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Branding relationships and coffee

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Presentation by Craig Birch at the E3 60 Minute Makeover event, February 2011

Presentation by Craig Birch at the E3 60 Minute Makeover event, February 2011

Published in: Business, Self Improvement

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  • the best thing since sliced bread You will know the relevance if you have read Seth GodinOtto rohwedder – Born 1880  He became a jeweler. 1927 Patent the process of slicing bread and wrapping it For 15 years no one bought itUntil Company Wonder turned it into wonder bread They did something special, they managed to “spread the word”So there lies the first top tip for success “People who spread the word win“
  • Who sells productsWho sells services Who sells experiencesWhen you think about the best things you have ever purchased you get excited What was it that lead you to want it – i bet there was an experience involved somewhere along the lines
  • Caribou coffee Minneapolis
  • Transcript

    • 1. Brand, Relationships & Coffee
    • 2. a brand is.
      an identifying symbol, words or mark that distinguishes a product or company from its competitors
    • 3. its also.
      the emotional and psychological relationship you have with your customers. thoughts, emotions responses
    • 4. not this
    • 5. tip 1.
      get the basics right - LOGO
    • 6. get understood quickly?
      explain what you offer?
      create the right impression?
      make people want to do business?
      stand out from your competitors?
      make sense?
      does it .
    • 7. ?
    • 8. ?
    • 9. ?
    • 10. launching a catholic church youth project
    • 11. got some nice ice cream
    • 12. making tastey cakes
    • 13. making a statement to the world
    • 14. tip 2.
    • 15.
    • 16. tip 2. keep up with your customers
    • 17. JONES SODA .COM
    • 18. tip 3.
      spread the word
    • 19.
    • 20. whatever gets people talking about you in a positive way and builds relationships
      twitter
      facebook
      e newsletters
      direct mail
      gossip
    • 21. sliced bread
    • 22. tip 4.
      be a guerilla – use brand space
    • 23. warm up your customers
    • 24. be clever
    • 25. be in public
    • 26. spread the word
    • 27. be where your customers are
    • 28. have fun
    • 29. Tip 5. deliver your promises
    • 30. August 1992 - Spend just £100 on any Hoover product and get two free return flights to europe it cost them £48 million
    • 31. Bosses new about the issues with their cars but failed to take any action until customers took matters into their own hands
    • 32. Ford Pinto launched in Brasil
    • 33. craig@sugarcanemarketing.co.uk