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Making the Most Popular Brands in the World


P&G Brand Building Creative Agenda

cus on o f o t s r e d il u B G Brand & P e ir p s in l ’l e W require l il w is h T . S D N g new building BRA in r e t s o f , s t h ig s ntic in e h t u a g in r e v o c rity. In un la u p o p g in iv r d ity, and iv t a e r c f o ls e v evelop le d o t e b l il w a d e agen iv t a e r c r u o , t r o sh ke our a m t a h t s a e id reative c d n a l u f t h ig s in orld. w e h t in r la u p o tp brands the mos


What we think P&G is trying to do •

Get people to want to be part of our brand experiences

Buy the brand because others are.

Ensure our brands are big and iconic

Drive mental awareness • •

Ensure physical availability • •

Iconic assets to make brand recognizable Continuous media presence so always in peoples mind and social dialogue

Where people shop Where people care (Superbowl, Olympics, Etc)

Make brands more entertaining, part of culture and more desired


The Potential for Misunderstanding Being popular is magnetic yes, but... The most popular brands are not always the most purchased, especially when they are the most expensive. Example: Although iphone could be considered the most popular, Apple only shipped 14% of the total smartphones last quarter, Andriod earned 79% of the total market share

Popularity is a social phenomenon and can be interpreted as “temporary”

THE RISKS Being and becoming superficial Fleeting success Being self serving Being flashy

n't want o d y ll a u t c a u o Y you people thinking se u a c e b l, o o c is t produc d. then you're a fa

- Sean Parker speaking of his Napster and Facebook brands longevity.

Driving inconsistency Losing site of one’s purpose


Popularity IS A social phenomenon Defined perimeters Trend setting Supported by many Better with time Experienced Shared

IS NOT A KPI Rigid structure Trend following Supported by all A fad Rationalized Exclusive


Mapping Popularity “

Gaining ‘Popularity’ ut in brand building is abo rt in a p e k ta to le p o e p g in tt ge something because it is coveted by the masses.

The key drivers of popularity are the emotional benefits associated to the brand, and the desire to posses it.

Rational Emotional Focusing on what it does for them — Focus on the feeling that it promises Respected Coveted Trusting that it will do the job — Must have it


Brand Plotting EMOTIONAL

EMOTIONAL LEADING BRANDS

POPULAR BRANDS

RESPECT

COVET

FUNCTIONAL LEADING BRANDS RATIONAL

CRAFTED & ARTISNAL BRANDS


Brand Plotting EMOTIONAL

EMOTIONAL LEADING BRANDS

POPULAR BRANDS

-Product Benefit Driven

-Human Insight Driven

RESPECT

COVET

FUNCTIONAL LEADING BRANDS

CRAFTED & ARTISNAL BRANDS

-Clearly Demonstrated Reasons to Believe

-Performance and Superiority Driven

RATIONAL


Brand Plotting EMOTIONAL

The Sweetspot

RESPECT

Respected enough to be trusted. Coveted enough to be wanted. Emotional enough to be persuasive. Rational enough to be valued.

COVET

RATIONAL


Brand Plotting EMOTIONAL

RESPECT

COVET

RATIONAL


Brand Plotting EMOTIONAL

RESPECT

COVET

RATIONAL


Brand Plotting EMOTIONAL

RESPECT

COVET

RATIONAL


Brand Plotting EMOTIONAL

“Mayhem is Everywhere”

RESPECT

“You’re in Good Hands”

COVET

RATIONAL


Brand Plotting EMOTIONAL

“Have your dessert, And chew it too”

RESPECT

COVET

“The First Sugar Free Chewing Gum that freshens breath and brightens smiles”

RATIONAL


Brand Plotting EMOTIONAL

Redbull Gives You Wiiiings

“Redbull Gives You Wings”

RESPECT

COVET

RATIONAL


Brand Plotting EMOTIONAL

Watch Anytime, Anywhere, Instantly.

RESPECT

“Now Streaming Only on Netfix”

COVET

RATIONAL


Where to locate insights to better understand popularity TODAY Category needs & desires Lifestyle/Life stages Some cultural studies Perceived competitive differences “What” questions

TOMORROW Deep “hot buttons” Personal desires, fears, motivations Behaviors and interests Circle of influencers “Why” questions


The Influence Mapping Tool Better understanding what is intrinsically rewarding for our prime prospects requires a need to understand what the deep seated things, people and events that influence them. Facebook and Google have amassed a wealth of knowledge for better understanding and key insights on sparking movements, trends and long term popularity amongst our prime prospects

INFLUENCERS WHO INFLUENCES THEM?

PRIME PROSPECT

WHO DO THEY INFLUENCE?

What are their key characteristics? When, Where are they most receptive to our stories? What motivates them? How can we catch and connect with them?

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