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FIVE STEPS TO REMARKABLE YOU CAN’T HYPE IT. YOU CAN’T ADVERTISE IT YOU HAVE TO MAKE THINGS WORTH TALKING ABOUT
WHAT’S BRAND EQUITY?
THE POWER OF A BRAND IS DERIVED FROM :
THE GOODWILL AND NAME RECOGNITION THAT IT HAS EARNED OVER TIME. WHICH TRANSLATES INTO HIGHER SALES VOLUME. WHICH TRANSLATES INTO HIGHER PROFIT MARGINS AGAINST COMPETING BRANDS.
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ONE IS THE BRAND REMARKABLE OR INVISIBLE?
UNREALISTIC EXPECTATIONS OF QUALITY ARE BEING MET EVERY DAY . SO WE MUST STOP TRYING TO BE PERFECT AND START BEING REMARKABLE GODIN
BEING REMARKABLE IS THE ONLY WAY TO GROW.
IN THE MEDIA-OVERWHELMED,
IT’S NOT YOU THAT DECIDES YOU ARE
EVERYTHING-IS –GOOD-ENOUGH
REMARKABLE. IT’S YOUR CUSTOMER . YOU
WORLD...
CAN’T HYPE IT OR ADVERTISE IT. YOU HAVE TO BE A BRAND THAT STANDS
YOUR STORY’S BEING CENSORED AND
FOR SOMETHING
OBLITERATED. UNREALISTIC
YOU HAVE TO MAKE THINGS WORTH
EXPECTATIONS OF QUALITY ARE BEING
TALKING ABOUT.
MET EVERY DAY. GOOD ENOUGH ISN’T GOOD ENOUGH...…BECAUSE
BEING REMARKABLE IS THE ONLY WAY TO
EVERYTHING’S GOOD ENOUGH.
GROW.
SO YOU NEED TO BE REMARKABLE.
TWO. WHO ARE YOU TALKING TO ?
IDENTIFY WHO YOU WANT TO TALK TO, IDENTIFY THE CHANNELS TO REACH THEM. CUT THE REST AWAY. IT’S WASTE OGILVY
A REMARKABLE BRAND RAISES AWARENESS, GROWS REPUTATION, INCREASES BUSINESS
INFORM EDUCATE, EXCITE
POTENTIAL CUSTOMERS & PARTNERS SUPPORT & ENABLE
EXISTING CUSTOMERS & PARTNERS
WIDER WORLD
AWARENESS AND SUPPORT
THE BRAND HALO
THREE “PEOPLE BUY EMOTIONALLY AND JUSTIFY WITH LOGIC” BUCK ROGERS IBM. 1974
TO PROVIDE THE RIGHT EXPERIENCE IT’S IMPERATIVE TO KNOW THE BRAND’S VALUES AND PERSONALITY. HOW THEY MANIFEST IN THE CUSTOMER EXPERIENCE. IF WE DON'T KNOW, HOW DO WE DELIVER ON THE PROMISE? PRODUCT DELIVERY ISN’T LEFT TO CHANCE - WHY CHANCE THE EMOTIONS WE ARE EVOKING?
WHY BRAND EXPERIENCE? PEOPLE BUY EMOTIONALLY THEN JUSTIFY WITH LOGIC - THEN THEY DECIDE REMARKABLE
2005
2015 IN AN 8 BILLION CHANNEL WORLD, PEOPLE
BRAND CRITICAL FOR BUILDING AND KEEPING
HUNT OUT THE BRANDS THAT DELIVER
COMPETITIVE ADVANTAGE.
APPEALING EXPERIENCES TO HEART AND MIND.
BRANDS IDENTIFIERS FOR CUSTOMERS -
BADGES OF OWNERSHIP, GUARANTEE OF
CUSTOMERS SMARTER AND MORE
QUALITY -
SOPHISTICATED. .
BRAND EQUITY BASED ON AWARENESS AND
GREAT BRANDS ARE PROVIDERS OF GREAT
KNOWLEDGE OF THE BRAND BUILT BEFORE
EXPERIENCES,
THE PURCHASE.
BRAND EQUITY INVESTED IN THE QUALITY OF
A RATIONAL RESPONSE.
THE EXPERIENCE AND A COMPELLING STORY. AN EMOTIONAL RESPONSE.
FOUR “BETTER A PIRATE THAN TO JOIN THE NAVY”
BETTER A PIRATE THAN TO JOIN THE NAVY `SUCCESS IN BEING A PIRATE DOESN'T LIE IN HAVING NO RULES. IT IS ABOUT MOVING FROM ONE SET OF RULES, ONE MODEL, TO ANOTHER. ONE THAT IS MORE SUITED FOR THE TASK IN HAND' A CHALLENGER BRAND
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CHALLENGER BRANDS DELIBERATELY BREAK WITH THEIR OWN PAST - THEY INTENTIONALLY REINVENT KEY ASPECTS OF THEMSELVES IN ORDER TO FORCE RAPID REAPPRAISAL.
AN ‘OUTSIDE IN’ BRAND
•
“DO NOT OVERTLY NAVIGATE BY THE CONSUMER, BUT INSTEAD INVITE THE CONSUMER TO NAVIGATE BY THEM”
A WORTHWHILE BRAND
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MAKE THINGS WORTH TALKING ABOUT
AN EXPERIENCE BRAND
WINNING EMOTIONAL HEARTS AND RATIONAL MINDS
above the line
advertising direct marketing
promotions
THE CUSTOMER EXPERIENCE,
digital
publicity
WHAT THEY SEE, WHAT THEY HEAR AND TOUCH, THE SAME EXPERIENCE ALL CHANNELS,
live experiences
ALL TOUCH POINTS, ALL TIMES.
THE BRAND STORY is an emotional experience
FIVE: STAND OUT IN A FIELD OF BLACK AND WHITE COWS. BECOME PURPLE. THEN GET A BIGGER MOO.
MOO!
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STANDING OUT FROM THE BLACK & WHITE COWS THE MAPPING PROCESS
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WHAT ARE THEY BUYING ?
WHAT ARE WE SELLING? WHICH BEST
CUSTOMERS
OUR CUSTOMERS?
DRIVE
OUR PARTNERS?
REVENUE
OUR PEOPLE?
& REPUTATION? WHICH PROVIDE
STAKEHOLDERS
moo
moo!
TEST ASSUMPTIONS
PARTNERS CONSUMERS
POINT OF
OUR PEOPLE
DIFFERENCE?
OPINION FORMERS
media ● direct ● conference ● seminar media interview ● awards ● events ● by-lined articles ● advertising ● electronic & viral print ● partnership
COMMUNICATION STYLE
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fo
COMMUNICATION CHANNELS
CU
FO
us
THE BUSINESS FRAMEWORK THE ROADMAP TO REMARKABLE
INNOVATION & TECHNOLOGY
TECHNOLOGY LEGISLATION
PEOPLE & CAPABILITIES
BRAND & COMMS
ECONOMIC FACTORS RESOURCES
INTERNAL SUPPLY CHAIN
VISION & STRATEGY
PRODUCT & SERVICE
CUSTOMER & USER
EXTERNAL
TRENDS
moo!
SUSTAINABILITY CULTURE ENVIRONMENT
BUSINESS PROCESSES
CORPORATE & SOCIAL RESPONSIBILITY
COMPETITION
ROUTES TO MARKET
STEPS TO THE BRAND
CREATE AND CONDENSE THE VISION AND UNIQUE SELLING POINTS OWN THE BIG IDEA. WHAT DO YOU STAND FOR? REPUTATION, STATUS AND WIN/WIN WHAT’S THE POINT OF DIFFERENCE? WHY ARE YOU THE ONE TO BE INVOLVED IN?
HOW DO DIFFERENT COMMUNITIES INTERACT AND/OR WANT TO INTERACT? WHAT ENGAGES THEM AND DEVELOPS THE POTENTIAL FOR A “RELATIONSHIP”?
TEST ASSUMPTIONS CUSTOMERS OPINION FORMERS
DISTIL THE LONG LIST WHAT ARE YOU SELLING? WHAT ARE THE AUDIENCES BUYING?
WHAT WILL THAT GIVE US?
USP
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COMPOSE THE ‘HEART AND SOUL’
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TONE OF VOICE, PERSONALITY, STORY, VALUES, MESSAGES
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DEVELOP THE WIN / WIN. SET PRIORITIES FOR BRAND DIFFERENTIATION AND COMMUNICATION OBJECTIVES.
LANGUAGE TO SUPPORTS THE USP AND CREATES UNIFORMITY OF MESSAGE AND VALUE
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THE TONE OF VOICE DIRECT & SUBLIMINAL – WORDS – IMAGES – SOUNDS
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MAKING COMMUNICATION REAL-WORLD RELEVANT, AWARENESS -RAISING AND ENDING IN A CALL TO ACTION THAT ENGAGES TARGET AUDIENCES
LOOK, HEAR, SEE TOUCH
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THE ‘LOOK’ OF THE USP. VISUAL METAPHORS -- INTERESTING AND MEMORABLE.
•
REPUTATION STANDARDS OF PRODUCTION FOR ALL COMMUNICATION ELEMENTS
THE GROUND RULES
outputs
+
+ STRATEGY
BUSINESS FRAMEWORK MAPPING MARKETS & ROUTES
DEVELOPMENT
+ IMPLEMENTATION
BRAND IDENTITY BRAND
CHANNEL ID &
POSITION
INTEGRATED
USP & KEY MESSAGES
DESIGN SALES & MARKETING
MARKETING STRATEGY IM PROJECT PLAN
B2B PR
• • • • •
BUSINESS GOALS TARGET AUDIENCES BUDGETS INTERNAL FACTORS EXTERNAL FACTORS MARKET TRENDS.
BRAND HALO
2
Awareness
Short term tactical
Brand Equity
Revenue Streams
Audience & Wider World Awareness M
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Time
1. Strategic Integrated marketing activities delivers a proactive ‘solid’ information flow building business awareness & brand equity over time 2. Overlapping tactical ‘fireworks’ provide ‘halo’ ‘story effect and continual feed of editorial hooks to drive awareness & brand equity over time
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‘I AM NOT BUYING A SERVICE I AM BUYING A RESULT. WHEN YOU SAY YOU WILL DO A THING YOU MUST DO EXACTLY THAT THING. THEN YOU WILL PROSPER BEYOND YOUR WILDEST DREAMS’ ARCHANGEL DE JESUS MONTOYA MIAMI VICE
BUENA VISTA INTERNATIONAL x
LITTLE TIKES ORANGE
HOBSONS BREWERIES
HAAGEN DAZS
MATRIX FITNESS
STAIRMASTER
AKERS BIOSCIENCES
FORZA REEBOK
EXTREME WORLD RACES
UGC
MANPOWER
VIRGIN PERNOD RICARD BRANDS WARNER BROS
SONO INTERNATIONAL
BSKYB
CHUBE BP CONNECT
LOREAL DIVERS ALERT NETWORK GARNIER CRESE MARS MASTERFOODS
ARGO IPS OCEANFOIL EAGLE INTERNATIONAL
AUDI
Matrix Fitness Systems US DOD
BRANDOGRAPHY
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