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Jide | Alade
© 2016 www.jidealade.com
The Brand.Biggest asset on the
balance sheet.
Jide Alade www.jidealade.com [email protected] 2348023917646
Jide | Alade
© 2016 www.jidealade.com
“Brand”The most misused terms in business… “Brand Identity”
“Rebrand”
“Positioning”
“Value Proposition”
Jide | Alade
© 2016 www.jidealade.com
Our brand identity is red and blue
Our value proposition is the same as theirs
A product is the same thing as a brand
Jide | Alade
© 2016 www.jidealade.com
Every brand is
either a product, service, cause or organisation
but not every product, service, cause or organisation is a brand.
Jide | Alade
© 2016 www.jidealade.com
A Product satisfies a basic need. To make a phone call, you need a phone and a network.
However, whether you pick an iPhone 7 or Samsung S7, or choose Etisalat over MTN, has everything to do with the concept of a Brand.
Jide | Alade
© 2016 www.jidealade.com
- Walter Landor
“Products are made in the factory, but brands are created in the mind.”
Jide | Alade
© 2016 www.jidealade.com
Think of a brand as containing 2 parts…
Tangible + Intangible the
Jide | Alade
© 2016 www.jidealade.com
Millionsof purchase decisions are made daily based more on how we feel than on rational thought.
Jide | Alade
© 2016 www.jidealade.com
“What you make people feel is just as important as what you make.”
- BMW
Jide | Alade
© 2016 www.jidealade.com
Strictly speaking,riding a Harley Davidson bike is no more ‘liberating’ than say, riding a Suzuki bike.
Jide | Alade
© 2016 www.jidealade.com
your headWhat Harley Davidson has masterfully done is Position driving Harley bikes as ‘liberating’ in
Jide | Alade
© 2016 www.jidealade.com
Brand position(ing) is how the brand is perceived by consumers in relation to competing alternatives.
Jide | Alade
© 2016 www.jidealade.com
You think… you think Performance
you think Prestige
think Reliability
You think…
Think…
Jide | Alade
© 2016 www.jidealade.com
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.”
- Al Ries & Jack Trout Positioning. The Battle for Your Mind
Jide | Alade
© 2016 www.jidealade.com
If a product has the tangible part but no perceived intangible part, it’s pretty much a
Commodity to you
Jide | Alade
© 2016 www.jidealade.com
How many times have you heard:
“All politicians are the same ”
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© 2016 www.jidealade.com
That’s because many people can’t perceive a difference between one politician and the other, making them a commodity.
Jide | Alade
© 2016 www.jidealade.com
A commodity is a product so basic it cannot be physically differentiated from
a competing offering in the minds of consumers…
Jide | Alade
© 2016 www.jidealade.com
But a place can also be a brand…
“What Happens in Vegas, Stays in Vegas”
Jide | Alade
© 2016 www.jidealade.com
A brand is a product or service with perceived intangible attributes and differentiated
from a competing offering.
So, a formal definition…
Jide | Alade
© 2016 www.jidealade.com
Value Proposition.A brand must offer consumers a
Which is a statement of the functional and emotional benefits they can expect from the brand.
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© 2016 www.jidealade.com
Emirates promises travellers excellent product quality, convenient hub and pampering.
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A Value Propositionwill normally offer benefits that are relevant, unique,
compelling and believable for the consumer.
That is why it is also sometimes referred to as the
‘reason to buy.’
Jide | Alade
© 2016 www.jidealade.com
Exposure ExperienceBrands get into our heads through exposure to messages about the brand
And also through actual experiences with the brand
Jide | Alade
© 2016 www.jidealade.com
…they are all elements of what marketers call
Touchpoint(moment when brand comes in contact with the audience)
Jide | Alade
© 2016 www.jidealade.com
and also layer up to form
Brand Associations(which is anything people link or associate with a brand in their minds.)
Jide | Alade
© 2016 www.jidealade.com
Possible Macbook Brand Associations
InnovativeCoolCreative
FunVirus- free
AppleFriendly
CultPremium User friendly
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Possible Rolex Brand Associations
GoldMoneyed
Achievement
Distinguished
Golf
Swiss
Yatching
Trustworthy
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Strength
Possible Gulder Brand Associations
Reality TV
Adventure
‘The Ultimate’
NigerianMasculinity
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Brand associations aggregate in our minds to form
a Brand Image.
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The Brand Image of GT Bank that I have is a very innovative, customer-focused and sophisticated bank.
Jide | Alade
© 2016 www.jidealade.com
Brand Identity vs Brand ImageBoth terms are used interchangeably but they don’t mean the same thing
“Brand Identity is a unique set of brand associations the brand strategist aspire to create or maintain.”
David Aaker - Building Strong Brands
“Brand Image is how the consumer actually see your brand.
Internal External
Jide | Alade
© 2016 www.jidealade.com
IDENTITY IMAGE
How brand owners define what the brand is
How the consumer perceives the brand
Goal: Strive for as much overlap as possible
Jide | Alade
© 2016 www.jidealade.com
When a company or brand
it should be more than changing the logo, corporate identity and style guide of the company or brand.
“rebrands”
Jide | Alade
© 2016 www.jidealade.com
seeks to overcome a brand handicap e.g. weak positioning or brand image.
“Rebranding”
A “rebrand” that encompass both intrinsic and extrinsic change, e.g. new product formulation combined with new positioning, tend to be more successful.
Jide | Alade
© 2016 www.jidealade.com
changing the logo and and style guide without innate brand or company change is…
Otherwise
giving a Toyota Corolla a Mercedes Benz logo and expecting it to handle like a Benz.
Jide | Alade
© 2016 www.jidealade.com
Few months later Coca Cola changed the formulation of Coke and launched the sweeter New Coke.
In 1985 Pepsi ran campaigns that showed consumers preferred the taste of Pepsi to Coke in a blind taste test.
Pepsi began to outsell Coke in supermarkets. Coke began to drastically lose share.
It killed the old Coke.
Jide | Alade
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Retailers began hoarding ‘Old Coke creating a black market for it.
Clamour for ‘Old Coke.’ Over 40,000 calls and letters received at Coke HQ in Atlanta.
National negative press coverage.
Coke deliverymen ridiculed.
One of the numerous letters sent in to the Coke CEO asked for his autograph on the premise that the signature of ‘one of the dumbest executives in American business history’ will one day be worth some money.
Jide | Alade
© 2016 www.jidealade.com
77 days later, Coke brought back ‘Old Coke’ under the name Coca-Cola ‘Classic
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© 2016 www.jidealade.com
It was breaking news all over America.
It was even announced on the floor of the US Senate.
News of the reversal was covered by all three television networks in the US.
"A meaningful moment in US history,” said Senator David Pryor.
Jide | Alade
© 2016 www.jidealade.com
By the end of 1985, Coca-Cola Classic was outselling both New Coke and Pepsi.
Coke's sales increased at more than twice the rate of Pepsi’s.
New Coke subsequently died.
Jide | Alade
© 2016 www.jidealade.com
When a brand enjoys high level of awareness and familiarity, and people hold very strong, positive and unique brand associations in their minds about the brand, marketing folks refer to this as
Brand Equity
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Reduces consumer anxiety and risk over a purchase.
A high Brand Equity…
Ensures a brand/company survive major missteps.
Ensures a company secures higher valuation in the case of a merger or acquisition.
.
.
.
Jide | Alade
© 2016 www.jidealade.com
Line Extension is leveraging the brand equity of an existing brand into a new customer segment, usually in the form of a new variant or flavour.
Jide | Alade
© 2016 www.jidealade.com
Brand Extension is leveraging the brand equity of an existing brand into an entirely new product category.
Jide | Alade
© 2016 www.jidealade.com
Sub Brand is when a brand spins off a new product under a different name to gain access to a customer segment the parent brand could not credibly enter.
Jide | Alade
© 2016 www.jidealade.com
Toyota as a brand lacks the credibility to enter the luxury car
segment. So it created the Lexus brand to address the segment.
Lexus has no product or marketing linkage whatsoever to Toyota.
Jide | Alade
© 2016 www.jidealade.com
Every strong brand has one.
It is the fundamental nature and timeless spirit of the brand.
Jide | Alade
© 2016 www.jidealade.com
Some also call it the…
“Brand Mantra,” “Basic Stance,” “Brand Promise,” “Core Identity” or
“Brand Ideal…”
Jide | Alade
© 2016 www.jidealade.com
The Brand Essence informs and guides
everything the brand does, and is the point of its differentiation.
Jide | Alade
© 2016 www.jidealade.com
For Nike, the brand essence is about bringing innovation and inspiration
to the athlete in all of us.
Nike doesn’t sell sporting gear. It sells Inspiration
Jide | Alade
© 2016 www.jidealade.com
For Johnnie Walker, it is about ambition, personal progress and success in the
face of challenges.
KEEP WALKING
Jide | Alade
© 2016 www.jidealade.com
1.It should clarify what is
unique about the brand.
(Remember, the whole point about a brand is differentiation)
Jide | Alade
© 2016 www.jidealade.com
2.
It must be Single-Minded
“A brand becomes stronger when you narrow its focus.” ~Ries & Ries, The 22 Immutable Laws Of Branding
Jide | Alade
© 2016 www.jidealade.com
3.It should be memorable “…it should be short, crisp and vivid in meaning.”
- Kevin Keller
“Caring Shared”
Jide | Alade
© 2016 www.jidealade.com
4.It must be
meaningful to employees
“Ladies & Gentlemen Serving Ladies & Gentlemen is meaningful and relevant to employees in helping everyone aspire to excellent service delivery.
Jide | Alade
© 2016 www.jidealade.com
5.It never changes.
Ever.
Marketing and brand strategies may change. A new CEO or CMO may have brain waves. But the brand essence never changes. Ever.
Jide | Alade
© 2016 www.jidealade.com
Benefits of defining your Brand Essence
It defines the category of business for the brand and set boundaries. 1.
It prevents dissipation of internal energies on disparate projects.
It helps to focus the brand positioning over time.
Serves as a screener for new ideas.
Guides advertising, design and story telling.
2.
3.
4.
5.
Jide | Alade
© 2016 www.jidealade.com
That’s why people sleep outside an Apple Store to buy an iPhone…
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© 2016 www.jidealade.com
…and why bikers tattoo ‘Harley Davidson’ logos and bikes on their bodies.
Jide | Alade
© 2016 www.jidealade.com
“On average, loyal customers are worth up to 10 times as much as their first purchase”*
*USA Data. 2016 CustomersThatStick
Jide | Alade
© 2016 www.jidealade.com
Strong brands enjoy premium pricing and high margins but require commitment to a long-term strategy.
Jide | Alade
© 2016 www.jidealade.com
You can’t change messages every year.
Consistency in brand message over time is key.
Jide | Alade
© 2016 www.jidealade.com
BUILDING BRANDS
1. Pressure to Compete on Price
2. Proliferation of Competition
7. Pressure to invest Elsewhere
6. Bias Against Innovation
4. Complex Brand Strategies & Relationships
5. Bias Toward Changing Strategies
Why Building Strong Brands is Hard
3. Fragmenting Markets & Media
8. Short Term Pressures
© David Aaker Building Strong brands
Jide | Alade
© 2016 www.jidealade.com
Jideis passionate about brands and marketing communications. He is available for classes, personal presentations brand and advertising consultancy.
*This presentation can be tailored for specific company requirement.
Jide Alade www.jidealade.com [email protected] 2348023917646