AMA IOWA BRAND
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This document discusses the importance of brands and brand accountability. It provides examples of strong brand cultures from companies like Zappos, Mayo Clinic, and Southwest Airlines. It emphasizes that brand accountability requires aligning a company's authenticity, differentiation, culture, and vision. It also discusses assessing brand gaps, turning the telescope inward to discover a company's "why", and establishing momentum groups to uphold brand strategy throughout the organization. The overall message is that brands have value and accountability requires aligning all aspects of an organization around its authentic brand identity.
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AMA IOWA BRAND
- 1. AMA IOWA BRAND October 7, 2015 Jim Flynn Hult Marketing 309-253-1395 jflynn@hultmarketing.com
- 2. Brand
- 5. Distinction Brand Discovery Brand Recognition Brand Attributes Brand Competency Brand Promise Brand Identity Brand Development Brand Mission Brand Vision Brand Values Brand ing
- 6. Brand Speak Brand Distinction Brand Culture Brand Worth Brand Accountability-4-Ways Brand Momentum-5-Ways
- 11. more than a Logo
- 13. PROMISE your brand is your
- 14. “In the factories we make cosmetics...at the counters we sell hope.” Charles Revson Founder of Revlon
- 18. GO AHEAD BRAG “I’m a really good dancer…”
- 20. IF A BRAND SWIMS LIKE A DOG AND QUACKS LIKE A DUCK …people will distrust it!
- 21. A BRAND THAT MAKES ME MAD …describe it like you would to a friend
- 22. DISTINCTION does your Brand have and deliver authenticity?
- 23. Commodity?
- 24. Does Your Brand Have Distinction? …this is what Marketing Directors and CMOs are saying about their Brands…
- 25. 17 Question Brand Insight Snapshot www.hultmarketing.com/BrandQuiz
- 26. Our Organization Understands Our Brand Distinction?
- 27. OUR EMPLOYEES ARE AWARE OF OUR BRAND DISTINCTION?
- 28. OUR BRAND DISTINCTION IS RECOGNIZED BY OUR CUSTOMERS?
- 29. OUR BRAND DISTINCTION IS CLEARLY COMMUNICATED EXTERNALLY?
- 30. OUR EMPLOYEES HAVE PROCESSES AND TOOLS TO DELIVER ON OUR BRAND?
- 31. BRAND INSIGHT SNAPSHOT CURRENT TALLY… D 36% C 25% B 31% A 8%
- 32. OUCH! 36% 25% 17 Question Brand Insight Snapshot www.hultmarketing.com/BrandQuiz
- 33. Your employees scrip your distinction and utilize it consistently? Your distinction is clear in your marketing materials? New hires are to communicate your Brand distinction? Your new employees are trained to sell your distinction consistently? Your Brand receives adequate marketing support? And your website? trained
- 35. Your culture is your brand. - Tony Hsieh, CEO
- 36. ZAPPOS 10 CORE VALUES 1.Deliver WOW Through Service 2.Embrace and Drive Change 3.Create Fun and A Little Weirdness 4.Be Adventurous, Creative, and Open-Minded 5.Pursue Growth and Learning 6.Build Open and Honest Relationships With Communication 7.Build a Positive Team and Family Spirit 8.Do More With Less 9.Be Passionate and Determined 10.Be Humble
- 37. SOME ZAPPOS STATS 75 Percent 31 Ranking 5 Percent Repeat Customers “Best Places to Work” Employee Turnover
- 38. “THE OFFER” 3,000 Dollars “If you quit today.”
- 39. ZAPPOS BRAND VALUE 1.2 BILLION 2009 Amazon Purchase
- 40. Dr. William J. Mayo and Dr. Charles H. Mayo - Along with their father, Dr. William W. Mayo “No one is big enough to be independent of others.” Dr. William J. Mayo Founder, Mayo Clinic Source: Mayo Clinic 1989
- 41. The Flagship: Mayo Clinic 99 Percentile 41 Ranking 1-2 Percent Patient Satisfaction Best Places to Work Employee turnover Source: Mayo Clinic
- 42. brand CULTURE?
- 43. WHO DRIVES BRAND CULTURE? HR 51% Marketing 31% Corporate Communications 28% PR 19% Internal Communications 17% Advertising 6% Brand Responsibility - As defined by a survey of the Fortune 500 companies
- 44. WHO DRIVES BRAND CULTURE? HR 51% Marketing 31% Corporate Communications 28% PR 19% Internal Communications 17% Advertising 6% Brand Responsibility - As defined by a survey of the Fortune 500 companies While HR, PR and Marketing play a critical role in Brand Accountability, brand culture begins in the C-Suite...
- 46. BRAND WORTH The top line on your brand? It affects your bottom line. Significantly. Intangible Value 69% Tangible Value 31% •Trademarks •Names, Processes, etc. •Perceptions •Brand •Real Estate •Investments •Cash •Receivables Source: Yahoo Finance
- 47. BRAND VALUE $79.2 Million $98.3 Million $23.6 Million $4.3 Million $93.3 Million Source: Interbrand
- 48. BRAND WORTH = COMPANY WORTH Apple Coke Pepsi Kimberly Clark Google Walmart Verizon Viacom P&G exxon Target AT&T Chevron Time Warner 0% 25% 50% 75% 100% 25% 46% 50% 57% 62% 64% 65% 71% 72% 74% 80% 81% 82% 87% 75% 54% 50% 43% 38% 36% 35% 29% 28% 26% 20% 19% 18% 13% Tangible Value Intangible Value Source: Yahoo Finance
- 49. “If this business were split up, I would give you the land and bricks and mortar, and I would take the brand, and I would fare better than you.” - John Stuart, former CEO of Quaker Oats BRAND VALUE
- 50. Strong Brand Value • Lowers employee recrui=ng costs • Compete on more than price • Increases customer reten=on • Grows employee sa=sfac=on
- 52. Imagine a More Accountable Brand…
- 53. Imagine a More Accountable Brand… MORE with less Drive Change Be AdventurousCreate Fun Growth and Learning Deliver WOW! Open and Honest Relationships Be Passionate Positive Team and Family Spirit Be Humble
- 54. Imagine YOUR BRAND Being More Accountable…
- 55. your Authenticity your Differentiation your Culture your Vision BRAND ACCOUNTABILITY …is developed by aligning
- 56. AUTHENTICITY …who you are today
- 59. DIFFERENTIATION …what you do differently
- 61. CULTURE …why you do what you do
- 62. “Our Purpose is to connect People to what’s important in their lives through friendly, reliable and low-cost air travel. Our success is dependent on our ability to execute and fulfill that purpose. The key to our execution is Teamwork.” Gary Kelly CEO Southwest Airlines
- 64. VISION …what you are capable of becoming
- 65. “Our mission is to create a little moment of luxury for people every day. People have difficult lives and we believe that they’re worth some “me time.” Howard Shultz CEO Starbucks
- 66. 80% 96% Source: Zillow 2015, 17-year study. All US homes 65%
- 67. Brand Accountability it’s not just a marketing initiative It’s an organizational initiative
- 68. 5-WAY BRAND MOMENTUM Turn The Telescope The Brand Lens Brand Insight Assessment Positioning Strategies Brand Distinction Internal AdoptionVisual/WordsGAP Analysis Momentum Groups Internal Adoption
- 70. Discover The Truth… about your Brand DNA
- 71. FINDING YOUR “WHY” A higher cause = “the soul of the organization”
- 73. THE GOLDEN CIRCLE What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer How Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition Why Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. It’s a purpose, cause or belief. It’s the very reason your organization exists.
- 74. YOUR “WHY” What motivates, drives & inspires your reason to be?
- 75. A “WHY” HAS TWO PARTS Contribution & Impact
- 76. WHAT IS MY “WHY?” I get up every morning to ____________ (contribution) so that _________(impact). Jim’s WHY: I get up in the morning to help others consider things differently so that they can make the most of their gifts.
- 77. WHAT’S YOUR CORPORATE “WHY?” We get up every morning to ____________ (contribution) so that _________(impact). Hult’s WHY: We get up in the morning to help organizations discover their distinction so that they can further their mission.
- 78. A COLLECTIVE PERSONAL WHY
- 79. A COLLECTIVE ORGANIZATIONAL WHY
- 80. Momentum Groups
- 81. = • Touchpoint focused • Middle Mgt. driven • Brand delivery • Upholds strategy • Measure. Monitor. Adjust. POST-PURCHASE PURCHASE PRE-PURCHASE Building Exterior Agent Newsletter Lobb Safety Inspections Policies Receptionis Office Service Standards Agent Billing Process Thank You Card Claim Process Online Bill Follow-Up Website Online Rating/ Customer Quoting Phone System INFLUENCERS Social Media Word of Mouth Referral Testimonials Event Sponsorship Good Will Community Involvement PR Customer Ratings News Media Correspondenc Proposal Documents Media Ads/ Outdoor/TV Business Cards/ Letterhead Organic Search (SEO)
- 82. WHY INTERNAL ADOPTION DegreeofSupportforBrand Time “Hearing It” Phase “Believing It” Phase “Living It” Phase Passionate Advocacy
- 84. ALIGNMENT • Leadership • Managers • Rank & File • Channel Partners
- 86. Your Brand Lens
- 87. Your Brand creates a ‘lens’ for decision making Your Brand always has a seat at the table Your Brand holds you Accountable
- 88. Building the Brand Driven Business By: Davis & Dunn Start With Why YouTube: Simon Sinek Jim Flynn jflynn@hultmarketing.com 309-253-1395 (m) Empowering Your Brand Distinction hultmarketing.com/DISTINCTION