Marketing to Engineers
Industrial Branding:
The Lost Art in the Industrial Marketplace
Rich Thompson, Vice President of Ma...
“The business of marketing and brand
management is terribly unforgiving: of
carelessness, incapacity, neglect, or
ignoranc...
• Developing/creating brands lie in
– Understanding underlying issues
– Gathering data
– Developing workable insights from...
A definition of “Brand”
“A brand is a set of differentiating promises
that link a product to its customers.
The brand assu...
Its Only One Portion
• …of an overall Strategic Marketing
Initiative to define a business to an
external and internal cust...
The GAP
• What your customers and future
customers believe/perceive about your
brand(s)…
• …And where you would like that
...
Reality Check
• The “fun” part is contained in the creative
solutions and outputs (i.e. logo development
and design, rollo...
Brand
• Brand is the entire experience people
have with your
business/products/services…this is both
internal and external...
Reality Check
• You get one shot at this to do it right
• It is NOT a six to twelve week project that just
produces a “bra...
The Issue of Brands
• Brands are built and are either made or
destroyed on four dimensions
– Relevance
– Differentiation
–...
What A Brand is NOT
• A Slogan
• A Symbol
• An Ad
• A Spokesperson
• A Package
• A Logo
• A Project Name
• A Shape
• A Sou...
How do brands help us?
• Key ingredient of intangible value
• Prime driver of profitable loyalty
• Pricing power
• Creates...
Critical Levels of Brand
Association
Beliefs
&
Values
Benefits
Attributes
Beliefs & Values
(Heart)
The functionality
provi...
Five
Principles of
Brand
Positioning
Fit
Leverage strengths
of your current
offerings & desires
Sustainability
What you ha...
“Stewardship and Discipline”
Essential to a brands success
“Brands always lose their way
when they lose their WHY”
The What and the How-the focus of
product driven companies-only br...
Industrial Branding: The Lost Art in the Industrial Marketplace
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Industrial Branding: The Lost Art in the Industrial Marketplace

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-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works

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Industrial Branding: The Lost Art in the Industrial Marketplace

  1. 1. Marketing to Engineers Industrial Branding: The Lost Art in the Industrial Marketplace Rich Thompson, Vice President of Marketing, ITW Welding North America
  2. 2. “The business of marketing and brand management is terribly unforgiving: of carelessness, incapacity, neglect, or ignorance” Find yourself in a position of handling your brands with care, fully funded, stewarding your brand each day, and mindful of what your value chain says about your brand.”
  3. 3. • Developing/creating brands lie in – Understanding underlying issues – Gathering data – Developing workable insights from that data to determine future direction on how to meaningfully and profitably present, message, promote and develop that brand. • Market-based facts vs. internal beliefs.
  4. 4. A definition of “Brand” “A brand is a set of differentiating promises that link a product to its customers. The brand assures the customer of consistent quality plus a superior value (both functional and emotional) for which the customer is willing to give loyalty to and pay a price that brings a reasonable return to the brand, business and shareholders.”
  5. 5. Its Only One Portion • …of an overall Strategic Marketing Initiative to define a business to an external and internal customer base. • Brand is far more than a logo/look. • Taglines are not positioning statements. • It is a how you move forward and structure your actions for you customers. • Its how you behave • It is pervasive and persuasive.
  6. 6. The GAP • What your customers and future customers believe/perceive about your brand(s)… • …And where you would like that perception to actually be.
  7. 7. Reality Check • The “fun” part is contained in the creative solutions and outputs (i.e. logo development and design, rollout, ad programs, taglines, etc.) • The HARD part is defining gap, measuring your audience through research, developing a fact-based, workable, lasting direction to present your brand and message. • It is HARD…but critical.
  8. 8. Brand • Brand is the entire experience people have with your business/products/services…this is both internal and external. • This relates to your culture. • Good, lasting, sustainable branding starts with DEFINITION.
  9. 9. Reality Check • You get one shot at this to do it right • It is NOT a six to twelve week project that just produces a “brand program”: some nice logos with some quick and dirty surveys and then work with printers, sign companies, etc. • Some companies have gone that route and aren’t happy with where they are...and how much they paid to get there for what they ended up with. • This sits at the core essence of who you want to say you are for a long, consistent, and sustained period of time.
  10. 10. The Issue of Brands • Brands are built and are either made or destroyed on four dimensions – Relevance – Differentiation – Esteem – Knowledge IT IS FOUNDATIONAL
  11. 11. What A Brand is NOT • A Slogan • A Symbol • An Ad • A Spokesperson • A Package • A Logo • A Project Name • A Shape • A Sound • A Positioning • A Jingle • A Product • A Liability (if it is, you are in trouble!)
  12. 12. How do brands help us? • Key ingredient of intangible value • Prime driver of profitable loyalty • Pricing power • Creates communities • Extendibility/Elasticity • Key in creating profitable -- successful -- portfolio
  13. 13. Critical Levels of Brand Association Beliefs & Values Benefits Attributes Beliefs & Values (Heart) The functionality provided to customers (Head) Features or Processes that must be provided Most meaningful and most difficult to imitate but hardest to deliver. Easiest to deliver, but least meaningful and most easily imitated & least interesting
  14. 14. Five Principles of Brand Positioning Fit Leverage strengths of your current offerings & desires Sustainability What you have to own for 3 – 5 Years Value The perceived benefits that customers value Credibility Who are you and is it credible? Uniqueness Go where competitors are not
  15. 15. “Stewardship and Discipline” Essential to a brands success
  16. 16. “Brands always lose their way when they lose their WHY” The What and the How-the focus of product driven companies-only bring you Relevance, Knowledge and sometimes Esteem…they do not grow a set of Differentiated Promises

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