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PCA20 - Product Branding


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PCAustin20 Presentation on Product Branding by Jeffrey Fry

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PCA20 - Product Branding

  1. 1. 1520PCA 131520PCA PRESONAL BRANDING How it Helps Sales & Profits Jeffrey Fry Profit Prophet February 10th, 2018
  2. 2. Advocates Sponsors In Kind Supporter s
  3. 3. 1520PCA 1520PCASome Questions Covered • Can Branding REALLY help Drive Sales? How? • How Much Does it Cost (in real dollars and LOST sales)? • What Constitutes a Good Brand? • What is More Important: Good Product / Service or Good Brand? • What are the Intangibles of a Great Brand? • And you will have more….
  4. 4. 1520PCA 1520PCAPersonal Brand? Who Am I? Tall / Short? Casual / Constricted Funny / Serious Profit Prophet I’m not Jewish but I play one on TV! Female / Male Everyday is Fryday
  5. 5. 1520PCA 1520PCABrand Definition Brand –noun 1. kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee. 2. a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc. 3. a mark formerly put upon criminals with a hot iron. 4. any mark of disgrace; stigma. 5. branding iron. 6. a kind or variety of something distinguished by some distinctive characteristic: The movie was filled with slapstick— a brand of humor he did not find funny. 7. a burning or partly burned piece of wood.
  6. 6. 1520PCA 1520PCAConventional Wisdom brand A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. Here is the famous advertising copywriter and ad agency founder David Ogilvy's definition of a brand: The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.
  7. 7. 1520PCA 1520PCAThe Easy Definition “A Reputation (Brand) is What Speaks When There is No One There To Speak for It.”
  8. 8. 1520PCA 1520PCAWhat Is The Difference? INHERITANCE TAX DEATH TAX NOTHING
  9. 9. 1520PCA 1520PCAWhat is Branding? Brands Always Speak to Your Gut Not To Your Head They Elicit a Feeling
  10. 10. 1520PCA 1520PCABrand Power Example - Water $40/750ml $200/Gal $0.97/Gal City of LA $3.99/750ml $20/Gal Based on Marketing / Imaging most People were able to accurately estimate the most expensive brands
  11. 11. 1520PCA 1520PCATaste Is In Your Mouth #1 out of 16#15 out of 16 Based on Taste NO ONE as able to accurately predict a the best!
  12. 12. 1520PCA 1520PCAViral Marketing • Branding for Start Ups / Small Business • Smaller is Better – A Virus Spreads Faster because it is easier to transmit • Passion Sells – Lots of touches make it spread faster • Recruits sellers without their knowledge or having to pay them! • Social Networks ARE Great, But Manage the Personal Network, Build your TRIBE
  13. 13. 1520PCA 1520PCAViral Example HOPE & CHANGE A relatively Unknown (Start Up) Wins Highest Office In the Land
  14. 14. 1520PCA 1520PCALocal Example - AGH Austin Green Homebuilder  Uses Green without Green  Focused  Conveys Spectrum  Unique  Double Meaning  Viral  Uses Overused Term “Green”  Unfocused  Conveys Confusion  Not Unique  Lack of Clear Meaning  Hard To Spread Concept
  15. 15. 1520PCA 1520PCAWhere Do I Start? DETERMINE: Your Passion What Do You Stand For? What You want to be Remembered For?
  16. 16. 1520PCA 1520PCA#1 Factor For A Great Brand “Differentiate or Die” No One Ever Remembers Ordinary anything
  17. 17. 1520PCA 1520PCAMarketing Jedi Tricks If you are not #1 in a category, create one where you are: Example: Hardwired DSP PRISM Chipset (#1 selling in world) (Personal Radio for the ISM Band) Focus IS important (do not water down) Do ONE Thing Better Than Anyone Else AND be KNOWN For It!
  18. 18. 1520PCA 1520PCAElements of Branding • Shapes (Geometric, Others) • Colors (Each Conveys Meaning) • Personalities • Imagery (Animals, Myths, etc.) • Words (Logo & Tag Lines) • Fonts
  19. 19. 1520PCA 1520PCAElements of a GREAT Brand • Easy to Remember • Aligns Passion of Product or Service to Customer’s Needs / Wants • Conveys What your Words Convey • Short And Sweet “Just Do It” • Easy to Remember, Easy To Recall Meaning • Easy To Remember, Easy To Elicit Correct Feeling
  20. 20. 1520PCA 1520PCALets Get Branding • Questions? • Let’s Do A Branding Exercise NOW!