Partner Plus Brand Basics Session 1 Slides

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These slides were presented during the Partner Plus Brand Basics Session 1, the focus of this session is on Understanding Brand, you will have learned the following during this session:
• Explaining “brand”
• The business value of brand
• Considerations for developing a brand

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Partner Plus Brand Basics Session 1 Slides

  1. 1. Brand Basics Part 1:Understanding BrandJohn Bowen, Alex Millet and Mohammad SaigolBrand Consultants4 April 2013 Presented by© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. • Brand consultancy • B2B and corporate focus • Strategy and design© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. • Part 1: Understanding Brand (4/4/13) What we mean by brand, what value it can offer to a business, and how you might begin to think about creating or improving your own brand.• Part 2: Defining Your Brand (4/11/13) Guidelines for helping you define what your brand stands for in the context of your competitors, your customers, and your own company and culture.• Part 3: Bringing Your Brand to Life (4/18/13) Information and advice about translating your company’s brand strategy into customer brand experiences through messaging and design.© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. • What is a brand?• The power of brand• The business value of brand• How to begin developing your own brand© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” Michael Eisner, Walt Disney Company CEO 1984-2005© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 6
  7. 7. It is your name… It is your logo… It is your advertising…© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. It’s also your product It’s also your people It’s also your culture© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. Brand is what you stand for Meaning it’s what you promise And how you deliver on that promise So that any one part stands in for the whole in people’s minds© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. • The simplest way to think about your brand is as a promise you make to ALL of your audiences• To customers, to employees, to partners, to investors…• When you live up to your promise, you build your brand• When you break your promise, your brand suffers© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. “Authentic brands do not emerge from marketing cubicles or advertising agencies. They emanate from everything the company does…” Howard Schultz, Starbucks CEO© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 14
  15. 15. • A clear brand promise that is directly connected to a business model – brand strategy is business strategy• Employees who all share a single understanding of the brand promise, and who are held accountable to deliver it• Holistic approach to all brand touchpoints to ensure consistent and effective expression across the brand experience© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. The most valuablebrand in the world© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. • Your brand already exists… it’s a question of whether you want to control how it develops• You can position your company based on brand… or your customers will position you based on price• Common trigger events for a branding or rebranding effort include: category shifts, radical technology changes, competitive pressures, internal restructuring, mergers and acquisitions© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. Brand – it’s not justfor B2C anymore.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  20. 20. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  21. 21. Company focus Competitive differentiation Customer relevance© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  22. 22. • UPS needed to expand their value proposition • Success required a shift in internal culture as much as external marketing • A new brand promiseThe power hooked employees and customers alikeof companyfocus© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. • When markets shift, it’s sink or swim • When Xerox saw change coming, they evolved to meet new customer needs • Today, the brand is moreThe power relevant – and valuable – than everof customerrelevance© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. • Intel found itself in a commodity market despite their high quality product • Customers needed to know there is a choice • Few products areThe power of indispensable, but the Intel brand now feels like it iscompetitivedifferentiation© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
  25. 25. It’s not just for thebig boys… • ACME brick was founded in 1891 • Invested in brand through 100 year guarantee, sponsorships, product stamping, event marketing • Estimate that 10% or their annual sales is ROI on brand building (13X)© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  26. 26. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  27. 27. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  28. 28. Brand drivespreference© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  29. 29. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
  30. 30. Brand generatesloyalty© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  31. 31. Interbrand – Best Global Brands 2012 Report© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  32. 32. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
  33. 33. Secure leadership alignment Agree on your objectives Agree what will be measured, and how© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
  34. 34. • To make the case for brand as your organization’s leader: Beat the drum of differentiation Position brand as an internal rallying point Lead with passion• To make the case for brand from within the marketing team: Begin with the marketing benefits of brand Connect brand to business benefits Begin with broad examples before getting specific to your company© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
  35. 35. “Goods and services are no longer enough.” The Experience Economy, Joe Pine and Jim Gilmore© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 35
  36. 36. In this section, you learned what a brand is and what it isn’t, andhow strong brands can drive tangible business results.You also picked up a few tips on how to kick start your ownbranding initiative.In Part 2: Defining Your Brand, you will begin thinking about whatyou want your brand to stand for from a strategic standpoint.See you next week!© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
  37. 37. Thank you. In partnership with

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