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They are as follows:
*Differentiate - Find out what is your channel for and let that
be your calling card. Use strategic thinking and market research
to differentiate and build your brand.
* Have commitment, long term commitment - Branding is a long term
game. It is an investment in the future. Find innovative ways to
look fresh.
* Innovate constantly within the broad umbrella branding you have
chosen - Find new ways to highlight your channel's USP. Expose your
promo department to good initiatives. Let them travel abroad and
see world class work. Invest in them, they will give you back returns.
* Budget - Try and keep within your budget round. Manage it well.
Let your promotions be both strategic and tactical. Utilise your
promo spending in sync with paid media. Be aware of innovations
that can lower your costs of production.
* Seize every opportunity to brand - Do deals with partners. If
your company wins awards, build a campaign around it, both on and
off air. If there is an association you can make which can help
your brand do it by all means.
* Create icons and ambassadors for your brand - Develop characters
who can be the flag bearers of your channel. Let them be both local
and regional. Ensure that they don't get overexposed. And develop
newer ambassadors constantly.
*Change your weakest elements before they start hurting the other
elements - Every part of your band should deliver quality. So if
the product is not up to the channel brand quality, drop it before
it goes on air. Otherwise it could muddy the good aspects of your
channel.
Disney Channel Asia producer Mark Denton spoke about how Disney
has created an Asian brand and how it caters to various markets
in the region. "Disney is special entertainment with heart,"
he said.
"For us localisation is key," he said. "We have
introduced the first Asia Pacific animation series which looks at
legends - Legends of Rings of Fire."
Then he added that another way Disney has been reaffirming itself
as a local brand was by getting local artistes to sing and take
part in promos of theme songs of key properties the family channel
wants to promote. "Overall, we pay an obsessive deal of attention
to the fact that the Disney Channel is a family channel with values
and that still sells," said Denton.
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