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Marc Graduated from the David Syme Business School in Melbourne, has built and operated
brand consultancies for more than 20 years, and held several interesting corporate roles –
Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’s
Australia and Regional Director of Marketing Burger King Corporation. In Vietnam Marc has
been Managing Director of JWT and in house Marketing Coach for Unilever Vietnam.
“Copyright © 2008 red | brand builders. All rights reserved”.
In this presentation, we will talk about:
Strategic Planning Define the Brand Media Plan, Calendar Media Bookings Campaign
Commences Essence and Budget Agreed confirmed extensions, PR,
activations
investigated
Final briefing Reasons to Believe Agree Media and Campaign Creative Media Materials
documents Channel strategy concept developed delivered
by Channel
Identify insights into The Brand Benefits Evaluate alternative Creative Concept Production
what drives media strategies in order selected and
behaviour to achieve campaign refined
objectives
Consumer and The Brand Agree Campaign Concept Testing Casting and pre
Market Research Proposition Objectives, Reach, with Target production
Frequency, Geography, Consumers processes
“Copyright © 2008 red | brand builders. All rights reserved”.
Duration
What do we need Target Consumer Agree Media Target Creative Concept Identification of
to know ? demography, audience and identify Development external
Consumer, market, lifestage , mindset potential points of brand production
competitors contact resources
Marketing Category What media do our high The Creative Brief Storyboards
Campaign segmentation vs potential customers and final layouts
Objectives consumer needs = consume? approved
open opportunities
to me
a great brand is ‘a collection of stories’
“Copyright © 2008 red | brand builders. All rights reserved”.
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as professional marketers we build brands,
because a brand is a
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the process through which we build brands
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this creates
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• Coca-Cola’s revenue 2007: 28 Billion USD
Source: The Coca-Cola company
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for Coca-Cola
– so lets review the brand building process
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Step 1: Identify a consumer need or opportunity
as a Product and Proposition
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Product
CARBONATED WATER + Proposition
SUGAR, CARAMEL REFRESHMENT
AND CAFFEINE…
Step 2: Create a Brand Framework
Functional Emotional
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Step 3: brand identity ‘embodies’ the framework
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Step 4: campaign amplifies the brand proposition
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• brand campaigns - communicate both functional and
emotional ‘Reasons To Believe’
– but in many categories functional ‘Reasons to
Believe’ are - ‘cost of entry’ (everyone has them)
justified by facts’
our beliefs and feelings about brands
are either confirmed
or changed
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by brand experiences
“Copyright © 2008 red | brand builders. All rights reserved”.
“Copyright © 2008 red | brand builders. All rights reserved”.
lets work through a fictional example
We will look at
the ‘non alcoholic beverage category
Compare these to
the products and propositions
of existing brands
to find a gap
Step 1: Map the Gap. Identify a consumer need or
opportunity as both a Product and a Proposition
JUICE VITALITY
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RED TEA
Ambitious Men 18 to 35 CALM CLARITY
Step 2: Brand Name Creation
The Naming Brief: an ownable name suitable for - ‘isotonic tea for calm
endurance, made with pure water from a mountain spring’
Step 2: Naming
Concept:
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Benefit(s): ‘Red Mountain’ helps you perform at your best for longer, so
you can achieve more in life’
sustainable advantages
Reasons to Believe:
Functional Emotional
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• Red tea for calm clarity • I can be my best - calm, clear and
• Isotonic salts to replenish your full of energy to keep trying
body for endurance • When I ‘go to the mountain’ I am
• Pure Mountain Spring water for returning to my center
hydration • Confidence in myself and my
• Fresh tea taste ability to overcome any obstacle
• All natural
Step 4: brand identity ‘embodies’ the framework
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Step 4: brand identity ‘embodies’ the framework
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“Copyright © 2008 red | brand builders. All rights reserved”.
Step 5: campaign amplifies the brand proposition
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“Copyright © 2008 red | brand builders. All rights reserved”.
Summary – Building a differentiated brand
Step1: Map the Gap - map products and propositions to find a meaningful
gap in the market to meet the needs of a defined target audience
Step 2: Name Creation – the name should embody the brand concept in
a unique and ownable way