A Seminar about the relation between Branding and PR, Internet Branding and General ideas about building strong brands

1. BRANDING & PR Winning the Battle of the Minds Prepared and presented by Benchmark Advisors sarl ● Lebanon

2. BRANDING & PR Winning the Battle of the Minds Group exercise 1: match these brands with what they represent to you Mercedes-Benz Ferrari Microsoft Apple McDonald’s Burger King Luxury Quality Creativity Technology Tasty Very tasty What would you change? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Introduction

4. A brand is a name in the mind of the public that represents a product or service.

5. A brand is a guarantee of quality and a system for saving time.

6. Branding is creating singularity to your product or business name and creating in the mind of the prospect and the public the perception that there is no other product on the market like your product.Introduction

8. Be the first in your category and if not create a category to be first in. There is no place for second position in the mind of your prospects

9. Build the perception of quality in the head of your prospect by positioning yourself as a specialist in your sector. Being a specialist gives the perception of better quality Branding

11. Never mix your brand name with your company name. Choose which one you want to be known with (ex. Procter & Gamble, Gillette products)

12. Sub-branding destroys your brand. Just create a new brand with its unique positioning (ex. Black & Decker and Dewalt)Branding

14. Creating a «sibling brand» should be used to counter the competition (ex. Gillette products)Branding

15. BRANDING & PR Winning the Battle of the Minds Group exercise 2: describe in one word what does each brand mean to you Mercedes-Benz BMW Ferrari Maserati Lamborghini Infinity Lexus ---------------------------------------------------------------------------------------------------------------------------------------------------------- Coca cola Pepsi McDonalds Burger king Microsoft Apple HP ---------------------------------------------------------------------------------------------------------------------------------------------------------- Branding What is your preferred brand? Why? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

16. BRANDING & PR Winning the Battle of the Minds Publicity & PR builds Brands not Advertising Advertising The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media Public Relation The methods and activities employed to establish and promote a favorable relationship with the public Publicity The act, process, or occupation of disseminating information to gain public interest Branding & PR

18. This reminder function can be important, but only after a brand has established its credibility in other ways, generally by public relations

19. Advertising plays a role in brand maintenance, once the brand is built by PR

20. In building brands, advertising has become irrelevant. What build brands are media messages, press articles, public events, endorsements, gossip and word of mouthBranding & PR

22. One thing that drove the publicity was that Red Bull was initially forbidden in Germany because of high doses of some of its ingredients

23. As a result, every German teenager wanted to try itBranding & PR

25. More than 500 stores in thirty countries

26. Like Red Bull, Zara started slowly and had one unique idea: to be the first retail fashion chain to adopt a “just-in-time” strategy. It takes fifteen days to go from design to delivery unlike the typical nine months

27. This revolutionary concept has created favorable publicity and loyal customers Branding & PR

29. All this is not due to advertising but toword of mouth, media articles and reviewsBranding & PR

31. Viagra built its brand not by advertising but by PR/publicity through medical reviews, press articles, gossip and even jokesBranding & PR

33. No advertising was used. After all there was no car to advertise

34. The company used press articles in specialized automotive magazines, conducted private test drives for renowned automotive journalists, even featured it in a play station video games before the launching day.

35. One of the most important aspect of its PR campaign was to announce that the GTR is superior to the Porsche Carrera Branding & PR

37. Develop a new way to do business

38. Create a new name

40. Conserve your current way of doing business

41. Conserve your current name

42. The Internet becomes a replacement for existing medias such as television, radio, direct mail, newspapers or magazinesInternet Branding

45. Your site should present additional information based on the original prospect’s query (ex. Amazon.com)

46. Your prospect should be able to add information to your website (ex. Youtube.com)

47. Your site should be able to handle complex pricing situations almost instantly (ex. Airline websites)

48. Your site should be able to perform a variety of tests (ex. Personality tests and diagnosis) and recommends solutions or remediesInternet Branding

50. A proper name is a word that designate a particular being or thing (ex. Ferrari, Coca cola, Pepsi, Burger king)

51. Successful Internet Brands: amazon.com, ebay.com, google.com, yahoo.com

52. A good proper name should be short, simple, suggest the category, unique, alliterative (rhyme), speakable, shocking, personalizedInternet Branding

55. For low-tech products and services or for brands appealing to the mainstream market, a multiple-language strategy might be best. (ex. Google.com, yahoo.com)Internet Branding

57. Outsource the tasks that may delay you

59. You cannot be everything to every body

60. Dominate your category

61. Go global. There is no limit for global branding

62. Expand your marketInternet Branding

63. BRANDING & PR Winning the Battle of the Minds Group exercise 3: plan your own brand 1. Choose a sector ---------------------------------------------------------------------------------------------------------------- 4. Choose a your target market -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 2. Choose a category in this sector ---------------------------------------------------------------------------------------------------------------- 5. Create your Brand name and logo -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 3. Choose a unique quality 4 your brand ----------------------------------------------------------------------------------------------------------------

64. Now Go Brand Something !