The presentation from the first 'School of Planning' event run by VCCP and Open Strategy: 'branding building: the different approaches'.

1. #1 Brand building: the different approaches

2. Your Manuscript Is Good and Original,
But What is Original Is Not Good;
What Is Good Is Not Original

3. • Binet and Field, Marketing in the Era of Accountability, The Long and the Short of It
• Feldwick, The Art of Humbug, What is Brand Equity Anyway?
• Sharp, How Brands Grow Vols 1 + 2
• Ries and Trout, The 22 Immutable Laws of Marketing
• Martin Weigel blog
• London Strategy Unit on Slideshare
• Admap

4. #1 Brand building: the different approaches

5. 1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards

6. 1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards

7. What’s your worldview?

8. The Plato worldview
Brands have a reality independent of us
They have personalities
Our job is to grasp and express them

9. The Aristotle worldview
Brands are the emergent reality from a range of assets
They help people do things
Our job is to protect and build them

10. The Wittgenstein worldview
Brands are a language game
They are things for us to talk about
Our job is to avoid private language

11. A brand is a collective fiction that allows shortcuts in decision-making

12. For real people…
…that’s useful because
the world is full of stuff
…and of course most of our
decision-making is about each other

13. For organisations…
that’s useful because it
reduces the unit cost to
acquire and serve valued users
…but let’s think about
users more widely

14. How do we manage segmentation/ personalisation and fragmentation?
Are we talking about comms or something bigger?
How deep into the experience does decision-making pushes our responsibility?
How do we tackle the internal + partnership deficit?
If that definition is broadly right…

15. What’s your approach?
The Plato approach
Ad folk get brands and beauty
Selling happens elsewhere
Serving customers is boring
The Aristotle approach
Total brand experience
Like getting hands dirty
Serving customers is key
The Wittgenstein approach
Brands are culture
We become part of the world
We create a shared world

16. 1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards

17. 1. Selling
2. Seduction
3. Fame
4. Fellowship
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug

18. Selling
• The historically dominant
model
• Still alive and well (see
Facebook, Millward Brown)
• USPs
• Consumers as rational
decision-makers
• AIDA, DAGMAR models of
advertising
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug

19. Seduction
• More varied than it sounds:
persuasion, charming, wooing
• Advertising is fundamentally
persuasion and persuasion happens
to be not a science, but an art
(Bernbach)
• A “constrained rationality” view of
consumers
• The most powerful element in
advertising is the truth (Bernbach)
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug

20. Fame
• The model du jour
• Robustly underpinned by IPA data
• And is good creative awards fodder
• But challenges with maintaining it
and sustaining the role of strategy
• “Mental Availability” is perhaps the
future here
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug

21. Fellowship
• Connecting with each other is a
fundamental human need
• It’s at the heart of many service
brands
• It’s perhaps the most obviously
interesting from a media perspective
• Advocacy, herding, network
effects…
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug

22. 1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards

23. Butchering Byron

24. Butchering Byron
Old
model
Positioning Differentiation Message
comprehension
Persuasion Rational involved
viewers
Loyals/ loyalty Involvement Targeted
New
model
Salience Distinctiveness Emotional
response and
notice
Refreshing
and building
memory
structures
Emotional
distracted
viewers
Switchers/
penetration
Heuristics Sophisticated
mass
Source: Byron Sharp How Brands Grow

25. 1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards

26. 1. Archetypes

27. 2. Own one word (The law of focus)
https://c2.staticflickr.com/4/3378/3571282950_aa1d231d6f_b.jpg

28. 3. Leadbeater system/empathy

29. 4. Challenger
Lighthouses, pirates, big fish eaters…

30. 5. Disrupt

31. 6. Leadership

32. 7. If you can’t be first in category, invent a new category

33. 8. Taxis and trains

34. 9. It only works if it all works v.1

35. 10. It only works if it all works v.2

36. 11. Advocacy

37. 12. Personalisation
Big data, programmatic, small data…

38. 13. Low involvement processing

39. Be human.

40. THANK YOU