Branding: Different is Better than Better

Creating demand and a point of difference in a

confusing, competitive and commoditized market.

Ken Wilson

VP, Managing Director

Lewis Communications, Nashville

Why Am I here?

• Discussion of branding

• Some case examples, but you have your own

• Hopefully, stimulate a few ideas

Competition isn’t your problem

Commoditization is

When consumers believe that all brands are the same, the

cheapest or most convenient one wins.

Commoditization is why Geico wins…

The opposite of commoditization is why Starbucks

wins

A Marketers Reality

• Very few of us have products or services that are truly different.

• There are many, many acceptable substitutes to choose from.

Brands are what distinguish you

Branding Definitions

• “Brand”

– Lives in the minds of your target audience

– Often have different perceptions based on audience

– You don’t control your brand, you can only influence it

– Brands are defined by a multitude of influences

Branding Definitions

• “Brand Identity”

– Logo, name, graphic standards

– Not your brand, but symbols of your brand

Branding Definitions

• “Brand Positioning”

– What you do to influence how your brand is perceived.

– Includes the messages you send, and the channels you use.

– This is what you do control.

Branding Definitions

• “Brand Personality”

– The intangibles you put behind your brand.

– Tone of voice, responsiveness, attitude, character, behavior.

Creating A Brand

• Rational or Emotional?

Creating A Brand

• Rational or Emotional?

– Both

– Rational, sustainable point of difference, wrapped in genuine emotion.

– Both must be relevant to the audience.

Creating A Brand

• Objective Market Evaluation

– Competitive review and comparative analysis.

– Geography, accessibility, visibility, etc.

– SOV, SOM, other qualified measurements

– First, fix whatever needs fixing

Creating A Brand

• Talk to Key Stakeholders

– Internal audiences

– External audiences

– Influencers

Creating A Brand

• Formal vs. Informal Research

• Qualitative vs. quantitative

Creating A Brand

• What to ask:

– Internal Audiences: “Why are you here?”

– External Audiences: “Would you recommend this company to a friend?”

(why or why not)

Creating A Brand

• Formulate a brand position, personality, and a strategy

– Often test, but sometimes you have to go with it.

Case Examples

Vanderbilt University Medical Center

VUMC

• 1996

– Ranked fourth in preference in the market

– “If I’m dying take me here, otherwise, take me somewhere else”

– Quality and technical capabilities unchallenged

– Perceived as a cold and sterile place to be

– Needed personality, warmth in the brand

– “Hearts and Minds”

VUMC

• 2000

– Moved into a position ofchallenger

• Now rankedsecondin preference.

• Needed the brand voice to begin to speak from one of leadership.

• Began a second opinion strategy.

VUMC

• 2004 –2008

– Reached dominant position in market.

– Began to expand leadership gap.

VUMC

• 2008 –on

– Begin to expand reach.

– Focus on relevant message outside of market as well as local.

Case Examples

Tiffin Motorhomes

Tiffin

• Favorable brand perception, but marketing an after thought.

• Desire to expand into luxury category.

• Low quality marketing was a disconnect with desired brand position.

• Unparalleled customer service created a core base of loyalists.

• “Whereever You Go, We Go”

Tiffin

• Integrated Campaign Materials

– Interactive Marketing

– Website

– E-Mail Marketing

– Banner Ads

– Virtual Tours

– Google AdWords

• Social Media

• CRM

• Loyalty Club

• Traditional advertising as support

• Product Materials and Dealer Support

Tiffin

• Brand results:

– Market share grew from 4% to over 20% in last eight years.

– Moved from eighth ranked to number one selling Class A motorhome for

last three years.

Questions?