Strategic presentation for branding and communications

1. from promise to proof
Branding & Communications 2011 | Dada R. Veloso-Beltran

2. imperatives
deliverables
initiatives

3. a BRAND brand
living
Living brand that gets its identity from meaning

4. brand imperative
brand
channels
sales
value
years

5. towards brand equity

6. in a world predisposed to sameness…
Meaning in people’s
minds. Choice is a
personal expression.
product
disrupt predispositions:
explicit and implicit messages

7. life trajectories and AXA involvement
there is a reason why its called life insurance

8. branding is not a stylistic veneer
it is the user-facing expression of business strategy

9. imperatives
deliverables
initiatives

10. the shift
INTRUSION ENGAGEMENT
INTERRUPTION
Where we are now. A Acceptance of new brand
Zone where paradigms shift zone of exploration.
and old scripts are shredded.
realities. The primacy of
The gestative stage where sustained conversations
Internet was the force that between markets and
ruptured brand control and clients and companies
communication create brand futures providers.
together.

11. a mandate of innovation
Design
Improve Communicate
B&C
investigate,
involve, inspire
Amplify Deliver

12. branding as a cycle
Set a vision -
redefining
insurance
Communicate the
vision –
cross the line
Deliver the vision –
from promise to
proof
Strengthen the
vision - innovation
to be ingrained in the DNA of AXA

13. bespoke tasks
brand • Ensure consistent AXA visual
identity at all touch points
awareness • Ensure consistent message across
campaigns
resonance and • Design for resonance of messages
• Improve audience experience
breadth through engagement and
authenticity
• Drive reforms through
culture of communication
• improve bottlenecks in processes
innovation • Introduce a system where everyone
can improve on anything

14. bite the apple
individualism
innovation
imagination
bigger than our products – value set that clients can relate to

15. “”
we have crossed the line, now it’s
time to move from promise to proof
- Rien Hermans (message for Noble Purpose, Oct. 18, 2010)

16. use what we have
scaleable, modular and digestible

18. imperatives
deliverables
initiatives

19. capsule communication – the AXA wall
twitter/facebook-like updates about AXA

20. notes on the AXA wall
Positive updates in the form of social media – 140 character
(twitter) or FB wall.
Frequency – once or twice a month as needed – lack of pattern
creates anticipation. Dependency – sales support, mancom
alter egos
Might evolve into an intranet app where officers can “tag” each
other for help – open board for communication and generation of
ideas as well as monitoring of participation.
the toyota way

21. project mime: meaning in the medium
from promise
to proof
consistent branding with opportunity to differentiate

22. message in the signage

23. mime notes
Engage Agency - standardization of current branches
and construction of new ones
Initial costing: 50k per signage
Resources: Agency, B&C
Benefits: Differentiate and maximize investment in
signages by using it as a medium to express AXA’s vision

24. project moo: mini OOHs
wrap 6 service vehicles

25. moo notes
Initial estimates – 30 to 50 k/vehicle depending on
size and design of vehicle and wrap
Resources – Primarly B&C
Benefit: Passive branding whose value accumulates
over time. Minimal resource requirements.

26. policy concierge card
reference number, policy name, premium dues, maturity
facilitate payment, enhance AXA perception and experience

27. thematic product naming
Use a convention to brand our products
Sample – Filipino Heroes for OFW Products
“Roles” or “Jobs” of the products
Benefit: Subliminal association which extends
to AXA. Minimal resources required, if any.

28. visuals on touchpoints
new materials for metrobank

29. branding events

30. digital imprimatur
AXA Web 2011
release the
life force

31. “”
web marketing is therefore a key
component of our overall brand
marketing strategy.
- Gaëlle Olivier, AXA Group Communication And Corporate
Manager (Interbrand, 2010 100 Top Brands)

32. untangling the web in sections
Our digital presence should initially cut through segments and needs
Use one element that resonates with all – FAMILY
Segment positioning will follow after phase 1 of digital strategy

33. the building blocks
COMMAND CENTER
Revamp home site to reduce brochure info SEARCH
and streamline user experience. Avoid
content creep. A clean and focused website Place in the first page of SERP’s
with a strong message and cohesive through keyword mapping as well as
storyline. Using proofs, define who AXA onsite and offsite optimization.
truly is and how it can help people achieve
a better life.
MICROSITE CAMPAIGNS DIGITAL MARKETING & PR
Engaging the market with a Leverage viral nature of social media to create
campaign that has emotional contests that encourages participation and
resonance, and create backdoor and drive people to microsites and home site.
buzz branding Saturate credible online PR sites with blurbs
about AXA and our campaigns. Engage
Where segmentation of market will bloggers with authority to talk about our
come in after. campaigns and encourage involvement.

34. rules of thumbs up
A web-page should be obvious and self-explanatory. Task is to get rid of the question
marks. Lessen the cognitive load and make navigation intuitive – not necessarily linear.
Don’t squander users’ patience – keep user requirements at a minimal.
Content is king. Communicate with visible language.
Test early, test often. Navigational and design errors can only be revealed after
the fact.
No death by committee. Otherwise the project ends up as a compromise.

35. exploratory executions
AXA Web 2011

36. “stories: happy endings”
Concept Our lives are stories that all hope for happy endings - our decisions and actions
in the present are directed towards this singular goal.
Happy endings are not dreamed about – they are pursued with passion and
commitment.
AXA comes in as a partner in the pursuit and fulfilment of these happy endings.
Message AXA’s products resonate with the force of life and thus help create “happy
endings” for you and your family.
“We have what it takes to create our happy endings.”
Goal Get audience to design their happy endings by beginning with the end in mind.
Engage and crowd source by curating happy endings – possible testimonials
from clients.

37. mock-up

38. mock-up with drop down

39. happy endings microsite

40. interactive

41. call to action

42. teaser site

43. facebook fan page

44. venue for promos and offers

45. viral tactics
Photo Tag people in a picture, write an interesting comment on the picture and get a
Tagging chance to win a prize.
Tagged people must like the FB page and the picture.
Photo Ask fans to interpret their personal happy ending through photograph
Composition compositions. Upload and tag friends.
Most number of likes win
Slogan/Haiku Fans write their own slogan/haiku for the happy endings Facebook wall.
Writing The piece with the highest number of “likes” will become finalists. Winner will
contest be deliberated by a team of judges.
Other contests – short happy ending stories in headline format. "For sale: baby
shoes, never worn."

46. free ipad/iphone app

47. “control: 4 x 4”
Concept Life, they say, is a series of uncontrollable events. In spite of
life’s twists and turns, we are still in control of it.
Life is NOT about what happens to us as it is about the
series of choices we make in the present.
Message
AXA’s life insurance allows an individual to take “control” of
his/her journey.
Handle Life is a journey. Be driven.
be roadworthy

48. What keeps you driven?
Be roadworthy

49. mock-up

50. facebook game/quiz

51. SEO - onsite
Keyword Mapping Applying targeted keywords in Meta description, title tag, Meta
description and h1 tags.
SEO Diagnostics & Site-wide optimization. File names, duplicate contents, redirects, and other
Recommendations URL issues.
Content Recommendation of changes to the main content areas of the web pages
Optimization & for SEO purposes.
Internal Linking
Information Code order, image-based navigation, navigation links, CSS tips and other
Architecture tasks that will improve keyword focusing.
Optimization
Algorithmic Optimize all other pages within the site that are not optimized by hand.
Optimization (as Intended to be an automated process programmed within the site’s
needed) current CMS. In this deliverable, we lay out the algorithmic rules.

52. SEO - offsite
SEO Article Creation
Article Syndication
Digital PR
Directory Submissions
Link Wheels
Social Networking and Bookmarks
Reputation Management: monitor digital conversations, flag the negative
contents & mine the positive ones

53. suggested keywords
Keyword Global Monthly Searches
retirement plans philippines 210
philippines insurance company 1600
educational plans philippines 720
life insurance in philippines 2900
standard insurance philippines 320
health insurance companies philippines 260
axa life insurance philippines 80
philippines insurance 22200
educational plan philippines 590
axa insurance philippines 140

54. this way forward
Generate builds on concepts
Get approval for budget and development
Engage resource team for product info & FNA

55. Item
budget Schedule Rate
AXA Web Design & March 1, 2011 – Project Kick May 15, 2011 – Target Launch 195,000.00
Development off Date
6 months SEO for 10 April 1, 2011 – On Page SEO May 15, 2011 – Off Page Kick 120,000.00
keywords Implementation off
6 months website June 16, 2011 – Start Date December 16, 2011 – End 65,000.00
maintenance Date
April 1, 2011 – Start Date – 112,200.00
Social media planning & roll-
before launching the My
out
Happy Endings
Ipad, Iphone & Android App 1. Financial Calculator &
Happy endings – May 20,
April 15, 2011 – Project kick-
2011
off
250,000.00
2. 4 x 4 App - June 10,
2011
2 Microsites May 30, 2011 230,243.52
Facebook Game/Quiz April 30, 2011 – Project June 15, 2011 120,000.00
Kickoff
In-house training & upgrade 200,000.000
of tools
TOTAL 1,300,000.00

56. in mind

57. looking ahead
• Our website is not a bastard of brochures. It is a key element in building brand
equity.
• There is clear ownership - avoids turf war and enables long-term strategic
thinking and sustained innovation.
• Allows for periodic realignment – no loss of investment because initial
developments are reused and enhanced.
dedicated web team

58. brand vital signs
site hits – increase by 50%
at least:
100 facebook fans
50 contest participants
20 app downloads
SERPs – google page 1
improved online reputation
increase brand awareness

59. where the old…

60. meets the new

61. let the proof begin