Post on 15-Aug-2015
“Integrated Brand Planning Redefined” by Antonio Monerris
Propositions for a renewed framework of branding
FRIDAY, 17th July, 2015
Antonio Monerris has pioneered strategic Brand Planning and Communications from the late 80′s. He began his work in agencies such as HDM and Lowe to finally partnering with Young & Rubicam and set up Vinizius Y & R in Barcelona. Antonio Monerris has worked extensively with corporations and brands such as Danone, Diageo, Agrolimen, Sara Lee, Purina, Orangina Schweppes or Pernond Ricard among others. His experience includes FMCG, retail, health, premium & luxury and technology. He has encouraged and has been President of Account Planning Group, the organization that brings together the strategic planners in areas of communication and branding. Currently combines strategic brand consulting and communication with the collaboration with universities and schools.
The brand is the will of being and meaning something in the consumer's mind.
Brands should always be a proposition, related to a meaningful insight
If a brand is not able to invoke a specific idea or value and fails to suggest more than fuzzy things, it becomes an
"underdeveloped" brand.
Meaningless awareness is a waste of money.
A brand is …
It is a meaningful and structured perception in the consumer's mind, capable of triggering spontaneous associations of ideas that influence the consumer transaction process with a product or service
(… defined by a guy call Antonio Monerris)
Memories that support opinions that influence decisions
The brand interferes with consumer value judgments...
(… also defined by a guy call Antonio Monerris)
Branding of should involve a "long-term plan" to build and maintain a distinctive, positive and competitive perceptions, both
internally and externally.
…We should believe in the power of brand beliefs:
because the views and beliefs of successful brands connect with fundamental human emotions and truths.
People actively shape brands today.
Participation and social networks are essential in shaping and managing brands.
Virgin
• Believes that the interests of ordinary people are abused by big, faceless, monopolistic corporations
• Stands up for the little guy …and has a bit of fun in doing so
Apple
• Apple believes the power of individuality should triumph
• So its entire culture is designed to challenge the traditional way
Sony
• Sony believes that we are all dreamers who like to let our imagination play
• It designs products to ensure the ‘play’ button delivers entertainment that is always a few steps ahead of your imagination
Propietary emotionAppropriate emotion/ significant / agent of purpose
Argumentative StructuresDeliveries – benefits – Structures or concepts
Cognitive FoundationsAttributes – meaning links– “evidences”
"Today the brands are the people"
The emerging role of social media and consumer involvement in configuring and managing brands.
The centrality of the consumer is the key of today branding…and it means "visualize" a more demanding consumer,
impulsive and obsessed with getting more value for money
Knowledge and empathy for people is the only thing that cannot be copied, manufactured
or become a commodity
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The unique power is the preference.
Based on ties and relations that allow us to anticipate desires and preferences.
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Making Consumer an essential part of the being and living brands is the only way to counteract an environment "unpowered".
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Social networks = Capital
• physical capital
– Money, buildings, equipment
• human capital
– Education, skills, ability
• Social capital
• Networks of trust and reciprocity
Adopt a new brand paradigm
• open structures constantly changing
• They will be flowing, transiting, processing and constant updating.
• Brands will be an open source.
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brands might become demobrands:
spaces constantly meeting and dialogue with public.
Demobrands that can be defined as "meanings in common", in which the owner of the brand and its target co-manage the shared meanings.
“replacing the integrated enterprise with a network of external relationships, designed to offer innovation and flexibility to changing market conditions and opportunities”
Gary HamelLondon Business School
Demo-brand continuously learn and undertake changes, established on consumers encounters and exchange.
The branding could also be a lightweight form of power and influence.
It is a kind of "soft power“, because it allows to seduce wills without coercion; a very important form of power in a multilateral and fragmented world