Online brand building 2/3

Building Brands Online Sander Janssens Msc Online Branding International Week Katowice 2011

Sander Janssens Msc Online Branding International Week Katowice 2011

Model “Market” Research decisionprocessbuyingbehaviour Target Competitor 1 Image How is the brand percieved ? Segment 1 Product / service / brand Identity Whatidentity is the brand ? Segment 2 Segment 3 Proposition (promise to the consumer ) Competitor 2 Communicationgoals Competitor 3 No target (online) Marketing – communication tools Segment 4 Segment 5 Budget

“Consumerinsight 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.

Consumerinsight Branding strategy Communication goals Marketing mix

ConsumerinsightExample 1 http://www.youtube.com/watch?v=Qehxjub5lyo men vswomenshower

ConsumerInsightBraun Around 18 young men make a decisionfor a shavingstyle (wet/dry) and brand Shavers are veryloyal. Once a brand is chosenthey stick withit Braun, Philips, Gilette target young men 18 ConsumerinsightBraun: Shaving is anexpression of lifestyle With the cruzeryou are able to express yourself

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

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

ConsumerinsightExample 3 The suave brand key case

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 ,[object Object],Brand Key Elements 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 (next slide) Brand’s Reason to Believe: Features that support the benefits Disclaimer/Point of Differentiation 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 6. Reasons to Believe Same Performance as more expensive brands Comparison Claims vs. Category gold Standard Up to date offering Key category benefits Relevant ingredient support From Helene Curtis 5. Values and Personality ,[object Object]

No Nonsense/down to earth8. Essence: The Smart Choice 8. Essence: The Smart Choice 7: Discriminator Only Suave gives me the same performance as the more expensive brands for less 4 Benefits Rational (cognitive) : Same benefit as more expensive brands Meaningful price advantage to premium brands Emotional: Feel smarter paying less 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: Target Value Seekers: Consumers who are willing to believe they can find the performance they are looking for from less expensive brands 1: Competitive Environment Mass 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)

“Sayyes to beautiful, without paying the price “ Invisible mom commercial http://www.youtube.com/watch?v=qH8UcZYWwW4 http://www.youtube.com/watch?v=-3dxavCZ84k

Assignment B1 Develop a Brand keyforyourgroup brand

The oldspice case http://www.youtube.com/watch?v=Kg0booW1uOQ Video explaining Old Spice case Sander Janssens Msc Online Branding International Week Katowice 2011

Campaignanalysis Marketsituation Decision proces, consumer Competition Consumerinsight Communication goal ? Offline component Online component 22

New product launch: idealsituation Paid media Createinitialawareness Tell othersaboutit Owned media Earned media Find out more 25

Rebrandingexample: Old spicecampaign 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’. 26

The originaloldspicesuperbowl commercial The men your men couldsmelllike Paid media Offline http://www.youtube.com/watch?v=owGykVbfgUE 27

The man your man couldsmelllike http://www.youtube.com/user/OldSpice#p/c/62A5785CD0D6474C/0/uLTIowBF0kE 28

Owned media http://www.youtube.com/watch?v=0Cs95FmimP0&feature=player_embedded 30

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

Free publicity: Earned media The man yourgradescouldbelike http://www.youtube.com/watch?v=2ArIj236UHs&feature=player_embedded Earned media 32

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

Free publicity The men your men couldsmelllike 35

CampaignoldspiceChannel http://www.youtube.com/user/OldSpice#p/c/8D059214D0B17F1C/0/s1l4wRt7TJ8 36

“Market” Campaignanalysiseachgroupdiscusshighlights Research decisionprocessbuyingbehaviour Target Competitor 1 Image How is the brand percieved ? Segment 1 Product / service / brand Identity Whatidentity is the brand ? Segment 2 Segment 3 Proposition (promise to the consumer ) Competitor 2 Communicationgoals Competitor 3 No target (online) Marketing – communication tools Segment 4 Segment 5 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

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

ReasonsforTwittering Sharingknowledge Personal branding Celebrity branding Brand/, retail promotion Onlinecustomer feedback Politicalnews News / crisis Extreme emotions uiten Negative Positive

Twitterterminology Tweet Retweet Follower Hashtag Direct message Twexit (leavetwitter) Twitter sentiment (opinon poll twittermembers)

The 1990 rule ! 1 sentstweet 9 peoplereact(retweeten) 90 peoplewatchwhat happens Conclusion : A few extremelyactivetwitterusers Lots of inactivetwitterusers

Political promotion Schwarzenegger

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

Kiss the oneyoulovecontest 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

http://www.youtube.com/watch?v=NMUDkM5IWxA&feature=player_embedded The results were pretty crazy, with over 100 million people sending or watching a view in just a few weeks! 51

EMAIL between 40% to 70% of all email is currently getting blocked by spam filters! ,[object Object]

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,[object Object]

Apps Apple app store Nokia Ovi store Google Android 54

Sander Janssens Msc Online Branding International Week Katowice 2011 Search engine optimisation

Ad sizes have been standardized to some extent by the IAB; 64

Wehkamp Example Display banner advertising “Umfeld” is relevant 65

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.

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