what does your brand stand for in the digital age ?
Post on 17-Jul-2015
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This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
We are a multi-national branding consultancy & marketing agency team inspired by the colour of prosperity, passion and love
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Since 2004 we create & shapeunique brand personalities to connect with customersin the digital age
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Connect with us at red.vn/team…
Ha TranChief
Accountant Dung Huynh
Brand StrategyConsultan
t
Uyen NguyenClient
Representative
Director
Chris ElkinManaging Director
Marc GoughChairman
Lennart SchabergCreative Director
Tra NguyenSenior
DesignerDammy AbdulkadriDigital Art Director
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How to create a distinctive Brand Personality to build long-term emotional connection with customers?
How to consistently communicate your Brand Personality to break through the clutter and connect with your customer in the digital age?
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Consumers are rapidly evolving their approach to choosing brands & purchase-behavior decisions
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We live in a brand-conscious & ‘digital age’ – that’s influencing every step in the consumer’s path-to-purchase
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Our customer’s path to purchase… (the ‘digital age’ now interrupts everything…)
Shopper Mass media In store purchase
Brand site
Search site
Social networks
YOUTUBE
In-store sales people
In-store media
Blogs
Online purchase
Mobile
Family + Friends
copy your productsimitate your sales promotionscut pricestarget the same customers…
Competitors can…
- Copy your products- Imitate your sales promotions- Cut prices- Target the same customers…
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But there is an extra way to…Compete more strategically…
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Brand asset
GROWTH…
Brand choice Price premium
Greater ROI
Your bonus! :-)
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A brand lives in the hearts and minds of consumers and is the sum total of what they experience & feel about a product & service
What is a brand?
Proposal
We believe people choose brands on their perception of it's reputation and it's unique ability:
To understand and satisfy their desires on a functional & emotional level
To express their personality
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Brands with strong personalities + emotional connection = succeed
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Brand Personalities that have a clear understanding of what they stand for, with focus & consistency - succeed
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So, how can you create and shape your own Brand Personality?
A 3-step process…
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Step One
Our proprietary 3-Step brand building approach
Understand yourBrandscape InsightsWe observe, meet, question & listen to your target customers, competitors and market place togain insights into your brandsdrivers and barriers.
Develop yourBrand PersonalityWe analyse and define why yourBrand exists, what your brand willstand for and how it will build an emotional connection with your target.
Create yourBrand ExpressionWe define how your brand personality will be expressed, consistently to appeal to yourtarget at ‘touch points’ that Matter most to them.
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Target Audience segmentation
?
??
?
?
?
?
Consumer-first: Demographic Geographic Psychographic Life-Stage Path-to-purchase
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Target Audience segmentation – trade or end consumer
aged30-36
Female-primary target- with 1-2
Children
Married
Director
Universitygraduate
A-A+Vy Nguyen Living & working in HCMC
“ I am always striving to improve myself and my family’s lifestyle.
I am looking for…”
View our full services at: red.tm/services
Team work-shoping - collate, document and analyze everything your team have learned…
Collate document & analyze
Proposal Name & Date
Step Two
Our proprietary 3-Step brand building approach
Understand yourBrandscape InsightsWe observe, meet, question & listen to your target customers, competitors and market place togain insights into your brandsdrivers and barriers.
Develop yourBrand PersonalityWe analyse and define why yourBrand exists, what your brand willstand for and how it will build an emotional connection with your target.
Create yourBrand ExpressionWe define how your brand personality will be expressed, consistently to appeal to yourtarget at ‘touch points’ that Matter most to them.
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If your audience can’t identify what your brand stands for, they won’t consider it.
“You can’t sell a secret.”
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View our full services at: red.tm/services
All strong brands need to create a Brand Personality Framework
to allow your team to align and design around a shared “Brand Proposition”
The Brand Personality Framework is the written foundation of your future brand
React – Creating a Brand Personality Framework
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7. Core Reasons to BelieveWhy should your customers believe what you say?
5. Core Brand ValuesWhat does your brand value the most? 9. Your Brand
Proposition
6. Core Brand PersonalityWhat personality characteristics does your unique brand have?
8. Your Brand Discriminators How is your brand distinctive from its competitors?
1. Competitive EnvironmentHow does your brand/ services fit in the market – what are the drivers and barriers to your brand success?
2. Target Customer SegmentsWho is going to buy or influence the choice of your brand?
3. Target Customer InsightsWhat’s the most valuable insight(s) we know about the target customers behavior?
4. Core Brand BenefitsHow will your brand/ services benefit target customers, partners and shareholders?
React – Creating a Brand Personality Framework – 9 key questions
Proposal Name & Date
Step Three
Our proprietary 3-Step brand building approach
Understand yourBrandscape InsightsWe observe, meet, question & listen to your target customers, competitors and market place togain insights into your brandsdrivers and barriers.
Develop yourBrand PersonalityWe analyse and define why yourBrand exists, what your brand willstand for and how it will build an emotional connection with your target.
Create yourBrand ExpressionWe define how your brand personality will be expressed, consistently to appeal to yourtarget at ‘touch points’ that Matter most to them.
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What grabs yourcustomers attention?
The Top 4 brand attention grabbers…
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2. Pack shape/ graphic shapes
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4. Wording/ typography/ numbers
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View our full services at: red.tm/services
Logo TreatmentsThis may include stacked, horizontal, small and large versions. It may also cover different colour amounts.
Do’s and Dont’sTreatments such as logo rotation, embossing, colour variation and glow effects are example of what you may want to avoid.
The Brand ColoursSupply PANTONE, CMYK, RGB and Hexadecimal values of the intended house colours. Consider what their associative colours are too.
House TypefacesYou may give examples of header fonts, secondary fonts and body fonts along with possible leading and tracking properties.
The Brand ImageryGiving examples of styles of imagery is crucial to maintaining brand consistency too. Remember to allow flexibility for brand evolution.
Create your Brand Identity Guidelines
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Connecting with your customers where they really are every day…
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Large shift to digital media across Vietnam
Increasingly connected on the go
Smartphone ownership in Urban
has gone from 30% in 2012 to 55% in 2014
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Time spent online…
VIETNAMESE SPEND
15,5
HOURS A WEEK TO
ONLINE MEDIA
40-49 yrs50 & above
Spend MORE TIME online each week
16- 20 yrs&
21-29 yrsSpend LESS TIME
online each week
2 IN 3 Online Vietnamese
79% WATCH
BROADCAST TV
WATCH ONLINE VIDEO
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Peer recommendations carry 10 times more weight than recommendations from salespeople…. social media could be 22% of marketing budgets by 2019 – U.K.”
Source: McKinsey
“
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ProposalProposal
CRM
content
Brand site
event
mobilecontentsocial
Licensed brand
paid searchOOH
radio
tv sponsorship
UGC
PR
blogsreviewsocial
news
mobile
content
ownedbrand
earned
consumer
paidmedia owners
camera
Proposal
Media touch points
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Read case studies at red.tm/work
Some case studies…
CredentialsVisit VietnamBusiness.TV for
Vietnam business insights, videos & research
Read case studies at red.tm/work
Big CBrand re-positioning
“Bigger than simply the best price”
CredentialsVisit VietnamBusiness.TV for
Vietnam business insights, videos & research
Read case studies at red.tm/work
Fristi“Re-gaining Fristi’s super-power
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Read case studies at red.tm/work
Marine Boy“Bringing Marine Boy to life – on-pack & on-line”
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Understand yourBrandscape InsightsWe observe, meet, question & listen to your target customers, competitors and market place togain insights into your brandsdrivers and barriers.
Develop yourBrand PersonalityWe analyse and define why yourbrand exists, what your brand willstand for and how it will build an emotional connection, trust and choice with your target.
Create yourBrand ExpressionWe define how your brand personality will be expressed, consistently to appeal to yourtarget at ‘touch points’ that matter most to them.
Our proprietary 3-Step brand building approach
Credentials Visit VietnamBusiness.TV for Vietnam business insights, videos & research
View our full services at: red.tm/services
Give your brand impact™
From first impression to action…
Checklist…
- Know WHAT your brand stands for first (Create your Brand Framework)- Have a clear FOCUS- CONSISTENTLY - CONNECT within customers at touch-points where your target audience really EXPERIENCE, discover and SHARE your brand to drive sales
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Thank you,we’d love to help you add impact™ to your brand
www.red.vn
chris@red.vn
Please visit: red.tm Visit VietnamBusiness.TV for Vietnam business insights, videos & research
Chris Elkin Managing Director
A UK Chartered Marketer and based in S.E. Asia for 14 years, Chris has helped to build many famous brands throughout the U.K., S.E. Asia and Vietnam.
Based initially in London, New York and then Singapore, Chris has held a number of big agency regional Asia-Pacific roles, with in-market experience ranging from Japan and Hong Kong to Singapore, Malaysia, Indonesia and Vietnam with brands including Tiger Beer, Levi Strauss, Citibank, Credit Suisse, Malaysia Airlines, Volkswagen and L’Oreal.
Chris came to Vietnam in 2005 managing the largest FMCG account in Vietnam. As partner and Managing Director of red, his active clients include a broad range of brands in the FMCG, Retail, Education, Personal Care, Healthcare, Real Estate and Financial Services categories, including partnerships with Unilever, VinaCapital, Viet Capital, VinaMilk, Friesland Campina, Diageo, Phu My Hung, LG Cosmetics, Kimberly-Clarke, Dulux, Big C, Commonwealth Bank, Liberty Insurance, Apollo English and Budweiser.
Connect with us at: red.tm/team
Visit VietnamBusiness.TV for Vietnam business insights, videos & research
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
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