Understanding the BBC brand

Jane LinghamDirector, BBC Brand

What I’ll cover todayWhy do we care about brands at the BBC?

What drives approval of the BBC brand?

How we organise our brand portfolio

Why do we care about brands at the BBC?

77%Informative documentary on

his role and achievement

53%Ex-girlfriends and servants

dishing the dirt on him

“The unknown Prince Charles”

X 9

X 11 & 46

X 10

The Masterbrand

Our service brands

Our content brands

An approach to organising the current BBC brand portfolio

Slide 10

The BBC brand network – some points to note

2 – We’ve deliberately created a network

…not a hierarchy (although there are implications for prioritisation within the

network)

1 - We refer to things in the network as ‘properties’ as not all the genres/service/products in the portfolio are brands

Slide 11

The BBC brand network – some points to note

All our properties fall into one of 3 categories, according to the role they play for audiences

1 Variants of the BBC Primarily for driving

BBC reputation through genres or giving people more control. A facet of the BBC overall, strongly

linked to the BBC in values and identity e.g.

BBC Drama

2 Sub-brands of the BBC

Primarily help audiences navigate the portfolio but can also drive reputation.

Have an identity and (potentially) values which are further away from the

BBC Masterbrand e.g. Radio 1

3 BBC Content/ experiences

The things people consume e.g. Dr Who.

The foundations on which the variants, sub-brands or the Masterbrand are

built.

Slide 12

The network – designed to drive credit back to the BBC

GOLD STAR BRAND

GOLD STAR BRAND / BRAND

BRAND

BBC VARIANTSThe role is to

drive our reputation

BBC SUB-BRANDS

Properties which drive choice of

content

BBC CONTENT / EXPERIENCESProperties which people consume

BBC CONTENT / EXPERIENCESProperties which people consume

Slide 13

The populated network with our properties but we need to refine

GOLD STAR BRAND

GOLD STAR BRAND / BRAND

BRAND

BBC VARIANTSThe role is to

drive our reputation

BBC SUB-BRANDS

Properties which drive choice of

content

BBC CONTENT / EXPERIENCESProperties which people consume

BBC CONTENT / EXPERIENCESProperties which people consume

NHDRAMAARTSBBC LIVEBBC STOREREALITY TVFACTUAL /DOCSMUSIC

ENTERTAINMENTCOMEDYFOODPLAYLISTEREDUCATON / K&LRELIGIONLIFESTYLEFACT-ENTSEDUCATION

BRANDING

OPEN MINDS

We need to break these categories down further to be useful. We’ve done this using the following criteria;

PERFORMANCE DATA

(INC SEM- the cogs)

OUR PUBLIC SERVICE PRIORITIES

A TOTALPORTFOLIO VIEW

We need to break these categories down further to be useful. We’ve done this using the following criteria;

PERFORMANCE DATA

(INC SEM- the cogs)

OUR PUBLIC SERVICE PRIORITIES

A TOTALPORTFOLIO VIEW

There are 9 drivers of public approval for the BBC

Relative consumption

Willingness to pay

Value for money

Support for the licence

fee

Relation-ship with BBC

brand

Range and

quality

Trust

UK culture

& global rep.

Feelings about BBC

overall

We need to break these categories down further to be useful. We’ve done this using the following criteria;

Which gives us 3 sub-groups

PERFORMANCE DATA

(INC SEM- the cogs)

OUR PUBLIC SERVICE PRIORITIES

A TOTALPORTFOLIO VIEW

Slide 18

We need to break these categories down further to be useful. We’ve done this using the following criteria;

Which gives us 3 sub-groupsCatalysts for driving

mass changeeither by enhancing

our reputation or consumption

Catalysts for driving targeted change

either by enhancing our reputation or consumption

Properties unlikely to drive wholesale change

Help maintain current objectives, but are not catalysts for

enhancing our reputation or driving consumption

PERFORMANCE DATA(INC SEM- the cogs)

OUR PUBLIC SERVICE PRIORITIES

A TOTALPORTFOLIO VIEW

Best content(Creativity)

Telling a bigger story

about the BBC

highlighting our

key genres & events

Best new ways(Innovation)

Telling a bigger story

about the BBC

highlighting our

innovations

For everyone(Audiences)

Maximising audiences for

all our content

(with focus

on under-served)

And overlaid the three pillars of the business strategy …

MARKETING FOCUSED ON DRIVING REACH

MARKETING FOCUSED ON DRIVING REPUTATION

Slide 20

Our network - once we’ve prioritised properties likely to drive change

GOLD STAR BRAND

GOLD STAR BRAND / BRAND

BRAND

BBC VARIANTSThe role is to

drive our reputation

BBC SUB-BRANDS

Properties which drive choice of

content

BBC CONTENT / EXPERIENCES

Properties which people consume

BBC CONTENT / EXPERIENCES

Properties which people consume REPUTATION DRIVING -FOR ALL

REPUTATION– UNDERSERVED

REPUTATION DRIVING OPINION FORMERS AND ABC1 55+

REPUTATION DRIVING FOR ALL

REPUTATION DRIVING – UNDERSERVED

REPUTATION DRIVING– OPINION FORMERS AND ABC1 55+

AUDIENCESREACH DRIVING FOR ALL

REACH DRIVING - UNDERSERVED

CREATIVITY

INNOVATION ONLINE, MyBBC

REACH DRIVING – OPINION FORMERS AND ABC1 55+

How we will use the BBC Brand network

To provide focus for the marketing plan this year and beyond –inform 15/16

To help us understand what services/genres/products to use to evidence in our corporate marketing

Inform ongoing decisions about M&A investment/portfolio management

Slide 22

“Most brand strategies end up being a penetrating insight in the blatantly obvious”.

– Brad Jakeman