SCG Buildng Brand Chemistry

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BrandChemistry


Key

Marketing

Trends

• Declining effectiveness of mass advertising ( TV only 35% as effective in 2010 vs 1990 : Source McKinsey)

• Fragmentation of media and distribution channels

• Proliferation of new digital technologies• Consumers in control of the on/off switch• Huge issues of spam, authentication, privacy, data

protection• Clients under pressure to turn “spend” into “investment”• Agency polarisation: few global groups, many local

specialists • Need for right message, right customer, right time, right channel • Need to deliver both brand building and measurable response

• …

Blah blah blah…

Source: Wunderman



kinda says it all…


What Is A Brand


Logo?


Logo + Product?


Logo + Product + Advertising?


a name given to a product or service

a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?"

a unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service.

a name, number, term, sign, symbol, design, or combination of these elements…

a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer.

product identification by word, name, symbol, design, or a combination of these.

a brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separablepiece of intellectual property." Brands offer customers a means to choose and enable recognition within cluttered markets.

a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.

jargon for those things associated with a product name, such as the image or concept in customers' minds about what it means to them

the Clicquot brand, etc., the best brand, etc. That is the merchant's or excise mark branded on the article itself, the vessel which contains the article, the wrapper which covers it, the cork of the bottle, etc., to guarantee its being genuine, etc. Madame Clicquot, of champagne notoriety, died in 1866. He has the brand of villain in his looks. It was once customary to brand the cheeks of felons with an F. The custom was abolished by law in 1822.

Experts Say It’s:


you


Your reaction to

this:

Men – what do you feel?

Ladies – what do you feel?


Simple

Brand

Triangle


Attributes

• Soft Drink

• Refreshing

• Carbonated

• Caffeinated

• In a Can

• Sold Everywhere

• Cold

• Etc…


orPersonality:


Attributes

• Diamond

• Carat

• Cut

• Clarity

• Color

• Price

• Etc…


orFeeling


Strong

Brand

Personality


What is Chemistry


Stuff?


Stuff +

Action?


Stuff +

Action +

Reaction?


Brand

Chemistrybrand + you + someone else… brand + you + someone else… brand + you + someone else… brand + you + someone else… brand + you + someone else… brand + you + someone else… brand + you + someone else… brand + you + someone else…


Brand

Chemistry?

• Buzz

• Websites

• Viral

• Blogs

• Twitter

• Advertising

• Experiences

• Social

• Word of Mouth

• Promotions

• Partnerships


Nope.. Just tools Needed: Relationships


Relationship=Listening

[and responding]


Dell Hell

One blog

One bad experience…


Chatter…


To mainstream…



How do you build good Chemistry?


JustListen

[and respond]


Building

Brand

Chemistry

++++++++

=chain reaction=chain reaction=chain reaction=chain reaction=chain reaction=chain reaction=chain reaction=chain reaction

FUELFUELFUELFUELFUELFUELFUELFUEL[and responding]

strong brand


FUEL

• Buzz

• Websites

• Viral

• Blogs

• Advertising

• Experiences

• Social

• Word of Mouth

• Promotions

• Partnerships

[and respond]


Questions for your team:

• How can we stay connected to what people are

talking about? And want to talk about?

• How can we create more ways for people to talk

directly with us -- and us with them?

• How can we help people close to the brand

communicate in conversational ways?


More tools everyday…


changing world = changing roles

communicate brand pov, build conversations

sales presentations

engaging influencers advocates

public relations

stand out in innovative ways

visible, different

advertising

conversation strategy

business building ideas

branding, messaging

listening, reciprocitymarket research

new responsibilityold role


Okay, what to do…

• Know your brand + fuel

• Change roles and responsibilities of marketing

• Listen to what is being said about your brand

• Make conversations someone’s job

• Reward and spread positive

• Make it repeatable

• Have a “quick response team” for negative


gets itgets itgets itgets itgets itgets itgets itgets it

executes itexecutes itexecutes itexecutes itexecutes itexecutes itexecutes itexecutes it


Dell

learned

how


“It’s this simple. You are a brand. You are in charge of your brand. There is no single path to success.

And there is no one right way to create the Brand Called You. Except this. Start today. Or Else.”

(Tom Peters)


Know

about

your brand…

• Brand character

• Brand personality

• Brand actions

• Brand image

• Brand style


AndListen…

[and respond]


At twelve I kissed a girl for the first time. As a real gentlemen I

asked her “May I kiss you?” She said “OK” and so I kissed her. That’s marketing…

Years later I kissed another girl. Not only did she give me her ‘OK’ but this girl was actively kissing too.

That’s chemistry


Questions?

[and respond]

Business

SCG Buildng Brand Chemistry