Propositions for a renewed framework of branding: key issues affecting contemporary brand planning

1. “Integrated Brand Planning Redefined”
by Antonio Monerris
Propositions for a renewed framework of branding
FRIDAY, 17th July, 2015

2. Antonio Monerris has pioneered strategic Brand
Planning and Communications from the late
80′s. He began his work in agencies such as HDM
and Lowe to finally partnering with Young &
Rubicam and set up Vinizius Y & R in Barcelona.
Antonio Monerris has worked extensively with
corporations and brands such as Danone,
Diageo, Agrolimen, Sara Lee, Purina, Orangina
Schweppes or Pernond Ricard among others. His
experience includes FMCG, retail, health,
premium & luxury and technology. He has
encouraged and has been President of Account
Planning Group, the organization that brings
together the strategic planners in areas of
communication and branding. Currently
combines strategic brand consulting and
communication with the collaboration with
universities and schools.

3. Being authentic, being unique,
being shared:
key cornerstones of contemporary
branding

4. A simple and universal tool
Reach and Richness are critical measures of planning

5. Branding is a consistent belief

6. The brand is the will of being and meaning something
in the consumer's mind.
Brands should always be a proposition, related to a meaningful insight

7. If a brand is not able to invoke a specific idea or value and
fails to suggest more than fuzzy things, it becomes an
"underdeveloped" brand.
Meaningless awareness is a waste of money.

8. A brand is …
It is a meaningful and structured perception in the consumer's
mind, capable of triggering spontaneous associations of ideas
that influence the consumer transaction process with a product
or service
(… defined by a guy call Antonio Monerris)

9. Memories that support opinions that influence
decisions
The brand interferes with consumer value judgments...
(… also defined by a guy call Antonio Monerris)

10. …but also assume that complexity of a fragmented
reality is the real challenge

11. Branding of should involve a "long-term plan" to build and
maintain a distinctive, positive and competitive perceptions, both
internally and externally.

12. But change should be part of your brand Entity :
adaptive branding is a must!

13. …We should believe in the power of brand beliefs:
because the views and beliefs of successful brands connect with
fundamental human emotions and truths.

14. People actively shape brands today.
Participation and social networks are essential
in shaping and managing brands.

15. Virgin
• Believes that the interests of ordinary people are abused by
big, faceless, monopolistic corporations
• Stands up for the little guy …and has a bit of fun in doing so

16. Apple
• Apple believes the power of individuality should triumph
• So its entire culture is designed to challenge the traditional
way

17. Sony
• Sony believes that we are all dreamers who like to let our
imagination play
• It designs products to ensure the ‘play’ button delivers
entertainment that is always a few steps ahead of your
imagination

18. Branding is structure or system of meanings

19. The mastery of branding is knowing to laddering
from matter into meaning

20. Brand
FOUNDATIONS
Brand
DELIVERY
Brand
SELF

22. Propietary emotion
Appropriate emotion/ significant / agent of purpose
Argumentative Structures
Deliveries – benefits – Structures or concepts
Cognitive Foundations
Attributes – meaning links– “evidences”

23. Branding is lasting and rich relation

24. "Today the brands are the people"
The emerging role of social media and consumer involvement in configuring and
managing brands.

25. The centrality of the consumer is the key of today branding
…and it means "visualize" a more demanding consumer,
impulsive and obsessed with getting more value for money

26. Knowledge and empathy for people is the only thing that
cannot be copied, manufactured
or become a commodity
26

27. The unique power is the preference.
Based on ties and relations that allow us to anticipate desires
and preferences.
27

28. Making Consumer an essential part of the
being and living brands is the only way to
counteract an environment "unpowered".
28

29. The power of brands is in complete
and continuous intimacy with
consumers
29

30. To hear and understand is not
enough. It is imperative to turn
that into active listener.
30

31. Social networks = Capital
• physical capital
– Money, buildings, equipment
• human capital
– Education, skills, ability
• Social capital
• Networks of trust and reciprocity

32. Adopt a new brand paradigm
• open structures constantly changing
• They will be flowing, transiting, processing and constant
updating.
• Brands will be an open source.
32

33. brands might become demobrands:
spaces constantly meeting and dialogue with public.
Demobrands that can be defined as "meanings in common", in which the
owner of the brand and its target co-manage the shared meanings.

34. “replacing the integrated enterprise with a network of external
relationships, designed to offer innovation and flexibility to changing
market conditions and opportunities”
Gary Hamel
London Business School

35. demo-brands identify and constantly
generate meeting spaces and dialogue
opportunities
35

36. Demo-brand continuously learn and undertake changes,
established on consumers encounters and exchange.

37. Demo-brands are shared spaces for managing meanings

38. The branding could also be a lightweight form of power and
influence.
It is a kind of "soft power“, because it allows to seduce wills without coercion;
a very important form of power in a multilateral and fragmented world

39. “The love you get is equal to the love you give”