Branding ndash Full Circle Engagement With Your

ConsumerThursday April 15 2010

Virginia H Rose MBA PHR CCPVice President ndash Strategy amp Operations

Texas Health Resources Presbyterian Dallas Hospital

Brand ldquoPersonalityrdquo

Strong BrandsHow does it make you feelWhat promise or guarantee does it come with in your mindWho owns the brand in your organization

Brand Personality ndash Strong Brands

PromiseAcceptanceTrustHope

Strong Brand ndash Company Benefits

Repeat businessPremiums ndash Higher MarginsCredibility ndash New ProductsService LinesShareholderStakeholder ReturnClear Differentiation from your competitorsClarity ndash Internal focus amp External Forgiving of mistakesGuide to purchase decisions

Brand Definition

What your company stands forA set of promisesImplies trust consistency and a clear set of expectationsCompany size is not of importance ndashmindset amp functional involvement

THE BRAND IS AN ASSET NOT A MARKETING TACTIC

Strong Brand ndash Company Benefits

Repeat businessPremiums ndash Higher MarginsCredibility ndash New ProductsService LinesShareholderStakeholder ReturnClear Differentiation from your competitorsClarity ndash Internal focus amp External Forgiving of mistakesGuide to purchase decisions

Brand Definition

What your company stands forA set of promisesImplies trust consistency and a clear set of expectationsCompany size is not of importance ndashmindset amp functional involvement

THE BRAND IS AN ASSET NOT A MARKETING TACTIC

Brand Definition

What your company stands forA set of promisesImplies trust consistency and a clear set of expectationsCompany size is not of importance ndashmindset amp functional involvement

THE BRAND IS AN ASSET NOT A MARKETING TACTIC

The ShiftMarketing Strategic Branding

Marketing Department Zealot

One Time Transaction Lifetime Relationship

Customer Satisfaction Customer Loyalty amp Commitment

One Year Planning Multi-Year Strategy

Awareness amp Recall Metrics

Clearly defined brand metrics

Inside to Outside Inside amp Outside

They ldquoGet Itrdquo

They ldquoGet Itrdquo

So Why Do We Switch Brands

52 - Failed to Deliver51 - Not Available42 - Needs Change41 - Alternate Brand Recommendation

What does this tell us

Steps to Your Brand Coming Alive

1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In

Steps to Your Brand Coming Alive

2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule

Steps to Your Brand Coming Alive

1 Brand VisionLinkages between brand and strategy of companyDelta between current and future growthSenior Leadership Agreement and Buy-In

Steps to Your Brand Coming Alive

2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule

Steps to Your Brand Coming Alive

2 Brand FeelPictureWhat does it mean today to your consumer Compare to competitionImage we want Whatrsquos the ldquoproduct of the productrdquoWhat are our current consumers telling us How do they thinkWhatrsquos our promise commitment contract ndash 18 month rule

High Differentiation

Low Differentiation

3 The StrategyMust be in step with overall strategy ndash financial operational capital core competency etcPositioningChannels wersquoll use to reach out Targeted or Scattered High Touch or High Tech PR or Self IndulgedThe TOTAL EXPERIENCE ndash will the experience match what you say your brand ldquoISrdquo

Steps to Your Brand Coming Alive

3 The Strategy ContHow will your staff be trained How will you sustain this trainingHow do you keep senior leadership involved over timeHow do we ensure consistency and pristine complianceYou cannot manage what you cannot measurehellipTOP BOX ndash Very Satisfied and Willing to Recommend

Steps to Your Brand Coming Alive

4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo

Steps to Your Brand Coming Alive

Steps to Your Brand Coming Alive

4 The Culture ContINTERNAL COMMUNICATIONS

Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort

FUN

Branding ndash Full Circle Engagement With Your

Consumer

ITrsquoS UP TO YOUhelliphelliphelliphellip

AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube

• Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
• Brand ldquoPersonalityrdquo
• Brand Personality ndash Strong Brands
• Strong Brand ndash Company Benefits
• Brand Definition
• The Shift
• They ldquoGet Itrdquo
• So Why Do We Switch Brands
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 11
• Slide Number 12
• Slide Number 13
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 18
• Slide Number 19
• Acknowledgements

4 The CultureDo you have visionary leadership and influencers at the helm Inclusion of key people in key meetingsAllows staff to see ldquohow they fitrdquoCrystal Clear futureOrganizational Structure ndash Silo or Clear DelineationInternal System AlignmentHave they ldquopromisedrdquo

Steps to Your Brand Coming Alive

Steps to Your Brand Coming Alive

4 The Culture ContINTERNAL COMMUNICATIONS

Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort

FUN

Branding ndash Full Circle Engagement With Your

Consumer

ITrsquoS UP TO YOUhelliphelliphelliphellip

AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube

• Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
• Brand ldquoPersonalityrdquo
• Brand Personality ndash Strong Brands
• Strong Brand ndash Company Benefits
• Brand Definition
• The Shift
• They ldquoGet Itrdquo
• So Why Do We Switch Brands
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 11
• Slide Number 12
• Slide Number 13
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 18
• Slide Number 19
• Acknowledgements

Steps to Your Brand Coming Alive

4 The Culture ContINTERNAL COMMUNICATIONS

Target AudienceObjectives ndash inform discuss etcFrequencyZealot ResponsibilityMeasured accountabilityCostSustain Effort

FUN

Branding ndash Full Circle Engagement With Your

Consumer

ITrsquoS UP TO YOUhelliphelliphelliphellip

AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube

• Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
• Brand ldquoPersonalityrdquo
• Brand Personality ndash Strong Brands
• Strong Brand ndash Company Benefits
• Brand Definition
• The Shift
• They ldquoGet Itrdquo
• So Why Do We Switch Brands
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 11
• Slide Number 12
• Slide Number 13
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 18
• Slide Number 19
• Acknowledgements

Branding ndash Full Circle Engagement With Your

Consumer

ITrsquoS UP TO YOUhelliphelliphelliphellip

AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube

• Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
• Brand ldquoPersonalityrdquo
• Brand Personality ndash Strong Brands
• Strong Brand ndash Company Benefits
• Brand Definition
• The Shift
• They ldquoGet Itrdquo
• So Why Do We Switch Brands
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 11
• Slide Number 12
• Slide Number 13
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 18
• Slide Number 19
• Acknowledgements

AcknowledgementsBalanced Scorecard Diagnostics ndash Paul R NivenThe Marketing Gurus ndash Chris MurrayUltimate Guide to Direct Marketing ndash Al LautenslagerThe English Surgeon (PBS)Harvard Business ReviewThe Wall Street JournalYou Tube

• Branding ndash Full Circle Engagement With Your ConsumerThursday April 15 2010
• Brand ldquoPersonalityrdquo
• Brand Personality ndash Strong Brands
• Strong Brand ndash Company Benefits
• Brand Definition
• The Shift
• They ldquoGet Itrdquo
• So Why Do We Switch Brands
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 11
• Slide Number 12
• Slide Number 13
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Steps to Your Brand Coming Alive
• Slide Number 18
• Slide Number 19
• Acknowledgements