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B2 B Marketing Excellence Asset Brand Overview
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B2 B Marketing Excellence Asset Brand Overview

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The B2B Marketing Excellence Asset BrandSM Program supports companies that are committed to leveraging brand through strategic shifts in their corporate strategy.

The B2B Marketing Excellence Asset BrandSM Program supports companies that are committed to leveraging brand through strategic shifts in their corporate strategy.

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  • B2B Marketing Excellence uses a proprietary brand strategy framework called an Asset Brand : A multimedia, social, evolving and consistent identity for your company Vision and values-based, an expression of the corporate DNA That is… Aligned with the corporate business strategy Capable of engendering loyalty and enthusiasm Alive through the actions of your employees, how you look, and what you say It is not unusual to associate a brand with the logo. The logo is designed to trigger a brand reaction , but especially in the age of social multimedia, the brand is so much more than the logo, it’s the audience’s thoughts and feelings when they experience all your company produces. Rarely do we hear people talk about a company’s logo. They will identify the logo, but more importantly, their opinion of your company is based on the thoughts and feelings they have based on the experiences they have had with your company. The combined impact of these experiences define who you are in their minds. The experience is what gets talked about long after the newness of the logo and visual identity wears off . Where as the visual elements help them recall that experience.
  • Asset Brands are more powerful in the modern era where technology, social media, mobile platforms and other economic disruptors present companies with constantly moving competitive challenges. Anyone and everyone can become an opinion leader and reach a global audience with positive or negative messages that stay on the internet in perpetuity. It is dynamic instead of static Captured by multi-media, social media, and other visual and verbal elements It is owned by the CEO in partnership with the CMO and other executives CEO actively demonstrates and lives the brand on behalf of business and shareholders It is an element of the corporate business strategy The Brand Strategy is developed to further the company’s business goals , not just its market awareness It’s authenticity is based on values and experience It’s power is based not on font size, but on employee and stakeholder understanding and alignment
  • In fact, if you look at strong brands in every industry the logo is just the tip of the ice berg in terms of where the meaning of the brand comes from. It’s really 1000’s of small gestures by everyone in the company that lead to a strong brand.
  • B2B Marketing Excellence has developed a propriety methodology for building an Asset Brand SM that aligns with the corporate business strategy and becomes a key contributor to corporate success. Our methodology is efficient for time-strapped executives and precisely focused on building relevance for customers and achieving the company’s business goals. Each part builds on the other to make best use of limited resources and budgets. If our client has already invested or chosen vendors in some portions of the process, we will support the other areas so that the total outcome results in an Asset Brand. We are flexible and agile so our customers can keep running their businesses while we help them build their brand into a competitive asset. Asset Brand Goals: Brand effectiveness in highly competitive markets through the “Big Strategic Idea” Unique and complete company image through your “Brand Essence” that only you own Integrated brand at every level of the business through high impact design and packaging Engage customers and other stakeholders through relevant and authentic conversations
  • Our experience in working with clients who execute a comprehensive Asset Brand approach, including a Brand Strategy and Brand Platform, and those who do not is the difference between clear success and muddled results. Client A: Full Asset Brand Execution (U.S. Arm of Global Defense Firm) Realigned multiple brands into single brand hierarchy Executed on time and on budget Process adapted by parent firm (Israel) for use in unifying global brands Client B: Asset Brand Strategy (U.S. Trade Association and Non-Profit Foundation) Used Brand Strategy to differentiate, align and significantly upgrade two related brands on shoestring budget Eliminated audience confusion Rebranding – though begun too late in the process – did not slow down major web site and social media implementation Client C: No Asset Brand Implementation (B2B Marketing Excellence hired in implementation phase) Brand research led immediately to brand and communications implementation (missing Brand Strategy and Brand Platform) (US Telecommunications Company) Tag line removed after brand launch (incurring additional print and design charges, and creating messaging confusion) Corporate Comm budget did not cover full rebrand effort
  • Our capabilities our extensive. Our pool of talent is broad and our experience is deep which ensures that our clients receive services from an A+ team of highly skilled professionals.
  • Successful results – satisfied customers.
  • Please contact us with questions.

Transcript

  • 1. Asset Brand SM Program Driving Shareholder Value Turning Your Brand into a Competitive Asset www.B2BMarketingExcellence.com
  • 2. New Market Realities Competitive Advantage Has Never Been Harder
    • Internet Speed-of-Business
      • Knowledge-empowered customers
      • Fleeting product/service differentiation
    • Market Disruptors Everywhere
      • Social media-empowered employees and customers
      • Accountability, performance, and transparency demands
      • Global competition
      • Economic uncertainty
    Only companies that transform their brands into long-term competitive assets will survive and thrive.
  • 3. The Asset Brand SM Model Building Shareholder Value for the Long-Term
    • “ Asset” Brands are Based on Your Company’s Impossible-to-Duplicate, Authentic Character
    • Created Through the Integration of
      • Corporate strategy, values, and promise
      • Competitive positioning and differentiators
      • Customer and employee experience
    • Creative Brand Executions Support
    • and Express the Asset Brand Values
      • Visual, multimedia and messaging
      • Social character and voice
    Eliminates costly “strategy-by-logo” design cycles and provides guidance in creating your unique brand experience
  • 4. The Asset Brand SM Model Building Shareholder Value For the Long-Term
    • Customer Experience
    • Employee Experience
    • Stakeholder Advocates
    • Customer Feedback
    • Corporate Strategy
    • Vision, Mission and Values
    • Goals and Objectives
    • Performance Measures
    • Visual Look
    • Verbal Messaging
    • Multi-Media Feel
    • Social Character
    • Logo
    STRATEGY POSITIONING EXPERIENCE IDENTITY
    • Market Category
    • Target Markets
    • Differentiators
    • Competitive Advantages
  • 5. How is the Asset Brand SM Different
    • Asset Brand SM
    • Integrated with Corporate and Division Strategies
    • Owned by CEO
      • Executives are champions
    • Dynamic
      • Multimedia
      • Social
    • Authentic Identity
      • Experienced-based
      • Values-centric
      • Conversational
    • “ Traditional” Brand
    • Part of Marketing Strategy
    • Owned by Marketing
      • CEO-approved
    • Static
      • Logo
      • Advertisements
    • External/Internal Identities
      • Visual-centric
      • Message-based
      • Broadcast
  • 6. Asset Brands SM are Experience-Based Traditional Brand Program Asset Brand Program
  • 7. Building the Asset Brand SM Brand Strategy and Brand Platforms engage executive teams in critical strategic decision-making before hiring vendors and beginning creative production.
  • 8. Asset Brand SM Methodology Client Experiences
    • Without
    • With
    • Strategic gaps
    • Change of direction
    • Rework
    • Missed deadlines
    • Funds exhausted
    • Resistance to change
    • Frustration and confusion
    • Inconsistent implementation
    • Missed opportunities
    • Bottom-line neutral or costly
    • Strengthens Corporate Strategy
    • Right the first time
    • Accelerates sales cycle
    • Smooth implementation
    • Supports premium pricing
    • Protects against negative public perception
    • Support and engagement
    • Energy and enthusiasm
    Asset Brands SM build bottom-line value.
  • 9. Asset Brand SM A Sound Investment in Your Business
    • B2B Marketing Excellence
    • Asset Brand SM
    • Right the first time
    • Authentic
    • Bottom-line value
    • Contact Us today for a custom proposal
  • 10. Meet the Principals B2B Marketing Excellence
    • Marybeth Fraser and Dana Theus
      • B2B and B2G Marketing Executives
        • Twenty-plus years in the industry
        • Fortune 500 and startup companies, associations, and nonprofits
        • High tech, government contractors, and software
        • Industry awards and recognition
      • Executive Strategic Marketing Consultants
        • Marketing, branding, integrated strategic communications
        • Business strategy and social media
        • Corporate strategies
        • Product marketing and launches
        • Website planning and development
        • Proposal messaging, evaluations, and reviews
  • 11. B2B Marketing Excellence Consulting Services
    • Executive Marketing
    • Corporate Strategy
    • Marketing Strategy
    • Product Strategy
    • Partnership Strategy and Negotiation
    • Product Launch Planning
    • Executive Tools and Methodologies
    • Strategic Planning
    • Brand Governance
    • Executive Facilitation
    • Brand Strategy Template
    • Collateral Map
    • Positioning Template
    • Creative Brief
    • Messaging Hierarchy
    • Brand Architecture
    • Metrics
    • Branding
    • Asset Brand SM Program
    • Brand Advisory Services
    • Brand Strength Assessment
    • Brand Strategy 
    • Strategic Brand Platform
      • Visual
      • Verbal
      • Experience
    • Go-To-Market Strategy
    • Positioning
    • Messaging 
    • Brand Hierarchy
    • Product Branding
    • Integrated Communications
    • Strategic Communications
    • Integrated Communications Plans
    • Social Media/Web 2.0 Strategies
    • Web Site Planning and Management
    • Collateral Planning and Management
    • Messaging and Positioning
    • Proposal Support
  • 12. What our Clients Are Saying
    • “ I brought Marybeth into work with me on a brand transformation which was a critical component of our corporate strategy. Marybeth’s ability to lead a team is unsurpassed. She adds value on the first day. She was given many challenging projects to complete on accelerated schedules; she met them all with high quality results.”
    • V ice President
    • Major Aerospace and Defense Company Former Sr. Vice President, Corporate Communications
    • Leading Software and Professional Services Company
    • “ Marybeth has worked with me on branding two companies – the first -- a major aerospace electronics company; the second -- an avionics company with its heritage dating back to Trimble Navigation. Her comprehensive approach to branding, particularly the brand launch, using the B2B Marketing Excellence methodologies helped us distinguish ourselves from the competition and communicate our true value to our customers. She also led the establishment of the governance process which enabled us to deepen the value of the brand internally and manage its adoption into our culture.”
    • CEO, Avionics Company Former CEO, Major Defense and Aerospace Electronics Company
    • “ Dana helped us orchestrate our most successful brand and product launch for our signature product. In helping us navigate the branding challenges of repositioning our company at the same time we launched a next generation product, Dana demonstrated a refreshing ability to help us focus our creative and financial marketing investments where they counted most. She also helped our executive team come together around a compelling vision of our company that continues to inspire our entire staff years later. My team and I enjoy working with Dana and are always glad to hear she is working with one of our customers because we know they are getting good guidance.“
    • CEO, Software Company
  • 13. Contact Us Transform your brand into an Asset Brand SM
    • Marybeth Fraser
    • [email_address]
    • 703-798-1803
    • Dana Theus
    • [email_address]
    • 703-236-5000
    www.B2BMarketingExcellence.com