A brand is defined in multiple ways including a name, term, design, or symbol that identifies a seller's goods/services. It represents the tangible and intangible attributes of a product or service. Branding is the process of developing and promoting this identity to distinguish products/services from competitors. Positioning involves differentiating a brand in the consumer's mind through a focused message about the brand.

1. WHAT IS BRAND?

2. Market Emplacement

3. WHAT IS BRAND?
A brand is a "Name, term, design, symbol, or any other feature that
identifies one seller's good or service as distinct from those of other sellers.“
- Wikipedia
@jonburgess

4. –“A name, term, design, symbol, or any other feature that identifies one
seller’s goods or services as distinct from those of other sellers. The
legal term for brand is a trademark. A brand may identify one item, a
family of items, or all items of that seller. If used for the firm as a whole,
the preferred term is trade name.” - American Marketing Association
–"It’s the name, the logo, the design, or a combination of those that
people use to identify, and differentiate what they’re about to buy" –
Gini Dietrich
–“The intangible sum of a product’s attributes.” - David Ogilvy
–“A brand is a singular idea or concept that you own inside the mind of
a prospect.” - Al Ries
–"A brand is “anything that leaves a mental picture of the brand’s
identity.“
- Leo Burnett

6. The Average CMO Tenure:
45 Months
Wall Street Journal 3/23/2014

7. Chief Marketing Officers
“The CMO Is Dead” – Forbes 10/3/12
Most CMOs are not really immersed in marketing activities.
“The evolving role of the CMO” – McKinsey & Co. 2007
Many chief marketers still have narrowly defined roles that emphasize
advertising, brand management, and market research.
“Why Do Chief Marketing Officers Have A Short
Shelf Life?”
– Forbes 10/15/2009
“Marketer’s Dilemma.” That is, focus on today’s results do the same
thing that always worked and expect to get passed by aggressive
competition. Focus too much on long-term innovation and you miss
today’s results.

8. MARKETING
The purpose of business is to make a
customer. Peter Druker
@jonburgess
DEFINITION OF BUSINESS
DEFINITION OF MARKETING
Marketing is the “process” of matching
company core competencies to customer
wants and needs.
Ronald Burgess

9. Landscape

10. http://www.domo.com/learn/data-never-sleeps-2

13. Customer Journey
@jonburgess
http://adage.com/article/cmo-strategy/follow-a-customer-s-journey-behaves/239296/

17. Google Trends

18. Personal Data

20. Mediaplant.net = Report by Rob Salkowitz

21. Zettabytes
2011 - 1.8
2012 - 2.8
2020 - 40.0
http://www.webopedia.com/quick_ref/just-how-much-data-is-out-there.html

24. 1. Be the Expert
2. Have Authority

25. Google
http://moz.com/google-algorithm-change

26. Authority
1. the power or right to give orders
2. having power or control
3. the power to influence others or
one's recognized knowledge about
something

27. Expert
a person or organization who
has a comprehensive and
knowledge of or skill in a
particular area.

28. Inbound Marketing
@jonburgess

29. The Beach Head

31. Leo Burnett,
defined advertising as
“selling Cheerios to
people who are eating
Corn Flakes"

32. “Half the money I spend on
advertising is wasted;
the trouble is I don't know
which half.”
@jonburgess

33. Don’t act
like a
machine.

34. Handshake

35. Act like a human.

36. Social Media For Business
Jon Burgess
@jonburgess

37. Relationships = Brand
@jonburgess
1. Hand Shake
2. Hand Shake +
Surrogates
Personal {
3. Hand Shake(s) + Surrogates +
Channels = Branding

38. What is marketing?

40. © 2014 RedFusion Media
- Jon Burgess

41. Process
© 2014 RedFusion Media
- Jon Burgess

42. © 2014 RedFusion Media
- Jon Burgess
• Why
• How
• What
• Who
• When
• Where
• Timeline

43. Who (Target Audience)
© 2014 RedFusion Media
- Jon Burgess
Personas

45. VALUE
Economic Value - the amount (of money or goods
or services) that is considered to be a fair
equivalent for something else
@jonburgess
Service + Quality + Price = Value
Emotional Value, Aesthetic Value, Intrinsic Value
Service + Quality + Price + Image = Value

46. Quality
10
9
8
7
6
5
4
3
2
1
Price
Image
Service

48. INTEGRATED MARKETING
BRAND VALUE
Copyright 1995- 2012
@jonburgess

49. Marketing Positioning: a system for finding a
window in the market, or more specifically, the
consumer mind.
“Its how you differentiate your brand in the
mind.”
“Perception not reality.”

50. Positioning - Brand Perspective
Focused on the perceptions of the prospect,
not the reality of the brand.

51. WHAT IS BRAND?
How can we communicate it?
@jonburgess
Our Perception

53. Old Brain vs. New Brain
The Old Brain. A relatively primitive portion of the brain, our Old Brain
houses emotion.
This powerful brain center takes charge when we are fearful or threatened, and
we can quickly take action without thought. Our Old Brain protects
us from all forms of threat, and drives us to overly simplify complex issues.
Our New Brain. Most of what we look for in business resides in our New
Brain – clear and complex thinking, deep analysis, computation, language,
creativity and other higher-order brain processing happens
here.
Our New Brain lacks the neurochemical horsepower to
exert itself when our Old Brain is engaged.
Dr. Richard Trafton http://newbrainforbusiness.com/the-new-brain-perspective/overview/

54. Customer Analysis
Competitive Analysis
Competencies
& Market
Competitive Value
Market Positioning
Link research to – positioning, differentiation and tactics, - targeting, and finally campaign

55. Market Emplacement and Positioning
Customers
Customers
you serve
Customers
You own
Customers you
compete for
poorly
Competency Competition
Customers
you do not
have
Copyright Burgess Management 2012

56. The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
By Jack Trout and Al Ries

57. Profit Impact of Market Strategy
http://marketing.redfusionmedia.com/profit-impact-of-market-strategy-pims-principle

58. Market Leaders
PIMS -Market leaders
have proven…
• Charge more for the same goods
• Grow 2x as fast
• Pick up 6% market share/yr.
• Show 12% higher returns on sales

60. http://harvardmagazine.com/2004/11/worlds-greatest-taglines-html

61. Positioning Statement
A short statement that explains how
products and services will be
differentiated from competitors and/or fit
into a small niche in the market.
It becomes the defining statement behind all
strategic and marketing decisions.
http://blog.ecornell.com/how-to-write-market-positioning-statements/

62. Guidelines for Good Positioning Statements
What makes a good positioning statement? Here are six keys to
keep in mind:
1. It is simple, memorable, and tailored to the target market.
2. It provides an unmistakable and easily understood picture of
your brand that differentiates it from your competitors.
3. It is credible, and your brand can deliver on its promise.
4. Your brand can be the sole occupier of this particular position in
the market. You can “own” it.
5. It helps you evaluate whether or not marketing decisions are
consistent with and supportive of your brand.
6. It leaves room for growth.
http://blog.ecornell.com/how-to-write-market-positioning-statements/

63. Template for Writing a Positioning
Statement
For [insert Target Market], the [insert Brand] is the [insert Point of
Differentiation] among all[insert Frame of Reference] because [insert
Reason to Believe].
The point of differentiation (POD) describes how your brand or product
benefits customers in ways that set you apart from your competitors.
The frame of reference (FOR) is the segment or category in which your
company competes.
The reason to believe is just what it says. This is a statement providing
compelling evidence and reasons why customers in your target market
can have confidence in your differentiation claims

64. Positioning Statement Examples
We will maintain a leadership position in the local market for professional /
commercial remediation services.
X will join the top three companies in our industry by increasing exposure in
the primary national media and developing an image that supports integrity
and trust among customers.
X will focus efforts on leadership in our local community by becoming known
and trusted for solar panel installation.
The ultimate fragrance for the discerning woman, our perfume delivers a
one-of-a-kind floral aroma immediately recognizable as classic and rare.
For World Wide Web users who enjoy books, Amazon.com is a retail
bookseller that provides instant access to over 1.1 million books. Unlike
traditional book retailers, Amazon.com provides a combination of
extraordinary convenience, low prices, and comprehensive selection.

65. What the experts told me.
Left, Sheryl Sandberg
Chief Operating Officer of
Facebook
Center Wendy Clark
Chief Marketing Officer
Coca-Cola
Right, Carolyn Everson
VP of Global Marketing
Solutions at Facebook

71. Share a Coke Campaign

72. 800 employees
Shared 216,000
Cokes in London

73. FOR BRANDS
http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-record-
http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/
straight-on-organic-reach/4010718.article
2%

74. Mike Warburton
Brand Manager San Diego Zoo Global

75. Modern Content
http://moz.com/rand/google-seo-dont-actually-change-much/

76. Jon Burgess, M.B.A.
Senior Digital Consultant
RedFusion Media, Inc.
909-798-7092
Twitter: @jonburgess
Linked In: @jonburgess
www.redfusion.com
@jonburgess
THANK YOU
© 2014 RedFusion Media
- Jon Burgess