2010 AND BEYOND2010 AND BEYOND

Branding for growth in the New Normal

Jason Mlicki

$1 in 1979.

$1 invested in Walmart in 1979would have returned you about $57,000.

$1 invested in Target in 1979would have returned you about $6,900.

$1 in 1999.

$1 invested in Walmart in 1999would have returned you about $32.

$1 invested in Target in 1999would have returned you about $103.

1960 – 1995.Focus on footprint and scale.

1999 – 2010.Target focuses on brand building.

But, I’m not a retailer.

Okay, I’m still not a retailer.

2010 AND BEYOND2010 AND BEYOND

Branding for growth in the New Normal

1.0 About brands2.0 Brand building3.0 Closing thoughts

About brandsAbout brands.

Part one. What’s a brand?

No matter what you think,you know a good brandwhen you experience it.

1.1 I WHAT'S A BRAND?

1.1 I WHAT'S A BRAND?

1.1 I WHAT'S A BRAND?

1.1 I WHAT'S A BRAND?

What a brand is not.

1.1 I WHAT'S A BRAND?

A brand is not a namenor a trademarknor a trademark.

1.1 I WHAT'S A BRAND?

A brand is not a logo nor a taglinenor a tagline.

1.1 I WHAT'S A BRAND?

A brand is not a product nor a packagenor a package.

1.1 I WHAT'S A BRAND?

Okay, so what exactly are brands?are brands?

1.1 I WHAT'S A BRAND?

Brands are perceptions.

1.1 I WHAT'S A BRAND?

Brands are experiences.

1.1 I WHAT'S A BRAND?

Brands are cognitive. And emotional.

1.1 I WHAT'S A BRAND?

Brands are commitments.

1.1 I WHAT'S A BRAND?

Brands are relationships.

1.1 I WHAT'S A BRAND?

Brands are built on products, taglines, trademarks, logos, services, experiences, gossip, press releases, tweets, message p , , gboards, sales calls, packaging, call centers, signage.call centers, signage.

1.1 I WHAT'S A BRAND?

About brandsAbout brands.

Part two. What brands do.

Brands provide recognitionto simplify a purchaseto simplify a purchase.

RECOGNITION

1.2 I WHAT BRANDS DO

Good brands create growth by providing consistent experiences.

EXPERIENCEC

RECOGNITION

1.2 I WHAT BRANDS DO

Great brands connect, inspire and create fans EMOTIONALinspire and create fans.

EXPERIENCE

EMOTIONALCONNECTION

C

RECOGNITION

1.2 I WHAT BRANDS DO

Fans are loyal.

1.2 I WHAT BRANDS DO

Fans are passionate.

1.2 I WHAT BRANDS DO

Fans advocate on your behalf.

1.2 I WHAT BRANDS DO

And yes, sometimes fanspay morepay more.

1.2 I WHAT BRANDS DO

About brandsAbout brands.

Part three. Why brands matter.

Strong brands grow sales and increase marginsincrease margins.

1.3 I WHY BRANDS MATTER

1.3 I WHY BRANDS MATTER

1990: Shortened the company name to AFLAC.

2000: Introduced the AFLAC duck.

1.3 I WHY BRANDS MATTER

About brandsAbout brands.

Part four. Examples.

1.4 I EXAMPLES

1.4 I EXAMPLES

1.4 I EXAMPLES

1.4 I EXAMPLES

1.4 I EXAMPLES

Brand BuildingBrand Building.

Part one. Brand strategy.

Five components of an effective brand strategyeffective brand strategy.

2.1 I BRAND STRATEGY

1. Brand promise.What the brand stands forWhat the brand stands for.

2.1 I BRAND STRATEGY

2. Brand positioning.What makes it uniqueWhat makes it unique.

2.1 I BRAND STRATEGY

3. Brand attributes.What it’s likeWhat it’s like.

2.1 I BRAND STRATEGY

4. Brand vision.What it hopes to becomeWhat it hopes to become.

2.1 I BRAND STRATEGY

5. Brand assets.Valuable items that identify itValuable items that identify it.

2.1 I BRAND STRATEGY

2.1 I BRAND STRATEGY

1. Brand promise. Our consumer comes first Alwayscomes first. Always.

2.1 I BRAND STRATEGY

2. Brand positioning. We deliver intimate service every timeintimate service every time.

2.1 I BRAND STRATEGY

3. Brand attributes. Exclusive, premium, signature personalized accomodatingsignature, personalized, accomodating.

2.1 I BRAND STRATEGY

4. Brand vision. The world’s leading day-to-day financial partner for the moderately affluent to wealthy consumer.

2.1 I BRAND STRATEGY

5. Brand assets. Green. Blue. “A member ” “Don’t leave home without it ”member. Don t leave home without it. The centurion.

2.1 I BRAND STRATEGY

Brand BuildingBrand Building.

Part two. Positioning a service brand.

Option 1. Position around a service or skillservice or skill.

2.2 I POSITIONING A SERVICE BRAND

Option 2. Position around an industry or marketindustry or market.

2.2 I POSITIONING A SERVICE BRAND

Option 3. Position around a philosophy or beliefphilosophy or belief.

2.2 I POSITIONING A SERVICE BRAND

Brand BuildingBrand Building.

Part three. Group exercises.

Brand BuildingBrand Building.

Part four. Process.

Brand development process.

4.0 I BRAND STRATEGY

Insight. Learn what you don’t know.C t R hCustomer ResearchInternal ResearchCompetitive ResearchIndustry ResearchIndustry Research

4.0 I BRAND STRATEGY

Ideation. Form strategy.D l b d b li fDevelop brand belief system and highest-levelbrand assets.

4.0 I BRAND STRATEGY

Implementation. Bring it to life.D l t iblDevelop tangiblebrand assets.

4.0 I BRAND STRATEGY

Inspection. Evaluate and adjust.M fMeasure performanceand look to improve.

4.0 I BRAND STRATEGY

Closing thoughtsClosing thoughts.

What does it mean to be a PEO?be a PEO?

4.0 I BRAND STRATEGY

Why do customers really hire you?hire you?

4.0 I BRAND STRATEGY

Thank you