munjal brand strategy ppt
Post on 18-Nov-2014
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THE #1 STRATEGY FOR HIGH-PERFORMANCE BRANDS
THE REAL DEFINITION OF A BRAND.
THE DISCIPLINES OF BRAND BUILDING.
WHAT YOU’LL LEARN:
LET’S START WITH DISPELLING SOME MYTHS.
LET’S START WITH DISPELLING SOME MYTHS.
A BRAND IS NOT JUST A LOGO.FIRST:
A BRAND IS NOT JUST AN IDENTITY.SECOND:
A BRAND IS DEFINITELY NOT JUST A PRODUCTTHIRD:
BRANDING MATTERS MORE IN B2B THAN B2C
FOURTH:
B2B B2C
Small/ Focussed target market Large target market
Features/ Functional/ Education Benefits/ symbolic/ appeal
Rational mostly Emotional mostly
Less/ selective media consumption Multiple touch points
Long lead time/ multi step process Short lead time
Long term relationship Instantly interesting
Create and support demand Drive demand
B2B vs B2C Marketing
SO WHAT EXACTLY IS A BRAND?
A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE OR ORGANISATION.
A BRAND EVOKES THE SAME FEELING AND RESPONSE EACH TIME IT IS EXPOSED TO AN INDIVIDUAL.
It’s a GUT FEELING because brands are defined by individuals, not companies, markets or
public.
It’s a GUT FEELING because people are emotional, intuitive beings.
IN OTHER WORDS . . .
IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
WHY IS BRANDING SO USEFUL?People have too many choices and too little time.
Consumers have a short term memory
Most offerings claim similar services and features.
We tend to base our selection of services on trust.
{ TRUST }
T = r + dTrust reliability delight
TRUST COMES FROM MEETING AND BEATING EXPECTATIONS.
AND BY BECOMING A CHARISMATIC BRAND.
BUT FIRST,
WE MUST MASTER THE FIVE DISCIPLINES OF BRAND-BUILDING.
DISCIPLINE 1:DIFFERENTIATE
OUR BRAINS ARE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
FOCUS.
FIGURE THE BRAND ESSENCE. DEVELOP A BRAND PROMISE.
BRAND ESSENCE:
UNDERSTAND WHO YOU ARE / WANT TO BE.
BRAND PROMISE:
UNDERSTAND HOW OTHERS SEE YOU, AND WHAT YOU MEAN TO THEM.
DISCIPLINE 2:COLLABORATE
IT TAKES A VILLAGE FULL OF BRAND CUSTODIANS TO BUILD A BRAND
SPARKS FLY WHEN APPLES MEET ORANGES
OR IN LAYMAN TERMS . . .
WHEN BUSINESS STRATEGY AT MUNJAL AUTO
MEETS COMPELLING CREATIVITY AT G.O.D
DISCIPLINE 3:INNOVATE
HOW DO WE KNOW IF AN IDEA IS INNOVATIVE?
WHEN IT JOLTS OUR MINDS INTO SEEING MUNJAL AUTO AS A BRAND.
BRANDING
is not just being seen as BETTER than competition
It is being seen as the ONLY SOLUTION to your consumer’s
problem
Copyright Guild of Designers 2014
A GREAT COMPANY NEEDS A STAND-OUT NAME.
MUNJAL AUTO IS A GREAT NAME.
A GREAT NAME DESERVES
GREAT GRAPHICS.
NEWS FLASHLOGOS ARE DEAD. LONG LIVE ICONS AND
MNEMONICS
{ ICONS }
AN ICON IS A NAME AND VISUAL SYMBOL THAT SUGGESTS A MARKET POSITION.
{ IDENTITY}
CORPORATE PROFILE & IDENDITY DEVELOPMENT WILL REMAIN EFFECTIVE TRADITIONAL TOOLS TO IDENTIFY BRANDS.
1. Internal Branding & Stationery 2. Brochures 3. Website 4. Premiums
{ WEBSITE }
THE FIRST POINT OF CONTACT BETWEEN YOU AND YOUR AUDIENCE.
ASK YOURSELF THESE SIMPLE QUESTIONS:
DOES OUR WEBSITE LOOK FAT IN THIS DRESS?
MUNJAL AUTO INFO: GOODDESIGN LANGUAGE: NEEDS ATTNEASE OF NAVIGATION: DIFFICULTGENERATE LEADS: CAN DO BETTER
A WEBSITE MAY SUFFERING FROM DDS – DISTRESSED DESIGN
SYNDROME?1. DEPARTMENTOLYSIS – Each department wants to be on the home page.
2. FEATUREITIS – Communication Clutter. Belief that more is better.
3. TECHNO PHOBIA – Still saying things with words instead of visuals, animations & videos.
{ CUT THROUGH THE CLUTTER}
DISCIPLINE 4:CULTIVATE
{ GOOD PRACTICE }
A HIGHLY CREATIVE AND CONSISTENT BRAND PERSONALITY MUST BE CULTIVATED TO COMMUNICATE WHAT ALS STANDS FOR.
{CHARACTER}
BRANDS ARE LIKE PEOPLE. BRANDS HAVE CHARACTER.
CONTROL THE LOOK & FEEL OF YOUR BRAND.
BUT ALSO, INFLUENCE THE CHARACTER OF THE BRAND.
{ COMMUNICATION }
BE LOUD. NOT HERD.
EXTERNAL COMMUNICATION SHOULD BE THOUGHT OUT AS A STRATEGY TO SPREAD THE
BRAND ESSENCE AND GIVE OUT THE BRAND PROMISE.
THIS SHOULD INCLUDE:OUTBOUND SERVICE COLLATERAL. PROGRAMME SHEETS.
NEWSLETTERS. RESULT SHEETS. PREMIUM GIVE-AWAYS, CALENDARS, DIARIES.
DISCIPLINE 5:VALIDATE
Once you have DIFFERENTIATED, COLLABORATED, INNOVATED and CULTIVATED
disciplines of BRAND BUILDING,It’s time to review and VALIDATE:
1. UNIQENESS 2. RELEVANCE 3. BRAND RECALL 4. BRAND CHARACTER
WHAT MUNJAL NEEDS IS A CBO. (Chief Branding Officer)
The Bridge between LOGIC and MAGIC, Strategy and Design
GUILD of DESIGNERS LOVES being THE CBO.
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