sieckgrowth credentials

Seek Growth for Your Brand!

For companies who understand the value of building brand...

we create innova8ve ideas based on integrated strategy and design to drive the long-‐term growth of your brand, and your business

Our Approach §  We are about growth—the growth of your company, your brand and your team’s performance

§  We are passionate about ideas—the strategic and ar8s8c founda8on for brand-‐driven growth

§  We are customer advocates—unlocking their percep8ons is the key to your brand’s value

§  We are collabora9ve—it’s your brand. We work closely with you to ensure it reflects your company’s core values

§  We are efficient— in a short period of 8me, we can get your brand where it needs to go to grow

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Our Firm §  In our sixth year with over 50 years of experience, we are a partnership of sophis8cated strategy and world-‐class design.

§  We offer fully integrated brand development services:

Strategy !

Situational Assessment#

Competitive Audit#

Brand Performance Analysis#

Positioning Strategy#

Hierarchy and Architecture#

Creative Strategy#

Brand Activation Plans#

Brand Design !

Logo#

Tagline#

Design System#

Look & Feel#

Image Bank#

Packaging#

Signage#

Activation !

Naming #

Messaging#

Collateral#

Online Identity#

Touchpoint Strategy#

Advertising#

Social Engagement#

Research !

In-depth Interviews#

Consumer Insights#

Concept Validation#

Copy Testing#

Brand Tracking#

Marketing Performance#

Employee Brand Engagement#

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Greg Sieck President

§  Greg Sieck is a 25 year brand marke8ng expert having worked in adver8sing, marke8ng opera8ons and consul8ng for a variety of consumer and B2B brands. His most visible work prodded beer drinkers to “Stop and Taste the [Miller] High Life”, cell phone users to “make their [AT&T] Wireless phone their only phone” and fast food fana8cs to ‘Think Outside the Bun” at Taco Bell.

§  As VP Brand and Adver8sing at Intel, Sieck led the global launch of the Intel Centrino Mobile Technology brand, resul8ng in 7 million new “Unwired” laptop users within the first 12 months of availability.

§  He was responsible for developing the global posi8oning and launch program for the Avaya brand, and introduced mul8ple new products for Mazda.

§  Greg is a member of the CMO Council, IAF and AMA and is o[en quoted in industry and trade press for his expert opinions on branding and marke8ng.

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§  Victoria Miller is a designer and crea8ve director with 20 years of integrated brand marke8ng experience on projects ranging from corporate branding and package design to web strategy and interac8ve adver8sing. She has helped many brands carve their niche in the marketplace, designing for the likes of Cisco, Nestlé, Disney, Wolfgang Puck Foods, Mabel, J. Paul Geby Museum, Restora8on Hardware, and CBS.

§  She led the global online and offline direct marke8ng for Oracle and also directed online adver8sing for Microso[. For Lexus, she was key to the launch of the SC conver8ble, designed collateral, and later created insideLexus.com, the netzine for owners.

§  Victoria’s work has been awarded a Clio, is included in the Smithsonian Ins8tute’s Permanent Collec8on of Design, and has been published in many industry publica8ons and annuals. She was on the board of the Los Angeles Museum of Contemporary Art Contemporaries, is a member of the AIGA, and has lectured at UCLA and taught at FIDM.

Victoria Miller Crea8ve Director

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§  In addi8on to Greg and Victoria, the SieckGrowth team includes specialists in research, crea8ve, online and offline produc8on, media planning, CRM and marke8ng performance analysis.

§  Our hand-‐picked and proven resources are seamlessly integrated into client engagements on an as-‐needed basis to meet project objec8ves.

Extended Team

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Clients Served

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Consumer Products & Services Baja Fresh/Wendy’s

BART (SF Bay Area Rapid Transit)

Bioform/Radiesse

Cargill

FoodMaxx

Kroger

Lucky Supermarkets

Luxomca/Oakley

Mabel

Mazda

Nestlé

SaveMart Supermarkets

Taco Bell

Wes8nghouse

Wolfgang Puck Foods

Consumer Technology

AT&T

Dexcom

Dolby

Electronic Arts

I’m-‐in-‐Control

Intel

Microso[

Plantronics

Roku

SunPower

Trend Micro

Business-‐to-‐Business Adobe

Health Strategies Group

Avaya

Brand.net

Brocade

Calypso Technologies

Cisco

Coverity

Ericsson

Intechra

Informa8on Resources (IRI)

JBoss (Red Hat)

Oracle

Applied Materials

Regus Group/HQ

Salesforce.com

Sun Microsystems

Telephia/Nielsen

Websense

Marke9ng Services Agencies

22 Squared

Division of Labor

Glass McClure

Team One

Grey

JUMBOshrimp

McCann Erickson

Publicis

Our Beliefs about Brand

§  Valued brands are the basis for more valuable companies and increased shareholder value

§  Brand marke8ng drives higher ROI through increased demand, premium pricing, and reduced risks

§  Strong brands create a plaporm for business expansion poten9al

§  Building brand is a long-‐term proposi8on based on vision

§  Brand value is based on an experience built at mul8ple touchpoints

§  Differen8ated brands are based on ideas that integrate strategy and design

§  Brands must evolve to stay relevant and maintain excitement

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Brand-‐Driven Growth Strategies

§  We leverage brand strength to drive growth in four fundamental ways: by enabling greater penetra8on of current markets with current offerings, paving the way for new offerings to current markets, entering new markets with current offerings, or launching a completely new offering to new markets.

§  Poten8al Approaches to Driving Growth:

Current #Offering

toCurrent #Market#

New #Offering

toNew #

Market#

Current #Offering

toNew #

Market#

New #Offering

toCurrent #Market#

#

§  Higher brand relevance via messaging, media selection, packaging, promotion, channel support#

§  Increased awareness via media selection, spending levels, channel visibility#

§  Line extension in the form of improved or adjacent product lines or premium variants to drive higher category share and/or margin#

§  New product leveraging brand credibility with existing target#

§  Distribution channel expansion within current channel to more stores or sites#

§  New channel development beyond traditional channel, online, via dealers or direct marketing#

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Our Process

Category Immersion

Compe88ve Audit

Customer Insights

Brand Assessment

Posi8oning & Personality

Awareness Building

Employee Training

Lead Genera8on

Channel Programs

Product Development

Customer Service

Market Development

Acquisi8ons

Strategic Partnerships

Brand Idea

Design & Messaging

§  We immerse ourselves in your business to understand your core values and develop insights about what is most important to your customers. These insights are the inspira8on for a focused idea that is woven into every aspect of your brand.

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Customer Analysis Marketplace Analysis

Channel Analysis Compe99ve Analysis

§  Target customer segmenta8on §  Decision-‐making antes & drivers §  Func8onal and emo8onal benefits

§  Unmet needs

§  Channel segmenta8on §  % of sales by channel §  Channel experience for consumers

§  Impact of display and promo8on

§  Product/service offering scope §  Market strategies §  Brand image and posi8oning

§  SWOT analysis

§  Industry trends §  Market factors §  Compe88ve factors

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Market Opportunity Iden9fica9on

§  In today’s markets, with sophis8cated customers, prolifera8on and parity of offers and mul8ple channels, companies must leverage superior market and customer insights to develop an unfair compe88ve advantage

Brand Reputa9on Heritage, strengths and

competencies as perceived by stakeholders

and customers

Brand Character Insights into the values,

personality and tone

Brand Value

The founda;on for a price premium and

share growth

Brand Benefits Func;onal, emo;onal and expressive benefits

Brand Performance Analysis*

§  We assess the brand on four over-‐arching principles and u8lize these insights to develop overall strategy for the corporate brand and sub-‐brands such as products, services and ingredients

12 *based on David Aaker model

Quality

Price

Low/Low

High/High

Low/High

Low/High

Benefit Hierarchy

Emotional

Functional

Expressive

Brand as Symbol

Brand as Experience

Brand as Person

Heritage

Strengths

Competencies

Brand Iden9ty Comprehensive ar;cula;on of what the brand

will stand for over ;me

Brand Posi9oning Key messages for specific audiences that

differen;ate and demonstrate an advantage over compe;tors

Essence Summary of the brand

Core Iden9ty Core values of the brand

Extended Iden9ty Personality and texture elements

Key Benefit

Reasons to Believe

Brand Posi9oning Statement For (target/

mindset), (brand) is (frame of reference) that (key benefit)

because (reasons to believe).

Target

Frame of Reference

Posi9oning Framework

Brand Iden9ty & Posi9oning*

§  Developing an enduring brand iden8ty and using it effec8vely as the strategic founda8on is cri8cal to differen8a8on and relevance

13 *based on David Aaker model

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Preference

Purchase

Loyalty

Considera9on

Awareness

Customer Purchase Funnel

Key Elements of Marke9ng Strategy

§  Target customer defini8on

§  Tailored offering development

§  Dis8nc8ve & profitable channels

§  Communica8ons management

§  Sales & marke8ng capabili8es

§  Our objec8ve is to create greater efficiency and effec8veness in moving customers through the purchase funnel

Marke9ng Strategy and Planning

“Overarching Brand Message”

Segment A Segment B Segment C

Offer 1 “Version 1A” n/a n/a

Offer 2 n/a “Version 2B” “Version 2C”

Offer 3 “Version 3A” n/a “Version 3C”

§  Clear and relevant messaging for the brand and key offerings as it applies to customer segments is cri8cal to represen8ng the brand consistently

Brand Messaging Matrix

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Financial Metrics

Performance Metrics Percep9on Metrics

Brand Inputs Business Impact

Examples: §  Awareness §  Understanding §  Relevance §  Credibility §  Differen8a8on §  Extendibility §  Purchase Intent §  Worth What Paid §  Preference

Examples: §  Cost per Lead §  Cost per Sale §  Conversion Rate §  Revenue per Customer §  Op8miza8on Rate §  Share of Wallet §  Advocacy/Referrals

Examples: §  Revenue Growth §  Margin/ Margin Growth §  Brand Value §  Return on Marke8ng Investment

§  We deliver insights that guide future investments by evalua8ng the impact of brand investments on results Brand and

Marke9ng Impact

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Case Study §  AT&T Wireless was a loose federa8on of local carriers with only a logo in common. Compe88on at the local level was fierce and costly as no brand differen8ated itself on anything but the price of service. With the launch of AT&T Digital One Rate, AWS transformed the wireless industry overnight and drove its new subscriber growth at twice the industry average. Sieck led the strategy development, communicatons planning and launch effort.

AT&T Wireless

Brand idea: With AT&T Digital One Rate, you’re free to use your wireless phone.

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Case Study Taco Bell

§  Taco Bell was in its third consecu8ve year of declining traffic counts when it realized it had lost sight of its customer—”I’ve changed, you haven’t” was one customer’s lament. Management sought to reposi8on the brand from a quirky, Mexican fast food joint to a mainstream fast food restaurant that provided a bolder experience than the burger places. America learned to think outside the bun and traffic, average check and YUM! Brands’ profits have shown consistent growth. Sieck led customer insight, strategy and execu9on.

Brand idea: If you’re thinking about a burger, choose something more exci8ng.

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Brand idea: Now you’re free to live and work the way you want to, from wherever you want to.

Case Study Intel Centrino Mobile Technology

§  Seeing the wireless compu8ng wave as a key driver of growth, Intel developed its first ingredient brand based on something other than speed. Centrino Mobile Technology delivered mobile compu8ng to the masses. The result: seven million units sold globally in year one—at a premium price. Sieck led the posi9oning, plan development, and execu9on.

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Case Study §  The world’s largest operator of temporary office space was faced with the challenge of the new mobile workforce—these days a cell phone, laptop and internet connec8on is all anyone really needs. The brand strategy of “removing the boundaries of the tradi9onal workplace” led to a host of new products and services that were not linked to ren8ng office space—everything from on-‐demand conference facili8es anywhere in the world to virtual administra8ve assistants 24/7. Not only has occupancy in office centers increased, overall penetra8on of the marketplace has grown five-‐fold.

Regus Group

Our role: Regus depended on Sieck Growth for customer insight, posi8oning strategy, hierarchy, naming, and tagline.

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Case Study Dolby. Every Bit Amazing

Our role: Sieck Growth was integrally involved in global brand management for over two years and provided customer and consumer insights, strategy, naming, and crea8ve direc8on and resource management.

§  Dolby is known as the gold standard in sound in movie theaters and consumer home audio devices around the world. But Dolby was expanding their product line beyond the theater and the living room to capture new revenue in portable devices, PCs, and via new products that improved picture and sound to become the gold standard in digital entertainment. A new brand posi9oning broadened the brand to stand for a “more immersive entertainment experience” with the tagline Every Bit Amazing. The new strategy launched at CES, and Dolby stock price con8nues to climb.

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Case Study Kroger clipSmart

Our role: Posi8oning strategy, naming, design, messaging, launch planning

§  Kroger, the world’s largest grocery store company, developed new technology that allowed members of their Shopper Cards to download coupon offers directly from the web to their personal accounts, making clipping coupons obsolete, and receiving product discounts easier than ever before. The clipSmart™ program was launched across the en8re Kroger system in-‐store and via adver8sing and direct mail. Today, thousands of offers from P&G, Unilever and others can be downloaded from hundreds of coupon sites just by clicking on the clipSmart logo.

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Contact §  To capitalize on your brand’s poten8al, Sieck Growth.

#Mill Valley, California#www.sieckgrowth.com#

#o 415.389.1011#c 415 717.4460##

#Greg Sieck#[email protected]# 23

sieckgrowth credentials

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