BRANDING STRATEGIES. Terry Lee Stone. Week 2: Branding Elements & Lovemarks. Monday, September 21, 15

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1 BRANDING STRATEGIES Terry Lee Stone Week 2: Branding Elements & Lovemarks Monday, September 21, 15

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3 Brand Elements Brand Names Logos, Symbols, Characters Slogan / Tagline Jingle/Audio Cue URLs (point of digital contact w/ the brand) Packaging/Space (points of physical contact w/ brand) Marketing/Advertising/PR Materials Monday, September 21, 15

4 Brand Elements Brand Names: a well chosen brand name can make a huge impact on the success or failure of a brand. A Brand Name must reflect the company and its values Brand Names are hard to change once established. Naming Guidelines and Procedures: -Define Objectives -Generate a series of names -Screen initial candidates -Study and research candidates -Select final name Monday, September 21, 15

5 Brand Elements Logos, Symbols & Characters: should be recognizable, simple, memorable and appropriate. Must have a certain flexibility in order to evolve and/or be updated. Logos: Full names (word marks), acronyms, trademarks Symbols: Non-word marks without text, strong visual connection Characters: Real (celebrities, animals) or Fictitious (animated). Real can be risky and costly, but high ROI. Fictitious can be controlled, updated and stay relevant for years Monday, September 21, 15

6 Brand Elements Slogan / Tagline/ Catch Phrase: short phrases that communicate descriptive or persuasive information about the brand. It helps consumers understand brand s intention. Some Slogans have no literal meaning and multiple interpretations. These allow consumers to infuse them with their own meaning which they then connect to the brand. Slogans embody user imagery to help build awareness.if they get overused, the positive connections turn negative. Slogans are easy to alter, change and improve. Monday, September 21, 15

7 Brand Elements Jingles (songs, or snippets of songs) and Other Audio Cues: associate the brand with a sound. Not everyone is visual,and many consumer connect better emotionally with audio messaging. Jingles were made popular in radio and television advertising, but still persist because they can be very memorable. Another useful tool in creating awareness, especially if the Brand Name is repeated. Monday, September 21, 15

8 Brand Elements There are many Brand Touchpoints: URL (point of digital contact w/ the brand) Packaging/Space (points of physical contact w/ brand) Marketing/Advertising/PR Materials (digital & physical points) Monday, September 21, 15

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14 Exercise: Brand Elements Rating Think about your chosen brand for the Brand Book project. Rate the brand from 1-10 (1 is Low, 10 is High) in these areas: Brand Names Logos, Symbols, Characters Slogan / Tagline Jingle/Audio Cue Monday, September 21, 15

15 Exercise: Brand Touchpoints? Think about your chosen brand for the Brand Book project. What Brand Touchpoints would you utilize to better connect with the 20-something Target market? Monday, September 21, 15

16 Brand Equity The Value of a Brand September 2015 Monday, September 21, 15

17 Building Brand Equity Brand Equity: the value of having a well-known name brand based on the idea that the owner of the brand can generate more money from products with that brand name than from products with a less wellknown brand name. (It is the value of a brand.) This is based on the idea that consumers believe that a well-known brand is better than a less well-known brand. Brands are considered to be one of the most valuable assets a company has. Market share, profit margins, consumer recognition of Brand Elements, consumer perception of quality, are all aspects of Brand Equity that get studied and measured. Brand Equity is strategically crucial, but actually difficult to quantify. Monday, September 21, 15

18 Building Brand Equity Index Young & Rubicam, a marketing communications agency developed the BrandAsset Valuator to assess the power and value of brands. The agency surveys consumer perspectives along 4 dimensions: Differentiation: defining characteristics of the brand, distinctiveness from competitors. Relevance: appropriateness and connection of the brand to a given consumer Esteem: consumers respect for and attraction to the brand Knowledge: consumers awareness of the brand and understanding of what it represents There are others as well Monday, September 21, 15

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24 Tactics for Building Brand Equity Memorable: Easily recognized and recalled Meaningful: Descriptive & persuasive Likable: Fun, interesting, aesthetically pleasing. Rich visually and verbally Transferable: Within/across product categories, geographic boundaries and cultures Adaptable: Flexible and updatable Protectable: Legally and competitively Monday, September 21, 15

25 Exercise: Brand Equity? Think about your chosen brand for the Brand Book project. Rate the brand from 1-10 (1 is Low, 10 is High) in these areas: Memorable: Easily recognized and recalled Meaningful: Descriptive & persuasive Likable: Fun, interesting, aesthetically pleasing. Rich visually and verbally Transferable: Within/across product categories, geographic boundaries and cultures Adaptable: Flexible and updatable Protectable: Legally and competitively Monday, September 21, 15

26 Creating Connection Branding Strategies for Building Brand Equity September 2015 Monday, September 21, 15

27 Lovemarks Theory, practice and best-selling book developed by Kevin Roberts, CEO of advertising agency, Saatchi & Saatchi in the early 200O s. In an over-saturated world, Roberts thinks that brands are running out of juice and love is what is needed rescue them. Brands should become Lovemarks. Central questions: What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out? The answers are why consumers love certain brands. Monday, September 21, 15

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29 Lovemarks People want new emotional connections to cut through overwhelm (more choice, higher expectations,etc.) Humans are powered by emotion, not reason. Lovemarks connect with powerful emotions. The following are the key ingredients to create Lovemarks: Mystery: Great stories draw us together; a way to connect past, present and future; taps into dreams, myths and icons; and inspiration Sensuality: Sound, sight,smell, touch and taste are portals to emotion Intimacy: Commitment, empathy and passion that connect and drive loyalty Monday, September 21, 15

30 Exercise: Lovemark Connection? Think about your chosen brand for the Brand Book project. Rate the brand from 1-10 (1 is Low, 10 is High) in these areas: - Mystery: Great stories draw us together; a way to connect past, present and future; taps into dreams, myths and icons; and inspiration - Sensuality: Sound, sight,smell, touch and taste are portals to emotion - Intimacy: Commitment, empathy and passion that connect and drive loyalty Monday, September 21, 15

31 LOVE/RESPECT AXIS BRANDS LOW LOVE HIGH RESPECT LOVEMARKS HIGH LOVE HIGH RESPECT COMMODITIES LOW LOVE LOW RESPECT FADS HIGH LOVE LOW RESPECT Lovemarks Academic Monday, September 21, 15

32 Brand Book Project It s about experiencing Brand Strategy for yourself September 2015 Monday, September 21, 15

33 What is a Brand Bible or Book? A Brand Bible or Brand Book is a document that establishes distinct guidelines on how all aspects of a business (or product s) brand will be handled. It should establish the rules for creating a unified and identifiable presence for the brand. Brand Books inspire. Style Guides tend to details, typically about implementation of branding elements, like brand identity. Monday, September 21, 15

34 Assignment: Brand Book As an individual project in Weeks 1-5, you will be creating a Brand Book. The completed project will be due in class on Week 6. It should take the form of a book. Size, shape, exact contents will be up to you. You will write and design it as digital files. (It is not required that you produce an physical artifact.) The goal is to summarize the brand and create something that will inspire a creative team to develop a Brand Strategy to make this brand more appealing to 20-something art and design college students. Monday, September 21, 15

35 Assignment: Brand Bible/Book You may select any of Forbes Magazine s Top 10 Most Valuable Brands as the subject of your Brand Bible. Find them at: Monday, September 21, 15

36 Assignment: Brand Bible Content Your Brand Book will both inform and inspire the creative team. It must include these things in an interesting fresh way: Company Overview & History Basic Company/Product Statistics Branding Elements (no redesign of their Brand Identity!) Brand Vision (your initial framing of a strategy to connect with the target audience) Monday, September 21, 15

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53 Assignment: Brand Book Week 1 Brand Book Homework: Last week you researched Company Overview & History and Basic Company/Product Statistics. This week, summarize these things in a way that 20-somethings could get and appreciate. This copy will be used in your Brand Book. Last week you gathered Brand Identity assets (e.g. logos, taglines, typography, images, color palettes, copy tone/manner, etc.) This week, assess these as Brand Elements. Select the ones you feel are strongest in helping you position your Brand as a Lovemark. Draft word copy blurbs that tie your brand in with the Lovemark ideas of Mystery, Sensuality and Intimacy. Monday, September 21, 15

54 Additional Homework Read Lovemarks Academic Modules 1, 2 & 3 which you will use to help you write your Brand Book copy drafts. These PDFs will be at the class website. Questions? Contact me with questions: Terry Lee Stone: terry@terryleestone.com Thank you! Monday, September 21, 15

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