OMVO Branding is an outcome-based approach to brand strategy. OMVO stands for Ownership of Market-Valued Outcomes. This presentation introduces the 3 Essentials of an OMVO Brand and outlines 4 Steps in developing an OMVO brand strategy.
“Sales promotion are those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales”.
“Sales promotion includes marketing devices for stimulating buyer interest and product trial.”
This presentation has been designed in order
to better understand the added-value of implementing Category Management inside an organization and the prerequisite to do it in an efficient way,
in terms of knowledge, tools and data .
“Sales promotion are those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales”.
“Sales promotion includes marketing devices for stimulating buyer interest and product trial.”
This presentation has been designed in order
to better understand the added-value of implementing Category Management inside an organization and the prerequisite to do it in an efficient way,
in terms of knowledge, tools and data .
Overview of the process for strategic and tactical execution of brand building. Somewhat centered on a services and ";OpCo" layered organization, so while the vocabulary may change, the process is largely intact.
Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as course material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (9th May 2014)
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
This presentation by Names Crunch delves into the strategic facets of branding, providing insights on crafting a robust brand purpose, vision, and values, and navigating the complex landscape of market positioning. It emphasizes the significance of brand experience and storytelling, addresses common branding challenges, and looks ahead at future trends. The session concludes with actionable steps for attendees to refine their branding strategies and foster enduring brand identities.
2. Do you have a brand?
• Brand = competitive separation
• Competitive separation means our competition cannot
or will not follow us
• Resources spent to differentiate your business, that fail
to truly separate your business, are wasted
• The opposite of branding is commoditization
3. Is your brand valuable?
• Customers are only interested in outcomes. The
outcomes they are willing to pay a premium to have
satisfied by others are considered market-valued
• If we can fulfill an outcome better than anyone
else, we own that outcome in the minds of our
customers; we achieve separation
• A successful brand is an Ownership of Market-Valued
Outcomes (OMVO)
4. The benefits of successful branding
• Branded products command pricing
premiums, commoditized products can’t
• Staking our claim to valued outcomes allows us to be
recognized and rewarded for them as well as
permanently associated with them
• The discipline to maintain ownership focuses our
resources and efforts—we get more bang for each buck
and more stretch in each dollar
5. The 3 Essentials of outcome ownership
• We cannot own an outcome that we could not
hypothetically service 100% of, i.e. we must be the big
fish in a small pond
• True owners clearly understand both what they own
and what they do not own; it’s critical to deliberately
exclude
• Ownership is not a marketing message—our claim has
to be true
6. Step 1: Identify outcomes
• Segment your potential market into a group of
customers that self-identify and reference one another
Ask yourself: Are we a big enough fish to handle this
entire pond, 100% ? If not, keep segmenting down
• Identify the top outcomes that are important to your
group but unsatisfied (outcome innovation research)
• Create a strategy canvas that maximizes competitive
separation while maintaining standards (Context)
7. Step 1a: Market Segmentation:
The 100/40/51+ formula
• Potential markets include those we currently compete
in, those who appear to be a match for our resources
or expertise, and those we are passionate about
• Begin segmenting by traits that a customer would self
identify with: Where they live, their interests, their
stage in life, and their affinities; Would they
affirm, “Yes, I am ______ ” ?
• Create a strategy canvas that maximizes competitive
separation while maintaining standards (Context)
8. Step 2: Validate solutions
• Create a prototype product, service, or customer
experience based on our strategy canvas; Start with the
solution of the unconstrained customer, then refine
• Launch our innovations and ensure our outcome-
driven solutions are getting customers talking and
making recommendations within their “pond”
• Ensure that the value premium is profitable and that
we can reduce the price year-over-year
9. Step 3: Establish ownership
• Articulate a single Dominant Selling Idea (DSI) whose
theme runs through your set of targeted outcomes
Your DSI is the foundation of your brand’s messaging
• Align all operations, internal messages, and marketing
(Consumer Pathway) in order to reinforce your DSI and
the veracity of your claim to own your outcome set
• Velocity Check: Will you capture 40% of your target
market with the first year? exceed 51% in year two?
10. Step 4: Leverage with discipline
• Your clear ownership of one segment will lead to
related opportunities for continued growth
• Expand, but always maintain your core brand, i.e.
Ownership over your outcome set; expansion should
be about taking your OMVO Brand to tangent markets
• If the outcome value jump is too great, don’t dilute
your brand. Create a new brand, or a sub-brand to own
the new opportunity (keeping the 3 Essentials in mind)
11. Outcome-based brand strategy
• Strategy is about developing a plan to guarantee
victory—at least, a good strategy eliminates as much
risk as possible
• Traditional branding and growth strategies over-
emphasize a company’s abilities at the expense of their
customers’ desired outcomes and their own profit
• OMVO Branding reverses this; building a brand around
valued customer outcomes reduces waste and risk
