branding strategies · lovemarks theory, practice and best-selling book developed by kevin roberts,...

Week 2: Branding Elements & Lovemarks

BRANDING STRATEGIESTerry Lee Stone

Monday, September 21, 15

Brand Elements

✤ Brand Names

✤ Logos, Symbols, Characters

✤ Slogan / Tagline

✤ Jingle/Audio Cue

✤ URLs (point of digital contact w/ the brand)

✤ Packaging/Space (points of physical contact w/ brand)

✤ Marketing/Advertising/PR Materials


Brand Elements

✤ Brand Names: a well chosen brand name can make a huge impact on the success or failure of a brand.

✤ A Brand Name must reflect the company and its values

✤ Brand Names are hard to change once established.

✤ Naming Guidelines and Procedures: -Define Objectives -Generate a series of names -Screen initial candidates -Study and research candidates -Select final name


Brand Elements

✤ Logos, Symbols & Characters: should be recognizable, simple, memorable and appropriate. Must have a certain flexibility in order to evolve and/or be updated.

✤ Logos: Full names (word marks), acronyms, trademarks

✤ Symbols: Non-word marks without text, strong visual connection

✤ Characters: Real (celebrities, animals) or Fictitious (animated). Real can be risky and costly, but high ROI. Fictitious can be controlled, updated and stay relevant for years


Brand Elements

✤ Slogan / Tagline/ Catch Phrase: short phrases that communicate descriptive or persuasive information about the brand. It helps consumers understand brand’s intention.

✤ Some Slogans have no literal meaning and multiple interpretations. These allow consumers to infuse them with their own meaning which they then connect to the brand.

✤ Slogans embody user imagery to help build awareness.If they get overused, the positive connections turn negative.

✤ Slogans are easy to alter, change and improve.


Brand Elements

✤ Jingles (songs, or snippets of songs) and Other Audio Cues: associate the brand with a sound. Not everyone is visual,and many consumer connect better emotionally with audio messaging.

✤ Jingles were made popular in radio and television advertising, but still persist because they can be very memorable.

✤ Another useful tool in creating awareness, especially if the Brand Name is repeated.


Brand Elements

✤ There are many Brand Touchpoints:

✤ URL (point of digital contact w/ the brand)

✤ Packaging/Space (points of physical contact w/ brand)

✤ Marketing/Advertising/PR Materials (digital & physical points)


Exercise: Brand Elements Rating

✤ Think about your chosen brand for the Brand Book project. Rate the brand from 1-10 (1 is Low, 10 is High) in these areas:

✤ Brand Names

✤ Logos, Symbols, Characters

✤ Slogan / Tagline

✤ Jingle/Audio Cue


Exercise: Brand Touchpoints?✤ Think about your chosen brand for the Brand Book project. What Brand

Touchpoints would you utilize to better connect with the 20-something Target market?

✤


September 2015

Brand EquityThe Value of a Brand


Building Brand Equity✤ Brand Equity: the value of having a well-known name brand based on

the idea that the owner of the brand can generate more money from products with that brand name than from products with a less well-known brand name. (It is the value of a brand.)

✤ This is based on the idea that consumers believe that a well-known brand is better than a less well-known brand.

✤ Brands are considered to be one of the most valuable assets a company has. Market share, profit margins, consumer recognition of Brand Elements, consumer perception of quality, are all aspects of Brand Equity that get studied and measured.

✤ Brand Equity is strategically crucial, but actually difficult to quantify.


Building Brand Equity Index

✤ Young & Rubicam, a marketing communications agency developed the BrandAsset Valuator to assess the power and value of brands.

✤ The agency surveys consumer perspectives along 4 dimensions: Differentiation: defining characteristics of the brand, distinctiveness from competitors. Relevance: appropriateness and connection of the brand to a given consumer Esteem: consumers’ respect for and attraction to the brand Knowledge: consumers’ awareness of the brand and understanding of what it represents

✤ There are others as well


Tactics for Building Brand Equity

✤ Memorable: Easily recognized and recalled

✤ Meaningful: Descriptive & persuasive

✤ Likable: Fun, interesting, aesthetically pleasing. Rich visually and verbally

✤ Transferable: Within/across product categories, geographic boundaries and cultures

✤ Adaptable: Flexible and updatable

✤ Protectable: Legally and competitively


Exercise: Brand Equity?


✤ Memorable: Easily recognized and recalled

✤ Meaningful: Descriptive & persuasive

✤ Likable: Fun, interesting, aesthetically pleasing. Rich visually and verbally

✤ Transferable: Within/across product categories, geographic boundaries and cultures

✤ Adaptable: Flexible and updatable

✤ Protectable: Legally and competitively


September 2015

Creating ConnectionBranding Strategies for Building Brand Equity


Lovemarks

✤ Theory, practice and best-selling book developed by Kevin Roberts, CEO of advertising agency, Saatchi & Saatchi in the early 200O’s.

✤ In an over-saturated world, Roberts thinks that “brands are running out of juice” and love is what is needed rescue them. Brands should become “Lovemarks.”

✤ Central questions: “What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out?” The answers are why consumers love certain brands.


Lovemarks

✤ People want new emotional connections to cut through overwhelm (more choice, higher expectations,etc.) Humans are powered by emotion, not reason. Lovemarks connect with powerful emotions.

✤ The following are the key ingredients to create Lovemarks: Mystery: Great stories draw us together; a way to connect past, present and future; taps into dreams, myths and icons; and inspiration Sensuality: Sound, sight,smell, touch and taste are portals to emotion Intimacy: Commitment, empathy and passion that connect and drive loyalty


Exercise: Lovemark Connection?


✤ - Mystery: Great stories draw us together; a way to connect past, present and future; taps into dreams, myths and icons; and inspiration - Sensuality: Sound, sight,smell, touch and taste are portals to emotion - Intimacy: Commitment, empathy and passion that connect and drive loyalty


Lovemarks Academic

LOVE/RESPECT AXIS

BRANDSLOW LOVE

HIGH RESPECTHIGH LOVE

HIGH RESPECT

LOVEMARKS

LOW LOVELOW RESPECT

COMMODITIESHIGH LOVE

LOW RESPECT

FADS


September 2015

Brand Book ProjectIt’s about experiencing Brand Strategy for yourself


What is a Brand Bible or Book?

✤ A Brand Bible or Brand Book is a document that establishes distinct guidelines on how all aspects of a business’(or product’s) brand will be handled.

✤ It should establish the rules for creating a unified and identifiable presence for the brand.

✤ Brand Books inspire. Style Guides tend to details, typically about implementation of branding elements, like brand identity.


Assignment: Brand Book

✤ As an individual project in Weeks 1 - 5, you will be creating a Brand Book. The completed project will be due in class on Week 6.

✤ It should take the form of a book. Size, shape, exact contents will be up to you. You will write and design it as digital files. (It is not required that you produce an physical artifact.)

✤ The goal is to summarize the brand and create something that will inspire a creative team to develop a Brand Strategy to make this brand more appealing to 20-something art and design college students.


Assignment: Brand Bible/Book

✤ You may select any of Forbes Magazine’s Top 10 Most Valuable Brands as the subject of your Brand Bible.

✤ Find them at: http://www.forbes.com/powerful-brands/


http://www.forbes.com/powerful-brands/




Assignment: Brand Bible Content

✤ Your Brand Book will both inform and inspire the creative team. It must include these things in an interesting fresh way:

✤ Company Overview & History

✤ Basic Company/Product Statistics

✤ Branding Elements (no redesign of their Brand Identity!)

✤ Brand Vision (your initial framing of a strategy to connect with the target audience)


Assignment: Brand Book

✤ Week 1 Brand Book Homework: Last week you researched Company Overview & History and Basic Company/Product Statistics. This week, summarize these things in a way that 20-somethings could get and appreciate. This copy will be used in your Brand Book.

✤ Last week you gathered Brand Identity assets (e.g. logos, taglines, typography, images, color palettes, copy tone/manner, etc.) This week, assess these as Brand Elements. Select the ones you feel are strongest in helping you position your Brand as a Lovemark.

✤ Draft 150-250 word copy blurbs that tie your brand in with the Lovemark ideas of Mystery, Sensuality and Intimacy.


Additional Homework

✤ Read Lovemarks Academic Modules 1, 2 & 3 which you will use to help you write your Brand Book copy drafts.

✤ These PDFs will be at the class website.

✤ Questions? Contact me with questions: Terry Lee Stone: [email protected]

✤ Thank you!


mailto:[email protected]

mailto:[email protected]

branding strategies · lovemarks theory, practice and best-selling book developed by kevin roberts,...

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