moviebeam brand development | september 12, 2006 beyondform.com | 323.667.3366 brand development...
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MovieBeam Brand Development | September 12, 2006
beyondform.com | 323.667.3366
brand developmentIntro [1]
Brand Positioning [3]
Messaging Hierarchy [11]
Creative Direction [30]
Target Synthesis [33]
Conclusion [37]
MovieBeam Brand Development | September 12, 2006
Introduction
Determine Brand Positioning and define Brand Values.
Develop and consistently apply Brand across channels.
Launch Conceptual Ad Campaigns utilizing Priority Messaging (including offer messaging).
Step 2
Step 1
Step 3
MovieBeam Brand Development | September 12, 2006
Brand Positioning
Brand Positioning
+ offerconvenience freedom variety
The MovieBeam brand can be defined and differentiatedby 3 primary values in order of priority.
MovieBeam Brand Development | September 12, 2006
positioning
MovieBeam = convenience
Brand Positioning
Easy to purchase online.
Easy to understand.
Easy to set up.
Easy to rent movies.
Easy to speak to a customer rep.
inherently (or by association) part of brand creativeexplicitly part of all campaign messaging (all channels)
MovieBeam Brand Development | September 12, 2006
convenience
Brand Positioning
associations Comfort
Accessibility
Delivery (brought to you)
Control
Familiarity
Friendliness
Opportunity
MovieBeam Brand Development | September 12, 2006
MovieBeam = freedom
Brand Positioning
Freedom from commitment.
Watch what you want, when you want.
Not tied to anything.
Literally and figuratively wireless.
inherently part of brand creative (interchangeable with convenience) explicitly part of all campaign messaging (all channels)
positioning
MovieBeam Brand Development | September 12, 2006
freedom
Brand Positioning
associations empowerment
autonomy
irreverence
joy
carefree
WOW
MovieBeam Brand Development | September 12, 2006
MovieBeam = variety
Brand Positioning
Something for everyone (within family).
Ever-changing lineup.
Constant stream of movies.
Variety within limited choices.
demonstrate explicitly as an element of ad campaigns and marketing collateral
positioning
MovieBeam Brand Development | September 12, 2006
variety
Brand Positioning
associations satisfaction
possibility
dynamism
discovery
fantasy
MovieBeam Brand Development | September 12, 2006
Offer = value
Brand Positioning
Value should be clearly demonstrated in the offer. TBD where MB falls on the scale between, Is it worth it? and, I must have it!
demonstrate explicitly as an element of ad campaigns and marketing collateral.
positioning
campaign messaging has previously positioned “value” over “convenience” and “freedom.”
note
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
Messaging Hierarchy
+ offerconvenience freedom variety
• on demand • in control • ease of use
MovieBeam Brand Development | September 12, 2006
Primary Brand Value:
Messaging Hierarchy
definition
convenience
primary assertion
MB eliminates obstacles between the customer and renting movies.
MB is the easiest way to rent movies.
placementHome page, all ad campaigns at top level.
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
convenience > Examples
examples
• Rent movies the easy way.
• The new, easy way to rent movies.
• There’s a new, easy way to rent movies this summer.
• There’s a new, easy way to catch the latest movie releases.
• Rent movies naked. Because you can.
Primary Brand Value:
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
definition
convenience = on demand
placement
MB allows you to rent movies on impulse. Watch anytime. No planning ahead.
Is concept of renting implicit? Or do we need to state it for clarification?
consideration
Interchangeable with convenience at top level,
or to reiterate convenience on second levels.
MovieBeam Brand Development | September 12, 2006
• Instant movies. • Still waiting for summer movie releases? Rent instantly with MovieBeam.
• Delivering movies at the speed of light.
• Beaming movies into your living room.
• Instant access to latest releases.
• Rent movies at the push of a button.
Messaging Hierarchy
examples
convenience = on demand > Examples
MovieBeam Brand Development | September 12, 2006
MB gives you control of what you want to watch, when you want to watch it. Allows to surf previews.Pause, fast-forward, rewind. Parental controls.
Messaging Hierarchy
definition
Interchangeable with convenience at top level. Or use to reiterate convenience on second levels; priority messaging in ad campaign.
placement
convenience = in control
MovieBeam Brand Development | September 12, 2006
• You’re in control.
• Movies on command.
• Take control of your movie rentals.
• Take charge of the movie-renting experience.
• Surf the previews.
• Movies your way.
Messaging Hierarchy
examples
convenience = in control > Examples
MovieBeam Brand Development | September 12, 2006
MB is easy to understand, hook up and use. Must answer question, What is it? Demonstrate it’s a service that requires the purchase of a product—easy to operate.
Messaging Hierarchy
definition
Interchangeable with convenience at top level, or used to reiterate convenience on second levels; priority messaging in ad campaign.
placement
convenience = ease of use
MovieBeam Brand Development | September 12, 2006
• All you need is the box.
• Just plug it in.
• Set up in minutes.
• Rent movies at the push of a button.
• No installation required.
• Is it cable? Is it satellite? No, it’s MovieBeam!
Messaging Hierarchy
examples
convenience = ease of use > Examples
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
convenience = ease of use > Clarifying Points
1. Always refer to product as a box–not a player.
2. Box itself is not a selling point. > messaging should not “sell” box as in: You get a box, antenna and remote!
clarifying points
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
convenience = ease of use > Counter Point
counter point
Why not call it a video store in a box?
- Easy to understand and remember. - Implies large library.
- Emphasizes product over service. - Doesn’t imply that it’s easy.- Links product to video store.- Coverage check >makes no sense for product.* - Implies large library > disappointment.
pro:
con:
*Part of current confusion/disconnect between marketing materials and online ordering.
MovieBeam Brand Development | September 12, 2006
Primary Brand Value:
Messaging Hierarchy
definition
freedom
primary assertion
MB provides freedom from fees = do not feel tied in or taken advantage of. Only pay for what you
watch. No risk, no hidden fees.
MB frees you from subscription fees.
placementHome page, all ad campaigns at second level. Always state no monthly fees to distinguish from subscription service or cable.
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
freedom > Examples
examples
• Only pay for the movies you rent.
• No monthly fees!
• No late fees.
• No hidden fees of any kind.
• 30 days risk free.
• Try it risk free.
Primary Brand Value:
MovieBeam Brand Development | September 12, 2006
Primary Brand Value:
Messaging Hierarchy
assertion/definition
variety
MB offers something for every member of the family.
placementShown on website (second or third levels), in ad campaigns as second—or third-level messaging. Does not need to be explicitly stated; can be asserted visually by showing variety of movies.
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
variety > Examples
examples• The movies you want.
• Something for everyone.
• Latest and popular releases.
• (Up to 10 new selections each week.)
• Plus previews and special features.
Primary Brand Value:
clarifying point100+ movies is not a selling point, but a fact to be stated.
MovieBeam Brand Development | September 12, 2006
The Offer =
Messaging Hierarchy
valuedefinition
primary assertion
Price of box (~one month of cable) and cost of rentals is comparable to competition.
MB provides demonstrable value for its cost.
placementTBD. May differ by distribution channel and ad placement.
Important to visually link price offer to box = what I’m paying for.
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
value > Offer Messaging
offer messaging
Only $49.99…after $50 cash back or credit
- Looks less expensive initially.
- Does it feel like a hidden charge when having to pay $99.99 at checkout?
The Offer =
pro:
con:
Only $99.99…including $50 credit or rebate
- What you see is what you get + more.
- Looks more expensive.
pro:
con:
MovieBeam Brand Development | September 12, 2006
Messaging Hierarchy
value > Movie pricing
movie pricing• Only $1.99 to $3.99 each.
• Starting at $1.99 each.
Always assert lower price first or exclusively.
The Offer =
• Free Shipping
• Free Activation (mention?)
- One more free item.
- Sounds like a subscription service
pro:
con:
other pricing
MovieBeam Brand Development | September 12, 2006
Facts vs. Selling Points
Messaging Hierarchy
• 100 movies.
• (10 movies added every week.)
• New releases.
• 24 hour rental period.
• HD capability.
MovieBeam Brand Development | September 12, 2006
Creative Direction
Creative Direction
more gender-neutral
more in line with target market
more emblematic of brand values
more engaging, dynamic and experiential
more fun!
overall goal, develop creative that is:
MovieBeam Brand Development | September 12, 2006
Creative Style
Creative Direction
visualsGraphic, photo-based or a blend.
Informal and friendly, with slight humor.
overall
colorsVivid and engaging.
verbal tone
Clean, clear, uncluttered, dynamic.
MovieBeam Brand Development | September 12, 2006
Technology-oriented.
Emphasis on a product > the service does not feel seamless.
Photography style—sterile and staged—does not speak to comfort.
Models choice (young, hip) is not in line with target market.
Abundance of text feels complicated and busy.
Not fun, engaging, or entertaining
Current Creative Assessment
Creative Direction
MovieBeam Brand Development | September 12, 2006
Target Synthesis
Target Synthesis
Male*
35 to 54
Married with Children
HHI 100K**
Target customer identified by primary research:
*Suspect current male/technology-oriented creative excludes women. **New pricing may appeal to lower HHI.
MovieBeam Brand Development | September 12, 2006
Target Market
Target Synthesis
MovieBeam library appeals to fans of popular releases—not to cinephiles.
Convenience, Freedomappeals to working adults w/ kids.(married; single-parent).
Varietyappeals to families or multi-person households.
Value (offer) appeals to middle-income households. (stay-at-home-movie-watching may be their primary form of family entertainment due to its affordability)
MovieBeam Brand Development | September 12, 2006
Market Segment
Target Synthesis
Renter willing to try a new servicee.g., Netflix subscribers (and defectors).
Since MovieBeam meets their needs by circumstance and personality (general and psycho-demographics), additional research is being conducted in this area.
MovieBeam Brand Development | September 12, 2006
Targeted Ad Campaigns
Target Synthesis
Promote affordable family entertainment.
Address individual members of multi-person household—e.g., harried mom, busy dad.
Highlight MB advantages in contrast to Netflix.
With new brand, develop specific ad campaigns that:
MovieBeam Brand Development | September 12, 2006
Conclusion
Conclusion
Consistent Brand = Foundation for Effective Campaigns
An effective campaign will:
Engage me emotionally/experientially > remind me of my need for this experience.
Show/tell me why MB is better at providing this experience.
Give me a good deal.
MovieBeam Brand Development | September 12, 2006
Campaign Directive
Conclusion
Does it conceptually articulate
MovieBeam’s top 3 brand values? Does the creative style (design and
language) appeal to target market? Does the offer demonstrate value?
Must ask of every ad campaign:
MovieBeam Brand Development | September 12, 2006
Example: Superhero Campaign
Conclusion
Top Emotional Level
Fun, engaging, entertaining, exciting.
Feels like a movie.
Demonstrates • Convenience Delivering movies at the speed of light. • Freedom Independence. Wireless. I can receive it anywhere in the city. • Variety Shows selection of movies. + Demystifies and explains technology.
MovieBeam Brand Development | September 12, 2006
What We Propose
Conclusion
Identify brand positioning and primary values. Develop brand out across channels based on creative direction and target synthesis. Develop ad campaigns that explicitly promote brand values and address target segments. Articulate offer within context of creative ad campaigns.
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