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The Brand Building Power of Outdoor

The Brand Building Power of Outdoor

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The Brand Building Power of Outdoor

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  1. The Brand Building Power of Outdoor

  2. The Brand Building Power of Outdoor

  3. WE NEEDED TO ESTABLISH THE ROLE OF MEDIA IN BRAND DEVELOPMENT

  4. Outdoor builds brands by establishing firm foundations Outdoor sustains strong brands and grows younger brands Outdoor brands are more confident Outdoor drives search

  5. The OAA teamed up with Mindshare and Millward Brown to tackle the brand challenge The most comprehensive study of brands in the world

  6. BrandZ is an annual international study that evaluates brands across several dimensions Brand Strength Brand Lifestage Typology + ? - Brand Growth Potential Brand Personality

  7. We combined BrandZ with media spend + = COMPREHENSIVE UNDERSTANDING OF MEDIA AND BRANDS 2005-09 25 categories 326 brands All mainstream media

  8. OUTDOOR EMERGES AS A MEDIUM THAT DELIVERS FAME

  9. The Brand Pyramid represents the strength of consumers’ relationship with a brand Are you part of their lives? Do you exceed their expectations? Do you meet their expectations? Do you cater to their needs? Are consumers familiar with you? BONDING ADVANTAGE PERFORMANCE RELEVANCE PRESENCE

  10. PRESENCE is the Foundation of Brand Strength PRESENCE SETS THE LIMITS FOR THE POTENTIAL OF YOUR BRAND PRESENCE

  11. And there is a reassuringly strong relationship between Presence and media investment 29 No spend Up to £1million £1.1-5million £5.1-10million £10.1-20million £20million+ 45 51 Annual media spend Average Presence 62 68 70 Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data

  12. A high score at Presence is symptomatic of market leadership Source: Mindshare/ Millward Brown – 2009 BrandZ data

  13. “just about the only thing that successful brands have in common is a kind of fame” Jeremy Bullmore

  14. A higher Outdoor share is linked to an additional Presence ‘dividend’ for the same level of investment £0-5m Annual Media spend £5-20m £20m+ Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data

  15. A higher Outdoor share is linked to an additional Presence ‘dividend’ for the same level of investment £0-5m Annual Media spend £5-20m Presence with 10% or less invested in outdoor £20m+ Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data

  16. The dividend is consistent over five years of analysis Source: Mindshare/ Millward Brown/ The Nielsen Company – All spending brands

  17. OUTDOOR IS LINKED TO THE DEVELOPMENT OF CHAMPION BRANDS

  18. g Brands can be clustered into typologies Voltage (Growth Potential) 100 Growing Equity (Small stronger and/ or interesting brands) Large Equity (Large Strong Brands) 0 Little Equity (Small weak or new brands) Declining Equity (Large weaker brands) -50 -55 -45 -35 -25 -15 -5 0 5 15 25 35 45 55 60 Presence Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

  19. Brands can be clustered into typologies g Voltage (Growth Potential) 100 Olympic Classic Little Tiger Specialist 0 Defender Clean slate Weak Fading Star -50 -55 -45 -35 -25 -15 -5 0 5 15 25 35 45 55 60 Presence Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

  20. Stronger brand typologies spend a higher share in outdoor Thriving/ Rising Stagnating/ Declining Average 2009 = 9% Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

  21. CLASSIC, OLYMPIAN AND LITTLE TIGERS

  22. We can use BrandZ to understand brand personalities

  23. Outdoor generates personality Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

  24. OUTDOORDRIVES SEARCH

  25. We modelled search behaviour across four categories: insurance, cars, handsets and travel

  26. Only TV and Outdoor were found to drive search Source: Mindshare/The Nielsen Company/ Google Insights for Search

  27. In three out of the four categories, outdoor delivered a more cost effective impact on search than TV Note: Press and Radio were found to be insignificant within the modelling. Source: Mindshare/The Nielsen Company/ Google Insights for Search

  28. Outdoor builds brands by establishing firm foundations Outdoor sustains strong brands and grows younger brands Outdoor brands are more confident Outdoor drives search