Red.capabilities.09

“Copyright © 2008 red | brand builders. All rights reserved”.

• • •

Focus – brand strategy & planning 30 years experience on global brands Working in Vietnam since 2002

“Copyright © 2008 red | brand builders. All rights reserved”.

Marc Graduated from the David Syme Business School in Melbourne, has built and operated brand consultancies for more than 20 years, and held several interesting corporate roles – Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’s Australia and Regional Director of Marketing Burger King Corporation. In Vietnam Marc has been Managing Director of JWT and in house Marketing Coach for Unilever Vietnam.

In this presentation, we will talk about:

“Copyright © 2008 red | brand builders. All rights reserved”.

“Creating strategic differences through brand building” - I will do so by using a case study to illustrate the process first - then I will take you through a fictional example created for this conference to step you through the process

“but first let me tell you a little bit about “Copyright © 2008 red | brand builders. All rights reserved”.

red | brand builders”

“Copyright © 2008 red | brand builders. All rights reserved”.

red is beautifully simple and powerfully bold. The colour of passion, life, luck and success.

“Copyright © 2008 red | brand builders. All rights reserved”.

To build a sustainable competitive advantage. We create long-term brand building partnerships.

“Copyright © 2008 red | brand builders. All rights reserved”.

A full-service branding and marketing agency. The red team blends international expertise with local know-how, offering clients clever ways to connect their brands with consumers to deliver winning results.

“Copyright © 2008 red | brand builders. All rights reserved”.

We start with an analysis of our clients’ complete brand environment, speak the truth in advising what needs to be done, and make it happen. Vietnam market entry - Brand strategy Brand campaigns - Brand design - Brand packaging Brand activation - Brand digital - Brand trade marketing

“Copyright © 2008 red | brand builders. All rights reserved”.

red brand building process

Strategic Planning Commences

Define the Brand Essence

Media Plan, Calendar and Budget Agreed

Media Bookings confirmed

Campaign extensions, PR, activations investigated

Final briefing documents

Reasons to Believe

Agree Media and Channel strategy

Campaign Creative concept developed by Channel

Media Materials delivered

Identify insights into what drives behaviour

The Brand Benefits

Evaluate alternative media strategies in order to achieve campaign objectives

Creative Concept selected and refined

Production

Consumer and Market Research

The Brand Proposition

Agree Campaign Objectives, Reach, Frequency, Geography, Duration

Concept Testing with Target Consumers

Casting and pre production processes

What do we need to know ? Consumer, market, competitors

Target Consumer demography, lifestage , mindset

Agree Media Target audience and identify potential points of brand contact

Creative Concept Development

Identification of external production resources

Marketing Campaign Objectives

Category segmentation vs consumer needs = open opportunities

What media do our high potential customers consume?

The Creative Brief

Storyboards and final layouts approved

Creative

Production

insights

Brand Strategy

Channel Planning

“Copyright © 2008 red | brand builders. All rights reserved”.

“Copyright © 2008 red | brand builders. All rights reserved”.

examples of our past brand building projects...

...creating unique brand equities in Vietnam, and for Vietnamese brands you may know

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FPT Unifying brand concept of Digital Identity & Cross Divisional Brand Guidelines

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OMO Tet Promotion Creative – past 5 years

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Opera View Building Brand Logo and Identity

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Joy Brand Logo and Packaging Design

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Trung Nguyen Brand Evolution and Packaging Design

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G7 Brand Logo Evolution and Packaging Design

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…. what is a brand ?

to me a great brand is ‘a collection of stories’ that you want to be part of

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as professional marketers we build brands, because a brand is a

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sustainable competitive advantage that consumers will pay a premium for and that competitors will struggle to duplicate

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the process through which we build brands

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works by creating rational and emotional connections between products or services and consumers And in that context, I believe:

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brands are built on emotional connections

we understand the shift

To brand

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From label

and the value this creates

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• Coca-Cola’s revenue 2007: 28 Billion USD “Copyright © 2008 red | brand builders. All rights reserved”.

Source: The Coca-Cola company

• Coca-Cola’s brand value: 66 Billion USD Source:

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– so lets review the brand building process for Coca-Cola

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“Copyright © 2008 red | brand builders. All rights reserved”.

Step 1: Identify a consumer need or opportunity as a Product and Proposition

Product CARBONATED WATER + SUGAR, CARAMEL AND CAFFEINE…

Proposition REFRESHMENT

Step 2: Create a Brand Framework Proposition: Brand Coca-Cola - ‘Refreshment’ Benefit(s): Refreshment in body, mind and spirit sustainable advantages

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Reasons to Believe: Functional

• • • •

Water, sugar, caffeine ‘Secret’ formula Carbonation ‘Burn and bite’ at the back of the throat

Emotional

• • • •

Social acceptance Contemporize and connect yourself Optimism A personalised world

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Step 3: brand identity ‘embodies’ the framework

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Step 4: campaign amplifies the brand proposition

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“Copyright © 2008 red | brand builders. All rights reserved”.

• brand campaigns - communicate both functional and emotional ‘Reasons To Believe’ – but in many categories functional ‘Reasons to Believe’ are - ‘cost of entry’ (everyone has them) • emotional ‘Reasons to Believe’ - build the stories, relationships, loyalty and ‘meaning’ into transactions – These lie at the core of sustainable competitive advantage and the creation of ‘brand value’

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• As people we are all different, even though at a functional level we are all built in quite similar ways • What makes us different from each other, and meaningful to each other, are our stories Brands are like us…

“Copyright © 2008 red | brand builders. All rights reserved”.

‘our beliefs (about everything - including brands) are based on our feelings, justified by facts’

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our beliefs and feelings about brands are either confirmed or changed by brand experiences

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“Copyright © 2008 red | brand builders. All rights reserved”.

lets work through a fictional example

We will look at the ‘non alcoholic beverage category

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Step 1 - Research and Map consumer needs and opportunities Compare these to the products and propositions of existing brands to find a gap

Step 1: Map the Gap. Identify a consumer need or opportunity as both a Product and a Proposition VITALITY

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JUICE

VITAMINS

ENDURANCE Proposition REFRESHMENT +

Product WATER +

ISOTONIC SALTS

RED TEA

Ambitious Men 18 to 35 CALM CLARITY

HEALTH

Step 2: Brand Name Creation Consider Descriptors: mountain spring water with the added benefits of red tea and isotonic salts Benefits: Of mountain spring water (hydration) of red tea (calm clarity) of isotonic salts (endurance)

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Target Audience: Men 18 to 35, ABC Class, ambitious, educated, driven to create a better future for themselves and their families Consider IP Protection - Registration(s): Trade Marks, Domain Names, Business Names, Design Copyright… - make sure you can own and protect the name The Naming Brief: an ownable name suitable for - ‘isotonic tea for calm endurance, made with pure water from a mountain spring’

Step 2: Naming

Name:

Red Mountain

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Concept: Red - for boldness, passion, life, luck and success Mountain - for endurance, serenity, strength and inspiring heights

Step 3: Create a Brand Framework Proposition: Red Mountain ‘Refreshing isotonic tea for calm endurance’ Benefit(s): ‘Red Mountain’ helps you perform at your best for longer, so you can achieve more in life’ sustainable advantages

“Copyright © 2008 red | brand builders. All rights reserved”.

Reasons to Believe: Functional

• • • • •

Red tea for calm clarity Isotonic salts to replenish your body for endurance Pure Mountain Spring water for hydration Fresh tea taste All natural

Emotional

• • •

I can be my best - calm, clear and full of energy to keep trying When I ‘go to the mountain’ I am returning to my center Confidence in myself and my ability to overcome any obstacle

Step 4: brand identity ‘embodies’ the framework

Develop a Logotype: to represent ‘Red Mountain’

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Develop Brand Guidelines: to capture the Red Mountain story - of success through boldness, endurance, strength, serenity, life, luck and inspiring heights Select colours, fonts, images and styles to communicate to ambitious 18 to 35 year old men that Red Mountain can sustain them on their road to success - bold, young, calm, yet strong, contemporary, inspiring… 40 40

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Step 4: brand identity ‘embodies’ the framework

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Develop Packaging: Red Mountain logo on RTD tea bottle in PET, with imagery portraying, tea, calm, strength, endurance

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“Copyright © 2008 red | brand builders. All rights reserved”.

“Copyright © 2008 red | brand builders. All rights reserved”.

Step 5: campaign amplifies the brand proposition

Develop a Brand Campaign: based on Consumer Insights

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Find a Meaningful Moment:

‘When you need to ‘be your best…’ Develop a campaign concept - based on our brand guidelines: ‘Red Mountain can help you succeed by enabling you to perform at your best for longer…’ 45 45

“Copyright © 2008 red | brand builders. All rights reserved”.

Summary – Building a differentiated brand Step1: Map the Gap - map products and propositions to find a meaningful gap in the market to meet the needs of a defined target audience Step 2: Name Creation – the name should embody the brand concept in a unique and ownable way

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Step 3: Create a Brand Framework - to capture the brand proposition, the brand benefits, and the rational and emotional reasons to believe (Focus on the unique emotional stories that will differentiate the brand) Step 4: Create a Brand Identity - with brand guidelines to ensure that everyone associated understands what the brand stands for and how it should look and feel - and why the brand is unique and different Step 5: Develop a Brand Campaign - based on a consumer insight to amplify the brand story on both functional and emotional levels, and uniquely connect our brand proposition with our target audience needs 47

“Copyright © 2008 red | brand builders. All rights reserved”.

No one builds a brand alone.

Thank you for this opportunity to share our process.

“Copyright © 2008 red | brand builders. All rights reserved”.

red Vietnam, 10 Phan Ngu St. Da Kao Ward, District 1 Ho Chi Minh City Vietnam T +(84 8) 8200 169 F +(84 8) 8200 229 W red.vn

Chris Elkin, Managing Director [email protected] +84 (0) 903 042 545

Tram Nguyen, Client Representative Director [email protected] +84 (0) 906 726 788