2007 MTIA
Maximizing Your Brand
A strategy for business growth in a crowded market
Mike Losee
QUIZ Has your CEO identified a comprehensive brand strategy?
Has your CEO identified your brand values?
QUIZ Can you state your five most relevant and compelling brand attributes? 1. 2.
3.
4.
5.
QUIZ Do your employees believe in the brand?
Do your employees know what the brand attributes are? Are your employees involved in the brand?
Maximizing Your Brand Branding Introduction Key Challenges of Introducing New Services Tools & Techniques What is a brand…really Best Practices and Strategies
RULE #1
Creativity gets brands attention. Strategy makes brands work.
(Profitable)
Maximizing Your Brand
Internal Challenge
In most companies,
strategy is separated from
creativity.
Caution!
Maximizing Your Brand
Benefits
Builds loyalty.
Drives repeat business.
Lowers cost of acquisition. Overcomes competing on price.
Results in higher margins.
Answers the ―SO WHAT?‖ Creates more forgiving customers. Lends immediate credibility to new products.
Brand Benefits
Brand Equity!
Market Cap Without brand $50B
With brand
$120B
Maximizing Your Brand
Sounds great, let’s get branding!
Internal Challenges External Challenges
Maximizing Your Brand
External Challenges
More Choices
More Advertising More Savvy
More Demanding
Less Loyalty
Challenges
More Choices
Button fly…or…zipper? Faded…or…regular? Relaxed fit
Baggy
Distressed!
Challenges
More Choices
Increased Choices…Decreased Satisfaction
Challenges
More Advertising
“Advertisers will not be satisfied until they put their mark on every blade of grass.”
Ad Age 2006
Challenges
1970’s
500-2000
ad messages per day
Challenges
Today
3000 - 5000
ad messages per day
Advertising ad nauseam
Advertising ad nauseam
Advertising ad nauseam
Advertising ad nauseam
Brain Freeze
The human brain doesn‘t process things any better than it did 30 years ago.
Consumer Push Back
Advertising ad nauseam
Challenges
More Savvy
Challenges
Less Loyalty
Tools & Techniques
So, What Can We Do?
Cut through the clutter – differentiate Seek engagement – on customers terms
Understanding customer wants & needs
Marketing Solutions
Differentiate
Tools & Techniques
Rules of Engagement
Tools & Techniques
Rules of Engagement
Quality vs. Quantity
Relevancy Interactive Personalize WIFM
Tools & Techniques
WIFM
Benefits vs. Features
So What?
•Taller face
•Smaller front-to-back depth
•Aluminum hosel •Thin face insert
Longer and Straighter Drives!
Tools & Techniques
128k
SO WHAT?
Sim Ring broadband Basic, Deluxe, Standard
DSL
Humanize the technology
Tools & Techniques
Important Reminder…
KISS
KISS
Keep It Super Simple
Tools & Techniques
Know thy customer
Tools & Techniques
Research
Quantitative Mass Surveying
Explanation of What…
Tools & Techniques
Research
Qualitative Focus Groups Explanation of Why…
Best Practices
Maximizing Your Brand
Why all the buzz? What is branding? The balanced brand.
Best Practices
Why all the buzz?
Many choices – little time.
Similar features. Harder to Differentiate.
Best Practices
So What?
People tend to make buying decisions based on trust. Things we once bought indiscriminately, are now brand choices.
Best Practices
Brand Choices
Best Practices
Market Your Brand Not Your Product
Best Practices
Ok. So What is a Brand?
What is branding?
Brand Definitions
A Promise
A Rumor
A Relationship
A Unique Position
An Image…
What is branding?
• ―A brand name is more than a word. It is the beginning of a conversation.‖ —Lexicon • ―Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end.‖ —Edwin Artzt • ―A house of brands is like a family, each needs a role and a relationship to others.‖ —Jeffrey Sinclair • ―What‘s a brand? A singular idea or concept that you own inside the mind of the prospect.‖ —Al Ries
What is branding?
• ―Brand is the ‗f‘ word of marketing. People swear by it, no one quite understands its significance, and everybody would like to think they do it more often than they do.‖ —Mark di Soma
What is branding?
• "Long-term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program." - Timm F Crull, Chairman & CEO of Nestle "The primary focus of your brand message must be on how special you are, not how cheap you are. The goal must be to sell the distinctive quality of the brand." - Kerry Light, Brand Strategist Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company." - Christopher Betzter ―In a fast-paced world, today‘s popular brand could be tomorrow‘s trivia question.‖ – Wayne Calloway, American Industrialist, Chairman Of Pepsico Annual Report, 1989 "Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand." - David Ogilvy "Well-managed brands live on - only bad brand managers die." - George Bull "Your premium brand had better be delivering something special, or it's not going to get the business." - Warren Buffett "Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end." - Edwin Artzt "I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I pour an extra strong lager, I am handsome, I say, as I put on my Levi jeans" - John Kay
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Best Practices
What is a Brand?
Not your logo.
Not your slogan.
Not your tagline.
Not your image.
Not owned by you.
Best Practices
What is a Brand?
Is the sum total of many factors.
Is your most valuable asset. Is what your customers say it is.
What is branding?
So! What is a brand?
A GUT FEELING. Made by individuals. Not by companies. Not by marketing.
Not by slogans.
What is branding?
The bottom line…
Your brand is not what you say it is.
It‘s what THEY say it is.
What‘s Next?
Evolving your brand.
Your Brand
Evolving Your Brand
Your Local Telephone Company
Your Connection To The World
Maximizing your brand
Balanced Brand
Perception is reality.
Therefore,
Perception = Experience = Advertising
The balanced brand
The balanced brand.
Advertising
The balanced brand.
Experience
The balanced brand. Every employee
Every message
Every consumer experience
Either builds equity in your brand
Or weakens your position.
Chief Branding Officers CFO
CEO
Engineering Front Counter
2007 MTIA
Thank You!
Michael Losee Snitily Carr 402-489-2121 mlosee@snitilycarr.com