Branding Presentation

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I conducted this presentation at the Hub Halifax back in Feb. 2012. It's quick and simple summary of branding.

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Branding Presentation

  1. 1. Which way did the brand go? February 2012
  2. 2. Who’s this guy? • Own a marketing and communications consultancy – • Before that, worked at large ad agencies in Halifax and Toronto – • • Work with a variety of companies located in Atlantic Canada, Central/Western Canada and the US Clients were NSLC, ALC, Toyota, Canon, CIBC, Kraft, Rogers and Dare Foods Work for two of Canada’s top brands – Molson and Nikon Strong experience in a variety of media and engagement channels
  3. 3. What is a ‘brand’?
  4. 4. Is it this?
  5. 5. This?
  6. 6. Or this guy?
  7. 7. A brand is… An embodiment of an idea (In Nike’s case, “Empowerment”)
  8. 8. A brand is…
  9. 9. A brand is… More than a slogan… …or an ad campaign
  10. 10. A brand is… Compelling & relevant point of difference
  11. 11. A brand is… The bond that gives people a reason to believe
  12. 12. The worlds top brands
  13. 13. Who do you think are the top 5?
  14. 14. Top brands in 2011 Interbrand Top 100
  15. 15. Top brands in 2001 Interbrand Top 100
  16. 16. What’s happening to today’s brands?
  17. 17. Brand Ownership Who really owns the brand – the company or the people using/buying it?
  18. 18. Brand Fragmentation Inconsistency is consistency?
  19. 19. Brand Loyalty Those who like it, like it a lot
  20. 20. Brand Engagement We don’t just call or visit
  21. 21. Why ‘brand’?
  22. 22. Why Brand? Reason to choose Build loyalty Be different Grow business
  23. 23. Why Brand? Build a reputation Support corp. vision Ensure consistency Change perceptions
  24. 24. Branding Steps 1. 2. 3. 4. 5. Look around Talk to your customers Define who you are (i.e. attributes and values) Outline ‘why you’ (i.e. benefits) Wrap it up in something clear and concise
  25. 25. Now it’s your turn
  26. 26. Try to define your brand • • • Outline your top three competitors Highlight three interesting things about your customer Define five key attributes and/or values (high the two most important to you)
  27. 27. Try to define your brand • Define ‘customer’ benefits – functional and emotional • See if you can link the two benefits with something bigger • Write a ‘rallying cry’ that includes the top two attributes, both benefits and the ‘big link’
  28. 28. Rallying Cry Company X is a _______ and _______ organization that offers people ______ and ______ so they can achieve ________. Attributes Benefits The ‘Ultimate’ Benefit
  29. 29. Thank you sean@williamsmarketing.ca www.williamsmarketing.ca @swmgroup linkedin.com/in/seanwillliams

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