The document discusses IDEA, a framework for brand strategy and development. It consists of 5 stages: Flame (brand identity), Test Tube (brand audit), Spark (ideation), Definition (consumer insights), and Touchpoints (execution planning). Each stage has key inputs, questions to answer, and outputs to develop the brand strategy from understanding to implementation.
4. Brand ID - Flame
Input
Category Context
Consumer Context
Social Context
Key Question to be Answered
Who are we and where do we want to be
Output
Brand Soul
Consumer Silhouette
Competitive Landscape
6. The Process - Dove
Product
The functional benefits being offered by the brand.
Dove as a soap bar makes skin soft with added moisturizer
Consumer Benefit
It is that discriminating emotional benefit that the brand offers to its customers
Dove has ¼ moisturizer which leaves skin supple and it makes each woman feel
beautiful no matter what she looks like
Underlying Human Need
The one basic unmet need of the consumer
To be comfortable with how one looks
Soul
The brand’s reason for being (mission)
Real beauty comes in all shapes n sizes
Output
Consumer Silhouette
Competitive Landscape
8. Brand Audit – Test Tube
Input
Soul
Competition
Consumer
Key questions to be answered
Are we relevant and present in the consumer’s minds
How far are we from where we should be in context of the competition and the
market
Output
Attribute Challenge
Perception Challenge
Test Consumer : Consumer most affected by the challenge
Note: Sometimes the test tube might reveal that we are so far out in terms of relevance that we
need to go back to the drawing board and work on the brand id from scratch
9. The Process
The brand to be tested against brand id, competition or an industry
acceptable benchmark on 6 key parameters through SWOT
Product Attributes
Communication Design
Consumer Franchise
Corporate Goodwill
Image Strength
Channel Presence
Each of these tests would reveal
Attribute challenge (a problem with the actual attribute)
A perception challenge(a problematic illusion only in the minds of the consumers)
After identifying the key challenges, we will have to identify the specific
consumer most affected by each challenge
11. Ideation - Spark
Input
Attribute Challenges
Perception Challenges
Test Consumer
Key questions to be answered
How can we overcome the challenges that are stopping us from
achieving our long term objectives
What part does the brand play in the physical/emotional world of the
consumer
Output
The Big Idea
Consumer World
Brand World
12. Things to keep in mind
The foremost point is to resolve the attribute challenge
All attribute challenges lead to perception challenges but some
perception challenges might not have an attribute challenge attached to
them
Fair and Lovely
Attribute Challenge - FAL makes my skin sticky. Reson: FAL uses an ingredient
that makes skin oily
Solution: resolve the product issue in-house and then go on to build better
perception of the brand by resolving the perception issue through targeted
communication
OR
The Brand might not have had the attribute challenge of making skin oily. In that
case, the brand would have had to work only on the perception issue that FAL
makes skin oily
13. Definition of Consumer World through
Hofstede’s Culture Model
Symbols
Heroes
Ritual
s
Core Practices
Values
14. The Process
Creation of consumer and brand stories through
Consumer world
A role playing exercise to create stories of the way the
consumer interacts with the brand and the way the
identified attribute/perception challenge affects the
consumer’s day(test consumer)
Brand world
The perfect world of the brand and the way the brand
wants to be seen and used by the consumer
Creative exercises to resolve the problem at
hand through interplay of concepts with the
consumer and brand world
16. Execution- Touchpoints
Input
Big Idea
Consumer world
Key questions to be answered
What are those moments in our consumer’s world where
the Big Idea would make the most impact
How can we increase the effectiveness of the Big Idea by
optimizing the space/time in which the consumer comes
into contact with
Output
360 Media Plan
17. The Process
Figuring out the right visibility/experience mix keeping in mind
The consumer
The scope of the problem
The bigness of the idea
Identification of possible points of contact keeping the consumer world
in mind
Maximize consumer interaction with the idea through relevant
touchpoints
Identification of the right touchpoints for the consumer and the idea
Engaging the consumer experientially most efficiently
Strike the right balance between visibility and experience
Making it happen
Enable, Empower, Energize