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Developing a brand strategy making your brand work Thursday 22 November 2012

Transcript of Developing a brand strategy making your brand work · Developing a brand strategy – making your...

Page 1: Developing a brand strategy making your brand work · Developing a brand strategy – making your brand work Thursday 22 November 2012. ... Developing your brand strategy –making

Developing a brand strategy –

making your brand work

Thursday 22 November 2012

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Welcome to today’s WebEx!

The session will start at 10.30 and finish

promptly at 11.30

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Dr Stefano Puntoni

Erasmus University

Andrew Cooper

1000 Lives Plus

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An Introduction to Branding

- 15 October 2012

• Brands help people connect with enterprises ... which means

brand management is about managing the connection with

people.

• People make decisions based on emotion and brands give

people a symbolic emotional connection that is less about

the tangible features of a product or service.

• The appreciation of a brand helps people understand the

characteristics of branded products or services. People’s

feelings about the brand affects the way they view the

product.

• In a monopoly position (e.g. NHS), branding is important

because...

– We can’t be complacent

– We need to do the best for customers

– We may have competition in future!

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What are your thoughts on

the brand you manage?

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Session 2:

Developing your brand

strategy – making your

brand work

Stefano Puntoni

Associate Professor of Marketing

Rotterdam School of Management

Contact:

[email protected]

010-4081184

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Welcome!

Today’s plan:

• Developing a brand strategy

• Q&A

• Making your brand work

• Q&A

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• Segmentation

– Understanding and sizing up the potential market

– Geographic, Demographic, Behavioral

• Targeting

– The process of selecting which market segments to serve

• Positioning

– Strategic attempt to influence the associations, image,

and identity of the product/brand/organization in the

mind of target segments

– A strategic lighthouse and the centrepiece of

marketing strategy

The Holy Trinity of Marketing

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The three C’s model

Positioning

Customers

CompetitorsCompany

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Company

Localised expertise, Decentralised,

No fixed origin

Customers

Hate faceless banks, Want global expertise,

Hate globalised offerings

Competitors

National identities, No differentiation,

Cold, Uncaring

Positioning?The world’s

local bank

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Positioning

Customers

CompetitorsCompany

• Irrelevance

• Insult

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Positioning

Customers

CompetitorsCompany

• Changing

• Cluttered

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Positioning

Customers

Company

• Betray brand promise

Competitors

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How to do it?

• Frame of reference:

– What is it that we do?

– To clarify which needs we are satisfying

– To clarify which organizations we consider as competition

• Points of parity

– What do you need to offer for people to consider you?

• Points of difference

– What can you offer that will make people choose you?

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Expressing the position internally

• The brand mantra/strapline

– Authentic Athletic Performance

• Brand values

– Performance - setting global standards

– Innovative - delivering breakthrough solutions

– Progressive - always looking for a new and better

approach

– Green - demonstrating environmental leadership

• The positioning statement…

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Positioning Statement

• A simple template:

To (target segment) who (need),

our (brand) is (frame of reference)

that (point-of-difference).

To busy mobile professionals who need to

always be in the loop, Blackberry is a wireless

connectivity solution that allows you to stay

connected to people and resources while on

the go more easily and reliably than the

competing technologies.

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Positioning Statement

• A simple template:

To (target segment) who (need),

our (brand) is (frame of reference)

that (point-of-difference).

To deadline-oriented business people, FedEx is the overnight

package delivery service that is the most reliable because of

its sophisticated package tracking system

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• Most brands:

• “Our brand is important”

• “Many people are involved”

• “We have a big budget”

• More = Better

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The result…

• The 42 slide presentation

• The 248 page positioning guide

• The brand dictionary

• Wheels, Triangles, Keyholes, Matrices

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October 2

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The Generic Brand Positioning

• Most Brand Positioning

Trusted

Quality

Value

Innovation

Trusted Partner

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October 2

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Tight Brand Positioning

_ = +

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Less is More

“Define the DNA of a brand in three words or less”

(Robert Polet, Gucci CEO )

Seduction, Powerful & Accomplished

Precious and Mysterious

Sexy and Comfortable

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And once you have it…

• Positioning drives all aspects of the organization

• It’s the benchmark against which all decisions should be

evaluated

• Dictates what we do and what we don’t

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• 2004: Launch of “Sense and Simplicity”

• Not a campaign, but a brand promise

– Consumer Test Centers

– Large investment (€170ML in 2005)

– Steady increase in brand value

– An example:

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• Thank you for joining us today.

• The slides and audio recordings from these two online

seminars are available online at:

www.1000livesplus.wales.nhs.uk/communications

• Further seminars – similar to this one are planned next

year – we’ll let you know through our eNewsletter or

follow us @1000livesplus