Online brand building 1/3

Building Brands Online

Sander Janssens Msc Online Branding International Week Katowice 2011

Course outline:

Sander Janssens Msc18 years work experience international marketing in companies and international marketing consultant. Specialisation : strategic marketing, marketing communication, b-b marketing, services marketing

Building Brands Online

The Netherlands

27% surface below sea level

60% of population

living below sea level

Zwolle

• 8 different Business Studies • Approx 3,000 students• 1,000 first year students

School of business and economics

School of business and economics

• Commercial economics• Communication• International Business and languages • Logistics and economics • Small business and retail management • Accountancy• Financial services management • Business economics


Day Course planning General Exercises

1 Introduction, Customer insight, basic brand knowledge

A1 Intro, team, brand/product, blogA2 Brand analysis, buying behaviour A3 Postioning, Brand system A4 Persona, moodboard

2 Brand key, Old Spice campaign case, On line Tools,

B1 Brand key B2 Old spice campaign analysisB3 Online tools vs communication goalsB4 Online tools vs product classificationB5 Examples online brand campaigns

3 Grande finale C1 Goals / metricsC2 Planning a campaign C3 Present complete online brand campaign

Individual assigment English marketing article + comment

Day 1 Customer insight • Introduction• Dutch approach teaching • Project • Group blog • Grading • Cultural difference (Holland – Poland)• Form project teams • Choose product • Exercises

Course structure

Lecturer initiates Project work in class

Students work in groups

Students present In front of other teams

Feedback and+ evaluation

Concluding summary of theory

Lecturer explains theory Theoretical partThematic lecture & discussionBrief assesment of course expectations

Practical part (case work)Assignment (a new product introduction)Teamwork (3 to 5 pers.)Team presentation

Summary theoryWhat have we learnedCheck expectation vs. realisation

Cultural model of lecturer and students

Dutch Crown prince Willem Alexander and his Argentine born wife princess Maxima riding a bicycle

Manager's role varies across culturesSource : André Laurent

20 30 40 50 6010 70 80 % Percentage in agreement

Great Britain

SwedenNetherlandsUSADenmark

SwitzerlandBelgiumGermanyFranceItalyIndonesiaJapan

1718

2327

384446

5366

7378

“It is important for a manager to have at hand precise answers to most of the questions that his subordinates may raise about their work “

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Three screen approach

Sander Janssens Msc Online Branding International Week

Katowice 2011

Repeat Buy/ loyal

Buy

Like / Consideration

Awareness

Fan / advocate

Promotion Of the

Product

Purchase decision

Group assignment A1• Firm presentation (Project team name + skills/misson)

• Choose brand/product and market situation (PLC, purchase decision category, product category, motivation )

• Agree on code of conduct

• Set up your blog

• Exchange name, email, telephone number

• Present your product + group + blog


Firm presentation

You are a well known marketing consultancy firm. Make a powerpoint presentation in which you will present your team, skills, and expertise area’s as a real consultancy bureau would do.

Choose a consumer brand/product

Take into consideration

• Buying situation

• Product life cycle

• New product category

• Motivation for choosing this product / Do you like the product ?

Low Feel – Sensate and pleasurable products

Low Think –Practical and functional products

LowInvolvement

High Feel –

Products that reflect on you

High Think – Considered purchasesHigh

Involvement

FeelThink

SATISFACTIONHABITUAL

INFORMATIVEAFFECTIVE

http://images.google.nl/imgres?imgurl=http://files.cloink.com/dreft.jpg&imgrefurl=http://cloink.com/2006/12/&usg=__HXe0PlMPJWKbeANPMMuXNeH2VSs=&h=100&w=100&sz=4&hl=nl&start=3&sig2=sRaal-VvLKbGkdJIlVOhuw&um=1&tbnid=Zz9bGRf-l9S9DM:&tbnh=82&tbnw=82&ei=ZMNfSfHACJOS_gaWkK3NDw&prev=/images?q=dreft&um=1&hl=nl

http://images.google.nl/imgres?imgurl=http://bp2.blogger.com/_aiEclgchkzY/RrzuHikK-eI/AAAAAAAAACs/IdzlKxkBnTk/s200/Robijn.bmp&imgrefurl=http://raymondvolgers.blogspot.com/&usg=__NPsBXyp-rP1_0CLO7aOlvQ6nzT8=&h=200&w=200&sz=6&hl=nl&start=11&sig2=VZ2n6cfI3zI5sfpXvYKNWw&um=1&tbnid=9ROW3Rt7vfvETM:&tbnh=104&tbnw=104&ei=i8NfSZm4A4qU_gbymonPDw&prev=/images?q=robijn&um=1&hl=nl

Stages of the Product Life Cycle

Categories of New Products

SixCategories

ofNew

Products

SixCategories

ofNew

Products

New To The World 10%

New Product Lines 20%

Product Line Additions 26%

Improvements/Revisions 26%

Repositioned Products 7%

Lower-Priced Products 11%

Code of conduct

• Write down your code of conduct of your group. The group rules to which you all agree

• Exchange names, telephone numbers + email adres

• Upload to group blog

Group blog Each group has to set up a simple blog.

Group

A) Post all Group exercises on your group blog

Individual Each group member has to post:

A) A relevant English article or video with from a marketing blog about one of the following topics:•Marketing and internet •Branding

B) A comment on his post what his reasons for posting the article/video are. Why is this article interesting.

Group blog

Format group blog names

Use the name

intweek katowice group 1 “name of the product”

intweek katowice group 2 “name of the product”

Blogger is free to use.

You can start a blog very easily, with a minimum of setup.

Youtube video on “How to blog on blogger.”

http://www.youtube.com/watch?v=bU4gXHkejMo&feature=player_embedded

Grading

Blog + group exercises 80%

Individual assignment 20%

Ir Sander Janssens Marketing course Nordhausen course week 2008

Students will have to be able to

• Sketch a consistent business concept

• Dealing with complexity

• Avoiding ambiguity

• Taking into account uncertainty

• Justification of actions

Individual assignment• Find a relevant English marketing related

article from one of the blogs top http://adage.com/power150/ or http://www.networkedblogs.com/network/poland

• Comment in English on your article with marketing knowledge . – Why is this article important ?– What have you learned from this article?– How can you use it in your assignment ?– Other aspects


http://adage.com/power150/

http://www.nickburcher.com/2009/07/adage-power-150-european-top-100-blog.html


Group assignment A1

• Project team name + mission • Choose brand/product and market

situation (PLC, purchase decision category, product category, motivation )

• Agree on code of conduct

• Set up your blog

• Exchange name, email, telephone number

• Present your product + group + blog



IdentityWhat identity is the brand ?

Model

Product / service /

brand

Segment 1

Competitor 3

Segment 3

Segment 4

Segment 5

Competitor 1

Competitor 2

Segment 2

(online) Marketing – communication tools

Target

No target

Research decision process buying behaviour

Proposition(promise to the consumer )

Image How is the brand percieved ?

Communicationgoals

“Market”

Budget

• Who is target group for your brand,• Estimate size of your target group• Why would somebody buy your product ?• How is the decision process ?• Which products are competitors • Listen: What are people saying about your

product ? Opinions (twitter, forum, blog, facebook)

• Present the outcome with powerpoint


Group assignment A2 Analysis brand


Target group •Current e-readers •Netbook users•Students •Older generation •Frequent traveler •Iphone owners •Gadget lovers

Target group ?

http://ultraorange.net/2010/04/23/apples-real-target-group-for-the-ipad-99-year-old-ladies-with-bad-eyesight/

Mc donalds


Target group Fast Food •20-30 yr single working men/women•Low income Family suburb• young business men working late (No time to cook)

Target group ?

39

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behaviour

Listen: What are people saying about your product ? Opinions (twitter, forum, blog)


Sander Janssens Msc Online Branding International Week Katowice 2011 http://www.facebook.com/Starbucks

http://mashable.com/2009/06/16/killer-facebook-fan-pages/

• What is the positioning of your product relative to competitors

• Develop a brand system



Group assignment A3 Positioning/brand system

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Positioning Efforts to influence consumer (emotional) perception of a brand or product relative to the perception of competing brands or products.

Its objective is to occupy a clear, unique, and advantageous 'position' in the consumer's mind such as 'the best driving car,' 'the most economical car,' or 'the safest car.‘

So people will become attached to your brand.



Consumer insight needs wants

CompetitionWeaknesses/ vulnerabilities

Brand / product strength Brand

positioning idea

What apple tastes better ?

• Red

• Green

• Orange


Why ?


Positioning example

Positioning brand within category

Points of difference

Points of parity

•Functional differences (Taste, color, foam etc)

•Emotional differences (feelings attached to brand)

Buy!!

Visual distinction



Positioning brand within category

Points of difference

Points of parity

•Functional differences (Taste, color, foam etc)

•Emotional differences (feelings attached to brand)

Buy!!


Positioning matrix exampleTypical Question: What are the key market opportunities which will drive our

innovation strategy?Typical Question: What are the key market opportunities which will drive our

innovation strategy?

Introverted Pleasure & Functional Satisfaction

Yourself to Empower or Distinguish

Fitting into Enjoy or Relax

Extroverted Pleasure

Kicks and

Variety

Enjoyable

health

Status &Prestige

Accessible

pleasure

Beer


55

Not Progressive Progressive

Positioning example HOW THE BIG 4 LUXURY BRAND EXPERIENCES MAP OUT

Active Driving(Car & Drive are central)

Passive DrivingOther priorities like lifestyle or badge value

- Luxury- Quality

- Refinement- Prestige

- Designer- Innovation- Sports performance- Sexy, not serious

- Luxury- Value- Experience- Refinement

- Machinery, Performance- ‘Us’ not you

- Aggressive

Acid test positioning• Relevant? Does this positioning offer significant, 'top-of-the-pyramid'

benefits to a BIG enough target audience? Is it new / compelling enough to help drive rapid market penetration and recruitment? Can you get sufficient SCALE from it?

• Believable? Are there one or two tangible things you can point to in your communication which will be 'eloquent' for the brand and help cement belief?

• Ahead of trend? Have you spotted a big, long term trend in consumer attitudes / needs? If you launch with this positioning will you be well-placed to gain as the trend develops into a mass-wave? Are you thinking 'bravely' enough about the future as opposed to the present?

• Defensible? How can you ringfence your brand against imitators if the positioning proves to be a winner? Will being 'first mover' be sufficient - or should you be looking to build-in some other defensive strokes?

• Deliverable? Can your company really come through and deliver the promise in reality? How long will it take to make any innovations or improvements needed?


The brand

triangle

57

Brand name and symbols Semiotic invariants

Product or service experience

Brand concept (value propositionTangible and intangible)

58


Product or service experience


BMW the ultimate driving experience

The brand

triangle

59


60

BMW the ultimate driving experience

BMW the ultimate driving experience For over three decades, BMW built its brand to be synonymous with performance and the driving experience. The brand character and tone (serious, focused, and engaged) remained unwavering for the most part, while drivers enjoyed innovative, high-performance-yet-accessible vehicles that connect them with the road, rather than isolating them from it.

61


62The brand triangle must be in balance

63


• What is the positioning of your product relative to competitors

• Develop a brand system



Group assignment A3 Positioning/brand system

• Develop a persona the typical customer who would buy your product,

• Develop a Moodboard of the brand



Group assignment A3 persona-moodboard

Persona aspects


• Education social background, age, etc • Family life ?• Work situation • What are his values • What is important to him • Why would he buy an Ipad • Knowledge, attitude towards Ipad, laptops,

mobile phones, • How does he decide ?• Media behaviour (Online, TV watching)

Robert the service manager Persona Ipad buyer

• High school, started work at 18. 35 years old• Married two children, • Service manager travels a lot to customers,

sends 40 emails/day• His family is important to him, likes to go out

with friends • Work hard and efficient , earn good money, • Buys an Ipad because it saves time and he

can show to customers solutions • Knows what he needs to know, positive

towards Ipad, laptops, mobile phones as long as they support him doing his job ,

• If the boss approves he will buy an ipad• Reads popular morning newspaper, no time to

watch tv, uses internet to read short news stories

Tim Student Persona Ipad buyer


• University 4th year, 20 years old, • Lives in student home, weekends visits to

parents• Scholarship, Student jobs to earn extra

money, • Being student is important to him, the

freedom, wants to be a manager, have fun while you are student, be cool

• Buys an ipad because it is cool, and can use it for study and while travelling to parents

• Likes gadgets, would like to have latest mobile but is too expensive reads blogs abou gadgets and mobile phones,

• Ipad is on his wishlist, if price goes down he will buy one, decision made by himself butinfluenced by his friends

• No newspaper, reads online websites, watches TV and internet, has a twitter account

Elements of a brand moodboard

• Photos that convey a destination’s spirit or energy, and reflect visual content likely to appear in marketing communications.

• Text that helps express mood and personality: usually limited to 3 to 6 carefully chosen words that define a feeling, a way of behaving, or a characteristic attitude of the destination.

• Graphic elements, including iconography, color palettes and typography, that foreshadow the brand image and formal brand identity program.


Moodboard Mood boards are very helpful in defining, explaining and building out a new brand position: for getting buy-in and approval of positioning initiatives; to help communicate the brand to frontline staff; and as decision-support tools.

Mood boards offer a visual measuring stick that can be help up against creative executions to decide whether communications are on-brand or off-brand. Does a new ad or brochure capture the look and feel of the mood board? Does it support the position and promise of value?


Moodboard tourist destinatonHowe caverns in upstate New York


Moodboard translation to website


Mood board emotional

feeling attached to Swiss air

74

This mood board's purpose is to represent the feeling associated with the swiss air brand. The key moods derived from this board are classy, clean, comfortable, elegant, professional, and ecologically friendly

75

What/How do I want the target audience to feel when they see this project?"

SincereWarmNostalgic

• Develop a persona the typical customer who would buy your product,

• Develop a Moodboard of the brand



Group assignment A3 persona-moodboard

IdentityWhat identity is the brand ?

Model

Product / service /

brand

Segment 1

Competitor 3

Segment 3

Segment 4

Segment 5

Competitor 1

Competitor 2

Segment 2

(Online) Marketing – communication tools

Target

No target

Research decision process buying behaviour

Proposition(promise to the consumer )

Image How is the brand percieved ?

Communicationgoals

“Market”

Budget
