BRAND PLANNING ROADMAP

THE ROAD TO DIGITAL SUCCESS!

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BRAND PLANNING VS COMMS PLANNING

Brand ArchitecturePositioningPersonality

Tools for Communicating IdeaIDEA

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Is digital marketing so different that a new model is needed?

Or can conventional brand planning models work?

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Typical Comms Plan

TV

Outdoor

BTL

Digital

Print

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Typical Digital Comms Plan

Digital

Outdoor

BTL

TV

Print

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Typical Urban Consumer Journey@ideawala

?So what does it all mean?

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From making your brand work in the digital domain ….

….to digital branding

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KAPFERER’S PRISM

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• Physique:– This is the recognizable physical aspect of the

brand. – In terms of digital marketing, this expands to

include the online spaces that the brand inhabits and the community and brandosphere that is nurtured and developed by the brand.

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• Personality:– The brand’s character. – When communication is expanded into the virtual

world, personality, values and tone of voice become all the more important. All interactions in hyper-space, whether games or blogs, need to have the same personality. Once the personality has been set, there would be many things that the brand cannot do online just like, based on personality, people decide what to do and who to hang out with.

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• Culture:– The system of values that the brand inherits from

the company.– In virtual terms, this becomes all consuming, as

the corporate entity needs to sort out its presence online, and to decide how the brand will communicate with the TA. Company values are being constantly assessed at all times by consumers before and after the purchase.

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• Relationship:– The relation between brand and consumer, and also between

consumers, and how the brand facilitates this relationship. – In the virtual world, of course your brand could be facebook,

and be the ultimate facilitator of relationships, or you might have to work at building a relationship with consumers. Here, an interesting tribal insight comes into play: Everyone does not have to be playing the same role to be friends, in fact in a functioning tribe different people play different roles. Hence, it is not essential for the brand to be an exact replica of its target audience in personality terms in order for it to have a good relationship.

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• Reflection (of the consumer):– This is the stereotypical user of the brand. – In Kapferers model, it is important for the brand

manager to know who the ideal consumer really is, and to focus communication on this consumer.

– Online there will be many groups of consumers who will engage with the brand, but the reflected consumer is the one who the brand should seek to target, and this reflected consumer should be used to engage the other groups. Brand advocates and bloggers with the right personas can be used to engage online audiences here.

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• Self-image:– The mirror the target group holds up to itself. – The ideal self of the consumer. Brands must find

and talk to the ideal self. In the virtual world most people put on their ideal self on display, and so brands who connect in the avatar affected world will be the most likely to succeed.

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Brand Idea

Brand PersonalityHygiene

Opportunistic

Social digital triad

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