Creating Brands for Competitive Advantage

8/7/2019 Creating Brands for Competitive Advantage

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Creating Brands For

Competitive Advantage

- PIPE INNOVATION CAMP

- May 9, 2003

Raimonds Bricis



My BackgroundBorn:

Csis, Latvia

Education:

Li Po Chun United World College of Hong Kong

University of Latvia, Faculty of Business

Administration (Bachelor Degree, Intl Relations) Stockholm University, School of Business (M.Sc. of

Business Administration)



Current Job Placement Adell Saatchi & Saatchi (Riga, Latvia)

Account Manager



Saatchi & Saatchi World Wide The Ideas Company

We believe that nothing is impossible

We are passionate, competitive & restless A hot house for world changing ideas.

We strive to create Lovemarks.



What is my job about? Brand navigator

Set strategies and visions, implement them in the

real world. Customer & market research to make an intelligent

decisions.

Work with clients to enhance their competitive

advantage Work with creative teams

Be with open eyes. Non stop.



Coca-Cola vs Pepsi OPEN test: Pepsi Light vs Coke Light

Prefer Pepsi 23 %

Prefer Coke 65 %65 %

No Opinion 12 %



Marketing vs Brand Management Marketing

The commercial functions involved in transferring goodsfrom producer to consumer.

Satisfying needs and wants through an exchange process

Brand A brand is a promise. A brand is a collection of perceptions

in the mind of the consumer.



BrandRational Elements Emotional Elements

Can be copied.Touchable.

Unique.Untouchable.

Brand Building Is Emotional Product Development



Brand Equity Brand equity is the brand assets which are linked to a

brands name & symbol that add to particular product

or service.



Nokia vs Ericsson



Brand EquityThere are four dimensions of brand equity:

Brand Awareness Do consumers know the brand

How does awareness affect their perception about the brand

Perceived Quality What do consumers think of quality

Brand Associations

What are consumers associations with the brand Imagery, product attributes, brand personality, symbols

Brand Loyalty The heart of any brand!!



Brand Identity Identifying brand identity elements that differentiate

and create customer-brand relationships is one of the

first steps towards establishing a set of brand equitymeasures.

Brand Identity: a vision of how that brand should beperceived by its target audience.

Brand Identity represents what the organizationwants the brand to stand for.

Brand Identity Value Proposition Relationship



Example: Virgin Brand Identity Brand Essence

Iconoclasm

Core Identity Consistent best-of-category quality delivered with humour &

flair.

First with truly innovative, value-added features andservices.

A fun & entertaining company. Provide value in all its offerings, never just the high-priced

option.



Extended Identity

Underdog

Fighting the established bureaucratic firm withnew creative offerings

Personality Flaunts the rules

Sense of humour, even outrageous.

Competent, always does a good job, high

standards. Virgin Symbols

Branson & his perceived lifestyle

Virgin script logo



Value Proposition

Functional Benefits

A value offering with quality, plus innovative extras deliveredwith flair & humour

Emotional Benefits Pride in linking to the underdog with an attitude

Fun, good times

Self-expressive benefits

Willingness to go against the establishment, to be a bit outrageous.



Relationship

Customers are fun companions.



Nike Nike: the worlds best sports & fitness company.

Winning!

24 year old on the decision to get a Nike swooshtattooed on his navel.

I wake up every morning, jump in the

shower, look down at the symbol, andthat pumps me up for the day. Its toremind me everyday what I have to do,which is, Just Do It.



Lovemarks At Saatchi & Saatchi we strive to create Lovemarks.

We say that Lovemarks are brands that inspireloyalty beyond reason.



WHY LOVEMARKS MATTER

TO PEOPLETo become a Lovemark you must follow the same path as a passionate

love affair:

Finding

Seize my attention in the clutter of the attention economy andlisten for what I truly desire... see me

Desiring

Create experiences that make me turn weak at the knees.Transform my desire into delight... want me

Testing

Delight me with sensual, the mysterious and the intimate... touchme

Committing

Inspire me to loyalty beyond reason... love me



Lovemarks have evolved from an understanding of the latest discoveries into how the mind works.

Lovemarks have evolved from a deep understandingof relationships with consumers.

Lovemarks have evolved from the real needs of people, not marketing/brand managers.

Lovemarks have evolved from a unique perspectiveon emotions in relationships.

Lovemarks have evolved without rules and formulasbut with robust framework of ideas, insights andtools. They are responsive, not regimented.



Mystery A relationship that reveals everything has nothing more to

offer.

Great stories; Past, Present, Future; Taps into Dreams;Myths and Icons; Inspiration.

Sensuality Emotional relationship demand on the senses being

engaged. The senses are the portals to our emotions.

Sound; Vision; Smell; Touch; Taste.

Intimacy Being close enough and knowing well enough to satisfy their

desires before they become needs.

Commitment; Empathy; Passion.



Ok. Thats great!But how to make

brands alive?



Before we move on

I need your imagination!!!



Black & White TV commercial (more likedocumentary)

Silent, except for a simple voice over.

Rough-looking skinhead running on the sidewalk inan old industrial town

Car stops at the end of the street. Looks like that is

car chasing someone. A woman, standing at her doorstep, looks little afraid

as skinhead runs past her.

Calm voice says:

An event, seen from one point of view, gives oneimpression.



The same scene from different angle.

As runs by the women, we see him approaching an

old man, wearing coat & carrying a briefcase. The old man raises his briefcase to defend himself as

the skinhead grabs him.

Calm voice says: Seen from different point of view, it gives quitedifferent impression.



The 3rd scene is the same action, but shot from highup on a building across the street.

We see an old man standing by the building. It is veryobvious that large bricks are about to fall down. Theskinhead has noticed that & is running towards theold man.

Calm voice says:

But its only when you get the whole picturethat you truly understand whats going on.

The skin head grabs the old man and pushing himaside so that he is protected from falling bricks.

The commercial fades, still silence.

Written Text: The Guardian. The whole picture.



The key point is that you have to look holistically.

Never stop to be curious.

Understand the consumer

See the opportunities.



Lets make brands to act!



What makes your ideas alive? At Saatchi & Saatchi we have developed Ideas Brief,

which is the bridge between smart strategic thinkingand great brand communication.



Questions to be answered

before creative solutions. Why do we make this brand communication

(advertisement)?

What is the opportunity in the market place?

What is the challenge? The statement which should be transformed by the

communication. Inspirational.

Who we are talking to?

Where & when will we reach them?

What are the ways to meet the challenge?



You have to navigate your

brand. You have to see whereit is now & where can it betaken.

You have to be with open

eyes 24h & you might seeunexpected opportunity tocommunicate your brand.



Examples Head & Shoulders Brad Pitt & his dandruff

Virgin Airways and their reaction on British Airways

CEOs statement that Hollywood celebrities are gutless cowards



Case Studies



SonyIdeas to reach 2 audiences



Sony Net MiniDisc Walkman

How to highlight advantagesof MiniDisc (over to CDWalkman), meantime stay

cool & trendy?



LexusUsing high-end shopping mall

as the media.



Do not limit your creativity!



Thank you!

Creating Brands for Competitive Advantage

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