PSU - 2006 - Global Brand Management - Alain Hutinel 1 PART IV MANAGING THE BRAND COMMUNICATIVE SCOPE.

PSU - 2006 - Global Brand Management - Alain Hutinel

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PART IVPART IV

MANAGING THE BRANDCOMMUNICATIVE SCOPE


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Remember you are Remember you are building Asset valuesbuilding Asset values

Price premium Price premium potentialitypotentiality

Preference for Preference for the Brand the Brand

Purchase Purchase IntentIntent

Accounting Accounting value of non value of non tangiblestangibles

Future profitsFuture profits

Marketing Marketing assetsassets


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You are building You are building loyalty to the Brand, so loyalty to the Brand, so

…… Treat customer Treat customer

nicelynicely

Keep close to Keep close to himhim

Measure his Measure his satisfactionsatisfaction

Make switch Make switch cost highercost higher

Give more than Give more than competitioncompetition

Build emotional Build emotional relationship relationship


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Presence

Relevance

Performance

Advantage

Bond + Affinity

Brand Building takes time and is irregularBrand Building takes time and is irregularamong population clustersamong population clusters

Birth


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Brand Building is A Brand Building is A continuous creative continuous creative

processprocess It aims at It aims at

strengthening strengthening overtime, i.e. overtime, i.e. making making more more valuable, the valuable, the perceived perceived relationship that the relationship that the different audiences different audiences have with the brandhave with the brand

key is key is VALUABLEVALUABLE (to (to the consumer...)the consumer...)

it therefore consists it therefore consists in creating & in creating & managing the managing the meanings/experience meanings/experience that that all contactsall contacts with with the Brand bring/add the Brand bring/add to each individual to each individual the Brand wants to the Brand wants to reachreach

key : key : ALL contactsALL contacts


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Create ALL ContactsCreate ALL Contacts so that so that

they bring and keepthey bring and keepconsumers consumers

in the Brand’s own in the Brand’s own worldworld


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... I really mean ... I really mean ALLALL CONTACTS CONTACTS

(systemic approach)(systemic approach)


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Performance of a « marketing contact »

PERCEPTION ATTENTIONX

X

PERSUASION

ATTITUDE BEHAVIOR

RESPONSE

DistorsionRetention

Memorisation

Selection

X


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TheThe Multi-Touch Points Integrated Solution Multi-Touch Points Integrated Solution

BrandingCorporate

DR TV/Media

E-Media

SalesPromotion

Direct Mail

Loyalty(CRM)

Image TV/Media

PR

Events/Sponsoring

Mobile

Personal

WOMBUZZ


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Integrated Marketing Integrated Marketing Communications ModelCommunications Model

Customer/Prospect Database

Demographics Psychographics Purchase History Category NetworkDatabase

Segmentation /Classification

ContactManagement

CommunicationsObjectives andStrategy

BrandNetwork

MarketingTools

MarketingCommunicationsTactics

MarketingObjectives

Loyal Users Competitive Users Swing Users

Contact Management

Contact Management

Contact Management

CommunicationsStrategy



DM = Direct Marketing ADV = Advertising SP = Sales Promotion PR = Public Relations EV = Event Marketing

BrandNetwork

BrandNetwork

BrandNetwork

Maintain Usage Build Usage

DM ADV SP PR EV DM ADV SP PR EV Trial Volume Build Loyalty

Prod Price Dist Comm Prod Price Dist Comm

Prod Price Dist CommProd Price Dist CommProd Price Dist Comm

Gain / ExtendUsage

Prod Price Dist Comm

SP DM PR EV ADV

ADV SP DM SP DM ADV SP ADV DM


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Succesfull Brand launches with PR only

Apple Microsoft Linux Segway Red Bull Zara Viagra Dotcoms Starbucks Krispy Kreme

Failures using advertising KMX (Coca Cola) Royal Crown Chevrolet Ford …..


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Another Way of looking at itAnother Way of looking at it Hybrid Contact grid(Kotler)

+

+


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Marketing Contacts OptionsMarketing Contacts OptionsMedia Contacts Trade Shows

Deals Cooperative

Direct Response Contacts Contacts by Consumer Promotions

Online contacts Contacts through Event & sponsor

Place contacts Contacts by Publicity and PR

WOM contacts

buzz

Contacts by personal selling


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Total Brand experienceTotal Brand experience

Individual experienceShared experienceIndividual/shared experienceHybrid experience = more than one of the 5

basic experiential modules :Sense, Feel, Think, Relate & Act.


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The experiential gridThe experiential gridExperien-tial modules

Mkt

Com

Identi-ties

Pro-ducts

Cobran-ding

Environment

Web People

Sense

Feel

Think

Relate

Act


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16 types of Consumption 16 types of Consumption emotions & « experience »emotions & « experience »

AngerFrustrated, Angry, Irritated

DiscontentUnfulfilled, Discontented,

WorryNervous, worried, tense

SadnessDepressed, sad, miserable

FearScared, afraid, panicky

ShameEmbarrassed,ashamed,humiliated

EnvyEnvious, jealous

LonelinessLonely, homesick

RomanticSexy, romantic, passionate

LoveLoving, sentimenta, warmhearted

PeacefulnessCalm, peaceful

ContentmentContented, fulfilled

OptimismOptimistic, encouraged, hopeful

JoyHappy, pleased, joyful

ExcitementExcited, Thrilled, Enthusiastic

OtherGuilty, Proud, eager ….


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Brand Communicative Brand Communicative Strategy Strategy

Managerial Decision Managerial Decision ToolsTools


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TRADITIONNAL COPY STRATEGY TRADITIONNAL COPY STRATEGY STATEMENT INSUFFICIENT FOR STRATEGIC STATEMENT INSUFFICIENT FOR STRATEGIC

CREATIVE BRAND MANAGEMENTCREATIVE BRAND MANAGEMENT

* KEY MARKET * KEY MARKET FEATURE(S)FEATURE(S)

* POSITIONNING* POSITIONNING

* COMMUNICATION * COMMUNICATION OBJECTIVESOBJECTIVES

* TARGET(S)* TARGET(S)

* PROMISE* PROMISE

* REASON WHY* REASON WHY

* TONALITY OF * TONALITY OF COMMUNICATIONCOMMUNICATION

* CONSTRAINTS* CONSTRAINTS

... Why insufficient ?


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The Brand «project» &The Brand «project» &The Brand creative briefThe Brand creative brief


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ValuesExpressions of cultures

Heroes

Rituals

Signs : icons, indexes & Symbols

A value is a broadTendency to prefer a certain state of affairs Over others

Lifestyles are expressionsof sub-cultures

BRAND ?


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Nature & activenessof Relationestablished by Brand

Brand Non-Adepts’Set of mind of Brand & of Brand Adepts

Brand Adepts’ set of mind of Brand & ofthemselves

Most typical/active apects of Brand Culture &Ligitimacy

Most typical/salient aspects of Brand « Persona »

Most typical Physical offer and salient aspects Of Brand

BRANDIDENTITY


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THE BRAND THE BRAND COMMUNICATIVE COMMUNICATIVE

PROJECTPROJECTThe idea is to make sure you create and build competitive meanings into the Brand.

In other words, get organised so that you really work and establish

a

"UNIQUE BRAND'S PERCEPTIVE MODEL "UNIQUE BRAND'S PERCEPTIVE MODEL and a and a

UNIQUE WORLD AROUND YOUR BRAND » UNIQUE WORLD AROUND YOUR BRAND »


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THE « warfare » BRAND THE « warfare » BRAND COMMUNICATIVE PROJECT COMMUNICATIVE PROJECT

APPROACHAPPROACH

Start with a "WARFARE" Type of ANALYSIS of the market and of the competitive Brands’

PERCEPTIVE MODELS .

. Conclude and identify which brand(s) «make(s) the law or set the rules » and which «basic law/rules».

Then, BUILD YOUR Then, BUILD YOUR BRAND PROJECT,BRAND PROJECT,

i.e. i.e. CREATE YOUR CREATE YOUR BRAND ’s RULESBRAND ’s RULES and and «law».«law».


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WRITE YOUR BRAND WRITE YOUR BRAND PROJECT STATEMENTPROJECT STATEMENT

Adapt the concept Adapt the concept to each «vector»to each «vector»

Organise contacts Organise contacts with the Brand with the Brand concept in a concept in a creative & creative & pertinent waypertinent way via via selected «vectors», selected «vectors», from media to from media to products & any products & any pertinent support.pertinent support.

Create Brand offer Create Brand offer that proves itthat proves it

A visionA vision

A missionA mission An objectiveAn objective

A demonstrated A demonstrated qualification for qualification for the missionthe mission

A communication A communication concept (not just a concept (not just a slogan!)slogan!)


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The Top 20 Ad Campaigns of The Top 20 Ad Campaigns of the Last 20 Yearsthe Last 20 Years

adweekadweek


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Some implications of the Some implications of the Brand project dynamicsBrand project dynamics

The Brand is a The Brand is a contractorcontractor

Constant creation Constant creation is neededis needed

Products/services Products/services are the proof of are the proof of the brands the brands qualification for qualification for its its «mission»«mission»

need a specific need a specific managerial tool managerial tool for communica-for communica-tion agency :tion agency :

Brand Brand Creative BriefCreative Brief

(Need Also a specific (Need Also a specific managerial managerial organization !)organization !)


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THE BRAND COMMUNICATION THE BRAND COMMUNICATION CREATIVE BRIEFCREATIVE BRIEF

THE BRAND IDENDITY THE BRAND IDENDITY STRATEGYSTRATEGY

It defines the It defines the BRAND’S PROJECTBRAND’S PROJECT

/TERRITORY/TERRITORY

DIFFERENTDIFFERENT PERTINENTPERTINENT CONNIVENTCONNIVENT DURABLEDURABLE

THE COPY CREATIVE THE COPY CREATIVE STRATEGYSTRATEGY..

It defines : It defines : THE SALETHE SALE * product advantage, *

created difference,

THE RELATIONSHIPTHE RELATIONSHIP * nature of the relationship between brand and audience.


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James Mollison pour Benetton

septembre 2001 - mondial


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You are on Clan Campbell You are on Clan Campbell EstatesEstates


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Ballantine's …..

Stubbornly different ???


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??????


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… … also express the also express the Brand’s identity thru all Brand’s identity thru all

communicating communicating elementselements

The Brand NameThe Brand Name

The Logo(type)The Logo(type)

Packaging .....Packaging .....

....all actions of the ....all actions of the marketing mix...marketing mix...


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Another way to look at itAnother way to look at it The Brand “platform” The Brand “platform” questionnairequestionnaire

Why is the brand out there ?Why is the brand out there ?

What’s it’s know-how?What’s it’s know-how? Where is it’s legitimate Where is it’s legitimate

territory ?territory ? What product(s) What product(s)

illustrate it best ?illustrate it best ? What is it’s style ?What is it’s style ? What does it want the What does it want the

costumer to think of costumer to think of himself ?himself ?

What does it bring ?What does it bring ?

What’s it’s What’s it’s viewpoint viewpoint

What’s it’s vision of What’s it’s vision of what it sells ?what it sells ?

What values is it What values is it pro-pro- moting ?moting ?

What’s it’s mission What’s it’s mission onon the market the market


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Managing Brands in the culturally Managing Brands in the culturally diverse global contextdiverse global context


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RememberTHE BRAND SPEECH PYRAMID

Values

Brand Role & Mission

Brand Offer & Scenarii

. Rarely change

Always recognizable :Always recognizable :Territory of expression = Territory of expression = style of discourse +Brand style of discourse +Brand rolesroles

Takes environment + Takes environment + brandbrandreality into considerationreality into considerationIs « re-created » Is « re-created » constantlyconstantly

PSU - 2006 - Global Brand Management - Alain Hutinel 1 PART IV MANAGING THE BRAND COMMUNICATIVE SCOPE.

Documents

brand preference

brand bringadd

brand key key

world slide

direct marketing adv

contacts contacts

pr ev adv adv sp

mobile personal wom