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BlueOrangeAsia Brand Marketing Co Ltd
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Delivering Better Ideas & Better Results and value that Optimizes Business, Brand and Product Sales.
Delivering Better Ideas & Better Results and value that Optimizes Business, Brand and Product Sales.

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BMW’S OUTSTANDING INTEGRATED STRATEGIC MARKETING
While speaking to a group of fortune 100 brand marketing CEO’s recently, we asked how many of them share their business plans with their advertising agencies. Only a small number raised their hands. It’s not surprising. It seems agencies and clients are equally at fault for this “separate camps” mentality. The important strategic business stuff never leaves the corporate office, and agencies tend to get caught up in the creative execution of assignments to promote sales. The result is that businesses seldom see their agencies as valued strategic partners.
What a waste, and here’s why. A company’s business strategy has a far greater chance of success if it is aligned with the company’s brand strategy. The really great advertisers get together with their really great agencies and make really great brands. So why can’t smaller advertisers and agencies benefit from working this way also? Well, often the business doesn’t have a written business plan. Or, the CEO, president, COO, CFP and VPs shut themselves in a room and brainstorm a business strategy, then they pass it down to marketing for a plan and execution. What a waste of good perspective. Most agencies can offer incredible external insights and bring critical customer data into the mix to make for a better plan.
Here’s an example of a terrific business strategy perfectly aligned with a brilliant brand strategy. In the early seventies, BMW held a miniscule share of the European luxury car market and an even smaller share of that audience’s mind. Mercedes-Benz outsold BMW 3 to 1, establishing its foothold on the U.S. market by promoting its “European Engineering.” However, if you talked to BMW designers, they’d tell you their cars had far superior engineering than Mercedes-Benz’s cars. They would also suggest they designed and built cars with much greater responsiveness to a driver’s actions, providing a better sense of the road beneath and offering greatly enhanced control.
Mercedes, according to BMW, had a smoother ride. However, BMW’s tighter feel and enhanced responsiveness gave drivers the sense they were in complete control, something no other brand of automobile offered. This handling advantage was greatly appreciated by sports car aficionados and car enthusiasts.
Thus, a business strategy was born. “At Bayerische Motoren Werke, we will build highly engineered automobiles and market them to performance-minded enthusiasts.” This new strategy was communicated to all of the company’s employees, strategic partners, suppliers, distributors, customers, sales teams and marketers. And, at this point, with BMW’s agency involved in every step of the strategy development, a brand strategy was carefully crafted and aligned for the purpose of advancing an overall corporate message: “BMW, the ultimate driving machine.”
This message was also delivered to the same employees, strategic partners, suppliers, distributors and customers. In three decades, BMW’s business strategy and brand strategy alignment have driven the company to the top of the category, and today, BMW outsells Mercedes-Benz 3 to 1.
This strategy alignment should never be ignored. That is, the two should never operate exclusively, nor should C-level executives and their agencies. We believe combined intelligence, know-how and experience can be of great value to all. Our brand discovery process provides the perfect link. When we facilitate a branding session, we recruit a company’s CEO, COO, VP of marketing, marketing managers, sales managers, folks from operations and someone in the field with a clear pulse on the buyer. Then, we spend half a day in an information-distilling process, identifying simple facts to possible unique selling points and absolute USPs.
And, our proprietary process includes a built-in delivery mechanism to assure the company’s newly discovered positioning is deliverable constantly and consistently. The outcome is the new or revisited business strategy, the basis for the development of a crystal clear and memorable brand positioning statement and, ultimately, the company’s internal and external brand communications strategy.
For all the reasons just mentioned, we always say, “Brand development is not a marketing initiative; rather, it is a corporate initiative.” It must start at the top and permeate from the president to the guy sweeping the floor in the factory, and that’s before we start talking to customers and prospects.
To take this alignment further, let us suggest it can also surface and highlight other issues worthy of exploration... things such as “What’s our business model, our channel strategy, now that the business and brand strategies are one?” and “Should our vision for the future stay intact, or should we revisit it?”
Here’s a typical scenario: A client wants growth and increased sales. The agency responds with an ad campaign or some creative execution as the solution. This happens all the time; we agencies are famous for it. But, the smarter strategic agency will come back with an insightful argument (like BMW) for business and brand alignment initiatives before any ads are written. From the outcome of this discovery process, the client, agency and other strategic partners can re-evaluate its distribution strategies, communications, sales networks and processes and even take a fresh look at the company’s vision. With this new, linear perspective, sales and growth can now increase, creating a smoother ride to greater success.
So remember, to propel your brand forward, share your business plan with your agency and brainstorm collaboratively with it as your partner. You’ll find the agency will bring a vital external perspective to your strategic branding and marketing thinking and this team approach will lead your company to increased profits.
1: Brand Platform -The Brand Platform consists of the following elements. 2: Brand Vision; The brand's guiding insight into its world. 3: Brand Mission; How the brand will act on its insight.
4: Brand Values; The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance. 5: Brand Personality; The brand's personality traits.
6: Brand Tone of Voice; The unique copywriting style and expression. How the brand speaks to its audiences.
Brand Positioning: The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix.
Brand Strategy: A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences.
www.blueorangeasia.com has offices in Bangkok Thailand, Hong Kong Singapore, Vietnam, and Yangon Myanmar.
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HOW TO CREATE A GREAT BRAND USP
USP’s. Why they are so important to the branding/advertising industry. What do they mean ?
Unique Selling Propositions. Unique Selling Points. Or today in 2017 the phrase that is more relevant is a UEP, Unique Emotional Point.

There Are Different Definitions Of USP
Depending on what definition for USP you use, these will fit into different categories and some will cross definitions and some won't.
Rather than being precious about what I think is a Unique Selling Proposition and what I think is more of an advertising slogan, I thought I would just list the famous USPs, slogans etc and let you see which forms a basis for you to model and adapt.

Famous USP & Advertising Slogan Examples
"You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." Domino's Pizza

"When your package absolutely, positively has to get there overnight" Fedex
"The King of Pop" Michael Jackson
"The Greatest Show on Earth" Barnum and Bailey Circus
"The World's Favourite Airline" British Airways
"Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi"
"It's the real thing" Coca-Cola
"Diamonds are forever ..." DeBeers
"The ultimate driving machine" BMW
"The best a man can get" Gillette
"We're Number Two. We Try Harder." Avis
"The milk chocolate melts in your mouth, not in your hand" M&Ms
"The sweet you can eat between meals without ruining your appetite" Milky Way
"You Too Can Have A Body Like Mine" Charles Atlas
"To our members, we're the fourth emergency service" Automobile Association
Reflections On These Classic USPs and Advertising Slogan Examples
You can see why the Domino's slogan which I believe is a superb Unique Selling Proposition is held up as a prime example. It is so specific - benefit (fresh), benefit (hot), product (pizza) delivered to your door (benefit) in 30 minutes or less (benefit) or it's free (guarantee).
It really is a complete statement which can be verified by the customer and doesn't resort to marketing hype - ultimate, best, greatest... and all the other words that sound great to a marketer and meaningless to a buyer
Interestingly the DeBeers' "Diamonds are forever.." was considered to be the best advertising slogan in the twentieth century by Advertising Age. It can't have hurt that there is also a James Bond film and book with the same name which adds even more glamour.

1. A good USP should be:
Only one sentence. Clearly written so that everyone can understand it.
Composed of benefits that are unique to your company or product. The Unique Selling Proposition (also Unique Selling Point) is the Marketing”marketing concept
Examples Some good current examples of products with a clear USP are:
1. “Head & Shoulders: “You get rid of dandruff”
2.”Olay: “You get younger-looking skin”
3. “loreal: “Because you are worth it”
4. “Set Wet: “Very very sexy”
5. “Red Bull: “You get stimulation of body and mind”
6. “Ronseal: “”exactly what it says on the tin
” BURGER KING = HAVE IT YOUR WAY
M&M: “Melts in your mouth, not in your hands.
” Federal Express created one of the most famous USPs of all times when it said: “When it absolutely, positively has to be there overnight
“You’re in good hands with Allstate”
• Avis – We Try Harder”
• “Federal Express: When it absolutely, positively has to be there overnight A very famous example comes from the automobile industry: when people hear “Volvo” they instantly identify it with “Safety”.
Some unique propositions that were pioneers when they were introduced:
Pizza”Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
“FedEx: “Your package absolutely, positively has to get there overnight” “M&M’s: “The milk chocolate melts in your mouth, not in your hand”
“Wonder Bread: “It helps build strong bones 12 ways”
The meaning of the term proposition is extended by some analysts to include the meaning content of units within the clause.
Example: The tall, stately building fell is said to express propositions corresponding to the following:
• “The building is tall.”
• “The building is stately.”
• “The building fell.”
The Domino’s Pizza USP is a good example of a Unique Selling Proposition that does all of these things:
“Fresh hot pizza delivered to your door in thirty minutes or less, guaranteed”
Your USP is the unique thing that you can offer that your competitors can’t. It’s your “Competitive Edge”. It’s the reason that customers buy from you and you alone.
USPs have helped many companies succeed. And they can help you too when you’re marketing yourself (when seeking a promotion, finding a new job or just making sure you get the recognition you deserve.) If you don’t have a USP, you’re condemned to a struggle for survival – that way lies hard work and little reward.
In developing your marketing message, it’s very helpful to develop a Unique Selling Proposition, or USP. What is a USP? The USP very clearly answers the question, “Why should I do business with you instead of your competitors?”
The USP may be used repetitively in your marketing literature to build the customer’s or client’s identification of your company with your product or service. There are two major benefits in developing the USP.
First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance. For example, who do you think of when you hear the phrase, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed”? Dominos virtually took over the delivered pizza market with that USP. Notice Dominos didn’t even promise the pizza tasted good.
How do you think a Dominos delivery person would behave compared to a delivery person who works for a competitor without this USP? Do you think the team at Dominos made a considerable effort to develop systems to assure the USP was met?

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