The Recipe for Building an Iconic Brand presented by Brian Sauer, Owner, Saturday Mfg. & Dereck Lewis, Thelma’s. AMA Iowa, Nov 2, 2016

3. THE RECIPE FOR BUILDING AN ICONIC BRAND

4. WARNING!

5. COOKIES!

6. Now That’s an IDEA

8. POSITIONING
and STRATEGY

9. SITUATION ANALYSIS
TARGET AUDIENCESBackground
Competition
DIFFERENTIATORS CONCLUSIONS

10. Classic
Fun
Homemade
Pure
Indulgence
Wisdom
Sweetness
Generosity
Wholesomeness
Youthful
Storied
Sassy
WE ARE:
A trip to your favorite Grandma’s house.
BRANDING/POSITIONING
THE PERSONALITY IS:

11. THE BRAND PROMISE IS:
JOY!

12. Bringing happiness through homemade goodness.

13. What do we call this?

14. GREAT NAMES
Provide positive, lasting engagement with consumers
Are unforgettable
Provide a springboard for marketing
Rise above mere goods and services

15. The Cookie Crock
Grandma’s House
Sweet Grandma’s

17. What does this look like?

22. Here’s something you need to see.

23. AT THE RIGHT TIME
Smart execution is important because it helps you:
SPEND WISELY
TELL YOUR STORY
CREATE CONTINUITY, MEMORABILITY
ENGAGE THE RIGHT PEOPLE

31. RECOGNITION
ADDY’s Local/Regional/National
Print Regional Annual
Creative Anarchy - Book
Blogs/Website

33. FLAVORED
SUGAR COOKIE
COFFEE ICE CREAM
Handmade Ice Cream Sandwich

34. QUESTIONS?

35. Thank you