Top-of-Mind Branding | Developing a Winning Brand Strategy

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Marketing speaker Chris Houchens talks about what branding really is and how to get brands top of mind for consumers.

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  • State was spending $2.5 million annually for separate & overlapping ad agencies and marketing campaigns Governor proposed an unified state brand Goal: Provide an unified message for tourism & economic development Citizens voted for logo at welcome centers & online
  • Voice overs no longer have the “voice of God” announcer I.e. don pardo, johnny, ed macmahon Jeff Bridges for Duracell Richard Dreyfuss for Honda Gene Hackman – Lowes and Oppenhimer Funds consumers aren't eager to be ordered around by a stern baritone. Rather than obeying an authoritative voice, they look to the voice of a friend for guidance
  • Top-of-Mind Branding | Developing a Winning Brand Strategy

    1. 1. Top-of-Mind Branding Developing a Winning Brand Strategy Chris Houchens ShotgunConcepts.com twitter.com/shotgunconcepts
    2. 2. Conditional Response (Pavlov’s Dog)
    3. 3. Branding is a Conditional Response
    4. 4. But… Don’t get caught in the logo trap .
    5. 6. Kentucky (as defined by the other 49 states)
    6. 7. Brands are created by the consumer, not the marketer! Logo ≠ Brand
    7. 8. What is a Brand? <ul><li>A promise that past performance will indicate future results </li></ul><ul><li>Your customer’s experience with you </li></ul><ul><li>It’s shorthand that stands for something </li></ul><ul><li>Faces vs. personalities </li></ul>You have a brand even if you don’t have a brand strategy .
    8. 9. BRAND Any organization’s most valuable asset.
    9. 11. Successful branding makes other aspects of marketing easier and more cost-effective.
    10. 12. Word-of-Mouth
    11. 13. 80 / 20
    12. 14. Perception IS reality.
    13. 15. Which one will my wife eat at?
    14. 16. Three steps to a zeitgeist brand <ul><li>Begin with the Product </li></ul><ul><ul><li>R&D, etc </li></ul></ul><ul><li>Drive the Message </li></ul><ul><ul><li>Ads, PR, web, etc </li></ul></ul><ul><li>Nurture the Relationship </li></ul><ul><ul><li>Customer Experience </li></ul></ul>
    15. 17. “Tastes like Chicken” is NOT a compliment
    16. 18. Marketing – Ad Messages Ad/PR messages as conversations not announcements.
    17. 19. Big Idea behind branding (and all marketing) Tactics Strategy Philosophy
    18. 20. Brand Strategy should influence EVERY marketing (and business) decision.
    19. 22. Zappos.com
    20. 23. Key points for a long term brand <ul><li>Positive customer experiences </li></ul><ul><ul><li>Communicate brand internally </li></ul></ul><ul><li>Maintain brand consistency </li></ul><ul><ul><li>Follow though on brand promise </li></ul></ul><ul><li>Stick with it </li></ul>
    21. 24. Branding Success Microwave vs. Slow Cooker
    22. 25. www.BrandZeitgeist.com www.ChrisHouchens.com twitter.com/shotgunconcepts Find these slides at www.slideshare.net/shotgunconcepts

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