DDB Mexico’s Post

**LEGO® for Brands: More than Child's Play** The mention of LEGO® often brings to mind a world of colours and creativity, an outlet for imagination. But have you ever considered how LEGO® could be leveraged for brands in the business world? 1. **Brand Building Blocks:** Much like the bricks that LEGO® is famous for, every brand is built block by block, with each piece contributing to the larger structure. Associating your brand with LEGO® can imply strength, creativity, and a foundation built to last. 2. **Mastering Innovation:** LEGO® has consistently proven its adaptability over the years, pioneering change while maintaining its unique identity. Brands could draw inspiration from this model, learning how to innovate without straying from their core values. 3. **Engagement and Experience:** LEGO® has mastered the art of creating an immersive experience. In a world where customer engagement is paramount, brands can harness the power of LEGO®-like experiences to connect with their audience. Examples are aplenty. LEGO® Collaborations with brands like Star Wars™ , Harry Potter™ , and Marvel Super Heroes™ have not only boosted sales but also helped these brands reach a wider audience. The key takeaway? LEGO® for Brands is not a concept confined to toy shelves. It's a philosophy, a way of thinking that could revolutionize brand strategies. Whether it's building a strong brand identity, embracing innovation, or enhancing customer engagement, there's a lot that businesses can learn from the LEGO® playbook. So, next time you see a LEGO® set, think beyond the construct. Think about the potential it holds for brands, the lessons it offers and how these can be applied to your own brand story. 🧱🏗️🚀

I have tried to dissect the Brand Architecture of Tata Group, India's most valuable brand valued USD 26.4 billion (refer the image). It is a bit complex, but one common element that connects every business the group engages in is the element of ‘trust’. Before we proceed, let's understand what a 𝒃𝒓𝒂𝒏𝒅 𝒂𝒓𝒄𝒉𝒊𝒕𝒆𝒄𝒕𝒖𝒓𝒆 is? Brand architecture defines how a parent brand connects with its sub-brands, product lines, and extensions. It guides strategic brand management for consistency and clarity across diverse offerings. 𝑻𝒉𝒆𝒓𝒆 𝒂𝒓𝒆 𝒕𝒉𝒓𝒆𝒆 𝒕𝒚𝒑𝒆𝒔 𝒐𝒇 𝒃𝒓𝒂𝒏𝒅 𝒂𝒓𝒄𝒉𝒊𝒕𝒆𝒄𝒕𝒖𝒓𝒆: 1. 𝑩𝒓𝒂𝒏𝒅𝒆𝒅 𝒉𝒐𝒖𝒔𝒆: This features a single, overarching brand identity that extends across all products and services. TATA Group primarily falls under this category. 2. 𝑯𝒐𝒖𝒔𝒆 𝒐𝒇 𝑩𝒓𝒂𝒏𝒅𝒔: This involves a diverse portfolio of standalone brands, each with its unique identity and market positioning. Example - TATA Group’s brands like Zudio, Fastrack, Tanishq, Voltas, Sonata, each standalone and cater to specific consumer needs and segments. Occasionally, they are endorsed by the parent brand as well. 3. 𝑬𝒏𝒅𝒐𝒓𝒔𝒆𝒅 𝑩𝒓𝒂𝒏𝒅𝒔: In this model, sub-brands or product lines maintain their distinct identities while being endorsed by a parent brand. Example - TATA Consultancy Services, TATA Steel, TATA Motors, TATA Salt, TATA Soulfull, and TATA Gluco. 𝑴𝒚 𝒐𝒃𝒔𝒆𝒓𝒗𝒂𝒕𝒊𝒐𝒏𝒔: --> In Tata’s Brand Architecture, we may find some complexity and overlap. --> FMCG companies such as P&G and Unilever typically use a house of brands architecture, with independent brands. However, in the TATA Consumer Products division, brands like TATA Soulfull, TATA Gluco, TATA Salt, and TATA Tea are not independent; they get endorsed by the parent brand. --> TATA Neu acts as a platform for all of Tata’s consumer brands. --> Brands like Bigbasket and 1mg that are acquired are endorsed by the parent brand. In this way, TATA's brand equity is transferred to them. --> The overlapping of various brands catering to different market segments in a way helps Tata Group in cross-category selling. For example, Tata’s Consumer Product customers could consider Tata’s retail brands, and vice versa. Similarly, customers of Tata Motors cars could consider Tata’s hotels, airlines, or even retail brands. P.S- Though I have attempted to include all the brands of Tata Group, I may have missed some. #strategy #brand #brandarchitecture #marketing #tata

Importance of Brand and Brand Valuation Brands have been used for centuries to distinguish one manufacturer's products from another's, with evidence of trademark use dating back to ancient civilizations like the Indian, Greek, and Roman periods around 1300 BC. However, the concept of branding gained significant traction during the industrial revolution in the late 19th and early 20th centuries. Today, brands are one of the most effective competitive tools for businesses. As products and their features have become increasingly similar, brands provide a crucial differentiator for consumers and manufacturers alike. They add value to products, make them harder for competitors to imitate, and often result in additional cash flows due to price premiums. Strong branding enhances customer loyalty, improves product visibility, strengthens distribution channels, and boosts competitiveness. Moreover, strong brands can extend their values into new product or service categories. Brands are considered the most important asset of any organization, whether it's a product, service, retail brand, or consumer brand. Companies' founders may pass away, buildings may collapse, and products and technologies may become obsolete, but well-managed brands can endure. For instance, Coca-Cola, one of the world's most valuable brands, is over 130 years old, and many other valuable brands have been on the market for over fifty years. The longevity and resilience of brands underscore their critical role in maintaining a company's status and growth, even in challenging times. According to Fortune magazine, in the twenty-first century, branding will be the key differentiator between companies. Studies have shown that brands constitute a significant portion of shareholder value, with some estimates suggesting that brand equity can account for as much as 51% of a company's value, as seen with Apple. Therefore, the value and valuation of brands are integral to business strategy and financial performance, necessitating accurate and reliable brand valuation methods to reflect their true economic worth. Yalçın, H. (2022). The cost-based approach to brand valuation: Principles, limitations and applications. In M. Ulukan & H. Ulukan (Eds.), INSAC scientific researches in social, humanities and sport sciences (pp. 110-126). Duvar Kitapevi.

Brand positioning is essential in defining a brand's unique selling proposition, crucial for attracting and retaining customers who resonate with the brand’s values and identity. This strategic approach allows a brand to differentiate itself in a crowded marketplace, justifying its pricing strategy and fostering creativity in its marketing efforts. For luxury brands like BMW Group, this means ensuring that their marketing messages align with the expectations of an affluent and discerning audience. The recent BMW Iraq TVC highlights a significant misstep in brand positioning. The concept of offering "free maintenance" as a key selling point diverges sharply from the expectations associated with luxury car ownership. The central issue lies not in the duration of the offer but in its very nature. For high-income individuals, the decision to purchase a BMW is less about cost-saving measures and more about the luxury, status, and convenience that come with owning a premium vehicle. BMW's portrayal of their clientele as influenced by such a practical incentive like "free maintenance" undermines the brand's positioning as a luxury automobile maker. It fails to differentiate BMW in a market where luxury is synonymous with exclusivity, prestige, and superior service. Instead, the brand could have highlighted unique luxury services, such as personalized maintenance at the customer's home, to emphasize convenience and status - elements more aligned with the expectations of their target audience. Moreover, a well-positioned brand uses its status to justify its pricing strategy. By focusing on practical incentives, BMW's TVC inadvertently shifts the conversation from the brand's luxury and quality - which can command a premium price - to cost-saving benefits, more commonly associated with budget-friendly brands like saipa. The choice to promote free maintenance in a luxury car advertisement also suggests a lack of creativity in understanding and appealing to the luxury market’s nuances. In a sector where brands compete not just on quality but on the exclusivity and prestige of their offerings, BMW’s approach seemed out of step with the innovative marketing typically associated with luxury branding. The reaction to the criticism of this ad further illuminates the challenges of brand positioning in sensitive markets. BMW Iraq’s decision to delete all critical comments (including mine) from their LinkedIn post suggests a reluctance to openly engage with feedback. This could reflect a recognition of the campaign's misalignment and an attempt to shield it from wider scrutiny from upper management or perhaps the global brand itself. It also mirrors a broader trend in the Iraqi market, where companies often display sensitivity to criticism, viewing it as a threat rather than an opportunity for growth and improvement. #BrandPositioning #LuxuryBranding #MarketingStrategy #AzizZada #ConsumerPerception #BMW #CreativeMarketing #ValuePerception

In the Realm of Luxury: Integrating Brand Strategy with Consumer Psychology In the competitive landscape of luxury branding, understanding consumer psychology is essential for crafting effective brand strategies. As an MBA student focusing on marketing with a background in psychology, I’ve seen firsthand how the most successful luxury brands seamlessly incorporate psychological insights into their strategies to create unparalleled brand experiences. At the heart of luxury marketing is the ability to forge emotional connections with consumers. Research in psychology underscores the significance of storytelling in eliciting emotions and fostering brand loyalty. Luxury brands such as Louis Vuitton and Gucci have mastered this art by weaving rich narratives and heritage into their brand stories. These narratives not only resonate emotionally with consumers but also elevate the brand from merely a product to a symbol of personal identity and aspiration. Another critical element in luxury branding is the concept of exclusivity. Psychological studies reveal that scarcity can significantly enhance perceived value and desirability. Luxury brands often utilize limited-edition releases and exclusive collections to exploit the consumer's fear of missing out (FOMO). This approach not only drives demand but also solidifies the brand’s prestige. Understanding and applying these psychological triggers enables brands to craft strategies that maximize impact and engagement. In today’s market, personalized experiences are highly valued by luxury consumers. By applying insights from consumer behavior, brands can offer tailored experiences that cater to individual preferences and values. This personalization fosters a deeper connection with the brand, enhancing customer satisfaction and loyalty. Luxury brands like Chanel and Rolls-Royce exemplify this approach, setting high standards for personalized service and bespoke offerings. Moreover, a luxury brand’s visual identity profoundly influences consumer perception. The choice of colors, design elements, and overall aesthetics can have a significant psychological impact. Effective visual branding creates a lasting impression and reinforces the brand's exclusivity and sophistication. In conclusion, integrating consumer psychology into brand strategy is crucial for luxury brands seeking to maintain their competitive edge. By understanding and leveraging emotional resonance, exclusivity, personalization, and visual impact, luxury brands can create compelling experiences that not only attract but also retain discerning customers.

Luxury brands transcend mere products; they are exclusive experiences and status. The marketing strategies for these high-end brands focus on curating a narrative that appeals to the emotions and aspirations of their target consumers. This narrative, most of the time, is crafted through visual aesthetics and a distinctive brand voice. At the heart of luxury brand strategy is storytelling – crafting a narrative that speaks to the heritage, craftsmanship, and exclusivity of the brand. #ProjectV #NicheMarketing #Voiceover

part 7 THE NEW REAL ESTATE INVESTMENT EDGE, TECH-ENABLED BRAND, CUSTOMER EXPERIENCE, CX AND LOYALTY 6. Define the governing brand architecture Real estate companies can create their own brands or partner with established brands that already enjoy strong public recognition. Brand strategy decisions should be made after researching conversion, loyalty, pricing premiums, and retention. If there is a loyalty program, decide whether it relates to the specific building or to the parent brand. Creating brand families starts with deciding which of the following models is most beneficial: Brand house. All subbrands are logically associated with the parent brand, enabling strong network lifestyle recognition that is consistent across geographies. This approach is most effective when: resident segment needs are almost identical the brand contains and communicates all relevant dimensions and benefits Endorsed model. Subbrands resemble the parent brand, exhibiting some overlap in user segments, user needs, or product offerings. This is most effective when: resident segments share few comparable needs subbrand identities are loosely based on the parent brand the parent brand imparts trust and credibility to the subbrands House of brands. This refers to a brand umbrella, in which sub-building brands have stronger recognition than the network parent brand. Each brand has a different user segment and brand ethos. This is most effective when: each brand addresses a segment with unique needs brands are perceived as most relevant to consumer segments when positioned individually 7. Be bold Highly creative brands consistently outperform their peers, with 67 percent achieving above-average organic revenue growth. Building an engaging, high-performing brand is an agile exercise, and brands have to evolve to maintain relevance and meaning for the communities they serve.

The most powerful tool when it comes to building a luxury brand...? ⭐️Storytelling! 🌟 We're living in a world that's vying for attention, and here's how brands can leverage it’s power. I was recently reading this article and I wanted to share the importance of story telling while building a brand. Building strong narratives with powerful storytelling - the elixir needed to retain consumers' attention. While building House of Anita Dongre Limited through the past years, we have wanted to focus on a few things like sharing our heritage, the stories of those who helped us build the brand, and also those for whom we are building a brand. Another pillar that’s a strong one at House of Anita Dongre, is sustainability. We’re focussing on creating long term, sustainable options when it comes to creating wonderful garments that we wish you to pass down to your next generation.  I'd love to hear from you - what's your take on the importance of storytelling while building a brand? https://lnkd.in/dWzJQWTy #BrandBuilding #storytelling #luxurybrands #sustainability

Bentley Motors' global brand campaign is called "How Do You Bentley?"'s goal is to entice younger generations to learn about and participate with the Bentley world. It envisions several portals into the Bentley universe, each emphasising the interests of the intended audiences and acknowledging the brand's long-standing influence in numerous industries. Speaking about the campaign, Steven De Ploey, global marketing director, said, “This brand campaign will be instrumental in positioning Bentley as the undisputed leader in luxury and performance, highlighting all aspects of the Bentley business, well beyond automotive. The campaign will also create an even more distinct and desirable profile for the brand, appealing to both new, as well as existing target audiences, by tapping into their key passion points.” Meanwhile, Nick Cooper, global executive creative director at IPG-X, said, “Our campaign line, ‘How do you Bentley?’ enables the brand to lead the conversation about what luxury lifestyle looks like, using a shared mindset to communicate with both an existing and growth audience. Director, Anders Hallberg’s experience in understanding the luxury lifestyle world enabled us to dial in to the audience passion points, as much as the cars, to create a compelling and authentic narrative that embodied the brand. This campaign will be at the forefront of driving the brand beyond purely automotive and towards a luxury lifestyle proposition.” #brandcampaign #marketing #global  ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

Ancy Helps Boosting Brand Awareness with Bakal’s Cognitive-Based Marketing Strategy. Do you want to see how did we managed this aproach? Check the case study prepared by Worldbranddesign.com #branddesign #brandawareness #ancy