Postmates & ubereats tv commercials comparison

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COM 5401 Advertising Production and

Management Branding theories

Semester A 2018

Fei Shen, City University of Hong Kong

Brand stands for…?

Brand

• Burning marks onto products

• More than a name or logo now

• People start to recognize the way in which consumers were developing relationships with their brands in a social, psychological, anthropological sense.

• A noun vs. a verb

From 4P to branding

• 4P - Product, price, place, promotion

• Marketers should consider how these tangible aspects of production and service delivery translate into the long term asset of intangible brand value.

• Speaking of “intangible”, think of different ad theories, and Maslow’s hierarchy.

Branding & Advertising

• Long term vs. Short term

• Strategy vs. Creative implementation

• Core values vs. Incarnation of values

Shawn Lam

one campaign

Shawn Lam

价值的化身�

Branding

• Process: Adding layers of meaning on a product or a series of products.

• product/brand – (association) – meanings

• Consequence: Products reflects the essence of brand promise or brand vision.

Shawn Lam

把一层一层的意义赋予你的产品�

Orange is Not Orange Think in terms of Maslow’s pyramid

Diamond is Not Diamond

Think in terms of Maslow’s pyramid

Mouse is Not Mouse

What kind of Meaning?

• Adding layers of meaning on a product or a series of products . • Meanings that:

• Well summarize the spirit of your product.

• Are at an abstract level.

• Could touch your audience’s heart.

• Leave room for imagination.

Brand slogan examples

• Acura: The True Definition of Luxury. Yours.

• American Airlines: Fly the American way

• American Telephone & Telegraph: Reach out and touch someone

• Apple: Think different

• Budweiser Beer: Where there's life, there's Bud

• Esso: Put a Tiger in Your Tank

• Honda Civic: Better gas mileage. A Civic responsibility

• Kentucky Fried Chicken: Buy a bucket of chicken and have a barrel of fun

• Martini: The right one. Any time, any place, any where

Brand Identity

• A person’s identity?

• How do I dress? How do I speak? What are my core values? What do I stand for? How do I want to be perceived? What personality traits do I want to project? What are the important relationships in my life? e.g., WASP, Hippe, Yuppie, etc.

• A brand identity provides direction, purpose and meaning for the brand.

• Heart and soul of the brand.

• “Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members.” –David A. Aaker

Brand Identity

• A classic example in the history of marketing and advertising:

• Phillip Morris, 1924, slogan “Mild as May”

• 1950s, scientists link smoking to lung cancer

• Repositioning: used images of sea captains, weightlifters, war correspondents, construction workers and cowboy…

• “man always remember love because of romance only”

• ultimate American cowboy, masculine, macho, rough-and-tumble

• In 1972, Marlboro became the No. 1 tobacco brand in the world.

General Principles of Branding

• A key to developing a strong brand identity is to broaden the brand concept to include other dimensions and perspectives with consistency.

• Four identity perspectives • Brand as a product -- lower levels of needs

• Brand as organization -- intermediate levels of needs

• Brand as person: brand personality – higher levels of needs

• The brand as symbol – higher levels of needs

Brand as Product

• Association with product related attributes • Quality/value: many brands use quality as a core identity element

• Gillette – “the best man can get” • Starbucks’ brand identity is based on its reputation for providing the finest coffee in

the world with integrity.

• Associations with use occasion • Some brands successfully attempt to own a particular use or application,

forcing competitors to work around this reality • Gatorade, owns the use context of athletes looking to sustain a high level of

performance.

• Association with users • Another tack is to position a brand by a type of user • Harley Davison – believers in freedom, ruggedness, rebellion • Wrangler Jeans – tough, rebellion

Shawn Lam

使用场景�

Shawn Lam

产品属性�

Shawn Lam

用户�

Brand as Organization

• The brand as organization perspective focuses on attributes of the organization rather than those of the product or service.

• Such organizational attributes as innovation, a drive for quality, and concern for the environment are created by the people, culture, values, and programs of the company.

• Corporate image commercial • Cisco – connecting the world

• Toyota – silence, movement, simplicity

Brand as Organization

• It is much easier to copy a product than to duplicate an organization with unique people, values, and programs.

• Organizational attributes usually apply to a set of product classes, and a competitor in only one product class may find it difficult to compete.

• Associations such as customer focus, environmental concern, technological commitment, or a local orientation can involve emotional and self-expressive benefits based on admiration, respect, or simple liking.

Brand as Person

• Like a person, a brand can be perceived as being upscale, competent, impressive, trustworthy, fun, active, humorous, casual, formal, youthful, or intellectual.

• A brand personality can help create a self-expressive benefit that becomes a vehicle for the customer to express his or her own personality.

• Just as human personalities affect relationships between people, brand personality can be the basis of a relationship between the customer and the brand • Apple user: casual, anti-corporate, and creative. • Dell computer: a professional who helps with the tough jobs; • Mercedes-Benz: upscale, admired person; • Hallmark: a warm, emotional relative. Product

User

Brand as Person

• A brand personality may help communicate a product attribute thus contribute to a functional benefit.

• Mascot: the Michelin man’s strong, energetic personality suggests that Michelin tires are also strong and energetic

Shawn Lam

吉祥物�

Branding: Myth Construction

• Compare brand with religion

• Lower level: functions of products vs. church or Bible (visible)

• Mid level: feelings of satisfaction through consumption vs. satisfaction derived from Sunday worship activities (invisible)

• Higher level: identity expression vs. seeking meanings of life (invisible, ontological, and teleological)

THREE Take-away Messages

• Consumer understanding

• Extension of meaning

• Coherence implementation

The WORD to remember

• COHERENCE • Feature – Benefit – value/identity – image coherence

• Coherence across different products under the same brand

• Coherence between your product/service identity and potential consumer’s identity

• Coherence across TIME … i.e., consistency

Chang your image first

Danone Cuts Out the Cookies

The BBK empire

A Case from Hong Kong: Wellcome • McCann Erickson

• Price haggling? vs. Parknshop

• Cheap?

• Being frugal?

• Save money?

A more recent case Mentholatum HK

A Case from Mainland China: Safeguard • Personal hygiene?

• Kill germs?

• Skin care?

• Story structure?

Shawn Lam

一层一层的产品特质�

A Case from Thailand: Pantene • Unique Selling Point: Shine (compare this to Rejoice and Head &

Shoulders)

• Shine on different levels:

• shining hair (function) – lower level

• shining life (self actualization)– higher level

• Consistency?

• Extension of meanings from lower level to higher level

Branding: Maslow’s Hierarchy

Product

Feature

Benefits

Value

Audience

Demographic

Psychographic

Value

Branding Consumer

Resonance

Brand building in Chinese context

• Watch the video clip on “brand building in China”

• Tom Doctoroff: J. W. Thompson North East Asia Director Greater China CEO, based in Shanghai

next time

• Creative strategy

Readings

Branding Strategy of JWT

Changing involvement 改变沟通方式

from passive exposure to active engagement 从被动的展示变成主动的吸引

ENGAGE 摄众

3 Engagement Idea 摄众意念

1 Consumer Insight 消费者洞察

2 Brand Vision 品牌远景

4 Connection Plan 联通计划

Only Four Key Points 只有四个主要的突破点

1. The Consumer Insight 消费者洞察 “Why”? The fundamental motivations that explain behavior and

preference

“为什么”? 解释人类消费行为和喜好的最根本动机

Only Four Key Points 只有四个主要的突破点

Find the conflict! 发现冲突！

Consumer Insight 消费者洞察

I want to indulge 我想要沉溺于美食

But 但是

I don’t want to get fat 我不想变胖

2. Brand Vision 品牌远景

Brand Vision 品牌远景

Consumer Insight 消费者洞察

Unique Brand Offer 品牌独特利益点

Only Four Key Points 只有四个主要的突破点

Make everyday exciting 精彩每一天

Consumer Insight 消费者洞察

Real life can be routine

真实生活是枯燥的

Driving dynamics 动感驾驶

Unique Brand Offer 品牌独特利益点

Only Four Key Points 只有四个主要的突破点

2. Brand Vision 品牌远景 A seamless, unexpected fusion of product point of difference and

consumer insight 一种无缝的，未预料的产品特点和消费者洞察的融合

欧洲风格

“活得精彩”

“外观很棒…驾驶又很激动人心的好车”

精力充沛, 冒险精神, 积极向上, 充满活力

德国工艺动感驾驶

Focus 4D Focus 5D S-Max CD345

“随时, 随地, 意料之外的精彩”

按照自己的意愿随心驾驶,享受动感的乐趣

按照自己的意愿创造出自我天地

游刃有余, 无所不达

重新定义”精彩”

3. Engagement Idea 摄众意念 A creative expression of the brand vision that extends cross the media

品牌远景的创意表达，并可延展到不同媒介

Only Four Key Points 只有四个主要的突破点

The Ultimate Goal: 最终的目标:

Creative ideas that buy time 能够买消费者时间的创意

Our role 我们的角色: To ensure more people spend more time with our client’s brands 保证更多的人会将更多的时间花在我们客户的品牌上

Our purpose 我们的目标: To create ideas that people want to spend more time with 创造出人们愿意花时间看的创意

Our belief 我们的信仰: The better the idea the more time people will spend with it 创意越好，人们愿意花在上面的时间就越多

It all starts with

Strategic Planning

• Sharpens insights

提炼准确的洞察

•Helps clients understand linkage

between insights and profits 帮助客户理解洞察和利润的关系

这都从

策略策划开始

In-depth analysis on various consumer segments… 对各种不同类别的消费者的深度分析…

Branding Strategy of OM

“Not so much about information as about insight.”

Shane Weaver-Executive Creative Director, Ogilvy & Mather Hong Kong

“I think it is really ‘a fresh understanding that forms the basis of a winning strategy”

John Shaw —Regional Planning Director, Ogilvy & Mather Asia/Pacific

“大家都同意的一件事,但没有人讲出来” Sharon Chen – 上海奥美策略部总监

“Fact overlooked by most people”

Michael Lee—Managing Director/Chief Operating Officer Ogilvy Shanghai

& Southern China

“Deep understanding of human nature relate to the role of advertising or

communication”

Yeh Minguay—Vice Chairman & Chief Strategy, Ogilvy & Mather Advertising

Taiwan

Insight(洞察)是什么？

Facts 现象

Understanding 了解

Insight 洞悉

真相

Consumer Behavior

Human Truth

The truth is more important

than the facts

－Frank Lloyd Wright (1868-1959)

请问年轻人为何不烹调?

• 他们没空做家事 • 他们不喜欢煮饭 • 他们不知道如何做菜 • 他们被宠坏了 • 他们担心害怕

Insight是心理层次,不是行为表现

请问:当你老时,你开始在乎你的健康,因为…

• 你觉悟到你快到生命的尽头,你应该珍惜

• 你知道如果严重生病,你可能负担不起昂贵的医疗费

• 你反正已经没有其他更重要的事要如此关切

• 你怕失去独立自主的能力

Insight 是感性共鸣,不是理性判断

请问:女性为何偏好较大油箱的汽车? 因为…

• 她可以无虑地行驶

• 加油站可不是她喜欢的购物场所

• 减少加油次数,可以省时做其他更有意义的事

• 大油箱让她在危险四伏的路上更有安全感

Insight是一种剖析,不是一项描述

大油箱讓她在危險四伏的路上更有安全感

哪里找???

品牌

产品

市场消费者

文化

产品特性

新闻、话题

使用者特性与竞争对手

的比较

产品使用方法

产品的生产

使用者/ 使用方法的特别之处

价格特点

被满足的心理、生理需要

品牌/产品的历史和承传的特性

社会现象/ 趋势

品牌名字 Logo和包装

没有固定的法则，洞察很有可能就在身边的某个角落

请努力思考，再思考

工具1: 利益阶梯 Hierarchy of Interest

USP 利益阶梯

品牌最终利益 end benefit

产品感性利益 emotional benefit

产品理性利益- Functional benefit

产品特点 – Feature

所以

因为所以

因为

工具2: 区隔营销 Market Segmentation

USP

消费者的特质产品的特点

分别运用产品不同的面向来吸引不同区隔的消费者

工具3: 生意来源的消费区隔 Consumer Segmentation

巩固现有使用者开发其它用途

转移竞争者

现有使用者多用

不使用者开始用

生意来源的消费区隔

Branding Strategy of Denstu

What You Do and How You Say is Defined by

Who You Are

Brand

Brand Identity Strategy

Business-level Strategy Communication Strategy

How

you say

What

you do

Who

you are

Order of Branding

Brand

How

you say

What

you do

Who

you are

The Okazaki-Model

Brand Symbol & Slogan

Brand Promise

Essential Values you deliver to customers

Brand Personality

Attributes that help bring your brand

Closer to customers

Vision

Envisage what you wish to achieve:

(1) Business goals

(2) Brand image goals

Resources

(1) Your current core competence

(2) Resources to be added in

(3) future

Challenges in changing society,

Market, technology, competition, and

customer.

Future Environment

(1) Who will love your brand?

(2) How will you delight them?

Customers

A Little Secret of Visionary Branding

The first step to successful long-term brand-building is to

look into future and envisage what you wish to achieve

with your brand.

In parallel with mission and domain of your business,

create a simple phrase that captures the essential value

of your brand in future.

This will serve as a driver of your business.

Secret of long-lasting brand: LV

Core Value Extended

Value

Refreshes

& Energizes

Inspires

& Empowers

Built-in brand recharge mechanism

Brand Energizers

Access Points Messages Relationship

Promotion

Product

Program

Symbol

Sponsorship

Unity

Relevance

World-of-Mouth

CEO

Experience

Brand Energizers

Product Innovation

Amazon Kindle

Brand Energizers

Product Co-Branding

Brand Energizers

Promotion Product Placement

Brand Energizers

Promotion Creative contact point

Brand Energizers

Symbol Color Association

Brand Energizers

Program CSR program

Brand Energizers

Experience Experiential space

Logo

DesignSeating

Graphic

Color

Location

Lighting

Art

Books Barista

ServiceTumbler mugs

Product

Music

Brand Energizers

Experience Experiential space

“ Starbucks could very well operate without even selling coffee.

They could charge an entrance fee and offer nothing else but a room

and mellow Bob Marley music softly playing in the background,

and people would still come.

Devin Page, Customer