Seroka Certified Brand Development
- 2. Seroka will growyour business, guaranteed. We are Certified Brand Strategists specializing in the manufacturing, healthcare and mortgage industries. With Seroka, you will experience unique, second-to-none client service and benefit from compelling marketing communications.
- 3. “ If this businesswere split up, I would give you the land and the bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” -John Stuart Former CEO of Quaker Oats
- 4. WHAT IS BRANDVALUE? 75%: Intangible Assets 25%: Tangible Assets - Forbes Apple: $153 Billion McDonalds: $32 Billion Wells Fargo: $23.2 Billion BMW: $22 Billion Abbott Labs: $3.5 Billion Caterpillar: $5.3 Billion
- 5. HOW DO GREATBRANDS DO IT? Just Do It The Crown of Achievement Imagination at Work Nothing Runs Like a Deer Ladies and Gentlemen serving The Ultimate Ladies and Gentlemen Driving Machine
- 6. BRAND BUILDING STARTEDINSIDE! Who are you? How are you different? Why does your company exist? What are you capable of becoming?
- 7. WHILE FOCUSING ONSELECT METRICS: Price Premium Brand Consideration Customer Acquisition Brand Stretch Preference Uniqueness
- 8. HOW IS ITDONE? TURNING THE TELESCOPETM Looking inward to unearth evidence of distinction…
- 9. THOROUGH PROCESS Brand Insight Assessment ROI Discovery Brand Adoption Competitive (Touch Points) Analysis Execution Validation Creative Development
- 10. TURNING THE TELESCOPE Brand Insight Assessment How employees: • Define your brand • Feel your brand stacks up against competitors • Think leadership is promoting the the brand How customers: • Feel about your company as an • Perceive your brand employer • Feel your brand stacks up against • Define SWOT competitors • How well your offerings align with needs • Are loyal, and why
- 11. TURNING THE TELESCOPE • Unearth Evidence of Distinction Discovery • Unique Selling Points • Prove it! • Brand Essence • Brand Promise • Brand Position
- 12. TURNING THE TELESCOPE Ensure competitors are not making similar claims Competitive Analysis
- 13. TURNING THE TELESCOPE Present Unique Selling points and Brand Position Ensure on target before launch Validation
- 14. TURNING THE TELESCOPE Visual representation of the brand Creative Development
- 15. TURNING THE TELESCOPE Internal adoption (momentum groups) External Adoption (marketing, pr, digital) Execution
- 16. TURNING THE TELESCOPE Brand Adoption (Touch Points) C-Level, Executive, Operations, Human Resources, Sales, Customer Service, Production, etc.
- 17. TURNING THE TELESCOPE Key Metrics: ROI • Price Premium • Retention • Consideration • Conversion • Preference • Uniqueness • Awareness • Relevance • Credibility • Advocacy • Stretch • Share of Wallet • Understanding • Recognition • Loyalty • Delivery
- 18. DEFINING YOUR BRANDARCHITECTURE Creating a logical system of organizing and naming sub-brands and products to form a set of expectations.
- 19. BRAND ARCHITECTURE MODELS Monolithic: Uses a single name across all products and services offered by the company.
- 20. BRAND ARCHITECTURE MODELS Endorsed: Sub brands linked to the corporate brand by verbal or visual endorsement.
- 21. BRAND ARCHITECTURE MODELS Product: Each product or service is individually branded, but the parent brand gets little or no prominence.
- 22. BRAND ARCHITECTURE MODELS Umbrella: A brand name used to span across a range of sub brands.
- 23. BRAND ARCHITECTURE MODELS Hybrid: Incorporating more than one brand system for specific strategic rationale.
- 24. WHY SEROKA Certified BrandStrategists 1. We guarantee to grow your business 2. Seroka is one of only 29 certified in North America 3. Process taught at the graduate level of Northwestern University 4. Used successfully hundreds of times 5. Bulletproof
- 25. FOR MORE INFORMATION: Scott Seroka Principal and Certified Brand Strategist Seroka scott@seroka.com 262.523.3740