Business and Innovation - PG03-13 - Branding - 15 May 2012

4 Ps of Marketing, Price, Product, Place, Promotion.

Need connection – Canary Wharf, need cable.
- check details, PO connection, submit.

Maslow Hierarchy of Needs
- tapping into layer with advertising

- Technical
- Social
- Emotional/Personal
- Economic, how expensive to run, 2nd hand value
Look at secondary markets, for example 2nd hand value of macs is high.

Decision making unit (roles) – show a determined style, perceived idea of value.
- inititator
- decider
- influencer
- user
- buyer

Look at 'Gatekeepers' – in companies

Quote by Eleanor Roosevelt 'Don't take a No from someone who can't say Yes'

PACKAGING -
Software – disc + bigbozes > adds value, takes up display space.

SOUND -
- Cashpoint machines
- Cardoor – low sound
- Vacumn cleaner
- Retail – music
fast (stay a while)
slow (relaxing)

The sound of the wrapping

REPETITION
– repeated stacking
ie.Pollock, 25 cards. People preferred cards they had seen twice.

IDENTIFICATION (perception bias)
- attraction
- intelligence (appearance)
- younger

ie.Marketing to 40 yrs olds, show 35yr old person.
Retro branding works well.

Exercise:
Your brand as a:

DATE
- take it to the city and stock exchange, sound of figures and business

ANIMAL
- tiger/bear

PARTY
- roof party

SMELL
- smell of freshly printed ink, printed notes, almond and planed cedar finish.

Types of party to think about:
Pool party
Beach party
etc.

Can inform the feel and sensation > smell of business card

Prototype and packaging – can have an associated smell

Purchase process
- need, recognition
- information search
- evaluation
- purchase
- post purchase

not so much effort is always put into post-purchase. Can have a community or secondary market opportunity, or collectable value.

Framing an advert on a certain stage.

Cigarette advertising – emotional reactions
ie.Marlborough branding for a bar with subliminal messages/emotional/sensational messages
Sponsoring on race cards

Business Cards > Marketing Materials
– Tangibility is important
- Primitive feeling of ownership
- Physical interaction increases buying

Attributes / Benefits / Values
silver logo / fits in pocket / more time off work
smartphone / fast / meaningful item, status symbol

Means to End Chain

Emotional / Moral / Personal

Attributes / Benefits / Values

Product, Price, Place, Promotion
- Focus on a stage
Who, When, Why, How

Promotional tactic

Make them feel a certain way

Groupwork:
Attributes           / Benefits                               / Values > Feeling
1.Convenience    / Whenever you want leaving / Learn with best emerging technology
2.Personalisation / For person                         / Emotional bond with object (affinity)

---