Brand Building Brand Management Process

Si Gr x i My ey nch st an es er d io we wid us t e

What is the Territory of the Brand?

Contents 

Presentation Objective



Understanding Branding





From Products to Brands



Brand Attributes



Brand Management



Brand Architecture



Exercise

Brand Building 

Brand Audit



Connection Triangle



Big Idea



Evaluating Advertising

Presentation Objective

•

To understand the facets / issues involved in branding

•

To develop a framework for building a brand

Al Ries, David Ogilvy & Ambani Presentation incorporates learnings from

India’s

Branding School, founded by Reliance:

MICA Personal Al

Work Experience

Ries & Laura Ries: The 22 Immutable Laws of

Branding

Contents

Understanding Branding

Brand

Building

Module 1

Understanding Branding Understanding Branding

Brand

Building

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Brand

Management

Building

Architecture

Exercise

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Brand

Management

Building

Architecture

Exercise

Module 1 - Stage 1

From Products to Brands Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Module 1 - Stage 1

From Products to Brands Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Brand v/s. Product Exercise



A brand is more distinctive than a product



It is first of all a name, a means of identification



Secondly it s a set of added values offering both functional and psychological benefits

Above all ‘a brand is a promise’

Module 1 - Stage 1

From Products to Brands Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

A Brand is a Promise “ …A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.

Module 1 - Stage 1

From Products to Brands

…….a short-hand that communicates powerfully & reduces uncertainty

Fevicol Case Year

Sales Value ( Rs. Crores)

AdSpend ( Rs. Crores)

92-93 93-94 94-95 95-96 96-97 97-98 98-99

46.02 77.12 102.16 138 156.19 151.68 191.75

0.55 1.7 2.3 3.28 5 5.51 6

Adspend as % of Sales 1.2% 2.2% 2.3% 2.4% 3.2% 3.6% 3.1%

Fevicol Case Fevicol's Market Share of Synthetic Adhesive Category 45%

42%

40% 35%

31.43%

30% 25% 20% 15%

10% 10% 5% 0%

1991

1994

1999

Fevicol Case Fevicol's Growth Rate vs. Category Growth Rate

60%

55%

50% 40% 30% 20%

16%

10%

8%

10% 0%

1992-95

1995-99

Category

Fevicol

Brand as an Asset 

“If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch” Fortune Magazine

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes Attributes

Brand

Management

Architecture

Building

Exercise

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Name

Logo

Colours

Essence

Brand

Management

Architecture

Building

Exercise

Module 1 - Stage 2

Attributes

Immutable Law of Name

In the long run the brand is nothing more than a name

Module 1 - Stage 2

Attributes Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Name

Logo

Colours

Essence

Exercise

Brand Name 

Short  Kodak, Fuji 





CNN an AOL Time Warner Company

Distinctive •

Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace

•

Orange was a striking name in a world of tel and coms

Not mean anything rude or silly in another language 

Big Macs( McDonald’s) is a slang for big breasts in Canada

Module 1 - Stage 2

Attributes Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Name

Logo

Colours

Essence

Exercise

Brand Name 



Avoid generic / line extended names •

Xerox as opposed to Haloids Paper Master

•

Xerox (Copier) is powerful. Xerox Computer is not

Changing your name will not overcome a bad strategy •

“Monday” (Price Waterhouse Coopers )

Module 1 - Stage 2

Attributes

Immutable Law of Shape

A brand’s logotype should be designed to fit the eyes. Both eyes

Module 1 - Stage 2

Attributes Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Name

Logo

Colours

Essence

Exercise

Brand Logo •

Simple logo, designed to fit both eyes • Mercedes three star

•

Logos with a horizontal bias • Logo with a horizontal bias is esp. useful for retail brands

•

Logo font has to be clear and legible • A housewife does not buy Ariel because it is written in a specific font

Module 1 - Stage 2

Attributes

Module 1 - Stage 2

Attributes

Immutable Law of Colour

A brand should use a colour opposite of its rival

Module 1 - Stage 2

Attributes

The Cola Wars: Energy Vs. Peace

Module 1 - Stage 2

Attributes Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Brand Colours 



Colours have meanings •

Purple means royalty

•

Red is energetic

•

Blue is peaceful

Opposite colours can differentiate •

Coke is red, Pepsi is blue

•

Kodak is yellow, Fuji is green

Name

Logo

Colours

Essence

Module 1 - Stage 2

Attributes Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Name

Logo

Colours

Essence

Exercise

Brand Colours.. 

Colours can help you stand out •



FedEx’s orange and purple packet stands out in corporate blue

Logo and colours help, but the power of the brand 

Essentially in the meaning of the brand name in consumer’s mind, its essence

Module 1 - Stage 2

Attributes

Immutable Law of Singularity

Most important thing for a brand is its single mindedness.

Module 1 - Stage 2

Attributes

Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

Module 1 - Stage 2

Attributes Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Name

Logo

Colours

Essence

Exercise

Brand Essence 

A brand must “leverage a compelling truth” 



Linux stands for freedom as opposed to Microsoft’s monopoly

A brand should mean a single powerful thing: the essence 

Essence of Volvo is Safety



Essence of Tata is trust



Essence of Fevicol is bonding

Module 1 - Stage 2

Attributes Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Name

Logo

Colours

Essence

Exercise

Brand Essence 

A brand should also be clear of what is not its essence 





In India, STAR NEWS is not a channel of the masses unlike STAR PLUS

A brand should drive single mindedly its essence 

Volvo has been selling safety for 35 years



Raymond has been selling the complete man for over 2 decades



Essence of Dettol is protection against germs

A brand loses its essence if it starts meaning a lot of things 

What is Miller :A regular,light,draft,cheap, expensive beer

Module 1 - Stage 2

Attributes

Immutable Law of Word A brand should try to own a word in consumer’s mind

Module 1 - Stage 2

Attributes

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Brand

Management

Architecture

Building

Exercise

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Brand

Management

Architecture

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Building

Exercise

Module 1 - Stage 3

Management Understanding Branding

Products to brands

Brand Building

Management

Attributes

Architecture

Exercise

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Co-Brand 

Brands need to address a similar need segment –



Kellogg's Pop-tarts with Smuckers Jam

Brands with complementary strengths: Seen often on the Net –

NY Times gives Amazon credibility

–

Amazon makes NY Times look modern.

Module 1 - Stage 3

Management Understanding Branding

Products to brands

Brand Building

Management

Attributes

Architecture

Exercise

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Stealth Brand 



Brand building that attracts customer attention but not of rivals •

Home-to-home, word of mouth / PR, internet community building

•

Krispy Kreme relies only on PR

Good option when unsure of a new medium/market 

Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web

Module 1 - Stage 3

Management Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Fighting Brand 

Pricing led branding option. Works as a competitive response. •

Smirnov (Heublein) Case  Smirnov

attacked by W’schmidt @ $1 less

 Heublein

raised the price of Smirnov

 Heublein

introduced Reiska(fighting brand) at the same price point as W’schmidt

 Heublein

added Popov lower than both

Module 1 - Stage 3

Management Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Fighting Brand 

Built as new, independent brand •

Prevents dilution of the leading brand  HLL

introduced Wheel to fight Nirma

Module 1 - Stage 3

Management

Immutable Law of Siblings There is a time and place to launch a second brand

Possibly even a third or a fourth brand..

Module 1 - Stage 3

Management Understanding Branding

Products to brands

Brand Building

Management

Attributes

Architecture

Exercise

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Multi Brand 

Key to a multi-brand approach is to give each sibling a unique identity 



Time, Fortune,Life, Money, People

Tempting to mash the brands and top it with corporate frosting 

Tata Salt,Tata Tea



Second brand risks diluting equity



Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?

Module 1 - Stage 3

Management Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Multi Brand.. 

Common product area focus 



Single attribute segmentation 



Shampoos: Clinic Plus, Ayush, Sunsilk

Price:Maruti 800, Zen, Esteem

Sibling creates a new category 

Herbal Anti-Dandruff category by Ayush

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Brand

Management

Architecture

Building

Exercise

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Brand

Management

Building

Architecture

Exercise

House of Brands

Endorsed Brand

Sub Brand

Branded House

Module 1 - Stage 4

Architecture

Immutable Law of Contraction A brand becomes stronger when you narrow its focus

Module 1 - Stage 4

Architecture

The Economist is red and daring. Provocative, brutally honest and non-conformist

Module 1 - Stage 4

Architecture Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

House of Brands

Endorsed Brand

Sub Brand

Branded House

Exercise

House of Brands 

Often dictated by corporate strategy. Core competence of the firm is marketing / branding •



Multiple independent brands allows company to fill each niche •



P&G is the prime example. Its “big” with the channel

Helps brand focus

Gives an opportunity for the company to focus on each brand and contract its scope.

Module 1 - Stage 4

Architecture Understanding Branding

Products to brands

Attributes

Brand Building

Architecture

Management

House of Brands

Endorsed Brand

Sub Brand

Branded House

Exercise

Endorsed Brand 

Endorsement used as a device to transfer brand assets from one brand(corporate) to another  Titan

from TATA, transferring trust



Danger of diluting the equity of endorsing brand



Best as a transitional strategy  Gain,

from makers of Ariel

Module 1 - Stage 4

Architecture

Immutable Law of Expansion Brand’s power inversely proportional to scope.

Module 1 - Stage 4

Architecture

The Volkswagen bus ad, talked only about ‘plenty of room’

Module 1 - Stage 4

Architecture Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

House of Brands

Endorsed Brand

Sub Brand

Branded House

Exercise

Sub Brand 

Inside out branding.Company pushes core brand in different directions



Sub-branding can destroy what branding builds •

Donna Karan menswear, DKNY, DKNY menswear, DKNY kids

Module 1 - Stage 4

Architecture

Immutable Law of Company

Brands are brands, companies are companies. There is a difference.

Module 1 - Stage 4

Architecture Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

House of Brands

Endorsed Brand

Sub Brand

Branded House

Branded house 

Consumers buy brands, not companies



Danger of branded house, being many things to one group of people •



Virgin? Does “Virgin trains” work?

May motivate trade, so might be useful for PR purposes with trade/other stakeholders •

P& G way

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Brand

Management

Architecture

Building

Exercise

Module 1

Understanding Branding Exercise 

Two brand positioning within the same brand family?How do we reconcile the two positions?





The options available to us 1.

Single brand

2.

Stand Alone New Brand

3.

Transfer of Brand Assets from an existing brand

What are the pros and cons of each option ?

Module 1

Understanding Branding Understanding Branding

Products to brands

Attributes

Brand

Management

Architecture

Building

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise



Single Brand Family



‘Stand-alone’ New Brand



Transfer of Brand Assets ‘x from y’

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Option : Single Brand family 



Constant values / different products •

Dettol antiseptic / soap / hand wash

•

Crest toothpaste / Mouth wash (But not chewing gum)

Differentiate on product usage •

IBM Value Point - Entry level purchase

•

Gillette Good News Line - Disposables

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Option : Single Brand family 

Use as umbrella branding  

TATA SONY 



Trust Electronic technology

But Taj from TATA for Performance segments

Difficult for a single brand to straddle Performance and Price segments  

Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Option : Single Brand family Learnings + Cheaper than creating a new brand - Difficult to stretch brands across Price and Performance - Risk of eroding present position - Lose opportunity of creating a new segment

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Option : ‘Stand-alone’ New Brand 

Levers enters popular segment successfully with Wheel as opposed to Surf Easywash



Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents



Toyota launches Lexus to enter the Premium Auto segment credibly

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Option : ‘Stand-alone’ New Brand Learnings + Clear brand identity, values and assets + Create new opportunity of a range possibility in Popular segment + Leave present brand secure - Expensive to build brand assets - Difficult to build trial as a stand-alone Brand

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Option: Transfer of Brand Assets ‘x from y’ 

Titan (from Tata’s) •



Sonata (from Titan) •



Worked well for Titan

Eroding equity of Titan

Gain (from the makers of Ariel) •

Apparently a ‘Transitional Strategy’

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Option: Transfer of Brand Assets ‘x from y’ Learnings + Cheaper than developing a new brand + Can be used as a ‘Transitional Strategy’ - Still a risk of eroding present image - Possible mix of values and assets

Module 1 - Stage5

Exercise Understanding Branding

Products to brands

Attributes

Brand Building

Management

Architecture

Exercise

Options

Single Brand Family

Stand Alone Brand

Transfer of Brand Assets

Branding Options: Conclusion 

‘Single Brand family possible if: 

Different products / similar values



Differentiate on end use



‘Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand



‘Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets

Contents

Understanding Branding

Brand

Building

Module 2

Brand Building Understanding Branding

Brand

Building

Module 2

Brand Building Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Module 2

Brand Building Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Module 2 - Stage 1

Brand Audit

Brand Audit is designed to put into words the actual experience of a brand in the life of the user

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand

Connection Triangle

Brand Audit

Big Idea

Building

Evaluating Advertising

Brand Audit   

Qualitative study In-depth interview ,usually administering a questionnaire Uses various techniques like  

Mind Mapping Technique Critical Incident Technique & Other Techniques

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Mind Mapping Technique Good

technique to make connections and evoke associations Start with a major idea and work outwards in all directions The more visual the better

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Mind Mapping Technique Draw An Egg

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Mind Mapping Technique Put Ten Legs on It

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Mind Mapping Technique Put Happiness in Centre

Evaluating Advertising

Happiness



Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Choclate

er Be

Building

Mind Mapping Technique Write 10 Associations to Happiness

Evaluating Advertising

Happiness



Cricket Win

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Mind Mapping Technique Take 1 branch and add associations

Evaluating Advertising

Sachin100 World Champion Choclate

er Be

Happiness



Cricket Win

Bad Bowling Mexican Wave

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Critical Incident Analysis: When People Change  An technique that contextualizes importance of a ‘critical incident’ leading to change in an individual’s life.  These are turning points These are ‘Moments of Truth’ : compelling moments when one gets deep insights and is propelled to ‘change’. – Brands, category adoption too revolve around such ‘incidents’ leading to change. –

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

The Hierarchy of Aspects of Incidents

Building

Evaluating Advertising

       

Consumer Category Motivation Enabler Trigger Driver emotion Re-inforcer Emotional Pay-off

Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Brand Audit Questionnaire

Building

Evaluating Advertising

Think about the specific things that trigger the brands identity in your mind…

When you hear the brands name what immediately springs to your mind What else 

visuals or images



packaging or product elements



bits of advertising



signs or symbols



anything else

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Brand Audit Questionnaire Thinking about the feelings and emotions the brand evokes in you

What specific emotions do you experience while using this brand How does the brand make you feel about yourself What do you feel when you see other people using this brand How do the emotions this brand evoke differ from those of its leading competitor

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Brand Audit Questionnaire

Building

Evaluating Advertising

Since using a brand makes it part of your life think about personal memories connected with the brand What personal memories does this brand bring to your mind 

Describe an episode in your life or someone close to you that illustrates this

If the brand were to be a restaurant or a café… 

Describe the ambience, colours, location, customers of the café

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Branding Audit Example: Eveready Associations ‘Using it since a child…first used the white cell now use red’

Evaluating Advertising

AGE OLD ASSOCIATION ‘Memories of using it in my village fields during night’ ‘lasts longer’,’does not melt in summer’, ‘leak proof’

CHILDHOOD MEMORIES

OTHERS

‘Was it a truck? Everything lights up’ TV AD MAKES LITTLE IMPACT ON MOST

KEY

PREFERRED BRAND ASSOCIATIONS

‘Red colour in wall paintings, ‘Some animal ..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Example: Personality of Eveready Its Two Faces

Evaluating Advertising

User of Eveready -

Late youth or early middle aged man

-

Strong and energetic

-

Trustworthy

-

Middle class, a family man

-

Distant friend / acquaintance

-

RECOGNITION AND A HALF SKETCHED PERSONALITY

User of Competition

Mirror’s two faces

Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality

-

Middle aged man

-

Strong

-

Don’t know him well, an acquaintance

-

Slightly dull, not colourful

-

LITTLE INVOLVEMENT

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand

Good Brand Audit

Building

A good brand audit gives a definite answer about six interrelated equities 

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising



Product: Product performance supports the brand?



Image: Image is strong and engaging?



Customer:Strength of customer franchise?



Channel: Leverage in channel environment?



Visual : Clear,differentiating presence?



Goodwill: Endorsed by influencers in the communities in which it lives?

Module 2 - Stage 1

Brand Audit Understanding Branding

Brand

Exercise

Building

Consider Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Rate

• • • • • •

Product Visual Channel Customer Goodwill Image

Non Performing Unclear, Inconsistent Not Leveraged Over Dependent Not Recommended Weak

1 1 1 1 1 1

2 2 2 2 2 2

3 3 3 3 3 3

4 4 4 4 4 4

5 5 5 5 5 5

two competing brands: Kodak & Fuji

the brands on a scale of 5

Strong , Performing Clear, Consistent Image Important, Leveraged Valued, Popular Good PR, Recommended Strong, Engaging

Module 2

Brand Building Understanding Branding

Brand Audit

Connection Connection Triangle Triangle

Brand

Big Idea

Building

Evaluating Advertising

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

After a rigorous Brand Audit we are ready to make a connection triangle

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Dissecting a Brand 

Brand Audit illustrates a unique combination of three factors 

Product Attribute / Benefit



Brand Imagery / Personality



Consumer Needs / Beliefs



Connection triangle exists at the core of each brand



However each brand has one of the three values as a primary driver

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

•

The nature of the product itself – taste, texture, smell, size, heritage, complexity, cost

•

Is it distinctive? Is it liked by the consumer?

•

How can it be recast into a consumer benefit?

Brand Emotional benefits

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

•

Product Benefit Driven Brand – Eno bubbles away troubles – Fevikwik sticks in a jiffy – Mseal seals chronic leaks – Tang is essence of goodness from fruit

Brand Emotional benefits

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

•

Product Benefit Driven Brand

What I get from the product that makes the brand matter to me

Why I like the brand

Brand Emotional benefits

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

Brand Emotional benefits

•

The values that underpin consumers’ trust.

•

Brand’s personality?

•

What is the tone of voice it adopts when talking to consumers?

•

Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding oft the brand.

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

•

Brand Image Driven Brand – Jaguar is a copy of nothing ,like its owners – Thumbs Up is for the real men – HSBC is your local bank – Tata Safari makes its own road

Brand Emotional benefits

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

•

Brand Emotional benefits

Brand Image Driven Brand

What traits that I recognize in the brand that I can respect/rely on

Why I trust the brand

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

•

Brand Emotional benefits

Why do people value my brand? – If they don’t, what can we do to make them value it more?

•

How does our brand fit into the lifestyle / basic beliefs of its consumers?

•

Why should it be relevant to/enrich their lives?

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

•

Brand Emotional benefits

Consumer Beliefs Driven Brand – Cadbury Dairy Milk recognizes the child in me – Fevicol knows that I yearn for emotional bonds that do not break – Maggi is one more of the delightful conspiracies led by mom

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand

Building

Product Physical attributes

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Consumer Underlying human truths

Brand Emotional benefits

• Consumer Beliefs Driven Brand What values that I share with the brand that makes me cherish it more

Why I value the brand

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Product Benefit

What I like it

Consumer UHT

Why I value it

Brand

Why I trust it

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Product Benefit Alternative Pale Pilsner

Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in

Brand Irreverent, impulsive, devil-may-care, live for the day

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Product Benefit Quality adhesive

Consumer UHT Bonds of family/ friendship/love usually break

Brand A bond that will not break

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Exercise: Create a Connection Triangle 

Make a Connection Triangle of your favourite brand 

Ensure that it  Connects  Enrich

your understanding of the brand-consumer relationship

 Liberates 

i.e. provides the creative freedom

Can someone who does not know the brand or the market get a clear understanding of the brand?

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Exercise: Create a Connection Triangle 

Make a Connection Triangle of your Car Security Systems Product 

Recap of Consumer Research in Mumbai

Module 2 - Stage 2

Connection Triangle Understanding Branding

Connection Triangle

Brand Audit



Brand

Big Idea

Building

Recap of Consumer Research

Evaluating Advertising

Primary Perceived Benefits: User 1.

A more efficient locking system  

2.

“I am assured that all locking is done once I press the remote button” “Even if I am careless, I am still assured that the locking has been done

A ‘Done’ thing  

“I have seen it on many cars” “like an audio system, got to have it”

The main perceived benefit is a ‘more efficient locking system’

Module 2 - Stage 2

Connection Triangle Understanding Branding

Connection Triangle

Brand Audit



Brand

Big Idea

Building

Recap of Consumer Research

Evaluating Advertising

Secondary Benefits: User 1.

Scaring the burglars: A mixed bag 



2.

“The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times” “The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily''

Showing Off 

“My young brother simply loves pressing the remote buttons.He loves

showing off almost as if he is a James Bond. You should look at the tesshan(style)”

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit



Connection Triangle

Big Idea

Building

Recap of Consumer Research

Evaluating Advertising

Perceived Benefits : Non User 1.



Brand

Style

Perceived Barrier : Functionality is not fully established     

“Security system is for style” “Why spend an extra on an old car. When I buy a new one, I might consider” “I go for functionality….no sosha(show-off)” “The only thing it(security system) does is consume battery” “I have already taken car insurance. I don’t need a gizmo”

The effectiveness of security systems is not proven

Module 2 - Stage 2

Connection Triangle Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Key Consumer Insight

Evaluating Advertising

There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness

Module 2

Brand Building Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Big Idea Idea

Building

Evaluating Advertising

Module 2 - Stage 3

Big Idea

Unless advertising contains a big idea it will pass like a ship in the night

David Ogilvy

Module 2 - Stage 3

Big Idea

What is the Big Idea in this visual?

Module 2 - Stage 3

Big Idea Building Exercise: What is a Big Idea ?

Understanding Branding

Brand Audit

 

Connection Triangle

Brand

Big Idea

Evaluating Advertising

A bisociation of two or more previously connected thought matrices A new combination of old elements

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Building

Two Types of Big Idea Big Idea

Evaluating Advertising

Big executional ideas Big strategic ideas

Two types of Insights

Module 2 - Stage 3

Big Idea

Think Different One definition of insanity is doing the same thing over and over again, expecting a different outcome

Module 2 - Stage 3

Big Idea

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Insight: Type 1 Verbatim about my life in relation to the category / brand 



Insight needs to 

Involve



Be widely shared



Identify with a ‘moment of truth’

Insight should not 

Be a metaphor in disguise



Restrict creative avenues

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Insight: Type 1 Verbatim about my life in relation to the category / brand 

Examples 

Skincare Category: Each new wrinkle reminds me of how much more I want to do with life



Ponds: My face is a mirror of my soul

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Insight: Type 2 The missing link which makes the disconnected connect 

They are not true discoveries



They establish a real complicity between advertiser and the consumer

Module 2 - Stage 3

Big Idea

Rediscover You invent nothing. You rediscover what you have forgotten.

Socrates

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Four Groups of Missing Link 

People 

Tapping into what turns people on. Culturally, communally, individually  Pepsi

World Cup, India: Indians are more street smart than an average white bloke

 Bank

of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do business’

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Four Groups of Missing Link 

Product 

Reinterpreting the way a product attribute is presented  Asian

Paints, India: Paint takes on a symbol of prosperity.

Quality of home = Quality of Life

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Four Groups of Missing Link 

Problem 

Outmaneuvering a problem by illustrating an alternative solution  Saffola,

India: Cooking oils were perceived to be dangerous to health of heart

 WWF

Tiger Conservation, China: Human life was more important than tiger’s. Work with logic that loss of tiger will impoverish the life of children.

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Four Groups of Missing Link 

Promise 

Changing the nature of brand proposition that makes it seem ‘bigger’  Stanchart

Credit Card, India: Emphasizing the importance of

changing your credit limit by showing the fear of a wife overspending

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

“What if?” A Brainstorming Tool that challenges convention

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

What if.. 

A useful process to prevent inertia



Allows our minds to roam



New insights come from unexpected quarters



Stage1: Integrate full possibilities for existing brand equity



Stage 2: Stretch potential to absurd levels to challenge convention A tool to explore risks and rewards of completely changing the rules

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

What if.. Stage 1 

We redefine the category experience?



Claim generic benefit for ourselves? 



Make the brand sensational and newsworthy? 



Fevicol is an adhesive, so it sticks strong

The United Colours of Benetton

Focus on the influencer and not the user? 

The TV buying ads focusing on kids

Module 2 - Stage 3

Big Idea

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

What if.. Exercise for Our Product 

How do we redefine the security system experience?



Can we claim generic benefit for ourselves?



How can we make the brand newsworthy and therefore spend less in advertising?



How do we focus on the young male adult/dealer and not the buyer?

Module 2 - Stage 3

Big Idea

What If.. we all go mad?

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

What if.. Stage 2 

A chimpanzee sold coffee to a Martian?



Asian Paints gets into hair colours?



Coffee loses prestige value and needs a common man platform?



Strategy is passé, and implementation is the real thing?

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Need Some Mad Ideas!

Evaluating Advertising



A car manufacturer invented a theft-proof car?



Car insurance and security system was co-branded ?



Mercedes Benz endorsed our security system?



We reduced the car theft rate in the city we test market in?



The police commissioner used our system in his/her car?

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Mining Insight Drives powerful brand building

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit



Connection Triangle

Brand

Building

So, What Next? Big Idea

Evaluating Advertising

You have driven the car, not only by looking at the rear view mirror 

You have used intuition and imagination



You have created a connection triangle that truly articulates the primary driver



You are ready with a compelling insight

You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

The springboard is ready for the creative agency to leap

Module 2 - Stage 3

Big Idea Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Creative Black Hole 

Now it the turn of creative agency’s turn to ‘fire’



To give a creative articulation of the primary driver, using the compelling insight



Your work is going through the creative Black Hole

Module 2

Brand Building Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Evaluating Advertising Advertising

Module 2 - Stage 4

Evaluating Advertising Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

After the Creative Black Hole 

How do you evaluate a creative product: The TV Ad, Sales Promo,Internet Banner, Direct Mailer?



How do you ensure that both you and the creative agency have done a good job?



You are ready for Unilever’s Benchmarks!

Module 2 - Stage 4

Evaluating Advertising Understanding Branding

Brand Audit

Connection Triangle

Brand

Big Idea

Building

Evaluating Advertising

Unilever's Ten Principles Yes/No

1 Is there a big idea memorable and relevant? 2 Does it discriminate the brand from the competitor? 3 Does it involve target consumer? 4 Does it establish a relationship with target consumer? 5 Does it invoke a positive response from the consumer 6 Does it feel genuine? 7 Is it simple and clear? 8 Is the brand name inseperable from the idea? 9 Does it make full use of medium's capabilities? 10 Is it in character with the brand personality?

Module 2 - Stage 4

Evaluating Advertising

Finally The consumer is not a moron,she is your wife

Final evaluation of brand building is whether it motivates her

“You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani

www.mastersun.in http://strategy-execution.blogspot.com [email protected] Sarvajeet Chandra: +91 9920803060 Jasravee Kaur : +91 9892301590

Profile of Sarvajeet Chandra Sales & Distribution

Operations/ Service Quality

Brand Building

Capability Development Shringar Cinema (Fame)

FMCG/Retail

ITC( ITD Division) Eveready Travelport

MSM

Eveready Kodak

Infrastructure , Industrial & Real Estate

Saurashtra Cement VNC Group Tata Steel Lavendor Group Mandala Asset Solutions

Lion Group Tata Steel VNC Group Gujarat Glass

Saurashtra Cement Pidilite (Fevicol, Fevikwik, Fevistik) VNC Group Tata Steel

Textile, Leather & Commodities

Tata International

Indo Rama Texmaco Group Laxmi Machine Works Tata International ITC (IBD Division)

World Gold Council

Banking, Media, IT, Hospitality & Others

Xenos Blue Star Cidade de Goa Tata Power Cidade de Goa

ICICI Bank Thanjavur Hotel Residence Cidade de Goa

STAR TV EBay India MIHMCT

Vizualize LBi India Systime JW Mariott GTL Limited BST-Sayona

Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com ( now Ebay), Ogilvy & Mather