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Mark Ritson's presentation at Mumbrella360
- 1. 2 Years / $89,000 5 Days / $7,500 12 Weeks / $2,500 “Those that can’t do, teach” 30 Minutes / Free
- 2. The Man Who Invented Brand Management 1. Study the past – in order to find out the trouble 2. After uncovering weakness, develop a plan that can be applied to this local sore spot 3. Outline this plan in detail 4. Prepare sales help and all other necessary material for carrying out the plan. 5. Keep whatever records are necessary, and make field studies, to determine whether the plan has worked diagnosis strategy tactics diagnosis
- 3. 33.3% How to Manage a Brand Strategy Tactics X X 33.3% 33.3% Diagnosis
- 5. • Financial Year • Location • Heritage • Secondary • Groups • Shopalongs • Loyalist Research • Survey • Tracking Getting Diagnosis Right
- 6. Getting Diagnosis Right QUAL X QUANT Find the Time Idiot Australian CEOS
- 7. How to Manage a Brand Diagnosis Strategy
- 8. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
- 9. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
- 10. Which Brands will we Operate? TANK
- 11. How Many Brands?
- 12. How Many Brands?
- 14. How Many Brands? 13 Billion Euro Brands 22 Billion Dollar Brands
- 15. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
- 16. Which Customers will be Targeted? segment target position
- 17. I’m not a great believer in targeting. Our target is about seven billion people sitting on this planet. Our task is to reach as many people as we can. Bruce McColl
- 18. Getting Diagnosis Right “We targeted too much, and we went too narrow, and now we’re looking at what is the best way to get the most reach but also the right precision?” Marc Pritchard
- 19. Targeting? Prof Byron Sharp Sophisticated mass marketing doesn’t mean targeting everyone, nor does it mean treating everyone the same. It means understanding the heterogeneity in your market, and then catering for only the differences that matter in order to maximise reach while not eliminating the benefits of scale.
- 20. A Big Debate More than 2x
- 23. Targeting?
- 24. Targeting?
- 25. § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
- 26. Rosser Reeves USP Ries & Trout Own a Single Idea Byron Sharp Differentiation?
- 27. Different Names The brand is here now, others are not I know where it is I have an account with them It has my size This is the only one in red “Inspire the Human Spirit” Positioning?
- 28. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
- 29. Distinctiveness?
- 30. FIRST YOU MUST KNOW IT IS ME
- 31. x 40% x 40% 16% CREATIVITY CODIFICATION 55%
- 32. HOW TO MANAGE A BRAND Client Positioning Work
- 34. Targeting?
- 35. How You Make Your Ads How They Experience Your Ads
- 37. Diagnosis § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? Brand Strategy
- 41. OBJECTIVES – THE SIGNAL OF STRATEGY Increase consideration among caffeinated milk category users from 15% to 25% by October 1st 2014 WHAT WHO BENCHMARK GOAL WHEN
- 42. Communification Diagnosis Strategy 33.3% 33.3% 33.3% How to Manage a Brand Comms Dist Product Pricing Tactics
- 43. Diagnosis Strategy Comms 33.3% 33.3% 33.3% CommunificationTACTIFICATION
- 44. Diagnosis Strategy 33.3% 33.3% 33.3% How to Manage a Brand Comms Dist Product Pricing Tactics
- 45. What You Would Learn in a an MBA course in Brand Management § Put down the tactics § Spend time to understand the market § Answer the strategic questions; § Which Brands will we operate? § What customers will be targeted? § What is our position to those targets? § What are the brand codes? § What are the strategic objectives? § Work across all the tactical touchpoints § Remember the multiplicity point: 8 X 8 X 7 > 10 X 10 X 2 2 Years / $90,000 5 Days / $7,500 12 Weeks / $2,500