FullAID
description
Transcript of FullAID
aid
May, 2005
laidl
Ask yourselves…
Do you feel safe with your Communication Approach?
Do you feel safe with your Communication Approach?
Is your positioning based on
knowledge of the consumer?
Is your positioning based on
knowledge of the consumer?
Ask yourselves…
Do you really know what yourconsumer
is thinking of your brand?
Do you really know what yourconsumer
is thinking of your brand?
Are you certain that your
messages reach the right
consumer?
Are you certain that your
messages reach the right
consumer?
What do we really do?
Most of the times, we answer these questions
and formulate our communication
approach and messages based on personal
assumptions that we haven’t tested and do not really know if they
are correct
FULFILL has developed a comprehensive scientific
tool to support the client in better understanding its
market and consumers’ needs vis-à-vis the
strategic creation, planning and implementation of
the communication approach
How can we aid?
AIDING YOU to answer the 6ws…
What to say?
When to say it?
Where to say it?
In what way to say it?
To whom to say it?
What Fullaid is all about?
What Fullaid is all about?
TARGET AUDIENC
E: Defining
MARKET: Examinin
g
BRAND: Identifying the image (values,
strengths & weaknesses)
A SCIENTIFIC TOOL TO PROVIDE CONSULTANCY REGARDING
THE FORMULATION OF THE COMMUNICATION
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PRODUCT:Analysing its value & the competition
During the early stages of positioning & creative
development
Before the launch of any strategic communication
At any critical point of our communication lifestage
When Fullaid is used?
A. DESK RESEARCH
B. QUALITATIVE MARKET RESEARCH
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The tool per se –The components
C. SEMIOTIC ANALYSIS
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The analysis will be based primarily on the following two key axes:
BRAND-COMMUNICATION
VALUE FIT
MOVEMENT OF THE BRAND
To what extent does the new proposed
communication is in line with what the brand has done so far?,
Is there coherence with the value territory
that the brand currently covers?
What is the overall effect of the new communication
for the brand?Towards which value territories
is the brand moved / elevated?Is the overall
value balance sheet positive or negative?
Frame of analysis
A. DESK RESEARCH
Desk Research
Statistical Analysis
from proprietary
or published sources
Accurate identification of
target audience & relevant
attitudes & usages
B. QUALITATIVE RESEARCH
Methodology Rationale
The qualitative procedure will enable us to obtain a deeper
understanding of what lies beneath
the surface…
Methodology Rationale
…gaining an in depth feeling on how consumers
react towards the brand and what
they think about it
The Methodology
The focus groups or in depth interviews (according to the
client’s needs) allow group dynamics to evolve
in such a manner that would simulate a ‘real life’
condition via interaction among participants
Consumers
of the brand & competition
The sample
Exposure to the new advertising to gain spontaneous reactionsHistory of relationship with the product & brand/ attitudesIn depth investigation of the advertising approach
Appeal created by the new advertising Balance sheet of negative and positive elements Degree of differentiation in relation to competition Degree of content comprehension Credibility of communicated messages Degree of connection / relevance to the category Degree of connection / relevance to the brand/corporate brand Brand as seen through the new approaches Functions performed for the brand Self-relevance and motivation created by the new approaches
Approach vis-à-vis competition
Suggested areas of investigation
C. SEMIOTICS
“Semiotics is defined as
the study of all the
comunicational systems
through which culture is
produced”
Semiotics
For our purposes, as text we deem
the congregation of signs that have
been created and connected with the
conventions that relate with the
genre, or more specifically with the
medium of communication.
The origins of the method can be traced down to
linguistics and analysis of literature and cultural
items and creations. As a method, it should be
considered as a systematic approach for the
examination of any given text material.
Semiotics
As such, Semiotics
offer systematic, comprehensible and coherent analysis of the
communicational phenomena in their interconnected entirety,
as a whole
deal with the bringing into surface of the social aspect of
sense
- sense has semantic value that is produced and manifested
by common cultural codes
examines, hidden not always apparent at first glance,
referential meanings and associations, typically not
consciously recognized by message consumers (but still
very much important)
Semiotics
Semiotics is a scientific tool that offers:
The systematic analysis and decoding of the structure of
any given message – purposeful or not
Evaluation of the functions of the message, that define and
govern the the intake mechanism by the end recipient of
the message / the consumer
Revelation of the strong and weak points of
communication
Semiotics
Is conducted by a communication specialist /
semiologist
Does not take into account the views and opinions of
consumers themselves, but rather uses stable and
independent points of reference the function of
which has been agreed upon
Has as an object of analysis the communication of
brands and the outside world, be that advertising,
packaging or any sensorial input from the part of
brands to consumers
Semiotics
Semiotic AnalysisIn depth analysis of the reasons / mechanisms that cause the reactions of the consumer to any given message – even despite their own conscious understanding
Consumer Research
In depth, quantifiable
understanding of the behaviour
and reactions of the consumer
to the messages
Semiotic Analysis & Consumer Research
Their combination and co-operation guarantees continuous, multi-faceted control
Risk from the part of the client is minimised
Semiotics & Qual Research
THE RESULTS
Threshold Branding“The sign above the door”
Functional Branding“Design, products & services”
Image Branding“External Communication”
Experience Branding
“Brand as an experience”
Tim
e/D
ifficu
lty
We exist
We produce, we offer
We are, we make you feel
We have a universe of our own and we invite you in
Providing an enticing experiential universe….
Desired effects for the brand
RandomExperience
Inconsistent Unintentional
PredictableExperience
Consistent Intentional Not differentiated Not valuable
BrandedExperience
Consistent Intentional Differentiated Valuable
ProfitableGrowth
The Goal
…by controlling every aspect of the Branded Experience….
Branded experience drives growth
emotions
textures
Sounds & music
dispositions
images
rythmsαισθητική
typography
Logos
colours
προδιαθέσεις
Ideas & Ideas & thoughtsthoughts
expressions
character
intuitionsmemories
agonies
tastestastes
Moments in time
dreamsdreams
visionsvisions
motivessmellssmells
Some Aspects of a Branded Experience
facesfaces