HOW TO CREATE UNCONTESTED MARKET SPACE AND MAKE THE COMPETITION IRRELEVANT

1.  MOTIVATIONAL
TEACHINGS
 BUSINESS DEVELOPMENT
 MARKETING STRATEGY
 TRAINING
 RECRUITMENT
 LEADERSHIP TRAINING
 MOTIVATIONAL
TEACHINGS
 BUSINESS DEVELOPMENT
 MARKETING STRATEGY
 TRAINING
 RECRUITMENT
 LEADERSHIP TRAINING
PRESENTS:
BUILDING A BRAND

2. HOW TO CREATE
UNCONTESTED
MARKET SPACE AND
MAKE THE
COMPETITION
IRRELEVANT

3. BRANDS
EVERYTHING IS A
BRAND: COCA-COLA,
FEDEX, LYC, NIGERIA
AND EVEN YOU!

4. …BRANDS
A BRAND IS ANY LABEL THAT CARRIES MEANING
AND ASSOCIATION. A GREAT BRAND DOES
MORE: IT LENDS COLORATION AND RESONANCE
TO A PRODUCT OR SERVICE. COLA DRINKS ARE
MANY BUT WHEN YOU HEAR COCA-COLA IT’S
UNIQUE (E.G. PEPSI, DR PEPER), MANY MILK
BUT PEAK MILK, MANY CITIES BUT NYC…

5. IMPORTANCE OF BRANDS
ROBERTO GOIZUETA (LATE C.E.O. OF COCA-COLA)
“ALL OUR FACTORIES AND FACILITIES COULD
BURN DOWN TOMORROW BUT YOU WOULD
HARDLY TOUCH THE VALUE OF THE
COMPANY; ALL THAT ACTUALLY LIES IS THE
GOOD WILL OF OUR BRAND FRANCHISE AND
THE KNOWLEDGE IN THE COMPANY.”

6. …IMPORTANCE OF BRANDS
JOHSON AND JOHNSON REAFFIRMS THIS:
“OUR COMPANY’S NAME AND
TRADEMARK ARE BY FAR OUR
MOST VALUABLE ASSETS.”

7. …IMPORTANCE OF BRANDS
NIALL FITGERALD (CHAIRMAN OF UNILIVER)
“ A BRAND IS A STOREHOUSE OF TRUST THAT
MATTERS MORE AND MORE AS CHOICES
MULTIPLY. MOST PEOPLE WANT TO SIMPLIFY
THEIR LIVES.”

8. BENEFITS OF BUILDING A BRAND
–LOYALTY
–EXTRA MONEY
–SAVES PEOPLES’ TIME
–FAME
–FAMILY AND FRIENDS INITIATION

9. HOW BRANDS ARE BUILT
A PRODUCT DOES NOT BECOME A BRAND
ACCIDENTALLY
BRANDS ARE CONSCIOUSLY PLANED,
STRATEGICALLY POSITION INTO THE HEART
OF CONSUMMERS

10. …HOW BRANDS ARE BUILT
BRANDS ARE BUILT HOLISTICALLY, THROUGH
THE ORCHESTRATION OF A VARIETY OF
TOOLS, INCLUDING; ADVERTISING, PUBLIC
RELATION, SPONSORSHIPS, EVENTS, SOCIAL
CAUSE, CLUBS, SPOKESPERSON, NAME,
STORY(S), LOGO etc

11. TOOL KITS IN BUILDING A BRAND
ADVERTISING
 NAME
 PUBLIC RELATION
SPONSORSHIPS
 EVENTS
 SOCIAL CAUSE
 CLUBS
 SPOKESPERSON
 STORY(S)
 LOGO

12. • INITIATE A FASCINATING STORY E.G.
MIRINDA
• DON’T JUST ADVERTISE THE BRAND, LIVE IT
• FOCUS ON EMOTIONAL BENEFITS MORE
THAN RATIONAL BENEFITS E.G.
SATISFACTION, CUSTOMERS’ RELATION
MORE THAN PRICE AND PROMO
• FOCUS ON THE BIG PICTURE, NOT THE
QUANTITY
• FOCUS ON THE PRODUCT FEATURE

13. • RECONSTRUCT THE MARKET BOUNDARIES
(COCA-COLA)
• REACH BEYOND EXISTING DEMAND (HYPO)
• PRIOTISE THE CURRENT NEED BASE ON THE
PRESENT MARKET CHALLENGE (BAYGON)
• START FROM WHERE YOU ARE WITH YOUR
CURRENT CIRCLE OF INFLUENCE
• 100% PRODUCT
• 100% COVERAGE
• 100% DISTRIBUTION

14. SUMMARY
• “IN BUSINESS, INTEGRITY WITHOUT
ADVERTISEMENT IS WEAK AND USELESS AND
ADVERTISMENT WITHOUT INTEGRITY IS
DANGEROUS AND DREADFUL

15. Any
Question?

16. THANK YOU