Download - Creative market branding
8 Things
You Need to Know About
Creative Market Branding
9 Killer Examples
Everyone has a brand …
the question is how good is the brand
?
How to be heard in a world too busy to listen
and with too much to hear
?
“ Making promises and keeping them is a great way to build a brand”
- Seth Godin
Influence …
the ability to inspire desirable and measurable
action and outcomes
Brand Influence
Brands deliver emotional connection to products and services
Most purchase decisions have
important emotional components
The Value of the Brand The Moment of
Truth
Your brand communicates every time it touches a customer
As a marketer you need to manage this communication
This makes you responsible for each
“Moment of Truth”
Your Brand Represents A collection of your customers
perceptions of:
How they see you
How they feel about you
What they say about you
A Customer’s Experience Enhances the Brand
So how do you go about creating, strengthening or rebuilding your market brand
?
Some Killer
Examples
Brand By Differentiation
High touch service
Low end pricing
Free Direct TV / XM Satellite Radio
Quality snacks
Brand By Communication
Brand communicates with words … and
emotions
Name
Personality
Story
Promises
Positioning statement
Brand By Solving Customer Problems
Brand By Delivering Happiness
"Feelings have a critical role in the way customers are influenced.”
- David Freemantle, author
Brand By Giving Back
“There is a spiritual aspect to our lives - when we give we receive - when a business does something good for somebody, that somebody feels good about them!”
- Ben Cohen , Ben & Jerry's
Brand By Building Trust
Leap ahead
Trust mark, customer faith
Stores have emerged as major customer
attractions by offering to test ones
skills and try out products
Brand By Customer Immersion
Starbucks launched its Hear Music media bars
Brand By Customer Experience
Whole Foods
Help customers visualize the full experience
Take grocery shopping to an interactive and
collaborative new level
Brand By Product Presentation
Markets and customers
are constantly changing … must manage change in brand to adapt to
changes in marketplace
FINAL
THOUGHTS
The Four Most Important Contributors to a Successful
Brand
• Intense customer focus
• Reputation for excellence
• Compelling value proposition
• Quality customer experience
What business are you in?
What does your business
stand for?
Thank You
About Dr. Schoultz
Mike Schoultz has thirty five years of business development, technology, business operations, and marketing experience.
He served as VP / President of Distribution Technologies, a company he helped to found and grow to a 700 M + / year market leader.
Dr. Schoultz Ph. D. is from the University of Virginia.
Digital Spark Marketing, LLC
Contacts:
• www.digitalsparkmarketing.com
• Twitter: @mikeschoultz
• LinkedIn: Mike Schoultz
• Google+: Digital Spark Marketing