brand development
TRANSCRIPT
Brand DevelopmentBrand Development
November 2006
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Goal of Brand DevelopmentGoal of Brand Development
Provide strategic and creative brand Provide strategic and creative brand guidelines that will enable the company to guidelines that will enable the company to
achieve a competitive advantage and achieve a competitive advantage and progress towards becoming a moreprogress towards becoming a more
marketing driven companymarketing driven company
Confronting aConfronting a Competitive Market Competitive Market
Conceptual BasisConceptual Basis
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Confronting a Competitive MarketConfronting a Competitive Market
#1 Key Success Factor:Competitive advantage
Competitive Advantage: DefinitionThe reasons for which a customer will prefer a product over a competing product or an alternative product
The customers’ way of choosing between alternatives
Criteria:What do I gain?= “Quality”
How much do I pay?
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The Equal Benefit Axis
The Basic Positioning Map:The Basic Positioning Map:Gain inGain in Quality for a price = DifferentiationQuality for a price = Differentiation
Perceived Price
high
low
Perceived Qualityhighlow
inferior
superior
PremiumProduct
DiscountProduct
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The Equal Benefit Axis
The Commodity TrapThe Commodity Trap
high
highlow
inferior
superior
When there is no perceived quality differentiation, price becomes the only parameter of differentiation
In this scenario, all competitors’ prices decline to one low level
The object is to slant the positioning axis by
differentiation
In what way are we different?
MarketPrice Level
Perceived Quality
Perceived Price
low
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The Positioning ProcessThe Positioning Process
To gain competitive advantage, a company must choose and lead itself to a positioning that will match its customers’ chosen priorities
The Positioning Process must rely on deep understanding of customers Core and Envelope benefits from the products
These benefits need to be transferred to the target audiences and to existing customers
In addition to transferring a message which summarizes the products benefits, the message must also emphasize the drives and decrease the barriers of purchasing the product
The last stages in the positioning process are the formation of brand values and visuals, by which we transfer the chosen message
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The Positioning ProcessThe Positioning Process
BrandValues
BrandVisuals
Barriers Drivers
BrandingPositioning
Envelope Benefits
Core Benefits
Extended Circle
We propose a holistic approach thatWe propose a holistic approach that includes the full spectrum of positioningincludes the full spectrum of positioning
Inner Circle
What is Branding?What is Branding?
Conceptual BasisConceptual Basis
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A Brand is not only …A Brand is not only …
A logo
An identity
A product
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A Brand is…A Brand is…
A collectively held idea of a company by A collectively held idea of a company by its customers, in reaction to the its customers, in reaction to the
messages the company sends via messages the company sends via interaction, advertising, product design interaction, advertising, product design
and public relationsand public relations
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The purpose of a brandThe purpose of a brand
A brand defines the relationship our customers have with us
A brand is a promise we make to our customers - and to ourselves
A brand is shaped by each experience customers have with us
Brand Development ProcessBrand Development Process
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Project OutlineProject Outline
Brand Definition Brand Look & Feel
Deliverables:
Clear Brand Identity (DNA), including:Brand story and historyValue proposition, positioning and differentiationBrand personality and characteristicsBrand promise & perceptionBrand ValuesSegmented Branding
Deliverables:
Brand Visual Guideline:LogoTypographyCollateralShows & ConferencesWeb Site
Phase I Phase II
Phase I – Brand DefinitionPhase I – Brand Definition
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Brand Definition ProcessBrand Definition Process
VisionTop managements aspiration for the
company
CultureThe organization’s values, employees behaviors and attitudes
ImageThe outside world’s overall impression of the company
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1. Image-Vision Gap Analysis1. Image-Vision Gap Analysis Who are the relevant stakeholders:
customers, shareholders, media, general public, job seekers
What do the stakeholders think of the company today?
What do stakeholders think of the competition?
What do the stakeholders want from the company?
Is the company effectively communicating its message to the stakeholders?
Issues to be Addressed
Methodology
Interviews with all stakeholders Interviews with company’s management Examination of company’s messaging Examination of competitor’s messaging Analysis of company’s strategy and competencies
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2. Brand Vision Definition2. Brand Vision Definition Brand Values: What does the company
stand for? Brand Differentiation: How is the
company different from it competitors: Brand Promise: How does the
company meet is stakeholders’ expectation?
Segmented Branding: How should the brand be different for various stakeholders and customer segments?
What will be achieved?
Methodology
Analysis of information gathered at Image-Vision Gap Analysis stage
Formation of Brand Vision alternatives, based on integrated analysis
Selection of preferred Brand Vision by holding Branding meetings with the company to form final Brand DNA
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3. Vision-Culture Gap Analysis3. Vision-Culture Gap Analysis What are the marketing messages are
employees are conveying to the stakeholders?
Does our Brand Vision inspire the employees?
Do the employees understand and agree with the Brand Vision
Does the company practice the values promoted in its Brand Vision?
Issues to be Addressed
Methodology
Analysis of the company’s existing marketing material
Interviews with employees in various ranks and various responsibilities
Focus group with employees and management
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4. Brand Culture Definition4. Brand Culture Definition
Define the brand culture and subcultures for each of the company’s departments
The messaging to be conveyed by the various employees to different stakeholders
Media to be used to convey the messaging
What will be Achieved
Methodology
Training to the employees on the new Brand Vision
Develop necessary tools, such as presentations, videos, web site
Establish compensation mechanism to promote adoption of new Brand Vision
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5. Image-Culture Gap Analysis5. Image-Culture Gap Analysis
This phase will be performed a few months after the new Brand Vision has been implemented to examine the state of the new Image by the various stakeholders
Phase II – Brand Look & FeelPhase II – Brand Look & Feel
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Phase II – Brand Look & FeelPhase II – Brand Look & Feel
Stage I – Complete briefing of Brand DNA Transfer of brand DNA to creative team
o Q&A to better understand brand DNA Walkthrough of creative team in daily activities: Customer Visits,
Salesperson Accompaniment Review of marketing material and company messages
Stage II – Look & Feel Concept Creative processes to form several alternative Look & Feel
concepts – Logo freshening-up, visual upgrade, color variations etc.
Selection of chosen concept
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Phase II – Brand Look & FeelPhase II – Brand Look & Feel
Design of the following internal items: Stationary Template Envelopes & Packaging Business Card Template Company Stickers Memos Internal & External Signs
Template Design of the following interactive
marketing items: Web site Grid & Concept Animated intro Home Page & Internal Page Template Banner ad E-mail Template
Design of the following print marketing items: Sales kit: Folder + Company
Profile + Product Details Image Attachments & Image
development Grid for BTL marketing &
Brochure sample Grid for ATL marketing & Print
ad sample Presentation Template Exhibition look & feel:
Booth/Wall Roll-up design
Production plan for print & internal items (Paper type, print type, materials etc.)
Stage III – Item Design
About UsAbout Us
Mitzuv ltd.Mitzuv ltd.Strategic Marketing ExpertsStrategic Marketing Experts
Beit Hataasiya, 29 Hamered st., Tel Aviv 61500Tel: +972-3-5108801 Fax: +972-3-5108802
Web Site: www.mitzuv.com
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Mitzuv
Mitzuv is a top leading management consulting firm that specializes in Strategic Marketing consulting
Led by Prof. Michael Perry, Mitzuv’s staff is comprised of experts in the area of Marketing, Management and Advertisement
Mitzuv performs integrated analysis of overall and marketing strategy, while implementing fresh, innovative management methods
Mitzuv has developed unique methods of planning and marketing strategies, selling operations and innovative management methods
Mitzuv consults to a large number of customers, International and Israeli, of various sizes and from various industry fields
Since founded in 1970, Mitzuv has worked upon close to 2,000 different projects
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Industry Experience
Healthcare Food & Beverage Medical New Media Chemicals and Plastics Publishing and Media Retail and Distribution Security Education Advertising
Telecommunications Information Technology Computer Hardware &
Software Electronics Governmental Agencies Insurance Transportation and
Aviation Agriculture and Irrigation Financial Services
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Mitzuv’s Unique AdvantagesMitzuv’s Unique Advantages
Openness for new ideas and paradigms, through extensive inside innovation processes
Direct link to the world of practical research, and development of implementational models
Vast experience in almost all vertical markets from Extensive marketing archive Interchangeable tools from different markets
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Mitzuv’s Recent ClientsMitzuv’s Recent Clients
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Mitzuv’s Relevant projectsMitzuv’s Relevant projects
Ness Technologies – Brand DNA as part of overall global strategy
Kol Israel (IBA) – Formation of Individual Radio Station Identities
American-Israeli Paper Mills (Hadera Paper) – Brand DNA of subsidiaries as part of overall strategy
AMPA – Brand redirection and redefinition Mirs – Brand redefinition as part of strategic
planning