4. THE TREE METAPHOR
always a better way
lead the way enrich lives
challenging goals future of mobility
engaging talent & passion safety & responsibility
rewarded with smiles commitment to quality
exceed expectations constant innovation
respect for the planet
5. BRAND ARCHETYPES
RATIO INDIVIDUAL ENERGY
SAGE MAGICIAN JESTER
GUARDIAN WARRIOR
CONTROL FREEDOM
PATRIARCH EXPLORER
COMPANION LOVER
OERMOEDER MAIDEN VERLEIDSTER
MATERIAL EMOTION
SOCIAL
6. BRAND ARCHETYPES
INDIVIDUAL ENERGY
MAGICIAN SAGE JESTER
MAGICIAN
‘it can happen‟
CHARACTER
‣ Smart
‣ Mysterious
WARRIOR
‣ Talent
FREEDOM
CORE IDEA
‣ Transformation
LOVER
‣ Empowerment
MAIDEN
SOCIAL
7. TOYOTA’S LARGEST TARGET
MARKET
Educated working adults in developed urbanized areas where there is a subculture of
environmental concerns and issues which are relatively more active compared with the rest
of the world
This environmentally conscious consumer would be attracted to
Toyota‟s „green‟ innovations such as energy and fuel savings as well as automatic battery
recharging technologies
Motivations for purchase is lifestyle.
Largely influenced by social needs which in turn shape their own beliefs and attitudes. With
constant reminders of depleting energy resources and global warming, people‟s attitudes are
changing as they become more willing to adopt new
approaches to conserve energy.
8. INSIGHTS
Not only do electric motors save energy and fuel, it also allows for a smoother drive in urban
areas with greater road congestion
Consumers worry that specially designed green technology might be expensive.
They tend not to like paying a price premium for green products.
“Green” as a deciding attribute is not prioritized yet when making purchase decisions
The stereotype of hybrid owners as treehuggers is far from the truth: in fact, they are high
income, mainstream consumers
9. TOYOTA’S TARGET MARKET
5
MAINSTREAM &
4
TRADITIONAL
3
2
1
Average
-1
-2
-3
-4
ASPIRER
MAINSTREAM TRADITIONAL SUCCEEDER
EXPLORER REFORMER STRUGGLER
Base: The Netherlands 2011. Total population (18+)
10.
11. BRAND PREFERENCE
ˈbrandpre-fərn(t)s
Brand preference is the selective demand for a
company's brand rather than a product
the degree to which consumers prefer
one brand over another
12. BRAND PREFERENCE
The consumer will typically have four or five brands they‟d
consider when making a purchase
The goal is to first get on the consumer‟s preference list
and then to move up and become the most preferred
brand
13. BUILDING BRAND PREFERENCE
brand advocacy
LOYALTY
reinforcing attaining and sustaining
quality + brand values brand preference
PREFERENCE
constant revaluation
great story
RELEVANCE
AWARENESS
high investment
TIME
14. BUILDING BRAND PREFERENCE
MEMORABLE
how easily is the brand recalled?
how easily is it recognized? MEANINGFUL
is there a point of difference within
a brand set?
is there a common identity
PREFERENCE between the brand and the
consumer?
LIKEABLE
How aesthetically appealing do consumers find
the brand element?
Is it instantly likeable visually as well as verbally?
15. BRAND PREFERENCE
Gaining and maintaining consumer preference
is a battle that is never really won
“We are what we repeatedly do.
Excellence is not an act, but a habit.”
ARISTOTLE
Hello Digital
17. HOW DIGITAL HELPS
products do something, advertising tells something
digital integrates these two into one single activity,
so there is no gap between what you say and what you do
call it engagement, brand utility, service design, it is all about
what can I do for you?
19. HOW DIGITAL HELPS
TOO MUCH ADVERTISNG WITH TOO LITTLE MEANING?
CUSTOMER VALUE CUSTOMER VALUE
BRAND MEANING BRAND MEANING
BRAND ADVERTISING BRAND ADVERTISING
20. SOLVING A PROBLEM
find free, clean public Track your own pizza Who’s on your flight and
restrooms book a seat next to them
Domino Pizza‟s Pizza Tracker
Charmin‟s Sit or Squat KLM‟s Meet & Seat
21. A CAUSE WORTH JOINING
Make running fun again A collective goal Prove in acts, not in ads
Nike‟s reclaim the streets Ben & Jerry‟s Givolution KLM‟s Surprise
22. AN ENGAGEABLE CAMPAIGN
Make your own TV ad Your portrait on a plane Finish your own story
Cadbury's It‟s no Picnic KLM‟s Tile & Inspire Tippex‟s Hunter Shoots a Bear
campaign campaign
23. A SHAREABLE CAMPAIGN
Exaggerate product features Exaggerate Persona’s Don’t judge a book
by it’s cover
LG‟s Thief – The World‟s Dos Equis‟ The Most Interesting
Slimmest TV Man in the World campaign Dermablend
24. HOW DIGITAL HELPS
DIFFERENT LAYERS OF BRAND MEANING
SOLVING A PROBLEM
A CAUSE WORTH JOINING
AN ENGAGEABLE CAMPAIGN
A SHAREABLE CAMPAIGN
25. BRAND PREFERENCE FOR
TOYOTA
‣ The iterative nature and real-time feedback of digital campaigns will increase the chances of truly reaching the right target group
and perhaps the real brand ambassadors (Toyota fans)
‣ The Toyota brand can become a continuous part of consumers‟ daily lives when providing social services on social media. The
service the Toyota brand provides must be an authentic part of the brand‟s USP. Most online conversations are about sharing these
useful phenomena.
‣ Target the younger generations on their lifestyle. Brands are a form of self expression for most Millennials. In fact, brand
preference is the number one identifier that they‟re willing to share online.
‣ Since brands are a form of self expression, this generation tends to be overwhelmingly brand loyal and expect brands to play an
important role in their lives- to help them learn about new trends, achieve their personal goals and will likely switch brands if those
brands help them in other areas of their lives.
‣ This is an opportunity for Toyota, since they are already tapping in on „A Networked Society‟ providing benefits to consumers in an
entire ecosystem instead of the car itself.
26. BRAND PREFERENCE FOR
TOYOTA
Advertising is not dead.
But one should go back to the basic rule: communication
Letting people know something useful is available.
Digital can stimulate a long term relationship by offering
a recurring addition to a product.
This can turn buyers into „subscribers‟ (fans)
Because of digital, one can create personal relationships, initiate
dialogues, create experiences and share context with consumers.
Just like the little bakery around the corner.
