged

ara media

current consumer

personal relevance

dreams vision

cost effective