brand recognition presentation sean mc coy hklm 20100722

Power Branding & Strategic Communication ForumBRAND RECOGNITION22 July 2010

HKLM GROUP

Building B 4 Kikuyu Road SunninghillPrivate Bag X100 Sunninghill 2157 Johannesburg South AfricaTelephone +27 (0)11 461 6600Facsimile +27 (0)11 461 6606www.hklmgroup.com

IDEAS DELIVERED CAPE TOWN DUBAI JOHANNESBURG LAGOS NAIROBI

http://www.hklmgroup.com/

Presentation Title: edit on slide masterPresentation Title: edit on slide master

What is the very first thing you recognised?


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Memory & recognition are powerful mechanisms at the core of the human mind


They form the brain’s filing system


And they define each person’s own reality

What does this mean for brands?


Case study: brands that haven’t achieve awareness or recognition


?


Rather obviously, you can’t like what you don’t know


Nor can you respect, adore, admire, worship, revere, appreciate, love, aspire to, advocate, enjoy, want or buy what you don’t know


There are many differing schools of thought in marketing, but achieving awareness is an undisputable necessary first step for any brand


When someone recognises a brand, their perceptions of that brand are recalledeither explicitly (consciously) or implicitly (sub-consciously). The brand’s baggage, good and bad, are instantly present. They will affect how the person then interacts with the brand and the baggage in return will also be updated


If brands are based on perception(each person’s own understanding of a brand is all that matters to that person),

and recognition plays a key part in shaping perceptions, then recognition is on the front line of brand building


Do you recognise this soft drink brand?


If you didn’t consciously get it on the first slide, then you were most likely thinking Coca-Cola subconsciously


+ soft drink = Coca-Cola

Coca-Cola is possibly the most recognisable brand in the world


But.. it has been around for 124 years and they sell 1.3bn drinks daily, across 200 countries

How do awareness, memory and recognition work?

HKLM Johannesburg. MD Report

Technically... The Hippocampus, Amygdala and Striatum are responsible for our memory. Visual memory belongs to the right temporal lobe. Verbal memory belongs to the left temporal lobe. The hippocampus is essential for the laying down of new memories, but over time some changes are also made in the association regions of the neocortex.**various sources (please don’t quote us)


Practically…In the mind a brand or idea can be thought of as a file or vessel

name name

name

name

name

name

name

name

name

name


Which holds and references associated perceptions

namename

Associated perceptions


Which holds and references associated perceptions

Visual associations

Associated sounds, smells, tastesPast associations Associated experiencesAssociated messages

Associated emotions

Perceived value


Perceptions are dynamic,so the files are constantly updated during people’s lives, both consciously but mostly sub consciously

Visual associations

Associated sounds, smells, tastesPast associations Associated experiences

Associated messages

Associated emotions

Perceived value

Measuring brand recognition


Measuring brand recognition means measuring people's perceptions. It’s a subjective art


How far can your brand be stripped down and still be recognised?


How far can your brand be stripped down and still be recognised?

?

HKLM Johannesburg. MD ReportFerrari recently pulled a controversial barcode design from their F1 cars…


More recognisable brands require fewer triggers


+ soft drink = Coca-Cola

But does

soft drink = Coca-Cola


Category championOwning or being synonymous with its category means that every time a category is referred to the brand gets recognition. The category can even be named after the brand


it


Idea championSimilarly, brands can also own ideas, words or related themes that afford them further recognition


Connecting.


Just.

How to achieve strong brand recognition


If awareness is simply knowing something then recognition is knowing it again


If awareness is simply knowing something then recognition is knowing it again and again and again


Strengthening associations is like going to gym A mind is a complex store of images, sounds and ideas, all linked. The links, like muscles being exercised, are strengthened by repetition. The more the path of association is used the stronger it gets, making it easier to use in future (not making this up)

Funny

Tasty

Healthy


It takes time and effort to create strong brand recognition with few shortcuts and no silver bullet


Here are some of the tried and tested methods


X

Hello

Awareness is the first step Moving into the light


Creating awareness is like opening a new fileIt’s a handshake, a beginning where something gets brought into existence and given a name and reference point that binds all the relevant associations from there

*


Context can make all the difference


To make the file instantly usable

Give it context and strong meaning right from the start allow the person opening the file to file it under something (and we don’t mean under “bank” or “tomato soup” but rather “the friendly kind of bank where they will treat me well” or “the clinical kind of bank where they give me better financial returns”)


This means positioningFinding your own space


PremiumHealthyResponsibleSustainableGuilt free shopping?


Segmenting your audience allows you to know who they are, what they want, where you can find them and how best to reach them


Brand architecture


Brand architectureA monolithic brand architecture allows the same brand to be encountered again and again, building stronger recognition

6 series3 series 5 series 7 series X 1 X 3 X 5


Stickiness helpsSticky brands and communications are the ones that are hard to forget. People love to encounter and share beautifully crafted and presented brands. Funny, relevant and engaging communication drive momentum of interactions and recognition


Cross-pollinateBridge senses, themes and ideas to create rich images of your brand that can be recognised through endless combinations

Colour shape

+ =Portuguese

JingletoyJingle PC

Zebra finance+ =

Exhaustsound

leather Coffee smell

+ =

+ =

+ =

+ =

©


Take a closer smellSmell is said to be the strongest sense for triggering memory. Martin Lindstrom, author of Brand Sense, says that 75% of all the emotions we generate every day are due to what we smell – not see. That’s why estate agents bake vanilla in the oven when trying to sell a house – it makes you feel like you are back in Grandma’s kitchen


RepetitionRepetitionRepetitionRepetitionRepetition Why do we all know how these stories end:• Today, tomorrow… • The kiss of the saaz… • Your two year guarantee… • Let your fingers do the…Because we’ve been exposed to them again and again. Repetition can be brutal, but it’s necessary for recognition

RepetitionRepetitionRepetitionRepetitionRepetition


Facilitate indirect communicationBe remarkable – literally. If your brand is deemed worthy of the audiences attention they are more likely to share your story. Impartial references get through a lot of the filters that direct communications don’t


Lady Gaga: certifiably remarkable

Building recognition online


Bombarded by scams and countless brands looking to cheaply reach the world,

people move faster in the digital realm and where you usually get a few seconds to make an impact, online you get less. Its not the best place to meet


It’s a good place to answer questionsMany people go online in search of information. This is a key opportunity for brands to build deeper brand information and context that lead to better recognition


Self propelled communicationThe internet is a great medium for indirect communication. People talking about your brand builds strong recognition but they don't want to talk about their butter. They share messages and engage when there is value in it for them “Jo, you’ll love this video, its hysterical”“I’ve always wondered about this”“Check out this deal!!”

Converting recognition to loyalty


X

Moving from implicit to explicit memory from back of mind to being consciously chosen


Build enough relevance to reach engagement tipping pointEach person will weigh up if your brand offers them enough to be worthy of trial. Your brand must respond to their reality and make itself relevant – see segmentation


This is where fuzzy marketing becomes clear business, where someone departs with their hard earned money. Interaction > transaction


Once your brand has been trialed, its about delivering on promise and doing it consistently


Thank you

brand recognition presentation sean mc coy hklm 20100722

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