The document discusses customer profiling and building brands. It states that profiling helps manage customer databases, build stronger relationships, manage credit risk, create better marketing campaigns, and acquire more profitable customers. Building a strong brand is also discussed as very powerful and valuable. Examples are given of well-known brands valued in the billions. The document ends by covering the different types of intellectual property (IP) including copyright, trademarks, design rights, and patents that can help build and protect brands.

1. B R I A N W S T E E L
developing higher performance
Starting in Business
Customer profiling, brand power, protecting ideas

2. B R I A N W S T E E L
developing higher performance
Profiling customers

3. B R I A N W S T E E L
developing higher performance
Profiling customers
Profiling helps you:
Manage your customer database.
Build stronger customer relationships.
Manage your credit portfolio and level of credit risk.
Create more successful marketing campaigns.
Acquire the most profitable kinds of prospects.
Build a powerful Brand.

4. B R I A N W S T E E L
developing higher performance
Profiling customers
Know your customers:
Probably the most
powerful information
you will ever hold

5. B R I A N W S T E E L
developing higher performance
Profiling customers
Classless society?
Marketing discriminates
on all manner of levels
including age, sex, class
and a whole lot more

6. B R I A N W S T E E L
developing higher performance
Profiling customers

7. B R I A N W S T E E L
developing higher performance
Profiling customers

8. B R I A N W S T E E L
developing higher performance
Profiling customers

9. B R I A N W S T E E L
developing higher performance
Profiling customers

10. B R I A N W S T E E L
developing higher performance
Profiling customers

11. B R I A N W S T E E L
developing higher performance
Profiling customers

12. B R I A N W S T E E L
developing higher performance
Profiling customers

13. B R I A N W S T E E L
developing higher performance
Profiling customers

14. B R I A N W S T E E L
developing higher performance
Profiling customers
Describe one person
What gender
What age
Where do they live
What do they live in
What do they do for a living
What do they particularly like
What do they particularly
dislike
What does the customer want
from you
What commons characteristics
are required
What are the customers
imperatives
What do customers value
How are they likely to find out
about you
Is the cost of particular concern
List the ways in which you can
reach, contact and communicate
with your target customer.

15. B R I A N W S T E E L
developing higher performance
The Power of the Brand
You don’t have to look too far to see just how
powerful and valuable a brand can be.

16. B R I A N W S T E E L
developing higher performance
Building the brand

17. B R I A N W S T E E L
developing higher performance
Building the brand
$15 bn
$9.5 bn
$67 bn
$14 bn
$11 bn
$120 bn
$12 bn
$183 bn
$13 bn

18. B R I A N W S T E E L
developing higher performance
Building the brand
One of the 18,000 livery cabs which will serve Northern
Manhattan, Queens, The Bronx, Brooklyn, and Staten Island

19. B R I A N W S T E E L
developing higher performance
Building the Brand

20. B R I A N W S T E E L
developing higher performance
Building and protecting
your brand
So what are you going to do???

21. B R I A N W S T E E L
developing higher performance
Types of Intellectual Property [IP]
Copyright
Trade Mark
Design Rights
Patent
Building and protecting
your brand

22. B R I A N W S T E E L
developing higher performance
Copyright ©
 Common right in UK
 Lasts for 70 years past death of originator
 Covers all written and 2 D creative work, manuals, letters, instructions,
pictures, designs, photographs, software programmes, graphics, books etc.
 Costs nothing in UK
Building and protecting
your brand

23. B R I A N W S T E E L
developing higher performance
Trade Mark ®
 Can be re-registered with IPO indefinitely
 Can be word, phrase, sound, shape, logo, symbol, signature, image, design
or combination of them.
 Registers products in 11 classes for services and 34 classes for products
 Has to be distinctive to qualify for registration
 Costs around £200 or £170 on-line.
Building and protecting
your brand

24. B R I A N W S T E E L
developing higher performance
Design
 3 D shapes including relief patterns on objects
 The shape and key characteristics of a product
 Unregistered – common right – lasts for 15 years. Registered lasts for 25
years with renewal fees every 5 years.
 Semi-conductors governed by separate legislation 10 years protection
 Costs £60 per design
Building and protecting
your brand

25. B R I A N W S T E E L
developing higher performance
Patent
 Original equipment, product, component, new process etc. That is proven
to work.
 Cover for 20 years
 Has to be renewed every 5 years
 Costs range from £3,000 to £5,000
Building and protecting
your brand