ppi branding
TRANSCRIPT
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Branding Roadmap Strategy
Professionals Party of India
Customizing Advertising Tactics For Political Branding
Strategized, Created & Presented By: Rohit Shrivastava
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Branding Roadmap Strategy
Professionals Party of India
Contents• Why Advertise / Brand• Who is the customer• How does the customer ‘buy’• Positioning the brand• Conceptualizing a creative strategy• Planning media
![Page 3: Ppi Branding](https://reader035.vdocuments.mx/reader035/viewer/2022062400/58a277291a28ab94628b6fc3/html5/thumbnails/3.jpg)
Branding Roadmap Strategy
Professionals Party of India
Contents• Why Advertise / Brand• Who is the customer• How does the customer ‘buy’• Positioning the brand• Conceptualizing a creative strategy• Planning media
![Page 4: Ppi Branding](https://reader035.vdocuments.mx/reader035/viewer/2022062400/58a277291a28ab94628b6fc3/html5/thumbnails/4.jpg)
Branding Roadmap Strategy
Professionals Party of India
What is the objective of my advertising• Category and market growth
– Grow the total numbers of voters
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Branding Roadmap Strategy
Professionals Party of India
What is the objective of my advertising• Category and market growth
– Grow the total numbers of voters
• Increasing market share – Takes voters away from other political parties
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Branding Roadmap Strategy
Professionals Party of India
What is the objective of my advertising• Category and market growth
– Grow the total numbers of voters
• Increasing market share – Takes voters away from other political parties
• Consolidation of market share – Keep my own voters loyal to me
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Branding Roadmap Strategy
Professionals Party of India
What is the objective of my advertising• Category and market growth
– Grow the total numbers of voters
• Increasing market share – Takes voters away from other political parties
• Consolidation of market share – Keep my own voters loyal to me
• High value; high price– Place my political ideology on a higher value, creating a niche of
aware voters
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Branding Roadmap Strategy
Professionals Party of India
What is the objective of my advertising• Category and market growth
– Grow the total numbers of voters
• Increasing market share – Takes voters away from other political parties
• Consolidation of market share – Keep my own voters loyal to me
• High value; high price– Place my political ideology on a higher value, creating a niche of
aware voters
• Or ……
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Branding Roadmap Strategy
Professionals Party of India
Is it …
Existing Markets / Voters
Existing Products (Old Thoughts & Theory)
New Markets / Voters
New Products (New Thought)
Expansion
Age Old Theory / New Voters
Diversification
Existing Voters / New Thoughts
?New Voters / New Thoughts
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Branding Roadmap Strategy
Professionals Party of India
Within Which …. • Brand Awareness
– Do they know about PPI
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Branding Roadmap Strategy
Professionals Party of India
Within Which …. • Brand Awareness
– Do they know about PPI
• Brand Recognition– Do they associate PPI with a ‘value’
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Branding Roadmap Strategy
Professionals Party of India
Within Which …. • Brand Awareness
– Do they know about PPI
• Brand Recognition– Do they associate PPI with a ‘value’
• Brand Attitude– Positive
• I know about PPI, I know what it stands for, and I support it– Neutral
• OK, I know about PPI, I know what it stands for, let me think about it– Negative
• To hell with these new bunch of jokers
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Branding Roadmap Strategy
Professionals Party of India
Within Which …. • Brand Awareness
– Do they know about PPI
• Brand Recognition– Do they associate PPI with something
• Brand Attitude– Positive
• I know about PPI, I know what it stands for, and I support it– Neutral
• OK, I know about PPI, I know what it stands for, let me think about it– Negative
• To hell with these new bunch of jokers
• Brand Recall– Clean politics
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Branding Roadmap Strategy
Professionals Party of India
Contents• Why Advertise / Brand• Who is the customer• How does the customer ‘buy’• Positioning the brand• Conceptualizing a creative strategy• Planning media
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Branding Roadmap Strategy
Professionals Party of India
Who Am I Selling To• New Category User (NCU)
– Someone who is voting for the first time
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Branding Roadmap Strategy
Professionals Party of India
Who Am I Selling To• New Category User (NCU)
– Someone who is voting for the first time
• Brand Switchers (BS)– The undecided
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Branding Roadmap Strategy
Professionals Party of India
Who Am I Selling To• New Category User (NCU)
– Someone who is voting for the first time
• Brand Switchers (BS)– The undecided
• Brand Loyal (BL)– I love PPI
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Branding Roadmap Strategy
Professionals Party of India
Who Am I Selling To• New Category User (NCU)
– Someone who is voting for the first time
• Brand Switchers (BS)– The undecided
• Brand Loyal (BL)– I love PPI
• Other Brand Loyal (OBL)– The age old Congress, BJP loyalists, and others party loyalists
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Branding Roadmap Strategy
Professionals Party of India
Contents• Why Advertise / Brand• Who is the customer• How does the customer ‘buy’• Positioning the brand• Conceptualizing a creative strategy• Planning media
![Page 20: Ppi Branding](https://reader035.vdocuments.mx/reader035/viewer/2022062400/58a277291a28ab94628b6fc3/html5/thumbnails/20.jpg)
Branding Roadmap Strategy
Professionals Party of India
Fundamentals Of Buying
Informational / Rational Transformational / Emotional
High Involvement / I Care
Low Involvement / Who Cares
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Branding Roadmap Strategy
Professionals Party of India
Buyer Behavior Sequencing Model
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Demographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
PurchaseWho needs to vote
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Demographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
PurchaseDo I know, who to vote for
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Demographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
PurchaseWhat are my friends doing
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Demographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
PurchaseI vote for xxx
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Demographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
PurchaseI’ve stamped it
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Demographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
PurchaseCry / Laugh
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Psychographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Social Meetings
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Psychographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Social Gatherings / Home / Internet etc.
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Psychographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Social / Work / Home
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Psychographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
In Solitude
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Psychographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Booth
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Psychographics
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
For the next term
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Media Exposure Strategy
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Mostly late afternoons & evenings / weekends
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Media Exposure Strategy
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Mostly late afternoons & evenings / weekends
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Media Exposure Strategy
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Mostly late afternoons & evenings / weekends
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Media Exposure Strategy
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Mostly late afternoons & evenings / weekends
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Media Exposure Strategy
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Mornings / Afternoon
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Media Exposure Strategy
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
For the entire term
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Creative Content
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Frustration / Helplessness
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Creative Content
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Peer Group / Media
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Creative Content
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Peer Group
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Creative Content
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
My Mind
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Creative Content
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Stamp It
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Creative Content
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
Can’t Expect Anything
Time – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Identifying The Purchase Cycle Time
Need Arousal Information Search Influencer Decision Usage
Who
Where
When
How
T
Purchase
From election to electionTime – Sales Cycle
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Branding Roadmap Strategy
Professionals Party of India
Contents• Why Advertise / Brand• Who is the customer• How does the customer ‘buy’• Positioning the brand• Conceptualizing a creative strategy• Planning media
![Page 48: Ppi Branding](https://reader035.vdocuments.mx/reader035/viewer/2022062400/58a277291a28ab94628b6fc3/html5/thumbnails/48.jpg)
Branding Roadmap Strategy
Professionals Party of India
Kapferer’s Brand Identity PrismExternal Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
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Branding Roadmap Strategy
Professionals Party of India
Kapferer’s Brand Identity Prism - IBMExternal Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
All data processing systems Confident
Security, ReassuranceBig business, Ivy League, East coast, Wall Street
Those who take business seriously I am a professional
IBM Core Values & Benefits
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Branding Roadmap Strategy
Professionals Party of India
Kapferer’s Brand Identity Prism - AppleExternal Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
Microcomputers, Easy access, Graphics
Intelligent, Creative, Cool
Liberation, FriendlyChallenge the establishment, California
Young minded, autonomous Self-enhancement
Apple Core Values & Benefits
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Branding Roadmap Strategy
Professionals Party of India
Congress Is …External Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
Old Toothless Elephant Lethargic, Moderate
LoyalistDynasty
Nationalist, Socialist Intellectual, Reliable
Everything for
Everyone
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Branding Roadmap Strategy
Professionals Party of India
Who Does Congress Target ….
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Branding Roadmap Strategy
Professionals Party of India
BJP Is …External Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
Old Toothless Tiger, that roars a lot
Extreme, Moderate
FollowerSangh Parivar
Hinudstani, Idealist Ideology Driven, Principled
Protectors of Hindutva
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Branding Roadmap Strategy
Professionals Party of India
Who Does BJP Target ….
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Branding Roadmap Strategy
Professionals Party of India
Shiv Sen / MNS Is …External Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
Barking Dog that bites Extreme
Blind FollowerDynasty
Fiercely State Oriented Soldier, Reformist
Divide & Rule
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Branding Roadmap Strategy
Professionals Party of India
Who Does Shiv Sena / MNS Target ….
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Branding Roadmap Strategy
Professionals Party of India
SP / BSP Is …External Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
Slimeball Cunning, Cheaters
OpressedMafia
Save me Helpless
Opportunist
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Branding Roadmap Strategy
Professionals Party of India
Who Does SP / BSP Target ….
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Branding Roadmap Strategy
Professionals Party of India
What Is … DMK, TC Etc.. Do They Have An Identity … Lets GuessExternal Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
xxxx xxxx
xxxxxxxx
xxxx xxxx
Are There Any ?
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Branding Roadmap Strategy
Professionals Party of India
And, What Do We Stand For ?External Parameters Internal ParametersSender
Receiver
Physique Personality
Relationship
Reflection
Culture
Self Image
Race Horse Clear Objective, Honest, Disciplined
PeersOpen, Flat, Accountable
I do things by the book …. Honestly, ethically, systematically, transparently etc.
I am a “professional”
Good Governance
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Branding Roadmap Strategy
Professionals Party of India
Brand Stature
Brand Strength
Congress
BJP
(Values)
(Mass Appeal)
SP / BJP / SS / MNS
PPI ?
As of Present Date
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Branding Roadmap Strategy
Professionals Party of India
Brand Stature
Brand Strength
Congress
BJP
(Values)
(Mass Appeal)
SP / BJP / SS / MNS
PPI ?
As Desired
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Branding Roadmap Strategy
Professionals Party of India
Positioning Is A Case Of Warfare• Defensive
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Branding Roadmap Strategy
Professionals Party of India
Positioning Is A Case Of Warfare• Defensive• Offensive
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Branding Roadmap Strategy
Professionals Party of India
Positioning Is A Case Of Warfare• Defensive• Offensive• Flanking
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Branding Roadmap Strategy
Professionals Party of India
Positioning Is A Case Of Warfare• Defensive• Offensive• Flanking• Guerrilla
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Branding Roadmap Strategy
Professionals Party of India
Defensive Positioning• Best defense is attack on ones own self
– No one does it !!
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Branding Roadmap Strategy
Professionals Party of India
Defensive Positioning• Best defense is attack on ones own self
– No one does it !!
• Only for the market leader– Only for the ruling party
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Branding Roadmap Strategy
Professionals Party of India
Defensive Positioning• Best defense is attack on ones own self
– No one does it !!
• Only for the market leader– Only for the ruling party
• Look out for strong competitive moves– We all know how they do it ….
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Branding Roadmap Strategy
Professionals Party of India
Offensive Positioning• The main consideration is the market leaders strong
points– Opposition, hits the ruling party on mundane issues
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Branding Roadmap Strategy
Professionals Party of India
Offensive Positioning• The main consideration is the market leaders strong
points– Opposition, hits the ruling party on mundane issues
• Focus on market leaders weakness– Opposition can’t do that, as they too have similar weaknesses
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Branding Roadmap Strategy
Professionals Party of India
Offensive Positioning• The main consideration is the market leaders strong
points– Opposition, hits the ruling party on mundane issues
• Focus on market leaders weakness– Opposition can’t do that, as they too have similar weaknesses
• Launch concentrated onslaughts– What onslaughts …. Only eye washes
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Branding Roadmap Strategy
Professionals Party of India
Offensive Positioning• The main consideration is the market leaders strong
points– Opposition, hits the ruling party on mundane issues
• Focus on market leaders weakness– Opposition can’t do that, as they too have similar weaknesses
• Launch concentrated onslaughts– What onslaughts …. Only eye washes
• For the # 2 & # 3 players– Both national parties are engrossed in this activity
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Branding Roadmap Strategy
Professionals Party of India
Flanking Positioning• Always flank on an uncontested positioning platform
– Most large regional parties use this
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Branding Roadmap Strategy
Professionals Party of India
Flanking Positioning• Always flank on an uncontested positioning platform
– Most large regional parties use this
• Tactical surprise is an important element– Issue based support and bargaining is an example
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Branding Roadmap Strategy
Professionals Party of India
Flanking Positioning• Always flank on an uncontested positioning platform
– Most large regional parties use this
• Tactical surprise is an important element– Issue based support and bargaining is an example
• Pursuit is as critical as the attack– Maximize on the opportunity, gain maximum returns
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Branding Roadmap Strategy
Professionals Party of India
But, Most Of Us Are Guerrillas• Find a segment small enough to defend
– Can we build a loyalist base big enough
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Branding Roadmap Strategy
Professionals Party of India
But, Most Of Us Are Guerrillas• Find a segment small enough to defend
– Can we build a loyalist base big enough
• Do not behave like the ‘biggies’ – Lets work to make a fundamental difference
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Branding Roadmap Strategy
Professionals Party of India
But, Most Of Us Are Guerrillas• Find a segment small enough to defend
– Can we build a loyalist base big enough
• Do not behave like the ‘biggies’ – Lets work to make a fundamental difference
• Be prepared to move out at a short notice– Should we find flaws in our own working, accept them, rectify
them and move ahead … ego has no role to play
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Branding Roadmap Strategy
Professionals Party of India
Contents• Why Advertise / Brand• Who is the customer• How does the customer ‘buy’• Positioning the brand• Conceptualizing a creative strategy• Planning media
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Branding Roadmap Strategy
Professionals Party of India
Buying Categories – Informational / LI
• Asprin
• Basic Detergents
• Basic soaps
• Industrial Consumables
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Buying Categories – Creative Implications
• Use simple problem solution format
• It is not essential for people to like the creative
• Focus on only one or two benefits
• Always over claim
• Repetition helps
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Buying Categories – Transformational / LI
• Confectionaries
• Basic Cosmetics
• Soft Drinks
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Buying Categories – Creative Implications
• Emotional authenticity is the key
• Execution of the emotion must be unique to the brand
• The audience must like the creative
• Benefit is implicit
• Repetition helps
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Buying Categories – Informational / HI
• Insurance
• Banking
• Industrial Projects
• Healthcare
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Buying Categories – Creative Implications
• Correct emotional portrayal is essential in early stages of PLC
• The audience must accept the main points of the ad, but need not like the creative
• Initial attitude towards the brand is critical
• Claims must be acceptable
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Buying Categories – Transformational / HI
• High Fashion
• Luxury Cars
• Vacations
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Buying Categories – Creative Implications
• Emotional authenticity is paramount and must be tailored to lifestyles
• People must personally identify with the brand and like the creative
• Over claiming is recommended, never under claim
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Politics Is Complicated (In the present day)
Politics
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Politics Is Complicated (As it ought to be)
Politics
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
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Branding Roadmap Strategy
Professionals Party of India
Politics Is Complicated – Keep The Balance
• Emotional authenticity is paramount and must be tailored to lifestyles
• People must personally identify with the brand and like the creative
• Over claiming is recommended, never under claim
• Correct emotional portrayal is essential in early stages of PLC
• The audience must accept the main points of the ad, but need not like the creative
• Initial attitude towards the brand is critical
• Claims must be acceptable
High Involvement / I Care
Low Involvement / Who Cares
Informational / Rational Transformational / Emotional
Create this upwards push
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Branding Roadmap Strategy
Professionals Party of India
Contents• Why Advertise / Brand• Who is the customer• How does the customer ‘buy’• Positioning the brand• Conceptualizing a creative strategy• Planning media
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Branding Roadmap Strategy
Professionals Party of India
The Media Bubble
Continuity Reach
Minimum Effective Frequency (MEF)
Budget $
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Branding Roadmap Strategy
Professionals Party of India
The Media Bubble - Continuity
Continuity Reach
Minimum Effective Frequency (MEF)
Budget $
How many purchase cycles do I cover
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Branding Roadmap Strategy
Professionals Party of India
The Media Bubble - Reach
Minimum Effective Frequency (MEF)
Budget $
How much of my target audience do I cover
Continuity Reach
How many purchase cycles do I cover
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Branding Roadmap Strategy
Professionals Party of India
The Media Bubble - MEF
Minimum Effective Frequency (MEF)
Budget $
At what level do I advertise / How much do I advertise – during one purchase cycle to obtain my desired results
How much of my target audience do I cover
Continuity Reach
How many purchase cycles do I cover
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Branding Roadmap Strategy
Professionals Party of India
Minimum Effective Frequency (MEF)MEF = 1 + VA (1,2)[TA + BA + BATT – PI]
Where –
VA is ‘Vehicle Attention Correction Factor’ (1 for high attention vehicles, 2 for low attention vehicles)
TA is ‘Target Audience Correction Factor’
BA is ‘Brand Awareness Correction Factor’
BATT is ‘Brand Attitude Correction Factor’
PI is ‘Personal Influence Correction Factor’ (> 0.25 = 1, < 0.25 = 0)
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Branding Roadmap Strategy
Professionals Party of India
MEF Calculation Tables
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Branding Roadmap Strategy
Professionals Party of India
MEF Unit Adjustments - TV
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Branding Roadmap Strategy
Professionals Party of India
MEF Unit Adjustment - Radio
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Branding Roadmap Strategy
Professionals Party of India
MEF Unit Adjustment – Newspaper
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Branding Roadmap Strategy
Professionals Party of India
MEF Unit Adjustment – Magazines
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Branding Roadmap Strategy
Professionals Party of India
MEF Unit Adjustment – Industrial & Business Magazines
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Branding Roadmap Strategy
Professionals Party of India
Budgeting For The Campaign• Although the budgeting needs to be done after the
calculation of the MEF, as highlighted previously
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Branding Roadmap Strategy
Professionals Party of India
Budgeting For The Campaign• Although the budgeting needs to be done after the
calculation of the MEF, as highlighted previously• And also in the considerations given to the ‘reach’ and
‘continuity’
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Branding Roadmap Strategy
Professionals Party of India
Budgeting For The Campaign• Although the budgeting needs to be done after the
calculation of the MEF, as highlighted previously• And also in the considerations given to the ‘reach’ and
‘continuity’• On determination of these parameters, and on allocation
of the available finance; the budget will need to be worked backwards (The ideal method of arriving on a optimum budget, is by the method of ‘activity based costing’ ; which if desired can be done in detail – subject to conditions)
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Branding Roadmap Strategy
Professionals Party of India
Budgeting For The Campaign• Although the budgeting needs to be done after the
calculation of the MEF, as highlighted previously• And also in the considerations given to the ‘reach’ and
‘continuity’• On determination of these parameters, and on allocation
of the available finance; the budget will need to be worked backwards (The ideal method of arriving on a optimum budget, is by the method of ‘activity based costing’ ; which if desired can be done in detail – subject to conditions)
• However, since it is desired to allocate a value for cyber activities; an educated ‘guestimate’ is INR 200,000/-
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Branding Roadmap Strategy
Professionals Party of India
Thank You