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Attitudes theory

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Adrienne Czerwin-Abbott

on 9 February 2016

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Transcript of Attitudes theory

Feisbein Theory
Ao=biei

Johnston Mooney & O’Brien

Brand Re-Launch 2012
2011: Key Issues affecting the brand
Personality
Lack of clear brand personality – consumers don’t know what Johnston Mooney & O’Brien stands for
On shelf stand out
Extremely cluttered category where the top players all look similar on shelf – stand-out achieved by shelf space mass rather than design currently
Logo / tag line
Doesn’t differentiate Johnston Mooney & O’Brien and therefore leads to consumer confusion as to what we stand for / what our USP is
Inconsistency
Issue across all our packaging and, at times, our ATL comms
Personality
Agency 1: “No brand personality, no clearly defined hierarchy, no distinct point of difference”
Agency 2: “Who is JMOB? The lack of a distinctive personality means that the brand struggles to engage with it’s consumers”
Agency 3: “Lack of awareness of the JMOB brand, lack of distinct voice”

Research: See next slide
Key Issues – Brand Personality
Brand attributes of Brennan’s and Mc Cambridge are clear where Johnston Mooney & O’Brien doesn’t clearly stand for anything
Online Survey: Brand Attributes (Identity?) The Why’s?
Johnston Mooney & O’Brien
Family Bread Consumer Research: July 2011
On-shelf stand out

Agency 1: “Sub-brand dominant / Confused / Indistinct / No standout / No heritage / No equity”
Agency 2: “Though the bread category may require conforming to category norms, some level of brand colour in combination, or colour system would be beneficial in gaining on-shelf distinction and product range cohesion”
Agency 3: “On shelf view of top 5 brands is confused and similar (colours & architecture) with an overuse of Red and Yellow within and across brands”
Key Issues – On-shelf stand out
On-shelf stand out

Agency 1: “Sub-brand dominant / Confused / Indistinct / No standout / No heritage / No equity”
Agency 2: “Though the bread category may require conforming to category norms, some level of brand colour in combination, or colour system would be beneficial in gaining on-shelf distinction and product range cohesion”
Agency 3: “On shelf view of top 5 brands is confused and similar (colours & architecture) with an overuse of Red and Yellow within and across brands”
Key Issues – On-shelf stand out
Logo / strap line

Agency 1: “ Logo does not standout on shelf, not clear, simple or straightforward / Logo is too complex for reproduction on many applications / Contemporary feel but no reference to history & provenance of the brand. Tagline ‘Live Life, Love Bread’ does not communicate key strengths of the brand. Mixed backgrounds (red,white,clear) create more inconsistencies, diminish trust”
Agency 2: “The current brandmark has proved difficult to reproduce on various substrates and lacks clarity and sharpness due to the graduation in colours within the text and on the perimeter of the lockup. Opportunity to make your brand strap line more memorable, distinctive and ownable”
Agency 3: “No stand out and no defined hierarchy between masterbrand and product”
Key Issues – Logo & Strap Line
JMOB Logo Development
2011
2008-11
2006-08
2006
pre 2005
Interpretation of Logo on packs
Varying print quality of Logo
Bundys Sesame Seed
800g Wholemeal
Goodness of Oats
Handy Toast
Consistent Clear Hierarchy Distinctive & Unique Built on Tradition Equity
Key Opportunities
(common themes across all three agencies)
Inconsistent

Sub Brand Dominant

Indistinct

No Heritage

No Equity
Consumer Needs Segmentation
Approachable
Friendly
Open
Careful
Caring
Sensitive
Fun-loving
Carefree
Spontaneous
Focused
Competent
Controlled
Self-assured
Assertive
Forthright
Bold
Dynamic
Independent
Irish Rashers/Sausages Portfolio
A bread product that is playful and upbeat
A bread product that is well-known and for everyone
A bread product that is unique and confident
A bread product that is sophisticated and premium
A bread product that is traditional and simple
A bread product that is exciting, convenient and easy-to-use
Bread Map Territories
Threats
Rapid increase in input costs
Erosion of category value (PL, promotions, Discounters)
Retailer rationalisation of brands
Decline of plant bread market (towards new bread types and imports)
Negative health perceptions of white bread
Opportunities
Consumers looking for authenticity
Consumers’ need for Value for Money
New bread types (crusty, Speciality, new TBD)
SuperValu, Centra, & Convenience outlets
Growth of Discounters
Consumer trend towards health & nutrition
Weaknesses
Performance outside Dublin (brand, rate of sale, distribution)
Lack of clear brand proposition/equity
Poor health & nutrition credentials
Lack of real Innovation
Strengths
Brand strength in Dublin area
Strong portfolio of product brands (Toastie, Goodness, Bundys etc)
Highest Grade of flour in Irish market
Oldest bakery in Ireland
Unique bun-making process
Excellent product quality in Browns
Skills/Knowledge of our People
Brand SWOT
Heritage & Tradition
Brand Awareness/Fondness
Flour Quality
Baking expertise
Key Strengths to Leverage
“A Revelation about Human Behaviour, which is utilised to unlock growth”
- Diageo definition
The Importance of a Consumer Insight
Source: Bord Bia
New Tagline
“HISTORY IN THE BAKING”

Same tagline developed by packaging and advertising agencies simultaneously

Brilliant Minds think alike!
Foundation date highlighted
Diamond Icon: Reference to high grade flour
Original J re-drawn
New Brandmark
Packaging re-design
Tactical Press
Nostalgic Radio Ads
70K consumer interactions 12K competition entries 15K ad views
Over 20,000 views to date
Other
Website re-design
Fleet Re-Brand
Source: AC Nielsen August 2012
The Results so far
Do a SWOT Analysis
Develop some form of Brand Positioning Model/Statement
Can also use a Brand Bullseye (see appendix)
Focus on unique strengths/attributes
Communications need to be:
Relevant
Motivating
Credible
Differentiated
Importance of Campaignability of the idea
Clarity & Consistency of Message
Across all touch-points
Get Sales, Marketing & Operations teams fully aligned
Quality of Execution
Reflect the product & the team behind it
Key Takeaways
Appendix: Brand Bullseye
Class of 2012
Attitude change through Social Media & Gamification
Advanced Model
Full transcript