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Marketing Essentials: Introduction to Marketing & Branding
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Marketing Essentials: Introduction to Marketing & Branding

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A brand is simply a person’s emotional connection to a product, service, or company. We will discuss how to forge this relationship through design and personal experience with your brand. The session …

A brand is simply a person’s emotional connection to a product, service, or company. We will discuss how to forge this relationship through design and personal experience with your brand. The session will include a general overview of the principles of marketing and branding, and delve deeper into topics such as brand strategy, research and positioning, design elements and naming, as well as brand extensions. Logos and naming are the two most basic elements of any brand, and we will discuss them at length.

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  • 1. WEEK 1 Introduction to Marketing / Branding Marketing Essentials
  • 2. Introduction to Marketing / Branding The essence of Marketing is a transaction or exchange intended to satisfy someone’s needs and wants.
  • 3. Introduction to Marketing / Branding There are 3 elements in the Marketing process: • Marketer • What is being Marketed (Product or Service) • Target Market
  • 4. Introduction to Marketing / Branding 4 P’s of Marketing Product Price Place Promotion
  • 5. Introduction to Marketing / Branding 4 C’s of Marketing Clients Costs Convenience Communications
  • 6. Introduction to Marketing / Branding Features Vs. Benefits Communicate the Benefits not the Features
  • 7. Introduction to Marketing / Branding Features Vs. Benefits Features: Tangible Characteristics of the Product/Service Benefits: What the Product/Service does for the Customer
  • 8. Introduction to Marketing / Branding Features Vs. Benefits - Example
  • 9. Lawnmower Features: Electric Starter, Grass Catcher, Rubber Handles, Automatic Choke, Self Sharpening Blades, Rust Resistant Benefits: Introduction to Marketing / Branding Features Vs. Benefits - Example
  • 10. Lawnmower Features: Electric Starter, Grass Catcher, Rubber Handles, Automatic Choke, Self Sharpening Blades, Rust Resistant Benefits: Saves Time, Lighter and Easier to Maneuver, Saves Money, Safe, More Convenient, Eco-Friendly Introduction to Marketing / Branding Features Vs. Benefits - Example
  • 11. Introduction to Marketing / Branding Features Vs. Benefits
  • 12. Introduction to Marketing / Branding Features Vs. Benefits Your Product/Service Features: Benefits:
  • 13. Introduction to Marketing / Branding Value Creation & Delivery Customer will gauge Value as Benefits Vs. Cost Benefits = Functional + Emotional Cost = Financial + Time + Energy Setting your VALUE is done by understanding your Customer, the Marketplace and your Positioning
  • 14. Introduction to Marketing / Branding “The aim of Marketing is to know and understand the Customer so well that the Product or Service fits him/her and sells itself.”
  • 15. Introduction to Marketing / Branding A Marketing Plan… • Lays out the Target Markets and the Value Proposition that will be offered based on an analysis of the best Market Opportunities • Summarizes what the Marketer has learned about the Marketplace and indicated how the firm plans to reach its Marketing Objectives.
  • 16. Introduction to Marketing / Branding
  • 17. Introduction to Marketing / Branding A Marketing Plan defines… • Key trends and target segments • The Value required by each segment • How the Company intends to create Value • Marketing objectives and strategies, together with financial consequences
  • 18. Introduction to Marketing / Branding A Marketing Plan… Biggest Danger for Organizations: Many prefer to sell the products they find easiest to sell to customers who offer the least line of resistance.
  • 19. Introduction to Marketing / Branding A Marketing Plan… • Acts as a roadmap • Assists Management in controlling and monitoring of the implementation strategy • Informs new participants in the plan of their role and function • Used to obtain resources for implementation • Can stimulate thinking and make better use of resources
  • 20. Introduction to Marketing / Branding A Marketing Plan… Answer these Questions: • Who are our existing & potential customers? • What are their current & future needs? • How can we satisfy those needs? • Can we offer a product/service the customer will value? • How do we communicate effectively with them? • How can we deliver a competitive product/service? • Why should customers buy from us?
  • 21. Introduction to Marketing / Branding Branding
  • 22. Introduction to Marketing / Branding Branding What is a Brand? A brand is a person’s gut feeling about a product, service, or company. It is a relationship forged through design and experience.
  • 23. Introduction to Marketing / Branding Branding What is a Brand? A Brand is more than a name or logo, more than a product or service.
  • 24. Introduction to Marketing / Branding Branding What is a Brand? It’s a perception of quality and value that is created by all of the people who together design, produce, market, deliver, sell, service and represent the product or service.
  • 25. Introduction to Marketing / Branding Branding Nike Elite Performance & Athleticism Apple Innovation & Creativity Amazon Selection & Convenience
  • 26. Introduction to Marketing / Branding
  • 27. Introduction to Marketing / Branding Branding “22 Immutable Laws of Marketing” Law of Perception: All that exists in the world of Marketing are perceptions in the mind of the customer. It is better to be first in the mind than first in the marketplace.
  • 28. Introduction to Marketing / Branding Branding Brand Positioning • Brand Marketing Vs. Direct Marketing • Learn to differentiate Product Identity from Brand Identity
  • 29. Introduction to Marketing / Branding Branding Brand Positioning “We’ve moved from an era where your brand and your reputation are all the things you tell people about yourself, to an era where your brand and reputation are all things said about you after you leave the room.” ~ Paul Holmes, The Holmes Report
  • 30. Introduction to Marketing / Branding Branding Brand Identity/Creation - Name & Logo Design
  • 31. Introduction to Marketing / Branding Branding Brand Identity/Creation - Brainstorming Names • Get all associated thoughts, terms & ideas on paper • Look at brands in related spaces - what works/what doesn’t? • Play with non-English words that translate the same meaning • Look for interesting words in books/music/art/maps • Cut and rearrange words • Narrow to 2 or 3 options
  • 32. Introduction to Marketing / Branding Branding Guidelines for Names, Slogans & Logos • Memorable: Distinct, easy recognized, easily recalled • Meaningful: Descriptive, persuasive • Appealing: Fun, interesting, rich visual & verbal imagery • Protectable: Legally, competitively • Adaptable: Flexible, updateable • Transferable: Within and across product categories, across geographic and cultural boundaries
  • 33. Introduction to Marketing / Branding Branding Brand Identity/Creation - Logos • Find a creative professional; ask your network! • Get several rounds of designs • Crowdsourcing Logo Design Sites LogoTournament.com / 99Designs.com /Crowdspring.com • Get input and feedback from objective people • Narrow to 2 or 3 options • Are there colors that best represent your brand?
  • 34. Introduction to Marketing / Branding Branding Brand Identity/Creation - Logos Which brands own these colors? • Red • Blue • Green • Brown
  • 35. Brand Identity/Creation - Logos Which brands own these colors? • Red • Blue • Green • Brown Introduction to Marketing / Branding Branding
  • 36. Introduction to Marketing / Branding Branding Engaging Your Employees Great brands deliver on their brand promise largely through their employees
  • 37. Introduction to Marketing / Branding Branding Engaging Your Employees Brand Employees Customers & Prospects / Competitors Colleagues & Shareholders / Influencers
  • 38. Introduction to Marketing / Branding Branding Engaging Your Employees Customers want: • A “Brand Promise” delivered • Individual treatment • Consistent experience
  • 39. Introduction to Marketing / Branding Branding Engaging Your Employees Employees Need to Deliver: • Consistent and quality service • Distinctively & “On Brand”
  • 40. Introduction to Marketing / Branding Branding Engaging Your Employees Employees Need to Be: • Committed • Brand Believers / Advocates • Empowered (by you!)
  • 41. Introduction to Marketing / Branding Branding Exploring Brand Extensions • What are your Goals? > Brand Awareness, Product Sales, Market Share, New Customers • Be Authentic • Timing
  • 42. Introduction to Marketing / Branding Branding Exploring Brand Extensions
  • 43. Introduction to Marketing / Branding Branding Exploring Brand Extensions
  • 44. Introduction to Marketing / Branding Branding Exploring Brand Extensions
  • 45. Introduction to Marketing / Branding Resources Interbrand.com - Annual list of best global brands ReBrand.com - Re-Branding case studies AIGA.org - Deep library of brand identity work IdentityWorks.com - Reviews of Re-Branding projects LogoLounge.com - Designer initiated library of logos BrandBeagle.com BrandChannel.com BrandsOfTheWorld.com