stealthunder: brand building in 10 minutes
Post on 21-Oct-2014
956 views
DESCRIPTION
Brand building requires more than building brand awareness. Talk presented at Merrill Lynch CFO conference Sept 2010.TRANSCRIPT
![Page 1: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/1.jpg)
Brand building in 10 minutes.
MANAGEMENT CONSULTING FOR YOUR BRAND
StealThunder
FPO
![Page 2: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/2.jpg)
If you have a business, "you have a brand."
But is your brand working for you?
![Page 3: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/3.jpg)
Coca-Cola equity from Interbrand Best Global Brands rankings, 9/2009
Strong brands pay off.
Differentiate, drive preference – even among parity products
Create new business, partner, "and channel opportunities
Command a price premium
Focus, align, and integrate "the efforts of the organization
Increase marketing efficiencies; "reduce marketing costs
Increase corporate valuation "and shareholder value
$ 68B BRAND EQUITY
$ 48B TANGIBLE ASSETS
$116B MARKET CAP
![Page 4: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/4.jpg)
Your brand is not your name or logo.
![Page 5: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/5.jpg)
Your brand is an asset comprised of "the ideas, associations, expectations, and feelings that your name or logo brings to mind.
![Page 6: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/6.jpg)
The objective of brand building is "to create a set of impressions that will result in profitable relationships.
These brand impressions can be "shaped by four key factors…
Nike!
![Page 7: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/7.jpg)
1. Who you are
Leadership Vision and mission Culture and values Employees Spokesmen/women
Industry, category Competencies Heritage, track record Location, nationality Corporate citizenship
How you set direction for the brand
![Page 8: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/8.jpg)
Products and services Channels (online, retail) Partnerships Pricing Licensing Manufacturing
Patents, IP Research and development Product design Quality control Service and support Employee training
2. What you do
How you deliver value through products and services
![Page 9: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/9.jpg)
Logo, identity system Names Advertising, promotions Product design Packaging, collateral Retail design Signage, vehicles
Website, blogs, online communities Twitter, Facebook Public relations Corporate communications Investor relations Employee communications
3. What you express
How you build awareness and set expectations of value
![Page 10: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/10.jpg)
4. What others do and say about you
Competition Industry conditions Economic conditions Political climate"Culture and trends
Social networking Current events Customers
Like
Brand impressions you don’t control
![Page 11: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/11.jpg)
Traditional focus: build brand awareness
![Page 12: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/12.jpg)
But awareness is only the beginning
DISCOVER
PREFER
PURCHASE / USE
CONSIDER
![Page 13: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/13.jpg)
The “whole brand” picture
Any of these elements can play a "role along the path to preference."
Focus on the areas that matter "in terms of attracting and retaining your most valuable customers.
Like
![Page 14: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/14.jpg)
You can’t afford to go straight to tactics.
Creating buzz, breaking through the static, embracing viral marketing — everyone’s "tried it…even if there wasn’t a relevant product or service behind the campaign.
Never in the history of marketing have so "many companies spent so much for so little.”
“
— SCOTT BEDBURY
![Page 15: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/15.jpg)
The starting point must be defining your "“big idea”— what you stand for, "how you’re different, and why you matter "to the audiences you value most.
![Page 16: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/16.jpg)
This idea is the touchstone to "focus everything "you do and say.
It’s critical to get "it right.
YES NO
Is your big idea:
1. Differentiated
2. Authentic
3. Relevant
4. Tangible
![Page 17: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/17.jpg)
1998 – 2010 1996 "
Getting it right
![Page 18: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/18.jpg)
“cool products that "delight”
“serious business "machines”
Wrong idea Right idea
![Page 19: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/19.jpg)
FocusedUnfocused
![Page 20: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/20.jpg)
SoaringSinking
3. Deutsche Bank, includes iPad 4. Apple media event, 9/2009 5. Deutsche Bank 1. Wikinvest 2. BusinessWeek 2-05-06
$3. 1996 MARKET CAP1
$230B 2010 MARKET CAP
B1
7.1%2 12%3 74%4 14%5
![Page 21: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/21.jpg)
Brand ROI checklist
1. Do you have a "“big idea”? Is it differentiated and compelling to your most valuable audiences?
2. "Is your big idea understood through- out the company "and being used to focus and align the business?
3. Is your company doing and saying what’s needed to engage and retain your most valuable audiences?
![Page 22: StealThunder: Brand building in 10 minutes](https://reader034.vdocuments.net/reader034/viewer/2022051411/54476641afaf9f55178b4a25/html5/thumbnails/22.jpg)
StealThunder
Management consulting for your brand. Located in the heart of Silicon Valley, California.
Contact"Peter Russert (650) 941- 8420 www.stealthunder.com