brand experience planning

B R A N D E X P E R I E N C E P L A N N I N GT H E PAT H TO B E T T E R C O N N E C T I O N S

The whole is greater than the sum of the parts.- Aristotle

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The Path to Better Connections

An ExplanationKey InputsBrand Experience PlanProving the Path

Why create a Brand Experience Plan?

Modern communications should focus less on whatthe consumer should buy,and more on what theyshould buy into.

What’s the value toyour clients?

Make every touchpoint more valuable.Utilize every marketing dollar for maximum impact.Provide a company-wide communications blueprint.Understand the evolution of your brand.Increase your ROI at every brand interaction.

Develop and deliver the right content in the right context at the right time in the right sequence

Context MattersMessage and media must happily marry to breed better experiences

Brand Experience Plan Input and Output

Experience Planning

Brand Behavior

InteractiveLandscape

ConsumerForensics

Success Metrics

Strategic Opportunities

Brand Planning Choke Points

& Barriers

Creative Focus &

Deliverables

The AskWhat environments or programs can Mentos uniquely own to build awareness in gum?

The ChallengeIdentify the right context that Mentos can uniquely own to

build awareness in gum

Consumer Interests

Brand Equity

Product Attributes

Ownable Context

Consumer Interests

Brand Equity

Product Attributes

Fresh Matters MostCompeting brands are focused on

other functional benefits, but people still just want fresh breath

43%

13%

Importance of Gum/Mints Benefits

Fresh Breath

Healthy Mouth

Source: Mintel International Group, 3/15/10

Consumer Interests

Product Attributes

Brand Equity

Fresh

Health

“Protection”

AttitudeAttribute

Innocent

Innuendo

Clean, Not dirty

Re-establish Your Position of Fresh in the Gum Category

Redefine Fresh in the brand’s attitude

and personaRidiculously Long Lasting

Stimulate Your Senses

Extra Long Time

Fresh is the brand’s equity and the product attribute

A

B

Fresh thinking that solves life’s small

problems

The bite-sized catalyst for a fresh take on the world

Brand Equity

Product Attributes

Consumer Interests

Philosophy: Don’t let life happen to you

Highly ambitious

Heavy socializers

Believe they have more ability than most

Socially responsible

Social StriversDNA Profile

Source: MRI Doublebase 2010

50% M/F57% 18-34 Years (Millennials & GenXers)48% Single

66% Caucasian19% African American18% Hispanic

Social StriversDemographics


Social StriversAttitudes + ValuesGreat Self-Expectations “I strive to achieve high social status.” 163“My goal is to make it to the top of my profession.” 162“Preserving the environment is very important to me.” 123

Own the Leading Role“I enjoy being the center of attention.” 179“I must admit that I like to show off.” 175

Couture with a Conscience“I’m influenced by what’s hot and what’s not.” 154“I consider my fashion style to be trendy.” 147“I mix and match high- and low-end designers when putting an outfit together.” 139

Radiate Confidence“I dress more fashionably than most people.” 188“I consider myself sophisticated.” 146“I feel I am more environmentally conscious than most.” 128

Love to Make a Splash“I like to live a lifestyle that impresses others.” 181“I wear designer brands partially to impress people.” 153“I enjoy showing off my home to guests.” 132

Refuse the Mundane“I’m always looking for a new thrill.” 184“I like a lot of excitement in my life.” 161“I like outrageous people and things.” 153


Social StriversMedia Profile

TV

@ Home

@ Work

Magazine

Newspaper

Radio

Outdoor

0 1 2 3 4 5

119

109

121

145

134

122

112

NOTE: Numbers in bar graph are indices vs. base.

TVMeet the Press (147)The Colbert Report (186)The Soup (238)Family Guy (195)ESPN SportsCenter (188)NBA Regular Season Games (171)NFL Sunday Night Football (132)

Radio FormatsAlternative (151)Rock (170)Urban (192)

MagazinesRolling Stone (184) Cosmopolitan (217)People (138)Relish (146)ESPN (208)Car and Driver (145)Discover (135)Entertainment Weekly (151)Food & Wine (146)

Newspaper SectionsLifestyle (135)Entertainment (123)Sports (135)Comics (121)


MEDIA QUINTILES (low to high)

Consumer Interests

Brand Equity

Product AttributesOwnable Context

Brand Behavior Own environments that give a fresh outlook on the world

Environment 1Comedy with a Fresh Outlook

Segment ownership on the Daily Show or Colbert – make them turn a funny/negative situation into a positive one

Own trending videos on buzzfeed

Work with Tosh.0 to create segment in his show featuring most upbeat YouTube videos of the day

Environment 2Fresh Beats

in Music

Create a presence at music festivals across the country – stream concerts live to those who can’t attend

Sponsor the tour of a musician or band that has either a positive message in their music or is a fresh, emerging artist

Environment 3Fresh Faces

in FashionCollaborate with up-and-coming YouTube Fashion sensations to share fashion advice and positive critique (Anna Saccone – “The Style Diet”)

Consumer Experience Path

RECEIVING/ PAYING

EATINGTELLING

(GOOD/BAD)LOVING

PLANNING/ORDERING

SEARCHING/ FINDING

THINKING/ CONSIDERING

WAITING

RECEIVING/ PAYING

EATINGTELLING

(GOOD/BAD)LOVING

PLANNING/ORDERING

SEARCHING/ FINDING


WAITING

Audience Size

Audience Involvement

Why is Understanding the Path Important?

Defining the Brand in the Marketplace

BRAND VOICE | We make your favorites because we believe any moment has the potential to be a favorite moment

BRAND BEHAVIOR | Spread contagious optimism

BRAND MISSION | We believe everyone should get the food they really want

RECEIVING/ PAYING

EATINGTELLING

(GOOD/BAD)LOVING

PLANNING/ORDERING

SEARCHING/ FINDING


WAITING

Source: Simmons Spring 2009 NCS Adult Full Year Study

Eating Machines

Life in Transition

18-34, full-time student/newly employed

Never married

Likely to rent a house or own a condominium

Has experienced major life milestones in the past 12 months and is likely to undergo more changes in the next 12 months

Brand Experience Plan




RECEIVING/ PAYING

EATINGTELLING

(GOOD/BAD)LOVING

PLANNING/ORDERING

SEARCHING/ FINDING


WAITING


WHAT DO THESE PEOPLE NEED/WANT?

“I really don’t think about where

my next meal is coming from until

I’m hungry.”

“It has to be super easy to find

information and and I want offers relevant to me.”

“I order when I’m hungry and I really don’t think about

it sooner than then.”

“Anticipation kills me. I often call to check on an order

if it’s taking too long.”

“I like getting a good deal without

having to ask for it.”

“I always feel the need to flavor up

my food.”

“I only share my experiences with friends when they are either really bad or good.”

“I like to associate with brands that make me seem

with it.”





RECEIVING/ PAYING

EATINGTELLING

(GOOD/BAD)LOVING

PLANNING/ORDERING

SEARCHING/ FINDING


WAITING


WHAT DO THESE PEOPLE NEED/WANT?

HOW DO THEY FEEL ABOUT THIS EXPERIENCE TODAY?

/

“I really don’t think about where

my next meal is coming from until

I’m hungry.”

“It has to be super easy to find

information and and I want offers relevant to me.”

“I order when I’m hungry and I really don’t think about

it sooner than then.”

“Anticipation kills me. I often call to check on an order

if it’s taking too long.”

“I like getting a good deal without having to ask for

it.”

“I always feel the need to flavor up

my food.”

“I only share my experiences with friends when they are either really bad or good.”

“I like to associate with brands that make me seem

with it.”


WHAT SHOULD WE CONSIDER TO FULFILL THESE NEEDS?

RECEIVING/ PAYING

EATINGTELLING

(GOOD/BAD)LOVING

PLANNING/ORDERING

SEARCHING/ FINDING


WAITING


How can Pizza Hut permeate guy

culture so that they are top of mind?

How can we be at their fingertips when they want to order? How can we tailor offers to matter

more?

How do we have preset ordering in place for different

occasions?

How can we turn waiting into a fun

time with the family?

How do we show our appreciation in

ways that really matter to them?

How do we find ways to recognize those little favorite moments or make

them favorite experiences?

How do we surprise them with

resolution to a complaint and

show appreciation for a compliment?

How do we prove that we are a brand worth their love?

WHAT WAYS CAN WE MAKE THIS COME ALIVE?

Radio (Terrestrial, Digital)

Mobile

OOH / Guerilla Tactics

Search / PH.com / Banner Ads Hut TV Social Media

Online Games

In-Restaurant Posters / Clings

TV Ads

Coupons

Love BombsMessage On Hold Call Center

Email Response / CRM

Special Offers Artifacts

Love Bombs

Boxes / Receipts

Uniforms / Delivery Car Decals

It’s a Creative Tool and an Organizing Principle

New ways to capture learning for proving a path

Recap

We have an opportunity to articulate what the experience looks like today and what we think the ideal experience should be

It’s not a deliverable but a way of working

It’s not a media check list but an ideation stimulant

Our actions and opportunities across the BEP should be viewed through the lens of the brand/creative idea.

brand experience planning

Marketing