This document discusses passion brands and provides examples of Apple, Nike, and Starbucks as passion brands. It also discusses paths to building passion brands, including adopting a shared worldview, engaging customers, and branding the buzz. The document suggests ways Cheerwine can learn from these brands such as using emotional marketing, widening demographics, emphasizing design, and pinpointing shared values. It also discusses the growing interest in vintage soft drinks and implications for Cheerwine to look beyond traditional marketing approaches.
Buyer personas are indispensable in B2B marketing. It helps you to focus on what really matters, your buyer. This PPT will help you with some practical tips on how to develop and maintain your B2B buyer personas.
Buyer personas are indispensable in B2B marketing. It helps you to focus on what really matters, your buyer. This PPT will help you with some practical tips on how to develop and maintain your B2B buyer personas.
Before selecting a name, logo, product label or other branding elements, speak to trade mark law professionals who do it for established brands. You will be surprised what you don't know and the range of future business costs and hassles you can avoid. Call us for a chat.
Marketing Action Plan Powerpoint Presentation SlidesSlideTeam
"You can download this product from SlideTeam.net"
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Marketing Action Plan Powerpoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of seventy one slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. https://bit.ly/3wSN1Fk
Retrofit e estratégia de re-posicionamento da marca Bombons Finosivomarcos vieira
Retrofit e estratégia de re-posicionamento da marca Bombons Finos. Dessa maneira procuramos rejuvenescer a marca atraindo novos públicos e mercados mais rentáveis. Sem perder a essência original da marca.
Cada cliente tem as suas características! Esta apresentação visa identificar e explicar cada tipo de relacionamento para cada tipo de cliente bem como as características do vendedor para cada cliente.
An understanding of start-ups, the entrepreneurial buzzword. The strategy for branding cost stripped start-ups effectively with a glimpse of cost effective Social Media strategy.
Some interesting start-up stories to understand the concept by example.
Before selecting a name, logo, product label or other branding elements, speak to trade mark law professionals who do it for established brands. You will be surprised what you don't know and the range of future business costs and hassles you can avoid. Call us for a chat.
Marketing Action Plan Powerpoint Presentation SlidesSlideTeam
"You can download this product from SlideTeam.net"
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Marketing Action Plan Powerpoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of seventy one slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. https://bit.ly/3wSN1Fk
Retrofit e estratégia de re-posicionamento da marca Bombons Finosivomarcos vieira
Retrofit e estratégia de re-posicionamento da marca Bombons Finos. Dessa maneira procuramos rejuvenescer a marca atraindo novos públicos e mercados mais rentáveis. Sem perder a essência original da marca.
Cada cliente tem as suas características! Esta apresentação visa identificar e explicar cada tipo de relacionamento para cada tipo de cliente bem como as características do vendedor para cada cliente.
An understanding of start-ups, the entrepreneurial buzzword. The strategy for branding cost stripped start-ups effectively with a glimpse of cost effective Social Media strategy.
Some interesting start-up stories to understand the concept by example.
This was a group presentation in my Product and Brand Management class at UT Dallas. We covered the finer points of brand resonance for Apple, and how they are the king.
This plan was developed within a group of five NYU students during the 2013 fall semester. We elaborated a complete (integrated) marketing plan covering from the market analysis to the marketing tactics selected to reach ours business goals and objectives.
2. OVERVIEW
• Definition
• Passion Brands
• Paths to Passion
• Seven Accelerators
• Vintage Soft Drinks
• The Future of Cheerwine
3. WHAT IS A PASSION BRAND?
• A primarily affective, extremely positive attitude
toward a specific brand that leads to emotional
attachment and influences relevant behavioral factors
• Brand passion describes the zeal and enthusiasm
features of consumer brand relationship
• If a consumer is passionate about a brand, he/she will
engage in a much more emotional relationship with
the brand and even miss the brand or feel loss when
the brand is unavailable
4. APPLE
• Mission statement
• Apple designs Macs, the best personal computers in
the world, along with OS X, iLife, iWork and
professional software. Apple leads the digital music
revolution with its iPods and iTunes online store.
Apple has reinvented the mobile phone with its
revolutionary iPhone and App Store, and is defining
the future of mobile media and computing devices
with iPad
• Apple has 364 retail stores in thirteen countries as well
as the online Apple Store and iTunes Store
• It is the largest publicly-traded company in the world by
market capitalization
• The Apple market cap is larger than that of Google and
Microsoft combined
5. WHAT MAKES APPLE A PASSION BRAND
• Apple’s culture has always been remarkable for two distinguish features:
innovations and passion.
• Passion brands such as Apple never target consumers in a traditional way.
• They pinpoint shared values around the world and then they illustrate how the
brand shares that vision.
• A brand identity based on a worldview rather than a demographic will attract a
larger and more culturally diverse customer base.
• The use of emotional marketing with their commercials and advertisements
• The sleek design
6. HOW CHEERWINE CAN LEARN FROM APPLE:
• Use emotional marketing to advertise
• Commercials
• Widen the demographics
• Emphasis on their design
• Pinpoint shared values
• Try to steer away from the idea that Cheerwine is only a drink for the south
7. NIKE
• Mission: To bring inspiration and innovation to every athlete* in
the world.
• *If you have a body, you are an athlete.
• History
• Phil Knight
• 1965 – the swoosh
• 1975 – the corrugated sole
• 1980s – Air Jordan
• Nike – a passion brand of today:
• Marketing tactics toward consumption age
• Attention to external investment
• Innovation
8. HOW CHEERWINE CAN LEARN FROM NIKE:
Target the consumption age with engaging marketing
efforts
Pay attention to external investment and emphasize
quality; connect the brand spiritually to consumers
(who is Cheerwine really?)
• Innovation – new products, lines and categories
9. STARBUCKS
• http://www.youtube.com/watch?v=p5PhM
GCF_3o
• Today’s brand passion index featured
coffee: looking at men and women’s
emotions, opinions and behaviors on coffee
brands, as expressed through social media
• Starbucks Is the coffee buzz king
10. HOW CHEERWINE CAN LEARN FROM
STARBUCKS:
• Be bold, colorful, and creative
• Expand target audience to all (ex.- Coke is loved
by everyone not just one specific audience)
• Create the experience not just the drink
• Play off the seasons and create seasonal ideas
• Convenience: offer Cheerwine at more places,
cities, and countries
13. STARBUCKS: CREATING BRAND IMAGE
• http://www.youtube.com/watch?v=cROhuaqtd2Y
• Starbucks has a luxurious coffee shop feel and also lets you have
your freedom to have any type of coffee, latte, frap, smoothie, etc
you choose
14. PATHS TO PASSION – THE 7 ACCELERATORS
1. Adopt and Promote a Shared Worldview – Target Values
2. Use Design as a Differentiator and Lovemark
3. Hire Passionate Employees
4. Engage Customers and Become More Personal (Know They Know You Need Them)
5. Democratize the Brand
Social Research
Co-Production
Co-Marketing
Partnership
6. Use Backstories and Arcs – Respect Brand DNA
7. Brand the Buzz
15. VINTAGE SOFT DRINKS
• Growing interest among consumers in
“authentic” products – historic brands
with community roots
• Makers of vintage soft drinks seeking to
capitalize on the trend
• increased marketing efforts
• selling merchandise and packages
that scream olds school
• “It all begins with a deep belief in the
brand.” –Tom Barbitta
16. IMPLICATIONS FOR CHEERWINE
• Look beyond the old, simple rules of marketing – they just don't work
anymore (product, package, position, price, and promotion).
• Now Cheerwine marketers must react to consumers in real time and
encourage 'brand democracy’ (in which users can help decide a product's
characteristics).
• Don’t target demographics – target values.