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9               the




©2009 Conrad, Phillips & Vutech, Inc.
                                        criteria for
       ...
Page

                                                3      definitions

                                        Index   ...
for starters, brands live in your head.




 ©2009 Conrad, Phillips & Vutech, Inc.
how you think + feel about
    a brand is the brand.




                                        © kellogg Company
©2009 C...
©®TM                     A brand is not
                                        a name, trademark, logo
                  ...
A brand is a
                             collection of your thoughts + feelings
                             about your e...
Thoughts and feelings
                             are intangibles.


©2009 Conrad, Phillips & Vutech, Inc.
As compared to tangibles...
           WhICh you Can

                             seetaste or smell
                     ...
Intangibles you just ...

                                                     feel

©2009 Conrad, Phillips & Vutech, Inc.
“What you make people feel is just
                                         as important as what you make.”
              ...
riding a harley-davidson
                                                          motorcycle
                            ...
every day   people make hundreds of decisions based
                                        more on how they feel than on ...
Examples of tangibles + intangibles
   Tangible: asics gel-bandito are lightweight.
   Intangible: asics gel-bandito help ...
a formal definition
                                        a brand is a product, service,
                               ...
Intangible attributes must be perceived
                    sounds obvious, but if you don’t perceive the intangibles, it’...
Perception of intangibles is in the
                                   eye of the beholder. depending on
                 ...
When you don’t perceive an intangible,
                    it’s a commodity to you.




©2009 Conrad, Phillips & Vutech, I...
for ExAmplE



    you say,                            “tomato.”
       I say,                           “fox’s fine gourm...
brand categories
                brand categories people care about most
                                        (among 44...
commodity categories
                brand categories people care about least
                                        (amo...
commodity                               a product, service, cause or organization
                                        ...
on Wall street, commodities of the same
             type are interchangeable with each other.

             soybeans are ...
brand vs commodity
                Brands compete on their
                intangible attributes.

                Commodi...
how do brands get inside your head?


                                                 Exposure      Experiences
         ...
Experiences = Touchpoints
                    Touchpoint is marketing jargon for a
                    moment (time and pl...
Even more than you see here.




                                                                     NG      BYI




    ...
Who affects these moments
       of brand experience?
                                        every single person in the o...
likewise, every dollar spent
       and every decision made ...
                                        impacts the audien...
for this reason, branding
                                        is not solely a marketing function.
                    ...
a brand will not be strong unless the
                             entire organization understands and
                   ...
every strong brand stands for
            something — one differentiating attribute.
                                     ...
soul
                                        heart
                                        mantra
                        ...
don’t worry about the semantics.
                    It’s the concept that matters.




©2009 Conrad, Phillips & Vutech, I...
The brand essence is the single
                     intangible attribute that differentiates
                     the bra...
9               the




©2009 Conrad, Phillips & Vutech, Inc.
                                        criteria for
       ...
the            criteria for
               brand essence            TM




          1. Unique
                      The e...
the            criteria for
               brand essence            TM




          1. Unique


                      Peo...
the            criteria for
               brand essence            TM




          1. Unique
                          T...
the            criteria for
               brand essence            TM




          1. Unique

                          ...
the            criteria for
               brand essence            TM




          1. Unique



                        ...
the            criteria for
               brand essence            TM




          1. Unique
                          E...
the            criteria for
               brand essence            TM




          1. Unique

                          ...
the            criteria for
               brand essence            TM




          1. Unique
                           ...
the            criteria for
               brand essence            TM




          2. Intangible
                       ...
the            criteria for
               brand essence            TM




          3. single-minded

                   ...
the            criteria for
               brand essence            TM




          3. single-minded

                   ...
the            criteria for
               brand essence            TM




          4. Experiential

                    ...
the            criteria for
               brand essence            TM




          5. meaningful
                       ...
the            criteria for
               brand essence            TM




          6. consistently delivered

          ...
the            criteria for
               brand essence            TM




          6. consistently delivered

          ...
the            criteria for
               brand essence            TM




          6. consistently delivered

          ...
the            criteria for
               brand essence            TM




          6. consistently delivered

          ...
the            criteria for
               brand essence            TM




          6. consistently delivered

          ...
the            criteria for
               brand essence            TM




          7. Authentic

                       ...
the            criteria for
               brand essence            TM




          8. sustainable

                     ...
the            criteria for
               brand essence            TM




          9. scalable

                        ...
9              the




©2009 Conrad, Phillips & Vutech, Inc.
                                        criteria for
        ...
branding, then, is...
                                        defining, promising, and delivering
                        ...
roI of branding
                                            branding generates trial + loyalty.


                        ...
The ultimate goal of branding is loyalty.




©2009 Conrad, Phillips & Vutech, Inc.
a loyal audience seeks
                               repeat brand experiences.
                               and recomme...
brand    brand loyalty drives up
                                                  to 70% of all purchase
                ...
loyal customers, on average,
                                         brand    are willing to pay a 20%
                  ...
unlike branding, promotion-
                             based marketing is often
                             centered on...
branding generates long-term
                      results, but requires commitment
                      to a long-term s...
“brands are not built overnight. success is
             measured in decades, not years.”
                                ...
loyalty
             brand loyalty Marketing
                                                                            r...
a strong brand is...
                                        1. cost-effective to sustain
                                ...
a strong brand is...
                                        2. a foundation for new launches
                            ...
a strong brand is...
                                        3. an ideal partner for co-branding
                         ...
a strong brand is...
                                        4. a barrier to competition
                                 ...
9              the




©2009 Conrad, Phillips & Vutech, Inc.
                                        criteria for
        ...
9               the




©2009 Conrad, Phillips & Vutech, Inc.
                                        criteria for
       ...
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“What you make people feel The 9 Criteria for Brand Essence (TM)

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“What you make people feel is just
as important as what you make.”
~bMW



©2009 Conrad, Phillips & Vutech, Inc.

Published in: Business, Automotive
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