COLOR MATRIX

After our meeting today, and this morning's class I started to looking at commercial and understanding them in a more precised way. Within promotional strategy I learned to focus on the non-verbal behaviors and the overall message the company is trying to convey, but until now I have not looked at the peripheral cues and how they are all tie into the message.

In order to create a commercial, or create the overall theme of the message within that commercial marketers need to identify where the product falls in the  product color matrix. To be most effective, promotional messages should acknowledge differences in involvement and hedonic value. The PCM is presented to highlight the differences between products that need to be considered when developing advertising. The PCM draws on the ELM theory and adds a metaphor of color to highlight the meaning of products.

Connecting the Product Color Matrix with Attitude Theory:
White Product Goods: think, feel, do
Red  Product Goods: feel, think, do
Blue Product Goods: do, think, feel
Yellow Product Goods: do, feel, think

Commercials:

• Old Spice: Blue Product Goods
• Vintage 1957: Referring to an emotional connection between a son and his father, and that Old Spice is for men like a father.
• Vintage 1972: Referring to the roles of a man, incorporating manly figures such as a gentlemen with a lady, a gentlemen in the navy, and a cowboy.
• Original: Now they have started to capitalize on the Mans, Man.
• 2015: Comparing the turn off Mans, Man to the desirable Mans, Man.

The #2's

Important Takeways:

Unique Value Proposition: is the unique belief that we want both employees and prospects to associate with the brand, beyond its functional purpose. (Story’s Theme)

• Explains the “why” behind the brand, beyond its profit motive

Unique Selling Proposition: based on an important benefit, alternatively and riskier it could be based on a feature that clearly implies a benefit.

 USPs are told by the seller, UVPs are told through the selling because everything the brand does and how it performs demonstrates what the UVP is.

Consumer Pathway with the Consumer Decision Journey: 

The Consumer Pathway is similar to the CDJ in includes consumer awareness, active consideration, and purchase.

•  It also includes:
• Involvement: Increase emotional engagement before purchase (Should I try a different brand?)
• Consumption: Improve the user experience (This product feels so nice and works so well)
• Relationship building: Make a customer feel special to improve per capita value (This product is way better than I thought it was going to be)

I AM STATEMENTS:

•  The most important thing to keep in mind is that the prospect’s and the brand’s statements should complement each other. Once complemented, the two I AM statements that you’ve written should provide proof that such a strong relationship has every reason to exist. 

OREO I AM STATEMENT:

I AM a sandwich cookie to satisfy a sweet tooth.

I AM a delicious snack for parents to reward their children with.

I AM the cookie that makes children want to drink their milk.

I AM a convenient snack for kids on the go or a parents’ guilty pleasure.

I AM the leading choice of sandwich cookies for young adults ages 18-29.

I AM not an ordinary sandwich cookie; I come in different colors and flavors.

I AM a cookie that brings out the youth in everyone.

I AM a cookie that helps consumers enjoy themselves through fun and taste.

I AM a cookie that brings happiness to all families.

I AM not just a cookie, I am THE COOKIE

Cosumer Pathway/Touch Points

After reading chapters 8-11 in Brand Media Strategy, Group 3 conducted an activity to help classmates understand the Consumer Pathway more when relating it to different media outlets.

When doing this exercise we were connecting Oreo's Consumer Pathway with different touch points that relate to their branding strategy. Most of the groups found that our answers were quite similar, I personally think after focusing on Oreo's business model and marketing tactics we all have a general understanding of what this company's brand image is.

We also learned about the CCP, Central Communication Platform, and how this allow marketers to anchor and integrate the Brand Media Strategy and the media activations. The CCP is developed by the consumer insight or truth that is relevant to the target audience. By creating a CCP this will help companies focus on their inner layer.