Mazrketing communication can be likened to the act of telling a popular story based on a popular theme

1. Understanding the art of
Brand Management in
contemporary Marketing
Communication practice
Communicator’s Forum 2008
18th Jan. 2008

2. Agenda
art of branding
• Understanding the
• Marketing Communication as a form of brand building
• Contemporary Marketing Communication
practice

3. Brand marketing
communication is
an evolving story
that is told like a
“Tales by
moonlight”

4. Why stories?
Brands are the stories that unite us all in a common purpose
within an enterprise, and connect us with the people we serve on the outside.
These brand stories give meaning to who we are and what we do.
They’re a special kind of story—they’re strategic; they build on
themselves chapter by chapter, over time; they grow as they
respond to changing customers and changing markets

5. BRAND is the story of your product/service
Its what we tell the Your Customers About Your Company/Product/Service
BRAND NAME is simply the TITLE of that story –the very
tip of an iceberg!

6. Brand story is how the customers relate to/remember the company/brand
This becomes the “memory tag for:
• Sum total of their experiences
With Your Company
With Your Product/Service
And With Relationship You Build with them, over time
A brand story is the “special moment” feel and emotion that the consumers
bring to product usage
When you have parity products, one with best story wins

7. The verdict!!!
You have to TELL the story
Before you SELL the product
Or you ring the BELL in vain
And it goes to the WELL of obscurity
Or end in the HELL of failure

8. Examples of powerful brand story
Coca Cola
Milo
GTBank
Harley-Davison
Nike
Starbucks
Air France

9. Why this approach to brand
building?

10. A brand is more than
Image
Logo
Tagline/Slogan
Reputation
Becoming a household name
A brand is a thought a customer has about a product …
… that makes her want to be more (or less) involved with that product.

11. Your brand is not what you
say you are …
Your brand is what your customer
thinks you are.

12. Companies don’t brand their
customers
Customers brand companies and
their products

13. Articulating a compelling brand story
through Marketing communication

14. A good story…
Is about the consumer
Starts a dialogue with the market.
Begins a compelling, captivating story.
Engages customers.
Leaves an unforgettable memory tag.

15. A strong, compelling , memorable and
actionable brand story have 2 qualities
Striking Power
Impact
Something that STRIKES people - gets their attention immediately
Smaller your budget is, stronger your BRAND must be
Give people something on the edge, edgy
Cause a definite reaction
Differentiation
Know who/what your competitors are/separate yourself from them
Stake out a unique position in people’s minds/hearts
Staying Power
Resonance
Give people something that resonates
– has multiple meanings/associations
Use a metaphor that is “Sticky” - hangs on, doesn’t let go
Memorability
Make an impression that lasts
Give people something to remember you by

16. Is someone listening to your story?
Who is listening to your story?
Is it your story or their story?
How their unmet needs is addressed by the
brand story?
The Era of Attention economy
(Passive, Busy, Bombarded, Traumatised)

17. This is where Marketing
communications comes in
• One message. One brand story
• Seamless integration between the medium and the
message

18. Let it be an orchestra – a seamless delivery

19. Same story, many channels,
single perspective
Comments in the press Referral
Advertising
Sales pitches
Brochures Word of
mouth
Claims
process
Proposal
Interactions with
people from the company
Purchase process
Receiving and
Website paying invoices

20. It' Not Just The Story, It' How
s s
You Tell It
If you' ever tried to tell a joke you heard from a
ve
professional comedian and messed it up, you know
how important the telling of a story is. It' not just the
s
words; it' the rhythm, cadence, accent,
s
intonation, point-of-view, and attitude that
makes the story funny, memorable,
interesting or instructive.

30. The test of a memorable, motivating brand story
Customer Customer $$$$
Thought Action
Brand
Impression

31. The Absolut story
A successful premium Vodka brand
Colourless, odorless and tasteless
The very successful story told over a period of 25 years
in over 1,500 print executions
Absolut Purity and the unique shape of the bottle

43. What is the moral of your brand
story?
Remember the tales we used to love as children? At the end of them, we
were often asked by a parent or teacher, “What’s the moral of the story?”
Like so many of life’s fundamental lessons, this one endures throughout all
that we do, including business.
The moral of a story is the core idea or truth that the story expresses. Your
brand story works in a similar way; it defines and expresses the core truth
about who you are as an enterprise. It’s the rationale behind your most
fundamental decisions. It’s the meaning at the heart of all your messages.
Transformational power of a brand (not what do I but I want mean?)

44. Lets explore some funny side of the
story

45. You see a gorgeous girl at a party.
You go up to her and say:
quot;I am very rich. Marry me!quot; - That'
s
Direct Marketing

46. You' at a party with a bunch of
re
friends and see a gorgeous girl.
One of your friends goes up to her
and pointing at you says:
quot;He' very rich. Marry him.quot; –
s
That' Advertising
s

47. You see a gorgeous girl at a
party. You go up to her and get
her Telephone number. The
next day, you call and say:
quot;Hi, I' very rich. Marry me.quot; -
m
That' Telemarketing
s

48. You' at a party and see gorgeous girl.
re
You get up and straighten your tie, you
walk up to her and pour her a drink, you
open the door (of the car)for her, pick
up her bag after she drops it, offer her
ride and then say:
By the way, I' rich. Will you marry
m
me?quot; - That' Public Relations
s

49. You see a gorgeous girl at a
party. You go up to her and
say:
I am very rich. Marry me!quot;
She gives you a nice hard
slap on your face.
That' Customer Feedback
s

50. You see a gorgeous girl at a
party. You go up to her and
say:
quot;I am very rich. Marry me!quot;
And she introduces you to
her husband.
That' demand and supply
s
gap

51. You see a gorgeous girl at a party.
You go up to her and before you say
anything, another person come and
tell her: quot;I' rich. Will you marry me?quot;
m
and she goes with him - That' s
competition eating into your market
share

52. You' at a party and see gorgeous girl.
re
She walks up to you and says:
You are very rich! Can you marry! me?quot;
That' Brand Recognition
s

53. In conclusion
You have not communicated until you have been heard
You have not been heard until you have been understood
You have not been understood until you have been clarified
And the test of clarity is brand preference and loyalty

54. Q&A
Thank you

55. GO COMMUNICATE!

56. Bayo Adekanmbi
(Brand Strategist, Marketing Analyst and Creative Planner)
DMD
DDB Lagos
Email : bayo4toyin@gmail.com
Phone : 08034001704
Blog: http://naijaq.blogspot.com