This workshop builds a foundation for how to identify, evaluate and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on
brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting. Specific topics covered include: 1) determining a brand’s
“bounds of extendibility,” 2) using brand as a source of inspiration for business-building ideas, and 3) testing/validating new business opportunities within the context of an existing brand.
The workshop uses a combination of best and worst practices, B2B and B2C context, and practical and real-world examples.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
Customer brand loyalty represent the greatest chances for acquiring revenue. This presentation by WAC Survey and Strategic Consulting provides an example of a company developing a program to sustain loyalty and promotes the features of the WEALR8VA algorithm, which measures customer loyalty.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
If you are looking for a presentation slide to represent your brand management, plans and strategy then this brand management PowerPoint presentation slide is for you. A marketing team can easily explain the details of the brand management using these slides. The slides of this brand strategic presentation slide make the report easier to understand. This management of brand PowerPoint slide can be customized in any order you can rearrange elements and edit the text placeholders that were prepared for this purpose. Brand management is a long-term plan for the development of a successful brand therefore, you can use these slides to achieve goals and improve the performance of your brand. Our strategic brand management PowerPoint template is perfect for marketing plans. You can download this brand management PPT template by just a click of a button as it directly connects to the consumer needs, competitive emotions, and environment. Enthrall your fraternity with our Brand Management PowerPoint Presentation Slides. Demonstrate your comprehension of current trends.
We all know it is important to consistently grow brands, but what is the best way to achieve brand growth? This webinar was conducted for the membership of ANA. It discuss how to achieve growth by extending brands into new markets, whether by geography, by category, or by industry. It features a variety of case studies and best and worst practice examples while exploring critical questions such as: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets?
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
Customer brand loyalty represent the greatest chances for acquiring revenue. This presentation by WAC Survey and Strategic Consulting provides an example of a company developing a program to sustain loyalty and promotes the features of the WEALR8VA algorithm, which measures customer loyalty.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
If you are looking for a presentation slide to represent your brand management, plans and strategy then this brand management PowerPoint presentation slide is for you. A marketing team can easily explain the details of the brand management using these slides. The slides of this brand strategic presentation slide make the report easier to understand. This management of brand PowerPoint slide can be customized in any order you can rearrange elements and edit the text placeholders that were prepared for this purpose. Brand management is a long-term plan for the development of a successful brand therefore, you can use these slides to achieve goals and improve the performance of your brand. Our strategic brand management PowerPoint template is perfect for marketing plans. You can download this brand management PPT template by just a click of a button as it directly connects to the consumer needs, competitive emotions, and environment. Enthrall your fraternity with our Brand Management PowerPoint Presentation Slides. Demonstrate your comprehension of current trends.
We all know it is important to consistently grow brands, but what is the best way to achieve brand growth? This webinar was conducted for the membership of ANA. It discuss how to achieve growth by extending brands into new markets, whether by geography, by category, or by industry. It features a variety of case studies and best and worst practice examples while exploring critical questions such as: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets?
We all know it is important to consistently grow brands, but what is the best way to achieve brand growth? This webinar was conducted for the membership of ANA. It discuss how to achieve growth by extending brands into new markets, whether by geography, by category, or by industry. It features a variety of case studies and best and worst practice examples while exploring critical questions such as: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets?
Slides from my session at Emerce Etravel... Modern markets are noisy. In our rush to launch products we tend to forget that customers don’t buy what they don’t understand. From working with hundreds of startups there are 5 lessons I learned to build the right product features within their target market. We’ll discuss positioning, founders blindess, designing fast UX and how to use all this to grow your product.
B Business and Management (Standard Level)
All material taken from the IB Business and Management Textbook:
"Business and Management", Paul Hoang, IBID Press, Victoria, 2007
Identifying growth platforms through a brand-driven innovation process: a case of the Sci Fi Channel. A roundtable discussion on behalf of The University of Chicago Booth School of Business.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
AMA Customer Experience Workshop: Optimizing the Customer ExperienceFullSurge
Tutorial workshop on optimizing the customer experience prepared for and facilitated on behalf of the American Marketing Association for the 2014 annual conference, Inspired Marketing.
This two-day workshop helped participants craft a high-potential business growth strategy that capitalizes on marketplace opportunities while leveraging organizational competencies and
competitive advantages. Day 1 of the workshop consists of four modules: 1) an overview of business growth strategy, 2) conducting a current state assessment to identify business opportunities
consistent with organizational core competencies, 3) articulating a business growth vision to remain competitive in a challenging marketplace environment, and 4) growing the core business to
maximize revenue and profit.
This two-day workshop helped participants craft a high-potential business growth strategy that capitalizes on marketplace opportunities while leveraging organizational competencies and
competitive advantages. Day 2 of the workshop consists of four modules: 1) utilizing research and analytical methodologies to inform and achieve strategic business goals, 2) implementing
business growth strategy for creating high-impact value propositions, 3) assessing organizational readiness and implementation for effective execution of growth strategies, and 4) measuring
and monitoring the progress of business development and growth.
The presentation was part of a one-day roundtable session held for the membership of the Association of National Advertisers (ANA). It contains a real-world case study that illustrates how a
former client: 1) dissected and ultimately defined what it means to be "green" in their industry, 2) identified key purchase decision-makers associated with "green," 3) segmented the market
based on customers' attitudes toward "green," and 4) developed a compelling "green-based" value proposition and go-to-market strategy for the chosen target segment.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories,
customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the
circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
The purpose of this two-day workshop was to help marketers build successful multichannel strategies that connect with customers in increasingly meaningful ways across discreet yet
interconnected channels. Specifically it focuses on how to: 1) develop a 360 view of customers to inform a channel architecture strategy, 2) deliver personally relevant information through a
compelling content and contact strategy, 3) align channels through brand strategy to create a cohesive user experience, 4) integrate measurement across channels for business performance
enhancement, and 5) create internal infrastructure and readiness systems that equip organizations to coordinate effective responses to customer needs.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand
architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the
portfolio. The webinar leverages best practices, guiding principles, and real-world example.
FullSurge managing partner Mitch Duckler delivered a presentation at the 2014 Small Firms Leadership Retreat in Ponte Vedra Beach, Florida. In this presentation, Mitch presents the latest guiding principles for how small consulting firms can drive growth. His presentation covers the importance of a firm defining its unique brand positioning and how to bring it to life operationally. Mitch also addresses how brand positioning can be used to inform activities such as thought leadership, expertise marketing, human capital, intellectual property, and knowledge management.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
2. American Marketing Association
SUBSECTION TITLE
2
Brand Extendibility Hall of Shame
Unfortunately, brand extendibility examples like the ones below are far more common
than we realize
Burger King Boxers
Harley Davidson PerfumeHooters Air
Dr. Pepper Marinade Chicken Soup for Dog Lovers
Arizona Tea Nachos ‘n
Cheese Dip
3. American Marketing Association
SUBSECTION TITLE
3
The Case for Brand Growth
Why So Many Brand Extensions Fail
Identifying Market Needs
Developing Inspiring Solutions
Determining Brand Relevance
Executing with Excellence
4. American Marketing Association
SUBSECTION TITLE
4
Brand Extendibility Defined
The Case for Brand Growth
Brand extendibility is one of three ways to drive organic growth, representing essentially
the intersection of an established brand and new product or service development
Existing Brands
Brand Extendibility
Base Business
New Products
New Brands
Sources of Organic Growth
5. American Marketing Association
SUBSECTION TITLE
5
The Need for Growth
The Case for Brand Growth
Driving business growth through new products and services is a a top priority for CEOs
0
20
40
60
Product/Service
Innovation
Increase Share in
Existing Markets
Mergers &
Acquisition
New Geographic
Markets
New JV/Strategic
Alliances
% of U.S. CEOs Citing Area as a Source for Growth
Source: PwC 17th Annual Global CEO Survey (2014)
36 37
14
10
3
6. American Marketing Association
SUBSECTION TITLE
6
The Elusive Nature of Growth
The Case for Brand Growth
…Yet over half of CEOs feel they need to change/improve their capabilities in this area
Source: PwC 17th Annual Global CEO Survey (2014)
0
20
40
60
No Need to Change Considering or Planning Change Change is Underway or
Complete
% of U.S. CEOs Citing Their Product Development &
Innovation Capabilities as Follows
20
54
26
7. American Marketing Association
SUBSECTION TITLE
7
Various Types of Growth
The Case for Brand Growth
Growth can be divided into two broad categories—organic and inorganic. Both categories
have well-defined sub-strategies and tactics for driving desired results
8. American Marketing Association
SUBSECTION TITLE
8
The Benefits of Brand-driven Growth
The Case for Brand Growth
Brand-driven growth (brand extendibility) tends to be more incremental than merely
driving base business, and less expensive and risky than launching new brands
Products&Services
Brands
ExistingNew
Existing New
Market
Penetration
Brand
Extendibility
Portfolio
Extendibility
New Product
Development
Higher
Risk
Typically Less
Impactful
9. American Marketing Association
SUBSECTION TITLE
9
The Case for Brand Growth
Why So Many Brand Extensions Fail
Identifying Market Needs
Developing Inspiring Solutions
Determining Brand Relevance
Executing with Excellence
10. American Marketing Association
SUBSECTION TITLE
10
Just the Facts…
Why So Many Brand Extensions Fail
Although a desirable means for driving business growth, successfully extending existing
brands (even very strong ones) is not easy
0
20
40
60
80
100
Brand Extension Failure Rate* Brand Extension 3-year Survival Rate**
Brand Extendibility Track Record
*Ernst & Young, 2003; **David Talyor, Brand Stretch (2004)
84
54
11. American Marketing Association
SUBSECTION TITLE
11
Top Barriers to Successful Brand Extendibility
Why So Many Brand Extensions Fail
When brand extendibility fails it can often be attributed to one or more of the following…
No Meaningful
Market Need
Demand
There is a Need,
but the Solution is
Uninspiring
Supply
There is a Need
and an Inspiring
Solution, but the
Brand is Wrong
Brand
Relevance
Everything Makes
Sense Strategically,
but the Execution
is Poor
Execution
12. American Marketing Association
SUBSECTION TITLE
12
1) No Meaningful Market Need (Demand)
Why So Many Brand Extensions Fail
When there is no customer need for a new product or service, and little ability to create
the need, a brand extension has very little chance for success
Demand Supply
Brand
Relevance Execution
Track plant growth and
watch an entire growing
cycle in seconds!
PlantCamTM
Example
! Addressing the need is not profitable
Underlying Components:
! No need; difficult to create need
! Satisfactory solutions already exist
! The unmet need is too niche
13. American Marketing Association
SUBSECTION TITLE
13
2) Uninspiring Product or Service Solution (Supply)
Why So Many Brand Extensions Fail
Even with an identified customer need, if the proposed solution is uninspiring or otherwise
sub-optimal, the brand extension will struggle to succeed
Smokeless Cigarettes…
“produced a flavor and a
smell so offensive that it
left users retching…”
Example
Demand Supply
Brand
Relevance Execution
! “Flavor of the Day” offering
Underlying Components:
! Solution not aligned with need
! Lack of imagination/creativity
! “Side effects” or other drawbacks
14. American Marketing Association
SUBSECTION TITLE
14
3) Lack of Brand Relevance
Why So Many Brand Extensions Fail
When there is an identified need—and an attractive solution to address it—there still
needs to be a solid fit with brand under which the product or service is launched
EBay selling goods at
fixed prices made no
sense for the brand or
to consumers…
EBay Express was a
confusing and
contradictory concept
Example
Demand Supply
Brand
Relevance Execution
! Base brand “baggage”
Underlying Components:
! Lack of credibility
! Inconsistent persona
! Contradictory price/value relationship
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4) Poor Execution
Why So Many Brand Extensions Fail
Even when everything makes sense strategically, poor execution will almost always doom
a brand extension to failure
Example
Demand Supply
Brand
Relevance Execution
Community-specific news,
information and
engagement platform…
• Flawed business model
• Overly-ambitious launch
• Poor content quality
! Lack of clarity on goals/path forward
Underlying Components:
! Lack of senior-level commitment
! Culture gets in the way
! Capabilities are not up to par
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The Case for Brand Growth
Why So Many Brand Extensions Fail
Identifying Market Needs
Developing Inspiring Solutions
Determining Brand Relevance
Executing with Excellence
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Developing an Outside-In Perspective
Identifying Market Needs
The outside-in perspective is important as always. Business objectives for brand
extendibility should guide exactly who’s perspectives “outside” matter most
Primary Objective:
More Deeply Penetrate Existing
Base
Solicit Input and
Participation from
Current
Customers
Primary Objective:
Acquire New Customers for
the Brand
Solicit Input and
Participation from
Current &
Prospective
Customers
Primary Objective:
Fail Miserably in Brand
Extendibility
Solicit Input and
Participation from
Only Senior
Management
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Start Specific… Go Broad
Identifying Market Needs
A common mistake during needs identification is to focus too narrowly on the category in
question, without enough consideration to the broader context
Personal Values
Relaxation/Recharging
Role of Friends & Family in Life
Movies on
DVD/Blu-ray
Role of Entertainment in Life
Home Entertainment
Dimensions for
Understanding Consumers
Attitudes Toward Free Time
Broad
Specific
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The Latency Effect
Identifying Market Needs
Although “talking to the customer” is important, it’s not as simple as merely asking them
what they want/need
“If I had asked customers what they wanted,
they would have told me a faster horse.”
−Henry Ford
! Customers are often unaware they even
have a particular need (latent)
! Customers may be aware of a need, but
have trouble articulating it (tacit)
! Some of the most successful new products
and brand extensions in history were not
inspired by an articulated customer need
None of these products
addressed a widely recognized
problem that any of us had
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The Importance of Precision
Identifying Market Needs
Especially when attempting to identify problems, it is important to be very specific about
the nature of the problem, and what in particular needs to be addressed
“If you don’t know where you’re going, any road
will take you there.”
−Lewis Carroll
! When attempting to understand customer
needs, it is important to be as specific and
granular as possible
! Big problems and challenges are often
comprised of smaller component challenges—
each of which has different ideal solutions
! Performance—Is it about productivity?
Accuracy? Throughput? Speed?
! Convenience—Is it about speed? Ease?
Simplicity? Portability?
How can a 9-hour solution
solve the problem of dinner
preparation taking too long?
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Beyond Problems… Opportunities
Identifying Market Needs
Focusing only on solving problems is limiting. Many successful new products do not solve
a problem…they create an opportunity or deliver a better experience
“Effective innovators don’t wait for problems to
arise. They fix what isn’t broken and improve
things that have no apparent deficit.”
−Dennis Stauffer, Thinking Clockwise
While the world is full of problems, it’s also full of
opportunities…many of which do not solve a
particular problem
! Uncovering opportunities that are not inherently
problem-solving in nature requires a different
approach
! It’s less about asking customers what
they think/want…
! It’s more about observing what customers
actually do— “and connecting the dots”
Consumers weren’t exactly sitting
around thinking to themselves, “Gee, if
only I had a tablet…”
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A Reality Check
Identifying Market Needs
When seeking to identify unmet needs it is important to consider your core competencies.
Identifying needs that you have little chance for successfully addressing is futile
Brand Extendibility Playing Field
Market
Opportunity
Company
Capabilities
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Cost-effective, DIY Techniques
Identifying Market Needs
There are a number of techniques that are designed specifically to uncover customers’
unmet needs, and ultimately, business growth opportunity
Bulletin Boards/
Threaded Discussions
Community-building threaded
discussions in which we can
observe consumer-to-
consumer (or B2B customer-
to-customer) dialogue
Be Your Own Ethnographer/
Day-in-the-Life Observation
Spend a day in the customer’s
shoes. Shadow and observe
them closely. Selectively ask
“why” questions to understand
underlying motivations
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The Case for Brand Growth
Why So Many Brand Extensions Fail
Identifying Market Needs
Developing Inspiring Solutions
Determining Brand Relevance
Executing with Excellence
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Sources of Inspiration
Developing Inspiring Solutions
Inspiration to fuel potential solutions can come from numerous, diverse sources
Core Competencies
Cross-BU Collaboration
R&D and Contracted
Partnerships
Supplier Collaboration
Company
R&D
Vendors
Universities
JVs/Alliances
Analogies & Metaphors Product /
Technology
Business Model Levers
Best Practices
Case Studies
Delivery Channels
Service Models
Business
Model
Functional Attributes
Emotional Benefits
Core Values
Personality
Brand Levers
Brand
Customer Insights
Global Trends
Need Platforms
Digital Ideation
Customer Participation
Customer
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Defining Your Frame of Reference
Developing Inspiring Solutions
When thinking about potential solutions, it is important to consider and define your
brand’s frame of reference (What business is it in? What business should it be in?)
Workout
T-shirts
Sporting
Goods
Athletic
Apparel
Lifestyle &
Fitness
Health &
Wellness
Pedometers
Running
Shoes
Jerseys
Shorts
Socks
Sweatshirts
Footballs
Golf Clubs
Hockey Skates
Basketballs
Tennis Balls
Soccer Nets
Knee Bands
Trail Maps
Hiking Gear
Mountain
Climbing
Camping Gear
Prepared
Meals
Physician
Network
Wellness
Website
Nutrition
Plans
Fitness
Bands
Heart
Monitors
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Identify Ways to Cluster
Developing Inspiring Solutions
Look for ways to logically bundle products, categories, industries and sectors…
Original
Accessories
• Mobile
• merchandise
Gaming Hardware
• Consoles, devices, PCs
• Gaming gear
Home Appliances
• Sci Fi inspired
smart appliances
Ready to Assemble
• Changeable
Living Spaces
HH of tomorrow
Architectural
Lighting
• Illuminated
wallpaper
Technology enabled
apparel & jewelry
• Multi-function
wearable device
Multiple IPTV
channels
Service
Provider
Content Extensions
• ringtones &
Ring backs
• Wallpaper
• Text Alerts
Hotels & Resorts
• Fantasy
Destinations
Amusement
Parks /
• Fantasy
Destinations
• Arcades / FECs
• Conventions
Gaming Software
• Video Games, Online Games,
Mobile Games, Computer games
• Interactive Role Play Game
• Creativity Game
Home Storage,
Org. Products, &
accessories
Audio Video
Equipment
• Media Wall
• Immersion
pods
Internet / Digital
Music Distribution
& Downloads
UGC
• Online
story-building
Aggregation
Cable TV
Broadcast
TV
Production &
Distribution
Motion Picture
Production &
Distribution
(long format)
Travel
Services
• Staged events
Leisure
MusicMedia
Consumer
Products
(non-retailing)
Commemorative
Products
Television
Film &
Video
Book
Publishing
Periodicals
• Online story-
building
Trading Cards
& Comic Books
Digital Content
Distribution
Publishing
Consumer
Electronics
Toys &
Games
House wares
Home
Furniture
Lighting
Appliances
Apparel &
Jewelry
Lodging
Entertainment
Restaurant & Cafes
Training
Services
(support)
Mobile
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The Power of Convergence
Developing Inspiring Solutions
An effective way of inspiring new thinking is to consider how one new solution can
address multiple needs (i.e., that are currently being addressed through multiple solutions
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Cross-Pollinating the Unlikely
Developing Inspiring Solutions
To simulate lateral, out-of-the-box thinking, it is also useful to combine things that are
typically thought to be completely unrelated to see where the combination leads you
Mash-ups
+
Using the same design as a weed whacker with
a motor on one end and an impeller at the other,
a miniature computer-controlled heart pump has
been designed to help patients waiting
on the transplant list.
How Would X Approach Y?
+
If Google were in the business of manufacturing
nuts and bolts, how would they go about it? In
what ways would their nuts and bolts be different
from others on the market today? Why would
they be different and better?
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The Case for Brand Growth
Why So Many Brand Extensions Fail
Identifying Market Needs
Developing Inspiring Solutions
Determining Brand Relevance
Executing with Excellence
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Brand Extendibility Footprint
Determining Brand Relevance
A Brand Extendibility Footprint defines what your brand stands for today across multiple
dimensions, and helps you determine where it can potentially go (and not go) in the future
Brand Footprint
Dimension 1
Dimension 3
Dimension 2
Dimension 4
Dimension 5
Dimension 6
Dimension 7
Dimension 8
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Illustrative Dimensions/Axes
Determining Brand Relevance
Categories
Spices Seasonings Appetizers Main EntreesSide Dishes
Segments
Toddlers Young Kids Tweens Young AdultsTeens
Price Points
Entry Value Mid-Price LuxuryHigh-End
Occasions
Breakfast Snack Mini-Meal DinnerLunch
Emotions
Meditative Calming Relaxing StimulatingEnergizing
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Example—Extending Along Categories
Determining Brand Relevance
Categories
Desktop
Software
Cloud
Solutions
Subscriptions
/ Licenses
Value-added
Reseller
Consultative
Services
TODAY
Not doing today, but there
is high customer
permission…seen primarily
as new platforms
Credible
“stretch;” but
would likely
require some
convincing
Off-brand;
Not able to
span from a
‘mass’ to
‘custom’
Company:
Financial Planning
Software Developer
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Example—Extending Along Occasions
Determining Brand Relevance
Everyday/
Routine
Crunched
for Time
Portable/
On-the-Go
Seek Different
Experience
Special
Occasion
TODAY
Lack of drive-thru window
makes these occasions a
bit more challenging, but
still have ‘permission’
Basic food
fare makes
this a big
stretch; would
need to
significantly
alter cuisine/
menu offering
Off-brand;
Highly
functional
nature of
brand is a
disconnect
Occasions
Company:
‘Fast Casual’
Restaurant Chain
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The Power of the Intangibles
Determining Brand Relevance
In general, extending across intangible dimensions such as emotional benefits, persona,
etc. gives the brand more permission and leeway to extend in a meaningful way
“At Caterpillar, we build the machines that help
our customers build a better world. The boots
and shoes we build are made with the same
commitment.”
“Excellence is a continual quest at the Tata
group and Tata companies are supported in
their efforts to achieve world-class standards in
all aspects of operations...”
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The Case for Brand Growth
Why So Many Brand Extensions Fail
Identifying Market Needs
Developing Inspiring Solutions
Determining Brand Relevance
Executing with Excellence
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What About Execution?
Executing with Excellence
“I’m all in favor of it!”
—John McKay
Head Coach of the 0-14 Tampa Bay Buccaneers (1976)
…when asked how he felt about his team’s execution
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The Four C’s of Execution
Executing with Excellence
Executing with
Excellence
CULTURE
CLARITYCAPABILITY
COMMITMENT
Every aspect of the brand
extension/launch needs to be
clearly articulated, leaving
nothing no ambiguity or room for
misinterpretation
Internal Brand, Marketing,
Insights, Sales, and Product
Development functions need to
be staffed by capable talent
with relevant experience
Senior management has to believe in
brand extensions, and financially and
publically back their marketplace launch
and ongoing support
The organization’s values, visions,
norms, systems, beliefs, and habits
all tend to influence the extent to
which it executes successfully
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Commitment
Executing with Excellence
The top two reasons brand extendibility—and growth in general—do not succeed relate
to senior management commitment and level of support
1 Success has not been defined and agreed upon upfront and at the top –
failing to set up adequate expectations and measures for evaluation
2 Incorrect level of support – insufficient funds are allocated at critical
moments of the development process
3 Financial performance is inconsistent with general financially accepted
results in the company – resulting in misguided financial assessment
4 Use of incorrect testing methodology – either through erroneous results or
testing wrong measure results in early failure determination
5 Organizational misalignment – structure or lack of staff capabilities and
seniority hinder the process
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• Bureaucratic
• Short-term focused
• Fear
• Hierarchical
• Slow-moving
• Lacking shared purpose
• Rule-oriented
• Cautious
• Reactive
• Inefficient
• Stressful
• Trust
• Open to new ideas
• Willingness to experiment
• Disciplined execution
• Risk-taking
• Diversity of thinking
• Passion
• Collaboration
• Flexible
• Team-oriented
• Achievement-oriented
Culture
Executing with Excellence
Closely related to senior management commitment, cultural dynamics also impact the
extent to which brand extendibility is successful
Inhibit Growth/Expansion Facilitate Growth/Expansion
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Clarity
Executing with Excellence
It is important to have complete clarity on the process to be followed, the roles of each
team member, and the ways key decisions will be made
Process Maps
Role Descriptions
Decision Rights
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Capability
Executing with Excellence
It is important to ensure your company has the right capability in place, by critical function
Level 1
Basic
Level 2
Competent
Level 3
Proficient
Level 4
Advanced
Level 5
World Class
Company
Benchmark
—Illustrative—
Strategic Planning
R&D
Sales/ Channels
Manufacturing
Marketing
Innovation