WIXLIB

MKTG5605:Digital Brand & Product ManagementDeveloping your Brand StrategyDigital Communications & Positioning“Great things in business are never done by one person.They’re done by a team of people.”-Steve Jobs

1 Digital Brand Strategy2 Customer Networks– 5 Core Branding Strategies3 Positioning

Consumer behavior and expectations have forever changed.With connected devices within our reach, we do more than justcheck the time, check emails or catch up with friends.We turn to our devices with intent and expect to haveimmediate answersIt's in these I-want-to-be informed(entertained), I-want-to-know,I-want-to-buy, I want-to-use moments that decisions are madeand preferences are shaped.

I Want To Moments

Digital Brand Strategy must understand how people arebehaving on digital platformsDigital Brand Strategists are Hybrid Thinkers

Having customers simply put theireyeballs on your contentis just not enough

CUSTOMER NETWORKS

RETHINK the Marketing FunnelBROADCASTTV, radio, out-of-doorNETWORKSSearch, buzz, blogsAwarenessConsiderationOnline research, userreviewsProduct test, comparisonPreferenceSocial Networks, YouTubeIn-store purchaseActionReward PointsLoyaltyAdvocacyDirect mail, brochurePurchase on-line/mobile“Friending” (FB, )

What kinds ofproducts, services,& experiences . . . will inspire advocacy incustomer networks?

5 Core Digital Branding ustomizeConnectSource: Rogers – The Digital Transformation Playbook

5 Core Digital Branding StrategiesAccess How can you make the experience faster, simpler, easier? Better integrate different interactions? Make service more accessible, more on-demand, more selfserve?Engage How can you earn the attention of your audience? What problem can you solve for your customers with theright content or information at the right time? Would the market recommend the content to a friend?Customize Where do your customers’ needs and interests differ mostfrom each other? Why would your customers want a more personalizedexperience? For unique interests? Self-expression? How can you make it easy for your customers to make theright choice ?

ACCESS: On-demand & omni-channel

5 Core Digital Branding StrategiesAccess How can you make the experience faster, simpler, easier? Better integrate different interactions? Make service more accessible, more on-demand, more selfserve?Engage How can you earn the attention of your audience? What problem can you solve for your customers with theright content or information at the right time? Would the market recommend the content to a friend?Customize Where do your customers’ needs and interests differ mostfrom each other? Why would your customers want a more personalizedexperience? For unique interests? Self-expression? How can you make it easy for your customers to make theright choice ?

ENGAGE: Brands as publishers

5 Core Digital Branding StrategiesAccess How can you make the experience faster, simpler, easier? Better integrate different interactions? Make service more accessible, more on-demand, more selfserve?Engage How can you earn the attention of your audience? What problem can you solve for your customers with theright content or information at the right time? Would the market recommend the content to a friend?Customize Where do your customers’ needs and interests differ mostfrom each other? Why would your customers want a more personalizedexperience? For unique interests? Self-expression? How can you make it easy for your customers to make theright choice ?

CUSTOMIZE: Right Message, Right Person

Digital Branding StrategiesConnect What conversations are your customers alreadyhaving that are relevant to your objectives? How could you enable, facilitate or enhance thoseconversations? What can you learn from your customers’conversations? What can you contribute to these conversations thatyour customers have?Collaborate What skills could your customers bring to bear, and what arethe limits in their ability to contribute successfully? What would most motivate customers? Excite them aboutyour brand, cause, or project? Social recognition? Monetaryrewards? Or some combinations of these? How can you make sure customers feel validated andrewarded?

CONNECT: A “movement” of fans

Digital Branding StrategiesConnect What conversations are your customers alreadyhaving that are relevant to your objectives? How could you enable, facilitate or enhance thoseconversations? What can you learn from your customers’conversations? What can you contribute to these conversations thatyour customers have?Collaborate What skills could your customers bring to bear, and what arethe limits in their ability to contribute successfully? What would most motivate customers? Excite them aboutyour brand, cause, or project? Social recognition? Monetaryrewards? Or some combinations of these? How can you make sure customers feel validated andrewarded?

COLLABORATE: Peer to peer service

THE POWER OF SOCIAL MEDIA

Readings and Open DiscussionDiscuss (20 minutes) From reading Building a Brand Online, what are some ofthe key takeaways? How did Taco Bell become part of the conversation? Building Brands: The Power of Social Media, how does alocal shop work to be part of the consumers’ lives?

“The brand is your primary asset to manage."-- Daryl D'Souza

Role of Digital Communications inBuilding BrandsSource: Aaker on Branding – The 20 Principles that Drive Success

The Brand Building Role of DigitalCommunicationsSource: Aaker on Branding – The 20 Principles that Drive Success

Role of Digital CommunicationsSupport the Brand OfferAmplify the Brand OfferBrand Building PlatformSource: Aaker on Branding – The 20 Principles that Drive Success

CASE: LADY GAGA

Lady GagaCase Study: Lady Gaga1.2.3.4.5.If you were Troy Carter, which of the three touring options would youpursue for Lady Gaga? Why?How much money does Gaga stand to gain (or lose) under each option?In your view, do the potential rewards justify the investment? And canCarter do anything to mitigate the risks of pursuing a solo tour?Are Gaga's main partners-Live Nation, WME, and her recording labelInterscope-likely to have the same preferences regarding the threeoptions? Are their incentives generally aligned with Gaga's?How would you evaluate Gaga's launch as an artist up to September2009? How can her team best go about further developing her touringand recording career going forward? And how can team Gaga bestleverage her social-media presence?How important are the concert-ticket sales versus recording-music salesfor an artist like Gaga? Where should team Gaga focus its efforts in thefuture?

POSITIONING

Digital channels, and assets are used tocommunicate a brand’s positioning (or purpose).“It is not about ‘digital marketing,’it is about marketingeffectively in a Digital World”-Ivan Menezes, CEO Diageo

PositioningAnswers to these questions are the building blocks of yourpositioning: What is your category?Who are your competitors?How do your price and quality levels compare to competitors?How do you provide value to consumers?What is your point of difference? (POD, USP)

PositioningPositioning is essentially determining and executing how yourbrand is different from alternatives, in a way that matters to yourtarget customer.Basic elements1.2.3.4.Category DefinitionTarget customerHow you provide ValueRelative Points of Difference

Positioning“ in a way that matters to your target customer.”Providing Good Reason Why (to buy)Consumers are motivated to change their behavior ifthere is a reason why a Brand will (i) improve their situation or(ii) save them money - better than alternatives.

PositioningConsumers will have reason that their situation hasbeen improved if they 1. Have problems solved real & perceived2. Receive incremental benefits rational & psychological3. Satisfy needs and wants logical & emotional

A Planning FrameworkOpportunity AssessmentGrowth PrioritiesWHERETOPLAYPortfolio StrategySegmentationFrom: Digital Branding Guide,

A Planning FrameworkBrand vision, Strategy, Proposition &PositioningHOWTOWINTargeting StrategyInnovation StrategyChannel StrategySource: Digital Branding Guide

A Planning FrameworkIntegrated Activity PlanExecution, Evaluation & LearningHOWTO WINInMARKET

Remember The Brand BriefBrand Idea – What are you?Personality – Who are you?Driving Purpose - Start with whyDesired People - Who cares about you?Distinct Offering - What makes you unique?Differentiated Process - How are you unique?

Who Are Your Customers?Implicit What users are doing? Where they are spending most of theirtime on your site?What ad channel they came from?What actions they take or don’t take,including purchase data?What they share to social media? Email addressNameZip CodeDemographic Info Explicit What users are telling you?

Building a Perceptual Map Produce a visual representation of the differences and similarities of brands,products, or customers

Positioning“Start With Why”Simon Sinek(Ted Talk)

Getting to “Why”

Getting to “Why”

Getting to “Why”

PositioningSource: Positioning-The Battle for Your Mind

PositioningWhat matters to a customer How do you provide valueto consumers?Derived ValueEmotional Benefits1. Have problems solvedreal & perceivedFunctional BenefitsTechnical Attributes2. Receive incremental benefitsrational & psychological3. Satisfy needs and wantslogical & emotional57

Activity One: Brand Benefit Ladder ExerciseWhat matters to a customer (getting to “The WHY”)How do you provide value to consumers?Derived ValueEmotional BenefitsFunctional BenefitsTechnical Attributes Red BullVictoria’s SecretPepsiAdidasSouthwest AirlinesWholefoodsGoPro58

PositioningHow do you provide value to consumers?Derived ValueEmotional BenefitsFunctional BenefitsHow are any of these aredifferent from competitorsor alternatives?Attributes59

PositioningWho are (and who are not) your competitors? If this cannot be easily answered, then positioning is not clear Positioning is, by definition, relative to competitors withinyour category Consumers make purchase decisions based on comparisons ofalternative products If positioning isn’t defined relative to competitors, it’s just avision statement and not really a market strategy60

Activity Two: Brand AssociationWhat is your point of difference? A point of difference (POD) may be based on a productattribute, a consumer benefit, or an aspect of brand identity. Strengths are not automatically PODs.– PODs are the strengths that are also unique fromcompetitors in a way that matters to consumersWhat are the brand associations for your product?61

PositioningWhat is your point of difference (POD)? The best points of difference are brand associations that arestrongly held by customers, are favorably evaluated, and areunique the brand.– e.g. Natural, Loaded, Indulgent, Inexpensive, Fun,Sophisticated, Imported, Comfort food, Hard core62

Points of Difference Positioning based on a single dominant POD may be so clearand relevant that is can be expressed and understood in a fewwords. Evidence should be demonstrated / noticeable to theconsumer that supports the POD claims.– What builds, maintains, and reinforces the POD?63

Positioning – Communicating PositioningPositioning Statements Positioning is often communicated through a formulaPositioning Statement based market scope and major point ofdistinction.Brand Statements An overall summary brand statement is possible thatencompasses the main ideas of the Brand Architecture.64

How Does This Impact Our Strategy? At the strategic level, all digital activity should help someMoment of Truth At an functional level, the brand should offer information,brand utility or fun At an executional level, brands should use the mostappropriate channel or touch-point to deliver thefunctionality

Brand EquityA well-developed Brand creates Consumer Equity(value consumers attribute to your brand) that drivesConsumer Behaviors (purchasing your products) thatdrives ongoing profitable sales that create BrandMarket Equity (value of your company)70

CASE: HAMILTON