effective brand communications
TRANSCRIPT
BRANDING EVOLUTION
Video Source: http://www.youtube.com/watch?v=4BCio6ofkaY
NEEDS &
WANTS
High
Quality
Value for
Money Unique
Experience Great
Benefits
Beautiful
Design
WHAT IS
BRAND ? NG
PROMISES
BRAND
Best
Service
Etc…
reason to believe
deliver
promises
experience
promises
LOYALTY
effective communication
marketing communication
McKinsey’s Customer Decision Journey
OBJECTIVE #1 KNOW YOUR
McKinsey’s Customer Decision Journey
OBJECTIVE #1 KNOW YOUR
SAMSUNG GALAXY S5 INVITATION
McKinsey’s Customer Decision Journey
OBJECTIVE #1 KNOW YOUR
Define clear USP (Unique Selling Proposition)
PRODUCT #2 KNOW YOUR
PRODUCT #2 KNOW YOUR
Translate Specs into Benefits (3 minutes sales pitch)
PRODUCT #2 KNOW YOUR
INVINCIBLE
Land Cruiser Prius
RADICAL
Corolla
SURPRISING
Camry Highlander Tacoma
AMAZING CIVILIZED UNBREAKABLE
Toyota cars are perfect for me because they make me feel…
Develop Brand Personification
COMPETITOR #3
Develop Positioning, POD, POP
KNOW YOUR
Positioning (a short memorable sentence of differentiation):
a-one-package fun & entertainment tablet
Point of Difference (areas of importance that superior to competition):
available in 5 colors
Point of Parity (areas of importance that relatively “good enough” to competition):
a seven inch rich multimedia with 1.2 GHz Dual Core &
1GB RAM
COMPETITOR #3 KNOW YOUR
ITEM
Advan Lenovo
E1J T1J Idea Tab
A1000L
Idea Tab
A3000L
Price 1049K 1299K 1499K 2199K
Screen Size 7.0” 7.0” 7.0” 7.0”
Network 3G Dual SIM 3.5G Dual SIM WiFi WiFi/3G
Processor 1.2 GHz 1.3 GHz 1.2 GHz 1.2 GHz
RAM 512 MB 512 MB 1 GB 1 GB
Battery 2,500 mAh 3,000 mAh 3,500 mAh 3,500 mAh
……. ……. ……. ……. …….
Promo
Activities
Free Merchandise & Lottery
Coupons
Scope: West Java
Date: 20 Jan – 31 Mar ‘14
Cashback 50K – 100K & Free
Merchandise
Scope: Nationwide
Date: 17 – 28 Feb ‘14
Conduct Competitor Analysis – early warning
TARGET #4 KNOW YOUR
Identify target market profile
TARGET #4 KNOW YOUR
Identify target market profile
TARGET #4 KNOW YOUR
Life is so much fun. I look forward to everyday. I’d like to experience all the joy and fun. I want newer experiences but I sometimes there are limits like financial, which make me lean towards easier/discounted low-cost options knowing that it may compromise my experience.
Samsung Tab is a superior yet affordable product that enhances my fun and entertainment, without shortchanging the experience.
Meet David,
the FUN-TAINMENT
• Hangout: McD
• Wear: Distro
• Shop: Tebet
• Drive: Motorbike
• Hobby: Gaming
• Tone & Manner:
Create customer persona - target clarity
MEDIA #5 KNOW YOUR
Implement Integrated Marketing
Communication (IMC)
Learn
Media
Behavior
&
Limitation
MEDIA #5 KNOW YOUR
Observe Customer Touchpoints
#1 KNOW YOUR OBJECTIVE
digital touchpoints
physical touchpoints
MEASUREMENT #6 KNOW YOUR
Evaluate the creative
MEASUREMENT #6 KNOW YOUR
Evaluate the creative
MEASUREMENT #6 KNOW YOUR
UAT3
(Unaided Awareness Top 3)
MPSA
(Most Preferred Single Answer)
Aspirational Brand
Brand tracking: awareness & imagery
Brand recall on the top3 without any hints
One answer of brand you like the most
Premium brand and worth paying more for
Brand health checking
INTEGRATED ADVERTISING
Video Source: http://www.youtube.com/watch?v=QPr0iRKQ7IM
A brand that captures the MIND gains BEHAVIOR.
A brand that captures the HEART gains COMMITMENT.
So, branding is closely related to winning the customers’ heart!
THANK YOU
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