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Beyond Brand Strategy

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This presentation will demonstrate how brand strategy goes beyond brand identity systems. Beyond traditional brand development firms and advertising agencies. A pure brand development strategy …

This presentation will demonstrate how brand strategy goes beyond brand identity systems. Beyond traditional brand development firms and advertising agencies. A pure brand development strategy designed to accelerate the product to market life cycle.

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  • 1. Imagine you. ™ Seed mindshare, Grow life share . ™ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________
  • 2. Legion Levenson Levenson & Hill Levenson & Brinker Levenson BlackMa r lin Levenson Interactive Levenson h ™ ™ The fusion of five distinct organizations ___________________________ ___________________________ ___________________________ ___________________________ ___________________________
  • 3. Invite. Imaginate. Integrate. Ideate. Innovate. Levenson BlackMa r lin __________________________ __________________________ __________________________ __________________________ __________________________ Imagine the beginning of a new day.
  • 4. Who r We? Brand Design Architects
  • 5. Who r We?
    • Brand activation strategy
    • Brand portfolio strategy
    • Brand architecture &
    • design strategy
    We r Brand Strategist
  • 6. Who r We?
    • Expand your focus & business scope
      • Unlock hidden streams of profit and Increase sales • Develop and deliver a compelling story for your brand
    • Effectively and profitably manage
    • customer relationships
     • Determine how much media weight is enough and how to avoid spending too much
  • 7. We Seed mind share , ™ Who r We?
  • 8. We Grow Life share . ™ Who r We?
  • 9. Who r We? We Engage the consumer . Consumer Packaged Goods Integrated Marketing Solutions Hybrid
  • 10. We know Life Share goes beyond Market Share . Who r We? Hybrid
  • 11. We r a NOVO-CPG Integrated Marketing Communication hybrid. (Like what’s their name?) What r we? Levenson BlackMa r lin ____________________________ ____________________________ ____________________________ ____________________________ ____________________________
  • 12. r IMC philosophy r integrated marketing communications philosophy is a holistic approach to promote buying and selling in the digital economy. This concept includes many online and offline marketing channels to Seed Mind Share and Grow Life Share ™ .
  • 13. What r Today’s Life Share issues? Issue #1 : Integrated Marketing Communications product launches. Issue #2: Integrated Marketing Communications media campaigns. Issue #3: Integrated Marketing Communications plan/strategies. Issue #4: Can you “shake things up?” Issue #5: How to integrate emerging media and interactive. Issue #6: How to reach Gen X’s and millennials. Issue #7: Your current brand and people insight perceptions. Think green They’re just different
  • 14. What r Blueprint is? B r and St r ategy r Blueprint People Insight Interactive/Nu-media Promotions Direct Marketing
  • 15. What We r Known for? Brand Strategy Brand Experience Audit Brand Equity Assessment Brand Architecture Brand Experience Design Brand Ideation Predictive Modeling and Analytics NOVOtrix ™ Opportunity Mapping Performance Audit Brand Transformation Assessment People Insight Consumer Path To Purchase Package Design Channel, Category & Retail Strategy Consumer Retail Strategy Retail Environment Design On-Premise and Off-Premise Activation Program Merchandising / Displays / Collateral
  • 16. What We r Known for? Promotions Direct Marketing Digital Marketing Strategy User Experience Strategy and Design Segmentation/ Profiling/Consumer Analysis Digital Content and Creative Development Website/Micro-Site Digital Branding Sales Promotion Development and Execution Trade Promotion Development and Execution Premium Development and Fulfillment Product Sampling & Demonstration Event Development and Execution Sweepstakes/Games Development and Execution Predictive Modeling and Analytics Relationship Strategy Direct Response Creative Segmentation/ Profiling/Consumer Analysis Campaign Strategy and Management Acquisition/Retention/Loyalty Programs Multi-Channel Contact Management Database Strategy/Design Interactive/Nu-media
  • 17.
    • Kraft Brands
    • Oscar Mayer
    • Nabisco
    • Star Kist
    • Nine Lives
    • Cereals
    • Frozen Foods
    • Bimbo
    • Marinela
    • New Breed for Dogs
    • Mr. Clean
    • Doritos
    • Rold Gold
    • Endust for Electronics
    • Deli Meats
    • Bleach
    • Litter Green
    • Jif Foam
    • Bottlers
    • Food Service
    • Vending
    Going Beyond the Brand essence CPG Agency Experience
    • Cereals
    • Snacks
    • Corn Products
    • Granola Bars
    • Franco American
    • Soups
    • New Ice ®
    • F-21
    • Turtle Wax
    • Milk Products
    • Dairy Products
    • Specialty Chemicals
    • Industrial/Hardware
    • Timers
    • Power/ Surge
    • Security
    • Industrial/Hardware
  • 18. Food/Grocery r Industry experience Home - Office Home – Hardware Communications Computer & Accessories Retail Financial Services Automotive - OEM Education Entertainment Marine
  • 19. Levenson BlackMa r lin r Brand experience
  • 20. Levenson BlackMa r lin r Retail experience
  • 21. r Integrated Retail support POP Displays ● Merchandising Programs ● Promotions Fully customized solutions
    • - Research & strategy through conceptual
    • design & development
    • Engineering & prototyping
    • Testing
    • Implementation & overall management
    • Design Conceptualization
    • - Prototyping
    • - Market Testing
    Electronic catalogs
  • 22. What r You gaining? Driving ideas from concept to market, fast. Really fast. (2) Actualize (1) Conceptualize Levenson BlackMa r lin NOVOtrix ™ Ideation Model (3) Commercialize
  • 23. What r Core services r ? Conceptualize Actualize Commercialize Market analysis Process modeling Brand positioning Trend analysis Functional prototypes Brand identity & naming Business & research review Ergonomic testing Packaging Competitive mapping Concept behavior - modeling IMC planning Criteria development User interface development Nu-Media execution Customer insights: Engineering/mechanical/ Online communities - Customized qualitative electrical & software & social networks - Quantitative methodologies Global sourcing Web 2.0: research, Ideation modeling Required tooling planning & implementation Strategy & modeling Reliability testing Traditional marketing Development & testing Sales force optimization TV, radio & direct print
  • 24. r Integrated Messaging & Media experience Interactive - Engagement - Inspiration Outreach - Positioning - Affiliation cues Retail Channels - Visibility - Differentiation Relationship - Brand advocacy Traditional Advertising & Promotion Internet Advertising & SEM
    • - Website
    • Social Media
    • Etc
    - Packaging - Billboard - Display - Promotion - Endorsement - Referral
  • 25. r You Thinking How IMC works? How Integrated Marketing Works. Package Design Experimental Media Promotions & Product Placement Online Video & Cause Marketing Traditional Media Social Networking Imagine you. ™
  • 26. r IMC Branding, Promotions & New Product launches.
    • Sales promotions
    • Contest
    • Incentives & sweeps
    • Sales incentive programs
    • Organizers
    • POP
    • Merchandisers
    • Remotes
    • Branding
    • Promos
    • Co-brand Promos
    • Grassroots0
    Sales Force Retail Consumers
  • 27. r Your Brands Tired? Brand discontinued 40%+ Revenue growth 24 months ↑ ↑
  • 28. r Your Brands Really tired?
  • 29. r Your Brands NOVO?
  • 30. r Your Brands Really NOVO?
  • 31. What r Your IMC options? Branding Creative Consumer Insights Media Tradeshow Product/Service Ideation Product/Service Development Digital Strategy
  • 32. What r Your IMC options? To excite you need insight Award winning campaigns Branding Tradeshows Digital Strategy Clio Awards Product Ideation Promotions Nu-Media Consumer Insight Social Media Product Design
  • 33. r You ready? To grow your r evenue? To grow your p r ofit? To grow your life sha r e? To grow your b r and equity? “ Like what’s his name”
  • 34. r You Ready To imagine? Brand Strategy People Insight Direct Marketing Interactive/Nu-media Promotions _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
  • 35.
    • The Bucket List
    • Things to do this year:
    • _______________________________________
    • _______________________________________
    • _______________________________________
    • _______________________________________
    • _______________________________________
    • _______________________________________
    • _______________________________________
    • _______________________________________
    • _______________________________________
    • _______________________________________
    What would you do if you knew you had only one year until you went out of business?
  • 36. Levenson ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ BlackMarlin We r … A NOVO-Integrated Marketing Communications Hybrid
  • 37. Let us show you what Levenson BlackMarlin can do for you . ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________
  • 38. Contact us r ob Weiss Senior Vice President, Chief Brand Strategist Levenson BlackMarlin Direct: 214.932.6035 Email: [email_address] Imagine you. ™ Levenson BlackMa r lin ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________