PBL Trigger 5

Trigger 5 is about message and communication plan and campaign. As a case example Snickers advertisement campaign “You’re not you when you’re hungry”, and their attempt in creating a truly global brand idea; one that could stretch across 40 markets but which could engage audiences equally was presented. After a long discussion and brainstorming, we decided the learning objectives for this trigger to be:

1. What are communication planning processes?
2. How to construct a unified global campaign?
3. How to translate a message to a global audience?

People and organizations communicate with others for a variety of reasons – to inform, persuade, prevent misunderstandings, present a point of view or reduce barriers.

Communications happens when the message you send is received, understood and acted upon by your intended audience.

Communications planning is simply a process to help you reach that goal.

The communications plan has been described in a number of ways, including:

  • a foundation on which to base decisions and create ideas
  • a means of focusing on where you want to be and what needs to be done to get there
  • a tool for discovering opportunities, optimizing challenges and initiating change, and
  • a means of monitoring your communications efforts.

Source: http://www.omafra.gov.on.ca/english/rural/facts/03-033.htm

A communication plan is a written document that describes

  • what you want to accomplish with your association communications (your objectives),
  • ways in which those objectives can be accomplished (your goals or program of work),
  • to whom your association communications will be addressed (your audiences),
  • how you will accomplish your objectives (the tools and timetable), and
  • how you will measure the results of your program (evaluation).

I found an article called: 7 Steps to Develop an Effective Marketing Communications Strategy.

The 7 steps were:

1. The Better You Know Your Audience, the Better You (& Your Team) Can Appeal to their Interests

All successful marketing efforts begin with a thorough understanding of your audience. Start by analyzing your current clients and why they chose your products or services. Don’t have enough data to get the full picture? Put a research plan in place to help fill in any gaps relating to demographics, purchase patterns and other insights into when, where, why and how people purchase your products.

2. Uncover Your Unique Selling Proposition

Your Unique Selling Proposition (USP) is the main benefit that, when communicated effectively, drives sales of your product or service. It focuses on a unique problem that you solve better than anyone else. Your USP must be compelling and strong enough to move people to act. Your USP will be central to all of your marketing communications, so don’t take this step lightly.

3. Sharpen Your Brand Look and Feel

From logos to business cards and marketing collateral, your brand must speak to the customer in a contemporary, relevant manner. It needs to support your operational USP and accurately represent your market position – don’t mislead your audience by creating a marquee brand if you’re aiming to be a low-cost option. Be honest, sincere and true to the heart of your business.

4. Ensure that All Messaging is Consistent

While most people think of logo and stationary when it comes to branding, your brand voice is equally important. A good place to start is to generate a few key positioning statements to feature in your communications. Start with a tagline, single sentence version and then a standard short paragraph. Try spooling out a handful of key messages (up to 5) that your company should be communicating (note that they cannot all be in all places). Outline key descriptive words to use and not use, and make sure that your new messaging standards are adhered to in all future communications.

5. Choose Your Marketing Mix

With all of the recent advancements in online marketing, there are more ways to communicate than ever before. Every industry and brand is unique, so there is no standard marketing mix that will work for everyone. The key is to understand your options, and choose a media mix that fits your audience (where do they spend their time / attention), budget and marketing communications goals.

6. Establish Marcom Success Measurements (Metrics)

Whatever the medium and message, ensure that your communications are measurable. Whether it’s email open rates, social media exposure or direct mail response rates, establish key communications goals and put systems in place to chart your success. Tie this data in with sales metrics to get a true sense of what’s working and what’s not.

7. Manage Leads and Client Data

You know your audience, you’ve built your brand and you’ve told your story. People are interested – now what? A CRM (Customer Relationship Management) system is a database of your contacts (customers, prospects, others) that allows you to organize information (contact info, records, files, calls, emails, etc) to streamline and scale sales and marketing processes. This will help you better understand how clients move through the sales funnel and help you close more leads.

Successful marketing communications efforts are much more than a shot in the dark. Each of these seven steps needs to be explored to the fullest in order to gain the greatest return on investment possible.

Source: http://www.6pmarketing.com/articles/branding-science/72-marketing-strategy/359-7-steps-to-develop-an-effective-marketing-communications-strategy

HOW DO YOU DEVELOP A PLAN FOR COMMUNICATION?

One way to look at planning for communication is as an eight-step process.
The steps are:

  1. Identify the purpose of your communication
  2. Identify your audience
  3. Plan and design your message
  4. Consider your resources
  5. Plan for obstacles and emergencies
  6. Strategize how you’ll connect with the media and others who can help you spread your message
  7. Create an action plan
  8. Decide how you’ll evaluate your plan and adjust it, based on the results of carrying it out

Source: http://ctb.ku.edu/en/table-of-contents/participation/promoting-interest/communication-plan/main

process_graphicv1.jpg

Source: http://www.rhudy.biz/our-planning-process/

How to Develop the Plan

Take the following steps to develop an effective communication plan:

Conduct a research-communication audit. Evaluate your current communications. Some associations hire firms to do this, but the price for the objectivity of an outside auditor can be high. To conduct your own audit, find out

  • what every staff person is doing in the way of communication,
  • what each communication activity is designed to achieve, and
  • how effective each activity is.

To get the answers you need,

  • brainstorm with communication staff,
  • talk to other departments,
  • interview the chief staff executive,
  • interview the board,
  • talk to communication committee members,
  • survey the membership,
  • host focus groups, and
  • query nonmembers.

Define objectives. Armed with information from your audit, define your overall communication objectives-the results you want to achieve. These might include

  • excellent service to members,
  • member loyalty,
  • centralization of the communication effort,
  • increased employee teamwork,
  • improved product delivery,
  • visibility for the association and the industry or profession it represents, and
  • influence on government, media, consumers, and other audiences.

Define audiences. List all the audiences that your association might contact, attempt to influence, or serve. Included on your list may be

  • members;
  • nonmembers;
  • consumers;
  • related associations;
  • adversarial associations;
  • educators;
  • federal, regional, and local governments;
  • related industries; and
  • the media.

Define goals. With stated objectives, and considering available human and financial resources, define goals-in other words, a program of work for each objective. Goals include general programs, products, or services that you will use to achieve stated objectives. For example, if the objective is to improve member service, goals might include improved training for the member-service function, special communications directed at first-time members, a reference manual for handling complaints, and ongoing information for members.

Identify tools. Decide what tools will be used to accomplish stated goals. These tools can be anything from a simple flyer to a glossy magazine. Don’t overlook less obvious tools such as posters, report covers, Rolodex cards, and Web sites. Brainstorm ideas with your staff.

Establish a timetable. Once objectives, goals, audiences, and tools have been identified, quantify the results in a calendar grid that outlines roughly what projects will be accomplished and when. Separate objectives into logical time periods (monthly, weekly, etc.).

Evaluate the result. Build into your plan a method for measuring results. Your evaluation might take the form of

  • a monthly report on work in progress,
  • formalized department reports for presentation at staff meetings,
  • periodic briefings of the chief staff executive and the department heads, and
  • a year-end summary for the annual report.

Developing a written communication plan will take effort. Plan on three or four days the first time you do it. Once in place, the written plan will smooth your job all year long, earn you respect from the CEO and other staff, help set work priorities, protect you from last-minute demands, and bring a semblance of order to your chaotic job.

plan 1.jpg

Push Strategy is directed toward the channel members:

-Provide incentives for those in the distribution channels to buy the product

Pull Strategy is directed toward the ultimate purchaser:

-The focus is creating demand at the household or ultimate consumer level

Source: http://slideplayer.com/slide/1489532/

2. How to construct a unified global campaign?

Source: http://www.business2community.com/marketing/create-strong-global-marketing-campaign-01299961#cr2AZU3HSuoHbKWI.97

–Simon Slade, co-founder and CEO of Doubledot Media Limited

Because cultures, languages and advertising laws differ so greatly from one country to the next, applying a single global marketing campaign worldwide would never be effective. Instead, marketers must customize the campaign for each country. They should aim to make at least one facet of the campaign noticeably catered to the location.
Read more at http://www.business2community.com/marketing/create-strong-global-marketing-campaign-01299961#YMKz7dTfAPPSzYzv.99

Target your campaign to a specific market

Appropriate:
Be sensitive to political, cultural and social norms for different countries and the appropriate use of images, words and scenarios. Many cultures associate certain colors with luck or with death, for example. Pay close attention to the use of genders and gender roles, especially in areas that may have strict rules on the showing of faces.

Celebrities:
Using celebrities or spokespeople in global marketing campaigns requires an understanding of how the individual(s) will be perceived in the local geography. Celebrities in the United States may or may not be known in other countries (or they may not be known for the same thing or perceived in the same way).

Humor:
Every language, culture and country has a unique take on humor. Be very careful when trying to be funny because it may backfire. Plan on involving locals and native speakers in campaign development and assessment throughout.

Realistic:
Ensure that images, words and scenarios are plausible for the target geography/country. Think about things like the weather, the climate, the terrain and the type of cities and towns for that area. For example, don’t talk about football in Europe or Asia when you really are referring to soccer.

— Norman Guadagno, senior VP of marketing strategy at Wire Stone

The right research and resources

The research prior to a campaign launch is crucial. Even if you have laser targeting, if the message doesn’t resonate with locals in an international market, the campaign can do your brand more harm than good. Make sure to invest the necessary resources in research prior to the campaign launch.

Source: http://www.business2community.com/marketing/create-strong-global-marketing-campaign-01299961#qsyLiCP7YpPexLPx.99

Six steps to a successful international communications campaign:

1. Research your market and media

The majority of international media outlets – international TV, online and print titles – are monitored by audience measurement firms such as Ipsos or Kantar Media. This kind of Advertising Intelligence Data is invaluable for identifying the best international media channels to reach a specific target audience.

Amongst the key information needed for evaluation is how well matched the profile of their target audiences are to an advertiser’s own (in terms of demographics and behaviour) and the size of the audience each channel provides.

As many pan-European media targets are specialists in specific areas (eg sport, nature, business, news) depending on an advertiser’s market sector, smaller channels or titles may actually deliver more of the desired target audience than the bigger ones. Advertising Intelligence Data can also show how much, how frequently and on which platforms competitors are advertising.

2. Create an international media brief

Next create a shortlist of the best media platforms and outlets for an international campaign. Invest time in writing a clear media brief that summarises the communications strategy, objectives and budget spend.

It should include: detailed background to the campaign including information on the client, product and positioning, competitors and previous advertising history; target audience; business and marketing objectives; priority countries and regions; preferred media platforms and any that should be disregarded; creative/content requirements; campaign timing; key performance indicators.

This should then be circulated to the shortlisted media owners to respond with proposals on how they intend to achieve the objectives, including research that demonstrates how well they connect with the audience, any brand exclusivity, promotions, programme sponsorship, conferences etc that they can offer.

3. Position international media appropriately within the planning process

A decision can now be made on which international media outlets are best suited to help you achieve the objectives. When assessing the best media routes for a campaign, think of international media not as an umbrella but as a base.

Having identified the best international channels to reach the target audience effectively with one campaign, it is then possible to ‘top up’ your activity at a local level to plug any gaps, or add market-specific elements to the campaign so that you get the best of both worlds – strong unified messaging and cost benefits for the core international campaign enhanced with geographically-tailored components that build even greater relevance.

4. Decide on single versus cross-platform

It’s worth thinking not only about each international media outlet’s core offering, but also about their online components as well. Most have excellent websites that their regular audiences often value as highly as their TV or print offering and, as international media consumers tend to be frequent travellers, fulfil their need for content as they are on the go.

It should therefore be no surprise that the latest audience figures from the Ipsos Affluent Survey 2015 show that, on a monthly basis, international media’s digital platforms add an additional 43% audience to the live TV reach.

5. Campaign execution

No two media campaigns will ever be executed and booked in the same way. However, typically an international media campaign will be easier to execute as there will be fewer buying points required than for multi-national campaigns, plus there are likely to be fewer creative executions required.

An advertiser may decide to plan, book and implement the campaign themselves or hire a media agency, depending on their experience and resource available. Either way, a detailed media plan needs to be compiled containing timings, expenditure, predicted reach and frequency for the campaign across the various media outlets chosen – and fees and slots negotiated.

At the same time creative material will be produced, either by a creative agency, the advertiser or by the in-house creative team of the media owner, so that everything is in place for the campaign launch.

6. Measure campaign success

It’s essential to decide in advance how you are going to evaluate campaign success so that you can ensure the right measures are in place. The best way of measuring campaigns is through consumer surveys. This is because they enable advertisers to ask people about all the media channels they consume, as well as about the audience itself, its lifestyle habits and product choices.

So, advertisers can identify audience response such as changes in brand awareness, brand attributes and favourability. TV reporting tends to be done at the end of a campaign, but online performance can be tracked on an ongoing basis. This can be extremely useful not just for tweaking digital advertising, but also flagging up early on any issues with campaign messaging overall that might impact activity on other channels.

As with anything in marketing, the key is to test and learn as you go so that you can be better informed for the next campaign.

Source: http://mandmglobal.com/six-steps-to-a-successful-international-communications-campaign/

TOMTOM:

Best international campaign 2016. TomTom’s Summer Campaign targeted 20 million customers in 24 locales with a personalized ‘device checker’ and personalized, relevant special offers.  With over 1,500 campaign variants in 15 languages to 21 countries, this campaign is the most personalized international campaign sent to date.  This campaign drove click through rates up to 200% better than the TomTom average and revenue of 5.7 million Euro.

3.

Red Bull

Sports has always been a unifying thing between countries. One of its most successful tactics is to host extreme sports events all over the world. From the Red Bull Indianapolis Grand Prix to the Red Bull Air Race in the United Kingdom to the Red Bull Soapbox Race in Jordan, the brand’s powerful event marketing strategy takes them here, there, and everywhere.

Lost in translation:

While most businesses try to make a good impression while expanding into a foreign country, fried-chicken franchise KFC got off on the wrong foot when it opened in China in the late 1980s. When the company opened its doors in Beijing, the restaurant had accidentally translated its infamous slogan “Finger-lickin’ good” to a not-so-appetizing phrase: “Eat your fingers off.” In the end, however, the blunder didn’t end up hurting KFC too badly: It’s theNo. 1 quick-service restaurant brand in China today, with more than 4,400 restaurants in more than 850 cities.

– See more at: http://www.businessnewsdaily.com/5241-international-marketing-fails.html#sthash.UZya6fzO.dpuf

 

PBL Trigger 4

In the fourth PBL trigger we stayed in the branding theme and the trigger is about brand strategy and repositioning brands. I found lot of similarities in this trigger and also in the given company/ case example to the former trigger. Personally, I’m very passionate about branding and brand building and enjoy these triggers a lot.

The learning objectives for the trigger were:

  • What are the brand strategy processes behind strong brands? Explain by example.
  • What are the steps of a repositioning process behind strong brands? Explain by example.

Good videos to watch: https://www.youtube.com/watch?v=3xmLWjgtWME & https://www.youtube.com/watch?v=e81vy05exTQ & 

I found a very good blog post called Introduction to bran strategy: 7 Essentials for a strong company brand. By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. There are many different types of branding strategies. Ultimately, a business cannot survive without a strong brand image and strategy behind it. Your brand is not your product, your logo, your website, or your name. Your brand is much more than that — it’s the stuff that feels intangible. The seven components for a comprehensive branding strategy were:

  1. Purpose: Defining the purpose of your brand. Purpose has to be specific.  While understanding what your business promises is necessary when defining your brand positioning, knowing why you wake up everyday and go to work carries more weight. In other words, your purpose is more specific, in that it serves as a differentiator between you and your competitors. IKEA’s vision isn’t just to sell furniture, but rather, to “create a better everyday life.”
  2. Consistency: All of your messaging is cohesive. Ultimately, consistency contributes to brand recognition, which fuels customer loyalty. For example when you post pictures to Facebook they all need to relate to or enhance your brand. To see a great example of consistency, let’s look at Coca Cola. As a result of their commitment to consistency, every element of their marketing works harmoniously together
  3. Emotion: Meaning emotional branding and creating community around your brand and make customers feel they are part of something bigger.
  4. Flexibility: In this fast-changing world, marketers must remain flexible to stay relevant. While consistency aims to set the standard for your brand, flexibility enables you to make adjustments that build interest and distinguish your approach from that of your competition. These days, Old Spice is one of the best examples of successful marketing across the board. However, up until recently, wearing Old Spice was pretty much an unspoken requirement for dads everywhere. Today, they’re one of the most popular brands for men of all ages.
  5. Employee involvement: It’s equally important for your employees to be well versed in the how they should be communicating with customers and representing the brand. Zappo and zappos customer service, that everyone keeps excellent.
  6. Loyalty: You should thank your customers for their loyalty. Loyalty is a critical part of every brand strategy, especially if you’re looking to support your sales organization. At the end of the day, highlighting a positive relationship between you and your existing customers sets the tone for what potential customers can expect if they choose to do business with you.
  7. Competitive awareness: Take the competition as a challenge to improve your own strategy and create greater value in your overall brand.

Source: http://blog.hubspot.com/blog/tabid/6307/bid/31739/7-Components-That-Comprise-a-Comprehensive-Brand-Strategy.aspx#sm.0000ni7r1whrvejiu1u18s900f1mz

Then I searched for strategies that different successful companies use to build a strong brand. I found that often these companies follow these steps:

  1. Be focused
  2. Figure out what makes you special
  3. Be authentic
  4. Understand your client
  5. Define your company voice
  6. Take advantage of social media
  7. Remember the customer always comes first

Goal definition is also a crucial thing. As you develop a brand strategy, it helps to start at the beginning. In other words, begin by setting your business goals. You should also avoid short-term plan, when it comes to building a brand, it’s a big mistake to get caught up in the short-term activities and tactics. Brands aren’t built overnight, so your brand strategy shouldn’t be focused on short-term tactics but rather on long-term goals and sustainable growth. You should still also stay flexible as well.The best brands stick with their strategies, but those strategies leave room for flexibility as the market, consumers, and competitors change.

Source: http://www.creativeguerrillamarketing.com/guerrilla-marketing/strategies-successful-companies-use-to-build-a-strong-brand/

I found a Brand Equity Model for building a strong brand. The concept behind the Brand Equity Model is simple: in order to build a strong brand, you must shape how customers think and feel about your product. You have to build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it.

The four steps of the pyramid represent four fundamental questions that your customers will ask – often subconsciously – about your brand.

brand

The four steps contain six building blocks that must be in place for you to reach the top of the pyramid, and to develop a successful brand. When you have strong brand equity, your customers will buy more from you, they’ll recommend you to other people, they’re more loyal, and you’re less likely to lose them to competitors. The model in the figure illustrates the four steps that you need to follow to build strong brand equity. Keller’s Brand Equity model is also known as the Customer-Based Brand Equity (CBBE) Model.

Within a pyramid, the model highlights four key levels that you can work through to create a successful brand. These four levels are:

  1. Brand identity.
  2. Brand meaning.
  3. Brand responses.
  4. Brand relationships.

Within these four levels are six building blocks that further help with brand development. These six building blocks are salience, performance, imagery, judgments, feelings, and resonance.

Source: https://www.mindtools.com/pages/article/keller-brand-equity-model.htm

I also found a very good article that presented 7 different most common brand strategies that companies use published by CMG partenrs.

  1. Name Brand Recognition

A well-established company will often use the weight of its own name brand to extend to its products. Most often, a company with large name brand recognition can be recognized by its logo, slogan, or colors. Companies such as Coca-Cola, Starbucks, Apple, and Mercedez-Benz are all iconic while featuring multiple subsidiary products featured under the company name.

  1. Individual Branding

Sometimes a larger company may produce products that carry their own weight independent of the parent company. This strategy involves establishing the brand as a unique identity that is easily recognizable. General Mills, for example, distributes Cheerios, Chex, Cinnamon Toast Crunch, Kix, Total, Trix, and more—and that’s just the cereal division. The company also distributes other major brands from every food group.

  1. Attitude Branding

Ambiguous marketing can often go above the actual product itself in the case of attitude branding. These brands all use strategies that bring to life personality and a customized experience with products and services. NCAA, Nike, and the New York Yankees made Forbes list of “The World’s Most Valuable Sports Brands 2015,” and are automatically associated with a certain style. Other brands, such as Apple and Ed Hardy, also reflect a customer’s self-expression.

  1. “No-brand” Branding

A minimalist approach can speak volumes. No-brand products are often simple and generic in design. The most successful company to establish this marketing method is the Japanese company, Muji, which simply translates to “no label.”

  1. Brand Extension

Brand extension occurs when one of your flagship brands ventures into a new market. Say you have a shoe company that is now making jackets, athletic wear, and fragrances. The brand name carries its own identity to your product mix.

  1. Private Labels

Store brands—or private labels—have become popular at supermarkets. Retail chains such as Kroger, Food Lion, and Wal-Mart can produce cost-effective brands to compete with larger retailers.

  1. Crowdsourcing

These brands are outsourced to the public for brand creation, which allows customers the chance to be involved in the naming process, and effectively drives up personal interest in a product.

It was mentioned that these popular brand strategies only scratch the surface, and there are plenty of other strategies as well.

Source: http://cmgpartners.com/content/types-of-brand-strategies/

2. I started my studies about the second learning objective by looking for the definitions in able to understand the objective well.

Brand repositioning is when a company changes a brand’s status in the marketplace. This typically includes changes to the marketing mix, such as product, place, price and promotion. Repositioning is done to keep up with consumer wants and needs. To implement brand repositioning the company must choose a strategy. Each strategy determines where the main focus of the new campaign will be. The new campaign may focus on the consumer, other businesses or the general public. Let’s review some available strategies. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain “why buy me.”

Source: http://study.com/academy/lesson/brand-repositioning-definition-strategies-examples.html

brand-repositioning-5-638

Source: http://www.slideshare.net/sravs1994/brand-repositioning-57967868

As companies and brands today look to brand repositioning, they first have to ask what the reasons are for repositioning the brand. They can include declining sales, loss of consumer/user base, stagnant product benefits, or the competition, including such issues as increased technology and new features.

Phase I. Determining the Current Status of the Brand

  • What differentiates our company and brand from the competition?
  • What are the equity drivers of the company and brand?
  • What are the historical ways to communicate the company and brand equity to consumers and customers alike?
  • Who is the current target customer base?
  • What is his/her profile?
  • What are the reasons for purchase?
  • What are the buying patterns?
  • What are the user patterns?

Phase II. What Does the Brand Stand for Today?

  • Identifying key growth areas for your brand, marketplace and industry opportunities
  • Looking at your brand positioning in the competitive landscape
  • Measuring the current equity of your brand
  • Determining opportunity areas of where to take the equity of your brand.

Phase III. Developing the Brand Positioning Platforms

  • Who do we want our brand to be?
  • What benefits will it deliver to the consumer?
  • How will we promote the brand product purchase, collection, and user patterns?

Phase IV. Refining the Brand Positioning and Management Presentation

Review and refine the new brand positioning and communicate to all function departments in order to align efforts.

Source: http://www.marketingprofs.com/8/power-of-brand-repositioning-four-phased-process-pollack.asp

The I took a look of the examples of re-positioning and re-branding. I think Apple is one of the best ones and certainly famous ones. Apple almost faced bankruptcy and then they made a campaign of THINK DIFFERENT. Jobs used the brand’s outsider image entice customers to rebel by choosing Apple products; its 1997 And the “Think Different” campaign essentially marked the beginning of Apple’s re-emergence as a marketing powerhouse. – Apple expanded beyond its original core product line of computers, but that didn’t require a change in their name. They simply dropped the word “Computers” and shifted the message to “Think Different.”

Nike is another good and famous example. Nike began life as a footwear company – but with the introduction of “Just do it” they began an evolution into an athleticism brand that now spans numerous products and sub-brands and that has taken the brand into more and more new areas. More recently, Nike’s technology initiatives have seen them emerge as an important brand in the “wearables” market, pursuing lucrative opportunities with health-conscious consumers.

Good points to remember:

  • Reposition if the company name is right but the message and/or image are wrong
  • Rebrand if your company name causes confusion

Repositioning a company makes sense when the company brand name is well established and not in any way misleading. In other words, it’s not so much an issue with the identity as it is with the image and reputation. Apple expanded beyond its original core product line of computers, but that didn’t require a change in their name. They simply dropped the word “Computers” and shifted the message to “Think Different.” They no longer position their brand as a “computer company” but more as a cool digital lifestyle provider.

Source: http://www.brandingstrategyinsider.com/2015/05/branding-repositioning-examples.html#.V-JWg5N94Xo

PBL Trigger 3

The third PBL trigger is about branding and Old Spice’s Extreme Makeover was given as a case example.

The three learning objectives were decided to be:

  • What is branding/brand identity/brand image?
  • Figuring out and telling about the methods of branding & brand identity models
  • Give good and bad examples of branding

I also found the case very interesting in the aspect of re-branding, in which Old Spice succeeded very well but we decided not to take re-branding as one of the learning objectives.

Good videos to watch: https://www.youtube.com/watch?v=03V5D2hS-h8 & https://www.youtube.com/watch?v=1l2CUjkg0ug & https://www.youtube.com/watch?v=QpvBdmxAl7c & 

1. I found a good definition from http://www.entrepreneur.com for branding. Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Simply put, company’s brand is their promise to the customers. It tells them what they can expect from the products and services, and it differentiates the offering from competitors. Brand is derived from who you are, who you want to be and who people perceive you to be. A brand is also one of the most valuable assets of a business.

Source: https://www.entrepreneur.com/article/77408

Brand identity on the other hand is how the business wants to be perceived by consumers. Your brand identity is the representation of your company’s reputation through the conveyance of attributes, values, purpose, strengths, and passions. Brand identity is separate from brand image – the term for how consumers actually perceive the brand.

Source: http://www.investopedia.com/terms/b/brand-identity.asp#ixzz4KDYQE74v

2. Blog most about brand management that I found suggested that you cant really brand something, you have to earn your brand. A brand is the reward for the hard work of building real, passionate relationships with your audience. These relationships lay a foundation for the creation and delivery of value in today’s marketplace.

Brand marketing can neither create nor build nor strengthen a brand. Brand is always a reflection of the quality of the product. The author suggests that there are no exceptions to this rule. The essence of a brand is not the exterior elements, but how you and all the customers feel about the product or service, so what kind of emotions it creates.

The foundation of building a strong brand is to create and sell a products that delight your customers. If you fail at this very crucial step, brand marketing is not just a waste of money, but actively counterproductive. Therefore, if you want to build a strong brand, time and money should be put into creating and selling the best product (or service) possible.

Sources: http://blog.brandisty.com/brand-management-blog/the-difference-between-a-brand-and-a-brand-identity/ & http://www.inc.com/geoffrey-james/how-to-build-a-strong-brand.html

Before you even attempt to define your brand, you definitely need to do some exploration. You should take a long look at your company to get a clear picture of its purpose and place. The familiar SWOT analysis can help and could actually be one of the first things you should do when wanting to define your brand identity.

brand

Source: https://www.linkedin.com/pulse/do-you-know-what-makes-brand-strong-muhammad-tahir-iqbal

Important steps: Figuring out your clear mission, vision and values. Consider all aspects of the marketing mix and examining what makes your business unique and attractive to the consumer. Figuring out the competitive advantages and your Unique Selling Points!!! (Unique selling points are the base for your brand values). Brand values should also constantly evolve to suit changing market conditions and should also reflect your forward looking business strategy.

Sources: http://blog.hubspot.com/blog/tabid/6307/bid/34238/The-Marketer-s-Guide-to-Developing-a-Strong-Brand-Identity.aspx#sm.0000zg29juddcd8gy952fd0ujs4x5 & http://marketing-made-simple.com/articles/brand-building.htm

I found Aeker’s model which is about defining brand identity. Aaker views brand equity as a set of five categories of brand assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers.

These categories of brand assets are:

  • Brand loyalty
  • Brand awareness
  • Perceived quality
  • Brand associations
  • Other proprietary assets such as patents, trademarks, and channel relationships.

According to Aaker, a particularly important concept for building brand equity is brand identity—the unique set of brand associations that represent what the brand stands for and promises to customers.

He also identified that brand identity should include:

  • Brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin)
  • Brand-as-organization (organizational attributes, local versus global)
  • Brand-as-person (brand personality, brand-customer relationships)
  • Brand-as-symbol (visual imagery/metaphors and brand heritage).

Source: http://marketinglessons.in/2015/03/16/aaker-model-defining-brand-identity/

brandauditimage_r3_c1

Source: http://www.lakesidebrands.com/brandauditmodel.htm

3. Good example about successful branding is Evian mineral water. All bottled mineral waters are essentially the same product. However the strength of the Evian brand means they can charge significantly more than the cheapest alternatives. This ability to charge more due to a strong brand is known as brand equity and is a valuable contributing factor towards the value of any business.

Also Harley Davidson is a very interesting and good example. Since Old Spice was an example in the trigger, I wanted to find similar kind of cases. Harley- Davidson almost went bankrupt back in the days and were 90 million in debt, then they improved the quality and reliability of their products and now they are the most reliable motorcycle brand in the world.

Burberry had also very similar kind situation, they succeeded to build a very strong brand and change their brand image. Burberry was considered gang wear and due to rumors was popular among hooligans. Then new leadership overhauled the brand with modern and classic looks, and hired celebrities like Emma Watson and kate moss to market them. Now burberry is seen as a very classy and famous brand.

Source: http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?r=US&IR=T&IR=T

PBL Trigger 2

The second PBL trigger was about IMC. IMC as a concept was quite new to me, and the case seemed interesting. The learning objectives that we decided last time were:

  • What is IMC and what is its purpose?
  • What are the elements of a successful IMC?
  • Search an example of a good/bad IMC. Why do you (dis)like them?

I started my studies by looking for good definitions for IMC.

  1. IMC stands for integrated marketing communications, and it is a process for planning, executing & monitoring the brand messages that create customer relationships. IMC is basically communication process with stakeholders where all different marketing channels are connected and used together in marketing and campaigns. The purpose of IMC is that it creates brand value and long term relationships with customers. IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into seamless program that maximizes the impact on consumers and other end users at a minimal cost.

Sources: http://www.slideshare.net/nbairstow/the-role-of-integrated-marketing-communications & http://teamkuhner.com/2011/09/20/integrated-marketing-communication-imc/

The goal of IMC is to build brands that are well known and liked (and more likely to purchased) -> which leads to greater profit margins. IMC provides a greater brand differentiation, accountability within a firm, trust among consumers and levels of effectiveness in cutting through message clutter than single strategies. Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress.

IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.Currently in a highly competitive and fragmented market, where information technology and electronic commerce are in continuous development, a business cannot fail to have good strategies Integrated Marketing Communication. It is one of the keys to success of a company, whether multinational or SMEs.

Sources: http://www.consumerpsychologist.com/intro_Promotion.html & http://multimediamarketing.com/mkc/marketingcommunications/ & https://sitesmatrix.com/blog/imc-integrated-marketing-communication/

The IMC Circle picture below describes the key elements of IMC. Source: https://sitesmatrix.com/blog/imc-integrated-marketing-communication/

imc_circle-696x455

2. One of the most important elements of successful IMC is advertising in different channels like media, website, email, social medai etc. Knowing your target audience is important and understanding your customers (demographics, attitudes, behaviour, decision process).

One of the most important element of IMC is consistency in the different forms of communications.  The copy style and content should be consistent across all media. When prospects read an advertisement, visit a website, pick up a leaflet or take a call from a telemarketing specialist, they should perceive the same product descriptions and benefit statements in each communication. You can design the consistency by using the same colors, photographs and other visual elements helps to reinforce the important campaign messages and links the various campaign elements together. As an added bonus, design consistency can help reduce campaign costs by specifying standard elements and reusing visual material across all media.

Reinforcement is another key element. Integrated marketing communication ensures that all the elements of a marketing campaign work together to achieve objectives and deliver results. A campaign to improve sales through a retail network, for example, would include retailer training guides, templates for local advertising and direct marketing, sales incentives for the retailer sales force, and advertising that drives business to the retail network.

Another important element is sales alignment. In business-to-business marketing, the purchasing process can be lengthy and complex, involving many different decision-makers and influencers. Integrated marketing communication helps sales teams to provide the information that decision-makers need at each stage of the purchasing process. In a typical scenario, the buying team establishes its requirements, prepares a specification and short list of potential suppliers, evaluates proposals, and makes a final assessment of the most suitable suppliers. An integrated campaign aligns the communication program with the purchasing process at each stage to ensure success.

Sources: http://smallbusiness.chron.com/elements-integrated-marketing-communication-56352.html & https://sitesmatrix.com/blog/imc-integrated-marketing-communication/

In good IMC, target audience is defined and best channels to reach them as well. Basic communication channels in IMC include:

  • Above the Line: Radio, Film, Magazines, Press, Outdoor and Internet (Mass Media)
  • Below the Line: Groups actions of Direct Marketing, Public Relations, Sponsorship, Promotions, POS, Product Placement

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Source: http://marketingcommunique.blogspot.fi/2012/10/promotion-from-advertising-to-imc-part-1.html

3. The best IMC example was Absolute Vodka’s Unique Access campaign. Absolut Vodka is the most recognizable bottle in the world, and they have made 1500 different adds of one bottle, which makes the brand and their IMC very interesting.

What made this IMC campaig good was that it is a case of the first WhatsApp campaign to communicate the exclusive Absolut Unique launch party in Argentina. The campaign has combined advertising, direct marketing, sales promotion and modern marketing in social media besides the actual event in very inventive way and directly connecting with their target audience.

Source: http://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx#sm.0000ni7r1whrvejiu1u18s900f1mz

Youtube video: https://www.youtube.com/watch?v=ozFLRwzyO6Q

 

PBL Trigger 1

A video called “Reunion” produced by Google was presented before opening up the first trigger of our PBL discussions. It was brought up in the discussion that the video did not focus on Google’s image, although there was the help from Google search engine in the video, it is clearly seen that the main purpose was to deliver a touching message about friendship to the audience.

The team identified the problem to be: “How can a corporation inspire or share their message most effectively by story telling?”

Three learning objectives were created based on the problem:

  1. What are the elements of good corporate stories?
  2. What are the most effective corporate communication channels?
  3. What is the target audience of the corporations?

I started my studies about the topic by first reflecting my own personal experiences about corporate storytelling, and what I feel like have been the best and most influential corporate stories. From my personal experience, I think good corporate stories are always the ones that have had an emotional and personal impact on me. I feel like the most important thing is to make the corporate story memorable and different from all the other thousand stories and create emotions in its target audience. One corporate story immediately came to my mind about parents who had lost a daughter to cancer, and created a company that provides machines which can track cancer. I think many good corporate stories are founder centric meaning founders themselves have suffered from an issue they create solution to.

I found a good article from forbes.com called: “What Does It Take To Tell A Successful Corporate Story In 2015?”which brought up good points about elements you should have in your corporate story. The most important ones were:

  • Your story has to be more compelling than the alternatives and thousands of other stories
  • Story should have a bias toward happy ending
  • You have to tell your story in more and more compressed ways, it’s impossible to tell a story in couple seconds
  • Still the story should be enough simple

Source: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/nickmorgan/2015/01/20/what-does-it-take-to-tell-a-successful-corporate-story-in-2015/&refURL=https://www.google.fi/&referrer=https://www.google.fi/

Next good source that I found related to the first learning objective was corporatestoryteller.com. Based on the article, the big idea that is the basis of the business plan of the company (the companys’ reason to be there) should be the basis of the corporate story as well. It was also said that you should not say “we provide exceptional customer service” or anything like that, what your competitors either do the same thing or say they do, that corporate storytelling should be deeper and reflect the core principles that define a company and its personality. Unique qualities that define you from your competitor should be part of the story. Like the special design, functionality of for example what American express have is that they have the benefits of “membership” and service that define them from others. The core principle of corporate storytelling is that corporate story should tell what your company stands for, and how it’s making the world a better place.

Source: http://thecorporatestoryteller.com/what-is-corporate-storytelling

Based on article from zdnet.com, the narrative is the thing in storytelling. They identified the following elements that allow for the development of a corporate narrative:

  • The company’s vision, ethos and founding principles;
  • The company’s messages, themes and aspirational elements;

The company story should tell what the company is giving to the world: your products, services and your actions.

Source: http://www.zdnet.com/article/the-narrative-is-the-thing-the-art-of-corporate-storytelling/

European business review brought up a framework for organisational storytelling. Successful storytelling for businesses is authentic and fluent. At its foundation, corporate storytelling should be authentic, credible, realistic, tangible, fluent and intended to be truthful. Storytelling should draw the attention of stakeholders by engaging their emotions and intellect, using technology  (Anything from photographs to social media).

screen-shot-2014-05-webat-09-42-26

 

A Framework for Organizational Storytelling

For the second learning objective I found the best channels to share your corporate story is through: Commercials, brochures, white papers, case studies, web sites, company history, presentations, change management, training. Social media, e-mail, videos. As an example about internal storytelling, I know Elon Musk emails to his employees often sharing stories that inspires them.

For the third learning objective, I found out that the target audience of the corporations in corporate storytelling are the stakeholders which are: customers, employees, investors, partners and vendors. I also found out that even competitors are important target audience.