The Power of Brand: Why Your Startup Needs It!

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Dunkin Donuts, Visa, General Mills - these are just a few of the iconic companies brand-builder Andy Freedman spent time at before taking the deep dive into startups. Join Andy to learn concrete approaches and challenges to consider when crafting your startup's brand. Take a play from the big leagues to understand how to develop a positioning statement that shapes your marketing strategy.

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The Power of Brand: Why Your Startup Needs It!

  1. 1. presents The Power of Brand: Why Your Startup Needs it! Andy Freedman @ahfreedman
  2. 2. Andy Freedman andy@aharrisventures.com @ahfreedman
  3. 3. Marketing Takes Many Shapes General Management Mktg Mills) Consumer Marketing (Dunkin) (General • P&L Mgmt • ‘Hub & Spoke’ Model • Role variation (new product, core business, sales) • Consumer marketing as a part (not the whole) • • • • Tech/Product Marketing (LevelUp) Sponsorship Marketing (Visa) • • • • • Mktg budget mgmt Develop campaign/creative strategy Agency Management Partner Management (Property) Media partner relationships Mktg budget mgmt Develop campaign/creative strategy Agency management Partner Management (Franchisees) • • • • Engineering/Product Driven ‘If you build it mentality’ Customer Acquisition Driven Test, Learn, Evolve Approach 5
  4. 4. Two Takes on One Sponsorship Visa + NFL Uber + NFL 14
  5. 5. Exercise: building your brand "What we stand "What for" you will "What experi we do" ence" • • • Your Brand Promise and Ultimate Vision Consumer Value Consumer Value How it will feel What you expect Consumer Value What you remember Consumer Value How it works Consumer Value How you feel about the brand Technical and Functional Benefits the Brand is Built Upon The problem your product/service solves How your product/service works? How are you better than other product/service offerings? 15
  6. 6. Exercise: building your brand [Example: UBER] "What we stand "What for" you will "What experi we do" ence" “Instant Gratification” Transparent Consistent Clear communication of our pricing and service Same consumer experience no matter the city Convenient Reliable Valuable Take away the friction of transportation (payment, order) Always deliver on the promise Uber sets Leaves user feeling good about decision and compelled to Professional Drivers Immaculate cars • • Carefully vetted drivers “One Tap to Ride” • Simple Design + UX • Frictionless Payment Affordable Luxury Honest • Tiered product offering • • Strive for 30% cost saving to market Tell the consumer everything upfront 16
  7. 7. Exercise: building your brand [ ] "What we stand for" "What you will experience" What we do" [                                                                    ] [                                                                    ] [                                                                    ] [                                                                    ] • • • •         • • • •         • • • •         • • • •         17
  8. 8. Course Title Course Title INSTRUCTOR NAME

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