building powerful brand strategies: taking a fresh...

Building Powerful Brand Strategies:

Taking a Fresh Approach

TIM BENNETT CHIEF BRAND OFFICER, TDECU

“What makes a good CEO verbal, logical and analytical a left-

brainer.

What makes a good Marketing Executive visual, intuitive and holistic a right-

brainer.

These characteristics often result in conflicting approaches to branding ”

Corporate Officer Average Tenure

2004 to 2015

• CEO = 94.0 months • CFO = 68.6 months

• CMO = 35.6 months •  improved for 8 consecutive years •  however, decreased in 2015 - 4 months

I don’t understand who our target consumer is

I don’t understand what our Brand wants to stand for

I can’t easily describe our Brand Strategy for the Media, Investors, Employees

When will we achieve our Brand Strategy? How will I know? Are we making progress?

How do I know if this new Product, Promo Idea fits the Brand’s Strategy?

Brand Fit Failures “Brands are fiendishly complicated, elusive, slippery, half real-half virtual things.

When CEOs try to think about brands, their brains hurt.”

Brand Fit Lessons

Brand Fit Lessons

VW Phaeton = $72,000 BMW 7-Series = $68,500

Brand Fit Lessons

Brand Portfolio Lessons

Brand Portfolio Lessons

- 9 Brands

1. Short-term Waste - Products, Ads, etc. that don’t “fit”

2. Long-term Loss -  Revenue/Profitability -  Destruction of Shareholder Value

3. CMO Turnover - Instability in Direction

Weak Brand Strategies

• Data • Statistics

• Decisions • Descriptions

• Alternatives • Decisions • Descriptions

Current Methods Weak Brand Strategies

Traditional Methods

(unnecessarily) Complex

Imprecise (look very precise)

Brand Strategy

Business Strategy

and •  Brand Promise •  Value Proposition •  Unique Selling Proposition •  Brand Positioning Statement •  Brand Mission Statement •  Brand Values •  Brand Character •  Brand Personality •  Brand Benefits •  Emotional Connection •  and, so on

BRAND AThis brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally f riendly.

This brand provides the target consumer with a feeling of balance f rom having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard, in order to remain environmentally f riendly.

Liberal in it’s thinking and executions, this brand’s youthful character is one that is a leader when it comes to being the smart choice. It prides itself on being the perfect marriage of something that is good for the consumer and the environment in which they live.

BrandValues

Brand BeliefsΒρανδσ αρε

Brand CharacterΒρανδσ αρε φιενδισηλψ χομπλιχατεδ, ελυσιϖε,

Brand BenefitsΒρανδσ αρε φιενδισηλψ χομπλιχατεδ, ελυσιϖε, σλιππερψ, ηαλφ ρεαλ−ηαλφ ϖιρτυαλ τηινγσ

Target Consumer MotivationsΒρανδσ αρε φιενδισηλψ χομπλιχατεδ, ελυσιϖε, σλιππερψ, ηαλφ ρεαλ−ηαλφ ϖιρτυαλ τηινγσ. Ωηεν ΧΕΟσ τρψ το τηινκ

Competitive Frame of ReferenceΒρανδσ αρε φιενδισηλψ χομπλιχατεδ, ελυσιϖε, σλιππερψ, ηαλφ ρεαλ−ηαλφ ϖιρτυαλ τηινγσ. Ωηεν ΧΕΟσ τρψ το τηινκ αβουτ βρανδσ τηειρ βραινσ ηυρτ

Business Strategy


•  un-clear •  very fuzzy edges •  don’t define “what Brand won’t be”

•  un-stable •  new ideas added all the time •  often no “change control”

•  un-visual •  (almost) exclusively verbal •  risk too left-brained

•  un-measurable •  vs. Sister Brands •  vs. Competitor Brands •  vs. Self measure progress

“Spanning silos is, in my view, the marketing problem of our time.”

POWERFUL Brand Strategies

• • • • • 

Traditional Methods

Complex

Imprecise

New Methods

(more powerful) Simple

Precise (not off-putting)

• • • • • 

New Methods POWERFUL Brand Strategies

1.  Finding “open spaces” 2.  Re-positioning 3.  Separating Existing Brands 4.  Ensuring Cross-market Consistency 5.  Optimizing Parent Brand/Portfolio Brands 6.  Tracking Progress

Brand Strategy Use Cases

7.  Recruiting for Research 8.  Guiding Innovation 9.  Media Planning and Buying

Marketing Planning Use Cases

PROBLEMS • Demographic + BAV Data •  Interdependence Statistics

CURRENT PRACTICE

•  When I shop, I always look at prices first. •  I think a unique personal appearance is worth working at. •  Rapidly changing technology doesn’t intimidate me. •  I want to learn something new every day. •  I'm not sure if I am saving enough. •  I want to have fun today, I can’t worry too much about the future. •  I consider myself to be open-minded. •  I always read labels and lists of ingredients. •  The gap between rich & poor has always been around and always will be. •  Age, Gender, Income, Education, etc.

CURRENT PRACTICE

A predictively useful association is found in none of the 52 product categories for each set of covariates. This result is obtained by comparing the BIC of the constrained multivariate model with isolated binomial models the weight of evidence, here, favoring independence is striking.”

CURRENT PRACTICE

CURRENT PRACTICE

BRAND CHOICE

52 Categories

DATA A.  Demographics B.  Self Concept C.  Buying Style

D.  Beliefs/Attitudes E.  Opinions

CURRENT PRACTICE

52 Categories •  Pain Relievers •  Snack Cakes •  Beer •  Candy •  Orange Juice •  Toothpaste •  Paper Towels

•  Colas •  Frozen Entrees •  Cologne •  Insect Repellant •  Batteries •  Yogurt •  Floor Wax

•  Bleach •  Potato Chips •  Scotch Whiskey •  Soap •  Salad Dressing •  Eye Drops

+ 32 additional

CURRENT PRACTICE

Demos Self

Concept Buying Style

Beliefs/ Attitudes Opinions

Product Use 44/52 19/52 22/52 28/52 11/52

Frequency of Use 42/52 3/52 5/52 5/52 2/52

Brand Preference 0/52 0/52 0/52 0/52 0/52

Examples

Descriptors •  Age •  Gender •  Education •  Income •  etc.

Describes me: •  Affectionate •  Creative •  Stubborn •  Tense •  etc.

I tend to: •  Shop around •  Buy on impulse •  Read labels •  etc.

My views on: •  Government •  Saving •  Religion •  Health •  etc.

My views on: •  Happiness •  Conformity •  Spontaneity •  etc.

Evidence of Predictive Relationships

Quantitative Marketing and Economics 1, 223, 244, 2003. 2003 Kluwer Academic Publishers


CURRENT PRACTICE

DEPENDENCE-BASED TECHNIQUES Independent Variables Dependent Variables Predictive Variables Predicted Variables Predictor Variables Criterion Variables

CURRENT PRACTICE

INTERDEPENDENCE-BASED TECHNIQUES Independent Variables NO Dependent Variables

Interdependence Procedures

Analysis of Associations > 2 Variables

Dependence Procedures

1 Dependent Variable >1 Independent Variable

>1 Dependent Variable >1 Independent Variable

No Dependent Variable >1 Independent Variable

30+ Techniques •  AID •  CHAID •  CART •  ANOVA •  Multiple Regression •  etc.

5 to 10 Techniques •  Canonical Analysis •  MAID •  MANCOVA •  MANOVA •  etc.

10+ Techniques •  Latent Class Analysis •  Correspondence Analysis •  MDA •  Factor and Cluster •  etc.

CURRENT PRACTICE

“Custer analysis is often considered a ‘black art’ by both academic and practicing statisticians nor is there a generally accepted statistical definition for the procedure.”

(Neal 1989, A Comparison of 18 Clustering Algorithms Generally Available to the Marketing Research Professional, p.299)

CURRENT PRACTICE

CURRENT PRACTICE

•  BAV Data •  n = 1,000 Cases •  3 Factors •  3 Cluster Solutions

CURRENT PRACTICE

Case 224

Case 378

Case 136

CURRENT PRACTICE

CURRENT PRACTICE

CURRENT PRACTICE

D E M O S

BELIEFS and VALUES

Middle Americans

Progressive Elite

Self-Mades

Blue Collars

Populists

Social Liberals

Upwardly Mobiles

•  Interdependence Techniques software will evaluate thousands of 3-Segment Solutions

•  Thematically similar solutions will appear more often •  A recommended solution will likely be based on its

high degree of Reproducibility, e.g. 86% •  Scree Tests •  Eigen Values •  VariMax Rotations •  Heteroscedasticity •  Orthogonality, but

CURRENT PRACTICE

CURRENT PRACTICE

•  Based on Variables/Data which are not correlated with Brand Preference

•  Organized/displayed in a way that is not predictive in other words,

CURRENT PRACTICE


SOLUTIONS • Predictive Data • Dependence Statistics

CURRENT NEXT PRACTICE

What is a Brand? “ what the Brand represents may be rational and tangible or, more symbolic, emotional and intangible” “ the power of a brand lies in what resides in the minds of customers.”

“The intangible sum of a product's attributes: its name, packaging, price, history, reputation”

What is a Brand?

“A brand is a collection of images and ideas representing an economic producer.”

“Brand Positioning is what you do in the mind of the prospect.”

NEXT PRACTICE

rational, logical, and tangible

symbolic, intangible, expressive, visual, images

emotional

functional

Attributes Benefits

“resides in the mind” “in the mind of the prospect”

“collection of ideas” “intangible sum”

Brands = Ideas

NEXT PRACTICE

NEXT PRACTICE

“Most of the fundamental ideas of science are essentially simple, and may as a rule, be expressed in a language comprehensible to everyone.”

NEXT PRACTICE

•  Style •  Performance

Left Brain Right Brain Rational/Functional Expressive/Emotional

•  Honest •  Reliable •  Friendly

NEXT PRACTICE

•  Quality •  Variety

Left Brain Right Brain Rational/Functional Expressive/Emotional

•  Corporate •  Technical •  Reliable

honest reliable friendly

style performance

corporate technical reliable variety quality

n = 400

My IDEAL Brand

NEXT PRACTICE

rational, logical, tangible

symbolic, intangible, expressive visual, images

Attributes

original

Dimensions of Brand Personality

Journal of Marketing Research 1994

original

pedigreed

genuine

Dimensions of Brand Personality 604 Traits

42 Brand Personality Traits

Journal of Marketing Research 1994

30 Categories

5 Studies

NEXT PRACTICE



Attributes

Styling Performance Economy Comfort Safety Price Quality Environmental Flexibility

Asian Productivity Organization 1994


symbolic, intangible, expressive

Attributes 42 Traits 5 to 9 Traits

Asian Productivity Organization 1994 Journal of Marketing Research

1994

mutually exclusive collectively exhaustive

< 42 Traits 5 to 9 Traits

Asian Productivity Organization 1994 Journal of Marketing Research

1994

Segmentation Study - dozens or hundreds of bundles

+


SOLUTIONS • Predictive Data • Dependence Statistics


Interdependence Procedures

Analysis of Associations > 2 Variables

Dependence Procedures

1 Dependent Variable >1 Independent Variable

>1 Dependent Variable >1 Independent Variable

No Dependent Variable >1 Independent Variable

30+ Techniques •  AID •  CHAID •  CART •  ANOVA •  Multiple Regression •  etc.

5 to 10 Techniques •  Canonical Analysis •  MAID •  MANCOVA •  MANOVA •  etc.

10+ Techniques •  Latent Class Analysis •  Correspondence Analysis •  MDA •  Factor and Cluster •  etc.

NEXT PRACTICE

Best Service, Stable/Secure

Best Rates & Fees

Variety, Convenient

Young, Cool

Online/Mobile, Strong/Flexible/Local

Online/Mobile Sophisticated

Online/Mobile, Young/Cool

Variety, Convenient, Rates & Fees, Best Service,

Stable/Secure

NEXT PRACTICE

Variety Convenience Hometown Friendly

Most Stable Best Quality Corporate Respected

Best Rates Best Service Reliable Expert

Variety Convenience Hometown Intelligent

Best Rates Best Quality Cool Young

Segment 5 Segment 2 Segment 4 Segment 3

Segment 1

36% 25% 18% 11%

10%

Rational Attributes Expressive Attributes

NEXT PRACTICE

PROBLEMS • Based on BAV’s + • Long, imprecise, narrative Descriptions

CURRENT PRACTICE

CURRENT PRACTICE

D E M O S

BELIEFS and VALUES

Middle Americans

Progressive Elite

Self-Mades

Blue Collars

Populists

Social Liberals

Upwardly Mobiles

Jane is the art director at ad agency in Miami. Just after college, she spent two years in Europe working for an elite arts publishing company in Florence. And, that experience will probably positively color her perspective on her “Global Neighbors” for the rest of her life. Her spouse is a Physical Education teacher at a local high school. Jane’s proudly a liberal thinker and a long-time subscriber to the NY Times. She doesn’t feel as if anything is as smart and as safe as her hybrid vehicle. She’s currently undertaking a renovation project and enjoys having some cargo space in her vehicle for her trips to the Home Depot. All of her life decisions are well informed from the color of the dining room to the vehicle she drives. She is an enthusiastic internet surfer and stays in contact with her friends overseas

CURRENT PRACTICE

CURRENT PRACTICE

60% to 75% “Reproducibility”

86% Common

95% Typing Tool*

* n Factor Solution; employ Single Best Question to represent each Factor

PROBLEMS • Based on BAV’s + • Long, imprecise, narrative Descriptions

SOLUTIONS • Profiling Variables • Based on Profitability • Based on Attributes Similar to our Brand







36% 25%

18% 11% 10%

NEXT PRACTICE

Price-keteers HomeTowners Conservatives Techies Trendies






36% 25%

18% 11% 10%

NEXT PRACTICE

Price-keteers HomeTowners Conservatives Techies Trendies Profitability

Auto Loan

Mortgage

Home Equity Loan

Debit Card

Credit Card Freq.

CD

Retirement Acct

97

102

107

101

102

93

91

136

124

133

101

90

128

84

65

97

53

93

120

129

100

91

107

127

95

89

64

82

33

56

72

106

77

NA

88

Emotional Benefit 1

Emotional Benefit n

Func

tiona

l Ben

efit

1 Functional B

enefit n

Most StableBest QualityCorporateRespected

VarietyConvenienceHometownIntelligent

Best Rates Best QualityCoolYoung

Best RatesBest ServiceReliableExpert

VarietyConvenienceHometownFriendly

BAV1

BAV2

BAV3 BAV4

I tend to buy things on impulse

I carefully weigh options before purchasing The

gap

betw

een

rich

and

poor

will

alw

ays

be a

roun

d A

nyone can get ahead, with enough hard w

ork






PROBLEMS • White Card – or similar - Concepts • Limited Alternative Testing • Verbal only, lengthy, unstable, unbounded Descriptions/Summaries

CURRENT PRACTICE

BRAND POSITIONING A BENEFIT This brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally friendly. RELEVANCE This brand provides the target consumer with a feeling of having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard in order to remain environmentally friendly. CHARACTER Liberal in it’s thinking and executions, this brand’s youthful character is one that is a leader when it comes to being the smart choice. It prides itself on being the perfect marriage of something that is good for the consumer and the environment in which they live.

CURRENT PRACTICE

BRAND A This brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally friendly. This brand provides the target consumer with a feeling of balance from having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard, in order to remain environmentally friendly. Liberal in it’s thinking and executions, this brand’s youthful character is one that is a leader when it comes to being the smart choice. It prides itself on being the perfect marriage of something that is good for the consumer and the environment in which they live.

BRAND B This brand is a leader when it comes to safety and functionality. Every bit of every product feature and material is designed to serve a functional or safety purpose. This brand provides the target consumer with products that put their mind at ease due to their highest levels of safety and functionality. Simply put, this brand generates a feeling of peace of mind. This brand’s character is one that is forward thinking and unpretentious. Subdued in character, it has built a loyal following due to excellence in its product execution and personalized approach.

4.3BCD 3.8 3.6 2.9

BRAND D This brand is a leader when it comes to safety and functionality. Every bit of every product feature and material is designed to serve a functional or safety purpose. This brand provides the target consumer with products that put their mind at ease due to their highest levels of safety and functionality. Simply put, this brand generates a feeling of peace of mind. This brand’s character is one that is forward thinking and unpretentious. Subdued in character, it has built a loyal following due to excellence in its product execution and personalized approach.

BRAND C This brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally friendly. This brand provides the target consumer with a feeling of balance from having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard, in order to remain environmentally friendly. Liberal in it’s thinking and executions, this brand’s youthful character is one that is a leader when it comes to being the smart choice. It prides itself on being the perfect marriage of something that is good for the consumer and the environment in which they live.

Mean Appeal

Target Consumer Segment: Progressive Elites

n = 250

CAPS are significant at 95%

CURRENT PRACTICE

BRAND A This brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally friendly. This brand provides the target consumer with a feeling of balance from having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard, in order to remain environmentally friendly. Liberal in it’s thinking and executions, this brand’s youthful character is one that is a leader when it comes to being the smart choice. It prides itself on being the perfect marriage of something that is good for the consumer and the environment in which they live.


4.3BCD 3.8 3.6 2.9



CAPS are significant at 95%

> 157,000 Combinations

Mean Appeal

Target Consumer Segment: Progressive Elites

n = 250

CURRENT PRACTICE


CURRENT PRACTICE


BRAND AThis brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally f riendly.

This brand provides the target consumer with a feeling of balance f rom having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard, in order to remain environmentally f riendly.


BrandValues






•  un-clear •  very fuzzy edges •  don’t define “what Brand won’t be”

•  un-stable •  new ideas added all the time •  often no “change control”

•  un-visual •  (almost) exclusively verbal •  risk too left-brained

•  un-measurable •  vs. Sister Brands •  vs. Competitor Brands •  vs. Self measure progress

CURRENT PRACTICE

Brand

Values

Brand Beliefs

Βρανδσ αρε

Brand Character

Βρανδσ αρε φιενδισηλψ χομπλιχατεδ, ελυσιϖε,

Brand Benefits

Βρανδσ αρε φιενδισηλψ χομπλιχατεδ, ελυσιϖε, σλιππερψ, ηαλφ ρεαλ−ηαλφ ϖιρτυαλ τηινγσ

Target Consumer Motivations

Βρανδσ αρε φιενδισηλψ χομπλιχατεδ, ελυσιϖε, σλιππερψ, ηαλφ ρεαλ−ηαλφ ϖιρτυαλ τηινγσ. Ωηεν ΧΕΟσ τρψ το τηινκ

Competitive Frame of Reference

Βρανδσ αρε φιενδισηλψ χομπλιχατεδ, ελυσιϖε, σλιππερψ, ηαλφ ρεαλ−ηαλφ ϖιρτυαλ τηινγσ. Ωηεν ΧΕΟσ τρψ το τηινκ αβουτ βρανδσ τηειρ βραινσ ηυρτ

Brand

Values

Brand Beliefs

Βρανδσ αρε

Brand Character


Brand Benefits






Brand

Values

Brand Beliefs

Βρανδσ αρε

Brand Character


Brand Benefits






+ + Σ

Current Methods CURRENT PRACTICE

BrandValues






BrandValues






BrandValues






BrandValues






BrandValues






BrandValues






BrandValues






BrandValues






Market Space

Brand Portfolio 1 BrandValues






BrandValues






BrandValues






BrandValues






BrandValues






BrandValues






BrandValues






BrandValues






Brand Portfolio 2

Current Methods CURRENT PRACTICE

State of Marketing: What It’s Like in the C-Suite CURRENT PRACTICE

Current Methods BRAND A This brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally friendly. This brand provides the target consumer with a feeling of balance from having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard, in order to remain environmentally friendly. Liberal in it’s thinking and executions, this brand’s youthful character is one that is a leader when it comes to being the smart choice. It prides itself on being the perfect marriage of something that is good for the consumer and the environment in which they live.


4.3 3.8 3.6 2.9



CURRENT PRACTICE BrandValues






DEMOS

BELIEFS and VALUES

Middle Americans

ProgressiveElite

Self-Mades

Blue Collars

Populists

SocialLiberals

UpwardlyMobiles

If I had more time, I would write a shorter letter.

T.S. Eliot

CURRENT PRACTICE


SOLUTIONS • Model 000’s of Concepts for Testing • Visual Imagery rigorous! • Stable, bounded Descriptions







36% 25%

18% 11% 10%

NEXT PRACTICE

Price-keteers HomeTowners Conservatives Techies Trendies Profitability

Auto Loan

Mortgage

Home Equity Loan

Debit Card

Credit Card Freq.

CD

Retirement Acct

97

102

107

101

102

93

91

136

124

133

101

90

128

84

65

97

53

93

120

129

100

91

107

127

95

89

64

82

33

56

72

106

77

NA

88

Optimizers and Neighbors Target Segment: Hometowners 25% of market

NEXT PRACTICE Our

Brand?

NEXT PRACTICE

Analyst Input

NEXT PRACTICE

ç  Analyst Input

Variety Convenience Hometown

Friendly


NEXT PRACTICE

“You cannot buy farmers at a farmers market. It’s super-confusing.”

Dwight Schrute Champion Paper Salesman Dunder - Miflin

NEXT PRACTICE

NEXT PRACTICE



Attributes

Branded Section Q. 38 Choose the Interior that most closely matches:

Un-Branded Section Q. 17 Choose the Interior that most closely matches:

Attribute 3 Attribute 9 Attribute 17 Attribute 28

•  Animals •  Celebrities •  Interiors •  Lamps •  Shoes •  Heroes/Villains •  Place Settings

Imagery Categories •  Colors •  S/P Shakers •  Watches •  Men •  Women •  Sports/Games •  Activities

•  Interiors •  Sunglasses •  Packaging •  etc.

4.5

5

5.5

6

6.5

7

7.5

8

Rea

sona

bly

Pric

ed

Goo

d Va

lue

For T

he M

oney

Exce

llent

Gas

Mile

age

Rep

utat

ion

For G

ood

Cus

tom

er S

ervi

ce

Econ

omic

al T

o O

pera

te

Dep

enda

ble

Goo

d W

arra

nty

Prov

ides

A S

atis

fyin

g Sa

les

Expe

rienc

e

Nam

e Yo

u C

an T

rust

Exce

llent

Wor

kman

ship

Goo

d Sa

fety

/Pro

tect

ion

For O

ccup

ants

Last

s A

Long

Tim

e

Goo

d Lo

okin

g

Fun

To D

rive

Tech

nica

lly A

dvan

ced

Exce

llent

Han

dlin

g

View

ed A

s A

Lead

er, N

ot A

Fol

low

er

Exce

llent

Rid

e

Freq

uent

ly O

ffers

Dis

coun

ts A

nd D

eals

Spor

ty

Hig

h Tr

ade-

In V

alue

Has

Tre

nd-S

ettin

g Ve

hicl

es

Exce

llent

Acc

eler

atio

n

Pres

tigio

us

Luxu

rious

SATURN TOYOTA VOLKSWAGEN

NEXT PRACTICE A B C

n = 250

NEXT PRACTICE A B C

Which Set is ?

Brand Idea: n  Reliable

n  Quality n  Performance

n  Family

n  Up-to-Date

Set #1 Set #2 Set #3

Brand Idea: •  Family-Oriented •  Real •  Performance •  Hard Working •  Comfort &

Convenience

Brand Idea: •  Upper Class •  Successful •  Good Looking •  Comfort &

Convenience •  Quality

Brand Idea: •  Reliable •  Quality •  Performance •  Family-Oriented •  Up-to-date

Research Findings November 2015

14% 12%

11% 6%

11%

11%

8%

8%

11%

11%

28%

9%

11% 8%

14%

8%

8%

6%

6%

n = 99

Un-Branded Section Q. 17 Choose the Interior that most closely matches:

VarietyConvenienceHometown

Friendly

NEXT PRACTICE



Friendly

74%

69% 65%

Σ = 31% Unbranded

Σ = 22% Branded

41% 46% 63% 38% 72%

23% 41% 46%

51%

32% 28% 48%

25% Optimizers and Neighbors

I must be able to• enjoy ONE-stop banking• access the best online tech/tools• use convenient ATMs/branches

I want to feel more• Known• Capable• Optimistic

Target Segment:Hometowners 25% of market


Friendly

84% 68% 76%


Friendly

M. Ziegler une 2012 117

1.  Finding “open spaces” 2.  Re-positioning 3.  Separating Existing Brands 4.  Ensuring Cross-market Consistency 5.  Optimizing Parent Brand Portfolio

Brands 6.  Tracking Progress

Brand Strategy Use Cases

OPEN SPACES and REPOSITIONING Our

CurrentOur

ProposedComp’or

AComp’or

BComp’or

C

ClientBrand

A

Analyst Inputs

ClientBrand

B

ClientBrand

C

ClientBrand

Dand,

so on

XX % = UnBranded Market Potential(XX)% = Branded Consideration

SEPARATING EXISTING BRANDS

38.7%

13.6%

10.3%

8.7%4.3%

0%

20%

40%

60%

80%

100%

52.3

62.6

71.375.6

BrandIdea 1

BrandIdea 2

BrandIdea 3

BrandIdea 4

BrandIdea 5

% Market Reach(Purchase Consideration)

Attribute Attribute Attribute Attribute

SEPARATING EXISTING BRANDS






Parent and Sub-brand Relationships

CROSS-MARKET COORDINATION

“Dimensions of Brand Personality” J. Aaker •  USA, Japan and Spain •  Germany, Russia, China, Saudi Arabia, Brazil, India,

Korea, South Africa, Thailand

Other Markets •  Top Ten Nielsen DMA’s •  DMA’s 100 – 130






TRACKING PROGRESS Q. 3 “Using a 1 to 5 scale, how well does each of the following lists of attributes describe <<BRAND A>>?

A. B. C. D. E.

Current Quarter 4.35 Previous Quarter 4.23 Prior Year 4.07

7.  Recruiting for Research 8.  Guiding Innovation 9.  Media Planning and Buying

Marketing Planning Use Cases

“Reproducibility”

86% Concept Tests

95% “Typing Tool”

65 to 75%

RESEARCH RECRUITING






RESEARCH RECRUITING Q. 3 “Which of the following lists of attributes best describes what your Ideal Bank would be best known for?”

A. B. C. D. E.

Instructions: If Respondent answers “B”, then qualify

Optimizers and Neighbors





Friendly


Profitability

Auto Loan

Mortgage

Home Equity Loan

Debit Card

Credit Card Freq.

CD

Retirement Acct.

136

124

127

101

90

93

84






INNOVATION

74%

69% 65%

Σ = 31% Unbranded

Σ = 22% Branded

41% 46% 63% 38% 72%

23% 41% 46%

51%

32% 28% 48%

25% Optimizers and Neighbors





Friendly

84% 68% 76%


Friendly

INNOVATION


Friendly

Mean Fit

Rank

Fit

3.14

28%

3.75 56%

3.08

16%

INNOVATION


Mean Fit

3.19

3.83 Rank Fit 36% 64%

Former

Proposed INNOVATION


Mean Fit

3.27

3.71 3.39 Rank Fit 19% 54% 27%

Current Proposed 1 Proposed 2 INNOVATION


Mean Fit

3.58

2.98 3.37 Rank Fit 48% 19% 33%

Current Proposed 1 Proposed 2

INNOVATION


Friendly

Mean Fit

Rank

Fit

3.73

72%

3.09

28%

INNOVATION

MEDIA PLANNING AND BUYING •  MRI and Simmons will

“push” the Question to their Panels

•  or, do your own survey

+/- 8% - Confidence interval around 50% for base size n=186 at a 90% confidence level.

Top 50 Magazine Subscriptions or Read Weekly/Monthly by Index

G8 (n=186)

Index vs. Total Market

Top 50 Magazine Subscriptions or Read Weekly/Monthly by Index CONT

G8 (n=186)


Sky (Delta Airlines) 3.3% 1650 Macworld 3.8% 345Blender 1.3% 1300 Stuff 2.4% 343Gamepro 1.3% 1300 Autoweek 6.5% 342Outside 1.2% 1200 Game & Fish 2.3% 329Continental (Continental Airlines) 0.8% 800 Essence 1.5% 300Ebony 2.8% 700 Maximum PC 1.5% 300FHM 2.1% 700 Country Sampler 0.9% 300Vibe 0.6% 600 Fast Company 0.6% 300Tennis 2.1% 525 Health 3.5% 292Details 1.0% 500 American Heritage 2.7% 270Elle 4.2% 467 Flying 1.6% 267Cycle World 1.4% 467 Handy 2.1% 263WWE Raw Magazine 0.9% 450 Mary Engelbreit's Home Companion 1.3% 260Runner's World 1.3% 433 Men's Fitness 2.0% 250Esquire 2.9% 414 US Airways Magazine 1.5% 250Men's Health 5.2% 400 Street Rodder 0.5% 250Wired 1.6% 400 Playboy 5.0% 238Entrepreneur 0.4% 400 Smart Money 5.3% 230Hemispheres (United Airlines) 0.4% 400 Backpacker 0.9% 225Official US Playstation 0.4% 400 Super Chevy 0.9% 225Sierra 0.4% 400 GQ 2.0% 222Southern Accents 0.4% 400 ESPN The Magazine 6.4% 213Sports Weekly 0.4% 400 Automobile 4.8% 209Jet 1.5% 375 Soap Opera 3.0% 200Harper's Bazaar 2.2% 367 Saveur 2.8% 200

Top 30 Network Programs Watched in Typical Month Ranked by Index

G8 (n=172)


G8 (n=172)


TALKSHOW with SpikeFeresten 1.7% 1700 Identity 4.8% 369Eve 1.5% 1500 Notes from the Underbelly 1.1% 367It's Your Show 1.1% 1100 The Courier 1.1% 367Star Tomorrow 1.1% 1100 The Winner 1.1% 367The Loop 1.1% 1100 Twenty Good Years 3.1% 344Half and Half 2.0% 1000 One on One 2.0% 286All of Us 2.6% 867 Friends Frontline 1.1% 275Showtime At The Apollo 2.2% 733 Cooking with Julia 5.3% 252Kids' WB on The CW 2.1% 700 Girlfriends 1.5% 250Stacked 2.6% 650 Everybody Hates Chris 4.8% 240Shop 'Til You Drop 3.1% 620 Early Today 2.6% 236Soul Train 1.1% 550 Maury 4.7% 235Elimidate 1.5% 500 Last Call with Carson Daley 2.1% 233The Parkers 2.0% 400 Renovate My Family 1.1% 220The 700 Club 1.5% 375 Poker After Dark 2.8% 215

74%

69%65%

Σ = 31%

Σ = 22%

41% 46% 63% 38% 72%

23% 41%46%

51%

32% 28%48%

25%

84%68%76%


Friendly

Profitability

Auto Loan

Mortgage

Home Equity Loan

Debit Card

Credit Card Freq.

CD

Retirement Acct.

136

124

127

101

90

93

84






DEMOS

BELIEFS and VALUES

Middle Americans

ProgressiveElite

Self-Mades

Blue Collars

Populists

SocialLiberals

UpwardlyMobiles






Price-keteers HomeTowners Conservatives Techies Trendies

Optimizers and Neighbors

I must be able to• enjoy ONE-stop banking

• access the best online tech/tools

• use convenient ATMs/branches

I want to feel more• Known

• Capable

• Optimistic

Target Segment:

Hometowners 25% of market

Variety

Convenience

Hometown

Friendly


Attribute 1Attribute 2Attribute 3Attribute 4

BRAND AThis brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally friendly.

This brand provides the target consumer with a feeling of balance from having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard, in order to remain environmentally friendly.


BRAND BThis brand is a leader when it comes to safety and functionality. Every bit of every product feature and material is designed to serve a functional or safety purpose.

This brand provides the target consumer with products that put their mind at ease due to their highest levels of safety and functionality. Simply put, this brand generates a feeling of peace of mind.

This brand’s character is one that is forward thinking and unpretentious. Subdued in character, it has built a loyal following due to excellence in its product execution and personalized approach.

4.3BCD 3.8 3.6 2.9

BRAND DThis brand is a leader when it comes to safety and functionality. Every bit of every product feature and material is designed to serve a functional or safety purpose.

This brand provides the target consumer with products that put their mind at ease due to their highest levels of safety and functionality. Simply put, this brand generates a feeling of peace of mind.

This brand’s character is one that is forward thinking and unpretentious. Subdued in character, it has built a loyal following due to excellence in its product execution and personalized approach.

BRAND CThis brand is a leader when it comes to being both intelligent, and economical as it provides quality products at a reasonable price. These products are both functional and environmentally friendly.

This brand provides the target consumer with a feeling of balance from having made an intelligent decision for themselves and the environment. It provides all of the necessary functional characteristics such as space and power, without going overboard, in order to remain environmentally friendly.


BrandValues






Jane is the art director at ad agency in Miami. Just after college, she spent two years in Europe working for an elite arts publishing company in Florence. And, that experience will probably positively color her perspective on her “Global Neighbors” for the rest of her life. Her spouse is a Physical Education teacher at a local high school. Jane’s proudly a liberal thinker and a long-time subscriber to the NY Times. She doesn’t feel as if anything is as smart and as safe as her hybrid vehicle. She’s currently undertaking a renovation project and enjoys having some cargo space in her vehicle for her trips to the Home Depot. All of her life decisions are well informed from the color of the dining room to the vehicle she drives. She is an enthusiastic internet surfer and stays in contact with her friends overseas

5 KEY TAKEAWAYS

Know the details of your

Market Segmentation

Data Types and

Stats Methods

1 Use a Simple Language to

describe Target

Consumers and Brand Positioning

Quantify Visuals

2 State both what your

Brand wants to be and

what it does not want to be

Test many Alerternatives

3 Develop Fast Prototypes

and test for Fit

4 Track

progress toward your

Brand Positioning

5

QUESTIONS

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THANK YOU!

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TIM BENNETT [email protected]

979-900-5239

building powerful brand strategies: taking a fresh...

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