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 designed to accelerate the product to market life cycle.

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Beyond Brand Strategy

  1. 1. Imagine you. ™ Seed mindshare, Grow life share . ™ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________
  2. 2. Legion Levenson Levenson & Hill Levenson & Brinker Levenson BlackMa r lin Levenson Interactive Levenson h ™ ™ The fusion of five distinct organizations ___________________________ ___________________________ ___________________________ ___________________________ ___________________________
  3. 3. Invite. Imaginate. Integrate. Ideate. Innovate. Levenson BlackMa r lin __________________________ __________________________ __________________________ __________________________ __________________________ Imagine the beginning of a new day.
  4. 4. Who r We? Brand Design Architects
  5. 5. Who r We? <ul><li>Brand activation strategy </li></ul><ul><li>Brand portfolio strategy </li></ul><ul><li>Brand architecture & </li></ul><ul><li>design strategy </li></ul>We r Brand Strategist
  6. 6. Who r We? <ul><li>Expand your focus & business scope </li></ul>  • Unlock hidden streams of profit and Increase sales • Develop and deliver a compelling story for your brand <ul><li>Effectively and profitably manage </li></ul><ul><li>customer relationships </li></ul> • Determine how much media weight is enough and how to avoid spending too much
  7. 7. We Seed mind share , ™ Who r We?
  8. 8. We Grow Life share . ™ Who r We?
  9. 9. Who r We? We Engage the consumer . Consumer Packaged Goods Integrated Marketing Solutions Hybrid
  10. 10. We know Life Share goes beyond Market Share . Who r We? Hybrid
  11. 11. We r a NOVO-CPG Integrated Marketing Communication hybrid. (Like what’s their name?) What r we? Levenson BlackMa r lin ____________________________ ____________________________ ____________________________ ____________________________ ____________________________
  12. 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. 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. 14. What r Blueprint is? B r and St r ategy r Blueprint People Insight Interactive/Nu-media Promotions Direct Marketing
  15. 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. 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. 17. <ul><li>Kraft Brands </li></ul><ul><li>Oscar Mayer </li></ul><ul><li>Nabisco </li></ul><ul><li>Star Kist </li></ul><ul><li>Nine Lives </li></ul><ul><li>Cereals </li></ul><ul><li>Frozen Foods </li></ul><ul><li>Bimbo </li></ul><ul><li>Marinela </li></ul><ul><li>New Breed for Dogs </li></ul><ul><li>Mr. Clean </li></ul><ul><li>Doritos </li></ul><ul><li>Rold Gold </li></ul><ul><li>Endust for Electronics </li></ul><ul><li>Deli Meats </li></ul><ul><li>Bleach </li></ul><ul><li>Litter Green </li></ul><ul><li>Jif Foam </li></ul><ul><li>Bottlers </li></ul><ul><li>Food Service </li></ul><ul><li>Vending </li></ul>Going Beyond the Brand essence CPG Agency Experience <ul><li>Cereals </li></ul><ul><li>Snacks </li></ul><ul><li>Corn Products </li></ul><ul><li>Granola Bars </li></ul><ul><li>Franco American </li></ul><ul><li>Soups </li></ul><ul><li>New Ice ® </li></ul><ul><li>F-21 </li></ul><ul><li>Turtle Wax </li></ul><ul><li>Milk Products </li></ul><ul><li>Dairy Products </li></ul><ul><li>Specialty Chemicals </li></ul><ul><li>Industrial/Hardware </li></ul><ul><li>Timers </li></ul><ul><li>Power/ Surge </li></ul><ul><li>Security </li></ul><ul><li>Industrial/Hardware </li></ul>
  18. 18. Food/Grocery r Industry experience Home - Office Home – Hardware Communications Computer & Accessories Retail Financial Services Automotive - OEM Education Entertainment Marine
  19. 19. Levenson BlackMa r lin r Brand experience
  20. 20. Levenson BlackMa r lin r Retail experience
  21. 21. r Integrated Retail support POP Displays ● Merchandising Programs ● Promotions Fully customized solutions <ul><li>- Research & strategy through conceptual </li></ul><ul><li>design & development </li></ul><ul><li>Engineering & prototyping </li></ul><ul><li>Testing </li></ul><ul><li>Implementation & overall management </li></ul><ul><li>Design Conceptualization </li></ul><ul><li>- Prototyping </li></ul><ul><li>- Market Testing </li></ul>Electronic catalogs
  22. 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. 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. 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 <ul><li>- Website </li></ul><ul><li>Social Media </li></ul><ul><li>Etc </li></ul>- Packaging - Billboard - Display - Promotion - Endorsement - Referral
  25. 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. 26. r IMC Branding, Promotions & New Product launches. <ul><li>Sales promotions </li></ul><ul><li>Contest </li></ul><ul><li>Incentives & sweeps </li></ul><ul><li>Sales incentive programs </li></ul><ul><li>Organizers </li></ul><ul><li>POP </li></ul><ul><li>Merchandisers </li></ul><ul><li>Remotes </li></ul><ul><li>Branding </li></ul><ul><li>Promos </li></ul><ul><li>Co-brand Promos </li></ul><ul><li>Grassroots0 </li></ul>Sales Force Retail Consumers
  27. 27. r Your Brands Tired? Brand discontinued 40%+ Revenue growth 24 months ↑ ↑
  28. 28. r Your Brands Really tired?
  29. 29. r Your Brands NOVO?
  30. 30. r Your Brands Really NOVO?
  31. 31. What r Your IMC options? Branding Creative Consumer Insights Media Tradeshow Product/Service Ideation Product/Service Development Digital Strategy
  32. 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. 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. 34. r You Ready To imagine? Brand Strategy People Insight Direct Marketing Interactive/Nu-media Promotions _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
  35. 35. <ul><li>The Bucket List </li></ul><ul><li>Things to do this year: </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul><ul><li>_______________________________________ </li></ul>What would you do if you knew you had only one year until you went out of business?
  36. 36. Levenson ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ BlackMarlin We r … A NOVO-Integrated Marketing Communications Hybrid
  37. 37. Let us show you what Levenson BlackMarlin can do for you . ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________
  38. 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 ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________