11th June 2012

Brand Key WorkshopMumbai

Introduction

✤ Brand key builds on & replaces the Brand Positioning statement.

✤ Brand key is ENTIRELY consumer focused.

✤ Brand key helps to:✤ Understand your brand as

consumers see it.✤ Identifies the discriminator that

adds most value to the business.✤ Acts as a guide for future actions.✤ Acts as a single point of reference

for all brand related actions.

9. Essence

7. Reasons to believe

8. Discriminator

5. Benefits

6. Values,

Personality& Beliefs

4. Insight

2. Competitive Environment

3.Target

1. Root Strengths

What it is not!

✤ It is not a bureaucratic exercise.✤ It is not designed to constrain and

police people.✤ Its sole concern is the brand’s

positioning.

Recap 1

✤! Established in 1994, with a pedigree of over 75 years of expertise and goodwill in diamond trading, DIATRENDS is an integrated manufacturer of diamond jewelry in gold and platinum, right from sourcing rough diamonds to cutting and polishing, to designing and manufacturing.

✤! DIATRENDS has been catering to some of the world's leading brands of jewelry for the last 2 decades. To compete at the international level, DIATRENDS has set up a state-of-the-art facility at Mumbai, backed by a design studio in Italy.

✤! This comprehensive infrastructure and deep exposure to trends, styles and fashion in contemporary jewelry has created a unique set of in-house skill sets at DIATRENDS. This has resulted in path-breaking products, both in terms of technical excellence as well as in a brand recognized for its avant-garde interpretations.

✤! A few years back, DIATRENDS started to test the B2C market through jewelry exhibitions, in preparation for a foray into retail.

Recap 2

✤! While the range, branded as L.I.F.E. (Love Is For Ever), was well received by consumers, the absence of a permanent presence close to the customer proved to be an insurmountable hurdle towards realizing actual sales.

✤! To counter this, DIATRENDS is in the process of launching L.I.F.E. (Love Is For Ever), the company's first retail venture. The first store will open in Bangalore in the 4th quarter of 2012. The location is yet to be finalized.

✤! L.I.F.E. Jewelry ranges from Rs. 50,000 to 1,500,000 in terms of price. Given this range and its modern stylistic leanings, it attracts a certain kind of consumer: Upper Middle Class, well-traveled with contemporary tastes and brand conscious.

✤! The brand will be smartly structured to maximize ROI: Large 'Experience Centers' in key metros, starting with Bangalore, will create top of the mind recall and a create a unique consumer interface to define the brand.

Recap 3

✤! These will be backed by 100 to 200 sq ft of branded spaces and 'counters' at brand-complimentary jewelry / luxury stores and partners. This is an internationally proven model.

✤This necessitates a parallel B2B campaign to attract the best partners, and keep them.

✤! The brand has high ambitions: To create a niche space for itself, first in India and then internationally.

✤! A very basic brand identity for L.I.F.E. has been created. To do justice to its vision, an extensive brand management exercise needs to be undertaken that can prepare L.I.F.E. for the success it aims for.

1. Root Strengths

✤ What do we do better than anyone else in the market?✤ In which areas of business are we unbeatable?✤ What do our competitors envy us for?✤ What does the industry say about us when we are not in the room?✤ Describe the rationale behind choosing ‘LIFE’ as the brand name.

The original product, values and / or benefits that make the brand great and on which we want to build.

✤ If we or our products did not exist in the market:✤ What would our target consumer buy to meet their need?✤ Who would they buy it from?✤ What would they miss?

✤ Who are our competitors?✤ Direct / same category✤ Indirect / different category✤ How do they position themselves?✤ What do consumers loyal to them say about them?

2. Competitive Environment

The market and alternative choices as seen by the consumer and the relative value the brand offers in that market.

✤ When a consumer comes to us because we are her first choice:✤ What is her single strongest motivation for choosing us?✤ What is the occasion?✤ What need are we meeting that our competitors are not?✤ What does she tell her friends were her best moments of our brand experience?

3. Target

The person and the situation for which the brand is always the best choice, defined in terms of their attitudes and values, not just demographics.

✤ “I always got to LIFE...”✤ “...when I need ________________.”✤ “...because I love their _______________.”✤ “...for occasions such as ________________.”✤ “....because I feel _____________ when I am there.”

✤ “I would not go to LIFE if they did not have ______________.”

4. Insight

The element of all you know about the target consumer and their needs (in the competitive environment) on which the brand is founded.

✤ What is it that we add to consumer’s life / experience?✤ If another brand wished to copy us:

✤ What would they offer?✤ How would they build their brand experience?✤ What elements would they focus on?

5. Benefits

The differentiating functional, emotional and sensory benefits that motivate purchase.

✤ Why was LIFE founded? To fulfill what vision?✤ What are the 3 most important things sacred to us, as a business?✤ Which famous brand personifies our values most strongly?✤ If we were a car brand, who would we be? Why?✤ If we were a celebrity, who would we be? Why?

6. Values, Beliefs and Personality

The brand values - what the brand believes in - and its personality.

✤ If an investor we were courting walked into our store, what would we show them?✤ Why are our benefits more believable than our competitors’?✤ If TIME magazine wrote an article on us, what elements would they write about?

7. Reasons to Believe

The proof we offer to substantiate the benefits / brand experience.

✤ How are we different?✤ Can others copy our differentiator easily?

✤ If not, why not?✤ If a consumer were comparing us (or our store) against other brands, what would

she say?✤ What would be the positives?✤ What would be the negatives?

8. Discriminator

The single most compelling and competitive reason for the target consumer to choose the brand.

✤ In one or two sentences, capture the essence of the brand in a non-generic manner.

9. Essence

The distillation of the brand into a core idea or promise.

Thank you