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Top-of-Mind Branding | Developing a Winning Brand Strategy


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Marketing speaker Chris Houchens talks about what branding really is and how to get brands top of mind for consumers.

Top-of-Mind Branding | Developing a Winning Brand Strategy

  1. 1. Top-of-Mind Branding Developing a Winning Brand Strategy Chris Houchens
  2. 2. Conditional Response (Pavlov’s Dog)
  3. 3. Branding is a Conditional Response
  4. 4. But… Don’t get caught in the logo trap .
  5. 6. Kentucky (as defined by the other 49 states)
  6. 7. Brands are created by the consumer, not the marketer! Logo ≠ Brand
  7. 8. What is a Brand? <ul><li>A promise that past performance will indicate future results </li></ul><ul><li>Your customer’s experience with you </li></ul><ul><li>It’s shorthand that stands for something </li></ul><ul><li>Faces vs. personalities </li></ul>You have a brand even if you don’t have a brand strategy .
  8. 9. BRAND Any organization’s most valuable asset.
  9. 11. Successful branding makes other aspects of marketing easier and more cost-effective.
  10. 12. Word-of-Mouth
  11. 13. 80 / 20
  12. 14. Perception IS reality.
  13. 15. Which one will my wife eat at?
  14. 16. Three steps to a zeitgeist brand <ul><li>Begin with the Product </li></ul><ul><ul><li>R&D, etc </li></ul></ul><ul><li>Drive the Message </li></ul><ul><ul><li>Ads, PR, web, etc </li></ul></ul><ul><li>Nurture the Relationship </li></ul><ul><ul><li>Customer Experience </li></ul></ul>
  15. 17. “Tastes like Chicken” is NOT a compliment
  16. 18. Marketing – Ad Messages Ad/PR messages as conversations not announcements.
  17. 19. Big Idea behind branding (and all marketing) Tactics Strategy Philosophy
  18. 20. Brand Strategy should influence EVERY marketing (and business) decision.
  19. 22.
  20. 23. Key points for a long term brand <ul><li>Positive customer experiences </li></ul><ul><ul><li>Communicate brand internally </li></ul></ul><ul><li>Maintain brand consistency </li></ul><ul><ul><li>Follow though on brand promise </li></ul></ul><ul><li>Stick with it </li></ul>
  21. 24. Branding Success Microwave vs. Slow Cooker
  22. 25. Find these slides at