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6 Methods of making a brand catch on
social currency triggers emotion public practical value stories
Social Currency
the remarkable stuff we share in order to connect with others, so that we seem like insiders. Scarcity and exclusivity lead to the feeling of being an insider. Examples: Please Don’t Tell bar inside Hot Dog phone booth Things that are novel, surprising, extreme, or interesting…
Triggers
are stimuli that cause people to think about related things. (i.e.Peanut Butter & ________, or Salt & ___) Top of Mind is Tip of Tongue. We talk about what we think about. Brand names can be triggered by links to other things in the environment. (i.e. Weekends were made for Michelo…
Emotion
We share what we care about. Don’t dwell on function. Focus on Feelings. Be provocative.
Public
We imitate others. Take the brand out where it can be seen and its use can be observed and imitated.
Practical Value
Make the brand stand out by promising savings of time, money, resources, or by promising improvements in health, wealth, or knowledge. Idea: CorePower’s loss is your gain. We remove the fat and lactose, so that all that’s left is vitamins & minerals. Out with the Bad, and In w…
Stories
Make the brand integral to a memorable narrative with a moral or lesson. Like a Trojan Horse that reveals the surprise… Idea: Fascinating factoids that relate to incredibly strong things or light things printed inside Core Power Caps. (i.e. an ant can lift 50 times its weight) ‘Where…
Marketing objectives
Influence consumer perceptions Drive consumer behavior Achieve corporate strategy by using insights, strategy, activation and engagement
Creative strategy
•Brand identity •Brand personality •Brand position •Brand image •Brand promise and brand preference •Brand loyalty
Brand identity
–Distinctive and familiar (i.e. name, logo, colors, typeface, design, and slogan)
Brand personality
–Human characteristics like loving, trustworthy, sophisticated
Brand position
–The soul or unique essence of the brand that matters to consumers
Brand image
–The mental image consumers have for a product based on symbols & associations associated with it
Brand promise and brand preference
–Reasons to Believe the Promise a brand makes leads to preference •Brand loyalty
brand loyalty
–A connection built over time that leads to repeat purchases
Pre-planning input
Define Advertising Goals for Measuring Advertising Results •Awareness… making the consumer aware of the existence of the brand or company. •Comprehension… developing an understanding of what the product is and what it will do for the consumer •Conviction… developing a mental dispos…
Campaign planning 1 situational analysis
Situational analysis: •Backgrounding –Research and review the state of the business that is relevant to the brand and gather all pertinent information –A problem statement identifies the problem to be solved •SWOT Analysis –Analyzing SWOT means finding ways to leverage S & O while …
Campaign Planning 2 objectives
Objectives: formal statement outlining what the message should achieve and how it will be measured. Share of Mind and/or Share of Heart Rational •Basic Awareness •Top of Mind Awareness •Information Emotional •Image •Attitude/Behavior
Difference between rational and emotional appeals
Rational •Basic Awareness •Top of Mind Awareness •Information Emotional •Image •Attitude/Behavior
Campaign planning 3 positioning
A brand’s place in consumers’ minds in comparison to the competition. Factors that influence positioning decisions: –Competitive advantage the product has a strong feature, in an area that is important to the target, where the competition is weaker. –Differentiation •focuses attent…
Creative Briefs
•A document that explains the consumer insight based on research, and summarizes the basic strategy decisions. •The first step in the creative process •Designed to spark creativity and serve as a springboard for ideas.
Steps in James Webb Young’s Creative Process
Immersion Digestion Incubation Illumination Verification
Immersion
Gathering and connection information
Digestion
Mulling over the data
Illumination
seeing the light
Incubation
setting the problem aside
verification
refining the idea for practicality
Graham Wallas model of the creative process
preparation: gathering info incubation: setting aside the problem illumination: seeing the solution verification:refining the idea
Elements of the Communications Process, what they mean and how they’re used by marketers
Word of mouth: Immediate (social currency), Ongoing, Remarketability, Game mechanics, Scarcity, Exclucivity, Triggers Frequency, strength of link, proximity to purchase decision, context, competitors
points of difference
desirable to customer deliverable by the brand differentiating from competitors
Points of Parity
Traits that all products have - they are very simliar between products
Meaning Transfer Model
Objects/Persons/Context --> Celebrity --> Product --> Consumer Ultimately, Consumer assumes some of the attributes of the celebrity through purchasing the product.
Spokesperson Credibility
1. the effectiveness of the spokesperson is related to the message itself. 2. the synergy between the endorser and the type of product or service advertised is very important. 3. endorsers who have demographic characteristics that are similar to those of the target audience are viewed a…
Top Down Budgeting
a budget is established by management and then the monies are allocated to the various departments. The goal of this method is usually to insure that the promotional budget stays within the limits set by upper management. Spending levels are essentially predetermined and have no true theo…
Bottom up budgeting
the budget is based on consideration of the firm’s pre-determined communications objectives. The primary advantage of this approach is that the budget is driven by the objectives to be attained, rather than the predetermined amount management is willing to spend.
Increase, decrease, or hold spending
Increase: If the cost is less than the marginal return Hold: if come is the same as return Decrease: if cost is more than return
semiotics
the study of the correspondence between signs & symbols & their roles in how we assign meanings
Mnemonics
memory tools that serve as bridges to help you recall information from long-term memory
Neurometrics:
measures real-time brain waves and impressively predicts behavior; three primary neurometrics- attention, emotional engagement and memory. 1. attention 2. emotional engagement 3. memory

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