PROVEN MARKETING STRATEGIES IN CHALLENGING MARKETING CONDITIONS Kevin Lane Keller Tuck School of Business Dartmouth College
My Textbooks
My Experience
How Has Marketing Changed? <ul><li>Rapid technological developments </li></ul><ul><li>Greater customer empowerment </li></...
How Has Marketing Not Changed? <ul><li>Marketers must still stay close to consumers and offer them real value </li></ul><u...
What Then Is the Key to Marketing Success? <ul><li>Marketers must … </li></ul><ul><ul><li>Tackle old problems </li></ul></...
Six Marketing Imperatives <ul><li>Fully and accurately factor the consumer into the marketing equation  </li></ul><ul><li>...
Marketing Imperative #1 <ul><li>Fully and accurately factor the consumer into the marketing equation  </li></ul><ul><ul><l...
Nike <ul><li>Brand Mission : To bring inspiration and innovation to every athlete in the world </li></ul><ul><ul><li>” If ...
Virgin <ul><li>Brand strategy is to enter categories where customers needs are not well met and … </li></ul><ul><ul><li>Do...
Marketing Imperative #2 <ul><li>Go beyond product performance and rational benefits </li></ul><ul><ul><li>Craft well-desig...
Apple <ul><li>Sustained product innovation from inception </li></ul><ul><ul><li>Macintosh personal computers </li></ul></u...
Pampers <ul><li>Pampers evolved from a functional to an emotional positioning: </li></ul><ul><ul><li>Absorbency & dry baby...
Marketing Imperative #3 <ul><li>Make the whole of the marketing program greater than the sum of the parts </li></ul><ul><u...
Red Bull <ul><li>Employs a full set of brand elements and marketing activities </li></ul><ul><ul><li>Name, logo, slogan, p...
Red Bull Activities, Events & Experiences
Red Bull Flugtag <ul><li>Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying mach...
Building Brand Equity <ul><li>Must adopt 360° view of customer-brand interactions </li></ul><ul><ul><li>Every brand contac...
“ Good Value” <ul><li>Put forth the most compelling value proposition . </li></ul><ul><ul><li>Being seen as low priced or ...
Perceived Brand Value <ul><ul><li>Value is basically the   sum of all tangible & intangible costs & benefits </li></ul></u...
Framing Brand Value <ul><li>Marketers must optimally balance the value equation so that consumers feel the “collective ben...
Ikea <ul><li>Value proposition: Leading-edge Scandinavian design at bargain prices </li></ul><ul><ul><li>Most items come b...
Power of  Strong Value Propositions VS. VS.
Direct  Channels Indirect  Channels Personal  Communi- cations Mass Communi- cations Marketing  Integration Interactive Te...
Channel Issues <ul><li>Winning channel strategies will be those that can develop “integrated shopping experiences” that co...
Nike Channel Options <ul><li>Retail </li></ul><ul><ul><li>Nike products are sold in retail locations such as shoe stores, ...
Criteria for  Integrating Marketing Channels <ul><li>Channel efficiency </li></ul><ul><ul><li>Coverage </li></ul></ul><ul>...
<ul><ul><li>Traditional,  </li></ul></ul><ul><ul><li>Mass Media  </li></ul></ul><ul><ul><li>Communications </li></ul></ul>...
Mass Media Communications <ul><li>Employ print (magazines & newspapers) & broadcast (TV & radio) media  </li></ul><ul><li>...
Interactive Communications <ul><li>Web site </li></ul><ul><ul><li>Ratings, reviews & feedback </li></ul></ul><ul><ul><ul><...
Interactive Communications <ul><li>Establish a public voice and presence on the Web </li></ul><ul><ul><li>Complement and r...
Experiential Communications <ul><li>Employ multiple touch points & multiple senses via special events, contests, promotion...
Marketing Imperative #4 <ul><li>Understand where you can take a brand (and how)  </li></ul><ul><ul><li>Design and implemen...
BEFORE: How many crayons in your box? AFTER: “Colorful Arts & Crafts For Kids?
Amazon <ul><li>Started as the world’s bookstore in July 1995 </li></ul><ul><ul><li>Personalized storefront for each custom...
BRAND EXTENDIBILITY SCORECARD Allocate points according to how well the new product concept rates on the specific dimensio...
Marketing Imperative #5 <ul><li>Do the right thing with brands </li></ul><ul><ul><li>Manage brands for the long-run </li><...
One-Time Leaders
Successful Challengers
Benefits of Cause Marketing <ul><li>Improving social welfare (“win-win”) </li></ul><ul><li>Creating differentiated brand p...
Marketing Imperative #6 <ul><li>Take a big picture view of marketing effects and know what is working (and why)  </li></ul...
Three Models to  Facilitate Marketing Planning <ul><li>To help guide these efforts, three models of increasing scope: </li...
Brand Positioning Model <ul><li>Develop 3-5 unique brand  points-of-difference (POD’s) </li></ul><ul><ul><li>Desirable to ...
Brand Resonance Model RELATIONSHIPS: What about you & me?  RESPONSE: What about you?  MEANING: What are you? IDENTITY: Who...
Brand Value Chain Model Marketing Program Investment Customer Mindset Market Performance Shareholder Value - Product - Com...
Customer Mindset Marketing Activity Market Performance Shareholder Value Points of Difference Points of  Parity A Comprehe...
The New Marketing Imperatives <ul><li>Fully and accurately factor the consumer into the marketing equation  </li></ul><ul>...
Conclusion <ul><li>Branding is not rocket science </li></ul><ul><li>Winning businesses in the 21st century will be those t...
Thank You & Good Luck!
Upcoming SlideShare
Loading in …5
×

Tendensdagen 2011 Kevin Lane Keller - Proven marketing strategies in challenging marketing conditions

1,652 views
1,467 views

Published on

Proven marketing strategies in challenging marketing conditions

Marknadsföringsområdet har genomgått enorma förändringar under de senaste åren och här berättar Keller hur man hittar balans mellan klassiska kommersiella metoder och dagens nya angreppssätt, och om hur man kan skapa starka varumärken, lojalitet och ROI i dagens konkurrensutsatta, utmanande och konstant föränderliga digitala värld.
Kellers bok Strategic Brand Management har hyllats som ”the bible for branding” och han är numera medförfattare till Kotlers Marketing Management, tidernas mest sålda introduktionsbok i marknadsföring. K L Keller är en mycket uppskattad talare världen över och har erfarenhet från framgångsrika varumärken och företag såsom bl a American Express, Disney, Ford, Intel, Goodyear, Kodak, Nordstrom, Shell, Starbucks och Unilever.

Published in: Business, News & Politics
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,652
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • 1
  • 23
  • Tendensdagen 2011 Kevin Lane Keller - Proven marketing strategies in challenging marketing conditions

    1. 1. PROVEN MARKETING STRATEGIES IN CHALLENGING MARKETING CONDITIONS Kevin Lane Keller Tuck School of Business Dartmouth College
    2. 2. My Textbooks
    3. 3. My Experience
    4. 4. How Has Marketing Changed? <ul><li>Rapid technological developments </li></ul><ul><li>Greater customer empowerment </li></ul><ul><li>Fragmentation of traditional media </li></ul><ul><li>Growth of interactive & mobile marketing options </li></ul><ul><li>Channel transformation & disintermediation </li></ul><ul><li>Increased competition & industry convergence </li></ul><ul><li>Globalization & growth of developing markets </li></ul><ul><li>Heightened environmental, community, and social concerns </li></ul><ul><li>Severe economic recession </li></ul>
    5. 5. How Has Marketing Not Changed? <ul><li>Marketers must still stay close to consumers and offer them real value </li></ul><ul><li>Marketers must still develop powerful brand positions and marketing strategies </li></ul><ul><li>Marketers must still integrate numerous marketing “push” and “pull” activities </li></ul><ul><li>Marketers must still provide as accurate assessments as possible of the ROI of marketing activities </li></ul>
    6. 6. What Then Is the Key to Marketing Success? <ul><li>Marketers must … </li></ul><ul><ul><li>Tackle old problems </li></ul></ul><ul><ul><li>Address new challenges </li></ul></ul><ul><ul><li>In a complex new marketing environment </li></ul></ul><ul><li>By being ... </li></ul><ul><ul><li>Analytical & systematic </li></ul></ul><ul><ul><li>Creative & inspired </li></ul></ul>
    7. 7. Six Marketing Imperatives <ul><li>Fully and accurately factor the consumer into the marketing equation </li></ul><ul><li>Go beyond product performance and rational benefits </li></ul><ul><li>Make the whole of the marketing program greater than the sum of the parts </li></ul><ul><li>Understand where you can take a brand (and how) </li></ul><ul><li>Do the right thing with brands </li></ul><ul><li>Take a big picture view of marketing effects and know what is working (and why) </li></ul>
    8. 8. Marketing Imperative #1 <ul><li>Fully and accurately factor the consumer into the marketing equation </li></ul><ul><ul><li>Engage in participation marketing </li></ul></ul><ul><ul><li>Recognize what consumers know and don’t know about brands </li></ul></ul><ul><ul><li>Recognize what consumers want and don’t want from brands </li></ul></ul><ul><ul><li>Recognize customer diversity </li></ul></ul><ul><ul><li>Recognize customer empowerment </li></ul></ul>
    9. 9. Nike <ul><li>Brand Mission : To bring inspiration and innovation to every athlete in the world </li></ul><ul><ul><li>” If you have a body, you’re an athlete” </li></ul></ul><ul><li>Brand Values </li></ul><ul><ul><li>Inspire </li></ul></ul><ul><ul><li>Innovate </li></ul></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Connect </li></ul></ul><ul><ul><li>Care </li></ul></ul><ul><li>Brand Mantra </li></ul><ul><ul><li>Authentic Athletic Performance </li></ul></ul>
    10. 10. Virgin <ul><li>Brand strategy is to enter categories where customers needs are not well met and … </li></ul><ul><ul><li>Do different things & </li></ul></ul><ul><ul><li>Do things differently </li></ul></ul>
    11. 11.
    12. 12. Marketing Imperative #2 <ul><li>Go beyond product performance and rational benefits </li></ul><ul><ul><li>Craft well-designed products and services </li></ul></ul><ul><ul><ul><li>Functionally and aesthetically appealing </li></ul></ul></ul><ul><ul><ul><li>How a product works, looks, & feels </li></ul></ul></ul><ul><ul><li>Provide functional and emotional benefits </li></ul></ul>
    13. 13. Apple <ul><li>Sustained product innovation from inception </li></ul><ul><ul><li>Macintosh personal computers </li></ul></ul><ul><ul><li>PowerBook laptops </li></ul></ul><ul><ul><li>iPod portable music player </li></ul></ul><ul><ul><li>iTunes music download website </li></ul></ul><ul><ul><li>iPhone mobile phone & apps </li></ul></ul><ul><ul><li>iPad tablet computer </li></ul></ul><ul><li>Strong brand promise </li></ul><ul><ul><li>Performance & design </li></ul></ul><ul><ul><ul><li>How a product works, looks & feels </li></ul></ul></ul><ul><ul><li>Personality: “Think different” </li></ul></ul>
    14. 14. Pampers <ul><li>Pampers evolved from a functional to an emotional positioning: </li></ul><ul><ul><li>Absorbency & dry baby </li></ul></ul><ul><ul><li>“ Caring for Baby’s Development” </li></ul></ul><ul><li>Pampers changed marketing program accordingly </li></ul><ul><ul><li>Advertising etc. </li></ul></ul><ul><ul><li>Web site </li></ul></ul>
    15. 15. Marketing Imperative #3 <ul><li>Make the whole of the marketing program greater than the sum of the parts </li></ul><ul><ul><li>Develop fully integrated channel and communication strategies </li></ul></ul><ul><ul><li>Mix & match to optimally blend strengths & weaknesses </li></ul></ul>
    16. 16. Red Bull <ul><li>Employs a full set of brand elements and marketing activities </li></ul><ul><ul><li>Name, logo, slogan, packaging, etc. </li></ul></ul><ul><li>Develops strong on-premise and in-store marketing (push) </li></ul><ul><li>Communicates directly with consumers (pull) </li></ul><ul><ul><li>Traditional media advertising </li></ul></ul><ul><ul><li>Non-traditional events and promotions </li></ul></ul>
    17. 17. Red Bull Activities, Events & Experiences
    18. 18. Red Bull Flugtag <ul><li>Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! </li></ul><ul><ul><li>Flugtag may mean &quot;flying day&quot; in German, but all these crafts ultimately splash into the waters below. </li></ul></ul><ul><ul><li>They are judged not only on their flight's distance, but creativity and showmanship as well. </li></ul></ul><ul><li>More than 35 Flugtags have been held around the world – from Ireland to San Francisco – attracting up to 300,000 spectators . </li></ul><ul><ul><li>The record for the farthest flight-to-date currently stands at 195 feet set in 2000 at Flugtag Austria. </li></ul></ul>
    19. 19. Building Brand Equity <ul><li>Must adopt 360° view of customer-brand interactions </li></ul><ul><ul><li>Every brand contact matters </li></ul></ul><ul><li>At the heart of a great brand are great products & services </li></ul><ul><li>Great brands go beyond that, however, to ensure all activities of the organization enhance brand equity & profitability </li></ul>
    20. 20. “ Good Value” <ul><li>Put forth the most compelling value proposition . </li></ul><ul><ul><li>Being seen as low priced or less expensive is not necessarily the answer </li></ul></ul><ul><ul><li>The more important consideration is that consumers feel that they are getting appropriate “good value” from a product or service. </li></ul></ul>
    21. 21. Perceived Brand Value <ul><ul><li>Value is basically the sum of all tangible & intangible costs & benefits </li></ul></ul><ul><ul><li>Benefits include the perceived monetary value of all the bundle of economic, functional, and psychological benefits </li></ul></ul><ul><ul><li>Costs include monetary costs but also opportunity costs of time, energy, and any psychological involvement </li></ul></ul>
    22. 22. Framing Brand Value <ul><li>Marketers must optimally balance the value equation so that consumers feel the “collective benefits outweigh the collective costs.” </li></ul><ul><ul><li>Marketers may need to frame the brand’s costs and benefits so that they are seen in the most positive light possible </li></ul></ul>
    23. 23. Ikea <ul><li>Value proposition: Leading-edge Scandinavian design at bargain prices </li></ul><ul><ul><li>Most items come boxed and require assembly at home </li></ul></ul><ul><ul><ul><li>Saving on transportation, stocking, and delivery </li></ul></ul></ul><ul><ul><li>Reduces prices 2%-3% annually (but enjoys 10% margins) </li></ul></ul><ul><ul><li>Most products are sold uniformly around the world, although there is some customization </li></ul></ul>
    24. 24. Power of Strong Value Propositions VS. VS.
    25. 25. Direct Channels Indirect Channels Personal Communi- cations Mass Communi- cations Marketing Integration Interactive Telephone Mail Mobile Dept. Store Specialty Store Supermarket Convenience Store Discount Store Superstore Catalog Showroom Advertising Sales Promotion Events & Experiences Public Relations Personal Selling Direct Marketing Interactive Marketing Word-of-mouth Product/ Services Prices <ul><li>CRITERIA </li></ul><ul><li>Coverage </li></ul><ul><li>Cost </li></ul><ul><li>Direct effects </li></ul><ul><li>Indirect effect </li></ul>Company Stores Offering
    26. 26. Channel Issues <ul><li>Winning channel strategies will be those that can develop “integrated shopping experiences” that combine direct & indirect channels. </li></ul><ul><ul><li>To execute channel functions </li></ul></ul><ul><ul><li>To maximize channel efficiency, effectiveness, and dynamics </li></ul></ul>
    27. 27. Nike Channel Options <ul><li>Retail </li></ul><ul><ul><li>Nike products are sold in retail locations such as shoe stores, sporting goods stores, department stores, and clothing stores. </li></ul></ul><ul><li>Branded Nike Town stores </li></ul><ul><ul><li>Nike Town stores, located in prime shopping avenues in metropolitan centers around the globe, offer a complete range of Nike products and serve as showcases for the latest fashions. </li></ul></ul><ul><li>Niketown.com </li></ul><ul><ul><li>Nike’s e-commerce site allows consumers to place Internet orders for a range of products. </li></ul></ul><ul><li>Catalog retailers </li></ul><ul><ul><li>Nike’s products appear in numerous shoe, sporting goods, and clothing catalogs. </li></ul></ul><ul><li>Outlet stores </li></ul><ul><ul><li>Outlet stores feature discounted Nike merchandise. </li></ul></ul><ul><li>Specialty stores </li></ul><ul><ul><li>Nike product lines such as Nike Golf and Nike ACG are often sold through specialty stores such as golf pro shops or outdoor gear suppliers. </li></ul></ul>
    28. 28. Criteria for Integrating Marketing Channels <ul><li>Channel efficiency </li></ul><ul><ul><li>Coverage </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><li>Channel effectiveness </li></ul><ul><ul><li>Direct & indirect SR sales effects </li></ul></ul><ul><ul><li>Direct & indirect LR brand equity effects </li></ul></ul><ul><ul><li>Channel dynamics </li></ul></ul><ul><ul><ul><li>Balanced conflict/competition vs. coverage/cooperation </li></ul></ul></ul>
    29. 29. <ul><ul><li>Traditional, </li></ul></ul><ul><ul><li>Mass Media </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Online, </li></ul></ul><ul><ul><li>Interactive </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>“ Real World,” </li></ul></ul><ul><ul><li>Experiential </li></ul></ul><ul><ul><li>Communications </li></ul></ul>INTEGRATED MARKETING COMMUNICATIONS
    30. 30. Mass Media Communications <ul><li>Employ print (magazines & newspapers) & broadcast (TV & radio) media </li></ul><ul><li>Take advantage of broader coverage and greater control </li></ul><ul><ul><li>Fine-tune and punctuate brand messages </li></ul></ul>
    31. 31. Interactive Communications <ul><li>Web site </li></ul><ul><ul><li>Ratings, reviews & feedback </li></ul></ul><ul><ul><ul><li>Company-generated </li></ul></ul></ul><ul><ul><ul><li>Consumer-generated </li></ul></ul></ul><ul><li>E-mails & texts </li></ul><ul><li>Banner, rich media, etc. ads </li></ul><ul><li>Search advertising </li></ul><ul><li>Social media (sharing text, images, audio, video online) </li></ul><ul><ul><li>Communities & Forums </li></ul></ul><ul><ul><li>Bloggers (Individuals & Networks) </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul>
    32. 32. Interactive Communications <ul><li>Establish a public voice and presence on the Web </li></ul><ul><ul><li>Complement and reinforce other communications </li></ul></ul><ul><ul><li>Ensure innovation & relevance </li></ul></ul><ul><li>Remember … not everyone participates actively in social media </li></ul><ul><ul><li>Only some of the consumers want to get involved </li></ul></ul><ul><ul><li>With some of the brands they use and, even then </li></ul></ul><ul><ul><li>Only some of the time . </li></ul></ul>
    33. 33. Experiential Communications <ul><li>Employ multiple touch points & multiple senses via special events, contests, promotions, sampling, etc. </li></ul><ul><li>Make a splash, but pick your spots </li></ul><ul><ul><li>Capitalize on real news – even if you have to make it </li></ul></ul>
    34. 34. Marketing Imperative #4 <ul><li>Understand where you can take a brand (and how) </li></ul><ul><ul><li>Design and implement a new product development and brand architecture strategy </li></ul></ul><ul><ul><ul><li>Understand brand potential </li></ul></ul></ul><ul><ul><ul><li>Introduce appropriate brand extensions </li></ul></ul></ul><ul><ul><ul><li>Brand extensions properly </li></ul></ul></ul><ul><ul><li>Grow a brand through little steps via new offerings, new customer segments, and new geographical markets </li></ul></ul>
    35. 35. BEFORE: How many crayons in your box? AFTER: “Colorful Arts & Crafts For Kids?
    36. 36. Amazon <ul><li>Started as the world’s bookstore in July 1995 </li></ul><ul><ul><li>Personalized storefront for each customer </li></ul></ul><ul><ul><li>More useful information, choices, & services </li></ul></ul><ul><ul><ul><li>Reader reviews (rated themselves), personal recommendations, peeks into content, & one-click shopping </li></ul></ul></ul><ul><li>Evolved into electronic marketplace selling more items & enabling other merchants to sell here & abroad </li></ul><ul><ul><li>Powers and operates retail Web sites </li></ul></ul><ul><ul><li>Derives 40% of its revenue from its million-plus associates: independent sellers or business who receive commissions for referrals </li></ul></ul><ul><li>Continues to invest in technology and new features </li></ul><ul><ul><li>Amazon Prime </li></ul></ul><ul><ul><li>Amazon Kindle </li></ul></ul>
    37. 37. BRAND EXTENDIBILITY SCORECARD Allocate points according to how well the new product concept rates on the specific dimensions in the following areas: Consumer Perspectives: Desirability 10 pts. _____ Product category appeal (size, growth potential) 10 pts. _____ Equity transfer (perceived brand fit) 5 pts. _____ Perceived consumer target fit Company Perspectives: Deliverability 10 pts. _____ Asset leverage (product technology, organizational skills, marketing effectiveness via channels & communications) 10 pts. _____ Profit potential 5 pts. _____ Launch feasibility Competitive Perspectives: Differentiability 10 pts. _____ Comparative appeal (many advantages; few disadvantages) 10 pts. _____ Competitive response (likelihood; immunity or invulnerability from) 5 pts. _____ Legal/regulatory/institutional barriers Brand Perspectives: Equity Feedback 10 pts. _____ Strengthens parent brand equity 10 pts. _____ Facilitates additional brand extension opportunities 5 pts. _____ Improves asset base TOTAL _____ pts
    38. 38. Marketing Imperative #5 <ul><li>Do the right thing with brands </li></ul><ul><ul><li>Manage brands for the long-run </li></ul></ul><ul><ul><ul><li>Avoid over-exposing, over-extending, over-modernizing, over-discounting </li></ul></ul></ul><ul><ul><ul><li>Avoid death by “1000 cuts” </li></ul></ul></ul><ul><ul><li>Embrace corporate social responsibility </li></ul></ul><ul><ul><ul><li>Develop point-of-view on societal, environmental and community issues </li></ul></ul></ul><ul><ul><ul><li>Create “win-win” cause marketing programs and activities </li></ul></ul></ul>
    39. 39. One-Time Leaders
    40. 40. Successful Challengers
    41. 41. Benefits of Cause Marketing <ul><li>Improving social welfare (“win-win”) </li></ul><ul><li>Creating differentiated brand positions </li></ul><ul><li>Eliciting emotional responses from consumers </li></ul><ul><li>Building strong bonds with consumers </li></ul><ul><li>Enhance company’s public image </li></ul><ul><li>Create reservoir of good will </li></ul><ul><li>Boost employee morale </li></ul><ul><li>Drive sales </li></ul>
    42. 42. Marketing Imperative #6 <ul><li>Take a big picture view of marketing effects and know what is working (and why) </li></ul><ul><ul><li>Achieve greater accountability for marketing investments in brands </li></ul></ul><ul><ul><ul><li>Adopt comprehensive, cohesive, and actionable models to help develop ROI insights and interpretations </li></ul></ul></ul>
    43. 43. Three Models to Facilitate Marketing Planning <ul><li>To help guide these efforts, three models of increasing scope: </li></ul><ul><ul><li>Brand Positioning Model </li></ul></ul><ul><ul><ul><li>How to guide integrated marketing to maximize competitive advantages; </li></ul></ul></ul><ul><ul><li>Brand Resonance Model </li></ul></ul><ul><ul><ul><li>How to create intense, activity loyalty relationships with customers; and </li></ul></ul></ul><ul><ul><li>Brand Value Chain Model </li></ul></ul><ul><ul><ul><li>How to trace the value creation process to better understand the financial impact of marketing investments. </li></ul></ul></ul>
    44. 44. Brand Positioning Model <ul><li>Develop 3-5 unique brand points-of-difference (POD’s) </li></ul><ul><ul><li>Desirable to consumer </li></ul></ul><ul><ul><li>Deliverable by the company </li></ul></ul><ul><ul><li>Differentiated from competitors </li></ul></ul><ul><li>Establish 2-4 shared brand points-of-parity (POP’s) </li></ul><ul><ul><li>Negate competitor points-of-difference </li></ul></ul><ul><ul><li>Overcome perceived vulnerabilities from points-of-difference </li></ul></ul><ul><ul><li>Demonstrate category credentials </li></ul></ul>
    45. 45. Brand Resonance Model RELATIONSHIPS: What about you & me? RESPONSE: What about you? MEANING: What are you? IDENTITY: Who are you? Intense, Active Loyalty Positive, Accessible Reactions Points-of-Parity & Difference Deep, Broad Brand Awareness Resonance Judgments Feelings Performance Imagery Salience Stages of Brand Development Branding Objective at Each Stage 1 2 3 4 Building Blocks
    46. 46. Brand Value Chain Model Marketing Program Investment Customer Mindset Market Performance Shareholder Value - Product - Communications - Trade - Employees - Other - Awareness - Associations - Attitudes - Attachment - Activity - Price premiums - Price elasticities - Cost savings - Expansion success - Market share - Profitability - Stock price - P/E ratio - Enterprise value - Market capitalization
    47. 47. Customer Mindset Marketing Activity Market Performance Shareholder Value Points of Difference Points of Parity A Comprehensive Set of Marketing Metrics 3) Brand Value Chain Model 2) Brand Resonance Model 1) Brand Positioning Model Resonance Judgments Feelings Performance Imagery Salience
    48. 48. The New Marketing Imperatives <ul><li>Fully and accurately factor the consumer into the marketing equation </li></ul><ul><li>Go beyond product performance and rational benefits </li></ul><ul><li>Make the whole of the marketing program greater than the sum of the parts </li></ul><ul><li>Understand where you can take a brand (and how) </li></ul><ul><li>Do the right thing with brands </li></ul><ul><li>Take a big picture view of marketing effects and know what is working (and why) </li></ul>
    49. 49. Conclusion <ul><li>Branding is not rocket science </li></ul><ul><li>Winning businesses in the 21st century will be those that successfully build strong brands and a loyal customer base in a highly competitive, constantly changing digital world </li></ul><ul><ul><li>Address six key marketing imperatives </li></ul></ul><ul><li>Hitting the marketing sweet spot requires marketing balance </li></ul><ul><ul><li>Blending classic concepts with fresh new approaches </li></ul></ul><ul><ul><li>Reconciling marketing’s many trade-offs </li></ul></ul>
    50. 50. Thank You & Good Luck!

    ×