Building Brands Online

Sander Janssens Msc Online Branding International Week Katowice 2011

Sander Janssens Msc Online Branding International Week Katowice 2011

Day Course planning General Exercises

1 Introduction, Customer insight, basic brand knowledge

A1 Intro, team, brand/product, blogA2 Brand analysis, buying behaviour A3 Postioning, Brand system A4 Persona, moodboard

2 Brand key, Old Spice campaign case, On line Tools,

B1 Brand key B2 Old spice campaign analysisB3 Online tools vs communication goalsB4 Online tools vs product classificationB5 Examples online brand campaigns

3 Grande finale C1 Goals / metricsC2 Planning a campaign C3 Present complete online brand campaign

Individual assigment English marketing article + comment

IdentityWhat identity is the brand ?

Model

Product / service /

brand

Segment 1

Competitor 3

Segment 3

Segment 4

Segment 5

Competitor 1

Competitor 2

Segment 2

(online) Marketing – communication tools

Target

No target

Research decision process buying behaviour

Proposition(promise to the consumer )

Image How is the brand percieved ?

Communicationgoals

“Market”

Budget

“Consumer insight Nintendo Kids”

• There are the growing number of youths who spend more time indoors playing video games than outdoors getting grass and ground-in dirt stains that generate challenging laundry problems.

• For those challenges, Unilever markets four of its regional brands -- Persil, Skip, Via and Omo -- under a common "Dirt is Good" logo and positioning.

• "The proposition is based on the fundamental insight that giving children the ability to get dirty and experience life as part of the growing up process is healthy for their development and gives moms the freedom to say, 'I can let my children get dirty without worrying about whether I can get clothes clean,'" he said.

Branding strategy

Communication goals Marketing mix

Consumer

insight

Consumer insight Example 1

• http://www.youtube.com/watch?v=Qehxjub5lyo men vs women shower

Consumer Insight Braun• Around 18 young men make a decision for a shaving style

(wet/dry) and brand • Shavers are very loyal. Once a brand is chosen they stick with

it• Braun, Philips, Gilette target young men 18

Consumer insight Braun: Shaving is an expression of life style

With the cruzer you are able to express yourself

• http://viad.tv/video-5479/braun-bodycruzer-stylers-illegally-hot-styling-from-head-to-toe/

Viral Braun Bundeswehr

http://www.youtube.com/watch?v=25FfLXo_VoQ

The suave brand key case

Consumer insight Example 3

• Suave is a Unilever brand name in the United States, Mexico and Canada. Targeting discount stores, the brand represents more than 100 products including shampoo, lotions, soaps and deodorant.

• Suave started in the United States in 1937 as a hair tonic. The brand eventually was acquired by Unilever which, in the 1970s, started expanding the Suave name beyond hair care into other areas.

• Noting the rise of discount stores such as Wal-Mart, in the 1990s Unilever instituted a broad strategy, called “The Power of Value” to leverage its Suave brand to sell a complete line of discount personal care products in contrast to its high-profile brands such as Helene Curtis, Calvin Klein and Salon Selectives lines. Sales of the Suave line of products grew from $500 million in 1995 to about $900 million in 2002.

Unilever's value-priced brand Suave is riding the popularity of pampered moms. This summer, a relaunch of the hair-care line brought bolder and more contemporary packaging, new ads and an increase in the suggested retail price to $2, up from $1.50.

"What we're finding is that once you attach this emotionally relevant message to your brand, people are willing to spend more on it," says Ami Striker, Suave's brand development director.

The ads use the line: Say yes to beautiful without paying the price.

Marketing-to-moms expert Maria Bailey says it's smart to mix style and value. "They are speaking to value but realize these are the women who in high school were drinking $5 lattes and carrying Coach bags."

Print ads show moms caring for their kids at home and on the go.

TV ads dig deeper into Mom balancing time for herself and her kids. One shows an invisible mom healing "boo-boos," serving dinner and grocery shopping. The announcer says the "invisible mom" feeling doesn't have to apply to your hair. Moments later, the mom appears. In another ad, a well-coiffed woman enters a boxing ring to face off against herself — unshowered and unkempt. The announcer says, "Every mom has an internal fight" over caring for others vs. taking care of themselves.

Unilever research with 1,000 women found that new moms often sacrificed beauty care for hectic schedules.

"It used to be that (moms) had to decide whether to say no to beauty or to say yes," says Donna Charlton-Perrin, creative director of Ogilvy & Mather, Chicago, who helped create the ads.

A mother of two, Perrin knows, "When you first have a baby, beauty is off the radar. Then you look in the mirror and say, 'Oh, what happened to me?' We're not saying wear stilettos; we're saying take care of the you before you had kids."

That message was a bigger hit with women than with men surveyed by Ad Track, USA TODAY's weekly poll. Overall, 14% like the ads "a lot" compared with Ad Track's 21% average. But 18% of women vs. just 6% of men gave the ads the top rating.

Brand Key •Technically the brand key is the cornerstone of your brand/communication strategy We’ll use the Unilever brand key to describe and build your brand(s)

Brand Key Elements

1. Competition: Brief statement of primary competitors

2. Target: Brief overview of your target (i.e. smart shoppers)

3. Consumer Insight: What the consumer wants

4. Brand Benefits: What benefits your brand gives the consumer

5. Brand Personality and Values: Use 5 major brand personalities as a starting point (next slide)

6. Brand’s Reason to Believe: Features that support the benefits

7. Disclaimer/Point of Differentiation

8. Brand Essence: What we are all about, may be the theme of your marketing campaign

Note that all elements are tied to your consumer based on your understanding of them and their needs (i.e. benefits should be relevant to your targeted consumer)

Brand Key: Example of the Unilever Brand Key

7: DiscriminatorOnly Suave gives me the same

performance as the more expensive brands for less

4 Benefits Rational (cognitive) : Same benefit as more expensive brandsMeaningful price advantage to premium brands

Emotional: Feel smarter paying less

6. Reasons to BelieveSame Performance as

more expensive brands

Comparison Claims vs. Category gold Standard

Up to date offeringKey category benefits

Relevant ingredient supportFrom Helene Curtis

5. Values and Personality• Values• Friendly• Pragmatic• Unpretentious• Self Assured• Personality: Sincerity• Honest• Cheerful• Dependable• No Nonsense/down to earth

8. Essence: The Smart Choice

8. Essence: The Smart Choice

3. Consumer Insight:I get a thrill when I find something that always gives me what I want and cost

less than it should

2: TargetValue Seekers: Consumers who are willing to believe they can find the performance they are looking for from less expensive brands

1: Competitive EnvironmentMass market personal care brands in the family/price/value segment

Source: Suave Brand Key, Unilever HPC 2003 Suave Business Plan, 9/03/2002

Brand Key• What is your Brand(s) Personality ?

(Aakers brand personality scale)

“Say yes to beautiful, without paying the price “

Invisible mom commercialhttp://www.youtube.com/watch?v=qH8UcZYWwW4

http://www.youtube.com/watch?v=-3dxavCZ84k

Assignment B1

• Develop a Brand key for your group brand Brand key aspect Competition: Brief statement of primary competitors

Target: Brief overview of your target (i.e. smart shoppers)

Consumer Insight: What the consumer wants

Brand Benefits: What benefits your brand gives the consumer

Brand Personality and Values: Use 5 major brand personalities as a starting point

Brand’s Reason to Believe: Features that support the benefits

Disclaimer/Point of DifferentiationBrand Essence: What we are all about, may be the theme of your marketing campaign

The old spice case http://www.youtube.com/watch?v=Kg0booW1uOQ

Video explaining Old Spice case

Sander Janssens Msc Online Branding International Week Katowice 2011

Campaign analysis• Market situation • Decision proces, consumer • Competition• Consumer insight• Communication goal ?• Off line component • On line component

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Category Example Strategy

Owned Website Create a solar system of owned media.

Paid Advertising Your paid media is not dead, but it is evolving into a catalyst

Earned Free publicity Recognize that earned media is a result of brand behavior

Category Defintion Examples The role Benefits Challenges

Owned Media

Channel a brand controls

Website, mobile site, blog, twitter, linkedin, facebook corporate account

Built for longer term relationships with existing potenial customers and earn media

ControlCost efficiency longevity, versatility, niche audiences

No guaranteesCompany communication not trusted Takes time to scale

Paidmedia

Brand pays to leverage a channel

Display ads, paid search, sponsorships

Shift from foundation to a catalyst that feeds owned and creates earned media

In demand Immediacy ScaleControl

ClutterDeclining response rates Poor credibility

Earned Media

When customers become the channel

WOM, buzz, viral , blogs posts

Listen and respond – earned media is often the result of well executed and well coordinated owned and paid media

Most credibleKey role in most salesTransparant and lives on

No control can be negative Scale hard to measure

New product launch: ideal situation Paid media

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Create initial awareness

Owned media

Find out

more

Earned media

Tell others

about it

Advertising agency Wieden+Kennedy created a monster with their recent campaign of ‘Old Spice Man’ commercials, featuring the irresistible appeal of former NFL wide receiver Isaiah Mustafa.  These commercials may have made their debut on television, but they really reached the apex of their popularity on the internet, thanks to their viral spread across social networks and content aggregators such as Digg, Reddit, Twitter and Facebook.

Aware that internet word-of-mouth was their best distribution engine, and wishing to build off the momentum of the already popular ads, Wieden+Kennedy recently went hyper-personal by filming a series of responses to individual internet commenters, on YouTube, Twitter, Facebook and Reddit, again featuring Mustafa as the ‘Old Spice Man’.

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Rebranding example: Old spice campaign

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The original old spice superbowl commercialThe men your men could smell like

http://www.youtube.com/watch?v=owGykVbfgUE

Paid media

Off line

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The man your man could smell like

http://www.youtube.com/user/OldSpice#p/c/62A5785CD0D6474C/0/uLTIowBF0kE

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http://www.youtube.com/watch?v=0Cs95FmimP0&feature=player_embedded

Owned media

31http://www.youtube.com/watch?v=BeHgadEJC-g&feature=player_embedded

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http://www.youtube.com/watch?v=2ArIj236UHs&feature=player_embedded

Free publicity: Earned media

The man your grades could be like

Earned media

• http://www.youtube.com/watch?v=i0LGW8urTOs&feature=player_embedded 33

Sander Janssens Msc Online Branding International Week Katowice 2011

http://www.youtube.com/watch?v=e6hyCTKx5UA&feature=fvw

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Free publicity The men your men could smell like

Campaign old spice Channel

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http://www.youtube.com/user/OldSpice#p/c/8D059214D0B17F1C/0/s1l4wRt7TJ8

IdentityWhat identity is the brand ?

Campaign analysis each group discuss highlights

Product / service /

brand

Segment 1

Competitor 3

Segment 3

Segment 4

Segment 5

Competitor 1

Competitor 2

Segment 2

(online) Marketing – communication tools

Target

No target

Research decision process buying behaviour

Proposition(promise to the consumer )

Image How is the brand percieved ?

Communicationgoals

“Market”

Budget

Some online marketing tools • Twitter• Facebook (fan page, contests etc.)• Viral • Linkedin • Email marketing • Website • Banner ads, • SEO/SEM search engine optimisation, search engine marketing

• Apps • Crowd sourcing

Sander Janssens Msc Online Branding International Week Katowice 2011

http://www.slideshare.net/Tomtrendstream/28th-september-2010-iab-socialmediaworkshoptomsmith?from=ss_embed

Twitter

Reasons for Twittering

• Sharing knowledge • Personal branding • Celebrity branding • Brand/, retail promotion• On line customer feedback • Political news• News / crisis• Extreme emotions uiten

– Negative– Positive

Twitter terminology

• Tweet • Retweet• Follower • Hashtag • Direct message • Twexit (leave twitter) • Twitter sentiment (opinon poll twitter

members)

The 1990 rule !

• 1 sents tweet• 9 people react (retweeten)

• 90 people watch what happens

Conclusion : A few extremely active twitter usersLots of inactive twitter users

Political promotion Schwarzenegger

Website

Twitter

http://www.mediacourant.nl/?p=85068

Kiss the one you love contest

Sander Janssens Msc Online Branding International Week Katowice 2011

• Ikea - Showroom This campaign was for a new Ikea store that used the default “tagging” tool on Facebook to help create excitement for a contest. People were told to tag their name on any item, and the first one who did would win that item. The moment you tagged something, everyone in your network knew about it and soon thousands of people were flooding the Facebook page looking for free giveaways. The campaign was an instant hit

Sander Janssens Msc Online Branding International Week Katowice 2011

Whopper Sacrifice The idea behind “Whopper Sacrifice” was simple enough - delete ten of your Facebook friends and get a free Whopper. It caught on like wildfire because by the end of the campaign over 50,000 friends had been deleted.

But deleting friends isn’t what Facebook is about. Facebook wants people to make connections, not cancel them, and Burger King was eliminating more friendships than the giant social media site was comfortable with. All good things must come to an end – and ultimately the Whopper Sacrifice was sacrificed. Although some people are now wondering if it was worth losing a friend over a hamburger

Sander Janssens Msc Online Branding International Week Katowice 2011

Pringles - Videos The Facebook Fan Page for this potato chip doesn’t grab you like Red Bull but the videos are great. They are low budget productions of people singing silly songs. There is very little editing or props but thousands of people “like” the videos and share them with their friends. This gives Pringles a chance to promote their product without having to a resort to a paid ad. That’s good business by itself because the average cost of producing a TV commercial today is over $400,000.

Videos are easy to consume and they are one of the most popular types of shared content online. This is why many businesses try to make videos that will go “viral” - in other words - get seen by an exponentially growing number of people. This is not an easy feat and when you’re successful it can be a goldmine.

Pringles gets a thumbs up for doing this. They have nearly 3,000,000 fans now - not bad for a potato chip that got its name out of a Cincinnati phone book.

Sander Janssens Msc Online Branding International Week Katowice 2011

Sander Janssens Msc Online Branding International Week Katowice 2011

The results were pretty crazy, with over 100 million people sending or watching a view in just a few weeks!

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http://www.youtube.com/watch?v=NMUDkM5IWxA&feature=player_embedded

EMAIL• House lists over bought lists - bought lists produce spam

and subsequently backlash• Content driven - email’s value to the receiver is based on

it’s content• Sent rate, open rate, click-throughs are the primary

metrics that determine an email campaign’s success

between 40%

to 70% of all

email is

currently

getting

blocked by

spam filters!

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Apps

• Apple app store • Nokia Ovi store • Google Android

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Sander Janssens Msc Online Branding International Week Katowice 2011

Sander Janssens Msc Online Branding International Week Katowice 2011

Search engine optimisation

Search engine marketing

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Ad sizes have been standardized to some extent by the IAB;

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Wehkamp Example Display banner advertising “Umfeld” is relevant

Banner blindness

Sander Janssens Msc Online Branding International Week Katowice 2011

On hundreds of pages, users didn't fixate on ads. The following heatmaps show three examples that cover a range of user engagement with the content: quick scanning, partial reading, and thorough reading. Scanning is more common than reading, but users will sometimes dig into an article if they really care about it.

Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.

Click through ratio on advertising very low

• Advertisers are looking at other more effective ways of reaching the consumer

Sander Janssens Msc Online Branding International Week Katowice 2011

Sander Janssens Msc Online Branding International Week Katowice 2011

http://www.youtube.com/watch?v=cI52jWCnkvw

Beauty /fashion blogger, showing content of her Louis Vuiton handbag

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Hi-Tec campaign Viral A documentary style viral video promoting a water proof line of clothing, shoes and accessories that are supposedly so water repellent that you can literally run on water with them, after some training of course!http://www.youtube.com/watch?v=Oe3St1GgoHQ&feature=player_embedded#!

http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone

Blendtec was a faceless company that manufactured blenders; their consumer grade blenders run around $400. George Wright marketing director was walking around the factory and stumbled upon Blendtec CEO Tom Dickson. Dickson was testing the new bearings in a blender by blending a 2 X4. The company’s employees went on with their work unphased, apparently the practice of “extreme blending” was a regular occurrence there at the factory. The videos were distributed online and Blentec employees reached out to their personal networks to let them know. Word spread and “Will It Blend” became a viral phenomenon, garnering of 100 million views in total. Blendtec’s marketing now serves as a profit center for the company, the videos have made over $50,000 in ad revenue from Revver.

http://www.youtube.com/watch?v=YwXX2aqHRME&feature=player_embedded#!

Sander Janssens Msc Online Branding International Week Katowice 2011

Sander Janssens Msc Online Branding International Week Katowice 2011

Combination of online tools Youtube + facebook

Instruments campaign

Branding Traffic Sales Loyalty

Website

Blog

Viral

Video youtube

Banner ads

Social media site (Facebook, linkedin)

Twitter

Email marketing

Group assignment B2Fill in matrix Which instrument is suitable for which comunication goal ? Indicate +++, ++, +, ? -, --, ---

Discuss in class

Instruments campaign

High involvement Thinking

Low involvement thinking

High involvement Feeling

Low involvement feeling

Website

Blog

Viral

Video youtube

Banner ads

Social media site (Facebook, linkedin)

Twitter

Group assignment B4Fill in matrix

Which instrument is suitable for which product classification ?Indicate +++, ++, +, ? -, --, ---

Group assignment B5

• Find (minimum two) interesting examples of how brands use digital tools

• (e.g. Twitter, facebook, youtube viral, )• Present examples • Explain why it is interesting to you / your

group

• Discuss outcome in class

Sander Janssens Msc Online Branding International Week Katowice 2011

Conclusion online tools• There is not one killer online tool• Combine different on line tools depending

on product and market and competition• Coordinate execution of different tools in a

communication plan • Remember basic branding rules about

market, segmenting, target, positioning

Sander Janssens Msc Online Branding International Week Katowice 2011