Professional Documents
Culture Documents
Gr x i
My ey nch
st an es
Brand?
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io we wid
us t e
What is the Territory of the
Contents
Understanding Branding
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1 - Stage 1
Products
Products to
to Attributes Management Architecture Exercise
Attributes Management Architecture Exercise
brands
brands
Module 1 - Stage 1
Products
Products to
to Attributes Management Architecture Exercise
Attributes Management Architecture Exercise
brands
brands
Products
Products to
to Attributes Management Architecture Exercise
Attributes Management Architecture Exercise
brands
brands
A Brand is a Promise
…….a
…….ashort-hand
short-handthat
thatcommunicates
communicatespowerfully
powerfully&&reduces
reducesuncertainty
uncertainty
Fevicol Case
45%
42%
40%
35%
31.43%
30%
25%
20%
15%
10%
10%
5%
0%
60% 55%
50%
40%
30%
20% 16%
10%
10%
8%
0%
1992-95 1995-99
Category Fevicol
Brand as an Asset
“If Coca Cola lost everything except for ‘the formula’ and its brand
name , it could walk into any bank in the world and get $100 billion
loan to start from the scratch”
Fortune Magazine
Module 1
Understanding Branding
Products to
Attributes
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Name Logo
Colors Essence
Module 1 - Stage 2
Attributes
Immutable
ImmutableLaw
LawofofName
Name
Attributes
Understanding Brand
Branding Building Name Logo
Products
Products to
to
Colors Essence
brands
brands
Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Name
Short
Kodak, Fuji
CNN an AOL Time Warner Company
Distinctive
• Toyota’s Lexus is distinctive. Toyota's Luxury commonplace
• Orange was a striking name in a world of tel and coms
Not mean anything rude or silly in another language
Big Macs( McDonald’s) is a slang for big breasts in Canada
Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name Logo
Products
Products to
to
Colors Essence
brands
brands
Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Name
Attributes
Immutable
ImmutableLaw
LawofofShape
Shape
Attributes
Understanding Brand
Branding Building Name Logo
Products
Products to
to
Colors Essence
brands
brands
Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Logo
• Simple logo, designed to fit both eyes
• Mercedes three star
• Logos with a horizontal bias
• Logo with a horizontal bias is esp. useful for retail brands
• Logo font has to be clear and legible
• A housewife does not buy Ariel because it is written in a specific
font
Module 1 - Stage 2
Attributes
Module 1 - Stage 2
Attributes
Immutable
ImmutableLaw
LawofofColor
Color
Attributes
The
TheCola
ColaWars:
Wars:Energy
EnergyVs.
Vs.Peace
Peace
Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name Logo
Products
Products to
to
Colors Essence
brands
brands
Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Colors
Colors have meanings
• Purple means royalty
• Red is energetic
• Blue is peaceful
Attributes
Understanding Brand
Branding Building Name Logo
Products
Products to
to
Colours Essence
brands
brands
Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Colours..
Colours can help you stand out
• FedEx’s orange and purple packet stands out in corporate blue
Attributes
Immutable
ImmutableLaw
LawofofSingularity
Singularity
Attributes
Single-mindedness
Single-mindednessmeans
meansconsistency.
consistency.
Fresh
Freshand
andinteresting
interestingmanifestations
manifestationsofofaasingle
singleidea.
idea.
Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name Logo
Products
Products to
to
Colours Essence
brands
brands
Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Essence
A brand must “leverage a compelling truth”
Linux stands for freedom as opposed to Microsoft’s monopoly
Attributes
Understanding Brand
Branding Building Name Logo
Products
Products to
to
Colours Essence
brands
brands
Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Essence
A brand should also be clear of what is not its essence
In India, STAR NEWS is not a channel of the masses unlike STAR PLUS
A brand should drive single mindedly its essence
Volvo has been selling safety for 35 years
Raymond has been selling the complete man for over 2 decades
Essence of Dettol is protection against germs
A brand loses its essence if it starts meaning a lot of things
What is Miller :A regular, light, draft, cheap, expensive beer
Module 1 - Stage 2
Attributes
Immutable
ImmutableLaw
LawofofWord
Word
Attributes
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Co-Brand
Brands need to address a similar need segment
– Kellogg's Pop-tarts with Smuckers Jam
Brands with complementary strengths: Seen often on the Net
– NY Times gives Amazon credibility
– Amazon makes NY Times look modern.
Module 1 - Stage 3
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Stealth Brand
Brand building that attracts customer attention but not of rivals
• Home-to-home, word of mouth / PR, internet community building
• Krispy Kreme relies only on PR
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Fighting Brand
Pricing led branding option. Works as a competitive response.
• Smirnov (Heublein) Case
Smirnov attacked by W’schmidt @ $1 less
Heublein raised the price of Smirnov
Heublein introduced Reiska(fighting brand) at the same price
point as W’schmidt
Heublein added Popov lower than both
Module 1 - Stage 3
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Fighting Brand
Built as new, independent brand
• Prevents dilution of the leading brand
Management
Immutable
ImmutableLaw
Law of
ofSiblings
Siblings
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Multi Brand
Key to a multi-brand approach is to give each sibling a unique
identity
Time, Fortune,Life, Money, People
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Multi Brand..
Common product area focus
Shampoos: Clinic Plus, Ayush, Sunsilk
Single attribute segmentation
Price:Maruti 800, Zen, Esteem
Sibling creates a new category
Herbal Anti-Dandruff category by Ayush
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
House of Endorsed
Brands Brand
Architecture
Immutable
ImmutableLaw
Law of
ofContraction
Contraction
Architecture
The
TheEconomist
Economistisisred
redand
anddaring.
daring.
Provocative,
Provocative,brutally
brutallyhonest
honestand
andnon-conformist
non-conformist
Module 1 - Stage 4
Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand
Branded
Sub Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise House
House of Brands
Often dictated by corporate strategy. Core competence of the firm
is marketing / branding
• P&G is the prime example. Its “big” with the channel
Multiple independent brands allows company to fill each niche
• Helps brand focus
Gives an opportunity for the company to focus on each brand and
contract its scope.
Module 1 - Stage 4
Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand
Branded
Sub Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise House
Endorsed Brand
Endorsement used as a device to transfer brand assets from one brand
(corporate) to another
Titan from TATA, transferring trust
Danger of diluting the equity of endorsing brand
Best as a transitional strategy
Gain, from makers of Ariel
Module 1 - Stage 4
Architecture
Immutable
ImmutableLaw
Law of
ofExpansion
Expansion
Architecture
The
TheVolkswagen
Volkswagenbus
busad,
ad,talked
talkedonly
onlyabout
about‘plenty
‘plentyof
ofroom’
room’
Module 1 - Stage 4
Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand
Branded
Sub Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise House
Sub Brand
Inside out branding. Company pushes core brand in different
directions
Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
Module 1 - Stage 4
Architecture
Immutable
ImmutableLaw
Law of
ofCompany
Company
Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand
Branded
Sub Brand
Products
Products to
brands
brands
to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise House
Branded house
Consumers buy brands, not companies
Danger of branded house, being many things to one group of people
• Virgin? Does “Virgin trains” work?
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Exercise
Two brand positioning within the same brand family? How do we reconcile the two positions?
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Single Brand
Options
Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Brand Building
Understanding Brand Building
Branding
Module 2
Brand Building
Understanding Brand Building
Branding
Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
Module 2
Brand Building
Understanding Brand Building
Branding
Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
Module 2 - Stage 1
Brand Audit
Brand Audit is
designed to put into words
the actual experience of a brand
in the life of the user
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Brand Audit
Qualitative study
In-depth interview ,usually administering a questionnaire
Uses various techniques like
Mind Mapping Technique
Critical Incident Technique & Other Techniques
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Draw An Egg
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Put Ten Legs on It
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Put Happiness in Centre
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Happiness
Happiness
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Write 10 Associations to Happiness
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
C
hoclatC
ehoclate Happiness
Happiness
iW
n kcirC
te
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Take 1 branch and add associations
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Sachin100
Sachin100
World
WorldChampion
Champion
C
hoclatC
ehoclate Happiness
Happiness
Bad
kcirC
te
iW
n BadBowling
Bowling
Mexican
MexicanWave
Wave
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Critical Incident Analysis: When
People Change
Brand
Connection
Connection Evaluating
Evaluating
An technique that contextualizes
Brand Audit
Audit Triangle
Big
Big Idea
Idea Advertising
Triangle Advertising
importance of a ‘critical
incident’ leading to
change in an
individual’s life.
These are turning points
– These are ‘Moments of Truth’ :
compelling moments when
one gets deep insights and is
propelled to ‘change’.
– Brands, category adoption too
revolve around such
‘incidents’
leading to change.
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
The Hierarchy of Aspects of
Branding
Incidents
Brand
Brand Audit
Audit
Connection
Connection
Triangle
Triangle
Big
Big Idea
Idea
Evaluating
Evaluating
Advertising
Advertising Consumer
Category
Motivation
Enabler
Trigger
Driver emotion
Re-inforcer
Emotional Pay-off
Both
BothMind
MindMapping
Mapping&&Critical
CriticalIncident
Incidentare
areuseful
usefultechniques
techniqueswhile
while
administeringaaBrand
administering BrandAudit
AuditQuestionnaire
Questionnaire
Module 2 - Stage 1
Brand Audit
Understanding Brand Building Brand Audit Questionnaire
Branding
What else
visuals or images
packaging or product elements
bits of advertising
signs or symbols
anything else
Module 2 - Stage 1
Brand Audit
Understanding Brand Building Brand Audit Questionnaire
Branding
Brand Audit
Understanding Brand Building Brand Audit Questionnaire
Branding
Brand Audit
Understanding
Branding
Brand Building Branding Audit Example:
Eveready Associations
Brand
Brand Audit
Audit
Connection
Connection
Triangle
Triangle
Big
Big Idea
Idea
Evaluating
Evaluating
Advertising
Advertising ‘Using it since a child…first used the
white cell now use red’
AGE OLD ASSOCIATION
‘Memories of using it in my
village fields during night’
CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in
summer’, ‘leak proof’
PREFERRED BRAND
ASSOCIATIONS
OTHERS KEY
Brand Audit
Understanding
Branding
Brand Building Example: Personality of Eveready
Its Two Faces
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Eveready’s
Eveready’s difficulty
difficultyto
todeeply
deeply involve
involve
consumers
consumers&& aamild/half-sketched
mild/half-sketchedpersonality
personality
Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Good Brand Audit
A good brand audit gives a definite
Brand
Brand Audit
Audit
Connection
Connection
Triangle
Big
Big Idea
Idea
Evaluating
Evaluating
Advertising
answer about six interrelated equities
Triangle Advertising
Brand Audit
Understanding
Branding
Brand Building Exercise
Consider two competing brands: Kodak &
Connection Evaluating
Fuji
Brand Connection Evaluating
Brand Audit
Audit Triangle
Big
Big Idea
Idea Advertising
Triangle Advertising
•• Product Non
Product NonPerforming
Performing 11 22 33 44 55 Strong
Strong, ,Performing
Performing
•• Visual
Visual Unclear,
Unclear,Inconsistent
Inconsistent 11 22 33 44 55 Clear,
Clear, ConsistentImage
Consistent Image
•• Channel
Channel Not Leveraged
Not Leveraged 11 22 33 44 55 Important, Leveraged
Important, Leveraged
•• Customer
Customer Over
OverDependent
Dependent 11 22 33 44 55 Valued,
Valued,Popular
Popular
•• Goodwill
Goodwill Not Recommended
Not Recommended 11 22 33 44 55 Good
Good PR,Recommended
PR, Recommended
•• Image
Image Weak
Weak 11 22 33 44 55 Strong, Engaging
Strong, Engaging
Module 2
Brand Building
Understanding Brand Building
Branding
Connection
Connection Evaluating
Brand Audit Big Idea
Triangle
Triangle Advertising
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
After
After aarigorous
rigorous Brand
BrandAudit
Audit we
we are
are ready
ready
to
tomake
makeaaconnection
connection triangle
triangle
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Dissecting a Brand
Brand Audit illustrates a unique combination of three factors
Product Attribute / Benefit
Brand Imagery / Personality
Consumer Needs / Beliefs
Connection triangle exists at the core of each brand
However each brand has one of the three values as a primary driver
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
What I get from the product that makes the brand matter to me
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
– Fevicol knows that I yearn for emotional bonds that do not break
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Product Benefit
What I like it
Connection Triangle
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Product Benefit
Alternative Pale Pilsner
Consumer UHT
Don’t measure life by the Brand
number of breaths you take, Irreverent, impulsive,
but by the number of devil-may-care,
breath-taking moments you live for the day
take in
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Product Benefit
Quality adhesive
Consumer UHT
Bonds of family/ Brand
friendship/love usually A bond that will not break
break
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Connection Triangle
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
The
Themain
mainperceived
perceivedbenefit
benefitis
isaa‘more
‘moreefficient
efficientlocking
lockingsystem
system’ ’
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
The
Theeffectiveness
effectivenessof
ofsecurity
securitysystems
systemsis
isnot
notproven
proven
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Key Consumer Insight
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
There
Thereisisnothing
nothingthat
thataathief
thiefcannot
cannotbreak.
break.However
Howeverfrom
frommy
my
end
endIIknow
knowthat
that the
thetheft
thefthas
hasnot
nothappened
happenedbecause
becauseofofmy
my
carelessness
carelessness
Module 2
Brand Building
Understanding Brand Building
Branding
Evaluating
Brand Audit Connection Triangle Big Idea
Big Idea Advertising
Module 2 - Stage 3
Big Idea
David Ogilvy
Module 2 - Stage 3
Big Idea
What
Whatisisthe
theBig
BigIdea
Ideaininthis
thisvisual?
visual?
Module 2 - Stage 3
Big Idea
Understanding
Branding Exercise:
Brand
Building
What is a Big Idea ?
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Big Idea
Think Different
Big Idea
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Insight: Type 1
Verbatim about my life in relation to the category / brand
Insight needs to
Involve
Be widely shared
Identify with a ‘moment of truth’
Insight should not
Be a metaphor in disguise
Restrict creative avenues
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Insight: Type 1
Verbatim about my life in relation to the category / brand
Examples
Skincare Category: Each new wrinkle reminds me of how much more I
want to do with life
Ponds: My face is a mirror of my soul
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Insight: Type 2
Big Idea
Rediscover
Socrates
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Promise
Changing the nature of brand proposition that makes it seem ‘bigger’
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
“What if?”
A Brainstorming Tool
that challenges convention
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
What if..
A useful process to prevent inertia
Allows our minds to roam
New insights come from unexpected quarters
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Big Idea
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
How can we make the brand newsworthy and therefore spend less
in advertising?
How do we focus on the young male adult/dealer and not the buyer?
Module 2 - Stage 3
Big Idea
What If..
we all go mad?
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Big Idea
Understanding
Branding
Brand Building Need Some Mad Ideas!
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
We reduced the car theft rate in the city we test market in?
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Mining Insight
Big Idea
Understanding Brand Building
Branding
You have driven the car, not only by looking at the rear view mirror
You have used intuition and imagination
You
Youare
areready
readyto toput
put‘aim’
‘aim’into
intothe
the
‘ready,
‘ready,aim,
aim,fire'
fire'of
ofadvertising
advertising//promotion
promotion
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Big Idea
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Brand Building
Understanding Brand Building
Branding
Evaluating
Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
Advertising
Module 2 - Stage 4
Evaluating Advertising
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
How do you ensure that both you and the creative agency have done
a good job?
Evaluating Advertising
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand
Brand Audit
Audit Big
Big Idea
Idea
Triangle
Triangle Advertising
Advertising
Evaluating Advertising
Finally
The consumer is not a moron, she is your wife
Final evaluation of brand building is whether it
motivates her
“You see, all the right things are written in books and
research papers.
Mukesh Ambani