Step one: How many platforms in Visual Studio .NET

Print Code128 in Visual Studio .NET Step one: How many platforms
Step one: How many platforms
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In this rst step we need to develop the right number of platforms under which current and future products can be housed This involves grouping together products that target similar consumer needs or occasions Products within each platform will then share a similar look, feel, message and mix Teams tend to overestimate the number of platforms that are necessary For example, the Lipton tea brand in the USA used to work with four different platforms: tea bags, iced tea, cold brew (home-made style) and Lipton Breeze (a carbonated soft drink) Different positionings had been developed for each platform, encouraging each team to develop its own marketing mix and resulting in unnecessary cost and complexity Also, the masterbrand identity was diluted, with each platform having its own look and feel On closer examination there was a large degree of consistency in the content of these platforms, even if the wording varied It was agreed to treat tea as one single platform, with three different products (Figure 74) sharing a common identity and communication In contrast, Breeze was a separate sub-branded platform that needed to stretch further in order to compete effectively with soft drinks like Coke
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Platform 1 Before Lipton Iced tea Platform 2 Lipton Cold brew Platform 3 Lipton Tea bags Platform 4 Lipton Breeze
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Platform 1 Lipton Tea
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Platform 2
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After
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Lipton Iced tea Product 1
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Lipton Cold brew Product 2
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Lipton Tea bags Product 3
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Lipton Breeze
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Figure 74: Platform picking
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BRAND STRETCH
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Reducing the number of platforms can help you get a lot more bang for your buck, as shown by the example of Wrigley s chewing gum in the UK Up until 2001 the brand was investing behind four different platforms, each with its own positioning, purchase brand and mix Wrigley s Extra (fresh breath and con dence) and Wrigley s Airwaves (nose clearing) were big platforms that were growing well However, despite major marketing support, both Wrigley s Orbit (oral care) and Wrigley s Ice White (teeth whitening) were small and declining (Table 74) The solution was for the Orbit dental care brand to adopt the Ice White whitening product, creating a single oral health and beauty platform This allowed the funds to be spent behind one big idea rather than two small ideas
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Step two: Family ties
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The next step is to understand the relationship between each extension platform and the masterbrand Key differences should be highlighted, along with a rationale for these changes (a tool for doing this will be discussed in the next step, along with the detailed questions to ask) Avoid the temptation to tweak and ddle with every element of the masterbrand positioning Rather, change fewer things but make a real difference to re ect the marketing challenge at hand The degree of difference will then drive the naming and identity decisions at which we will look next
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Step three: Identity
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With the right number of platforms in place, and the relationships between them and the masterbrand established, attention can turn to the visible manifestation of the brand architecture The right naming and identity solution depends on the degree and type of
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Table 74: Investing over too many platforms 1 Fresh breath and 2 Nose clearing: 3 Tooth protection: 4 Tooth whitening: con dence: Extra Airwaves Orbit Ice White Retail sales million % change in sales (Year to July 01) % Ad spend 2000 million % spend/sales 69 +165% 44 6% 31 +29% 57 18% 27 34% 33 12% 16 147% 39 24%
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Combine into a single oral health & beauty platform
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STEP SIX: BRAND ARCHITECTURE
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stretch from the masterbrand We discussed this question in 5 when considering an individual extension; now we will consider the implications for the range as a whole
Next door
When the stretch of the extension platform is small and mainly functional, coherence versus the masterbrand should be maintained There may be a more speci c target, bene t and supporting product truth However, the values and personality remain the same Brand identity execution between platforms should respect the masterbrand codes quite tightly This approach can be seen in the stretch of Imperial Leather from soap into shower and bath products (Figure 75) Notice the use of descriptive names (eg Bathtime, Shower Gel) and the similar hierarchy of information and graphic design