BuildingBrands Workshop 2013 for advertisers

Workshop - Day Plan:(1) Understanding the difference between a Product and a Brand

(2) Dissecting a Brand to understand the

types of brands

(3) What separates the Best Brands from the

RestImportance of

connecting well with consumers (Role of

Critical Insight)

(4) How to translate a Consumer Insight into

a Brand Idea

(5) The need for 24 hour Planning

(6) Concluding Thoughts

What is a

Brand? What is a

Product?

What is a

Brand? What is a

Product?

Brand vs. a productBrand vs. a product‘Product’ and ‘Brand’ are words often used interchangeably. But they do not mean the same thing. Here is the simple crucial distinction:

Within every brand is a product,but not every product is a brand.

What is the Territory of a Brand?

What is the Territory of a Brand?

Six inches wideGrey and wet

Mysterious

Brand Vs ProductBrand Vs Product

A ‘product’ is tangible; Exists in stores:

you can touch it, see it. It has physical attributes - styles, models, features, prices etc.

A brand is intangible; Exists in people’s minds:

It is a composite of how consumers feel about a product. The personality they attribute to it. The trust they place in it. The reliability they count on from it. The confidence it earns for them. Above all, their shared experience with the product.

slice up a Brandslice up a Brand

1. A unique combination of 3 factors:(a) Product attribute/benefit.(b) Brand imagery/personality.(c) Consumer needs/beliefs.

2. A triangular relationship between these 3 factors exists at the core of all brands.

3. However, each brand has 1 of these 3 factors as a primary driver.

Product Benefit Driven BrandsProduct Benefit Driven Brands

What I get from the product that makes this brand

matter to me

Why I like the brand

Product Benefits?Product Benefits?

Nature of the product itself (e.g. Taste, texture, smell, size, cost etc.)

Is my product distinctive? Is it liked by consumers?

Challenge is to translate that into a consumer benefit.E.g. Air cushioned sole in

a particular shoe is seen as ‘walking on air’.

KFC..... Finger licking good.

Duracell.... Lasts up to 7 times longer than ordinary batteries.

Which of our brands are Product benefit driven?

Product Benefits

Driven brands

Image Driven BrandsImage Driven Brands

What characteristic traits I recognize in the brand

that I can respect

Why I trust the brand

Brand Image?Brand Image?

This is the basis for trust? What values underpin consumer’s trust?

What is my brand’s personality? What could be the tone of voice it adopts when talking to consumers?E.g. Masculine,

uncompromising, romantic etc.

Nike..... Just Do It.

Marlboro.... Marlboro Man.

Which of our brands are Image driven ?

Image Driven brands

Consumer needs / beliefs Driven BrandsConsumer needs / beliefs Driven Brands

What values I share with the brand that makes me

cherish it more

Why I Value the brand(Human Insights)

Human Insights?Human Insights?

What many people acknowledge as basic fundamental needs or

beliefs about life.

How does my brand fit into consumers

life? Lifestyles? Beliefs?

How could it enrich/improve their lives?

e.g.(s) of

Human insightse.g.(s) of

Human insights

Life is not measured in the number of breaths you take, but the number of breath taking moments you take in.

Plain speaking often hides a deep wisdom.

Things that matter most are the things that you cant count.

American Express..... Is for those who think bigger thoughts, do bigger things, paint bigger pictures.

Dove ... Is the promise of femininity restored.

Which of our brands are insight driven?

Insight Driven brands

Exercise No. 1:(Individual)Exercise No. 1:(Individual)

Are these brands:Product DrivenImage DrivenInsight Driven

Which one seems to be most powerful?Product DrivenImage DrivenInsight Driven

What separates the

Best Brands

from the Rest?

What separates the

Best Brands

from the Rest?

Full Triangle story, that a brand has to tell ?

Great Brands Make

Connections:

Great Brands Make

Connections:

Product Benefit(Why I like the brand?)

Brand Image(Why I trust the brand?)

Insight(Why I value the brand?)

What separates the Best Brands from the Rest….

What separates the Best Brands from the Rest….

Great Brands have a Great Story to tell.

They know the trick to find that story,

and then telling it in a most singular and

compelling manner; year after year.

Great Brands are in the “story telling” business

that connects well with consumers

on a deep, emotional level.

classic e.g.

Nikeclassic e.g.

Nike

Product Benefit(Optimum Performance)

Brand Image(Empowerment)

Insight(The end always justifies the mean)

Just Do It

classic e.g.

Marlboroclassic e.g.

Marlboro

Product Benefit(Strong tasting cigarette)

Brand Image(Masculine, uncompromising)

Insight(Man is born free and real men stay that way, forever)

Marlboro Man

e.g. Local (any)e.g. Local (any)

Lifebuoy Sunsilk Pampers

Pepsi Tapal Dawn Geo TV Fair & Lovely

Mobiles telcoWater dressing-up

Where’s the connectio

n“Connection Triangle” is a tool

designed to help us create a

compelling Brand DNA by understanding the three elements that form the building blocks of a great brand

A ‘Connection Triangle’ can only exist when the three elements are mutually reinforcing,

competitive for the brand, and clearly

motivating to the target audience

Importance of connecting well with the consumer:

Do not separate “Brands” from “Life”. You cannot build a

brand if you do not understand life

Getting to the heart of the matter.

Touching a string of the heart.

Bring alive the key values/beliefs.

*Video Link

Insights live deep inside our consumers….heartInsights live deep inside our consumers….heart

When digging for Insights, think about the context with which people meet the brand

(a) Physiological(b) Psychological(c) Societal

Each area contains many opportunities for uncovering a great Insight

Tap in to 3 types of life triggers; when in search of a critical insight!

1.

Physiological Needs

FoodHealthShelterSurvivalStrengthHygieneComfortWealthPossessionsAppearanceIndulgencePleasureSelf restraintPain

2. Psychological Needs

Success Self-esteemLuckAuthorityStatusNoveltyMeaningfulnessCuriosityHopeRealismJusticePatienceLovePassionCreativityAmbitionCelebrationSolitudeCompanionshipWisdom

3. Societal Values

HonestyPatriotismEqualityFreedomFear Self reliance TrustRespectTolerance GenerosityModestyDiligenceExperienceTeamworkLeadershipCompetitionProgressEnvironmentCultureFamily

Search process learning

Great Insights (beliefs) can be seemingly

contradictory, e.g.

“the end always justifies the means”“the end never justifies the means”

But only one is right for your brand

Great Insights seem to be universal /

work across cultures

The Critical Issue

Logic tends to work along two-dimensional axes.

But we live in three dimensions.

Can we create a new, three-dimensional logic that will allow us to pin down a powerful relationship

between the brand and the consumer?

The

3rd Dimension

The

3rd Dimension

this is where people make associations, often intangible, in life as with brands.

this is the indication of people’s ‘closeness’ to brands.

this is what we must seek to ‘uncover’, ‘discover’.

this is the difference between finding coal or a diamond, in a coal mine.

A Three-Dimensional Approach

Rational Emotional Instinctive

Thoughts Experiences Beliefs/Values

Considered Spontaneous Automatic

Response to Reaction to Interaction tomessage mnemonics add meaning

Product Brand Human Insightpersonality

Mass Individual Universal (symbols/sayings/myths)

Mind Heart Gut

Perceptions Feelings Associations

Mindset

Reference

Actions

Brand relationship

Connection triangle

Context for communication

It’s all about digging deeper

and deeper....

It’s all about digging deeper

and deeper....

Insights cannot be systematically ‘mined’ in research; you stumble across them!facts have no human dimension: truth is pure

instinct. It is out there….

Insights build on human introspection and curiosity; it is a very powerful force

Insights switch focus from problem to solution

Insights almost always reposition your competitors

Insights are always obvious in hindsightuse this factor to judge your insights!

Some Final Thoughts

You can stumble upon an insight that is relevant and inspiring for your product…..

You can stumble upon an insight that is relevant and inspiring for your product…..

Where to find: songs, movies, drama, arts, quotes, reading, strolling, socializing, news….etc

Exercise No. 1:(Team)Creating a Connections Triangle – “Great tea brand Story”

Exercise No. 1:(Team)Creating a Connections Triangle – “Great tea brand Story”

Product:

Tea

Task:

New Brand Positioning

Challenge:Change Appeal from Rural to Universal

Product Benefit(Strong taste)

Brand Image(Modest, yet aspiration)

Insight(?)

!

It’s easy to think of an insight, but much harder to find a relevant one.

It’s easy to find a relevant insight, but much harder to determine the right one.

It’s easy to find a right insight, (that connects the triangle well) but much harder to determine the best, most inspiring one.

What did you learn; It isn't

that easy

What did you learn; It isn't

that easy

What is the

Big Idea how do you translate human insights

into a great brand story?

What is the

Big Idea how do you translate human insights

into a great brand story?

Exercise 1 (Answer): Revisiting tea (ref. e.g.)

(Tea) X’s amazingly strong cup of tea recharges me and helps me to achieve heights

Exercise 1 (Answer): Revisiting tea (ref. e.g.)

(Tea) X’s amazingly strong cup of tea recharges me and helps me to achieve heights

Exercise No. 2:(Team)Creating a Connections Triangle – “Great tea brand Story”

Exercise No. 2:(Team)Creating a Connections Triangle – “Great tea brand Story”

Product:

Local mobile brand

Task:

New Brand Positioning

Challenge:Entrenching high-end audiences

Product Benefit(Everything’s possible at lowest price points)

Brand Image(weak, not prestigious)

Insight(?)

!

24 hours planning or rather indulgence

We must use all our senses

‘Think with your tongue …’And eyes, ears, noses, fingers etc

When cooking, building, mending, driving, washing, drinking ..... yourself, never forget that first and foremost you are a consumer

What’s to learn here; What’s to learn here;

Keep vigilant, observant, indulged; keep alive & engageKeep vigilant, observant, indulged; keep alive & engage

Get consumers to tell you stories - jokes, quotes, innovative ideas, ambitions etc

“it’s like cars; it depends on how much you value them. If you’ve got a BMW or a Merc, you take it to a proper garage. If you’ve got a Skoda, then the bloke in the backstreet will do”

“what I really want to do is build the buildings I want to build” - ie: not just design them

Always use all of your senses, and consider the unconventional aspects of them

sight : (clothing)taste : (toothpaste)sound : (shoes)touch : (food)smell : (furniture)instinct : (the 6th

sense)common sense: (7th!)

The ImplicationThe Implication

Every brand has a story to tell. The trick is knowing where to find it and having the ability to tell it a singular and compelling way.It is no different than telling a story in a great novel or a movie. We are in the business of telling powerful and compelling stories that connect with the consumers on a deep emotional level. When a story demonstrates to people that we know them well, then only is a powerful connection established.True empathy goes far beyond just understanding people, we must be genuinely interested in them. Understand their dreams and fantasies. What are her fears? What makes him laugh? What does this person do with her day?

In the final analysis, what we get paid for is to enhance

the relationship between the

product and its users to place that product

meaningfully, and respectfully in

people’s lives That is how a

product

earns the right tobecome a

brand.

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