BRINGING YOUR

BRAND TO LIFE

onemississippi.consulting
WHO WE ARE

Dasha Loban Tonci Klaric Matt Daly Neven Crljenak

Strategy Partner Creative Partner Innovations Partner Design Partner

Vilnius, Lithuania (HQ) Vienna, Austria Austin, USA Haddington, UK

 WELCOME TO THE POST-TRUST WORLD

WE’VE GONE FROM POST TRUTH TO POST TRUST. 


BRANDS ARE CARVING OUT A PLACE TO GAIN OR REGAIN TRUST.
H&M: CIRCULAR ECONOMY, DOMINO’S: “PAVING FOR PIZZA”.

SARAH OWEN
WGSN
BRAND PLATFORM

AUDIENCE SEGMENTS REASONS TO BELIEVE

To whom? What exactly?

POSITIONING

AUDIENCE NEEDS BRAND IDENTITY & COMMS
What do we communicate?
What is important to them? How?

VALUE PROPOSITION BUSINESS AMBITION

What do we offer? Why?
 ESSENTIALS

Positioning Segmentation
Establish a clear belief, an Identify meaningful subgroups of
ambition about the future existing and potential customers

Identity Communications
Maximize opportunities by means Apply the 60/40 rule, create
of the 360-degree identity fame, and aim for the heart
POSITIONING
 ON BRAND POSITIONING

GREAT BRAND POSITIONING REQUIRES 


INSPIRATION, BRAVERY, A FUTURE VISION, 

AND DON’T BE AFRAID OF ALIENATING PEOPLE.

NICK LIDDELL
Dragon Rouge
 APPLE GOOGLE

Organizing the world’s information and making it universally

A better world through technology and design
accessible and useful

AMAZON MICROSOFT

The most customer-centric company Empowering people and organizations to achieve more
POSITIONING VS STRATEGY

BRAND POSITIONING INSPIRES BRAND STRATEGY DEFINES

Brand positioning is about establishing a Brand strategy is about establishing a

clear belief. Rather than a rehash of a clear system of thought. It defines who the
status quo, it’s a statement of ambition brand is targeted at, what needs it will
about the future the brand intends to meet and when, who it will compete with,
build. and through which channels. It’s an
analytical, insight-led, rational activity.
THE STARTING POINT

Define audience preferences Match with product benefits

Audience Product

Competition

Consider competitor strengths

SPEND TIME IN THE FUTURE
EXERCISE: 20-YEAR ROADMAP

For your positioning to last, its worth trying to understand the future – not simply reflect
current reality.
DON’T GET FIXATED ON “WHAT”
EXERCISE: START WITH “WHY”

It is far better to have a clear purpose that will help you to question which areas to stretch
into, as well as a distinctive personality, which will inform how you do so.
 START WITH WHY

THE TASK OF BUSINESS IS TO MAKE THE WORLD A BETTER PLACE.

SINCE ITS FOUNDATION, SALESFORCE HAS TAKEN CARE 

OF THE PLANET BY OFFERING ITS CUSTOMERS CLOUD
TECHNOLOGIES THAT ARE 50 TIMES MORE ENERGY-EFFICIENT 

AND COST-EFFECTIVE THAN TRADITIONAL SOFTWARE.

MARC BENIOFF
Salesforce
IDENTITY
360º IDENTITY
IT MAXIMIZES OPPORTUNITIES

Sophisticated modern brands take advantage of every possible

touchpoint, connecting with their audiences at every available
opportunity.

WOLFF OLINS
Brand consultancy
360º IDENTITY
IDENTITY IS MORE THAN A LOGO

If brands utilize enough of these touchpoints to their full potential, it

becomes possible to recognize a brand from one or only a few of
these touchpoints, further shifting away from the notion that
identity equals logo.

WOLFF OLINS
Brand consultancy
IDENTITY DEVELOPMENT
THE BRIEF

PRODUCT CONTEXT TASK TARGET AUDIENCE

Background, unique
Problem to solve or Deliverables and Demographics, attitudes
selling proposition and
opportunity leverage on specifications and behaviors
reasons to believe

BRAND CONSIDERATIONS COMPETITION OTHER CONSIDERATIONS BUDGET AND TIMING

Brand positioning, values, References or Price and duration of

Brands and/or industries
and tone of voice benchmarks each project phase
IDENTITY EVALUATION
THE SIX CRITERIA

1 2 3
AUDIENCE APPEAL VALUE DELIVERY MEMORABILITY
Does it facilitate emotional connection? Does it help understand why we exist? Does it stick in your memory?

4 5 6
DISTINCTION DURABILITY EXPANDABILITY
Does it stand out? Does it exist beyond short-term trends? Does it enable growth into new sectors?
SEGMENTATION
 AUDIENCE SEGMENTS

Meaningful subgroups of existing and potential customers

who are clustered around common, identifiable traits:
consumer needs, wants, attitudes and feelings about a
brand, a category or the world at large.
SEGMENTATION APPROACHES
FROM FUNCTIONAL TO EMOTIONAL

1950 1980 1990 2020

YOU ARE YOUR JOB YOU ARE WHERE YOU LIVE YOU ARE WHAT YOU BUY YOU ARE WHAT YOU LOVE

Social demographic Geodemographic Behavioral Passions- and mindset-based

IMPLICATIONS

1 2 3 4 5
Shaping creative Planning media New product development Discovering new audiences Engaging existing consumers

6 7 8 9
Encouraging cultural change Driving ROI Customer care Informing the pricing
SHAPING CREATIVE: TOYOTA
VALUE HUNTER, FREE SPIRIT, SOPHISTICATED TECHNOVATOR, POWER PLAYER

Toyota used a flexible dynamic creative platform with an array of modular creative assets to deliver up to 1,000 hyper-personalized ad experiences
to four audience groups. The pan-Euro launch campaign for Toyota AYGO saw a +36% uplift in consideration among under 35s, and record sales.
Document 2015
WHEN SEGMENTATION WORKS
AND WHEN IT DOESN’T

SEGMENTATION DELIVERS SEGMENTATION FAILS

1. Segmentation should meet its agreed objectives 1. If there are no agreed objectives or it is not aligned with
business goals
2. Focus on achieving a consensus in a core group of
stakeholders 2. Trying to keep everyone happy will fail to achieve
consensus
3. To be recognizable, actionable and targetable
3. Questionnaire fails to meet more than one objective
4. To be of a robust enough size to be replicated
4. Rushing into a project without agreeing what you want to
5. Not all segments are created equal; a multi-dimensional
achieve
approach is required
5. Not being able to fuse the segments onto external data so
6. Make sure the segmentation is embedded within the
they are enriched over time
business and is being used
6. Failure to think long term – a segmentation should evolve
with your business
COMMUNICATION
THE FAME EFFECT
CREATE FAME AT NEW BRAND LAUNCHES

Fame is more than just spiking interest and gaining awareness; it builds a sense of “shared
excitement” which can overcome inertia. To create it requires a combination of emotional
resonance, a distinctive truth, and a break from and disruption of category norms and codes.
 APPLY BROAD-REACH STRATEGIES

It's advantageous for long-term growth to generate reach

across a wide audience including both heavy and medium/
light purchasers, instead of targeting a smaller group at a
higher frequency. It's also valuable to tailor messaging for
different audiences to achieve maximum impact.
AIM FOR THE HEART
AND DON'T BE AFRAID OF THE GENERIC

1. Don't worry if you don't have a USP: brands don't have to differ
in functional ways. 

2. Be different: everything the brand does must have its own style.

3. Don't worry about the meaning and function (ex.: hole in the
Polo mints).

IPA LONDON
Les Binet / Peter Field
APPLY THE 60/40 RULE
60% OF MEDIA BUDGET GOES TO BRAND BUILDING, & 40% – TO ACTIVATION

BRAND BUILDING SALES ACTIVATION

Creates mental brand equity Exploits mental brand equity

Influences future sales Generates sales now

Broad reach Tightly targeted

Long term Short term

Emotional priming Persuasive messages

Social media, online video, PR, outdoor Email, online display, paid search
Document 2015
MICROSOFT: CHANGING THE GAME
FROM THE POSITIONING TO THE CAMPAIGN IDEA

Positioning Comms Platform Campaign Idea

5+ years 1-3 years 1-3 months

Empowering every person on Bringing significant innovations When everyone plays, 


the planet to achieve more to the market we all win
35
ADVICE FOR THE ROAD
THE BRAND REPORT CARD

1. The brand excels at delivering the benefits customers truly desire. 


2. The brand stays relevant. 

3. The pricing strategy is based on consumers' perceptions of value. 

4. The brand is properly positioned. 

5. The brand is consistent. 

6. The brand portfolio and hierarchy make sense. 

7. The brand uses a full repertoire of marketing activities to build equity,
and coordinates them. 

8. The brand's managers understand what the brand means to
consumers. 

9. The brand is given proper support, and that support is sustained over
the long run. 

10. The company monitors sources of brand equity.
APPENDIX
SOURCES

Brand report card. Kevin Lane Keller, SWOCC Book of Brand Management Models, 2006.

How Microsoft’s Adaptive Controller Changed the Game. Microsoft, National Strategy. Jay Chiat Awards 2019.

How not to plan: 66 ways to screw it up. Les Binet & Sarah Carter, APG Ltd., 2018.

Making Segmentation Work. The WARC Guide. March, 2020.

Media in focus: Marketing effectiveness in the digital era. Les Binet, Adam & Eve DDB; Peter Field: Peter Field Consulting. IPA Databank.

Salesforce: Communicating values in the fourth industrial revolution. SABRE Awards, North America, Company of the Year, 2018.

WARC 100. Lessons from the world’s top effectiveness campaigns. WARC 2018. 

What we know about brand launches. WARC Best Practice. April, 2019.
[email protected]

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