Building brand leadership

Building Brand Leadership September 13, 2011 Brad VanAuken Chief Brand Strategist, The Blake Project Author, Brand Aid

What is a Brand?
Name and symbols that identify:
a singular concept one owns in the mind of the consumer
the source of a promise to the consumer
the source of a relationship with the consumer
the unique source of products and services
© 2011 by Brad VanAuken

What is a Brand?
“ A brand is the personification of a product, a service, or even an entire company.”
Robert T. Blanchard, Procter & Gamble
From a “Parting Essay”

What is Brand Leadership?
A leading brand:
Has very high awareness
Receives a lot if free publicity/buzz
Is perceived to be unique in relevant and compelling ways
Is admired and has high purchase intent
Increases customer loyalty
Decreases price sensitivity
Enables the owner to charge a price premium
Results in increased market share, especially for the target customers
Provides increased bargaining power with business partners
Provides a platform for growth beyond the current products and product categories
Helps attract and retain talented employees
Helps the management team align employees in support of the brand’s promise
Often provides clarity for budgeting and capital investment decisions
Increases an organization’s sales, profit margins, stock price and market valuation

Unique Value Proposition Screening Criteria
Your brand’s primary claim is highly important to its customer’s purchase decision
Your brand is unique or far superior in delivering against this claim
The claim is believable to your customer

Attribute Importance vs. Brand Delivery n = 230 Attribute Importance: 5 = Very Important 4 = Somewhat Important 3= neither Important nor unimportant 2 = Somewhat unimportant 1 = Very unimportant Attribute Delivery: 5 = Describes the company very well 1 = Does not describe the company at all © 2011 by Brad VanAuken

B2B Customer Touch Points © 2011 by Brad VanAuken Advertising Distributor interactions Product unveiling events Word-of-mouth Trade show booths Product usage Customer appreciation events Referrals Other trade show presence Product training Customer newsletters Product packaging Catalogs User conferences Other customer updates Business stationary Product spec sheets Best practice sharing forums Blogs Business cards Sales calls Customer support Speeches Email signatures Direct mailings Technical support Case studies Company vehicles Company web sites Marketing research White papers Company uniforms Annual reports Idea solicitation Industry analyst reports Invoices Trade magazine articles Product testing Financial analyst reports Prof. journal articles Beta testing Employees

Important Considerations in B2B Brand Management & Marketing
Carefully identify your target customers
Understand those customers’ primary sources of industry information (publications, websites, conferences, industry experts, etc.)
Develop highly focused, efficient marketing plans
Emphasize frequency over reach in marketing communications

Brand Aid
“ One of the best brand education and reference tools I have ever come across.” Manager, Marketing Strategy & Branding
“ One of the most comprehensive books ever written on the subject.” Senior Vice President, Marketing & Sales

Building brand leadership

by RAD-INFO, Inc. on Sep 14, 2011

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Building brand leadership — Presentation Transcript