Grow Any Business Like a Billion Dollar Brand

• WHAT BUSINESS ARE YOU IN ?

• WHO ARE YOUR CUSTOMERS ?
• WHY ARE YOU BETTER THAN
YOUR COMPETITORS?
© What Big Brands Know LLC 2010 All Rights Reserved

UNDERSTANDING
IS EASY

DOING IS HARD

LISTENING


NOBODY LIKES BEING SOLD TO,

BUT EVERYBODY LIKES TO BUY.


CUSTOMERS DON’T BUY THINGS,

THEY CHOOSE BETWEEN OPTIONS.


THE ONE THING


BE DIFFERENT FROM COMPETITION

IN A WAY CUSTOMERS VALUE


YOUR BRAND

ISN’T WHAT YOU
THINK IT IS


THE SUM OF ALL INTERACTIONS

AN INDIVIDUAL HAS WITH YOU


RATIONAL EMOTIONAL

IT RESIDES IN THEIR MIND

YOUR BRAND

IS WHAT YOUR
CUSTOMERS
THINK IT IS

WHY DO I CARE ?


CURRENT CUSTOMERS

NEW CUSTOMERS

PRICING POWER


PROTECTS FROM
–COMPETITORS

–NEW BUSINESSES

–SUBSTITUTES

HELPS ROW THE BOAT TOGETHER

WHICH WOULD YOU PURCHASE?


IS BUILDING A BRAND ENOUGH?


-93.9%

1999 2009


BE DIFFERENT FROM
COMPETITION

IN A WAY CUSTOMERS VALUE


FOUR THINGS THE BEST BRANDS DO

UNDERSTAND CUSTOMERS

HAVE VALUABLE BENEFIT

CREATE DIFFERENTIATION

COMMUNICATE CONSISTENTLY


UNDERSTAND YOUR CUSTOMERS


WHO’S YOUR TARGET?


WHO’S YOUR
TARGET?

MOUNTAIN BIKER
OR
MOM?


CUSTOMERS HAVE NEEDS


WHAT DO THEY NEED?

Emotional Needs

Rational Needs

Price of Entry


NEEDS
HIERARCHY

• Escape
•Not Bored • Fun
•Companionship • Easier
EMOTIONAL

•Work Out Longer
RATIONAL •Keep Pace
•For running

•Free
PRICE OF ENTRY •Production
Quality


CUSTOMERS TELL YOU
(NOT THE OTHER WAY AROUND)


HOW DO I ASK THEM?

RESEARCH
QUALITATIVE

QUANTITATIVE


WHY RESEARCH?

INSIGHTS
CREATE
VALIDATE
CHOOSE
TRACK

I CAN’T AFFORD
EXPENSIVE RESEARCH


RESEARCH FOR
CHEAP OR FREE


THE BENEFIT


PEOPLE DON’T WANT ¼ INCH DRILL BITS,

THEY WANT ¼ INCH HOLES.


PROVIDE A
BENEFIT
CUSTOMERS VALUE


BENEFIT EXAMPLES

vs.
SEARCH DECISION
ENGINE ENGINE


BENEFIT EXAMPLES


BENEFIT EXAMPLES

© What Big Brands Know LLC 2010 All Rights Reserved Reprinted with permission from Morton International, Inc.

THE BEST BENEFITS

VALUABLE DIFFERENT
MOTIVATIONAL OWNABLE
CREDIBLE SIMPLE

RATIONAL AND EMOTIONAL


PRICE
SHOULD LOWER PRICE BE MY BENEFIT?

$599 Flat Fee Per Hire


• Time savings • Culture fit screen
• Relief • Interview coaching
• Faster • Professional report
• Expertise • EEOC Compliant
• Guarantee
• Proprietary questions
• Professional intake survey

Experts in small business recruiting.

“Big company expertise at a
small company price.”


WHY SHOULD I BELIEVE YOU?


THE POWER OF

BECAUSE


REASON TO BELIEVE

vs.


REASON TO BELIEVE


REASON TO BELIEVE

DECISION
ENGINE

DIFFERENTIATION &
SPECIALIZATION


THE SMALLER THE SANDBOX,

THE BIGGER THE POTENTIAL


BE DIFFERENT


DIFFERENTIATION & SPECIALIZATION


OH OH.


I DON’T DO ANYTHING
DIFFERENT OR BETTER
THAN ANYONE ELSE.


THAT’S OK.

JUST MAKE IT UP.


AKA: INNOVATION


INNOVATION
• GO BACK TO THE BEGINNING

• WHAT INSIGHTS HAVE YOU
UNCOVERED?

• WHAT DO CUSTOMERS WANT THAT
THEY DON’T EVEN KNOW YET?


ALL LIGHT BEER IS THE SAME


WHAT CONSUMERS WANT
• GOOD TASTE
• VALUE
• RELAXATION
• LOW CARBS/CALORIES
• SOCIALIZATION
• REFRESHMENT
• COLD BEER
• FUNNY ADS


COORS LIGHT COLD INNOVATION

FROST BREW COOLER SUPER COLD DRAFT
LINER CAN BOX

COLD ACTIVATED
BOTTLE
COLD ACTIVATED CAN

BRING IT ALL TOGETHER
WHO

NEEDS

BENEFITS

REASONS TO BELIEVE

WHAT MAKES YOU DIFFERENT AND BETTER?


Positioning Statement

Target
For _______________________
Business Name
__________________________is the
Business Type
__________________________that provides
Benefit
__________________________.
Reason To Believe
That's because ______________________.



busy business owners
For _______________________
HireWithEase
__________________________is the
hiring solution
__________________________that provides
affordable expertise
__________________________.
we charge $599 per hire
That's because ______________________.

Big company expertise.
Small company price.

RATIONAL VS. EMOTIONAL

CAN YOU SPEAK TO BOTH SIDES OF
THEIR BRAIN?



on-the-go moms
For _______________________
Justin’s
__________________________is the
peanut butter
__________________________that provides
on-the-go nutrition
__________________________.
it comes in squeeze packs
That's because ______________________.


MAN, WHEN DO WE GET TO
THE MARKETING?


COMMUNICATE!

EMPLOYEES
CUSTOMERS
EVERY TOUCH POINT


MARKETING
Sales
Local Force
Website
Coupons

Word of
Gift Cards
Mouth

Loyalty/
Advertising
Referral Your
Business

Customer Printed
Service Materials

Other
Public online
Relations resources
(Yelp!)
Database
Signage
Marketing


GO AFTER YOUR TARGET

WITH YOUR MESSAGE

GET FEEDBACK

REPEAT

THIS IS MARKETING
Go after
your
target

Get With your
Feedback message


YOU ARE BUILDING A BRAND


About The Author
Gerry O’Brion is a speaker, author and business
coach who built his career growing big
brands. After earning his MBA at Michigan, he
worked at P&G with brands such as Crisco, Tide, Mr.
Clean, and Spic & Span. Next, at Coors Brewing
Company he managed the flagship Coors brand, and
then Coors Light, a $2 billion brand. Gerry was most
recently VP of Marketing for Quiznos, another brand
with nearly $2 billion in annual sales.

“I’ve always been known for simplifying the complex. As I worked with
businesses over the years I noticed that many business owners and
managers spend a majority of their time running their business, and
very little time thinking and planning for success. I believe that
businesses of any size can compete like the big guys, it just takes a
little bit of knowledge and some purposeful effort to build your plan.”

Thanks!

Please visit www.WhatBigBrandsKnow.com
for more articles to help your business thrive!

Email feedback to Gerry O’Brion at
gbrion@yahoo.com, and please repost to your
website or blog.


THE END


Grow Any Business Like a Billion Dollar Brand

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Grow Any Business Like a Billion Dollar Brand