Pillars of Brand Marketing<br />
Welcome to My World<br />
In the beginning…<br />
“God is in the details”<br />			– Mies van der Rohe<br />
“You make the promise. You keep the promise.”<br />									– Steve Wynn<br />
Sometimes, you sweat the details.<br />
Presentation IS everything!<br />
5 Pillars for Building Brand Loyalty and Retention<br />
Jules Rules<br />
5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />3<br />1<br />2<br />4<br />5<br />
5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />3<br />2<br />4<br />5<br />1<br />
JULES RULES<br />1<br />Know Your Audience<br />EXAMPLE<br />The Casino Gamer<br />
Sin City<br />
THEO<br />BOOMER THEO<br />PATRONS<br />Most Casinos in America<br />
KABOOM!<br />
5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />2<br />3<br />4<br />5<br />1<br />2<br />
JULES RULES<br />2<br />Brand Loyalty is Built<br />From the Bottom Up<br />The Iceberg<br />
NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />PRODUCTS AND SERVICES<br />The Visual Brand...<br />ANATOMY OF A BR...
NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />PRODUCTS AND SERVICES<br />The Visual Brand...<br />BRAND VALUES<br...
5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />2<br />3<br />4<br />5<br />1<br />2<br />
JULES RULES<br />3<br />You  Must Operationalize the Brand <br />EXAMPLE<br />Apple<br />
5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />4<br />2<br />3<br />5<br />1<br />2<br />
JULES RULES<br />4<br />True “Brand” Programs Share DNA<br />EXAMPLE<br />Lady Luck Casino<br />
NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />BRAND IDENTIFIERS<br />Visual Brand...<br />IOC MANAGEMENT/PROGRAMS...
5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />4<br />2<br />3<br />5<br />1<br />2<br />
JULES RULES<br />5<br />Make Your Brand Iconic<br />EXAMPLE<br />Absolut Vodka<br />
“Jules Rules”for Building Brand Loyalty and Retention<br />RECAP<br /><ul><li> Know Your Customer
 Brand Loyalty Is Built From The Bottom Up
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Pillars of brand marketing

  1. 1. Pillars of Brand Marketing<br />
  2. 2. Welcome to My World<br />
  3. 3. In the beginning…<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7. “God is in the details”<br /> – Mies van der Rohe<br />
  8. 8. “You make the promise. You keep the promise.”<br /> – Steve Wynn<br />
  9. 9. Sometimes, you sweat the details.<br />
  10. 10.
  11. 11.
  12. 12. Presentation IS everything!<br />
  13. 13. 5 Pillars for Building Brand Loyalty and Retention<br />
  14. 14. Jules Rules<br />
  15. 15. 5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />3<br />1<br />2<br />4<br />5<br />
  16. 16. 5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />3<br />2<br />4<br />5<br />1<br />
  17. 17. JULES RULES<br />1<br />Know Your Audience<br />EXAMPLE<br />The Casino Gamer<br />
  18. 18. Sin City<br />
  19. 19.
  20. 20. THEO<br />BOOMER THEO<br />PATRONS<br />Most Casinos in America<br />
  21. 21. KABOOM!<br />
  22. 22. 5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />2<br />3<br />4<br />5<br />1<br />2<br />
  23. 23. JULES RULES<br />2<br />Brand Loyalty is Built<br />From the Bottom Up<br />The Iceberg<br />
  24. 24. NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />PRODUCTS AND SERVICES<br />The Visual Brand...<br />ANATOMY OF A BRAND<br />
  25. 25. NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />PRODUCTS AND SERVICES<br />The Visual Brand...<br />BRAND VALUES<br />MANAGEMENT STRUCTURE<br />INVESTOR RELATIONS<br />MARKETING STRATEGY<br />CUSTOMER RELATIONS<br />LOYALTY CLUB PROGRAM<br />KNOWLEDGE MANAGEMENT<br />DATABASE / CRM MANAGEMENT<br />TECHNOLOGY / TRACKING<br />RESEARCH <br />GUEST SATISFACTION SURVEYS<br />PLAYER DEVELOPMENT PROGRAMS<br />DISTRIBUTION<br />The Experiential Brand. . .<br />STAFF MOTIVATION<br />RECRUITMENT PROGRAMS<br />STAFF OPNION SURVEYS 360<br />HUMAN RESOURCES<br />BOH ENVIRONMENTS<br />
  26. 26. 5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />2<br />3<br />4<br />5<br />1<br />2<br />
  27. 27. JULES RULES<br />3<br />You Must Operationalize the Brand <br />EXAMPLE<br />Apple<br />
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  43. 43. 5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />4<br />2<br />3<br />5<br />1<br />2<br />
  44. 44. JULES RULES<br />4<br />True “Brand” Programs Share DNA<br />EXAMPLE<br />Lady Luck Casino<br />
  45. 45.
  46. 46. NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />BRAND IDENTIFIERS<br />Visual Brand...<br />IOC MANAGEMENT/PROGRAMS<br />MANAGEMENT STRUCTURE<br />INVESTOR RELATIONS<br />FREE CASH FLOW<br />SEE. SAY. SMILE.<br />CLEAN SAFE FRIENDLY FUN<br />ENTERTAINMENT<br />MARKETING PROGRAMS<br />LOYALTY CLUB PROGRAM<br />DATABASE / CRM MANAGEMENT<br />TECHNOLOGY / TRACKING<br />PLAYER DEVELOPMENT PROGRAMS<br />MARKETING BY SEGMENT<br />STRATEGIC COMMUNICATION<br />RESEARCH<br />BOH INITIATIVES<br />Experiential Brand...<br />EASY<br />Promotions<br />Service<br />Technology<br />Parking<br />Hotel Check-in<br />VALUE<br />Food <br />Offers/Club<br />Hotel<br />Games<br />FUN<br />Celebratory Atmosphere<br />Entertainment<br />Employee Interaction<br />Games<br />Visual Surroundings<br />COMFORTABLE<br />Gaming Floor<br />Hotel<br />Food<br />Environment/Decor<br />Employee Interaction<br />
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  57. 57. 5 PILLARS<br />FOR BUILDING BRAND LOYALTY AND RETENTION<br />1<br />4<br />2<br />3<br />5<br />1<br />2<br />
  58. 58. JULES RULES<br />5<br />Make Your Brand Iconic<br />EXAMPLE<br />Absolut Vodka<br />
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  71. 71. “Jules Rules”for Building Brand Loyalty and Retention<br />RECAP<br /><ul><li> Know Your Customer
  72. 72. Brand Loyalty Is Built From The Bottom Up
  73. 73. Operationalize Your Brand
  74. 74. True “Brand” Programs Share Brand DNA
  75. 75. Make Your Brand Iconic</li></li></ul><li>jccarcamo616@gmail.com<br />@jccarcamo<br />Juliacarcamo.wordpress.com<br /> linkedin.com/in/juliacarcamo<br />

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