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The Brand Management Dinosaur
How Outdated Thinking Hampers Brand Communications
                                                     Steve Bowen
                                         Singapore 30 August 2010
When was the last time you bought one of these?   2
The way we (used to?) think…                            3




                awareness       assisted recall



                familiarity     top of mind awareness



                consideration
                                conversion ratio

                preference
                                sales ratio
                purchase

                loyalty         repurchase ratio
How the world worked                                          4




                          Message control

                          Limited channels

                          “Professional” endorsers

                          Big claims, largely unquestioned
Then and now                                                                          5




     Expanded number of channels to engage / monitor




    Number of spots needed to reach 85% of   Number of spots needed to reach 85% of
         the U.S. population in 1975              the U.S. population in 2008
Then and now                                                                   6




   Greater measurability, but blurred correlation between spend and revenue




     Half the money I spend on
     advertising is wasted; the
     trouble is I don't know which
     half.

                    John Wanamaker (attrib.)
Then and now                                                 7




   Decreasing control over brand imagery and associations
Then and now                                                                8




   Reduced audience density




                                                             Which screen
                                                              commands
                                                               the most
                                                              attention?




      By 2010, we estimate, television
      advertising could be only 35 percent as
      effective as it was in 1990.

         McKinsey Quarterly “Boosting returns on marketing
                                    investment”, May 2005
“In times of change, learners inherit the earth
         while the „learned‟ find themselves beautifully
            equipped to deal with a world that no longer
The modern reality                               exists”    9



                                              Eric Hoffer
So when was the last time you bought one of these?                  10




Initial Consideration Set                               Research




            ?
Purchase                                      Active Consideration
The customer decision-making journey     11




Source: McKinsey Quarterly
“The consumer decision-making journey” 2009 Vol. 3
The digital consumer                                                                                             12




               % effectiveness of consumer touchpoints

                Store/agent/dealer interactions                                         12%
                                                                                                      26%
                                                     •Word of mouth
                Consumer-driven marketing            •Online research                   21%                        43%
                                                     •Offline and/or print reviews



                Past experience                                                         28%           37%

                                                                                                                   31%

                                                     •Traditional advertising                         10%
                                                     •Direct marketing                                              5%
                Company-driven marketing             •Sponsorship                       39%
                                                     •In-store product experience                     26%          22%
                                                     •Salesperson contact


                                                                                        Initial       Active       Closure
                                                                                     consideration consideration
                                                                                          set


Source: McKinsey Quarterly
“The consumer decision-making journey” 2009 Vol. 3
Trusted channels     13




Source: TNS (2010)
Implications for brand communication


                 Digital is not (yet) entirely replacing traditional media
                     •   Digital channels are most effective as a vehicle of information
                         exchange


                 Traditional push and pull marketing models do not translate
                  into the digital space
                     •   Consumers are more cynical, discerning about “sales”
                         messages
                     •   Search remain king


                 Budget is no longer a barrier to entry
                     •   Raising profile at the active consideration and closure phases
                         is more cost effective than spending on top-of-mind awareness


                 A modern brand is not managed, it is curated
                     •   Marketers need to relinquish control of message in some areas
                         to maintain credibility
The integrated marketing dynamic                          15




                                     The goal is not to
                                    channel content to
                                      audiences, but
                                   audiences to content
Channeling audiences to content                                        16




                            Location-             Keyword
                             based                strategy




                                                           Hosted
                 Cloud content
                                                         communities




                                                         Social
                     Multimedia
                                                      communities


                                        Content
                                        streams
FROM THEORY TO PRACTICE
Nine simple rules for integrated brand communications




                1.   Define desired outcomes carefully
                2.   Build a strong brand narrative
                3.   Create repurposable content
                4.   Put your home in order
                5.   Listen obsessively
                6.   Shape the collective wisdom
                7.   Be transparent
                8.   Measure appropriately
                9.   Prepare to make mistakes
Define desired outcomes carefully                                                             19




                                   Directly financial




            Financial perspective:                  Risk Management:
                Has revenue or profit               Is the organization better
           increased or costs decreased?        prepared to note and respond to
                                                 attacks or problems that affect
                                                           reputation?

           Short-term                                             Long-term




            Digital perspective:                   Brand perspective:
         Has the company enhanced its             Have consumer attitudes
        owned and earned digital assets?         about the brand improved?




                                                                                   Subservient Chicken
                                                                                    Success or Failure?
                                  Indirectly financial
Source: Forrester Research
“The ROI of Social Media Marketing” July 2010
Build a strong brand narrative                         20



  Co-op marketing    Magazine ads    Viral video




TV Tie-ins                           Campaign Website




                                    Banner ads
                     eDM
Events


                                    Partnerships
Create repurposable content                                        21




                                                      Microsites




                                                      Streams




                                                      Blogs




                              http://media.opel.com
Put your home in order                                              22




                                            • Consistent look and
                            Customer          feel
                         facing functions   • Customer
                                              experience
                                            • Product / service
                           Operational        alignment
                            divisions       • Excellence of
                                              execution


                             Senior         • Message alignment
                           leadership       • Internal direction
Listen obsessively   23
Shape the collective wisdom                                        24




                                   Heinz “Now We Can Eat”
                                           47,248 views




        Brylcreem “Effortless”   Heinz “It’s Not Just for Fries”
             352,156 views                 38,061 views
Be transparent

                                                  “When there exists a connection
                                                  between the endorser and the
                                                  seller of the advertised product
                                                  that materially affect the weight
                                                  or credibility of the endorsement
                                                  (i.e., the connection is not
                                                  reasonably expected by the
                                                  audience), such connection must
                                                  be fully disclosed.”

                                                   Federal Trade Commission: Guides Concerning the
                                                            Use of Endorsements and Testimonials in
                                                                                          Advertising
                                                                http://www.ftc.gov/os/2009/10/091005
                                                                       endorsementguidesfnnotice.pdf




Source: The Customer Collective Blog
http://www.thecustomercollective.com/Home/36101
Measure appropriately                          26




                                     Outcome

   Define metrics relevant to the
    objectives of the outreach
   Facebook fans are not ROI,       Impact
    media clips have no value


                                     Output
Prepare to make mistakes



   Mistakes happen – acknowledge,
    apologize and move on




                      http://socialmediatoday.com/SMC/104490




                                                               http://www.guardian.co.uk/media/pda/2009/jun/22/twitter-advertising
CLOSING THOUGHTS
“In times of change, learners inherit the earth
         while the „learned‟ find themselves beautifully
            equipped to deal with a world that no longer
The modern reality                               exists”    29



                                              Eric Hoffer
Something to think about                                                             30




   The digital communications platform that will have the most significant impact
    on consumer perceptions of your brand five years from now…




      2004                            2006                           2009

                                                      …probably doesn’t exist yet.
Steve Bowen
Managing Director, Brand Marketing
steve.bowen@bm.com

@BMAsiaPacific
www.facebook.com/BursonMarsteller.Asia

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The Brand Management Dinosaur

  • 1. The Brand Management Dinosaur How Outdated Thinking Hampers Brand Communications Steve Bowen Singapore 30 August 2010
  • 2. When was the last time you bought one of these? 2
  • 3. The way we (used to?) think… 3 awareness assisted recall familiarity top of mind awareness consideration conversion ratio preference sales ratio purchase loyalty repurchase ratio
  • 4. How the world worked 4  Message control  Limited channels  “Professional” endorsers  Big claims, largely unquestioned
  • 5. Then and now 5  Expanded number of channels to engage / monitor Number of spots needed to reach 85% of Number of spots needed to reach 85% of the U.S. population in 1975 the U.S. population in 2008
  • 6. Then and now 6  Greater measurability, but blurred correlation between spend and revenue Half the money I spend on advertising is wasted; the trouble is I don't know which half. John Wanamaker (attrib.)
  • 7. Then and now 7  Decreasing control over brand imagery and associations
  • 8. Then and now 8  Reduced audience density Which screen commands the most attention? By 2010, we estimate, television advertising could be only 35 percent as effective as it was in 1990. McKinsey Quarterly “Boosting returns on marketing investment”, May 2005
  • 9. “In times of change, learners inherit the earth while the „learned‟ find themselves beautifully equipped to deal with a world that no longer The modern reality exists” 9 Eric Hoffer
  • 10. So when was the last time you bought one of these? 10 Initial Consideration Set Research ? Purchase Active Consideration
  • 11. The customer decision-making journey 11 Source: McKinsey Quarterly “The consumer decision-making journey” 2009 Vol. 3
  • 12. The digital consumer 12 % effectiveness of consumer touchpoints Store/agent/dealer interactions 12% 26% •Word of mouth Consumer-driven marketing •Online research 21% 43% •Offline and/or print reviews Past experience 28% 37% 31% •Traditional advertising 10% •Direct marketing 5% Company-driven marketing •Sponsorship 39% •In-store product experience 26% 22% •Salesperson contact Initial Active Closure consideration consideration set Source: McKinsey Quarterly “The consumer decision-making journey” 2009 Vol. 3
  • 13. Trusted channels 13 Source: TNS (2010)
  • 14. Implications for brand communication  Digital is not (yet) entirely replacing traditional media • Digital channels are most effective as a vehicle of information exchange  Traditional push and pull marketing models do not translate into the digital space • Consumers are more cynical, discerning about “sales” messages • Search remain king  Budget is no longer a barrier to entry • Raising profile at the active consideration and closure phases is more cost effective than spending on top-of-mind awareness  A modern brand is not managed, it is curated • Marketers need to relinquish control of message in some areas to maintain credibility
  • 15. The integrated marketing dynamic 15 The goal is not to channel content to audiences, but audiences to content
  • 16. Channeling audiences to content 16 Location- Keyword based strategy Hosted Cloud content communities Social Multimedia communities Content streams
  • 17. FROM THEORY TO PRACTICE
  • 18. Nine simple rules for integrated brand communications 1. Define desired outcomes carefully 2. Build a strong brand narrative 3. Create repurposable content 4. Put your home in order 5. Listen obsessively 6. Shape the collective wisdom 7. Be transparent 8. Measure appropriately 9. Prepare to make mistakes
  • 19. Define desired outcomes carefully 19 Directly financial Financial perspective: Risk Management: Has revenue or profit Is the organization better increased or costs decreased? prepared to note and respond to attacks or problems that affect reputation? Short-term Long-term Digital perspective: Brand perspective: Has the company enhanced its Have consumer attitudes owned and earned digital assets? about the brand improved? Subservient Chicken Success or Failure? Indirectly financial Source: Forrester Research “The ROI of Social Media Marketing” July 2010
  • 20. Build a strong brand narrative 20 Co-op marketing Magazine ads Viral video TV Tie-ins Campaign Website Banner ads eDM Events Partnerships
  • 21. Create repurposable content 21 Microsites Streams Blogs http://media.opel.com
  • 22. Put your home in order 22 • Consistent look and Customer feel facing functions • Customer experience • Product / service Operational alignment divisions • Excellence of execution Senior • Message alignment leadership • Internal direction
  • 24. Shape the collective wisdom 24 Heinz “Now We Can Eat” 47,248 views Brylcreem “Effortless” Heinz “It’s Not Just for Fries” 352,156 views 38,061 views
  • 25. Be transparent “When there exists a connection between the endorser and the seller of the advertised product that materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.” Federal Trade Commission: Guides Concerning the Use of Endorsements and Testimonials in Advertising http://www.ftc.gov/os/2009/10/091005 endorsementguidesfnnotice.pdf Source: The Customer Collective Blog http://www.thecustomercollective.com/Home/36101
  • 26. Measure appropriately 26 Outcome  Define metrics relevant to the objectives of the outreach  Facebook fans are not ROI, Impact media clips have no value Output
  • 27. Prepare to make mistakes  Mistakes happen – acknowledge, apologize and move on http://socialmediatoday.com/SMC/104490 http://www.guardian.co.uk/media/pda/2009/jun/22/twitter-advertising
  • 29. “In times of change, learners inherit the earth while the „learned‟ find themselves beautifully equipped to deal with a world that no longer The modern reality exists” 29 Eric Hoffer
  • 30. Something to think about 30  The digital communications platform that will have the most significant impact on consumer perceptions of your brand five years from now… 2004 2006 2009 …probably doesn’t exist yet.
  • 31. Steve Bowen Managing Director, Brand Marketing steve.bowen@bm.com @BMAsiaPacific www.facebook.com/BursonMarsteller.Asia