PROPAGANDA: BRAND STRATEGY LECTURE

PROPAGANDA: BRAND STRATEGY LECTURE:

Our starting point: Brand Discovery:

Immersion:

Understand Business and Market:

Internal Audit:

- Kick off session with core team
- 1-2-1 interviews 

Marketing Mapping:

- Client sector audit

- Review potential target markets

Digital:

- Sector trend audit 

- Competitor audit

- Brand audit

Insight:

Understand Opportunity:

Hypothesis Development: 

- Proposition headline and narrative development

Qualitative Research:

- Current/lapsed customers

-Prospective customers 

- Stakeholders

Industry influencers

Quantitative Research:

- Customer/prospect survey

Brand Development:

Define the Brand:

Brand Positioning:

- Brand proposal

- Compelling

- Differentiating

- Future - Focused

- Single minded

- Credible

Brand articulation:

- Brand name

- Brand narrative

- Tone of voice 

Look and feel

Strategy:

Define the Brand:

Marketing Strategy:

- 12-18 month roadmap of marketing activity and tactics 

Debrief to Include:

- Insights 

- Brand proposition

- Brand articulation 

- Strategic recommendations

Case studies:

- Illamasqua

- Ann Summers 

- Tangle teezer

- Gym King - loyalti 

Defining the Strategy:

THERE ARE 3 WAYS FOR A BRAND TO GROW:

- AQUISITION (attract new customers) 

- FREQUENCY (increase regularity of purchase)

- AVERAGE WEIGHT OF PURCHASE (increase number of products purchased)

Brand Requirements:

IDENTITY AND ASSETS:

Consistent global branding:

- logo 

- product 

- photography

- global guidelines 

PACKAGING:

Improving messaging at point of purchase:

- why should i buy?

connecting 

- what does gifting look like?

DISTRIBUTOR COMMUNICATION:

Engage and support:

- distributor conference

- co-author plans in each market

- newsletter 

WEBSITE:

Building a big brand approach to online and driving sales at best margin:

- usability 

- visual improvement 

- launch of personalised products 

- global solution 

EDUCATION:

Educating the benefits of the product:

- proving the benefits 

- how to's

- 2 step sell 

SALES STRATEGY AND SUPPORT:

Approach to sales to re-engage existing customers and convert new prospects:

- key messaging 

- printed/presentation support for retail

- brand plans 

CHANNEL BRANDING:

Collateral to achieve consistent brand presence in retail:

- POS

- assets for retailers to use across online and social