brand insights most brand strategies end up being a penetrating insight in the blatantly obvious....
Post on 19-Dec-2015
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BRAND INSIGHTS
MOST BRAND STRATEGIES END UP BEING A PENETRATING INSIGHT IN THE BLATANTLY OBVIOUS.
– BRAD JAKEMAN, US MARKETING EXPERT
Brand insights inform
How consumers perceive and engage with the brand
How the brand must be communicated to the consumer
The implications for advertising are obvious
You can’t persuade a consumer to attend to your message if
They don’t know, like or trust your brand They don’t recognize the message as consistent or
appropriate to the brand
What is a brand?
It’s a story told/experienced by consumers
The accumulated “value proposition” expressed through The company/product The culture The communications
What do they share
Qualities of great brands Compelling idea: what does the brand
offer that the consumer needs? Physical and emotional needs.
Core purpose Central values
BMW
The ultimate driving machine
Core purpose: to deliver an outstanding driving experience through superior car performance
Values remain consistent across different audiences and product lines.
Quality-technology-performance-exclusivity
What do they do?
Articulate the brand promise/values
Invest in brand delivery across multiple platforms
Make decisions in keeping with brand strategy
How are brands created?
Brand foundation = the value proposition (positioning)
The product “value” is defined by the company as what they “build” into the product
But it is not always defined as such by the consumer
Consumer value is always perceptual, not objective fact.
All consumers do not experience the same product in the same way
Pafe
Brands have “identities” that are created by various authors who tell stories about the brand
1. Companies: create the story through each point that the company touches the consumer
Product itself People in the organization Retail environment Communications
Owned Paid
2. Culture Media appearances in movies, tv, books,
magazines, Internet
http://www.youtube.com/watch?v=vuAUI_0knfk&feature=related
3. Consumers Create stories about their experience
consuming the product, which they share with others
Earned media Blogs Social media
4. Influencers Reviews by experts Credible industry insiders Innovators and early adopters in the category
Guess who?
Apple’s core purpose and values To make technology accessible and easy
to use Design matters Functionality rules Simplicity prevails Creativity and innovation drive the
business
Expressed through the product…
Expressed through the communications
Expressed through culture
The result…
The Brand Story
This becomes the perceptual frame through which consumers understand, value and experience the product
And these frames are “sticky.” They endure, which is what makes brand cultures so powerful…and so important to marketers
They endure because there are too many choices
We’re lazy They give us collective experience (brand
communities)
Brand insight is about understanding the reality of this brand frame, not necessarily about changing it
What are we trying to understand?
4 Dominant AreasRelevanceDifferentiationCredibilityStretch
Relevance
To what extent does our brand connect with target consumers?
What functional and emotional needs are being satisfied (or not)?
What factors are influencing how relevant the product/brand is to our consumer?
AppleDoveGoogle
Differentiation
Where do we stand relative to our competition in our consumers eyes?
What are we offering that consumers perceive as added value in the category?
How significant are the points of differentiation? Are they worth pushing further? Do consumers value those points of differentiation?
Target Virgin
IKEA eBay
Credibility
Do consumers believe the brand keeps its promises?
What competencies does the consumer perceive about the brand?
Do they match the message? Where are the gaps?
Brands with high credibility? Why?
NordstromDisneyBMW
Stretch
Is the brand perceived as inspiring or innovative?
Does it “define” and “push” the category in a way that excites/interests consumers?
Is the brand alive and growing or dull and dying in consumers eyes?
NikeSwiffer
Brand Insight
The process of uncovering where your brand sits on these dimensions
Several basic areas of questioning to elicit brand insight
What is the consumer’s connection to the category? How does it fit in their world view?
What defines the consumer’s ideal experience with the product/category? How would this make them feel?
How does this ideal compare with what currently exists? Does any brand come close to delivering the consumer’s ideal? How?
What other associations does the consumer have with your brand? Competitors? Seek good and bad.
What would your brand need to do to make consumers believe it could achieve their ideal?
Insights will suggest opportunities for communication
IKEA: You’re free from living with your furniture forever
http://www.youtube.com/watch?v=I07xDdFMdgw
Dove: Redefining real beauty http://www.youtube.com/watch?v=iYhCn0jf46U
Disney: The best time you will ever have with your kids http://www.youtube.com/watch?v=ocXSqupDpoc&feat
ure=fvsr
Problems
What if your consumer can’t articulate any clear differentiation for your brand?
Citi
http://www.youtube.com/watch?v=KERwnA8VfFM
What if there is no USP, no emotional connection, no selling proposition?
Old Spice
What if the selling proposition is the idea of variety?
Penneys Target http://www.youtube.com/watch?v=IPah6p04ZDQ
What if price is the proposition? Clorox
What if saving time and money is the proposition?
What if your proposition requires that you take on the competition?
Mac vs PC
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