Take Your Brand to the Winning Intersection

M.T. Fuentes Consulting

Take Your Brand to the
Winning Intersection
Shifting the paradigm in branding

M. T . Fuentes Consulting - The Winning Intersection™ 2013

The Winning Intersection

You have to be different to survive
– “Me Too “ brands may survive
and create a bit of havoc in the
short-run, but eventually they die.

 Winning Intersection: Clear
Intersection
point of difference that
delivers on the needs. Focus
should be on expanding it,
make it even bigger.
ᵡ

?

Losing Intersection: Your
Intersection
competitor delivers on the
needs of your target
customers better than you do.
You’ll be crushed and
replaced over time.
Risky Intersection:
Intersection
Competitive battle ground.
Employ emotion, innovative
superior execution.

M. T . Fuentes Consulting - The Winning Intersection™ 2013




?

ᵡ

Who
Care

Challenge your organization; this
is a very difficult task but must be
performed frequently.
Keep pushing the organization to
the “Winning Intersection”. Forget
about features and explore
emotional benefits.
If you are in the “Risky
Intersection” innovate and strive
for differentiation in your go-tomarket strategy.

Five Simple Questions to Ask Before
Getting Started on Your Brand Plan
Questions to Ask
1. Where are we?

Brand Planning Streams
1. Situational Analysis

1
2

2. Why are we here?
3. Where could we be?

2. Key Issues

3

3. Vision/Mission/Goals
4

4. How can we get there?
5. What do we need to do to
mobilize?

M. T . Fuentes Consulting - The Brand Plan Streams™ 2013

5

4. Strategies & Tactics
6

5. Execute & Measure



What is included in a Brand Plan?


Elements that make up a Brand Plan
& Streams
Vision

Support Points

Mission

Product / Service

Goals

Advertising

Key Issues

Promotion

Strategies

Stimulus

Tactics

Response

Expected Result

Medium

Main Message

Channel

M. T . Fuentes Consulting - The Brand Plan™ 2013



Brand Promise and Sources of
Connectivity
The Customer

The Brand
What are the factors that drive a customers’ love with a brand

They are five Sources of Connectivity
Promise
How well does the brand
benefit connect to the
customer

Experience
Freshness

Strategy
What focused choices
does the brand make
to drive growth and
profits?

Positioning

Story
How well does the
brand communicate
their differences and
move customers?

Innovation

The Brand Plan

How well does the
brand stay fresh and
on top of trends with
customers?

Communication

How well does the
brand experience live
up to and consistently
deliver the promise?

Culture &
Operations

Triangulating the Customer Value
Proposition – focus on benefits both rational and emotional
Step 3: match the insights to
your features and begin to
form rational benefits:
Matching the features up against
the need states, in the
customer’s voice answering “so
what do I get?”
Step 2: map out
your top features
Product / Service
focused strengths,
claims, points of
parity, difference and
unique offerings

Step 4: emotional
benefits
Raising or highlighting
the rational benefits
by tapping into “so
how does that make
me feel”
Step 1: layer in the
customer insight
Key category or
industry insights that
frame the need state
of the target(s)


Uncover Hidden Issues by Looking at the
Health and Wealth of the Brand Internally and
Externally


Brand Health

External Health

Internal Health

External

Internal

Internal Wealth

External Wealth

Brand Wealth


Purpose Driven Visionary Strategy: The
Power of Why
Start with what’s in you: the most successful brands start with a purpose driven vision (why) and match
the strategies (how) and the execution (what) to the vision

Strategy

Apple
Why do you exist? What is your Purpose or
Cause?
•At Apple, we believe in challenging the status
quo, we believe in thinking differently. Making a
dent in the universe.

Why
How
What

How we deliver against the Purpose or Cause?
•To challenge the status quo at Apple, we make
sure our products are all beautifully designed,
simple to use and user friendly.

What do you do to deliver the Propose
•Sell computers, laptops, dell phones, tablets,
that are highly styled and customer friendly.


Next We Will Unveil a Draft Brand
Plan and Streams



Example of a Draft Brand Plan & Streams
3

Brand Vision

Analysis
P&L Forecast:
Sales
Gross Margin
GM%
A&P Spend
Profit
Profit%

To be the world’s leading provider of cloud solutions for SMBs

Issues & Strategies

Execution Plan:

Key Issues:
6

P&L
Forecast

Drivers:

Execution Plan

•How do we stay top of mind?

2

Key
Issues

•Advertising & PR
•Social Marketing Presence / Shield
•New Products / Services
•Promotions
•Website
•Retail
5 Executional

Tactics

Strategic Imperatives:
1

Inhibitors:

Situation
Analysis

•Launch one new item per quarter

4
Risks:
Opportunities

Marketing Budget:
Strategic
Initiatives

•Advertising & PR
•Social Marketing Presence / Shield
•New Products / Services
•Promotions
•Website
•Retail
Brand

6

Budget


Conclusion
Rules and Guidelines for structuring your brand strategy:
1.Ensure your CEO and his senior leadership team are committed to the journey
2.Ensure a common brand strategy
3.Focus your brand initiative
4.Define your brand promise and ensure all functions understand their role in delivery
5.Identify your brand target and mechanism to understand their changing nature
6.Identify what your brand delivery will be to the identified customer
7.Brand placement
8.Intimately understand your customers, what motivates them and communicate to all constituents
9.Surround the customer
10.Measure, execute, manage


Establish and Protect Your Winning
Intersection
• Contact Marc Fuentes, Managing Partner for more details
•
•
•
•
•

E-mail: marcfuetes@cogeco.ca
Follow Marc Fuentes on Twitter: fuentes_marc
Review Marc Fuentes Linked Profile: ca.linkedin.com/in/marcfuentes/
Read Marc Fuentes blogs: marcfuentes.blogs.ca
Call: (289) 772 7475


Take Your Brand to the Winning Intersection

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