Building A Power Brand-Duane Sprague


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This presentation will explain what a brand is, and is not, and what a brand image means to the consumer, and why they prefer strong brands with defined meaning. In addition, the concept of integrated marketing at it pertains to building a strong brand is discussed.

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Building A Power Brand-Duane Sprague

  1. 1. Building a “Power Brand” By Duane “DJ” Sprague
  2. 2. What is a Brand?
  3. 3. Is a Brand a: <ul><li>Logo? </li></ul><ul><li>Word? </li></ul><ul><li>Label? </li></ul><ul><li>Trademark? </li></ul><ul><li>Product? </li></ul><ul><li>Tangible item of any kind? </li></ul>
  4. 4. A Brand is a Compilation of: <ul><li>Impressions </li></ul><ul><li>Experiences </li></ul><ul><li>Concepts (metaphors, symbolism, stories) </li></ul><ul><li>That create a: </li></ul><ul><ul><li>Position for the brand in the mind </li></ul></ul><ul><ul><li>Emotional feeling </li></ul></ul><ul><ul><li>Meaning in the mind of the individual or class of consumers </li></ul></ul>
  5. 5. Example: <ul><li>Super 8 Motel vs. Ritz Carlton </li></ul><ul><li>Yamaha vs. Harley Davidson </li></ul><ul><li>Mitsubishi vs. Toyota </li></ul><ul><li>Hawaii vs. Detroit </li></ul><ul><li>Apple Computer vs. PC </li></ul><ul><li>Wal-Mart vs. Target </li></ul><ul><li>Rolex vs. Timex </li></ul>
  6. 6. A Brand Meaning is: <ul><li>Created in the mind of the consumer. </li></ul><ul><li>Different from individual to individual. </li></ul><ul><li>Different from group to group. </li></ul><ul><li>Based more on individual brand experience and brand performance than brand advertising. </li></ul><ul><li>Based more on peer perceptions, usage and acceptance than brand advertising. </li></ul>
  7. 7. A Brand is a: <ul><li>Concept that elicits an emotion or feeling. </li></ul><ul><li>Cultural icon or sense of time or place. </li></ul><ul><li>Decision making convenience or short-cut. </li></ul><ul><li>Status symbol. </li></ul><ul><li>Group or class identifier. </li></ul><ul><li>Symbolism to expedite communication. </li></ul>
  8. 8. Cultural Icon or Sense of Time or Place (nostalgia) <ul><li>Retro Mustang </li></ul><ul><li>Thunderbird </li></ul><ul><li>P/T Cruiser </li></ul><ul><li>Miata </li></ul><ul><li>Prowler </li></ul><ul><li>Johnny Rockets Dinner </li></ul><ul><li>Ed Debevicks Dinner </li></ul><ul><li>Sonic Drive-In </li></ul><ul><li>Austin Powers </li></ul>
  9. 9. A Brand Can Be a Fluid Concept: <ul><li>Cadillac (hot status symbol: grandpas’ car: hot status symbol and performance car). </li></ul>
  10. 10. How do You Create a Brand? <ul><li>Position the brand concept, feeling, emotion, message and meaning in the mind using: </li></ul><ul><ul><li>Planned media with proper message. </li></ul></ul><ul><ul><li>Unplanned media (PR). </li></ul></ul><ul><ul><li>Key influencer usage and endorsement (Brand Advocates). A moving target. </li></ul></ul><ul><ul><li>W.O.M. </li></ul></ul><ul><ul><li>Buzz, reputation. </li></ul></ul><ul><ul><li>Consistent delivery on the “brand promise.” </li></ul></ul>
  11. 11. How do You Create a Brand? <ul><li>IMC: </li></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Displays </li></ul></ul><ul><ul><li>Price point </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Consistent advertising message </li></ul></ul><ul><ul><li>Repetition of message </li></ul></ul>
  12. 12. What is a “ Power Brand?” <ul><li>A brand that dominates the product category in terms of TOMA, market share, and consumer preference. </li></ul><ul><li>Can be a local, regional, national or global brand. </li></ul><ul><li>Can be a broad consumer product or a niche product for a narrowly defined market. </li></ul>
  13. 13. Examples of Brands with TOMA and Category Dominance: <ul><li>Local: Totally Awesome Computers, R.C. Willey </li></ul><ul><li>Regional: Wells Fargo Bank </li></ul><ul><li>National: GEIKO Insurance, Wal-Mart, Home-Depot </li></ul><ul><li>Global: Coca Cola, Nike, Sony, Toyota </li></ul>
  14. 14. Examples of Power Brands that have extreme loyalty and defined, emotional meaning: <ul><li>Apple Computers </li></ul><ul><li>Harley Davidson </li></ul><ul><li>Starbucks Coffee </li></ul><ul><li>Rolex Watches </li></ul><ul><li>Costco </li></ul><ul><li>Wal-Mart </li></ul>
  15. 15. How Do You Create a “Power Brand?” <ul><li>Top Of Mind Awareness (TOMA). </li></ul><ul><ul><li>Own a station, medium, program or daypart. </li></ul></ul><ul><li>A strong Unique Selling Proposition or competitive advantage (USP) </li></ul><ul><ul><li>Guarantee, Free Service for Life </li></ul></ul><ul><li>An Integrated Marketing Communications strategy (IMC) </li></ul><ul><ul><li>Integrated and consistent </li></ul></ul><ul><ul><li> </li></ul></ul>
  16. 16. Creating a “Power Brand” 2. USP TV Radio <ul><li>TOMA </li></ul>Relevant Memorable Unique 3. IMC Integrated Consistent
  17. 17. Creating a “Power Brand” Frequency 2. USP TV Radio <ul><li>TOMA </li></ul>Intrusive Relevant Memorable Unique Emotion Motion Sound 3. IMC Integrated Consistent Planned Unplanned Paid Media POP/Envir. Culture Training Press Coverage Packaging Cust. Exper. Visuals Solve Problem 3 X Week Now & Future Buyer
  18. 18. TV Radio <ul><li>TOMA </li></ul>Intrusive Sound / Echoic Slogan Jingle USP Reasons Why Proof/Evidence Herd Theory Testimonials Guarantee Risk Reversal Sight / Iconic Emotion Visual Copy Support
  19. 19. 2. USP Relevant Memorable Unique Significant Difference Important to Consumer Proof/Evidence Strong Delivery/Message Emotion Creative Jingle Rhyme/Rhythm
  20. 20. 3. IMC Integrated Consistent Planned Unplanned Paid Media POP/Environment Culture Training Press Coverage Packaging Customer Experience Mission Experience Message Media Flavor Collateral Location Promotions
  21. 21. Management Parts Sales Service Departments tend to operate as separate companies within a company, with separate objectives, styles, training, marketing, customer experiences, etc. Wholesale Retail New Used Sub-Prime Body Shop F&I
  22. 22. Print Radio TV Direct Mail Different mediums tend to have different looking and sounding ads, as they are created by different departments within the dealership. Citadel Clear Channel FOX KJZZ KUWB Sub-Prime Prime Web Auto Trader NAC Point of Purchase Brand Development Promotion
  23. 23. A company with multiple and disjointed messages and customer experiences is like an individual with a multiple personality disorder or schizophrenia. We avoid them because we are uncomfortable around people whose behavior is unpredictable.
  24. 24. Does your company suffer from multiple personality disorder?
  25. 25. The Cure: Commit to a documented company-wide IMC Strategy
  26. 26. Management Parts Sales Service An integrated company works as one to: 1. Give customers a consistent experience across all departments and contact points.
  27. 27. TV & Radio Web Print Direct Mail 2. Develop a common and consistent advertising message across all mediums.
  28. 28. Planned Newsletter Invoices TV Radio Print Web Site Sales Collateral Mail Sales Presentation POP Displays Signage Network Cable Recorded Live & Remotes Newspaper Magazines Outdoor Brochures Script Sell Sheets
  29. 29. Promotions Integrated/ Interlocked TPR: Temporary Price Reduction Demonstration/Sampling Increased Inventory Strengthen Dist. Relationships POP/POS Displays Premium Gift W/Volume Purchase Database Media Exposure/Promo Tags Shelf Tags Merchandising (Location) Radio Remotes Retail Promotion Media Buy
  30. 30. Promotions Integrated/ Interlocked TPR: Temporary Price Reduction Demonstration/Sampling Increased Inventory Strengthen Dist. Relationships Premium Gift W/Volume Purchase Database Media Exposure/Promo Tags Promotion Media Buy
  31. 31. Media Strategy Demo Psycho Geo Reach Goals Frequency Goals Mediums/Media Buy Budget
  32. 32. Media Buy CPP CPM Daypart Bonus Fire Sale Promotion Overnights Points Guarantee Sister Station
  33. 33. Other Considerations Media/Community Relations Press Releases Collaborative Partners Contests Competing Media News/Events/Holidays/Consumer Thinking Self Liquidators Complementary Media News/Events/Holidays/Consumer Thinking Competitive Moves S.W.O.T.
  34. 34. The closer you get to the heart with your positioning, product, message, or medium, the deeper you get into the consumers wallet <ul><li>Jewelry (love, ego, status) </li></ul><ul><li>Flowers (love, guilt) </li></ul><ul><li>Cars (image, ego, status, safety) </li></ul><ul><li>Clothes (image, ego, status) </li></ul><ul><li>Hobby (self expression) </li></ul><ul><li>Sports (entertainment) </li></ul><ul><li>Nostalgia (fond memories of a better time) </li></ul><ul><li>Items of particular interest to the individual (near to the heart) </li></ul><ul><li>Cause related marketing (near to the heart) </li></ul><ul><li>Kids and family (love, caring, belonging, duty, guilt) </li></ul>
  35. 35. In a Nutshell: <ul><li>Be consistent in delivering your: </li></ul><ul><ul><li>Message/USP </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Mediums </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Positioning </li></ul></ul><ul><ul><li>Public and private face </li></ul></ul>
  36. 36. People prefer a company that delivers one or more of the following: <ul><li>Predictability (consistency, reliability) </li></ul><ul><li>Easy decisions (clear and obvious benefit or solution) </li></ul><ul><li>Easy terms and conditions </li></ul><ul><li>Convenience </li></ul><ul><li>Time savings </li></ul>
  37. 37. People prefer a company that delivers one or more of the following: <ul><li>Value: </li></ul><ul><ul><li>the asking price is less than the anticipated price </li></ul></ul><ul><ul><li>Extreme emotional fulfillment, utility, longevity or reliability even at the highest price </li></ul></ul><ul><ul><li>Lowest price for “good enough quality” </li></ul></ul><ul><ul><li>Average price for better than average quality </li></ul></ul><ul><ul><li>Lower than average price for average quality </li></ul></ul>
  38. 38. People prefer a company that delivers one or more of the following: <ul><li>A guarantee of satisfaction </li></ul><ul><li>A warranty of performance </li></ul><ul><li>Ego or emotional gratification </li></ul><ul><li>Savings </li></ul><ul><li>Great service </li></ul>
  39. 39. Example: <ul><li>Fast food restaurants </li></ul><ul><li>Franchise businesses </li></ul><ul><li>Well known, popular or familiar companies/names/brands </li></ul><ul><li>Large vs. small companies </li></ul><ul><li>Known vs. unknown companies </li></ul><ul><li>Close vs. distant companies </li></ul><ul><li>Quality products and services </li></ul>
  40. 40. Brand Components <ul><li>Brand Awareness </li></ul><ul><li>Brand Position </li></ul><ul><li>Brand Relations </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Differentiation </li></ul><ul><li>Brand Strength </li></ul><ul><li>Brand Performance </li></ul><ul><li>Brand Preference </li></ul>
  41. 41. Brand Components <ul><li>Brand Access </li></ul><ul><li>Brand Integrity </li></ul><ul><li>Brand Impact </li></ul><ul><li>Brand Associations </li></ul><ul><li>Brand Dialog </li></ul><ul><li>Brand Culture </li></ul>
  42. 42. Brand Awareness <ul><li>TOMA (one of top 3 in un-aided recall for category) </li></ul>
  43. 43. Brand Position <ul><li>Where is it on the TOMA ladder </li></ul><ul><li>What niche does it fill in relation to the category (quality leader, price leader, service leader) </li></ul>
  44. 44. Brand Relations <ul><li>Press coverage (is there any?) </li></ul><ul><li>Press message (positive or negative) </li></ul><ul><li>Cause related marketing </li></ul><ul><li>Buzz, W.O.M </li></ul><ul><li>Brand advocates (are there any?) </li></ul><ul><li>Key or influential users </li></ul>
  45. 45. Brand Image <ul><li>Planned Media/Outside Perception: </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Sales collateral </li></ul></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Slogan </li></ul></ul><ul><ul><li>Jingle </li></ul></ul><ul><ul><li>Spokesperson </li></ul></ul><ul><ul><li>Media used </li></ul></ul>
  46. 46. Brand Differentiation <ul><li>USP </li></ul><ul><li>Unique benefits </li></ul><ul><li>Unique qualities </li></ul><ul><li>Unique style </li></ul><ul><li>Unique application </li></ul><ul><li>Unique ingredients </li></ul><ul><li>Unique options </li></ul>
  47. 47. Brand Strength <ul><li>Market share </li></ul><ul><li>Loyalty </li></ul><ul><li>Distribution </li></ul><ul><li>History </li></ul><ul><li>TOMA </li></ul><ul><li>USP </li></ul>
  48. 48. Brand Performance <ul><li>Inside reality </li></ul><ul><li>Customer experience </li></ul><ul><li>Product quality </li></ul><ul><li>Expectations meet or exceed delivered reality </li></ul>
  49. 49. Brand Preference <ul><li>Customer retention/loyalty </li></ul><ul><li>Price elasticity </li></ul>
  50. 50. Brand Access <ul><li>Ease of purchase: </li></ul><ul><ul><li>Online ordering </li></ul></ul><ul><ul><li>Hours of operation </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Distribution </li></ul></ul>
  51. 51. Brand Integrity <ul><li>IMC </li></ul><ul><li>Consistency </li></ul><ul><li>Stay true to niche, market, image, concept </li></ul>
  52. 52. Brand Impact <ul><li>Recency </li></ul><ul><li>Frequency </li></ul><ul><li>Recall </li></ul><ul><li>Quality of marketing message and strategy </li></ul>
  53. 53. Brand Associations <ul><li>Metaphor Elicitation Technique </li></ul><ul><li>What images, feelings, emotions or products do people associate you with? </li></ul>
  54. 54. Brand Dialog <ul><li>How do people provide: </li></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Ideas </li></ul></ul><ul><ul><li>Suggestions </li></ul></ul><ul><ul><li>Complaints </li></ul></ul>
  55. 55. Brand Dialog <ul><li>How easy is it to provide feedback? </li></ul><ul><li>Who monitors it? </li></ul><ul><li>What communications vehicles are available? </li></ul><ul><li>What messages are sent back, by whom, and when? </li></ul>
  56. 56. Brand Culture <ul><li>Management style and philosophy </li></ul><ul><li>Type of employees hired </li></ul><ul><li>Training </li></ul><ul><li>Do the company people relate to the customers? </li></ul><ul><li>Do the customers relate to the company people? </li></ul><ul><li>Do the company people have a passion about the brand? </li></ul>
  57. 57. <ul><li>General Population Non-ITM </li></ul><ul><li>Market Growth Requires: </li></ul><ul><li>Brand Building Strategy </li></ul><ul><li>Frequency </li></ul><ul><li>USP </li></ul><ul><li>Echoic/intrusive impact </li></ul><ul><li>Creates: </li></ul><ul><li>TOMA </li></ul><ul><li>Brand preference </li></ul><ul><li>Long-term growth </li></ul>Everyone is in one state or the other, and they move back and forth. A branding campaign on TV or radio makes the price and product ads work better <ul><li>The “Now Buyer” ITM </li></ul><ul><li>Sales Require: </li></ul><ul><li>Motivator that stimulates embedded thought or memory </li></ul><ul><li>Creates: </li></ul><ul><li>Immediate results </li></ul><ul><li>Requires: </li></ul><ul><li>Price & product </li></ul><ul><li>Call to action </li></ul><ul><li>Promotion </li></ul>
  58. 58. Published by the Magnus Business School, Le Magnus University © 2005. Le Magnus University Press. ISBN: 81-89333-01-1 Email: Chapter 8: “Integrated Marketing Communication—Your Competitive Advantage” written by Duane Sprague