Propaganda - Strategic & Creative Brand Consultancy Visit

On Thursday 17th January, Propaganda, a Leeds based marketing agency visited us and delivered a talk. Here are some interesting and useful notes I took from their talk.

Brand Discovery – Propaganda Marketing Agency

1.     Immersion

Understand business and market

Internal audit

-       Kick off session with core team

-       -1-2-1 interviews

Market mapping

-client sector audit

review potential target markets

digital

-       sector trend audit

-       competitor audit

-       bran audit

2.     Insight

Understand opportunity

Hypothesis Development

-       Proposition headline & narrative development

Qualitative research

-       Current/lapsed customers

-       Prospective customers

-       Stakeholders

-       Industry influencers

Quantitative research

-       Customer/ prospect survey

3.     Brand Development

Define the brand

Brand propositioning

-       Compelling

-       Differentiating

-       future-focused

Brand articulation

-       brand name

-       brand narrative

-       tone of voice

-       look and feel

4.     Strategy

Define the plan

-       marketing strategy

-       12-18 month roadmap of marketing activity and tactics

3 ways to grow a brand

Acquisition (attract new customers)

Frequency (increase regularity of purchase)

Average weight of purchase (increase number of products purchased)

Brand Requirements for e.g. Tangle Teezer

Identity and Assets

Consistent global brands: logo, product, photography, global guidelines

Packaging

Improving messaging at point of purchase: why should I buy?, connecting detangler and styler, what does gifting look like?

Distributer Communication

Engage and support: Distributer conference, co-author plans in each market, newsletter

Website

Building a big brand approach to online and driving sales at best margin: usability, visual improvement, launch of personalised Tangle Teezer, global solution

Education

Educating the benefits of the product and consistently: proving the benefits through stats and global survey, the “science bit” – bringing the survey to life/ the teeth story, how to’s, 2 step sell

Sales Strategy & Support

Approach to sales to re-arrange existing customers and convert new prospects: key messaging, printed/ presentation support for retail/salon, brand plans

Channel Branding

Collateral to achieve consistent brand presence in retail/salon: POS, assets for retailers and salons to use across online and social.

Continuous Innovation

Seasonal & gifting

Brand collaboration

New product development