RETHINKING THE BRAND TRACKER

Transcription

1 RETHINKING THE BRAND TRACKER How to Revive Your Brand Tracker and Turn It Into a Forward-Oriented Brand Navigator ANDERS BENGTSSON / JILL ORUM

2 TODAY S SITUATION Legacy of continuous or point-in-time brand and advertising tracking Historically used to monitor brand health when advertisers had more control over brand impressions Brand environment has changed, digital media has evolved the way brand relationships are formed 2

3 WHAT S LACKING? ACTIONABILITY Brands need more real-time, prescriptive feedback that they can act on EMOTIONAL LINKAGE Primary focus on the rational brain ignores emotional and unconscious linkage EARLY INDICATORS Need greater sensitivity in the data to pick up outliers or identify emerging issues MOBILE Current trackers include too much depth for mobile devices 3

4 WHAT DO YOU WANT TO LEARN MOST? o Do you need to know how your advertising worked or whether it effectively shifted perceptions? o Do you want diagnostic learnings on how your communication efforts are working? o Do you want to monitor the strength of your brand health over time? In essence, to address your business issues, do you need more of a rear-view mirror approach to determine what was working and not working, or headlights to help you navigate the way forward? o Do you need to identify who might be a good target for incremental growth? 4

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6 VISUAL METAPHOR ELICITATION EXERCISE EXAMPLE STEP ONE: CHOOSE AN IMAGE Please take a moment and think about ketchup. Please select an image that best captures your thoughts and feelings about ketchup. STEP TWO: DESCRIPTION The brush is like pouring ketchup on your hot dog or burger. STEP THREE: INTERPRETATION The canvas is my hot dog or burger and the brush is the ketchup. My hand is holding the ketchup bottle and pouring it unto my delicious hot dog and burger. 6

7 STUDY SAMPLE DETAILS Age 18+, men and women Does most of the grocery shopping or shares grocery shopping responsibilities Aware of Heinz and Hunt s ketchup Predominantly uses Heinz or Hunt s ketchup 55% Heinz primary users 45% Hunt s primary users 7

8 CATEGORY MARKET SHARE s 8

9 NOT SURPRISINGLY, HEINZ DOMINATES UNAIDED AWARENESS IN THE CATEGORY Top of Mind Awareness Total Unaided Awareness 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 9

10 BUT, HEINZ AND HUNT S BOTH ENJOY NEARLY UNIVERSAL AIDED AWARENESS 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 10

11 HEINZ ENJOYS SEVERAL SLIGHT ADVANTAGES OVER HUNT S, THOUGH THE TWO BRANDS ARE LARGELY NECK AND NECK Has a long tradition of making ketchup* Is a brand I trust* Is thick and not too runny* Offers the highest quality ketchup* Has a good balance of sweetness and tartness* Makes my food taste better* Is more flavorful than other ketchup* Is good for recipes and cooking Tastes fresher than other ketchup* Is freshly packaged Comes from tomatoes grown in the U.S. Is the only brand for me* Is a brand worth paying more for* Uses only natural ingredients in their ketchup Does not have artificial preservatives Heinz Hunt's 11 * Significantly higher than competitive brand

12 RECENT PURCHASE BEHAVIOR INDICATES A FAIRLY HIGH LEVEL OF SWITCHING IN THE CATEGORY 40% of Heinz users also bought Hunt s in the past 6 months whereas 49% of Hunt s users bought Heinz HEINZ PRIMARY USERS HUNT S PRIMARY USERS 12

13 HEINZ PRIMARY USERS CREDIT THE BRAND WITH BEING PREMIUM, TRUSTED, AND TRADITIONAL MORE FREQUENT SLOWER FASTER LESS FREQUENT 13

14 WHILE HUNT S PRIMARY USERS ASSOCIATE THE BRAND WITH BEING FUN, EVERYDAY, AND VERSATILE MORE FREQUENT SLOWER FASTER LESS FREQUENT 14

15 META4 INSIGHT: WHAT S DEFINING THE CATEGORY? RESOURCE CONNECTION TRANSFORMATION BALANCE 15

16 META4 INSIGHT: WHAT S DEFINING THE CATEGORY? RESOURCE CONNECTION TRANSFORMATION BALANCE AS VALUABLE AS GOLD FAMILY TIME BETTER LIFE A BALANCE OF FLAVOR This picture captures my feeling about ketchup because, to me, ketchup is worth more than gold. Without ketchup my life is a less enjoyable experience. When I think about ketchup I think about kicking back at home with family. The shoes are always the first to come off and ketchup goes with the hot dogs we will eat. Ketchup is like a pathway that leads to somewhere better in life. It makes life more interesting and makes food taste better. It adds balance to certain foods that I choose and love to eat. It gives a bit of extra flavor and goodness to certain things. 16

17 META4 INSIGHT: WHAT S DEFINING THE CATEGORY? RESOURCE CONNECTION TRANSFORMATION BALANCE AN ESSENTIAL TOOL COMING TOGETHER BETTER FOOD EMOTIONAL BALANCE This key describes ketchup as a tool to bring out the great taste and flavors in certain foods. If you lose the key you are locked out. Ketchup is about bringing people together. It reminds me of summer with the family, grilling. It s the first thing you put out for the barbecue. Green ketchup, red ketchup, all shades of rainbow. Ketchup brightens up food and enhances taste like crayons to a piece of blank paper. When I taste ketchup I feel like I m at a paradisiac beach enjoying that taste. I feel very happy, relaxed and calm. 17

18 META4 INSIGHT: WHO ARE THE CATEGORY USERS? THE INCLUSIVE THE ALL AMERICAN THE FAMILY FANATIC THE KID AT HEART 18

19 META4 INSIGHT: WHO ARE THE CATEGORY USERS? THE INCLUSIVE THE ALL AMERICAN THE FAMILY FANATIC THE KID AT HEART ALL OVER THE WORLD TRADITION A FUN TIME WITH LOVED ONES CAREFREE LIVING This ferry boat is made to carry many different kinds of people. People from all over the world put catsup on their many different kinds of foods. After a tough game who doesn t love a hot dog or hamburger to enjoy? It s an American tradition. I choose this pic because everyone in my family eats ketchup. We eat it on most meats. My kids love ketchup on hamburgers and hot dogs. Young at heart, enjoying the outdoors with plenty of carefree moments. Living life to the fullest. 19

20 META4 INSIGHT: WHO ARE THE CATEGORY USERS? THE INCLUSIVE THE ALL AMERICAN THE FAMILY FANATIC THE KID AT HEART FOR EVERYONE TO ENJOY AT THE BIG GAME SHARING HAPPINESS THE NEW GENERATION Children, parents, all people would enjoy ketchup. I chose this picture to illustrate the simplicity of ketchup. It just seemed to capture a moment where you would use ketchup. At a baseball game with your hotdogs. Almost every family uses ketchup so they probably have a bottle or more in their refrigerator at home. These individuals appear to be young and I see the younger generation growing up with fast food like burgers and fries. I see them using ketchup on their burgers and fries. 20

21 META4 INSIGHT: WHAT DIFFERENTIATES THE BRANDS? HEINZ HUNT S According to themselves According to Hunt s users According to themselves According to Heinz users THE KETCHUP CONNOISSEUR THE FOLLOWER THE HEALTH NUT THE NONCONFORMIST HEINZ HUNTS 21

22 META4 INSIGHT: WHAT DIFFERENTIATES THE BRANDS? HEINZ HUNT S According to themselves According to Hunt s users According to themselves According to Heinz users THE KETCHUP CONNOISSEUR THE FOLLOWER THE HEALTH NUT THE NONCONFORMIST A brick wall is sturdy, it knows what its job is. Likewise, a person who buys Heinz ketchup wants the best tasting ketchup for their meals. Someone who follows others. Not creative, follows instincts and is conservative. Prefers groups and is a follower not a leader. A person who wants to live a healthy lifestyle, exercising and taking time to do what is necessary to achieve the results they want. A person who uses Hunt's ketchup does not go with the crowd. They want something different, and that is what Hunt's ketchup is, different in taste and color. 22

23 META4 INSIGHT: WHAT DIFFERENTIATES THE BRANDS? HEINZ HUNT S According to themselves According to Hunt s users According to themselves According to Heinz users THE KETCHUP CONNOISSEUR THE FOLLOWER THE HEALTH NUT THE NONCONFORMIST This mom loves to grill burgers and franks for her son.. and if she really wants them to be great for him she knows she needs to use Heinz ketchup. She wants her child to have the best. This person uses Heinz because he is shackled to following trends and purchasing the most popular brand, regardless of whether or not he likes it. Someone who is health conscious, likes home grown ingredients, and likes the outdoors. Someone who is very caring and wants the best for the their body. This person is going to do things his own way when and how he wishes. The food he eats and how they are prepared is strictly according to his likings. 23

24 THE TRADITIONAL BRAND TRACKER REVEALS ONLY HALF THE STORY LEARNINGS FROM TRADITIONAL MEASUREMENTS ADDITIONAL LEARNINGS FROM META4 INSIGHT Heinz largely dominates the ketchup category Heinz more implicitly associated with Premium, Hunt s with Fun Heinz and Hunt s aren t very well differentiated at the attribute level Category more than just a necessity, but also a way to connect and transform, all while achieving a sense of balance Despite primary brand preference, category has a fair amount of brand switching Hunt s can set itself apart by leveraging the Nonconformist archetype 24

25 BUT META4 INSIGHT REVEALS THE REST LEARNINGS FROM TRADITIONAL MEASUREMENTS ADDITIONAL LEARNINGS FROM META4 INSIGHT Heinz largely dominates the ketchup category Heinz owns Premium Hunt s owns Fun Heinz and Hunt s aren t very well differentiated at the attribute level Category more than just a necessity, but also a way to connect and transform, all while achieving a sense of balance Despite primary brand preference, category has a fair amount of brand switching Hunt s can set itself apart by leveraging the Nonconformist archetype 25

26 META4 INSIGHT AS BRAND NAVIGATOR ACTIONABILITY Reveals more actionable data that allows brands to better differentiate EMOTIONAL LINKAGE Sheds light on the deeper, emotional linkages in consumers minds EARLY INDICATORS Diagnoses outliers to identify early warning signs as well as opportunities for growth MOBILE Mobile compatible and engaging for respondents to take 26

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