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Brand recognition presentation sean mc coy hklm 20100722

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Sean1McCoy10
Sean1McCoy10

The document discusses the importance of brand recognition and some strategies for achieving strong brand recognition. It notes that recognition is key to shaping perceptions of a brand and is the first step before a customer can like, respect, or buy a brand. It then provides several methods that are tried and tested for building brand recognition, including creating awareness, finding the right positioning, segmenting audiences, using repetition, facilitating indirect communication through others, and ensuring relevance to convert recognition to loyalty.

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Power Branding & Strategic Communication Forum BRAND RECOGNITION 22 July 2010 HKLM GROUP Building B 4 Kikuyu Road Sunninghill Private Bag X100 Sunninghill 2157 Johannesburg South Africa Telephone +27 (0)11 461 6600 Facsimile +27 (0)11 461 6606 www.hklmgroup.com IDEAS DELIVERED CAPE TOWN DUBAI JOHANNESBURG LAGOS NAIROBI
What is the very first thing you recognised?
X X X X Memory & recognition are powerful mechanisms at the core of the human mind
They form the brain¡¯s filing system
And they define each person¡¯s own reality
What does this mean for brands?
Case study: brands that haven¡¯t achieve awareness or recognition
?
Rather obviously, you can¡¯t like what you don¡¯t know
Nor can you respect, adore, admire, worship, revere, appreciate, love, aspire to, advocate, enjoy, want or buy what you don¡¯t know
There are many differing schools of thought in marketing, but achieving awareness is an undisputable necessary first step for any brand
When someone recognises a brand, their perceptions of that brand are recalled either explicitly (consciously) or implicitly (sub-consciously). The brand¡¯s baggage, good and bad, are instantly present. They will affect how the person then interacts with the brand and the baggage in return will also be updated
?
If brands are based on perception (each person¡¯s own understanding of a brand is all that matters to that person), and recognition plays a key part in shaping perceptions, then recognition is on the front line of brand building
Do you recognise this soft drink brand?
?
?
?
?
?
?
If you didn¡¯t consciously get it on the first slide, then you were most likely thinking Coca-Cola subconsciously
+ soft drink = Coca-Cola Coca-Cola is possibly the most recognisable brand in the world
But.. it has been around for 124 years and they sell 1.3bn drinks daily , across 200 countries
How do awareness, memory and recognition work?
Technically... The Hippocampus, Amygdala and Striatum are responsible for our memory. Visual memory belongs to the right temporal lobe. Verbal memory belongs to the left temporal lobe. The hippocampus is essential for the laying down of new memories, but over time some changes are also made in the association regions of the neocortex.* *various sources (please don¡¯t quote us)
Practically¡­ In the mind a brand or idea can be thought of as a file or vessel name name name name name name name name name name
Which holds and references associated perceptions name Associated perceptions name
Which holds and references associated perceptions Visual associations Associated sounds, smells, tastes Past associations Associated experiences Associated messages Associated emotions Perceived value
Perceptions are dynamic, so the files are constantly updated during people¡¯s lives, both consciously but mostly sub consciously Associated sounds, smells, tastes Visual associations Past associations Associated experiences Associated messages Associated emotions Perceived value
Measuring brand recognition
Measuring brand recognition means measuring people's perceptions. It¡¯s a subjective art
How far can your brand be stripped down and still be recognised?
How far can your brand be stripped down and still be recognised? ?
Ferrari recently pulled a controversial barcode design from their F1 cars¡­
More recognisable brands require fewer triggers
+ soft drink = Coca-Cola But does soft drink = Coca-Cola
Category champion Owning or being synonymous with its category means that every time a category is referred to the brand gets recognition. The category can even be named after the brand
it
Idea champion Similarly, brands can also own ideas, words or related themes that afford them further recognition
Connecting.
Just.
How to achieve strong brand recognition
If awareness is simply knowing something then recognition is knowing it again
If awareness is simply knowing something then recognition is knowing it again and again and again
Strengthening associations is like going to gym A mind is a complex store of images, sounds and ideas, all linked. The links, like muscles being exercised, are strengthened by repetition. The more the path of association is used the stronger it gets, making it easier to use in future (not making this up) Funny Tasty Healthy
It takes time and effort to create strong brand recognition with few shortcuts and no silver bullet
Here are some of the tried and tested methods
X Hello Awareness is the first step Moving into the light
Creating awareness is like opening a new file It¡¯s a handshake, a beginning where something gets brought into existence and given a name and reference point that binds all the relevant associations from there *
Context can make all the difference
To make the file instantly usable Give it context and strong meaning right from the start allow the person opening the file to file it under something (and we don¡¯t mean under ¡°bank¡± or ¡°tomato soup¡± but rather ¡°the friendly kind of bank where they will treat me well¡± or ¡°the clinical kind of bank where they give me better financial returns¡±)
This means positioning Finding your own space
Premium Healthy Responsible Sustainable Guilt free shopping?
Segmenting your audience allows you to know who they are, what they want, where you can find them and how best to reach them
Brand architecture
Brand architecture A monolithic brand architecture allows the same brand to be encountered again and again, building stronger recognition 6 series 3 series 5 series 7 series X 1 X 3 X 5
Stickiness helps Sticky brands and communications are the ones that are hard to forget. People love to encounter and share beautifully crafted and presented brands. Funny, relevant and engaging communication drive momentum of interactions and recognition
?
?
?
Cross-pollinate Bridge senses, themes and ideas to create rich images of your brand that can be recognised through endless combinations Colour shape + = Portuguese Jingle toy Jingle PC Zebra finance + = Exhaust sound leather Coffee smell + = + = + = + = ?
Take a closer smell Smell is said to be the strongest sense for triggering memory. Martin Lindstrom, author of Brand Sense , says that 75% of all the emotions we generate every day are due to what we smell ¨C not see. That¡¯s why estate agents bake vanilla in the oven when trying to sell a house ¨C it makes you feel like you are back in Grandma¡¯s kitchen
Repetition Repetition Repetition Repetition Repetition Why do we all know how these stories end: Today, tomorrow¡­ The kiss of the saaz¡­ Your two year guarantee¡­ Let your fingers do the¡­ Because we¡¯ve been exposed to them again and again. Repetition can be brutal, but it¡¯s necessary for recognition Repetition Repetition Repetition Repetition Repetition
Facilitate indirect communication Be remarkable ¨C literally. If your brand is deemed worthy of the audiences attention they are more likely to share your story. Impartial references get through a lot of the filters that direct communications don¡¯t
Lady Gaga: certifiably remarkable
Building recognition online
Bombarded by scams and countless brands looking to cheaply reach the world, people move faster in the digital realm and where you usually get a few seconds to make an impact, online you get less. Its not the best place to meet
It¡¯s a good place to answer questions Many people go online in search of information. This is a key opportunity for brands to build deeper brand information and context that lead to better recognition
Self propelled communication The internet is a great medium for indirect communication. People talking about your brand builds strong recognition but they don't want to talk about their butter. They share messages and engage when there is value in it for them ¡° Jo, you¡¯ll love this video, its hysterical¡± ¡° I¡¯ve always wondered about this¡± ¡° Check out this deal!!¡±
?
Converting recognition to loyalty
X Moving from implicit to explicit memory from back of mind to being consciously chosen
Build enough relevance to reach engagement tipping point Each person will weigh up if your brand offers them enough to be worthy of trial. Your brand must respond to their reality and make itself relevant ¨C see segmentation
This is where fuzzy marketing becomes clear business, where someone departs with their hard earned money. Interaction > transaction
Once your brand has been trialed, its about delivering on promise and doing it consistently
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Brand recognition presentation sean mc coy hklm 20100722

  • 1. Power Branding & Strategic Communication Forum BRAND RECOGNITION 22 July 2010 HKLM GROUP Building B 4 Kikuyu Road Sunninghill Private Bag X100 Sunninghill 2157 Johannesburg South Africa Telephone +27 (0)11 461 6600 Facsimile +27 (0)11 461 6606 www.hklmgroup.com IDEAS DELIVERED CAPE TOWN DUBAI JOHANNESBURG LAGOS NAIROBI
  • 2. What is the very first thing you recognised?
  • 3. X X X X Memory & recognition are powerful mechanisms at the core of the human mind
  • 4. They form the brain¡¯s filing system
  • 5. And they define each person¡¯s own reality
  • 6. What does this mean for brands?
  • 7. Case study: brands that haven¡¯t achieve awareness or recognition
  • 8. ?
  • 9. Rather obviously, you can¡¯t like what you don¡¯t know
  • 10. Nor can you respect, adore, admire, worship, revere, appreciate, love, aspire to, advocate, enjoy, want or buy what you don¡¯t know
  • 11. There are many differing schools of thought in marketing, but achieving awareness is an undisputable necessary first step for any brand
  • 12. When someone recognises a brand, their perceptions of that brand are recalled either explicitly (consciously) or implicitly (sub-consciously). The brand¡¯s baggage, good and bad, are instantly present. They will affect how the person then interacts with the brand and the baggage in return will also be updated
  • 13. ?
  • 14. If brands are based on perception (each person¡¯s own understanding of a brand is all that matters to that person), and recognition plays a key part in shaping perceptions, then recognition is on the front line of brand building
  • 15. Do you recognise this soft drink brand?
  • 16. ?
  • 17. ?
  • 18. ?
  • 19. ?
  • 20. ?
  • 21. ?
  • 22. If you didn¡¯t consciously get it on the first slide, then you were most likely thinking Coca-Cola subconsciously
  • 23. + soft drink = Coca-Cola Coca-Cola is possibly the most recognisable brand in the world
  • 24. But.. it has been around for 124 years and they sell 1.3bn drinks daily , across 200 countries
  • 25. How do awareness, memory and recognition work?
  • 26. Technically... The Hippocampus, Amygdala and Striatum are responsible for our memory. Visual memory belongs to the right temporal lobe. Verbal memory belongs to the left temporal lobe. The hippocampus is essential for the laying down of new memories, but over time some changes are also made in the association regions of the neocortex.* *various sources (please don¡¯t quote us)
  • 27. Practically¡­ In the mind a brand or idea can be thought of as a file or vessel name name name name name name name name name name
  • 28. Which holds and references associated perceptions name Associated perceptions name
  • 29. Which holds and references associated perceptions Visual associations Associated sounds, smells, tastes Past associations Associated experiences Associated messages Associated emotions Perceived value
  • 30. Perceptions are dynamic, so the files are constantly updated during people¡¯s lives, both consciously but mostly sub consciously Associated sounds, smells, tastes Visual associations Past associations Associated experiences Associated messages Associated emotions Perceived value
  • 32. Measuring brand recognition means measuring people's perceptions. It¡¯s a subjective art
  • 33. How far can your brand be stripped down and still be recognised?
  • 34. How far can your brand be stripped down and still be recognised? ?
  • 35. Ferrari recently pulled a controversial barcode design from their F1 cars¡­
  • 36. More recognisable brands require fewer triggers
  • 37. + soft drink = Coca-Cola But does soft drink = Coca-Cola
  • 38. Category champion Owning or being synonymous with its category means that every time a category is referred to the brand gets recognition. The category can even be named after the brand
  • 39. it
  • 40. Idea champion Similarly, brands can also own ideas, words or related themes that afford them further recognition
  • 42. Just.
  • 43. How to achieve strong brand recognition
  • 44. If awareness is simply knowing something then recognition is knowing it again
  • 45. If awareness is simply knowing something then recognition is knowing it again and again and again
  • 46. Strengthening associations is like going to gym A mind is a complex store of images, sounds and ideas, all linked. The links, like muscles being exercised, are strengthened by repetition. The more the path of association is used the stronger it gets, making it easier to use in future (not making this up) Funny Tasty Healthy
  • 47. It takes time and effort to create strong brand recognition with few shortcuts and no silver bullet
  • 48. Here are some of the tried and tested methods
  • 49. X Hello Awareness is the first step Moving into the light
  • 50. Creating awareness is like opening a new file It¡¯s a handshake, a beginning where something gets brought into existence and given a name and reference point that binds all the relevant associations from there *
  • 51. Context can make all the difference
  • 52. To make the file instantly usable Give it context and strong meaning right from the start allow the person opening the file to file it under something (and we don¡¯t mean under ¡°bank¡± or ¡°tomato soup¡± but rather ¡°the friendly kind of bank where they will treat me well¡± or ¡°the clinical kind of bank where they give me better financial returns¡±)
  • 53. This means positioning Finding your own space
  • 54. Premium Healthy Responsible Sustainable Guilt free shopping?
  • 55. Segmenting your audience allows you to know who they are, what they want, where you can find them and how best to reach them
  • 57. Brand architecture A monolithic brand architecture allows the same brand to be encountered again and again, building stronger recognition 6 series 3 series 5 series 7 series X 1 X 3 X 5
  • 58. Stickiness helps Sticky brands and communications are the ones that are hard to forget. People love to encounter and share beautifully crafted and presented brands. Funny, relevant and engaging communication drive momentum of interactions and recognition
  • 59. ?
  • 60. ?
  • 61. ?
  • 62. Cross-pollinate Bridge senses, themes and ideas to create rich images of your brand that can be recognised through endless combinations Colour shape + = Portuguese Jingle toy Jingle PC Zebra finance + = Exhaust sound leather Coffee smell + = + = + = + = ?
  • 63. Take a closer smell Smell is said to be the strongest sense for triggering memory. Martin Lindstrom, author of Brand Sense , says that 75% of all the emotions we generate every day are due to what we smell ¨C not see. That¡¯s why estate agents bake vanilla in the oven when trying to sell a house ¨C it makes you feel like you are back in Grandma¡¯s kitchen
  • 64. Repetition Repetition Repetition Repetition Repetition Why do we all know how these stories end: Today, tomorrow¡­ The kiss of the saaz¡­ Your two year guarantee¡­ Let your fingers do the¡­ Because we¡¯ve been exposed to them again and again. Repetition can be brutal, but it¡¯s necessary for recognition Repetition Repetition Repetition Repetition Repetition
  • 65. Facilitate indirect communication Be remarkable ¨C literally. If your brand is deemed worthy of the audiences attention they are more likely to share your story. Impartial references get through a lot of the filters that direct communications don¡¯t
  • 68. Bombarded by scams and countless brands looking to cheaply reach the world, people move faster in the digital realm and where you usually get a few seconds to make an impact, online you get less. Its not the best place to meet
  • 69. It¡¯s a good place to answer questions Many people go online in search of information. This is a key opportunity for brands to build deeper brand information and context that lead to better recognition
  • 70. Self propelled communication The internet is a great medium for indirect communication. People talking about your brand builds strong recognition but they don't want to talk about their butter. They share messages and engage when there is value in it for them ¡° Jo, you¡¯ll love this video, its hysterical¡± ¡° I¡¯ve always wondered about this¡± ¡° Check out this deal!!¡±
  • 71. ?
  • 73. X Moving from implicit to explicit memory from back of mind to being consciously chosen
  • 74. Build enough relevance to reach engagement tipping point Each person will weigh up if your brand offers them enough to be worthy of trial. Your brand must respond to their reality and make itself relevant ¨C see segmentation
  • 75. This is where fuzzy marketing becomes clear business, where someone departs with their hard earned money. Interaction > transaction
  • 76. Once your brand has been trialed, its about delivering on promise and doing it consistently
  • 77. ?
  • 78. ?
  • 79. ?
  • 80. ?
  • 81. ?
  • 82. ?
  • 83. ?
  • 84. ?
  • 85. ?
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