1. Brand owners must change their strategies to adapt to the new normal context where consumers are fearful and anxious due to economic uncertainties.
2. Consumers' needs and expectations from brands are evolving from symbols of status to providers of experiences and solutions that make life easier. They are more price conscious and likely to switch to cheaper private label brands.
3. To succeed, marketers need to change their mindset, get rid of what doesn't work, and focus on understanding changing consumer segments and crafting strategies that meet their new needs instead of just focusing on competitors.
Focus groups provide marketers an opportunity to gain valuable consumer insights that can help improve products, marketing strategies, and increase market share. A focus group revealed that consumers strongly reacted negatively to an advertisement featuring imagery that was considered outdated and promoted an unattainable beauty standard. While marketers may feel confident in their ideas, focus groups allow consumers to provide honest feedback that can prevent costly mistakes by identifying issues the marketers did not foresee internally. Focus groups are most useful when conducted before major launches to incorporate consumer perspectives into plans.
Now in its 7th year, The PharmaForce event (October 29-31, 2012 | Westin Princeton At Forrestal Village | Princeton, NJ) tackles the latest sales and marketing strategies faced by the pharma and biotech industry—From measuring the ROI of your promotional efforts to achieving the ideal channel mix to navigating new pricing and reimbursement models. How? With speakers who are actual practitioners, thought leaders who are rethinking the traditional commercial model and leading the way with integrated, customer centric commercial strategies.
Trajectory branding and marketing agency: healthcare marketing case study for...Eric Brody
This document provides a case study of Orlando Health's branding and marketing transformation over 5 years with the help of branding agency Trajectory. Key points:
- Orlando Health aligned internal audiences around an approved brand strategy and new brand platform to strengthen its competitive position and future-proof the organization.
- The rebranding journey included strategy, design, launch, and ongoing integrated marketing campaigns to achieve longer-term strategic and financial growth goals.
- Through true collaboration, Orlando Health was able to creatively execute its long-term mission and brand promise to better compete and measure success.
Every business needs to thrive, and to do so it must be in “good health”... have you done a check-up on your brand lately? You take your car to the shop if it’s not acting right, and you would immediately call your I.T. rep if you suspected a virus on your computer... your brand health is just as significant for your thriving business.
Trajectory’s healthcare rebranding and marketing of this 140+ year-old organization aligns it with its strategic plan and industry direction. Important to the outcome of the assignment were important insights we learned from our extensive research both inside the organization and in its primary and secondary service areas.
Key deliverables included a forward-looking brand platform, evolved organization name from The Reading Hospital to Reading Health System to provide a strong foundation upon which to build into the future and a new aspirational tagline Advancing Health. Transforming Lives – which embodies what the organization believes in and where it’s headed. Other deliverables included brand hierarchy, top-to-bottom naming and nomenclature, brand design (logo, collateral, website, signage, etc.), internal launch and implementation. We followed this with an external marketing campaign across television, print, outdoor, web and mobile. Over the course of the next 9-12 months, we continue to work side-by-side with our client to unite the organization to deliver on its new brand promises.
Trajectory branding and marketing agency: welcome to the new world orderEric Brody
The new normal for brand marketing is that there’s a new way forward for consumer marketers. It’s a world where technology leaves nothing to the imagination, consumers are connected, collaborating and creating, where organizations can no longer hide behind the curtain and where brands are expected to do more.
What hasn’t changed, however, is the need for brands to uniquely plant themselves in the hearts and minds of employees, prospects and customers; which allow organizations to use their brand to create new value and drive new growth. Here are seven traits of “new world order” brands, along with some best-in-class examples across a range of different industries:
– Brand-Led Culture, e.g. Lush Cosmetics
– Belief, e.g. Method Cleaning
– Behavior, e.g. Geek Squad
– Bonding, e.g. Axe
– Benevolence, e.g. TOMS
– Bold, e.g. Voxiva
– Badge, e.g. Pinterest
A Healthcare Organization that is Open to Change and Opportunities - Intervie...marcus evans Network
Robert Gamble and Kerry Shannon of FTI Consulting, Inc, a solution provider at the upcoming marcus evans National Healthcare CXO Summit Fall 2012, on surviving in today’s changing healthcare business environment.
Interview with: Robert Gamble, Senior Managing Partner, and Kerry Shannon, Senior Managing Partner, FTI Consulting, Inc.
1. Brand owners must change their strategies to adapt to the new normal context where consumers are fearful and anxious due to economic uncertainties.
2. Consumers' needs and expectations from brands are evolving from symbols of status to providers of experiences and solutions that make life easier. They are more price conscious and likely to switch to cheaper private label brands.
3. To succeed, marketers need to change their mindset, get rid of what doesn't work, and focus on understanding changing consumer segments and crafting strategies that meet their new needs instead of just focusing on competitors.
Focus groups provide marketers an opportunity to gain valuable consumer insights that can help improve products, marketing strategies, and increase market share. A focus group revealed that consumers strongly reacted negatively to an advertisement featuring imagery that was considered outdated and promoted an unattainable beauty standard. While marketers may feel confident in their ideas, focus groups allow consumers to provide honest feedback that can prevent costly mistakes by identifying issues the marketers did not foresee internally. Focus groups are most useful when conducted before major launches to incorporate consumer perspectives into plans.
Now in its 7th year, The PharmaForce event (October 29-31, 2012 | Westin Princeton At Forrestal Village | Princeton, NJ) tackles the latest sales and marketing strategies faced by the pharma and biotech industry—From measuring the ROI of your promotional efforts to achieving the ideal channel mix to navigating new pricing and reimbursement models. How? With speakers who are actual practitioners, thought leaders who are rethinking the traditional commercial model and leading the way with integrated, customer centric commercial strategies.
Trajectory branding and marketing agency: healthcare marketing case study for...Eric Brody
This document provides a case study of Orlando Health's branding and marketing transformation over 5 years with the help of branding agency Trajectory. Key points:
- Orlando Health aligned internal audiences around an approved brand strategy and new brand platform to strengthen its competitive position and future-proof the organization.
- The rebranding journey included strategy, design, launch, and ongoing integrated marketing campaigns to achieve longer-term strategic and financial growth goals.
- Through true collaboration, Orlando Health was able to creatively execute its long-term mission and brand promise to better compete and measure success.
Every business needs to thrive, and to do so it must be in “good health”... have you done a check-up on your brand lately? You take your car to the shop if it’s not acting right, and you would immediately call your I.T. rep if you suspected a virus on your computer... your brand health is just as significant for your thriving business.
Trajectory’s healthcare rebranding and marketing of this 140+ year-old organization aligns it with its strategic plan and industry direction. Important to the outcome of the assignment were important insights we learned from our extensive research both inside the organization and in its primary and secondary service areas.
Key deliverables included a forward-looking brand platform, evolved organization name from The Reading Hospital to Reading Health System to provide a strong foundation upon which to build into the future and a new aspirational tagline Advancing Health. Transforming Lives – which embodies what the organization believes in and where it’s headed. Other deliverables included brand hierarchy, top-to-bottom naming and nomenclature, brand design (logo, collateral, website, signage, etc.), internal launch and implementation. We followed this with an external marketing campaign across television, print, outdoor, web and mobile. Over the course of the next 9-12 months, we continue to work side-by-side with our client to unite the organization to deliver on its new brand promises.
Trajectory branding and marketing agency: welcome to the new world orderEric Brody
The new normal for brand marketing is that there’s a new way forward for consumer marketers. It’s a world where technology leaves nothing to the imagination, consumers are connected, collaborating and creating, where organizations can no longer hide behind the curtain and where brands are expected to do more.
What hasn’t changed, however, is the need for brands to uniquely plant themselves in the hearts and minds of employees, prospects and customers; which allow organizations to use their brand to create new value and drive new growth. Here are seven traits of “new world order” brands, along with some best-in-class examples across a range of different industries:
– Brand-Led Culture, e.g. Lush Cosmetics
– Belief, e.g. Method Cleaning
– Behavior, e.g. Geek Squad
– Bonding, e.g. Axe
– Benevolence, e.g. TOMS
– Bold, e.g. Voxiva
– Badge, e.g. Pinterest
A Healthcare Organization that is Open to Change and Opportunities - Intervie...marcus evans Network
Robert Gamble and Kerry Shannon of FTI Consulting, Inc, a solution provider at the upcoming marcus evans National Healthcare CXO Summit Fall 2012, on surviving in today’s changing healthcare business environment.
Interview with: Robert Gamble, Senior Managing Partner, and Kerry Shannon, Senior Managing Partner, FTI Consulting, Inc.
This document summarizes the results of a survey of over 130 beauty executives about their top concerns. The number one research concern was determining why consumers rejected certain retail channels. Knowing how their brand compares to others and connecting emotionally with consumers were the top branding concerns. The executives ranked new product concepts and a powerful online presence as their biggest strategy concerns. Overall, executives were confident in their brands but recognized the need to adapt to changes in how consumers shop.
Brand Driven CEO - Embedding Brand into Business Strategy_Dec 2016_ PRINT FINALMatthew Kelly
The document discusses how brand-driven CEOs embed their company's brand into business strategy. It provides examples of how CEOs from Canadian Tire, TELUS, Campbell Company of Canada, and Equity Financial Trust have made their brands a strategic priority. The CEOs discuss six key factors for transforming an organization into a brand-driven culture: defining corporate purpose, leadership from the top, consensus among the C-suite, leading organizational change, using brand metrics for accountability, and clear internal and external communication of the brand.
Sustainable Brands 2012 – Join us for three days of extraordinary conversation and insight as Sustainability, Brand Strategy and Innovation leaders convene to inspire innovation and revolutionary action towards a flourishing future. Collaborate and learn with 150+ speakers and nearly 1,000 attendees in 80+ sessions, workshops, plenaries, and more. San Diego, CA June 4-7. Learn More: SustainableBrands'12
Expenditure on brand building may be percieved as costly especially when viewed against the backdrop of the recently economic downturn. However, to unlock the potential inherent in any strategic move, business managers need to elevate the proposition through the adoption of the concept of branding.
Selling Innovation in a Risk Averse EnvironmentRevelation Next
Presentation that focuses on selling new and innovative solutions more effectively. Topics include:
* The latest research on what clients really want and what stands in their way of getting it
* Leveraging the value of innovation in today's economic climate
* Sales principles and practices to identify client needs, and effectively position creative solutions
* Successfully addressing the internal sales challenges in market research firms with fresh solutions.
Nonprofits have the potential to tap into the $1.6 Billion spent on Cause Marketing. This presentation was from a Care2 webinar for nonprofits and socially responsible businesses doing Cause Marketing, with a focus on how to message Conscious Consumers. Donors = Consumers, and nonprofits could benefit from this paradigm shift.
Lean Branding: Positioning your early-stage company for success - MaRS Best P...MaRS Discovery District
Mary Jane Braide will highlight branding essentials for start-ups and social enterprises in the early stages of development. It’s never too soon to establish a clear value proposition and your positioning—even if it feels like everything is in a state of flux!
Brand equity of parent brand helps new product within the same umbrellaSiddhant Jain
The document discusses umbrella branding and brand extensions. It provides examples of companies that have successfully used umbrella branding strategies, such as Nivea and Nirma. The key factors for successful umbrella branding and brand extensions are:
1) Leveraging strong brand equity and positive associations with the parent brand.
2) Ensuring brand extensions are closely related to the core brand attributes and don't dilute or contradict the parent brand's positioning.
3) Developing extensions that maintain a clear link to the original brand essence or benefits.
However, umbrella branding can fail if the extensions are not seen as adding value by consumers or if the link between the parent brand and extensions is unclear
This document discusses how to create talkable brands that drive sales and recommendations through word-of-mouth marketing. It provides an overview of how word-of-mouth is the most powerful marketing medium and examines how brands can become recommended. Specific strategies are presented, such as identifying influencers, creating engaging content, and measuring word-of-mouth impact using tools like the Digital Footprint Index. Examples are given of how brands like Starbucks and Zappos are successfully implementing word-of-mouth strategies. The presentation concludes with a discussion of transparent disclosure guidelines.
This document discusses word-of-mouth marketing and how to make brands more talkable. It notes that recommendations from friends and family are the most powerful driver of purchase decisions. The presentation explores how people talk about frozen pizzas online and which brands are leading that conversation. It aims to help brands understand how to better engage key influencers and become a recommended brand through word-of-mouth marketing.
Driving Sales and Recommendations Through Word of Mouth Marketing - Dave Kiss...Chicago AMA
This document discusses how to create talkable brands that drive sales and recommendations through word-of-mouth marketing. It provides an overview of how word-of-mouth is the most powerful marketing medium and examines how brands can become recommended. Specific strategies are presented, such as identifying influencers, creating engaging content, and measuring word-of-mouth impact using tools like the Digital Footprint Index. Examples are given of how brands like Starbucks and Zappos are successfully utilizing these word-of-mouth strategies. The presentation concludes with a discussion of transparent disclosure guidelines.
This document discusses how Rodan + Fields is redefining business ownership through a direct sales model of clinically-proven skincare products. It notes that traditional business models are changing as power shifts from corporations to individuals. The direct sales model offers entrepreneurs opportunities to leverage social networks for building a business with low startup costs and high profit potential. Clinical results show the skincare products reduce signs of aging. Rodan + Fields has an established brand presence through media coverage and social media. The direct sales channel focuses on empowering individuals where power now resides. Various business startup kits are available to immediately begin earning rewards and commissions through the direct sales model.
VolunteerMatch Solutions BPN Webinar: Five Practices for Engaging Employees w...VolunteerMatch
February 2012 Best Practice Network Webinar series, presented by VolunteerMatch
Session Description:
Leading companies are recognizing that sustainability can be a competitive advantage, but only if it resounds across the entire organization. Employee engagement can save costs, improve morale, inspire creativity, drive innovation and attract and retain talent.
Brand innovation firm BBMG shares how to get started with smart strategies, practical case studies and tips for overcoming some of the most common challenges.
About Our Guest Speaker:
Raphael is a champion for a new approach to branding that puts values behind every marketing initiative. An expert in brand strategy, cause marketing and public affairs, Raphael has led campaigns that are international in scope and diverse in terms of issues and industries. He has directed recent initiatives for clients such as Seventh Generation, Samsung, Earthbound Farm, Brown-Forman, Ocean Conservancy and Social Venture Network. Raphael also has an extensive background in political communications and public affairs, serving a state governor, senator and U.S. congressman.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This document provides guidance on branding for small businesses. It discusses how branding is important for differentiation in competitive markets. Small businesses often do not understand basic marketing principles and think branding is expensive. The document then discusses how to design an effective brand through defining its name, personality, story, promise and positioning. It also provides examples of successful brands that have well-defined personalities and stories that make them easy to promote and recognize.
The document discusses strategies for attracting and retaining customers in today's changing business environment. It recommends sharpening your message to clearly define who you want to reach and what they want to hear. It also suggests using pull marketing strategies over push strategies by creating compelling value propositions. Additionally, the document stresses the importance of providing an outstanding customer experience by ensuring everyone is aligned with the organization's purpose and listening to customer feedback. Combining intuition with evidence-based goals and measurements is also presented as an effective approach.
Brands can fall from prominence but some manage successful turnarounds. Revitalizing brands requires recapturing lost brand equity or developing new equity. Brands with clear values left dormant are most likely to benefit. Strategies include increasing usage, finding new uses, entering new markets, repositioning, augmenting products, obsoleting existing products, and extending the brand. If revitalization is not possible, brands may be milked for remaining value or divested.
This document summarizes the results of a survey of over 130 beauty executives about their top concerns. The number one research concern was determining why consumers rejected certain retail channels. Knowing how their brand compares to others and connecting emotionally with consumers were the top branding concerns. The executives ranked new product concepts and a powerful online presence as their biggest strategy concerns. Overall, executives were confident in their brands but recognized the need to adapt to changes in how consumers shop.
Brand Driven CEO - Embedding Brand into Business Strategy_Dec 2016_ PRINT FINALMatthew Kelly
The document discusses how brand-driven CEOs embed their company's brand into business strategy. It provides examples of how CEOs from Canadian Tire, TELUS, Campbell Company of Canada, and Equity Financial Trust have made their brands a strategic priority. The CEOs discuss six key factors for transforming an organization into a brand-driven culture: defining corporate purpose, leadership from the top, consensus among the C-suite, leading organizational change, using brand metrics for accountability, and clear internal and external communication of the brand.
Sustainable Brands 2012 – Join us for three days of extraordinary conversation and insight as Sustainability, Brand Strategy and Innovation leaders convene to inspire innovation and revolutionary action towards a flourishing future. Collaborate and learn with 150+ speakers and nearly 1,000 attendees in 80+ sessions, workshops, plenaries, and more. San Diego, CA June 4-7. Learn More: SustainableBrands'12
Expenditure on brand building may be percieved as costly especially when viewed against the backdrop of the recently economic downturn. However, to unlock the potential inherent in any strategic move, business managers need to elevate the proposition through the adoption of the concept of branding.
Selling Innovation in a Risk Averse EnvironmentRevelation Next
Presentation that focuses on selling new and innovative solutions more effectively. Topics include:
* The latest research on what clients really want and what stands in their way of getting it
* Leveraging the value of innovation in today's economic climate
* Sales principles and practices to identify client needs, and effectively position creative solutions
* Successfully addressing the internal sales challenges in market research firms with fresh solutions.
Nonprofits have the potential to tap into the $1.6 Billion spent on Cause Marketing. This presentation was from a Care2 webinar for nonprofits and socially responsible businesses doing Cause Marketing, with a focus on how to message Conscious Consumers. Donors = Consumers, and nonprofits could benefit from this paradigm shift.
Lean Branding: Positioning your early-stage company for success - MaRS Best P...MaRS Discovery District
Mary Jane Braide will highlight branding essentials for start-ups and social enterprises in the early stages of development. It’s never too soon to establish a clear value proposition and your positioning—even if it feels like everything is in a state of flux!
Brand equity of parent brand helps new product within the same umbrellaSiddhant Jain
The document discusses umbrella branding and brand extensions. It provides examples of companies that have successfully used umbrella branding strategies, such as Nivea and Nirma. The key factors for successful umbrella branding and brand extensions are:
1) Leveraging strong brand equity and positive associations with the parent brand.
2) Ensuring brand extensions are closely related to the core brand attributes and don't dilute or contradict the parent brand's positioning.
3) Developing extensions that maintain a clear link to the original brand essence or benefits.
However, umbrella branding can fail if the extensions are not seen as adding value by consumers or if the link between the parent brand and extensions is unclear
This document discusses how to create talkable brands that drive sales and recommendations through word-of-mouth marketing. It provides an overview of how word-of-mouth is the most powerful marketing medium and examines how brands can become recommended. Specific strategies are presented, such as identifying influencers, creating engaging content, and measuring word-of-mouth impact using tools like the Digital Footprint Index. Examples are given of how brands like Starbucks and Zappos are successfully implementing word-of-mouth strategies. The presentation concludes with a discussion of transparent disclosure guidelines.
This document discusses word-of-mouth marketing and how to make brands more talkable. It notes that recommendations from friends and family are the most powerful driver of purchase decisions. The presentation explores how people talk about frozen pizzas online and which brands are leading that conversation. It aims to help brands understand how to better engage key influencers and become a recommended brand through word-of-mouth marketing.
Driving Sales and Recommendations Through Word of Mouth Marketing - Dave Kiss...Chicago AMA
This document discusses how to create talkable brands that drive sales and recommendations through word-of-mouth marketing. It provides an overview of how word-of-mouth is the most powerful marketing medium and examines how brands can become recommended. Specific strategies are presented, such as identifying influencers, creating engaging content, and measuring word-of-mouth impact using tools like the Digital Footprint Index. Examples are given of how brands like Starbucks and Zappos are successfully utilizing these word-of-mouth strategies. The presentation concludes with a discussion of transparent disclosure guidelines.
This document discusses how Rodan + Fields is redefining business ownership through a direct sales model of clinically-proven skincare products. It notes that traditional business models are changing as power shifts from corporations to individuals. The direct sales model offers entrepreneurs opportunities to leverage social networks for building a business with low startup costs and high profit potential. Clinical results show the skincare products reduce signs of aging. Rodan + Fields has an established brand presence through media coverage and social media. The direct sales channel focuses on empowering individuals where power now resides. Various business startup kits are available to immediately begin earning rewards and commissions through the direct sales model.
VolunteerMatch Solutions BPN Webinar: Five Practices for Engaging Employees w...VolunteerMatch
February 2012 Best Practice Network Webinar series, presented by VolunteerMatch
Session Description:
Leading companies are recognizing that sustainability can be a competitive advantage, but only if it resounds across the entire organization. Employee engagement can save costs, improve morale, inspire creativity, drive innovation and attract and retain talent.
Brand innovation firm BBMG shares how to get started with smart strategies, practical case studies and tips for overcoming some of the most common challenges.
About Our Guest Speaker:
Raphael is a champion for a new approach to branding that puts values behind every marketing initiative. An expert in brand strategy, cause marketing and public affairs, Raphael has led campaigns that are international in scope and diverse in terms of issues and industries. He has directed recent initiatives for clients such as Seventh Generation, Samsung, Earthbound Farm, Brown-Forman, Ocean Conservancy and Social Venture Network. Raphael also has an extensive background in political communications and public affairs, serving a state governor, senator and U.S. congressman.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This document provides guidance on branding for small businesses. It discusses how branding is important for differentiation in competitive markets. Small businesses often do not understand basic marketing principles and think branding is expensive. The document then discusses how to design an effective brand through defining its name, personality, story, promise and positioning. It also provides examples of successful brands that have well-defined personalities and stories that make them easy to promote and recognize.
The document discusses strategies for attracting and retaining customers in today's changing business environment. It recommends sharpening your message to clearly define who you want to reach and what they want to hear. It also suggests using pull marketing strategies over push strategies by creating compelling value propositions. Additionally, the document stresses the importance of providing an outstanding customer experience by ensuring everyone is aligned with the organization's purpose and listening to customer feedback. Combining intuition with evidence-based goals and measurements is also presented as an effective approach.
Brands can fall from prominence but some manage successful turnarounds. Revitalizing brands requires recapturing lost brand equity or developing new equity. Brands with clear values left dormant are most likely to benefit. Strategies include increasing usage, finding new uses, entering new markets, repositioning, augmenting products, obsoleting existing products, and extending the brand. If revitalization is not possible, brands may be milked for remaining value or divested.