Branding AS A DRIVER OF BUSINESS GROWTH Building a business on your ideas <br />06/10/2011<br />1<br />
Presentation <br /><ul><li>Introduction
What is branding
Nualight Case Study</li></li></ul><li>We are threesixty. <br />06/10/2011<br />3<br />
At a glance.<br /><ul><li>Established in 2000 in Kilkenny
Specialist B2B strategic branding agency
3 core functions > Positioning Strategy / Creative Branding / Marketing Communications
Multi award-winning creative team
2006; developed own branding process, Fast Branding. </li></li></ul><li>We are B2B Brand Specialists who help our clients ...
Quick and dirty guide to branding.In four slides.<br />06/10/2011<br />9<br />
Your brand is not your logo, name or visual style.<br />These iconic brands look the same as they did when they were succe...
It’s not what you think it is…<br />How it all began…<br />
it’s what they think it is…<br />How it all began…<br />
Branding is simply a tool that we can use to build perception. <br />Who. What. How.<br />
so what makes a successful brand?<br />
A higher purpose<br />A bold no. 1 claim<br />Clear differentiaton<br />Unity of purpose <br />Shared values<br />Creative...
NUALIGHT CASE STUDY<br />
MISSIONrebrand in 7 weeks for euroshop New investment. New team. New mandate<br />06/10/2011<br />17<br />
Nualight in 2007<br />Founded 2004, NUI Cork<br />LED lighting delivering 60% energy savings vflourescent<br />Perceived a...
POSITIONING STRATEGYCreate a market LEADERSHIP position.Lighting the way to greener retail<br />06/10/2011<br />19<br />
Develop an ownable market positioning strategy <br />“The global leader in refrigerated LED display illumination for food ...
THEIR WAVE:<br />Lighting the way to greener retail <br />
CREATIVE EXECUTIONDevelop a visual identity that would engage with all stakeholders. SHIFT BRAND FROM TECHNICAL <br />06/1...
CUSTOMER ENGAGeMENTApply the brand aT every touchpoint.TURN AND FACE THE MARKET<br />06/10/2011<br />26<br />
MARKET MATURITYFLEXIBLE RESPONSE TO CHANGING MARKETBRINGING FOOD TO LIFE<br />06/10/2011<br />31<br />
Why does this all matter?<br />
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Threesixty - Branding as a driver of business growth

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  • Only have twenty minutes…so I won’t bore you with the details
  • This is easier…20 words…that took us about 6 years to write.
  • Here are some of our clients…..
  • Here are some brands we have developed B2B,Technical and complex, ingredients, start up, commercialisation, pre-scale
  • These are the two areas that have outputs that the client or partners will see…however like a iceberg…it’s the rest of the work that provide the real mass behind the brand.
  • Technical sell Very engaging to LED community Relevant to technical audience in retailers.
  • Technical sell Very engaging to LED community Relevant to technical audience in retailers.
  • Not able to do it on their own. Need to reflect retailers
  • 4 week process start broad….narrow focus ruthless elimination
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Logo NUA is written in negative space
  • Threesixty - Branding as a driver of business growth

    1. 1. Branding AS A DRIVER OF BUSINESS GROWTH Building a business on your ideas <br />06/10/2011<br />1<br />
    2. 2. Presentation <br /><ul><li>Introduction
    3. 3. What is branding
    4. 4. Nualight Case Study</li></li></ul><li>We are threesixty. <br />06/10/2011<br />3<br />
    5. 5. At a glance.<br /><ul><li>Established in 2000 in Kilkenny
    6. 6. Specialist B2B strategic branding agency
    7. 7. 3 core functions > Positioning Strategy / Creative Branding / Marketing Communications
    8. 8. Multi award-winning creative team
    9. 9. 2006; developed own branding process, Fast Branding. </li></li></ul><li>We are B2B Brand Specialists who help our clients to develop competitive advantage, create customer growth and win market leadership. <br />
    10. 10.
    11. 11.
    12. 12.
    13. 13. Quick and dirty guide to branding.In four slides.<br />06/10/2011<br />9<br />
    14. 14. Your brand is not your logo, name or visual style.<br />These iconic brands look the same as they did when they were successful, but they mean something different to us now.<br />
    15. 15. It’s not what you think it is…<br />How it all began…<br />
    16. 16. it’s what they think it is…<br />How it all began…<br />
    17. 17. Branding is simply a tool that we can use to build perception. <br />Who. What. How.<br />
    18. 18. so what makes a successful brand?<br />
    19. 19. A higher purpose<br />A bold no. 1 claim<br />Clear differentiaton<br />Unity of purpose <br />Shared values<br />Creative magic<br />
    20. 20. NUALIGHT CASE STUDY<br />
    21. 21. MISSIONrebrand in 7 weeks for euroshop New investment. New team. New mandate<br />06/10/2011<br />17<br />
    22. 22. Nualight in 2007<br />Founded 2004, NUI Cork<br />LED lighting delivering 60% energy savings vflourescent<br />Perceived as generalist, small, me-too LED lighting company<br />Top 5 in Europe, one of 100s in US, nil awareness elsewhere<br />Latent competence in lighting for retail<br />Private investment, aggressive growth targets<br />
    23. 23. POSITIONING STRATEGYCreate a market LEADERSHIP position.Lighting the way to greener retail<br />06/10/2011<br />19<br />
    24. 24. Develop an ownable market positioning strategy <br />“The global leader in refrigerated LED display illumination for food retail” <br />
    25. 25. THEIR WAVE:<br />Lighting the way to greener retail <br />
    26. 26. CREATIVE EXECUTIONDevelop a visual identity that would engage with all stakeholders. SHIFT BRAND FROM TECHNICAL <br />06/10/2011<br />22<br />
    27. 27.
    28. 28.
    29. 29.
    30. 30. CUSTOMER ENGAGeMENTApply the brand aT every touchpoint.TURN AND FACE THE MARKET<br />06/10/2011<br />26<br />
    31. 31.
    32. 32.
    33. 33.
    34. 34.
    35. 35. MARKET MATURITYFLEXIBLE RESPONSE TO CHANGING MARKETBRINGING FOOD TO LIFE<br />06/10/2011<br />31<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39.
    40. 40. Why does this all matter?<br />
    41. 41. Nualight Growth x 10<br />2009<br />2005<br />2007<br />2008<br />2010<br />2006<br />2004<br />10<br />74<br />3<br />
    42. 42.
    43. 43. ‘Our brand is far more than our image, it’s our strategic market position’. <br />Fast Branding extracted the intellectual capital from our CEO and technical team and transformed it into an offer with a realcompetitive edge. The brand had made our company vision real. It has defined our direction and now drives our product differentiation. There’s no doubt that it has been a key factor in our success milestones over the past 12 months-landing Europe’s biggest deal, building relationships with the top channel partners in the world and raising second-round funding <br />Paul Kelly, VP Sales & Marketing, Nualight<br />
    44. 44. Thank you.<br />Simon O’Dwyer<br />Director<br />Threesixty Brand Marketing<br />www.wearethreesixty.com<br />

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