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Branding Presentation
The document discusses branding and what constitutes a strong brand. It defines a brand as an embodiment of an idea that creates a compelling point of difference and bond that gives people a reason to believe. The document outlines key aspects of modern branding including shared brand ownership between companies and customers, brand fragmentation, brand loyalty, and brand engagement. It provides steps for developing a brand, including understanding competitors and customers, defining attributes and values, outlining benefits, and creating a concise rallying cry.
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Branding Presentation
- 1. Which way didthe brand go? February 2012
- 2. Whoâs this guy? ⢠Owna marketing and communications consultancy â ⢠Before that, worked at large ad agencies in Halifax and Toronto â ⢠⢠Work with a variety of companies located in Atlantic Canada, Central/Western Canada and the US Clients were NSLC, ALC, Toyota, Canon, CIBC, Kraft, Rogers and Dare Foods Work for two of Canadaâs top brands â Molson and Nikon Strong experience in a variety of media and engagement channels
- 3. What is aâbrandâ?
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- 7. A brand is⌠An embodiment ofan idea (In Nikeâs case, âEmpowermentâ)
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- 9. A brand is⌠Morethan a slogan⌠âŚor an ad campaign
- 10. A brand is⌠Compelling& relevant point of difference
- 11. A brand is⌠Thebond that gives people a reason to believe
- 12. The worlds topbrands
- 13. Who do youthink are the top 5?
- 14. Top brands in2011 Interbrand Top 100
- 15. Top brands in2001 Interbrand Top 100
- 16. Whatâs happening totodayâs brands?
- 17. Brand Ownership Who reallyowns the brand â the company or the people using/buying it?
- 18. Brand Fragmentation Inconsistency isconsistency?
- 19. Brand Loyalty Those wholike it, like it a lot
- 20. Brand Engagement We donâtjust call or visit
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- 22. Why Brand? Reason tochoose Build loyalty Be different Grow business
- 23. Why Brand? Build areputation Support corp. vision Ensure consistency Change perceptions
- 24. Branding Steps 1. 2. 3. 4. 5. Look around Talkto your customers Define who you are (i.e. attributes and values) Outline âwhy youâ (i.e. benefits) Wrap it up in something clear and concise
- 25. Now itâs yourturn
- 26. Try to defineyour brand ⢠⢠⢠Outline your top three competitors Highlight three interesting things about your customer Define five key attributes and/or values (high the two most important to you)
- 27. Try to defineyour brand ⢠Define âcustomerâ benefits â functional and emotional ⢠See if you can link the two benefits with something bigger ⢠Write a ârallying cryâ that includes the top two attributes, both benefits and the âbig linkâ
- 28. Rallying Cry Company Xis a _______ and _______ organization that offers people ______ and ______ so they can achieve ________. Attributes Benefits The âUltimateâ Benefit
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