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You enjoyed the session and you would like to know more? Please reach out and connect We are here to support
Mihai Bonca
Alex Panican
Senior Marketing Consultant and Clinical Lecturer, University of Oxford
Head of Partnerships & Ecosystem at the LHoFT
bouzinab.kamal@uqam.ca
alex.panican@lhoft.lu
www.lhoft.lu
Building Exciting Brands. Part 2: Narrative Strategy u From Brand Positioning to Communication Big Idea, Pillars and Brand World
Mihai Bonca
www.Addictive-Strategy.com
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Recap
Few ideas from Session #1
Brand Strategy Process
Unites the Brand with Customer and creates internal alignment 1. Business strategy
5. Experiences and communication
Competitive Advantages: - Market and competition assessment - Competitive advantages and weaknesses - Traps and nice things to have
2. Brand architecture – the relationship ladder Ideology: - Vision (Why?) - Key Values - Success KPIs - Artefacts
Positioning elements: - Emotional Benefits - Rational Benefits & Reason to Beliefs - Ecosystem
4. Brand & customer shared ambition Our story together: - Category & Value Proposition - Do we differentiate?
Narrative strategy: - Communication Big Idea - Key Touchpoints - Key Activities - Brand World - Consumer research 6. Commercial execution Strategic drivers of growth: - Link with innovation - Gap analysis & strategies to grow - Link with Trade and Sales Strategy - Trade research 7. Enhance team capabilities
3. Customer discovery Needstates (Who & Why): - Segmentation Diamond - Demographics and Psychographics - Dreams - Tensions, Problems, Pains & Insights Occasions (Where & When)
Marketing academy: - Build in depth marketing skills - Study best practices - Harmonize the marketing know-how across the team Feedback Loop
www.Addictive-Strategy.com
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Creates superior Performance through Competitive Advantages.
Makes right choices through Differentiation. Avoids entering in a opened Battlefield, Traps or focusing on Nice to have. Minimize the effects of competitive disadvantages.
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Competitive Advantages: compelling benefits that make a company outperform competition. They are valuable, rare & defendable.
Needs and Voids to be filled
Competitive Weaknesses: important benefits that your competition can offer and you cannot. Should you match them?
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Point of parity: equal with your competition. Playing on them will not help you win the war.
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Traps: can make you rival with competition for un-necessaire features.
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Customers
Competitive Advantages
Nice to have
Company
Competitive Weaknesses Point of Parity
Traps
Nice to have
Competition
Offerings
Offerings
Nice 2 have: red herrings. Offerings that you can own, but customers do not need.
www.Addictive-Strategy.com
Same Context, competing for the same resources
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Relationship Ladder
Connects the Brand with the outside World, through a mix of Performance (interaction) and Promise (imaginary). Brand DNA: the emotional – rational flow
Consumer Tensions & Cultural Canvas
Resonance, our tribe ideology that fuels motivation Shared Ambition Common Values A similar way to measure success
Customer tension Growth Contribution Love & connection Importance Diversity & novelty Safety
Makes customers feel well, creates positive connections Emotional benefits, experiences and memories
Š Mihai Bonca I Brand Architects
Cultural canvas Myths: love and fear Substance of contrast: cultural opportunities, conventions, biases and stereotypes that can be challenged. From conflict to symbiotic ideas that enhance our positioning.
Gains confidence, shows advantages, evidences Presents rational benefits and jobs done Shows attributes & reason to believe (RTBs) Heroes or regular members of the tribe Attractivity & engagement Brand world: physical appearance, design artefacts, rituals, the 5 Senses Personality & vulnerabilities Narcissist identification: similarities - what I am, or inspiration - what I want to become (my best self)
In crisis, the archaic reptilian the gains control Emotional response shortcuts the neocortex
Neocortex/ the new brain (3 M years): • Responsible for language, abstraction, planning, imagination and perception • The place of learning and conscious decisions Mammalian/ Limbic System (150 M years): • Responsible for Motivation and Emotions • Records memories that produced agreeable and disagreeable feelings • The place of Values judgements Reptilian Brain (500 M years): • Fear, Freeze, Fight, Flight • Is involved in aggression, dominance, territoriality and ritual displays • Is reliable but rigid and compulsive * Source: Paul D MacLean: The Triune Brain in Evolution www.Addictive-Strategy.com
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Cooperate through Storytelling and Common Beliefs & Myths* Difficulty lies in convincing people to out-pass their natural risk aversion. A mix of Fear Antagonists, Love Myths and Rational Rules.
Rational Rules: Identification, Laws, Codes
Love Myths: Dreams, Scope, Values, Beliefs Fear Antagonists: Common Enemies, Risk Aversion, Uncertainty * Source: Yuval Noah Harari: Sapiens, A brief history of humankind
www.Addictive-Strategy.com
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Brand storytelling
If you’re going to have a story, have a big one or none
If you are going to have a story, have a Big Story or none.
Joseph Campbell
Storytelling helps human fall in love
It’s for me (relevance, narcissism) x I am Surprised (novelty) x I feel Positive Emotions (desire, excitement) x I have potential to Own
Communication Strategy Process Transferring Brand Positioning into Consumer's Life
Competitive Advantage (Superpower)
Brand Positioning Brand wireframe: Ideology, Emotional, Rational and Design Elements. Proposes a New Reality in Strategy.
www.Addictive-Strategy.com
Communication Big Idea
Communication Pillars
Touchpoints
Yoda’s Unique Solution
The Live Vehicles that touches Consumers’ Life.
Creates an ownable Storytelling.
Comm. Pillars are the brand areas of interest, (e.g. Equity, Music Platform, Football). Touchpoints are linked directly and owned by the Brand (e.g. Package).
Sets the territory of the New Reality.
Brand World
The Universe Consumers Feel & Recognize. Characters typology, iconography, artifacts, music style, tonality.
Media
Research
The Message Vehicle
Feedback & Improvement.
Communicate efficiently and with impact to the right customers.
Receive the customer reaction and improve the strategy and message.
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Communication magic pill Active substance, coating & delivery
Communication pill: • • •
Strategy brings the active substance: disruption, benefits, narrative strategy (authentic, insightful, trustable) Creative is the coating: breaks the clutter, delivers rapidly the active substance (inspirational, designable campaignable, trustable) Media gives the delivery: reach x frequency x positioning in advertising breaks
Narrative Arc turning into Emotional Arc Cinderella
Narrative Arc turning into Emotional Arc Man in the hole
Narrative Arc turning into Emotional Arc Harry Potter
The Narrative Arcs of Storytelling Kurt Vonnegut
Happy Ending: • Cinderella/ Rags to Riches: misery – rise – fall - rise • Boy gets girl: rise – fall – rise • Man in a hole (disaster story): neutral – fall – rise Tragedy: • Tragedy: fall • Icarus: rise - fall • Oedipus: fall – rise – fall
https://www.youtube.com/watch?v=oP3c1h8v2ZQ Source: https://hbr.org/2014/04/to-tell-your-story-take-a-page-from-kurt-vonnegut
The Hero's Journey
Identification, empathy and compassion for the underdog
Source: Joseph Cambell – Heroes' Journey
Big Idea – Yoda’s Unique Solution Communication unifying device
Yoda’s unique solution helps the Hero solve his challenge
Hero is transformed and embraces a new reality that contrasts the current one. There is always a next step.
1. Hero Challenge Frame the issue
4. Call to Action What’s next? Win-win for Hero and Yoda.
2. Yoda Unique Solution
3. New Reality Hero positive transformation is described * Heroes are your customers/ Yoda is the brand
Source: Matei Schwartz
Communication Big Idea/ Yoda’s Solution
The Essence and Unifying force of a brand communication.
Big Idea – the communication holding device. Sees the life differently, this time via communication. • • • www.Addictive-Strategy.com
It is Inspirational and Shifts current Paradigms Long Term approach Unites communication into a single idea 21
The power of Big Idea:
Recognize the brand
Priceless
Intuitive and design driven technology
Family Wonderland and Entertainment
Inspiring creativity by developing the builders of tomorrow
Attracts great looking girls
The real beauty lies inside
A British spy that saves the world
Entertains the world
Reassuringly expensive
Power of dreams
The original small British car that brings fun
Communication Pillars
Brand Territories and Areas of Interest.
Communication Pillars
Key communication vectors.
The Communication Areas of Interest: • These are the main vectors, responsible to build communication for 3-5 years • Are responsible to create long term associations and deliver Big Idea • Create Engagement www.Addictive-Strategy.com
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Open your World
Sport Passions: Champions League
www.Addictive-Strategy.com
Equity:
Artistic Passions:
Entertain the World
Music Movie (007)
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Gives you wings
www.Addictive-Strategy.com
Sport Passions:
Equity:
Artistic Passions:
Extreme sports (Flugtag, X Alps, Air Race, F1), Stunts
Generic Communication (Content, TV, Merchandising, In Store)
Music & Events (DJs, Electronic Music)
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Communication Pillars/ Vectors Sport Passions
Consumer Collection Student Ambassadors, Wings Teams
Culture
A British Spy that Saves the World.
A British Spy that Saves the World.
Vs.
Helped by
Setting
Artifacts
Music
Directorial Style: - Same Look and Feel for 007 Franchise - Classy, Stylish - No use of 3D and SGI
You enjoyed the session and you would like to know more? Please reach out and connect We are here to support
Mihai Bonca
Alex Panican
Senior Marketing Consultant and Clinical Lecturer, University of Oxford
Head of Partnerships & Ecosystem at the LHoFT
bouzinab.kamal@uqam.ca
alex.panican@lhoft.lu
www.lhoft.lu
www.Addictive-Strategy.com Marketing Strategy and Brand Transformation
Mihai Bonca Mihai.Bonca@brandarchitects.ro 0725.347.475
www.Addictive-Strategy.com
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