Core Brand Strategy
5
CORE BRAND STRATEGY
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Transcript of Core Brand Strategy
CORE BRAND STRATEGY
-‐ Involve the team -‐ KISS -‐ Challenge everything -‐ Minimise the non-negotiables -‐ Capture what you know -‐ Look for A-Ha’s -‐ Identify Blind Spots
summary
& do something about it!
Introduction
BRAND OFFERING HYGIENE, USP’S DIFFERENTIATORS
Integrated Communications strategy. PR, Online Advertising, BTL, social, events, sponsorships
INFORM
AWARENESS & PENETRATION
LAUNCH CORE offering
Core brand strategy development
The market you’re offering vs the competitors offering
Introduction
EXAMPLE: ABC COMPANY
INFORM
Market vs ABC Company
Competitors
Market
ABC core strategy
Customer Cost
Customer Value
Customer Convenience
Customer Communications…
Less than ABC +2% vs Eastern Commodity Grade Discount vs Premium Brands.
The whole package (South African, European, Higher Quality, Consistency, Environmental Credentials. Cost-Effective & commitment to SA Market. Key Hygiene: Stock & National Distribution, Every reason to specify & use. Only complacency will dictate other wise.
Stocked & sold nationally Merchant with aligned interest Merchant with no alternative vested interest.
OWN IT! Years of brand communication equity
EXAMPLE: ABC COMPANY
