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BRAND STRATEGY
AND IMPLEMENTATION

Michael Lang
The Marketing Mindset
2




                            © ML4Marketing, 2012. All rights reserved.
The Customer: Your King And Your Queen
3




                                 © ML4Marketing, 2012. All rights reserved.
Election Day All Year Long
4




                                 © ML4Marketing, 2012. All rights reserved.
The Royal Formula
5




                        © ML4Marketing, 2012. All rights reserved.
The Villain
6




                  © ML4Marketing, 2012. All rights reserved.
Why Care About Brands
    Consumer Point Of View
7


       Orientation and information
           The brand functions as an information and orientation
            guide. Increases market transparency.
       Trust building
           The brand acts as a signal for quality of performance.
            Reduces the perceived risk by communicating security in
            acquisition, use and disposal.
       Symbol
           The symbolic benefit of a brand can, for example, be an
            increase in prestige in the social or occupational
            environment.
                                                        © ML4Marketing, 2012. All rights reserved.
Why Care About Brands
    Manufacturer Point Of View
8


       Effective brand strategies enable sustainable profit
        and growth
         Price premium
         Customer loyalty

         Cross selling

         Recommendation

         Employee satisfaction & pride




                                                   © ML4Marketing, 2012. All rights reserved.
How To Think About Brands
    At The Intersection Of Projection And Perception
9




                                             Brand Image



                 Content
       Value      Design
       Prop      Actions
                 Process



                            Projection   Perception




                                                           © ML4Marketing, 2012. All rights reserved.
How To Think About Brands
     The Goodwill Factor
10




                      Product Benefit
                +   Consumer Goodwill
                         Brand Value



                                        © ML4Marketing, 2012. All rights reserved.
Corporate Brand Management
     A Process Perspective
11




                                  Brand Strategy
                                  Definition
                                  Develop Brand Strategy based
                                  on corporate strategy across all
                                  businesses




       Brand Monitoring                                              Brand Strategy
       Continuously monitor brand                                    Implementation
       performance and identify areas                                Create and implement programs
       of improvement                                                to support brand strategy




                                                                                              © ML4Marketing, 2012. All rights reserved.
Do People Know Your Brand?
12




                        I think about             I’ve heard
         This brand       this brand              about that
       comes to mind   among others.            brand before.
            first.




                                        © ML4Marketing, 2012. All rights reserved.
What Are People Talking About?
13




                        ?




                                  © ML4Marketing, 2012. All rights reserved.
Raise Awareness,
     Sharpen Profile, Increase Consistency
14




                                        © ML4Marketing, 2012. All rights reserved.
The Definition Of A Brand
15




                        A brand is the condensed
                        expression of a credible peak
                        performance to ensure
                        orientation and trust.




         1.   Know your peak performance

         2.   Condense them

         3.   Express and deliver them
                                                        © ML4Marketing, 2012. All rights reserved.
From Brand Promise To Communication
16



       Value Proposition   Brand Communication

                           • Message
                           • Story
                           • Target Audience
             Brand         • Media Channels
            Promise        • Social
                           • Relationship
                           • Activation
                           • Engagement
                           • Experience


                                        © ML4Marketing, 2012. All rights reserved.
Brand Strategy
     The Fundamentals Below The Surface
17




                                     Logo
                                     Brand Name
                                     Brand Style                Brand
                                                                Image




                                                                                           Effect
                                     Brand Design
                                     Communications
                                     Marketing
                                     Brand Touch Points




                                                                                            Cause
                                     Brand Programs
                                     Brand Rules
                                     Brand Portfolio
                                                               Brand
                                     Brand Positioning
                                     Fans                     Strategy
                                     Breeding Grounds
                                     Brand Cores
                                     Peak Performance
                                                          © ML4Marketing, 2012. All rights reserved.
Brand Architecture
18



         A brand architecture manages the relationships within complex brand systems.
         Well set-up brand architectures avoid that brands within one system disturb each
          other. They allow for a clear separation or a clear relationship in between
          individual brands.
         Strategically built brand architectures can make competitive attacks more difficult,
          raise market entry barriers and speed up market entries




         Strong brands have a strategically sound and smart brand architecture, which gives
              orientation to all stakeholders and reflects well the image of the brand(s)




                                                                             © ML4Marketing, 2012. All rights reserved.
Development Of A Brand Architecture
     From Corporate Strategy To Brand Strategy
19




                                                 © ML4Marketing, 2012. All rights reserved.
Executing A Brand Architecture
     Holistic Approach According To Kotler
20



          • Board                                               • Product/Service
          • Executive Team                                      • Communications
          • All Departments                                     • Media/PR
          • All Hierarchies                                     • Trade

                                Internal             External
                               Marketing            Marketing

                                         HOLISTIC
                                        APPROACH


                                Socially        Relationship
                              Responsible        Marketing
                               Marketing
          • Ethics                                              • Investors
          • Environment                                         • Customers
          • Legal                                               • Authorities
          • Community                                           • Vendors/Partner



                                                                                    © ML4Marketing, 2012. All rights reserved.
Create A Champion Brand: 4A’s
21


     1.   Alignment
             Match expectations
     2.   Attachment
             Evoke emotions
     3.   Authenticity
             Be true and transparent
     4.   Advocacy
             Be an advocate for your consumer, the society and the
              environment


                                                        © ML4Marketing, 2012. All rights reserved.
Living The Brand
     Walking The Talk
22




                        © ML4Marketing, 2012. All rights reserved.
The Highest Honor
     Years To Earn, Seconds To Break
23




                                       © ML4Marketing, 2012. All rights reserved.
Thank You!
24




      A brand for a company is like a
      reputation for a person. You earn
      reputation by trying to do hard things
      well.
                                - Jeff Bezos


                                       © ML4Marketing, 2012. All rights reserved.

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Brand Strategy and Implementation

  • 2. The Marketing Mindset 2 © ML4Marketing, 2012. All rights reserved.
  • 3. The Customer: Your King And Your Queen 3 © ML4Marketing, 2012. All rights reserved.
  • 4. Election Day All Year Long 4 © ML4Marketing, 2012. All rights reserved.
  • 5. The Royal Formula 5 © ML4Marketing, 2012. All rights reserved.
  • 6. The Villain 6 © ML4Marketing, 2012. All rights reserved.
  • 7. Why Care About Brands Consumer Point Of View 7  Orientation and information  The brand functions as an information and orientation guide. Increases market transparency.  Trust building  The brand acts as a signal for quality of performance. Reduces the perceived risk by communicating security in acquisition, use and disposal.  Symbol  The symbolic benefit of a brand can, for example, be an increase in prestige in the social or occupational environment. © ML4Marketing, 2012. All rights reserved.
  • 8. Why Care About Brands Manufacturer Point Of View 8  Effective brand strategies enable sustainable profit and growth  Price premium  Customer loyalty  Cross selling  Recommendation  Employee satisfaction & pride © ML4Marketing, 2012. All rights reserved.
  • 9. How To Think About Brands At The Intersection Of Projection And Perception 9 Brand Image Content Value Design Prop Actions Process Projection Perception © ML4Marketing, 2012. All rights reserved.
  • 10. How To Think About Brands The Goodwill Factor 10 Product Benefit + Consumer Goodwill Brand Value © ML4Marketing, 2012. All rights reserved.
  • 11. Corporate Brand Management A Process Perspective 11 Brand Strategy Definition Develop Brand Strategy based on corporate strategy across all businesses Brand Monitoring Brand Strategy Continuously monitor brand Implementation performance and identify areas Create and implement programs of improvement to support brand strategy © ML4Marketing, 2012. All rights reserved.
  • 12. Do People Know Your Brand? 12 I think about I’ve heard This brand this brand about that comes to mind among others. brand before. first. © ML4Marketing, 2012. All rights reserved.
  • 13. What Are People Talking About? 13 ? © ML4Marketing, 2012. All rights reserved.
  • 14. Raise Awareness, Sharpen Profile, Increase Consistency 14 © ML4Marketing, 2012. All rights reserved.
  • 15. The Definition Of A Brand 15 A brand is the condensed expression of a credible peak performance to ensure orientation and trust. 1. Know your peak performance 2. Condense them 3. Express and deliver them © ML4Marketing, 2012. All rights reserved.
  • 16. From Brand Promise To Communication 16 Value Proposition Brand Communication • Message • Story • Target Audience Brand • Media Channels Promise • Social • Relationship • Activation • Engagement • Experience © ML4Marketing, 2012. All rights reserved.
  • 17. Brand Strategy The Fundamentals Below The Surface 17 Logo Brand Name Brand Style Brand Image Effect Brand Design Communications Marketing Brand Touch Points Cause Brand Programs Brand Rules Brand Portfolio Brand Brand Positioning Fans Strategy Breeding Grounds Brand Cores Peak Performance © ML4Marketing, 2012. All rights reserved.
  • 18. Brand Architecture 18  A brand architecture manages the relationships within complex brand systems.  Well set-up brand architectures avoid that brands within one system disturb each other. They allow for a clear separation or a clear relationship in between individual brands.  Strategically built brand architectures can make competitive attacks more difficult, raise market entry barriers and speed up market entries Strong brands have a strategically sound and smart brand architecture, which gives orientation to all stakeholders and reflects well the image of the brand(s) © ML4Marketing, 2012. All rights reserved.
  • 19. Development Of A Brand Architecture From Corporate Strategy To Brand Strategy 19 © ML4Marketing, 2012. All rights reserved.
  • 20. Executing A Brand Architecture Holistic Approach According To Kotler 20 • Board • Product/Service • Executive Team • Communications • All Departments • Media/PR • All Hierarchies • Trade Internal External Marketing Marketing HOLISTIC APPROACH Socially Relationship Responsible Marketing Marketing • Ethics • Investors • Environment • Customers • Legal • Authorities • Community • Vendors/Partner © ML4Marketing, 2012. All rights reserved.
  • 21. Create A Champion Brand: 4A’s 21 1. Alignment  Match expectations 2. Attachment  Evoke emotions 3. Authenticity  Be true and transparent 4. Advocacy  Be an advocate for your consumer, the society and the environment © ML4Marketing, 2012. All rights reserved.
  • 22. Living The Brand Walking The Talk 22 © ML4Marketing, 2012. All rights reserved.
  • 23. The Highest Honor Years To Earn, Seconds To Break 23 © ML4Marketing, 2012. All rights reserved.
  • 24. Thank You! 24 A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. - Jeff Bezos © ML4Marketing, 2012. All rights reserved.