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Future of Advertising, Brand Basics | Class 3

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Future of Advertising, Brand Basics | Class 3

  1. 1. FUTURE OF ADVERTISING Fall 20 Thursdays, 1-6 PM Instructors: Zach Pentel & Boriana Strzok Class 3: Brand Basics
  2. 2. TODAY WE’LL FOCUS ON: REVIEW LAST WEEK’S ASSIGNMENT Post a comment to one of your classmates blog entires THE DEFINITION OF A BRAND BRAND ARCHITECTURE
  3. 3. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”  —Seth Godin
  4. 4. “...Progressive brands are reallocating their marketing budget based on the evolving rules of engagement with consumers. The game is changing because people today seek out and spend money with brands that provide them with increased value on their terms: product efficacy, community, utility, shared interests and a deeper experience.” —JP LaFors, Forbes AdVoice
  5. 5. BRAND DAMAGE
  6. 6. THE 4 CHARACTERISTICS OF A SUCCESSFUL BRAND Authenticity is a measure of how genuine a brand is – in other words it exists for a reason. Performance is the belief that a product or service does its job well and arguably better than the alternative. Relevance is about playing a clearly defined and understood role in people’s lives. Momentum is the sense people have of a brand’s presence and popularity. –Richard Huntington Via Adliterate.com
  7. 7. BRAND PERSONALITY Your brand personality represents a constant set of attributes that inform tone of voice, look, and feel as the brand is expressed across all mediums and touch points.
  8. 8. The brand personality can play a huge role in differentiating a business, particularly when a brand and its competitors offer similar services, products or processes.
  9. 9. Proctor & Gamble (P&G) Ah, with P&G, we leave empowerment behind and enter the world of the warm and fuzzy. P&G’s personality comes across as warm, soothing and supportive, from the slow crescendo of the music, to the careful choice of words at the end of the film, to the narrator’s nurturing tone of voice. This film pulls on the heart strings, making all those hours of changing diapers and washing clothes feel oh-so-worth it. I find myself getting a bit misty when I watch this film, and I don’t even have children. Via: http://vinestreetcommunications.com
  10. 10. Skinnygirl® Cocktails Sassy, social, a little bit rebellious… Skinnygirl Cocktails is redefining the modern cocktail with a fun and engaging brand personality. From their playful logo, to their make-a-statement color palette (hello, red!), to the highly conversational tone they use in all their marketing content (such as referring to their new line of drinks as “the new girls”), this brand is definitely not your momma’s cocktail company.
  11. 11. BRAND IDENTITY “In The Great Gatsby, F. Scott Fitzgerald writes, “Personality is an unbroken series of successful gestures.” Similarly, a brand is the result of an unbroken series of consistent gestures, encompassing both what it does and how it does it.” — Derrick Daye, Brand Strategy Insider
  12. 12. BRAND IDENTITY IS: The outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors. brandchannel.com
  13. 13. BRAND VALUE “A brand's value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.” –Seth Godin
  14. 14. BRAND ARCHITECTURE
  15. 15. POSITIONING POSITIONING: HOW we differentiate from our competition VALUES VALUES: WHAT we stand for and how we behave MISSION MISSION: HOW we plan to achieve our vision VISION VISION: WHAT we aim to achieve PURPOSE PURPOSE: WHY we exist
  16. 16. BRAND POSITIONING POSITIONING The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix. brandchannel.com
  17. 17. “Nike's most controversial Olympic ad campaign, during the Atlanta games in 1996, stated "You don't win silver, you lose gold." Polarizing? You bet. Clear positioning? Hell yes! Nike is unabashedly a culture built around winning, and if you can’t take the heat you have no business in that arena. Maybe it wasn’t the most sensitive thing to say. Perhaps Nike would like a do-over on that campaign. Probably not.” – Austine Mcghie, FastCompany
  18. 18. BRAND MISSION An aspirational purpose for the brand to exist. MISSION
  19. 19. Coca-Cola’s Brand Mission: Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. • To refresh the world... • To inspire moments of optimism and happiness... • To create value and make a difference.
  20. 20. BRAND VISION This is a single phrase that sums up why a brand exists VISION through a singular belief. Why do you get up in the morning? Why do you do, what you do? This is not a replacement for a brand or a campaign tagline.
  21. 21. BRAND VALUES POSITIONING VALUES As a part of a brand architecture, values represent MISSION the core strengths of what you VISION do that differentiate you from your competition. PURPOSE
  22. 22. McDonald’s Values: We place the customer experience at the core of all we do. We are committed to our people. We believe in the McDonald’s System. We operate our business ethically. We give back to our communities. We grow our business profitably. We strive continually to improve.
  23. 23. BRAND PURPOSE In the midst of an ever faster shifting world, a traditional brand positioning statement is often too complex to give focus and empower informed action within PURPOSE an organization. A short, clear purpose gives the brand meaning and stands as something the brand can own and sets it apart from the competition.
  24. 24. Patagonia’s Brand Purpose: Patagonia exists as a business to inspire and implement solutions to the environmental crisis. Patagonia’s Core Values: Quality: pursuit of ever-greater quality in everything we do Integrity: relationships built on integrity and respect Environmentalism: serve as a catalyst for personal and corporate action Not bound by convention: our success and much of the fun lies in developing innovative ways of doing things.
  25. 25. Before next class read:
  26. 26. TODAY’S ASSIGNMENT: Group Exercise: Writing a Concept Statement • Pick one of the 3 briefs used in this year’s One Show YoungOnes Client Pitch Competition • Research the Target Audience • Come up with with 5 concepts for a campaign • Present the top 2
  27. 27. THINGS WE’LL FOCUS ON NEXT: Developing a common vocabulary for talking about new media and advertising Applying that vocabulary to develop creative work that is relevant in the modern advertising agency Developing - and pitching - great ideas
  28. 28. WEEK OF SEPTEMBER 20: How to write a concept statement Examples of concepts and how they evolve into advertising Present a basic creative brief In groups, develop five concepts and present the best two

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