9. Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attributes
Prod
ucts
to
bran
ds
10. Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attributes
Prod
ucts
to
bran
ds
Brand v/s. Product
A brand is more distinctive than a product
It is first of all a name, a means of identification
Secondly it s a set of added values offering both functional and
psychological benefits
Above all ‘a brand is a promise’
11. Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attributes
Prod
ucts
to
bran
ds
A Brand is a Promise
“ …A seller’s promise to deliver consistently
a specific set of features, benefits and services
to buyers.
12. Module 1 - Stage 1
From Products to Brands
…….a short-hand that communicates powerfully & reduces uncertainty
13. 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
16. Module 1 - Stage 2
Attributes
Immutable Law of Name
In the long run the brand is nothing more than a name
17. Module 1 - Stage 2
Attributes
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
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
18. Module 1 - Stage 2
Attributes
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
Brand Name
Avoid generic / line extended names
• Xerox as opposed to Haloids Paper Master
• Xerox (Copier) is powerful. Xerox Computer is not
Changing your name will not overcome a bad strategy
• “Monday” (Price Waterhouse Coopers )
19. Module 1 - Stage 2
Attributes
A brand’s logotype should be designed to fit the eyes.
Both eyes
Immutable Law of Shape
20. Module 1 - Stage 2
Attributes
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
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
22. Module 1 - Stage 2
Attributes
A brand should use a colour opposite of its rival
Immutable Law of Colour
23. Module 1 - Stage 2
Attributes
The Cola Wars: Energy Vs. Peace
24. Module 1 - Stage 2
Attributes
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
Brand Colours
Colours have meanings
• Purple means royalty
• Red is energetic
• Blue is peaceful
Opposite colours can differentiate
• Coke is red, Pepsi is blue
• Kodak is yellow, Fuji is green
25. Module 1 - Stage 2
Attributes
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
Brand Colours..
Colours can help you stand out
• FedEx’s orange and purple packet stands out in corporate blue
Logo and colours help, but the power of the brand
Essentially in the meaning of the brand name in consumer’s mind, its
essence
26. Module 1 - Stage 2
Attributes
Most important thing for a brand is its
single mindedness.
Immutable Law of Singularity
27. Module 1 - Stage 2
Attributes
Single-mindedness means consistency.
Fresh and interesting manifestations of a single idea.
28. Module 1 - Stage 2
Attributes
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
Brand Essence
A brand must “leverage a compelling truth”
Linux stands for freedom as opposed to Microsoft’s monopoly
A brand should mean a single powerful thing: the essence
Essence of Volvo is Safety
Essence of Tata is trust
Essence of Fevicol is bonding
29. Module 1 - Stage 2
Attributes
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
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
30. Module 1 - Stage 2
Attributes
A brand should try to own a word in consumer’s mind
Immutable Law of Word
34. Module 1 - Stage 3
Management
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Mana
geme
nt
Attributes
Product
s to
brands
Co-Brand
Stealth
Brand
Fighting
Brand
Multi-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.
35. Module 1 - Stage 3
Management
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Mana
geme
nt
Attributes
Product
s to
brands
Co-Brand
Stealth
Brand
Fighting
Brand
Multi-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
Good option when unsure of a new medium/market
Little promotion for Maytag website as opposed to a buy.com. Maytag sold
1000s of Neptune washers on web
36. Module 1 - Stage 3
Management
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Mana
geme
nt
Attributes
Product
s to
brands
Co-Brand
Stealth
Brand
Fighting
Brand
Multi-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
37. Module 1 - Stage 3
Management
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Mana
geme
nt
Attributes
Product
s to
brands
Co-Brand
Stealth
Brand
Fighting
Brand
Multi-Brand
Fighting Brand
Built as new, independent brand
• Prevents dilution of the leading brand
HLL introduced Wheel to fight Nirma
38. Module 1 - Stage 3
Management
There is a time and place to launch a second brand
Immutable Law of Siblings
40. Module 1 - Stage 3
Management
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Mana
geme
nt
Attributes
Product
s to
brands
Co-Brand
Stealth
Brand
Fighting
Brand
Multi-Brand
Multi Brand
Key to a multi-brand approach is to give each sibling a unique
identity
Time, Fortune,Life, Money, People
Tempting to mash the brands and top it with corporate frosting
Tata Salt,Tata Tea
Second brand risks diluting equity
Is Kingfisher Mild drinker more likely to be from Kingfisher or from
Fosters?
41. Module 1 - Stage 3
Management
Understanding
Branding
Brand
Building
Exercise
Architectur
e
Mana
geme
nt
Attributes
Product
s to
brands
Co-Brand
Stealth
Brand
Fighting
Brand
Multi-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
44. Module 1 - Stage 4
Architecture
Immutable Law of Contraction
A brand becomes stronger when you narrow its focus
45. Module 1 - Stage 4
Architecture
The Economist is red and daring.
Provocative, brutally honest and non-conformist
46. Module 1 - Stage 4
Architecture
Understanding
Branding
Brand
Building
Exercise
Archi
tectur
e
Manage
ment
Attributes
Product
s to
brands
House of
Brands
Endorsed
Brand
Sub Brand
Branded
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.
47. Module 1 - Stage 4
Architecture
Understanding
Branding
Brand
Building
Exercise
Archi
tectur
e
Manage
ment
Attributes
Product
s to
brands
House of
Brands
Endorsed
Brand
Sub Brand
Branded
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
48. Module 1 - Stage 4
Architecture
Immutable Law of Expansion
Brand’s power inversely proportional to scope.
49. Module 1 - Stage 4
Architecture
The Volkswagen bus ad, talked only about ‘plenty of room’
50. Module 1 - Stage 4
Architecture
Understanding
Branding
Brand
Building
Exercise
Archi
tectur
e
Manage
ment
Attributes
Product
s to
brands
House of
Brands
Endorsed
Brand
Sub Brand
Branded
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
51. Module 1 - Stage 4
Architecture
Immutable Law of Company
Brands are brands, companies are companies.
There is a difference.
52. Module 1 - Stage 4
Architecture
Understanding
Branding
Brand
Building
Exercise
Archi
tectur
e
Manage
ment
Attributes
Product
s to
brands
House of
Brands
Endorsed
Brand
Sub Brand
Branded
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?
May motivate trade, so might be useful for PR purposes with
trade/other stakeholders
• P& G way
54. Module 1
Understanding Branding
Two brand positioning within the same brand family?How do we
reconcile the two positions?
The options available to us
1. Single brand
2. Stand Alone New Brand
3. Transfer of Brand Assets from an existing brand
What are the pros and cons of each option ?
Exercise
56. Module 1 - Stage5
Exercise
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Single Brand Family
‘Stand-alone’ New Brand
Transfer of Brand Assets ‘x from y’
57. Module 1 - Stage5
Exercise
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Option : Single Brand family
Constant values / different products
• Dettol antiseptic / soap / hand wash
• Crest toothpaste / Mouth wash (But not chewing gum)
Differentiate on product usage
• IBM Value Point - Entry level purchase
• Gillette Good News Line - Disposables
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
58. Module 1 - Stage5
Exercise
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Option : Single Brand family
Use as umbrella branding
TATA Trust
SONY Electronic technology
But Taj from TATA for Performance segments
Difficult for a single brand to straddle Performance and Price
segments
Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs
Gap changed Gap Warehouse to Old Navy Clothing due to perceived
brand erosion
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
59. Module 1 - Stage5
Exercise
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Option : Single Brand family
Learnings
+ Cheaper than creating a new brand
- Difficult to stretch brands across Price and Performance
- Risk of eroding present position
- Lose opportunity of creating a new segment
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
60. Module 1 - Stage5
Exercise
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Option : ‘Stand-alone’ New Brand
Levers enters popular segment successfully with Wheel as opposed to
Surf Easywash
Levers use of brand-wise differentiation of brand values and
attributes to target consumer segments- Surf / Rin / Wheel / OK
detergents
Toyota launches Lexus to enter the Premium Auto segment credibly
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
61. Module 1 - Stage5
Exercise
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Option : ‘Stand-alone’ New Brand
Learnings
+ Clear brand identity, values and assets
+ Create new opportunity of a range possibility in Popular segment
+ Leave present brand secure
- Expensive to build brand assets
- Difficult to build trial as a stand-alone Brand
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
62. Module 1 - Stage5
Exercise
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Option: Transfer of Brand Assets ‘x from y’
Titan (from Tata’s)
• Worked well for Titan
Sonata (from Titan)
• Eroding equity of Titan
Gain (from the makers of Ariel)
• Apparently a ‘Transitional Strategy’
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
63. Module 1 - Stage5
Exercise
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Option: Transfer of Brand Assets ‘x from y’
Learnings
+ Cheaper than developing a new brand
+ Can be used as a ‘Transitional Strategy’
- Still a risk of eroding present image
- Possible mix of values and assets
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
64. Module 1 - Stage5
Exercise
Options
Single Brand
Family
Stand Alone
Brand
Transfer of
Brand Assets
Branding Options: Conclusion
‘Single Brand family possible if:
Different products / similar values
Differentiate on end use
‘Stand-alone ‘New Brand’ best option to straddle values - however it
is expensive to create a new Brand
‘Transfer of Brand assets ‘x from y’’ possible, especially as a
transitional strategy - still a risk of eroding present values and
mixing values and assets
Understanding
Branding
Brand
Building
Exer
cise
Architec
ture
Manage
ment
Attributes
Product
s to
brands
69. 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
70. Module 2 - Stage 1
Brand Audit
Brand Audit
Qualitative study
In-depth interview ,usually administering a questionnaire
Uses various techniques like
Mind Mapping Technique
Critical Incident Technique & Other Techniques
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
71. Module 2 - Stage 1
Brand Audit
Mind Mapping Technique
Good technique to make connections and evoke associations
Start with a major idea and work outwards in all directions
The more visual the better
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
72. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Mind Mapping Technique
Draw An Egg
73. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Mind Mapping Technique
Put Ten Legs on It
74. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Happiness
Mind Mapping Technique
Put Happiness in Centre
75. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Happiness
Mind Mapping Technique
Write 10 Associations to Happiness
76. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Happiness
World Champion
Bad Bowling
Sachin100
Mexican Wave
Mind Mapping Technique
Take 1 branch and add associations
77. Critical Incident Analysis: When
People Change
An technique that contextualizes
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.
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Module 2 - Stage 1
Brand Audit
78. The Hierarchy of Aspects of
Incidents
Consumer
Category
Motivation
Enabler
Trigger
Driver emotion
Re-inforcer
Emotional Pay-off
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Both Mind Mapping & Critical Incident are useful techniques while
administering a Brand Audit Questionnaire
Module 2 - Stage 1
Brand Audit
79. Module 2 - Stage 1
Brand Audit
Brand Audit Questionnaire
Think about the specific things that
trigger the brands identity in your
mind…
When you hear the brands name what
immediately springs to your mind
What else
visuals or images
packaging or product elements
bits of advertising
signs or symbols
anything else
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
80. Module 2 - Stage 1
Brand Audit
Brand Audit Questionnaire
Thinking about the feelings and
emotions the brand evokes in you
What specific emotions do you
experience while using this brand
How does the brand make you feel
about yourself
What do you feel when you see other
people using this brand
How do the emotions this brand evoke
differ from those of its leading
competitor
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
81. Module 2 - Stage 1
Brand Audit
Brand Audit Questionnaire
Since using a brand makes it part of
your life think about personal
memories connected with the brand
What personal memories does this
brand bring to your mind
Describe an episode in your life or
someone close to you that illustrates
this
If the brand were to be a restaurant or
a café…
Describe the ambience, colours,
location, customers of the café
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
82. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Branding Audit Example:
Eveready Associations
KEY
OTHERS
‘Memories of using it in my
village fields during night’
TV AD MAKES LITTLE IMPACT
ON MOST
CHILDHOOD MEMORIES
‘Was it a truck? Everything lights up’
AGE OLD ASSOCIATION
‘Using it since a child…first used the
white cell now use red’
PREFERRED BRAND
ASSOCIATIONS
‘lasts longer’,’does not melt in
summer’, ‘leak proof’
‘Red colour in wall paintings, ‘Some
animal ..was.is it a panther’
THOUGH DISTINCT DON’T
REPRESENT STRONG BRAND
INVOLVEMENT
83. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Example: Personality of Eveready
Its Two Faces
User of Eveready
- Late youth or early middle
aged man
- Strong and energetic
- Trustworthy
- Middle class, a family man
- Distant friend /
acquaintance
- RECOGNITION AND A HALF
SKETCHED PERSONALITY
User of Competition
- Middle aged man
- Strong
- Don’t know him well, an
acquaintance
- Slightly dull, not colourful
- LITTLE INVOLVEMENT
Mirror’s
two faces
Eveready’s difficulty to deeply involve
consumers & a mild/half-sketched personality
84. Module 2 - Stage 1
Brand Audit
Good Brand Audit
A good brand audit gives a definite
answer about six interrelated equities
Product: Product performance
supports the brand?
Image: Image is strong and engaging?
Customer:Strength of customer
franchise?
Channel: Leverage in channel
environment?
Visual : Clear,differentiating presence?
Goodwill: Endorsed by influencers in
the communities in which it lives?
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
85. Module 2 - Stage 1
Brand Audit
Exercise
Consider two competing brands:
Kodak & Fuji
Rate the brands on a scale of 5
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
• Product Non Performing 1 2 3 4 5 Strong , Performing
• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image
• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged
• Customer Over Dependent 1 2 3 4 5 Valued, Popular
• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended
• Image Weak 1 2 3 4 5 Strong, Engaging
87. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
After a rigorous Brand Audit we are ready
to make a connection triangle
88. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
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
89. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• The nature of the product itself
– taste, texture, smell, size, heritage, complexity, cost
• Is it distinctive? Is it liked by the consumer?
• How can it be recast into a consumer benefit?
90. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• Product Benefit Driven Brand
– Eno bubbles away troubles
– Fevikwik sticks in a jiffy
– Mseal seals chronic leaks
– Tang is essence of goodness from fruit
91. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• Product Benefit Driven Brand
What I get from the product that makes the brand matter to me
Why I like the brand
92. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• The values that underpin consumers’ trust.
• Brand’s personality?
• What is the tone of voice it adopts when talking to consumers?
• Avoid Yetisms (e.g. “professional yet casual”) that betray lack of
genuine understanding oft the brand.
93. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• Brand Image Driven Brand
– Jaguar is a copy of nothing ,like its owners
– Thumbs Up is for the real men
– HSBC is your local bank
– Tata Safari makes its own road
94. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• Brand Image Driven Brand
What traits that I recognize in the brand that I can respect/rely on
Why I trust the brand
95. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• Why do people value my brand?
– If they don’t, what can we do to make them value it more?
• How does our brand fit into the lifestyle / basic beliefs of its
consumers?
• Why should it be relevant to/enrich their lives?
96. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• Consumer Beliefs Driven Brand
– Cadbury Dairy Milk recognizes the child in me
– Fevicol knows that I yearn for emotional bonds that do not break
– Maggi is one more of the delightful conspiracies led by mom
97. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product
Physical attributes
Consumer
Underlying
human truths
Brand
Emotional
benefits
• Consumer Beliefs Driven Brand
What values that I share with the brand that makes me cherish it more
Why I value the brand
98. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product Benefit
What I like it
Consumer UHT
Why I value it
Brand
Why I trust it
99. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product Benefit
Alternative Pale Pilsner
Consumer UHT
Don’t measure life by the
number of breaths you take,
but by the number of
breath-taking moments you
take in
Brand
Irreverent, impulsive,
devil-may-care,
live for the day
100. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Product Benefit
Quality adhesive
Consumer UHT
Bonds of family/
friendship/love usually
break
Brand
A bond that will not break
101. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Exercise: Create a Connection Triangle
Make a Connection Triangle of your favourite brand
Ensure that it
Connects
Enrich your understanding of the brand-consumer
relationship
Liberates i.e. provides the creative freedom
Can someone who does not know the brand or the market get a clear
understanding of the brand?
102. Module 2 - Stage 2
Connection Triangle
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Exercise: Create a Connection Triangle
Make a Connection Triangle of your Car Security Systems Product
Recap of Consumer Research in Mumbai
103. Recap of Consumer Research
Primary Perceived Benefits: User
1. A more efficient locking system
“I am assured that all locking is done once I press the remote button”
“Even if I am careless, I am still assured that the locking has been done
2. A ‘Done’ thing
“I have seen it on many cars”
“like an audio system, got to have it”
The main perceived benefit is a ‘more efficient locking system’
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Module 2 - Stage 2
Connection Triangle
104. Recap of Consumer Research
Secondary Benefits: User
1. Scaring the burglars: A mixed bag
“The burglar alarms can scare a burglar but is also a nuisance, since it
goes on its own a couple of times”
“The thieves managed to silently get away with my Zen, on a rainy night. I
had taken off the burglary-prevention system of the car since the alarm
had gone off a couple of times unnecessarily''
2. Showing Off
“My young brother simply loves pressing the remote buttons.He loves
showing off almost as if he is a James Bond. You should look at the
tesshan(style)”
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Module 2 - Stage 2
Connection Triangle
105. Perceived Benefits : Non User
1. Style
Perceived Barrier : Functionality is not fully established
“Security system is for style”
“Why spend an extra on an old car. When I buy a new one, I might consider”
“I go for functionality….no sosha(show-off)”
“The only thing it(security system) does is consume battery”
“I have already taken car insurance. I don’t need a gizmo”
The effectiveness of security systems is not proven
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Recap of Consumer Research
Module 2 - Stage 2
Connection Triangle
108. Module 2 - Stage 3
Big Idea
Unless advertising contains a big idea it will pass like a ship
in the night
David Ogilvy
109. Module 2 - Stage 3
Big Idea
What is the Big Idea in this visual?
110. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
A bisociation of two or more previously connected thought matrices
A new combination of old elements
Exercise: What is a Big Idea ?
111. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Big executional ideas
Big strategic ideas
Two Types of Big Idea
Two types of Insights
112. Module 2 - Stage 3
Big Idea
Think Different
One definition of insanity is doing
the same thing over and over again,
expecting a different outcome
114. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
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
115. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
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
116. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Insight: Type 2
The missing link which makes the disconnected connect
They are not true discoveries
They establish a real complicity between advertiser and the consumer
117. Module 2 - Stage 3
Big Idea
Rediscover
You invent nothing.
You rediscover what you have forgotten.
Socrates
118. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Four Groups of Missing Link
People
Tapping into what turns people on. Culturally, communally, individually
Pepsi World Cup, India: Indians are more street smart than an
average white bloke
Bank of China, Singapore: Highly cosmopolitan Singaporean
Chinese revere the way Chinese ‘do business’
119. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Four Groups of Missing Link
Product
Reinterpreting the way a product attribute is presented
Asian Paints, India: Paint takes on a symbol of prosperity.
Quality of home = Quality of Life
120. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Four Groups of Missing Link
Problem
Outmaneuvering a problem by illustrating an alternative solution
Saffola, India: Cooking oils were perceived to be dangerous to
health of heart
WWF Tiger Conservation, China: Human life was more
important than tiger’s. Work with logic that loss of tiger will
impoverish the life of children.
121. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Four Groups of Missing Link
Promise
Changing the nature of brand proposition that makes it seem ‘bigger’
Stanchart Credit Card, India: Emphasizing the importance of
changing your credit limit by showing the fear of a wife
overspending
122. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
“What if?”
A Brainstorming Tool
that challenges convention
123. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
What if..
A useful process to prevent inertia
Allows our minds to roam
New insights come from unexpected quarters
Stage1: Integrate full possibilities for existing brand equity
Stage 2: Stretch potential to absurd levels to challenge convention
A tool to explore risks and rewards of
completely changing the rules
124. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
What if.. Stage 1
We redefine the category experience?
Claim generic benefit for ourselves?
Fevicol is an adhesive, so it sticks strong
Make the brand sensational and newsworthy?
The United Colours of Benetton
Focus on the influencer and not the user?
The TV buying ads focusing on kids
126. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
What if.. Exercise for Our Product
How do we redefine the security system experience?
Can we claim generic benefit for ourselves?
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?
127. Module 2 - Stage 3
Big Idea
What If..
we all go mad?
128. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
What if.. Stage 2
A chimpanzee sold coffee to a Martian?
Asian Paints gets into hair colours?
Coffee loses prestige value and needs a common man platform?
Strategy is passé, and implementation is the real thing?
129. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
A car manufacturer invented a theft-proof car?
Car insurance and security system was co-branded ?
Mercedes Benz endorsed our security system?
We reduced the car theft rate in the city we test market in?
The police commissioner used our system in his/her car?
Need Some Mad Ideas!
130. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Mining Insight
Drives powerful brand building
131. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
You have driven the car, not only by looking at the rear view mirror
You have used intuition and imagination
You have created a connection triangle that truly articulates the
primary driver
You are ready with a compelling insight
You are ready to put ‘aim’ into the
‘ready, aim, fire' of advertising / promotion
So, What Next?
132. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
The springboard is ready for the creative
agency to leap
133. Module 2 - Stage 3
Big Idea
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Creative Black Hole
Now it the turn of creative agency’s turn to ‘fire’
To give a creative articulation of the primary driver, using the
compelling insight
Your work is going through the creative Black Hole
135. Module 2 - Stage 4
Evaluating Advertising
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
After the Creative Black Hole
How do you evaluate a creative product: The TV Ad, Sales
Promo,Internet Banner, Direct Mailer?
How do you ensure that both you and the creative agency have done
a good job?
You are ready for Unilever’s Benchmarks!
136. Module 2 - Stage 4
Evaluating Advertising
Understanding
Branding
Brand Building
Evaluat
ing
Adverti
sing
Big
Idea
Conne
ction
Triangl
e
Brand
Audit
Yes/No
1 Is there a big idea memorable and relevant?
2 Does it discriminate the brand from the competitor?
3 Does it involve target consumer?
4 Does it establish a relationship with target consumer?
5 Does it invoke a positive response from the consumer
6 Does it feel genuine?
7 Is it simple and clear?
8 Is the brand name inseperable from the idea?
9 Does it make full use of medium's capabilities?
10 Is it in character with the brand personality?
Unilever's Ten Principles
137. Module 2 - Stage 4
Evaluating Advertising
Finally
The consumer is not a moron,she is your wife
139. “You see, all the right things are written in books and
research papers.
The trick is to ensure that there is no gap between
what is written in the books and your vision; from
what is happening on the shop-floor and what is going
on in the marketplace.
That is execution. That is what makes the difference”
Mukesh Ambani
The END