Brands in Motion Author: Doug Scott Presented at the ARF Annual Convention, New York 11 th April, 2003 Driving Your Brand Forward Click on to view speakers.

Brands in MotionBrands in MotionAuthor: Doug ScottAuthor: Doug Scott

Presented at the ARF Annual Convention, New YorkPresented at the ARF Annual Convention, New York

1111thth April, 2003 April, 2003

Driving Your Brand ForwardDriving Your Brand Forward

Click on to view speakers notes

This presentation contains speakers notes

2

Strong Equity

Declining EquityLittle Equity

Growing Equity

Olympic

Clean Slate Fading Star

ClassicLittle Tiger

Defender

Weak

Specialist

Vit

ality

Vit

ality

Brand PresenceBrand Presence

Brand Position vs. CompetitionBrand Position vs. Competition Eight broad types of brands.

3

Brand Share ChangeBrand Share Change

OlympicClassic Little

Tiger SpecialistDefender Fading

Star Clean

Slate Weak

Gain

ed

Lost

17%

43%

26%

47%

23%

27%

32%

33%

38%

34%

38%

30%

64%

21%

83%

8%

4

Strong relationship between commitment ...Strong relationship between commitment ...and share of wallet.

Higher CommitmentHigher CommitmentHigher CommitmentHigher Commitment

Sh

are

of

Wallet

Sh

are

of

Wallet

Sh

are

of

Wallet

Sh

are

of

Wallet

Understanding Commitment MattersUnderstanding Commitment Matters%

Consu

mers

% C

onsu

mers

Fam

iliar

Fam

iliar

5

Commitment Doesn’t Just HappenCommitment Doesn’t Just Happen Strong relationship between awareness and

commitment.

• Build awareness Build awareness ofof category category• User retentionUser retention

# Users# Users Usage frequencyUsage frequency PricingPricing

• Defend vs. competitorsDefend vs. competitors• Franchise extensionFranchise extension

• Build awareness Build awareness w/iw/i category category• Increase usage penetrationIncrease usage penetration

Media pressureMedia pressure CommunicationsCommunications PricingPricing

• Gain distributionGain distribution

Com

mit

men

tC

om

mit

men

tC

om

mit

men

tC

om

mit

men

t

AwarenessAwarenessAwarenessAwareness

6

Drivers for Successful Brand GrowthDrivers for Successful Brand Growth Common factors of successful brands ...

Com

mit

men

tC

om

mit

men

tC

om

mit

men

tC

om

mit

men

t

PresencePresencePresencePresence

Olympic

Clean Slate Fading Star

ClassicLittle Tiger

Defender

Weak

Specialist

7

CLARITY

CLARITY

CONSISTENCY

CONSISTENCY

BusinessBusiness

CredentialsCredentials

BusinessBusiness

CredentialsCredentials

GreatGreat

ProductsProducts

GreatGreat

ProductsProducts

ProjectedProjected

LeadershipLeadership

ProjectedProjected

LeadershipLeadership

Drivers for Successful Brand GrowthDrivers for Successful Brand Growth Common factors of successful brands ...

8

Difficult to Make ProgressDifficult to Make Progress

9

Average TRPs

Yes. But, to stay even ...

Are Brands Making Any Progress?Are Brands Making Any Progress? Yes.

TV Ad Awareness Trends 1997 - 2001

25

50

75

100

Dec

-96

Mar

-97

Jun-

97Se

p-97

Dec

-97

Mar

-98

Jun-

98Se

p-98

Dec

-98

Mar

-99

Jun-

99Se

p-99

Dec

-99

Mar

-00

Jun-

00Se

p-00

Dec

-00

Mar

-01

Jun-

01Se

p-01

3 Months Beginning ...

% T

V A

d A

ware

ness

Average TV Ad Awareness

it’s taking more.

10

Spending Drives Awareness LevelsSpending Drives Awareness Levels Across categories, higher weekly weights

relates to stronger ad awareness levels.

0 50 100 150

Average Weekly TRP WeightsAverage Weekly TRP Weights

0%

25%

50%

75%

Ad

Aw

are

ness L

evel

Ad

Aw

are

ness L

evel

11

Common Spending PatternsCommon Spending Patterns

Spending can become tactical.

0%

20%

40%

60%

80%

100%

Jun-

97

Dec

-97

Jun-

98

Dec

-98

Jun-

99

Dec

-99

Jun-

00

Dec

-00

Jun-

01

Dec

-01

Category TRP Delivery1997 - 2001

Brand 1

Brand 4

Brand 3

Brand 2

12

Brands Tend to Maintain PositionBrands Tend to Maintain Position

Ad awareness can vary productively.

A B C D E F G H I J K

11 Categories

85

100

115

TV

Ad

Aw

are

ness C

han

ge

Ind

ex =

100

13

CLARITY

CONSISTENCY

Business

Credentials

Business

Credentials

Great

Products

Great

Products

Projected

Leadership

Projected

Leadership

Don’t stand still. Press forward. Keep track of where you’ve been.

Plan what you’re going to do before you do it. But, do it.

Learn from success, failure and competition. Understand your equities and keep track of

them. Optimize everything.

Driving Your Brand ForwardDriving Your Brand Forward

Implications for marketers ...

Brands in MotionBrands in Motion

Driving Your Brand ForwardDriving Your Brand Forward

Millward BrownMillward Brown