HOW IDEAS BECOME BRANDS: 6 Transformative Steps to Unleashing Brand Impact

Transcript

1. HOW IDEAS BECOME BRANDS: 5 Transformative Steps to Unleashing Brand Impact BRAND STRATEGY, POSITIONING & INNOVATION
2. IDEA IDEA “A brand is a set of associations linked to a name, mark, or symbol associated with a product or service.” – Tim Calkins What is a Brand?
3. Brands are comprised of many ideas IDEA IDEA IDEA IDEA BRAND
4. Brands, which are a collection of abstract ideas, take on tangible forms. ABSTRACT TANGIBLE BRANDS • COMPANY • PRODUCT • SERVICE • INTELLECTUAL PROPERTY • PROCESS
5. Interrelationships exist between brands, their audiences and competitors Target Audience Competitors Brand
6. HOW IDEAS BECOME BRANDS: 6 Transformative Steps to Unleashing Brand Impact
7. STEP 1: Clarify Brand Premise
8. VALUABLE UNIQUE BRAND STRENGTH Brand Strength is Found at the Crossroads of an Offering’s Uniqueness and its Value to an Audience
9. CRYSTALIZE YOUR BRAND PREMISE… House Brand Value Proposition NASH FINCH/OUR FAMILY: • ‘Lower-price, same quality’ grocery brand mark and packaging program positioning line to compete against national brands. • Visual conventions in 100+ product categories were adapted across thousands of individual products.
10. STEP 2: Distinguish from Competitors
11. EMBED YOUR BRAND… Brand Premise as Key Differentiator TOM’S SHOES: The ‘One for One’ platform is integral to what sets this shoe brand apart.
12. ENGAGE BRAND EXPERIENCE TO EMBED YOUR BRAND… DISCOVERY CHANNEL RETAIL: • Reality brand expressed through proprietary product line. • Cable network positioning reinforced. • Division sales grew more than 18% in Year 1.
13. STEP 3: Articulate the Right Brand Message
14. TELL A STORY THAT’S RELEVANT… Address Each Vertical Market’s Needs QiGO/FOREVERSHARE: • Marketing communications for social network technology startup address needs of divergent vertical markets. • Maintained consistent overall brand message.
15. STEP 4: Innovate for Long-Term Advantage
16. CHALLENGE THE STATUS QUO… Vital 15 Product Innovation CALIFORNIA MILK ADVISORY BOARD: • First 1% milk; first milk product targeting women; and first 4-color milk carton. • Favorable test market results led to new growth in a declining market • Today 1% milk rivals skim milk sales.
17. BUILD ON EXISTING BRAND EQUITY… Petit Régime Infant & Toddler Care Line GYMBOREE BRAND EXTENSION: • Positioned as daily care, we created product formulations and packaging to play off Gymboree’s brand equities • Retail merchandising and strategic pricing set premium quality level expectation.
18. STEP 5: Position for Impact
19. ALWAYS SHOW YOUR STRIPES… Non-Profit Positioned for Underwriting MARIN THEATRE COMPANY: First-ever annual report helped garner public and private funding. • Conveyed organization’s competitive advantages and history of success.
20. AMPLIFY BRAND REACH… Out-Bound Licensing Program COLORFORMS: • Licensing strategy extended brand category reach with minimal expenditure of internal resources. • Non-competitive product category partners delivered new revenue, reinforced “brand DNA”, and increased awareness.
21. STEP 6: Create Brand Engagement through Play
22. HERE’S A SECRET… We’re Hard-wired to Enjoy Play!
23. Bank of America’s Keep the Change® Program • Makes savings automatic. Rounding up program automatically deposits change in your savings account. • Dramatically increased new savings account enrollments EMPLOY GAMIFICATION… Engage in Play that Reinforces the Relationship
24. “There is no doubt that Google Doodle has become something of an Internet icon and attracts the searcher and media every time it appears”. – Amit Kumar Mishra, Interesting Patents LET CULTURAL CONNECTION CREATE A LANGUAGE OF UNDERSTANDING…
25. LET HUMOR AND A PLAYFUL PERSONA CREATE SHARED EXPERIENCE…
26. Comparative Hallmarks of Brand Experience –Play Involvement Creates a New Context TYPICAL CONSUMER RELATIONSHIP PLAYFUL CONSUMER INTERACTION • Impersonal • Company Driven • One-way • Tension/Skepticism • Transaction Focused • Part of Competitive Landscape • More Personal • Activity Driven • Reciprocal • More Trusting • Interaction Focused • Stands Out • Creates Connection in a New Context
27. 1. Clarify Brand Premise 2. Distinguish from Competitors 3. Articulate the Right Brand Message 4. Innovate for Long-Term Advantage 5. Position for Impact 6. Create Brand Engagement through Play HOW IDEAS BECOME BRANDS: 6 Transformative Steps to Unleashing Brand Impact
28. BRAND STRATEGY, POSITIONING & INNOVATION