Davis Strategy March 2013
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The document provides 7 case studies from J.B. Davis' portfolio describing projects developing branding strategies for various clients. Case Study 1 describes extending the relevance of an insurance brand through a sub-brand. Case Study 2 discusses building a university's brand through selecting the right peer competitors. Case Study 3 addresses driving revenue for a retail brand by reclaiming its leadership status in the category.
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Davis Strategy March 2013
- 1. J.B. DAVIS Innovative strategies. Creatively delivered. Portfolio March 2013
- 2. Category Experience Functional Expertise Case Study 1 Extending Relevance Of Major Insurance Brand Case Study 2 Building A Brand By Selecting The Right Competitors Case Study 3 Driving Revenue By Reclaiming Leadership Status Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning Links
- 3. Category Experience RETAIL! HEALTHCARE! CPG! NON-PROFIT! FINANCIAL SERVICES! AGENCIES! BLUE CROSS AND ! BLUE SHIELD! ! Leading B2B ! Healthcare ! 100 Year Brand! Old ! ! Household ! ! Products ! Private-Equity ! Brand! ! ! Backed ! ! Healthcare ! ! Startup! ! ! ! Well-Known ! Brand In ! Personal ! Health ! Segment! Global ! Pharma ! Brand! ! ! ! ! MEDIA! ! TRANSPORTATION! MANUFACTURING! ! ! ! ! Leading Manufacturer of Food Ingredients! ! ! ! !
- 4. Functional Expertise Gauge Internal / External Review Brand Stakeholder Analyze Expressions Perceptions Competitive = = Landscapes RESEARCH Understand Understand How = Customer to “Live the Understand “White Experience Across Brand” / Space” for Growth Touchpoints Understand Channel Dynamics Develop Business Build Brand Development / Draft Brand Ideate Develop Brand Architectures Investor Activation Plans = Platforms = Responses = In Structured = Ensure = Strategically Map- STRATEGY Environment, Build Foundation Components Haven Gotten In Out How to Break Generate Both for Long-Term Support Whole / Door, Ensure That Through “What’s New” and Relevant Ensure Aligned for RFPs and Pitches Marketplace “What’s Next” Differentiation Growth Powerfully Get the Clutter Job Done Generate “Big Ideas” to Drive Create Names / Creative Craft Tag Lines / Executions Write Select CREATIVE = Marketing Copy Create Overall = Expression and Infuse Brand Into Visual, Verbal Initial Touchpoints Vocabularies
- 5. Case Study 1 Extending Relevance Of Major Insurance Brand Challenge! Insurance Brand Wanted To Offer Less Robust Product To Capture Incremental Revenue!
- 6. Case Study 1 Extending Relevance Of Major Insurance Brand Challenge! But Extension Might Dilute Strong Brand Equities Associated with Leadership Status!
- 7. Case Study 1 Extending Relevance Of Major Insurance Brand Insight (s)! Develop Sub-Brand Connected To But Very Different From Master Brand!
- 8. Case Study 1 Extending Relevance Of Major Insurance Brand Result (s)! Name, Color, Type, and Descriptor Communicated Distinction, Allowing Brand To Extend Into Space!
- 9. Case Study 2 Building A Brand By Selecting The Right Competitors Challenge! Undergraduates At Leading Research University Felt Disconnect Between School Image, Reality!
- 10. Case Study 2 Building A Brand By Selecting The Right Competitors Insight (s)! College Marketed Itself As “Rah-Rah” But Had Urban, Not Football, Vibe!
- 11. Case Study 2 Building A Brand By Selecting The Right Competitors Result (s)! Moved Away From Battling Rah Rah Schools, Toward Competing with True Academic Rivals!
- 12. Case Study 3 Driving Revenue By Reclaiming Leadership Status Challenge! Retail Arm Of Iconic Brand Suffered From Customer Churn !
- 13. Case Study 3 Driving Revenue By Reclaiming Leadership Status Insight (s)! Consumers Wanted 1 Stop But Tires Had Much Stronger Presence Than Maintenance / Repair!
- 14. Case Study 3 Driving Revenue By Reclaiming Leadership Status Insight (s)! In-Store Experience Oriented Toward “Gear Heads” But Real Target Was Moms with Minivans!
- 15. Case Study 3 Driving Revenue By Reclaiming Leadership Status Insight (s)! Market Confusion Fueled By Dealers Using Brand!
- 16. Case Study 3 Driving Revenue By Reclaiming Leadership Status Insight (s)! Market Confusion Also Fueled By Ill-Defined Service Brand!
- 17. Case Study 3 Driving Revenue By Reclaiming Leadership Status Result (s)! “Experience You Want” Positioning Spoke Of Mechanics’ Experience and In-Store Experience!
- 18. Case Study 3 Driving Revenue By Reclaiming Leadership Status Result (s)! Store Design = Maintenance, Repair, and Tires Given Equal Weight + Leadership Reinforced!
- 19. Case Study 3 Driving Revenue By Reclaiming Leadership Status Result (s)! Brand Positioning, Look & Feel Extended To Myriad of Other Touchpoints!
- 20. Case Study 3 Driving Revenue By Reclaiming Leadership Status Result (s)! Business Strategy (All Offerings Equal, Double Value of “Experience”) Aligned With Brand Strategy !
- 21. Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors Challenge! Circuit City Had Been Losing On Multiple Fronts (e.g., Wal-Mart On Price, Amazon On Convenience)!
- 22. Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors Insight (s)! Self-Service Needs Of Time-Pressed, Over- Messaged Consumers Not Met By Big Boxes!
- 23. Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors Insight (s)! Reorient In-Store Experience To Better Meet Needs of Consumer Electronics Consumers!
- 24. Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors ü Changed From Features To Benefits! ü Created Color-Based Segmentation! ü Gave Product Brand More Prominence! ü Promoted Up- and Cross-Selling! ü Dialed-Down Category Noise! Result (s)! Key Touchpoint, Hang Tags, Became Focal Point of Shopping Experience Via Dedicated “Real Estate”!
- 25. Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors Result (s)! Other Key Touchpoints Evolved To Better Meet Self- Service Needs, Drive Incremental Revenue!
- 26. Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms Challenge! Home Equity Category – AKA Second Mortgages – “Loud” Category With Little Positive Emotion !
- 27. Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms Insight (s)! Connect With Consumers By Creating A Sub-Brand with Softer Visual and Verbal Vocabulary!
- 28. Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms Result (s)! Positioning = “…More Than A Line of Credit. It’s Smart Money Management.”!
- 29. Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms Result (s)! Significant Incremental Revenue Versus Pre- Rebranding Control!
- 30. Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy Challenge! Though Essential In Hyper-Competitive Pharma Space, Recruitment Efforts Varied Considerably!
- 31. Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy Challenge! Variances Led To Considerable Brand Dilution And Cost Inefficiencies !
- 32. Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy Insight (s)! Target Talent Attracted To Brand By Genuine Opportunity To Make An Impact!
- 33. Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy Result (s)! Brand Essence / Tag Line = “Big Idea” To Attract Target Talent Across Businesses, Geographies!
- 34. Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning Challenge! Established Firm In Wellness / Fitness Center Space Needed Edge Against Much Larger Players!
- 35. Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning Insight (s)! Category Conversation Centered On ROI Or Health – But Not 1 Firm That Brought Both To Market!
- 36. Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning Healthy Results™ Result (s)! New Brand Essence / Tag Line = New Platform To Discuss Healthy Financials And Healthy Customers!
- 37. Links Recent Presenta+ons h-p://www.slideshare.net/innova9vebrandstrategist Twi0er h-ps://twi-er.com/innova9vebrand Blog h-p://objectsinrearmirror.wordpress.com Linkedin www.linkedin.com/in/jbdavisinnova9vestrategist !