brandamplitude®, llc all rights reserved 2008 everything you need to define a brand in one place...

BrandAmplitude®, LLC All Rights Reserved 2008

Everything you need to define a brand in one place

Updated 5.10.08


Why A Brand Strategy Toolkit?

Only one fourth of marketing and advertising professionals "...can clearly articulate (their) company's brand position to... clients, customers or prospective clients.“ (2)

Strong brands never happen by accident. Yet only 53% of firms say they have a long term brand strategy in place.(1)

(1) Prophet, Best Practices Survey, 2002

(2) Louws Management Corporation Survey, 2007

Often, what is missing is a shared set of tools for creating and implementing an effective brand strategy.


What is Brand Strategy?

A brand strategy is simply a plan for developing a coherent brand. It provides the means for systematically creating differentiation and consumer appeal by empowering better brand decisions across the organization.

“There is no tool better than the brand for uniting the forces and the stakeholders inside and around your company.”Thomas Gad, 4-D Branding: Cracking the Corporate Code of the

Network Economy, 2001

“The role of brands has evolved; brands are now company DNA, the spark from which all corporate life grows.” Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge, 2001

“...ideally, the brand will make black and white decisions not just at the top of the house, but also all the way down the line.”David F. D’Allesandro, Brand Warfare: 10 Rules for Building the Killer Brand, 2001

An effective brand strategy influences the total operation of a business to ensure consistent brand experiences for the customer.


Brand Strategy and Marketing Strategy

Brand Strategy is separate from the marketing mix. It guides and inform decisions about product strategy, placement, promotion and pricing.

I. Corporate Objectives & Brand Portfolio

II. Marketing Objectives

III. Brand Strategy

Communications Strategy

Product and Pricing Strategy

Channel and Distribution Strategy

IV. Marketing Execution & Monitoring

Strategic Marketing Process

Brand strategy is an integral part of the overall strategic marketing process. It bridges the gap between business strategy, marketing objectives and marketing strategy.


Brand Strategy Process

Target & Insight

Brand Execution

Brand Elements

Competitive Assessment

Brand Inventory

Equity Pyramid

Positioning

Objectives & Metrics

Personality

CommunicationsStrategy

Brand Experience Map

Brand Strategy

Brand Audit

CRM &Community

Building

Points of Parity and Difference

The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points.

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2

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Brand Audit

Target & Insight Competitive Assessment

Brand Inventory

Brand Audit



Target Matrix

Current Brand Users

Competitive Brand Users

Category non-users

Lapsed Users/Rejectors

Size/Profile

Decision Criteria or Motivators

Usage Behavior

Decision Process

Barriers/Concerns

Key Influences

Brand Importance

Role of price

Satisfaction

The target matrix helps ensure the brand focuses on the customers and prospects that offer the greatest potential for increased revenue and profitability.


Example Target Matrix: Wine Drinkers

EnthusiastsVariety Seekers

Infrequent Regulars

Tourists One-timers

Size/Profile 12% 20% 16% 14% 23%

Decision Criteria or Motivators

Quality, optimize the

drinking experience

High price and

sophisticated image

Well-known winery label

Sensible choice, feel comfortable

Personal attention & reassurance

Barriers/Concerns

Avoid mistakes that can spoil the experience

Not sure what I want

Avoid riskAvoid feeling

foolishConfused by

wine

Key Influences

Wine authorities

Popularity Brand namePromotional

offersStore Personnel

Alternatives High High High Medium Low

Target importance to Kavaklıdere

High Medium Medium Medium Low


Target Insight

Where to Find Insights

A target insight describes how a meaningful connection can be established between what the brand offers and the target’s explicit or implicit needs.

Trends

Motivations/”Sweet spots”

Decision-making process/criteria

Higher level benefits

Image/Identity gaps

New Segments

Unmet needs

Ethnographic research & ‘shop alongs’

Online communities

Social media listening &

‘netnographies’

Crowdsourcing and co-creation

Consumer panels

Neuro-marketing

Customer service


Target Insight: Wine Enthusiasts

Enthusiasts are passionate about the entire wine experience. They enjoy researching what to buy and enjoying wine with friends and family. They like the

whole culture of food, wine and knowing how to get the most out of the experience.

“So much variety to try. I like to look at labels but I also like to look at “Şarap Dünyası”. I really like to entertain, tasting wine with friends. It’s the best experience.”

http://images.google.com/imgres?imgurl=http://secure.winekitsplus.com/Merchant2/graphics/people.enjoy.wine.jpg&imgrefurl=https://secure.winekitsplus.com/Merchant2/merchant.mvc?Screen=SFNT&Store_Code=TBS&h=450&w=350&sz=33&hl=en&start=2&um=1&tbnid=GpNZVdU6X5rIZM:&tbnh=127&tbnw=99&prev=/images?q=enjoy+wine&svnum=10&um=1&hl=en&rls=GGLJ,GGLJ:2006-39,GGLJ:en

http://images.google.com/imgres?imgurl=http://indianwine.com/cs/photos/wine_pictures/images/1044/original.aspx&imgrefurl=http://indianwine.com/cs/blogs/about_wine/archive/2006/08/19/1045.aspx&h=400&w=268&sz=22&hl=en&start=14&um=1&tbnid=s0pbFbOAxiac-M:&tbnh=124&tbnw=83&prev=/images?q=food+and+wine&svnum=10&um=1&hl=en&rls=GGLJ,GGLJ:2006-39,GGLJ:en&sa=N

http://images.google.com/imgres?imgurl=http://www.connect4love.com.au/images/CoupleDrinkingWine.jpg&imgrefurl=http://www.connect4love.com.au/&h=456&w=393&sz=163&hl=en&start=6&um=1&tbnid=FsqaPUrS3kgZbM:&tbnh=128&tbnw=110&prev=/images?q=drinking+wine&svnum=10&um=1&hl=en&rls=GGLJ,GGLJ:2006-39,GGLJ:en

http://images.google.com/imgres?imgurl=http://www.pkdiet.com/images/wine.jpg&imgrefurl=http://www.pkdiet.com/habits.htm&h=220&w=348&sz=27&hl=en&start=13&um=1&tbnid=Cxbso4WGgJjjqM:&tbnh=76&tbnw=120&prev=/images?q=drinking+wine&svnum=10&um=1&hl=en&rls=GGLJ,GGLJ:2006-39,GGLJ:en


Target Insight: Dove

"90% of women are not happy with the way they look," and they are frustrated with the way beauty is

portrayed in our society.


Competitive Assessment

Competitive assessment describes the customers’ perceived consideration set of alternatives and the brand’s advantages and disadvantages within that set.

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Tex Mex İzmir Competitors

Steak houses, and high end chains that offer good food in an unpretentious setting.

Tex Mex has no direct Mexican cuisine competitors outside of İzmir, and very few within İzmir.



Brand

Strengths Consumer

Needs

Competitor Strengths

Our

PODs

Potential Brand Differences

POPs• Points of Parity (Category

Benefits)

Vulnerabilities

Their PODs

Wants and Needs

a POD’s analysis is to identify what ideas from our brand and competitive brands are most meaningful and potentially differentiating.

The purpose of a POP’s analysis is to identify which category benefits are critical for establishing credibility.


Points of Parity and Difference: Hardware

BrandStrengths

Consumer Needs

Competitor Strengths

Hardware Store Potential Points of Difference

• Knowledgeable Assistance

• Feeling empowered/confident

• Feeling valued, important to Westlake Ace

Hardware StorePoints of Parity

• Selection – meets requirements - satisfies

• Cost efficient

• Time efficient

Vulnerabilities

• Wide and deep selection enables choices

Customer Needs

• Minimize time and effort

• Feeling good about the quality of the job

http://images.google.com/imgres?imgurl=http://www.phpmc.com/images/ConfusedWchairs.jpg&imgrefurl=http://www.phpmc.com/&h=304&w=272&sz=10&hl=en&start=16&um=1&tbnid=DhBXGAynAgJWrM:&tbnh=116&tbnw=104&prev=/images?q=confused&um=1&hl=en&rls=GGLJ,GGLJ:2006-39,GGLJ:en


Brand Inventory

Heritage/Historical Positionings (existing products)

Brand Identity logos, icons or symbols

Secondary associations

Gaps between identity and image

Organizational strengths

Brand Values/Vision

Product performance claims, proprietary technology/patents

Third-party ratings or endorsements

Where to Find Assets or Gaps

A brand inventory identifies existing or potential assets that can be leveraged or gaps that need to be addressed to build or create sustainable points of differentiation.

http://images.google.com/imgres?imgurl=http://www.mcla.edu/Site_Search/magnifying_glass_sm.jpg&imgrefurl=http://www.mcla.edu/Site_Search/index.php&h=225&w=300&sz=6&hl=en&sig2=PjEgCnJjfUkybrggd5eKYA&start=3&tbnid=ttVb6--E3ODdWM:&tbnh=87&tbnw=116&ei=y5aqRbj2H4OSjgGRge2VBg&prev=/images?q=magnifying+glass&svnum=10&hl=en&lr=&rls=GGLJ,GGLJ:2006-39,GGLJ:en&sa=N


Brand Inventory: Blockbuster

Brand Imagery

• “Corporate”• “Well-known”• “Familiar”• “Comfortable”

• “Institution”

• “Dinosaur”

• “Old”• “Dull”

Familiar Comfortable Solid

Selection of movies

EntertainingFamily Fun ExperienceConvenienceEnjoyment Relaxation

Blockbuster (a movie house) is relatively ‘faceless’, with no strong personality, either positive or negative. Its own customers think of it as big and corporate.


Brand Strategy

Equity Pyramid

Positioning

Objectives & Metrics

Personality

Brand Strategy


Brand Pyramid

Resonance

Consumer Judgments

Consumer Feelings

Brand ImageryBrand Performance

Salience

The brand equity pyramid outlines the basic building blocks of what the brand should stand for – brand vision, brand positioning, and brand personality and brand measurement.

Identity

Relationship

Response

Meaning

Brand Equity Pyramid


Example Brand Pyramid: Kavaklıdere Egeo

ResonanceThe wine I’m

proud to share.

Consumer JudgmentsQuality wineAuthentic, genuine

Consumer FeelingsConfident,

Discerning, savvy

Brand ImageryAccessible, not snooty wine for

discerning wine lovers.

Brand Performance

Soul not overridden by process.

SalienceKavaklıdere is a high quality wine everyone can enjoy.

Identity

Relationship

Response

Meaning

Brand Equity Pyramid


Brand Positioning Statement

A brand positioning statement describes how the brand will communicate with a specific target group to create a sustainable competitive advantage.

For (Target), (Brand/Company) is the only/best (consumer frame of reference)

that (statement of key benefit or guiding value), because/by (reason to believe, key credibility point).

Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility


Positioning Example: DeWalt

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To the tradesman who uses his power tools to make a living and cannot afford downtime on the job, DeWalt professional power tools are more dependable than

other brands of professional power tools

because

1)they are engineered to the brand’s historic high-quality standards

2)they are backed by Black & Decker’s extensive service network and guarantee to repair or replace any tools within 48 hours.


Brand Personality

Brand personality describes how a brand behaves --- what it does and how it does it – so that the brand always acts consistent with its values. Brand personality enhances target appeal and provide further differentiation.

What Brand IS:

What Brand IS NOT:

The FIVE CORE DIMENSIONS OF PERSONALITY

Sincerity (down to earth, honest, real, wholesome, cheerful)Excitement (daring, trendy, spirited, cool, imaginative, up-to-date)Competence (reliable, intelligent, successful, leader, confident)Sophistication (upper class, charming, glamourous, good looking)Ruggedness (outdoorsy, tough, masculine)


What Tex Mex is:Friendly

FunSophisticated & Contemporary

SpiritedAuthentic

What Tex Mex is NOT:Fancy

TraditionalPretentious or stuffy

Take itself too seriously

Brand Personality: Tex Mex

http://images.google.com/imgres?imgurl=http://www.iproceed.com/jd/uploaded_images/mexican-chef-731953.jpg&imgrefurl=http://www.iproceed.com/jd/labels/dining.html&h=200&w=172&sz=9&hl=en&start=7&um=1&tbnid=ZYm2GTbf2lI-HM:&tbnh=104&tbnw=89&prev=/images?q=eating+at+rosa+mexicano&um=1&hl=en&rls=GGLJ,GGLJ:2006-39,GGLJ:en

http://images.google.com/imgres?imgurl=http://timescorrespondents.typepad.com/charles_bremner/images/waiter.jpg&imgrefurl=http://timescorrespondents.typepad.com/charles_bremner/france/index.html&h=133&w=100&sz=4&hl=en&start=15&um=1&tbnid=SJdUlgizITY0hM:&tbnh=92&tbnw=69&prev=/images?q=stuffy+waiter&um=1&hl=en&rls=GGLJ,GGLJ:2006-39,GGLJ:en

http://images.google.com/imgres?imgurl=http://www1.istockphoto.com/file_thumbview_approve/3035113/2/istockphoto_3035113_fish_meal_at_fancy_restaurant_2.jpg&imgrefurl=http://www.istockphoto.com/file_closeup/?id=3035113&refnum=1533224&h=380&w=253&sz=50&hl=en&start=5&um=1&tbnid=WMv1Mm-AUXqSEM:&tbnh=123&tbnw=82&prev=/images?q=fancy+restaurant&um=1&hl=en&rls=GGLJ,GGLJ:2006-39,GGLJ:en&sa=N


Brand Execution

Brand Execution

Brand Elements

CommunicationsStrategy

Brand Experience Map

CRM &Community

Building


Brand Elements

Brand Name Brand Logos and Icons

• Colors• Symbols• Music/Earcons

Celebrities or Personalities Advertising slogans and jingles Brand Alliances/Secondary Associations

• Co-branding• Licensing• Sponsorship• Event Marketing• Celebrity Endorsement• Third-party Endorsements


Brand Experience Delivery

A brand experience map describes the points of interaction that influence customer behavior and brand perceptions through the customer lifecycle. It helps identify and prioritize high-impact customer touch points, sometimes called ‘moments of truth’.

Customer Initiated

WebStore

Customer Service

Company-Initiated

SignageAdvertising

CRM

Unexpected

Third party endorsementsWord of mouth

News

Intrinsic (Use)

In the storeAt home


Often, the most effective way to connect customers to the brand is to connect them to each other. ‘Brand communities’ help define user image and distinguish brand users as part of a special group.

Community building tools

• Social networks• Blogs• Refer a friend• Product ratings• Live chat• Events• Panels and surveys

Community Building

http://images.google.com/imgres?imgurl=http://images-eu.amazon.com/images/P/1591840961.02.LZZZZZZZ.jpg&imgrefurl=http://www.accurateinspections.com/Home-Inspection-New-Jersey-NJ-Certified-Inspector/free.php?in=uk&asin=1591840961&h=500&w=333&sz=28&tbnid=O5Vo7YTum8NPVM:&tbnh=127&tbnw=84&hl=en&start=8&prev=/images?q=The+Culting+of+Brands&svnum=10&hl=en&lr=


Conclusion

Powerful brands built over time through careful strategic management. A clear brand strategy is essential for creating, building and sustaining a powerful brand. Brand strategy requires knowledge of customers’ current understanding of the brand, and a vision of how that understanding needs to evolve in order to meet business goals.

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“A brand is a customer’s understanding about a product, service, or company. It’s not what you say it is, but what THEY say it is.”

--Marty Neumeier, author, “Zag”


Brand Resources

Brand Strategy• “Strategic Brand Management” (3rd Ed.) by Kevin Lane Keller• “A New Brand World” by Scott Bedbury• “The Brand Gap” by Marty Neumeier• “The Culting of Brands” by Douglas Atkin• “Building the Brand Driven Business” by Scott M. Davis and Michael

Dunn

Brand Experience• “The Culting of Brands” • "The Experience Economy: Work is Theatre" by James Gilmore• “Managing The Customer Experience” by Shaun Smith and Joe

Wheeler• “Uncommon Practice” by Andy Milligan and Shaun Smith• “The Disney Way”• “The Nordstrom Way”• “The Starbucks Experience”• “A Piece of the Pie: The Story of Customer Service at Publix”• “The New Gold Standard (Ritz Carlton)” 29

brandamplitude®, llc all rights reserved 2008 everything you need to define a brand in one place...

Documents

effective brand strategy

brand strategy toolkit

brand warfare

brand storm

killer brand

coherent brand

long term brand strategy

consistent brand experiences