Branding Presentation
      SA Communication Group




Eric J. Hansen, Assistant Director
                   February 7, 2...
Why Are We In This
Conversation?
 Increase understanding of what marketing and
 branding are.
 Increase understanding of w...
Marketing Premise
Marketing Premise
  4 P’s
    Product/Service    Water Level
                                       Promotion       Water ...
The New Marketing Definition
 Marketing is an organizational function and a
 set of processes for creating, communicating,...
What Do You Think?
 What is your favorite…
  Department Store?
  Grocery Store?
  Tire Vendor?
  Restaurant?
  Hotel?
  Ph...
Name the Brand…




 What adjectives comes to mind when you think about these companies?
What Is a Brand?
 Your brand is a vision, brought to life in each
 channel and at every touch point where your
 organizati...
What is a Brand?
 “A brand is a distinguishing name
 or symbol intended to identify
 goods or services of a seller and to
...
Purpose of Brand
 Inspire
   Inject your organization with heart and soul
 Motivate
   Spur action
 Connect
   Unify depar...
Purpose of Brand
Fundamentally a brand is created to



       Establish and increase customer
       loyalty with product...
SA Reasons for Branding
Alignment with Trends
 Increased Perception of Quality
 Increased Consistency
    Image
    Practi...
Is There a Difference Between the
Product/Service and a Brand?
 Which will be more successful?

   Great Product or Servic...
Product Vs. Brand
 Diet Coke vs. Diet Pepsi in Blind Taste Test
   Prefer Pepsi Sample 51%
   Prefer Coke 47%
   No prefer...
Differentiate

 “These days, building the
 best server isn’t enough.
 That’s the price of entry.”

                   Ann ...
The Value Proposition
Example: Children’s Birthday
       1940: Flour, sugar, eggs         $0.50
       (raw material economy)

       1955: Cak...
It’s About the Experience
        Starbucks:
       “We have identified a third place, and I really believe that
        s...
Message

  “Experience is the last 90%.”
                              Tom Peters
            Management Consultant, Autho...
General
 GAP Analysis –
   This is the difference between who you think you are and
   who your customers thinks you are.
...
What Makes a Brand
Powerful?

                                 Quality
                           High quality products
  ...
Distinct Architecture Tool

 Product/Service Attributes
                                 Functional Benefits

            ...
Positioning Requires Sacrifice
 Develop your area of expertise
 Take a stand
 Do something better than the competition
 At...
Lessons Learned at OSU
 From the branding of Calabaloo’s™ Gourmet
 Burgers, we have learned some important lessons
   Cons...
Where To From Here
Last Thought


  “We want to be great by design
       …not by accident.”
     – Hen Truong, Former Marketplace West Gener...
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Branding

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Branding

  1. 1. Branding Presentation SA Communication Group Eric J. Hansen, Assistant Director February 7, 2007
  2. 2. Why Are We In This Conversation? Increase understanding of what marketing and branding are. Increase understanding of what marketing and branding can do for SA. Increase clarity of expectations around marketing concepts and implementation roles. Increase capacity to develop plans to move departments forward.
  3. 3. Marketing Premise
  4. 4. Marketing Premise 4 P’s Product/Service Water Level Promotion Water Level Place Price Price Product/Services Promotion Place 4 C’s Consumer Water Level Communication Water Level Convenience Cost Cost Consumer Communication Convenience
  5. 5. The New Marketing Definition Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
  6. 6. What Do You Think? What is your favorite… Department Store? Grocery Store? Tire Vendor? Restaurant? Hotel? Phone Company? What do you like about this company?
  7. 7. Name the Brand… What adjectives comes to mind when you think about these companies?
  8. 8. What Is a Brand? Your brand is a vision, brought to life in each channel and at every touch point where your organization engages its audiences Audiences can include customers, employees, prospects, vendors or any person your organization touches
  9. 9. What is a Brand? “A brand is a distinguishing name or symbol intended to identify goods or services of a seller and to differentiate those goods or services from competitors.” Clyde C. Tuggle Coca-Cola, Senior Vice President Worldwide Public Affairs & Communications
  10. 10. Purpose of Brand Inspire Inject your organization with heart and soul Motivate Spur action Connect Unify departments and divisions for “global” presence. Link products and services to a “promise.” Simplify Clarify and crystallize your mission Inform Convey values, attributes, and advantages
  11. 11. Purpose of Brand Fundamentally a brand is created to Establish and increase customer loyalty with products and services.
  12. 12. SA Reasons for Branding Alignment with Trends Increased Perception of Quality Increased Consistency Image Practice Increased Sales Increased Net Return Meet Customer Expectations
  13. 13. Is There a Difference Between the Product/Service and a Brand? Which will be more successful? Great Product or Service / Good Brand Good Product or Service / Great Brand
  14. 14. Product Vs. Brand Diet Coke vs. Diet Pepsi in Blind Taste Test Prefer Pepsi Sample 51% Prefer Coke 47% No preference 2% Diet Coke vs. Diet Pepsi in Identified Taste Test (brand names revealed) Prefer Pepsi Sample 23% Prefer Coke 65% No Preference 12%
  15. 15. Differentiate “These days, building the best server isn’t enough. That’s the price of entry.” Ann Livermore Hewlett-Packard
  16. 16. The Value Proposition
  17. 17. Example: Children’s Birthday 1940: Flour, sugar, eggs $0.50 (raw material economy) 1955: Cake from Mix $2.00 (goods economy) 1970: Bakery made cake $12.00 (service economy) 1990: Party at Chuck E. Cheese $100.00 (experience economy)
  18. 18. It’s About the Experience Starbucks: “We have identified a third place, and I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.” Harley Davidson: “What we sell is the ability for an 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him/her.” Hertz Rental Car: “Renting a car changed into a convenient and time-saving experience. The car itself doesn’t matter.”
  19. 19. Message “Experience is the last 90%.” Tom Peters Management Consultant, Author Re-Imagine, Circle of Innovation The Brand You
  20. 20. General GAP Analysis – This is the difference between who you think you are and who your customers thinks you are. It can also be the difference between who the customers think THEY are and who you think they are.
  21. 21. What Makes a Brand Powerful? Quality High quality products High quality services Consistency Image Brand Product standards Service standards Action Message standards Graphic standards Brand Attributes Marketing “mission” “We are in this [branding] process in an effort to standardize excellence.” – Rich Turnbull, Associate Director - UHDS
  22. 22. Distinct Architecture Tool Product/Service Attributes Functional Benefits Pentagon of Values Icons Emotional Benefits Personality/Values Jim Emery, Viewfinder Research and Consulting Clients Specializes in brand building and brand positioning for fortune 500 companies
  23. 23. Positioning Requires Sacrifice Develop your area of expertise Take a stand Do something better than the competition Attract consumers because of your expertise and knowledge Don’t try to do everything
  24. 24. Lessons Learned at OSU From the branding of Calabaloo’s™ Gourmet Burgers, we have learned some important lessons Consistency is the key Image Product Service Customer Experience Decisions should be criteria- and data-based Service must reinforce image Most difficult aspect to lead/manage
  25. 25. Where To From Here
  26. 26. Last Thought “We want to be great by design …not by accident.” – Hen Truong, Former Marketplace West General Manager

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