Ogilvy's Brand Marketing Model and Strategy

This time, I would like to share with you Ogilvy ’s brand marketing tools among the classic 4A brands - 3 classic models and 1 systematic training material. Some friends may ask, why is it not the dozens of GB of Ogilvy information circulating on the Internet? Because you won’t read it even if I share it, and even if you do, it won’t be of much help (too much, too diverse, and too old).

These four classic treasures are the best products that I carefully selected after spending two days sorting out all the Ogilvy information accumulated in the past. I hope they will be helpful to you.

01. 360-degree brand steward (1990)

Ogilvy's most core and influential concept, which is still used today, is the 360-degree brand management concept proposed by David Ogilvy in the 1990s - communication management at every contact point between the brand and consumers.

This is the well-known "360 Brand Compass", a set of thinking tools to help successfully establish and manage the relationship between consumers and brands. It is also a complete operational process to ensure that all activities reflect and are loyal to the brand and actively manage the relationship between products and consumers.

But the fact is that only the top 1% of customers can afford it. The vast majority of customers do not want and cannot afford 360-degree promotional activities. This is why the concept of 360-degree brand steward has been lukewarm in China. Unlike the mature market development and brand accumulation in Europe and the United States, most domestic companies are in the "survival" stage, and this kind of comprehensive brand management is out of reach.

However, the key point is that this model can help you systematically sort out the core channels of brand communication and think about the corresponding marketing strategies (see: Ogilvy 360 Brand Management.pdf, a total of 229 pages).

02. Ogilvy & Mather Butterfly (2001-2011)

Following David Ogilvy’s 360-degree brand stewardship concept in the 1990s, Ogilvy Butterfly integrated the existing mature Ogilvy tools and methods to jointly promote brand strategy thinking with clients. The core of Butterfly is “The big ideaL”, the brand’s big ideal (note, not big idea).

—About The Big ideaL

“The Big ideaL” is an upgraded version of the brand positioning theory proposed by Ogilvy in 2010.

In the past, brand positioning was all about finding customer insights. From the perspective of market competition, once a brand’s positioning was determined, consumers would follow it.

The ultimate ideal is to make the brand more connected with society and even the world. The emotional connection with consumers is a brand’s greatest asset. For example, Dove does not emphasize the function of soap products, but hopes that every woman will have confidence in herself. LV does not emphasize handbags, but that people can see themselves through the journey.

03. Ogilvy Butterfly (2001-2011)

In the Internet + era, communication channels are becoming increasingly fragmented. The new generation of mainstream consumers, such as those born in the 1990s and Generation Z, have diverse consumption concepts and personalized demands. Consumption is increasingly becoming an expression of values, and it is becoming increasingly difficult to impress consumers. The boundaries between brand, public relations, marketing and operations are also disappearing, and customers are becoming more realistic, from brand KPI to marketing ROI.

All-round communication coverage may not necessarily create a loud voice, but a small but effective way to gain more fans can be achieved. For most customers, they don’t need 360 degrees, but want to know the key dimensions that truly promote the development of their business, so the fusion 5C model was created.

Each corner of the five-pointed star (5C, namely Company, Category, Competition, Consumer, Channels) represents a deep insight into a certain aspect of the client's business, and the red star in the middle is the overall strategy formed from these insights.

From 360 Brand Manager to Butterfly to Fusion, Ogilvy’s brand strategy model has been innovating as the communication environment and audiences change. From the initial "360-degree image packaging", to "brand ideals and corporate driving force", and then to "5C model for in-depth insight into customer business", the cooperation with the brand's commercial operations has gradually deepened, and we are more focused on practical results.

04. Ogilvy Brand Marketing Tools

This training may be the most systematic brand marketing training in Ogilvy’s history. From brand awareness to strategic planning and then to implementation, it is almost another practical "marketing management" and its value is self-evident.

The above is the treasure I want to share with you this time!

Author: Marketing Operation Treasure

Source: Marketing Operations Treasure