1. PSU - 2006 - Global Brand Management - Alain Hutinel 1 PART IV MANAGING THE BRAND COMMUNICATIVE SCOPE

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3. 3 Remember you are building Asset values Price premium potentiality Price premium potentiality Preference for the Brand Preference for the Brand Purchase Intent Purchase Intent Accounting value of non tangibles Accounting value of non tangibles Future profits Future profits Marketing assets Marketing assets

4. PSU - 2006 - Global Brand Management - Alain Hutinel 4 You are building loyalty to the Brand, so … Treat customer nicely Treat customer nicely Keep close to him Keep close to him Measure his satisfaction Measure his satisfaction Make switch cost higher Make switch cost higher Give more than competition Give more than competition Build emotional relationship Build emotional relationship

5. PSU - 2006 - Global Brand Management - Alain Hutinel 5 Presence Relevance Performance Advantage Bond + Affinity Brand Building takes time and is irregular among population clusters Birth

6. PSU - 2006 - Global Brand Management - Alain Hutinel 6 Brand Building is A continuous creative process It It aims at strengthening overtime, i.e. making more valuable, the perceived relationship that the different audiences have with the brand key key is VALUABLE VALUABLE (to the consumer...) it it therefore consists in creating & managing the meanings/experience that all contacts contacts with the Brand bring/add to each individual the Brand wants to reach key key : ALL contacts

7. PSU - 2006 - Global Brand Management - Alain Hutinel 7 Create ALL Contacts so that they bring and keep consumers in the Brand’s own world

8. PSU - 2006 - Global Brand Management - Alain Hutinel 8... I really mean ALL CONTACTS (systemic approach)

9. PSU - 2006 - Global Brand Management - Alain Hutinel 9 Performance of a « marketing contact » PERCEPTION ATTENTION X X PERSUASION ATTITUDE BEHAVIOR RESPONSE Distorsion Retention Memorisation Selection X

10. PSU - 2006 - Global Brand Management - Alain Hutinel 10 The Multi-Touch Points Integrated Solution Branding Corporate DR TV /Media E-Media Sales Promotion Direct Mail Loyalty (CRM) Image TV /Media PR Events/ Sponsoring Mobile Personal WOM BUZZ

11. PSU - 2006 - Global Brand Management - Alain Hutinel 11 Integrated Marketing Communications Model Customer/Prospect Database DemographicsPsychographicsPurchase HistoryCategory Network Database Segmentation / Classification Contact Management Communications Objectives and Strategy Brand Network Marketing Tools Marketing Communications Tactics Marketing Objectives Loyal Users Competitive Users Swing Users Contact Management Contact Management Contact Management Communications Strategy Communications Strategy Communications Strategy DM = Direct Marketing ADV = Advertising SP = Sales Promotion PR = Public Relations EV = Event Marketing Brand Network Brand Network Brand Network Maintain UsageBuild Usage DM ADV SP PR EV TrialVolume Build Loyalty Prod Price Dist Comm Gain / Extend Usage Prod Price Dist Comm SP DM PR EV ADV ADV SP DM SP DM ADVSP ADV DM

12. PSU - 2006 - Global Brand Management - Alain Hutinel 12 Succesfull Brand launches with PR only Apple Microsoft Linux Segway Red Bull Zara Viagra Dotcoms Starbucks Krispy Kreme Failures using advertising KMX (Coca Cola) Royal Crown Chevrolet Ford …..

13. PSU - 2006 - Global Brand Management - Alain Hutinel 13 Another Way of looking at it Hybrid Contact grid (Kotler) + +

14. PSU - 2006 - Global Brand Management - Alain Hutinel 14 Marketing Contacts Options Media ContactsTradeShows DealsCooperative Direct Response ContactsContacts by Consumer Promotions Online contactsContacts through Event & sponsor Place contactsContacts by Publicity and PR WOM contacts buzz Contacts by personal selling

15. PSU - 2006 - Global Brand Management - Alain Hutinel 15 Total Brand experience Individual experience Shared experience Individual/shared experience Hybrid experience = more than one of the 5 basic experiential modules : Sense, Feel, Think, Relate & Act.

16. PSU - 2006 - Global Brand Management - Alain Hutinel 16 The experiential grid Experien- tial modules Mkt Com Identi- ties Pro- ducts Cobran- ding Environ ment WebPeople Sense Feel Think Relate Act

17. PSU - 2006 - Global Brand Management - Alain Hutinel 17 16 types of Consumption emotions & « experience » Anger Frustrated, Angry, Irritated Discontent Unfulfilled, Discontented, Worry Nervous, worried, tense Sadness Depressed, sad, miserable Fear Scared, afraid, panicky Shame Embarrassed,ashamed,h umiliated Envy Envious, jealous Loneliness Lonely, homesick Romantic Sexy, romantic, passionate Love Loving, sentimenta, warmhearted Peacefulness Calm, peaceful Contentment Contented, fulfilled Optimism Optimistic, encouraged, hopeful Joy Happy, pleased, joyful Excitement Excited, Thrilled, Enthusiastic Other Guilty, Proud, eager ….

18. PSU - 2006 - Global Brand Management - Alain Hutinel 18 Brand Communicative Strategy Managerial Decision Tools

19. PSU - 2006 - Global Brand Management - Alain Hutinel 19 TRADITIONNAL COPY STRATEGY STATEMENT INSUFFICIENT FOR STRATEGIC CREATIVE BRAND MANAGEMENT * KEY MARKET FEATURE(S) * POSITIONNING * POSITIONNING * COMMUNICATION OBJECTIVES * COMMUNICATION OBJECTIVES * TARGET(S) * TARGET(S) * PROMISE * REASON WHY * TONALITY OF COMMUNICATION * CONSTRAINTS... Why insufficient ?

20. PSU - 2006 - Global Brand Management - Alain Hutinel 20 The Brand «project» & The Brand creative brief

21. PSU - 2006 - Global Brand Management - Alain Hutinel 21 Values Expressions of cultures Heroes Rituals Signs : icons, indexes & Symbols A value is a broad Tendency to prefer a certain state of affairs Over others Lifestyles are expressions of sub-cultures BRAND ?

22. PSU - 2006 - Global Brand Management - Alain Hutinel 22 Nature & activeness of Relation established by Brand Brand Non-Adepts’ Set of mind of Brand & of Brand Adepts Brand Adepts’ set of mind of Brand & of themselves Most typical/active apects of Brand Culture & Ligitimacy Most typical/salient aspects of Brand « Persona » Most typical Physical offer and salient aspects Of Brand BRAND IDENTITY

23. PSU - 2006 - Global Brand Management - Alain Hutinel 23 THE BRAND COMMUNICATIVE PROJECT The idea is to make sure you create and build competitive meanings into the Brand. In other words, get organised so that you really work and establish a "UNIQUE BRAND'S PERCEPTIVE MODEL and a UNIQUE WORLD AROUND YOUR BRAND »

24. PSU - 2006 - Global Brand Management - Alain Hutinel 24 THE « warfare » BRAND COMMUNICATIVE PROJECT APPROACH Start with a "WARFARE" Type of ANALYSIS of the market and of the competitive Brands’ PERCEPTIVE MODELS.. Conclude and identify which brand(s) «make(s) the law or set the rules » and which «basic law/rules». Then, BUILD YOUR BRAND PROJECT, i.e. CREATE YOUR BRAND ’s RULES and «law».

25. PSU - 2006 - Global Brand Management - Alain Hutinel 25 WRITE YOUR BRAND PROJECT STATEMENT Adapt the concept to each «vector» Adapt the concept to each «vector» Organise contacts with the Brand concept in a creative & pertinent way via selected «vectors», from media to products & any pertinent support. Organise contacts with the Brand concept in a creative & pertinent way via selected «vectors», from media to products & any pertinent support. Create Brand offer that proves it Create Brand offer that proves it A vision A vision A mission A mission An objective An objective A demonstrated qualification for the mission A demonstrated qualification for the mission A communication concept (not just a slogan!) A communication concept (not just a slogan!)

26. PSU - 2006 - Global Brand Management - Alain Hutinel 26 The Top 20 Ad Campaigns of the Last 20 Years The Top 20 Ad Campaigns of the Last 20 Years adweek The Top 20 Ad Campaigns of the Last 20 Years

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28. PSU - 2006 - Global Brand Management - Alain Hutinel 28 Some implications of the Brand project dynamics The Brand is a contractor The Brand is a contractor Constant creation is needed Constant creation is needed Products/services are the proof of the brands qualification for its «mission» Products/services are the proof of the brands qualification for its «mission» need a specific managerial tool for communica- tion agency : Brand Creative Brief need a specific managerial tool for communica- tion agency : Brand Creative Brief (Need Also a specific managerial organization !) (Need Also a specific managerial organization !)

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30. PSU - 2006 - Global Brand Management - Alain Hutinel 30 THE BRAND COMMUNICATION CREATIVE BRIEF THE BRAND IDENDITY STRATEGY It defines the BRAND’S PROJECT /TERRITORY It defines the BRAND’S PROJECT /TERRITORY DIFFERENT DIFFERENT PERTINENT PERTINENT CONNIVENT CONNIVENT DURABLE DURABLE THE COPY CREATIVE STRATEGY. It defines : It defines : THE SALE THE SALE * product advantage, * created difference, THE RELATIONSHIP THE RELATIONSHIP * nature of the relationship between brand and audience.

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38. PSU - 2006 - Global Brand Management - Alain Hutinel 38 You are on Clan Campbell Estates

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40. PSU - 2006 - Global Brand Management - Alain Hutinel 40 Ballantine's ….. Stubbornly different ???

41. PSU - 2006 - Global Brand Management - Alain Hutinel 41 ???

42. PSU - 2006 - Global Brand Management - Alain Hutinel 42 … also express the Brand’s identity thru all communicating elements The Brand Name The Logo(type) Packaging.........all actions of the marketing mix...

43. PSU - 2006 - Global Brand Management - Alain Hutinel 43 Another way to look at it The Brand “platform” questionnaire Why is the brand out there ? What’s it’s know-how? What’s it’s know-how? Where is it’s legitimate territory ? Where is it’s legitimate territory ? What product(s) illustrate it best ? What product(s) illustrate it best ? What is it’s style ? What is it’s style ? What does it want the costumer to think of himself ? What does it want the costumer to think of himself ? What does it bring ? What does it bring ? What’s it’s viewpoint What’s it’s viewpoint What’s it’s vision of what it sells ? What’s it’s vision of what it sells ? What values is it pro- moting ? What values is it pro- moting ? What’s it’s mission on the market What’s it’s mission on the market

44. PSU - 2006 - Global Brand Management - Alain Hutinel 44 Managing Brands in the culturally diverse global context

45. PSU - 2006 - Global Brand Management - Alain Hutinel 45 Remember THE BRAND SPEECH PYRAMID Values Brand Role & Mission Brand Offer & Scenarii. Rarely change Always recognizable : Territory of expression = style of discourse +Brand roles Takes environment + brand reality into consideration Is « re-created » constantly