Thoughts on Branding

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Thoughts on Branding
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Questions

• What did Pepsi do, and why did they do it?
• Did the commercial tell you something about the
  taste of the drink?

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What PEPSI didnt do

• Didnt describe the taste
• It didnt discuss the nutritional benefit of the
  drink
• Didnt discuss economics / cost
• It didnt make comparisons
• It didnt give a technical description of the
  contents

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Questions

• Did you like the commercial?
• Are you upset in anyway at Pepsi?
• Did Pepsi sin by presenting this commercial?
• Deceptive, dishonest, evasive

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What is BRANDING?

• Branding produces an emotional message that
  establishes a desired tone.
• Branding is the selection of a desired image. It
  is not the only face or image of the product.
• The image entices and generates interest
• The image does NOT answer all of the questions.

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CNN country advertisements
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If Christians were to advertise Dubai

• Come to the desert
• Temperature is usually over 36 C
• Our women have fewer rights
• Life is overly expensive because we have to
  import more goods
• .but comeon over to Dubai

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Message about ETHICS

• Not everything is an ethical issue!
• The color you paint your house
• The size of the poster you print
• Whether you are direct or indirect about your
  product is not an ethical issue in branding
• The BIG IDEA there is amazing FREEDOM in
  BRANDING!

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BRANDING

• Branding research starts with an analysis of a
  target audience. The point of departure is NOT
  the product being marketedit is the target
  audience.
• Branding creates a feel, and good branding
  generates a unique identity that captures
  attention!
• An example How America On Line attempted to
  grab attention.

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THE PROBLEM

• We have been branded (by others) and lost control
  of our image.
• Because of negative branding, our message is not
  heard.

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The Purpose of Branding in CCC Eastern Europe

• We want to control our own image. We want back
  what was stolen!
• We want control of our own image because control
  of the image ultimately SERVES GOD and SERVES
  SOCEITY.
• We invite people to see something they want, they
  just didnt know it. They want Jesus!

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Branding helps us fish where we want to fish

• The Coverage plan cycle 2
• Use basically the same film
• Concern We will only reach the same audience?
• Question we had to ask
• Who should we be reaching this time?
• Analysis

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Religiously motivated
Economicallymotivated
Not very motivated
PHASE ONE
PHASE TWO
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New brand
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Steps in Brand creation and promotion

• We MUST know our target audience, its interest
  and its preferred cultural expression.
• Determine the desired emotional feel.
• Invest in the image, sustain the image, promote
  the image.
• Have a clear picture of the desired impact of our
  branding. It will be purpose driven.

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Our cultural position/challengeThe Tom Seely
diagram
Christian Sub-culture
General Society
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Our cultural challenge
Calm to radical
Christian Sub-culture
General Society
Problem!
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THE PASSION and Branding
Calm to radical
Christian Sub-culture
General Society
Radical Christian culture
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Identify your brand

• If a person ONLY encountered your media image,
  what would he think/feel about you?
• What kind of people are you?
• Why would someone want to meet you and interact
  with you?
• Would someone want to meet with you?

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Thoughts on selecting a Brand

• There is NO one-size fits all brand.
• Czech will be different than Japan
• Different ministries will select different
  brands. Coverage and Campus will NOT look very
  similar!

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Energetic Surprising Intelligent Sassy We know
you! We not nice nor moralistic
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One more thought on selecting a Brand

• Being PREDICTABLE usually doesnt generate
  interest.

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High IMPACT
High PREDICTABILITY
HIGH
LOW
Low IMPACT
Low PREDICTABILIY
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Questions we must answer

• What is your TARGET Brand?
• How do you want people to FEEL about you?
• What do you want your brand to accomplish for
  you?

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One Branding goalTo purchase the toughest 10
minutes on campus! The first 10 minutes at a
students door!
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A thought from Larry Thompson

• If we can improve our image by 5, we might be
  able to double our impact.
• NOT JUST ANY IMAGE WILL BRING BACK THE CONTROL!

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Branding and content

• Our writers need to know our brand
• Our editors MUST embrace and breath the brand
  (and work with great freedom)
• We must be committed to the following idea We
  dont publish what we get, we publish what we
  want.

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Branding and integration

• Our brand cannot grow in independence from our
  message. We must be COMFORTABLE communicating
  Christ through our brand. If we are not, we must
  modify the brand.

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The future of branding

• The future might ask us to move outside our
  current comfort zone.
• If we are to intersect with CULTURE, then we need
  to find more COMMON GROUND with the culture.

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The pill that is going to be difficult to swallow

• Branding is contextually driven. It often is not
  message driven.
• Jim Green in the 60s
• Jesus the Revolutionary
• Bud Hinkson, Russia in early 90s
• Jesus, a significant part of our history
• Many countries in Eastern Europe
• Jesus, the one who gives hope for the future

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• South America
• Jesus offers liberation
• Historys handful
• Jesus is my business partner
• American middle class
• Jesus offer balance and meaning
• After 9/11
• Prince of Peace
• The POINT is that we package our message
  CONTEXTUALLY ALL THE TIME