Propaganda Brand Strategy lecture

Process;

Brand Discovery

1. Immersion
Understand business and market
-Internal Audit
 Kick off session with core team
 1-2-1 Interviews
Marketing Mapping
-Client Sector Audit
-Review Potential
-Target Markets
Digital
-Website and Competitors website
-Socially how are they engaging?

2. Insight
Understand Opportunity
Hypothesis headline and narrative development
-Qualitative Research- Why?
Current customers
Prospective customers
Stakeholders
Industry Influencers
-Quantative Research
-Sureveys

3.Brand Development
Defining Brand
-Brand Positioning
Brand proposition
Compelling
Differentiating
Future Focused
Single Minded
Credible
-Brand Articulation
-Name
-Narrative
-Tone of voice
-Look and feel

4.Strategy
Define Plan
-Marketing Strategy
-12-18 month roadmap of marketing activity and tactic


Survey
-Ask customers how they want to feel



Narrative
Adcept
Packaging
Store Environment

Ann Summers
£100m business with over 140 stores
Falling sales; footfall dropped by 20%

Objective
-Increase Loyalty and frequency of purchase with existing customers
- Change Perceptions and encourage a larger and broader audience to shop the brand


1.Acquisition (Attract new customers)
Targeting new users, look into new possible target markets and how to engage with them.

2. Frequency (Increase regularity of purchase)

3. Average weight of purchase  (Increase number of products purchased)
Seasonal and gifting, Brand collaborations, New product development