Post on 27-Feb-2020
MKTG5605:Digital Brand & Product ManagementDeveloping your Brand StrategyDigital Communications & Positioning
“Great things in business are never done by one person.
They’re done by a team of people.”-Steve Jobs
1 … Digital Brand Strategy
2 … Customer Networks
– 5 Core Branding Strategies
3 … Positioning
Consumer behavior and expectations have forever changed. With connected devices within our reach, we do more than just
check the time, check emails or catch up with friends.
We turn to our devices with intent and expect to have immediate answers
It's in these I-want-to-be informed(entertained), I-want-to-know, I-want-to-buy, I want-to-use moments that decisions are made
and preferences are shaped.
I Want To Moments
Digital Brand Strategy must understand how people are
behaving on digital platforms
Digital Brand Strategists are Hybrid Thinkers
Having customers simply put their
eyeballs on your content
is just not enough
CUSTOMER NETWORKS
RETHINK the Marketing Funnel
Awareness
Consideration
Preference
Action
Loyalty
BROADCAST
TV, radio, out-of-door
Direct mail, brochure
Product test, comparison
In-store purchase
Reward Points
NETWORKS
Search, buzz, blogs
Online research, user reviews
Social Networks, YouTube
Purchase on-line/mobile
“Friending” (FB,…)Advocacy
What kinds of
products, services, & experiences….
. . . will inspire advocacy in customer networks?
Customer Networks
Access Engage
Customize
Connect
Collaborate
5 Core Digital Branding Strategies
Source: Rogers – The Digital Transformation Playbook
• How can you make the experience faster, simpler, easier?
• Better integrate different interactions?
• Make service more accessible, more on-demand, more self-serve?
Access
• How can you earn the attention of your audience?
• What problem can you solve for your customers with the right content or information at the right time?
• Would the market recommend the content to a friend?
Engage
• Where do your customers’ needs and interests differ most from each other?
• Why would your customers want a more personalized experience? For unique interests? Self-expression?
• How can you make it easy for your customers to make the right choice ?
Customize
5 Core Digital Branding Strategies
ACCESS: On-demand & omni-channel
• How can you make the experience faster, simpler, easier?
• Better integrate different interactions?
• Make service more accessible, more on-demand, more self-serve?
Access
• How can you earn the attention of your audience?
• What problem can you solve for your customers with the right content or information at the right time?
• Would the market recommend the content to a friend?
Engage
• Where do your customers’ needs and interests differ most from each other?
• Why would your customers want a more personalized experience? For unique interests? Self-expression?
• How can you make it easy for your customers to make the right choice ?
Customize
5 Core Digital Branding Strategies
ENGAGE: Brands as publishers
• How can you make the experience faster, simpler, easier?
• Better integrate different interactions?
• Make service more accessible, more on-demand, more self-serve?
Access
• How can you earn the attention of your audience?
• What problem can you solve for your customers with the right content or information at the right time?
• Would the market recommend the content to a friend?
Engage
• Where do your customers’ needs and interests differ most from each other?
• Why would your customers want a more personalized experience? For unique interests? Self-expression?
• How can you make it easy for your customers to make the right choice ?
Customize
5 Core Digital Branding Strategies
CUSTOMIZE: Right Message, Right Person
• What conversations are your customers already having that are relevant to your objectives?
• How could you enable, facilitate or enhance those conversations?
• What can you learn from your customers’ conversations?
• What can you contribute to these conversations that your customers have?
Connect
• What skills could your customers bring to bear, and what are the limits in their ability to contribute successfully?
• What would most motivate customers? Excite them about your brand, cause, or project? Social recognition? Monetary rewards? Or some combinations of these?
• How can you make sure customers feel validated and rewarded?
Collaborate
Digital Branding Strategies
CONNECT: A “movement” of fans
• What conversations are your customers already having that are relevant to your objectives?
• How could you enable, facilitate or enhance those conversations?
• What can you learn from your customers’ conversations?
• What can you contribute to these conversations that your customers have?
Connect
• What skills could your customers bring to bear, and what are the limits in their ability to contribute successfully?
• What would most motivate customers? Excite them about your brand, cause, or project? Social recognition? Monetary rewards? Or some combinations of these?
• How can you make sure customers feel validated and rewarded?
Collaborate
Digital Branding Strategies
COLLABORATE: Peer to peer service
THE POWER OF SOCIAL MEDIA
Discuss (20 minutes)
• From reading Building a Brand Online, what are some of the key takeaways?
• How did Taco Bell become part of the conversation?
• Building Brands: The Power of Social Media, how does a local shop work to be part of the consumers’ lives?
Readings and Open Discussion
“The brand is your primary asset to manage." -- Daryl D'Souza
Role of Digital Communications in Building Brands
Source: Aaker on Branding – The 20 Principles that Drive Success
The Brand Building Role of Digital Communications
Source: Aaker on Branding – The 20 Principles that Drive Success
Role of Digital Communications
Source: Aaker on Branding – The 20 Principles that Drive Success
Amplify the Brand OfferSupport the Brand Offer
Brand Building Platform
CASE: LADY GAGA
Case Study: Lady Gaga
1. If you were Troy Carter, which of the three touring options would you pursue for Lady Gaga? Why?
2. How much money does Gaga stand to gain (or lose) under each option? In your view, do the potential rewards justify the investment? And can Carter do anything to mitigate the risks of pursuing a solo tour?
3. Are Gaga's main partners-Live Nation, WME, and her recording label Interscope-likely to have the same preferences regarding the three options? Are their incentives generally aligned with Gaga's?
4. How would you evaluate Gaga's launch as an artist up to September 2009? How can her team best go about further developing her touring and recording career going forward? And how can team Gaga best leverage her social-media presence?
5. How important are the concert-ticket sales versus recording-music sales for an artist like Gaga? Where should team Gaga focus its efforts in the future?
Lady Gaga
POSITIONING
Digital channels, and assets are used to
communicate a brand’s positioning (or purpose).
“It is not about ‘digital marketing,’ it is about marketing
effectively in a Digital World”-Ivan Menezes, CEO Diageo
Positioning
Answers to these questions are the building blocks of your positioning:
• What is your category?
• Who are your competitors?
• How do your price and quality levels compare to competitors?
• How do you provide value to consumers?
• What is your point of difference? (POD, USP)
Positioning
Positioning is essentially determining and executing how your brand is different from alternatives, in a way that matters to your target customer.
Basic elements
1. Category Definition
2. Target customer
3. How you provide Value
4. Relative Points of Difference
Positioning
“…in a way that matters to your target customer.”
Providing Good Reason Why (to buy)
Consumers are motivated to change their behavior if there is a reason why a Brand will…
(i) improve their situation or
(ii) save them money - better than alternatives.
Positioning
Consumers will have reason that their situation has been improved if they …
1. Have problems solved
• real & perceived
2. Receive incremental benefits
• rational & psychological
3. Satisfy needs and wants
• logical & emotional
A Planning Framework
Opportunity Assessment
Growth Priorities
Portfolio Strategy
Segmentation
From: Digital Branding Guide,
WHERE TO
PLAY
A Planning Framework
Brand vision, Strategy, Proposition & Positioning
Targeting Strategy
Innovation Strategy
Channel Strategy
Source: Digital Branding Guide
HOW TO
WIN
A Planning Framework
Integrated Activity Plan
Execution, Evaluation & Learning
HOW TO WIN
In MARKET
Remember The Brand Brief
Brand Idea – What are you?
Personality – Who are you?
Driving Purpose - Start with why
Desired People - Who cares about you?
Distinct Offering - What makes you unique?
Differentiated Process - How are you unique?
Who Are Your Customers?
Implicit
• What users are doing?
• Where they are spending most of their time on your site?
• What ad channel they came from?
• What actions they take or don’t take, including purchase data?
• What they share to social media?
• Email address
• Name
• Zip Code
• Demographic Info
Explicit
• What users are telling you?
Building a Perceptual Map
• Produce a visual representation of the differences and similarities of brands, products, or customers
Positioning
“Start With Why”
Simon Sinek
(Ted Talk)
Getting to “Why”
Getting to “Why”
Getting to “Why”
Positioning
Source: Positioning-The Battle for Your Mind
Positioning
Derived Value
Emotional Benefits
Functional Benefits
Technical Attributes
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1. Have problems solved real & perceived
2. Receive incremental benefits rational & psychological
3. Satisfy needs and wants logical & emotional
What matters to a customer…How do you provide value to consumers?
Derived Value
Emotional Benefits
Functional Benefits
Technical Attributes
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What matters to a customer (getting to “The WHY”)
How do you provide value to consumers?
Activity One: Brand Benefit Ladder Exercise
• Red Bull• Victoria’s Secret• Pepsi• Adidas• Southwest Airlines• Wholefoods• GoPro
How do you provide value to consumers?
Positioning
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How are any of these are different from competitors or alternatives?
Derived Value
Emotional Benefits
Functional Benefits
Attributes
Positioning
Who are (and who are not) your competitors?
• If this cannot be easily answered, then positioning is not clear
• Positioning is, by definition, relative to competitors within your category
• Consumers make purchase decisions based on comparisons of alternative products
• If positioning isn’t defined relative to competitors, it’s just a vision statement and not really a market strategy
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What is your point of difference?
• A point of difference (POD) may be based on a product attribute, a consumer benefit, or an aspect of brand identity.
• Strengths are not automatically PODs.
– PODs are the strengths that are also unique from competitors in a way that matters to consumers
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What are the brand associations for your product?
Activity Two: Brand Association
Positioning
What is your point of difference (POD)?
• The best points of difference are brand associations that are strongly held by customers, are favorably evaluated, and are unique the brand.
– e.g. Natural, Loaded, Indulgent, Inexpensive, Fun, Sophisticated, Imported, Comfort food, Hard core
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Points of Difference
• Positioning based on a single dominant POD may be so clear and relevant that is can be expressed and understood in a few words.
• Evidence should be demonstrated / noticeable to the consumer that supports the POD claims.
– What builds, maintains, and reinforces the POD?
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Positioning – Communicating Positioning
Positioning Statements
• Positioning is often communicated through a formula Positioning Statement based market scope and major point of distinction.
Brand Statements
• An overall summary brand statement is possible that encompasses the main ideas of the Brand Architecture.
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How Does This Impact Our Strategy?
• At the strategic level, all digital activity should help some Moment of Truth
• At an functional level, the brand should offer information, brand utility or fun
• At an executional level, brands should use the most appropriate channel or touch-point to deliver the functionality
Brand Equity
A well-developed Brand creates Consumer Equity (value consumers attribute to your brand) that drives Consumer Behaviors (purchasing your products) that drives ongoing profitable sales that create Brand Market Equity (value of your company)
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CASE: HAMILTON
Case Study: Hamilton
1. (Discuss the specific social media tools Hamilton and Miranda used to drive success.) Was Social media necessary to promote Hamilton?
2. What is your assessment of Miranda’s personal voice on social media?
3. How do you recommend Miranda move on from the show without compromising the success it had already met using digital marketing?
4. Demonstrate the importance of people and personalities in social media effectiveness.
5. Consider the role of celebrity, its impact on marketing, and how has it changed over time?
Hamilton
For Next Learnathon (March 14th):
• Most Engaging Brand Content of 2017
• Case Work
– Sephora
– WestJet
February 18th Meet Up:
• Craig Bradley – Ipsos Mystery Shopping
• Rogers, David L., 2016, The Digital Transformation Playbook: Rethink your business in the Digital Age
• Rogers, David L., 2010, The Network is your Customer – 5 Strategies to Thrive in a Digital Age
• Edelman, David C., Dec 2010, Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places, Harvard Business Review
• Edelman, David and Salsberg, Brian, November 2010, Beyond paid media: Marketing’s New Vocabulary, McKinsey Quarterly
• Critchlow, Will, 21 April 2014, Building a Brand Online: The Golden Age of Digital
• Ries, Al and Trout, Jack, Positioning: The Battle for Your Mind
Acknowledgements