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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
  • Transcript

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