SCG Buildng Brand Chemistry

Brand
Chemistry

Blog: http://sandersconsulting.com/newbusinesshawk/
Twitter: http://twitter.com/newbusinesshawk
Linkedin: http://www.linkedin.com/in/rhsanders

• Declining effectiveness of mass
advertising ( TV only 35% as effective in
2010 vs 1990 : Source McKinsey)
• Fragmentation of media and distribution
Key channels
Marketing • Proliferation of new digital technologies
• Consumers in control of the on/off switch
Trends • 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?


Experts Say It’s: a name given to a product or service
a trademark or trade name that identifies a product,
a distributor, a producer or a manufacturer.
a unique and identifiable symbol, a brand is a mixture of attributes, tangible and intangible,
symbolised in a trademark, which, if managed properly, creates
association, name or trademark value and influence. "Value" has different interpretations: from a
which serves to differentiate marketing or consumer perspective it is "the promise and delivery
of an experience"; from a business perspective it is "the security
competing products or services. of future earnings"; from a legal perspective it is "a separable
Both a physical and emotional piece of intellectual property." Brands offer customers a means to
choose and enable recognition within cluttered markets.
trigger to create a relationship
between consumers and the the Clicquot the article itself, bestvessel whichThat is thethe article, the wrappermark
branded on
brand, etc., the
the
brand, etc.
contains
merchant's or excise
product/service. 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
a recognizable kind; in his looks. It was once customary to brand the cheeks of felons with an F. The
custom was abolished by law in 1822.
"there's a new brand of a name, term, design, symbol,
hero in the movies now"; jargon product name, such as the
for those things associated or any other feature that
with a identifies one seller's good or
"what make of car is that?" image or concept in customers' service as distinct from those of
minds about what it means to them other sellers. The legal term for
product identification by brand is trademark. A brand
word, name, symbol, design, a name, number, term,
sign, symbol, design, or
may identify one item, a family
of items, or all items of that
or a combination of these. combination of these seller.
elements…

you


Your
reaction to
this:

Men – what do you feel?
Ladies – what do you feel?


Simple
Brand
Triangle


• Soft Drink
• Refreshing
• Carbonated
• Caffeinated
Attributes • In a Can
• Sold Everywhere
• Cold
• Etc…

Personality: or


• Diamond
• Carat
• Cut
Attributes • Clarity
• Color
• Price
• Etc…

Feeling or


Strong
Brand
Personality


What is Chemistry


Stuff?


Stuff +
Action?


Stuff +
Action +
Reaction?


Brand
Chemistry
brand + you + someone else…


• Buzz
• Websites
• Viral
• Blogs
• Twitter
Brand • Advertising
Chemistry? • Experiences
• Social
• Word of Mouth
• Promotions
Linkedin: http://www.linkedin.com/in/rhsanders • 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?


Just
Listen
[and respond]


strong brand

Building +
Brand FUEL
FUEL
[and responding]
Chemistry
=chain reaction


• Buzz
• Websites
• Viral
• Blogs
• Advertising
FUEL • 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
old role new responsibility
market research listening, reciprocity
branding, messaging conversation strategy
business building ideas
advertising stand out in innovative ways
visible, different
public relations engaging influencers
advocates
sales presentations communicate brand pov,
build conversations


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 it

Blog: http://sandersconsulting.com/newbusinesshawk/ executes 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)


• Brand character
• Brand personality
Know • Brand actions
about • Brand image
your brand…
• Brand style


And
Listen…
[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]

SCG Buildng Brand Chemistry

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