How to build a big brand on a small

marketing budget
Cost-effective brand building in the digital age
Executive summary

Outsmart the competition

− Most businesses can’t afford to build a big brand through mass media, and
have to use lower cost digital advertising instead
− This gives big brands an unfair advantage and stops you from growing,
because digital-only advertising isn’t as effective or profitable
− By using the 2-4-5 digital media framework, you can mimic the effects of
mass media campaigns at a fraction of the cost
− Combining this framework with the 8 principles of marketing effectiveness
will grow your market share and make your campaigns more profitable in both
the short and long terms
Overview
1. The dirty secret of being a big brand
2. The CAC Valley of Death
3. How to outsmart the competition
4. Supercharge your marketing
Everyone wants to build
a big brand…
Go big or go home, right?
Yet few manage to do it.
It’s a lot harder than it looks
So what’s the secret?
Big brands know something you don’t…
Most people are future customers - they don’t even know you
exist, and aren’t aware that your product is something they need

Less likely
to buy
“Up to 95% of business
Future customers clients are not in the market
(+95% of the market) for many goods and services
at any one time.”

Professor John Dawes

Immediate Ehrenberg Bass Institute
prospects

Source: Advertising effectiveness and the 95-

Existing
5 rule: most B2B buyers are not in the market
customers
right now, The B2B Institute
More likely
to buy
Big brands grow because they have the resources to chase both
current and future customers at the same time

FUTURE DEMAND

Big brand reach

Small brand reach

EXISTING DEMAND
How do they do it?
By investing their budget in mediums like TV and mass-media
that provide the widest possible reach...

ALL INDIVIDUALS

3.5%

13.0%

9.3%

Broadcaster TV 0.9%
3.0%
TikTok
accounts for 64% of 36.3%
2.8%
YouTube
video per day 25.2%
0.1%
Facebook
16-34s 1.7%
Other online video
Average video time per day:
63.7% Online 'adult' XXX video
All Individuals: 5hrs, 16 mins 11.2%
16-34s: 4hrs, 54 mins 4.6% 0.7% Cinema
2.6%
19.3% 1.8% DVD
0.1%
Subscription VOD

Broadcaster TV

Source: 2020, BARB / Broadcaster stream data / comScore / IPA Touchpoints 2020 (lockdown) / Pornhub / Rentrak
 … and generate the most profit per dollar invested

TV and Print delivers 89% of all advertising-generated profit

£5.00 Bubble size

represents % of total
£4.50
profit
£4.00
Total profit = all return
£3.50 (short + long-term)
£3.00
TV: 71% generated over 3
TOTAL PROFIT years
£2.50
Online Video: 4% Print: 18%
ROI EFFICIENCY
‘Online Video’
£2.00 includes Broadcaster
Radio: 3% VOD, YouTube,
£1.50
OHH: 3% Facebook video &
£1.00 BREAK EVEN online programmatic
Online Display: 1% video
£0.50
£0.00
0% 10% 20% 30% 40% 50% 60% 70%

% BUDGET

Sources: 1) ‘Profit Ability: the business case for advertising’, Nov 2017
2) Ebiquity ROI campaign database (Feb’14-May’17) & Gain Theory. Campaign obs: 1,954
Big brands use mass-media to deliver engaging marketing
messages that tell a story (instead of just selling products)

Emotional campaigns yield stronger Emotional campaigns are more profitable

long-term business effects

% reporting very large effects on business metrics For campaigns % reporting very large growth
that are:
55%
Rational
46% 29%
Emotional
25%

31%
28% 27% 27% 16%

11%
5% 5%
2%

Sales Market share Price sensitivity Loyalty New Custom ers Rational Combined Emotional

Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figures 44, 53)
The result is that big brands convert existing demand today
and build a pipeline of future demand for tomorrow

TOTAL DEMAND
People who might buy in the future

EXISTING DEMAND
People who will likely buy now
But this gives the big guys
an unfair advantage.
Because going after everyone is really, really expensive
So what do most small
brands do?
They make an often-fatal mistake
 Most businesses
double-down on
performance ads.
(Advertising where the purchaser pays only when there are measurable results)
This seems to make sense,
because performance ads are...

AFFORDABLE > Lower advertising costs compared to traditional mass media

TARGETED > Ads are only shown to potential customers

MEASUREABLE > You see exactly what’s working (and what’s not) in real-time
But there’s a problem with
performance marketing…
It cannot build a big brand.

And we can prove it...

Overview
1. The dirty secret of being a big brand
2. The CAC Valley of Death
3. How to outsmart the competition
4. Supercharge your marketing
Performance ads work on
an auction-based model.
Whoever bids the most, wins
These ads ‘touch’ the consumer at the point of need, when they actively
declare interest in something

- Because the consumer’s interest is declared publicly,

competition at that moment is at its most intense
- The result is that the cost of attracting an audience
at that point is at its maximum (avg. CPC is $5-10)
- Funneling your entire media budget through a
bidding process also increases your exposure to
external factors outside of your control:
halal investing
- Bid inflation via competitors
- Bid inflation via structural changes (e.g.
Google switches to automated bidding)
- Other ad campaigns in market that reduce the
performance of yours
- Since the economics of performance marketing can
quickly become unsustainable, it’s very hard to
rapidly scale a brand using this technique alone
Declaring intent Direct response offer
That means performance marketing can only reach the small number of people
actively shopping at any given time

Future customers

Big-brand marketing
100% of the market Immediate
prospects

Performance marketing
Existing <5% of the market
customers
That also means you (and everyone else) end up fighting over a small number of
active shoppers like rats in a barrel

Less Lower ad
competition costs

Future customers

Immediate
prospects

Existing
customers

More Higher ad
competition costs
 This competition leads to
skyrocketing advertising costs.
And forces you into the CAC Valley Of Death
Once current demand is exhausted, performance marketing traps you with
spiraling acquisition costs that quickly become unsustainable

Brand starts
to advertise
Gets better at digital
advertising CAC gets
unsustainable

Underinvestment in TOFU,
no new demand created

Cost of YOU DIE HERE

acquisition

CAC VALLEY OF DEATH

Time

Source: Why all the Warby Parker Clones are Imploding

 In other words…

Performance marketing
delivers short-term results at
the expense of future growth.
Campaign effectiveness has suffered over the past two decades,
and short-term digital advertising is the reason why

RISE OF SHORT-TERM PROMOTIONS,

MARKETING EFFECTIVENESS FROM 618 CAMPAIGNS
DECLINE IN EFFECTIVENESS
(Measured in positive long-term business effects)
(Measured in positive long-term business effects)

Positive very long-term business effects

% Short term promotions < 6 months

Note: Long term business effects include profit, sales, share,
loyalty or price sensitivity

Source: Effectiveness in Context, IPA Databank of 497 for profit cases and 121 not for profit cases submitted between
1998-2016. The Institute of Practitioners in Advertising UK.
This is why so many brands
cannot scale profitably.
“… has yet to record a profitable year. While it aims to become profitable, Allbirds warned that
it may not do so in the near future.” - Modern Retail

“Had sales of $152 million in 2015 according to Unilever, but the business reportedly wasn’t
profitable at that point, almost five years after it was founded.” Camino Financial

Net losses of $67.4 million in 2019, after losing $93.2 million in 2018 and $73.1 million in 2017.

“Continues to lose money on customer acquisition as it struggles to broaden its audience.”

Business of Fashion

“It’s never been easier or less expensive to start a business, but it’s also never been harder to
scale one.” - Neil Blumenthal, Co-Founder and CEO, Warby Parker
Key takeaways

• Big brands get big by advertising emotional and persuasive ads to

as many people as possible over a long period of time

• TV and mass media are the best mediums for delivering emotional
ads at scale, but also the most expensive

• Brands looking to grow are forced to use more affordable digital

marketing channels like Google, Facebook, Amazon and TikTok

• These digital campaigns are nowhere near as effective or profitable,

which stops many companies from growing
Overview
1. The dirty secret of being a big brand
2. The CAC Valley of Death
3. How to outsmart the competition
4. Supercharge your marketing
So… how do you convert
today and build demand
for tomorrow?

(While on a limited budget)

You have to...

1) Chase impact at scale

2)Dramatise your differences
3)Spend smarter
Use low-cost digital video channels to deliver storytelling at scale.
You want to reach (and move) as many people as possible
CHASE IMPACT AT SCALE DRAMATISE YOUR DIFFERENCES SPEND SMARTER

MOVE Video
Digital-first companies that have
created huge brands invest heavily
Email in ads that:

● Don’t sell a specific product

● Tell a story
● Are aimed at most people
CONVERT REACH
Print ● Designed to be talked about
Search
Static social Radio and shared

SEO
Display Examples
OOH
Wealthsimple: https://youtu.be/fypQIkUKgUE
INFORM
Gymshark: https://youtu.be/Wt5SlONIRZ0
Video can work for both top and bottom funnel objectives, and is
much cheaper than using click-based advertising
CHASE IMPACT AT SCALE DRAMATISE YOUR DIFFERENCES SPEND SMARTER

Bottom of funnel

$0.10 $5-10
Top of funnel
AVG. COST AVG. COST
PER VIEW PER CLICK

We used low-cost social media channels like Facebook,

Instagram and Youtube to reach a wide Muslim audience
for Penny Appeal Canada.

In preparation for Ramadan, we launched a 4-week brand

campaign designed to introduce Canadian Muslims to the
charity.

The brand campaign created a huge retargeting audience

that drove CAC down when we switched to more targeted
and persuasive ads during the month of Ramadan.

The extra reach allowed them to double their campaign

donations year-over-year.
Builds familiarity Persuades to take action
You have to...

1) Chase impact at scale

2)Dramatise your differences
3)Spend smarter
Sometimes your weaknesses
can reveal a hidden strength...
New category and sub-category creation is a cheat code for getting
noticed, expanding your audience, and scaling profitably
CHASE IMPACT AT SCALE DRAMATISE YOUR DIFFERENCES SPEND SMARTER

POSITIONED FOR GROWTH

While Formula E’s cars would always be slower than F1, its
qualities contained a hidden advantage - if we reframed
and shifted the context.

On F1 circuits Formula E was uncompetitive.

But on the streets of the world’s capital - where F1 could

not race, because of the noise and pollution - Formula E
could create a new and thrilling category of motorsport.

We called it the City Street Racing Series.

AVG. RACE TV
AUDIENCE +8.5M ONLINE
VIEWS +310M By limiting comparisons to F1, our shift in strategy resulted
INCREASE
in $100 millions of revenue from new sponsorship deals
$900M
YOUNGER
+347%
NEW BRAND
VALUATION AUDIENCE and growth from a wider, younger fanbase.
GROWTH
Even the best ads are wasted
if no-one notices them.
Most ads are ignored, so make your marketing more efficient
by looking different and standing out
CHASE IMPACT AT SCALE DRAMATISE YOUR DIFFERENCES SPEND SMARTER

% ADS
AVG. # ADS
SEEN PER DAY¹ 4,000 FORGOTTEN
OR IGNORED² 89% WASTED AD
SPEND (2020)³ $222b
The easiest way to improve the efficacy of your marketing is
having a brand identity and advertising that stands out.

TAKE THE SQUINT TEST

1. Put all of your advertising on a wall,

including those of your competitors
2. Stand a few feet back and squint
3. Does your brand cut through the visual
clutter?

Sources:
¹ How Many Ads Do You See In One Day
² Artisanal Advertising
³ Advertising spending in North America from 2000 to 2023
You have to...

1) Chase impact at scale

2)Dramatise your differences
3)Spend smarter
Mimic mass-media production
at a fraction of the cost
 Stretch your budget further by pooling production costs
and creating a year’s worth of ads in one go
CHASE IMPACT AT SCALE DRAMATISE YOUR DIFFERENCES SPEND SMARTER

THE 2-4-5 FRAMEWORK WHAT FREQUENCY TARGET AD SPEND

− Most companies don’t have millions to

Hero creative 1-2 / year Broad $$$
spend on marketing. Budgets are tight
spots (30 sec
and you need to achieve more with FAME BUILDERS video) that elicits
less emotion

− The unique 2-4-5 framework provides

brands with an entire full-funnel
marketing infrastructure for less Short stories (<15 4 / month Broad $$
SHORT STORIES SHORT STORIES sec video) that
− It uses multiple digital channels to bring benefits to
deliver low-cost video ads at scale life creatively

− Like TV ads, this builds familiarity, trust,

and increases future demand
Highly visual 5 / week Narrow $
DISTINCTIVE DISTINCTIVE DISTINCTIVE DISTINCTIVE small reminders
− To convert, mix your broad-reach QUES QUES QUES QUES (gifs) that your
video assets with targeted reminders brand is still
and cues to purchase there

Source: Brand Building on Social (Whitepaper), Born Social

Choose the right mediums
for your message.
Balance top & bottom of funnel spend to ensure you create sustainable,
long-term demand and consistent short-term profit
CHASE IMPACT AT SCALE DRAMATISE YOUR DIFFERENCES SPEND SMARTER

THE 60/40 RULE

Optimal budget allocation is OPTIMAL BUDGET ALLOCATION
60% TOFU vs 40% BOFU (Top of funnel vs bottom of funnel)

Optimum Actual
balance balance
Sectors
(TOFU v BOFU) (TOFU v BOFU)

BOTTOM-FUNNEL 40% TOP- FUNNEL Durables 58:42 56:44

Static Social TV Durables non-
Search BOFU² Online Video automotive
69:31 49:51

SEO
Email
60% OOH
Radio
FMCG 60:40 71:29

Direct Mail TOFU¹ Print

Financial services 80:20 54:26

Display Other services 51:49 57:43

Telco / isp 58:42 56:44

Retail 64:36 51:49

¹ TOFU: Top of funnel ads that build awareness and brand Source: Effectiveness in Context, IPA Databank of 497 for profit
² BOFU: Bottom of funnel ads that persuade and convert cases and 121 not for profit cases submitted between 1998-2016.
The Institute of Practitioners in Advertising UK.
Key takeaways

• Try reaching as many people as possible with an emotional,

interesting or engaging story

• Lower your media costs by using digital video channels to deliver

brand-building ads at scale

• Look, act, and feel different from your competitors to stand out and
capture market share

• Work on a 12-month media creation and delivery framework to

maximize your budget
Overview
1. The dirty secret of being a big brand
2. The CAC Valley of Death
3. How to outsmart the competition
4. Supercharge your marketing
Big brands can outspend
you 10 times over.
They don’t have to be smart, or even that good
So how do you do more
with less?
You gotta squeeze more juice out of the lemon
You need to supercharge
your marketing...
NEXT: DIVE DEEPER INTO OUR 8
MARKETING EFFECTIVENESS PRINCIPLES

1. Go long and short

2. Talk to everyone
3. Be everywhere
4. Choose the right tools
5. Say less to communicate more
6. Be different
7. Aim for fame
8. Measure the right things
ADVERTISING BRAND BUILDING AND SALES ACTIVATION

Go long and short

WORK OVER DIFFERENT TIMESCALES*

6-12 months

Short-term effects dominate

You need both persuasive sales focused
advertising and emotional brand-building Sales uplift
over base
campaigns to grow your brand.
Focusing on sales alone drives more revenue
per quarter, but you will never get long-term Time
growth without investing in more emotional
brand-building advertising. Brand building Sales activation

THE 60:40 SPLIT DELIVERS

MAXIMUM EFFECTIVENESS*
12
10

Don’t: Spend all your money on sales activation – it will 8

Number of very
stop you from growing in the long-term large effects
6
4
Do: Spend 50-60% of your marketing budget on creative, 2
emotional brand-based messaging 0
0 20 40 60 80 100
Activation share of budget
*Source: Les Binet and Peter Field, The Long and the Short of it, IPA (Figs. 2, 38)
REACH
BROADER REACH LEADS TO GREATER EFFICIENCY*
Talk to everyone 2.6

Your long-term audience is every potential Annualized

ESOV Efficiency
buyer in the category. The more people that
see your advertising, the more effective it 0.2 0.3
becomes.
Target existing Total new Target whole
customers customers market

AVG. NUMBER OF VERY LARGE EFFECTS REPORTED*

For campaigns targeting:

6.7
Existing customers
5.4
Do: Try to reach 80% of your target audience 2-3 times per New customers
campaign
Whole Market
Don’t: Limit your audience to existing or new customers 2.4
1.7 1.8
0.6

Business Total effects

effects
*Source: Les Binet and Peter Field, The Long and the Short of it, IPA (Fig. 21, 18)
MEDIA MIX

Be everywhere ROI STRATEGY COMPARISON

Source: Analytic Partners, 2016

131 135
119 123

Different channels are suited to different 100

types of messages. Each platform you add

ROI (Index)
increases your campaign effectiveness.

Watch: How Dare used channel diversity to become Single Media Two Media Three Media Four Media Five Media
the leading iced coffee brand in Australia. Platfo rm Platfo rms Platfo rms Platfo rms Platfo rms

https://youtu.be/67QZXKuYaQY

LONG VS. SHORT TERM EFFECTS ACROSS CHANNELS*

85%
DRTV
Do: Spread campaigns over as many channels as your 75%

% Reporting very large

budget allows

short-term effects
65% Paid search
Inserts Email
Do: Leverage any owned assets and channels as much 55% Regional newspapers

as possible 45%
SMS Online Non-video
Social Media
Radio Online video

DM Magazines PR
Don’t: Limit yourself to communications alone to get 35% National newspapers TV
DOH Cinema Sponsorship
your message out 25%
Promos

1.1 1.3 1.5 1.7 1.9 2.1 2.3

Average number of very large long-term brand effects reported

*Source: Les Binet and Peter Field, The Long and the Short of it, IPA (Fig. 27)
MEDIA SELECTION

Choose the right tools MEDIA EFFECTIVENESS PERFORMANCE RANKINGS*

Gets your ads noticed Low cost audience delivery

Different channels help achieve different 1 Cinema 10 1 Radio 10
objectives. You need to carefully balance 2 TV 7 2 Out of home 9
media choices to maximize a limited budget. 3= Radio 6 3= Newspapers 7
3= Out of home 6 3= Social Media 7
5= Online video 5 5 Online display 6
5= Social Media 5 6 TV 5
5= Magazines 5 7 Magazines 4
5= Newspapers 5 8 Cinema 3
9 Direct Mail 4 9 Online video 2
10 Online Display 3 10 Direct Mail 1

Maximizes campaign reach Increases campaign ROI

Do: Use mass-media to promote emotional, brand-based 1 Out of home 10 1 TV 10
ads at scale 2 TV 9 2 Radio 9

Do: Use digital media to drive home more specific 3 Radio 8 3= Newspapers 8

messages to targeted audiences 4= Social Media 7 3= Magazines 8

4= Direct Mail 7 5 Online video 6
Do: Try to hit people across multiple platforms throughout 6 Newspapers 5 6 Direct Mail 5
the campaign
7 Magazines 3 7 Social Media 4
8 Online display 3 8 Online display 3
9 Online video 2 9 Out of home 2
10 Cinema 1 10 Cinema 1

*Source: “Re-evaluating media for recovery”, Ebiquity, 2020

MESSAGING

Say less to communicate more

Resist the temptation to say too much.
Focus on your key messages and repeatedly
drive them home.
LIKELIHOOD OF MESSAGE RECALL BY
NUMBER OF MESSAGES PER ADVERTISEMENT
100

Watch: How a one-word positioning statement turned

Hublot from a struggling luxury watch brand into a
focused, profitable powerhouse. 62
65 65
https://youtu.be/yBA5gRzuwSw?t=248
43 43
35
30
27
24

Do: Group messages into a handful of overarching 0 0 0 0 0 0

themes that tie to a larger story
4 messages 3 messages 2 messages 1 message
Do: Prioritize key messages
Do: Create fewer ads, but show them to more people Source: Kantar Millward Brown
Don’t: Say more than 1-2 things per ad. Most people can
catch a ball, but they’ll drop everything if you throw
them three or four
DIFFERENTITATION

Be different DIFFERENT & DISRUPTIVE

3-year change in Brand Value
Being seen as different increases brand value.
Look around at what everyone else is doing -
then do the opposite.

Watch: How Tide re-framed the detergent category to

stand out from the competition.
+11% +28%
https://youtu.be/MpyHVXNtOlw

Disruption
-5% +5%
Do: Find creative or unusual ways to showcase your
products, services or achievements
Don’t: Use cliches or tropes
Don’t: Use bland, generic messaging or boring statistics Difference

Source: Kantar Millward Brown, BrandZ, 2017

CREATIVITY

Aim for fame

CREATIVELY AWARDED CAMPAIGNS ARE THE
MOST EFFICIENT OF ALL (1996 – 2014)*

3.25
Big, bold ideas have more impact than bland
category messages, figures or statistics. Go big, 1.9
or go home. SOV
Efficiency

0.2

Highly creatively Less Creatively Not creatively

Fame = Uniqueness x Creativity x Reach awarded (4+) awarded (1-3) awarded

FAME-DRIVING CAMPAIGNS OUTPERFORM ALL

OTHERS ON BUSINESS METRICS*
% reporting large improvements in each metric
Do: Use wit, charm and personality to grab people’s
attention For campaigns
55%
targeting: 47%
Do: Tell stories wherever possible 35%
32% 29% 34%
28%
Don’t: Rely on statistics alone to illustrate your Fame 21%
achievements - they are boring and meaningless to most 8%
14%
9%
people Other 3%

Sales Market Share Price Loyalty Penetratio n Profit

Sensitivity

*Source: Les Binet and Peter Field, The Long and the Short of it, IPA (Fig. 44, 60)
PERFORMANCE

Measure the right things

Set clear, strategic objectives before the start of
each campaign. Make sure everyone agrees on
what you’re trying to achieve.

Helpful KPIs
§ % Audience Reached (Reach)
§ Ad Recall (Differentiation, Creativity)
§ Change in Sentiment (Positioning)
§ Share of Search (Market Share)

Do: Set clear objectives with a benchmark and a goal. Each

objective needs a clear target audience, a position (intended “What gets measured, gets managed”
brand image), and an intended outcome that’s measurable – Peter Drucker
Do: Have 2-3 KPIs per campaign that tie directly to your key
business objectives
Don’t: Track data for the sake of it
 And that’s how you build a
big brand on a small budget.
Want a hand doing it?
We’re happy to help you out…

creativebusinesscompany.com
 THE FIRM

WHAT DO YOU WANT

Creative Business Company is a whitespace strategic
consultancy that helps challengers win highly differentiated
positions in the markets for customers, capital, and talent.
By unlocking your hidden advantage, aligning people around it
and communicating it with style and confidence - we help you
win the fame and fortune you deserve.

TO BE FAMOUS FOR?
 THE FIRM

OUR GOAL?

Launch the Shake up Create love Build a business

next big thing the category at first sight case for brand
A D V E R T I S I N G B R A N D S T R A T E G Y D E S I G N & E X P E R I E N C E M A R K E T I N G E F F E C T I V E N E S S

TO HELP YOU ACHIEVE YOURS

 ABB FORMULA E

We helped Formula E create the

world’s first city street racing series
BRAND STRATEGY
ADVERTISING
EXPERIENCE & DESIGN
Creative Business Company September 30, 2021
 TORONTO STAR

We helped the Toronto Star

re-establish their voice
BRAND STRATEGY
ADVERTISING
MARKETING EFFECTIVENESS
 TURKISH AIRLINES

We helped transform Turkish

Airlines into a transfer superhub
BRAND STRATEGY
EXPERIENCE & DESIGN
 Planning The Journey Initiating The Trip Taking The Flight Arriving at Destination Continuing
Seeking inspiration, gathering information Getting to the airport, checking in, Settling in, in the air, disembarking Transiting & connecting, entering the country, The Conversation
& planning, ticketing & making reservations waiting to depart, boarding retrieving baggage, leaving the airport Being rewarded, following up, giving feedback

Aspirational
Customer Mindset
“Show me that you truly
“Inspire me by providing a taste of “Convince me that we “Help me get on with my journey by simplifying “Make me feel as though you value our
understand me… and my
the Delightfully Different experience.” are in this together.” and streamlining the process of arrival.” relationship, beyond the flight itself.”
unique needs as a traveller.”

Future State

Signature Touchpoints
Always a la Carte Always a la Carte Always a la Carte Always a la Carte Arrival Office Centre
Provide opportunities to customize the Allow passengers to select add-on Make passengers feel like individuals Make it easy for passengers to purchase Give passengers comfort and peace of mind by
experience. For instance...during online services at check-in (and potentially throughout the in-flight experience. additional services following the flight. preparing them for the rest of their journey. For

Exam Map
checkout, customers check boxes after check-in). For instance…offer For instance...allow economy passengers For instance…offer car booking services, instance...have “executive assistants” from the
to select add-ons and upgrades. families the option of an airport stroller. to upgrade to business class meals. or access to the arrival office centre. Office Centre call to offer additional assistance.
Beyond Expectations, Bridging Worlds Beyond Expectations, Bridging Worlds Beyond Expectations, Bridging Worlds Beyond Expectations, Bridging Worlds Beyond Expectations, Bridging Worlds

Tea When You Need it Most Tea When You Need it Most Tea When You Need it Most Arrival Office Centre City Survival Kit
Create awareness of our Delightfully Different Show passengers we understand the stress A small touch of Turkish hospitality during the Offer unique services and facilities that Help passengers assimilate and get the most
approach at events, sponsorships, or in of travel and constantly operate From the Heart. flight experience. For instance…if the flight is prepare passengers for their destination. out of their journey. For instance...provide
unexpected venues. For instance…bring For instance…offer tea at a long check-in line delayed after boarding, have FAs go through For instance…provide basic office emergency phone numbers so travellers feel
the Turkish tea cart to lines at football stadium or in the gate area. the plane with a round of Turkish tea. services like copy, print and fax. prepared in the event of crime or injury.
entrances. From the Heart, Beyond Expectations From the Heart, Beyond Expectations From the Heart, Beyond Expectations Beyond Expectations, From the Heart Bridging Worlds, From the Heart
Brand Essence
The brand essence
functions as the
Delightfully Different City Survival kit
Inspire passengers by showcasing our
City Survival Kit
Give passengers comfort that we can
Tea When You Need it Most
Keep passengers engaged by reinforcing
short-hand for the
overall strategy on-the-ground knowledge of our diverse help them beyond the flight. For instance… this touchpoint after arrival. For instance…
destinations. For instance...distribute if customers express worry or fear about offer tea when baggage arrival is late.
phrasebooks for destination cities their destination at check-in, offer them From the Heart, Beyond Expectations
that are included in the survival kit. a survival kit then.
Positioning
Statement
For the global traveller in search Bridging Worlds, From the Heart Bridging Worlds, From the Heart
City Survival Kit
Clarifies who the
brand is designed
of something new, Turkish Airlines De-stress passengers by addressing
for, the challenge
we solve and the
brings the different cultures, people some of the arrival headaches. For
instance...include maps and public
distinctive benefit
we offer
and perspectives of the world closer transportation info in the survival kit.
together, delivering a travel experience Bridging Worlds, From the Heart

that’s truly Delightfully Different.

Brand Beyond From Bridging

Expectations the Heart Worlds
The characteristics Our passengers will Our passengers By virtue of our
and personality
be surprised by the can expect a travel geography and the
elements that
describe how the unexpected extras experience that different cultures and
brand behaves we can deliver without offers genuine Turkish people we’ve historically
ever compromising hospitality that is warm been exposed to, our
Supporting Tactics

on high standards and inviting but done passengers can expect

in safety, reliability in a modern and a degree of empathy
Resolution Ambassador Resolution Ambassador Employee Spotlight Resolution Ambassador Resolution Ambassador
or quality. contemporary way. and understanding from Demonstrate what we mean by customer Quickly and efficiently resolve problems Remove barriers between our team and Humanize problem resolution by providing Give passengers the confidence that
our staff that you won’t service at the outset of the relationship. related to ticket changes. For instance... passengers by facilitating dialogue during a single point of contact. For instance...have we will resolve future issues to their
see anywhere else. For instance...have every ambassador start ensure ambassadors can make ticketing the flight. For instance...encourage flight ambassadors provide and e-mail and phone satisfaction. For instance...have
interactions by saying their name and asking changes quickly and directly. attendants to make casual conversation about number to reach them. ambassadors follow up via e-mail to
“how can I support you today?” Beyond Expectations, From the Heart the passenger’s plans in the destination city. Beyond Expectations, From the Heart ask if the issue was adequately resolved.
Beyond Expectations, From the Heart Bridging Worlds, From the Heart Beyond Expectations, From the Heart
Reasons
to Believe Network Young Strategic Employee Spotlight Employee Spotlight Network Loyalty Employee Spotlight Employee Spotlight
The proof Size Fleet Location Culture Engage potential customers by leveraging Position our team as stars of the experience Provide small touches that reward and Sustain the human connection throughout Keep the dialogue alive by finding mechanisms
points that we
can leverage our team to showcase the diversity of our from the outset of the trip. For instance... recognize groups/families that are travelling the arrival experience. For instance...feature to share our teammates’ knowledge of each
network. For instance...feature recommended create opportunities for passengers to talk to together. For instance...if one group member’s information from employees in the City destination. For instance...feature employees
destinations from employees on the website. employees about their destination face-to-face. ticket is upgraded, upgrade the rest of the Survival Kit. in social media communications.
Bridging Worlds, From the Heart Bridging Worlds, From the Heart group when possible/available. Bridging Worlds, From the Heart Bridging Worlds, From the Heart
Beyond Expectations, Bridging Worlds

Network Loyalty
Create engagement with passengers who
typically wouldn’t have access to our loyalty
program. For instance...create social media
initiatives to engage students and their
networks in the loyalty program.
Beyond Expectations, Bridging Worlds
Unlimited Standby Flights
Allow for and encourage last minute decision-
making to fill otherwise empty seats. For
instance...create a board showing departing
flights with availability for standbys.
Bridging Worlds, From the Heart
Unlimited Standby Flights Network Loyalty
Reinforce the uniqueness of the offer Provide access to rewards and recognition
by providing a small touch of delight in unexpected ways. For instance...create
in-flight. For instance...when standby tools for passengers to gift rewards to others
flyers reach a milestone (e.g. number in their loyalty group.
of flights, distance), upgrade their seat. Beyond Expectations, Bridging Worlds
Bridging Worlds, From the Heart

Unlimited Standby Flights

Engage adventurous and frequent travellers
by providing a unique ticketing offer. For
instance...at checkout for ordinary tickets,
offer option to add standby subscription.
Bridging Worlds, From the Heart
Foundational Fixes

Call Center improvements Airport services improvements,
with emphasis on check-in process
Website improvements
Streamlining the boarding process
Full integration between
online and offline channels Improvements around delays and
on-time departures
Consistent delivery with Luggage handling improvements CRM and on-going conversation
‘From the Heart’ in cabin with customers
Transit flight process improvements
Improvements around delays Improvements around redeeming
after boarding miles within M&S
Complaint resolution improvements

Establish a Service Culture Achieve Process Excellence Re-assess and Invest in IT Ensure Customer Ownership
 AL JAZEERA

We made Al Jazeera’s
diversity their difference again
BRAND STRATEGY
ADVERTISING
MARKETING EFFECTIVENESS
 Al Jazeera Global Brand Guidelines Global brand strategy 55

Al Jazeera Global Brand Guidelines Global brand strategy 53

Clarity by Contrast ClarityAlbyJazeera’s

Contrast aim
Diversity makes the difference
Diversity ensures a more informed and
unfiltered account of the countries, cultures
We call these brand pillars. They explain
in detail how we go about delivering our
masterbrand positioning. While the text

is to provide clarity
can be used externally, they are primarily
and societies we report from for internal use. They should be used as
criteria to decide whether our content,

through contrast.
output, products and promotion align with
Context reveals true causes our masterbrand positioning. The brand
Placing everyday issues and events in the pillars should also be communicated to all

We champion diversity
broader context reveals true causes and their new and existing employees as a way of
effect on people’s lives making clear the desired behaviours we’d
like to see inside our organisation.

on our screens, in Uncommon voices,

common truths

our stories and our Challenging the established narrative and

championing the alternative voice creates

sources to offer
a more inclusive public space

Wherever it leads,
audiences a more
This is our masterbrand positioning explained.
It shows how contrasting people and whoever it takes
perspectives inside Al Jazeera help us create
a better final product. This statement should On the ground, first-hand coverage creates
be used on all ‘about us’ sections on our
websites, apps and other online touchpoints
where our content is read. Senior leadership,
informed, unfiltered a fairer and more factual account of the
issues and events of our time

and inclusive view

managers and reporters should quote this
line in interviews and speeches when we talk
about the network, what we stand for and
what makes us different.

of their world.
 TORONTO HYDRO

We helped Toronto Hydro shape

a vision for a better tomorrow
BRAND STRATEGY
ADVERTISING
 Campaign idea

Turn on tomorrow
From cleaner air, safer streets, to quieter roads, tomorrow's
energy company does more than just supply energy. We're
in the business of building a more livable, modern and
sustainable city for all. Turn on tomorrow