Catalyst: Putting the POW! in Power Branding
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Catalyst: Putting the POW! in Power Branding

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Part 1: Transform Your Brand into a Hero ...

Part 1: Transform Your Brand into a Hero

Everybody loves a superhero. It's no accident that these dynamic characters create the kind of excitement that rakes in the big bucks. For a perfect example, look no further than the recent release of The Avengers, which was an instant box office bonanza ... for the second time. In fact, The Avengers has been on the list of top-grossing films since its original incarnation in 1970. That is the kind of predictability you want for your brand. In other words: Power Branding.

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Catalyst: Putting the POW! in Power Branding Catalyst: Putting the POW! in Power Branding Document Transcript

  • Catalyst: Putting the POW! in Power Branding http://archive.constantcontact.com/fs071/1100671039235/archive/11101... ABOUT THE MARX GROUP | CATALYST ARCHIVES | CASE STUDIES | OUR TEAM | CONTACT US June 2012 Issue No. 92 Check Out The Marx Groups SlideShare Presentations Were always happy to help our friends stay up-to-date Part 1: Transform Your Brand into a Hero in the ever-changing trends in marketing in the Everybody loves a superhero. Its no accident that these dynamic Automotive Aftermarket, so characters create the kind of excitement that rakes in the big bucks. weve decided to share our For a perfect example, look no further than the recent release of The SlideShare profile to give Avengers, which was an instant box office bonanza ... for the second you a look at current hot time. In fact, The Avengers has been on the list of top-grossing films marketing topics across the since its original incarnation in 1970. That is the kind of predictability industry. From Green you want for your brand. In other words: Power Branding. Marketing initiatives to creating a Value Proposition It may seem like a stretch to think of your brand as a type of Statement, The Marx Group superhero, but there are certain characteristics that they have in is here to serve you. common. All comic book characters are well defined and adhere to a basic set of "rules" including his/her costume and superpowers. Every Click Here to View superhero worth their salt has clearly defined core values, a familiar Our Profile and See personality, a known story line. By applying the same principles to your Current Presentations branding, you too can acquire special powers. What does it take to give your brand POW? Take a look at powerful, successful brands and youll realize that they, Gloria Medina too, have the attributes of a superhero. Even though big business is no Promoted to Client laughing matter, the superbrands have clearly absorbed the lessons Project Manager that comic book writers knew instinctively. We are proud to announce Effective branding builds and takes advantage of a strong synergy the between the company and its customers. This requires knowing their promotion of wants, needs and buying behaviors. Developing a vital, ongoing and Gloria Medina trusting relationship between your company and your customers takes to Client an investment in time and effort, as well as consistent application. Project Manager. In Once you create this type of bond with your customers and meet their her new role, needs with powerful, consistent messaging, youll be able to endow Gloria will your brand and products with super selling power! All it requires is the1 of 3 6/21/2012 1:46 PM
  • Catalyst: Putting the POW! in Power Branding http://archive.constantcontact.com/fs071/1100671039235/archive/11101... FIVE FORCES of BRANDING. manage In brief, they are: client marketing initiatives and oversee digital projects 1. POSITION. This is how you present your company to your including websites, social target audience (which includes your shareholders as well as media and online videos, your potential customers). Its built on a structure of Core and ensure all projects Values, Brand Pillars, Mission Statement, Unique Selling support client marketing Proposition and Key Messages. goals. 2. PROMISE. What is your promise to your customers? Is it lower price? Better quality? Faster delivery? Most importantly, how "Gloria has done an consistent are you at keeping this promise? excellent job spearheading 3. PERSONALITY. Your company, like every other, has a our agencys marketing personality. Since customers are going to assign you a strategy," said Tom Marx, personality no matter what (the urge is only human), its president and CEO of The important to create the personality you want to convey. Marx Group. "In her new 4. STORY. Just as people relate better to a likable personality, role, Gloria will shift her they warm more to a company with an interesting story -- of focus to new and current who they are, how they came to be and where theyre going. clients, which will greatly 5. ELEMENTS. These make up the face of your company, things benefit our agency." like logo, corporate colors, website and marketing tactics. Putting the "Pow" in Power Marketing is all about these five forces, and in Part 2 of this article, well investigate them in depth. Youll find out how you can use them to build brand equity to build tangible value for your business. Brand equity is like a superpower that helps you achieve higher margins (or a price premium) while you excite more interest from potential customers. Its one-two punch enhances opportunities for market expansion, segmentation and brand extensions and increases your leverage with distribution channels. This lets you maximize marketing and sales efficiency, enhance customer loyalty and retention, and zoom toward more acceptance for new products. Cant wait to find out how to make your brand a superhero? Drop us an e-mail and well give you a preview of the next installment of this Visit us on LinkedIn: "Pow"erful Series. Tom Marx Kerri Petersen Leslie Allen Gary McCoy Marketing Communications & Business Strategists Gloria Medina Christine LeMay The Marx Group is a team of Craig Martinez marketing and sales strategists, creative directors, media experts, account managers, graphic designers, copywriters, web developers, PR specialists, and experienced business minds in the Automotive, Heavy Duty and Commercial Vehicle Aftermarket. We have over 30 years of experience in the industry, a solid network of relationships, as well as media expertise to drive sales, attain press coverage, and transform the way the world sees the companies we work Become a FAN of with. By anchoring our approach first with a strong understanding of our The Marx Group2 of 3 6/21/2012 1:46 PM
  • Catalyst: Putting the POW! in Power Branding http://archive.constantcontact.com/fs071/1100671039235/archive/11101... clients, we are then able to develop and execute a customized strategy that meets their needs. A Division of The Marx Group Need a marketing expert to provide insider insight about Marx Group Advisors is a team of the automotive and experienced industry specialists providing heavy-duty aftermarket clients with strategic advisory services for industry? Please submit your mergers, acquisitions and divestitures, as question. well as assisting with capital formation for private equity placements. By: Fred Janssen, Tom Marx and Tom Herndon Time and time again great ideas become less effective, the marketing departments efficiency is diminished, there is finger-pointing between sales and marketing, and presidents, CEOs, and others worry over revenue goals that continue to go unmet. Marketing Sucks! (and Sales, Too!) captures the frustration felt by many parts of the organization when marketing and sales are not aligned, and introduces a better way. Purchase now at AMAZON.COM ABOUT THE MARX GROUP | CATALYST ARCHIVES | CASE STUDIES | OUR TEAM | CONTACT US3 of 3 6/21/2012 1:46 PM