Building, Evaluating, and Supporting a World-Class<br />Brand Identity in a Changing World<br />Brand Counsel, LLC<br />Je...
Brands create value. We create Branding Brilliance™.<br />
               Why Brand to Begin With? It’s No Like It’s Money in the Bank or Anything…     <br />             Value of G...
Why Build the (redacted)Brand?<br />Brand building is not just advertising – it’s aspirational to your target audiences<br...
“ A brand is the face of a business strategy” <br /> - Scott Galloway, Prophet Strategy<br />Brand: A promise. A distingui...
Exercise: <br />What is (redacted)Strategy?<br />Who is the Ideal Client?<br />
“Strong brands usually move beyondproduct attributes<br /> to a brand identity based upon a brand personality<br />and a r...
STRATEGIC BRAND ANALYSIS<br />Customer AnalysisCompetitor AnalysisSelf-Analysis<br /><ul><li>Trends				* Brand image/ident...
Motivation				* Strengths, strategies		* Brand heritage
Unmet Needs				* Vulnerabilities		* Strengths/capabilities
Segmentation				* Trends, Motivations		* Organizational values</li></ul>							* The Soul of the Brand™<br />↓<br />BRAND ...
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</li></ul>	↓				↓		<br />VALUE PROPOSITIONCREDIBILITY<br /><ul><li>Functional benefits	...
Emotional benefits
Self-expressive benefits</li></ul>                              ↓<br />BRAND-CUSTOMER RELATIONSHIP – speak their language ...
The VCI Alignment Model<br /><ul><li> Strategic Vision
Organizational Culture
Stakeholder Images</li></li></ul><li>Our Approach:<br />Brand Personality/Organization <br />VCI: Organizational Culture<b...
Who is (redacted)as a Personality <br />and an Organization?<br /><ul><li>  Highly Entrepreneurial
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Brand Strategy Final To Client

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Final deliverable to European client on brand strategy, corporate identity, positioning, key attributes, constituent analysis, final recommendations.

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  • Launch www.wavewatchgroup.com
  • This is 2007. Launch Interbrand Best Global Brands 2008 www.interbrand.com. 2009 out in 53 days.
  • Who we are is what we do
  • 4 fades
  • 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.
  • Reputation Institute : Taking Brand Initiative
  • THIS IS HIGHLY UNUSUAL IN ANY INDUSTRY< MUCH LESS YOURS. Versus T for G? Please
  • 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.
  • 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…
  • 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.
  • Stakeholders: internal employees, partners and consultants, advisory board. Not reviewed: clients, prospects, won and lost business.
  • Brand Strategy Final To Client

    1. 1. Building, Evaluating, and Supporting a World-Class<br />Brand Identity in a Changing World<br />Brand Counsel, LLC<br />Jeff A. Gregory<br />July 27, 2009<br />
    2. 2. Brands create value. We create Branding Brilliance™.<br />
    3. 3. Why Brand to Begin With? It’s No Like It’s Money in the Bank or Anything… <br /> Value of Global Brands as Measured by Interbrand <br />BrandBrand Value (Billion $)Market Cap.Brand Value as<br />% of Market Cap<br />Coca-Cola$83.8 $142.2 59%<br />Microsoft $56.7 $271.9 21%<br />IBM $43.8 $158.4 28%<br />GE$33.5 $328.0 10%<br />Ford $32.2 $57.4 58%<br />Disney $32.3 $52.6 58%<br />Intel $30.0 $144.1 21%<br />McDonald’s $26.2 $40.9 64%<br />AT & T $24.2 $102.5 24%<br /> 10 Marlboro $21.0 $112.4 19%<br />.<br />
    4. 4. Why Build the (redacted)Brand?<br />Brand building is not just advertising – it’s aspirational to your target audiences<br />Brand building involves innovation and internal creation exercises<br />Excellence in execution creates huge payoffs<br />Services (products) are key to the brand<br />The brand is more than services – emotion, self-expression, achievement<br />Connect with customers on an emotional level<br />Use sub-brands to tell a story and manage perceptions<br />It’s the one asset with the highest net return<br />
    5. 5. “ A brand is the face of a business strategy” <br /> - Scott Galloway, Prophet Strategy<br />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. <br />Indicators of an Under-emphasis on Brand-Building<br />Managers can’t identify with confidence the brand associations and the strength of those associations.<br />Knowledge of levels of brand awareness is lacking. <br />There is no systematic, reliable, sensitive, and valid measure of customer satisfaction and loyalty. <br />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.<br />There is really no person in the firm who is charged with protecting <br />and growing the brandequity. <br />There is no long-term strategyfor the brand.<br />
    6. 6. Exercise: <br />What is (redacted)Strategy?<br />Who is the Ideal Client?<br />
    7. 7. “Strong brands usually move beyondproduct attributes<br /> to a brand identity based upon a brand personality<br />and a relationship with customers” David Aaker, <br />Building Strong Brands, Prophet Brand Strategy<br />‘ 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”.<br />James R. Gregory, CoreBrand<br />
    8. 8. STRATEGIC BRAND ANALYSIS<br />Customer AnalysisCompetitor AnalysisSelf-Analysis<br /><ul><li>Trends * Brand image/identity * Existing Brand Image
    9. 9. Motivation * Strengths, strategies * Brand heritage
    10. 10. Unmet Needs * Vulnerabilities * Strengths/capabilities
    11. 11. Segmentation * Trends, Motivations * Organizational values</li></ul> * The Soul of the Brand™<br />↓<br />BRAND IDENTITY<br />(Core, Extended, Essence) - A set of associations we aspire to create<br />Brand as ProductBrand as OrganizationBrand as PersonAs Symbol<br /><ul><li>Product Scope 1. Organization attributes 1. Personality 1. Visual
    12. 12. Product attributes 2. Innovation (ex. Genuine, Imagery
    13. 13. Quality/value 3. Consumer concern Energetic, Rugged, 2. Metaphors
    14. 14. Uses 4. Trustworthiness Personal) 3. Brand
    15. 15. Users 5. Local vs. global 2. Brand-customer Heritage
    16. 16. Country of Origin relationships</li></ul> ↓ ↓ <br />VALUE PROPOSITIONCREDIBILITY<br /><ul><li>Functional benefits Supports other brands in the family
    17. 17. Emotional benefits
    18. 18. Self-expressive benefits</li></ul> ↓<br />BRAND-CUSTOMER RELATIONSHIP – speak their language – Brand Resonance™<br /> ↓<br />BRAND IDENTITY IMPLEMENTATION SYSTEM – Brand Architecture<br />BRAND POSITIONING<br /> ↓<br /> Execution ↓<br />TRACKING – Monitoring the brand position<br />
    19. 19. The VCI Alignment Model<br /><ul><li> Strategic Vision
    20. 20. Organizational Culture
    21. 21. Stakeholder Images</li></li></ul><li>Our Approach:<br />Brand Personality/Organization <br />VCI: Organizational Culture<br />
    22. 22. Who is (redacted)as a Personality <br />and an Organization?<br /><ul><li> Highly Entrepreneurial
    23. 23. Truly Tailored Solutions
    24. 24. Extreme Client-Centric Focus
    25. 25. Opportunistic
    26. 26. Flexible, Adapting, Evolving Organization
    27. 27. Passionate and Engaged
    28. 28. Pragmatic
    29. 29. Intellectually Curious – always digging deeper
    30. 30. Incredible Dedication to the Client
    31. 31. Always Going the Extra Kilometers
    32. 32. Always First-Person Observation of Focus Groups
    33. 33. Daring Professionals – my personal favorite</li></li></ul><li>Industry Verticals Selection and Agreement<br /><ul><li> Life Sciences
    34. 34. Technology
    35. 35. Financial Services</li></li></ul><li>Constituent Analysis<br />
    36. 36. (redacted)Corporate Identity<br />A Global Leader in Market Research and Strategic Marketing Consulting, with a Core Competency in Life Sciences and Technology.<br />A Truly People-Driven Organization Where Rigorous Thinking and Creativity Flow Freely.<br />A Company Where Deep Data Dives and Deep Thinking Rule.<br /><ul><li>The Four C’s: Clarity of Insight</li></ul> Consulting Expertise<br /> Critical Analysis<br /> Game-Changing Recommendations<br />
    37. 37. VCI Alignment Factors<br /><ul><li> Organizational Culture : A+++
    38. 38. Stakeholder Images (based on new identity of consulting): B-
    39. 39. Strategic Vision : being decided this week at partner off-site meeting </li></li></ul><li>(redacted)Positioning Statement<br />‘We are (redacted), a seasoned team of strategic marketing specialists with a broad range of capabilities. We are passionate and pragmatic in our work, and possess global reach. We focus on life science.Our expertise is grounded in top-notch market research and strategic execution. These elements, unique in the industry, fuel our market-driven, facts-based approach to complex marketing decisions.’<br />
    40. 40. Key Differentiators<br /><ul><li> All Focus Groups are Partner-Facilitated
    41. 41. We Do Not Outsource
    42. 42. We Stay Close to the Data
    43. 43. We are Highly Experienced in Life Sciences
    44. 44. We Understand European Regulatory and Reimbursement
    45. 45. We Have a Unique Perspective on Markets
    46. 46. Weare a Special Type of People
    47. 47. We Take Extreme Measures to Provide Clean, Clear Data
    48. 48. Our Quality Control is Second to None
    49. 49. We are a Melting Pot of Global Cultures
    50. 50. We Have Been on the Continent for Nine Years
    51. 51. We Have Team Members with 25 years in Healthcare, both in the US and Europe (the Hugo factor)
    52. 52. We are Truly Global
    53. 53. We Execute Market Research Projects Anywhere in the World
    54. 54. We Have a Growing Consulting Practice
    55. 55. Our Clients Come Back to Us Time and Time Again</li></li></ul><li>Functional Core Competencies and Deliverables<br /><ul><li>Develop Market Solutions
    56. 56. Explore Markets
    57. 57. Deliver Market Solutions
    58. 58. Maintain & Control Market Position</li></li></ul><li>Corporate Communications Review and Recommendations<br /><ul><li> Logo needs to incorporate ‘consulting’ within the logo itself
    59. 59. Website should also include the following additions:
    60. 60. Client Page (s)
    61. 61. Better quantified results on Case Studies
    62. 62. (redacted newly created brand name)
    63. 63. A Split Between Client-Facing Partners and Operational/HR Support (i.e. 2 pages versus one)
    64. 64. Complete consistency in all corporate communications: standardized PowerPoints, better examples, identical email signatures.
    65. 65. Much more thought leadership pieces. At least one a month.</li></li></ul><li>Customer loyalty<br />Would you recommend us? <br />Net Promoter Score TM<br />way to increase customer focus & profitability<br />% of detractors<br />% of promoters<br />-<br />=<br />increased success <br />with the right customers<br />metrics<br />processes<br />operational systems<br />+<br />+<br />=<br />Test of date <br />20<br />
    66. 66. Additional Recommendations<br />Is it time for an internal, dedicated marketing person ?<br />Public Relations (PR) is nearly free, and we are not taking advantage of it at all: awards, nominations (E & Y), new client wins.<br />Google Adwords Budget?<br />Higher Grade Corporate Collateral<br />Journal Article Publishing – more!<br />

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