Transcript Building a Valuable and Effective Brand

Brand Alignment Session
June 21, 2000
Today’s Agenda
9:00 – 9:15 AM
- Coffee/Breakfast
9:15 – 10:00
- Agenda – Setting Expectations
- Introductions
- Ground rules
10:15 – 1:00
- Exercise 1
- Discussion of results
- Lunch
12:00-1:00
1:00 – 2:30
- Exercise 2
- Target audience definition & need state
2:45 – 3:45
- Exercise 3
- Positioning
3:45 – 4:00
- Break for whatever…
4:00 – 5:00
- Revisit goals & expectations
5:00 – 5:30
- Next steps in the process
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Introductions
From TFA/Leo Burnett…
•Brian Chertok – VP, Group Account Director
•Steve Hall – Account Supervisor
•Jennifer Grella – Account Executive
•Ceara Duffy – Account Coordinator
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Introductions
From Wired Empire…
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Ground Rules
Open forum
Open minds
Titles mean nothing
Nothing is wrong
Think outside the box
Keep your eye on the prize
Leave it all on the court
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Why are we here?
• The market is ripe for ownership
– Preliminary research indicates there is no one leader
in the “e-direct marketing/management” space
• Ownership comes from the markets
understanding of crystal clear company
positioning
– Desire to have market equate e-marketing with
WiredEmpire
• Basis to…Development and execution of newly
developed Brand statement to the marketplace
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
What do we know so far
• Insight from Focus Groups, etc.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
But first, some definitions….
BRAND
• the genetic material that differentiates your
organization from others.
• Attributes that provide some sort of emotional
satisfaction, tangible or intangible, rationale or
irrational
• Represents the operational model of your company
• Simple Terms: The difference between the value of the
Brand to the consumer and the value of the product
without the branding.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
First, some definitions….
VISION
• What you want to be.
• Attributes need to be enduring, timeless.
• Must be slightly out of reach.
• Must have internal buy-in.
• Represents the end-goal.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
First, some definitions….
MISSION
• How you plan to achieve your Vision.
• Uniquely realistic.
• Challenging.
• Renewable.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
First, some definitions….
ESSENCE
• What you want them to feel about you.
• What words can’t explain.
• Inner-directed.
• Specific.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
First, some definitions….
POSITIONING
• Must identify
•Who (target market)
•What (What we want the customer to say about us)
•How (Unique selling proposition)
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Variable
Fixed
Brand Profile
Internal
External
Vision
Essence
What we
want to be.
What we want
them to feel.
Mission
Positioning
What we want
them to do
What we want
them to say.
© 2000, TFA/Leo Burnett
Group.
All rights
reserved.
© 2000,Technology
TFA/Leo Burnett
Technology
Group.
All rights reserved.
The Development process…
I. Developmental
II. Aspirational
III. Experiential
IV. Evolutionary
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
A phased approach
I. Developmental
•Terms of engagement
•Roles & responsibilities
•Timelines/milestones
•Expectations
III. Experiential
•Deliverables
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
II. Aspirational
IV. Evolutionary
A phased approach
I. Developmental
III. Experiential
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
II. Aspirational
•Internal alignment
•Positioning
•Business contribution
•Brand conception
IV. Evolutionary
•Development of
Creative Guidelines
A phased approach
I. Developmental
II. Aspirational
III. Experiential
IV. Evolutionary
•Presentation of creative guidelines
•Navigation
•Site architecture
•Content strategy
•Creative development
•Beta site posted
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
A phased approach
I. Developmental
II. Aspirational
•Tracking & measurement
•Testing
•Revisions/enhancements
•Increased brand accuracy
III. Experiential
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
IV. Evolutionary
Where we’re at today…
II. Aspirational
•Internal alignment
•Positioning
•Business contribution
•Brand conception
•Development of
Creative Guidelines
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
But there are some considerations
II. Aspirational
•Internal alignment
•Positioning
•Business contribution
•Brand conception
•Development of
Creative Guidelines
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
•Speed/time to market
•Accelerated process
•No CEO
…and that could effect the
accuracy of execution
Expectations & Goals
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Expectations
Internal alignment & consensus on:
•
•
•
•
•
Values & essence
Positioning…Vision? Mission?
Target audience definition
Target audience need state
Business drivers
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Goals
• Get the necessary information to create the
WiredEmpire brand platform:
–
–
–
–
Is compelling to your target audience (internal & external)
Positively contributes to your business goals
Forms framework for all customer and prospect contact
Will refine the brand experience over time
With the understanding that it will start
internally and emanate outward
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Exercise 1:
Do you have your homework?
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
What did you bring and why?
The rules:
• Show us what you brought to represent your company.
• The rest of the group will try to guess why and/or what it
means.
• You tell us the real reason(s) for your choice
• You grade the group on its intuitiveness.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Recap
• Are there any common words, phrases or themes?
• Are there any glaring omissions?
• Is there one object that covers everything?
• Is this representative for the entire company?
• Anything else?
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
What does this help us define?
• What is your company’s vision?
• What is your company’s mission?
• Ideally, what does your company’s brand stand for?
• What’s your desired brand personality?
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Exercise 2:
Let’s think about your target
audience
Previously identified as…
• The marketing community
• Current employees
• Prospective employees
• Clients/customers (current & potential)
But first, tell us about WiredEmpire
Relative to your target audience(s):
• What unique claim can you make about your
product/service?
• What is your customers and prospects current perception
of your product/service?
• What is your desired perception?
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Try on some new shoes
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Walk a mile in someone else’s shoes
The rules:
• Break into 3 groups
• Choose a picture to represent your target audience
• Step into that person’s shoes and tell us about them and
why they would be interested in Wired Empire software
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Recap
• Are there any common words, phrases or themes?
• Are there any glaring omissions?
• Is there one target that covers everyone?
• Is this representative for the entire company?
• Anything else?
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Some general questions
• What is your audiences’ primary pain point?
• Describe the audiences’ demographics – values, attitudes,
lifestyles, age range, household income and education.
• Are there noteworthy segments requiring different
messages?
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Some general questions
• What are the top objections your prospects have to buying
from you and how would you respond to each objection?
• What is the tone or personality you are trying to project?
• Does this match up to your target audience?
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Exercise 3:
Positioning
Creating Believers
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Positioning - Exercise
The “Who.”
The “What.”
The “How.”
Must be unique, distinguishable and sustainable
from competitive options.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Positioning – Who?
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
Must be unique, distinguishable and sustainable
from competitive options.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Positioning – What?
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
Must be unique, distinguishable and sustainable
from competitive options.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Positioning – How?
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
Must be unique, distinguishable and sustainable
from competitive options.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Final Positioning
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
Must be unique, distinguishable and sustainable
from competitive options.
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Have we done what we
set out to do?
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Have we reached…
Internal alignment & consensus on:
•
•
•
•
•
Values & essence
Target audience definition
Target audience need state
Business drivers and Web contribution
Positioning
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
Did we…
Get the necessary information to a brand platform that:
• Is compelling to your target audience (internal &
external)
• Positively contributes to your business goals
• Begins to develop and define the Wired Empire brand
• Will refine the brand experience over time
© 2000, TFA/Leo Burnett Technology Group. All rights reserved.
THANK YOU FOR COMING!