BRANDING STRATEGIES · Lovemarks Theory, practice and best-selling book developed by Kevin Roberts,...

Week 2: Branding Elements & Lovemarks

BRANDING STRATEGIESTerry Lee Stone

Monday, September 21, 15

Brand Elements

✤ Brand Names

✤ Logos, Symbols, Characters

✤ Slogan / Tagline

✤ Jingle/Audio Cue

✤ URLs (point of digital contact w/ the brand)

✤ Packaging/Space (points of physical contact w/ brand)

✤ Marketing/Advertising/PR Materials

Brand Elements

✤ Brand Names: a well chosen brand name can make a huge impact on the success or failure of a brand.

✤ A Brand Name must reflect the company and its values

✤ Brand Names are hard to change once established.

✤ Naming Guidelines and Procedures: -Define Objectives -Generate a series of names -Screen initial candidates -Study and research candidates -Select final name

Brand Elements

✤ Logos, Symbols & Characters: should be recognizable, simple, memorable and appropriate. Must have a certain flexibility in order to evolve and/or be updated.

✤ Logos: Full names (word marks), acronyms, trademarks

✤ Symbols: Non-word marks without text, strong visual connection

✤ Characters: Real (celebrities, animals) or Fictitious (animated). Real can be risky and costly, but high ROI. Fictitious can be controlled, updated and stay relevant for years

Brand Elements

✤ Slogan / Tagline/ Catch Phrase: short phrases that communicate descriptive or persuasive information about the brand. It helps consumers understand brand’s intention.

✤ Some Slogans have no literal meaning and multiple interpretations. These allow consumers to infuse them with their own meaning which they then connect to the brand.

✤ Slogans embody user imagery to help build awareness.If they get overused, the positive connections turn negative.

✤ Slogans are easy to alter, change and improve.

Brand Elements

✤ Jingles (songs, or snippets of songs) and Other Audio Cues: associate the brand with a sound. Not everyone is visual,and many consumer connect better emotionally with audio messaging.

✤ Jingles were made popular in radio and television advertising, but still persist because they can be very memorable.

✤ Another useful tool in creating awareness, especially if the Brand Name is repeated.

Brand Elements

✤ There are many Brand Touchpoints:

✤ URL (point of digital contact w/ the brand)

✤ Packaging/Space (points of physical contact w/ brand)

✤ Marketing/Advertising/PR Materials (digital & physical points)

Exercise: Brand Elements Rating

✤ Think about your chosen brand for the Brand Book project. Rate the brand from 1-10 (1 is Low, 10 is High) in these areas:

✤ Brand Names

✤ Logos, Symbols, Characters

✤ Slogan / Tagline

✤ Jingle/Audio Cue

Exercise: Brand Touchpoints?✤ Think about your chosen brand for the Brand Book project. What Brand

Touchpoints would you utilize to better connect with the 20-something Target market?

September 2015

Brand EquityThe Value of a Brand

Building Brand Equity✤ Brand Equity: the value of having a well-known name brand based on

the idea that the owner of the brand can generate more money from products with that brand name than from products with a less well-known brand name. (It is the value of a brand.)

✤ This is based on the idea that consumers believe that a well-known brand is better than a less well-known brand.

✤ Brands are considered to be one of the most valuable assets a company has. Market share, profit margins, consumer recognition of Brand Elements, consumer perception of quality, are all aspects of Brand Equity that get studied and measured.

✤ Brand Equity is strategically crucial, but actually difficult to quantify.

Building Brand Equity Index

✤ Young & Rubicam, a marketing communications agency developed the BrandAsset Valuator to assess the power and value of brands.

✤ The agency surveys consumer perspectives along 4 dimensions: Differentiation: defining characteristics of the brand, distinctiveness from competitors. Relevance: appropriateness and connection of the brand to a given consumer Esteem: consumers’ respect for and attraction to the brand Knowledge: consumers’ awareness of the brand and understanding of what it represents

✤ There are others as well

Tactics for Building Brand Equity

✤ Memorable: Easily recognized and recalled

✤ Meaningful: Descriptive & persuasive

✤ Likable: Fun, interesting, aesthetically pleasing. Rich visually and verbally

✤ Transferable: Within/across product categories, geographic boundaries and cultures

✤ Adaptable: Flexible and updatable

✤ Protectable: Legally and competitively

Exercise: Brand Equity?

✤ Memorable: Easily recognized and recalled

✤ Meaningful: Descriptive & persuasive

✤ Likable: Fun, interesting, aesthetically pleasing. Rich visually and verbally

✤ Transferable: Within/across product categories, geographic boundaries and cultures

✤ Adaptable: Flexible and updatable

✤ Protectable: Legally and competitively

September 2015

Creating ConnectionBranding Strategies for Building Brand Equity

Lovemarks

✤ Theory, practice and best-selling book developed by Kevin Roberts, CEO of advertising agency, Saatchi & Saatchi in the early 200O’s.

✤ In an over-saturated world, Roberts thinks that “brands are running out of juice” and love is what is needed rescue them. Brands should become “Lovemarks.”

✤ Central questions: “What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out?” The answers are why consumers love certain brands.

Lovemarks

✤ People want new emotional connections to cut through overwhelm (more choice, higher expectations,etc.) Humans are powered by emotion, not reason. Lovemarks connect with powerful emotions.

✤ The following are the key ingredients to create Lovemarks: Mystery: Great stories draw us together; a way to connect past, present and future; taps into dreams, myths and icons; and inspiration Sensuality: Sound, sight,smell, touch and taste are portals to emotion Intimacy: Commitment, empathy and passion that connect and drive loyalty

Exercise: Lovemark Connection?

✤ - Mystery: Great stories draw us together; a way to connect past, present and future; taps into dreams, myths and icons; and inspiration - Sensuality: Sound, sight,smell, touch and taste are portals to emotion - Intimacy: Commitment, empathy and passion that connect and drive loyalty

Lovemarks Academic

LOVE/RESPECT AXIS

BRANDSLOW LOVE

HIGH RESPECTHIGH LOVE

HIGH RESPECT

LOVEMARKS

LOW LOVELOW RESPECT

COMMODITIESHIGH LOVE

LOW RESPECT

September 2015

Brand Book ProjectIt’s about experiencing Brand Strategy for yourself

What is a Brand Bible or Book?

✤ A Brand Bible or Brand Book is a document that establishes distinct guidelines on how all aspects of a business’(or product’s) brand will be handled.

✤ It should establish the rules for creating a unified and identifiable presence for the brand.

✤ Brand Books inspire. Style Guides tend to details, typically about implementation of branding elements, like brand identity.

Assignment: Brand Book

✤ As an individual project in Weeks 1 - 5, you will be creating a Brand Book. The completed project will be due in class on Week 6.

✤ It should take the form of a book. Size, shape, exact contents will be up to you. You will write and design it as digital files. (It is not required that you produce an physical artifact.)

✤ The goal is to summarize the brand and create something that will inspire a creative team to develop a Brand Strategy to make this brand more appealing to 20-something art and design college students.

Assignment: Brand Bible/Book

✤ You may select any of Forbes Magazine’s Top 10 Most Valuable Brands as the subject of your Brand Bible.

✤ Find them at: http://www.forbes.com/powerful-brands/

Assignment: Brand Bible Content

✤ Your Brand Book will both inform and inspire the creative team. It must include these things in an interesting fresh way:

✤ Company Overview & History

✤ Basic Company/Product Statistics

✤ Branding Elements (no redesign of their Brand Identity!)

✤ Brand Vision (your initial framing of a strategy to connect with the target audience)

Assignment: Brand Book

✤ Week 1 Brand Book Homework: Last week you researched Company Overview & History and Basic Company/Product Statistics. This week, summarize these things in a way that 20-somethings could get and appreciate. This copy will be used in your Brand Book.

✤ Last week you gathered Brand Identity assets (e.g. logos, taglines, typography, images, color palettes, copy tone/manner, etc.) This week, assess these as Brand Elements. Select the ones you feel are strongest in helping you position your Brand as a Lovemark.

✤ Draft 150-250 word copy blurbs that tie your brand in with the Lovemark ideas of Mystery, Sensuality and Intimacy.

Additional Homework

✤ Read Lovemarks Academic Modules 1, 2 & 3 which you will use to help you write your Brand Book copy drafts.

✤ These PDFs will be at the class website.

✤ Questions? Contact me with questions: Terry Lee Stone: terry@terryleestone.com

✤ Thank you!

BRANDING STRATEGIES · Lovemarks Theory, practice and best-selling book developed by Kevin Roberts,...

Documents

Lovemarks Presentation V2

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LOVEMARKS. LOVEMARKS INDICE DEFINICION JUSTIFICACION EVOLUCION REDEFINICION EVANGELIZACION PEOPLE MANAGEMENT APLICACION IMPORTANCIA

Lovemarks Effect

Quảng Cáo của saatchi & saatchi

Tvt2010: Lovemarks

Resumen lovemarks, kevin roberts

Lovemarks Kevin Roberts

Larisa petrini saatchi&saatchi

79415019 Lovemarks Book

L wie Lovemarks · 2014. 10. 20. · L WIE LOVEMARKS 13 L wie Lovemarks WIE ALLES ANFING Eine Einführung in das Veränderungspotenzial von Lovemarks – ihre Aufnahme, ihre emotionale

Construção de Lovemarks

Lovemarks español

lovemarks kevin roberts español

Libro lovemarks

Lovemarks Effect Preview

III Kongres eHandlu: Michał Cortez (Saatchi&Saatchi), "Strefa marki w eCommerce"

BOOK CATALOG - Saatchi & Saatchi

Caso estudio HBR Saatchi & Saatchi CO. PLC: Estrategia Corporativa