xim 5 - brand manager

The Brand ManagerThe Brand Manager

Rajah Yah Flunk?

Steve Remedios

Rajah Yah Flunk?

Steve RemediosSteve RemediosSteve Remedios

How Will We Spend This LectureHow Will We Spend This Lecture

Rajah yah Runk?

Communicating in writing

How strong is my Brand?

Rajah yah Runk?

Communicating in writing

How strong is my Brand?How strong is my Brand?

Heylen Map & Brand Key

Developing winning Concepts

Copy testing and Research

Developing Advertising

How strong is my Brand?

Heylen Map & Brand Key

Developing winning Concepts

Copy testing and Research

Developing Advertising

Rajah Yah Flunk?Rajah Yah Flunk?

• How did Brand management start?

The focus between Camay and Ivory

• Who started it?

• How did Brand management start?

The focus between Camay and Ivory

• Who started it?• Who started it?

P&G

• Who in P&G?

Neil McElroy - May 13, 1931

• Who started it?

P&G

• Who in P&G?

Neil McElroy - May 13, 1931

McElroy saw a RajahMcElroy saw a Rajah

“Nobody cares for Camay the way they should”

The Camay Brand man will

• Visit key sales territories, agree on promotion plans, discuss volume estimates on a quarterly basis

“Nobody cares for Camay the way they should”

The Camay Brand man will

• Visit key sales territories, agree on promotion plans, discuss volume estimates on a quarterly basis

• Feed this information to the planning Dept to mobilise factories and the logistics dept

• Feed the promotion plans to the agency and develop appropriate copy for the Brand

• Analyse and feed all constituents regular brand updates

• Feed this information to the planning Dept to mobilise factories and the logistics dept

• Feed the promotion plans to the agency and develop appropriate copy for the Brand

• Analyse and feed all constituents regular brand updates

I should argue that little has changed in the definition since 1931I should argue that little has changed in the definition since 1931

Today, You see a FlunkWhy?

Today, You see a FlunkWhy?

Director

Business HeadBusiness Head

Mktg Manager

Brand Manager

The Brand manager thinks he is a Flunk because he sees this PyramidThe Brand manager thinks he is a Flunk because he sees this Pyramid

Today, You can be a RajahHow?

Today, You can be a RajahHow?

Logistics

Commercial

Technical

Brand Manager

MR

Agency

Sales

Purchase

Logistics

Every person in this pyramid achieves his objectives thro’ a Brand!Every person in this pyramid achieves his objectives thro’ a Brand!

What do these Praja expect of this Rajah?

What do these Praja expect of this Rajah?

• Passion for the Brand and his work

• Urgency in dealing with Issues

• Passion for the Brand and his work

• Urgency in dealing with Issues

• Non stop communication

• Projecting their contribution to the Brand

• Non stop communication

• Projecting their contribution to the Brand

Characteristics of a goodBrand Manager

Characteristics of a goodBrand Manager

• Listener and Advocate

• Analyst and Artist

• Listener and Advocate

• Analyst and Artist

• Logical and Intuitive

• Initiator and Team player

• A communicator

• Logical and Intuitive

• Initiator and Team player

• A communicator

Skills and Competencies Skills and Competencies

Existing AssetsExisting Assets Profit EnablingProfit Enabling

Interfaces

Interpersonal Skills

Interfaces

Interpersonal Skills

Brand ManagerBrand Manager- Vitality

- Exploiting

- Vitality

- Exploiting

- Completeness

- Initiative

- Resourceful

- Completeness

- Initiative

- Resourceful

New assets

- Creativity

- Fresh Thinking

New assets

- Creativity

- Fresh Thinking

Brand ManagementBrand Management

RajahRajah FlunkFlunk

Str

S TermStrategic

Short Term

Day to Day

S Term

Day to Day

Brand ManagementBrand Management

“Winners rarely crib, Cribbers rarely win”“Winners rarely crib, Cribbers rarely win”

The Ideal Brand

Manager

The Ideal Brand

Manager

The ToleratedBrand

Manager

The ToleratedBrand

Manager

YesYes

ManagerManagerManagerManager

The Explaining

Brand Manager

The Explaining

Brand Manager

On the way out Brand

Manager

On the way out Brand

Manager

ResultsResults

NoNo

YesYesNoNo

CribsCribs

How Does P&G Judge a Brand Manager?

How Does P&G Judge a Brand Manager?

• If Brand is No 1, Increase the leadIf Brand is No 2, Shorten the gap with No 1If Brand is No 3 / No 4, get to No 1 or No 2

• If Brand is No 1, Increase the leadIf Brand is No 2, Shorten the gap with No 1If Brand is No 3 / No 4, get to No 1 or No 2

• Developing superior copy

• Training of subordinates and Agency

• Developing superior copy

• Training of subordinates and Agency

Let me end with the start

Rajah yah Flunk?

Let me end with the start

Rajah yah Flunk?

YOU DECIDEYOU DECIDE

Communicating in WritingCommunicating in Writing

A Brand Manager is always selling

Selling Ideas, Selling Targets, Selling a Vision

He has to be a good communicator

A Brand Manager is always selling

Selling Ideas, Selling Targets, Selling a Vision

He has to be a good communicatorHe has to be a good communicator

Good communication starts with clear writing

He has to be a good communicator

Good communication starts with clear writing

CLEAR WritingCLEAR Writing

• Prefer Clear, familiar words

• Keep sentences short and simple

• Use active voice verbs, Avoid Passive

• Prefer Clear, familiar words

• Keep sentences short and simple

• Use active voice verbs, Avoid Passive• Use active voice verbs, Avoid Passive

• Use a conversational style

• Gather all information before you write the note

• Use active voice verbs, Avoid Passive

• Use a conversational style

• Gather all information before you write the note

The Writing ChecklistThe Writing Checklist

• Is the subject obvious from the start?

• Is there a summary or overview early in the note?

• Is the subject obvious from the start?

• Is there a summary or overview early in the note?

• Is the note complete?

• Does the note have a logical sequence

• Are the key ideas emphasized?

• Is the note complete?

• Does the note have a logical sequence

• Are the key ideas emphasized?

MEASURE THE FOG IN YOUR WRITINGMEASURE THE FOG IN YOUR WRITING

I’d asked you for a 1 page write upI’d asked you for a 1 page write up

FOG INDEXFOG INDEX

• No. of words per sentence

+

• No. of words per sentence

+

• Percentage of 3 syllable or more words

• Add 1 and 2, multiply by 0.4

• Percentage of 3 syllable or more words

• Add 1 and 2, multiply by 0.4

66

FOG INDEXFOG INDEX

77 88 99 1010 1111 1212 1313 1414 1515

Ideal IndexIdeal Index

Scientific JournalsScientific Journals

Try and drop your Fog Index by 1 or 2 every year

if you are Index 12 and above

Try and drop your Fog Index by 1 or 2 every year

if you are Index 12 and above

FOG INDEXFOG INDEX

Try a Few WordsTry a Few Words

DetrimentalDetrimental

Your WordYour Word

Consequently

Ascertain

In Close Proximity

Consequently

Ascertain

In Close Proximity

DetrimentalDetrimental

Your WordYour Word

Try a Few WordsTry a Few Words

BadBad

Consequently

Ascertain

In Close Proximity

Consequently

Ascertain

In Close Proximity

So

Find

Near

So

Find

Near

Summary -CLEAR WritingSummary -CLEAR Writing

• Brand manager is always selling Ideas

• Keep the reader in mind

• The Fog Index

• Brand manager is always selling Ideas

• Keep the reader in mind

• The Fog Index• The Fog Index

• Short sentences, few 3 syllable words

• The Fog Index

• Short sentences, few 3 syllable words

HOW STRONG IS MY BRAND?HOW STRONG IS MY BRAND?

How strong is my brand ?How strong is my brand ?

• Beauty lies in the eyes of the beholder

• Most Brand managers overestimate the strength of their own brand and

• Beauty lies in the eyes of the beholder

• Most Brand managers overestimate the strength of their own brand and strength of their own brand and underestimate the power of a competitive brand.

strength of their own brand and underestimate the power of a competitive brand.

What defines a strong brand ?What defines a strong brand ?What defines a strong brand ?What defines a strong brand ?

STRONG BRANDSSTRONG BRANDS

Option 1 - No real reason to rejuvenate Option 1 - No real reason to rejuvenate Option 1 - No real reason to rejuvenate

Option 2 - Needs constant rejuvenation

Option 1 - No real reason to rejuvenate

Option 2 - Needs constant rejuvenation

REJUVENATIONREJUVENATION

• To make seem young again

• To make seem new or fresh again

• To make seem young again

• To make seem new or fresh again

Characteristics of Strong BrandsCharacteristics of Strong Brands

• Consumer Driven

• Constant Stream of Innovation

• Consumer Driven

• Constant Stream of Innovation

• Clear Positioning, Consistent Values

• Integrated Communication and Identity

• Clear Positioning, Consistent Values

• Integrated Communication and Identity

Two Things to check forTwo Things to check for

• Product

• Image

• Product

• Image

Product, Image ChangeProduct, Image Change

Because : Attitudes Change

Perceptions Change

New Information

Because : Attitudes Change

Perceptions Change

New InformationNew Information

New Consumer

New Competition

New Information

New Consumer

New Competition

It is time to Rejuvenate when...It is time to Rejuvenate when...

• There is a gap between claimed and Actual usage

• Consumers cannot remember last contact with the Brand

• Consumers talk in past tense about the Brand

• There is a gap between claimed and Actual usage

• Consumers cannot remember last contact with the Brand

• Consumers talk in past tense about the Brand• Consumers talk in past tense about the Brand

• Consumer remember the old ads, forgetting the new

• Consumers ascribe the Innovation to another Brand

• Consumers talk in past tense about the Brand

• Consumer remember the old ads, forgetting the new

• Consumers ascribe the Innovation to another Brand

Rejuvenation - The Red BulbRejuvenation - The Red Bulb

No Clear Articulation of a substantiated No Clear Articulation of a substantiated No Clear Articulation of a substantiated

“REASON WHY”

No Clear Articulation of a substantiated

“REASON WHY”

Look at the Product, Image GridLook at the Product, Image GridLook at the Product, Image GridLook at the Product, Image Grid

ProductProduct

Problem Solution ExampleProblem Solution Example

ImageImage

• Brand lacks - Find new TG - VIP / FLoose

• relevance - Redefine Need - Woodward’sGripe water

• Brand lacks - Find new TG - VIP / FLoose

• relevance - Redefine Need - Woodward’sGripe waterGripe water

- Talcs?

• No Personality - Review - Clinic PlusCommunication

No Persuasion - New Advertising - Budweiser

Gripe water

- Talcs?

• No Personality - Review - Clinic PlusCommunication

No Persuasion - New Advertising - Budweiser

ProductProduct


ImageImage

• Losing Range Extension CK FragrancesRelevance

• Losing Range Extension CK FragrancesRelevance

• Technology Product Innovation Gilletteis outdated / has no edge

• Technology Product Innovation Gilletteis outdated / has no edge

ProductProduct


ImageImage

• All Round Issue - Total Revamp of - British Airwaysmix

• All Round Issue - Total Revamp of - British Airwaysmix

• Terminal Illness - Milk - Denim

- Withdraw - Nose Strips

• Own Creation - Get Product - New Coke

right first - Tylenol

• Terminal Illness - Milk - Denim

- Withdraw - Nose Strips

• Own Creation - Get Product - New Coke

right first - Tylenol

How Strong Is My BrandSummary

How Strong Is My BrandSummary

• A problem identified correctly is 90% solved

• Don’t change anything before you understand the problem

• A problem identified correctly is 90% solved

• Don’t change anything before you understand the problemthe problem

• Don’t get locked into Relaunch date

• Don’t deceive yourself and the Boss

the problem

• Don’t get locked into Relaunch date

• Don’t deceive yourself and the Boss

The Brand Key

BRAND POSITIONING

The Brand Key

BRAND POSITIONINGBRAND POSITIONINGBRAND POSITIONING

Key PositioningKey Positioning

• The context in which the brand is competing (Competitive Environment)

• At whom the brand is aimed (Target)

• The problem or opportunity the brand is seeking to address (Insight)

• The ways in which the brand solves the problem or

• The context in which the brand is competing (Competitive Environment)

• At whom the brand is aimed (Target)

• The problem or opportunity the brand is seeking to address (Insight)

• The ways in which the brand solves the problem or • The ways in which the brand solves the problem or improves the situation (Benefits)

• What the brand stands for (Values) or believes in (Personality)

• The evidence why the brand is better than alternatives (Reasons to Believe)

• The single most compelling reason for the consumer to choose the brand (Discriminator)

• A short description of what the brand is all about, its genetic code (Essence)

• The ways in which the brand solves the problem or improves the situation (Benefits)

• What the brand stands for (Values) or believes in (Personality)

• The evidence why the brand is better than alternatives (Reasons to Believe)

• The single most compelling reason for the consumer to choose the brand (Discriminator)

• A short description of what the brand is all about, its genetic code (Essence)

The Heylen Diamond

BRAND POSITIONING

The Heylen Diamond

BRAND POSITIONINGBRAND POSITIONINGBRAND POSITIONING

IMPMAP - Implicit MappingIMPMAP - Implicit Mapping

• New system for strategic Brand management

• Based on understanding, optimising and exploiting a brand’s personality

• New system for strategic Brand management

• Based on understanding, optimising and exploiting a brand’s personalityexploiting a brand’s personality

• Very true in markets where brand differentiation is weak

exploiting a brand’s personality

• Very true in markets where brand differentiation is weak

IMPMAPIMPMAP

• IMPMAP measures a brand’s image along two dimensions - Brand Personality and Brand Identity

• IMPMAP measures a brand’s image along two dimensions - Brand Personality and Brand Identity

Brand Image Brand Personality Brand Identity== ++

- Irrational

- Emotive

- Implicit

- Irrational

- Emotive

- Implicit

- Rational

- Cognitive

- Explicit

- Rational

- Cognitive

- Explicit

IMPMAPIMPMAP

• Implicit Mapping is the dynamic basis of choice

• Explicit Mapping is the Rationalisation of it

• Implicit Mapping is the dynamic basis of choice

• Explicit Mapping is the Rationalisation of it

The Implicit Personality SpaceThe Implicit Personality Space

EnergeticEnergetic

AssertiveAssertiveAffliativeAffliative

WarmWarm

ExtrovertedExtroverted

• Conventional Mapping - Map changes (Br, Attr)

• Implicit is constant space

• Eight different characteristics = “Implicit Attributes”

• Conventional Mapping - Map changes (Br, Attr)

• Implicit is constant space

• Eight different characteristics = “Implicit Attributes”

AssertiveAssertive

CoolCool

IntrovertedIntroverted

SubduedSubdued

• Energetic / Extroverted : Physical State

Bodily sense of Energy

Refreshment & Vitality

Enjoyment it provides

• Energetic / Extroverted : Physical State

Bodily sense of Energy

Refreshment & Vitality


IMPMAPIMPMAP


• Warm / Affiliative : Physical state in a social sense

Warm / comfortable in presence of others Sense of Group


• Warm / Affiliative : Physical state in a social sense

Warm / comfortable in presence of others Sense of Group

• Subdued / Introverted : Alone and Anti Social

Brands on Price

• Cool / Assertive : Ego oriented characteristicsSelf gratification

• Subdued / Introverted : Alone and Anti Social

Brands on Price

• Cool / Assertive : Ego oriented characteristicsSelf gratification

IMPMAPIMPMAP

Self gratificationCool - Self controlSelf gratificationCool - Self control

IMPMAPIMPMAP

• A brand positioned at the centre of the Map

• A brand overlaps two sections

• A brand positioned at the centre of the Map

• A brand overlaps two sections

• A brand at the perimeter• A brand at the perimeter

The Implicit Personality SpaceThe Implicit Personality Space

EnergeticEnergetic

AssertiveAssertiveAffliativeAffliative

WarmWarm

ExtrovertedExtroverted

A brand positioned at the centre of the Map

A brand overlaps two sections

A brand at the perimeter

A brand positioned at the centre of the Map

A brand overlaps two sections

A brand at the perimeter

AssertiveAssertive

CoolCool

IntrovertedIntroverted

SubduedSubdued

How is IMPMAP generated?How is IMPMAP generated?

• Controlled personal interviewing

• 200 – 400 respondents

• Controlled personal interviewing

• 200 – 400 respondents

• 20/30 minute interviews• 20/30 minute interviews

How is IMPMAP generated?How is IMPMAP generated?

• 8 Non verbal stimuli presented as PHOTOS

Energetic but a bit impulsive

Self assured but a little over confident

Clever but a little aloof

• 8 Non verbal stimuli presented as PHOTOS

Energetic but a bit impulsive

Self assured but a little over confident

Clever but a little aloofClever but a little aloof

Stylish but a bit arrogant

Dependable but a little dull

Kind but somewhat naïve

Worm hearted but a little conventional

Full of life but a bit disorganised

Clever but a little aloof

Stylish but a bit arrogant

Dependable but a little dull

Kind but somewhat naïve

Worm hearted but a little conventional

Full of life but a bit disorganised

IMPMAP generationIMPMAP generation

• Assign each statement to a photo

• Assigning one brand to a photoDescription of how the photo describes the brand

• Assign each statement to a photo

• Assigning one brand to a photoDescription of how the photo describes the brandDescription of how the photo describes the brand

• Preference Ranking of Brands

Description of how the photo describes the brand

• Preference Ranking of Brands

Uses of IMPMAPUses of IMPMAP

• Brand Personality – Emotional Values

• Brand Identity – Rational Value

• Mental Field – External, Rational

• Brand Personality – Emotional Values

• Brand Identity – Rational Value

• Mental Field – External, Rational• Mental Field – External, Rational

• Brand Appeals – Users / Non users differ

• Typology of Brands – What Brands “go Together”

• Mental Field – External, Rational

• Brand Appeals – Users / Non users differ

• Typology of Brands – What Brands “go Together”

IMPMAP – SummaryIMPMAP – Summary

Optimistic

Active

Stimulation

Hedonism

Playful

Unconcerned

Optimistic

Active

Stimulation

Hedonism

Playful

Unconcerned

ExpressiveExpressive

WeWe II

NiharNihar

SSSS

CACCAC

LuxLux

CPCP

Control

Power

Domineering

Ego

Control

Power

Domineering

Ego

Fear, Passive

Rejection, Need Reassurance

Fear, Passive

Rejection, Need Reassurance

Love

Caring

Sharing

Love

Caring

Sharing

WeWe II

RepressiveRepressive

Developing Winning ConceptsDeveloping Winning Concepts

ConceptConcept

A concept is a description of the consumer or

professional needs the product will satisfy (The

benefit) The reasons why it will satisfy the needs

(The Support) and a description or portrayal of

A concept is a description of the consumer or

professional needs the product will satisfy (The

benefit) The reasons why it will satisfy the needs

(The Support) and a description or portrayal of(The Support) and a description or portrayal of

any key elements that will affect the perception

of the product. Such elements might include

product form, physical attributes, package

graphics, brand name, sizing and pricing

(The Support) and a description or portrayal of

any key elements that will affect the perception

of the product. Such elements might include

product form, physical attributes, package

graphics, brand name, sizing and pricing

Developing ConceptsDeveloping Concepts

1. Understand consumers real needs

2. Know the marketplace

1. Understand consumers real needs

2. Know the marketplace2. Know the marketplace

3. Understand our strengths and weakness

2. Know the marketplace

3. Understand our strengths and weakness

Concept DevelopmentConcept Development

Summarise existing dataSummarise existing data

Conduct quali MRConduct quali MR

Conduct quanti MRConduct quanti MR

Is there aBusiness opportunity?

Is there aBusiness opportunity?

Understand consumer needsand develop consumer insightUnderstand consumer needsand develop consumer insight

Conduct quanti MR

on Business opportunity

Conduct quanti MR

on Business opportunity

Create, Develop &optimise conceptsCreate, Develop &optimise concepts

Quantitative concept

testing

Quantitative concept

testing

Preliminary business planPreliminary business plan

Develop conceptsDevelop concepts

Concept appealConcept appeal

Building ConceptsBuilding Concepts

• Build concepts yourself

• Build concepts with partners

• Build concepts yourself

• Build concepts with partners• Build concepts with partners

• Build concepts with consumers

• Refine concepts with your peers

• Build concepts with partners

• Build concepts with consumers

• Refine concepts with your peers

Strong Concept ChecklistStrong Concept Checklist

• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste



• They offer a new secondary benefit in addition to the key product benefit






• They make comparative claims Vs competition





• They make comparative claims Vs competition• They make comparative claims Vs competition









• They eliminate an important negative in existing products in the category












• They offer a higher quality product














• They tap into current emerging trends. e.g. Thermasilk
















• They offer a price advantage. e.g. CAC Satellite





• They offer a price advantage. e.g. CAC Satellite

Weak Concept ChecklistWeak Concept Checklist

• They tend to be me too

• They rarely compare

• They tend to be me too

• They rarely compare

• They are unique but not superior

• They are verbose and poorly written

• They are unique but not superior

• They are verbose and poorly written

Rules of Thumb – ConceptsRules of Thumb – Concepts

• You should be able to read the concept in 30 secs or less




• Brand name should be evident and prominent






• Use consumer language, not technical mumbo jumbo



• Use consumer language, not technical mumbo jumbojumbojumbo







• Use consumer language, not technical mumbo jumbojumbo

• Headline should be principal selling message

jumbo










• State all sizes in which it will be available

jumbo












• State exact retail price

jumbo














• Restage concepts – cue new

jumbo
















• Intrigue elements are not needed at this stage

jumbo





• Intrigue elements are not needed at this stage

Copy TestingCopy Testing

The History of Copy TestingThe History of Copy Testing

• Early 1900s Selling directly to the consumer

• 1920 / 1930s Return Coupons

• 1930s / 40s Stanton Expt - Recognition, Recall

• Early 1900s Selling directly to the consumer

• 1920 / 1930s Return Coupons

• 1930s / 40s Stanton Expt - Recognition, Recall• 1930s / 40s Stanton Expt - Recognition, RecallAided Recall

• 1950s Activation Research

• 1930s / 40s Stanton Expt - Recognition, RecallAided Recall

• 1950s Activation Research

Six Measurement TrendsSix Measurement Trends

• Behavioral Measures Coupons, Tests

• Recognition Measures Aided

• Measures of Recall Unaided

• Behavioral Measures Coupons, Tests

• Recognition Measures Aided

• Measures of Recall Unaided• Measures of Recall Unaided

• Attitude or Persuasion Measures

• Psychological Measures

• Motivational Measures

• Measures of Recall Unaided

• Attitude or Persuasion Measures

• Psychological Measures

• Motivational Measures

Principle 1Principle 1

A good copy testing system provides

measurement which are relevant to the

objectives of the Advertising

A good copy testing system provides

measurement which are relevant to the

objectives of the Advertising


A good copy testing system is one which requires

agreement about how the results will be used in

advance of each specific test

A good copy testing system is one which requires

agreement about how the results will be used in

advance of each specific test


A good copy system provides multiple

measurements - because single measurements

are generally inadequate to assess the

performance of an ad

A good copy system provides multiple

measurements - because single measurements

are generally inadequate to assess the

performance of an adperformance of an adperformance of an ad


A good copy system is about human response to

communication

The Reception of a stimulus

The comprehension of the stimulus

A good copy system is about human response to

communication

The Reception of a stimulus

The comprehension of the stimulusThe comprehension of the stimulus

The response to the stimulus

(Questioning reaction to Advtg execution can provide

insight about strengths and weakness of the

advertising and why it performed the way it did)

The comprehension of the stimulus

The response to the stimulus

(Questioning reaction to Advtg execution can provide

insight about strengths and weakness of the

advertising and why it performed the way it did)


A good copy testing system recognizes that the

more finished a piece of copy, the more soundly

it can be evaluated

A good copy testing system recognizes that the

more finished a piece of copy, the more soundly

it can be evaluated


A good copy testing system is one that can

demonstrate reliability and validity

A good copy testing system is one that can

demonstrate reliability and validity

3 Types of ROUGHS3 Types of ROUGHS

• Animatics

• Photomatics

• Live Action

• Animatics

• Photomatics

• Live Action• Live Action• Live Action

Why do we do ROUGHS ?Why do we do ROUGHS ?

• Intrusiveness (Recall)

• Persuasion (Fav Buy Att)

• Idea communication

• Intrusiveness (Recall)

• Persuasion (Fav Buy Att)

• Idea communication• Idea communication• Idea communication

ROUGHS ROUGHS

• Celebrities - Always do animatics

• Mood Films - Do live Action

• Travel, Food - Do Photomatics

• Celebrities - Always do animatics

• Mood Films - Do live Action

• Travel, Food - Do Photomatics• Travel, Food - Do Photomatics• Travel, Food - Do Photomatics

Established Brand ModelsEstablished Brand Models

Lower Ranked Brands

Lower Ranked Brands

No 2 or No 3No 2 or No 3 Dominant BrandsDominant Brands

RecallRecall Recall

Recall

Communication Communication

Persuasion Persuasion

Persuasion

Communication

3 Reasons for Likability 3 Reasons for Likability

• Reminder Value

• Emotionally Driven categories

• The Active Advertising Consumer

• Reminder Value

• Emotionally Driven categories

• The Active Advertising Consumer• The Active Advertising Consumer• The Active Advertising Consumer

Hi Emotion

Low Rational

HiRational

FragrancesFragrances CarsCars

Rational Rational

LoEmotion

Chewing GumChewing Gum ComputersComputers

Where will you put our Categories ?Where will you put our Categories ?

Hi Emotion

Low Rational

HiRational

LikabilityLikability LikabilityPersuasionLikabilityPersuasion

Rational Rational

LoEmotion

Recall In storeRecall In store PersuasionPersuasion

Where will you put our CategoriesWhere will you put our Categories

SummarySummary

• Recall

• Persuasion

• Recall

• Persuasion

• Both

• Likability

• Both

• Likability

In ConclusionIn Conclusion

Rajah yah Flunk? YOU DECIDE

Communicating in writing K.I.S.S.

How strong is my Brand? REJUVENATE

Rajah yah Flunk? YOU DECIDE

Communicating in writing K.I.S.S.

How strong is my Brand? REJUVENATEHow strong is my Brand? REJUVENATE

Heylen Map & Brand Key IMP MAPS

Developing winning Concepts LUCID AND SIMPLE

How strong is my Brand? REJUVENATE

Heylen Map & Brand Key IMP MAPS

Developing winning Concepts LUCID AND SIMPLE

xim 5 - brand manager

Documents

anti tartar toothpaste

current emerging trends

make comparative claims

higher quality product

key product benefit

strong concept checklist

secondary benefit

impmap generated