WELCOME TO THE
CHALLENGE
HOW EFFECTIVE BRAND COMMUNICATION WORKS.
• INTRODUCTION: THE NEW ERA OF ADVERTISING AND PROMOTION:
*The Marketing Foundation. Correlation between Brand Strategy and Communication (Advertising)
*The Added Value of MARCOM (Psychological value – creating a brand people remember
* How Brands Acquire Meaning
• What Clients and Agencies Must Do Differently to Succeed.
✓ Evolution of the Key Concepts of Advertising and Promotion.
✓ Advertising Basic Functions and Key Components
WEEK #1
WELCOME ORIENTATION LECTURE September 8th, 2021
BRAND STRATEGIC
COMMUNICATION IN A
TIME OF CHANGE.
INCLUSIVITY, DIVERISTY,
SENSITIVITY IMPACT
ON THE BRAND’S
MESSAGE
BRAND VALUE AND BRAND EQUITY
Customer Brand Value: Value to the corporation and customer.
Association: Partnerships, Cause Marketing, Goodwill building.
Reputation and Integrity: A brand takes on a distinctive meaning as the
branding elements – identify, position, promise, image and personality
come together to crate a coherent and unified perception.
Effective communication across the brand’s communication spectrum builds a brand’s
reputation to the degree that it reflets the brand’s integrity. Effective strategic
communications programs deliver cohesive images and coordinated messages that lead to
measurable brand integrity as well as equity.
HOW DOES BRAND TRANSFORMATION
WORK?
Brand Identity, Image, Positioning and Promise
THE TOP 10 DRIVERS OF MARKETING EFFECTIVENESS
• Brand size
• Creativity
• Brand “codes”
• Share-of-voice - (SOV) - Excessive Share of Voice (ESV)
• Balancing mass and targeted advertising
• Long- and short-term communications
• Multi-channel /platform mix
• Realistic differentiation
• Set meaningful strategic objectives
• High Level Research
Advertisers that received
award recognition across
9 of the most important
brand performance
criteria in the world.
BBDO SCORE 5253
1
2 FCB/SIX 3419
3 Cossette (Monteal; Toronto; Vancouver) 3145
4 Rethink (Montreal; Toronto; Vancouver) 3128
5 Leo Burnett 2178
6 Jam3 1995
FULL 7
8
Bensimon Byrne
Taxi
1923
1721
SERVICE & 9
10
FCB
LG2 (Montreal; Toronto)
1599
1513
CREATIVE 11
12
Ogilvy
Zulu Alpha Kilo
1455
1308
BOUTIQUES 13
14
Anomaly
Bensimon Byrne / Narrative
1205
1198
14 john st. 1125
16 Sid Lee (Montreal; Toronto) 786
17 Grey 710
18 DDB (Edmonton; Toronto; Vancouver) 542
19 National Film Board of Canada 450
20 Juniper Park / TBWA 385
21 Grayson Matthews 335
A transparent ranking of Canada’s
agency sector based on success at
leading international and national
awards shows.
• The ICA’s Creative Power Group, along with
leading audit, tax and consulting firm,
International awards:
1. Cannes Lions
2. CLIO
3. D&AD
4. The One Show
5. The Webby’s
The National Shows
ADCC Awards (Advertising and Design Club)
EFFIE Awards Canada
MARKETING AWARDS
IKEA: EFFIE
GRAND PRIX
WINNER 2020
• https://theica.ca/effie-grand-prix
REVEALED: THE MOST CREATIVE AND
EFFECTIVE ADS 2020/2021
• What they share in common is a commitment to creative excellence
and a focus on ensuring their work performs exactly as intended.
• https://youtu.be/dD6r53DWxwk
• #Cheerstoall #HeinekenHeineken | Cheers to all
• Heineken, addresses gender-related drinks stereotypes in a way that
is light-hearted rather than preachy or self-righteous and for that
reason is loved by viewers.
LEVERAGING BRAND CODES
• https://youtu.be/rVucQP7IRS0
• Heinz Ketchup - Pour Perfectly
• https://youtu.be/4A0tvXSZgXk
• Heinz Draw Ketchup :30s
• https://youtu.be/G69tAdQ_3Gk
• HEINZ | WIENER STAMPEDE (Super Bowl
Making use of the pun involving the dog's nickname and literally dressed up several dachshunds as hot
dogs, turning them into literal wiener dogs running towards their favorite Heinz condiments, for our first
Super Bowl commercial. A simple, visual and fun way to communicate that hot dogs can’t resist the great
taste of Heinz.
DIVERSITY, SENSITIVITY
• https://youtu.be/vTdwHRf28zY
• Inspired by the shared history of strength and resilience that
has been passed down from generation to generation, “It
Comes Naturally" is a celebration of the diversity of Black
women. Your purchase helps invest in the dreams of Black
women entrepreneurs. Shea Moisture.
CONSUMER INSIGHT
• https://youtu.be/PVwirX7Nomk
• Make their year, with Galaxy Buds Live | Samsung
• Make up for the live concert she missed this year. Give the gift
that makes her own private concert real.
• TD Business Banking – 24/7 to Keep your Business Moving
• https://youtu.be/0SqcViUYeZI
THE 5 HABITS OF HIGHLY EFFECTIVE
ADVERTISERS
• While there is no one-size-fits-all solution to creative and effective
advertising –five habits from our winners that ensure their advertising
will deliver for their brand, in both the short and long term. These can
act as guidelines for all advertisers.
Be distinctive
• Create the ability to be noticed and remembered in a world where
there’s a profusion of ads. Your ad is not just competing in its
category. It is competing for attention against the world. Stand out
from the category as a minimum, and ideally from any other
advertising.
DISTINCITIVE BRAND BUILDING – Amplify
Codes and Assets 99.9%
• Make sure that the attention won by the ad is in the service of the
brand. Ensure the brand is at the heart of your creative or get your
branding cues right. A surprising number of brands forget this.
BE MEANINGFULLY DIFFERENT
• To grow market share or defend premium pricing you need to show
how your brand fulfils consumers’ functional, emotional and social
needs in the category AND illustrates your uniqueness compared to
the competition.
TRIGGER AN EMOTIONAL RESPONSE
• Making the viewer feel something wins engagement for the ad,
bypassing the natural tendency to screen out advertising. It also has
positive effects on the brand’s emotional associations.
TALK WITH YOUR CUSTOMRS TO GAIN
INSIGHT (VALUES, LIFESTYLE, BEHAVIOUR)
• Successful marketers know they can get ‘too close’ to their brand and
lose perspective, so they listen to viewer feedback throughout the
creative development process and refine their ads accordingly.
GET YOUR AUDIENCE RIGHT - Creative
Strategy & Execution
• Winning ads tackle diversity or challenge gender stereotypes (and we
know progressive ads drive greater ROI), others use celebrity
creatively, some nailed humour during challenging times – and much
more.
CONCLUDING POINTS
• All marketing communications should be
• directed to a particular target market,
• clearly positioned,
• written to achieve specific objectives and
• accomplish the objective within budget constraints
• systematic program evaluation – increasing demand for
accountability – measuring communication outcomes.
• Message comprehension
• Attitude toward the brand and purchase intention
CANADIAN ADVERTISING STANDARDS,
ETHICS, CORPORATE RESPONSIBILITY
• Canadian Television and Radio Broadcasting Canadian Radio-
television and Telecommunications Commission | CRTC
• Competition Bureau Home - Competition Bureau Canada
• Advertising Standards Ad Standards – Canada
RESOURCES – GET NOTICED!
• CANADIAN MARKETING ASSOCIATION Canadian Marketing Association (thecma.ca)
• INTERACTIVE ADVERTISING BUREAU IAB Canada - Powerful Digital Leadership
• AMERICAN MARKETING ASSOCIATION American Marketing Association Toronto
(ama-toronto.com)
• INSTITUTE OF COMMUNICATION AGENCIES Institute of Communication Agencies
(theica.ca)
