Branding Presentation
29
Which way did the brand go? February 2012
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I conducted this presentation at the Hub Halifax back in Feb. 2012. It's quick and simple summary of branding.
Transcript of Branding Presentation
Which way did the brand go?
February 2012
Who’s this guy?
• Own a marketing and communications consultancy
– Work with a variety of companies located in Atlantic Canada, Central/Western Canada and the US
• Before that, worked at large ad agencies in Halifax and Toronto
– Clients were NSLC, ALC, Toyota, Canon, CIBC, Kraft, Rogers and Dare Foods
• Work for two of Canada’s top brands – Molson and Nikon
• Strong experience in a variety of media and engagement channels
What is a ‘brand’?
Is it this?
This?
Or this guy?
A brand is…
An embodiment
of an idea(In Nike’s case, “Empowerment”)
A brand is…
A brand is…
More than a slogan…
…or an ad campaign
A brand is…
Compelling & relevant point of
difference
A brand is…
The bond
that gives
people a
reason to
believe
The worlds top brands
Who do you think are the top 5?
Top brands in 2011
Interbrand Top 100
Top brands in 2001
Interbrand Top 100
What’s happening to today’s brands?
Brand Ownership
Who really owns the brand – the company or
the people using/buying it?
Brand Fragmentation
Inconsistency is consistency?
Brand Loyalty
Those who like it, like it a lot
Brand Engagement
We don’t just call or visit
Why ‘brand’?
Why Brand?
Reason to choose
Build loyalty
Be different
Grow business
Why Brand?
Build a reputation
Support corp. vision
Ensure consistency
Change perceptions
Branding Steps
1. Look around
2. Talk to your customers
3. Define who you are (i.e. attributes
and values)
4. Outline ‘why you’ (i.e. benefits)
5. Wrap it up in something clear and
concise
Now it’s your turn
Try to define your brand
• Outline your top three
competitors
• Highlight three interesting things
about your customer
• Define five key attributes and/or
values (high the two most
important to you)
Try to define your brand
• Define ‘customer’ benefits –
functional and emotional
• See if you can link the two
benefits with something bigger
• Write a ‘rallying cry’ that includes
the top two attributes, both
benefits and the ‘big link’
Rallying Cry
Attributes
Company X is a _______ and _______
organization that offers people
______ and ______ so they can
achieve ________.
Benefits
The ‘Ultimate’
Benefit
