1.
2010 AND BEYOND
Branding for growth in the New Normal
Jason Mlicki

2.
$1 in 1979.

3.
$1 invested in Walmart in 1979 $1 invested in Target in 1979
would have returned you would have returned you
about $57,000. about $6,900.

4.
$1 in 1999.

5.
$1 invested in Walmart in 1999 $1 invested in Target in 1999
would have returned you would have returned you
about $32. about $103.

6.
1960 – 1995.
Focus on footprint and scale.

7.
1999 – 2010.
Target focuses on brand building.

8.
But, I’m not a retailer.

9.
Okay, I’m still not a retailer.

10.
2010 AND BEYOND
Branding for growth in the New Normal

11.
1.0 About brands
2.0 Brand building
3.0 Closing thoughts

12.
About brands.
brands
Part one. What’s a brand?

13.
No matter what you think,
you know a good brand
when you experience it.
1.1 I WHAT'S A BRAND?

14.
1.1 I WHAT'S A BRAND?

15.
1.1 I WHAT'S A BRAND?

16.
1.1 I WHAT'S A BRAND?

17.
What a brand is not.
1.1 I WHAT'S A BRAND?

18.
A brand is not a name
nor a trademark
trademark.
1.1 I WHAT'S A BRAND?

19.
A brand is not a logo
nor a tagline
tagline.
1.1 I WHAT'S A BRAND?

20.
A brand is not a product
nor a package
package.
1.1 I WHAT'S A BRAND?

21.
Okay, so what exactly
are brands?
1.1 I WHAT'S A BRAND?

22.
Brands are perceptions.
1.1 I WHAT'S A BRAND?

23.
Brands are experiences.
1.1 I WHAT'S A BRAND?

24.
Brands are cognitive. And emotional.
1.1 I WHAT'S A BRAND?

25.
Brands are commitments.
1.1 I WHAT'S A BRAND?

26.
Brands are relationships.
1.1 I WHAT'S A BRAND?

27.
Brands are built on products,
taglines, trademarks, logos,
services, experiences, gossip,
p
press releases, tweets, message
, , g
boards, sales calls, packaging,
call centers, signage.
1.1 I WHAT'S A BRAND?

28.
About brands.
brands
Part two. What brands do.

29.
Brands provide recognition
to simplify a purchase
purchase.
RECOGNITION
1.2 I WHAT BRANDS DO

30.
Good brands create growth
by providing consistent
experiences.
EXPERIENCE
C
RECOGNITION
1.2 I WHAT BRANDS DO

31.
Great brands connect,
inspire and create fans
fans. EMOTIONAL
CONNECTION
EXPERIENCE
C
RECOGNITION
1.2 I WHAT BRANDS DO

32.
Fans are loyal.
1.2 I WHAT BRANDS DO

33.
Fans are passionate.
1.2 I WHAT BRANDS DO

34.
Fans advocate on your behalf.
1.2 I WHAT BRANDS DO

35.
And yes, sometimes fans
pay more
more.
1.2 I WHAT BRANDS DO

36.
About brands.
brands
Part three. Why brands matter.

37.
Strong brands grow sales and
increase margins
margins.
1.3 I WHY BRANDS MATTER

38.
1.3 I WHY BRANDS MATTER

39.
1990: Shortened the company 2000: Introduced the AFLAC
name to AFLAC. duck.
1.3 I WHY BRANDS MATTER

40.
About brands.
brands
Part four. Examples.

41.
1.4 I EXAMPLES

42.
1.4 I EXAMPLES

43.
1.4 I EXAMPLES

44.
1.4 I EXAMPLES

45.
1.4 I EXAMPLES

46.
Brand Building.
Building
Part one. Brand strategy.

47.
Five components of an
effective brand strategy
strategy.
2.1 I BRAND STRATEGY

48.
1. Brand promise.
What the brand stands for
for.
2.1 I BRAND STRATEGY

49.
2. Brand positioning.
What makes it unique
unique.
2.1 I BRAND STRATEGY

50.
3. Brand attributes.
What it’s like
like.
2.1 I BRAND STRATEGY

51.
4. Brand vision.
What it hopes to become
become.
2.1 I BRAND STRATEGY

52.
5. Brand assets.
Valuable items that identify it
it.
2.1 I BRAND STRATEGY

53.
2.1 I BRAND STRATEGY

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1. Brand promise. Our consumer
comes first Always
first. Always.
2.1 I BRAND STRATEGY

55.
2. Brand positioning. We deliver
intimate service every time
time.
2.1 I BRAND STRATEGY

56.
3. Brand attributes. Exclusive, premium,
signature, personalized, accomodating.
signature personalized accomodating
2.1 I BRAND STRATEGY

57.
4. Brand vision. The world’s leading
day-to-day financial partner for the
moderately affluent to wealthy consumer.
2.1 I BRAND STRATEGY

58.
5. Brand assets. Green. Blue. “A
member. Don t
member ” “Don’t leave home without it ”
it.
The centurion.
2.1 I BRAND STRATEGY

59.
Brand Building.
Building
Part two. Positioning a service brand.

60.
Option 1. Position around a
service or skill
skill.
2.2 I POSITIONING A SERVICE BRAND

61.
Option 2. Position around an
industry or market
market.
2.2 I POSITIONING A SERVICE BRAND

62.
Option 3. Position around a
philosophy or belief
belief.
2.2 I POSITIONING A SERVICE BRAND

63.
Brand Building.
Building
Part three. Group exercises.

64.
Brand Building.
Building
Part four. Process.

65.
Brand development process.
4.0 I BRAND STRATEGY

66.
Insight. Learn what you don’t know.
Customer R
C t Researchh
Internal Research
Competitive Research
Industry Research
4.0 I BRAND STRATEGY

67.
Ideation. Form strategy.
Develop b d b li f
D l brand belief
system and highest-level
brand assets.
4.0 I BRAND STRATEGY

68.
Implementation. Bring it to life.
Develop t
D l tangible
ibl
brand assets.
4.0 I BRAND STRATEGY

69.
Inspection. Evaluate and adjust.
Measure performance
M f
and look to improve.
4.0 I BRAND STRATEGY

70.
Closing thoughts.
thoughts

71.
What does it mean to
be a PEO?
4.0 I BRAND STRATEGY

72.
Why do customers really
hire you?
4.0 I BRAND STRATEGY

73.
Thank you