Build your Brand
Brand,
Drive Growth
Building Brands, Driving Growth | April 2009

Our brand promise
WE BUILD
THE VALUE
OF
B2B BRANDS.
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About RiechesBaird
Other B2B brands we have helped grow
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About RiechesBaird
Seamless expertise
→ Strategic Planning
→ Corporate Planning
→ Business Development
→ Process Management
→ Human Capital
→ Brand Stewardship
→ Go-to-market Strategy
→ Channel Management
→ Research → Creative Development
→ Brand Architecture → Connection/Media Planning
/
→ Brand Creation/Positioning → Digital Marketing
→ Brand Naming/Identity → Reputation Management & PR
→ Brand Adoption → Success Tracking
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About RiechesBaird
Comprehensive process
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About RiechesBaird
As part of the Marketing & Advertising Global
Network (MAGNET), we have the ability to scale
Global reach globally with partner agencies as the needs of
our clients require.
Europe
Asia
North America
South America
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ABOUT BRAND BUILDING
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About Brand Building
Do you have an unfair competitive advantage?
→ Why would you start a business without one?
→ Do you still have an unfair competitive advantage?
→ How can your business outperform the marketplace?
→ What’s your secret sauce?
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About Brand Building
Why should a customer choose you?
A B C
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Choose?
| |

About Brand Building
What is a brand?
→ Something that only you own.
→ Something your customers want.
→ Something your competition can’t have.
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About Brand Building
What is a brand?
→ Brand Development:
Creating a unique promise of distinction.
→ Branding:
Consistent evidence/reinforcement of your distinction with target
audience.
audience
→ Role of Brand:
Represent unique and enduring attributes.
→ Role of Marketing Campaign:
Leverage brand to impact market conditions.
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About Brand Building
Why brand?
→ Differentiate from competition
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About Brand Building
Why brand?
| |

About Brand Building
Why brand?
→ Differentiate from competition
→ Create higher margins
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About Brand Building
Why brand?
| |

About Brand Building
Why brand?
| |

About Brand Building
Why brand?
→ Differentiate from competition
→ Create higher margins
→ Increase customer loyalty
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About Brand Building
Why brand?
Commodity Goods Service Experience
(& “Place)
1¢ - 2¢ 5¢ - 25¢ 75¢ - $1.50
$ $2 - $5
Per Cup Per Cup Per Cup Per Cup
Building Brands, Driving Growth | April 2009 |
Data:Pine & Gilmore The Experience Economy 1999

About Brand Building
Why brand?
→ Differentiate from competition
→ Create higher margins
→ Increase customer loyalty
→ Establish growth through thought leadership
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About Brand Building
Why brand?
| |

About Brand Building
Why brand?
→ Differentiate from competition
→ Create higher margins
→ Increase customer loyalty
→ Establish growth through thought leadership
→ Align organization to achieve vision
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About Brand Building
Why brand?
“#1 most admired company”
-Fortune
“Most respected”
-Financial Times
“Most admired”
-Barons
| |

CURRENT TRENDS
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HOW DO YOU MANAGE YOUR
REPUTATION
| |

About Brand Building
New rules of engagement
OLD MARKETING NEW MARKETING
→ One-way communications → Dialogue driven
→ Brand valuation → Customers determine brand value
→ Demographic grouping → Behavorial Grouping
→ Controlled/Expert marketing → User Generated Content/Reviews
→ Top-down → Bottom-up
→ Information hierarchy → Information on demand
→ Emphasis on CPM → Emphasis on growth – Measurable ROI
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CREATING BRANDS, BUILDING PREFERENCE
contact RIECHESBAIRD
Ryan Rieches
1 Wrigley
Irvine, CA 92618
949 586 1200
www.riechesbaird.com
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