Checklist 7: Brand architecture in Visual Studio .NET

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Checklist 7: Brand architecture
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Yes Do you have a series of extension platforms, each anchored on a consumer target, need or occasion Do these extension platforms help build the masterbrand promise, rather than merely telling their own story Is the brand architecture driving alignment of human and nancial resources, and not just brand identity Have you carefully considered the communication strategy options and got the one that best meets your brand and business goals No
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We have come to the end of the Brand Stretch workout I hope that you have taken away a few practical pointers that will help you raise your chances of success and make your project one of the minority that survives and succeeds! Please do share with me stories of extension success and failure, as well as your points of view, as there is still a whole lot more to learn about the area of brand stretch (Contact me at david@thebrandgymcom)
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Masterbrand positioning tips and tricks
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APPENDIX 1
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Appendix 1: Positioning tips and tricks Inspires and Guides Market definition Full view of real competition, opportunities for stretch Empathy with the core consumer, understand their life Open the door to an opportunity to improve everyday life Tips and Tricks Who wins when we lose Use benefits not just product terms Capture attitudes, values, colour Bad examples Videotapes (Blockbuster) Good examples Rentable home entertainment (Blockbuster) Food enthusiasts who enjoy good food but are pressed for time (Knorr) Babies with healthy skin are happier and so more able to play, learn and develop (Pampers new) Blockbuster promise: Get the film you want or hire it for free next time Hair so healthy it shines (Pantene)
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Positioning target Insight foundation
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AB women aged 25 45 (Knorr)
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Core insight
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Brand truths Development of (1 2) product features and attributes Job of brand
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Describe a human truth and how this opens a door for the brand; add colour and emotion Be specific and concrete
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Parents worry about nappy rash (Pampers old)
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Good service (Blockbuster)
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Benefits (1 2)
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Product development, communication emphasis Issues to campaign on, brand behaviour with customers Guide tone, feel and style of communication and front-line staff
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Specific reasons for Pro-vitamin B5; doesn t dry hair purchase, not (Pantene) reasons to believe Make them provocative and polarizing
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Human side
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Values (1 2)
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Personality (2 3)
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Quality; teamwork Setting the bar high; (Pret a Manger) one for all, all for one (Pret a Manger) Make them colourful Reliable; honest; Solid as a rock; not bland friendly straight as an (Clearasil) arrow; best mate (Clearasil) (continued overleaf)
BRAND STRETCH
Appendix 1: (continued) Inspires and Guides Promise (15 20 words) Rallying calls Key idea for communication and innovation Tips and Tricks Focused on what it is and why it s better; inject colour, emotion and edge Bad examples Affordable short-break holiday offering best combination of activities for all the family (DLP) Best shave (Gillette); male attractiveness (Axe) Good examples Magical place where everyone can live out adventures they have dreamt of (DLP)
Rallying Shorthand summary call/essence that in spires and (2 4 words) mobilizes the team
Capture emotion not just function, inspire future growth
Ultimate performance (Gillette); Pulling power (Axe)
Example masterbrand positioning tool
APPENDIX 2
Rallying call Shorthand, distillation of the brand idea that inspires and mobilizes the team
Brand truths Features, attributes and properties that help underpin the promise Job of brand
Values Human side of brand
Fundamental, guiding principles and beliefs
Benefits Key reason(s) for buying the product/service that underpin the promise
Personality Human characteristics guiding tone, feel and style Brand promise Summary of what the brand offers and why it is better than alternatives
Core insight The human truth that opens the door to an opportunity for your brand to improve everyday life Market definition The product and service areas that the brand wants to operate in Who will lose if we win Consumer target Positioning: person the brand must excite and involve Consumption: broader group of buyers
Insight foundation
Brand value drivers for stretch The 3 4 key elements from the positioning (target, benefits, truths) that should be linkages between all extensions and the core product
Masterbrand positioning tool template
APPENDIX 3
Rallying call
Brand truths
Values
Human side of brand
Job of brand
Benefits
Personality
Brand promise
Core insight
Market definition
Consumer target
Insight foundation
Brand value drivers for stretch 1 2 3 4
References
Preface
1 A healthy gamble: How did AG La ey turn Procter & Gamble s old brands into hot items , Timecom, 16 September 2002