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Creating Brands For
Competitive Advantage
- PIPE INNOVATION CAMP
- May 9, 2003
Raimonds Bricis
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My BackgroundBorn:
Csis, Latvia
Education:
Li Po Chun United World College of Hong Kong
University of Latvia, Faculty of Business
Administration (Bachelor Degree, Intl Relations) Stockholm University, School of Business (M.Sc. of
Business Administration)
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Current Job Placement Adell Saatchi & Saatchi (Riga, Latvia)
Account Manager
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Saatchi & Saatchi World Wide The Ideas Company
We believe that nothing is impossible
We are passionate, competitive & restless A hot house for world changing ideas.
We strive to create Lovemarks.
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What is my job about? Brand navigator
Set strategies and visions, implement them in the
real world. Customer & market research to make an intelligent
decisions.
Work with clients to enhance their competitive
advantage Work with creative teams
Be with open eyes. Non stop.
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Coca-Cola vs Pepsi OPEN test: Pepsi Light vs Coke Light
Prefer Pepsi 23 %
Prefer Coke 65 %65 %
No Opinion 12 %
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Marketing vs Brand Management Marketing
The commercial functions involved in transferring goodsfrom producer to consumer.
Satisfying needs and wants through an exchange process
Brand A brand is a promise. A brand is a collection of perceptions
in the mind of the consumer.
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BrandRational Elements Emotional Elements
Can be copied.Touchable.
Unique.Untouchable.
Brand Building Is Emotional Product Development
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Brand Equity Brand equity is the brand assets which are linked to a
brands name & symbol that add to particular product
or service.
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Nokia vs Ericsson
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Brand EquityThere are four dimensions of brand equity:
Brand Awareness Do consumers know the brand
How does awareness affect their perception about the brand
Perceived Quality What do consumers think of quality
Brand Associations
What are consumers associations with the brand Imagery, product attributes, brand personality, symbols
Brand Loyalty The heart of any brand!!
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Brand Identity Identifying brand identity elements that differentiate
and create customer-brand relationships is one of the
first steps towards establishing a set of brand equitymeasures.
Brand Identity: a vision of how that brand should beperceived by its target audience.
Brand Identity represents what the organizationwants the brand to stand for.
Brand Identity Value Proposition Relationship
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Example: Virgin Brand Identity Brand Essence
Iconoclasm
Core Identity Consistent best-of-category quality delivered with humour &
flair.
First with truly innovative, value-added features andservices.
A fun & entertaining company. Provide value in all its offerings, never just the high-priced
option.
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Extended Identity
Underdog
Fighting the established bureaucratic firm withnew creative offerings
Personality Flaunts the rules
Sense of humour, even outrageous.
Competent, always does a good job, high
standards. Virgin Symbols
Branson & his perceived lifestyle
Virgin script logo
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Value Proposition
Functional Benefits
A value offering with quality, plus innovative extras deliveredwith flair & humour
Emotional Benefits Pride in linking to the underdog with an attitude
Fun, good times
Self-expressive benefits
Willingness to go against the establishment, to be a bit outrageous.
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Relationship
Customers are fun companions.
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Nike Nike: the worlds best sports & fitness company.
Winning!
24 year old on the decision to get a Nike swooshtattooed on his navel.
I wake up every morning, jump in the
shower, look down at the symbol, andthat pumps me up for the day. Its toremind me everyday what I have to do,which is, Just Do It.
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Lovemarks At Saatchi & Saatchi we strive to create Lovemarks.
We say that Lovemarks are brands that inspireloyalty beyond reason.
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WHY LOVEMARKS MATTER
TO PEOPLETo become a Lovemark you must follow the same path as a passionate
love affair:
Finding
Seize my attention in the clutter of the attention economy andlisten for what I truly desire... see me
Desiring
Create experiences that make me turn weak at the knees.Transform my desire into delight... want me
Testing
Delight me with sensual, the mysterious and the intimate... touchme
Committing
Inspire me to loyalty beyond reason... love me
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Lovemarks have evolved from an understanding of the latest discoveries into how the mind works.
Lovemarks have evolved from a deep understandingof relationships with consumers.
Lovemarks have evolved from the real needs of people, not marketing/brand managers.
Lovemarks have evolved from a unique perspectiveon emotions in relationships.
Lovemarks have evolved without rules and formulasbut with robust framework of ideas, insights andtools. They are responsive, not regimented.
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Mystery A relationship that reveals everything has nothing more to
offer.
Great stories; Past, Present, Future; Taps into Dreams;Myths and Icons; Inspiration.
Sensuality Emotional relationship demand on the senses being
engaged. The senses are the portals to our emotions.
Sound; Vision; Smell; Touch; Taste.
Intimacy Being close enough and knowing well enough to satisfy their
desires before they become needs.
Commitment; Empathy; Passion.
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Ok. Thats great!But how to make
brands alive?
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Before we move on
I need your imagination!!!
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Black & White TV commercial (more likedocumentary)
Silent, except for a simple voice over.
Rough-looking skinhead running on the sidewalk inan old industrial town
Car stops at the end of the street. Looks like that is
car chasing someone. A woman, standing at her doorstep, looks little afraid
as skinhead runs past her.
Calm voice says:
An event, seen from one point of view, gives oneimpression.
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The same scene from different angle.
As runs by the women, we see him approaching an
old man, wearing coat & carrying a briefcase. The old man raises his briefcase to defend himself as
the skinhead grabs him.
Calm voice says: Seen from different point of view, it gives quitedifferent impression.
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The 3rd scene is the same action, but shot from highup on a building across the street.
We see an old man standing by the building. It is veryobvious that large bricks are about to fall down. Theskinhead has noticed that & is running towards theold man.
Calm voice says:
But its only when you get the whole picturethat you truly understand whats going on.
The skin head grabs the old man and pushing himaside so that he is protected from falling bricks.
The commercial fades, still silence.
Written Text: The Guardian. The whole picture.
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The key point is that you have to look holistically.
Never stop to be curious.
Understand the consumer
See the opportunities.
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Lets make brands to act!
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What makes your ideas alive? At Saatchi & Saatchi we have developed Ideas Brief,
which is the bridge between smart strategic thinkingand great brand communication.
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Questions to be answered
before creative solutions. Why do we make this brand communication
(advertisement)?
What is the opportunity in the market place?
What is the challenge? The statement which should be transformed by the
communication. Inspirational.
Who we are talking to?
Where & when will we reach them?
What are the ways to meet the challenge?
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You have to navigate your
brand. You have to see whereit is now & where can it betaken.
You have to be with open
eyes 24h & you might seeunexpected opportunity tocommunicate your brand.
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Examples Head & Shoulders Brad Pitt & his dandruff
Virgin Airways and their reaction on British Airways
CEOs statement that Hollywood celebrities are gutless cowards
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Case Studies
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SonyIdeas to reach 2 audiences
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Sony Net MiniDisc Walkman
How to highlight advantagesof MiniDisc (over to CDWalkman), meantime stay
cool & trendy?
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LexusUsing high-end shopping mall
as the media.
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Do not limit your creativity!
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Thank you!