houston baptist university student marketing presentation 0409
DESCRIPTION
HBU student presentation on branding and marketing.TRANSCRIPT
©2009 BrandExtract, LLC
Hello!
©2009 BrandExtract, LLC
Introductions
Jonathan Fisher – Chief Executive Officer, Brand Strategist Bo Bothe – President, Chief Creative Officer
We are a brand strategy and development firm.
Our firm is driven by strategists, communications professionals, designers, writers, interactive analysts, web developers and relationship managers.
We employ 23 people in Houston and one representative in Dallas.
best deals lowest prices
Main Entrance
©2008 BrandExtract, LLC
Our areas of practice
5%
5%
10%
10%
20%
50%Professional ServicesEnergyRetailTechnologyInstitutionalFinance
©2008 BrandExtract, LLC
Building a Mission-Based Brand?BE Valuable – Track Perceptions
©2008 BrandExtract, LLC
Building the Brand
In the book “Building the Brand Driven Business” Davis and Dunn offer six reasons to encourage customer loyalty.
1. they stop considering other brands2. They request your brand by name3. They recommend your brand to others4. They wait longer and travel farther to get your brand5. They accept brand extensions more readily6. They continue to pay premium price
©2009 BrandExtract, LLC
What is Branding? The Goal
“To delight MORE customers so that MORE people buy
MORE things for MORE years at HIGHER prices.”
©2009 BrandExtract, LLC
What is a brand? Some definitions
The sum total of all the mental associations – good and bad – that are
triggered by a name. CEO of Wizard Academy – Roy H. Williams
A brand is a person’s gut feeling about a product,
service or company. From Zag by Marty Newmeier
HARD-- WIRED
In 2004…Neuroscience confirmed what we had suspected all along: If you like Coke over Pepsi, it’s all in your head. Read Montague, a
neuroscientist at Baylor College of Medicine, cooked up an experiment to keep his teenage daughter occupied as she helped out in his lab that
summer. Montague wired up a group of volunteers and re-created the Pepsi challenge while monitoring their brain activity on an MRI. The
results were astonishing. In blind taste tests, subjects’ brains indicated a clear preference for Pepsi. But when they were told which of the samples was which, their brains switched brands. “The brand image of Coke in the
nervous systems of the people we tested engaged systems in charge of cognitive control and commandeered their behavior,” In short, the power
of the Coke brand was enough to override an objective preference.
Think about the 40,000 sku’s in a grocery store - 85% of the sales come through 150 skus.
©2009 BrandExtract, LLC
Today’s competition
People are bombarded with up to 3,000 marketing messages per day,
up from 1,500 in 1965.
But, we still only have the ability to process less than 100 of those
messages each day. Today’s competition = Clutter & Time
Visual – Vocal –
Verbal –
55%38%7%
©2009 BrandExtract, LLC
BrandExtract°
The brand process
©2009 BrandExtract, LLC
The 360° brand experience
Patient
Extended Experience
ExecutionExperience
EngagementExperience
– Message Differentiation– Targeted Communications– Superior Operations– Knowledge Sharing– Organizational Development– Industry Expertise– Ongoing Information Gathering– Customer Experience
Your ability to deliver is critical
©2009 BrandExtract, LLC
Basic steps to building a brand position
Define products and servicesDefine what the impressions you want to achieve
Define your competencies
Define your valuesDefine your target markets
Define your strategy for building your brandDefine your tactics for building your brand
©2009 BrandExtract, LLC
Our clients
©2009 BrandExtract, LLC
UsonFor good measure
©2009 BrandExtract, LLC
UsonFor good measure
Industry Expertise
OperationalExcellence
Global CustomerSupport
Engineering Expertise
Reliability
Assurance
Effectiveness
For Good Measure
Analysis
©2009 BrandExtract, LLC
UsonFor good measure
For project managers seeking to increase testing effectiveness, Uson offers assurance
against defects through enhanced data reporting and reliable testers.
Tagline:“For good measure”
©2008 BrandExtract, LLC
Stripes Convenience StoresWhen It Hits Ya
©2008 BrandExtract, LLC
Stripes Convenience StoresWhen It Hits Ya
©2008 BrandExtract, LLC
Stripes Convenience StoresWhen It Hits Ya
©2009 BrandExtract, LLC
Lone Star MedicalMaking surgery simpler
©2009 BrandExtract, LLC
Lone Star MedicalMaking surgery simpler
DedicatedPeople
OperationalExcellence
Quality Products
Engineering Expertise
Simplicity
A System of Operating
Better Patient Care
Better Surgical System
Reliability
©2009 BrandExtract, LLC
Lone Star MedicalMaking surgery simpler
We simplify the management of surgery by providing a reliable system that improves patient care and operating room efficiency.
Tagline:“Making Surgery Simpler”
©2009 BrandExtract, LLC
Varel InternationalBehind the bit brand program
©2009 BrandExtract, LLC
Total SafetyOpportunity Never Ends (ONE) customer program
©2009 BrandExtract, LLC
Fulbright & JaworskiLitigation trends campaign
©2009 BrandExtract, LLC
Chevron LubricantsReliability reseller program
©2009 BrandExtract, LLC
Chevron LubricantsHeavy Iron sales lead program
©2009 BrandExtract, LLC
RigNetAlways connected brand program
©2009 BrandExtract, LLC
Newfield ExplorationToday at Newfield I... recruiting program
©2009 BrandExtract, LLC
TransoceanThe face of Transocean HR program
©2009 BrandExtract, LLC
CCIMMeet the agent campaign
©2009 BrandExtract, LLC
Thank you!BrandExtract713.942.7959www.brandextract.com7026 Old Katy Rd., Ste. 210Houston, Texas 77024
For more about our work and culture:
http://www.brandextract.comhttp://brandextract.blogspot.com
BrandExtract, LLC713.942.7959