brand architecture at the bbc. brand breakfast 17 april 2014
TRANSCRIPT
Understanding the BBC brand
Jane LinghamDirector, BBC Brand
What I’ll cover todayWhy do we care about brands at the BBC?
What drives approval of the BBC brand?
How we organise our brand portfolio
Why do we care about brands at the BBC?
77%Informative documentary on
his role and achievement
53%Ex-girlfriends and servants
dishing the dirt on him
“The unknown Prince Charles”
X 9
X 11 & 46
X 10
The Masterbrand
Our service brands
Our content brands
An approach to organising the current BBC brand portfolio
Slide 10
The BBC brand network – some points to note
2 – We’ve deliberately created a network
…not a hierarchy (although there are implications for prioritisation within the
network)
1 - We refer to things in the network as ‘properties’ as not all the genres/service/products in the portfolio are brands
Slide 11
The BBC brand network – some points to note
All our properties fall into one of 3 categories, according to the role they play for audiences
1 Variants of the BBC Primarily for driving
BBC reputation through genres or giving people more control. A facet of the BBC overall, strongly
linked to the BBC in values and identity e.g.
BBC Drama
2 Sub-brands of the BBC
Primarily help audiences navigate the portfolio but can also drive reputation.
Have an identity and (potentially) values which are further away from the
BBC Masterbrand e.g. Radio 1
3 BBC Content/ experiences
The things people consume e.g. Dr Who.
The foundations on which the variants, sub-brands or the Masterbrand are
built.
Slide 12
The network – designed to drive credit back to the BBC
GOLD STAR BRAND
GOLD STAR BRAND / BRAND
BRAND
BBC VARIANTSThe role is to
drive our reputation
BBC SUB-BRANDS
Properties which drive choice of
content
BBC CONTENT / EXPERIENCESProperties which people consume
BBC CONTENT / EXPERIENCESProperties which people consume
Slide 13
The populated network with our properties but we need to refine
GOLD STAR BRAND
GOLD STAR BRAND / BRAND
BRAND
BBC VARIANTSThe role is to
drive our reputation
BBC SUB-BRANDS
Properties which drive choice of
content
BBC CONTENT / EXPERIENCESProperties which people consume
BBC CONTENT / EXPERIENCESProperties which people consume
NHDRAMAARTSBBC LIVEBBC STOREREALITY TVFACTUAL /DOCSMUSIC
ENTERTAINMENTCOMEDYFOODPLAYLISTEREDUCATON / K&LRELIGIONLIFESTYLEFACT-ENTSEDUCATION
BRANDING
OPEN MINDS
We need to break these categories down further to be useful. We’ve done this using the following criteria;
PERFORMANCE DATA
(INC SEM- the cogs)
OUR PUBLIC SERVICE PRIORITIES
A TOTALPORTFOLIO VIEW
We need to break these categories down further to be useful. We’ve done this using the following criteria;
PERFORMANCE DATA
(INC SEM- the cogs)
OUR PUBLIC SERVICE PRIORITIES
A TOTALPORTFOLIO VIEW
There are 9 drivers of public approval for the BBC
Relative consumption
Willingness to pay
Value for money
Support for the licence
fee
Relation-ship with BBC
brand
Range and
quality
Trust
UK culture
& global rep.
Feelings about BBC
overall
We need to break these categories down further to be useful. We’ve done this using the following criteria;
Which gives us 3 sub-groups
PERFORMANCE DATA
(INC SEM- the cogs)
OUR PUBLIC SERVICE PRIORITIES
A TOTALPORTFOLIO VIEW
Slide 18
We need to break these categories down further to be useful. We’ve done this using the following criteria;
Which gives us 3 sub-groupsCatalysts for driving
mass changeeither by enhancing
our reputation or consumption
Catalysts for driving targeted change
either by enhancing our reputation or consumption
Properties unlikely to drive wholesale change
Help maintain current objectives, but are not catalysts for
enhancing our reputation or driving consumption
PERFORMANCE DATA(INC SEM- the cogs)
OUR PUBLIC SERVICE PRIORITIES
A TOTALPORTFOLIO VIEW
Best content(Creativity)
Telling a bigger story
about the BBC
highlighting our
key genres & events
Best new ways(Innovation)
Telling a bigger story
about the BBC
highlighting our
innovations
For everyone(Audiences)
Maximising audiences for
all our content
(with focus
on under-served)
And overlaid the three pillars of the business strategy …
MARKETING FOCUSED ON DRIVING REACH
MARKETING FOCUSED ON DRIVING REPUTATION
Slide 20
Our network - once we’ve prioritised properties likely to drive change
GOLD STAR BRAND
GOLD STAR BRAND / BRAND
BRAND
BBC VARIANTSThe role is to
drive our reputation
BBC SUB-BRANDS
Properties which drive choice of
content
BBC CONTENT / EXPERIENCES
Properties which people consume
BBC CONTENT / EXPERIENCES
Properties which people consume REPUTATION DRIVING -FOR ALL
REPUTATION– UNDERSERVED
REPUTATION DRIVING OPINION FORMERS AND ABC1 55+
REPUTATION DRIVING FOR ALL
REPUTATION DRIVING – UNDERSERVED
REPUTATION DRIVING– OPINION FORMERS AND ABC1 55+
AUDIENCESREACH DRIVING FOR ALL
REACH DRIVING - UNDERSERVED
CREATIVITY
INNOVATION ONLINE, MyBBC
REACH DRIVING – OPINION FORMERS AND ABC1 55+
How we will use the BBC Brand network
To provide focus for the marketing plan this year and beyond –inform 15/16
To help us understand what services/genres/products to use to evidence in our corporate marketing
Inform ongoing decisions about M&A investment/portfolio management
Slide 22
“Most brand strategies end up being a penetrating insight in the blatantly obvious”.
– Brad Jakeman