The final case Life's a pitch!

# Rejuvenation Way forward - 360* approach Understanding current status of the brand Brand Scan: Brand Objective - Brand Challenge Brand Audit: Brand Relationship – Brand Block New direction Fresh consumer Insight Brand Architecture (Hofstede) & Brand Print New Brand Big Idea (Proposition) Brand world Media mix/opportunities/plan Integrated campaign

The 360 Process Brand Scan: Health check on the different organs of the brand Brand Audit: Brand-consumer relationship Brand Big Idea Brand World (Integration into life space) Brand Block? – New Brand Architecture - Brand Print (Essence) Brand Objective - Brand Challenge (Direction)

Brand Scan

What We Use to Help Discovery The background of our basic knowledge and homework about the brand A facilitated meeting of the Brand Team including MindShare Stimuli selected from a shuffle deck of questions* across the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) And the Compass dial as a visual prompt

The Compass Dial A visual prompt to help 360º thinking, divided into six segments each covering the elements associated with one of the six equities At the centre the elements are more strategic what is the brand’s strategy towards current users versus non-users Further out the elements become more tangible the quality of the loyalty programme, the strength of the brand idea On the outer rim are the points of contact the physical places where the brand presents itself to the customer

The Compass Dial*

Image Goodwill Product Customer Visual Channel A 360 degree Brand Is A Composite Of Six Interrelated Elements

We Need To Know... Product How the product performance supports the brand Image Whether the brand’s image is strong and engaging Customer How strong the brand’s customer franchise is

We Need To Know... Channel How well the brand is leveraged in the trade environment Visual Whether the brand presents a clear, consistent and differentiating presence Goodwill Whether the brand is endorsed by influencers and the communities in which it lives

Product Questions What makes this product superior to the competition? Does the product performance live up to expectations in all its aspects? Are there things about this product which, if better known, would enhance its appeal? Does this product have the optimum price-value equation? If there is a range of products, how do they clarify or confuse the proposition? If you had a free hand, are there any things about the product (presentation/design/size etc) you would change to make it more attractive?

Image Questions Are the values or attitudes this brand owns relevant to the market today? Does the brand lead or follow trends set in the market place? Who feels closest to the brand - a discrete group, or a wide range of people? To what extent is the brand presented in a distinctive manner compared to the competition? Is there a strong idea underpinning the brand’s image? To what extent is the brand’s share of voice an influence on its image strength? If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way?

Customer Questions At what point in their lives, and for what reasons, do customers start and stop coming to the brand? Is the brand popular amongst the people who should be its natural users? In looking for new customers, to what extent is the brand targeting its best volume opportunity? Who is more important to influence, the purchaser or user of this brand? What is the value to the brand of its best or most loyal customers? Is the brand over-dependent either on its loyal customers or a constant arrival of new users? Is this brand getting its fair share of the customer’s wallet? Does this brand treat its best customers as customers for life?

Channel Questions Does the existing mix of different channels work to the best advantage of the brand’s sales and image? Are there new potential channels to explore? Within the critical channels, is the brand effectively distributed and displayed? Do sales force and channel activity work well together? Can sales leads be traced if they are sold through the channel? How important is the brand to the channel, and how does the Trade feel about the brand? What do potential customers know about where to find the brand, and is it enough? Are business partners working to the best advantage of the brand? How effectively does after-sales service support the brand?

Visual Questions To what extent is the brand’s look and feel aligned to the corporate vision & values which underpin the brand? Is the relationship between corporate and product brands working optimally? Looking at the product brand, how well articulated are colours, logos, symbols associated with the brand? Do all the visual aspects of the brand give a contemporary feel? Or a category - leading impression? Does the brand have a ubiquitous presence in the outside world? How strong is the visual impact of the brand in store? To what degree are all the aspects of the brand’s visual presence consistent with each other?

Goodwill Questions Are there any social trends which are likely to increase or decrease demand for the brand in the future? Are there any external issues which affect this brand, either positively or negatively? Can any be created? Who in the world at large has a big influence on this brand or the decision- making of its consumers? How favourable is the media coverage this brand receives? How do professional experts feel about recommending the brand to others? Does the brand publicly live up to its promises? Is the brand a good citizen of the community? How do the brand’s own employees feel about being associated with the brand? Is their behaviour aligned with the CEO’s vision?

Brand Compass – Plot brand levels Image Goodwill Product Customer Visual Channel

- The pioneer of packaged drinking water has lost out to new players - How do you bring back the consumer connect 1. Bisleri

- Gradually eroding it’s dominance in the low end soap & washing powder category - How do you regain it’s brand equity 2. Nirma

# Fresh Challenge New launch initiative New category understanding (Research) Competition/Consumer/Trade/Partners Feasibility analysis Learnings & Insights Brand positioning map New Brand Unique product features/attributes Product pricing & distribution channels Brand Personality & Identity elements Brand Idea/Proposition Launch campaign Launch idea Integrated campaign & promotions

Brand Positioning Map Plotting brands on 2 different but relevant parameters (extremes at each end) - Example of banks

Cold Warm Efficient Bureaucratic

Indian International Accessible Non - Accessible

- Looking at launching fitness centres/gyms 1. Nike

- Wants to launch a woman’s range of shoes 2. Red Tape

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