sim 2009 presentation
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Branding
Brands Screen
Ahmed El-Ridi
&
What is a BRAND?
The American Marketing Association (AMA) defines a brand as
"name, term, sign, symbol or design, or a combination of themintended to
identify the goods and services of one seller or group of sellersand to
differentiate them from those of other sellers.
What is Branding?
Branding is not about getting your target market to choose you over the competition
It is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include
Delivers the message clearly
The objectives that a good brand will achieve include
Delivers the message clearly
Confirms your credibility
The objectives that a good brand will achieve include
Delivers the message
clearly
Confirms your credibility
Connects your target prospects
emotionally
The objectives that a good brand will achieve include
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
The objectives that a good brand will achieve include
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
Screen
"Some of the most cutting edge digital solutions today are taking place at the very point at which consumers experience a brand"
Carla Hendra, CEO of Ogilvy & Mather North America and Chairman of Ogilvy & Mather New York.
"Some of the most cutting edge digital solutions today are taking place at the very point at which consumers experience a brand"
Carla Hendra, CEO of Ogilvy & Mather North America and Chairman of Ogilvy & Mather New York.
"Some of the most cutting edge digital solutions today are taking place at the very point at which consumers experience a brand"
Carla Hendra, CEO of Ogilvy & Mather North America and Chairman of Ogilvy & Mather New York.
"Some of the most cutting edge digital solutions today are taking place at the very point at which consumers experience a brand"
Carla Hendra, CEO of Ogilvy & Mather North America and Chairman of Ogilvy & Mather New York.
It is about getting your prospects to see you as the only one that provides a solution to their problem.
Branding
Brands Screen
&
Delivers the
message clearly
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
- Location Based- Related- Current- Clear and Vivid- Time of the day
Delivers the
message clearly
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
- Clear and Vivid
Delivers the
message clearly
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
-Location Based
Delivers the
message clearly
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty - Related
Delivers the
message clearly
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
-Location Based- related- Clear and Vivid- Time of the day
Confirms your
credibilityDelivers the
message clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
- Quick Updates- Fresh Information- Correct Information- Current Information
Connects your target prospects
emotionally
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
- People You relate to- Fresh Information- Correct Information- Current Information
Motivates the buyer
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
Motivates the buyer
Concretes User
Loyalty
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
If you manage it, it will improve.
What you can measure, you can manage,
Concretes User
Loyalty
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
- Understand viewership patterns by time of day- Monitor impact of changing content on viewership patterns- Understand Return on Investment (ROI)- Understand Return on Objectives (ROO)
Concretes User
Loyalty
Delivers the message
clearly
Confirms your
credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
- Multiple choice: choose from vendor’s messages for current slot- Skip current message if not right audience- Balance qualified viewers among all ads
If you manage it, it will improve.
What you can measure, you can manage,
