Pure Gravy is an insights-based brand strategy consulting firm. We help clients solve strategic business and brand issues by leveraging a range of proven tools and frameworks. Learn more about what we do and how we do it.
The document provides a framework for branding strategy called the Brand Wheel. It evaluates 6 key areas: clarity of business personality and purpose, strategic planning, external communications, internal systems, team alignment, and ideal clients. Each area has prompts to help rate performance on a scale of 1 to 5 and identify strengths and weaknesses to improve brand messaging and positioning.
The document discusses branding and provides guidance on building an effective brand. It emphasizes that branding involves 1) being clear about who you are through your core values and purpose, 2) understanding what problems you solve for your ideal customers, and 3) delivering on consistent brand experiences through all touchpoints. An authentic brand is built through trust over time by living up to promises regardless of circumstances. The key is differentiating your offering in the market and knowing your niche.
1) A strong corporate brand encapsulates an organization's purpose and core promise in a way that answers why customers should choose them and how they are different.
2) Strong brands inspire employees, protect against competitors, help organizations change through consistent values, and unify internal and external stakeholders.
3) Differentiated brands increase market share and brand equity, attract better employees and customers, and build loyalty through a clear value proposition.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
This document discusses four principles for building leadership brands by design:
1. Articulate and inculcate a clear brand strategy based on in-depth consumer insights. Develop a strategic framework and ensure it is understood throughout the organization.
2. Establish a differentiated brand promise that separates the brand from competitors on both rational and emotional benefits. For example, Pantene's promise of beautiful hair through health.
3. Build the brand foundation on deep consumer insights, including both expected and compelling benefits within a category. Leverage regional and cultural knowledge for true global leadership.
4. Ensure the brand has elasticity to capitalize on new opportunities by extending relevant benefits to new areas, as consumer trust
Kolota Creative Marketing provides innovative marketing and communications solutions through a full range of services. They can help solve marketing problems at any level in an organization through three service modules tailored for senior leadership, functional managers, and product/program managers. With over 25 years of experience, Kolota has developed marketing solutions for 35 companies across multiple business sectors. Their approach involves immersing themselves to understand a client's "Brand DNA" and position them for maximum marketing returns.
We transform ideas and businesses into strong brands through branding strategies and design. We help companies innovate, evolve, and achieve success by guiding and expanding their vision. Our solutions include brand strategy, identity, implementation, and management. For the past 8 years we have successfully helped clients across many sectors build and enhance their brands.
The document provides a framework for branding strategy called the Brand Wheel. It evaluates 6 key areas: clarity of business personality and purpose, strategic planning, external communications, internal systems, team alignment, and ideal clients. Each area has prompts to help rate performance on a scale of 1 to 5 and identify strengths and weaknesses to improve brand messaging and positioning.
The document discusses branding and provides guidance on building an effective brand. It emphasizes that branding involves 1) being clear about who you are through your core values and purpose, 2) understanding what problems you solve for your ideal customers, and 3) delivering on consistent brand experiences through all touchpoints. An authentic brand is built through trust over time by living up to promises regardless of circumstances. The key is differentiating your offering in the market and knowing your niche.
1) A strong corporate brand encapsulates an organization's purpose and core promise in a way that answers why customers should choose them and how they are different.
2) Strong brands inspire employees, protect against competitors, help organizations change through consistent values, and unify internal and external stakeholders.
3) Differentiated brands increase market share and brand equity, attract better employees and customers, and build loyalty through a clear value proposition.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
This document discusses four principles for building leadership brands by design:
1. Articulate and inculcate a clear brand strategy based on in-depth consumer insights. Develop a strategic framework and ensure it is understood throughout the organization.
2. Establish a differentiated brand promise that separates the brand from competitors on both rational and emotional benefits. For example, Pantene's promise of beautiful hair through health.
3. Build the brand foundation on deep consumer insights, including both expected and compelling benefits within a category. Leverage regional and cultural knowledge for true global leadership.
4. Ensure the brand has elasticity to capitalize on new opportunities by extending relevant benefits to new areas, as consumer trust
Kolota Creative Marketing provides innovative marketing and communications solutions through a full range of services. They can help solve marketing problems at any level in an organization through three service modules tailored for senior leadership, functional managers, and product/program managers. With over 25 years of experience, Kolota has developed marketing solutions for 35 companies across multiple business sectors. Their approach involves immersing themselves to understand a client's "Brand DNA" and position them for maximum marketing returns.
We transform ideas and businesses into strong brands through branding strategies and design. We help companies innovate, evolve, and achieve success by guiding and expanding their vision. Our solutions include brand strategy, identity, implementation, and management. For the past 8 years we have successfully helped clients across many sectors build and enhance their brands.
This document provides guidelines for developing an effective brand positioning strategy. It discusses how brand positioning needs to evolve over different phases of a product's lifecycle. A strong brand framework is important to ensure consistency across all customer touchpoints. Great brands offer rational, emotional, and personality benefits that create loyal relationships. The approach involves collaborative research to uncover insights, develop ideas and directions. Stimulus like ads and packaging are tested to determine the positioning. The outcome defines the brand differentiators, personality, and executional guidance so the brand strategy can be successfully implemented. An example case study shows how this process helped develop a new consumer brand for a bakery supplying retailers.
Building long term competitive advantage of a tourist destination and positioning of a tourism product for the purpose of achieving unique image that is increasingly based on creation and delivery of superior value...
Reach us at sb@creatingdemand.org to grow your destination brand in India.
The document discusses brand identity and added values. It defines brand identity as the unique set of brand associations that represent what a brand stands for and the promise it offers customers. Added values refer to attributes beyond the core product that customers attach importance to, such as perceived effectiveness, experiences, social affiliation, and appearance. The document provides various frameworks and models for understanding brand identity and lists examples of how companies build their identities and added values.
Partner Plus Brand Basics Session 2 WorkbookCisco Partners
The document discusses defining a brand strategy by first understanding the brandscape - including customers, competitors, and the company itself. It provides exercises to learn more about each of these areas through research, interviews, and analysis. The key outcomes are developing a brand vision statement that describes an aspirational future for the brand, and a brand promise that articulates the brand's core value proposition in an emotional way. Together, the vision and promise will guide all brand-building efforts and ensure the brand experience delivered matches the brand message. The document provides worksheets and tips to help formulate these critical branding statements.
BlackDog is a strategic branding firm that aligns, merges, morphs, evolves, clusters, and humanizes brands for distinction. It operationalizes signature strategies across touchpoints to reveal a distinct people-centric approach to service. BlackDog's goal is to align organizations around a simple and meaningful purpose to ensure consistent delivery of a relevant and differentiated brand promise. It defines outcomes, culture, purpose, market segments, products/services, processes/systems, and suppliers. BlackDog also defines a continuous improvement approach and the brand story to engage contributors and customers.
This document provides a 4x4 plan for personal and business development. It includes 4 hours each for personal development, setting and reviewing SMART objectives, mentoring another business, and developing an additional skill internally. The rest of the document outlines a blueprint for advanced marketing to maximize profits. It details strategies for understanding customers, creating brands and products, building sales infrastructure, promotions, customer service, and broadening relationships to increase sales. The goal is to build a company with high expertise in its field that is seen as a credible authority, informs customers, and gets paid highly for its work.
The document outlines an open source advanced branding strategy masterclass hosted by Idris Mootee on his website www.mootee.typepad.com starting in the third week of August 2007. It discusses concepts like the expanded brand experience in a digital context, the importance of customer experience, engagement, advocacy and equity, and how brands can leverage social networks and new digital channels like mobile and video. Participants can register on the website and be part of shaping future industry thinking around branding.
This document outlines the course on Product and Brand Management. The course objectives are to help students understand what brands are, how branding differs from advertising, and how to develop comprehensive branding strategies. The course will cover various brand equity and identity models and concepts like brand personality. Students will be evaluated based on presentations, projects, attendance, case analyses and an end term exam. Key topics include brand equity models, brand identity models, theory of brand personality, brand system concepts and limits of brand extension.
The document discusses the history, meaning, classification, key elements, and purpose of brands. It also outlines important factors for building brands such as quality, positioning, and communication. The branding steps and methods for valuing brands are presented.
Partner Plus Brand Basics Session 3 Workbook Cisco Partners
This document is to help you put into practice what you have learned in Partner Plus Brand Basics Session 3, this workbook is your tool to help you understand the following:
• Creating a consistent brand identity
• Improving brand communications
• Developing a strong brand culture
The document discusses how to lay a solid foundation for a successful magazine by understanding the target audience, building a reliable business model, and strengthening relationships with readers and partners. It also addresses the challenges modern publishers face in the information age, such as competing with user-generated content and facilitating community discussions online. Publishers must adapt to changing audience needs and make effective use of new technologies.
The document discusses key concepts related to branding including defining what a brand is, the difference between products and brands, brand elements, building brand equity, measuring brand equity, and managing brand equity over time. It provides frameworks for understanding the core identity and extended identity elements that make up a brand, how brand equity is developed over different stages, and the roles brands can play in a larger brand portfolio.
The document provides an overview of branding concepts and templates for developing a personal brand. It includes templates for documenting key brand components such as personality, promise, positioning, associations, skills, and benefits. An example is provided of how these components could be applied to brand a police officer. The document emphasizes that a strong personal brand provides a clear, differentiated message that is memorable and compelling to potential employers.
BrandPartners designed and implemented a windows program for National City Bank that utilized the bank's prime window real estate in its Cleveland headquarters building. The initial program paired National City's support for breast cancer research with their sponsorship of the Cleveland Browns football team in "Real Men Wear Pink." The successful windows program was later expanded to six additional locations promoting holiday gift cards, savings programs, and a points program. The windows program garnered media attention and contributed to downtown beautification while connecting the bank to community causes and retail programs.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
This document outlines challenges in current branding theory and proposes new approaches. It discusses tensions between classical branding focused on consumers and marketing versus corporate branding involving all company functions. New concepts like brand relationships and anti-brand movements are presented. Paradigm shifts are occurring from brand differentiation to identity and relationships. Levels of consumer-brand relationships and techniques like co-optation of cultures are examined. The document calls for considering consumer lifeworlds beyond images and incorporating alternative branding techniques.
Brand building—core concepts for all brands—workhorse to iconicBan Mittal
Fundamental concepts that form the foundation of all brand-building marketing plans. Shows how a brand progresses atop the branding ladder from mere workhorse functionality to iconic brand character.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
Brand identity refers to how a company wants its brand to be perceived, as opposed to how it is currently perceived. It represents the promises a brand makes to customers. Developing a strong brand identity involves more than just understanding customer perceptions - it also requires strategically crafting the brand's personality, values, and positioning. Effective brand identity considers both internal and external perspectives to avoid traps like over-focusing on products or current customer views.
This document provides guidelines for developing an effective brand positioning strategy. It discusses how brand positioning needs to evolve over different phases of a product's lifecycle. A strong brand framework is important to ensure consistency across all customer touchpoints. Great brands offer rational, emotional, and personality benefits that create loyal relationships. The approach involves collaborative research to uncover insights, develop ideas and directions. Stimulus like ads and packaging are tested to determine the positioning. The outcome defines the brand differentiators, personality, and executional guidance so the brand strategy can be successfully implemented. An example case study shows how this process helped develop a new consumer brand for a bakery supplying retailers.
Building long term competitive advantage of a tourist destination and positioning of a tourism product for the purpose of achieving unique image that is increasingly based on creation and delivery of superior value...
Reach us at sb@creatingdemand.org to grow your destination brand in India.
The document discusses brand identity and added values. It defines brand identity as the unique set of brand associations that represent what a brand stands for and the promise it offers customers. Added values refer to attributes beyond the core product that customers attach importance to, such as perceived effectiveness, experiences, social affiliation, and appearance. The document provides various frameworks and models for understanding brand identity and lists examples of how companies build their identities and added values.
Partner Plus Brand Basics Session 2 WorkbookCisco Partners
The document discusses defining a brand strategy by first understanding the brandscape - including customers, competitors, and the company itself. It provides exercises to learn more about each of these areas through research, interviews, and analysis. The key outcomes are developing a brand vision statement that describes an aspirational future for the brand, and a brand promise that articulates the brand's core value proposition in an emotional way. Together, the vision and promise will guide all brand-building efforts and ensure the brand experience delivered matches the brand message. The document provides worksheets and tips to help formulate these critical branding statements.
BlackDog is a strategic branding firm that aligns, merges, morphs, evolves, clusters, and humanizes brands for distinction. It operationalizes signature strategies across touchpoints to reveal a distinct people-centric approach to service. BlackDog's goal is to align organizations around a simple and meaningful purpose to ensure consistent delivery of a relevant and differentiated brand promise. It defines outcomes, culture, purpose, market segments, products/services, processes/systems, and suppliers. BlackDog also defines a continuous improvement approach and the brand story to engage contributors and customers.
This document provides a 4x4 plan for personal and business development. It includes 4 hours each for personal development, setting and reviewing SMART objectives, mentoring another business, and developing an additional skill internally. The rest of the document outlines a blueprint for advanced marketing to maximize profits. It details strategies for understanding customers, creating brands and products, building sales infrastructure, promotions, customer service, and broadening relationships to increase sales. The goal is to build a company with high expertise in its field that is seen as a credible authority, informs customers, and gets paid highly for its work.
The document outlines an open source advanced branding strategy masterclass hosted by Idris Mootee on his website www.mootee.typepad.com starting in the third week of August 2007. It discusses concepts like the expanded brand experience in a digital context, the importance of customer experience, engagement, advocacy and equity, and how brands can leverage social networks and new digital channels like mobile and video. Participants can register on the website and be part of shaping future industry thinking around branding.
This document outlines the course on Product and Brand Management. The course objectives are to help students understand what brands are, how branding differs from advertising, and how to develop comprehensive branding strategies. The course will cover various brand equity and identity models and concepts like brand personality. Students will be evaluated based on presentations, projects, attendance, case analyses and an end term exam. Key topics include brand equity models, brand identity models, theory of brand personality, brand system concepts and limits of brand extension.
The document discusses the history, meaning, classification, key elements, and purpose of brands. It also outlines important factors for building brands such as quality, positioning, and communication. The branding steps and methods for valuing brands are presented.
Partner Plus Brand Basics Session 3 Workbook Cisco Partners
This document is to help you put into practice what you have learned in Partner Plus Brand Basics Session 3, this workbook is your tool to help you understand the following:
• Creating a consistent brand identity
• Improving brand communications
• Developing a strong brand culture
The document discusses how to lay a solid foundation for a successful magazine by understanding the target audience, building a reliable business model, and strengthening relationships with readers and partners. It also addresses the challenges modern publishers face in the information age, such as competing with user-generated content and facilitating community discussions online. Publishers must adapt to changing audience needs and make effective use of new technologies.
The document discusses key concepts related to branding including defining what a brand is, the difference between products and brands, brand elements, building brand equity, measuring brand equity, and managing brand equity over time. It provides frameworks for understanding the core identity and extended identity elements that make up a brand, how brand equity is developed over different stages, and the roles brands can play in a larger brand portfolio.
The document provides an overview of branding concepts and templates for developing a personal brand. It includes templates for documenting key brand components such as personality, promise, positioning, associations, skills, and benefits. An example is provided of how these components could be applied to brand a police officer. The document emphasizes that a strong personal brand provides a clear, differentiated message that is memorable and compelling to potential employers.
BrandPartners designed and implemented a windows program for National City Bank that utilized the bank's prime window real estate in its Cleveland headquarters building. The initial program paired National City's support for breast cancer research with their sponsorship of the Cleveland Browns football team in "Real Men Wear Pink." The successful windows program was later expanded to six additional locations promoting holiday gift cards, savings programs, and a points program. The windows program garnered media attention and contributed to downtown beautification while connecting the bank to community causes and retail programs.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
This document outlines challenges in current branding theory and proposes new approaches. It discusses tensions between classical branding focused on consumers and marketing versus corporate branding involving all company functions. New concepts like brand relationships and anti-brand movements are presented. Paradigm shifts are occurring from brand differentiation to identity and relationships. Levels of consumer-brand relationships and techniques like co-optation of cultures are examined. The document calls for considering consumer lifeworlds beyond images and incorporating alternative branding techniques.
Brand building—core concepts for all brands—workhorse to iconicBan Mittal
Fundamental concepts that form the foundation of all brand-building marketing plans. Shows how a brand progresses atop the branding ladder from mere workhorse functionality to iconic brand character.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
Brand identity refers to how a company wants its brand to be perceived, as opposed to how it is currently perceived. It represents the promises a brand makes to customers. Developing a strong brand identity involves more than just understanding customer perceptions - it also requires strategically crafting the brand's personality, values, and positioning. Effective brand identity considers both internal and external perspectives to avoid traps like over-focusing on products or current customer views.
This document provides an overview of branding and marketing services offered by SimplyD.com. It begins with defining what a SuperBrand is and the benefits they provide consumers. It then discusses the company's experience working with top brands and outlines their strategic approach involving understanding the brand, industry and consumer. Several case studies and design samples are provided to showcase their work. Contact information is provided at the end. The summary captures the key points about the company's offerings and experience in 3 sentences or less.
Anthem helps brands create compelling experiences through strategic design that builds businesses. They analyze categories, consumers and competitors to develop brand strategies informed by insights. Anthem then articulates the brand positioning and develops visual and verbal identities. They offer full design services from strategy to identity design, system design, and deployment including production and premedia. The goal is transformative brand ideas executed precisely to capture competitive advantages.
NewMarque Group specializes in helping young companies build their brand from strategy through execution. We are adept at creating innovative solutions to solve the organizational and marketing problems faced by early stage companies.
A brand is a name, symbol, design, or combination that identifies and differentiates products or services. It provides product identification and serves to differentiate competing products or services. The legal term for a brand is a trademark. A brand strategy should answer key questions about target customers, the brand's value proposition, why customers should believe in the brand, and how to communicate and implement the branding plan. Effective brand strategy involves strategic analysis, defining the brand identity and value proposition, building relationships with customers, and implementing an identity system to position and track the brand.
The document discusses four critical areas for Singapore companies to focus on in order to build strong brands that can grow within and beyond Singapore. The four areas are: 1) Understanding tangible and intangible aspects of brands, 2) Having a long-term brand vision and strategy, 3) Ensuring deep company-wide brand commitment, and 4) Measuring brand-building efforts. It provides details and examples for each area, and recommends action steps companies can take to address each area.
This document discusses power brands and how to build and manage brands as valuable assets. It defines a power brand as one with high awareness, recall, and association with a successful global company. Power brands provide advantages like improved perceptions, greater loyalty, and increased marketing effectiveness. The document also outlines how to assess the strength of a brand based on its weight, length, breadth, and depth. Finally, it provides tips for managing brands, such as linking business and brand strategy, creating a unique identity and positioning, and consistently delivering on the brand contract.
1. The document discusses branding, brand equity, and strategies for developing strong brands. It defines a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors.
2. Brand equity refers to the added value provided to products and services by a brand and is reflected in how consumers think about, feel about, and interact with a brand. Strong brands enjoy benefits like customer loyalty and the ability to charge a price premium.
3. Building brand equity requires identifying the brand promise or vision for what the brand will mean to customers. It also involves crafting strong brand elements like names, logos and slogans and implementing integrated marketing activities to communicate the brand identity.
This document provides an overview of key concepts in brand management and marketing public relations. It discusses definitions of brands and branding, the importance of brand experience and personality, and how brand value translates to financial value. It also covers Apple as a case study of strong brand experience, the Harris Grid model for selecting marketing campaigns, and push, pull and pass strategies for driving distribution of products and services. The goal of these concepts and models is to help build long-term brand equity and customer relationships through an integrated approach to marketing communications.
This document outlines the branding process used by Carty Design + Media. It is a 5 phase process that includes conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. The goal is to establish direction, purpose, and energy for a company's brand. It affects all communications and promises kept to key audiences. An effective corporate branding process conveys the essence and character of a company to determine its viability.
This document discusses branding strategies and introduces the brand consulting firm Vertebrand. It makes the following key points:
1) Vertebrand believes branding should involve enhancing business value by strategically improving every customer touchpoint rather than just marketing and design.
2) The firm develops comprehensive brand strategies aimed at systematically increasing a brand's intrinsic valuation over time through consistent relationship building with stakeholders.
3) Vertebrand takes a 360 degree approach to branding, orchestrating all aspects of a business from product to people to ensure all elements are synergistically aligned with the brand DNA.
The document discusses how to build an effective brand identity system, including defining what a brand is, avoiding common branding traps, developing a brand identity structure, and creating a clear value proposition. It provides examples of different brand architecture models and strategies for developing a memorable brand name, logo, and positioning statement to clearly communicate what the brand stands for to customers.
The document discusses building a brand identity system. It defines brand identity as a unique set of associations that a brand strategist aims to create to represent what the brand stands for. It discusses various models for conceptualizing brand identity, including perspectives on the brand as a product, organization, person, and symbol. It also outlines potential traps to avoid, such as focusing only on brand image or product attributes rather than developing a strategic identity. Finally, it describes the core and extended components of an identity structure.
Brand strategy is important for developing customer choice and shareholder value. A brand represents the sum of mental connections customers have to a product or service. It is built upon competitive advantages that meet customer needs and values in a way that differs from alternatives. Without an identifiable brand, customers have no clear way to choose one option over others. An effective brand strategy is aligned with business strategy and culture, and integrated across all customer touchpoints. Those who do not invest in defining their brand risk having the market define it instead.
Personal Branding Presentation Kansas University, School of Business 4-6-2009Alicia Falcone
The document discusses the importance of personal branding and developing a personal brand through a four step process of discovering your brand attributes, developing your brand message and unique value proposition, communicating your brand consistently across various platforms, and maintaining your brand over time to stay relevant and achieve your goals. It provides tips and tools for personal branding, including using LinkedIn to develop your professional personal brand online.
Brand equity refers to the value added to a product or service by its brand name. It is built through successful branding and brand management strategies. Brand equity results in greater customer loyalty, less vulnerability to competition, and larger profit margins. Strong brands are valuable corporate assets that provide competitive advantages like brand extensions and licensing opportunities. Managing brand equity requires identifying brand positions, implementing marketing programs, measuring brand performance, and growing the brand over time.
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- Enhanced alignment and strategic focus across the organization.
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2. Why Pure Gravy?
We love metaphors and think they’re incredibly important to brand building. That’s
why, for our own brand, we chose a metaphor that evokes a range of emotions
and reactions.
We are in business to help our clients beat plan – for revenue, margin, share,
awareness, whatever metrics they care about most. In this sense, our name refers
to the idea that: ‘everything above plan is Pure Gravy.’
We are also committed to providing a different type of client experience – we
are hands-on practitioners and actually do the work. We find engagement with
our clients to be deeply satisfying. In this sense, Pure Gravy refers to the rich and
textured relationships we develop with our clients.
To learn more about what we do and how we do it, read on.
www.puregravy.com 2
3. Who We Are
§ Pure Gravy is an insights-based brand strategy consulting firm.
Serving consumer, B2B and non-profit clients since 2006.
Our mission is to help companies grow their businesses by better understanding their
customers and increasing their brand equity.
§ Relationships are led by two experienced marketing practitioners and industry
thought leaders, Judy Hopelain and Carol Phillips.
Client-side experience spans diverse industries.
Also held senior executive positions at leading agencies and consulting firms.
Teach brand strategy at leading business schools.
Client-Side Consulting Agency Business Faculty
Illuminations Accenture JWT University of Notre Dame
Patagonia BCG Leo Burnett University of California -
Whirlpool Prophet Mullen Berkeley
Swander Pace & Co. Y&R
§ Supported by a virtual team of research, analytic and consulting associates.
www.puregravy.com 33
4. Strong Brands = Strong Businesses
§ It’s more important than ever for companies to have a clear strategy for
presenting their brands and making brand-right decisions.
– Social media and technology are
shifting the balance of power to
customers.
– Choices have proliferated and the
Internet has made it easier than ever
to evaluate all the options.
– Consumers are seeking information
from peers, and placing more trust in
the opinions of total strangers than
traditional sources.
www.puregravy.com 4 4
5. Our Perspective
§ Through our experience as business strategists, marketers, and brand
practitioners we have developed a point of view about how to manage brands
effectively.
– A strong brand is one of a company’s most
important assets. By growing brand equity,
marketers help achieve the organization’s
business objectives.
– Strong brands don’t happen by accident. They
require a clear strategy and active
management.
– The best foundation for building brands is a
deep understanding of customers.
– A core set of principles and frameworks can be
applied to build strong brands across all
industries and businesses.
www.puregravy.com 55
6. Our Offerings
§ We help clients solve strategic business and brand issues by leveraging a
range of proven tools and frameworks.
– Brand audit
– Market segmentation
– Target insights (motivations, culture decision-making)
– Brand vision and rallying cry
– Brand positioning
– Brand architecture
– Brand activation
– Brand measurement
§ The following pages highlight a few of these approaches.
www.puregravy.com 66
7. Brand Audit
§ Brand Audits describe and evaluate the brand’s current state and its
effectiveness in achieving a company’s business objectives.
We use the brand audit to examine the We distill the information to discern
brand and identify its strengths and key potential brand differences and
issues. important category points of parity.
www.puregravy.com 77
8. Brand Vision
§ The Vision explains how a brand supports the company’s overall mission and
objectives, and informs decision making across the organization.
Pure Gravy’s Brand Vision Model
There are many different Capabilities Personality
• The way the brand
ideas about the best way to • What the brand does
delivers its
(may not be distinctive)
express a brand vision. All • How well it performs capabilities
• Style or tone
Brand Visions have at least • Quality or performance
standards • Often expressed as
three components: rallying cry, human traits
capabilities, and personality. Internal Culture
& Values Shared Values &
• Core beliefs Rallying Cry Community
Our model includes four • Summarizes vision • Ideas that both the
• What the brand
additional components that will never • Heart and soul of customer and brand
the brand agree are important
are increasingly important in compromise on
• Passions and affinities
defining brands: culture,
shared values & community,
aspirational self-image and Noble Purpose
Aspirational Self-Image
noble purpose. • Larger goal or cause the
• What using the brand tells
brand aspires to serve
• Ambition, what the brand others about the customer
• How customers want to be
wants to change in
peoples’ lives seen
www.puregravy.com 88
9. Brand Positioning
§ Positioning sets a brand apart from its competition. It forms the basis for
communicating to a particular audience at a particular time. Most brands will
use a series of positionings over time to move toward their vision.
Positioning is the tool that moves a A classic positioning consists of four
brand from its current image to its elements. Differentiation can be
desired vision. achieved through any element.
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10. Understanding Customers
§ We use a range of approaches to reveal deep insights about consumer and
customer preferences and decisions.
Our approaches emphasize understanding both
– Market segmentation the rational and emotional drivers of customer
choices.
– Qualitative studies using online focus
groups and 1:1’s
– Quantitative surveys and concept tests
– Decision laddering research
www.puregravy.com 10
11. Rational & Emotional Decision-Drivers
§ Decision laddering is a powerful technique for revealing customer motivations.
‘Ladders’ describe how customers relate key brand attributes and imagery to
their goals and personal values.
CUSTOMER
Emotional benefits
delivered to consumers
when making a decision
about buying the brand PERSONAL
VALUES
EMOTIONAL
OUTCOMES
.
FUNCTIONAL
CONSEQUENCES
PRODUCT Rational reasons why
ATTRIBUTES the brand is a more or
less likely choice
PRODUCT
www.puregravy.com 11
12. Laddering Insights Lead to Stronger Positionings
§ Understanding the decision pathways underlying customer choices informs the
development of compelling, unique and relevant positionings.
The primary decision drivers – family memories and one-of-a-kind experience – formed the basis
of the new positioning: “Our Greatest Trick is Bringing Families Together.” This positioning
refreshed the brand for a new generation of parents and kids. HGT credited this new positioning
with helping them exceed previous audience records in 2009-2010.
“The myth that sports are recession-
proof has eroded in the past few
months, but the Globetrotters are
thriving. The Trotters report that
revenues are up 18% from last year
and record profits are expected in
2009.”
- Sports Illustrated, 3.30.09
www.puregravy.com 12
13. Positioning Requires a Comprehensive Approach
§ We use a multi-stage approach to explore consumer attitudes and motivations,
translate findings into positioning alternatives and test them with consumers to
arrive at final recommendations.
November – December 2010 January – February 2011
Phase I: Exploration & Hypotheses Phase II: Positioning Development
Discovery Concept Development
Individual Interviews Testing
Quantitative Validation Survey Refinement
Findings & Implications Final Recommendations
• Need states typology • Consumer assessment of positioning
• Sources of volume by consumer type and alternatives
need state • Recommended positioning
• Brand strengths within key need states • Marketing implications
• Consumer decision drivers • Agency briefing
www.puregravy.com 13
14. How We Work
§ Pure Gravy partners with clients to address strategic brand issues. We serve
as the voice of the customer and help maintain a focus on the big picture.
It’s
hard
to
compare
you
guys
We’re
confident
that
our
We
were
so
fortunate
to
have
you
to
any
other
firm…you
come
at
refined
messaging
is
absolutely
kick
off
our
store
manager’s
it
so
differently.
You’re
more
direc@onally
correct,
and
I’m
conference
and
provide
our
team
than
an
insights
partner
–
you
eager
to
see
the
results
over
with
the
permission
to
change
as
well
partner
with
us
all
the
way
@me.
I
wish
all
of
my
projects
as
a
framework
of
tools
to
embark
on
from
framing
the
problem
to
went
so
well!”
our
own
journey
of
change.
It’s
helping
us
decide
what
to
do
exci@ng
to
see
where
this
knowledge
about
it
once
we
have
results.
Paul
Froehlich,
APR
can
take
us.
We
think
of
you
as
our
black
Product
Marke>ng
Manager,
jelly
bean.”
McKesson
David
Patrick,
SVP,
CMO,
Westlake
Ace
Hardware
Sam
Cohen,
Director
of
Marke>ng,
Foster
Farms
www.puregravy.com 14
15. With Pure Gravy…
We are… So you get…
Creative & innovative Custom deliverables
Hands-on leaders Accountable partners
Practical Time & cost efficient results
Thorough & rigorous Deeper insights
Marketing practitioners Actionable recommendations
www.puregravy.com 15
16. 16
Contact Us How Can We Help You Grow?
To Learn More, Contact Us:
Judy Hopelain Carol Phillips
jhopelain@puregravy.com cphillips@puregravy.com
415-810-8268 269-429-6526
www.puregravy.com 16