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Cash in on Your Brand

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A tightly focused presentation on 8 key initiatives that businesses can take to create cohesion, brand clarity, direction, and action to thrive.

A tightly focused presentation on 8 key initiatives that businesses can take to create cohesion, brand clarity, direction, and action to thrive.

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Cash in on Your Brand Cash in on Your Brand Presentation Transcript

  • Presented by: Carol Chapman and Suzanne Tulien Principals & Co-founders of The Brand Ascension Group © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • About us… BRAND PERCEPTION EXPERTS, EXPERIENTIAL CONSULTANTS, TRAINERS AND SPEAKERS • Combined 50+ years • 100s of local and national firms define, create & build brand experiences • Pioneers of 2 Proprietary Brand- Building Processes • Authors: books, blogs, articles • Award-winning Graphic Design • Certified Trainers/Coaches • Accelerated Learning • Leadership Development • Emotional Intelligence Carol Chapman/Suzanne Tulien www.BRANDASCENSION.com © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • POLL #1 Over the last 6 months, are your customers… A. Buying more products/services B. Buying less products/services C. No change © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Consumer Behavior 56% less are eating out at 63% non-fast food restaurants have cut back on Time Magazine, April 2009 ENTERTAINMENT © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Consumer Behavior 20% have NOT FILLED a MEDICAL 27% are spending PRESECRIPTION LESS on HEALTH CLUBS…however, 29% are 30% have exercising MORE FAILED to PAY a BILL ON TIME Time Magazine, April 2009 © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Short of FORCING your customers to buy… © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • OUT-BEHAVE YOUR COMPETITORS! 8 IMPERATIVE QUESTIONS TO ANSWER AND ACTION 1. PERCEPTION 2. STYLE 3. VALUES 4. DIFFERENTIATORS 5. STANDARDS 6. BEHAVIORAL REINFORCEMENT 7. POINT OF VIEW 8. BRAND PROMISE © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Your Brand Is… A PERCEPTION that lives in the MINDS of your market …Based on EMOTION and defined by their EXPERIENCE with you, your employees, products & services. © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Question #1… What Perception do you want to OWN in the minds of your market? If you don’t manage the perception, your customers will! © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Successful Brands… Define and manage PERCEPTION! © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Question #2… What is the distinctive STYLE of your brand? If you were to ask 5 employees in your company, would you get the same answer? © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • What’s Your Brand Style? “Our People are our single greatest strength and our most enduring long term competitive advantage.” - Gary Kelly, CEO Southwest Airlines © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Question #3… What core VALUES guide your behaviors and business practices? (Do all employees in the company live these VALUES?) © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  •  Enron  Arthur Andersen  MCI / Worldcom  AIG © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • A Focus on Values Drives REAL Bottom-line Results Business: Government Contractor Size: $100 Million in revenues; 1000+ employees – Facilitated on-site Brand DNA session – Realized huge gaps in 2 core values Accountability & Profitability – Major issue: outstanding receivables of $7+M for over a year – Targeted actions • Agreed more rigorous standards for accountability • Implemented new performance management system • Rigorous focus on improving standards of performance (high impact areas) across a brand scorecard: employees, customers, processes, financial REAL RESULTS!: Realized a 113% increase in their bottom-line within 1 year! © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • What do you think? Poll #2 In a global survey by Booz Allen Hamilton & The Aspen Institute What percent said they rely on explicit CEO support to reinforce values? A. 65% B. 70% C. 85% D. 90% © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • And the Answer Is… In a global survey by Booz Allen Hamilton & The Aspen Institute What percent said they rely on explicit CEO support to reinforce values? A. 65% B. 70% C. 85% D. 90% © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Question # 4… What are your unique DIFFERENTIATORS? What key differences make you stand out from the crowd? These can enhance your brand’s advantage! © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • What Differentiates Your Brand? • Introduced concept of toy manufacturing inside a mall-based store. • Launched 1st store in 1997 • Within 4 years over 75 stores and $100M in Revenues; now 350 worldwide © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • What Differentiates Your Brand? • Memorable customer experiences through entertainment Theater ~ Emotion ~ Connection – Heavily themed stores (bear making stations) – Associates are Master Bear Builders® - share experience with customer – Birth-certificate for each toy and bar-code inside – Avoid markdowns (special discount sales) • 99% of new products come from existing customers input © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • 2009 First Qtr. Revenues Down 26% COMPETITIVE ADVANTAGE: Manufacturing Processes $7B+ investment upgrade CUSTOMER INPUT = Innovation © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Question #5… What STANDARDS of performance excellence will you adhere to? • Employees? • Customers? • Processes? • Financial? © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Example At Zappos.com, Customer Service Is Everything. Founded in 1999 In Fact, It's The Entire Company. Topped $1Billion in CUSTOMER STANDARD: revenues in 2008 Debuted at No. 23 on Provide the best customer service possible Fortune’s 2009 100 Bes Companies to Work Fo internally that means “WOW” the customer. List 75% of Purchases are Supportive Actions: from repeat customers  Free Shipping – Both Ways  365 Day Return Policy  24/7 Customer Service © The Brand Ascension Group ~ Branded Customer Chemistry! © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Poll #3 What % of your customers WANT to be LOYAL? A. 35% B. 18% C. 72% D. 94% Source: Zamba Solutions © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • ANSWER What % of your customers WANT to be LOYAL? A. 35% B. 18% C. 72% D. 94% Source: Zamba Solutions Don’t give them a reason NOT to! © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Question #6… How will your brand REINFORCE the desired PERCEPTION? …in the minds of your employees and customers. © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • BA Group Client Example: Retail Business - Commodity Industry - Shrinking Market SPECIFIC BEHAVIORAL CHANGES:  Remember guests names  Constant customer interaction  “Being Aware” of what customers like  Creative Referral Programs © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • BA Group Client Example: Retail Business - Commodity Industry - Shrinking Market SPECIFIC BEHAVIORAL CHANGES:  Remember guests names REAL RESULTS:  Constant customer interaction • Avg. customer transactions  “Being Aware” of what customers like are higher (+35%-50%)  Creative Referral Programs • Increased customer retention in a difficult market • Procedures for everything © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Question #7… Does your brand have a strong POINT OF VIEW? © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Harley Owners Group - H.O.G® © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Question #8… What is your BRAND’s PROMISE? Clearly articulated, succinct declaration of the promise you commit at every customer touch point! © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Starbucks’ Brand Promise Inspiring and nurturing the human spirit through… © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • Elevate Your Brand’s Experience Define Your Brand DNA! © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • • Capitalize on the power of your Brand Promise • Leverage your true differentiators • Company wide clarity on what the brand stands for • Behaviors of the company fully support the messaging = better customer experience • Increased ROI on marketing investments • Complete clarity in your marketing message • Greater customer loyalty – through emotion benefits • Out-behave your competition • More referrals/testimonials from customers © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer
  • THANK YOU! & Questions Our Brand DNA step-by-step defining methodology is now delivered in three ways: 1) Private onsite facilitation 2) Live online facilitation 3) Self-paced, pre-recorded e-Course www.BrandAscension.com for a variety of FREE downloads, including this presentation. Carol Chapman, Principal Suzanne Tulien, Principal 719.265.1707 | 719.748.2290 © The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer