Propaganda Lecture

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Propoganda
Brand strategy lecture 
thursday 17th Jan

1. Immersion
  • 1-2-1 interviews
  • market mapping
  • review potential target markets
  • sector Trend market
  • Compeitior audit
  • Brand audit

2. Insight
  • Hypothesis 
  • Proposition headline narrative development
  • Qualitative research
  • Current / lapsed customer
  • Stake holders
  • Industry influencers 
  • Quantitive research - customer/ prospect survey 

3. Brand development:
Brand positioning:
  • Compelling 
  • Differentiating 
  • Future focused
  • Single minded
  • Credible
Brand articulation:
  • Brand name
  • Brand narrative 
  • Tone of voice
  • Look and feel 

4.Strategy:
  • Marketing strategy 
  • 12-18 month roadmap of marketing activity and tactics
  • Debrief to include: 
  • Insights
  • Brand proposition 
  • Brand articulation 
  • Strategic recommendation 

 3 ways for brands to grow
1 . New customers - acquisition
2. Existing customers buying more - frequency 
3. Increase numbers of products purchased- average weight of purchase

Brand requirements 
Identity and assets - logo, product, photography, global guidelines
Website - usability, visual improvement, global solution 
Sales strategy and support - key messaging, brand plans
Chanel branding , POS 


3 tiers to continuous innovation 
Tier 1. Seasonal gifting
Tier 2: brand collaborations
Tier 3: development of new products 


M&S task 
Compeltpr : 
John Lewis 
Debenhams 
House of Frasers 
Next 

Consumer demographics:
Older women - 30+
Gym wear
Underwear - most successful 
Shoes
Children 
Maternity 
Menswear 
Mainly focused on women 
Furniture 
Beauty 


Focus to lower consumer demographic:
  • maternity (25-35)
  • Beauty 18+
  • Homeware - target new home owners ( 25+)


Social media marketing campaign 
  • instagram - 1m 
  • Influencer marketing / lifestyle 
  • Collaborations include: rosie huntington whitley , holly willoughby, david dandy
  • Beauty collabs: Rosie 



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