Branding Workshop For Sales & Marketing Executives

Sales & Marketing Executives InternationalBranding Workshop
Bret Conkin
Chief Education Officer
riiPlay.tv

Sacha Baron Cohen asAli G

Borat The Brand
MTV Europe
Kazakhstan
Borat.kz

Borat – The Brand
Consistent
Unique
Customer-focused
Viral

Golden Globe Winner
"Thank you to every American who has not sued me so far."

Presentation Overview
Branding backgrounder
Defining Brand
Branding myths
Deliver a great brand experience
Reverse branding
Personal branding
Branding Generation Tomorrow

1. Branding backgrounder

History of Branding
19th Century Packaged Goods
Logos “branded” on barrels
Mass media accelerated brand relationships
Branding

Branding Concepts

Brand – “Recognized mark. A standard. A community.”
Brand experience – Sum of Contact
Brand image – Mental Imprint
USP
“Why should I choose you?”

Branding Benefits
Premium pricing
Resiliency
Recruitment
Extendibility
Brand Equity

Branding in Canada
Top Cdn Brand practices(Interbrand))
Deep consumer understanding/segmentation.
Communication of community support
Honest efforts to communicate “Canada”
Lack of pretentiousness
Making due with less

Creating Brand Value A BCLC lesson
2. Defining Brand
Lotto6/49
Engage the senses - Cue.
A “virtual” BE.

Creating Brand Value A BCLC lesson
Weak product
Attach a desired value to your brand.
2. Defining Brand

Tips on defining your brand
2. Defining Brand
Decide HOW you want to be perceived and by WHOM
What makes YOU perceive other brands that way when you shop?
List qualities you/employees must display to customers to portray this

Why people buy
2. Defining Brand
To solve a problem
To change/maintain the way they feel

Rodney Dangerfield -The Brand
2. Define Branding
Built website for Rodney rodneysplace.com
BI: The underdog, the struggle against the odds, humour despite difficult times.

Brand Image A Rodney lesson
2. Define Branding
Stay true to your brand essence
Personality stimulates recognition & brand image.

Defining Brand A P&G lesson

Positioning Statement
“We’ll clean your clothes better than other detergents.”
Reason to believe

1. Technical superiority
2. Visual demonstration vs. competition
3. Kid’s dirt

Brand character
Smart, caring, efficient.

2. Defining Brand

Maintaining Brand - A P&G lesson
P&G Advertising principles:
Is it a big idea?
Is it distinctive?
Is it likeable?
Is it memorable?
2. Defining Brand

Branding Myths
3.Branding myths
Myth: Your USP is your brand.
Fact:Your brand is all encompassing.
Myth: You must have a logo to be remembered.
Fact:Customers remember you primarily by how they are treated.

Branding Myths
3.Branding myths
Myth: All you need is a branding strategy.
Fact: An ongoing process.
Myth: Marketing & Branding are one and the same.
Fact: More about good leadership, ethical behavior and the commitment/ability to fulfill brand promises.

Branding Myths
3. Branding myths
Myth: Branding is “Marketing’s” responsibility?
Fact: Branding is everyone’s responsibility from Board to junior staff.
Myth: No budget for branding.
Fact:Your brand is only as good as the people who live it day in and out

Delivering BE - A Tomahawk lesson
4. Deliver a great brand experience
North Shore Diner
Native artifacts
High quality ingredients
Kids props
“Memories” online

Brand Experience Checklist
Map out buyer’s contact points
Walk in their shoes – Gaps?
Experience resonate with all senses?
Brand include staff, stakeholders, media?

Small Business Branding
Smaller approach, markets - same principles!
ID clear positioning.
Compete on quality, image, uniqueness, service, & value.

Tips on providing a great brand experience
Enlist employees on ideas for adding to BE
Train & communicate BE; incentives to deliver it
Develop ways to give value to customers, not selling.
Breathe brand into behind-the-scenes ops.
Talk to your customers even when not buying

Maintaining Brand Experience - A Starbucks Lesson

Brand checkbook

Does the activity respect the intelligence of Starbucks customers?
Can Starbucks expertly deliver all the promises made?
Will Starbucks employees be excited and motivated by the activity?
Will customers view the activity as being clever, original, genuine and authentic?

Brand management - An Eaga Group lesson
World Leader – Home Energy Efficiency
5 million upgrades worldwide
Extensive Acquisitions last 2 years

Service Excellence
Eaga Worldwide brands

Four segments
National Governments
(Local and Central)
B2B Cluster
BEC
Housing Providers
Private Sector Residential

Service Excellence
Brand Summary
Retained sub-brands
Phased out Brands
Main Brands
Brand A
Iguana Direct
Brand B
BEC

Reverse branding

Reverse branding
5. Reverse branding
Achieve positioning by repositioning the other guys
Examples
Humungous Bank
Homeworks

Reverse branding Homeworks
5. Reverse branding
Contractors BI very poor
Terasen & Eaga
Association for leverage, brand values.
Challenge of brand delivery through business cycle
Vertical integration to attain control/standards

Current Brand Reality
Desired Brand Identity
Core Brand Essence
Brand Feelings
Brand Facts
Brand Promise
Brand Model
5. Reverse branding

Brand Model
5. Reverse branding
Brand Feelings

Trust
Competence
Enthusiasm
Caring
Friendly
Professional
Fun
Progressive

Brand Facts

Young company
Unique
Specialists
One stop shop
Warranty
Financing
Eaga and Terasen?

Re-position the other guy
5. Reverse branding
Home Upgrading Market
Renovations
Market
Homeworks
Joe
Contractor
Home
Depot,
Sears, etc
Cosmetic
Functional

Brand Promise
5. Reverse branding
Homeworks will improve
the quality of your life by
upgrading the operation
of your home

Central business Concept
5. Reverse branding
What can you be best in the world at?
Making a house a better place to live.

5. Reverse branding

The Inconvenient Truth
5. Reverse branding

5. Reverse branding

5. Reverse branding
Global Warming
Blue Man Group

6. Personal Branding

Personal Branding
Promise only what you can deliver 100%
Exceed expectations with small gestures
Always walk in client’s shoes
Manage your Google Identity
Buy your domain name
6. Personal branding

Personal Branding
Identify your desired brand image
Who can you Model?
Apply branding principles
6. Personal Branding

7. Branding Generation Tomorrow

Branding Generation Tomorrow
Evolving media environment
1.7 channels vs. 5.4
MSP
Broadcaster generation
Tips
Focus on narrower audiences
Make your audience the centre of your brand
Stretch your brand values to the edge

Lululemon
lululemon.com has an entire culture section.
Brands are a community or badge.
They are not afraid to offend, be provocative.

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