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'Brand building: the different approaches' by Open Strategy & VCCP

The presentation from the first 'School of Planning' event run by VCCP and Open Strategy: 'branding building: the different approaches'.

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'Brand building: the different approaches' by Open Strategy & VCCP

  1. 1. #1 Brand building: the different approaches
  2. 2. Your Manuscript Is Good and Original, But What is Original Is Not Good; What Is Good Is Not Original
  3. 3. • Binet and Field, Marketing in the Era of Accountability, The Long and the Short of It • Feldwick, The Art of Humbug, What is Brand Equity Anyway? • Sharp, How Brands Grow Vols 1 + 2 • Ries and Trout, The 22 Immutable Laws of Marketing • Martin Weigel blog • London Strategy Unit on Slideshare • Admap
  4. 4. #1 Brand building: the different approaches
  5. 5. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  6. 6. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  7. 7. What’s your worldview?
  8. 8. The Plato worldview Brands have a reality independent of us They have personalities Our job is to grasp and express them
  9. 9. The Aristotle worldview Brands are the emergent reality from a range of assets They help people do things Our job is to protect and build them
  10. 10. The Wittgenstein worldview Brands are a language game They are things for us to talk about Our job is to avoid private language
  11. 11. A brand is a collective fiction that allows shortcuts in decision-making
  12. 12. For real people… …that’s useful because the world is full of stuff …and of course most of our decision-making is about each other
  13. 13. For organisations… that’s useful because it reduces the unit cost to acquire and serve valued users …but let’s think about users more widely
  14. 14. How do we manage segmentation/ personalisation and fragmentation? Are we talking about comms or something bigger? How deep into the experience does decision-making pushes our responsibility? How do we tackle the internal + partnership deficit? If that definition is broadly right…
  15. 15. What’s your approach? The Plato approach Ad folk get brands and beauty Selling happens elsewhere Serving customers is boring The Aristotle approach Total brand experience Like getting hands dirty Serving customers is key The Wittgenstein approach Brands are culture We become part of the world We create a shared world
  16. 16. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  17. 17. 1. Selling 2. Seduction 3. Fame 4. Fellowship Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  18. 18. Selling • The historically dominant model • Still alive and well (see Facebook, Millward Brown) • USPs • Consumers as rational decision-makers • AIDA, DAGMAR models of advertising Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  19. 19. Seduction • More varied than it sounds: persuasion, charming, wooing • Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art (Bernbach) • A “constrained rationality” view of consumers • The most powerful element in advertising is the truth (Bernbach) Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  20. 20. Fame • The model du jour • Robustly underpinned by IPA data • And is good creative awards fodder • But challenges with maintaining it and sustaining the role of strategy • “Mental Availability” is perhaps the future here Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  21. 21. Fellowship • Connecting with each other is a fundamental human need • It’s at the heart of many service brands • It’s perhaps the most obviously interesting from a media perspective • Advocacy, herding, network effects… Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
  22. 22. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  23. 23. Butchering Byron
  24. 24. Butchering Byron Old model Positioning Differentiation Message comprehension Persuasion Rational involved viewers Loyals/ loyalty Involvement Targeted New model Salience Distinctiveness Emotional response and notice Refreshing and building memory structures Emotional distracted viewers Switchers/ penetration Heuristics Sophisticated mass Source: Byron Sharp How Brands Grow
  25. 25. 1. What do we mean by brand building? 2. Butchering Feldwick 3. Butchering Byron 4. A baker’s dozen of brand-building flashcards
  26. 26. 1. Archetypes
  27. 27. 2. Own one word (The law of focus) https://c2.staticflickr.com/4/3378/3571282950_aa1d231d6f_b.jpg
  28. 28. 3. Leadbeater system/empathy
  29. 29. 4. Challenger Lighthouses, pirates, big fish eaters…
  30. 30. 5. Disrupt
  31. 31. 6. Leadership
  32. 32. 7. If you can’t be first in category, invent a new category
  33. 33. 8. Taxis and trains
  34. 34. 9. It only works if it all works v.1
  35. 35. 10. It only works if it all works v.2
  36. 36. 11. Advocacy
  37. 37. 12. Personalisation Big data, programmatic, small data…
  38. 38. 13. Low involvement processing
  39. 39. Be human.
  40. 40. THANK YOU

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