Implementing Branding
Rowan Heasley, MD & Founder
rowan.heasley@nakedpenguinboy.com
www.nakedpenguinboy.com
Rowan Heasley
...
About
This Slideshow is an overview of a Speech given by Rowan Heasley
MD of Digital Agency Naked Penguin Boy.
The event h...
Brand Definition: is essentially a product or service
created by a particular company under a particular name
What is branding?
Only 58 Days to go…
What is Branding?
It’s about a concept - A concept that a person holds in their head about a thing, a person, a business, ...
What is Branding?
What is branding?
What is Branding?
McDonalds, like many of you when I first see the golden arches I think of junk food – why because we
hav...
A brand exists to create an action and that action should be aligned with the business goals
usually to sell products or s...
What is the Purpose of Branding?
A brand exists to create an action and that action should be aligned with the business go...
So if branding is all about engaging emotions ….
Why are so many companies not doing it …
or not doing enough of it?
When ...
Guinness Rugby – Never Alone
Made for More
Every impact,
Every rib cracked
Every bone broken
That was nothing compared to ...
Guinness
If you want an emotional presence take a look at the Guinness ads.
They give a consistent emotional message that ...
Hyundai: “Pipe Job”
Shows a suicide attempt failing because the vehicle,
the IX35 crossover, did not produce enough
harmfu...
IHG: Holiday Inn
Family Rock Out – Xmas Karaoke App
Fronted by Stacey Solomon of X Factor fame
Focused on Family Fun
The r...
IHG – Holiday Inn
Holiday Inn were looking to create an additional bit of brand awareness around Xmas and that is exactly
...
How do you create that little emotional feeling in everybody's
head?
Brand Managers
“You’re Fired”
OK not fired but their ...
Create touchpoints wherever your customers hang out.
Touchpoints
Magic Formula
𝑓 𝑥 = 𝑎0 +
𝑛=1
∞
𝑎 𝑛 cos
𝑛𝜋𝑥
𝐿
+ 𝑏 𝑛 sin
𝑛𝜋𝑥
𝐿
Magic Formula
Just kidding its not that complicated, the real formula is on the following page.
Magic Formula
Emotion Common Sense
& Need
Purchase+ =
Implementing Branding
So what do we know about the implementation of branding?
We know it is fluid and engaging, we know w...
Thank You
Rowan Heasley, MD & Founding Partner
rowan.heasley@nakedpenguinboy.com
www.nakedpenguinboy.com
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Naked Penguin Boy The Future of Brand Marketing - Implementing Branding

Slides from a talk given by Rowan Heasley, MD of Digital Agency, Naked Penguin Boy, in London on Implementing Branding. The Event was about the Future of Branding
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Naked Penguin Boy The Future of Brand Marketing - Implementing Branding

  • 1. Implementing Branding Rowan Heasley, MD & Founder rowan.heasley@nakedpenguinboy.com www.nakedpenguinboy.com Rowan Heasley MD & Founding Partner
  • 2. About This Slideshow is an overview of a Speech given by Rowan Heasley MD of Digital Agency Naked Penguin Boy. The event hosted by Digital Doughnut was on the Future of Brand Marketing and held in Shoreditch London in October 2015 Copy only slides have been included in the presentation to cover the main points of the talk.
  • 3. Brand Definition: is essentially a product or service created by a particular company under a particular name
  • 4. What is branding? Only 58 Days to go…
  • 5. What is Branding? It’s about a concept - A concept that a person holds in their head about a thing, a person, a business, a service a product and this concept is based on their accumulated experiences with a brand. So a Brands essence is therefore a mix of tangible and intangible concepts words and images that create a certain feeling. It’s not just about brand guidelines, brand standards or brand bibles.
  • 6. What is Branding?
  • 7. What is branding?
  • 8. What is Branding? McDonalds, like many of you when I first see the golden arches I think of junk food – why because we have seen so many obesity reports and articles that all use McDonalds as an example. McDonalds tries to get away from this image but the media still hound them but McDonalds keep putting out content that combats this image. Since having kids however I also see McDonalds as the perfect place to treat kids, I take them there because they enjoy it and because I don’t think it’s a bad thing once in a while, it’s a popular family restaurant, they have kid’s meals and Chicken McNuggets, it’s quick, relatively cheap and because I see McDonalds often in various marketing campaigns promoting their food and their healthy options. So I have a little war in my head about McDonalds, its food is not that healthy but it makes the kids happy and so it’s good once in a while. But I also go to McDonalds because I see them as a happy family brand and this is due to McDonalds marketing and all the various touchpoints they generate everywhere.
  • 9. A brand exists to create an action and that action should be aligned with the business goals usually to sell products or services. What is the purpose of a brand
  • 10. What is the Purpose of Branding? A brand exists to create an action and that action should be aligned with the business goals usually to sell products or services. But the brand should have a goal and that is to own a one particular feeling that motivates your prospect to act and that must be exclusive. It’s not just a word, logo or tag line. It’s about engaging emotions. And engaging them in a way that is positive to the brand.
  • 11. So if branding is all about engaging emotions …. Why are so many companies not doing it … or not doing enough of it? When my HTC camera glass broke a week after purchasing it, I received no valuable assistance from HTC. There are a product led company not a service company. “I can’t remember a single HTC advert or marketing campaign.” I have developed no brand loyalty with HTC (there have been no touchpoints/marketing that I recall) and therefore will not be purchasing their products in the future. The wrong kind of branding
  • 12. Guinness Rugby – Never Alone Made for More Every impact, Every rib cracked Every bone broken That was nothing compared to the demons tearing me apart In my darkest hour I turned to my team mates Telling them I was gay, that was the toughest thing I have ever done When I needed them the most They were there for me Gareth Thomas Former Welsh Rugby Captain The right kind of branding
  • 13. Guinness If you want an emotional presence take a look at the Guinness ads. They give a consistent emotional message that has boosted their brand worldwide. Where developing a point of difference has become harder than ever Guinness have found a way to show that beer commercials can be so much more than just blokes and pubs.
  • 14. Hyundai: “Pipe Job” Shows a suicide attempt failing because the vehicle, the IX35 crossover, did not produce enough harmful emissions. Amusing and witty on one level but how can someone’s depression that is so bad they are contemplating suicide, ever create a positive emotional space in a consumers head? The wrong kind of branding
  • 15. IHG: Holiday Inn Family Rock Out – Xmas Karaoke App Fronted by Stacey Solomon of X Factor fame Focused on Family Fun The right kind of branding
  • 16. IHG – Holiday Inn Holiday Inn were looking to create an additional bit of brand awareness around Xmas and that is exactly what they did with their Christmas Karaoke App. The whole campaign is themed around Family Fun, a campaign fronted by Stacey Solomon of X Factor fame. There is an app where you can record yourself singing rock and roll Xmas carols and submit it to Facebook, the Holiday Inn Gallery or just save it to your phone. The app was also taken on tour around shopping centres in the UK and generated thousands of entries, family fun and good will. It was also listed as one of the top 10 best Xmas marketing apps of the year.
  • 17. How do you create that little emotional feeling in everybody's head? Brand Managers “You’re Fired” OK not fired but their title and job description should be changed to Content Marketing Managers Why because Content Marketing managers are the ones who are creating all those little touchpoints for users to interact with and its content that creates a Brand And so long as all those touchpoints are engaging and aligned with the same emotional message they will create that little space in a person’s head that associates a certain feeling towards a brand. Along with that feeling will come all the trust, advocacy, sharing and caring. Implementing Branding
  • 18. Create touchpoints wherever your customers hang out. Touchpoints
  • 19. Magic Formula 𝑓 𝑥 = 𝑎0 + 𝑛=1 ∞ 𝑎 𝑛 cos 𝑛𝜋𝑥 𝐿 + 𝑏 𝑛 sin 𝑛𝜋𝑥 𝐿
  • 20. Magic Formula Just kidding its not that complicated, the real formula is on the following page.
  • 21. Magic Formula Emotion Common Sense & Need Purchase+ =
  • 22. Implementing Branding So what do we know about the implementation of branding? We know it is fluid and engaging, we know we need to create touchpoints in order to get our message out there and fill that emotional space and the way to do this is via content marketing. Respect your customers' intelligence by not giving everything away up front. Generate some intrigue and allow them to unearth more about your brand for themselves. This is the way to foster ambassadors who revel in telling other people what they have discovered. • Implementing branding is all about feelings and emotions • You create these through your marketing efforts • You need lots of these touchpoints scattered everywhere your target audience is • All touchpoints should point towards the same emotion or feeling
  • 23. Thank You Rowan Heasley, MD & Founding Partner rowan.heasley@nakedpenguinboy.com www.nakedpenguinboy.com

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