The Relevance and Reality of Branding by Jeff Swystun
•
2 likes•756 views
Presentation on branding principles, marketing trends, and things to think about when going international with your brand
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to The Relevance and Reality of Branding by Jeff Swystun
Similar to The Relevance and Reality of Branding by Jeff Swystun (20)
More from NORD DDB RIGA
More from NORD DDB RIGA (20)
Recently uploaded
Recently uploaded (20)
The Relevance and Reality of Branding by Jeff Swystun
- 1. The Relevance & Reality of Branding September 18, 2012
- 3. The power & value of brands 4 key tenets in marketing Expanding your brand
- 4. The power & value of brands 4 key tenets in marketing Expanding your brand
- 6. “slaughter of wild beasts, athletic games, perfumed sprinkling, and awnings to keep off the sun”
- 7. Sponsorship Promotional give-aways Brand guidelines Trade shows First electric sign Plant tours & lectures Recipe books Company newsletter Sales training Point-of-sale
- 9. brand strategy brings business strategy to life
- 12. A brand is a relationship that creates and secures future earnings by growing customer preference and loyalty
- 13. innovation
- 14. The power & value of brands 4 key tenets in marketing Expanding your brand
- 15. Improves a consumer’s life Is consistent…yet flexible Focuses on employees first Leverages pricing
- 16. Improve’s a consumers life… “A brand is a storehouse of trust. That matters more and more as choices multiply. People want to simplify their lives.” Niall Fitzgerald, Unilever
- 17. Improve’s a consumers life… Quality offer Customer-driven design Make lives easier, more enjoyable Meets an unmet need
- 18. Improve’s a consumers life…
- 19. Improve’s a consumers life…
- 20. Is consistent, yet flexible… “Don’t be consistent but be simple true.” Oliver Wendell Holmes
- 21. Is consistent, yet flexible… Practices the 70/30 rule Respects local custom, language Recognizes differences in demand Accepts evolution and adaptation
- 22. Is consistent, yet flexible…
- 23. Is consistent, yet flexible…
- 24. Focuses on employees first… “We can spend $200 million on marketing campaigns, but if guests aren’t greeted by a friendly bellman, they won’t be happy.” Chris Flatt, VP of Sales and Marketing, Wynn Las Vegas
- 25. Focuses on employees first… Promises Proof Media Environments Corporate Behavior Literature Brand Brand Signage Product Advertising Service Client decision
- 26. Focuses on employees first… Behavior fits the brand Brand guides employees Employees evolve the brand Promise is delivered
- 27. Focuses on employees first…
- 28. Leverages pricing… “The purpose of pricing is not to recover cost but to capture the value of the product in the mind of the customer.” Daniel Nimer
- 29. Leverages pricing… Go for premium Linked to intangible benefits Communicate exclusivity Know what your price says about you
- 31. The power & value of brands 4 key tenets in marketing Expanding your brand
- 32. “You do not choose to go global. The market chooses for you; it forces your hand.” Alain Gomez, Thomson
- 33. Size and attractiveness of market Commoditization in market of origin Displace competitors Achieve economies of scale Protect current margins Capture share of mind Drive innovation
- 34. Market dynamics Culture Language Buyer behavior Current brand loyalties …and many, many other dimensions
- 35. The risks of expansion must be carefully weighed or the damage to the brand can be irrevocable
- 36. Assume the brand communicates the same meaning market-to-market. 1
- 37. Use the wrong (or comfortable) communications channels. 2
- 38. Underestimating investment for a market to become aware of the brand, try it, and adopt it. 3
- 39. Assuming the company has the culture, organization and processes to expand. 4
- 41. Power & Value of Brands 4 Marketing Tenets Expanding the Brand Brand strategy brings Improves a Winning strategic business strategy to life consumer’s life conditions Make money: sell more, to Is consistent…yet Marketing due diligence more people, at a higher flexible price A culture willing to accept A brand is a relationship that Focuses on exceptions, adaptations creates and secures future employees first and ambiguity earnings by growing customer preference and loyalty Innovation! Leverages pricing Fortune favors the bold!
- 42. fortune favors the bold
- 43. Priekā! Jeff Swystun Chief Marketing & Communications Officer twitter.com/jeffswystun linkedin.com/in/swystun jeffswystun.tumblr.com/
Editor's Notes
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n