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

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Presentation on theme: "What is the Territory of the Brand? Six inches wide Grey and wet Mysterious."— Presentation transcript:

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

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

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

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

5 Contents Brand BuildingUnderstanding Branding

6 Module 1 Understanding Branding Understanding Branding Brand Building

7 Module 1 Understanding Branding Exercise Archite cture Manage ment Attribu tes Produ cts to brands Understanding Branding Brand Building

8 Module 1 Understanding Branding Exercise Archite cture Manage ment Attribu tes Produ cts to brands Understanding Branding Brand Building

9 Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architectur e Manage ment Attributes Prod ucts to bran ds

10 Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architectur e Manage ment Attributes Prod ucts to bran ds Brand v/s. Product A brand is more distinctive than a product A brand is more distinctive than a product It is first of all a name, a means of identification 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 Secondly it s a set of added values offering both functional and psychological benefits Above all a brand is a promise

11 Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architectur e Manage ment Attributes Prod ucts to bran ds A Brand is a Promise …A sellers promise to deliver consistently a specific set of features, benefits and services to buyers.

12 Module 1 - Stage 1 From Products to Brands …….a short-hand that communicates powerfully & reduces uncertainty …….a short-hand that communicates powerfully & reduces uncertainty

13 Fevicol Case

14

15

16 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 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

17 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Attribu tes Product s to brands

18 Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Attribu tes Product s to brands Name Logo Colours Essence

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

20 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Name Short Short Kodak, Fuji Kodak, Fuji CNN an AOL Time Warner Company CNN an AOL Time Warner Company Distinctive Distinctive Toyotas Lexus is distinctive.Toyotas Luxury commonplace Toyotas Lexus is distinctive.Toyotas Luxury commonplace Orange was a striking name in a world of tel and coms Orange was a striking name in a world of tel and coms Not mean anything rude or silly in another language Not mean anything rude or silly in another language Big Macs( McDonalds) is a slang for big breasts in Canada Big Macs( McDonalds) is a slang for big breasts in Canada

21 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Name Avoid generic / line extended names Avoid generic / line extended names Xerox as opposed to Haloids Paper Master Xerox as opposed to Haloids Paper Master Xerox (Copier) is powerful. Xerox Computer is not Xerox (Copier) is powerful. Xerox Computer is not Changing your name will not overcome a bad strategy Changing your name will not overcome a bad strategy Monday (Price Waterhouse Coopers ) Monday (Price Waterhouse Coopers )

22 Module 1 - Stage 2 Attributes A brands logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape

23 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s 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

24 Module 1 - Stage 2 Attributes

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

26 Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace The Cola Wars: Energy Vs. Peace

27 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Colours Colours have meanings Colours have meanings Purple means royalty Purple means royalty Red is energetic Red is energetic Blue is peaceful Blue is peaceful Opposite colours can differentiate Opposite colours can differentiate Coke is red, Pepsi is blue Coke is red, Pepsi is blue Kodak is yellow, Fuji is green Kodak is yellow, Fuji is green

28 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Colours.. Colours can help you stand out Colours can help you stand out FedExs orange and purple packet stands out in corporate blue FedExs orange and purple packet stands out in corporate blue Logo and colours help, but the power of the brand Logo and colours help, but the power of the brand Essentially in the meaning of the brand name in consumers mind, its essence Essentially in the meaning of the brand name in consumers mind, its essence

29 Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity

30 Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea. Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

31 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Essence A brand must leverage a compelling truth A brand must leverage a compelling truth Linux stands for freedom as opposed to Microsofts monopoly Linux stands for freedom as opposed to Microsofts monopoly A brand should mean a single powerful thing: the essence A brand should mean a single powerful thing: the essence Essence of Volvo is Safety Essence of Volvo is Safety Essence of Tata is trust Essence of Tata is trust Essence of Fevicol is bonding Essence of Fevicol is bonding

32 Module 1 - Stage 2 Attributes Understanding Branding Brand Building Exercise Architectur e Manage ment Attrib utes Product s to brands Name Logo Colours Essence Brand Essence A brand should also be clear of what is not its 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 In India, STAR NEWS is not a channel of the masses unlike STAR PLUS A brand should drive single mindedly its essence A brand should drive single mindedly its essence Volvo has been selling safety for 35 years Volvo has been selling safety for 35 years Raymond has been selling the complete man for over 2 decades Raymond has been selling the complete man for over 2 decades Essence of Dettol is protection against germs Essence of Dettol is protection against germs A brand loses its essence if it starts meaning a lot of things A brand loses its essence if it starts meaning a lot of things What is Miller :A regular,light,draft,cheap, expensive beer What is Miller :A regular,light,draft,cheap, expensive beer

33 Module 1 - Stage 2 Attributes A brand should try to own a word in consumers mind Immutable Law of Word

34 Module 1 - Stage 2 Attributes

35 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Manage ment

36 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Product s to brands Manage ment Co-Brand Stealth Brand Fighting Brand Multi-Brand

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

38 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Stealth Brand Brand building that attracts customer attention but not of rivals Brand building that attracts customer attention but not of rivals Home-to-home, word of mouth / PR, internet community building Home-to-home, word of mouth / PR, internet community building Krispy Kreme relies only on PR Krispy Kreme relies only on PR Good option when unsure of a new medium/market 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 Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web

39 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand Pricing led branding option. Works as a competitive response. Pricing led branding option. Works as a competitive response. Smirnov (Heublein) Case Smirnov (Heublein) Case Smirnov attacked by $1 less Smirnov attacked by $1 less Heublein raised the price of Smirnov Heublein raised the price of Smirnov Heublein introduced Reiska(fighting brand) at the same price point as Wschmidt Heublein introduced Reiska(fighting brand) at the same price point as Wschmidt Heublein added Popov lower than both Heublein added Popov lower than both

40 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand Built as new, independent brand Built as new, independent brand Prevents dilution of the leading brand Prevents dilution of the leading brand HLL introduced Wheel to fight Nirma HLL introduced Wheel to fight Nirma

41 Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings

42 Possibly even a third or a fourth brand..

43 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s 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 Key to a multi-brand approach is to give each sibling a unique identity Time, Fortune,Life, Money, People Time, Fortune,Life, Money, People Tempting to mash the brands and top it with corporate frosting Tempting to mash the brands and top it with corporate frosting Tata Salt,Tata Tea Tata Salt,Tata Tea Second brand risks diluting equity Second brand risks diluting equity Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters? Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?

44 Module 1 - Stage 3 Management Understanding Branding Brand Building Exercise Architectur e Mana geme nt Attributes Product s to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand.. Common product area focus Common product area focus Shampoos: Clinic Plus, Ayush, Sunsilk Shampoos: Clinic Plus, Ayush, Sunsilk Single attribute segmentation Single attribute segmentation Price:Maruti 800, Zen, Esteem Price:Maruti 800, Zen, Esteem Sibling creates a new category Sibling creates a new category Herbal Anti-Dandruff category by Ayush Herbal Anti-Dandruff category by Ayush

45 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Archite cture

46 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Manage ment Product s to brands Archite cture House of Brands Endorsed Brand Sub Brand Branded House

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

48 Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist The Economist is red and daring. Provocative, brutally honest and non-conformist

49 Module 1 - Stage 4 Architecture Understanding Branding Brand Building Exercise Archi tectur e Manage ment Attributes Product s to brands House of Brands Endorsed Brand Sub Brand Branded House House of Brands Often dictated by corporate strategy. Core competence of the firm is marketing / branding Often dictated by corporate strategy. Core competence of the firm is marketing / branding P&G is the prime example. Its big with the channel P&G is the prime example. Its big with the channel Multiple independent brands allows company to fill each niche Multiple independent brands allows company to fill each niche Helps brand focus Helps brand focus Gives an opportunity for the company to focus on each brand and contract its scope. Gives an opportunity for the company to focus on each brand and contract its scope.

50 Module 1 - Stage 4 Architecture Understanding Branding Brand Building Exercise Archi tectur e Manage ment Attributes Product s to brands House of Brands Endorsed Brand Sub Brand Branded House Endorsed Brand Endorsement used as a device to transfer brand assets from one brand(corporate) to another Endorsement used as a device to transfer brand assets from one brand(corporate) to another Titan from TATA, transferring trust Titan from TATA, transferring trust Danger of diluting the equity of endorsing brand Danger of diluting the equity of endorsing brand Best as a transitional strategy Best as a transitional strategy Gain, from makers of Ariel Gain, from makers of Ariel

51 Module 1 - Stage 4 Architecture Immutable Law of Expansion Brands power inversely proportional to scope.

52 Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about plenty of room

53 Module 1 - Stage 4 Architecture Understanding Branding Brand Building Exercise Archi tectur e Manage ment Attributes Product s to brands House of Brands Endorsed Brand Sub Brand Branded House Sub Brand Inside out branding.Company pushes core brand in different directions Inside out branding.Company pushes core brand in different directions Sub-branding can destroy what branding builds Sub-branding can destroy what branding builds Donna Karan menswear, DKNY, DKNY menswear, DKNY kids Donna Karan menswear, DKNY, DKNY menswear, DKNY kids

54 Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.

55 Module 1 - Stage 4 Architecture Understanding Branding Brand Building Exercise Archi tectur e Manage ment Attributes Product s to brands House of Brands Endorsed Brand Sub Brand Branded House Branded house Consumers buy brands, not companies Consumers buy brands, not companies Danger of branded house, being many things to one group of people Danger of branded house, being many things to one group of people Virgin? Does Virgin trains work? Virgin? Does Virgin trains work? May motivate trade, so might be useful for PR purposes with trade/other stakeholders May motivate trade, so might be useful for PR purposes with trade/other stakeholders P& G way P& G way

56 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Exercise Archite cture Manage ment Product s to brands Exercise

57 Module 1 Understanding Branding Two brand positioning within the same brand family?How do we reconcile the two positions? Two brand positioning within the same brand family?How do we reconcile the two positions? The options available to us The options available to us 1. Single brand 2. Stand Alone New Brand 3. Transfer of Brand Assets from an existing brand What are the pros and cons of each option ? What are the pros and cons of each option ? Exercise

58 Attribut es Module 1 Understanding Branding Understanding Branding Brand Building Archite cture Manage ment Product s to brands Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets

59 Module 1 - Stage5 Exercise Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Single Brand Family Single Brand Family Stand-alone New Brand Stand-alone New Brand Transfer of Brand Assets x from y Transfer of Brand Assets x from y

60 Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Constant values / different products Constant values / different products Dettol antiseptic / soap / hand wash Dettol antiseptic / soap / hand wash Crest toothpaste / Mouth wash (But not chewing gum) Crest toothpaste / Mouth wash (But not chewing gum) Differentiate on product usage Differentiate on product usage IBM Value Point - Entry level purchase IBM Value Point - Entry level purchase Gillette Good News Line - Disposables Gillette Good News Line - Disposables Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands

61 Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Use as umbrella branding Use as umbrella branding TATATrust TATATrust SONYElectronic technology SONYElectronic technology But Taj from TATA for Performance segments But Taj from TATA for Performance segments Difficult for a single brand to straddle Performance and Price segments Difficult for a single brand to straddle Performance and Price segments Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs 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 Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands

62 Module 1 - Stage5 Exercise 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 Exer cise Architec ture Manage ment Attributes Product s to brands

63 Module 1 - Stage5 Exercise 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 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 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 Toyota launches Lexus to enter the Premium Auto segment credibly Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands

64 Module 1 - Stage5 Exercise 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 Exer cise Architec ture Manage ment Attributes Product s to brands

65 Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets x from y Titan (from Tatas) Titan (from Tatas) Worked well for Titan Worked well for Titan Sonata (from Titan) Sonata (from Titan) Eroding equity of Titan Eroding equity of Titan Gain (from the makers of Ariel) Gain (from the makers of Ariel) Apparently a Transitional Strategy Apparently a Transitional Strategy Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands

66 Module 1 - Stage5 Exercise 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 Exer cise Architec ture Manage ment Attributes Product s to brands

67 Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Branding Options: Conclusion Single Brand family possible if: Single Brand family possible if: Different products / similar values Different products / similar values Differentiate on end use Differentiate on end use Stand-alone New Brand best option to straddle values - however it is expensive to create a new Brand 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 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 Understanding Branding Brand Building Exer cise Architec ture Manage ment Attributes Product s to brands

68 Contents Brand BuildingUnderstanding Branding

69 Module 2 Brand Building Understanding Branding Brand Building

70 Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit

71 Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit

72 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

73 Module 2 - Stage 1 Brand Audit Brand Audit Qualitative study Qualitative study In-depth interview,usually administering a questionnaire In-depth interview,usually administering a questionnaire Uses various techniques like Uses various techniques like Mind Mapping Technique Mind Mapping Technique Critical Incident Technique & Other Techniques Critical Incident Technique & Other Techniques Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

74 Module 2 - Stage 1 Brand Audit Mind Mapping Technique Good technique to make connections and evoke associations Good technique to make connections and evoke associations Start with a major idea and work outwards in all directions Start with a major idea and work outwards in all directions The more visual the better The more visual the better Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

75 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Mind Mapping Technique Draw An Egg

76 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Mind Mapping Technique Put Ten Legs on It

77 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Happiness Mind Mapping Technique Put Happiness in Centre

78 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Happiness Choclate Beer Cricket Win Mind Mapping Technique Write 10 Associations to Happiness

79 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Happiness Choclate Beer Cricket Win World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations

80 Critical Incident Analysis: When People Change An technique that contextualizes importance of a critical incident leading to change in an individuals life. An technique that contextualizes importance of a critical incident leading to change in an individuals life. These are turning points 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. Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Module 2 - Stage 1 Brand Audit

81 The Hierarchy of Aspects of Incidents Consumer Consumer Category Category Motivation Motivation Enabler Enabler Trigger Trigger Driver emotion Driver emotion Re-inforcer Re-inforcer Emotional Pay-off Emotional Pay-off Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire Module 2 - Stage 1 Brand Audit

82 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 visuals or images packaging or product elements packaging or product elements bits of advertising bits of advertising signs or symbols signs or symbols anything else anything else Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

83 Module 2 - Stage 1 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 Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

84 Module 2 - Stage 1 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 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 Describe the ambience, colours, location, customers of the café Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

85 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Branding Audit Example: Eveready Associations KEY OTHERS Memories of using it in my village fields during night TV AD MAKES LITTLE IMPACT ON MOST CHILDHOOD MEMORIES Was it a truck? Everything lights up AGE OLD ASSOCIATION Using it since a child…first used the white cell now use red PREFERRED BRAND ASSOCIATIONS lasts longer,does not melt in summer, leak proof Red colour in wall paintings, Some animal..was.is it a panther THOUGH DISTINCT DONT REPRESENT STRONG BRAND INVOLVEMENT

86 Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e 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 User of Competition -Middle aged man -Strong -Dont know him well, an acquaintance -Slightly dull, not colourful -LITTLE INVOLVEMENT Mirrors two faces Mirrors two faces Evereadys difficulty to deeply involve consumers & a mild/half-sketched personality Evereadys difficulty to deeply involve consumers & a mild/half-sketched personality

87 Module 2 - Stage 1 Brand Audit Good Brand Audit A good brand audit gives a definite answer about six interrelated equities A good brand audit gives a definite answer about six interrelated equities Product: Product performance supports the brand? Product: Product performance supports the brand? Image: Image is strong and engaging? Image: Image is strong and engaging? Customer:Strength of customer franchise? Customer:Strength of customer franchise? Channel: Leverage in channel environment? Channel: Leverage in channel environment? Visual : Clear,differentiating presence? Visual : Clear,differentiating presence? Goodwill: Endorsed by influencers in the communities in which it lives? Goodwill: Endorsed by influencers in the communities in which it lives? Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

88 Module 2 - Stage 1 Brand Audit Exercise Consider two competing brands: Kodak & Fuji Consider two competing brands: Kodak & Fuji Rate the brands on a scale of 5 Rate the brands on a scale of 5 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit ProductNon Performing Strong, Performing Visual Unclear, Inconsistent Clear, Consistent Image Channel Not Leveraged Important, Leveraged CustomerOver Dependent Valued, Popular Goodwill Not Recommended Good PR, Recommended Image Weak Strong, Engaging ProductNon Performing Strong, Performing Visual Unclear, Inconsistent Clear, Consistent Image Channel Not Leveraged Important, Leveraged CustomerOver Dependent Valued, Popular Goodwill Not Recommended Good PR, Recommended Image Weak Strong, Engaging

89 Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connec tion Triangl e Brand Audit Connect ion Triangle

90 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit After a rigorous Brand Audit we are ready to make a connection triangle After a rigorous Brand Audit we are ready to make a connection triangle

91 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Dissecting a Brand Brand Audit illustrates a unique combination of three factors Brand Audit illustrates a unique combination of three factors Product Attribute / Benefit Product Attribute / Benefit Brand Imagery / Personality Brand Imagery / Personality Consumer Needs / Beliefs Consumer Needs / Beliefs Connection triangle exists at the core of each brand Connection triangle exists at the core of each brand However each brand has one of the three values as a primary driver However each brand has one of the three values as a primary driver

92 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit 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?

93 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Driven Brand –Eno bubbles away troubles –Fevikwik sticks in a jiffy –Mseal seals chronic leaks –Tang is essence of goodness from fruit

94 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Driven Brand What I get from the product that makes the brand matter to me Why I like the brand

95 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit The values that underpin consumers trust. Brands 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.

96 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit 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

97 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Brand Image Driven Brand What traits that I recognize in the brand that I can respect/rely on Why I trust the brand

98 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Why do people value my brand? –If they dont, 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?

99 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit 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

100 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Consumer Beliefs Driven Brand What values that I share with the brand that makes me cherish it more Why I value the brand

101 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it

102 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Alternative Pale Pilsner Consumer UHT Dont 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

103 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break

104 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Exercise: Create a Connection Triangle Make a Connection Triangle of your favourite brand Make a Connection Triangle of your favourite brand Ensure that it Ensure that it Connects Connects Enrich your understanding of the brand-consumer relationship Enrich your understanding of the brand-consumer relationship Liberates i.e. provides the creative freedom 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? Can someone who does not know the brand or the market get a clear understanding of the brand?

105 Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Exercise: Create a Connection Triangle Make a Connection Triangle of your Car Security Systems Product Make a Connection Triangle of your Car Security Systems Product Recap of Consumer Research in Mumbai Recap of Consumer Research in Mumbai

106 Recap of Consumer Research Primary Perceived Benefits: User Primary Perceived Benefits: User 1. A more efficient locking system I am assured that all locking is done once I press the remote button 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 Even if I am careless, I am still assured that the locking has been done 2. A Done thing I have seen it on many cars I have seen it on many cars like an audio system, got to have it like an audio system, got to have it The main perceived benefit is a more efficient locking system Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Module 2 - Stage 2 Connection Triangle

107 Recap of Consumer Research Secondary Benefits: User Secondary Benefits: User 1. 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 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'' 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'' 2. 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) 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 Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Module 2 - Stage 2 Connection Triangle

108 Perceived Benefits : Non User Perceived Benefits : Non User 1. Style Perceived Barrier : Functionality is not fully established Perceived Barrier : Functionality is not fully established Security system is for style Security system is for style Why spend an extra on an old car. When I buy a new one, I might consider 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) I go for functionality….no sosha(show-off) The only thing it(security system) does is consume battery The only thing it(security system) does is consume battery I have already taken car insurance. I dont need a gizmo I have already taken car insurance. I dont need a gizmo The effectiveness of security systems is not proven The effectiveness of security systems is not proven Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Recap of Consumer Research Module 2 - Stage 2 Connection Triangle

109 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness Key Consumer Insight Module 2 - Stage 2 Connection Triangle

110 Module 2 Brand Building Understanding Branding Brand Building Evaluating Advertisin g Big Idea Connectio n Triangle Brand Audit Big Idea

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

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

113 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit A bisociation of two or more previously connected thought matrices A bisociation of two or more previously connected thought matrices A new combination of old elements A new combination of old elements Exercise: What is a Big Idea ?

114 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Big executional ideas Big strategic ideas Two Types of Big Idea Two types of Insights

115 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

116 Module 2 - Stage 3 Big Idea

117 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Insight: Type 1 Verbatim about my life in relation to the category / brand Insight needs to Insight needs to Involve Involve Be widely shared Be widely shared Identify with a moment of truth Identify with a moment of truth Insight should not Insight should not Be a metaphor in disguise Be a metaphor in disguise Restrict creative avenues Restrict creative avenues

118 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Insight: Type 1 Verbatim about my life in relation to the category / brand Examples Examples Skincare Category: Each new wrinkle reminds me of how much more I want to do with life 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 Ponds: My face is a mirror of my soul

119 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Insight: Type 2 The missing link which makes the disconnected connect They are not true discoveries They are not true discoveries They establish a real complicity between advertiser and the consumer They establish a real complicity between advertiser and the consumer

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

121 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Four Groups of Missing Link People People Tapping into what turns people on. Culturally, communally, individually Tapping into what turns people on. Culturally, communally, individually Pepsi World Cup, India: Indians are more street smart than an average white bloke 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 Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese do business

122 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Four Groups of Missing Link Product Product Reinterpreting the way a product attribute is presented Reinterpreting the way a product attribute is presented Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life

123 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Four Groups of Missing Link Problem Problem Outmaneuvering a problem by illustrating an alternative solution Outmaneuvering a problem by illustrating an alternative solution Saffola, India: Cooking oils were perceived to be dangerous to health of heart Saffola, India: Cooking oils were perceived to be dangerous to health of heart WWF Tiger Conservation, China: Human life was more important than tigers. Work with logic that loss of tiger will impoverish the life of children. WWF Tiger Conservation, China: Human life was more important than tigers. Work with logic that loss of tiger will impoverish the life of children.

124 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Four Groups of Missing Link Promise Promise Changing the nature of brand proposition that makes it seem bigger 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 Stanchart Credit Card, India: Emphasizing the importance of changing your credit limit by showing the fear of a wife overspending

125 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit What if? A Brainstorming Tool that challenges convention

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

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

128 Module 2 - Stage 3 Big Idea

129 Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit What if.. Exercise for Our Product How do we redefine the security system experience? How do we redefine the security system experience? Can we claim generic benefit for ourselves? Can we claim generic benefit for ourselves? How can we make the brand newsworthy and therefore spend less in advertising? 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? How do we focus on the young male adult/dealer and not the buyer?

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

131 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit What if.. Stage 2 A chimpanzee sold coffee to a Martian? A chimpanzee sold coffee to a Martian? Asian Paints gets into hair colours? Asian Paints gets into hair colours? Coffee loses prestige value and needs a common man platform? Coffee loses prestige value and needs a common man platform? Strategy is passé, and implementation is the real thing? Strategy is passé, and implementation is the real thing?

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

133 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Mining Insight Drives powerful brand building

134 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit You have driven the car, not only by looking at the rear view mirror You have driven the car, not only by looking at the rear view mirror You have used intuition and imagination You have used intuition and imagination You have created a connection triangle that truly articulates the primary driver You have created a connection triangle that truly articulates the primary driver You are ready with a compelling insight You are ready with a compelling insight You are ready to put aim into the ready, aim, fire' of advertising / promotion You are ready to put aim into the ready, aim, fire' of advertising / promotion So, What Next?

135 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit The springboard is ready for the creative agency to leap

136 Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit Creative Black Hole Now it the turn of creative agencys turn to fire Now it the turn of creative agencys turn to fire To give a creative articulation of the primary driver, using the compelling insight To give a creative articulation of the primary driver, using the compelling insight Your work is going through the creative Black Hole Your work is going through the creative Black Hole

137 Module 2 Brand Building Understanding Branding Brand Building Evaluati ng Adverti sing Big Idea Connectio n Triangle Brand Audit Evaluati ng Advertis ing

138 Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit After the Creative Black Hole How do you evaluate a creative product: The TV Ad, Sales Promo,Internet Banner, Direct Mailer? 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? How do you ensure that both you and the creative agency have done a good job? You are ready for Unilevers Benchmarks! You are ready for Unilevers Benchmarks!

139 Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluat ing Adverti sing Big Idea Conne ction Triangl e Brand Audit

140 Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron,she is your wife

141 Final evaluation of brand building is whether it motivates her

142 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 :

143 Profile of Sarvajeet Chandra Sales & Distribution Operations/ Service Quality Brand BuildingCapability Development FMCG/Retail ITC( ITD Division) Eveready Travelport MSMEveready Kodak Shringar Cinema (Fame) Infrastructure, Industrial & Real Estate Saurashtra Cement VNC Group Tata Steel Lavendor Group Mandala Asset Solutions Lion Group Tata Steel VNC Group Gujarat Glass Saurashtra Cement Pidilite (Fevicol, Fevikwik, Fevistik) VNC Group Tata Steel Textile, Leather & Commodities Tata InternationalIndo Rama Texmaco Group Laxmi Machine Works Tata International ITC (IBD Division) World Gold Council Banking, Media, IT, Hospitality & Others Xenos Blue Star Cidade de Goa Tata Power Cidade de Goa ICICI Bank Thanjavur Hotel Residence Cidade de Goa 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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