Brand Automation 5.0 (by Asher)
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Transcript of Brand Automation 5.0 (by Asher)
BRAND
AUTOMATION 5.0THE RISE OF LOGIC
LET’S TALK
BRANDSA LIL’
Brands are tools that
enable customers to
interoperate with the
universe.
The genius of brands is
that they have no limits.
The value of brands is that
through them, customers
have no limits.
BRANDS
BRANDS
Value
satisfaction
Brand
proposition
WHAT ON EARTH IS LOGIC?
LEFT BRAIN FUNCTIONS
-uses logic
-detail oriented
-facts rule
-words and language
-present and past
-math and science
-can comprehend
-knowing
-acknowledges
-order/pattern perception
-knows object name
-reality based
-forms strategies
-practical
-safe
RIGHT BRAIN FUNCTIONS
uses feeling-
"big picture" oriented-
imagination rules-
symbols and images-
present and future-
philosophy & religion-
can "get it" (i.e. meaning)-
believes-
appreciates-
spatial perception-
knows object function-
fantasy based-
presents possibilities-
impetuous-
risk taking-
WHICH OF THESE NIXONS WOULD YOU BUY A USED CAR FROM?
Nixon's left+left at the far left.
The center image is the normal, original portrait.
Nixon's right+right is on the right.
what logic is (oh!) not
nerdy
figures
thought process
information
analysis
Personality
attitude
marketingbrief
talk
objective
projections
research
figures
thought process
information
maps
personality
attitude
marketing brief
talk
objective
projections
…the whole is greater than the sum of its parts.
LOGIC
charts analysis
what logic (hell yeah!) is
…a systematic, realistic, workable, alignment of
steps, analysis, information, strategy, thought
process, forecasts/projections, that lead towards
the actualization of the goals/objectives of a
brief.
…some literal thinking.
…some lateral execution of the thoughts.
what do U think about this?
5Ws and 1H of LogicThe Inverted Pyramid
What?
Brand ideaBrand Promise
Core Brand DNA
What?what’s competition
done/doing?
what are we set to
change/achieve?
what are we
offering?
what is the
trend/culture?
what’s the competitive
environment like?
what’s our SWOT?
what’s our channel of
communication?
what is the
problem?
what’s the brief?
Who?Brand
identity/character/personality
Brand Story
Who?
who are we?
who are we
talking to?
who are we
competing with?
who are they
talking/listening to?
When?Brand HourglassBrand Muscle
When?when does the
person/target/prospect
need it the most?
when are we
best/better at it?
Where?
Brand Pedigree
Brand Presence
Brand Heritage
Where?
where can competition be
found?
where can we be
found?
where can the
consumer/prospect be
found?
where are we/our
materials from?
(Timeline)
Why?
Brand Essence (Collaboration) Brand Motivation
Why?
why is the consumer so
important?
why do we do what
we do?
why is ours different from
others’
why should the
target believe us?
(RTB)
How?
Brand Roadmap
Brand M.A.P.S
Brand OS
Brand Program
How?
how are we packaging?
how are we
launching?
how are we activating?
how are we selling?
ABRAHAM
MASLOW’S
HIERARCHY
OF NEEDS
…take your time to look carefully and
determine the exact need your product
meets in the hierarchy, or else…
BRAND
VECTORS
products environment offering communication
ELEMENTS
OF LOGIC
TO LOOK
OUT FOR
* interpretation/understanding of the brief
* objective (marketing or communication)
* brand audit
* consumer insight
* proposition
* category/market overview
* consumer profiling
* s.t.e.p (social, technological, economic, & political)
* trend spotting
STRATEGY
…a good scare beats a good plan any day!
4Ps of Marketing as a strategic tool
product price
promotionplace
M.A.P.S as a strategic tool
motivation activation participation strategy
Product Launch and story telling as a
strategic tool
Portal 5 Forces as a strategic tool
Creating Customers as a collaborative
strategic tool
company
business strategy
marketing strategy
communication strategy
TARGET
AUDIENCE
COMPETITIVE
ENVIRONMENTTHE BRAND
BIG
IDEA
the core of every strategy tool
CREATING
THE
CONSUMER
“Brands create the
strongest and most
dynamic customers
using collaborative
strategies.”
The goal in creating customers is to:
*Create the customers to drive the business forward.
*Create customers beyond the reach of competitors.
*Create customers who add value back to the brand.
DEMOGRAPHY
Studies of a population based on factors such as
age,
race,
sex,
economic status,
level of education,
location,
income level and,
employment
PSYCHOGRAPHY
Psychographic divides the market into groups based on:
social class,
lifestyle and,
personality characteristics.
It is based on the assumption that the types of products and
brands an individual purchases will reflect that persons
characteristics and patterns of living.
Psychographic factors used in market segmentation
Social class : Is the single most used variable for research purposes, and divides
the population into groups based on the occupation of the 'Chief Income Earner'
(CIE), as such it can be seen as a socio-economic scale.
Psychographic factors used in market segmentation
Lifestyle= values, beliefs, opinions, and interests.
market research firms, and advertising agencies are constantly devising new
categories, which will best help target possible consumers of their clients
products.
e.g. Young & Rubican, called Cross Cultural Consumer Characterization (4Cs ).
…hence, brand automation takes
discernable patterns in brands and their
happenings, and hammers out ways and
means by which branding/advertising
and logic processes can be developed
which will help brands (their
products/services) in the greatest variety,
at the lowest cost, and with the least
effort.
CHEERS!