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Inside-Out Branding:   Elevating the Role of Marketing (The fastest way to kill an average product is with a great promotional campaign.)
www.londonink.com Bob London’s Background ,[object Object],[object Object],[object Object],Emerging, Venture-Backed Tech Firms
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketers: Worst or best of times? “ Help” “ Best of Times” “ Ball of Confusion” “ Under Pressure” “ Survivor”
Reality: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ladies and gentlemen… ,[object Object],[object Object],[object Object],[object Object],[object Object]
What about “Brand?” ,[object Object],[object Object],[object Object],[object Object],[object Object],Unless you’re like Geico, Budweiser, BankAmerica, Nike, Coke or McDonald’s:
Inside-Out Branding =  “Sum-of-the-parts” approach Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart  support The sum of the parts of your customer touch points.
Inside-Out Branding =  “You are what your members experience” Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart  support Inside-Out Branding SM You are what your members experience.
What makes Geico memorable?  Or a  $250M  annual media budget that hammers us with these images & messages every day? ,[object Object],[object Object],[object Object]
What makes Geico’s promotional investment worthwhile?  ,[object Object],[object Object],[object Object],[object Object]
So, if you were launching something, would you invest in the ad campaign or the product  first ? Introducing the All New 2001 Bland! It’ll make your heart go tick-tick-tick!
What makes GM’s promotional investment wasteful?  Spending hundreds of millions promoting a  good-but-not-great  product (customer experience). (Q: If they’d had moved the investment from ads to R&D, would the Volt have been here already?)
What Google did—and GM needs to do—is rethink ‘branding.’ Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart  support Inside-Out Branding SM You are what your members experience.
[object Object],[object Object],[object Object],And on what basis would you decide?
Inside-Out Branding   Lesson #1 of 5 ,[object Object],[object Object]
Inside-Out Branding   Lesson #2 of 5 ,[object Object],[object Object],[object Object],[object Object]
Lesson #2 of 5  (Soundbites to use) ,[object Object],[object Object],[object Object],[object Object],[object Object]
TIME OUT ,[object Object]
Inside-Out Branding  Lesson #3 of 5:  Get your bearings! ,[object Object],[object Object],[object Object],[object Object],[object Object],C. Weight ratings by perceived importance RETAIL FINANACIAL SERVICES CONSUMER
Inside-Out Branding Lesson #4 of 5: Pinpoint & invest in gaps ,[object Object],[object Object],Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart  support -5 +2 -7 +7
Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart  support Inside-Out Branding  Lesson #5 of 5: Communicate brand responsibility ,[object Object],[object Object],[object Object],[object Object]
Elevate marketing's role:  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion

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London, Ink Presents Inside Out Branding for Credit Unions

  • 1. Inside-Out Branding: Elevating the Role of Marketing (The fastest way to kill an average product is with a great promotional campaign.)
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  • 4. Marketers: Worst or best of times? “ Help” “ Best of Times” “ Ball of Confusion” “ Under Pressure” “ Survivor”
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  • 8. Inside-Out Branding = “Sum-of-the-parts” approach Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart support The sum of the parts of your customer touch points.
  • 9. Inside-Out Branding = “You are what your members experience” Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart support Inside-Out Branding SM You are what your members experience.
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  • 12. So, if you were launching something, would you invest in the ad campaign or the product first ? Introducing the All New 2001 Bland! It’ll make your heart go tick-tick-tick!
  • 13. What makes GM’s promotional investment wasteful? Spending hundreds of millions promoting a good-but-not-great product (customer experience). (Q: If they’d had moved the investment from ads to R&D, would the Volt have been here already?)
  • 14. What Google did—and GM needs to do—is rethink ‘branding.’ Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart support Inside-Out Branding SM You are what your members experience.
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Editor's Notes

  1. What is Inside-Out Branding, and how can Credit Unions Use It to Strengthen Their Market Presence? Branding is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. Explore the concept of inside-out branding, which is the theory that an organization’s brand is a product of the activities inside your organization, and how your members experience and perceive your credit union. “ Branding” is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. The concept of Inside-Out Branding states that an organization’s brand is a product of the activities inside your organization, and how your members experience and perception your Credit Union. So think of your brand as the sum total of the hundreds of touch points you have with your customers each week (see image at right), from the timeliness and accuracy of your statements, to the competitiveness of your rates, to the way members are greeted in the branch, to the clarity of your Web site. Your brand is the sum of all the ways in which your services enhance the day to day lives of your members. During this practical, engaging discussion, we will cover topics including: Determining the key drivers of your brand. Prioritizing which “fixes” to make. Marketing doesn’t own the brand--every employee owns a piece of it. Using your members to ignite your story. How to determine when you’re ready to invest in promoting your brand.