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A Shift In The Brand Direction Can Redefine And Renew A Brand, A Category, Or Even A Marketplace
From
Making Computing Easy
Think Different
Brand Compass
CATEGORY
CONSUMERS
CHANNELS
BRAND
CONSUMERS BRAND What current, latent, or new brand equities will accelerate brand differentiation?
There are a host of readily available resources and tools with which to address critical brand compass questions
Market Share Sales Data U&A Studies Segmentation Studies Trade-off Analysis
Social Trends Cultural Trends Economic Trends Behavioral Studies U&A Studies
CATEGORY
CHANNELS
Advertising Tracking
CONSUMERS
BRAND
Brand Matter
Brand Talk
What are the basic parameters of the category? How big is it? Is it growing? Shrinking? Is it consolidating or fragmenting?
CATEGORY
CHANNELS
CONSUMERS
BRAND
What are the true dynamic drivers of the category? What factors drove category success in the recent past? What factors are driving the category today? What brands are capitalizing on these drivers? How is our brand placed to exploit these changes? What is the single, most important category driver that our brand must address?
Are any brands challenging category conventions? How? Where is the category headed? Does the brand have a plan to anticipate and take advantage of where the category is going?
Who is the conventional target consumer in this category? What are the various constituencies that the brand must engage? Are there key shopping behaviors that drive purchase? What are they? Who is driving growth and change in this category? How?
CONSUMERS
BRAND
CHANNELS
What is the single, most important mindset that the brand must own in order to succeed with these various constituencies?
What functional benefits do they seek from the brand? What emotional benefits do they seek from the brand? Looking ahead, what is the single, most important benefit to own in this category?
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What are the fundamental building blocks of a great brand in the Asian Pacific region?
What are the Peoples of Asia calling for in advertising and marketing?
Values in EOA
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Brands which understand contemporary Values (and their dynamics) can drive changes in consumer behavior. Values within Eye on Asia reflect elements of cultural anthropology, and should be used as leading indicators of attitude and behavior shifts.
Ethnographic Immersion
This approach to research allows us to understand first-hand what the requirements, desires and mindset of the subject are, whilst also gaining much closer and prolonged access to other subjects in the group.
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Ethnology
Media
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What unique and differentiating meanings and attributes do each of the key competitive brands in this category own? Which brand has done the best job establishing a strong and enduring brand relationship with consumers? Why? How well has our brand differentiated itself from key competitors? Are new competitors emerging from other categories? What is the key weakness in our brand or competitive strength in others that prevents our brand from converting awareness to consideration, consideration to trial, and trial to loyalty? What core brand equities are essential to the brand as it marches forward what new or evolved equities must the brand embrace?
CATEGORY CONSUMERS
CHANNELS
BRAND
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BrandTalk
A Projective Tool to decode the competitive brand imagery and buzz values
BrandTalk
Exercise #1 Explore the brand and each key competitor
Consumer exploration of word associations, picture sorts and projections
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Brand Party If the brand threw a party, what kind of party would it be? What kind of people are there? Is there music? What kind of food? drink? Etc.
Brand Personality If the BRAND turned into a person who would it become? If you had a conversation with the BRAND, what would it say to you?
Top-of-Mind Associations
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Innovative, fun, creative, hip, young, sexy Easy to use Revolutionized music with ipod Great design
Premium quality, top of the line Good reputation, reliable Peak performance the whole package makes everything TVs, PlayStation, Walkman and Trinitron
Brand Personification
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Hip Innovator
Who
Established Innovator
Loves hanging out with friends and being the center of attention.
Successful/ Greedy
Empowering Technology
Classic quality
Ideas
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Hip Innovator
Curious
Creative
Sexy
Young
BrandTalk
Exercise #2 Explore the brand and each key competitor
You meet a friend at a party. What do you say about the brand that your friend? (choose one only)
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BrandTalk
Exercise #3 Understanding each brands social responsibility
Another guest asks you what kind of world the brand wishes for
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Brand Matter
The brands belief and hope for the world
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Belief
Character
The personality and values of the brand
Competence
The essence of what the brand does for people
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How have the category and the brand historically reached out to consumers?
What communication channels are growing in importance and which are declining? What communications channels are our brand using to optimally address its strategic issues? Are our current communication channel efforts working together to create a whole that is greater than the sum of its parts? What is the fastest growing, most game-changing communications channel in this category?
CATEGORY CONSUMERS
CHANNELS
BRAND
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Events
Promotion Interactive
Loyalty
Product Experience WOM Buzz
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Advertising
Public Relations Rel. Marketing Seeding Sponsorship Events Promotion Interactive
Brand Awareness Emotional Link Product News Activation Advocacy Loyalty Product Experience WOM Buzz
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Seeding
Sponsorship Events Promotion Interactive
Advocacy
Loyalty Product Experience
WOM Buzz
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Rel. Marketing
Seeding Sponsorship Events Promotion Interactive
Activation
Advocacy
Loyalty
Product Experience WOM Buzz
Advertising
Public Relations Rel. Marketing Seeding Sponsorship Events Promotion Interactive
Brand Awareness Emotional Link Product News Activation Advocacy Loyalty Product Experience WOM Buzz
Brand Activation
Grey Engagement Matrix (
) provides a framework for taking the Drive Idea and executing coherently with all (appropriate) specialist communications tools. It also ensures that brand messages are explicitly managed, from a strategic perspective, at all touch points.
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Sponsorship
Events Promotion Interactive
Activation
Loyalty Product Experience WOM Buzz
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ENGAGEMENT MATRIX
Communications Channels
Communications Objectives
Advertising Promotion CRM Programs Online Experience Public Relations Sponsorship & Events Internal _______
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Role High
Role Mod
Role Low
Role High
Role Mod
Role Low
Role Mod
Role Low
Role Mod
2)
3) 4) 5)
Role Mod
Role Low
Role Mod
Role High
Role Low
Role Mod
Role High
Role Mod
Role High
Role Low
Role High
Role High
Role Mod
Role Low
Role Mod
Role Mod
Role Mod
Role Mod
Role Mod
Role Low
Role High
Role Low
Role Mod
Role High
Role Low
Role High
Role Low
Role High
Role Mod
Role Low
Role High
Role Mod
Role Low
Role High
Role Low
Role High
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Check bearings
Brand Compass
Brand Compass
Orientate
Set Course
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Summarize key findings into a key category growth driver that we must leverage
CATEGORY CHANNELS
Summarize key findings into a key driving consumer opportunity we must address
CONSUMERS BRAND
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Driving Idea