Take Your Brand to the Winning Intersection

Take Your Brand to the Winning Intersection

Shifting the paradigm in branding

M.T. Fuentes Consulting

M. T . Fuentes Consulting - The Winning Intersection™ 2013

The Winning Intersection

M. T . Fuentes Consulting - The Winning Intersection™ 2013

Who Care

ᵡ

?

Winning IntersectionWinning Intersection: Clear point of difference that delivers on the needs. Focus should be on expanding it, make it even bigger.

ᵡ Losing IntersectionLosing Intersection: Your competitor delivers on the needs of your target customers better than you do. You’ll be crushed and replaced over time.

? Risky IntersectionRisky Intersection: Competitive battle ground. Employ emotion, innovative superior execution.

You have to be different to survive You have to be different to survive – “Me Too “ brands may survive – “Me Too “ brands may survive and create a bit of havoc in the and create a bit of havoc in the short-run, but eventually they die.short-run, but eventually they die.

Challenge your organization; this Challenge your organization; this is a very difficult task but must be is a very difficult task but must be performed frequently.performed frequently.

Keep pushing the organization to Keep pushing the organization to the “Winning Intersection”. Forget the “Winning Intersection”. Forget about features and explore about features and explore emotional benefits.emotional benefits.

If you are in the “Risky If you are in the “Risky Intersection” innovate and strive Intersection” innovate and strive for differentiation in your go-to-for differentiation in your go-to-market strategy. market strategy.


Five Simple Questions to Ask Before Getting Started on Your Brand Plan

Questions to Ask Questions to Ask

1.1. Where are we?Where are we?

2.2. Why are we here?Why are we here?

3.3. Where could we be? Where could we be?

4.4. How can we get there?How can we get there?

5.5. What do we need to do to What do we need to do to mobilize?mobilize?

Brand Planning Streams Brand Planning Streams

1.1. Situational AnalysisSituational Analysis

2.2. Key Issues Key Issues

3.3. Vision/Mission/GoalsVision/Mission/Goals

4.4. Strategies & TacticsStrategies & Tactics

5.5. Execute & Measure Execute & Measure

1

2

3

4

5 6

M. T . Fuentes Consulting - The Brand Plan Streams™ 2013


What is included in a Brand Plan?



Elements that make up a Brand Plan & Streams

Vision

Mission

Goals

Key Issues

Strategies

Tactics

Expected Result

Main Message

M. T . Fuentes Consulting - The Brand Plan™ 2013


Support Points

Product / Service

Advertising

Promotion

Stimulus

Response

Medium

Channel

Brand Promise and Sources of Connectivity



The Brand The Brand The Customer The Customer What are the factors that drive a customers’ love with a brand

They are five Sources of Connectivity

How well does the brand How well does the brand benefit connect to the benefit connect to the

customercustomer

Positioning Positioning

PromisePromise

Strategy Strategy What focused choices does the brand make to drive growth and profits?

The Brand Plan The Brand Plan

Story Story How well does the brand communicate their differences and move customers?

CommunicationCommunication

FreshnessFreshnessHow well does the brand stay fresh and on top of trends with customers?

Innovation Innovation

ExperienceExperienceHow well does the brand experience live up to and consistently deliver the promise?

Culture & Culture & OperationsOperations

Triangulating the Customer Value Proposition – focus on benefits both rational and emotional



Step 1: layer in the Step 1: layer in the customer insight customer insight Key category or industry insights that frame the need state of the target(s)

Step 2: map out Step 2: map out your top features your top features Product / Service focused strengths, claims, points of parity, difference and unique offerings

Step 4: emotional Step 4: emotional benefits benefits Raising or highlighting the rational benefits by tapping into “so how does that make me feel”

Step 3: match the insights to Step 3: match the insights to your features and begin to your features and begin to form rational benefits: form rational benefits: Matching the features up against the need states, in the customer’s voice answering “so what do I get?”

Uncover Hidden Issues by Looking at the Health and Wealth of the Brand Internally and Externally



Brand Health

Brand Wealth

External

Internal

Internal Health

Internal Wealth External Wealth

External Health

Purpose Driven Visionary Strategy: The Power of Why



Start with what’s in you: the most successful brands start with a purpose driven vision (why) and match the strategies (how) and the execution (what) to the vision

Why

What

How

Why do you exist? What is your Purpose or Cause? •At Apple, we believe in challenging the status quo, we believe in thinking differently. Making a dent in the universe.

How we deliver against the Purpose or Cause? •To challenge the status quo at Apple, we make sure our products are all beautifully designed, simple to use and user friendly.

What do you do to deliver the Propose•Sell computers, laptops, dell phones, tablets, that are highly styled and customer friendly.

Apple Strategy

Next We Will Unveil a Draft Brand Plan and Streams



Example of a Draft Brand Plan & StreamsM.T. Fuentes Consulting


Analysis Issues & Strategies Execution PlanP&L Forecast: Sales Gross MarginGM%A&P SpendProfit Profit%

Drivers:

Inhibitors:

Risks:

Opportunities

1 Situation Analysis

6 P&L Forecast

Key Issues:

•How do we stay top of mind?

Strategic Imperatives: •Launch one new item per quarter

2 Key Issues

4 Strategic Initiatives

Execution Plan:•Advertising & PR•Social Marketing Presence / Shield•New Products / Services •Promotions •Website •Retail

Marketing Budget: •Advertising & PR•Social Marketing Presence / Shield•New Products / Services •Promotions •Website •Retail

5 Executional Tactics

6 Brand Budget

3 Brand Vision To be the world’s leading provider of cloud solutions for SMBs

Conclusion

Rules and Guidelines for structuring your brand strategy: 1.Ensure your CEO and his senior leadership team are committed to the journey

2.Ensure a common brand strategy

3.Focus your brand initiative

4.Define your brand promise and ensure all functions understand their role in delivery

5.Identify your brand target and mechanism to understand their changing nature

6.Identify what your brand delivery will be to the identified customer

7.Brand placement

8.Intimately understand your customers, what motivates them and communicate to all constituents

9.Surround the customer

10.Measure, execute, manage



Establish and Protect Your Winning Intersection • Contact Marc Fuentes, Managing Partner for more details

• E-mail: [email protected]• Follow Marc Fuentes on Twitter: fuentes_marc • Review Marc Fuentes Linked Profile: ca.linkedin.com/in/marcfuentes/• Read Marc Fuentes blogs: marcfuentes.blogs.ca• Call: (289) 772 7475


mailto:[email protected]

http://ca.linkedin.com/in/marcfuentes/

http://ca.linkedin.com/in/marcfuentes/

Take Your Brand to the Winning Intersection

Marketing

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