Post on 22-Dec-2015
transcript
PSU - 2006 - Global Brand Management - Alain Hutinel
1
PART IVPART IV
MANAGING THE BRANDCOMMUNICATIVE SCOPE
PSU - 2006 - Global Brand Management - Alain Hutinel
3
Remember you are Remember you are building Asset valuesbuilding Asset values
Price premium Price premium potentialitypotentiality
Preference for Preference for the Brand the Brand
Purchase Purchase IntentIntent
Accounting Accounting value of non value of non tangiblestangibles
Future profitsFuture profits
Marketing Marketing assetsassets
PSU - 2006 - Global Brand Management - Alain Hutinel
4
You are building You are building loyalty to the Brand, so loyalty to the Brand, so
…… Treat customer Treat customer
nicelynicely
Keep close to Keep close to himhim
Measure his Measure his satisfactionsatisfaction
Make switch Make switch cost highercost higher
Give more than Give more than competitioncompetition
Build emotional Build emotional relationship relationship
PSU - 2006 - Global Brand Management - Alain Hutinel
5
Presence
Relevance
Performance
Advantage
Bond + Affinity
Brand Building takes time and is irregularBrand Building takes time and is irregularamong population clustersamong population clusters
Birth
PSU - 2006 - Global Brand Management - Alain Hutinel
6
Brand Building is A Brand Building is A continuous creative continuous creative
processprocess It aims at It aims at
strengthening strengthening overtime, i.e. overtime, i.e. making making more more valuable, the valuable, the perceived perceived relationship that the relationship that the different audiences different audiences have with the brandhave with the brand
key is key is VALUABLEVALUABLE (to (to the consumer...)the consumer...)
it therefore consists it therefore consists in creating & in creating & managing the managing the meanings/experience meanings/experience that that all contactsall contacts with with the Brand bring/add the Brand bring/add to each individual to each individual the Brand wants to the Brand wants to reachreach
key : key : ALL contactsALL contacts
PSU - 2006 - Global Brand Management - Alain Hutinel
7
Create ALL ContactsCreate ALL Contacts so that so that
they bring and keepthey bring and keepconsumers consumers
in the Brand’s own in the Brand’s own worldworld
PSU - 2006 - Global Brand Management - Alain Hutinel
8
... I really mean ... I really mean ALLALL CONTACTS CONTACTS
(systemic approach)(systemic approach)
PSU - 2006 - Global Brand Management - Alain Hutinel
9
Performance of a « marketing contact »
PERCEPTION ATTENTIONX
X
PERSUASION
ATTITUDE BEHAVIOR
RESPONSE
DistorsionRetention
Memorisation
Selection
X
PSU - 2006 - Global Brand Management - Alain Hutinel
10
TheThe Multi-Touch Points Integrated Solution Multi-Touch Points Integrated Solution
BrandingCorporate
DR TV/Media
E-Media
SalesPromotion
Direct Mail
Loyalty(CRM)
Image TV/Media
PR
Events/Sponsoring
Mobile
Personal
WOMBUZZ
PSU - 2006 - Global Brand Management - Alain Hutinel
11
Integrated Marketing Integrated Marketing Communications ModelCommunications Model
Customer/Prospect Database
Demographics Psychographics Purchase History Category NetworkDatabase
Segmentation /Classification
ContactManagement
CommunicationsObjectives andStrategy
BrandNetwork
MarketingTools
MarketingCommunicationsTactics
MarketingObjectives
Loyal Users Competitive Users Swing Users
Contact Management
Contact Management
Contact Management
CommunicationsStrategy
CommunicationsStrategy
CommunicationsStrategy
DM = Direct Marketing ADV = Advertising SP = Sales Promotion PR = Public Relations EV = Event Marketing
BrandNetwork
BrandNetwork
BrandNetwork
Maintain Usage Build Usage
DM ADV SP PR EV DM ADV SP PR EV Trial Volume Build Loyalty
Prod Price Dist Comm Prod Price Dist Comm
Prod Price Dist CommProd Price Dist CommProd Price Dist Comm
Gain / ExtendUsage
Prod Price Dist Comm
SP DM PR EV ADV
ADV SP DM SP DM ADV SP ADV DM
PSU - 2006 - Global Brand Management - Alain Hutinel
12
Succesfull Brand launches with PR only
Apple Microsoft Linux Segway Red Bull Zara Viagra Dotcoms Starbucks Krispy Kreme
Failures using advertising KMX (Coca Cola) Royal Crown Chevrolet Ford …..
PSU - 2006 - Global Brand Management - Alain Hutinel
13
Another Way of looking at itAnother Way of looking at it Hybrid Contact grid(Kotler)
+
+
PSU - 2006 - Global Brand Management - Alain Hutinel
14
Marketing Contacts OptionsMarketing Contacts OptionsMedia Contacts Trade Shows
Deals Cooperative
Direct Response Contacts Contacts by Consumer Promotions
Online contacts Contacts through Event & sponsor
Place contacts Contacts by Publicity and PR
WOM contacts
buzz
Contacts by personal selling
PSU - 2006 - Global Brand Management - Alain Hutinel
15
Total Brand experienceTotal Brand experience
Individual experienceShared experienceIndividual/shared experienceHybrid experience = more than one of the 5
basic experiential modules :Sense, Feel, Think, Relate & Act.
PSU - 2006 - Global Brand Management - Alain Hutinel
16
The experiential gridThe experiential gridExperien-tial modules
Mkt
Com
Identi-ties
Pro-ducts
Cobran-ding
Environment
Web People
Sense
Feel
Think
Relate
Act
PSU - 2006 - Global Brand Management - Alain Hutinel
17
16 types of Consumption 16 types of Consumption emotions & « experience »emotions & « experience »
AngerFrustrated, Angry, Irritated
DiscontentUnfulfilled, Discontented,
WorryNervous, worried, tense
SadnessDepressed, sad, miserable
FearScared, afraid, panicky
ShameEmbarrassed,ashamed,humiliated
EnvyEnvious, jealous
LonelinessLonely, homesick
RomanticSexy, romantic, passionate
LoveLoving, sentimenta, warmhearted
PeacefulnessCalm, peaceful
ContentmentContented, fulfilled
OptimismOptimistic, encouraged, hopeful
JoyHappy, pleased, joyful
ExcitementExcited, Thrilled, Enthusiastic
OtherGuilty, Proud, eager ….
PSU - 2006 - Global Brand Management - Alain Hutinel
18
Brand Communicative Brand Communicative Strategy Strategy
Managerial Decision Managerial Decision ToolsTools
PSU - 2006 - Global Brand Management - Alain Hutinel
19
TRADITIONNAL COPY STRATEGY TRADITIONNAL COPY STRATEGY STATEMENT INSUFFICIENT FOR STRATEGIC STATEMENT INSUFFICIENT FOR STRATEGIC
CREATIVE BRAND MANAGEMENTCREATIVE BRAND MANAGEMENT
* KEY MARKET * KEY MARKET FEATURE(S)FEATURE(S)
* POSITIONNING* POSITIONNING
* COMMUNICATION * COMMUNICATION OBJECTIVESOBJECTIVES
* TARGET(S)* TARGET(S)
* PROMISE* PROMISE
* REASON WHY* REASON WHY
* TONALITY OF * TONALITY OF COMMUNICATIONCOMMUNICATION
* CONSTRAINTS* CONSTRAINTS
... Why insufficient ?
PSU - 2006 - Global Brand Management - Alain Hutinel
20
The Brand «project» &The Brand «project» &The Brand creative briefThe Brand creative brief
PSU - 2006 - Global Brand Management - Alain Hutinel
21
ValuesExpressions of cultures
Heroes
Rituals
Signs : icons, indexes & Symbols
A value is a broadTendency to prefer a certain state of affairs Over others
Lifestyles are expressionsof sub-cultures
BRAND ?
PSU - 2006 - Global Brand Management - Alain Hutinel
22
Nature & activenessof Relationestablished by Brand
Brand Non-Adepts’Set of mind of Brand & of Brand Adepts
Brand Adepts’ set of mind of Brand & ofthemselves
Most typical/active apects of Brand Culture &Ligitimacy
Most typical/salient aspects of Brand « Persona »
Most typical Physical offer and salient aspects Of Brand
BRANDIDENTITY
PSU - 2006 - Global Brand Management - Alain Hutinel
23
THE BRAND THE BRAND COMMUNICATIVE COMMUNICATIVE
PROJECTPROJECTThe idea is to make sure you create and build competitive meanings into the Brand.
In other words, get organised so that you really work and establish
a
"UNIQUE BRAND'S PERCEPTIVE MODEL "UNIQUE BRAND'S PERCEPTIVE MODEL and a and a
UNIQUE WORLD AROUND YOUR BRAND » UNIQUE WORLD AROUND YOUR BRAND »
PSU - 2006 - Global Brand Management - Alain Hutinel
24
THE « warfare » BRAND THE « warfare » BRAND COMMUNICATIVE PROJECT COMMUNICATIVE PROJECT
APPROACHAPPROACH
Start with a "WARFARE" Type of ANALYSIS of the market and of the competitive Brands’
PERCEPTIVE MODELS .
. Conclude and identify which brand(s) «make(s) the law or set the rules » and which «basic law/rules».
Then, BUILD YOUR Then, BUILD YOUR BRAND PROJECT,BRAND PROJECT,
i.e. i.e. CREATE YOUR CREATE YOUR BRAND ’s RULESBRAND ’s RULES and and «law».«law».
PSU - 2006 - Global Brand Management - Alain Hutinel
25
WRITE YOUR BRAND WRITE YOUR BRAND PROJECT STATEMENTPROJECT STATEMENT
Adapt the concept Adapt the concept to each «vector»to each «vector»
Organise contacts Organise contacts with the Brand with the Brand concept in a concept in a creative & creative & pertinent waypertinent way via via selected «vectors», selected «vectors», from media to from media to products & any products & any pertinent support.pertinent support.
Create Brand offer Create Brand offer that proves itthat proves it
A visionA vision
A missionA mission An objectiveAn objective
A demonstrated A demonstrated qualification for qualification for the missionthe mission
A communication A communication concept (not just a concept (not just a slogan!)slogan!)
PSU - 2006 - Global Brand Management - Alain Hutinel
26
The Top 20 Ad Campaigns of The Top 20 Ad Campaigns of the Last 20 Yearsthe Last 20 Years
adweekadweek
PSU - 2006 - Global Brand Management - Alain Hutinel
28
Some implications of the Some implications of the Brand project dynamicsBrand project dynamics
The Brand is a The Brand is a contractorcontractor
Constant creation Constant creation is neededis needed
Products/services Products/services are the proof of are the proof of the brands the brands qualification for qualification for its its «mission»«mission»
need a specific need a specific managerial tool managerial tool for communica-for communica-tion agency :tion agency :
Brand Brand Creative BriefCreative Brief
(Need Also a specific (Need Also a specific managerial managerial organization !)organization !)
PSU - 2006 - Global Brand Management - Alain Hutinel
30
THE BRAND COMMUNICATION THE BRAND COMMUNICATION CREATIVE BRIEFCREATIVE BRIEF
THE BRAND IDENDITY THE BRAND IDENDITY STRATEGYSTRATEGY
It defines the It defines the BRAND’S PROJECTBRAND’S PROJECT
/TERRITORY/TERRITORY
DIFFERENTDIFFERENT PERTINENTPERTINENT CONNIVENTCONNIVENT DURABLEDURABLE
THE COPY CREATIVE THE COPY CREATIVE STRATEGYSTRATEGY..
It defines : It defines : THE SALETHE SALE * product advantage, *
created difference,
THE RELATIONSHIPTHE RELATIONSHIP * nature of the relationship between brand and audience.
PSU - 2006 - Global Brand Management - Alain Hutinel
34
James Mollison pour Benetton
septembre 2001 - mondial
PSU - 2006 - Global Brand Management - Alain Hutinel
38
You are on Clan Campbell You are on Clan Campbell EstatesEstates
PSU - 2006 - Global Brand Management - Alain Hutinel
42
… … also express the also express the Brand’s identity thru all Brand’s identity thru all
communicating communicating elementselements
The Brand NameThe Brand Name
The Logo(type)The Logo(type)
Packaging .....Packaging .....
....all actions of the ....all actions of the marketing mix...marketing mix...
PSU - 2006 - Global Brand Management - Alain Hutinel
43
Another way to look at itAnother way to look at it The Brand “platform” The Brand “platform” questionnairequestionnaire
Why is the brand out there ?Why is the brand out there ?
What’s it’s know-how?What’s it’s know-how? Where is it’s legitimate Where is it’s legitimate
territory ?territory ? What product(s) What product(s)
illustrate it best ?illustrate it best ? What is it’s style ?What is it’s style ? What does it want the What does it want the
costumer to think of costumer to think of himself ?himself ?
What does it bring ?What does it bring ?
What’s it’s What’s it’s viewpoint viewpoint
What’s it’s vision of What’s it’s vision of what it sells ?what it sells ?
What values is it What values is it pro-pro- moting ?moting ?
What’s it’s mission What’s it’s mission onon the market the market
PSU - 2006 - Global Brand Management - Alain Hutinel
44
Managing Brands in the culturally Managing Brands in the culturally diverse global contextdiverse global context
PSU - 2006 - Global Brand Management - Alain Hutinel
45
RememberTHE BRAND SPEECH PYRAMID
Values
Brand Role & Mission
Brand Offer & Scenarii
. Rarely change
Always recognizable :Always recognizable :Territory of expression = Territory of expression = style of discourse +Brand style of discourse +Brand rolesroles
Takes environment + Takes environment + brandbrandreality into considerationreality into considerationIs « re-created » Is « re-created » constantlyconstantly