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Branding Presentation - Held at The Hub Halifax
This document discusses branding and provides advice on defining a brand. It begins by introducing the author and their experience in marketing and branding. It then explores what a brand is, noting that a brand is more than a slogan or campaign and is the bond that gives people a reason to believe. The document lists the top brands of 2011 and 2001 according to Interbrand and discusses trends in brand ownership, fragmentation, loyalty and engagement. It provides reasons for why branding is important and outlines five steps for branding, including looking around, talking to customers, defining attributes and values, outlining benefits, and wrapping it up clearly and concisely. The document then prompts the reader to try defining their own brand by outlining competitors, customers, attributes
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Branding Presentation - Held at The Hub Halifax
- 1. Which way didthe brand go? February 2012
- 2. Who’s this guy? • Own a marketing and communications consultancy – Work with a variety of companies located in Atlantic Canada, Central/Western Canada and the US • Before that, worked at large ad agencies in Halifax and Toronto – Clients were NSLC, ALC, Toyota, Canon, CIBC, Kraft, Rogers and Dare Foods • Work for two of Canada’s top brands – Molson and Nikon • Strong experience in a variety of media and engagement channels
- 3. What is a‘brand’?
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- 7. A brand is… An embodiment of an idea (In Nike’s case, “Empowerment”)
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- 9. A brand is… More than a slogan… …or an ad campaign
- 10. A brand is… Compelling & relevant point of difference
- 11. A brand is… The bond that gives people a reason to believe
- 12. The worlds topbrands
- 13. Who do youthink are the top 5?
- 14. Top brands in2011 Interbrand Top 100
- 15. Top brands in2001 Interbrand Top 100
- 16. What’s happening totoday’s brands?
- 17. Brand Ownership Whoreally owns the brand – the company or the people using/buying it?
- 18. Brand Fragmentation Inconsistency is consistency?
- 19. Brand Loyalty Those who like it, like it a lot
- 20. Brand Engagement We don’t just call or visit
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- 22. Why Brand? Reason to choose Build loyalty Be different Grow business
- 23. Why Brand? Build a reputation Support corp. vision Ensure consistency Change perceptions
- 24. Branding Steps 1. Look around 2. Talk to your customers 3. Define who you are (i.e. attributes and values) 4. Outline ‘why you’ (i.e. benefits) 5. Wrap it up in something clear and concise
- 25. Now it’s yourturn
- 26. Try to defineyour brand • Outline your top three competitors • Highlight three interesting things about your customer • Define five key attributes and/or values (high the two most important to you)
- 27. Try to defineyour brand • Define ‘customer’ benefits – functional and emotional • See if you can link the two benefits with something bigger • Write a ‘rallying cry’ that includes the top two attributes, both benefits and the ‘big link’
- 28. Rallying Cry Company Xis a _______ and _______ organization that offers people ______ and ______ so they can achieve ________. Attributes Benefits The ‘Ultimate’ Benefit
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