Understanding and implementing the brand pyramid

MUMBAI: A snapshot of a session on building a brand pyramid with promos was conducted by Lee Hunt of Lee Hunt associates on Tuesday morning.



The focus essentially on the brand pyramid, Hunt broke down the pyramid into the following:

" Name: What one is excited about?

" Personality: The way one conveys it

" Programming: What one was made up of?

" Values: Internal promises

" Promises: External promises

" Positioning: What one stands for?

" Vision: Long term business plans

" Mission: Short term business plans



Nickelodean for instance, as a network stood for kids Vs parents, kids Vs teachers and to sum it up kids Vs adults. The channel was a raving success in the US, but when entered the UK and German markets, the channel fell flat on its face. Hence the channel was repositioned as 'Nick is kids'

Another key point which drove immense take home value was that a channel needs to stand out for one key proposition, as it then makes it a lot simpler for the viewers to make a choice. A case in point was the TNT channel, which positioned themselves as 'drama', hence all their promos, and activities focused on them stating 'TNT = Drama'

Although, if the above strategy is adhered to, from a creative stand point one could find it extremely frustrating, but this kind of consistency not only creates a niche but also a fair share value in the minds of the viewer.

Coming to vision Vs mission, if vision is one's long term business plan, mission stands for one's immediate business plan, which in turn translates into measurable tangibles and success of a channel. This may mean achieving n number of rating by a particular point or looking at a particular extent of distribution by a given point of time.

Showcasing unique ways of how to weave values, creation of an industry buzz within the industry, Hunt stressed on the innovative use of promos to ensure promo efficacy. Eg: Cartoon Network stating 'The best place for cartoons' although a mundane promise was impactful due to its execution.

Coming to the genre of sports, although it is a genre of parity programming; the differentiating factor become the unique means of communication.

The concluding message to the audience was that as stewards of one's channel, it becomes a bigger responsibility to ensure the different ways of making a programme successful as well as be as responsible for the messages that go out to the viewers of the channel.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories