A workshop to explore the value of branding for start-up companies. Delivered as part of the Gateway 2 Investment programme with Mother London and Downing St. There are a range of exercises to accompany these slides, get in touch if you'd like a copy of the materials.

1. BRANDING AS
COMPETITIVE
ADVANTAGE
Samuel Payne
Strategy Director

2. WE USUALLY WORK WITH CLIENTS LOOKING FOR
A COMPETITIVE EDGE IN A MATURE CATEGORY

3. THE OPPORTUNITY
TO SHAPE A BRAND
FROM A CELLULAR
LEVEL IS REALLY
EXCITING

4. BRANDS HAVE ENJOYED COMMERCIAL VALUE SINCE C.50AD

5. FBBE CBBE
BRAND EQUITY CAN BE SPLIT IN TO TWO TERRITORIES OF VALUE
‘FIRM’ ‘CONSUMER’
“a set of assets and
liabilities linked to a
brand, its name and
symbol, that add to or
subtract from the value
provided by a product or
service to a firm and/or
that firm's customers”
!
Aeker 1991
‘the differential effect
of brand knowledge on
consumer response to
the marketing of the
brand’
!
Keler 1993

6. FIRM BASED BRAND EQUITY

7. "If the business were split up, I would take the
brands, trademarks, and goodwill, and you could
have all the bricks and mortar-and I would fare
better than you"
!
John Stuart, former Chairman of Quaker Oats Ltd

10. SOURCE: Predicting short-term stock fluctuations by using processing fluency
Adam L. Alter and Daniel M. Oppenheimer
!
Princeton University, 2006
‘BRANDING’ AS AN INFLUENCE ON YOUR IPO

11. BRANDING IS SO MUCH MORE THAN A LOGO

12. SUCK NON-SUCK

13. FBBE CBBE
FIRM BASED BRAND EQUITY IS DIFFICULT TO ATTACH TO A
BALANCE SHEET, BUT WIDELY RECOGNISED AS VALUABLE
‘FIRM’ ‘CONSUMER’
“a set of assets and
liabilities linked to a
brand, its name and
symbol, that add to or
subtract from the value
provided by a product or
service to a firm and/or
that firm's customers”
!
Aeker 1991
‘the differential effect
of brand knowledge on
consumer response to
the marketing of the
brand’
!
Keler 1993

14. The ‘great idea’ myth
Big Hairy Audacious Goals
Vision and Values

15. MASARU IBUKU, HIS FIRST 7 EMPLOYEES,
WEEKS OF BRAINSTORMING AND
PROTOTYPING
A RICE COOKER THAT DIDN’T WORK SWEET BEAN PASTE SOUP

17. PURPOSE
LET ORDINARY FOLK HAVE THE SAME THINGS AS RICH PEOPLE.
BIG HAIRY AUDACIOUS GOAL
BECOME A $125BILLION COMPANY BY THE YEAR 2000
!

18. PURPOSE
LET ORDINARY FOLK HAVE THE SAME THINGS AS RICH PEOPLE.
BIG HAIRY AUDACIOUS GOAL
BE AS SUCCESSFUL IN THE REST OF THE WORLD AS WE
HAVE BEEN IN THE UNITED STATES
!

20. IT DEFINES THEIR HR POLICY, INFLUENCES THEIR SEARCH
ENGINE OPTIMISATION AND INFORMS INTERNATIONAL
EXPANSION UNDER A DIFFERENT NAME.

21. TESCO’S VISION AND VALUES ARE
SO WELL UNDERSTOOD, THEY’RE
EVEN SATIRISED IN CULTURE.

22. FBBE CBBE
BRAND EQUITY CAN BE SPLIT IN TO TWO TERRITORIES OF VALUE
‘FIRM’ ‘CONSUMER’
“a set of assets and
liabilities linked to a
brand, its name and
symbol, that add to or
subtract from the value
provided by a product or
service to a firm and/or
that firm's customers”
!
Aeker 1991
‘the differential effect
of brand knowledge on
consumer response to
the marketing of the
brand’
!
Keler 1993

23. CONSUMER BASED
BRAND EQUITY

24. FBBE CBBE
BRAND EQUITY CAN BE SPLIT IN TO TWO TERRITORIES OF VALUE
‘FIRM’ ‘CONSUMER’
“a set of assets and
liabilities linked to a
brand, its name and
symbol, that add to or
subtract from the value
provided by a product or
service to a firm and/or
that firm's customers”
!
Aeker 1991
‘the differential effect
of brand knowledge on
consumer response to
the marketing of the
brand’
!
Keler 1993

25. BARGAINING POWER
OF SUPPLIERS
BARGAINING POWER
OF BUYERS
THREAT OF NEW
ENTRANTS
THREAT OF
SUBSTITUTES
RIVALRY AMONGST
EXISTING COMPETITORS
THE DEFAULT SHAPE FOR PORTER’S FIVE FORCES HAS CHANGED

26. BARGAINING POWER
OF SUPPLIERS
BARGAINING POWER
OF BUYERS
THREAT OF NEW
ENTRANTS
THREAT OF
SUBSTITUTES
RIVALRY AMONGST
EXISTING COMPETITORS
THE DEFAULT POWER HAS SHIFTED FROM SUPPLY TO DEMAND

27. FBBE CBBE
A CLEAR PARALLEL EXISTS IN THE RELATIONSHIP BETWEEN
INDUSTRY AND CONSUMER RECOGNITION OF BRAND VALUE
‘FIRM’ ‘CONSUMER’
“a set of assets and
liabilities linked to a
brand, its name and
symbol, that add to or
subtract from the value
provided by a product or
service to a firm and/or
that firm's customers”
!
Aeker 1991
‘the differential effect
of brand knowledge on
consumer response to
the marketing of the
brand’
!
Keler 1993

28. FROM BIG BUGET, EMOTIONAL ADVERTISING
TO MEANINGFUL ACTS AND COMMITMENT
THE BEST BRANDS ARE TAKING ADVANTAGE OF THIS SHIFT

29. FROM TO
SALESMAN CEO
VOICE VISION
PROMISES ACCOUNTABILITY

30. THIS ISN’T NEW; THE BEST COMPANIES HAVE ALWAYS HAD THESE
COMMITMENTS, BUT PERHAPS FAILED TO EXPRESS THEM

31. JUST AS WITH INDIVIDUALS,
CORPORATE SUCCES INSPIRES
RESPONSIBLE CONTRIBUTION

32. WHAT’S YOUR
COMPANY DNA?

33. 3 QUESTIONS

34. WHY DO YOU EXIST,
BEYOND MAKING A PROFIT?
1.

35. WHY SHOULD
I, PICK YOU?
2.

36. WHAT’S YOUR
BIG, HAIRY,
AUDACIOUS
GOAL?
3.

37. samuel@motherlondon.com
@samuel_payne
hello@samuel-payne.com
Thank you