MODULE-4

Brand Communication

Prof. Anand Narasimha

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Learning Objectives
1. Understand Comms and its elements
[Link] ‘what makes a good ad’
[Link] ‘integration’ across
message and media
[Link] and set Comms goals and
objectives

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Learning Objectives

5. Develop an effective Comms plan

6. Apply Touch-Point Planning,
Customer Journey-MOTS, POEM
7. Evaluate Campaign Effectiveness
8. Write inspiring Creative Briefs

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Session-17

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"Find something
interesting to say
and say it in an
interesting way.”
Bill Bernbach
Which are your favorite ads?

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Good Ad - [Link]

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Bad Ad- [Link]
 Checklist for Great Comms
1. Does it have a ‘unifying brand idea’ based on a
consumer insight?
2. Does it highlight the DBAs to create brand
recognition?
3. Will it get noticed and remembered?
4. Is it simple and single-minded?
5. Does it involve and engage the prospect?
6. Will it make the prospect act?
7. Will it generate positive conversation?
Rate this ad…

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[Link]
works/marketing-mocktail-work-that-works-checklist-
[Link]

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What is Integrated Comms?

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 Communicating and integrating
a singular brand idea across
media and consumer touch-points

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 Integrated Approach to Marketing Communications

Brand
Public Relations Experiential
Identity
& Publicity Marketing
Design

Sales
Mass Media
Promotion In-store
Advertising
& POS
Personal
Selling

Online & Digital Out-Of-Home

Marketing & Ambient

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What is a ‘Brand Idea’?

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 Brand Essence
Distillation of the brand positioning
What?

Brand Idea
The idea used to communicate the essence
How?
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Brand Essence

Brand Idea

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Brand Essence
‘Glamorous Beauty’

Brand Idea
‘Soap of the
Film Stars’
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Brand Essence

Brand Idea

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 Brand Essence
‘Hunger Reliever’

Brand Idea
‘Your are not you
when you’re hungry’
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 360 Degree
Brand Amplification
Idea across
Touchpoints
 3 Elements of MarCom

Target Audience
• Whom to say to?

Message
• What to say and how to say it?

Media
• Where and when to say?
How you say it ?
AIDA MODEL
“If your advertising goes unnoticed,
everything else is academic.”
Bill Bernbach, 1060s

“People don’t read ads. They read what

interests them and sometimes it’s an ad.“
Howard Gossage, 1950s

“Good advertising does not just circulate

information. It penetrates the mind with
desire and beliefs.”
Bill Bernbach, 1960s

“If it doesn’t sell, it isn’t creative.”

David Ogilvy, 1960’s
 FCB GRID THINKING FEELING

HIGH
INVOLVEMENT

LOW
INVOLVEMENT

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 FCB GRID THINKING FEELING

INFORMATIVE AFFECTIVE

Informative strategies- for products that Affective strategies for products that
HIGH are purchased based on rational thinking provide psychological /emotional benefits-
and motives- technical, high-value ‘badge-value/feel-good’ products
INVOLVEMENT
products
Cosmetics, Jewelry, Fashion
Cars, House, Computers
FEEL-LEARN-DO
LEARN-FEEL-DO

HABITUAL SELF-SATISFYING

Habit formation strategies for products Self-satisfaction strategies for products

LOW that are bought repeatedly after first seen as "life's little pleasures" –impulse
purchase decision- daily, household purchase, gratifying products
INVOLVEMENT products

Detergent, Engine Oil, Tea Cigarettes, Candy, Magazines

DO-LEARN-FEEL DO-FEEL-LEARN
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 Exercise-6
Pick any TVC for a brand. Keeping the
Brand Essence the same, create your own
TVC for the brand, with a new
Brand Idea.

Get the TVC evaluated applying the

‘5- point checklist’ for a good ad, by 5
marketing professionals
Pre-Read 1. ‘When Avis Tried Harder’ (caselet)
Learning 1. Define Comms
Outcome 2. Analyze ‘what makes a good ad’

Class Points 1. Checklist for a ‘good’ ad- examples of good and bad
ads
2. What is Integrated Comms
3. Brand Essence and Brand Idea
4. Elements of Comms
Application • Create an ad film by defining the Brand Essence
Exercise-6 and Brand Idea for the brand chosen and
analyze it on the 5-point checklist

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Session-18

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 Why Burger King Is Proudly Advertising a
Moldy, Disgusting Whopper

[Link]
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Integration across
Message & Media

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Integration of Message with Media Content

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Integration of Message with Media Content

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Integration of Message with Media Content

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Outbound Marketing is where a company
initiates the conversation and sends its message out
to an audience. Examples include more traditional
forms of marketing and advertising, such as TV
commercials, radio ads, print ads, outdoor, outbound
sales calls and email spam.

Inbound Marketing is where the customers find

you when they need you. Examples include content
marketing, blogging, SEO, opt-in email marketing,
and paid search advertising.
Digital Marketing
Comms Today- Contextual

The Right Message

To the Right Person

Through the Right Media

At the Right Place

At the Right Time

[Link]
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[Link]

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 User Generated Content (UGC)
Getting your consumers
to do your marketing

Sales
Promotion
[Link]

Sales
Promotion
Pre-Read 1. ‘Why Burger King Is Proudly Advertising a Mouldy,
Disgusting Whopper’ (article)
Learning 1. Understand ‘integration’ across message and media
Outcome
Class Points 1. Integration of message with media
2. Offline and Online integration
3. Outbound and Inbound marketing
4. Videos: Burger King- Burn, Gillette- WALS, Bing- Jay Z,
Volkswagen-Kombi
5. Content Marketing vs. Advertising: Go-Pro case
Post Class • Analyze a successful UGC campaign
Exercise

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Session-19

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 B2B MarCom Campaigns

[Link]

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Comms: Goals & Objectives

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 Goals of Comms

Reminding
Informing
Create brand awareness & Stimulate repeat purchase.
knowledge of new products Convince current purchasers
or new feature of existing of making the right choice.
products. Target
Audience

Create liking, preference,

conviction and purchase Persuading

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 • Create Awareness & Knowledge
• Stimulate Interest & involvement
COMMS
• Differentiate the Product/Brand
OBJECTIVES-
• Establish a Brand/Corporate Image
MENTAL
• Create New Uses/Usage Occasions
MARKETPLACE
• Establish/Modify Attitudes
Perception
• Build Support & Acceptance
• Establish Customer Relationships
• Build Customer Loyalty

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 • Increase Market Penetration
• Stimulate Generic Demand
• Enhance Sales Volume
COMMS • Encourage Product Trial
OBJECTIVES- • Increase Rate/Frequency
PHYSICAL of Consumption
MARKETPLACE • Stimulate Brand Switching
Behavior • Stimulate Impulse Buying
• Develop Repeat Purchase
• Develop Sales Leads

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 Examples of
COMMS Objectives

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MARCOM OBJECTIVES

Presented By:

Shuvam Kumar Singh

Sayantani Dutta

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Mercedes Benz gave kids toy cars which
cannot crash,
to promote their new anti-crash feature
Lifebuoy at Kumbh Mela
food stalls
Nescafe Hello Bench-Video

Digital Marketing
TNT-video
FEVICOL-Video
[Link]

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Pre-Read 1. ‘B2B Comms Campaigns’ (article)
Learning 1. Analyse and set Comms goals and objectives
Outcome
Class Points 1. MarCom Goals
2. Mental and Physical Marketplace Objectives
3. Examples of Comms Objectives
4. Acts not Ads

Post Class • Present examples of Comms Objectives

Exercise

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Session-20

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Seven principles of effective
marketing communication

[Link]
s-effective-marketing-communication/

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Planning Comms Campaigns

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Comms Planning Process

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6-M Model

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1. Market

2. Mission

3. Message

4. Media

5. Money

6. Measurement
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• Market– To whom is the communication to be addressed?
Profile of the target audience, their perceptions &
behaviour.
• Mission– What is the objective of the communication?
Key tasks for the campaign related to the marketing
objective.
• Message– What are the specific points to be
communicated? SMP, RTB and Tone-of- Voice.
• Media– Which vehicles will be used to convey the
messages and how? Media Mix to be used.
• Money– How much will be spent in the effort? Indicative
budget and duration of the Campaign.
• Measurement– How will impact be assessed after the
campaign? The parameters to be measured for
effectiveness.
Stuck in a jam: flat sales, zero growth

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 Market
• Target Audience: homemakers, women- 25 to 40
years, SEC-A/B. Deeply involved in providing their
families with a tasty and nutritious diet. Always
on the lookout for tips/ideas to make food more
interesting and to add variety in the cuisine
• Perception & Behavior: Honey is perceived as a
‘home-remedy’ and used rarely/occasionally for
coughs, slimming, dull skin, fatigue and in pujas.
This is limiting the consumption of the
brand/category
• Market Coverage: metros, mini-metros and Class-
1 towns
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 Mission

• Marketing Objective: Increase width and

depth of usage of Dabur Honey, resulting in
30% sales growth in Year-1

• Communication Task: Change the

perception of Dabur Honey from a ‘home
remedy’ to a ‘health food’ and make it a
regular part of the daily diet

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 Message
• SMP: Liven up your everyday food with the
taste and goodness of Dabur Honey
• RTB:
✓Goodness of Honey: less calories than
sugar, essential vitamins & minerals,
totally natural
✓Versatile Taste: can be used in a wide
variety of foods and cuisine
✓100% purity, guaranteed by Dabur
• Tone-of-Voice: Inviting. Imaginative.
Informative 95
 Media
• Television: TVC on GEC and food channels,
product placement in cookery shows
• Print: ads and advertorials in women’s
magazines
• Online: recipe contest on FB, Insta and
YouTube. Chefs as ‘influencers’
• Retail: in-store displays and sampling in
supermarkets, food courts and food &
grocery stores
• On-Pack: free recipe booklet on- pack
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 Money

• Budget: Rs.10 crore

• Duration: 12 weeks for Phase-1

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 Measurement

• Brand Related: TOM, preference share,

change in image/perceptions, change in
usage behavior
• Communication Related: relevant measures
for recall, comprehension and likability- for
offline and online media
• Purchase Related: trial/repeat rates,
secondary off-takes through channels

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From the ‘medicine chest’
to the ‘dinning table’

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TVC

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Effectiveness Measures

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Brand Health From To Advertising From To
Top-of-Mind Awareness X Y Unaided Advertising Recall X Y

Unaided Awareness X Y Aided Advertising Recall X Y

Aided Awareness X Y Branded Recall X Y

Brand Familiarity X Y Understanding of Advertising Message X Y

Brand Consideration X Y Conversion X Y

Brand Preference X Y Lead Generation/DM From To

Key Image Dimensions (Image Phone: no. of calls X Y
X Y
Attributes)
Phone: no of qualified leads X Y

Brand Activation/Events From To Phone: cost per lead X Y

Lead Generation X Y Online: no. of clicks X Y

Registrations X Y Online: cost per click X Y

Attendance X Y Retail: no. of visits X Y

Enjoyment Level X Y Retail From To

Advocacy/Word-of-mouth X Y Preference to Purchase Conversion Rate X Y

Future Attendance X Y Unplanned (impulse) purchase X Y

Brand Fit X Y Store Experience (e.g. Staffing, Layout,

Availability)
Post-Activation Recall X Y
Shopper Delight Index X Y
CRM From To Online/E-commerce From To
Customer Satisfaction X Y No. of visits (unique) X Y
Service Penetration No. of pages viewed X Y
Cross-sell Rate X Y Time spent on the website (stickiness) X Y
Up-sell Rate X Y Frequency of repeat visits X Y
Customer Value Segmentation Registrations X Y
X Y
(Valuation)
Bookmarked as homepage X Y
Churn Rate X Y
Involvement/Participation
Service Retention Rate X Y
Submitted Content X Y
Service Advocacy X Y
Commented on Content X Y
Data Health (Completeness of Data,
X Y
Permission) Advocacy/Word-of-mouth X Y
Readership Rates X Y Clickstream Analysis X Y
Response Rates X Y Top entry/exit pages X Y
RSS Subscription Rates X Y Process Completion Rate X Y
Downloads (Information/White Paper) X Y
PR From To Viral Activity X Y
Press clipping volume X Y Search Engine Ranking X Y
Blogosphere mentions X Y
Pre-Read 1. ‘Seven principles of effective marketing communication’
(article)
Learning 1. Develop an effective Comms plan
Outcome
Class Points 1. Comms Planning Process
2. 6-M Model- Dabur Honey case
3. Effectiveness measures
Application • Write the 6-M Plan for a campaign
Exercise-7A

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Session-21

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Improve Your Customer Journey with
Touchpoint Mapping

[Link]
journey-with-touchpoint-mapping

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Touch-Point Planning

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 What is a ‘Touchpoint’?
• Any opportunity where the brand can interact
with or intersect the consumer
• Both physical + digital
• Where and when will the consumer be most
receptive?
• Pre-Purchase, During Purchase and
Post-Purchase
• Which touchpoints are giving maximum ROI?
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 Today the average consumer is a moving target

Cell-phone Soap
Tooth brush Radio
Beer
Books Beer Washroom again Health drink
Breakfast
ipod Sports bar Multiplex
Washroom
Newspaper
laptop Shoes Shampoo
Magazines Clothes
Friends
Auto rickshaw Railway station
Traffic signal
Word of mouth Local Train
Malls Taxi
POEM Framework

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 POEM

Brand Salience Brand Experience Brand Conversation

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Customer Journey-MOTS

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Moments of Truth- Before Digital
New Moments of Truth- After Digital
 Ultimate Moment of Truth
First Moment of Truth

Second Moment of Truth

Zero Moment of Truth

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What is a 'Brand Orphan'?

A 'Brand Orphan' is a touch point in the

customer journey that is NOT aligned to
your brand promise/guidelines and has a
negative impact on your customer. It
could also be a missed opportunity.

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 Exercise-7A
Write the 6-M Plan for any recent campaign of
your choice for a brand that you have used.

Develop a Customer Journey Map (CJM)

applying the MOTS Framework for the
brand you worked on in your 6-M Plan
Pre-Read 1. ‘Improve Your Customer Journey with Touchpoint
Mapping’ (article)
Learning 1. Apply Touch-Point Planning
Outcome
Class Points 1. Touch Point Planning
2. Customer Journey-MOTS and POEM

Application • Develop a CJM for the campaign selected

Exercise-7B

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Session-22 and 23

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TIDE
[Link]

GILLETTE
[Link]

LIDL
[Link]

DARE
[Link]

EFFECTIVENESS LESSONS
[Link]

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 Exercise-5
Analyze a campaign using this template

Results

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Pre-Read 1. ‘Asia’s Anatomy of Effectiveness’ (PDF)

Learning 1. Understanding Campaign Effectiveness

Outcome
Class Points 1. 5 EFFIEs Case Studies (videos)

Post Class NA
Exercise

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Session-24

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[Link]
mocktail-brief-or-grief-the-creative-brief-explained-
[Link]

[Link]
works/marketing-mocktail-sight-to-insight-consumer-
[Link]

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Campaign Briefing- P&G Format

PROF. ANAND NARASIMHA

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 Exercise-8

Write the Creative Brief

using the P&G Format for the
DOVE Masterbrand
‘Campaign for Real Beauty’
Pre-Read 1. ‘Brief or Grief’ (article)
2. ‘Sight to Insight’ (article)
Learning 1. Writing inspiring Creative Briefs
Outcome
Class Points 1. Workshop on the P&G Briefing Format

Application • Write creative brief for ‘DOVE-Campaign for Real

Exercise-8 Beauty’ using the P&G format

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