Branding Journey and Trust Building for Payments Company
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Jim Moore from All Points Payments talks about Branding & their Journey at eCommerce Expo Ireland 2016 on April 19th in Dublin, Ireland.
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Branding Journey and Trust Building for Payments Company
- 1. 1 All Points Payments Branding & Our Journey April 19th 2016 Presented by Jim Moore, CEO, All Points Payments
- 2. “Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.” -Howard Schultz, Starbucks CEO “An advertising campaign should be timely. A branding campaign should be timeless.” ― Steven Howard But brand is simply a collective impression some have about a product. -Elon Musk Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind.
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- 8. objectives Why Branding Now? What is Branding? Differentiation 2
- 10. A Brand Is… 12 A person’s emotional “gut” feeling about a product, service, or company A brand is not what you say it is. A brand is what they say it is.
- 11. 16 Commodity Differentiated Brands Can Charge a Premium Brand €1.40€3.20
- 12. Can everything be branded? Ultimately a brand is something that resides in the minds of consumers. The key to branding is that consumers perceive differences among brands in a product category. Even commodities can be branded: Coffee (Maxwell House), soap (Palmolive), flour (Odlums), beer (Guiness), salt (Don Carlos), porridge (Flahavan), pickles (Chef), bananas (Fyffes), chicken (Nandos), crisps (Tayto), and even water (Ballygowan) 1.12
- 15. 15 Forbes 2015 Top 10 Most Valuable Brands?
- 16. 1. Successful and sustained branding has kept all but Nokia among the most valuable brands. 2. In some instances, it is the brand that drives a company rather than the other way around, 16 2004 Top 10 Most Valuable Brands?
- 17. Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium The Role of Brands
- 18. Goal: Create Long-term Relationships = Relationships Promise + Experience 14 Purpose of Brands
- 19. Brands are what people say about you when you are not in the room 15 Contemporary Cars @Good Prices Quality, Reliable, and Innovative Cars Locate Things Fast, accurate, search results Company Brand A Brand is also a promise to an audience Brand Promise Brand Attributes Brand Identity Company
- 20. Brand Awareness 8 Your product or service is the first that comes to mind in a certain product/service category
- 21. •Who Made Who?
- 22. Today, Uber stands for using your phone to call a private car service. But tomorrow, will I be able to launch a mobile app anytime I want something? Will they be able to leverage their strong brand identity and promise and get me to use the company for an array of services? 22 The Long-Term Prospective Power of the Uber Brand Uber Brand Today Private Car Service Seamless Experience Mobile App Tomorrow Private Car Delivery Service Other On- Demand Services
- 23. A brand is the differentiator of a product or service from similar offerings Differentation
- 24. Does your company leave its mark on everything you do?
- 25. 25 Thank You !