Branding - Why It Matters

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Branding - Why It Matters

  1. 1. Why it mattersKim BrandtManager, MarketingFIFTH GEAR2010
  2. 2.  Nouns  Person “A LOGO  Place  Thing Verb is NOT a  Action Words BRAND.”
  3. 3. www.infifthgear.com
  4. 4.  The Fifth Gear brand in ACTION  Which problems we solve  The things we promise  How we communicate  The ways we react  The service we provide  Things we celebrate  The boxes that we ship  The way we serve our customers
  5. 5. Brands are what makecompanies and productsstand out from thecrowd. They have anessence, or spirit, and
  6. 6. Articulate Value
  7. 7. Create TrustArticulate Value
  8. 8. Build LoyaltyCreate TrustArticulate Value
  9. 9. Influence Buying Decisions Build Loyalty Create TrustArticulate Value
  10. 10. Shift Attention to Intangibles Influence Buying Decisions Build Loyalty Create TrustArticulate Value
  11. 11. Command Premium $$ Shift Attention to Intangibles Influence Buying Decisions Build Loyalty Create TrustArticulate Value
  12. 12. PROTECT MARKET SHARE Command Premium $$ Shift Attention to Intangibles Influence Buying Decisions Build Loyalty Create TrustArticulate Value
  13. 13.  Our corporate brand is our responsibility. We enable it at every level  Warehouse  Development  Finance  Human Resources
  14. 14.  Understand the impact from inside your department Communicate SPECIFICALLY why brand matters to your team Share the value of getting it right Pass on marketing campaigns to your team Insist on brand integrity Instill pride in the brand – make the brand promise part of our culture
  15. 15. Ask Yourself . . . Would you tattoo the brand on your shoulder? Would you riot if the brand ceased to
  16. 16.  Problem Solvers Be the Experts Bring Ideas to the Table Share Best in Class Standards Prioritize Responsiveness Resolve Issues THEME: As their vendor, we MUST be a well-oiled machine
  17. 17. Fetch Dogs Denali Ippolito Kaysie TracyDaisy Ansheles Emma Roland Buddy Doughty Doug Howell Lucy Roland Gracie & Gretchen Kruysman Lucy Lahme
  18. 18. FetchDog celebrates theintimate, joyful relationshipbetween dogs and their owners,especially women, throughshared experiences and usefuladvice. We help to enhance thelives of both dogs and dogowners through the finest andhealthiest products and servicesavailable.
  19. 19.  You are FetchDog Be Authentic – Ask about their dog. Be knowledgeable about the catalog and website.  Resource guides  Navigation  Product information Be able to communicate our policies.  Free shipping  Returns Be able to make thoughtful product recommendations.  Breed  Size You are FetchDog
  20. 20. We want to keep encouraging you to spend time with ourcustomers and to get to know their dogs. We want you to err onthe side of doing what’s‘right’ for the customer.
  21. 21. WE: Are the voice of our clients’ brands Are the source of feedback for brand satisfaction Can change a brand –

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