Managing Your Brand Essentials_Keith Lucas
Transcript of Managing Your Brand Essentials_Keith Lucas
#ICCAWorld iccaworld.com
Session code:
53rd ICCA Congress
Fundamentals of Branding
ME09
Keith Lucas
Background
telephone: +44 7747 756 116 email: [email protected] LinkedIn: http://uk.linkedin.com/in/keithlucas blog: http://www.blog.lucasbrand.com website: http://www.lucasbrand.com
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Agenda
1. Understanding Brands
2. Industry Focus
3. Practical Steps
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i. About brands
ii. Brand bull’s-eye
iii. Visual projection
iv. Brand drivers
v. Brand positioning
vi. Brand types
vii.Compound brands
1. Understanding Brands
i. About brands
ii. Brand bull’s-eye
iii. Visual projection
iv. Brand drivers
v. Brand positioning
vi. Brand types
vii.Compound brands
1. Understanding Brands
What is a ‘brand’?
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A brand is:
– A perception of the promise we make to clients, employees and other stakeholders
– Something that lives in the hearts and minds of audiences before, during and after any transaction with our products or services
– Symbolised by our name and logo, not dependent upon it
– An encapsulation of the spirit at the heart of our purpose, mission and values
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A brand is NOT:
– A logo, wordmark, colour, strapline or a visual identity.
– About ‘creating an image’. It is about making a promise
– Something that lives in the marketing department. Rather, it lives in the minds of those who interact with it and everyone has a part to play in influencing and shaping it...
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A brand is
Brands live in the mind (not the marketing department)
– People build brands as birds builds nests, from scraps and straws they chance upon…
– When we examine some of the brand reputations lodged in our own minds, we cannot trace their source. We have learnt without knowing we were learning…
– Every corporate action, every company decision, every communication will be seen as another clue, they are the vital scraps and straws from which your audiences will build their understanding of your brand
– Like people, brands have body language and it’s a language we understand. Every time we encounter a brand, we make an infinitesimal and subconscious adjustment to our personally-constructed brand picture
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Brands live in the mind
Brands are like people...
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Look deeper and it is their essential personality that enables the brand to be special and different, relevant and engaging (or not). This distinctive personality is driven by a set of underlying Values
Analyse further and the ultimate distillation of the brands attributes and values can be expressed as its unique Essence It is, effectively, the brand’s DNA
The way they are perceived (their appearance, presentation, style, tone of voice, sound, etc.) is shaped by their physical/experiential Attributes connecting them with the world around them.
Great brands have three essential qualities
The brand ‘golden triangle’ has three components:
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Dist
inct
iven
ess Consistency
Relevance
“I want to put a ding in the universe”*
Distinctiveness
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* Apple founder, Steve Jobs (who championed a disruptively distinctive approach, widely admired by Apple customers)
Truly distinctive and memorable brands succeed by generating connotative values that penetrate the conscious and satisfy deeper subconscious needs
“I just love the way other Smart drivers smile and wave when I drive by!”*
Relevance
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* A frank admission from a smitten customer
Brand relevance or fit defines the extent to which the brand addresses deep seated needs and expresses an identity that transcends the physical product
“I love the atmosphere, I feel like I’m
among friends, the sense of shared
values, everything just clicks
…oh, and the coffee's pretty good too!”*
Consistency
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* A Starbucks customer reveals the scope of the total brand experience
Most ‘customer journeys’ incorporate a multitude of different touch points. Brand integrity depends on the alignment of all of these to reinforce, rather than diffuse, the brand character.
Brands add value beyond functional delivery
Transition from audience awareness to customer loyalty
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FUNCTIONAL REQUIREMENTS Fulfilment of essential ‘best practice’ criteria for the category
ADDED VALUE Only when the ‘Functional Requirements’ have been satisfied, can the promise and delivery of higher values and benefits be added to drive preference and loyalty
Emotional Benefit
Loyalty
Need Fulfilment
Awareness & Relevance
Brands engage the heart
A brand begins to engage when there is an emotional benefit
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RATIONAL factors that enable the brand to COMPETE
EMOTIONAL factors that enable the brand to ENGAGE
Brands
“If you want to sell something stimulate the nucleus accumbens…”
Paul Postma: Neuromarketing presentation (ICCA this morning)
Gut instinct, likeability, chemistry, peers
Analysis, rational considerations
SUMMARY: Great brands add value by…
– Raising awareness and audience expectations
– Enhancing margins and shareholder value
– Generating loyalty which drives repeat business
– Lending credibility to new initiatives and brand extensions
– Signifying a clear, valued and sustainable point of difference
– Providing internal focus and clarity
– Making it easier to attract and retain the best employees
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People increasingly put their trust in brands
The 2014 Edelman Trust Barometer shows an ever widening gap between trust in business (brands) and governments.
[NB: Global survey of 33,000 respondents, across 27 countries. Sample: 25-64, college-educated, wealthiest 25% in each market]
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World’s Most Valuable Brands
19[Source: WPP BRandZ]
World’s Most Valuable Brands
20[Source: WPP BRandZ]
Global brand asset values continue to grow
21[Source: WPP BRandZ]
Still not convinced brands make a difference?
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Choose your new car…Car A Car B Car C Car D Car E Car F
Car type: All are stylish, comfortable and well-appointed 4-door sports saloons in your choice of colour...
Engine (cc/type): 2000/4 D 2993/V6 D 2400/5 D 2993/V6 D 2967/V6 D 2143/4 D
Max speed: 154mph 155mph 140mph 149mph 150mpg 150mph
Power (bhp/rpm): 215/4400 235/3750 212/4000 237/4000 201/4500 201/4200
Driven wheels: Rear Rear Front Rear Front Rear
0-60 mph (secs): 7.0 6.9 7.3 6.7 7.6 7.5
Fuel tank (litres): 70 litres 80 litres 70 litres 70 litres 65 litres 66 litres
Boot space (litres): 520 500 422 500 530 540
Cabin w x h (mm) 148 x 91 150 x 92 145 x 92 148 x 93 147 x 94 147 x 93
Fuel consumption: 57.6mpg 37.7mpg 46.3mpg 47.1mpg 53.3mpg 57.7mpg
CO2 rating (g/km): 129g 199g 159g 159g 139g 129g
Tax band: D J G G E D
List price: £36,855 £40,565 £39,030 £37,360 £35,215 £36,820
[Source: What Car magazine . May 2014]
Have you changed your mind?
Engine (cc/type): 2000/4 D 2993/V6 D 2400/5 D 2993/V6 D 2967/V6 D 2143/4 D
Max speed: 154mph 155mph 140mph 149mph 150mpg 150mph
Power (bhp/rpm): 215/4400 235/3750 212/4000 237/4000 201/4500 201/4200
Driven wheels: Rear Rear Front Rear Front Rear
0-60 mph (secs): 7.0 6.9 7.3 6.7 7.6 7.5
Fuel tank (litres): 70 litres 80 litres 70 litres 70 litres 65 litres 66 litres
Boot space (litres): 520 500 422 500 530 540
Cabin w x h (mm) 148 x 91 150 x 92 145 x 92 148 x 93 147 x 94 147 x 93
Fuel consumption: 57.6mpg 37.7mpg 46.3mpg 47.1mpg 53.3mpg 57.7mpg
CO2 rating (g/km): 129g 199g 159g 159g 139g 129g
Tax band: D J G G E D
List price: £36,855 £40,565 £39,030 £37,360 £35,215 £36,820
[Source: What Car magazine . May 2014]
Is the emotional more distinctive than the rational?
BMW 5 Series 525D SE
Infiniti Q50 2.2d Sport
Volvo S80 2.4 D5 Executive
Jaguar XF 3.0D V6 R-Sport
Audi A63.0 TDI 204 SE
MB E-Class E250 CDI SE
[Source: What Car magazine . May 2014]
i. About brands
ii. Brand bull’s-eye
iii. Visual projection
iv. Brand drivers
v. Brand positioning
vi. Brand types
vii.Compound brands
1. Understanding Brands
Brand bull’s-eye
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Physical/experiential Attributes
Underlying Values
Brand Essence
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Race-bred Performance
Sporty
Masculine
Accessible
High Performance
Dynamic
Youthful“Assertive and extrovert style”
“Brand for winners”
“F1, McLaren, Lewis Hamilton...”
“Strong heritage”
“Sporty-looking”“Innovative technology”
“Alpha males”
“Very recognisable brand”
“For young professionals”
Icons: Carrera, Monaco
“Worn by Golf GTI drivers”
“Strong range of high-profile sports watches”
“Specialist golfer’s watches”
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Aviator at Heart
Technical
Masculine
Aspirational
Adventurous Spirit
Aircraft
Intelligent
“Assertive and extrovert style”
“High-impact”“Aerobatics”
“Chunky, indiscreet design”
“Looks impressive”
“Precision instrument”
“Show-off!”
“Very recognisable brand”
“For young-at-heart professionals”
“Worn by Audi TT drivers”
“Intricately-detailed dial and bezel”
“The glamour of flying aeroplanes”
Icons: Navitimer, Chronomat
i. About brands
ii. Brand bull’s-eye
iii. Visual projection
iv. Brand drivers
v. Brand positioning
vi. Brand types
vii.Compound brands
1. Understanding Brands
Visual Projection
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car?drink? animal?
colour & shape? chair?person?
icon? clothing?place?
∞
i. About brands
ii. Brand bull’s-eye
iii. Visual projection
iv. Brand drivers
v. Brand positioning
vi. Brand types
vii.Compound brands
1. Understanding Brands
Brand Drivers: Practical example
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Passionate
AdmiredSmart
Brand Drivers: Practical example
– Passionate • We are instinctively creative and are driven by the desire to add joy to peoples’ lives with intuitive
products that exceed expectations
• We insist that the aesthetic quality of every product is as seductive as the technical quality inside it
• We are a firm of ambitious individuals, but the long-term interests of our company always comes first
– Admired • We want our customers to be surprised and delighted with each and every product that they buy from us
• We keep raising the benchmarks and finding clever new ways to change the rules and do things better
• We want to drive our competitors crazy with envy and make them worry about what we might do next
– Smart • We think independently and always look to set new trends rather than following existing ones
• The best products come from the best talent; we recruit and nurture the brightest and most gifted
• We breed a culture of success by working in small, dedicated teams that encourage healthy internal competition with a creative spirit of ingenuity and entrepreneurialism
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i. About brands
ii. Brand bull’s-eye
iii. Visual projection
iv. Brand drivers
v. Brand positioning
vi. Brand types
vii.Compound brands
1. Understanding Brands
Defining parameters
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Choose dimensions that will enable you to define the ‘white space’ that your brand can ‘own’ Map all competitor brands and identify those that represent the greatest challenge to your brand’s position Look at the like future evolution of the market and the dynamics of the brands within it
Develop a strategy that will enable you to: • Reinforce • Dominate • Defend
Patek Philippe
Bell&Ross
Hublot
Richard Mille
Conservative Establishment (prized & admired)
Dynamic Disruption (impressive & inspiring)
Mass Market (high volume & accessible)
Elite Market (low volume & exclusive)
TAG Heuer
Longines
Omega
Breitling
Baume & Mercier
Rolex
Gucci... Guess… Armani
Breguet
Hamilton
i. About brands
ii. Brand bull’s-eye
iii. Visual projection
iv. Brand drivers
v. Brand positioning
vi. Brand types
vii.Compound brands
1. Understanding Brands
Mind
Function Benefit Performance Personality Attitude
Heart
Abstract concept
Specific utility
i. About brands
ii. Brand bull’s-eye
iii. Visual projection
iv. Brand drivers
v. Brand positioning
vi. Brand types
vii.Compound brands
1. Understanding Brands
Compound brands
– Brands whose values are directly or indirectly influenced by related brands
– These related brands can be constituent or contingent to the primary brand
– Constituent brands (sometimes called ingredient brands) are an integral part of the product or service offer
– Contingent brands are linked by direct association
– Constituent and contingent brands may, or may not, be directly manageable by the primary brand holder
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Brands with strong constituent brands
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BrandProduct ConstituentBrand
Brands with strong contingent brands
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BrandProduct Contingent Brand
Strong constituent and contingent brands
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BrandProduct Contingent BrandConstituentBrand
NEARLY ALL BRANDS ARE to some extent
COMPOUND BRANDS
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Some of the world’s most iconic hotels...
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The Willard, Washington D.C.
Stephen F’s Hotel, Austin, Texas Hotel Le Grand, Paris
Carlton Hotel, Cannes
Amstel Hotel, Amsterdam
Mark Hopkins Hotel, San Francisco
InterContinental heritage hotels
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MARK HOPKINS SAN FRANCISCO An InterContinental Heritage Hotel
CARLTON CANNES An InterContinental Heritage Hotel
THE WILLARD, WASHINGTON D.C. An InterContinental Heritage Hotel
AMSTEL AMSTERDAM An InterContinental Heritage Hotel
PARIS - LE GRAND An InterContinental Heritage Hotel
STEPHEN F. AUSTIN An InterContinental Heritage Hotel
The Willard, Washington D.C.
Stephen F’s Hotel, Austin, Texas Hotel Le Grand, Paris
Carlton Hotel, Cannes
Amstel Hotel, Amsterdam
Mark Hopkins Hotel, San Francisco
i. Country brands
ii. Travel brands
2. Industry Focus
i. Country brands
ii. Travel brands
2. Industry Focus
Country Brands
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Country Brand Index
An annual, global study of country brands is conducted by Futurebrand.
Measures and ranks international perceptions of culture, industry, economics and public policy.
The resulting indices show what qualities people associate with different places and the strength of their perception, giving a good indication of the decisions they will make in relation to those places in the future.
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Country Brand Index
55[Source: Futurebrand]
[Source: Futurebrand]
Value System • Environmental
friendliness • Freedom of speech • Political freedom • Stable legal
environment • Tolerance
[Source: Futurebrand]
Quality of Life • Education system • Healthcare
system • Job opportunities • Safety • Most like to live in • Standard of living
[Source: Futurebrand]
Tourism • Value for money • Attractions • Resort and lodging
options • Food • Shopping • Beach • Nightlife
[Source: Futurebrand]
Heritage & Culture • Art and culture • Authenticity • History • Natural beauty
[Source: Futurebrand]
Good for Business • Advanced
Technology • Investment Climate • Regulatory
Environment • Skilled Workforce
i. Country brands
ii. Travel brands
2. Industry Focus
Travel brands: Hotels (luxury)
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Intercon
tinen
tal
The Leading Ho
tels
Ritz Carlto
n
Intercon
tinen
tal
The Leading Ho
tels
Ritz Carlto
n
[Source: WPP BAV]
Travel brands:
Travel brands: Hotels (leisure)
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Best W
estern
Holiday Inn Express
Howard John
son
Holiday Inn Express
Best W
estern
Howard John
son
[Source: WPP BAV]
Travel brands:
Travel brands: Airlines (national)
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British Airw
ays
Singapore Airline
sUnited Airline
s
British Airw
ays
Singapore Airline
s
United Airline
s
[Source: WPP BAV]
Travel brands:
Travel brands: Airlines (independent)
65[Source: WPP BAV]
SouthW
est
Virgin Atla
ntic
Jet B
lue
Virgin Atla
ntic
Jet B
lue
SouthW
est
Travel brands:
Travel brands: Cruise Lines
66[Source: WPP BAV]
Royal Caribbe
an Cruise
Line
Carnival Cruise
sCe
lebrity
Cruise
s
Royal Caribbe
an Cruise
Line
Carnival Cruise
s
Celebrity
Cruise
s
Travel brands:
Travel brands: Car Rental Firms
67[Source: WPP BAV]
National Car Ren
tal
Avis
Hertz
National Car Ren
tal
Avis He
rtz
Travel brands:
Travel brands
Considerations – Despite many being well known
and respected, most international travel brands are regarded as being relatively indistinctive with little targeted relevance
– Most are tired or unfocused
Actions – Leverage the opportunities to
stand for something distinctive and relevant
– If your brand is an established one find ways to heighten its perceived distinctiveness and look for ways to personalise its appeal to the target audience
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i. Understand your audience
ii. Define your brand
iii. Create a ‘big idea’
3. Practical Steps
Know your audience
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1.Characterise the specific segments and specify any cultural or behavioural differences
2.Prioritise key audience segments for current retention and future development
3.Create a stereotypical representation of your key audiences and always focus on this whenever you develop any marketing ideas
i. Understand your audience
ii. Define your brand
iii. Create a ‘big idea’
3. Practical Steps
“If you only give people what they want, someone else will give them what they never
dreamed possible” [Saatchi & Saatchi]
Verbalise Your Brand
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1.How will be the brand’s attributes defined by its audiences?
2.What will be the underlying values that drive the ‘spirit’ of the brand?
3.How might we express, in one succinct sentence, the truth that lies at the heart of the brand, its essence?
Visualise Your Brand
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By projecting the brand promise into a number of different objects categories, create a portrait that captures the essential spirit of your brand…
Drive Your Brand
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What are the driving themes that will motivate your brand towards its future goals?
Personalise Your Brand
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Initial impressions?
Male or female? Age?
Appearance?
Voice?
Mannerisms?
What do they talk about?
Family?
Pets?
Where do they go on holiday?
What do they watch on TV?
What newspaper?
Favourite book?
You’re at an ICCA reception, you’re introduced you to someone you haven’t met before, it is ‘your brand’… characterise it!
Master Contingent and Constituent Brands
– Determine what can be controlled (and what cannot)
– Manage what can be controlled, monitor what cannot
– Assess constituent brands and factor their brand values into your financial analysis of their cost
– Track contingent brands and try to be aware of the effect they have on your primary brand
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i. Understand your audience
ii. Define your brand
iii. Create a ‘big idea’
3. Practical Steps
What’s the Big Idea?
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Develop a clear, simple proposition
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Distilling the proposition to a simple, universally understood “big idea” is the key to effective communications
Communicate your “big idea” with clarity and consistency
…in the language and culture of your target audience.
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Communicate with clarity and consistency
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Communicate with clarity and consistency
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