b   r   a   n     d                                       v a             l      u       e
        is your brand strong en...
r o c h e l l e s e lt z e r
          s e lt z e r
how to supercharge your brand
a brand is:

»» A person’s perception of a product, service,
   experience or organization.

»» The promise made to the cl...
brands with tribes
of brand loyalists




               4
brands help people
make connections

»» They build trust when the brand personality
   attributes are authentic and the br...
getting started:

»» Define a clear vision and mission

»» Nail your positioning —based on a
   specific focus




       ...
Your position must
differentiate + be desitinctive!

1» Who are you?

2» What do you do?

3» Why does it matter?




     ...
it’s time to execute!

»» Use strong visual design and an authentic
   “voice” to attract your prospects.




            ...
breakthrough design…

»» differentiates and connects with
   target audiences




                        9
design contributes to brands
that are leaders…

»» and more profitable than their competitors.




                       ...
Be sure your materials are:

»» Distinctive
»» Relevant
»» Memorable
»» Extendable
»» and have Depth




                 ...
why now?

»» The “Attention Economy” throws too many
   choices at us. Brands that communicate value
   help us make choic...
DO:

»» Stay true to strong positioning
»» Be innovative, creative and consistent
»» Train for strong verbal branding
»» B...
Spend your marketing
budget wisely!

»» Use electronic media to reach audiences
   regularly
»» Use print creatively
»» Be...
print using limited colors
and economical papers




               15
use online printers




               16
print campaign components
together




             17
use interesting papers
and formats




              18
create a compelling website




               19
create a compelling website




              20
taglines




           21
taglines




           22
taglines




           23
taglines




           24
taglines




           25
taglines



                  Jewish              jwa.
                                       org
                 Women’s...
taglines




           27
what’s in your omelet?




                                                                         reputation

          ...
stronger by the dozen




               29
annie smidt
              s e lt z e r
your brand’s short- and long-term roi
I like to look good, but…

           is it worth it?




                 31
target: product design




               32
target: communications design




              33
target: prioritizing brand

                  uniquely: Target                                                            ...
target: growth Operations
    Financial Highlights – Continuing
                                                          ...
target: profits vs. walmart




         Walmart            Target                            Walmart        Target   Targ...
service and b2b companies
that brand strongly




              37
sullivan shuman freedberg
logo before + after



             before




             after




               38
sullivan shuman freedberg
rebranded materials




             39
design council

  »» Helping businesses become more successful,
     public services more efficient and designers
     mor...
design index + emerging index

  »» 1993-2004




            March 1995 - March 2000        March 2000 - March 2003   200...
design index companies
 3i Group                                  Emap                           Rolls-Royce Group
 AEA Te...
emerging index companies
 Associated British Ports              Chemring Group                  Johnson Matthey         Re...
a quick definition

»» FTSE 100 = Index of the 100 most highly-
   capitalised companies listed on the London
   Stock Exc...
the intervening 12 months to December 2004, and their performance over the longer period
 assessed by the original study. ...
performance relative           This table summarises the performance over all the key periods:


to FTSE indices          ...
some inspiration/aspiration

»» Brands that stay strong and survive no
   matter what the weather are those that stay
   c...
shelley hall
        c at a ly t i c m a n a g e m e n t
your brand is a promise made to your clients
map your customer interactions


  Organizational Dimension             Moment of Truth

       Practice Areas            ...
conduct a brand audit

»» Sales
   »»Internal
   »»External
»» Service / Product Delivery
»» Customer Service / Support
»»...
stages of brand support




 awareness   knowledgable        believer   enthusiast




»» Where would your organization an...
are you keeping your brand
promise?

»» Train and Retrain
   »»Employees
   »»Business Partners
   »»Contractors
   »»Refe...
Re-engineer to Support
Your Brand

»» Business Processes
»» Identify Barriers for Employees
»» Create system for monitorin...
cmo council

»» As market pressures increase and margins
   erode, the commitment to operational
   excellence frequently ...
some inspiration

»» Accept and embrace that your “Brand” is your
   first sales call!




                      55
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Brand & Value: Is Your Brand Strong Enough to Weather the Down Economy?

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Slide presentation from the Seltzer Design Breakfast Forum #1 (9.08) on branding in a down economy. Talk was given by Rochelle Seltzer, Annie Smidt, and Shelley Hall.

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Brand & Value: Is Your Brand Strong Enough to Weather the Down Economy?

  1. 1. b r a n d v a l u e is your brand strong enough to weather the down economy? number one in Seltzer's new Design Intelligence Breakfast Forums series
  2. 2. r o c h e l l e s e lt z e r s e lt z e r how to supercharge your brand
  3. 3. a brand is: »» A person’s perception of a product, service, experience or organization. »» The promise made to the client 3
  4. 4. brands with tribes of brand loyalists 4
  5. 5. brands help people make connections »» They build trust when the brand personality attributes are authentic and the brand is consistent. 5
  6. 6. getting started: »» Define a clear vision and mission »» Nail your positioning —based on a specific focus 6
  7. 7. Your position must differentiate + be desitinctive! 1» Who are you? 2» What do you do? 3» Why does it matter? 7
  8. 8. it’s time to execute! »» Use strong visual design and an authentic “voice” to attract your prospects. 8
  9. 9. breakthrough design… »» differentiates and connects with target audiences 9
  10. 10. design contributes to brands that are leaders… »» and more profitable than their competitors. 10
  11. 11. Be sure your materials are: »» Distinctive »» Relevant »» Memorable »» Extendable »» and have Depth 11
  12. 12. why now? »» The “Attention Economy” throws too many choices at us. Brands that communicate value help us make choices. 12
  13. 13. DO: »» Stay true to strong positioning »» Be innovative, creative and consistent »» Train for strong verbal branding »» Be visible in your market »» Become a thought leader »» Use these times as an opportunity »» Stay focused, positive and enthusiastic 13
  14. 14. Spend your marketing budget wisely! »» Use electronic media to reach audiences regularly »» Use print creatively »» Be sure your website is great »» Promote your site »» Develop a strong tagline 14
  15. 15. print using limited colors and economical papers 15
  16. 16. use online printers 16
  17. 17. print campaign components together 17
  18. 18. use interesting papers and formats 18
  19. 19. create a compelling website 19
  20. 20. create a compelling website 20
  21. 21. taglines 21
  22. 22. taglines 22
  23. 23. taglines 23
  24. 24. taglines 24
  25. 25. taglines 25
  26. 26. taglines Jewish jwa. org Women’s where history Archive lives and grows Jewish jwa.org Women’s where history jwa. jwa. jwa. jwa. org org org org Archive lives and grows 26
  27. 27. taglines 27
  28. 28. what’s in your omelet? reputation articles website print speaking collateral PR and books visual advertising verbal identity tagline branding physical name deliverables offering positioning 28
  29. 29. stronger by the dozen 29
  30. 30. annie smidt s e lt z e r your brand’s short- and long-term roi
  31. 31. I like to look good, but… is it worth it? 31
  32. 32. target: product design 32
  33. 33. target: communications design 33
  34. 34. target: prioritizing brand uniquely: Target uniquely: Engaged uniquely: Value Driven As a responsible steward of the environment, we have We continue to delight guests with unbeatable Though we operate about 1,600 a solid record of making environmentally friendly decisions. values on a variety of offerings, which include: To fulfill our commitment, we engage in activities as simple limited-edition collections in apparel, accessories stores from coast to coast, our as carrying organic produce and reusing garment hangers, and home, seasonal assortments that capture guests understand there is only one and as visionary as utilizing renewable energy resources — the latest fashion and trends, food and basic all because it’s the right thing to do for our communities commodities, and exceptional values in our Target. Our Expect More. Pay Less. and our business. front-of-store treasure trove, See.Spot.Save. brand promise means that we bring outstanding quality and great design together at an incredible price; we combine innovative marketing with clean, bright stores and friendly team members, creating a delightful experience for our guests every time they walk through our doors. Add it all up and no matter how many stores we open, Target will remain one of a kind. uniquely: Fun The Target culture can be explained in three simple words: Fast, Fun and Friendly. Our team members bring those words to life in our stores by delighting our guests with great service and helping them find the products they want and need, whether it’s vitamins or the latest video game. uniquely: Styled uniquely: Innovative We are committed to a shopping experience that constantly Our GiftCards continue to lead the industry in creativity, evolves to fit the ever-changing wants and needs of our convenience and popularity. We offer a broad, seasonally guests — even our shopping carts and baskets are designed fresh assortment of distinctive GiftCard designs — with our guests in mind. We remain true to the fundamentals including an innovative card made of PHA, a 100 percent that make us uniquely Target: clean, wide store aisles, fully biodegradable and compostable material — to help stocked shelves, friendly team members and distinctive store reinforce our brand and fuel incremental sales and profit. exteriors thoughtfully designed to fit the local landscape. 1 3 4 5 uniquely: Branded Guests expect great things from Target — a responsibility we take seriously. Our brand’s strength shows in our iconic Bullseye, which today is recognized by 96 percent of Americans. But it’s about more than the Bullseye alone. We’re constantly finding new and exciting ways to delight our guests — in our stores, online, through our advertising campaigns and our extensive community involvement. source: Target Corporation 2007 Annual Report 34
  35. 35. target: growth Operations Financial Highlights – Continuing Total Revenues (millions) 2007 Growth %: 6.5% Earnings Before Inte Expense and Incom (EBIT) (millions) Five-year CAGR: 11.1% 2007 Growth %: 4.0% Five-year CAGR: 13.4% $63,367 $2,849 $5,272 $2,787 $59,490 $5,069 $3.21 $52,620 $2,408 $4,323 $46,839 $2.71 $42,025 $3,601 $1,885 $2.07 $3,159 $1,619 $1.76 22% 7% 71% Total Revenues (millions) Earnings Before Interest Earnings from Continuing 2007 Capital Expenditures Diluted EPS Expense and Income Taxes Operations (millions) ($4.4 billion) 2007 Growth %: 6.5% 2007 Growth %: 3.9% (EBIT) (millions) 2007 Growth %: 2.2% Five-year CAGR: 17.1% Five-year CAGR: 11.1% • New Stores 2007 Growth %: 4.0% • Remodels & 15.7% Five-year CAGR:Expansions Five-year CAGR: 13.4% • Information Technology, Distribution & Other $2,849 $2,787 $3.33 $3.21 $2,408 $2.71 $1,885 $2.07 $1,619 source: Target Corporation 2007 Annual Report $1.76 35 22% 34%
  36. 36. target: profits vs. walmart Walmart Target Walmart Target Target Walmart source: Saj Karsan blogging at Barel Karsan Value Investors barelkarsan.com/2008/08/walmart-vs-target.html 36
  37. 37. service and b2b companies that brand strongly 37
  38. 38. sullivan shuman freedberg logo before + after before after 38
  39. 39. sullivan shuman freedberg rebranded materials 39
  40. 40. design council »» Helping businesses become more successful, public services more efficient and designers more effective »» We believe design can help people to do what they do, better. We demonstrate that design can play a vital role in strengthening our economy and improving our society. source: http://www.designcouncil.org.uk/ 40
  41. 41. design index + emerging index »» 1993-2004 March 1995 - March 2000 March 2000 - March 2003 2003 - December 2004 source: http://www.designcouncil.org.uk/ 41
  42. 42. design index companies 3i Group Emap Rolls-Royce Group AEA Technology EMI Group Royal Bank Of Scotland Group Allied Domecq Gallaher Group Sainsbury (J) AstraZeneca GKN Scottish & Newcastle BAA GlaxoSmithKline Scottish & Southern Energy BAE Systems GUS Shell Transport & Trading Co Barclays Hilton Group Smith & Nephew Barr (A.G.) HSBC Holdings Smith (WH) Group Body Shop International Imperial Chemical Industries SSL International Boots Group Invensys Tesco BP Manchester United Tomkins British Airways Marks & Spencer Group Ultra Electronics Holdings British Sky Broadcasting Group Matalan Unilever BT Group MFI Furniture Group Vodafone Group Cadbury Schweppes Morrison (Wm) Supermarkets Wetherspoon (J D) Cambridge Antibody Technology Oxford Instruments Whitbread Group Pearson Woolworths Group Centrica Psion WPP Group Diageo Reckitt Benckiser Easyjet Rentokil Initial Egg Reuters Group Eidos RM source: http://www.designcouncil.org.uk/ 42
  43. 43. emerging index companies Associated British Ports Chemring Group Johnson Matthey Renishaw Holdings Chrysalis Group Kelda Group Restaurant Group Abacus Group Carphone Warehouse Group Kingfisher Stagecoach Group Aggregate Industries Corus Group Liberty International Sage Group Aegis Group Cable & Wireless Lloyds TSB Group Signet Group Alliance & Leicester Dairy Crest Group Lastminute.com Shanks Group Amec Domnick Hunter Group Laing (John) Smiths Group Arena Leisure De La Rue LogicaCMG Somerfield Arriva Diploma London Stock Exchange Severn Trent Autonomy Corporation Elementis McAlpine (Alfred) Tate & Lyle Aviva First Choice Holidays Marconi Corporation Trafficmaster Avis Europe FKI Misys Trinity Mirror Babcock International Group Geest Mothercare Trifast Bradford & Bingley Greene King National Grid Transco TTP Communications Barratt Developments GWR Group Next Taylor Woodrow BG Group HBOS mmO2 United Utilities BTG Halma Paragon Group of Viridian Group Biocompatibles International Hornby Companies Wilmington Group Berkeley Group Holdings InterContinental Hotels Pace Micro Technology Wilson Bowden British Land Co. Group Pilkington Warner Estate Holdings Bloomsbury Publishing Imagination Technologies Prudential Wolverhampton & Dudley BOC Group Group Patientline Xansa BPB Imperial Tobacco Group RAC British Vita International Power Rexam Bovis Homes Group Intec Telecom Systems Royal & Sun Alliance Capital Radio ITV Insurance Group source: http://www.designcouncil.org.uk/ 43
  44. 44. a quick definition »» FTSE 100 = Index of the 100 most highly- capitalised companies listed on the London Stock Exchange. »» FTSE All Share Index = Index containing the 700 largest companies on the London Stock Exchange. 44
  45. 45. the intervening 12 months to December 2004, and their performance over the longer period assessed by the original study. 3500 3000 1.2 General overview findings The companies have significantly outperformed the FTSE-100 and FTSE-All Share indices 2500 over a ten-year period: 2000 Chart 1: Ten-year performance 1995-2004 1500 4000 1000 3500 500 1994 1995 1996 1997 1 3000 Design Index 2500 Emerging Index FTSE 100 FTSE All Share 2000 1500 1000 06 500 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 Design Index Emerging Index FTSE 100 source: http://www.designcouncil.org.uk/ FTSE All Share 45
  46. 46. performance relative This table summarises the performance over all the key periods: to FTSE indices Table 1: Performance relative to FTSE indices Indices No of Full period Bull market Bear market Recovery companies 28 Dec 27 Mar 31 Mar 2000 period 1994 to 29 1995 to 31 to 31 Mar 31 Mar 2003 Dec 2004 Mar 2000 2003 to 29 Dec 2004 Absolute Performance FTSE 100 100 +57.0% +108.4% -41.7% +26.2% FTSE 700+ +58.5% +102.2% -41.3% +32.1% All-Share Design 61 +262.6% +231.0% -24.7% +43.0% Index Emerging 97 +305.6% +235.1% -29.7% +74.3% Index Relative to FTSE 100 Design 61 +205.5% +122.6% +17.0% +16.8% Index Emerging 97 +248.6% +126.6% +12.0% +48.1% Index Relative to FTSE All-Share Design 61 +204.1% +128.9% +16.7% +10.9% Index Emerging 97 +247.2% +132.9% +11.7% +42.1% Index source: http://www.designcouncil.org.uk/ 46
  47. 47. some inspiration/aspiration »» Brands that stay strong and survive no matter what the weather are those that stay consistent. Your brand has meaning and strength only if it owns something in the mind. – laura ries ries & ries 47
  48. 48. shelley hall c at a ly t i c m a n a g e m e n t your brand is a promise made to your clients
  49. 49. map your customer interactions Organizational Dimension Moment of Truth Practice Areas Sales Departments Customer Service Positions Service or Product Delivery Client Support 49
  50. 50. conduct a brand audit »» Sales »»Internal »»External »» Service / Product Delivery »» Customer Service / Support »» Operations »» New Hire Orientation 50
  51. 51. stages of brand support awareness knowledgable believer enthusiast »» Where would your organization and its employees rank on brand support? 51
  52. 52. are you keeping your brand promise? »» Train and Retrain »»Employees »»Business Partners »»Contractors »»Referrers »»Vendors »» Can they sell and support Your Brand? »» Is their Brand Message consistent? 52
  53. 53. Re-engineer to Support Your Brand »» Business Processes »» Identify Barriers for Employees »» Create system for monitoring brand support internally »» Create system to monitor client perceptions of brand and share throughout your organization 53
  54. 54. cmo council »» As market pressures increase and margins erode, the commitment to operational excellence frequently lags, often under- mining the quality and consistency of the customer experience and the level of brand advocacy and affinity – cmo council report on customer affinity 2008 54
  55. 55. some inspiration »» Accept and embrace that your “Brand” is your first sales call! 55

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