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Building, Evaluating, and Supporting a World-Class Brand Identity in a Changing World Brand Counsel, LLC Jeff A. Gregory July 27, 2009
Brands create value. We create Branding Brilliance™.
               Why Brand to Begin With? It’s No Like It’s Money in the Bank or Anything…                   Value of Global Brands as Measured by Interbrand  BrandBrand Value (Billion $)Market Cap.Brand Value as % of Market Cap Coca-Cola$83.8	$142.2		59% Microsoft	$56.7		$271.9		21% IBM		$43.8		$158.4		28% GE$33.5		$328.0		10% Ford		$32.2		$57.4		58% Disney		$32.3		$52.6		58% Intel		$30.0		$144.1		21% McDonald’s	$26.2		$40.9		64% AT & T		$24.2		$102.5		24%         10  Marlboro	$21.0		$112.4		19% .
Why Build the (redacted)Brand? Brand building is not just advertising – it’s aspirational to your target audiences Brand building involves innovation and internal creation exercises Excellence in execution creates huge payoffs Services (products) are key to the brand The brand is more than services – emotion, self-expression, achievement Connect with customers on an emotional level Use sub-brands to tell a story and manage perceptions It’s the one asset with the highest net return
“ A brand is the face of a business strategy”   - Scott Galloway, Prophet Strategy Brand: A promise. A distinguishing name and/or symbol intended to identify goods or services of a seller. When executed correctly, a huge competitive and market advantage.  Indicators of an Under-emphasis on Brand-Building Managers can’t identify with confidence the brand associations and the strength of those associations. Knowledge of levels of brand awareness is lacking.   There is no systematic, reliable, sensitive, and valid measure of customer satisfaction and loyalty.  There are no indicators of the brand tied to long-term success of the business that are used to evaluate the brand’s marketing effort. There is really no person in the firm who is charged with protecting  and growing the brandequity.  There is no long-term strategyfor the brand.
Exercise:  What is (redacted)Strategy? Who is the Ideal Client?
“Strong brands usually move beyondproduct attributes  to a brand identity based upon a brand personality and a relationship with customers”  David Aaker,  Building Strong Brands, Prophet Brand Strategy ‘ Corporate branding is an intentional, marketing-oriented communications platform across all business units, media, and audiences. It is a planned, inclusive strategy that sets standards  for all divisions…for the cumulative benefit of the corporation. It is a declaration of “who we are”, “what we believe”, and “why you should put your faith in our company”. James R. Gregory,  CoreBrand
STRATEGIC BRAND ANALYSIS Customer AnalysisCompetitor AnalysisSelf-Analysis ,[object Object]
Motivation				* Strengths, strategies		* Brand heritage
Unmet Needs				* Vulnerabilities		* Strengths/capabilities
Segmentation				* Trends, Motivations		* Organizational values							* The Soul of the Brand™ ↓ BRAND IDENTITY (Core, Extended, Essence) - A set of associations we aspire to create Brand as ProductBrand as OrganizationBrand as PersonAs Symbol ,[object Object]
Product attributes		2.  Innovation			(ex. Genuine,		      Imagery
Quality/value			3. Consumer concern		Energetic, Rugged,	2.  Metaphors
Uses			4.  Trustworthiness		Personal)		3.  Brand
Users			5.  Local vs. global		2.  Brand-customer                             Heritage
Country of Origin					relationships	↓				↓		 VALUE PROPOSITIONCREDIBILITY ,[object Object]
Emotional benefits
Self-expressive benefits                              ↓ BRAND-CUSTOMER RELATIONSHIP – speak their language – Brand Resonance™ 		↓ BRAND IDENTITY IMPLEMENTATION SYSTEM – Brand Architecture BRAND POSITIONING 		↓ 			Execution  ↓ TRACKING – Monitoring the brand position
The VCI Alignment Model ,[object Object]
Organizational Culture
Stakeholder Images,[object Object]
Who is (redacted)as a Personality  and an Organization? ,[object Object]

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Brand Strategy Final To Client

  • 1. Building, Evaluating, and Supporting a World-Class Brand Identity in a Changing World Brand Counsel, LLC Jeff A. Gregory July 27, 2009
  • 2. Brands create value. We create Branding Brilliance™.
  • 3. Why Brand to Begin With? It’s No Like It’s Money in the Bank or Anything… Value of Global Brands as Measured by Interbrand BrandBrand Value (Billion $)Market Cap.Brand Value as % of Market Cap Coca-Cola$83.8 $142.2 59% Microsoft $56.7 $271.9 21% IBM $43.8 $158.4 28% GE$33.5 $328.0 10% Ford $32.2 $57.4 58% Disney $32.3 $52.6 58% Intel $30.0 $144.1 21% McDonald’s $26.2 $40.9 64% AT & T $24.2 $102.5 24% 10 Marlboro $21.0 $112.4 19% .
  • 4. Why Build the (redacted)Brand? Brand building is not just advertising – it’s aspirational to your target audiences Brand building involves innovation and internal creation exercises Excellence in execution creates huge payoffs Services (products) are key to the brand The brand is more than services – emotion, self-expression, achievement Connect with customers on an emotional level Use sub-brands to tell a story and manage perceptions It’s the one asset with the highest net return
  • 5. “ A brand is the face of a business strategy” - Scott Galloway, Prophet Strategy Brand: A promise. A distinguishing name and/or symbol intended to identify goods or services of a seller. When executed correctly, a huge competitive and market advantage. Indicators of an Under-emphasis on Brand-Building Managers can’t identify with confidence the brand associations and the strength of those associations. Knowledge of levels of brand awareness is lacking. There is no systematic, reliable, sensitive, and valid measure of customer satisfaction and loyalty. There are no indicators of the brand tied to long-term success of the business that are used to evaluate the brand’s marketing effort. There is really no person in the firm who is charged with protecting and growing the brandequity. There is no long-term strategyfor the brand.
  • 6. Exercise: What is (redacted)Strategy? Who is the Ideal Client?
  • 7. “Strong brands usually move beyondproduct attributes to a brand identity based upon a brand personality and a relationship with customers” David Aaker, Building Strong Brands, Prophet Brand Strategy ‘ Corporate branding is an intentional, marketing-oriented communications platform across all business units, media, and audiences. It is a planned, inclusive strategy that sets standards for all divisions…for the cumulative benefit of the corporation. It is a declaration of “who we are”, “what we believe”, and “why you should put your faith in our company”. James R. Gregory, CoreBrand
  • 8.
  • 10. Unmet Needs * Vulnerabilities * Strengths/capabilities
  • 11.
  • 12. Product attributes 2. Innovation (ex. Genuine, Imagery
  • 15. Users 5. Local vs. global 2. Brand-customer Heritage
  • 16.
  • 18. Self-expressive benefits ↓ BRAND-CUSTOMER RELATIONSHIP – speak their language – Brand Resonance™ ↓ BRAND IDENTITY IMPLEMENTATION SYSTEM – Brand Architecture BRAND POSITIONING ↓ Execution ↓ TRACKING – Monitoring the brand position
  • 19.
  • 21.
  • 22.
  • 23. Truly Tailored Solutions
  • 24. Extreme Client-Centric Focus
  • 26. Flexible, Adapting, Evolving Organization
  • 27. Passionate and Engaged
  • 29. Intellectually Curious – always digging deeper
  • 30. Incredible Dedication to the Client
  • 31. Always Going the Extra Kilometers
  • 32. Always First-Person Observation of Focus Groups
  • 33.
  • 35.
  • 36.
  • 37.
  • 38. Stakeholder Images (based on new identity of consulting): B-
  • 39.
  • 40.
  • 41. We Do Not Outsource
  • 42. We Stay Close to the Data
  • 43. We are Highly Experienced in Life Sciences
  • 44. We Understand European Regulatory and Reimbursement
  • 45. We Have a Unique Perspective on Markets
  • 46. Weare a Special Type of People
  • 47. We Take Extreme Measures to Provide Clean, Clear Data
  • 48. Our Quality Control is Second to None
  • 49. We are a Melting Pot of Global Cultures
  • 50. We Have Been on the Continent for Nine Years
  • 51. We Have Team Members with 25 years in Healthcare, both in the US and Europe (the Hugo factor)
  • 52. We are Truly Global
  • 53. We Execute Market Research Projects Anywhere in the World
  • 54. We Have a Growing Consulting Practice
  • 55.
  • 56. Explore Markets
  • 57. Deliver Market Solutions
  • 58.
  • 59. Website should also include the following additions:
  • 61. Better quantified results on Case Studies
  • 63. A Split Between Client-Facing Partners and Operational/HR Support (i.e. 2 pages versus one)
  • 64. Complete consistency in all corporate communications: standardized PowerPoints, better examples, identical email signatures.
  • 65.
  • 66. Additional Recommendations Is it time for an internal, dedicated marketing person ? Public Relations (PR) is nearly free, and we are not taking advantage of it at all: awards, nominations (E & Y), new client wins. Google Adwords Budget? Higher Grade Corporate Collateral Journal Article Publishing – more!

Editor's Notes

  1. Launch www.wavewatchgroup.com
  2. This is 2007. Launch Interbrand Best Global Brands 2008 www.interbrand.com. 2009 out in 53 days.
  3. Who we are is what we do
  4. 4 fades
  5. People Buy From People, and People are our greatest asset ever. Credibility: Trustworthiness and Expertise. Synovate is a very emotional brand experience. Launch synovate.com They are telling a story.
  6. Reputation Institute : Taking Brand Initiative
  7. THIS IS HIGHLY UNUSUAL IN ANY INDUSTRY< MUCH LESS YOURS. Versus T for G? Please
  8. Financial Services is not a core competency of suAzio as a company. ING does not count. Just because GE always sells financing with a huge project does not also make us experts. We are not there yet, and we have no credibility.LAUNCH BRAND COUNSEL BRAND PORTFOLIO FOR OUR OWN STORY.
  9. Also: Financial Partners, Banks, Venture Capitalists, Takeover Targets, Potential Partnerships or Joint Ventures, Professional Associations and Journals, Trade Press, PR channels, Vendors and Solution Providers, Speaking Engagements…
  10. Antwerp Belgium as the capital of the world for diamond cutting as an analogy of our extreme rigor, sharp thinking, learning before cutting, and bringing out the brilliance of your brand.
  11. Stakeholders: internal employees, partners and consultants, advisory board. Not reviewed: clients, prospects, won and lost business.