Chat GPT Master Class - Leslie Hughes, PUNCH Media
Brand Audit with Recommendations
1.
2.
3.
4. POINTS OF PARITY
POINTS OF DIFFERENCE POINTS OF DIFFERENCE
ATTRIBUTES
BENEFITS
“FRESH & CLEAN”
RELIABILITY
STYLISH & SPORTY
INDIVIDUALISM
UPBEAT LIFESTYLE
CARING & SELFLESS
COLLECTIVISM
FAMILY ORIENTED
5. KEY BRANDING ISSUES
LESS PRESENT MORE PRESENT
HIGHLY
COMPETITIVE
MARKET
LESS LOYAL
TRANSITION
WEAK ASSOCIATIONS
LOYAL
MATURE
STRONG ASSOCIATIONS
6. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
BRAND HIERARCHY BRAND ELEMENTS
MARKETING
PROGRAMS
SECONDARY
ASSOCIATIONS
SOLUTIONS
7.
8. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY SOPHISTICATION
RELIABILITY ACTIVE
BRAND
VALUES
9. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS
WITH
YOU
TAKE
CARE OF
YOURSELF
10. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS
WITH
YOU
TAKE
CARE OF
YOURSELF
11. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS
WITH YOU
TAKE CARE
OF YOURSELF
CONQUER
YOURSELF
BEFORE
CONQUERING
THE WORLD
CONQUER YOURSELF
BEFORE
CONQUERING THE WORLD
12. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SPORTS
• EXCITEMENT & ACTIVE ASSOCIATION
SCIENCE
• REINFORCE RELIABILITY ASSOCIATION
SOPHISTICATION
• WELL GROOMED ASSOCIATION
13. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
EXTEND THE PRODUCT USE IN THE LIFE OF THE CONSUMER
SPORTS
• EXCITEMENT & ACTIVE ASSOCIATION
SCIENCE
• REINFORCE RELIABILITY ASSOCIATION
SOPHISTICATION
• WELL GROOMED ASSOCIATION
14.
15. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
16. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
CONVENIENCE
EASIER FOR
RECALL &
RECOGNITION
CONSISTENCY REFLECTIVE OF
BRAND VALUES
SECONDARY
ASSOCIATIONS
17. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
26. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NEW
AGE: 18-30
PLAYS SPORTS
STRONG & FIT IMAGE
AGE: 18+
SENSITIVE SKIN
CARES ABOUT SELF-IMAGE
AGE: 25-45
WORKING PROFESSIONAL
TRAVELER
27.
28. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
PHARMACIES
SUPERMARKETS
DEPARTMENT STORES
PLACE
29. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NEW PLACE
HOTSPOTS
GYMS
SWIMMING POOLS
SKI RESORTS
30. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
VENDING MACHINES
NEW PLACE
31. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
VENDING MACHINES
NEW PLACE
32. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
POINT OF PURCHASE SHELVES
NEW PLACE
41. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION
2. TARGET SPORT USERS
SPORTS CAMPAIGN
GOALS
42. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
1. CEMENT ACTIVE ASSOCIATION
2. TARGET SPORT USERS
SPORTS CAMPAIGN
43. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SAMPLES ON SLOPES NIVEA AFTER-SKI PARTIES
SKI PROMOTION
44. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SAMPLES AT POOLS NIVEA POOL PARTIES
SWIM PROMOTION
45. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SKI & SWIM COMPETITIONS MONTREAL IMPACT SOCCER
SPONSORSHIPS
46. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION
2. TARGET SILVER USERS
IT TRAVELS WITH YOU CAMPAIGN
GOALS
47. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
1. CEMENT SOPHISTICATION
2. TARGET SILVER USERS
IT TRAVELS WITH YOU CAMPAIGN
48. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
STEP 1: NATURAL CLEAN CONTEST
IT TRAVELS WITH YOU CAMPAIGN
ENGAGE
49. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
STEP 1: NATURAL CLEAN CONTEST
IT TRAVELS WITH YOU CAMPAIGN
ENGAGE
BOOTHS AT AIRPORTSINTERACTSTEP 2:
50. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU
CAMPAING
STEP 1: NATURAL CLEAN CONTEST
IT TRAVELS WITH YOU CAMPAIGN
ENGAGE
BOOTHS AT AIRPORTSINTERACTSTEP 2:
BANNERREMINDSTEP 3:
55. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NIVEA MEN
IT STARTS WITH
YOU
SOPHISTICATION
SILVER LINE
CLASSY
STEEL
TRENDY
CARBON
FIBER
PERFORMANCE AMBITION
SUCCESS
ACTIVE
PROFESSIONAL
SILVER
56. NIVEA MEN
IT STARTS WITH
YOU
SOPHISTICATION
SPECIALIZEDGROOMING
TRENDY
FORWARD
DRIVEN
AMBITION
SUCCESSFUL
PROFESSIONAL
WORK-LIFE
BALANCE
HARD-WORKING
WORK
PROFESSIONAL
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
SILVER
57. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
NIVEA MEN
IT STARTS WITH
YOU
RELIABILITY
ALL LINES
SOOTHING
MOISTURIZER
FUNCTIONAL
TIMELESS
PROTECTION
RELIABLE
LOTION
CLASSIC
SCIENCE
TRUST
ALL LINES
58.
59. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS
60.
61.
62. SPORTS
• PERFORMANCE, EXCITEMENT, LEADERSHIP
SENSITIVE AND ORIGINAL
• TRUSTED, MOISTURIZING, PROTECTION
SILVER
• PROFESSIONAL, AMBITIOUS, CONFIDENT
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY
ASSOCIATIONS TAKEAWAYS