IFE and Brands Wednesday 23rd May 2007

1. IFE and Brands Wednesday 23rd May 2007

2. “The mind is a wonderful thing. It starts working the minute you’re born and never stops working until you speak in public”.

3. How to build an airline IFE brand

4. Scope • A bit about BLAC • Why build a brand? • How to build an IFE brand

5. A bit about BLAC

6. Independent integrated marketing agency Senior team worked with over 1/3 of top 1,000 brands Experience includes Saatchi & Saatchi, Leagas Delaney, McCann’s, Futurebrand, DDB and Draft Direct Worldwide 50 people based in Covent Garden with in-house expertise in: A bit about us advertising strategic planning direct digital design

7. We specialise in Brand Marketing • Not above, below but ‘before the line’ thinking • A collaborative process to define the problem and test convention within a market or organisation • Define the brand and deliver effective creative ideas through the most appropriate medium • To the audience most likely to respond

8. 2) Why build an IFE brand?

10. Famous television brands Why not an IFE Airline brand?

11. Misconceptions “We don’t need to brand, we just need to sell” “We’re great at service How hard can branding be?” “Our product is so good it will sell itself” “We’ll do it ourselves” “Branding isn’t measurable” “It’s too expensive”

12. Follow the proven rules…

13. “Don’t mix humour with serious subjects”

15. “Knocking copy doesn’t work”

17. “Offline is expensive”

20. £5 poster for Oakmayne Properties in Elephant & Castle

21. Do I need a brand? You don’t have a choice…. you have a brand whether you like it or not!

22. Why you need a strong IFE brand • The airline companies that will thrive and prosper are the ones that: • Stand out from the masses • Attract new customers • Command customer loyalty • Attract a premium valuation • Central to these is a well-defined and focused brand inclusive and part of your total brand should be IFE.

23. A strong brand also helps you charge a premium Source: Brandz WPP global branding study, covers more than 25,000 brands with interviews amongst 1,000,000+ consumers

24. "A singular idea or concept that you own inside the mind of the prospect.“ - Al Ries “Products are made in the factory, but brands are created in the mind.” - Walter Landor "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" - Michael Eisner, CEO Disney What do we mean by ‘brand’ ?

25. “A brand name is more than a word. It is the beginning of a conversation.” – Lexicon “Brands are the express checkout for people living their lives at ever increasing speed.” - Brandweek Some more recent views

26. Is “digital branding” different?

27. Communication Brands as symbols of ideas, values, beliefs W.O.M 10 Industrial Brands identify product and user ‘uniqueness’ Mass Media Three Ages • Agrarian • Brands symbolize ownership • W.O.M

28. Attracting customers Retaining customers, repeat business Increasing customer value Enhancing reputation Attracting corporate partners and investors Key marketing issues A strong IFE brand will help all of these

29. Under-utilized Lacks credibility as a medium Lacks focus Rarely cross-sell or up-sell products IFE investment has traditionally been in the magazine which is odd when you consider Television is the world’s most powerful medium. A major untapped opportunity IFE Branding issues

31. 3) How to build an IFE brand

32. "Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.“ David Ogilvy

33. Focus on what your business achieves for your customers Take ownership. Pay attention to customer needs, but still control what your brand means to them. Be honest. If you don't believe in your brand, no one else will Keep your brand simple. KISS,Focus on a small number of key brand values. Be consistent. Every aspect of your business should make customers feel the same way. Ten tips on building asuccessful brand

34. Be thorough. Look at all your systems to make sure they help to support your brand. Involve employees. Make sure they understand and believe in the brand. Communicate your brand. Make sure every touchpoint is consistent. Meet and exceed what your brand promises. Failing, just once, will damage your brand. Manage your brand. Continually look for opportunities to improve. Don't be afraid to make changes. Ten tips on building a successful brand

35. Much the same process as any other brand: Brand building is about creating value, through providing a compelling and consistent customer experience, that satisfies customers and keeps them coming back Building an IFE brand

36. Step 1 – define your brand Step 2 – build your brand Step 3 – manage your brand Step 4 – review your brand The process

37. First step is an audit of your existing brand: internal and external, offers, assets, communications and behaviours Best undertaken via a structured interview process Then a key stakeholder workshop To help define the brand as it stands and push the boundaries of possibility Step 1 – define your brand

38. Rational attributes we want audiences to hold to be true, that will lead to a propensity to trial/buy What the big picture? What story does the company tell about itself? Product Attributes Long term vision Is it strikingly different from a typical competitor? If it were a person what would it be like? Properties Personality Brand DNA What known for? Single benefit supported by product statements that defines offer Are there customer characteristics which are key to the personality? Why better Values/ Tone of voice Audience focus Symbols What qualities do they have that make the product appealing? Context Brand assets Existing vs required When would they buy/use it? Are there competitors/ substitutes? Defining your brand Example template: BLAC brand DNA

39. Very Important to Consumer Organization Strength Sweet Spot IFE Competitors Are Not Addressing It Powerful brand benefits

40. Consistent communication at every customer touch-point Not just about brand identity (logo, colours etc) - tone of voice and personality are key As well as PR and marketing communications, areas to consider include: Website experience Customer care experience Corporate communications Your offices, staff and culture Step 2 – build your brand

41. Appoint a brand guardian Ensure employees at all levels understand and represent the brand Get regular feedback from customers as to how the brand delivers on your promise Check your reputation online – positive and negative e.g. blogs, reviews Evaluate external perspectives – for example, via online tracking studies Step 3 – manage your brand

42. Brands can have a long life-cycle - but only if kept up-to-date and relevant Check in line with changes in: customer needs, customer expectations, your business, your market In particular review: products & services systems marketing strategy growth opportunities Step 4 – review your brand

43. Brand leader usually has twice market share of number two, and number two twice that of number three Brand leader benefits from higher volume leading to economies of scale and premium pricing increasing revenue Dominating a niche market is usually more profitable than being fourth or fifth in a large market Strong brands are more attractive to investors - brand loyalty reduces costs Brand leaders usually have financial strength to fend off competitors Five points to consider

44. IFE and Brands Wednesday 23rd May 2007