¨Marketing is not a war of products,
it’s a war of perceptions.¨
Al Ries / Jack Trout
5 symptoms of malaise of consumer led brands
1. Similarity of brands (Convergence towards mean)
2. Inconsistent brand image and offer
3. Lack of real innovation and surprise
4. Gulf between brand offer and capability (believable brand extensions)
5. Hollow brand (BA)
Similarity of brands (Convergence towards mean)
Similarity of brands (Convergence towards mean)
Lack of innovation
Beyond petroleum
The brand change has cost $7m and BP plans to spend a further $100m a year developing it. Sir John said BP would in future stand for "beyond petroleum" rather than British Petroleum. Its 28,000 petrol stations around the world will be modernised over four years, but 3,000 jobs will be lost as overlapping BP and Amoco sites are shut down.
But the relaunch was met with cynicism by green campaigners. Rob Gueterbock, a climate energy specialist at Greenpeace, said the company's move was a triumph of style over substance. "They spent more on the logo this year than they did on renewable energy last year. Given they spend $8bn a year on oil exploration, BP stands less for beyond petroleum and more for burning the planet," he said.
Inconsistent brand image and offer
THE XC90 D5 is the Schwarzenegger of the Volvo family. Like its main competitors, the BMW X5 3.0d and the Mercedes-Benz ML270 CDI, Volvo�s fancy diesel drinker is not really designed for off-road excursions, even though it is a permanent four-wheel drive vehicle. ($192, 000 for a 2.5 cc model)
Inconsistent brand image and offer (Luxury or safety or family ?)
Inconsistent brand image and offer (Luxury or safety or family ?)
Hollow
Question mark
Blind
Irrelevant
Rebranding British Airways 1997-1999 Focus on global cosmopolitan traveler but loosing connection with identity of the brand British Airways, ditched the Union Flag for an "ethnic" tail-fin design in a £60m revamp in 1997.
Hollow brand
Thatcher privatised the company in 1987 under Chairman Sir John King. Ten years later she famously condemned the ethnic tail fin art with the outburst: 'We fly the British flag, not these awful things.'
Hollow brand (British Airways)
McDonald's 'Healthier' New Happy Meals: Still Unhealthy
Hollow brand
Hollow
Question mark
Blind
Irrelevant
By 1976 Kodak accounted for 90% of film and 85% of camera sales in America. Until the 1990s it was regularly rated one of the world’s five most valuable brands.
Irrelevant brand (World moves on and brand does not notice)
Hollow
Question mark
Blind
Irrelevant
Question mark brand (Is Bennetton capable of achieving unhate ?)
Question mark brand (Is Bennetton capable of achieving a world without hunger?)
Hollow
Question mark
Blind
Irrelevant
Blind brand (Does the brand still understand what consumers want, like ?)
http://www.tech-thoughts.net/2012/07/global-smartphone-market-share-trends.html
Culture
Passion brand
Positioning
Advertising appeal
Cultural moodboard
Persona Brand description
Positioning diamond
Advertisement concept
shop
Consumer segment Turkey
shop
Consumer segment x
Range of products
Range of products
Persona Persona
product x
Passion Brand X
Example Persona aspects Ipad • Education social background, age, etc
• Family life ?
• Work situation
• What are his values
• What is important to him
• Why would he buy an Ipad
• Knowledge, attitude towards Ipad, laptops, mobile phones,
• How does he decide ?
• Media behaviour (Online, TV watching)
Robert the service manager
• High school, started work at 18. 35 years old
• Married two children,
• Service manager travels a lot to customers, sends 40 emails/day
• His family is important to him, likes to go out with friends
• Work hard and efficient , earn good money,
• Buys an Ipad because it saves time and he can show to
customers solutions
• Knows what he needs to know, positive towards Ipad, laptops,
mobile phones as long as they support him doing his job ,
• If the boss approves he will buy an ipad
• Reads popular morning newspaper, no time to watch tv, uses
internet to read short news stories
Example persona from the I pad target segment technical service professional
Tim Student • University 3rd year, 20 years old,
• Lives in student home, weekends visits to parents
• Scholarship, Student jobs to earn extra money,
• Being student is important to him, the freedom, wants to be
a manager, have fun while you are student, be cool
• Buys an ipad because it is cool, and can use it for study and
while travelling to parents
• Likes gadgets, would like to have latest mobile but is too
expensive reads blogs abou gadgets and mobile phones,
• Ipad is on his wishlist, if price goes down he will buy one,
decision made by himself but influenced by his friends
• No newspaper, reads online websites, watches TV and
internet, has a twitter account
Example persona from the I pad target segment Students
• Develop a persona
– Consumer for product segment X
• The persona does not have to be perfect. Sketch roughly an outline.
• Make sure the persona is in line with the cultural values of your country
• Try to back up your statements about the persona as much as possible by data .
Persona Make a “ story” where you use the following aspects in relation
Buying your product
Name
• Education social background, age, etc
• Family life
• Work situation
• What are his\her values
• What role does your product play in his\her life ?
• Knowledge, attitude towards your product
• What is her\his perception of the different shops ?
• What are buying motives for your product ?
• How does (s)he decide ?
• Media behaviour (Online, TV watching)
Picture
+
name
Building long term emotional associations Describe your passion brand
• Ideology The forever values simply stated, strongly felt
• Capability (simple description of extraordinary core)
• Consumer (Who do your customers want to be, consumer insight )
• Environment Demographic, competitive, cultural, insight relevant to your brand
Foote, Cone & Belding Grid
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1 The Thinker
3 The Doer
Thinking Feeling Lo
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Invo
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2 The Feeler
4 The Reactor
Hig
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Invo
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INFORMATIVE AFFECTIVE
HABIT FORMATION SELF- SATISFACTION
Different categories --> different communication