Branding can be your secret weapon to increase sales, establish your products and company as the market leaders and attract funding and top talent. Learn how to build your brand for growth, funding, credibility, attracting the best employees, and lucrative exit.
Mattering as the new brand building framework Bela Szabo
What is the new brand building framework nowadays which mirrors the recent cultural change? It is all about the new digital techniques, innovative products and brand utility. Why to spend a dime on dishonest ads when you can step up and solve real societal problems as part of the brand strategy.
Every corporate entity must create a brand and an image. this is not an easy task. but here is step by step points , with case examples. please download .and say so if you like and share it
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.
1. The document discusses five golden rules for creating powerful brands in today's marketing world. It covers topics like the customer not being fully in charge, simplifying brand positioning but not oversimplifying, the importance of great products over storytelling alone, and mixing marketing activities around a clear brand promise.
2. Each rule is explained through examples of brands like Nike, Volvo, BMW, Subway, and Coca-Cola. Key aspects of brand positioning like points of difference, points of parity, and brand mantras are also defined.
3. The importance of blending functional and emotional benefits is stressed. Strong products and value propositions, as well as continually innovating, are said to be
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...Mahesh Enjeti
This document discusses how to increase both sales and profits through branding. It argues that businesses often focus too much on revenue growth through price drops rather than profitable growth. It also argues that brands are often seen only as marketing tools rather than business assets that can generate profits. The document proposes that brands should be viewed as a business's purpose and foundation. It provides case studies of how focusing on brand experience over expression and aligning promises with delivery can help businesses grow profits through their brands.
This document introduces Interbrand's inaugural Breakthrough Brands and Future Growth Report. It celebrates new brands that are reshaping markets through growth. Breakthrough Brands embody characteristics like agility that allow them to grow at the speed of customers' changing demands. The report highlights insights about how emerging brands are putting customers at the center, telling stories to connect with people, and providing platforms to help other businesses grow.
This document provides a framework for building resilient brands in the digital age. It discusses three elements of resilient brands: brand as belief, brand as strategy, and brand as experience. For brand as belief, the document emphasizes identifying a common purpose between the brand and customers. It provides examples of Patagonia and Chipotle finding common purpose. For brand as strategy, it introduces the "hourglass model" to balance top-down and bottom-up brand activities around a common purpose. And for brand as experience, it stresses that brands are only as strong as the last customer experience.
Mattering as the new brand building framework Bela Szabo
What is the new brand building framework nowadays which mirrors the recent cultural change? It is all about the new digital techniques, innovative products and brand utility. Why to spend a dime on dishonest ads when you can step up and solve real societal problems as part of the brand strategy.
Every corporate entity must create a brand and an image. this is not an easy task. but here is step by step points , with case examples. please download .and say so if you like and share it
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.
1. The document discusses five golden rules for creating powerful brands in today's marketing world. It covers topics like the customer not being fully in charge, simplifying brand positioning but not oversimplifying, the importance of great products over storytelling alone, and mixing marketing activities around a clear brand promise.
2. Each rule is explained through examples of brands like Nike, Volvo, BMW, Subway, and Coca-Cola. Key aspects of brand positioning like points of difference, points of parity, and brand mantras are also defined.
3. The importance of blending functional and emotional benefits is stressed. Strong products and value propositions, as well as continually innovating, are said to be
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...Mahesh Enjeti
This document discusses how to increase both sales and profits through branding. It argues that businesses often focus too much on revenue growth through price drops rather than profitable growth. It also argues that brands are often seen only as marketing tools rather than business assets that can generate profits. The document proposes that brands should be viewed as a business's purpose and foundation. It provides case studies of how focusing on brand experience over expression and aligning promises with delivery can help businesses grow profits through their brands.
This document introduces Interbrand's inaugural Breakthrough Brands and Future Growth Report. It celebrates new brands that are reshaping markets through growth. Breakthrough Brands embody characteristics like agility that allow them to grow at the speed of customers' changing demands. The report highlights insights about how emerging brands are putting customers at the center, telling stories to connect with people, and providing platforms to help other businesses grow.
This document provides a framework for building resilient brands in the digital age. It discusses three elements of resilient brands: brand as belief, brand as strategy, and brand as experience. For brand as belief, the document emphasizes identifying a common purpose between the brand and customers. It provides examples of Patagonia and Chipotle finding common purpose. For brand as strategy, it introduces the "hourglass model" to balance top-down and bottom-up brand activities around a common purpose. And for brand as experience, it stresses that brands are only as strong as the last customer experience.
The document discusses the importance of developing a strong corporate brand. It notes that corporate brands have more complex audiences than consumer brands, including customers, employees, investors, and governments. This requires tighter branding and communication strategies. The document also outlines several benefits that a strong corporate brand can provide, such as capturing a company's vision and values, guiding its strategy, uniting employees, and maximizing value. It emphasizes that an effective corporate brand needs a compelling story behind it.
Brand identity encompasses an organization's value proposition, vision, and positioning(s) which together provide a strategic platform to guide brand decisions across marketing activities and ensure the brand develops stronger equity. The document outlines the key elements of brand identity and provides a case study example of how a medical device company developed and communicated its brand identity to position itself as the best solution for infection transmission prevention in hospitals. Developing a clear brand identity allows organizations to make strategic brand decisions and meet business goals, customer needs, and competitive demands.
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019Carol Phillips
The first step in developing a brand strategy is to assess where the brand stands today. This presentation explains the most relevant frameworks for organizing information to reveal the insights needed to create an effective brand strategy.
CEO Innovation Playbook Public Short - Idris Mootee Part OneIdris Mootee
This document is part 1 of 2 of "The CEO's Innovation Playbook" by Idris Mootee. It introduces the concept of design thinking as a new management practice that fuels innovation. It argues that many businesses are missing opportunities by over-managing and under-innovating. The document provides tips for spotting market vulnerabilities and shifts to stay ahead of competition through innovation.
OSS Marketing: How to make your product attractiveDavide Taibi
This document discusses marketing strategies for open source software. It begins with an introduction to marketing, defining it as identifying and satisfying customer needs profitably. It then discusses developing a customer-driven marketing strategy through market segmentation, targeting, differentiation and positioning. This allows firms to meet customer needs precisely and increase profits by focusing communications. The strategy evaluation involves analyzing segment size, growth, competition and fit with company objectives and resources to select the most attractive target markets.
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...iStrategy
The document discusses driving ROI and growing brands through social media. It emphasizes that social media strategy should follow business and brand strategy, not replace it. Behavior is more important than tools, so brands should focus on understanding customer experiences and decision journeys to identify opportunities to interact. Organizational structure needs to align internally and externally to support the brand through both traditional and digital channels. Key questions are discussed around how marketers can thrive in this changing landscape and how to define and measure success through social media.
The document discusses different brand architectures that companies can use to structure their brands, including:
1) Stand-alone intimacy brands that are supported only by their own trademarks and marketing to build trust over time, though this approach is very expensive.
2) Combination architectures where companies use a house brand alongside product-specific brands that are linked through shared trademarks.
3) The trade-off involved is balancing brand clarity and focus with the increased costs of separate brands versus the risk of diluting brands under a house name.
We were created to help retailers, manufacturers and service providers achieve their next level of greatness. We have in-depth understanding of retail and relationships with trade globally. Our approach involves immersing ourselves to deeply understand the client, developing strategic approaches, empowering the client team, and jointly executing the plan while tracking progress.
We were created to help retailers, manufacturers and service providers achieve their next level of greatness. We have in-depth understanding of retail and relationships with trade globally. Our approach involves immersing ourselves to deeply understand the client, developing strategic approaches, empowering the client team, and jointly executing the plan while tracking progress.
The Challenger Brand Consultancy offers various workshops and programs to help companies develop challenger brand identities and strategies. Their flagship program is the Challenger Lighthouse Identity Programme, a multi-stage workshop over 12-16 weeks that helps companies create a distinctive positioning and long-term vision. They also offer Pirate School to foster a challenger mindset through activities like reenacting pirate battles. Additional workshops explore challenger narratives, category opportunities, and training to embed challenger thinking throughout organizations.
Employer branding, attraction and employer of choice January 2012Timothy Holden
The document discusses employer branding and strategies for becoming an employer of choice. It covers:
1. The key components of an effective employer brand, including transparency and aligning the employer brand with the consumer brand.
2. Factors to consider when developing an employer branding strategy, such as identifying the target labor market and formulating marketing objectives.
3. What an employer of choice should promise, like providing support for employees to develop their talents and celebrating successes.
Branding Roundtable No. 2 – Purpose-Driven Branding Leo Burnett
Branding Magazine interviewed Leo Burnett’s Chief Strategy Officer Mick McCabe in the latest edition of The Branding Roundtable. The Branding Roundtable is a monthly, free, downloadable eBook that features interviews with industry experts, an effort to explore branding topics in greater depth. Each month, experts are asked about a different subject, and July’s topic is Purpose-Driven Branding. Read McCabe’s interview for his insights and opinions about the state of purpose in branding.
This document discusses developing brand strategy. It begins by defining what a brand and strategy are, noting that a brand identifies goods/services and differentiates them, while strategy determines the direction and scope of an organization. It then discusses defining the brand's position by determining target consumers, market context, competitors, and goals. Other sections cover competitive advantage, the strategy clock, strategy canvas, innovation opportunities, and components of brand strategy like purpose, vision, mission, values, personality, and proposition. The overall purpose is to provide guidance on developing a comprehensive brand strategy.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
1. Corporate branding represents an organization's values, culture, and strategy and aims to build trust in the company as a whole rather than individual products. It reflects all customer experiences and perceptions of the company.
2. The process of corporate branding involves understanding target audiences, developing a strategic communication plan, and managing branding consistently. Successful brands communicate a company's core beliefs through advertising, PR, and by ensuring internal and external experiences align with the brand.
3. For corporate branding to be effective in India, companies need strong leadership and management that matches international standards to help Indian brands prosper globally.
The 8 behaviours that Challenger Brands live and thrive by.
Taken from the book Eating the Big Fish - How Challenger Brands compete with the Market Leader by Adam Morgan.
Read more on The Challenger Project at www.eatbigfish.com
This document provides an overview of key branding concepts:
1. A brand is an idea that differentiates a product through functional and emotional benefits rather than just price.
2. Branding is defining, promising, and consistently delivering a unique experience to distinguish a product from competitors.
3. Strong brands are built on trust between the brand and consumer, a common identity, and a point of difference from other brands.
Assessing Your Brand Architecture August 2015Carol Phillips
THIS PRESENTATION IS OLD. SEE UPDATED VERSION 2019.
Learn more about how to optimize Brand Architecture to provide a clear and leverage able ‘face’ for your business strategy.
eatbigfish - an overview of our offer 2013eatbigfish
This document provides an overview of the consultancy eatbigfish and their services focused on challenger brand thinking. They offer consultancy, speeches, training, tools, and books to help companies think and act like challengers. Their approach uses facilitated workshops and draws from their ongoing study of how challenger brands succeed. Their services are aimed at helping companies with strategies like brand positioning, culture, and innovation.
This document discusses factors to consider for effective brand positioning. It defines brand positioning as owning a credible and profitable position in consumers' minds through differentiating the brand. Brands can be mapped on a perceptual map based on consumer perceptions of price and quality. The brand positioning process involves understanding stakeholder needs, opportunity modeling to establish relevance and differentiation, developing a brand platform and identity, and continuous evaluation. Examples are provided of companies like Disney that maintain a clear vision to guide brand extensions. Microsoft is also discussed as keeping its original vision of computers for all despite vast growth. Effective brand extensions leverage brand equity to enter new categories while maintaining quality associations.
1. A brand is a distinguishing symbol such as a name, logo, or design that identifies a company's products and differentiates them from competitors. Brands help consumers easily identify products and reduce purchasing risk and decision time.
2. Historically, brands originated to identify the maker or seller of mass produced goods during the Industrial Revolution. Successful brands create lasting impressions that convey messages about quality, prestige, and the type of consumer.
3. Key advantages of branding include helping consumers identify products, reducing risk, facilitating quick decisions, building loyalty, and enhancing company value and competitiveness. Strong brands are authentic, memorable, relevant, and distinctive.
The document discusses the importance of developing a strong corporate brand. It notes that corporate brands have more complex audiences than consumer brands, including customers, employees, investors, and governments. This requires tighter branding and communication strategies. The document also outlines several benefits that a strong corporate brand can provide, such as capturing a company's vision and values, guiding its strategy, uniting employees, and maximizing value. It emphasizes that an effective corporate brand needs a compelling story behind it.
Brand identity encompasses an organization's value proposition, vision, and positioning(s) which together provide a strategic platform to guide brand decisions across marketing activities and ensure the brand develops stronger equity. The document outlines the key elements of brand identity and provides a case study example of how a medical device company developed and communicated its brand identity to position itself as the best solution for infection transmission prevention in hospitals. Developing a clear brand identity allows organizations to make strategic brand decisions and meet business goals, customer needs, and competitive demands.
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019Carol Phillips
The first step in developing a brand strategy is to assess where the brand stands today. This presentation explains the most relevant frameworks for organizing information to reveal the insights needed to create an effective brand strategy.
CEO Innovation Playbook Public Short - Idris Mootee Part OneIdris Mootee
This document is part 1 of 2 of "The CEO's Innovation Playbook" by Idris Mootee. It introduces the concept of design thinking as a new management practice that fuels innovation. It argues that many businesses are missing opportunities by over-managing and under-innovating. The document provides tips for spotting market vulnerabilities and shifts to stay ahead of competition through innovation.
OSS Marketing: How to make your product attractiveDavide Taibi
This document discusses marketing strategies for open source software. It begins with an introduction to marketing, defining it as identifying and satisfying customer needs profitably. It then discusses developing a customer-driven marketing strategy through market segmentation, targeting, differentiation and positioning. This allows firms to meet customer needs precisely and increase profits by focusing communications. The strategy evaluation involves analyzing segment size, growth, competition and fit with company objectives and resources to select the most attractive target markets.
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...iStrategy
The document discusses driving ROI and growing brands through social media. It emphasizes that social media strategy should follow business and brand strategy, not replace it. Behavior is more important than tools, so brands should focus on understanding customer experiences and decision journeys to identify opportunities to interact. Organizational structure needs to align internally and externally to support the brand through both traditional and digital channels. Key questions are discussed around how marketers can thrive in this changing landscape and how to define and measure success through social media.
The document discusses different brand architectures that companies can use to structure their brands, including:
1) Stand-alone intimacy brands that are supported only by their own trademarks and marketing to build trust over time, though this approach is very expensive.
2) Combination architectures where companies use a house brand alongside product-specific brands that are linked through shared trademarks.
3) The trade-off involved is balancing brand clarity and focus with the increased costs of separate brands versus the risk of diluting brands under a house name.
We were created to help retailers, manufacturers and service providers achieve their next level of greatness. We have in-depth understanding of retail and relationships with trade globally. Our approach involves immersing ourselves to deeply understand the client, developing strategic approaches, empowering the client team, and jointly executing the plan while tracking progress.
We were created to help retailers, manufacturers and service providers achieve their next level of greatness. We have in-depth understanding of retail and relationships with trade globally. Our approach involves immersing ourselves to deeply understand the client, developing strategic approaches, empowering the client team, and jointly executing the plan while tracking progress.
The Challenger Brand Consultancy offers various workshops and programs to help companies develop challenger brand identities and strategies. Their flagship program is the Challenger Lighthouse Identity Programme, a multi-stage workshop over 12-16 weeks that helps companies create a distinctive positioning and long-term vision. They also offer Pirate School to foster a challenger mindset through activities like reenacting pirate battles. Additional workshops explore challenger narratives, category opportunities, and training to embed challenger thinking throughout organizations.
Employer branding, attraction and employer of choice January 2012Timothy Holden
The document discusses employer branding and strategies for becoming an employer of choice. It covers:
1. The key components of an effective employer brand, including transparency and aligning the employer brand with the consumer brand.
2. Factors to consider when developing an employer branding strategy, such as identifying the target labor market and formulating marketing objectives.
3. What an employer of choice should promise, like providing support for employees to develop their talents and celebrating successes.
Branding Roundtable No. 2 – Purpose-Driven Branding Leo Burnett
Branding Magazine interviewed Leo Burnett’s Chief Strategy Officer Mick McCabe in the latest edition of The Branding Roundtable. The Branding Roundtable is a monthly, free, downloadable eBook that features interviews with industry experts, an effort to explore branding topics in greater depth. Each month, experts are asked about a different subject, and July’s topic is Purpose-Driven Branding. Read McCabe’s interview for his insights and opinions about the state of purpose in branding.
This document discusses developing brand strategy. It begins by defining what a brand and strategy are, noting that a brand identifies goods/services and differentiates them, while strategy determines the direction and scope of an organization. It then discusses defining the brand's position by determining target consumers, market context, competitors, and goals. Other sections cover competitive advantage, the strategy clock, strategy canvas, innovation opportunities, and components of brand strategy like purpose, vision, mission, values, personality, and proposition. The overall purpose is to provide guidance on developing a comprehensive brand strategy.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
1. Corporate branding represents an organization's values, culture, and strategy and aims to build trust in the company as a whole rather than individual products. It reflects all customer experiences and perceptions of the company.
2. The process of corporate branding involves understanding target audiences, developing a strategic communication plan, and managing branding consistently. Successful brands communicate a company's core beliefs through advertising, PR, and by ensuring internal and external experiences align with the brand.
3. For corporate branding to be effective in India, companies need strong leadership and management that matches international standards to help Indian brands prosper globally.
The 8 behaviours that Challenger Brands live and thrive by.
Taken from the book Eating the Big Fish - How Challenger Brands compete with the Market Leader by Adam Morgan.
Read more on The Challenger Project at www.eatbigfish.com
This document provides an overview of key branding concepts:
1. A brand is an idea that differentiates a product through functional and emotional benefits rather than just price.
2. Branding is defining, promising, and consistently delivering a unique experience to distinguish a product from competitors.
3. Strong brands are built on trust between the brand and consumer, a common identity, and a point of difference from other brands.
Assessing Your Brand Architecture August 2015Carol Phillips
THIS PRESENTATION IS OLD. SEE UPDATED VERSION 2019.
Learn more about how to optimize Brand Architecture to provide a clear and leverage able ‘face’ for your business strategy.
eatbigfish - an overview of our offer 2013eatbigfish
This document provides an overview of the consultancy eatbigfish and their services focused on challenger brand thinking. They offer consultancy, speeches, training, tools, and books to help companies think and act like challengers. Their approach uses facilitated workshops and draws from their ongoing study of how challenger brands succeed. Their services are aimed at helping companies with strategies like brand positioning, culture, and innovation.
This document discusses factors to consider for effective brand positioning. It defines brand positioning as owning a credible and profitable position in consumers' minds through differentiating the brand. Brands can be mapped on a perceptual map based on consumer perceptions of price and quality. The brand positioning process involves understanding stakeholder needs, opportunity modeling to establish relevance and differentiation, developing a brand platform and identity, and continuous evaluation. Examples are provided of companies like Disney that maintain a clear vision to guide brand extensions. Microsoft is also discussed as keeping its original vision of computers for all despite vast growth. Effective brand extensions leverage brand equity to enter new categories while maintaining quality associations.
1. A brand is a distinguishing symbol such as a name, logo, or design that identifies a company's products and differentiates them from competitors. Brands help consumers easily identify products and reduce purchasing risk and decision time.
2. Historically, brands originated to identify the maker or seller of mass produced goods during the Industrial Revolution. Successful brands create lasting impressions that convey messages about quality, prestige, and the type of consumer.
3. Key advantages of branding include helping consumers identify products, reducing risk, facilitating quick decisions, building loyalty, and enhancing company value and competitiveness. Strong brands are authentic, memorable, relevant, and distinctive.
The document discusses objectives and steps for effective brand positioning. It identifies five objectives for remarkable brand positioning: be real, behave righteously, remain remarkable, remain relevant, and reward relationships. It also outlines seven steps to effective brand positioning: identify target consumers, define your market, understand consumer needs, see brands through consumers' eyes, think big and improve the product, imply critical benefits, and expose brand benefits to targets. Positioning a brand based on emotions allows companies to charge more by diminishing the role of price in decisions and creates stronger customer connections.
10 Tips for Effective Brand Marketing by Debbie Laskey MBADebbieLaskeyMBA
This document discusses the importance of regularly checking marketing campaigns to ensure they are aligned with customers and brand message. It also notes that a brand is enriched over time through many small gestures. The document then provides ten strategies for strengthening a brand, including defining the brand promise, allowing the brand's personality to stand out, creating an easy to remember name, developing a style guide for consistency, determining the competitive advantage, weighing brand extensions, using social media appropriately, educating all employees on the brand, and creating a positive culture where employees advocate for the brand. Regular evaluation and implementation of these strategies can result in a strong industry leading brand.
This document discusses strategies for building and strengthening brand equity. It advises learning from successful brands that have built trust with customers through consistent delivery on their brand promises. Strong brands align their culture, products, customer interactions and communications to differentiate themselves and create emotional bonds with customers. The document recommends conducting annual brand audits and research to monitor the brand's perception and ensure brand-related activities are creating value and profits. It also provides tips for small organizations to focus on value and use limited resources efficiently to implement a branding strategy.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
PowerPoint presentation from a lecture on branding and identity development. Has good overview information on the branding process, brand equity, the art of positioning and brand identity architecture.
This document discusses several topics related to branding and brand management. It begins with an introduction that defines a brand and why branding is important. It then discusses brand name selection, focusing on choosing a name that provides benefits information and is memorable. It also covers managing brands through advertising, reviewing strengths and weaknesses, and how branding affects customer purchase decisions by associating a brand with certain qualities.
Digital marketing certification provides an overview of digital marketing concepts and tactics. It discusses that marketing is now about building relationships through dialogue rather than just generating transactions. The summary discusses key digital marketing tactics like search engine optimization, content marketing, social media marketing, email marketing, and more. It also covers the rise of digital consumers and their expectations. Measurement and budgeting for content marketing are also addressed. The document provides a comprehensive overview of digital marketing strategies and best practices.
Bob Pritchard is an outstanding businessman who has enjoyed exceptional success in the United States,
Europe and Australasia.
More Information: http://www.icmi.com.au/bob-pritchard
The document discusses branding and how brands can gain or lose customers. It notes that trust, reliability, and delight of customers are key to winning brands. When brands have mismatches or lack employee pride, customers lose faith and the brand's competitive edge is damaged, costing the brand money. The document introduces Brand Aid, a branding agency that takes a progressive approach to emerging business issues by focusing on turning brand stories into business details. Brand Aid helps brands match their strategy to today's market realities in order to increase revenue and sales.
The document is a one sentence statement: "It will sell itself!" This suggests that the key point is that the product or service being discussed will be successful in the marketplace without much effort spent on marketing and sales.
Branding is an often under-utilized tool in the small business owner's tool belt. The methods used to choose and build the brand are not clearly understood leaving a huge marketing opportunity untapped.
Small Business Owners will learn to choose, build and protect the brands they use for their business, products and services. A company's brand can become a very valuable asset if the business chooses it properly and consistently builds it.
- Choosing your names and brands
- Methods for building and using the brand
- How to protect your brands
The product combination is a critical issues this presentation covers some of the key points to be considered and comes from the 1stoutsource business forum where more can be downloaded.
The document discusses various strategies for advertising a brand, including establishing a physical presence, connecting intellectually with audiences, using social media effectively, and different types of online advertising like LinkedIn, Twitter, Facebook, and search engine marketing. It emphasizes the importance of understanding different advertising platforms and audiences in order to craft targeted, relevant messages that will attract customers without being intrusive spam. Costs of different advertising methods like cost-per-click and cost-per-thousand are also addressed.
The document provides an overview of digital marketing and content marketing strategies. It discusses key concepts like defining goals and metrics, identifying target audiences, creating different types of content, and measuring performance. Content marketing tactics include focusing on quality content, addressing pain points, optimizing content for mobile, and using various content formats and channels for distribution. Copywriting strategies involve crafting headlines, bullet points, and body copy that highlight problems and solutions to attract and persuade prospective customers."
StealThunder: Brand building in 10 minutesStealThunder
This document provides an overview of brand building in 10 minutes. It discusses that a brand is an asset comprised of the ideas, associations, expectations, and feelings evoked by a company's name or logo. The objective of brand building is to create a set of impressions that will result in profitable relationships. These impressions can be shaped by who the company is, what they do, what they express, and what others say about them. The document stresses focusing on defining a compelling "big idea" that differentiates the brand before implementing tactics. It provides a checklist to assess if a company has defined its big idea and is aligned around engaging audiences.
A presentation created on the topic, Branding. This presentation is created by Ajay, Anita and Bhuvan, students of College of Art, Delhi University. And it was submitted to our teacher, Deepti Baveja.
1) Startups need marketing from the beginning to define their brand, target audience, and competitive advantage. Without this strategic direction, they risk failing to differentiate themselves or reach their full potential.
2) Investors want to see a marketing plan that demonstrates how the startup will enter the market, grow, and acquire customers. Marketing is essential for securing necessary funding.
3) With more startups competing for funding today, marketing becomes even more important to impress investors and increase the chances of receiving funding. The white paper recommends startups create a strategic marketing plan from the start to guide critical branding and messaging decisions.
Similar to Stuppy Funding, Growth & Company Sale/Exit Thru Branding (20)
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.pptHenry Hollis
The History of NZ 1870-1900.
Making of a Nation.
From the NZ Wars to Liberals,
Richard Seddon, George Grey,
Social Laboratory, New Zealand,
Confiscations, Kotahitanga, Kingitanga, Parliament, Suffrage, Repudiation, Economic Change, Agriculture, Gold Mining, Timber, Flax, Sheep, Dairying,
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
A Free 200-Page eBook ~ Brain and Mind Exercise.pptxOH TEIK BIN
(A Free eBook comprising 3 Sets of Presentation of a selection of Puzzles, Brain Teasers and Thinking Problems to exercise both the mind and the Right and Left Brain. To help keep the mind and brain fit and healthy. Good for both the young and old alike.
Answers are given for all the puzzles and problems.)
With Metta,
Bro. Oh Teik Bin 🙏🤓🤔🥰
How to Download & Install Module From the Odoo App Store in Odoo 17Celine George
Custom modules offer the flexibility to extend Odoo's capabilities, address unique requirements, and optimize workflows to align seamlessly with your organization's processes. By leveraging custom modules, businesses can unlock greater efficiency, productivity, and innovation, empowering them to stay competitive in today's dynamic market landscape. In this tutorial, we'll guide you step by step on how to easily download and install modules from the Odoo App Store.
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptxCapitolTechU
Slides from a Capitol Technology University webinar held June 20, 2024. The webinar featured Dr. Donovan Wright, presenting on the Department of Defense Digital Transformation.
Stuppy Funding, Growth & Company Sale/Exit Thru Branding
1. BRANDING
A Secret Weapon in
Funding, Growth & Exit
Advancing the Success of Your Company
John Stuppy, MBA, Ph.D.
john@edumetrix.com
EDUMETRIX INC.
Former president TutorVista.com
www.edumetrix.com / JohnStuppy.com
v08-21-2012 Stuppy: Branding 1
2. Are you looking to…
1. Raise money
2. Attract the best employees
3. Build your business to the best exit
4. Grow & achieve segment leadership
…for your company?
Consider maximizing & leveraging your
company brand to achieve your goals.
v10-6-09 Stuppy: Branding 2
3. Why Brand?
Lots of competition
Hard for consumer to differentiate
Need to attract the best employees
Tough financial climate today
“5 is the new 12” (valuation multiple)
Some categories have leverage
High emotion is key to branding
Eg. education brands can draw support
Build your brand. Improve your company’s
v10-6-09
prospects for funding, growth and exit.
Stuppy: Branding 3
4. Does Branding Work?
In The NY Times article “Maybe It's Time to Rethink The
Cost of College Prep” (2/28/2009)
“National companies like Kaplan Test Prep and Admissions,
the Princeton Review, Sylvan Learning and TutorVista.com,
offer a variety of offline and online tutoring options at a wide
range of prices.”
As the former president of TutorVista.com, I led an
inexpensive marketing and promotion campaign of news
and carefully planned events to capture the hearts and
minds of TV producers, top VC companies, consumers and
the press. This valuable service and brand-building has
made TutorVista worthy of mention in respected print and
television news worldwide.
TutorVista continues to be highlighted today alongside
market leading companies that have been in business 35-
60 years and spend $40M or more a year on advertising.
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5. TutorVista.com has been featured in
news & print to over 80 million people
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6. “…every brand has a unique claim to
fame – an unmatched value…find
the One Thing the brand stands for at
its very core and surround that thing
with reason and emotion.”
-- Be The Brand, David Martin
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7. Building Your Brand
Stand out & stand for something
Unique
Desirable
Differentiate
Move out in front of the pack
Be seen in right light by the right people
Must you advertise to build a brand?
NO! You can dominate a category on a modest
budget and that’s the focus of this slide
deck…Be one of the Big Dogs with less than a
Coca-Cola or McDonald’s budget!
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8. To build a brand, you must know the
essence of your company/product*
Who are your consumers? Lifestyle profiles?
Hopes & fears, pleasures and dislikes, fads?
What do people want from products in
category? Must be relevant!
Likes/dislikes about the competition?
What rational & emotional needs can we
meet that others have not met? What will
make a meaningful difference?
How, where, with whom & when used?
How used in future? Trends we can ride?
*Be The Brand, David Martin
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9. And – It’s Key – Brands Must…
Make an emotional connection with
Consumers
Employees
Funders
Media/industry leaders
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10. Brand Awareness
In addition to name retention, your brand
must include recall of:
1. What you do
2. The benefit of what you do
3. What you stand for
Awareness is the first stage of selling
Needs + Awareness + Emotion Desire Action
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12. Branding Ideas
Awareness
Signs/posters, Events, Speeches, Conferences,
Announcements, Postcards, Free pilot
programs, Grants
Invite media; engage lobbyists
Be relevant, interesting & desirable
Establish expertise
Real success stories, Growth, Results, Benefits,
Wow-factor (innovation) as well as Now-factor
(solutions are here today/relevant)
Stake your claim, sell, retain & refer
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13. Use This Template to Compose Your
Brand Positioning Statement
To the (market target), (brand name), is
the brand of (frame of reference) with
(benefits and attributes) that (sustainable
and emotional point of difference).*
Eg. To parents worried about their child’s
academic success, TutorVista.com, is the
brand of online tutoring that delivers the
highest quality, most affordable and
convenient tutoring that will help your
child compete and succeed in school.
*Be The Brand, David Martin
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14. The Best Brands Drive Emotions*
Some Key Emotions for Brands are:
Love of offspring (9.1 on a 10-point scale)
Parental affection (8.9)
Ambition (8.6)
Fear, Safety (7.8)
Economy (7.5)
Curiosity (7.5)
Efficiency (7.3)
Competition (7.3)
Social Distinction (6.9)
*Psychology in Advertising, Albert Poffenberger
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15. Use branding to get a leg up
Establish coherent focus
Align employees around this focus
Drive home this message for media,
employees, customers & investors
so all know what you stand for
Stir your customers’ emotions
Differentiate and stake your claim
Deliver on your brand’s promise
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16. A rising tide floats all boats
If yours can be “the brand” and represent
all that’s good about your product or
service niche all by yourself, GREAT!
If not, or if your category has political or
other obstacles working against it,
consider working with competitors to
promote and strengthen your category
BUT…be sure to keep differentiated advantages
in mind so you can break away from the pack
and establish the value of your own brand
when there’s enough “water in the bay.”
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17. What’s next?
Be True To Your -----------
School
BRAND !!!
Deliver on your promise/potential
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18. John Stuppy background…
EDUMETRIX, Principal
Finds education technology products & services that work
Secure the capital and provide the leadership companies
need to replicate, scale and dominate their market.
Areas of expertise: funding, technology, startup,
marketing, sales, operations, e-learning, branding, student
achievement, test-prep, face-to-face & online tutoring,
charter schools, instructional supervision, professional
development.
TutorVista, President
Grew company 825%/year for 2 years to serve 500,000
students; Raised $36M from Sequoia and other top VC’s
Featured/interviewed on ABC, NBC, CBS & Fox News, NBC
Today Show; time magazine and in The NY Times,
The Wall Street Journal & SF Chronicle.
Sold a stake to Pearson
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