branding gender or gender branding: about branding through gender wagggs forum 26 september 2004...

Branding Gender or Gender Branding: about branding through gender

WAGGGS Forum

26 September 2004

Public Relations Consultant Michael Trinskjær

26 September 2004 WAGGGS Forum - Gender and Branding

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OverviewThree main topics

Branding as a concept Trends and tendencies

Defining the target group Youth culture Mapping your target group Creating identification Gender as a branding tool

Selecting communication channels Categories of media New media vs. traditional media The art of persuasion: tools and methods

Discussion

Your next steps Check lists for your own branding projects


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Branding as a concept


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Branding: clarifying the concept Branding is the communication of clear, unique and

unambiguous values through all internal and external activities of the organisation.

Marketing is a set of external communication activities aimed at strengthening the position of the organisation towards relevant target groups on the market.

Recruitment is a specific marketing activity aimed at increasing the membership by attracting new members.


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Branding: important definitions A brand is the essence of the values and the history of the

organisation; the red line in all activities

A brand is unique and not subject to the changes and variations of everyday life

A brand describes the internal values of the organisation and not the external appearance and features

A brand is the result of a deliberate and controlled process, where values are expressed clearly and consistently

Inconsistent communication will result in ”de-branding” and an unclear image


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Communicating values: prerequisites Must be an integrated part of the daily actvities of the organisation

Must be an integrated part of any transformation process

There are no easy solutions

Your habits and conventions must be challenged

It will be demanding and frustrating…and then it will be fun

…and remember: not everything is a communication problem


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Trends and tendencies:the youth community

Increasing consumer mentality Individualism Focus on personal gain and benefits ”What’s in it for me?”

The guide/scout movement is part of the entertainment industry Increasing focus on action and having fun – boredom is not an option It is legitimate just to want to enjoy and have fun Very tough competition on the ”fun leisure time market”

Competitors – who are we up against? Other youth organisations The music industry (concerts, CD’s, videos) The film industry (cinemas, DVD) Digital media (mobile phones, internet, computer games) The toy and game industry (Barbie, Bratz, Disney)


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Trends and tendencies:communication and media

Too much focus on appearance A new design, a new leaflet, and a new website are not enough

Too much focus on recruitment What about retaining the members that you already have?

Too much focus on the needs of the sender Needs and preferences of the target group are ignored

Too much focus on conventions and habits This is what we ”normally” do


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Trends and tendencies:scouting organisations Everybody knows your name…but nobody knows who you are

Public image affected by prejudice and ignorance The general public is not a priority target group

Declining membership Guiding and scouting is seen as old-fashioned Difficult to attract teenagers

A new generation gap More children – less teenagers – and too many leaders who are too old

Many diverse target groups with very different needs Guides/scouts in different age groups Leaders at many levels Parents Cooperation partners

A growing communication gap Old habits, hierarchies and structures diminish the effect of modern communication initiatives Can the activities of the organisation deliver on the promises made in communication

material?


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A first step towards ”real” branding

Define your USP = Unique Selling Position Know your market Know your target group Know your competitors Find your own spot…and stay there!

Create your platform Define your values – a clear and simple statement Define your activities – and focus on the target group Ensure consistency between values, target groups, and activities Ensure consistency between what you say and what you do

Goodbye to conventional thinking


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Defining the target group


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The young consumer: four categoriesNorth Poll: lifestyle survey – Nordic youth 10-24 years (source: zapera.com)

Quiet mice (21%) Introvert and insecure; majority of women; few friends; prefers to stay at home; watches TV

and reads books; the world is a scary place…but tries not to worry. Clothing preferences: Hennes & Mauritz, Vero Moda, The Gap

Clever owls (31%) Introvert and self-confident; few friends – but good friends; reads a lot of books; frequent

internet user, focuses on work, school, and politics; quite serious; interested in science; often many hobbies. Clothing: no brand preferences.

Exploring sheep (23%) Extrovert and insecure; prefers to go in a group; many friends…whom they copy, interested

in clothing and music; frequent user of digtial media (internet, DVD, computer games). Clothing preferences: Diesel, Jack & Jones, and Hummel

Social lions (25%) Extrovert and selfconfident; likes to go out – and stay out; many friends; likes sport and

shopping; frequent internet user, dedicated and ambitious at school and work. Clothing preferences: Nike, Diesel og Adidas


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Identification is the key

Being young is about self-realisation; about becoming whom you want to be (=identification)

Young people use products/brands to build or support their identity (=identification)

Products/services must provide a certain meaning for themselves and the user – products are not accepted or endorsed just for practical purposes (=identification)

Young people require influence, interactivity, and dialogue. (=identification)

Young people want a good story about prodcuts in order to use them to stage their own life (=identification)


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Identification through gender

Gender is a powerful branding tool Gender creates strong identification Strong identification creates strong values Strong values create powerful branding

Gender is a unique identification mark Creates preference among children (boys are stupid) Defines clear role models – and enables self realisation Reflects the fact that many leisure activities are gender specific – as well

as most commercial communication

Bridging the gender gap Strong gender focus in single sex settings may cause alienation among

teenagers Lack of gender awareness in co-educational settings may result in

unclear role models, weaker identification, and less powerful branding


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Selection of

communication channels


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Categories of media

Events og happenings Press coverage Advertising Digital media: internet, games, video/DVD, SMS-mobile phones Brochures, leaflets, and magazines Material for activities and educational purposes Outdoor media: posters, billboards, busses Merchandise – uniforms, clothing, equipment, accesories The daily activities in the organisation Networking – peer group marketing, schools, teachers, leaders

Traditional media vs. new media


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Traditional media vs. new media:an example

Peer group party girls….


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The art of persuasion: how far can you go? Images for identification

Name and logo must support identity Appearance: traditional, modern, fashionable Age-specific activities

Peer group marketing

Co-branding

Innovative merchandise

Non-guiding/scouting activities with a guide/scout touch CD with dance music Pinup calendar with male model

Never use innovative media just for fun Must be part of overall strategy For youth organisations branding is primarily for internal target groups

(=continuous branding towards members)


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Selection of communication channels:recommendations Meetings and activities are the primary branding tool and creator of identity

Other channes are merely supporting channels for meetings and activities

Peer group communication is the most important marketing and recruitment tool

Communication channels should reflect the overall structure and working methods

Many existing communication channels are a reflection of old structures and hierarchies

Communication channels should reflect the variety of target groups and their different needs – in terms of age…and gender!

Distinguish between channels used for communicating factual information and channels used to convey values and identity


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Next steps: checklists


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Analyse your communication flow How do we communicate about regular activities, seminars, training

sessions, camps, national jamboree, etc.?

How do we communicate towards different target groups?

Which channels work well – according to the target group?

…and which channels do not work well?

Which channels are we not using – and why?

Are there any ”missing” channels that have been requested by members?


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What are the existing leisure time habits of childen and youth? What do children and youth expect from their leisure time? What are the media preferences and habits of childen and youth? Which factors and values can motivate children and youth to be

active in a scout and guide association? How much will children and youth commit themselves to working in

an association? What is the awareness and knowledge of the association among

children and youth? What is the image of the association among childen and youth? What barriers do children and youth have towards the association? How and when would children and youth prefer to be contacted by

the association? What should the association do to appeal better to children and

youth?

Questions for a market analysis


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How to define target groups

Describe the following Demographic data (gender, age, education, profession, etc.) Geography: large city, provincial town, village, countryside Category on the ”compass” Values – what do they like and dislike? What are their media preferences?

Start with… Existing members…how can you describe them?

Go on to… Potential members…are you missing any groups that you can easily

reach out to?


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Tools for analysis

Quantitative data Existing research and scientific reports Statistical material from the National Bureau of Statistics Questionnaires among members – both existing members, past

members, and potential members Conduct your own telephone survey

Qualitative data Workshops Individual interviews Focus group interviews SWOT-analysis (strengths, weaknesses, opportunities, threats)


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The final word

Kill your darlings

branding gender or gender branding: about branding through gender wagggs forum 26 september 2004...

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