This document discusses various topics related to branding, including: 1) The results of a blind taste test between two shampoo and diet cola brands which showed some consumer preferences. 2) Key factors that influence a consumer's perception and selection of a brand, such as marketing, price, reputation, and emotional/symbolic attributes. 3) The role brands play in providing consumers with certainty, security, and satisfaction while also protecting companies from competition through brand positioning. 4) Some of today's issues in digital branding and marketing, as well as lessons learned over time about client services, quality control, change management, and progress.

1. Dare Session 6 th March 2007

2. Branding Today’s issues Some learnings

3. Preference : Food Product BLIND NAMED Brand A Brand B

4. SHAMPOO 24 28 No preference 24 52 Prefer B 52 20 Prefer A for gentleness BRANDED % BLIND %

5. DIET COLAS 12 5 Equal/Don’t know 65 44 Prefer Diet Coke 23 51 Prefer Diet Pepsi BRANDED % BLIND %

6. Perception IS Reality

7. Total impression Me Name Users Sponsorship Advertising Parent Company Distribution/display Price History Competitors Function Pack PR Other Products Word-of-mouth Category Promotions

8. Brand selection Delivery Functional attributes Rational, overt reasoning Symbolic Values Emotional, covert reasoning Positioning Personality & Brand proposition

9. Brands Provide: Protection from Competition Protection to Margins } Security & Stability

10. Brands Provide: Protection from Competition Protection to Margins What Consumers need What Consumers want } Security & Stability } Ease & Satisfaction

11. Brands Provide: Protection from Competition Protection to Margins What Consumers need What Consumers want Certainty } Security & Stability } Ease & Satisfaction

12. BUT … NO BRAND IS AN ISLAND PEOPLE FORGET

13. Today’s issues Digital and Branding Organising for digital Making money ‘ Purer’ marketing Consumers Word of mouth Implications Corporate social responsibility Planning development Media neutrality Integration The end of ‘The Line’

14. Some things I’ve learned on the way It’s very easy to start an Agency…then it gets difficult To control your own destiny, first you need a destiny All things to all men can end up as nothing to anybody All points of view are equal…even if people aren’t Bad advertising works…but you don’t have to do it “ Client service” is what clients need not what they want Good is the enemy of great Actions speak (much) louder than words Quality control is vital…and gets more so “ Nice and talented” is vital…but not enough Out of balance you’ll topple over Change is essential…in moderation and well planned Because it hasn’t been done doesn’t mean it can’t be The main enemies of progress start with a “c”…and not one of them is “clients” We should heed the advice we give to clients