Principles of Branding


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Principles of Branding

  1. 1. Marketing By Jake Pearce Why Common Sense Isn’t Common Theory and Practice of Branding
  2. 2. Marketing 101- Theory & Practice <ul><li>Needs </li></ul><ul><li>Product/Brand </li></ul><ul><li>Communication </li></ul><ul><li>Case Studies </li></ul>Theory
  3. 3. Needs <ul><li>Be Clear! </li></ul>
  4. 4. Created Needs
  5. 5. Latent Needs <ul><li>Air fresheners go pretty, Milk!! </li></ul>
  6. 6. Covert Needs <ul><li>Coffee holders in cars </li></ul>
  7. 7. Overt Needs <ul><li>Salads at McDonalds </li></ul>Healthier Foods
  8. 8. Get it right! Essence & Proposition
  9. 9. Essence & Proposition <ul><li>Confusion!!! </li></ul><ul><li>Not Straplines – timeless </li></ul>
  10. 10. Essence & Proposition <ul><li>‘ the coke side of life’ </li></ul>
  11. 11. Essence & Proposition <ul><li>“ Like to teach the world to sing” 1971 </li></ul>
  12. 12. Essence & Proposition <ul><li>Essence should be timeless </li></ul><ul><li>People don’t see it its not sexy </li></ul><ul><li>It’s what they buy it’s the core end benefit </li></ul>
  13. 13. Coke’s essence is “refreshment”
  14. 14. Communication <ul><li>Response vs... </li></ul><ul><li>Interpretation </li></ul>Emphasis issues
  15. 15. Communication <ul><li>If I want to tell you I’m funny </li></ul><ul><li>I tell you a joke, I don’t tell you I’m funny </li></ul><ul><li>Coke demonstrate refreshment, </li></ul><ul><li>they don’t say it </li></ul>Too much emphasis
  16. 16. What does this mean for me? <ul><li>Practice </li></ul>
  17. 17. The Common Challenges <ul><li>Time </li></ul><ul><li>Expertise </li></ul><ul><li>Differentiation </li></ul>for small business doing marketing
  18. 18. <ul><li>How little things go a long way </li></ul><ul><li>Is it coffee? </li></ul><ul><li>Is it time? </li></ul><ul><li>Is it keeping quiet? </li></ul><ul><li>Having good individuals does not make a brand ! </li></ul>Hairdressers and Barbers Interactive Session
  19. 19. <ul><li>Rotational Moulders who make farm Machinery Go Arty and Make a Buck ? </li></ul><ul><li>There’s no time for differentiation I need to get on with my business ? – Garages </li></ul><ul><li>Water is water right – no need for fancy branding it’s a waste of money ? </li></ul>Case Studies Stories from the large and the small
  20. 20. I’ll droop it in
  21. 21. Product Lab and Rotational Moulders <ul><li>Go Arty ! </li></ul>
  22. 22. Daniel says….. <ul><li>  </li></ul><ul><li>- Yes productlab designs and then resells the products it 'sources and supplies' for all its manufacturers. </li></ul><ul><li>- It does it this way instead of charging for 'design supervision' or  'project management's </li></ul><ul><li>- Productlab products are generally those that are too hard to manufacture or people are having trouble getting manufactured </li></ul><ul><li>- Often we convert products from one material to another to enhance it, make it cheaper or increase margins </li></ul><ul><li>- 'manufacturing catalyst' enables us to manufacture small low run products at high margins as they are typically funded projects or high capital personal ventures that require a very 'hands on' design approach </li></ul>
  23. 23. Study 1 So what do we learn from this? Expertise <ul><li>Always consider two brands </li></ul><ul><ul><li>One for your volume stuff </li></ul></ul><ul><ul><li>One for your premium stuff </li></ul></ul><ul><ul><li>Use your best resource/expertise on the premium stuff if that’s what it takes </li></ul></ul>
  24. 24. Study 2 – Garages - Time <ul><li>You can always be different and it needn’t cost the earth or take a lot of time </li></ul><ul><li>But make the difference relevant or interesting for your customer </li></ul><ul><li>Implied expertise from Formula One </li></ul>
  25. 25. Study 3 : Water – Differentiate <ul><li>Frucor – Mizone </li></ul><ul><li>No excuses for failing to differentiate </li></ul><ul><li>Water needn’t be water </li></ul><ul><li>One of the most profitable brands Frucor has </li></ul>
  26. 26. <ul><li>Get the Need Right – Be Clear! </li></ul><ul><li>Get the Essence Right – Be Clear! </li></ul><ul><li>Understand Essence – Be Clear! </li></ul>Summary – Theory Can be Common Sense
  27. 27. Summary – In Reality <ul><li>Differentiation needn’t cost the earth – think! </li></ul><ul><li>Differentiation needn’t take a lot of time and resource – little things add up ! </li></ul><ul><li>Consider more than one brand for different product lines/customers </li></ul>
  28. 28. Your one take out <ul><li>Clear essence </li></ul>
  29. 29. Remember the ‘Avo ! <ul><li>Essence is timeless - get clear about what people come to you for, period </li></ul>