What is the Territory of the Brand?

What is the Territory of the Brand?
Six inches wide Grey and wet Mysterious

Contents Presentation Objective Understanding Branding Brand Building
From Products to Brands Brand Attributes Brand Management Brand Architecture Exercise Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising

Presentation Objective
To understand the facets / issues involved in branding To develop a framework for building a brand

Presentation incorporates learnings from
Al Ries, David Ogilvy & Ambani India’s Branding School, founded by Reliance: MICA Personal Work Experience Al Ries & Laura Ries: The 22 Immutable Laws of Branding

Contents Branding Process Understanding Branding Brand Building

Module 1 Understanding Branding
Brand Building

Brand Building Exercise Architecture Management Attributes Products to brands

Brand Building Products to brands Attributes Management Architecture Exercise

Module 1 - Stage 1 From Products to Brands
Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Brand v/s. Product A brand is more distinctive than a product It is first of all a name, a means of identification Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands A Brand is a Promise “ …A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.

…….a short-hand that communicates powerfully & reduces uncertainty

Fevicol Case

Brand as an Asset “If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch” Fortune Magazine

Brand Building Products to brands Attributes Attributes Management Architecture Exercise

Brand Building Products to brands Attributes Management Architecture Exercise Name Logo Colours Essence

Module 1 - Stage 2 Attributes
Immutable Law of Name In the long run the brand is nothing more than a name

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Name Logo Colours Essence Brand Name Short  Kodak, Fuji CNN an AOL Time Warner Company Distinctive Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace Orange was a striking name in a world of tel and coms Not mean anything rude or silly in another language Big Macs( McDonald’s) is a slang for big breasts in Canada

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Name Logo Colours Essence Brand Name Avoid generic / line extended names Xerox as opposed to Haloids Paper Master Xerox (Copier) is powerful. Xerox Computer is not Changing your name will not overcome a bad strategy “Monday” (Price Waterhouse Coopers )

Immutable Law of Shape A brand’s logotype should be designed to fit the eyes. Both eyes

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Name Logo Colours Essence Brand Logo Simple logo, designed to fit both eyes Mercedes three star Logos with a horizontal bias Logo with a horizontal bias is esp. useful for retail brands Logo font has to be clear and legible A housewife does not buy Ariel because it is written in a specific font

Immutable Law of Colour A brand should use a colour opposite of its rival

The Cola Wars: Energy Vs. Peace

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Name Logo Colours Essence Brand Colours Colours have meanings Purple means royalty Red is energetic Blue is peaceful Opposite colours can differentiate Coke is red, Pepsi is blue Kodak is yellow, Fuji is green

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Name Logo Colours Essence Brand Colours.. Colours can help you stand out FedEx’s orange and purple packet stands out in corporate blue Logo and colours help, but the power of the brand Essentially in the meaning of the brand name in consumer’s mind, its essence

Immutable Law of Singularity Most important thing for a brand is its single mindedness.

Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Name Logo Colours Essence Brand Essence A brand must “leverage a compelling truth” Linux stands for freedom as opposed to Microsoft’s monopoly A brand should mean a single powerful thing: the essence Essence of Volvo is Safety Essence of Tata is trust Essence of Fevicol is bonding

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Name Logo Colours Essence Brand Essence A brand should also be clear of what is not its essence In India, STAR NEWS is not a channel of the masses unlike STAR PLUS A brand should drive single mindedly its essence Volvo has been selling safety for 35 years Raymond has been selling the complete man for over 2 decades Essence of Dettol is protection against germs A brand loses its essence if it starts meaning a lot of things What is Miller :A regular,light,draft,cheap, expensive beer

Immutable Law of Word A brand should try to own a word in consumer’s mind

Brand Building Products to brands Attributes Management Management Architecture Exercise

Brand Building Products to brands Attributes Management Architecture Exercise Co-Brand Stealth Brand Fighting Brand Multi-Brand

Module 1 - Stage 3 Management
Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Co-Brand Brands need to address a similar need segment Kellogg's Pop-tarts with Smuckers Jam Brands with complementary strengths: Seen often on the Net NY Times gives Amazon credibility Amazon makes NY Times look modern.

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Stealth Brand Brand building that attracts customer attention but not of rivals Home-to-home, word of mouth / PR, internet community building Krispy Kreme relies only on PR Good option when unsure of a new medium/market Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand Pricing led branding option. Works as a competitive response. Smirnov (Heublein) Case Smirnov attacked by $1 less Heublein raised the price of Smirnov Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt Heublein added Popov lower than both

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand Built as new, independent brand Prevents dilution of the leading brand HLL introduced Wheel to fight Nirma

Immutable Law of Siblings There is a time and place to launch a second brand

Possibly even a third or a fourth brand..

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand Key to a multi-brand approach is to give each sibling a unique identity Time, Fortune,Life, Money, People Tempting to mash the brands and top it with corporate frosting Tata Salt,Tata Tea Second brand risks diluting equity Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand.. Common product area focus Shampoos: Clinic Plus, Ayush, Sunsilk Single attribute segmentation Price:Maruti 800, Zen, Esteem Sibling creates a new category Herbal Anti-Dandruff category by Ayush

Brand Building Products to brands Attributes Management Architecture Architecture Exercise

Brand Building Products to brands Attributes Management Architecture Exercise House of Brands Endorsed Brand Sub Brand Branded House

Module 1 - Stage 4 Architecture
Immutable Law of Contraction A brand becomes stronger when you narrow its focus

The Economist is red and daring. Provocative, brutally honest and non-conformist

Understanding Branding Brand Building Exercise Architecture Management Attributes House of Brands Endorsed Brand Sub Brand Branded House Products to brands House of Brands Often dictated by corporate strategy. Core competence of the firm is marketing / branding P&G is the prime example. Its “big” with the channel Multiple independent brands allows company to fill each niche Helps brand focus Gives an opportunity for the company to focus on each brand and contract its scope.

Understanding Branding Brand Building Exercise Architecture Management Attributes House of Brands Endorsed Brand Sub Brand Branded House Products to brands Endorsed Brand Endorsement used as a device to transfer brand assets from one brand(corporate) to another Titan from TATA, transferring trust Danger of diluting the equity of endorsing brand Best as a transitional strategy Gain, from makers of Ariel

Immutable Law of Expansion Brand’s power inversely proportional to scope.

The Volkswagen bus ad, talked only about ‘plenty of room’

Understanding Branding Brand Building Exercise Architecture Management Attributes House of Brands Endorsed Brand Sub Brand Branded House Products to brands Sub Brand Inside out branding.Company pushes core brand in different directions Sub-branding can destroy what branding builds Donna Karan menswear, DKNY, DKNY menswear, DKNY kids

Immutable Law of Company Brands are brands, companies are companies. There is a difference.

Understanding Branding Brand Building Exercise Architecture Management Attributes House of Brands Endorsed Brand Sub Brand Branded House Products to brands Branded house Consumers buy brands, not companies Danger of branded house, being many things to one group of people Virgin? Does “Virgin trains” work? May motivate trade, so might be useful for PR purposes with trade/other stakeholders P& G way

Brand Building Products to brands Attributes Management Architecture Exercise Exercise

Exercise Two brand positioning within the same brand family?How do we reconcile the two positions? The options available to us Single brand Stand Alone New Brand Transfer of Brand Assets from an existing brand What are the pros and cons of each option ?

Brand Building Products to brands Attributes Management Architecture Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets

Module 1 - Stage5 Exercise
Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Single Brand Family ‘Stand-alone’ New Brand Transfer of Brand Assets ‘x from y’

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Constant values / different products Dettol antiseptic / soap / hand wash Crest toothpaste / Mouth wash (But not chewing gum) Differentiate on product usage IBM Value Point - Entry level purchase Gillette Good News Line - Disposables

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Use as umbrella branding TATA Trust SONY Electronic technology But Taj from TATA for Performance segments Difficult for a single brand to straddle Performance and Price segments Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Learnings + Cheaper than creating a new brand - Difficult to stretch brands across Price and Performance - Risk of eroding present position - Lose opportunity of creating a new segment

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : ‘Stand-alone’ New Brand Levers enters popular segment successfully with Wheel as opposed to Surf Easywash Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents Toyota launches Lexus to enter the Premium Auto segment credibly

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : ‘Stand-alone’ New Brand Learnings + Clear brand identity, values and assets + Create new opportunity of a range possibility in Popular segment + Leave present brand secure - Expensive to build brand assets - Difficult to build trial as a stand-alone Brand

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets ‘x from y’ Titan (from Tata’s) Worked well for Titan Sonata (from Titan) Eroding equity of Titan Gain (from the makers of Ariel) Apparently a ‘Transitional Strategy’

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets ‘x from y’ Learnings + Cheaper than developing a new brand + Can be used as a ‘Transitional Strategy’ - Still a risk of eroding present image - Possible mix of values and assets

Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Branding Options: Conclusion ‘Single Brand family possible if: Different products / similar values Differentiate on end use ‘Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand ‘Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets

Contents Branding Process Understanding Branding Brand Building

Module 2 Brand Building Understanding Branding Brand Building

Understanding Brand Building Branding Module 2 Brand Building
Evaluating Advertising Big Idea Connection Triangle Brand Audit

Understanding Brand Building Branding Module 2 Brand Building
Brand Audit Connection Triangle Big Idea Evaluating Advertising

Module 2 - Stage 1 Brand Audit
Brand Audit is designed to put into words the actual experience of a brand in the life of the user

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Brand Audit Qualitative study In-depth interview ,usually administering a questionnaire Uses various techniques like Mind Mapping Technique Critical Incident Technique & Other Techniques

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mind Mapping Technique Good technique to make connections and evoke associations Start with a major idea and work outwards in all directions The more visual the better

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mind Mapping Technique Draw An Egg

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mind Mapping Technique Put Ten Legs on It

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mind Mapping Technique Put Happiness in Centre Happiness 

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mind Mapping Technique Write 10 Associations to Happiness Choclate Happiness  Cricket Win Beer

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mind Mapping Technique Take 1 branch and add associations Sachin100 World Champion Choclate Happiness  Cricket Win Bad Bowling Beer Mexican Wave

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Critical Incident Analysis: When People Change An technique that contextualizes importance of a ‘critical incident’ leading to change in an individual’s life. These are turning points These are ‘Moments of Truth’ : compelling moments when one gets deep insights and is propelled to ‘change’. Brands, category adoption too revolve around such ‘incidents’ leading to change.

The Hierarchy of Aspects of Incidents Consumer Category Motivation Enabler Trigger Driver emotion Re-inforcer Emotional Pay-off Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Brand Audit Questionnaire Think about the specific things that trigger the brands identity in your mind… When you hear the brands name what immediately springs to your mind What else visuals or images packaging or product elements bits of advertising signs or symbols anything else

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Brand Audit Questionnaire Thinking about the feelings and emotions the brand evokes in you What specific emotions do you experience while using this brand How does the brand make you feel about yourself What do you feel when you see other people using this brand How do the emotions this brand evoke differ from those of its leading competitor

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Brand Audit Questionnaire Since using a brand makes it part of your life think about personal memories connected with the brand What personal memories does this brand bring to your mind Describe an episode in your life or someone close to you that illustrates this If the brand were to be a restaurant or a café… Describe the ambience, colours, location, customers of the café

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Branding Audit Example: Eveready Associations ‘Using it since a child…first used the white cell now use red’ AGE OLD ASSOCIATION ‘Memories of using it in my village fields during night’ ‘lasts longer’,’does not melt in summer’, ‘leak proof’ CHILDHOOD MEMORIES PREFERRED BRAND ASSOCIATIONS OTHERS KEY ‘Was it a truck? Everything lights up’ ‘Red colour in wall paintings, ‘Some animal ..was.is it a panther’ TV AD MAKES LITTLE IMPACT ON MOST THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Example: Personality of Eveready Its Two Faces User of Eveready Late youth or early middle aged man Strong and energetic Trustworthy Middle class, a family man Distant friend / acquaintance RECOGNITION AND A HALF SKETCHED PERSONALITY Mirror’s two faces User of Competition Middle aged man Strong Don’t know him well, an acquaintance Slightly dull, not colourful LITTLE INVOLVEMENT Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Good Brand Audit A good brand audit gives a definite answer about six interrelated equities Product: Product performance supports the brand? Image: Image is strong and engaging? Customer:Strength of customer franchise? Channel: Leverage in channel environment? Visual : Clear,differentiating presence? Goodwill: Endorsed by influencers in the communities in which it lives?

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Exercise Consider two competing brands: Kodak & Fuji Rate the brands on a scale of 5 Product Non Performing Strong , Performing Visual Unclear, Inconsistent Clear, Consistent Image Channel Not Leveraged Important, Leveraged Customer Over Dependent Valued, Popular Goodwill Not Recommended Good PR, Recommended Image Weak Strong, Engaging

Understanding Brand Building Branding Connection Triangle
Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connection Triangle Connection Triangle Big Idea Evaluating Advertising

Module 2 - Stage 2 Connection Triangle
Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising After a rigorous Brand Audit we are ready to make a connection triangle

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Dissecting a Brand Brand Audit illustrates a unique combination of three factors Product Attribute / Benefit Brand Imagery / Personality Consumer Needs / Beliefs Connection triangle exists at the core of each brand However each brand has one of the three values as a primary driver

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising The nature of the product itself taste, texture, smell, size, heritage, complexity, cost Is it distinctive? Is it liked by the consumer? How can it be recast into a consumer benefit?

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Product Benefit Driven Brand Eno bubbles away troubles Fevikwik sticks in a jiffy Mseal seals chronic leaks Tang is essence of goodness from fruit

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Product Benefit Driven Brand What I get from the product that makes the brand matter to me Why I like the brand

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising The values that underpin consumers’ trust. Brand’s personality? What is the tone of voice it adopts when talking to consumers? Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding oft the brand.

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Brand Image Driven Brand Jaguar is a copy of nothing ,like its owners Thumbs Up is for the real men HSBC is your local bank Tata Safari makes its own road

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Brand Image Driven Brand What traits that I recognize in the brand that I can respect/rely on Why I trust the brand

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Why do people value my brand? If they don’t, what can we do to make them value it more? How does our brand fit into the lifestyle / basic beliefs of its consumers? Why should it be relevant to/enrich their lives?

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Consumer Beliefs Driven Brand Cadbury Dairy Milk recognizes the child in me Fevicol knows that I yearn for emotional bonds that do not break Maggi is one more of the delightful conspiracies led by mom

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Consumer Beliefs Driven Brand What values that I share with the brand that makes me cherish it more Why I value the brand

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Product Benefit Alternative Pale Pilsner Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in Brand Irreverent, impulsive, devil-may-care, live for the day

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Exercise: Create a Connection Triangle Make a Connection Triangle of your favourite brand Ensure that it Connects Enrich your understanding of the brand-consumer relationship Liberates i.e. provides the creative freedom Can someone who does not know the brand or the market get a clear understanding of the brand?

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Exercise: Create a Connection Triangle Make a Connection Triangle of your Car Security Systems Product Recap of Consumer Research in Mumbai

Recap of Consumer Research
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Recap of Consumer Research Primary Perceived Benefits: User A more efficient locking system “I am assured that all locking is done once I press the remote button” “Even if I am careless, I am still assured that the locking has been done A ‘Done’ thing “I have seen it on many cars” “like an audio system, got to have it” The main perceived benefit is a ‘more efficient locking system’

Recap of Consumer Research
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Recap of Consumer Research Secondary Benefits: User Scaring the burglars: A mixed bag “The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times” “The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily'' Showing Off “My young brother simply loves pressing the remote buttons.He loves showing off almost as if he is a James Bond. You should look at the tesshan(style)”

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Recap of Consumer Research Perceived Benefits : Non User Style Perceived Barrier : Functionality is not fully established “Security system is for style” “Why spend an extra on an old car. When I buy a new one, I might consider” “I go for functionality….no sosha(show-off)” “The only thing it(security system) does is consume battery” “I have already taken car insurance. I don’t need a gizmo” The effectiveness of security systems is not proven

Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Key Consumer Insight There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness

Understanding Brand Building Branding Big Idea Module 2 Brand Building
Brand Audit Connection Triangle Big Idea Big Idea Evaluating Advertising

Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy

What is the Big Idea in this visual?
Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?

A bisociation of two or more previously connected thought matrices
Module 2 - Stage 3 Big Idea Exercise: What is a Big Idea ? Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising A bisociation of two or more previously connected thought matrices A new combination of old elements

Big executional ideas Big strategic ideas
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Two Types of Big Idea Big executional ideas Big strategic ideas Two types of Insights

One definition of insanity is doing
Module 2 - Stage 3 Big Idea Think Different One definition of insanity is doing the same thing over and over again, expecting a different outcome

Module 2 - Stage 3 Big Idea

Verbatim about my life in relation to the category / brand
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Insight: Type 1 Verbatim about my life in relation to the category / brand Insight needs to Involve Be widely shared Identify with a ‘moment of truth’ Insight should not Be a metaphor in disguise Restrict creative avenues

Verbatim about my life in relation to the category / brand Examples
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Insight: Type 1 Verbatim about my life in relation to the category / brand Examples Skincare Category: Each new wrinkle reminds me of how much more I want to do with life Ponds: My face is a mirror of my soul

The missing link which makes the disconnected connect
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Insight: Type 2 The missing link which makes the disconnected connect They are not true discoveries They establish a real complicity between advertiser and the consumer

Rediscover You invent nothing. You rediscover what you have forgotten.
Module 2 - Stage 3 Big Idea Rediscover You invent nothing. You rediscover what you have forgotten. Socrates

Four Groups of Missing Link People
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Four Groups of Missing Link People Tapping into what turns people on. Culturally, communally, individually Pepsi World Cup, India: Indians are more street smart than an average white bloke Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do business’

Four Groups of Missing Link Product
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Four Groups of Missing Link Product Reinterpreting the way a product attribute is presented Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life

Four Groups of Missing Link Problem
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Four Groups of Missing Link Problem Outmaneuvering a problem by illustrating an alternative solution Saffola, India: Cooking oils were perceived to be dangerous to health of heart WWF Tiger Conservation, China: Human life was more important than tiger’s. Work with logic that loss of tiger will impoverish the life of children.

Four Groups of Missing Link Promise
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Four Groups of Missing Link Promise Changing the nature of brand proposition that makes it seem ‘bigger’ Stanchart Credit Card, India: Emphasizing the importance of changing your credit limit by showing the fear of a wife overspending

“What if?” A Brainstorming Tool that challenges convention
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising “What if?” A Brainstorming Tool that challenges convention

A useful process to prevent inertia Allows our minds to roam
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising What if.. A useful process to prevent inertia Allows our minds to roam New insights come from unexpected quarters Stage1: Integrate full possibilities for existing brand equity Stage 2: Stretch potential to absurd levels to challenge convention A tool to explore risks and rewards of completely changing the rules

We redefine the category experience?
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising What if.. Stage 1 We redefine the category experience? Claim generic benefit for ourselves? Fevicol is an adhesive, so it sticks strong Make the brand sensational and newsworthy? The United Colours of Benetton Focus on the influencer and not the user? The TV buying ads focusing on kids

Module 2 - Stage 3 Big Idea

What if.. Exercise for Our Product
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising What if.. Exercise for Our Product How do we redefine the security system experience? Can we claim generic benefit for ourselves? How can we make the brand newsworthy and therefore spend less in advertising? How do we focus on the young male adult/dealer and not the buyer?

Module 2 - Stage 3 Big Idea What If.. we all go mad?

A chimpanzee sold coffee to a Martian?
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising What if.. Stage 2 A chimpanzee sold coffee to a Martian? Asian Paints gets into hair colours? Coffee loses prestige value and needs a common man platform? Strategy is passé, and implementation is the real thing?

A car manufacturer invented a theft-proof car?
Module 2 - Stage 3 Big Idea Need Some Mad Ideas! Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising A car manufacturer invented a theft-proof car? Car insurance and security system was co-branded ? Mercedes Benz endorsed our security system? We reduced the car theft rate in the city we test market in? The police commissioner used our system in his/her car?

Mining Insight Drives powerful brand building
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Mining Insight Drives powerful brand building

Module 2 - Stage 3 Big Idea Understanding Branding Brand Building So, What Next? Brand Audit Connection Triangle Big Idea Evaluating Advertising You have driven the car, not only by looking at the rear view mirror You have used intuition and imagination You have created a connection triangle that truly articulates the primary driver You are ready with a compelling insight You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion

The springboard is ready for the creative agency to leap
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising The springboard is ready for the creative agency to leap

Now it the turn of creative agency’s turn to ‘fire’
Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Creative Black Hole Now it the turn of creative agency’s turn to ‘fire’ To give a creative articulation of the primary driver, using the compelling insight Your work is going through the creative Black Hole

Understanding Brand Building Branding Evaluating Advertising
Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Evaluating Advertising

Module 2 - Stage 4 Evaluating Advertising
Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising After the Creative Black Hole How do you evaluate a creative product: The TV Ad, Sales Promo,Internet Banner, Direct Mailer? How do you ensure that both you and the creative agency have done a good job? You are ready for Unilever’s Benchmarks!

Understanding Branding Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising

Finally The consumer is not a moron,she is your wife

Final evaluation of brand building is whether it motivates her

“You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani Sarvajeet Chandra: Jasravee Kaur :

Profile of Sarvajeet Chandra
Sales & Distribution Operations/ Service Quality Brand Building Capability Development FMCG/Retail ITC( ITD Division) Eveready Travelport MSM Kodak Shringar Cinema (Fame) Infrastructure , Industrial & Real Estate Saurashtra Cement VNC Group Tata Steel Lavendor Group Mandala Asset Solutions Lion Group Gujarat Glass Pidilite (Fevicol, Fevikwik, Fevistik) Textile, Leather & Commodities Tata International Indo Rama Texmaco Group Laxmi Machine Works ITC (IBD Division) World Gold Council Banking, Media, IT, Hospitality & Others Xenos Blue Star Cidade de Goa Tata Power ICICI Bank Thanjavur Hotel Residence STAR TV EBay India MIHMCT Vizualize LBi India Systime JW Mariott GTL Limited BST-Sayona Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com ( now Ebay), Ogilvy & Mather

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