Explosive Material Ahead

LE

Enter
at your
own risk.

Like all cats, this one too

was having a great time painting
the town green. The rat next
door, ambled across
to her and struck up
a conversation.

It's branding, dude.

Its branding.

How
come
you
arepay
considered
a
How
come
people
money
to
How
Dude,
come
you live
come
in apeople
warm
cute
little How
animal,
while
I am
have
you,
while
they
are
trying
home,
consider
and
I
me
have
a
nuisance,
to
stay
in
and
the
considered to
creepy
and
kill
me?
sewer?
you
a
pet?
disgusting

A strong brand strategy makes the

competition go round and round
like headless chickens..

This is horizon.
(if you didnt know!)

And, then fade away into the horizon.

Have strong Brand Strategy in place.

OR QUIT
THE MARKET!

Branding at its best!

SAMA
OB
Its just one letter that makes it better.. Or bitter!

Thats why, dear friends, the best products bomb in the market.

Delusion No1: My brand is 0n a flying start.(Oh really!)

But, heres the clever brand!

The others are dead. RIP.

And, heres where the rubber
meets the road!

AAgood
bad Brand
Brandstrategist
Strategist
has
doesnt.
his eyes open

Entering a highly risky market without proper and adequate branding

is just
as dumb as
entering a fire
without proper and
adequate
protection.

Other problem: somebody may get hold of the wrong hose.

is just
as dumb as
entering a battle
without proper and
adequate
protection.

Other problem: somebody may get hold of the wrong gun!!

Lets talk about branding

BRAND ASSOCIATIONS OR BAS

Dude, wheres the 4th P?

The basic building blocks of brand identity.

To reinforce the BAs

Brand Strategist uses
various
Internet
Public
Sales
Sponsorships
Direct
Promotion
Advertising
Relations
Mail
marcomm
tools.
Events
advertising
Packaging
Publicity
Place
Management
Price

3Ps

BA

BA

Promotion

BTL

BA BA
BA

PORT (ATL)

BA

BA

BA
BA

B
BA

BA
BA

B
BA

SO,
WHAT
ARE
THOSE?

But, not all BAs are in my hands.

Lets take a look.

Intrinsic

Unexpected

Company-Created

Customer Initiated

Advertising
Publicity
Sales Promotion
Personal Selling
Direct Marketing
Sponsorships

Interactions with a brand

when buying or using
the brand.

Company-Created

Events & Exhibitions (Promotions)

POP &
Merchandising
Word of Mouth
E-Marketing
Corporate Identity

Usually connected
with customer
service

Customer Initiated
Whenever a customer
contacts a company
Dissatisfied
Customer

Complaints
Stakeholders

Enquiries

2. Intrinsic touch points.

3. Unexpected touch points.

4. Customer-Initiated touch
points

Cannot be controlled

But, we can influence them.

1. Company-created touch
points.

BAs of Lifebuoy
BA1

BA4
BA3

BA2

BA7
BA5

ANTI-BACTERIAL

BA6

BA8

smell
Highlighted in the Marketing Communications
(i.e. ATL+ BTL + 4Ps)

BRAND IDENTITY
BA1

BA4
BA3

BA2

BA7
BA5

ANTI-BACTERIAL

BA6

BA8

smell
Highlighted in the Marketing Communications
(i.e. ATL+ BTL + 4Ps)

BRAND IMAGE
BA1

BA4

BA7

BA9

BA2

BA10
ANTI-BACTERIAL

BA6
BA8

Dadima always
Said Lifebuoy
Is good
For my skin.

I think
Its a soap
for poor
people.

BA3

BA5

smell

SEC A
Income : Over 2 lakhs pm
Occ: Fashion Designer
Interests: i) Men
ii) Men
iii) And more men
Male

SEC B
Income: Rs 30,000 pm
Occ: Export Exec
Interests: i) Sports
ii) Outdoors
iii)Movies

Gay

Female

SEC A
Income : Rs 60,000 pm
Occ: PR Professional
Interests: i) People
ii) Writing
iii) Plays

Weak BAs are not

perceived by
Consumer at all
BRAND
IDENTITY

BAs

Extremely
Weak BA

Weak BAs
are perceived but
the filtering process
of the Brain
distorts them.
BRAND
IMAGE

Weak BA

PERCEPTUAL
SPACE

After 4 years.

Aaarey! Kya ho gaya?

BAs

(BRAND ASSOCIATIONS)

TOUCH POINTS OF PURCHASING & USING

TOUCH POINTS OF ATL + BTL

Well do BRAND TEST on soaps

and see if we can guess which soap
it is by merely feeling, touching
and smelling it

Strong BAs show up

strongly
in a Blind Test.

1. Focus
2. Focus
ocus
3. Fu

somethin

Im a digital geek
(and I tell the whole world about it)

Im a good cartoonist
(but shhh! I dont tell anyone)
Pssst! Im great with electronic stuff
(but I havent told a soul)

Did I ever tell you I am a prolific writer?

(No never, never, never!)
And Ive got an extremely talented tongue
(tho only my girlfriend knows about this)

I dont want people to

look at me like this

Just be something to
somebody.

Didnt ya mama ever tell you

You cant be everything to everybody. Thats it.

Dont be everything to everybody!

By being different, different, different, different

different,
different,different,
different,different,
different,different,
different,different,
different
different, different, different, different, different
different, different, different, different, different
different, different, different, different, different
different, different, different, different, different
different, different, different, different, different
different, different, different, different, different
different, different, different
different, different, different
different, different, different, different, different
different, different, different, different, different
different, different, different, different, different

different,
different,
different,
different,
different,

different,
different,
different,
different,
different,

different,
different,
different,
different,
different,

different,
different,
different,
different,
different,

different
different
different
different
different

Did you notice

that one of the differents
was different
from the other differents
in
a different way?

HARD
WIRED
We have been

to notice only what is

by the Good Man in Heaven

Different.

So,
STEP

DIFF
ERE
NTI
ATE
BY STEP

learn to

BY STEP

BY STEP

BY STEP

Differentiate
to be
noticed

People
Place
Product

MARKETING STRATEGY

Price
Pkg

DSTP
POSITIONING
DIFFERENTIATION
TARGETING
SEGMENTATION

Promotion

DIFFERENTIATED!

Suppose Pepsi has a smallest sized can in the market.

See, what I mean, guys?

Then, as Brand Manager you tell the world about it.

Let your creative juices flow.

Raise the noise level.

Wake them up with your messa

See, what I mean, guys?

See, what I mean?

Spontex is super absorbent, better than

any other available in the market.

LOOK AT WHAT THE AD AGENCY GUYS DID TO HIGHLIGHT

VOLVOS SAFETY ATTRIBUTE.

find it in the ingredients:

Find it in the manufacturing process

Differentiation
labeling
Brand name
(King Fisher)

Packaging
(Axe)
Advertising
(Fevicol)

Quality
(Pilsbury Atta)
Distribution

PRODUCT DIFFERENTIATION
In what way are my product features different
from other competing brands.

Many fancy designs

Zenith

Built-in water cooler

Fill it, shut it, forget it

Good signal strength

Fiskars uses a special

kind of st
e
e
l

Why some shoes have removable

inner soles

Special plastic.

special kind of
insulation.

Special formulation

PLACE

Big Kids Kemp

Largest retail store for kids wear in ASIA

Sorry! Only at departmental

and grocery shops!

PRICE

HIGH

PRICE RANGE

(premium)

(economy)
LOW

PACKAGING

dark spirit (whisky and rum) based

flavoured RTDs
Need to distance itself from oversweetened, colourful, fruity RTD's (
effeminate).

Macho Image
Five Cowboys
Bold Typeface
Colurs

The logotype was

refined to have a more
energetic and modern
feel. The inner images
were carefully directed
to portray the
immensely more
aspirational concept of
sexuality within a
meaningful relationship
as opposed to sexuality
for the sake of it.

The red wave was devised

to inject the brand with strength
and a vibrancy that one could
truly associate with Indian tea

Embroidery was seen

as old fashioned.
A new logotype was
developed for the Stitch Kit
that was visually integrated
with the
Anchor Brand, dramatically
improving visibility and
memorability.

winey beer
slightly sweet taste
and fruity aroma
strong and
smooth
New category

The icon developed

to convey the
natural feline grace
and strength of the
Jaguar, reinforced
product attributes.
Colour used to cue
the slightly sweet
and malty taste. The
cut label clearly links
Jaguar to beer
category.

PROMOTION

People
Place
Product

MARKETING STRATEGY

Price
Pkg

DSTP
POSITIONING
DIFFERENTIATION
TARGETING
SEGMENTATION

Promotion

However, that

DIFFERENTIATION

Must be RELAVANT, MEANINGFUL

For instance,

For instance, there would be no use of

A toothbrush with a pencil sharpener at the
other end!

DOES YOUR PACKAGING GIVE TWO DIFFERENT MESSAGES?

One this.

And one that.

If your brand isnt different:

Step 1: Dig a 6 by 2 foot hole in the ground (See diagram)
Step 2: Throw your undifferentiated brand into the hole.
Step 3: Throw yourself in after youve thrown your brand.

Its time to look at

BRAND

Rs
Rs

Rs
Product Line Extension Strategy

Rs

Rs
Rs

Rs
Product Line Extension Strategy

Rs

Multi-Brand Strategy

A
H

D
E

Protect major brands by Flanked Brands.

Capture all segments.
Visibility
Increase shelf Space

Multi-Brand Strategy
A
H

D
E

Ultra
Premium

Economy

Ultra
Premium

Surf Excel

Economy

Surf Ultra

Wheel

EasyWash

Ultra
Premium

Perk

Economy

Brand Extension strategy

A1

A2

A8

A7

A3

A6

A4
A5

Product Flanking Strategy

Mother brand

Extended Brand

Another reason of de-focus..

Brand Extension

Mother Brand

Extended Brand

WHY?

Because it diffuses & confuses.

HERES A
GOOD EXAMPLE
FORM HISTORY.

MOTHER BRAND

EXTENDED BRAND

END

Fuck you!

Some small brands arent afraid of the big ones.