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Thoughts on Branding

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Thoughts on Branding. Questions. What did Pepsi do, and why did they do it? Did the commercial tell you something about the taste of the drink? What PEPSI didn't do: ... – PowerPoint PPT presentation

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Title: Thoughts on Branding


1
Thoughts on Branding
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Questions
  • What did Pepsi do, and why did they do it?
  • Did the commercial tell you something about the
    taste of the drink?

5
What PEPSI didnt do
  • Didnt describe the taste
  • It didnt discuss the nutritional benefit of the
    drink
  • Didnt discuss economics / cost
  • It didnt make comparisons
  • It didnt give a technical description of the
    contents

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Questions
  • Did you like the commercial?
  • Are you upset in anyway at Pepsi?
  • Did Pepsi sin by presenting this commercial?
  • Deceptive, dishonest, evasive

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What is BRANDING?
  • Branding produces an emotional message that
    establishes a desired tone.
  • Branding is the selection of a desired image. It
    is not the only face or image of the product.
  • The image entices and generates interest
  • The image does NOT answer all of the questions.

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CNN country advertisements
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If Christians were to advertise Dubai
  • Come to the desert
  • Temperature is usually over 36 C
  • Our women have fewer rights
  • Life is overly expensive because we have to
    import more goods
  • .but comeon over to Dubai

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Message about ETHICS
  • Not everything is an ethical issue!
  • The color you paint your house
  • The size of the poster you print
  • Whether you are direct or indirect about your
    product is not an ethical issue in branding
  • The BIG IDEA there is amazing FREEDOM in
    BRANDING!

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BRANDING
  • Branding research starts with an analysis of a
    target audience. The point of departure is NOT
    the product being marketedit is the target
    audience.
  • Branding creates a feel, and good branding
    generates a unique identity that captures
    attention!
  • An example How America On Line attempted to
    grab attention.

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THE PROBLEM
  • We have been branded (by others) and lost control
    of our image.
  • Because of negative branding, our message is not
    heard.

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The Purpose of Branding in CCC Eastern Europe
  • We want to control our own image. We want back
    what was stolen!
  • We want control of our own image because control
    of the image ultimately SERVES GOD and SERVES
    SOCEITY.
  • We invite people to see something they want, they
    just didnt know it. They want Jesus!

16
Branding helps us fish where we want to fish
  • The Coverage plan cycle 2
  • Use basically the same film
  • Concern We will only reach the same audience?
  • Question we had to ask
  • Who should we be reaching this time?
  • Analysis

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Religiously motivated
Economicallymotivated
Not very motivated
PHASE ONE
PHASE TWO
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New brand
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Steps in Brand creation and promotion
  • We MUST know our target audience, its interest
    and its preferred cultural expression.
  • Determine the desired emotional feel.
  • Invest in the image, sustain the image, promote
    the image.
  • Have a clear picture of the desired impact of our
    branding. It will be purpose driven.

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Our cultural position/challengeThe Tom Seely
diagram
Christian Sub-culture
General Society
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Our cultural challenge
Calm to radical
Christian Sub-culture
General Society
Problem!
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THE PASSION and Branding
Calm to radical
Christian Sub-culture
General Society
Radical Christian culture
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Identify your brand
  • If a person ONLY encountered your media image,
    what would he think/feel about you?
  • What kind of people are you?
  • Why would someone want to meet you and interact
    with you?
  • Would someone want to meet with you?

25
Thoughts on selecting a Brand
  • There is NO one-size fits all brand.
  • Czech will be different than Japan
  • Different ministries will select different
    brands. Coverage and Campus will NOT look very
    similar!

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Energetic Surprising Intelligent Sassy We know
you! We not nice nor moralistic
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One more thought on selecting a Brand
  • Being PREDICTABLE usually doesnt generate
    interest.

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High IMPACT
High PREDICTABILITY
HIGH
LOW
Low IMPACT
Low PREDICTABILIY
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Questions we must answer
  • What is your TARGET Brand?
  • How do you want people to FEEL about you?
  • What do you want your brand to accomplish for
    you?

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One Branding goalTo purchase the toughest 10
minutes on campus! The first 10 minutes at a
students door!
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A thought from Larry Thompson
  • If we can improve our image by 5, we might be
    able to double our impact.
  • NOT JUST ANY IMAGE WILL BRING BACK THE CONTROL!

33
Branding and content
  • Our writers need to know our brand
  • Our editors MUST embrace and breath the brand
    (and work with great freedom)
  • We must be committed to the following idea We
    dont publish what we get, we publish what we
    want.

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Branding and integration
  • Our brand cannot grow in independence from our
    message. We must be COMFORTABLE communicating
    Christ through our brand. If we are not, we must
    modify the brand.

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The future of branding
  • The future might ask us to move outside our
    current comfort zone.
  • If we are to intersect with CULTURE, then we need
    to find more COMMON GROUND with the culture.

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The pill that is going to be difficult to swallow
  • Branding is contextually driven. It often is not
    message driven.
  • Jim Green in the 60s
  • Jesus the Revolutionary
  • Bud Hinkson, Russia in early 90s
  • Jesus, a significant part of our history
  • Many countries in Eastern Europe
  • Jesus, the one who gives hope for the future

39
  • South America
  • Jesus offers liberation
  • Historys handful
  • Jesus is my business partner
  • American middle class
  • Jesus offer balance and meaning
  • After 9/11
  • Prince of Peace
  • The POINT is that we package our message
    CONTEXTUALLY ALL THE TIME
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