This is 2007. Launch Interbrand Best Global Brands 2008 www.interbrand.com. 2009 out in 53 days.
Who we are is what we do
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
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 />
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 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 />
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 />
“ 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 />
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 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 />
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
(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 />
Stakeholder Images (based on new identity of consulting): B-
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 />
Key Differentiators<br /><ul><li> All Focus Groups are Partner-Facilitated
A Split Between Client-Facing Partners and Operational/HR Support (i.e. 2 pages versus one)
Complete consistency in all corporate communications: standardized PowerPoints, better examples, identical email signatures.
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 />
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 />