A2: BRANDING IN THE

NONPROFIT WORLD –

APRIL 29, 2014

DEBORAH WARD, DIRECTOR OF

MARKETING & COMMUNICATIONS,

OMAHA CONVENTION & VISITORS

BUREAU

DR. JONNA HOLLAND, ASSOCIATE

PROFESSOR OF MARKETING,

UNIVERSITY OF NEBRASKA

AT OMAHA

Branding in a Cluttered World

Dr. Jonna Holland

Department of Marketing and Management

College of Business Administration

University of Nebraska Omaha April 2014

2013 Brand Engagement Survey - Gensler

So… What is a Brand?

A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“

• https://www.ama.org/

Brand = Meaning • Differentiates

– your organization – Your product – Your service

• From others

• In the mind of the consumer

Like a rock

Like a rock

The Ultimate Driving Machine

The Ultimate Driving Machine

~ $150 Billion spent annually on all forms of promotion ~ 600,000 messages for every man, woman and child per year ~ 1600 messages/person/day Of those, only 217 are noted Of those, only 34 remembered 9 remembered negatively 25 remembered positively = 98% failure rate!

How to break through the clutter:

Is Our Brand’s Voice

Evaluate your own brand • Reputation

– How well known is our organization?

• Esteem – How highly thought of is our organization?

• Relevance – How important are our mission and activities to

our target audiences?

• Differentiation – Are there other organizations that do what we do?

Key Questions

• What is our Brand Promise?

• Does it communicate our Vision and Values?

• Does it appeal to our primary audience?

• Is it distinct from our competitors?

Brand Audit

• Does our name communicate clearly?

• If you use an acronym:

– Is it relevant?

– Easy to remember? – Reflect/Reinforce the Brand?

• Is it Unique?

Examine the tools of your BRAND

• Brochures • Letterhead • Program literature • Newsletters • Annual reports • Web pages • Signage • Uniforms • Business cards

Goal:

TAMMY L. WILLIAMS, DIRECTOR

OF COMMUNICATIONS &

EXTERNAL RELATIONS,

CONAGRA FOODS

Click to edit Master title style

Click to edit Master subtitle style

Tammy Williams

Director, Communication & External Relations

The ConAgra Foods Brand:

Insights, Essence and Impact April 2014

Today

1. The case for change at ConAgra Foods

2. Research insights and essence

3. Re-branding strategy and execution

4. Current research today

Our brands

• Founded 1919

• Fortune 500 2013 rank: 209

• 36,000+ employees, 140+ plants

• 40+ brands including:

• Largest potato supplier in North America:

• Competitors:

Challenge: Who is ConAgra Foods?

Why should we care?

Corporate brand strength drives preference and:

Customer Choice

Labor Market Choice

Investor Choice

Consumer Choice

Decision Making

Differentiated brands have 61% more impact on preference

over non-differentiated brands

Source: Communications Executive Council, Building Stakeholder Preference

Through the Corporate Brand, March 2008.

Research findings revealed…

ConAgra Foods who?

You make what?

Where are we headed?

Our brands are loved by most Americans?

It is about the food! And it is good!

Next to the food, what matters? Customers!

What’s our story?

Understanding brand essence

Brand essence combines specific, rational

and emotional brand attributes – both

important in brand expression.

ConAgra Foods brand essence

ConAgra Foods delivers:

• Quality, convenient food

• Industry knowledge and expertise

• Consumer insight and understanding necessary to deliver relevant brands

• Consistent, reliable quality and service that drives success for customers and the company, effectively building our brands

• Strategically focused and efficiently run operations, effective internal and external partnerships

RATIONAL EMOTIONAL

Brand Essence

ConAgra Foods is about:

• Delicious, nourishing food

• Pride in brands that America loves, and have for decades

• A drive to be more original, more relevant, more innovative, more successful

• The dedication and commitment of hardworking employees who want to make a difference

• A loyalty and responsibility to the consumers who buy our brands, and the customers who sell them

At our best …

ConAgra Foods’ brand elements include:

– Focus on food

– Customer and consumer connections

– Progressive spirit

– A sense of happiness

– Honesty and authenticity

– Simple

New look

Branding goal: 2009-present

Reposition ConAgra Foods’ reputation as:

• The food company who makes food consumers love

and want

• A leader with a significant number of classic brands

— brands that have stood the test of time, are well

loved by consumers and continue to grow in

relevance

• A progressive company, making its food and brands

better all the time

Execution strategies

• Better articulate and create the identity for

who ConAgra Foods is, at its best

• Build internal brand evangelists and tie

employee contributions to making high-quality

food

• Get customers and consumers needs into

focus for our employees

• Better tie the ConAgra Foods brand to our

products

Employee campaign

Employee campaign

Branded house House of brands

Branded house Blended house

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5

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-2011

House of brands

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Branded house House of brands

Transitioning to blended house

The power of a blended house

CCR19QX7WV © 2008 Corporate Executive Board. All Rights Reserved.

Creating more positive impact with

the company brand

Today’s situation:

• Everything we do must have greater ROI.

• Reactive management of the corporate brand is table stakes.

• As consumers have shifted toward transparency, the brand

behind the brands becomes more important and must be

proactively managed—otherwise it can be a detriment.

Therefore:

• Establishing a company narrative about who we are THROUGH

what we do can provide payback to the company’s bottom line.

• Strategies build on, and are additive to what we do today.

What that means for us

Have a story to tell—and tell it

– Ensure people know our story and that it connects to people’s desire for

authenticity and responsibility.

Provide an experience

– Find new ways for people to see, touch, and feel where the products they

buy come from.

Be transparent

– Give the people what they want: to know what’s real and authentic to the

culture and the people behind the products they use.

Be a “demanding” brand

– Make real, meaningful demands on consumers’ time, energy or wallet by

being a brand that pushes them towards taking action that they know to be

right.

Our latest research showed…

When investors and consumers

know who ConAgra Foods is and

what we do, they like the company —

and are more inclined to buy

our brands and consider our stock

Source: 1. Wall Street Journal Perceptions Study of investors, 2008, 2009, 2010, 2011,2012 2. Corporate Executive Board consumer research, 2012 3. Reputation Institute consumer research, 2013

What drives this preference? How much

does knowing the company behind the

brands really matter?

Who you are matter as much as what you make

How much do

Product Attributes

(eg: value, ingredients)

drive decisions?

Would Consider 55%

Would Prefer 47%

How much do

Corporate Attributes (eg: ethics, CR)

drive decisions?

45%

53%

50% 50% Would Recommend

Reputation Institute, 2013

The opportunity

• Consumers now expect company brands to stand for something and to play a

meaningful role in social change (Edelman GoodPurpose Report, Havas Meaningful Brands,

Cone Echo Global CR Study).

• Company brands are shifting their go to market strategy by telling purposeful

stories with the intent of growing market share. (Unilever, Nestle, Chipotle, Panera).

• ConAgra Foods is relatively less known – but when known, very likeable.

• ConAgra Foods has a long heritage of social impact work so it’s well positioned to

take advantage of this market driver (20-year commitment to ending domestic child

hunger).

• By sharing its story, ConAgra Foods can inspire stakeholders to promote its

company and product brands.

• The sooner ConAgra Foods defines, integrates and shares its company brand

story, the greater the opportunity for leadership and competitive advantage.

Company and product brands

Company brands are increasingly aligning product brands to

the company core values

Kraft, ‘Make some good’ / Capri Sun, ‘Making every day better’

Unilever, ‘Sustainable living’ / Dove, ‘Real beauty’

General Mills, ‘Nourishing lives’ / Yoplait, ‘So goodness’

P&G, ‘Touching Lives, Improving Life’ / Tide, ‘Loads of hope’

Coca-Cola, ‘Open happiness’ / Minute Maid, ‘Put good in. Get good out’

Nestle, ‘Good Food, Good Life’ / Nescafe, ‘All the goodness of coffee’

Roll Hunt’s video here

Food for thought

• What do my stakeholders think of my brand today?

How do I want them to think about it in the future?

• What is my brand’s purpose – what does it stand

for? How does that align with my business goals?

• What is my brand’s story?

• How do my employees live the brand?

Thank you!

CAROLE TODD, DIRECTOR OF

COMMUNICATIONS & MARKETING,

LUTHERAN FAMILY SERVICES OF

VIRGINIA

“Authentic brands don't emerge from

marketing cubicles or advertising agencies. They

emanate from everything the company does...”

Howard Schultz

QUESTIONS FOR OUR

PANELISTS?

THANK YOU!

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