Brand first, branding second

Slide 1: Establishing and Building a Brand in a Crowded Market © Brokenbulbs.com

Slide 2: What is a brand? “. . . the promise, the big idea, and the expectations that reside inside the head of each customer’s mind about a product, service, or company . . .the brand is shorthand. It stands for something.” - Alina Wheeler (2006) © Brokenbulbs.com

Slide 3: What is a brand? “A brand is an intangible but critical component of what a company stands for.”“ - Scott Davis (2002) © Brokenbulbs.com

Slide 4: What is a brand? “Fundamentally, a brand is a concept.”“ -Bobby J. Calder (2005) “Brands shape and reflect our quest for meaning.” © Brokenbulbs.com

Slide 5: Definitions of brand will emphasize: Its physical appearance: “It’s a logo.” What it does for the consumer? “It makes my life interesting . . . It simplifies the buying process.” What it does for the company? “It increases margins in a commodity business.” © Brokenbulbs.com

Slide 6: What will this presentation cover? • Why firms should establish a brand. • The steps in establishing a new brand. • A short list of recommended branding books. © Brokenbulbs.com

Slide 7: 1. Why establish a brand? © Brokenbulbs.com

Slide 8: Consumers face a dizzying array of choices. © Brokenbulbs.com

Slide 9: Products drift towards commoditization. © Brokenbulbs.com

Slide 10: A brand differentiates the product from similar offerings. © Brokenbulbs.com

Slide 11: A brand reduces the need to compete on price alone. © Brokenbulbs.com

Slide 12: Importantly, a strong brand gives employees focus and a sense of purpose. Why are we here? © Brokenbulbs.com

Slide 13: The goal of a brand Evian is to establish a monopoly position for a non-core product attribute in the mind of an individual. © Brokenbulbs.com

Slide 14: 2. Steps in establishing a new brand. © Brokenbulbs.com

Slide 15: I: Establish the meaning of the brand “The power of a brand is inversely proportional to its scope.” - Laura and Al Ries, The Origin of Brands © Brokenbulbs.com

Slide 16: A good way to do this is by asking: What’s the brand’s point of view?

Slide 17: Broad Boots: general drug store products Scope Body Shop: body New Brand? Narrow Scope hair care © Brokenbulbs.com

Slide 18: Point of view? © Brokenbulbs.com

Slide 19: Beauty doesn’t have to be at the expense of animals’ welfare.

Slide 20: You can explore these areas for a position relative to other offerings: Speed Safety Sophistication Evian Health Indulgence Slow and Personal Convenience Value for money etc.

Slide 21: Dig deep for a position within an existing category - or create a new category. © Brokenbulbs.com

Slide 22: Categories diverge not converge General Motors Models in 1955: 25 General Motors Models in 2005: 325 Source: The Machine That Changed the World (1990)

Slide 23: Some points to remember: Brands cannot stretch very far Customers buy brands not companies Brand decisions are strategic © Brokenbulbs.com

Slide 24: You can build a brand portfolio organically © Brokenbulbs.com

Slide 25: Or through acquisition © Brokenbulbs.com

Slide 26: II: Name Choose a name that’s: unique short easy to say easy to spell . . . © Brokenbulbs.com

Slide 27: if possible, the name should suggest the product category: Captain Morgan Rum Lunesta Sleeping pills Samsonite Strong luggage © Brokenbulbs.com

Slide 28: Alternatively, you can create meaning around a meaningless word. This is what Starbucks did with its brand. © Brokenbulbs.com

Slide 29: III: Physical Elements of the Brand: Choose a logo or name mark Choose a colour(s) Choose a tagline © Brokenbulbs.com

Slide 30: 3. Reading The Origin of Brands, Al and Laura Ries The New Strategic Brand Management: Creating and sustaining brand equity long term, Jean-Noel Kapferer Designing Brand Identity: A complete guide to creating, building and sustaining strong brands, Alina Wheeler Brand Leadership, David Aacker and Eric Joachimsthaler © Brokenbulbs.com

Slide 31: If you’re doing a university paper and need full definitions with page numbers for brand and innovation, contact me. If you’re a small business owner and need help with brand building, contact me, too. You could also check out my Blog if you’re bored. If you have a brand/innovation business in CT, I am interested in working in this field. Thanks! Gordon. E: Orxil@yahoo.com © Brokenbulbs.com