Brand activation: unlocking the profit potential of your brand
•
8 likes•2,726 views
A review of Brand Activation: how brands can help companies boost their growth and profits by using their corporate brand to link corporate strategy to the delivery of value to customers.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (16)
Similar to Brand activation: unlocking the profit potential of your brand
Similar to Brand activation: unlocking the profit potential of your brand (20)
Recently uploaded
Recently uploaded (20)
Brand activation: unlocking the profit potential of your brand
- 1. Unlocking the profit potential of your brand BRAND ACTIVATION
- 2. . Brands have a job to do: making businesses more effective and more profitable
- 3. This is about putting brands to work.
- 4. What exactly is a brand, anyway?
- 5. ways to think about brands2
- 6. Strategic brand1 The brand as you want it to be
- 7. Answering the big questions: What is our purpose? (beyond profit) Why should customers value our product or service?
- 8. Real brand The brand that actually exists in the minds of customers 2
- 9. or in other words… It’s what people say about you when you leave the room
- 11. Why is it about the brand?
- 12. Brands supercharge the strategic process. 1. Brands promote customer orientation 2. Brands are penetrating and sticky 3. Brands bridge functional silos How?
- 13. Brands improve business performance Increase revenues Command premium pricing Deflect competition Resist commodification Integrate new and acquired brands Improve operational efficiency Engage and retain employees Build customer relationships
- 14. B2B brands account for 5% to 20% of total corporate value.** Some facts… B2C brands contribute up to 70% of total shareholder value.* For B2B, brand contributes 18% of the purchase decision, compared to 17% for sales operation.** BRAND SALES PRODUCT, PRICE, OTHERS * Interbrand, “Best Global Brands 2012” ** McKinsey: “Business Branding,” 2013
- 16. Brand activation: 5 easy pieces Connection Coaching Auditing Creation Exploration define the brand formalize the brand operationalize the brand communicate the brand measure the brand
- 17. Brand Exploration discovering what makes the brand great 1
- 18. Brand exploration = brandified strategy find: • goals • strengths • differentiators prioritize: • has meaning • we can do it • has “legs” articulate:
- 19. Why we exist What customers can expect Brand statements What we aim to achieve What we believe, how we behave What we’re like mission (purpose) promise vision values personality positioning Where we operate, how we’re different
- 20. 2 hints: involve the whole organization don’t forget the customer!
- 21. Brand Creation formalizing the brand so that all can see and understand 2
- 22. Brand statements Brand logo Visual identity Brand slogan/tag line Brand implementation Brand story
- 23. Brand Coaching building the brand into the business 3
- 24. brand: our promise to customers brand operationalization: how our actions, processes and investments deliver the promise From knowing the brand to living the brand…
- 25. internal training internal communication motivational activities team activity competitions and rewards behavior standards processes standards individual coaching evaluation and incentives attitude skills knowledge 3 stages of brand coaching
- 26. Brand Connection building the brand’s relationships with customers 4
- 27. less broadcasting more relationship building Pull, don’t push…
- 28. event marketing content marketing online communities 3 relationship builders give value build trust scale efficiencies multiple parties face-to face source of content entertain educate
- 29. Brand Auditing assessing the brand’s value, using feedback to make the brand better. 5
- 30. not a single number a balanced scorecard A dashboard, not a scoreboard
- 31. The balanced scorecard 1. financial metrics 3. internal metrics 2. customer metrics 4. culture metrics • sales achievement • revenue • market share • price margins • profits • efficiency • operating costs • utilization of assets • sales performance • brand awareness • preference • satisfaction • loyalty rates • NPS • understanding • motivation • goal alignment • process alignment
- 33. strategy operations brand what the business offers what the customer buys Brand: the essential link between strategy and operations – between what your business offers and what the customer buys.
- 34. not an event… …a journey
- 35. Unlock your brand’s potential. make it work!
- 36. www.tactus.co.jp © Copyright Tactus Associates, Inc., 2014. All rights reserved.