Developing a brand strategy making your brand work · Developing a brand strategy – making your...
Transcript of Developing a brand strategy making your brand work · Developing a brand strategy – making your...
Developing a brand strategy –
making your brand work
Thursday 22 November 2012
Welcome to today’s WebEx!
The session will start at 10.30 and finish
promptly at 11.30
Dr Stefano Puntoni
Erasmus University
Andrew Cooper
1000 Lives Plus
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!
What are your thoughts on
the brand you manage?
Session 2:
Developing your brand
strategy – making your
brand work
Stefano Puntoni
Associate Professor of Marketing
Rotterdam School of Management
Contact:
010-4081184
Welcome!
Today’s plan:
• Developing a brand strategy
• Q&A
• Making your brand work
• Q&A
• 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
The three C’s model
Positioning
Customers
CompetitorsCompany
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
Positioning
Customers
CompetitorsCompany
• Irrelevance
• Insult
Positioning
Customers
CompetitorsCompany
• Changing
• Cluttered
Positioning
Customers
Company
• Betray brand promise
Competitors
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?
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…
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.
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
• Most brands:
• “Our brand is important”
• “Many people are involved”
• “We have a big budget”
• More = Better
The result…
• The 42 slide presentation
• The 248 page positioning guide
• The brand dictionary
• Wheels, Triangles, Keyholes, Matrices
October 2
The Generic Brand Positioning
• Most Brand Positioning
Trusted
Quality
Value
Innovation
Trusted Partner
October 2
Tight Brand Positioning
_ = +
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
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
• 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:
• 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