All Points Payments - Branding & Our Journey
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Transcript of All Points Payments - Branding & Our Journey
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All Points PaymentsBranding & Our JourneyApril 19th 2016Presented by Jim Moore, CEO, All Points Payments
“Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.”
-Howard Schultz, Starbucks CEO
“An advertising campaign should be timely.
A branding campaign should be timeless.” ― Steven Howard
But brand is simply a collective impression some have about a product.
-Elon Musk
Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind.
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Brand Choices
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®
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objectives
Why Branding Now?
What is Branding? Differentiation
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What isa Brand?
A Brand Is…12
A person’s emotional “gut” feeling about a product, service, or company
A brand is not what you say it is.A brand is what they say it is.
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Commodity
Differentiated BrandsCan Charge a Premium
Brand
€1.40€3.20
Can everything be branded?
Ultimately a brand is something that resides in the minds of consumers.
The key to branding is that consumers perceive differences among brands in a product category.
Even commodities can be branded: Coffee (Maxwell House), soap
(Palmolive), flour (Odlums), beer (Guiness), salt (Don Carlos), porridge (Flahavan), pickles (Chef), bananas (Fyffes), chicken (Nandos), crisps (Tayto), and even water (Ballygowan)
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13The NIKE Example
14The NIKE Example
15Forbes 2015 Top 10 Most Valuable Brands?
1. Successful and sustained branding has kept all but Nokia among the most valuable brands.
2. In some instances, it is the brand that drives a company rather than the other way around,
162004 Top 10 Most Valuable Brands?
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium
The Role of Brands
Goal: Create Long-term
Relationships
= Relationshi
ps
Promise+ Experienc
e
14Purpose of Brands
Brands are what people say about you when you are not in the room
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Contemporary Cars @Good Prices
Quality, Reliable,
and Innovative Cars
Locate Things
Fast, accurate, search results
Company Brand
A Brand is also a promise to an audience
Brand Promise
Brand Attributes
Brand Identity
Company
Brand Awareness8
Your product or service is the first that comes to mind in a certain product/service category
• Fun• Family
Entertainment
Disney
• Luxury• Performance
BMW
• Design• Innovation
Apple
• Low Prices• Great Value
Aldi
• On-demand• Reliability• Clear Pricing
Uber
•Who Made Who?
Today, Uber stands for using your phone to call a private car service. But tomorrow, will I be able to launch a mobile app
anytime I want something? Will they be able to leverage their strong brand identity and promise and get me to use
the company for an array of services?
22The Long-Term Prospective Power of the Uber Brand
Uber Brand
Today
Private Car Service
Seamless Experience
Mobile App
Tomorrow
Private Car
Delivery Service
Other On-Demand Services
A brand is the differentiator of a product or service from similar
offerings
Differentation
Does your company leave its mark on
everything you do?
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Thank You !