Monona Chamber of Commerce Fall Seminar: How’s your brand working?
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Monona Chamber of Commerce Fall Seminar: How’s your brand working?

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How’s your Brand working? Unleash the Full Power of your Brand - Nancy Resnick and Alan Bergstrom, Brand Insights, Madison WI, spoke about famous companies that successfully deliver their brands ......

How’s your Brand working? Unleash the Full Power of your Brand - Nancy Resnick and Alan Bergstrom, Brand Insights, Madison WI, spoke about famous companies that successfully deliver their brands and others that have failed due to poor brand management, plus, three keys to brand success that apply to organizations of all sizes.

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  • 1. HOW’S YOUR BRAND WORKING? UNLEASH THE FULL POWER OF YOUR BRAND Nancy Resnick Alan Bergstrom October 28, 2009 © 2009, Brand Insights LLC
  • 2. ABOUT US We are a brand-centered consulting agency focused on helping organizations “activate” and unleash the full power their brand to improve market success. Our goal is to provide measureable and meaningful impact on the organization’s bottom line. We help organizations use their brand to discover opportunities and deliver them in extraordinary ways. 2 © 2009, Brand Insights LLC
  • 3. OVERVIEW  What is a brand?  Why brands are so important today  Keys to brand success  How does your brand compare?  Q&A 3 © 2009, Brand Insights LLC
  • 4. WHAT IS A BRAND? A brand is the sum of experiences that a customer has with your organization…good, bad, or indifferent Very simply, a brand is about making a promise and keeping that promise, day- in and day-out 4 © 2009, Brand Insights LLC
  • 5. WHAT IS A BRAND?  Brands live in the minds of your customers…  …how do they get there? 5 © 2009, Brand Insights LLC
  • 6. WHAT IS A BRAND?  You can influence how your brand is perceived…  delivering what you promise  does the product or service perform as stated?  favorable reputation  do customers speak highly and tell others about you?  customer encounters/experiences with your brand  is it what your customers expect?  is it consistent? (Why would any organization leave that to chance?) 6 © 2009, Brand Insights LLC
  • 7. WHY BRANDS ARE SO IMPORTANT  When things are left to chance, the results can be disastrous… Broken brand promises 7 © 2009, Brand Insights LLC
  • 8. WHY BRANDS ARE SO IMPORTANT  When things are left to chance, the results can be disastrous… Lost customer relevance 8 © 2009, Brand Insights LLC
  • 9. WHY BRANDS ARE SO IMPORTANT  When things are left to chance, the results can be disastrous… Inconsistent brand delivery 9 © 2009, Brand Insights LLC
  • 10. WHY BRANDS ARE SO IMPORTANT  Other brands that lost focus and are now Bankrupt 10 © 2009, Brand Insights LLC
  • 11. WHY BRANDS ARE SO IMPORTANT  Other brands that lost focus and are now Bankrupt 11 © 2009, Brand Insights LLC
  • 12. KEYS TO BRAND SUCCESS  Some organizations that “get it” and are brand- focused in all that they do—and they thrive  So, what do they know and do better than others? 12 © 2009, Brand Insights LLC
  • 13. KEYS TO BRAND SUCCESS  Organizations that survive (and thrive) know how important their brand(s) are and how to manage brand power…  they develop a unique and compelling point of difference for their brand  they understand their customers’ needs and maintain relevance through the brand  they ensure the brand’s promise is delivered across all touchpoints 13 © 2009, Brand Insights LLC
  • 14. KEYS TO BRAND SUCCESS They develop a unique and compelling point of difference for their brand • simple, user-friendly technology • innovative, cutting-edge design • “cool” factor 14 © 2009, Brand Insights LLC
  • 15. KEYS TO BRAND SUCCESS They develop a unique and compelling point of difference for their brand 15 © 2009, Brand Insights LLC
  • 16. HOW DOES YOUR BRAND COMPARE?  What’s your brand’s unique point of difference?  Is it compelling? 16 © 2009, Brand Insights LLC
  • 17. KEYS TO BRAND SUCCESS They understand their customers’ needs and maintain relevance • low(est) prices, always • friendly staff • variety of choice, wide breadth of product categories 17 © 2009, Brand Insights LLC
  • 18. KEYS TO BRAND SUCCESS They understand their customers’ needs and maintain relevance 18 © 2009, Brand Insights LLC
  • 19. HOW DOES YOUR BRAND COMPARE?  How is your brand relevant to your customers?  Are the needs of your customers changing? How and why?  Do your customers have any unmet needs? 19 © 2009, Brand Insights LLC
  • 20. KEYS TO BRAND SUCCESS They ensure the brand’s promise is delivered across all touchpoints • low fares, no hidden fees • friendly, attentive customer service • fun, relaxed, spirited travel experience 20 © 2009, Brand Insights LLC
  • 21. KEYS TO BRAND SUCCESS They ensure the brand’s promise is delivered across all touchpoints 21 © 2009, Brand Insights LLC
  • 22. HOW DOES YOUR BRAND COMPARE?  What is your brand’s promise?  What are your most important customer touchpoints?  Is your brand promise delivered consistently and deliberately across all touchpoints? 22 © 2009, Brand Insights LLC
  • 23. SUMMARY  Three keys to brand success:  Develop a unique and compelling point of difference for your brand  Understand your customers’ needs and maintain relevance through the brand  Ensure your brand’s promise is delivered across all touchpoints People may not remember what you say, but they will always remember how you made them feel 23 © 2009, Brand Insights LLC
  • 24. QUESTIONS? Alan Bergstrom Nancy Resnick alan.bergstrom@brandinsightsllc.com nancy.resnick@brandinsightsllc.com www.brandinsightsllc.com 24 © 2009, Brand Insights LLC