Building brand leadership


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The Blake Project's Brad VanAucken slidedeck from CMO Summit at ITEXPO West 2011 on Branding

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  • “ A brand is the personification of a product, service or even entire company. Like any person, a brand has a physical “body”: in P&G’s case, the products and/or services it provides. Also, like a person, a brand has a name, a personality, character and a reputation. Like a person, you can respect, like and even love a brand. You can think of it as a deep personal friend, or merely an acquaintance. You can view it as dependable or undependable; principled or opportunistic; caring or capricious. Just as you like to be around certain people and not others, so also do you like to be with certain brands and not others. Also, like a person, a brand must mature and change its product over time. But, its character, and core beliefs shouldn’t change. Neither should its fundamental personality and outlook on life. People have character … so do brands. A person’s character flows from his or her integrity: the ability to deliver under pressure, the willingness to do what is right rather than what is expedient. You judge a person’s character by his/her past performance and the way he/she thinks and acts in both good times, and especially bad. The same is true of brands.”
  • During the 1996 Summer Olympics, a study was done of the most recognized symbols across several nations. What was right up there in the top five behind the Olympic rings but ahead of the Christian cross? The McDonald’s golden arches, of course. How did this icon get to be so well recognized? To answer this, you only have to go to a McDonald’s restaurant. From the time you turn into the restaurant parking lot and enter the restaurant until the time you are finished eating and leave, count the number of times you are exposed to the arches. Also make note of the most unusual places in which you discover the arches. You will have witnessed the power of an effective brand identity system and icon repetition.
  • Sells a lifestyle that is a signal that ‘they have arrived’ Good taste/recognized value Affordable contemporary design Founder’s (Ingvar Kamprad’s) credo: ‘A better life for many’ 300,000 square feet of space – 7,000 items, 1/3 of product is replaced every year Furniture arranged in accessorized displays Marked path (one way circle) throughout the store, playroom at which you can drop off your children Makes extensive use of publicity stunts Ikea offered $4,000 in gift certificates to the first person in line at the opening of its Atlanta store Corporate culture: egalitarianism, competitiveness, frugality, obsession with design How to build a cult brand: Create the story Inspire the staff Seduce the shopper Surprise on value
  • If you were another soft drink company, you might define your competitive frame of reference as the cola market or the soft drink market or even the beverage market. But Coke thinks of its business and its market share in terms of “share of human liquid consumption.” That makes water a competitor. In fact, a Coke executive has said that he won’t be satisfied until “there is a Coca-Cola faucet in every home.” Coca-Cola’s mantra is “within an arm’s reach of desire.” Coca-Cola’s strategy used to focus on the three A’s: availability, acceptability, and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Cola’s mantra is the three P’s: preference, pervasive penetration, and price-related value.
  • Only Harley-Davidson delivers the fantasy of complete freedom on the road and the comradeship of kindred spirits to avid bikers . Strong consumer benefit based point of difference Company sponsored Harley Owners Group & HOG rallies Harley managers experience HOG rallies with their customers -- that’s how they gather information for product enhancements
  • Building brand leadership

    1. 1. Building Brand Leadership September 13, 2011 Brad VanAuken Chief Brand Strategist, The Blake Project Author, Brand Aid
    2. 2. What is a Brand? <ul><li>Name and symbols that identify: </li></ul><ul><li>a singular concept one owns in the mind of the consumer </li></ul><ul><li>the source of a promise to the consumer </li></ul><ul><li>the source of a relationship with the consumer </li></ul><ul><li>the unique source of products and services </li></ul>© 2011 by Brad VanAuken
    3. 3. What is a Brand? <ul><li>“ A brand is the personification of a product, a service, or even an entire company.” </li></ul><ul><li>Robert T. Blanchard, Procter & Gamble </li></ul><ul><li>From a “Parting Essay” </li></ul>© 2011 by Brad VanAuken
    4. 4. What is Brand Leadership? <ul><li>A leading brand: </li></ul><ul><li>Has very high awareness </li></ul><ul><li>Receives a lot if free publicity/buzz </li></ul><ul><li>Is perceived to be unique in relevant and compelling ways </li></ul><ul><li>Is admired and has high purchase intent </li></ul><ul><li>Increases customer loyalty </li></ul><ul><li>Decreases price sensitivity </li></ul><ul><li>Enables the owner to charge a price premium </li></ul><ul><li>Results in increased market share, especially for the target customers </li></ul><ul><li>Provides increased bargaining power with business partners </li></ul><ul><li>Provides a platform for growth beyond the current products and product categories </li></ul><ul><li>Helps attract and retain talented employees </li></ul><ul><li>Helps the management team align employees in support of the brand’s promise </li></ul><ul><li>Often provides clarity for budgeting and capital investment decisions </li></ul><ul><li>Increases an organization’s sales, profit margins, stock price and market valuation </li></ul>© 2011 by Brad VanAuken
    5. 5. The Five Drivers of Customer Brand Insistence © 2011 by Brad VanAuken
    6. 6. © 2011 by Brad VanAuken
    7. 7. © 2011 by Brad VanAuken
    8. 8. Awareness © 2011 by Brad VanAuken
    9. 9. Relevant Differentiation © 2011 by Brad VanAuken
    10. 10. Unique Value Proposition Screening Criteria <ul><li>Your brand’s primary claim is highly important to its customer’s purchase decision </li></ul><ul><li>Your brand is unique or far superior in delivering against this claim </li></ul><ul><li>The claim is believable to your customer </li></ul>© 2011 by Brad VanAuken
    11. 11. Attribute Importance vs. Brand Delivery n = 230 Attribute Importance: 5 = Very Important 4 = Somewhat Important 3= neither Important nor unimportant 2 = Somewhat unimportant 1 = Very unimportant Attribute Delivery: 5 = Describes the company very well 1 = Does not describe the company at all © 2011 by Brad VanAuken
    12. 12. Brand Benefit Mapping: Importance Versus Delivery by Brand © 2011 by Brad VanAuken
    13. 13. Attribute Importance versus Delivery N = 1106, 561 © 2011 by Brad VanAuken
    14. 14. Value © 2011 by Brad VanAuken
    15. 15. Accessibility © 2011 by Brad VanAuken
    16. 16. Emotional Connection © 2011 by Brad VanAuken
    17. 17. Brand Management Process © 2011 by Brad VanAuken Adjust brand promise or brand strategies and tactics based on ongoing brand equity research
    18. 18. Customer Touch Point Management © 2011 by Brad VanAuken
    19. 19. B2B Customer Touch Points © 2011 by Brad VanAuken Advertising Distributor interactions Product unveiling events Word-of-mouth Trade show booths Product usage Customer appreciation events Referrals Other trade show presence Product training Customer newsletters Product packaging Catalogs User conferences Other customer updates Business stationary Product spec sheets Best practice sharing forums Blogs Business cards Sales calls Customer support Speeches Email signatures Direct mailings Technical support Case studies Company vehicles Company web sites Marketing research White papers Company uniforms Annual reports Idea solicitation Industry analyst reports Invoices Trade magazine articles Product testing Financial analyst reports Prof. journal articles Beta testing Employees
    20. 20. Important Considerations in B2B Brand Management & Marketing <ul><li>Carefully identify your target customers </li></ul><ul><li>Understand those customers’ primary sources of industry information (publications, websites, conferences, industry experts, etc.) </li></ul><ul><li>Develop highly focused, efficient marketing plans </li></ul><ul><li>Emphasize frequency over reach in marketing communications </li></ul>© 2011 by Brad VanAuken
    21. 21. Thank You! © 2011 by Brad VanAuken
    22. 22. Please Visit Us At… © 2011 by Brad VanAuken (
    23. 23. Brand Aid <ul><li>“ One of the best brand education and reference tools I have ever come across.” Manager, Marketing Strategy & Branding </li></ul><ul><li>“ One of the most comprehensive books ever written on the subject.” Senior Vice President, Marketing & Sales </li></ul>© 2011 by Brad VanAuken