Branding 101 PDF

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Branding 101 PDF

  1. 1. Branding 101 Spring Semester copyright © 2007 clear!blue | confidential 1
  2. 2. Course description Brief history of “Brands” Why brands matter Great brands = Brands 2.0 Brands as conversations Branding is everyone’s job copyright © 2007 clear!blue | confidential 2
  3. 3. In the beginning… symbols copyright © 2007 clear!blue | confidential 3
  4. 4. Then… Commodities copyright © 2007 clear!blue | confidential 4
  5. 5. Then… Brands copyright © 2007 clear!blue | confidential 5
  6. 6. Later… USP’s copyright © 2007 clear!blue | confidential 6
  7. 7. Later… USP’s “Thick and Rich” copyright © 2007 clear!blue | confidential 7
  8. 8. A Definition A product that provides functional benefits plus added values that some consumers value enough to buy. John Philip Jones - “What’s in a Name” copyright © 2007 clear!blue | confidential 8
  9. 9. The Brand Manager copyright © 2007 clear!blue | confidential 9
  10. 10. The Brand Manager copyright © 2007 clear!blue | confidential 10
  11. 11. The “Golden Age” copyright © 2007 clear!blue | confidential 11
  12. 12. The “Military Age” target markets battle for marketshare competitors strategies captive audiences campaigns copyright © 2007 clear!blue | confidential 12
  13. 13. Positioning as the goal Product Attribute Competitor Competitor Competitor Competitor Positioning Option A Competitor Consumer Consumer Profile Profile Competitor Competitor Positioning Option B Competitor Competitor Product Attribute copyright © 2007 clear!blue | confidential 13
  14. 14. If all the bottling plants closed down…
  15. 15. Why Brand Matters: $67 Billion (68% of market capitalization!) Source: “Best Global Brand 2006” Interbrand & BusinessWeek copyright © 2007 clear!blue | confidential 15
  16. 16. Why Brand Matters: $57 Billion (20% of market capitalization!) copyright © 2007 clear!blue | confidential 16
  17. 17. Why Brand Matters: $28 Billion (39% of market capitalization!) $57 Billion (20% of market capitalization!) copyright © 2007 clear!blue | confidential 17
  18. 18. Why Brand Matters: $28 Billion (39% of market capitalization!) $57 Billion (20% of market capitalization!) $12 Billion (8% of market capitalization!) copyright © 2007 clear!blue | confidential 18
  19. 19. Why Brand Matters: $28 Billion (39% of market capitalization!) $11 Billion (41% of market capitalization!) $57 Billion (20% of market capitalization!) $12 Billion (8% of market capitalization!) copyright © 2007 clear!blue | confidential 19
  20. 20. Why Brand Matters: $28 Billion (39% of market capitalization!) $11 Billion (41% of market capitalization!) $7 Billion (15% of market capitalization!) $57 Billion (20% of market capitalization!) $12 Billion (8% of market capitalization!) copyright © 2007 clear!blue | confidential 20
  21. 21. Why Brand Matters: $28 Billion (39% of market capitalization!) $11 Billion (41% of market capitalization!) $7 Billion (15% of market capitalization!) $57 Billion (20% of market capitalization!) $12 Billion $9 Billion (8% of market capitalization!) copyright © 2007 clear!blue | confidential 21 (12% of market capitalization!)
  22. 22. Why Brand Matters: $28 Billion (39% of market capitalization!) $11 Billion (41% of market capitalization!) $7 Billion (15% of market capitalization!) $3 Billion $57 Billion (13% of market capitalization!) (20% of market capitalization!) $12 Billion $9 Billion (8% of market capitalization!) copyright © 2007 clear!blue | confidential 22 (12% of market capitalization!)
  23. 23. Definition (revisited) The commercial equivalent of a reputation….Guideposts for consumers wandering through the new economy’s more bewildering blizzard of choices….an antidote to commoditized production and brutal price competition….”trustmarks” Wired magazine copyright © 2007 clear!blue | confidential 23
  24. 24. More detail… What great brands “do”…. A great brand is in it for the long haul. A great brand can be anything A great brand knows itself A great brand invents or reinvents an entire category A great brand taps into emotions A great brand is a story that’s never completely told A great brand has design consistency A great brand is relevant Scott Bedbury copyright © 2007 clear!blue | confidential 24
  25. 25. 2.0 Branding 101 Spring Semester copyright © 2007 clear!blue | confidential 25
  26. 26. Brands Are Dead copyright © 2007 clear!blue | confidential 26
  27. 27. Cause of Death copyright © 2007 clear!blue | confidential 27
  28. 28. According to Michael Eisner, the word “brand” is “overused, sterile and unimaginative”
  29. 29. 1500 brand contacts per day 35,000 if you go to the grocery store
  30. 30. 405,000,000 hits!!!
  31. 31. 2.0 Branding 101 Marlboro Friday copyright © 2007 clear!blue | confidential 31
  32. 32. 2.0 Branding 101 Brand and product saturation Consumer empowerment Distribution efficiencies Rise of niche markets copyright © 2007 clear!blue | confidential 32
  33. 33. 2.0 Branding 101 Brand and product saturation copyright © 2007 clear!blue | confidential 33
  34. 34. 2.0 Branding 101 Consumer empowerment copyright © 2007 clear!blue | confidential 34
  35. 35. 2.0 Branding 101 Distribution efficiencies copyright © 2007 clear!blue | confidential 35
  36. 36. 2.0 Branding 101 Rise of Niche markets copyright © 2007 clear!blue | confidential 36
  37. 37. The Bar is High! crap” ‘‘95% of everything is Theodore Sturgeon “…including brands.” Chip Humitz copyright © 2007 clear!blue | confidential 37
  38. 38. homework
  39. 39. My Homework copyright © 2007 clear!blue | confidential 39
  40. 40. Why do we love?
  41. 41. Focus, Consistency & Authenticity brand is a living entity, and it is enriched or ‘‘A undermined cumulatively overtime, the product of a thousand small gestures.’’ Michael Eisner copyright © 2007 clear!blue | confidential 41
  42. 42. Focus, Consistency & Authenticity FOCUS!! We are in the business of ________. copyright © 2007 clear!blue | confidential 42
  43. 43. Focus, Consistency & Authenticity cosmetics. “In the factory we make In the store we sell hope.” Charles Revson copyright © 2007 clear!blue | confidential 43
  44. 44. copyright © 2007 clear!blue | confidential 44
  45. 45. A Brand is a conversation Source: David Armano copyright © 2007 clear!blue | confidential 45
  46. 46. A Brand is a conversation
  47. 47. A Brand is a conversation • Two power-house brands • Top-notch product design • Great cross-product integration • Online component delivers relevant utility… actually contributes to training • Website becomes gathering point for running enthusiasts… has social media characteristics • Site is as valuable as the physical products
  48. 48. A Brand is a conversation 1-21 6-33 3-18 10 • Complex series of hidden messages - on t-shirts, USB drives left in bathrooms, phone messages, web sites… • Leaked album tracks quickly downloaded • GarageBand track released • Buzz built among fans on fan sites, Digg, message boards, etc. • Wikipedia entry • All before April 17th album release!
  49. 49. A Brand is a conversation • Doll purchase required • Build online “home” • Text message friends in virtual world • Play games to earn “Kinz Cash” • Average time on Webkinz = 2+ hours (YouTube = 31 minutes) • 870,000 unique visitors/month • “I get all my homework done during recess because then I can go home and play Webkinz.”
  50. 50. A Brand is a conversation copyright © 2007 clear!blue | confidential 50
  51. 51. earn their way Brands need to into their audiences’ tribes.
  52. 52. Branding “Ingredients”
  53. 53. And in the end…
  54. 54. …Each of the “gestures” matters When we consider our clients audience, are we one of those “thousand tiny gestures”…are we working to create “hope” and not just “cosmetics”? copyright © 2007 clear!blue | confidential 54
  55. 55. Class dismissed

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