Architect and Position Your Brand Your Highest Leverage Marketing Decision
Friday, August 21, 2009
Brand Architecture and Brand Positioning Answer The Question - Why buy from you? JUST BEING IN BUSINESS DOESN’T MEAN YOU’RE BUILDING A BRAND
Strategy
•
Where are you going as a business?
Brand Positioning
•
Why should a customer buy from you?
Business Model
•
How do you make money? What are leading indicators of change?
Investment Plan & Dashboard
•
What are the investments that drive these indicators?
•
Given an initial set of resources, what investments do you propose to start with?
•
Review and optimize on a monthly basis
Optimization
DIGITAL SCIENTISTS 06.01.2009
Friday, August 21, 2009
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WHY BRAND ARCHITECTURE?
• A brand architecture identifies the various key elements of the brand so that each individual component of the brand can be recognized and its contribution to the total brand appeal and success can be understood – Represents the structural integrity of the brand, how it is built, how it works, how the components fit together to deliver meaningful benefits to the user – Includes emotional benefits, physical benefits, product attributes, occasion appropriateness, user imagery, etc. Total Brand Appeal
Structural Integrity
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A BRAND IS ARCHITECTED WITH FEATURES AND BENEFITS
Brand Summary: We are the golf equipment company that uses technology to put more enjoyment into the game our consumers are passionate about.
Emotional Benefit: X helps you play the way you want to play, putting more enjoyment in your game Designed to fit your style of play, to make the most of your strengths.
Gives you the feel of true consistency in your game, because they’re designed to make even shots you hit off-center go far and straight.
Comfortable and easy to play with, so you’ll be more relaxed with each shot.
Made to grow with you as your game improves.
Functional Benefit: Innovation that makes a meaningful difference in your game. Product Features and Support: More distance and accuracy due to superior design and materials. Club heads that transfer energy into the ball more efficiently, resulting in a greater potential for more distance and control.
Specially weighted to allow you to hit with greater trajectory without swinging harder.
Innovative technologies that increase ball speed off of the clubface.
A steady stream of product innovations to meet the needs of each individual player.
Friday, August 21, 2009
A SIMPLE POSITIONING MIGHT BE PLENTY
Target
• Whom are you trying to attract?
Frame of Reference
• What is the frame of reference from the customer’s point-of-view?
Point of Difference
• What is the unique selling proposition for your brand? What makes it different from other brands in the frame of reference?
Reasons to Believe
• Why should a customer believe your point of difference?
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Digital Marketing Planning
Clarify your brand benefits and point of difference
Points-of-parity/points-of-difference Points-of-difference (PODs) – Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category. Points-of-parity (POPs) – Associations that are not necessarily unique to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed benefits.
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NOT ALL BENEFITS ARE CREATED EQUAL Stated v. Derived Benefit Importance What consumers said was important
“Goes without saying.” Won’t help, but hurts if don’t provide.
“Headline it!” Messages provide significant consumer leverage.
“Relatively safe to ignore.” No value here!
“Show it, Don’t say it.” Provide opportunity to differentiate.
Correlation with brand preference
Friday, August 21, 2009
ALSO, YOU SHOULD FOCUS ON THOSE BENEFITS YOU CAN OWN Owned by Growers?
70
Tropicana OJ (N = 395)
60
50
40
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0 0
10
20
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40
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Ocean Spray - average across SKUs (N = 1,490) NOTE: Numbers indicate Top 2 Box Percentages on 5-point scale.
Friday, August 21, 2009
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THEN WHAT? USE YOUR BRAND ARCHITECTURE TO DRIVE EVERYTHING For Illustrative Purposes Only
Suppliers
Operations
Customer Service
Brand Architecture and Positioning
Distributors / Partners
Consumers
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Field Support
Sales Force
R&D
Customer Billing & Collection
Regulatory Affairs
VISUAL COMPONENTS SHOULD SUPPORT THE ARCHITECTURE
Associative Imagery
Usage Imagery
User Imagery
Package Product Trademark Friday, August 21, 2009
Your brand includes the totality of how consumers perceive 6 different types of imagery:
• Trademark – What the brand’s iconography communicates • Product – What associations does the product have • Package –What associations does the packaging convey • User – A picture of the brand user • Usage – An image of how the brand is used • Associative – What images are associated with the brand
A MORE DETAILED PROCESS TO GET YOU THERE
✦ Where
do you want to take your business?
are the barriers and enablers for getting you there?
✦ What
are the hypothetical benefit categories that will drive purchase intent?
✦ What
✦ What
do your targeted customers actually believe?
of these benefits can you both OWN and DELIVER?
✦ Which
Friday, August 21, 2009
TOOLS TO CONSIDER
http://feedgrowth.com/idea-categories/insights/get-quick-marketing-insights-with-twitterapp-twtpoll/
http://feedgrowth.com/idea-categories/insights/get-real-time-mobile-enabled-polling-results-with-polleverywhere/
http://feedgrowth.com/idea-categories/insights/i-want-you-to-want-me/
Friday, August 21, 2009