Spark Marketing Roundtable The Power of Positioning and Branding Position to Win

Introductions. Jeff Steiner, New North LLC Sheri Teodoru, CEO, CFI Group Dan Gilmartin, Executive Director, Michigan Municipal League

Positioning primer Define yourself or be defined.

Positioning primer Be prepared for the elevator.

Positioning primer All things to all people means nothing to no one.

Positioning primer Bend but don’t break.

Positioning primer Internal adoption of position and brand is as important (or more so) than external.

Positioning primer Things not to be: The cheapest The fastest The smallest They are all unsustainable.

Things not to be:

The cheapest

The fastest

The smallest

They are all unsustainable.

Positioning primer Instead, be: A clear value Customer-centric Scalable These are the same things, with bigger business implications.

Instead, be:

A clear value

Customer-centric

Scalable

These are the same things, with bigger business implications.

Positioning primer Positioning and branding are about long-term discipline.

Process – before creating a position Brand audit Internal interviews External surveys – multiple audiences Audience personification and profiles Competitive review

Process – positioning Four unique Brand Value terms Four unique Brand Personality terms One strong Positioning Statement One powerful tagline

Brand building A visual representation of your position. Consistent across all materials. Everything you do – from where you go (media) to what you do (new acquisitions) to who you hire (specialties) – should back up that position.

Exercise (the toughest easy questions you must answer). Write down ONLY four words that describe what you do. Write down ONLY four words that describe your personality. What project/client/engagement/product launch have you enjoyed the most? Why? Who have you said “no” to in the last year? Why? I specialize in _________ _______ ________. Biggest competitors Decision maker to influence Why do your customers hire you? I want to be known as the best _____ in ________.

Jeff Steiner New North LLC

Case study: American Specialty Cars

ASC’s Strategic Plan Process Who are you? What Do You Want? – Everyone Needs to Be on The Same Page – Values, Vision, Mission, Objectives – What space in the marketplace can you “own”? • Simple, but focused strategic plan – NOT a 100 page plan – Whole plan on 10 pages – 3-5 year time horizon – 6 strategic corporate objectives • Communicated to EVERYONE & Always referenced • Laser-like focus on our core business – Get rid of “bright shinny object disease”

Who are you? What Do You Want?

– Everyone Needs to Be on The Same Page

– Values, Vision, Mission, Objectives

– What space in the marketplace can you “own”?

• Simple, but focused strategic plan

– NOT a 100 page plan

– Whole plan on 10 pages

– 3-5 year time horizon

– 6 strategic corporate objectives

• Communicated to EVERYONE & Always referenced

• Laser-like focus on our core business

– Get rid of “bright shinny object disease”

ASC Question EVERYTHING! Including our name. – Internal: Promote a unique, “car-nut” culture while changing the organizational structure and focus – Reference the strategic plan in ALL major employee announcements – Corporate brand: Position as akin to “America’s Pininfarina” – Events: Truly special events – Marketing: Capabilities-focused, action-oriented – PR: Proactive media outreach • Partners: Pick good ones! • Key messages are KING! – 2-3 for each marketing/event need – Repeatability and repetitiveness – always linked back to the strategic

Choose the right partners. • Seek Cultural Fit FIRST! • Match size of organization with size of budget • Understand their unique strengths and weaknesses

American Sunroof Company logo.

Previous website.

New logo and tagline.

New website.

Ad campaign.

Sales presentation system.

HR brochure.

Sample environment.

Corporate ID materials.

Auto show presence.

Presentation Name Here Title Here March 9, 2006 Daymon Woldwide Press kit.

Presentation Name Here Title Here March 9, 2006 Daymon Woldwide Signage.

Case study: Tinnerman A century-old company diversifies and renews itself.

Previous logo.

Previous website.

New logo.

New website.

Presentation leave behind.

Corporate brochure.

Corporate identity.

Banner advertising.

Sub-brands.

Sheri Teodoru CFI Group

Positioning To ________, _____________ is the ____________ that does ___________ [for _____________].

Case study: CFI Group Repositioning into a more intelligent, proactive partner.

Previous website.

New logo/tagline.

New website.

Ad.

Direct mail.

HTML email blast.

eNewsletter.

Case study.

Trade show booth.

Dan Gilmartin Michigan Municipal League

Case study: Making an innovative, forward-thinking group look the part.

Brand Values. Helpful Proactive Dynamic Complete

Helpful

Proactive

Dynamic

Complete

Brand Personality. Aggressive Approachable Innovative Inspiring

Aggressive

Approachable

Innovative

Inspiring

Previous logo.

Previous website.

New logo/tagline.

Brand panel.

Brochure.

New website.

Corporate identity.

Tradeshow environment.

eNewsletter.

Q & A