IDEA Spectrum
Where do all the parts fit in?
Flame
Brand ID - Flame
Input Category Context Consumer Context Social Context
Key Question to be Answered Who are we and where do we want to be
Output Brand Soul Consumer Silhouette Competitive Landscape
Product Benefit
Brand ID Tool: Flame
Output:Consumer SilhouetteCompetitive Landscape
The Process - Dove
Product The functional benefits being offered by the brand. Dove as a soap bar makes skin soft with added moisturizer
Consumer Benefit It is that discriminating emotional benefit that the brand offers to its
customers Dove has ¼ moisturizer which leaves skin supple and it makes each
woman feel beautiful no matter what she looks like Underlying Human Need
The one basic unmet need of the consumer To be comfortable with how one looks
Soul The brand’s reason for being (mission) Real beauty comes in all shapes n sizes
Output Consumer Silhouette Competitive Landscape
Test Tube
Brand Audit – Test Tube
Input Soul Competition Consumer
Key questions to be answered Are we relevant and present in the consumer’s minds How far are we from where we should be in context of the
competition and the market
Output Attribute Challenge Perception Challenge Test Consumer : Consumer most affected by the challenge
Note: Sometimes the test tube might reveal that we are so far out in terms of relevance that we need to go back to the drawing board and work on the brand id from scratch
The Process
The brand to be tested against brand id, competition or an industry acceptable benchmark on 6 key parameters through SWOT Product Attributes Communication Design Consumer Franchise Corporate Goodwill Image Strength Channel Presence
Each of these tests would reveal Attribute challenge (a problem with the actual attribute) A perception challenge(a problematic illusion only in the minds of
the consumers)
After identifying the key challenges, we will have to identify the specific consumer most affected by each challenge
Spark
Ideation - Spark
Input Attribute Challenges Perception Challenges Test Consumer
Key questions to be answered How can we overcome the challenges that are stopping us
from achieving our long term objectives What part does the brand play in the physical/emotional
world of the consumer
Output The Big Idea Consumer World Brand World
Things to keep in mind
The foremost point is to resolve the attribute challenge
All attribute challenges lead to perception challenges but some perception challenges might not have an attribute challenge attached to them
Fair and Lovely Attribute Challenge - FAL makes my skin sticky. Reson: FAL uses
an ingredient that makes skin oily Solution: resolve the product issue in-house and then go on to
build better perception of the brand by resolving the perception issue through targeted communication
OR The Brand might not have had the attribute challenge of making
skin oily. In that case, the brand would have had to work only on the perception issue that FAL makes skin oily
Definition of Consumer World through Hofstede’s Culture Model
Symbols
Heroes
Rituals
Core Values
Practices
The Process
Creation of consumer and brand stories through Consumer world
A role playing exercise to create stories of the way the consumer interacts with the brand and the way the identified attribute/perception challenge affects the consumer’s day(test consumer)
Brand world The perfect world of the brand and the way the
brand wants to be seen and used by the consumer
Creative exercises to resolve the problem at hand through interplay of concepts with the consumer and brand world
Touchpoints
Execution- Touchpoints
Input Big Idea Consumer world
Key questions to be answered What are those moments in our consumer’s
world where the Big Idea would make the most impact
How can we increase the effectiveness of the Big Idea by optimizing the space/time in which the consumer comes into contact with
Output 360 Media Plan
The Process
Figuring out the right visibility/experience mix keeping in mind The consumer The scope of the problem The bigness of the idea
Identification of possible points of contact keeping the consumer world in mind
Maximize consumer interaction with the idea through relevant touchpoints Identification of the right touchpoints for the consumer and the
idea Engaging the consumer experientially most efficiently
Strike the right balance between visibility and experience
Making it happen Enable, Empower, Energize