Developing Brands. The Role of the Agency.

1
Developing Brands. The Role of the Agency.

• David Reid
• Because Brands Matter

2
Which type of agency?

• Marketing Consultancy
• Advertising Agency
• Design Agency
• Digital Agency
• Media Buying Agency
• Experiential Agency
• Direct Marketing Agency
• Sponsorship Agency
• PR Consultancy
• Event Management Agency
• SEO Specialist
• Research Specialists
• Sales Promotion Agency

3
(No Transcript)
4
Who you gonna call?

• Chances are that at some point in a Brand's
  lifetime it will need all of these different
  types of service.
•  
• To begin with however, it probably needs only one
  -
•  
• An agency who can develop the key Proposition of
  the  Brand and start to determine what its
  relationship will be with the consumer
•  
• This agency is likely to label itself as a full
  service Marketing Branding Consultancy

5
What skill sets should it ideally be able to
deliver?

• Research and Planning
• Brand Management / Account Handling
• Creative interpretation
•  
• All of the other services are important, but fit
  in further on in the branding process.

6
How does an agency first start to engage with a
Brand?

• Is there a clear brief and objective?
• What research and market intelligence already
  exists?
• Is more up to date research required? 
• Is there a clearly defined Brand DNA?
• What is the Unique Selling Proposition of the
  Brand?
•  
•  
• As long as the Brand owner has a clear sense of
  the budget, timing and desired objective of the
  promotional campaign then the Agency should be
  able to start the ball rolling.

7
1. Understanding the Consumer

• What do the target audience really think and feel
  about the brand and / or existing competitors in
  the market place.
•  
• We need data and research to establish a deeper
  and more actionable understanding of their 'need
  states' and triggers.
•  

8
2. Understanding a Brand's Equity

• What is the truth of the Brand?
•  
• We need to drill into the Brand's DNA to
  establish the core components that make it what
  it is.
•  
• In some cases this might mean 'reverse
  engineering' with key stakeholders to
  re-establish the core brand values.
•  
•  These must chime with those that our consumer
  finds motivational, engaging and trustworthy.

9
3.Creating a Brand Wheel.

•  

10
3(b) Who creates the Brand Wheel?

• A Brand Wheel is the outcome of a Brand Workshop
•  
• The Brand Workshop is facilitated by an external
  Marketing professional or Agency who have the
  ability to lead a range of stakeholders through
  the process
•  
• Getting an external 'helicopter view' is
  essential to challenge existing beliefs  and open
  up the dialogue for more expansive discussion

11
4.Planning Future Marketing Strategy

• The health of the brand is in the future not in
  the past
•  
• What future potential markets lie out there?
•  
• Are we selecting the best possible media options
  to maximise our opportunity to engage with our
  audience?
•  
• What NPD potential is there?

12
5. Creativity

• The single most important ingredient in giving
  your brand a competitive advantage

13
You won't remember this...

•  

14
You won't forget this...

•  

15
Let's look at some case studies.

•  

16
Glenmorangie

• Brief was to engage with a younger audience
•  
• Increase market share
•  
• Move away from dated "16 Men of Tain" positioning
•  
• Out think the competition, because we can't
  outspend them
•  

17
Glenmorangie

• PROPOSITION -
•  
• Glenmorangie is a whisky to be savoured in
  reflective 
•       moments with like - minded individuals
•  
•  
• CREATIVE INTERPRETATION -
•  
• "Glenmorangie. Will you join us in the Glen of
  Tranquillity?"

18
Glenmorangie

• RESULTS -
•  
• The campaign took the Brand from UK Number 2 
•       to UK Number 1
• The media spend was one fifth of its rival
  Glenfiddich
• The TV production spend for four commercials was
  a quarter of the spend of Glenfiddich's single
  commercial
• My agency retained the account for a decade until
  the Brand was bought by LVMH

19
Schlitz Beer

• Brief was to promote a genuine imported product
  to a discerning male audience
•  
• Research had shown that authenticity was
  important and the product was not brewed under
  license
•  
• Use upmarket press and posters in London
  Underground because television was too expensive
•  

20
Schlitz Beer

• PROPOSITION -
•  
• Choose a beer that is genuinely American. The
  stuff they consume over there is the stuff you'll
  consume over here
•  
• CREATIVE INTERPRETATION -
• " In America, you are what you trash"

 
21
(No Transcript)
22
(No Transcript)
23
(No Transcript)
24
Schlitz Beer

• RESULTS -
• The sales spike of the Brand was so high that
  demand outstripped supply.
•  
• International magazines asked if they could run
  the advertising for nothing because it looked
  cool in print.
•  
• The Brand Manager got headhunted to a far bigger
  job in London
•  
• Celebrities started asking to be in the next
  round of ads.

25
Seafish

• Brief was to engage with primary school children
  and get them to consider trying fish at school
  dinners
•  
• The audience chosen are key influencers in family
  food choice and are the decision makers of
  tomorrow
•  
• Tasked with creating an aspirational benefit, not
  just the traditional way of telling them that
  fish is good for them.
•  
• Media choice had to be cost effective and engage
  at point of purchase.
•  
•  

26
Seafish

• PROPOSITION -
• Eating fish gives you a healthier heart ,eyes and
  skin. It makes your muscles and bones stronger.
•  
•  
• CREATIVE INTERPRETATION
• "Eat more fish. Become a Superhuman."
•  
•  

27
Seafish

• RESULTS -
•  
• 75 of children chose fish twice or more a week
  post the initial burst of marketing activity.
•  
• 38 of children continued to order fish on an
  ongoing basis.
•  
• 88 of schoolteachers and catering staff thought
  that the initiative had been a welcome addition
  to the cirriculum
•  
• The campaign was rolled out across the UK
  following the successful launch in Scotland.

28
Summation

• Make sure you select an agency capable of
  unlocking your DNA and subsequently, your
  Proposition
•  
• Make sure you and they have up to date research
  and customer analysis at their disposal
•  
• Invest in creativity.
•  
• Be prepared to take risks to engage your
  audience. A Brand owner or manager is seldom the
  target audience.