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Brand Basics: Building Your Business on a                                Powerful Promise and Engaging Experience         ...
“ Building a brand is…  more intuitive than  analytical, and most  of the time it can’t be  seen. But it can always  be fe...
3This part of the Brand Basics course will prepare you todevelop and strengthen your company’s brand. We will answerthe qu...
What isa Brand?
What is a Brand?                                                                                                          ...
6Brand as a PromiseAt its simplest, a brand is a promise.It is a promise made by the firm to itscustomers, employees, part...
7                                                                                                                         ...
8                       Shared Characteristics of                         Coca-Cola is the most valuable brand            ...
9Reasons for Building a Brand                    or acquisition, may require the alignmentBrands come about organically. W...
ThePowerof Brand
The Power of Brand                                                                                                        ...
12                                                                                                      In this classic   ...
13Brand as an Organizing Principle                                      UPS recentlyCompanies are collections of individua...
14The Power of Internal Brand                    Training employees in your brand will                                    ...
15The Power of Customer BrandRelevanceBrand building, when done correctly,                                               F...
16The Power of Competitive BrandDifferentiation                                                                   Intel il...
TheBusinessValue ofBrand
The Business Value of Brand                                                                                               ...
19The Marketing Funnel &                     The process begins with Awareness,Brand                                      ...
20Driving Preference                              cases, the product is hardly different—itPreference can be one of the st...
21Fostering Loyalty                             services, and more likely to recommend            for the results page of ...
Considerationsfor Developinga Brand
Considerations for Developing a Brand                                                                                     ...
24Championing Brand in Your                      •	 Be passionate. There is no stronger       •	 Start general and grow sp...
InConclusion
Conculsion                                                                                                                ...
Additional Resources                                                                                                27    ...
Bibliography                                                                                                              ...
Presented by                                                            Publicis Brand Optimization Systems (BOS) Group de...
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Partner Plus Brand Basics Session 1 Workbook

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This document is to help you put into practice what you have learned in Partner Plus Brand Basics Session 1, this workbook is your tool to help you understand the following:
• Explaining your “brand”
• The business value of your brand
• Considerations for developing your brand

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Transcript of "Partner Plus Brand Basics Session 1 Workbook"

  1. 1. Brand Basics: Building Your Business on a Powerful Promise and Engaging Experience Part 1: Understanding BrandA Cisco Partner Plus Resource
  2. 2. “ Building a brand is… more intuitive than analytical, and most of the time it can’t be seen. But it can always be felt.” – Scott Bedbury, from "A New Brand World"1
  3. 3. 3This part of the Brand Basics course will prepare you todevelop and strengthen your company’s brand. We will answerthe question “What is a brand?” and discuss the value it candeliver to a business like yours, illustrated through examples,including those involving B2B and technology companies. Toget you on your way, we’ve also included tips to rally yourorganization around the need for a well-defined brand. Brand Basics Part 1: Understanding Brand / a Cisco Partner Plus Resource
  4. 4. What isa Brand?
  5. 5. What is a Brand? 5 “Brand” means different things to an emotional level. Customers preferred different people. Traditionally, brand has to buy products of companies whose In this section you will been used as shorthand to describe a reputations they were familiar with— learn: company, product or service. Once, a companies that they trusted, knew • How to define and better brand consisted of nothing more than a and above all, liked. understand brand logo or even just a name, but with the dramatic increase in companies and Today, brand is what a business stands • What the components for. It is the intangible collection of customer choice that we have seen, of a brand are impressions, emotions, values, aspirations brands have evolved to become more • Why undertake a complex—and central—parts of every and ideas associated with a company. It brand-building initiative business, whether that business is is supported by very tangible things like targeted to consumers (B2C) or other people, products and price points. It is businesses (B2B). not just a logo, tagline, type or advertising campaign; it is all these things and many As competition increased, companies more. When all these different factors began to realize that not only could they come together, they form a brand. It is connect with customers on a rational that holistic experience that customers, level—by having cheaper prices for employees and stakeholders have when quality goods, for example—but also on engaging with a company in any way. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  6. 6. 6Brand as a PromiseAt its simplest, a brand is a promise.It is a promise made by the firm to itscustomers, employees, partners andeveryone else it comes into contactwith that they will have a consistent anddesirable experience, both functionallyand emotionally. If that promise is fulfilledtime and time again, customers will cometo view the brand favorably; if that promiseis broken, they will lose faith in it and beless likely to buy that company’s productsor services. Brand is more than just a name or logo – the best brands are indistinguishable from the customer experience. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  7. 7. 7 Website Advertising Tagline MissionComponents of a Brand Experience Partner Relationships EventsA company’s brand is articulated at Brandevery touchpoint—that is, every moment Identityat which the brand engages people. graphic elementsTouchpoints range from the comparativelyminor (business cards and brochures) typeto the major (advertising campaigns and imagerycorporate social responsibility programs). logo colorThey can be experiential—think of hold Brand Promisemusic or scents in a hotel lobby. And,today, they include hard-to-define Social Internalcomponents such as social media. Networking Customer Case Study Telecom Carrier Offers First-of-its-Kind Cloud Security Solution CommunicationsOf course, they vary by industry, but a Pagesmedium-sized information technology Executive Summary Customer Name: BT Industry: Telecommunications Location: London, United Kingdom BT partners with Cisco and SecureLogix to help customers identify voice and data threats through single integrated solution.solutions company might have a set that Number of Employees: 92,600 Challenge Printed Challenge A leading global communications company with customers in more than 170 countries, BT Improve security of enterprise offers fixed-line services, broadband, mobile and TV products and services to consumers, voice networks enterprise companies, and the public sector. BT Global Services is one of the company’s No holistic view of network four customer-facing lines of business, providing managed networked IT services for large environment corporate and public sector customers. Bolster data security by securing the voice network With the rise of “hacktivism,” that is, the act of hacking for politically motivated purposes, cyber security has become a top priority for many of BT’s customers. According to Jeffincludes the following touchpoints. Materials Solution Schmidt, global head of business continuity, security, and governance for BT Global BT Assure Analytics cloud service, Services, “98 percent of businesses that were hit by hackers also suffered from dial a visual tool that helps identify and through fraud. And many hackers use this fraud to fund their activities.” In fact, global mitigate voice and data threats telecom fraud losses are estimated to be US$40 billion annually.1 Cisco Integrated Services Routers Generation 2 provides voice and To address this problem, BT began developing an intelligent visual data analysis engine data services on a single platform that would improve situational awareness and identify voice and data threats in real and Cisco UC Gateway Services time. The solution pulls all the information from the network, sets a baseline, and then API allows partners to build security determines where the anomalies are within the network infrastructure. By visually mapping applications for voice traffic, whether these anomalies, BT is able to more quickly and easily identify and mitigate threats versus via TDM or SIP trunking reviewing reams of data. SecureLogix voice policy and Workplace security application Environment 1 © 2012 Cisco and/or its affiliates. All rights reserved. 1 Communications Fraud Control Association (CFCA) Telecom 2011 surveyBrand can also be thought of as the Taken together, touchpointsperception that stakeholders have of a help shape your brand, Customer or the perception of yourcompany. This perception is developed Service company.through the stakeholder experience at Presentationevery touchpoint. Effectively fulfilling Style Engagementthe brand promise at every point of Stylecontact will result in a positive and Brandedconsistent perception of your company. Giveaways Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  8. 8. 8 Shared Characteristics of Coca-Cola is the most valuable brand a Strong Brand in the world according to the 2012 Brands, like the businesses they report on the 100 Best Global Brands represent, can be strong or weak. from Interbrand, the world’s largest Understanding the evolving definition brand consultancy. The Coca-Cola of brand is the first step in building brand is worth more than $77 billion. a robust brand. But what are the Instantly recognizable and consumed characteristics of a strong brand? across the globe, Coke die-hards are Although specific circumstances affect not difficult to come by. Blind taste tests a large part of that answer, successful that pit Coke against Pepsi, however, brands share certain similarities: often reveal that even ardent fans base their opinions less on the physical • A clearly formulated brand promise product than they think. Coca-Cola is that is directly connected to business so successful because it has created strategy more than a drink—it has created an • Employees who understand the experience based on the promise of brand and are held to its standards timeless refreshment and enjoyment in their work that is reaffirmed at every touchpoint. The famous contour bottle, for example, • Attention to every touchpoint to was designed to be recognizable evenCoca-Cola extends ensure that each is on-brand and can when shattered.its brand to every holistically deliver on the brand promisetouchpoint: the Cokebottle was designedto be so distinctthat it should berecognizable evenwhen broken. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  9. 9. 9Reasons for Building a Brand or acquisition, may require the alignmentBrands come about organically. Whether of visions and aesthetics. Or quite simply,you like it or not, your company will the leadership might realize that thenecessarily develop a reputation in the company could gain from a higher profilemarketplace. So why build a brand? and stronger reputation.Undertaking a conscious brand-building Your brand will develop with or withoutinitiative allows you to take control of that your conscious involvement. Shapingprocess, and guide it along a set path. that process will allow you to accessThe question is not whether or not to the tremendous power of brand.have a brand; it is whether your brandwill align with your strategic vision.Still most companies wait for an eventto awaken them to the need for a brand. “Authentic brands do not emerge from marketingThere are several triggers that mightspur a company to undertake a branding cubicles or advertising agencies. They emanateinitiative. Changes in the category, suchas a new entrant with similar offerings, from everything the company does, from storemay create a need for differentiation. An design and site selection to training, production,internal restructuring, such as a merger packaging and merchandise buying.” – Howard Schultz, from "Pour Your Heart into It: How Starbucks Built a Company One Cup at a Time"2 Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  10. 10. ThePowerof Brand
  11. 11. The Power of Brand 11 Brands are usually thought of as being the industry and became the preferred In this section you will integral parts of the B2C marketplace— partner of almost every business. GE learn: Starbucks, Gillette or Apple may spring spends heavily on advertising to share to mind—but they are just as important its achievements and forward-looking • The value of brand in B2B in the B2B space. The B2B marketplace practices. Clearly these highly successful • How brand serves as a is full of clutter and noise. Customers companies understand the inherent value guiding principle for an are overwhelmed by undifferentiated of building a strong brand. organization lists of features and tit-for-tat pricing. A strong brand identity, then, is all the more Brand has three particularly useful • How a strong brand functions for a professional services improves customer important to help your B2B firm stand out from the crowd. In fact, three primarily company: (1) It can be used as an relevance and competitive organizing principle, (2) it can make the differentiation B2B companies made the top 10 in the Interbrand report on Best Global Brands company more relevant to its customers of 2012 mentioned on page 8: IBM (#3), and (3) it can help differentiate otherwise GE (#6) and Intel (#8). IBM established common products from those of its itself early on as a thought leader in competitors. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  12. 12. 12 In this classic advertisement, McGraw-Hill made a compelling case for the value of B2B brand building.Copyright ©The McGraw-Hill Companies, Inc. Reproduced with permission of The McGraw-Hill Companies,Inc. No redistribution or reproduction without the permission of The McGraw-Hill Companies, Inc. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  13. 13. 13Brand as an Organizing Principle UPS recentlyCompanies are collections of individuals, rebranded itselfeach with their own ideas and opinions. with a strongAligning all the stakeholders under a emphasis onset of common values can be a boon logistics. Nofor productivity and collaboration. A longer is UPScompany that develops a value-based simply a package delivery service;identity can also increase employee rather, it aims to serve the businesssatisfaction, thereby fostering a positive community as its premier logisticswork environment and reducing turnover. partner, promising seamless supply-Brand is the ideal concept around which chain services. The brand connectsto rally your organization, because it this value proposition to an emotionalcombines your business goals with an idea: UPS “hearts” logistics. In this case,emotional promise. It’s this emotional the brand refresh served as the principlecomponent that will make your brand around which to organize the business,stand out in the minds of your customers— changing the perception and positioningthere is no reason it shouldn’t be relevant of UPS in the B2B community. And theto and motivating for your employees emotional component made the brandas well. Companies should endeavor to relatable both to customers and tocreate one common understanding of the employees who suddenly had a perfectbrand that is effectively communicated answer to the question, “Why do I showto all internal audiences, providing an up for work every day?”organizing principle for the firm. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  14. 14. 14The Power of Internal Brand Training employees in your brand will Ritz-CarltonResonance help them create the right experiences demonstrates theMany companies still use the traditional for customers and make the right power of internaltop-down management approach, a decisions on the company’s behalf. brand resonance.remnant of the Industrial Age. However, This is of particular importance in a The brand is based onthis model has less resonance in B2B environment, where face-to-face the idea of “ladies andtoday’s knowledge-based economy time involving sales representatives and gentlemen serving ladies and gentlemen,”and more firms are learning the benefits corporate teams makes up a large part so it is important that employees understandof employee engagement. Particularly in of business activity. If your employees the brand inside out in order to reach thethe technology industry, it has become understand the brand well, they will be required level of service. Ritz-Carlton’scommon to hear CEOs or other business able to communicate it effectively in internal engagement has been so thoroughleaders talk about how robust talent pools their work without the need for direct that it provides all employees with aare their greatest asset. Although talent is supervision or constant instruction stipend they are to use to personallyof the utmost importance in today’s world, from the dreaded “brand police”. make a stay more enjoyable for theit is most effective when all employees guests of their choice. Not only does thisfundamentally understand what their practice represent an excellent example ofbusiness stands for. empowering employees to bring the brand to life for customers, it also demonstrates the level of training and trust the company has invested in its employees. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  15. 15. 15The Power of Customer BrandRelevanceBrand building, when done correctly, For years, Xerox was synonymous withcan also help a company become more the banal act of copying documents.relevant to its target market. The process But with the expansion of electronicentails gaining a deeper understanding forms of communication, it saw its B2Cof the people you are selling to, including market shrinking while noticing a growingtheir needs and values. Learning what opportunity in the B2B space. With its “Ready for real business” campaign,customers really care about—both on Xerox repositioned itself as a strategic partner in business services. Itsan emotional and functional level—is key to advertising campaign focused on how Xerox helped well-known firms dealcrafting a brand, because it helps to focus with their specific business problems. By anticipating customer needs, Xeroxyour promise and link the business to the was able to make itself relevant to a new market and landed itself a spot onbrand through a shared understanding of the 100 Best Global Brands list.unmet customer needs. If your customersfeel like their major issues are addressedand fears alleviated before they haveeven articulated them, they will be morelikely to do business with you. Suchan issue is relevant in the technologyservices industry where technical faultsare often the primary worry. A companythat addresses particularly importantcustomer concerns in its brand buildingwill stand above the rest. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  16. 16. 16The Power of Competitive BrandDifferentiation Intel illustrates the power of brand differentiation.Brands also serve to differentiate The company makes products that few customers inproducts in a cluttered space. People the wider public understand; microchips are difficult toface a barrage of nearly identical products differentiate in the eyes of an unspecialized audience.in every industry. Consider the toothpaste In fact, few people would be able to say what exactlyaisle of a drugstore; there are rows and makes a computer with “Intel inside” better than its competition. Yet, Intelrows of brands with virtually the same continues to be upheld as a mark of quality and reliability. Intel managedrange of products. These products, at to transform an unexciting business into a powerful brand by slappingthe very least, have similar rational its logo on millions of computers and making sure it got a place in everybenefits. What causes a customer to advertisement for a product that used its technology. In the “sea ofgravitate towards one brand over the sameness” that is the microchip industry, Intel’s brand catapulted it farothers time and time again? It is the beyond its peers. It has been so successful that most people would beemotional connection that he or she hard-pressed to even name an Intel competitor.feels for that brand. In an industry like ITservices, it can be difficult for customersto differentiate one company from itscompetitors on purely rational grounds.In many cases, in fact, competitors areselling exactly the same products fromexactly the same partners! Although highquality, desirable products and servicesalways serve as the foundation, a strongbrand can be that crucial deciding factorthat encourages customers to choose—orrecommend—you over your competition. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  17. 17. TheBusinessValue ofBrand
  18. 18. The Business Value of Brand 18 A strong brand is more than just a nice- Consider one of the great examples of In this section you will to-have; strong brands drive tangible strong branding, Apple. The electronics learn: business results. Brand influences producer boasted long lines at stores customers’ willingness to purchase your around the world and months-long • How brand can move product, the price they are willing to pay waiting lists at the launch of its first customers through the for it and their likelihood of returning for iPad—a product no one had ever seen marketing funnel more. The value of brand can also be or used before. Why the hype? Why were • Why brand loyalty means measured: many consultancies have people willing to spend such a substantial more revenue evolved practices around deriving the amount of money and effort on obtaining value of brands through comprehensive, a product they knew so little about? • That brand can have fact-based methodologies. Because they believed in the promise of measurable monetary Apple’s extraordinarily powerful brand. value Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  19. 19. 19The Marketing Funnel & The process begins with Awareness,Brand when potential buyers first encounterThe marketing funnel describes the the company. The next stage is Familiarity.process a customer goes through At this point, customers have decided theywhen purchasing a product. It helps need the product the company offers.us understand how brand affects They begin shopping various sellers with IBM’s Smarter Planet initiative showspurchase decisions. no firm intention to buy. The next step, how a strong brand can propel a Consideration, is when customers decide customer through the marketing funnel. to buy a product and begin comparing Smarter Planet categorizes IBM’s products competitors. At this stage, a strong brand and services according to the business can tilt the scale in one company’s favor. problem or need—not according to what AWARENESS In the next step, Purchase, customers they actually do. The same offering might choose to buy one company’s product even fall under two categories. In many FAMILIARITY instead of its substitutes, a decision that ways, what IBM offers is not unique; can be heavily influenced by the brand. myriad companies, for example, offer After Purchase and if the customer feels supply chain management. But when CONSIDERATION ADVOCACY that common service is slotted under that the brand promise has been fulfilled, the final stage is Loyalty. Not only is the a heading like “Smarter Commerce,” customer likely to come back for more, it instantly appears more innovative PURCHASE and novel. A customer is more likely to but is also more likely to recommend that company to others. The opposite purchase IBM’s products over those of also holds true: if customers have a bad its competitors because of how they are LOYALTY experience, they can turn from advocates framed. Why would you purchase a supply to antagonists. chain management product when you could buy a Smarter Commerce solution? Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  20. 20. 20Driving Preference cases, the product is hardly different—itPreference can be one of the strongest is the perception of quality or credibilitydrivers of sales. Coke outsells Pepsi in that it carries that ultimately brings inall but a few markets globally despite a the sale. For B2B businesses, this oftengeneral liking for sweeter beverages; means displaying thought leadership.Gillette is all but synonymous with razors. Many brand experts credit the successIf your brand is strong enough, customers of Accenture’s brand to its extensivewill buy your products even if they are collection of white papers and reports.economically or technically inferior to their Although your company may not havecompetitors. Consider the old adage from Accenture’s vast resources, positioningdecades past, “Nobody ever got fired for yourself as a credible and knowledgeable A perfectly functional black cap like the one on thebuying IBM”: regardless of the quality of partner could allow a price premium in right can be had for less than $5. Why will peoplethe product, IBM was considered a safe the future, at no added cost. pay $20 or more for the one on the left? The answercompany to buy from because of the is simple: brand.strength of its brand and the credibilitythat it afforded.Allowing a Price PremiumA strong brand also offers a windfall in the “ A brand is the face of a business strategy.”premium it allows a company to charge – Scott Galloway, as quoted in "Brand Leadership:its customers for products. Consider the Building Assets in an Informational Economy" 3difference in price between generic andbranded products at a pharmacy. In most Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  21. 21. 21Fostering Loyalty services, and more likely to recommend for the results page of a brandingAbove all, there is a tremendous amount you to other potential clients. All of these agency case study. That’s a figureof value in loyalty. Customers who are effects are multiplied by the prevalence that market analysts and investorsloyal to a particular brand tend to act in of social media, an environment in which pay serious attention to.ways that are not strictly economically companies and customers can seemingly make or break a brand’s future in minutes. Professional brand valuation initiativesrational. Consider walking that extra block can be prohibitively costly or offer ato your preferred coffee shop despite low ROI for small- and medium-sizeda cheaper substitute available at hand, Brand Valuation companies. However, there are someor booking a flight at an inconvenient Beyond the many secondary ways that standardized options that may betime just to travel on your favorite powerful brands contribute to business available at a lower cost. “DIY”airline. Loyalty can turn customers into value, today brands can actually contribute methodologies that, while not meetingadvocates, promoting a brand to friends, directly to a company’s balance sheet. the strictest accounting standards, canfamily and colleagues without any Brand valuation methodologies are be used to build a case for brand withmonetary compensation. becoming more and more accepted as private investors. We’ll talk more about a component of business accounting, these in Part 3 of the Brand BasicsBrand loyalty also has value in a B2B and brand equity is increasingly beingsetting: once clients become familiar course. What’s important to remember treated as a business asset. You may is that the savviest businesspeople inwith and begin to appreciate what your have noticed in an earlier example thatcompany stands for, they are more likely the world view brand not just as a the Coca-Cola brand is valued today at marketing “nice to have,” but as ato expand their relationships with you over $77 billion. That’s not just a numberby purchasing additional products or critical company asset. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  22. 22. Considerationsfor Developinga Brand
  23. 23. Considerations for Developing a Brand 23 Leadership Alignment evaluation based on clear objectives and In this section you will All company leaders must be aligned tangible metrics. Establishing these early learn: on the need for a brand. They need to on will help turn what may seem like an agree on what they mean when they opaque and purely qualitative process into • The importance of one with defined goals against which your say “brand,” and that brand is valuable companywide buy-in leadership can measure progress and and why, both in a general and context- when undertaking a assign accountability. specific sense. Educating stakeholders brand-building initiative and securing their commitment upfront Guidelines for establishing objectives • The importance of is critical—if the process is not followed and examples of specific metrics will be setting measurable through to completion, your brand will explored in the next section. However, goals develop inconsistently at best, confusing as you consider entering into a branding • How to get support for all those who interact with the company. initiative, it is a good idea to ask yourself building a brand in your questions like: As mentioned earlier, a business is organization a collection of individuals; if these • What are the top three business goals individuals cannot agree on the need we hope to achieve? for a brand, how will you get them to agree on what your brand is? A • What metrics might we attach to each consensus much be reached before of these goals? the brand building even begins, to set • Do we have the mechanisms in place the stage for future success. to track our goals? If not, how can we install them? Objectives and Measurement • Always remember the old adage, “That Like any aspect of a business, brand which gets measured, gets done.” building can and should be subject to Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  24. 24. 24Championing Brand in Your • Be passionate. There is no stronger • Start general and grow specific.Organization motivation for brand adoption than It is easier for many to understandNow that you have learned the basics seeing personal belief in a CEO, how brand has proved its worth inof what a brand is and how it can drive CMO or equivalent. B2C businesses like Coca-Cola orbusiness results, it may be useful to If you are on your organization’s Nike. Then extrapolate from thesecommunicate the need for brand building marketing team, here are some tips on examples and bring it closer to home:to others in your organization. Specific how to explain the value of branding to explain how the same principles wouldorganizational dynamics play a big role, your leadership: apply in the B2B market and to yourbut some general guidelines may be company specifically.applicable to your situation. • Begin the brand discussion in the territory of marketing. As anIf you are an organizational leader, here established business practice,are some tips on how to explain the valueof branding to the rest of the company: using this tactic will make brand seem more familiar to leaders. But “ Goods and services are no• Make the case for differentiation. remember to take every opportunity to explain how the benefits of brand longer enough.” It is no secret that the IT services category is cluttered, with little extend far beyond the borders of – Joe Pine and Jim Gilmore, from traditional marketing. difference between competitors. "The Experience Economy: Work Many in the organization will intuitively • Explain how brand drives business. Using tools like the marketing funnel, is Theatre & Every Business is a recognize the value of standing out. show leaders how brand building Stage"4• Position brand as a beacon around can drive measurable and quantifiable which employees can rally. Frame the revenue to your company. Convince discussion as helping develop your them that an investment in brand is company’s reason to exist, vision for an investment in their business. success and values. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  25. 25. InConclusion
  26. 26. Conculsion 26A strong brand has the ability to catapult Brand is important even in the casea company from commodity to cultural of B2B and professional services In this section, you learnedicon. Too often, companies consider companies—some might say brand is what a brand is and whatbrand to be purely the domain of the especially important for IT services it isn’t, and how strongmarketing department, or are content companies due to the “sea of sameness” brands can drive tangibleto allow their brand to be defined by an that often engulfs the offering. Your brand business results. You alsoadvertising tagline. The best brands are is a promise you make to your customers picked up a few tips ondeveloped with the whole organization that differentiates you from the rest. how to kick start yourin mind, and align the company’s rational When you fulfill that promise, you gain branding initiative. In Partbenefits and business model to an a reputation—a reputation as a brand 2: Defining Your Brand,emotional promise expressed across and as a business that people prefer you will begin thinkingthe customer experience. to engage with. Building that reputation about what you want your consistently and effectively will, over brand to stand for from a time, translate to business results. strategic standpoint. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  27. 27. Additional Resources 27 Brand on Wikipedia A New Brand World A basic catalog of information on An insightful and enjoyable book on brand, its components and prevalent what makes brands great from the branding strategies. inventor of Nikes "Just Do It" campaign, Scott Bedbury. Brandeo A blog with articles on the business Tomorrow Starts Here implications of branding and an A site that brings Cisco’s Brand Vision encyclopedia of branding terms. and Brand Promise to life. Tom Fishburne Marketoonist Cisco Partner Plus A visual, entertaining blog with easy-to- Collected information and resources read entries on fundamental concepts for Cisco Partner Plus partners. from the world of branding. Brand Simple A highly readable, informative book by Allen Adamson on how creating a strong brand requires focusing on the basics. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  28. 28. Bibliography 28 1 Bedbury, Scott, and Stephen Fenichell. A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. New York: Viking, 2002. xvi. 2 Schultz, Howard, and Dori Jones. Yang. Pour Your Heart into It: How Starbucks Built a Company One Cup at a Time. New York, NY: Hyperion, 1997. 254. 3 Aacker, David A., and Erich Joachimsthaler. Brand Leadership: Building Assets in an Information Economy. New York: Free, 2000. 33. 4 Pine, II B. Joseph, and James H. Gilmore. The Experience Economy: Work Is Theatre & Every Business a Stage. N.p.: Harvard Business Review, 1999. iv. Brand Basics Part 1: Understanding Brand / A Cisco Partner Plus Resource
  29. 29. Presented by Publicis Brand Optimization Systems (BOS) Group develops brand strategies for clients and brings them to life through brand identity, employee education and experience design. BOS Group is part of Publicis Worldwide.Third party company names, trademarks and logos mentioned in this material are the property of their respective owners and their use does not constitute or imply an endorsement, sponsorship,affiliation, association or approval by the third parties of the material or with Cisco Systems, Inc. and/or its affiliates (“Cisco”). The information contained in this material are the opinions of PublicisBOS Group. Cisco disclaims all warranties as to the accuracies, completeness or adequacy of such information and shall have no liability for omission or inadequacies in such information.
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